Measurement beyond Fan CountArun NairIndiaSocial Summit 2012

Let's examine Brand X on Facebook…

Scatter Diagram

Followers

Peop

le T

alki

ng A

bout

F/P Ratio

Performance Baseline

The “You Should Worry!” Quadrant

0.03 ~ 0.05

0.06 ~ 0.08

0.09 ~ 0.3

Just about average.Scale up!

Decent .Can do better!

Good Job!

F/P Ratio

>0.3 Give me the numberof your agency!

Coming back to Brand X…

F/P ratio~0.002

Topical Content. Milk the moment, but make it contextual to your brand.

Crowd-sourceSense of shared ownership.

Shareable ContentHumour, entertainment, rich in visuals.

Brand Broadcast Low levels of involvement with the community

Update FrequencyThe number of updates per week affects the F/P ratio.

Thank you!w: indianeye.org e: arun.nair@indianeye.orgt: @nairarun