Digital Knowledge Day 2013: Don’t work in silos

First, I need to be upfront and say this is a shameless plug for a conference which Search Integration, the awesome consultancy I work for, is hosting in April.

So, with that bias declared, I can go on to say that this is not a conference to miss; especially as the theme ‘Don’t work in silos’ is still, and so, relevant in digital marketing today. This resonates with me, as I’ve been in too many projects and jobs where, despite a underlying acknowledge of the importance of the web, there is still a lack of a coordinated approach in presenting a company digitally. As my colleague Christofer Brugge writes on our blog, it can be as simple – though as critical – as colleagues not talking to each other, or not having an adequate awareness of each other’s activities. Digital Knowledge Day 2013

In a previous job I worked at a university where the system for presenting the education we offered (essentially our product) was ring-fenced by a blinding complexity of multiple databases, restricted windows of opportunity for developing content and a general disconnect with the marketing efforts of the university. This was a ‘silo’ effect – however much the website was developed the database content sat in the background driving the customer experience no matter how much it was dressed up. This effect rippled through the organisation, where the even the offline catalogue format was steered by the database as well.

With that kind of experience in mind, the line up of speakers we’ve got is particularly cool – they worked with the silo effect head on, and come up trumps. They include Tracy Green, Head of Online Services for the UK parliament (fresh from implementing a new content management system across several websites, as well as launching an award winning mobile intranet site – what’s not to like?), Olle Ahvne, Marketing Communication Manager for Ericsson (again, an award winning strategist) and Karin Zingmark, PR manager for Viasat (who has led Viasat’s explosion onto social media). We’ve put together so many awesome speakers – check them out!

(BTW, for you non-Swedes, the conference will mostly be in Swedish).

What: Digital Knowledge Day 2013

When: April 10th 2013

Where: Hotel Rival,Stockholm, Sweden

Complete your booking here!

Advertisements

Swedish Kommuns and Facebook: Another dirty review

Back in February I published a post which gave a quick, and rather dirty, review of Swedish kommuns and their use of Facebook. I like dirty, so here’s a follow up which looks at the same pages, almost a year later, in December 2012. Before we go any further:

What’s wrong with the data:
– Not every page is included (Nor have I looked at multiple pages from the same Kommun), there’s around 90 Kommun pages included here
– Some kommuns have only opened their walls for posts in the last few months (but well done you!)
– I can miscount stuff
– Facebook’s supposed chronological presentation of posts can sometimes be a little odd
– Page owners can have removed posts

And what’s wrong with the method:
– I don’t include comments on posts from the page
– I don’t control for posts from the same person (there’s more than one page which has a lot of ‘engagement’ from one or two special individuals)
– I have not looked at how quickly questions, comments etc are responded to
– I’ve not even attempted to second guess the stratgy behind the page (is it to drive traffic to a website, or encourage people to comment; for example?)
I have instead looked at the number of likes (yes, yes I know – not a sharp metric), the average monthly growth of likes and the number of posts by page friends.

Here’s a bubble chart showing number of likes on December 19th 2012:

Facebook likes - Swedish Kommuns

Clicking on the image will take you to the clickable chart.

Some clear winners, on the basis of likes. I’ve set up Facebook pages myself (and currently manage one for a client) and likes have never been the best metric. But, but, but – when you’re a kommun you know, roughly, how big your target group is – the number of citizens in your kommun. If your likes are a miniscule percentage of that number, then maybe you’re not really communicating optimally via Facebook.

Here’s a bubble chart of kommuns showing the average monthly growth, of likes, in 2012:

Average monthly growth - Kommun Facebook pages

Click on the image to visit the clickable chart.

Averages are dangerous things, but these data give an idea of what the best, and worst, growth looks like. These data give you no idea whether all the growth is restricted to a few months, or is spread throughout the year. Update: Basically, what I’m saying here is that some pages, indeed, a whole bunch of them; have simply not grown much at all. Others, like Karlstad are gaining likes at an impressive rate. GIven that many kommuns said in a recent survey that they lacked resources to adequately manage social media, this is not altogether surprising.

Bubble chart showing the number of posts left by page friends in 2012:

Facebook page posts - Swedish Kommuns

Bonus – correlation between posts and likes…make of this what you will:

FB likes vs posts

I’ve removed Karlstad’s page as including it sends all the other pages scurrying into the bottom left hand corner while it sits high up in the top right – no question for them that more likes is associated with more posts. There are outliers where lower numbers of likes are associated with still high numbers of posts but, generally, on the basis of these data you could roughly predict the number of posts by looking at the number of likes. Remember, as well, that these data are skewed by pages which may have only opened their walls in the last few months as well as pages which have received lots of attention from one or two people.

