DATA REPORT

A STATISTICAL REVIEW FOR THE RETAIL INDUSTRY: STRATEGIES FOR EFFECTIVE FACEBOOK WALL POSTS

Table of Contents

I II III IV V VI VII VIII IX

Introduction and MethodologyPage 3 Best Time to Post for Retail Industry: Post When Customers are ListeningPage 4 Best Day to Post for Retail Industry: Post When Customers are EngagedPage 5 Retailer Daily Post Frequency: Limit Posts to Two a DayPage 6 Retailer Weekly Post Frequency: Dont Exceed Four Posts a WeekPage 7 Retailer Ideal Post Length: Keep Posts ConcisePage 8 Retail Post Content: Ask Questions to Get Customers TalkingPage 9 Retail Post Structure: Use Fill in the Blank PostsPage 10 Consumer Offer-Related Keywords: Offer $ Off and Coupons to Increase Fan EngagementPage 11

X XI XII XII

Coupon Offers: Dont Make Customers Do the MathPage 12 Retail Post Attachments: Keep Posts SimplePage 13 ConclusionPage 14 Appendix: Study ParametersPage 14

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Introduction
This statistical review, powered by Buddy Media, is designed specifically to help retail brands lead, maximize and leverage their Facebook presences to connect with consumers. This study tracks the key variables that influence the performance of retail brand Posts. In particular, we focus on the two variables of most concern to retail brands: WHEN retailers should post, and

WHAT content to post.

The findings highlight key strategies retail brands can implement when posting to their Walls in order to stay on the top of the Facebook News Feed, such as when to post, how frequently to post and how best to incorporate attachments. The data and Post strategies in this statistical review are specific to the retail industry.

Methodology
Buddy Media analyzed user engagement of Facebook Wall Posts from nearly 100 of the worlds largest and most prestigous retail brands during a six month period from January 1 through June 30, 2011. Three primary success metrics were reviewed in relation to retail brand Wall Posts.

Success Metrics:
Like Rate: number of likes as a percentage of fan base

Comment Rate: number of Comments as a percentage of fan base Engagement Rate: a combination of the above factoring in fan base size

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Best Time to Post for Retail Industry:

Post When Customers are Listening

INBOX

INBOX

An overwhelming majority of retail brand Posts (89%) are published at times when users are traditionally the most busy between 8 AM and 7 PM (ET). During non-busy hours though, Facebook fans likely have more time to focus on brands status updates, which may be why the data shows fans are 20% more likely to engage with retail brand Posts made between 8 PM and 7 AM. INBOX To generate increased likes and Comments, retail brands should post when fans are listening most, during non-busy hours. Use a publisher tool to schedule retail brand Posts to automatically post outside of work hours, between 8 PM and 7 AM.

Posts made between

8 PM and 7 AM receive 20

more user engagement.

Busy Hours (8 AM - 7 PM)

Non-Busy Hours (8 PM - 7 AM)

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Best Day to Post for Retail Industry:

Post When Customers are Engaged

Our data reveals that Facebook user engagement varies over the course of a week and that the retail industry is not keeping pace with their fans Facebook preferences. While retail brands tend to post on Facebook evenly throughout the work week and less frequently on the weekend, user engagement with Posts spikes on Wednesdays and Sundays. The data reveals that, overall, Wednesday is the best day for retail brands to post on Facebook, while Friday is 120% the worst day. On hump day, fans engage with Facebook Post content 8% above25% average. In addition, retail 100% fans tend to engage more with Posts made outside of traditional workdays. While posting on weekends may 80% 20% be challenging for brands not using a publisher tool, brands can leverage weekend Posts to connect with fans 60% 40% 15% when their competition is not.
Engagement Rate Variance 20% 0% -20% -40% -60% -80% 5% 0% 10% % of Brand Posts

Automo&ve

On Wednesdays, fan engagement is

da y y ay da sd sd Su n on Tu e ne M

8 above average.
ay ay ay ur Th
% of Brand Posts

Engagement Rate Variance

W ed

Sa

tu rd a

Fr id

sd

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Retailer Daily Post Frequency:

Limit Posts to Two a Day

Its quality, not quantity, that counts when it comes to retail brand Wall Posts. Data indicates that Facebook user engagement decreases as the frequency of retail brand Posts increases during a given day. Overall, engagement rates are 40% higher when there are less than three Posts a day from a given brand. One or two retail brand Posts receive 32% higher like rates and 73% higher Comment rates. Users tend to engage with one or two Posts a day so make less frequent, but higher quality Posts. Retail brands should only consider posting frequently during a given day if the Posts contain exclusive content for example, highlighting a sale that changes throughout the day.

WED WED

WED WED

Posting one to two times per day produces

40

higher user engagement.

3+ Posts/Day
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1-2 Posts/Day
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Retailer Weekly Post Frequency:

Dont Exceed Four Posts a Week

WED SUN MON TUES WED THURS FRI SAT SUN SAT

Again, its quality, not quantity, that counts when it comes to retail brand Posts. The data indicates that Facebook user engagement decreases drastically as the frequency of retail brand Posts increases during a given week. Achieve maximum user engagement by not overcrowding users News Feeds with too many Posts during the week. Posting one to four times produces 71% higher user engagement than five or more Posts in a given week for retail brands.

Posting one to four times per week produces

71

higher user engagement.

