Altimeter Report: The 8 Success Criteria For Facebook Page Marketing

Report Snapshot (full report embedded below)
Altimeter Group conducted research, and gleaned input from 34 vendors, agencies, and experts, to determine success criteria and develop a roadmap for Facebook page best practices. We found Eight Success Criteria for Facebook page marketing, and then tested the maturity of 30 top brands across six industries.

Our heuristic evaluation revealed that brands fell short – nearly half of the brands we reviewed (14 out of 30) did not fully leveraged social features to activate word of mouth, the hallmark behavior of social networks. Within this immature landscape, a few brands were on the right track to successfully harnessing Facebook page marketing. Brands like Pampers, Macy’s, Kohl’s, and AXE increased engagement and activated word of mouth through advocacy and peer-to-peer interactions, or solicited business call to actions that result in transactions.

How should brands approach their Facebook page marketing? We asked the experts.
Research means digging in deeper to find the truth,  and we know our place in the ecosystem is to work with others.  As a result, we had a call for submissions, and we received input from 34 vendors, agencies, brands, and individual experts. We read blog posts, looked at examples, and reviewed case studies.

360i, AKQA, Awareness, The Community Roundtable, Context Optional, Digital Evolution Group, Edelman Digital, Facebook, Gigya, Horn Group, Inside Facebook, Janrain, KickApps, Lithium, LiveWorld, Ogilvy’s 360° Digital Influence, Razorfish, RockYou, SHIFT Communications, Spredfast, StepChange Group, a Powered Company, Vitrue and Wildfire Interactive. We also received input from individual contributors such as: David Armano, David Berkowitz, Bert DuMars, Charlene Li, Dave McClure, Annie Noll, Shiv Singh, Adam Smith, Justin Smith, Jason Sullivan, and Anita Wong.

8 Success Criteria for Facebook Page Marketing
After pouring over the data from the ecosystem we’re part of, we found a clear pattern. There was a consistent set of criteria we heard from the industries experts, we found the following 8 criteria:


8 Success Criteria for Facebook Page Marketing

Then, we put 30 brands to the test to find out who’s doing it right –and wrong.
We then took that criteria, created a scorecard with quantitative criteria, and measured the world’s top brands on their Facebook efforts to find out who’s doing it right, and who’s not.  In the embedded report, you can download many of the high level findings, as well as see screenshots, comparison by industry and read our recommendations.


Facebook Success Criteria Scoring: By Brand

About the Altimeter research team.
For this report, I’m very thankful to work closely with Altimeter Partner, Alan Webber (bio, Twitter), who served as Editor. Alan is a multi-talented guy who stems from Forrester with a strong background in web user experience, and was able to tighten down the scorecard methodology which we’ll use to help clients. Christine Tran, Researcher (blog, Twitter), lead a detailed and thorough research process, always kept the ball rolling and is a consistent and reliable source of quality work, long hours, and positive energy. I’m very thankful for both of their consistent help!

Our belief in Open Research: It works when you share it
We want to be facilitators of the ecosystem and want to work closely with the marketplace.  We’re publishing our report under Open Research, at no-cost under creative commons licensing, this report was 100% funded by Altimeter Group, we also do our best to disclose our financial relationships.  To make Open Research work, we hope you read it, spread it, and use it to improve.  If you found this research report helpful, please embed it on your blog, email it to your teams, and spread it to others.

Comments

  1. Excellent report Charlene, thank you for sharing this with us!

    Now to get busy implementing the wealth of information you’ve shared with us here.

    Keep up the inspiring work you guys are doing! :-)

  2. This report is great, especially since my employer (SAP) fares so well… But beyond that self-serving perspective, even knowing the criteria for evaluation is helpful to continuous improvement. Seeing our individual scores gives us actionable feedback for tangible things we can do to get even better over time.

    • jeremiah says:

      Thanks Mark for the comments. We’ve the full scorecard available for Altimeter clients, and are looking forward to sharing so they can improve,

  3. First off, wonderful reporting – this is extremely useful information. Sadly, many brands are not utilizing Facebook Pages to the degree that they should be.

    Generally when people come to my firm for assistance they are adamant that they are using their Facebook Page aggressively, but upon a simple glance they miss the 8 criteria that you have listed above.

    With that said, keep up the good work! We need to keep sharing information like this widely so more people can really get the most out of their time online, rather than flushing their valuable time down the drain.

  4. A great bit of research. Thanks for sharing!

  5. Great stuff – wish I subscribed / found this sooner! This is perfect for my upcoming seminar on January 10: “$ocial Networks: How to Make Money with Social Media.” One of my panelists is from Macy’s so your citing of them is of interest.

  6. jaffer hussein says:

    Type your comment here.
    thanks for teaching me/us something new.Will actually implement that in my coming projects.

  7. Hah, fantastic. Now i have a good insight about this. Thanks. I really appreciate this.

  8. I like this site its a master peace ! Glad I found this on google .

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  10. Facebook is becoming such a great tool for marketing, if done correctly. Thank you sharing these findings.

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  16. [...] En el estudio se analizaron 30 marcas pertenecientes a seis industrias diferentes y se comprobó el nivel de implicación y de acierto que tenían al aplicar los ocho criterios que Altimeter considera fundamentales para gestionar las páginas oficiales de las marcas. [...]

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