What can you do with this data?
No deep insights, I’m afraid, as I’ve got no idea what your particular kommun strategy with Facebook is. However, as most kommuns are using social media to have a dialogue with their citizens (Slide 7, Sveriges Kommun & Landsting) then presumably a low level of posts from page friends is an indication this target is not being met (though you may rock with comments on your posts – I didn’t look at that). Check out what the rock stars from this list are doing and remember, developing a social media presence takes time, patience and more than a little enthusiasm.

You can find my list of data here – if you notice any errors, sorry, entirely my fault and if I can find the time I’ll make this less dirty and more shiny. Here’s the raw data from the last time I did this.

Killer Facebook Data (That you can’t get from insights…or anywhere else for that matter)

Here’s some killer statistics from the Facebook page which I curate which fits both the ‘shock and awe’ and ‘frickin’ useful’ categories:

Between August 2011 and January 2012 friends of the page left 348 posts.
60% of these were related to making an application, or a question about our degrees
– 30% of them were practical questions about studying at Malmö
– 10% were links to events, jobs or other content

Simple take home? 90% of the posts we received in that 6 month period were about applying, splendid!

These data tell me that our page is totally supporting the current goals we have for Facebook – our strategy is to specifically focus on using Facebook for customer service and encourage prospective students to contact us via the wall.

How did we get these data? The hard way – my awesome colleague @idarosqvist went through our page with a pen and paper categorising the posts we had received. Definitely not the world’s most glamorous task but it results in some simple, easy to understand numbers which gives both insight (we’re on target with our strategy) and a set of data which allays the fears of those who worry that our page’s wall is full of random nonsense.

If you’ve got a billion friends, and a wall to match, then this probably is not for you; but if you’ve got a ‘regular’ page then taking a foray into your wall, armed with pen and paper, may give you some great insights and some awesome data to report.

(We didn’t look at comments, that would have taken too much time. The sentiment of the posts was largely positive or neutral, as tends to be the case with comments as well).

Facebook Timeline Arrives For Pages

Timeline has arrived for pages, and can now be enabled immediately (or automatically comes into effect on the 30th March). There’s already a few Swedish university pages, who are early adopters including  Umeå Universitet, Umeå University and Högskolan Väst. Here’s a few of my thoughts.

Look and Feel.
The new pages just look far better, the presence of the larger picture makes for a better visual impact and creates more opportunities for associating the page with campaign imagery used elsewhere.

Umeå university's Swedish Facebook page with timeline activated.

Commenting.
This is the part which worries me. All the pages I’ve looked at, which have timeline activated, now show comments in a separate box called ‘Recent posts by others’ with a truncated  snippet. If you’re using the page as a service platform, as my employer does, then there could be a risk that the first time visitor does not get to see that posts are answered quickly and with good answers. Timeline places a greater emphasis on posts from the page owners which may not be the main priority of all pages – this has implications for your content and posting strategy on Facebook. Tabs also, are not as obvious as they were previously.

Posts by page friends receive less priority in the new Facebook timeline layout (click for a bigger image)

Landing pages are now a thing of the past but you can get more data from a page’s insights tab, as a page friend. The completely awesome allfacebook blog is an extremely useful source of information about this, but it’s also worth checking out Facebook’s own guidelines for Timeline (which includes what you can and cannot do with the picture).

Swedish Kommuns and Facebook – a quick and dirty review

The other day I was struck by the thought ’I wonder how Swedish Kommun Facebook pages compare’ – so I took a look, and the results are presented here ( a ‘kommun’ is the Swedish equivalent of a British ‘county’ – an administrative region). Before we get stuck in, a few comments on the data:

First – there’s a ton of data missing; I certainly will have missed pages, nor have I spent time looking at how many Facebook pages a kommun might have. Nor have I made any kind of assessment of their overall communication strategy (they may stink at Facebook but throw great parties). I tried to check but it may well be that the pages I understood to be representing the Kommun are entirely ‘unofficial’ and actually administrated by small dogs.

Second – I’ve only looked at number of friends (not a particularly sharp metric) and number of posts left by page friends (a slightly better metric, but I only looked at February). I’ve not looked at comments left on posts (life is too short).

Third –  I’ve not looked at the age of the pages, so the friends metric is pretty useless for figuring out growth rate.

Kommun Facebook Pages – List
Here’s all the data in a spread-sheet. Hat tip to Obiz24 for publishing their survey of Swedish kommuns, which got me off to a good start.

