Presented at Internet Summit, November 2011, Jim Tobin of Ignite Social Media analyzes the Top 50 Branded Facebook Fan Pages.

1. Jim Tobin Secrets of The Top 50 Facebook Pages
@jtobin November 16, 2011

2. Secrets of the Top 50 Facebook Pages
// 1 Minute on Ignite
// Who Are the Top 50?
// Key Stats
// Fan Count
// Frequency of Posting
// Fan Actions, Overall and Normalized
// Impressions generated
// Value of impressions if purchased
// Edgerank
// Tab Tactics

3. Who We Are
// Founded in 2007 and based in Cary, North Carolina with
an additional offices in Detroit
// Ignite Social Media is a team of strategists and technologists
focused on corporate social media marketing
// We take a holistic approach with teams focused on strategy,
analytics, creative, engagement and technical development

4. Top 50 Facebook Pages Analysis
Methodology
• The purpose of this study was to compile data to allow for the comparison of top 50 Facebook fan
pages across many attributes:
• Fan count
• Company activity (admin posts)
• Fan activity
• And more.
• Expion’s analysis component was used to evaluate the top 50 Facebook fan pages.
• Fan count data was collected on October 31, 2011. The remaining data takes into account two
months from August 15, 2011 to October 15, 2011, while fan growth rates were taken between
May and July.

5. Who Are The Top 50?

7. Who Are The Top 50 Branded Pages?
• 14 Packaged Food/
Drinks
• 12 Fashion Apparel
Retailers
• 9 Technology
• 7 Entertainment/
Recreation
• 6 Food Establishment/
Chain
• 2 Other (Audi, Zoosk)

8. Key States from The Top 50 Branded Pages?
In the 60 days studied
• The Top 50 branded Facebook fan pages had a combined 700,570,095 friends
• The average page in the Top 50 had 14m fans
• Largest page: Facebook at 54.8m fans
• Smallest page: Kohl’s at 5.8m fans
• The brands posted 3,579 times
• They generated an estimated 8.5 billion impressions among them
• Assumes 16% of fans see posts
• Assumes 12% of friends see friend posts

9. Key Stats by Industry

10. Current Fans

11. How many times a month do they post?

12. How many times a month do they post?
Top 5 Posts/ Bottom 5 Posts/
Month Month
NatGeo 135 Pringles 7
MTV 129 Nutella 5
Xbox 80 Google Chrome 3
iTunes 76 Live Messenger 1
Walmart 76 Ferrero Rocher 0
Average Growth 10.47% Average Growth 6.72%
(May-July) (May- July)

13. Average Fan Actions/Post

14. Who gets the most fan actions per post?
Top 5 Actions/ Bottom 5 Actions/
Post Post
Facebook 69,333 DC Shoes 1,516
Disney 40,677 Starburst 1,486
Starbucks 21,672 iTunes 1,390
Burberry 18,062 Live Messenger 1,140
BMW 17,643 Levi’s 745
Average Growth 12.10% Average Growth 8.12%
(May-July) (May- July)

15. Average Fan Actions/Post, Normalized

16. How many impressions do the best get?
Top 5 Estimated Bottom 5 Posts/
impressions Month
MTV 1,218,758,994 Starbucks 23,726,724
Frappuccino
YouTube 640,093,006 Nutella 18,800,136
iTunes 422,886,740 Google Chrome 6,129,458
Red Bull 400,573,254 Live Messenger 4,731,615
NatGeo 374,453,923 Ferrero Rocher 65,247
Total 3,056,765,918 Outperformance 57x
Vs.
Impressions 53,453,181
Impressions = ((FB Fans x Posts) x 16%) + ((Fan Actions x Avg. Friends/Active Fan) x 12%)

17. How much would these impressions cost?
Top 5 Estimated
cost of OLA
MTV $12,187,589
YouTube $6,400,9306
iTunes $4,228,867
Red Bull $4,005,732
NatGeo $3,744,539
Top 50 $84.6m or
$42.3m/mnth
Combined
Assumes $10 CPM

18. Facebook Edgerank
• Affinity
• Edge Weight
• Recency
http://bit.ly/edgerank3

19. Default Landing Tab? Fan Gate?

20. Fan Gate? Default Landing Tab?
Number Percentage Fan Growth
(of 50) (May-July)
Default Landing 27 54% 9.47%
Tab
No Default 23 46% 10.51%
Landing Tab
Fan Gate 15 30% 9.69%
No Fan Gate 35 70% 10.15%

21. Conclusions
// Set Realistic Goals for Your Industry
// Post Regularly, 1-2x/day. Consider weekends
// You’re Not a Broadcast Channel. Fan Actions = Good
// Drive Impressions, and Value Them
// Understand EdgeRank
// Make Your Default Landing Tab Engaging

22. // Jim Tobin, President
// @jtobin
// jim@ignitesocialmedia.com