Social Media Check – Ferrari

23 October 2015

Ferrari took the finance world by the storm this week, when it was listed on the New York Stock Exchange on Wednesday October 21st. Ferrari’s stock, which is trading with the symbol RACE, is fetching a premium to its IPO price.

We’re not that into finance and stock rates, but we do love social media and big brands. So we asked: How is this exclusive, luxury car brand doing on Facebook? With over 16 million fans following their Facebook page, their social media team has a big audience to engage with.

 

Here’s what Allin1Social’s Benchmark Report revealed us:

Ferrari Social Media Check

 

In just 30 days, from mid September 2015 to mid October, the brand has gained over 9 thousand new fans on their Facebook page. It sounds like a huge amount of people, but actually only represents a growth of 0.1% considering their massive follower base of over 16 million. A steady growth is always a good sign, so it means the luxury car brand is going in the right direction with their social media marketing on Facebook.

Fans gained - growth

 

 The engagement figures seem pretty impressive as well. Ferrari has gotten over 500 thousand likes, 8000 comments and 77 thousand shares on its posts in the past month. Likes and shares represent the biggest part of engagement, whereas commenting is a much less common type of action within the followers. Perhaps the brand could try to spark more conversations by asking questions and replying to comments.

Improve Social Engagement

 

When taking a better look at the type of content Ferrari posts on their Facebook Page, the distribution is almost equal between photo posts, videos and link posts. It’s obvious Ferrari knows what to post in order to gain more engagement on social media. Simple status posts are history, and photos, videos or links are the only way to attract attention these days, in the overly-crowded Newsfeeds.

Social Content by Post Type

 

 

Based on the number of people reached and the engagement the different posts have generated, we can determine that by far the best day of the week for Ferrari to post on Facebook, is Wednesday. Thursday, Friday and Saturday perform pretty well too, but the remaining days seem pretty slow in terms of post performance, which means that the brand should consider some other content or time of the day for publishing to get the figures up on those days.

Best time to publish social posts

 

Ferrari’s best Facebook posts of the past month in terms of engagement they generated are the ones below. An image post about the launch or a new car model on October 13th gained more than 22,000 likes and almost 4,000 shares. Another image showing the unveiling event of a new Ferrari Spider in September did almost as well in terms of shares, although it gained less likes and comments.

Best social posts

This social media analysis report is merely the tip of the iceberg in social media monitoring, and it’s strictly focused on the performance of Ferrari’s Facebook page in the September and October 2015. The analytics data available on Allin1Social’s performance reports is incredibly detailed and can reveal surprising stats on a brand’s audience, engagement rate and post performance.

Ferrari, and any other brand, should really take a careful look into their social media performance, and use all the insights in their favor to determine the optimal time for publishing, the best type of post and the mistakes that shouldn’t be repeated. Even the best of the industry can do better and keep on improving their strategy and ROI. Past performance is the key to future development, and all the manually retrievable data can actually be automatically loaded in no time.

Congratulations to Ferrari for their launch on the New York Stock Market, and keep on the good job on Social Media!

 

Emma Koitola
Allin1Social / 77Agency

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An image post about the launch or a new car model on October 13th gained more than 22,000 likes and almost 4,000 shares