Category Archives: Engagement

Hottest Facebook Categories: NZ April 2017

hottest-nz-facebook-categories

As we do from time to time, we’ve taken a deep dive into our database of 24,836 New Zealand Facebook pages to see what we can learn.

This time, we’ve sliced and diced by category to determine which are the most popular Kiwi categories on Facebook.

CAVEAT

There are a couple of cautions we wish to issue before we get into the details, however, just so you know why some of your favourite categories aren’t represented in these top 20 lists.

Firstly, you should know that before we started any number-crunching we removed most of the top 50 “most liked” NZ Facebook pages. That’s because those pages, typically NZ variants of international brands such as McDonald’s, KFC, Walt Disney, Nivea, Nissan, Cadbury and even Facebook itself, are displaying cumulative global likes rather than merely local numbers. As a result, total likes are somewhat out of alignment with local performances. It’s great that Facebook has 186 million likes, but such numbers tend to skew the averages.

For example, if we leave the global data in place, the average New Zealand Facebook page is rated as having 39,037 followers — a number that’s only surpassed by the top 500 or so Kiwi Facebook pages (out of our nearly 25,000 total).

Once we’ve stripped out most of the global pages, however, we arrive at a far more realistic and attainable average of 5,075 likes.

In the last seven days, just 146 people were talking about the average NZ Facebook page, an engagement percentage of 2.88%.

CAUTION: STATISTICAL ANOMALIES MAY LIE AHEAD

Secondly, we did want to point out the statistical dangers involved once we drill down into individual categories.

For this report, we have separated our database into the 700 different categories that Facebook offers (all of which are self-selected choices when a business creates a page).

As a result, more than a third of the available categories feature only one or two businesses — which, as you would imagine, means that the success or failure of the category depends on the performance of individual Facebook pages.

So, for example, if we look at the category “automotive storage facility“, that category tops the list of best performing Facebook pages in terms of engagement.

That category, however, represents a single business: Storage King Riccarton, which had a blinder of a pre-Easter promotion (requiring likes and comments to win a box of Easter treats).

storage-king

So, with those warnings in place, let’s take a look at some numbers.

1 Facebook Likes

Firstly, let’s look at the categories that have attracted the most overall likes:

NZ FACEBOOK PAGES BY CATEGORY: AVERAGE LIKES APRIL 2017

fb-categories-april-2017-most-liked

The top category, “Society/Culture Website”, is again skewed by a single page, for Oh! Baby — but, in this case, the page’s performance is steady across multiple posts and reflects effective use of Facebook. Take a look at the Oh! Baby page and see what you can learn for yourself.

2 Facebook Talks

Our second view of our category averages is by talks — the average number of people talking about pages in the category over the last seven days.

Results are very similar to likes:

NZ FACEBOOK PAGES BY CATEGORY: AVERAGE TALKS APRIL 2017

fb-categories-april-2017-most-talks

3 Facebook Engagement

Finally, if we examine the Facebook page categories by Engagement (which we define as the number of talks compared to the total number of likes, expressed as a percentage), we see quite a different picture:

NZ FACEBOOK PAGES BY CATEGORY: MOST ENGAGEMENT APRIL 2017

fb-categories-april-2017-most-engagement

Again, as we noted above, the results will be skewed by individual page performances (and we don’t have time to dig much deeper right now). Still, the results give us an interesting perspective when we consider that:

  • dry cleaners are more interesting than government organizations
  • car dealers get a better rap than the public service
  • dog walkers are more popular than psychics (who should have seen that coming

(Of course, if you’d like to know more about Facebook, and how to perform as well as some of these marketers, check out our courses):

Facebook Accelerator Programme
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So you have a few hundred (or a few thousand) followers on Facebook but now you want to know how to get to the next level? Our Facebook Accelerator seven-part online course will lead you through the steps necessary to supercharge your Facebook presence and get Kiwi consumers engaging with you and your brands.

For more details of the Facebook Accelerator programme, please click here.

The Complete Facebook Marketing Course
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For those who wish to master Facebook Marketing in its entirety, we’ve created a ten-week online training programme which will take you from absolute beginner on Facebook to highly effective Facebook communicator.

For more details of the Complete Facebook Marketing programme, please click here.

If you want to improve your performance beyond Facebook, check out our Social Media Marketing Essentials course:

Social Media Marketing Essentials

Social Media Marketing Essentials

Social media is an ever-changing environment and unless you’re involved on a day to day basis you’re unlikely to stay up-to-date with the latest developments in the medium. So we’ve devised this social media marketing essentials course to capture the latest developments across the expanding world of social media for 2017.

