Facebook APIs: There's More Under the Hood than Anyone Knows

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June 28, 2011, AllFacebook Expo presentation by Chris Tuff, VP/Social Media Director at 22squared (http://www.mediabistro.com/afexpo/program.asp).

Facebook APIs: There's More Under the Hood than Anyone Knows
What’s available through Facebook’s APIs? No one really knows. Many think that the only available statistics lie in Facebook Insights, but since Facebook opened up their Insights API, a treasure trove of data is available to agencies and brands. API dashboards from companies like AllFacebook, Socialbakers and PageLever serve as the new focus groups and using their tools, agencies are able to identify a brands’ active and engaged fanbase and parallel those segments to determine if they’re reaching brands’ target consumer, if they’re targeting these consumers with paid Facebook ads and if not, what adjustments need to be made to their engagement strategy and idea of that brands’ target consumer. This session will also examine the role of social media as it relates to brands as a whole, and explain why there is so much value for brands on Facebook. We’ll go on to discuss confusion around ad APIs and Facebook Connect APIs (what brands can access within consumer profiles), and share what else Facebook tools and insights can bring to both social media marketing and brand positioning.

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  • Web and Social Media Developer - SOZO Design Thank you for sharing this presentation. It is sometimes difficult to explain the value of Facebook in terms of community/brand awareness and not just ROI. I have on various occasion considered using other tools than Facebook’s Insights as they are pretty useless sometimes. I have not considered using the Graph API however!
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  • Thanks guys, great presentation! Sorry for self-promotion, but I cannot not share our experience with Campalyst on this issue - we basically follow the fans up to the sales and conversions on advertiser's website; and what we see that the reach of facebook fans is indeed very low. On the positive note though, the reached (or as you say active) fans are very loyal, click on links and convert several times more on the website than traffic from other sources.
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  • Anyone know which tools these guys used to pull the data they're getting?

