Measuring brands fan engagement on facebook.

von | März 18, 2011 | Blog, Digital Marketing, Social Media Marketing

You think „Fans“ on facebook, i.e. people liking your brand’s facebook page, are a useful currency for measuring success on the social web? Well, think again.

(First: the social web is more than just facebook.)

The number of fans is not a very relevant social web KPI, if they’re not active at least some of the time. Inactive fans might have shown some interest when „liking“ the facebook page. However, a large amount of inactive fans shows, that after an initial „liking“, engagement by the brand wasn’t very successful.

Hence, there is list of „top engaged facebook pages“ on facebook compiled by FanGager.

The idea: forget about the ranking of brand pages on facebook by „fans“, instead rank them by „active fans“. Nice approach, but when comparing success on facebook, I think the percentage of active fans is a much more valuable figure to measure engagement.

Popular brands will always have a larger fanbase and hence  are more likely to have a larger base of active fans, too. But brands with fewer fans but a higher percentage of active fans seem to doing a much better job on facebook. (Alternatively: they are much more engaging brands to start with.)

The full list can be viewed here. Here is a screenshot of the top listed pages:

Fangager Screenshot

Next11 Sneak Preview

von | März 18, 2011 | Blog, Digital Culture, Digital Marketing, Social Media Marketing

The first draft of the speakers list of the Next11 conference in Berlin is up. One of the speakers I am looking forward to: Tim Ferris.

The theme for the conference is „data love“. How all the data available for analysis and remixing shapes the way we live, which services we will enjoy in the future, etc. In the case of Tim Ferris: apparently he will talk about how he used all the data he measured from his body to test the various ways to get fit.

Here is a video of Matthias Schrader and Martin Recke about the event:

http://www.youtube.com/watch?v=cHURyUVfuUo

I shall be there! 🙂

„Urlaubsnotizen“ from Vietnam

von | Feb. 18, 2011 | Blog, Digital Culture

For the next three weeks, I will take a break from all matters concerning marketing, advertising, social media marketing, etc.

Why? I am going on vacation in southeast asia for 3 weeks, Thailand and Vietnam, to be precise.

However, I will still be using some tools of social media – first and foremost writing travel notes on my german travel blog: Urlaubsnotizen.

Have fun reading and following my journey! And if you don’t speak German, you might still want to check out the pictures I will try to add each day.