Social analytics training manual 2.9

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Social analytics training manual 2.9

  1. 1. 1 BlitzMetrics Social Analytics Training Manual TM SOCIAL ANALYTICS TRAINING MANUAL Social Intelligence for Brands BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  2. 2. 2 BlitzMetrics Social Analytics Training Manual TM Loved By The Media Loves Us, Too... BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  3. 3. 3 BlitzMetrics Social Analytics Training Manual TM Welcome! This guide will walk you through the skills and steps you’ll need for your brand to be successful at Facebook Marketing. Get ready to learn how to create performance reports on how your campaigns are doing — not just blindly inserting numbers into a chart, but understanding WHAT worked or didn’t, WHY that was the case, and what ACTIONS to take based on that insight. The optimizing of brands on Facebook is a mix on science and art — art for creative inspiration and science for traffic management and optimization. Together we can leverage your brand’s existing power and marketing assets by understanding the math of traffic optimization, why consumers connect with brands, and the underlying analytics rigor of making your selected metrics improve. Do you have to be a programmer or learn to code? No, but you will learn how traffic flows based on measurable influence, how to troubleshoot when conversion rates are lower than expected, and how we can deliver a targeted fan count and revenue figure. Your success is our success. Ask questions. Together, let’s bring your brand to the next level! Sincerely, Dennis Yu CEO, BlitzMetrics dennis@blitzmetrics.com BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  4. 4. 4 BlitzMetrics Social Analytics Training Manual TM CONTENTS Facebook Training Section 1 - Facebook Timeline and Wall Management 10 1.1 Facebook Timeline 10 1.2 Facebook Ads 17 1.3 Your Wall and Your Brand 21 Section 2 - Tie Your Profiles and Sites Together 24 Section 3 - The Viral Cycle 26 3.1 The Viral Cycle 26 The Engagement Funnel 27 Targeting 28 3.2 Growth 29 Ad Interest Targeting 30 3.3 Engagement 35 Sponsored Stories 36 Promoted Posts 37 3.4 Conversion 48 11 Killer Ways to Increase Facebook CTR 48 3.5 Optimization 50 Sponsored Results 50 Section 4 - Analytics 52 4.1 Whats Your Brand Worth 52 4.2 Engagement 53 4.3 Whats the Value of Your Fans? 58 4.4 Measuring Engagement 61 4.5 Social Media Health Check 63 4.6 The Engagement Funnel 64 Section 5 - Ads 65 5.1 How to Run an Effective Facebook Campaign for $5 65 5.2 Ad Targeting to Increase Traffic 71 5.3 Good Facebook Ads Stimulate 73 5.4 Optimization 74 5.5 Bid Optimization 80 5.6 Why B2B Marketing is Facebook’s Best Kept Secret 82 Section 6 - Apps 84 BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  5. 5. 5 BlitzMetrics Social Analytics Training Manual TM Operations Process 15 Level Analyst System 89 Section 1 - Intro to Blitz 90 1.1 We Are Performance Marketers 90 1.2 What Makes Blitz Different? 92 1.3 Frequently Asked Questions for New Analysts 95 1.4 Analyst Support 98 Section 2 - Process Overview 99 2.1 How to Write a Strong Process 100 2.2 Creating a Proposal 103 2.3 After Acquiring a New Lead 104 2.4 Email Triggers 110 Section 3 - Employee Relations 116 Section 4 - Qualifying Clients 117 Section 5 - Enterprise Clients 118 Section 6 - Engineering 120 6.1 Process Checklist (for landing page or website) 120 6.2 Process for Listing a New Client in Directories 121 6.3 Automated and Manual Processes, and Systems Maintenance 122 Section7 - Ad Networks 127 7.1 Banner Ad Templates 127 Section 8 - The Blitz Process 129 8.1 New Analyst Welcome Note 129 8.2 Responding to Requests 131 8.3 Communicating With Clients 127 8.4 Most folks who ask for dashboards really need ads 138 8.5 Custom Dollar Sticker 139 8.6 Shredded Currency 141 8.7 Ad Creation 143 8.8 Creating a Dashboard 144 8.9 Custom Dashboard Skins 145 8.10 Custom Skin Implementation 147 8.11 Compiling Testimonials 149 8.12 Setting Up a New Project 150 8.13 Setting Up a New Project Under a Partner Company 151 8.14 Shutting Down a Project 152 BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  6. 6. 6 BlitzMetrics Social Analytics Training Manual TM The Secrets of Online Marketing Section 1 - Introduction 154 1.1 What is Internet Marketing 154 1.2 Why Use Blitz? 155 1.3 The Secret To Getting This Done 156 1.4 The Secret To Winning 158 1.5 Self-Service For Blitz Users 159 Section 2 - SEO For Beginners 160 2.1 What Is Real And What is Snake Oil 160 2.2 How To Do An Analysis - SEO in 12 Easy Steps 162 2.3 Doing a Solid Website Analysis 164 2.4 How To Write Great Articles To Generate Business For Your Clients 166 2.5 Blog Promotion 168 2.6 Helpful Analytics Tools 169 Section 3 - PPC For Beginners 174 3.1 Make Your Ads Better: Three Powerful Techniques 174 3.2 Optimizing Your PPC Campaign 177 3.3 Further Optimizing Your PPC Campaign 180 3.4 PPC Bid Rules and Optimization 185 3.5 The Largest Player in the Space Buys a PPC Company 188 3.6 Paid Search Automation: Choosing A Vendor 189 BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  7. 7. 7 BlitzMetrics Social Analytics Training Manual TM The Social Impact Leveraging Your Business 194 Ch. 1: Promoting Yourself in Social Media 194 Ch. 2: Multiply Like a Virus 200 Ch. 3: Anatomy 201 Pinterest 201 YouTube 202 Twitter 203 Instagram 204 Ch. 4: Twitter Friending Rules 205 Ch. 5: Google+ And The +1 Button... Should You Care? 207 Ch. 6: Further Promotion 210 Ch. 7: Advanced Analytics 212 Ch. 8: Why Your Social Analytics are Meaningless 217 BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  8. 8. 8 BlitzMetrics Social Analytics Training Manual TM Running Your Facebook Marketing Business Section 1 - Responding to Leads 220 1.1 Follow Up 220 1.2 Not Knowing Info 222 1.3 Students 222 1.4 Agencies 222 1.5 Requesting Insights 223 Section 2 - Ad Accounts 224 Section 3 - How to Target B2B on Facebook 227 Section 4 - Facebook Marketing in the Travel & Leisure Industry 228 Section 5 - Managing Local on Facebook and Google 231 Section 6 - Facebook FAQs 236 6.1 Getting Started With Facebook Ads FAQ 236 6.2 Conversion Report FAQ 238 6.3 Definitions 241 6.4 Domain Insights 245 6.5 Facebook How Tos 246 6.6 Facebook Page vs. Profile 250 Section 7 - Common FAQs 254 Section 8 - MySQL Notes 256 8.1 Channel-Specific Data 260 8.2 Social Media Data Schema 265 8.3 How to Get Tweets Pulled By Our Tracking 272 8.4 Page Related Queries and Tricks 273 8.5 Fan-Related Queries 275 Section 9 - Common Mistakes 276 Section 10 - Bonus Materials 278 Section 11 - Facebook for Your Further Education 279 About the Author 280 BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  9. 9. 9 BlitzMetrics Social Analytics Training Manual TM Facebook Training 1 800 485 4958 BlitzMetrics.com Facebook.com/blitzmetrics CO. 80304 Alder St. CONFIDENTIAL AND PROPRIETARY BlitzMetrics.com 1960 Joslyn Pl. Boulder, 718 SW Ste 200, Portland, OR 97205 V2.9
