Sample BrandQ2 Facebook Report

April - June 2015

Agenda

• Facebook Q2 2015 Summary (p. 3)• Q2 Fan Growth (p. 4)• Facebook Net Likes (p. 5)• Facebook Reach and Engagement (p. 6)• Facebook Reach (p. 7-8)• Top Post Engagement (p. 9-15)• Top Post Reach (p. 16)• People Reached (p. 17)• Demographic (p. 18)• Post Type, Schedule and Engagement by Day (p. 19)• Best Post Time and Day (p. 20)• Key Findings and Recommendations (p. 21)• Glossary (p. 22)

Facebook Q2 2015 Summary

Fan GrowthThe Facebook page grew by 17.05% (14,407 likes) in Q2 2015.

EngagementThere were 85,848 people engaged in Q2 2015 – This represents an increase of 168% over Q1 2015 (31,988 people engaged).The dramatic increases seen in Q2 can be attributed to:• An increase in the number of post• Focused Facebook advertising on compelling post (e.g. post

that focus on product usage and relevance to timely/popular events)

• Consistent Facebook advertising support • An increase in ad spend around engagement and page likes• The Q2 promotion

The [BRAND] voice and look, which is mindful of the demographic, has continued to help the content feel polished and branded without being too marketing heavy.

There was an increase to a total of 98,893 fans in Q2.

Overall, there was a community increase of 17.05% (14,407 likes) in Q2 which represents a higher growth rate than that generated in Q1 of 2015 (11.54% : 8,636 likes).

Q4 2014 Q1 2015 Q2 20150

5,000

10,000

15,000

20,000

Likes

Q2 Fan Growth

Total Page Likes84,486April 1, 2015

Total Page Likes98,893

June 30, 2015

Q1 2015 Q2 2015

New Fans 9,504 16,223

Unlikes 868 1,049

Net Likes 8,636 15,174

Unlikes/New Fans 9.13% 6.47%

Avg. net likes in Q2 2015 were higher than in Q1 2015. The ratio of Unlikes/New fans was lower in Q2 2015 - An indication of an increased connection with fans.

Facebook Page Net Likes

Significantly more people viewed the [BRAND] Page on Facebook this past quarter. The 128,353 visitors represented a 129X gain from the previous quarter.The significant increase in page reach can be attributed to a consistent effort in increasing likes that started in May. Note the % of people that engaged with the page decreased steadily as a product of the rapid increase in community growth.

Facebook Reach & Engagement

Page reach directly correlates with budget spend on Facebook advertising support.

There were more frequent post tied with consistent paid advertising support throughout Q2 2015.

The largest peak in page reach took place on June 21, 2015 which correlates with a series of post that were supported by Facebook advertising support.

Facebook Page Reach

Posts on Facebook for [BRAND] reached a total of 1,770,099 people, a gain of roughly 4X over last quarter.

There were 41 total posts to the Facebook Page for [BRAND] this period. Over the past six months, there's been an average of 29 posts per quarter..

Facebook Post Reach

Top 3 Engaging Post of Q2 (Highest Engagement Rate)

Post Reach

Top 10 Posts Reach of Q2 (Highest Reach)

People Reached

The top demographic groups reached through Facebook activity were all Females (ages 55-64, 45-54, and 65+).

Los Angeles, CA (0.70% of all impressions) became the third-best source of people reached by Facebook posts, behind Chicago, IL (1.20%) and Houston, TX (0.87%).

Demographic

Engagement by Age and Gender

Post Type, Schedule and Engagement by Day

Engagement by Day

Best Post Times

Although most fans are online between 8:00 AM and 9:30 PM (CST), the best post times were between 3:00 PM to 4:00 PM.

Best Post Days

Post have had better engagement on Saturday and Sunday.

Key Findings and Recommendations

Q2 fan growth and audience engagement can be attributed to:• Higher frequency of curated post• Advertising budget support on organically engaging post• Advertising budget focused on supporting likes• Increase in fan loyalty

Learnings from Q2:• Post more content between 3:00 – 4:PM Saturday and

Sunday• If a post shows significant organic growth*, allocate

additional budget to boost it for a finite period of time (1-2 days)

• Spread the ad budget across the month more strategically accounting for the organic reach of the post

• For more steady increase in community growth allocate spend to ads that support page likes over the entire period.

• Segment ads further to target Women ages 55 + in preferred cities (e.g. Chicago, Los Angeles, Texas)

* Significant Organic Growth for this page, in Q2 2015, can be defined as post (without ad support) that meet these threshold amounts: Likes > 100 OR Shares > 45 OR Positive Comments > 7