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How FMCG companies should run their facebook brandpages effectively. Florian Michahelles ETH Zürich Dallas, March 18, 2013. Facebook is the largest SN and provides several opportunities for engagement with the customers .

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How FMCG companies should run their facebook brandpages effectively

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How fmcg companies should run their facebook brandpages effectively

How FMCG companies should run their facebookbrandpages effectively

Florian MichahellesETH Zürich

Dallas, March 18, 2013


Facebook is the largest sn and provides several opportunities for engagement with the customers

Facebook is the largest SN and provides several opportunities for engagement with the customers ...


Despite the popularity social media marketing has not yet reached the high expectations set

Despite the popularity, social media marketing has not yet reached the high expectations set ...

  • Problem:

    • Lack of understanding of the communication medium

    • Lack of established strategies

    • Lack of methods for effectiveness evaluation

Stelzner MA (2012) 2012 Social Media Markebnglndustry Report


How to increase the level of customer engagement

How to increase the level of customer engagement?

Moderator

WHAT?

WHEN?

Topic*

Post Type: Photo

Posting Time

Like

Share

Comment


Method data collection

Method: Data Collection

Request:

https://graph.facebook.com/ID

  • Java application based on Facebook Graph API

  • Daily data collection

  • January 2012 – March 2012

  • 100 Facebook brand pages:

    • Food/Beverages Category

    • English language

  • posts from moderator

Response:


Method operationalization of the variables

Method: Operationalization of the Variables

Dependent

  • Brand Engagement:

  • Loyalty: number of returning fans (posted more that once)

  • Word-of-mouth: “People Talking About This Rate”

  • Community Growth:

  • Vividness & Interactivity: post media type (status, photo, video, link)

  • Page Interactivity: communication policy (posting or commenting only)

  • Frequency: rounded value of average number of posts per day

  • Weekday: weekend vs. workday

  • Community size: average value of fans

  • Content categorization: coding development strategy (Glaser and Strauss 1967)

Independent


Model estimation results for engagement h1 h5

Model Estimation Results for Engagement (H1 – H5)


Summary of the estimation results supported and non supported hypotheses

Summary of the estimation results: supported and non-supported hypotheses ...


Managerial implications 1 2

Managerial Implications (1/2)

  • Content

    • Increase reach and engagement of users by entertaining content.

    • Non-interactive content (i.e. photos and status updates) increases the total level of engagement.

    • Vivid content(i.e. videos, photos and links ) increases the volume of WOMcommunication by stimulating the sharing activity of the fans.

    • Post shorter content in order to increase the total level of engagement.

  • Timing

    • Post on workdays in order to increase the number of comments.

    • Post up to once per day in order to receive the highest level of engagement.

      • more than once per day would decrease the total level of engagement.

      • more than twice per day will significantly decrease the number of comments.


Managerial implications 2 2

Managerial Implications (2/2)

  • Communication Policy:

    • Create highly interactive Facebook brand pages to increase the WOM volume through fan posts.

    • Highly interactive Facebook brand pages receive more comments.

  • Focus:

    • Rather focus on brand as a whole than on a single product, in order to increase the level of engagement.

  • Engagement as Factor:

    • Higher level of engagementincreasesthe number of loyal users, the volume of WOM communication and ultimately, the number of fans.

    • Increased level of engagement yields higher percentage of positive user posts.

  • Community Size as Factor:

    • Encourage interactions between the fans as the community grows.


Limitations and future work

Limitations and Future Work

  • Limitations:

    • Selection of Facebook as a platform

    • Selection of Food/Beverages brand page category

  • Future Work:

    • Explore external factors:

      • including elements of offline marketing campaigns

    • Expand to other brand page categories

    • Expand to other social media platforms, e.g. Twitter

    • Experiment: apply the model and measure effects


Thank you very much

Thank you very much!

How FMCG companies should run their facebookbrandpages effectively

Credits to:

Dr. Irena Pletikosa

Dissertation: Evaluation Framework for Social Media Brand Presence

December 2012

http://florian-michahelles.blogspot.com

http//www.im.ethz.ch/people/fmichahelles

[email protected]

Florian Michahelles

ETH Zurich

+41 (44) 632 7477


Spearman correlation coefficients matrix h7 h10

Spearman Correlation Coefficients Matrix (H7 – H10)


Content categorization coding and examples

Content Categorization - Coding and Examples


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