For more details of the Social Media Essentials course, please click here.

Wanganui Chronicle Goes Ballistic!

A few minutes ago we started to sort our database of New Zealand Facebook pages by Engagement — the numbers of People Talking About NZ Facebook Pages (as a percentage).

The average percentage (of the 5000 Facebook pages we analysed) for the most recent week (July 27-August 2) is 7.2%. In other words, typically just 7.2% of your Facebook followers were talking about you last week.

That’s the current average. But we were blown away to find that the highest percentage last week belonged to the Wanganui Chronicle, who came out of nowhere to record a astounding percentage of 2865% talking about the paper’s Facebook page!

We were sceptical, so went to the paper’s Facebook page to see for ourselves. Here’s what we found:

Yep, the paper has just 988 likes, but suddenly 28,309 people were talking about it.

What happened? This, according to the paper itself:

An Angel at the Checkout

One man’s generosity at the checkout has prompted an outpouring of goodwill and calls to “pay it forward” among Wanganui people.

Janet Hartell posted her thanks on the Wanganui Chronicle’s Facebook page to a man who gave her an extra $10 when she was caught short at the supermarket on Wednesday.

Overnight and during the course of the day yesterday [August 2], the page attracted more than 24,000 “likes” from all around the world, and more than 1,300 comments.

Way to go, Wanganui!

Check out the rest of the Top 20 Most Talked About NZ Facebook Pages by downloading our latest chart in PDF form (click here).

PS: Do note that Facebook is a realtime medium, so these numbers are constantly changing — check out the latest stats for any one of these pages by actually visiting their page

20 Ways to Engage More in 2012

If you’re a typical marketer, your tendency will be to use Facebook, Twitter or Google Plus for a one-way stream of information about yourself and your products. #socialmediafail

Umm — they’re called “social networks” for a reason. The idea is for you to ENGAGE with your connections, not simply pour out your own thoughts and ignore them.

In fact, Facebook’s EdgeRank algorithm — which determines how visible your postings are to those who say they “like” you — gives priority to posts that are two-way in nature. In other words, the more engaging your content — the more your posts turn into conversations — the more visible they are to your fans and followers.

So, what can you do to engage more effectively through social networks in 2012?

Apart from the obvious — LISTEN to what your connections are saying and RESPOND in a timely manner — here are 20 ways for you to engage more, by constructing relevant, valuable, remarkable content designed to cater to the needs, wants and interests of your audience. Your aim is to add value to your followers, including outbound links to areas that could help them with their goals and purposes.

These are the criteria you need to use to shape the content:

  1. Your message needs to be relevant to your audience — and to their audiences as well, if you want the content to be shared beyond the initial recipients
  2. It needs to be fresh — stale news won’t get past the Delete key
  3. Your news needs to be worth buzzing about
  4. It needs to be exclusive — those potentially sharing the information want to be seen as ’in the know’, ahead of the pack
  5. There needs to be an element of scarcity involved to drive urgency (’only 150 made’, ’only until [date]’)
  6. It needs to come from a credible source
  7. Your product or service needs to be the right stuff (inherently valuable)
  8. Helpful – Does your content help solve problems? “Always be helping” is the new “always be closing.”
  9. Timely – Can your target audience relate to it?
  10. Targeted – Is the content intended to inform those “just looking”, “close to buying” or in the post-purchase phase?
  11. Interruptive – Is there a captivating element that grabs and sustains attention?
  12. Entertaining – Is there a novel or enjoyable aspect that is well-conceived and engaging?
  13. Illuminating – will it lead to “A Ha!” moments for recipients?
  14. Shareable – Does it have a viral quality? Would an influencer want to forward it, or post it?
  15. Progressive – Is there a call to action or “next-steps”?
  16. Versatile – Can it be leveraged across media channels?
  17. Crowd-sourced – Does it involve customers or partners in the spirit of cooperation?
  18. Efficient – Is it concise, perhaps in an effective list format, to offset diminished attention spans online?
  19. Attractive – is it graphically interesting and will it stand out?
  20. Integrated – Does it fit with your existing or upcoming marketing pieces?

You should also regularly ask questions of your constituents, seeking their opinion or input (and responding to them if they give it).

Don’t just treat social media like advertising, you won’t like the results.

PS If you need guidance in how to engage, may we direct you to our social media courses, all of which include a healthy focus on tools of engagement.