  10. 10. 10 BlitzMetrics Social Analytics Training Manual Timeline & Wall Management TM SECTION 1 - FACEBOOK TIMELINE AND WALL MANAGEMENT As of March 30th, 2012, all Facebook business pages will be converted to the timeline profile. Here’s a look at the changes Whats New? and how you can best utilize the new layout. 1. Facebook Timeline 2. Facebook Ads 3. Admin & Messages BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  11. 11. 11 BlitzMetrics Social Analytics Training Manual Timeline & Wall Management TM 1.1 Facebook Timeline • Everyone can preview now. • All pages were converted to Timeline on March 30th 2012. How Timeline is Different 1. Cover 2. Apps 3. Friend Activity 4. Pinned Posts 5. Larger Story Layouts 6. Milestones Cover Profile Image Cover Photo • Square image only • Always public • No pricing/discounts • Needs to work alone • 851x315 pixels • No "like" or "share" • Needs to work well with cover image • No calls to action • No contact info Cover Images Must Be At Least 399 Pixels Wide and May NOT Contain: • Price or purchase information, such as "40% off" or "Download it at our website" • Contact information, such as web address, email, mailing address or other information intended for your Pages About section • References to user interface elements, such as Like or Share, or any other Facebook site featured • Calls to action, such as "get it now" or "tell you friends" BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  12. 12. 12 BlitzMetrics Social Analytics Training Manual Timeline & Wall Management TM Apps Apps • "Tabs" are now "Apps" • Photos display by default • Thumbnails can now be edited • # of Likes can be displayed • 111x74 pixel thumbnails • 3 apps decided by page • 1 pixel internal border • Up to 12 total apps in dropdown • New navigation above app • 810 pixels wide • NO DEFAULT LANDING TABS BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  13. 13. 13 BlitzMetrics Social Analytics Training Manual Timeline & Wall Management TM Friend Activity • Top right of timeline • Social proof • # of friends that like a page • Shows to fans and non-fans • Sample of friends • Tags not required • Featured friend comments Pinned Posts • Top right of timeline • Up to 7 days • Calls to action encouraged • Can be treated by location BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  14. 14. 14 BlitzMetrics Social Analytics Training Manual Timeline & Wall Management TM Larger Story Layouts • Links • Photos • Photo albums • Video • Starred posts (highlighted) • Activity BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  15. 15. 15 BlitzMetrics Social Analytics Training Manual Timeline & Wall Management TM Source: facebook.com/burberry Edit post to highlight them (star), change date, hide, delete, or pin to top. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  16. 16. 16 BlitzMetrics Social Analytics Training Manual Timeline & Wall Management TM Milestones • Similar to highlighted (starred) posts • Define the event, location, date, story and image • Must create as page • Will create a date link on the timeline sidebar BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  17. 17. 17 BlitzMetrics Social Analytics Training Manual Timeline & Wall Management TM 1.2 Facebook Ads Offers • Replaces "Deals" • In news feed • Can be a sponsored story • Redeem via email or mobile BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  18. 18. 18 BlitzMetrics Social Analytics Training Manual Timeline & Wall Management TM 3. Admin and Messages BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  19. 19. 19 BlitzMetrics Social Analytics Training Manual Timeline & Wall Management TM • Manage content, users • Create ads • Share Facebook and email • Get insights • Request name change Activity Log • Click Admin > Manage > Use Activity Log • All content, mentions, comments included • Filter by date or story type • View hidden posts, spam • Hide, delete, highlight, change date BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  20. 20. 20 BlitzMetrics Social Analytics Training Manual Timeline & Wall Management TM Messages • Can be turned off by page • Fans and non-fans can message page • Reply in admin • Pages cannot message first BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  21. 21. 21 BlitzMetrics Social Analytics Training Manual Timeline & Wall Management TM 1.3 Your Wall and Your Brand The key to successful brand marketing on Facebook is to produce and maintain engaging content to keep the Facebook page wall acting as an interactive forum. Facebook, and more specifically the Facebook Wall, offers a communal forum for brands to reach out and connect with Fans; the very same customers that support the brand and allow it to flourish. By posting interesting and exciting content to the Wall of a Facebook page, brands hope to attract new customers and retain existing customers. Facebook Walls offer an easy outlet for brands to post content that they do not or choose not to include in more traditional channels of marketing, such as television and print. One easy way to maintain this engagement is through Wall management. Wall Management consists of three intimately related aspects: Posting Content, Monitoring Engagement, and Rewarding Engagement. 1. Posting Content Some social mechanics to understand: Brands can increase their impressions by growing their reach (the number of fans that see their messages) or their frequency (how many times, on average, a fan sees these messages). The new timeline for pages heavily emphasizes pictures and open graph actions: Combine pictures and short text for maximum impact. The ideal post length is between 120 and 129 characters. If its a question, keep it shorter, and no more than one post per day should be promotional. Post length could easily affect the number of organic impressions. On average, page posts are 157.7 characters, while user posts are 121.5 characters and mobile posts average 104.9 characters. Posts between 140 and 159 characters long as, on aver-age, 13.3% less engaging than posts between 120 and 139 characters and 9% less engaging than posts between 100 and 119 characters. This demonstrates that the content many brands are competing against for a spot in the newsfeed, is more engaging and readable (Figure 1.7). Changes in content type are hurting total coverage: Some types of content generate more impressions than other types. For example, status posts have weaker coverage, on average, at 29.1% for pages with fewer than 100,000 fans and 54.8% for pages with more than 100,000 fans (Figure 1.8). We also see link coverage is decreasing, while status coverage is increasing. A post with a link in it is more likely to be a sales-oriented post, especially in December. If true, then the increase in link posts may very well tie with engagement dropping in December. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  22. 22. 22 BlitzMetrics Social Analytics Training Manual Timeline & Wall Management TM 2. Monitoring Engagement Any forum will inevitably feature benefactors and detractors, pros and cons. Respond to each quickly. Facebook Walls act as forums and should therefore be treated no different. For every handful of users who “Like” or “Comment” on a Wall post, there will be one who is posting negative comments that may be contextually inappropriate or superficially offensive. It should be the responsibility of Facebook Page Admins to monitor the Wall to make sure all user interaction is appropriate and not deterring present or future Fans from supporting the brand. Monitoring Engagement Responsibilities • Checking the Wall for negative comments that are detrimental to the image of the Brand. • Checking the Wall for positive comments that are helping to increase engagement and drive traffic to the Facebook Page. • Fast response time. 3. Rewarding Engagement Being a social network, Facebook is a great marketing tool because it leverages User’s interests and influence to gain more fans and increase exposure. Facebook Page Admins can “Like” and “Comment” on Posts as well. It may help to think of Facebook Wall Management as a new media version of customer service. Responding to productive “Comments” and answering questions posed on the Wall are great ways to maintain that Brand/Fan engagement that is crucial to a successful Facebook Brand Page. Targeted Reach Social Reach Above is an example of a User posing a question regarding a Special Contest that Lane Bryant is promoting. Lane Bryant quickly and succinctly responds to the query, just like any other form of traditional customer service. This quick response shows Fans that the brand they invest their own money and time in, cares about them as a customer and is willing to help answer questions and field concerns. Some brands have begun to “Reward” Users for their prolonged engagement to their Facebook Page. “Rewarding” high- engagement users with gift certificates, coupons, or other special offers is a great way for Brands to further drive traffic and engagement to their Facebook page. Fans who are posting repeatedly to the Wall with content that is engaging other Fans and actively supporting the brand deserve to be rewarded for helping to sustain engagement, thus helping drive traffic. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  23. 23. 23 BlitzMetrics Social Analytics Training Manual Timeline & Wall Management TM Rewarding Engagement Responsibilities • Rewarding engagement is an extension of monitoring the positive comments that are appearing on the Wall. • Rewarding Engagement consists of taking note of the Users who are the most interactive on the page. Identify active individual Users by noting how often an individual User posts on the wall, “likes” a post, or “comments” on a post during a span of 30 days. • If it is determined that an individual User is extremely active on the Brand’s Facebook Wall, this User should be noted so as to monitor further activity, and be possibly rewarded. • Once highly active Users have been identified, coordination with the Brand is crucial to determine if the User is worthy of a coupon or special promotion. Transparency between Blitz and the client is of the utmost importance, so as to not make false guarantees. What could be decreasing your organic impressions? For one, post length could easily affect the number of organic impressions. One average, page posts are 157.7 characters, while user posts are 121.5 characters and mobile posts average 104.9 characters. Posts between 140 and 159 characters long as, on average, 13.3% less engaging than posts between 120 and 139 characters and 9% less engaging than posts between 100 and 119 characters. This demonstrates that the content many brands are competing against for a spot in the news feed, is more engaging and readable (Figure 1.7). BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  24. 24. 24 BlitzMetrics Social Analytics Training Manual Profiles & Sites TM SECTION 2 - TIE YOUR PROFILES AND SITES TOGETHER If you’re promoting something you’re already an expert in, tie your blog to your page. Social media only works when people can see what you have to say, and the more places you’re able to show it off, the better. There’s a reason why Facebook is the leading social network on the web – it’s just so versatile. They’ve provided an easy way for you to link your blog to your pages wall. Check out these steps: 1. Log into Facebook, and go to the main Notes 2. On the left-hand side is Notes Settings, application page by typing “Notes” into the click the "Edit import setting" link. search box at the top of the screen. 3. For the Web URL field, enter the RSS/Atom feed address for your blog, agree to the terms, then click "Start Importing". BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  25. 25. 25 BlitzMetrics Social Analytics Training Manual Profiles & Sites TM 4. Make sure that the feed imported correctly, and click "Confirm Import". See? Not hard at all. It’s easy to get the word out about things like Michael Jackson’s funeral arrangements and free funeral advice. Now your Facebook page is automatically kept up to date with your blog posts! Cross promote your profiles on all networks, chances are your friends use other social networks as well. Think of each connection as another possible source for people to see what you’re talking about. Don’t just think about multiplying by yourself – There’s a reason why it’s called Viral Marketing. If you find yourself writing an email that could just as easily be turned into a blog post, why not do it? We have a couple folks that format blog posts, too. My blog posts take only a few minutes to write. I just write an email and then they format it, look for funny pictures, stick in links, and so forth. Thus, when you might be thinking - “I don’t have an hour to mess with writing a blog post”, instead, you say “Oh, ten minutes? No problem - let me crank one out real quick.” Consider the bang for the buck that is possible. CONCLUSION: It pays to reduce the time and effort required when you want to get a message out. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  26. 26. 26 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM SECTION 3 - THE VIRAL CYCLE 3.1 The Viral Cycle Social ads are about amplifying user actions, not broadcasting creative. When you amplify your own content, you are able to activate fans that may have joined the page a long time ago, but havent heard from you since, plus increase the feedback rate on content (likes + comments). People make decisions based on the trust of their friends. It doesnt matter what the marketing channel is. What Facebook has done is create a layer — a social layer that exposes those relationships that have always been there, between peoples real friends. Because those relationships are visible, think of all these dots with lines connecting them. This created an advertising system that sits on top of that and allows you to inject your content. Now lets say your content is testimonials, specials, videos of procedures, whatever kinds of content might be interesting. Identify who your best customers are; not people who could be customers, but people who already love you. Amplify what you already have thats great. Thats what Facebook is; its a word of mouth amplifier. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  27. 27. 27 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM THE ENGAGEMENT FUNNEL Manage against the stages of the engagement funnel and ads, apps, analytics. If you don’t have a goal, then all roads look as good as any other. To say you want “greater awareness” or “deeper engagement” is not enough. You need to have quantifiable goals based on a reasonable set of short, medium, and long- term targets. But that requires understanding a few things. • What IS the right number of fans to have? • What is a healthy level of engagement? • How am I doing versus my competitors? • If I’m a direct marketing company, can I really drive revenue, and if so — how much and how does this play with my other channels? Top Funnel References 1. Adidas 2. ComScore Power of the Like 2 3. AmEx Small Biz Saturday 4. Kia 5. O2 6. Sony Pictures BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  28. 28. 28 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM TARGETING Define Your Audiences by Value and Size: • Workplace and job titles • Promoted results • Mobile placements • B2B targets HIGH • Fans of competitors • Page post ads to fans • Interest VALUE • Page like ads targets • Friend of fan targets • The media • Promoted posts • Broad category Geo-targeted targets LOW traditional ads • Demographic targeting LOW SIZE HIGH Social media success is about pinpoint precision targets. We’re simulating the one-on-one conversations that friends have among themselves. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  29. 29. 