    It looks like it could be Next Analytics, but they dont' have any canned reports pulling this at this time (but it looks like it could have been achieved by writing their own queries on top of Next Analytics).
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  • http://www.istockphoto.com/stock-photo-9769623-rival-twins.php?st=29230fc\n\n
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  • http://fascinatingly.com/wp-content/gallery/hd-nebula-wallpaper/AngelNebula-hd.jpg\n\nWhen CMOs say, “Show me the money,” it’s easier to point them toward a number that keeps on growing.\n
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  • http://fascinatingly.com/wp-content/gallery/hd-nebula-wallpaper/AngelNebula-hd.jpg\n\nIt’s easy to point them toward a metric that keeps growing.\n
  • http://fascinatingly.com/wp-content/gallery/hd-nebula-wallpaper/AngelNebula-hd.jpg\n\nIt’s easy to point them towards a metric that keeps growing.\n
  • Let’s go back to the stars example and this time take it a bit more seriously. Imagine if this nebula of stars is your Facebook fan base.\n
  • What if, out of the millions of stars in your nebula, only a couple hundred of them actually gave off light?\n\nIf only 1% of your millions of Facebook fans are active, then what’s the ROI?\n
  • What if, out of the millions of stars in your nebula, only a couple hundred of them actually gave off light?\n\nIf only 1% of your millions of Facebook fans are active, then what’s the ROI?\n
  • What if, out of the millions of stars in your nebula, only a couple hundred of them actually gave off light?\n\nIf only 1% of your millions of Facebook fans are active, then what’s the ROI?\n
  • Consider your Facebook fan base as a constant focus group and a gauge of how relevant your brand is. If you can’t even garner a simple Like or Comment from a status post, how well do you think your app (that asks users to create a virtual forest, invite your friends, and watch your forest grow) will perform?\n
  • Consider your Facebook fan base as a constant focus group and a gauge of how relevant your brand is. If you can’t even garner a simple Like or Comment from a status post, how well do you think your app (that asks users to create a virtual forest, invite your friends, and watch your forest grow) will perform?\n
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  • We like to focus on what’s more relevant and of value that results in the type of fan engagement.\n
  • Consider your Facebook fan base as a constant focus group and a gauge of how relevant your brand is. If you can’t even garner a simple Like or Comment from a status post, how well do you think your app - that asks users to create a virtual forest, invite your friends, and watch your forest grow - will perform?\n
  • Consider your Facebook fan base as a constant focus group and a gauge of how relevant your brand is. If you can’t even garner a simple Like or Comment from a status post, how well do you think your app (that asks users to create a virtual forest, invite your friends, and watch your forest grow) will perform?\n
  • Consider your Facebook fan base as a constant focus group and a gauge of how relevant your brand is. If you can’t even garner a simple Like or Comment from a status post, how well do you think your app (that asks users to create a virtual forest, invite your friends, and watch your forest grow) will perform?\n
  • Consider your Facebook fan base as a constant focus group and a gauge of how relevant your brand is. If you can’t even garner a simple Like or Comment from a status post, how well do you think your app (that asks users to create a virtual forest, invite your friends, and watch your forest grow) will perform?\n
  • Facebook’s native Insights dashboard helps you paint a rough sketch of what your fan looks like.\n
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  • That’s cool, but the real fans you should be concerned with are those that are active users. Facebook strangely provides this data in the Graph API, but not in their Insights dashboard. \n
  • According to the native Facebook Insights tool, the makeup of your fan base looks something like this.\n
  • But, by accessing active user demographics data available through the Graph API, you might find that your demographics look like this.\n
  • But.. by accessing active user demographics data available through the Graph API, you might find that your demographics look like this.\n
  • But.. by accessing active user demographics data available through the Graph API, you might find that your demographics look like this.\n
  • But.. by accessing active user demographics data available through the Graph API, you might find that your demographics look like this.\n
  • But.. by accessing active user demographics data available through the Graph API, you might find that your demographics look like this.\n
  • If this is the case, you may need to go back to the drawing board and re-think your brand strategy.\n
  • If this is the case, you may need to go back to the drawing board and re-think your brand strategy.\n
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  • Consider your Facebook fan base as a constant focus group and a gauge of how relevant your brand is. If you can’t even garner a simple Like or Comment from a status post, how well do you think your app (that asks users to create a virtual forest, invite your friends, and watch your forest grow) will perform?\n
  • Consider your Facebook fan base as a constant focus group and a gauge of how relevant your brand is. If you can’t even garner a simple Like or Comment from a status post, how well do you think your app (that asks users to create a virtual forest, invite your friends, and watch your forest grow) will perform?\n
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  • Facebook APIs: There's More Under the Hood than Anyone Knows

