Inside Facebook
Inside Facebook |
- Popular Facebook Pages Have Fewer Unique Page Views Per Fan, Most Engagement is in the News Feed
- Involver and Klout Allow Brands to Influence-Gate Facebook Page App Content
- New This Week on the Inside Network Job Board: Acquinity Interactive, Context Optional, Tagged, Sneaky Games and More
- SEO Strategies for Facebook Pages, the Complete Guide to Groups and More Recent Updates at the Facebook Marketing Bible
- Spotify, Badoo, Zoosk, Cupid, Downloads, Horoscopes and More on This Week’s Top 20 Facebook Apps by DAU
| Popular Facebook Pages Have Fewer Unique Page Views Per Fan, Most Engagement is in the News Feed Posted: 22 Jun 2011 07:53 PM PDT New statistics shared with us by analytics service provider PageLever indicate that Facebook Pages with more fans receive fewer unique Page views per fan. This means the focus of Page admins and the Facebook industry on Page tab applications for engagement may be misplaced, as most engagement with Pages with more than one million Likes occurs in the news feed.
The statistics stem from PageLever’s dataset of 400 million Facebook fans from across the Pages of its beta testers. PageLever’s beta product gives admins a wide variety of useful data regarding the performance of their Pages. The data from the test was divided into four buckets of Page fan counts, and each bucket had enough data points to return accurate data, with data on 69 Pages with more than one million fan constituting the small number of data points. PageLever’s stats also show that larger Pages get a much higher percentage of their Page views from Facebook’s internal referral mechanisms, and the search bar in particular, than from external referrers such search engines and links on websites. Pages with 1,o00 to 10,000 fans received a more balanced 61.26% of their Page views from internal sources, but that percentage swells to 92.61% for Pages with over one million fans A spot check of 20 Pages with more than one million fans showed that 98% of their internal traffic came from Facebook Search.
Page Views Slip Faster Than News Feed ImpressionsAs per the chart at the top of this post, you can see that a Page with 1,000 to 10,000 fan has 9.38 daily unique news feed impressions per 100 fans, while a Page with more than one million fans has 2.79, a decrease of 71%. However, a Page with 1,000 to 10,000 fan has 6.30 daily unique Page views per 100 fans, while a Page with more than one million fans has just 0.15, a staggering 97.7% decrease. Therefore, while the rate of both news feed impressions and unique page views decrease as a Page grows larger, unique Page views decrease much faster. This means money and time may be better spent on planning and executing a successful news feed posting strategy than on designing and promoting Page applications when it comes to engaging existing users. Contests and sweepstakes apps when combined with ads and viral sharing mechanisms are still important for gaining fans, but once users are fans, they typically only interact with Pages through the news feed. These findings have negative implications for the current strategies of much the Page management, ecommerce storefront tab app, and musician profile app industries. Page tab app developers should consider devoting more resources to building sophisticated widgets that can be published to the news feed. The low absolute percentage of users who view either a Page or its news feed updates might surprise some. It should be taken as signal that admins need to work hard to produce compelling updates that draw Likes and comments which boost a Page’s news feed visibility, otherwise their efforts might go unseen. [Thanks to Jeff Widman of PageLever for the data and his expertise] | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Involver and Klout Allow Brands to Influence-Gate Facebook Page App Content Posted: 22 Jun 2011 01:22 PM PDT Page management company Involver today announced a partnership with influence scoring service Klout. Involver clients will now have access to Klout Page tab application that lets them serve different content to users depending on their Klout score, similar to Like-gated apps. The Klout app will let brands offer high value content, such as discounts or unreleased videos, to those with lots of influence on the web in order to entice them to mention the brand to their many Facebook friends and Twitter followers.
Involver’s 400,000 clients will gain free access to the Klout app as part of the Page management company’s app suite, with higher tiered Involver plans affording clients more customizability of the app. The benefits of the partnership are that Involver gains the app as a selling point to brands, and Klout gets distribution on Facebook so it can collect more user data and refine its scoring algorithm. Brands hosting the Klout app gain a useful way to engage and reward their users, but as per Facebook’s data sharing policies, they don’t receive any additional demographic data about users. Launch partner Audi is currently using the Klout app as its default landing tab on its Facebook Page. Users can visit the app, grant Klout permission to access their profile, and then see their Klout score. Regardless of score, users are given a free wallpaper image for their desktop.