29 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM 3.2 Growth Social Analytics Is About Context Traditional web analytics has always been about just your site — your traffic, which focused on number of hits, inbound referrals, conversion rates, and all kinds of activities that occur just in your patch of land. But the The metrics in social should majority of social interactions occur in public — on ground be around share of voice, that is not exclusively yours. engagement levels, fan quality, influence, and the lift to other A user’s news feed is a shared space where friends, brands, events, conversion channels. and other objects interact. You don’t own them, you can’t easily tag them, and you can’t barge into the conversation and force them to hang out only at your place so you can cookie them. Don’t be “that guy” who has poor social etiquette. Brand marketers are like bums with cardboard signs that walk into strangers’ houses pushing their products and asking for money. If you are reporting on your social channels just like your paid search channels, odds are this is you. Paid search assumes that people are ready to buy — they had to initiate a search to demonstrate intent. In social, there is no such thing. What gets measured gets managed. Or another way to say it is, “if you have a hammer, everything looks like a nail”. DIFFERENT ANGLES TO MEASURE ENGAGEMENT People Talking About This (PTAT): Total number of people who have had a brand- related action show up in their news feed. Coverage: Total number of impressions per 1,000 fans. Unique Reach: Total number of people seeing impressions. Engagement Rate: Percent of people who saw a post who commented or liked. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  30. 30. 30 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM AD INTEREST TARGETING Laser target ads down to specific interest targets (including geographic locations). Facebook rewards high relevancy by discounting the price you pay for traffic. We know that relevancy leads to high CTR, leading to a lower CPC, which leads, in turn, to a lower cost per fan and lower cost per conversion. Throughout a campaign, test different interest targets to optimize effectiveness. Interest Targeting Count Literal Targeting: Internet 2,718,000 What are the direct interests Computer 1,959,060 related to your brand? Technology 1,178,760 Laptop 906,720 Competitor Targeting Count Competitive Targeting: Google 2,861,280 Who are your competitors? Yahoo! 2,198,180 AOL 453,980 Skype 206,440 Lateral Targeting Count Lateral Targeting: Blog 2,081,280 Who are these people? What kind of things are they interested in? Online Chat 1,269,080 Newspaper 491,640 Instant Messaging 39,180 PRO TIP: Ego ads Create one page post ad that is targeted just at folks who like your company, plus one page post ad against those who are fans of your page but live in your headquarters city. These are “ego ads” to appease your colleagues and the executives. For those of us who run Google PPC ads, this is the “ego campaign” for pesky executives that want to make sure that we’re “showing up” on Google for a set of keywords, even if those keywords are unprofitable. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  31. 31. 31 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM Micro-Targeted Ads How much should you spend? Depends on your goals. We take a 3 layered approach: to grow your audience, engage them, and convert them. Your Facebook ad budget should be 15-20% of your total digital budget and mirror the campaign structures of other marketing channels. Summer Promotion Summer Promotion Fall Contest Fall Contest Ad SpendAd Spend January February January March February April April March May May June June July July August September August October September November October December November December Fan Growth Fan Growth Fan Engagement Fan Engagement Campaigns Campaigns In spurts but but still always on. The fan Always on and visually represents about 20% of of Campaigns drive conversions or sales. In spurts still always on. The fan Always on and visually represents about 20% Campaigns drive conversions or sales. growth phase is about 50% when on the the budgetgrowing slightly. Fan engagement growth phase is about 50% when on budget or or growing slightly. Fan engagement andand down to 7% whenlulls. down to 7% when in in lulls. budgets are are directly proportionatehow many budgets directly proportionate to to how many fans we have to nurture. fans we have to nurture. MONTHLY BUDGET Fan Acquisition Cost is number of fans x cost per fan Fan Nurturing (engagement) is fan base x 0.5 cents per fan per month Conversion Cost: target CPA x number of conversions required TOTAL: BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  32. 32. 32 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM Ad Targeting to Increase Feedback Most of the pages you come across suffer from terrible engagement rates. They eagerly grew a lot of fans in 2010 but forgot about what to do with these fans. Allowed to go stale, these fans never see the brand again. The brand may post to the wall multiple times per day, but not have high enough EdgeRank score to qualify for showing up in the News Feed (the user’s home page). The solution is to use the ads platform to reconnect with these fans and to run ads so targeted, even non-fans will respond. PRO TIP: Always run combos to amplify follow-on engagement Don’t make the mistake of going for pure audience growth and then letting your new fans die. Conversely, don’t go for conversion right out the gate without having engagement ads. That results in one-off conversions at high cost without building social community or the word of mouth effect. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  33. 33. 33 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM Interest and Group Targeting Your ads should always be targeted, else they risk not seeming both relevant and personal. Interests Workplaces & Job Titles Media & Press BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  34. 34. 34 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM Ad Naming Conventions We recommend 4 blocks in your ad name: <client_name>, <type_of_ad>, <targeting>, <creative_description. Facebook doesn’t provide previews on targeting in Power Editor or the ad interface. Plus, when you download your ad performance, you’ll want to be able to create pivot tables to group performance by any of these attributes. For example, let’s say we’re running an ad on behalf of Rosetta Stone, that it’s a Sponsored Result ad, we’re targeting folks who like the BBC and are friends of fans, and we’re sending to the 1 million fan celebration landing page tab. We’d name it: rosetta_sr_bbc-fof_1mm_celebration Or maybe we’re the Treasure Island casino running ads to enhance our post visibility against fans of the Wynn, Venetian, Palazzo, and other properties. We’d name it: ti_ppa_competitors_ongoing We like to use underscores to separate each variable, so it’s easy to import into Excel or your favorite tool. If you have multiple items in a block, use hyphens (treasure-island, for example), so you don’t mess up your importing. For ad type, use these: sr: sponsored result (search ads) ppa: page post ads pl: page like ads ppl: page post like ads checkin: check-in ads app-used: app used ads trad: traditional ads (sending off-site, requiring a headline, image, body, and url) PRO TIP: Set up one campaign per ad Normally, you’d group all ads by objective and have them live in a campaign. However, Facebook’s Quality Score algorithm is not as sophisticated. So by having one ad per campaign, you get greater unique reach, a higher CTR, and a lower CPC. When Facebook introduces ad rotation and is smarter about eCPM estimation, you’ll be able to treat social campaigns like ad groups in traditional CPC. But for now, you’ll have to deal with having many campaigns, so have a smart naming convention BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  35. 35. 