    1. 1. Facebook APIs: There’s more under the hood than you think©2010 22squared
    2. 2. @christu @hellojustinoh©2010 22squared
    3. 3. #AFExpo #FBAPI©2010 22squared
    4. 4. So much fuss over a little button.©2010 22squared
    5. 5. ©2010 22squared
    6. 6. Let’s get something straight.©2010 22squared
    7. 7. You are NOT your fan count, andfan counts DON’T generate ROI.©2010 22squared
    8. 8. You want fans? Just go buy them.©2010 22squared
    9. 9. It’s as easy as 1-2-3.©2010 22squared
    10. 10. No, mine’s bigger.©2010 22squared
    11. 11. When CMOs say, “SHOW ME THE MONEY!”...©2010 22squared
    12. 12. we point them to the fan base of five million Facebook fans.©2010 22squared
    13. 13. “There’s ROI in there somewhere...”©2010 22squared
    14. 14. “There’s ROI in there somewhere...” There it is!©2010 22squared
    15. 15. We can’t keep going on like this.©2010 22squared
    16. 16. This is your Facebook fan base.©2010 22squared
    17. 17. 96% of fans NEVER revisit the fan page.Source: PageLever©2010 22squared
    18. 18. This is your active fan base. Not what you were expecting?©2010 22squared
    19. 19. In order to activate more fans, focus more on the News Feed.©2010 22squared
    20. 20. u: affinity score — How often does this user interact with that brand or user? what it means: Make sure fans are interacting often with your (brand’s) status updates. w: weight score — What type of story is this and how many others have interacted? what it means: Make sure status updates are garnering lots of interactions. d: decay score — How recent is this story? what it means: Make sure we’re posting when fans are most likely to be on Facebook.©2010 22squared
    21. 21. Fans need to be paying attention to your brand before they’ll take the time to engage with your cool tab or application.©2010 22squared
    22. 22. Giveaways Sweepstakes Promotions Applications Custom Tabs [80%] IMPRESS Like Gates The above approach that most brands take toward Facebook isn’t wrong, it’s just unbalanced.©2011 22squared
    23. 23. Giveaways Sweepstakes Promotions Applications Custom Tabs IMPRESS Like Gates CONNECT Relevant Topics Content Calendar Brand Assets Monitoring Moderation Reporting/Insights Paid Media Support Channel Integration©2011 22squared
    24. 24. How do APIs help win the game of Facebook engagement?©2010 22squared
    25. 25. Two ways: Analysis and Refinement.©2010 22squared
    26. 26. Is this what you’re using to analyze your Facebook page?©2010 22squared
    27. 27. Is this what you’re using to analyze your Facebook page? Aw, that’s cute.©2010 22squared
    28. 28. Here’s what you get with Facebook’s native Insights tool:©2010 22squared
    29. 29. Here’s what you get with their Graph API:©2010 22squared
    30. 30. ©2010 22squared
    31. 31. According to Facebook Insights, your fan base looks like this: Male majority, with most fans falling within the 25-44 age range. Female Male 13-17 18-24 25-34 35-44 45-54 55+©2010 22squared
    32. 32. But your active fan base looks like this: Females 45-54 and females 18-24 are the two most active user segments. 13-17 18-24 25-34 35-44 45-54 55+©2010 22squared
    33. 33. What’s going on here? ???? Female Male 13-17 18-24 25-34 35-44 45-54 55+ 13-17 18-24 25-34 35-44 45-54 55+©2010 22squared
    34. 34. 1. Your engagement strategy is off.©2010 22squared
    35. 35. Are you talking about this...©2010 22squared
    36. 36. with these guys?©2010 22squared
    37. 37. 2. Your overall target is off.©2010 22squared
    38. 38. Time to go back to Square 1. Square 1©2010 22squared
    39. 39. So how can you use Facebook APIs to refine your strategy?©2010 22squared
    40. 40. Use Facebook as a source of rich, qualitative data. It’s the modern-day focus group.©2010 22squared
    41. 41. Use Facebook as a source of rich, qualitative data. It’s the closest you can get to diving inside someone’s head.©2010 22squared
    42. 42. Gain insights into your audience, then integrate them into your brand strategy. Use APIs to dissect data and evaluate the performance of your content.©2010 22squared
    43. 43. Gain insights into your audience, then integrate them into your brand strategy. Use APIs to discover where your most active Facebook fans are in order to drive down the cost per social action for your paid media efforts.©2010 22squared
    44. 44. When CMOs ask what the ROI of Facebook is...©2010 22squared
    45. 45. show them the engagement, and use APIs to back up your story.©2010 22squared
    46. 46. So, takeaways: 1. Fan counts mean nothing if you’re not eliciting engagement. 2. APIs are the key to analyzing and refining your engagement strategy.©2010 22squared
    47. 47. Use tools that tap into the Insights API. This is what it really looks like.©2010 22squared
    48. 48. Use tools that tap into the Insights API. How many average impressions (both total and unique) are you garnering from the stream? How many of your fans are you actually reaching?©2010 22squared
    49. 49. Thanks!©2010 22squared

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