To understand fans and the target audience is one of the most important elements in social media marketing. Fanpage Karma offers many analyses to get a good idea about what fans really expect from a fan page. Now we are taking a giant step further: we show you, on which other fan pages your fans are active. Which brands do they interact with, whose content do they share, comment and like…
Therefore we created the Fan-Activity-Graph. It shows which fan pages are used by the same active fans. At a glance, you can tell which fan pages are relevant to the fans of each brand. The interests of the users become clear, as you can see, on which other fan pages they are active. These are also the sites that are competing in newsfeeds for attention of fans. The social media manager can go a step further. Using the Fan-Activity-Graph, he can identify the pages that manage to get his fans to interact and analyze the topics, strategies and good posts of these competitors – for example, with Fanpage Karma. To create the graph, we determine for each page a ranked list of pages on which their fans are also active. In the graph, these pages are linked together. An arrow from Coca-Cola to Jim Beam for example says: “People who comment, share, like etc. on Coca-Cola’s Facebook page, are also active on the Facebook Page of Jim Beam.” Should a page be missing in our index, it can easily be added and after a few hours of calculation it is ready for analysis.
In the comparison of Deutsche Bank and Postbank one can clearly see the power of this analysis. The fans of Deutsche Bank are active mainly on financial and economic pages, for example, the Handelsblatt (Trader’s Weekly), the Wirtschaftswoche (Business Week) etc. The fans of Postbank in contrast interact primarily with bargain pages: Sparlingo.de, Gewinn das Ding (win that thing) etc. The Deutsche Bank has apparently succeeded to position itself as an expert in investments on Facebook. The social media strategy of Postbank deviates from this. They post photo-contests and sweepstakes and consequently attract Facebook users who use Facebook Pages to find cheap products. Which of these two strategies is more adequate for a bank or whether the two different target groups are captured perfectly, shall not be discussed at this point. The Fan-Activity-Graph simply shows clearly that these strategies lead to grossly different results. For both brands, it raises the question of how to learn from the Facebook Pages that withdraw most attention. The Deutsche Bank should thoroughly analyze exactly which topics and posts lead to the fact that fans interact with Handelsblatt and Wirtschaftswoche. For there is one thing, the German bank has yet to achieve: From the major business magazines, no arrow points back to the Deutsche Bank. The masses of active fans of Handelsblatt & Co. do not use the Facebook Page of Deutsche Bank as point of information. The Fan-Activity-Graph and many more analysis can be done with Fanpage Karma for any given Facebook Page. You do not even have to be administrator of the Page you want to analyze. Check out with these three examples, how the Fan-Activity-Graph works: www.fanpagekarma.com/facebook/coca-cola www.fanpagekarma.com/facebook/allianzdeutschland www.fanpagekarma.com/facebook/soundcloud In the “expert mode” you have the possibility to vary the number of pages viewed (“depth” and “breadth” of the analysis). Particularly exciting is the opportunity to add a competitor page to the Graph.