Number of Friends – bubble chart

Facebook Page Friends - Swedish Kommuns

Click on this to get a bubble representation of the number of Facebook friends these Kommun pages had in Feb 2012.

Karlstad Kommun’s Facebook page stands head and shoulders above the others with just over 12282 friends, way more than any of the others I looked at; most struggle to get more than 1000 friends.  No surprise, they also had the most posts left by page friends.

According to Wikipedia, there are 290 Swedish Kommuns, with a massively varying population in each. If one assumes that most of Karlstad’s Facebook page friends actually live in the kommun then they have around 14% of their citizens as friends – definitely a significant communication channel. Not everybody enjoys such success – Eskilstuna, with the second most Friends, theoretically only has 2% of their citizens as Friends.

Number of Posts – bubble chart

Facebook Posts - Swedish Kommuns

Click to see number of posts left on the Kommun Facebook pages, during February.

12 of the Kommuns I looked at have their walls well and truly shut, with no posts allowed. Another 21 Kommun pages failed to get any posts from their friends in February (remember, I’ve not looked at any other months or comments left on posts). Generally, the amount of posts is quite low. Several of the Kommuns have a few ‘activists’ who post several times.

Lots of Numbers – So What?

How do you use this? First, given the large amount of energy often expended on discussing how social media is used in the public sector it’s a provoking reflection that – with regards to the Facebook pages I looked at here – the direct audience (i.e. the total number of friends) seems to be quite low. Second, with a few exceptions the level of engagement (‘shudder’ – what does that word really mean?) is also low – page friends do not seem to post or comment that much.  If you’re investing in your Facebook page then you could maybe use these data as a benchmarking tool, and spot those kommuns which seem to be having success (though it all comes back to your strategy and goal).

Is your page missing? What would make this analysis more useful? Have I made a colossal #fail?  – let me know in the comments box below!

Swedish University Facebook Pages Review – Posts in January 2012.

Here’s the data for January for the Facebook activity of Swedish universities, ranked by the number of posts left on their walls. December was relatively quiet in comparison to January; some pages received more than double the number of comments in January, compared to December.  (December’s data will be presented in a review of the previous 12 months which I’ll prepare next month.) International pages are the most active, which is no surprise, given that this is the main application period. 5 university pages still do not allow posts to be left.

In January, the pages with the most posts were Malmö (112 posts) and Uppsala’s (104 posts) English Facebook pages. Uppsala experienced considerable gains from last month, with an increase in 30% in the number of posts. Lund University’s page is ranked 3rd, with 67 posts.

Malmö University

112

Uppsala University

104

Lund University

67

Linne Universitet

64

Uppsala universitet

41

Linköping Universitet

33

Lunds Universitet

21

Högskolan i Borås

21

Umeå universitet

21

Umeå University

20

Högskolan i skövde

18

KTH

17

Malmö Högskola

14

Mittuniversitetet

12

Jönköping University

11

Karlstads Universitet

9

SLU

9

Göteborg Universitet

9

Högskolan i Halmstad

8

Mälardalans Högskola

8

Chalmers University of technology

8

Högskolan Dalarna

7

BTH officiell

5

University of Borås

5

Linnaeus University, Sweden

5

Högskolan Kristianstad

4

Mid Sweden Uni

4

Karlstad University

3

Högskolan i Jönköping

2

Högskolan Väst

1

Ranking of Swedish University Facebook pages, by posts left by page friends during January 2012 (+/-5)

What’s the Value of this?
Well, that kinda of depends on you. If the aim of your Facebook activities is to build a relationship between yourself and prospective students then you’ll probably want to see lots of posts on your wall. If, on the other hand, you are more interested in profiling your university online then you may be more  interested in comments and likes – though posts will still be important – in getting a more viral effect for your content. So, only a few comments may not necessarily mean bad things (and you may well be being awesome on other channels) but it could equally be a sign that, currently, you have not given any compelling reason why people should connect with you on your wall. In a subsequent post I’ll be showing a simple way of evaluating a page, and presenting the results, to get a handle on the type of posts being left.

Swedish University Facebook Page Growth

I’m putting together the latest results of my review of Swedish university Facebook activity, in the mean time here’s an overview of page growth – measure by friends – from a selection of English language Facebook pages maintained by Swedish universities.

Facebook pages - Swedish universities - English pages - Number of friends

Swedish university 'English' Facebook pages - number of friends. Click picture to make it less squinty.

As usual, if you see any errors or #fail in the data – please let me know! This kind of data will be included in a year in review report I hope to publish later in the spring.