英国市场上Facebook Timeline推出后的反映:发表内容的生命周期延长,关注者产生更强的互动

Posts’ longer lifetime, fans’ bigger engagement: UK Facebook before and after introducing of Timeline

英国市场上Facebook Timeline推出后的反映:发表内容的生命周期延长,关注者产生更强的互动

Launching Facebook Timeline has made lots of buzz in interactive media. Sotrender analysed how it has really influenced both user and company communication.

Facebook Timeline在互动媒体领域产生了不小的躁动。Sotrender分析了Timeline如何影响用户和企业的传播交流。

Timeline – introduced for all business profiles during March 2012 – is announced to be the biggest change to the Facebook pages ever. Timeline has brought opportunity to trim up company’s Facebook page and promote the most important content. It is said, that the biggest added value for marketers is that “Timeline is a collection of the photos, posts and experiences that help you tell your story.”

2012年三月份Timeline被引入到所有的商业Page当中,这被认为是Page有史以来最大的改动。Timeline为企业带来了修整自己Page和推广最重要内容的机会。官方说法是,Timeline对市场运营方的最大增值在于“Timeline是用一系列图片、文字和经理的聚合体来帮你讲故事。”

Now, when its over a month since Timeline has become mandatory for all the companies, Sotrender has decided to check if number of posts per day, percent of engaged users per fanpage, average posts lifetime and average number of likes or comments have changed. After analyzing 130 biggest UK company profiles and almost 5 thousand posts there came a conclusion.

Timeline成为企业Page被强制的选择已经超过了一个多月。Sotrender决意审视每日新写量、粉丝互动量、单篇生命周期,以及喜欢和评论的均值等数据是否有所变化。在分析过130个英国最大的企业Page和大约5000篇新写后,得到了如下结论。

None of the following metrics changed significantly in the after-Timeline period:• page posts per day• content type distribution• percent of engaged users per fanpage• average number of likes, comments and posts per active user• average response (likes and comments) per post• cross-page engagement (percent of page’s engaged fans also engaged on other pages)

However, there are two very important changes which cannot be overlooked.

以下数组在Timeline采用后并未有显著变化:

Page每日新写量;

新写UGC类型分布;

粉丝互动量;

活跃用户的平均喜欢、评论和发表量;

单篇内容的平均响应量(喜欢和评论);

跨Page活跃量(即用户在A page活跃后又在B page活跃);

Posts live longer

Sotrender’s study shows that with launching of Timeline average post lifetime is much longer. Before April, by average, users made half of their comments in less than 1 hour. Now, the time in which post gets half the attention and feedback has extended to 2 hours 30 minutes.

单篇生命周期延长

Sotrender的研究表明,随着Timeline的启用,单篇生命周期得以显著延长。四月之前,平均下来单篇内容半数的评论量都来自用户1小时内的活跃。现在,这一时间周期扩展为2.5小时。

What is also important, 80% of all comments are made in circa 8 hours and 30 minutes (2 hours more than before timeline). It’s important information from the marketers’ point of view. If company writes too often, the new posts may cannibalize users engagement of the previous ones.

 

同样重要的是,产生80%的评论量的周期为8.5小时(比前Timeline时期延长2小时)。这对市场运营者而言非常重要:如果发布内容过于频繁,新内容可能会抢夺旧内容的互动时机。

Bigger engagement

Apart from post lifetime, introducing Timeline helped to exceed 13% growth in the post engagement. Before the Timeline average post triggered the activity of 158 fans. Now it’s 179.

 

更强的互动

除上述结果之外,Timeline还使得单篇内容互动人数从之前的158增长为179,增长比例为13%。

Update: The analysis has just been covered on Read Write Web and The Next Web.

Authors of analysis: Dominik Batorski, PhD (Head of Research), Jacek Szejda (Analyst),  Jan Zajac, Ph.D. (CEO), Aleksandra Polak (Analyst)***The study reference periods were last two weeks of February and two weeks in April 2012. The Study is based on data gathered and analysed by Sotrender, an online tool for analysis, reporting and optimisation of Facebook marketing activities.

原文地址:

http://blog.sotrender.com/2012/05/posts-longer-lifetime-fans-bigger-engagement-uk-facebook-before-and-after-introducing-of-timeline/

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作者: 冯唐难老

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