35 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM 3.3 Engagement Measuring Engagement If youre an administrator of your brands Facebook page, you can access Insights. Here are 2 key metrics to determine your engagement: 1. Feedback Rate What percentage of your fans are interacting with you? Is it under 1%? If so, then your fans are saying your messages are not interesting. Facebook, noticing this, will also not share your messages with friends — a double whammy. Improve your score here by asking questions as opposed to making statements, keeping messages 10 words long or less (versus a paragraph), including multimedia versus just text, and having content that triggers emotion. Above all, resist the temptation to sell too hard. The wall is where most engagement occurs, although you can boost your engagement rate by running ads to your postings, plus including engagement apps. 2. Interactions Per Week Interactions per week looks at how many interactions you have. Underpost and you have no community. Overpost and you wear users out. Your ideal post frequency is dependent upon what your users expect. If you’re a news site, then 10 times a day can be okay. If you’re a B2B software company, a few times a week is probably fine. Do not cheat by auto-posting your RSS and Twitter entries — fans will frown upon non- social, automated content. Don’t promote your specials or discounts more than once in every 4 postings, and definitely no more than once per day. If you are getting less than 10% of your fan base as interactions each week, you’re not unlocking the value of your community. Thus, if you have 100,000 fans, you should have at least 10,000 interactions each week. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  36. 36. 36 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM SPONSORED STORIES Ensure your messages get into the news feed Amplify your organic content and positive fan behavior via Sponsored Stories. Sponsored Story - Page Likes Sponsored Story - Page Posts Your message amplified Your message Friends who’ve amplified liked your Page Your latest Page are displayed. post is displayed as a Sponsored Story. Your message amplified The Page can be liked right from the ad. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  37. 37. 37 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM PROMOTED POSTS Spend $7 to promote your personal status to friends Pay to get your posts more visibility in the news feed. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  38. 38. 38 BlitzMetrics Social Analytics Training Manual TM We can target contextually On posts with high engagement, amplify whenever possible. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  39. 39. 39 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM Social Ads That Engage and Convert Configure the right mix of Sponsored Story ad units against your chosen goals. Story Type Story Content Who Sees It Page Like Your page was liked either on Friends of your fans. Facebook directly or on a Like Box on a separate site. Page Post Story Publishes the latest Page post All of the people who as a Sponsored Story. have liked your Page. Page Post Like Displays the user’s friends who Friends of your fans who have already liked your page. have liked your posts. App Uses / Game Played In the last month your App or Friends of the people game was used by someone at who have used the App least twice or for 10 minutes. or played the game. Check-In In the last week someone used Friends of people who Facebook Places to check in checked in or claimed a and/or claimed a deal at one Deal. of your claimed Places. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  40. 40. 40 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM Ad Copy Techniques Current Ad: Suggested Revision: Note that I didn’t mention in the ad that they’re a dog lover. I believe that can safely be assumed because of the image. In some cases, where the image is not able to represent the interest, we do want to explicitly call out the interest target. Using your Merchant Name in the ad is a double-edged sword. In this case, I believe we shouldn’t use it because the merchant doesn’t have brand awareness. Remember, to get a click from people who don’t know us, we must establish trust quickly — and no brand is no trust. Using the long brand name also lengthens the ad copy and makes it slightly harder to understand the value proposition. Social media requires the lowest of conversion hurdles (the minimum of thought or consideration). Since people are on Facebook to socialize, I advocate the two-step conversion for most clients — one set of ads to get the right interest targets to be fans, then another set of ads targeted just at fans. True, it costs more to run more ads, but the prices are so low on Facebook ads that we can get away with this. Plus, depending on the nature of the product or service — hitting people at different points in the funnel can be far more effective than going for a jump all the way through to conversion in one leap. A good rule of thumb is a 3X improvement on ads when you optimize them. In other words, if your cost per fan is 60 cents when you test the first couple days, you should be able to get it down to 20 cents on average. The 3X rule is what we’ve discovered is reasonably possible with a moderate amount of testing - of course, you could get far more. * Liking as a condition of entry is not allowed, but many brands do it. Proceed at your own risk. Determining Who Is The Winner If we have 3 images - which of them performs better? By “perform”, I mean by the goal we’re being measured on, as well as early indicators (CTR and CPC). If we have 3 interest targets, how do they perform? Or maybe we have a few age/sex/location targets. Unless we have multiple variations of each ad multiplied, it will be hard to isolate a winner and isolate the performance of a single variable. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  41. 41. 41 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM FOF (Friend of Fan) and Non-FOF Ads Split Test Run one ad that is not FOF and another that is, just so we can get an apples-to-apples comparison. In other words, the ads are identical except for this targeting change. This is called an A/B test and we want to determine the differences in CTR, CPC, etc... Don’t let it run more than a couple hundred dollars in total — or enough to have a significant difference. Geographic Split Test BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  42. 42. 42 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM Demographic Optimization If you have an interest target that is already highly skewed towards a particular demographic (combination of age, and gender), then it’s not necessary to also filter by demographics, too. For example, if you are targeting New England Patriots fans (folks who like a professional football team), it’s not necessary to specify males as a demographic. If you do, that will cut out 20% of the audience, as there are still some females that will like this. Therefore, when setting up initial ads that have interest targets, demo targeting is usually not necessary. But in subsequent refinement, you might want to multiply into combinations of these demographics. The Demographic reports in Facebook’s ad tool will tell us that the CTR or conversion rate may differ or not.Segmentation Fan Targeting Non-Fan Targeting Friend of Fan Targeting Your friend is attending, how about you? PRO TIP: Combination targeting If you want to give moderately performing ads a boost and if the existing target audience is large, use combination targeting. Duplicate the existing ad (use Power Editor if you have more than 3 or 4 ads to duplicate) and add in another filter for demographics, cut down the number of interests you are targeting — or my favorite, use specific and broad category targeting together. Often an audience of 200,000 that goes down to 20,000 will double your CTR. And adding in irrelevant interest targeting of any sort will often give you a CTR boost, since the fact that these users like anything means they’re more likely to like you. People who like pages have almost 300 friends, while the average Facebook user has 130 friends. So you get a boost in influence, too. