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Mercedes-Benz Australia. August Facebook Report 2013. Growth and Engagement. 5,976 new fans added (6,923 thousand in July) which represents a month growth rate of 6.61% . More than competitors Audi Australia 3,923 thousand (6.04%) and BMW Australia 5,144 thousand (5.29%)
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Mercedes-Benz Australia August Facebook Report 2013
Growth and Engagement • 5,976 new fans added (6,923 thousand in July) which represents a month growth rate of 6.61%. • More than competitors Audi Australia 3,923 thousand (6.04%) and BMW Australia 5,144 thousand (5.29%) • A weekly average engagement rate of 11.21%. • More than competitors BMW Australia (6.45%) and Audi Australia (11.10%). • The largest growth demographic came from Males aged 25-34 (1,222). • The largest female growth demographic was also 25-34 (643)
Post Performance • “Itching for a thrill this Monday? The SL is waiting.” was the most liked post for July with 3,138 likes, 150 shares and 114 comments. http://on.fb.me/1a2jSXx • “If you were jumping into the back of the new S-Class, who would be your driver?” was the most commented post with 390 comments for the month. http://on.fb.me/15S5UXr
Visibility and Reach Unique Reach for the period 1st August – 31st August 2013: Total: 6,196,003(+3,504,024) Paid: 5,154,538(+3,344,383) Organic: 658,356 (+181,53) Viral: 486,379 (+180,612) Paid reach is greater in August due to the additional campaigns run, such as Precious Metal and MB Style.
What’s Next • 100k fan application • Optimisation of Advertising Strategy • Review of suggested Facebook application promotion (one of the reasons fans ‘Like’ pages is for the opportunity to enter competitions). • Using social pulse user data, create a Mercedes-Benz fan center application. • Continue to adapt ads to changing Facebook features, ‘hero vehicles’, and targeting key demographics. • Endeavour to leverage support for the page and Facebook competitions from other online and offline channels (PPC, EDM’s, above board and TVC’s).