5+ Posts/Week

1-4 Posts/Week 7

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Retailer Ideal Post Length:

Keep Posts Concise

Our research shows that there is a strong negative correlation between Post length and engagement for the retail industry the longer the Post length, the less engaging fans find it. When posting, dont overwrite concise copy increases readablity and consumption. Retail brand Wall Posts less than 80 characters in length receive 66% higher engagement than longer Posts. Very concise Posts those between one and 40 characters generate highest engagement. Only 5% of all retail brand Wall Posts are less than 40 characters in length, even though these receive 86% higher fan engagement.

S.S. SHORT POST

VOYAGE ON

Posts with

80 characters or less

receive

66

higher engagement.

81+ Characters

1-80 Characters

S.

S.

LO NG

THE SEA OF ENGAGEMENT

PO ST

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Retail Post Content:

Ask Questions to Get Customers Talking

To begin a dialogue with fans, ask questions. Although retail brand Wall Posts containing questions receive slightly lower overall user engagement (likes and Comments), this type of Post generates more than double the amount of Comments as non-question Posts. Retail brands looking to get fans talking (i.e., increase their Post Comment rates) should use question Posts. To drive Comments, ask a direct question and ask for the response. Ask fans to post, comment or tell you something fans will listen and respond by commenting.

Ask questions to spark dialogue question Posts generate Comment rates double that of non-question Posts.

Non-Question Post
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Question Post
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Retail Post Structure:

Use Fill in the Blank Posts

MONEY

One of the most underutilized Post techniques is one of the most engaging. SUVs Data shows that retail brand Posts employing the fill in the blank strategy generate Comment GAMES rates nine times higher than other Post strategies. The data COUPONS supports that this is a proven strategy unique to the retail industry, yet less than 1% of retail brands are utilizing this tactic.
RECIPES

SALES

I LIKE _______.
MOVIES

REBATES

COMPUTERS

Fill in the blank Posts receive

9 times more Comments than other Posts.

Non Fill in the Blank Post

Fill in the Blank Post

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Consumer Offer-Related Keywords:

Offer $ OFF and Coupons to Increase Fan Engagement

When it comes to deals, fans look for a straightforward offer. The top ten sales keywords were analyzed to determine which receive the most user engagement. The data indicates that retail brand Posts containing the sales keywords $ off and coupon receive the highest fan engagement. Retail brand Posts containing $ off receive a 55% higher user engagement rate, followed by Posts containing the word coupon, which is 39% above the average. Popular sales keywords, such as sale and % off, receive the lowest fan engagement.

Offer fans

$ off and coupons.

Posts containing these offer-related keywords receive the
Engagement Rate Variance

Automo&ve

FF
N PO
S DI
E NC RA EA CL IN 15% GA
% of Brand Posts
R BA

highest engagement.
100% 80% 60% 40% 20% 0% -20% -40% -60% -80%

120%

OU C

ER 25% NT U FF O CO 20%

ENT GEM NGA EAK E P

10% 5%

VE SA

AL DE
% FF O

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0%

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Engagement Rate Variance

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% of Brand Posts

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id

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Coupon Offers:

Dont Make Customers Do the Math

$ OFF OFFER $ OFF
OFFER
As previously mentioned, fans engage well with coupons. When offering coupons, dont make fans do the math. Our data indicates that $ off offers generate twice the engagement of % off offers for the retail industry. Even small $ off discounts less than $10 receive 17% higher engagement than % off promotions, showing that fans prefer tangible cash discounts, even if the actual dollar discount is small.
25% 20%

% OFF OFFER % OFF

OFFER
120% Engagement Rate Variance 100% 80% 60% 40% 20% 0% -20% -40% -60% -80%

Automo&ve

$ OFF offers receive twice the engagement

15% 10% 5% 0%

of
ay ay ay y ay da ay rd a y

OFF offers.

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Engagement Rate Variance

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% of Brand Posts

% off

Sa

tu

$ off

% of Brand Posts

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Retail Post Attachments:

Keep Posts Simple

While interesting content can be added to Wall Posts in the form of links, photos and videos, our data indicates that simple Posts achieve the most engagement for the retail industry. The two most effective types of retail brand Posts contain a single photo attachment or use only words. Status-only Posts Posts only containing words receive 94% higher engagement than average. Avoid more complicated Posts, such as those with attached links and thumbnail photos.

POST TYPE

ENGAGEMENT

STATUS ONLY SINGLE PHOTO ALBUM LINK ONLY PHOTO W/ LINK VIDEO STATUS W/ LINK LINK W/ THUMBNAIL
RECIPES

Avoid complicated Wall Posts.

Status-only Posts receive

94

higher than average engagement.

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Conclusion
Facebook is the leading platform for brands to connect to consumers. It is important for brands to share effective Facebook Wall Posts to maximize their marketing efforts and increase fan engagement. We hope this data is helpful for retail brands looking to lead, maximize and leverage their Facebook presence.

Have questions?
Contact us at partner@buddymedia.com, or follow us on:

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Appendix: Study Parameters

For purposes of the study, the retail industry included clothing, fashion and general retail clients.

For benchmarking, the following industries were analyzed: Automotive, Business, Consumer Packaged Goods, Entertainment, Finance, Food & Beverage, Health & Beauty, Media, Non-Profit, Sports, Technology, Telecommunications and Travel & Leisure. Posts on Pages with less than 100 fans were not included in the survey. All Posts containing geo-targeting data or Posts not viewable in Facebook were removed. Time-of-day and day-of-week analyses were based on when a Post was published, not when likes and Comments accrued. For the Post-length analysis, URLs were not included in Post character counts.

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