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  43. 43. 43 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM Brand Logo On The Ad Image Cold Targeting vs. For many large brands, often the highest CTR Fans Targeting and lowest CPC/CPF is the brand image Average CTR of ads to non-fans: .05% itself. Thus, if we could make the logo larger, it could increase the CTR. Maybe even try Average CTR of ads to fans: .35% a colored border, provided that the client approves this. Interest Targeting - Friends of Fans Targeting 1 When you do interest targeting, you don’t always have to put in a gender filter, too. For example, if you specify “cooking”, you don’t have to necessarily also place “female” as a gender target. There are some men who like cooking as well. To see how the counts change, try the targeting in the ads interface with and without female targeting — you’ll see only a minor difference. The reason is that most of the folks who like cooking are female. Interest Targeting - Friends of Fans Targeting 2 Have you ever considered doing pure FOF targeting in cities/states where your brand is strong? For instance, let’s say you’re running a campaign for a fast food chain in California cities since the location density is much lower than the rest, say cities in New Mexico. The lower the people/location figure, the better we’ll do, as the people seeing the ads are more likely to have a location near them. In addition, online ads should follow offline popularity as a tactic to increase conversion. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  44. 44. 44 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM Interest Targeting - Friends of Fans Targeting 3 Choose interest that has at least 1,000 population reach. When doing FOF, the estimated reach should be at least 10,000 but even if only 500, it’s worth doing, you’ll just have to create a LOT of them. Ad Distribution 3 Types of Audience Reach: Targeted: Based on the targeting you’ve selected, this is an approximate number of people your ads and Sponsored Stories can reach. Reach: The number of individual people who saw your ads or Sponsored Stories. Social Reach: The number of people who saw your ad or Sponsored Story with the names of their friends who liked your Page, RSVPed to your event, or used your app. If you are running ads off Facebook, you won’t be able to see the social reach. Ad Multiplication Try our top ads with FOF Like cooking?, Like [interest]? For example, target “food network” and say “Like Cooking Shows?” Target “Bobby Flay” and say “Like Grilling?” If you create enough of them, you can do FOF targets, too FOF significantly limits reach, of course, but the trade-off is better CTR and conversion. Learn how to put your Facebook sponsored stories on steroids! http://www.allfacebook.com/facebook-sponsored-likes-2012-02 BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  45. 45. 45 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM Ad Burn Out It may be that if you run an ad that was semiburned out, but gave it time to “rest”, it gets a light refresh. A good predictor of ad burnout is not just the trendline for CTR, CPC, and CPF, but also looking at the audience size each ad targets. The smaller the base, the fewer number of impressions needed to burn out. I’m saying that if the audience base is small, it takes fewer impressions total to burn out. For example, an ad that targets 100k people can serve a lot more impressions before burnout than one with only 1k people in the target. Smaller audiences might not burn out faster in terms of number of days, since they will also show fewer impressions per day. Therefore, in estimating future traffic and our ability to hit fan targets at CPF goals, we should account for audience size. Assume we can hit users 20 times before burnout on average. So if the audience is 100k people, we can serve 2mm impressions. Audience size matters especially in local. If some campaign wants 100k fans in just Atlanta vs nationwide, it will be a lot more expensive because we hit burnout faster - there are fewer people to target. We get saturated faster. In large multiplied local campaigns, whether for a franchise or a single location, we have to consider the bounds of each geo-target. This is true is regular PPC, too. ReachLocal has a traffic eliminator built into their proposal generator, which I’ve shared a few times. Buggy - a good concept, but poorly implemented. PRO TIP: Max the bid on small audiences If you have an audience less than 1,000 people (maybe 50,000 people for large advertisers), you sometimes have to force the bid to get traffic. Facebook’s eCPM estimator isn’t good at estimating which advertiser’s ad will perform, so the high bid sends a strong signal. We will often bid $10 a click, knowing that the price is often going to be pennies. This is especially useful when doing competitive targeting (where you know the traffic is high quality) and workplace targeted ads (where the audience is highly valuable). Facebook doesn’t reveal average position of your ads yet, so a top bid gets the highest placement and higher CTR, too. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  46. 46. 46 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM The Latest on Bidding Strategies If you are bidding CPM and care about CTR, then never allow your bid to be below the suggested bid. If you do, Facebook will certainly give you impressions, but against the lowest quality audiences at the bottom of the page. If you bid CPC, Facebook will seek out which combination of demographics and position will generate the most clicks, since they’re paid on clicks. If the audience is small, as mentioned earlier, you should do an extremely high CPM or CPC bid. If you expect a low CTR, then bid CPC. Facebook allows you to now automatically bid based on likelihood of a user to become a fan or click on your story. If you choose this, you cannot select a CPM or CPC bid. Against audiences over 100,000, we find their algorithm to be highly effective. But test and see for yourself. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  47. 47. 47 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM Education Level Impacts CTR Competitive Targeting Want to know how one small business saw 603% growth from effectively using sponsored stories? Click here. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  48. 48. 48 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM 3.4 Conversion 11 Killer Ways to Increase Your Facebook CTR Like AdWords, in Facebook the #1 factor governing your CPC is your Click-Through Rate (CTR). While Facebook doesn’t reveal your ad or keyword Quality Score, you bet that it makes a huge difference. Relevancy leads to high CTR, leading to a lower CPC, which 1. Ask a question in the ad leads, in turn, to a lower cost Not only will this drive in-line likes (fans), but encourages per fan and lower cost per participation. Consider asking them if they like you or the interest conversion. you’re targeting — but make sure you’re still relevant or you’ll be disapproved. 2. Write short ad copy Sure you can use up all 135 characters in the body and 25 characters in the headline, but odds are that people won’t read it all. This is Facebook — people are likely not conducting serious business, so make it light and easy. 3. Use a close-up face in your image Smiling is better, as well as looking directly at you. This is FACEbook, so use FACEs in your ads. 4. Personalize the image If they’re a 45 year old white female in the Bible Belt, we’re not going to show an urban teenager rocking out. People usually convert better when the ad model is closer to them — the exception is dating and beauty products. Baby products can be like that, too. Whatever the case, test it. We know if they’re married or not on Facebook and can even guess their race — so that is something you can personalize the image with. 5. Capitalize a couple words Saying FREE is not okay in AdWords, but we see it all the time in Facebook. You might try it. 6. Use numbers and unusual characters This works in regular PPC, too. And if you make a claim — don’t say “We can help you save money on insurance.” Don’t even say “We can save you 15% on your insurance.” You need to be more specific — “Save 17.3% in just 3 minutes!” 