The Z-100 highlights key content and strategy trends for 100 of the largest business pages on Facebook

1. 1
Report:
The Z-100
Trends, strategies and tactics
for 100 of the top business
pages on Facebook.
Zuum:
A Social
Content
Strategy
Analysis for Nov 2012 ZuumSocial.com Tool
© 2012 Zuum

2. 2
Benchmarks Activity for November, 2012
58 average number of posts per page
3.24% average page fan growth rate
.1% average engagement rate per post
15.9 million average number of fans
70% of all posts were photos
8% of all posts were status updates
13% of all posts were links
7% of all posts were videos
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3. 3
Content Overview
๏ Overall posting volume among all Top 100 pages dropped by
14% from October During
๏ Average monthly posting volume is 58 (down from 67 in October) November,
๏ 70% of all posts were photos (drop of over 4% from October) posts for the
๏ Status posts increased by 49%, from 4.8% to 8.2% of all posts Top 100 pages
๏ 89% of all engagements are Likes were shared 5.3
๏ 7% of all engagements were Shares million times
© 2012 Zuum

4. 4
Leaderboard:
Sorted by
engagement rate.
๏ Overall average
engagement rate of
.10%. Strong for pages
with so many fans.
๏ 5 of 10 most engaging
pages are luxury brands
(up from 3 last month)
๏ 13% drop in average
monthly posting volume
since last month (from
67 to 58 posts)
Showing top 10, plus Top 100 averages.
Gradients represent top 10 standing for
that column.
See how Zuum can improve your page performance Free Demo © 2012 Zuum

5. 5
Leaderboard:
Sorted by fan growth
rate.
๏ Four of ten fastest
growing pages are
above average page
size.
๏ Broad range of
business types among
fastest growing pages.
Suggests broad appeal
of Facebook to brands,
who are pushing for
more fans.
Showing top 10, plus Top 100 averages.
Gradients represent top 10 standing for
that column.
© 2012 Zuum

6. 6
Engagement
By Day and
Time
๏ Significant
engagement late
weekend nights/early
morning
๏ Engagement varies
little across the
different days
Larger circle indicates more posts.
Darker circle indicates higher engagement
rate.
Times posted are GMT-6.
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7. 7
Most Viral Subjects
๏ Two photo-
oriented subjects
are at the top of
the “most viral
subjects” list.
๏ This parallels what
we’ve been seeing
on Facebook for a
while now -- that
photos are highly
engaging. Their
quick-view format
also makes them
easier to pass
along.
© 2012 Zuum

8. 8
Subject Analyzer: “shots” & “image”
๏ Photo-based
subjects drive
higher percentages
of sharing, or virality
๏ Note overall higher
engagement rates
of photo-based
posts, as well
๏ Subject “video” was
used considerably
more than either
“image” or “shots”,
which could dilute
performance
© 2012 Zuum

9. 9
Key Takeaways
๏ Average page posting volume dropped 14% from Oct to Nov. That’s especially
notable given the onset of the holiday season. It’s further indication of what we noted
last month: that brands are focusing more on posting quality than quantity.
๏ Photos still the dominate media type, at 70% of all posts. However, that’s down from
74% in October. Status updates also increased from 4.8% of all posts in October, to
8.2% in November.
๏ Over 7% of all engagements were Shares. Given there were almost 72 million total
engagements generated by these 100 pages, that’s over 5.3 million Shares in one
month. That’s a signficant of word-of-mouth impact.
See how Zuum can improve your page performance Free Demo © 2012 Zuum

10. 10
About This Report
The Z-100 is a monthly overview of 100 of the largest consumer brand pages on Facebook.
All data was gathered and analyzed using content strategy tool Zuum.
For a Free downloadable Leaderboard, including a full list of pages analyzed, visit
ZuumSocial.com/Z-100.
If you’d like additional insights, either for publishing or applying to your business, please
email info@zuumsocial.com
Thank you,
Doug Schumacher
Co-Founder
Zuum
© 2012 Zuum

11. 11
A Social Media Strategy Tool
Zuum helps marketers maximize performance
for their social marketing program by showing
them what types of content drive the highest
levels of engagement.
ZuumSocial.com
See how Zuum can improve your page performance Free Demo © 2012 Zuum