However, the real potential of the Klout app comes in offering rewards of different values to users with different levels of influence. A user without many friends and that doesn’t receive many Likes or comments per news feed post could be offered a 10% discount, while someone with thousands of friends and a high volume of feedback per post could be given a $50 gift card and access to a game. The latter person might choose to share a link to the brand’s Facebook Page with all of their friends, driving Likes and key performance indicators for the brand. By being able to discern between those with high or low influence, brands can giver more expensive rewards to those that can help them find more fans, sales, and more. Klout-integrations could allow brands to achieve a higher return on investment on giveaways and other promotions they use to gain Likes. Apparently the partnership isn’t exclusive, so Involver clients won’t be the only ones to benefit from Klout’s technology. Involver’s SVP of Marketing Jascha Kaykas-Wolff tells us, “I fully expect them to do more relationships like this.” | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Posted: 22 Jun 2011 11:42 AM PDT The Inside Network Job Board is dedicated to providing you with the best job opportunities across social and mobile application platforms. Here are this week's highlights from the Inside Network Job Board, including positions at Acquinity Interactive, Context Optional, Sneaky Games, Ace Studios/Tetris Online, Tagged, Wild Needle and T-Mobile.
Listings on the Inside Network Job Board are distributed to readers of Inside Social Games, Inside Facebook and Inside Mobile Apps through regular posts and widgets on the sites. Your open positions are being seen by the leading developers, product managers, marketers, designers, and executives in the Facebook Platform and social gaming industry today. | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Posted: 22 Jun 2011 10:07 AM PDT
The Facebook Marketing Bible, June 2011 edition, now includes even more strategies and updates for marketing your brand on Facebook. Recent Updates to the FMB
About the Facebook Marketing BibleThe Facebook Marketing Bible has enabled thousands of marketers, social application developers, publishers, and entrepreneurs to navigate and get the most out of the increasingly sophisticated marketing opportunities on Facebook. The web edition of the Facebook Marketing Bible is comprised of detailed resource pages, comprehensive how-to guides, and case studies analyzing today’s most successful marketing and advertising campaigns on Facebook. Now that Facebook is nearing the 700 million monthly active user mark, there’s never been a better time to reach your target audience through marketing on Facebook. Learn more about the June 2011 edition of the Facebook Marketing Bible at FacebookMarketingBible.com. Table of Contents excerpted from the full June 2011 EditionBuilding Your Brand through Facebook Pages
Designing Your Facebook Page
Communicating Through Your Facebook Page
More Ways to Promote Your Facebook Page
Advanced Strategies for Facebook Pages
The Facebook Open Graph for Marketers and Content Publishers
More Ways to Market on Facebook: Questions, Places, and Deals
Advertising on Facebook
Ads Targeting on Facebook
Tools and How-Tos for Marketers
Policies, Privacy, and Guidelines to Watch
Featured Facebook Campaigns
Join the Facebook Marketing Bible at FacebookMarketingBible.com | |||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||||
| Posted: 22 Jun 2011 08:38 AM PDT
Top Gainers This Week
Spotify topped our list of apps this week with 1.2 million new DAU, and we’re not sure where all the new growth came from. The music app was one of several apps on our list this week that linked to an off-site download. Samsung Mobile was another one, with 336,000 DAU, growing mostly in India, Indonesia and Mexico. Facebook for Every Phone came from Snaptu, which has been on our list before, a mobile app for Facebook with 233,300 DAU on our list this week. The iPad app, flipboard, grew by 170,300 DAU, Yahoo! by 162,400 DAU, Windows Live Messenger by 158,100 DAU and HTC Sense by 122,400 DAU. As mentioned, all three major Facebook dating apps were on the list. Badoo added 350,600 DAU mostly in Mexico, France and Italy. Zoosk followed with 342,000 DAU in the United States. Finally, Cupid grew by 233,500 DAU in the Philippines, India and US. It's interesting to note that dating apps seem to be mostly growing outside the US, either because the apps have adapted or because the US market is saturated. The rest of the apps were an eclectic mix. Video House is a Turkish video app allowing users to view, share and Like videos with 249,000 DAU. Phrases, not available in the US, grew by 197,400 DAU. Static HTML: iframe tabs grew by 187,500 DAU. Astrology grew by 180,500 DAU and allows users to receive daily horoscope posts to their Walls. Then there was friend quiz app Quotes, which grew by 155,600 DAU mostly in the US and United Kingdom. All data in this post comes from our traffic tracking service, AppData. Stay tuned for our look at the top emerging apps on Friday. |
This means popular Facebook Pages should be concentrating more on internal Facebook search engine optimization than external SEO for engines such as Google. It also means that links to one’s Facebook Page posted around the web are not driving as many Page views as admins might hope.
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