7. Stimulate emotion ”You’ll be sorry. That’s what you’ll say if you miss Portland Honda’s Labor Day blowout sale!” Arouse curiosity. Message it as if it was a personal friend talking to a personal friend — “Doris, you wouldn’t believe the sale at Luckys on hotdogs this weekend.” BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  49. 49. 49 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM 8. Send users to your Facebook page This is where custom tabs, especially a reveal tab or engagement app positively rules. 9. Follow through on the promise on the landing page Almost nobody does right — if you see it done right, please let me know. In PPC, we know that we must tightly map the keyword to the ad to the landing page. That means if someone is looking for patio furniture, we don’t say “cheap furniture” and dump them on our home page. But that’s what most folks do in Facebook — send everyone to exactly the same page, as opposed to differing landing pages based on what’s targeted in the interests and ads. 10. Dayparting We run Facebook campaigns for a number of food companies. I suppose you could promote breakfast foods at night, but why would you? Consider how time of day may affect the messaging as well as the type of user you see. For example, if you’re selling cold and flu medication, you might run ads between midnight and 6 am saying “If you were using X, you’d be sound asleep right now.” By the way, dayparting is not a feature in Facebook yet, so we had to build our own. 11. Fan targeting Once you have all these fans, you have to keep the conversation going. The fan targeting won’t give you much volume, but I’ll bet it has the highest CTR of any ads you run. It’s the equivalent of social retargeting. Read the entire article here. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  50. 50. 50 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM 3.5 Optimization SPONSORED RESULTS Whats the skinny on the new Sponsored Results? You might have noticed, when searching on Facebook for a brand page, that other related companies show up in the search results. Facebook rolled out sponsored results in August, for those with ads application-programming interface or power editor access. Here are some of the basics you need to know about this new feature: • The performance is stupidly good Click-through rates are in the range of 3 percent to 10 percent, and cost per click is between 1 cent and 10 cents. Thus, you’re getting the same CTR as newsfeed or mobile ads, but paying the price of marketplace traffic — those seven ads on the right side that might command CPMs (cost per thousand views) of 60 cents to $1, depending on your targeting. • You can pretty much forget about interest targeting The volumes are so small that if you filter down further by gender, location, or whatever else, you won’t have any traffic left. With search, you’re only showing up when someone types in that page, as opposed to whether they’re a fan or just talking about it in their status. Even with all of these search terms, called “targeted entities,” that in total have a couple of million fans between them, you are only reaching 4,220 people in this example. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  51. 51. 51 BlitzMetrics Social Analytics Training Manual The Viral Cycle TM • Brand bidding is nice If you’re Coke, you bid on Pepsi. But you could also bid on any product or brand that is related — McDonald’s french fries, the local sports team, music videos, or something completely irrelevant. For example, you could set up a script to automatically geotarget any city that is over 90 degrees today, then choose the biggest search targets, related or not. Show your 70-character message of “Hot in <city_name>? How about some refreshment!” • Perfect for the small guys If you’re a small brand, you can bid on the well-known brand. It’s a David and Goliath strategy. Just be aware that people who search in that box are actually navigating, so your message better be persuasively distracting. I wouldn’t necessarily mention your competitor. Likewise, if you’re the big guy, you better bid on your own name to protect it, right? • 70 characters of awesome Make sure it’s related to the search term. Ask a question. Choose your default landing page — perhaps your email registration page that has your re-targeting code on it (for those at advanced levels of sneakiness). Create one ad per target, since creating 100 ads is as easy as copy and paste in power editor. Why not? • Bid high Or just choose “optimized CPM,” which lets Facebook guess what is enough to get the spot. It doesn’t really matter, since right now, CTRs are super-high for the novelty factor and because few advertisers are using it. You’re likely to be in the first spot. You’re going to get clicks for pennies. If you’re not getting traffic for 90 percent off, tell me, since you’re doing something wrong. Read the entire article here. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  52. 52. 52 BlitzMetrics Social Analytics Training Manual Analytics TM SECTION 4 - ANALYTICS 4.1 Whats Your Brand Worth The most common question clients have about Facebook is how to measure ROI or what a Facebook fan is worth. A great way to demonstrate how our valuation and measurement techniques work, is to answer these questions. The value of your brand on Facebook is a function of the number of fans you have multiplied by the value of your fan. If you have twice as many fans, then your presence is worth twice as much. Likewise, if you can double the value of a fan, then you double your brands value as well. If you have 50,000 fans and your fans are worth $10 each, then your Facebook presence is worth half a million dollars. Let’s start with your fan count. A common question is, "How many fans should I have on Facebook?" That depends on two factors — how you rank relative to other companies in your industry, and how much traffic your website receives. Your BlitzMetrics Fan Page Score shows how you fare against peers in your industry, based on publicly available data, using the industry classifications of the Fortune 1000. By the way, the average Fortune 1000 company has 62,141 fans, which includes Starbucks at 13 million and various B2B brands at only a few thousand. How do you compare? Facebook, at nearly a billion users, now accounts for about 7% of unique visits on web properties in the US, which is just slightly above Google. Look in your analytics to see how much traffic you are getting from Google versus Facebook. If your Facebook traffic is less than Google, it means that you’re not getting your proportionate share of traffic. Further, because average session time on Facebook is over triple that of Google, even having your Facebook profile on par with Google, may still mean you’re under optimized. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  53. 53. 53 BlitzMetrics Social Analytics Training Manual Analytics TM 4.2 Engagement Here are some of the engagement flags and what they mean in your social scoring report. Custom Tab: It is nearly impossible to build meaningful relationships with customers via the Wall, which is a streaming flow of the latest things people have to say. It’s graffiti. A custom tab allows you to insert a landing page, play a video, collect their email address, create a quiz, buy something, share with friends, or other activity. To not have engagement apps is to disappoint consumers who expect to Allow Fans to Post: be able to interact with you and also The default setting of your page is to show be entertained. It also means that posts by the page only - you. That means Facebook’s EdgeRank will effectively if a fan wants to post something, it cannot silence you — as lively conversations be easily seen by others. This is the default are promoted and inactive players are setting because most brands are not able to not seen. monitor page activity in the same way they might staff up their call center or support desks. To shut out your fans is to tell them their participation is not welcome. This is one of the easiest settings to change. But doing so then requires vigilance to respond to what fans have to say. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  54. 54. 54 BlitzMetrics Social Analytics Training Manual Analytics TM The Like Button The Like button visually creates desire Viral Loop Shares a link in the newsfeed Discussion increases reach BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  55. 55. 55 BlitzMetrics Social Analytics Training Manual Analytics TM Website "Like" Button Most brands have a link to their Facebook page from the company website. But what they often miss is the like button — its not a static link, but an intelligent button that tells users whether they are a fan or not, as well as which of their friends are fans of the page, too. Folks who visit your website can become fans of your page without ever having to go to Facebook - they can click “like” right there. This “instant socialization” is far more powerful than just pasting in a blue F logo on your site. Further, the XFBML version of the like button will post user comments to their wall and show up on friends walls. You can also pass an “interest” variable in your like buttons and then target ads based on that interest. Which version of the like button do you have? Reveal Tab A reveal tab is a custom tab that shows whether the user is a fan or not. It shows one type of content to those who are fans and something else to those who are not. The most common reveal tabs say “click like to get exclusive discounts”, “click like to watch an exclusive video, “click like to show your support”, or some other enticement. We see that conversion rates can be as high as 80% on these custom tabs, since users are now accustomed to click "like" to get something in return. If you have compelling content, perhaps a funny video or an attractive coupon, a reveal tab will be quite effective for you. Your fan page value is based upon how many of these flags are set to true, as well as the level of engagement of your page. The engagement of your page is how often you post, what share of users are interacting with you, and whether you are able to attract interaction via a comment or a like. TARGET ADS APPS Local Customers BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  56. 56. 56 BlitzMetrics Social Analytics Training Manual Analytics TM Elements of Reveal Tabs The pre-like page should have a blurred out version of that first chart, because the key to a landing page conversion (whether on Facebook or anywhere on the internet) is to give users a clear visual idea of what they will get if they take action. The more real the reward and more clearly they can see what they’ll get, the more likely they will convert. • Big arrow pointing to the "Like" button. • Dont put the "Like button image on the tab because people might get confused and click on it. Examples: Rosetta Stone Levis This reveal tab converted in the 20-50% range - low Levi’s has built 2.7 million fans by integrating Facebook relative to fast food, but good for a $500+ considered “like” buttons strongly with their site to encourage user software package. What makes this special is how the feedback that goes from the site to the Facebook page reveal tab extends upon the promise of the ad copy; and vice-versa. Their page has a comment wall below that you can learn a new language for free. By testing the main image, which is effective for national brands ads and landing pages together, in the same way that of sufficient size. If you don’t have a brand of significant ad copy and landing page combos work in PPC, clients recognition (ask 100 random people at a mall and see have found that a lower conversion rate is worth the if 50 people have heard of your brand) and also have trade-off for higher quality. Using ad imagery that mirrors at least 100,000 fans, the comment wall might not be that of landing pages gives users a smoother experience, effective for you. Judge your social reach and decide especially when reinforcing the trademark yellow, in this whether you can get away with this. If you’re big enough, particular case. as we see with Carl’s Jr, you might not even need a strong graphic pointing to the like button. Lane Bryant Oreo Lane Bryant is the leading retailer for plus size women’s This brand may have the most fans of any CPG page clothing. Their Facebook page capitalizes upon their because of their emphasis on featuring the fan. Giving offline brand strength, leveraging the same imagery users each their proverbial 5 minutes of fame by being the and offers found in their print catalog and in-store “World’s Fan of the Week” is one of the most effective marketing units. The $250 gift card is a sufficiently ways of driving viral likes. The incentives of a free ringtone strong prize. As JVC demonstrated in their contest, and game dynamic drive great engagement. Facebook many small prizes are more effective than one big prize, recently relaxed their contest rules to no longer require because it allows for the contest to build momentum. permission from an account manager or have an ad Two lessons: make sure your offline and social budget of at least $10k. Expect more contests in 2011 as presences are in synch, and find ways to elevate your a result. users. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9
  57. 57. 57 BlitzMetrics Social Analytics Training Manual Analytics TM Driving Ads to the Wall Post Increases Fan Engagement When you amplify your own content, you are able to activate fans that may have joined the page a long time ago, but havent heard from you since, plus increase the feedback rate on content (likes + comments). A higher engagement rate increases EdgeRank and thus, drives greater News Feed visibility. While Google has a “church and state” separation between ads and organic, this is not true with Facebook, nor should it be in social channels. Items that have a higher engagement rate among your friends, whether driven by ads or not, deserve to be shown to friends of interactors. Who doesn’t want to know what their friends are doing and what they like? You can drive ads to a specific wall post by choosing that wall post url or you can just use Sponsored Post Stories, which does it automatically for you. Newsfeed Competition: Facebook cites 900 million objects (events, pages, community pages, and groups) that users can interact with on Facebook. In addition, there are 36.2 million user actions per hour showing up in the newsfeed. DIFFERENT ANGLES TO MEASURE ENGAGEMENT People Talking About (PTA): Total number of people who have had a brand-related action show up in their news feed. Coverage: Total number of impressions per 1,000 fans. Unique Reach: Total number of people seeing impressions. Engagement Rate: Percent of people who saw a post who commented or liked. BlitzMetrics.com 1960 Joslyn Pl. Boulder, CO. 80304 CONFIDENTIAL AND PROPRIETARY V2.9

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