Facebook Analytics: How to Measure 600 Million People for Fun and Profit

Facebook Analytics: How to Measure 600 Million People For Fun and ProﬁtChristopher S. Penn, VP Strategy and Innovation www.BlueSkyFactory.com

Why Blue Sky Factory?Nearly every email service provider and email marketing platform provides similar tools. If tools were allthat mattered, then the provider with the most tools on the shelf would be the best. Blue Sky Factorydiffers from its competitors in that we strive to help you become a better marketer. More tools won’t helpyou build your house or ﬁx your sink faster, but knowledge, experience, and tools together can help youachieve your marketing goals. Become a better marketer with our help.

blueskyfactory.com/socialfresh

Prerequisites

Income Margin Expense The Ultimate GoalNet Proﬁt Audience Volume Action

TweetAway If metrics were a road trip, diagnostics tell you how it’s going,objectives tell you if you’re there yet.

The Fatal Facebook Mistake

Keep Separate Houses

AudienceProspects LeadsCustomersEvangelists funnel

web analytics

form referral intake

link shortener

inﬂuence scoring

Advanced: Fan Page App

AudienceProspects LeadsCustomersEvangelists

Audience Alignment

Off-Facebook Analytics

useful but generic

know what works on Facebook

cross pollination

Advertising Analytics

TweetAwayIf you do not use referral tracking in PPC you are wasting your money.

use referral strings for CRMsuse GA variables for analytics

http://www.shoemoney.com/facebook- advertising-soup-to-nuts-guide/

Organic Lead Analytics

Earnings Per LeadNew Revenue from Sales EarnedNumber of New Leads Generated

$1 million = $10 lead value 100,000

What’s Not Working? (advanced)

Apps give you full control

Event tracking

A/B Test Your Fan Page

Audience Prospects LeadsCustomersEvangelists

What About The MONEY?

Baseline ROI

Earned - Spent = ROI Spent

Time is money, friend!

Annual Income =Hourly 2,080

Annual Income =Hourly 2,080Hours x Rate = Time Spend in Money

$50,000 = $24.04 2,0805 x $24.04 = $120.20

Basic ROI Worksheet Method Facebook Ads Facebook Organic Money Earned Money Spent Hourly Rate Time Spent Time as Money Total Spent Earned - Spent / Spent

Basic ROI Worksheet Method Facebook Ads Facebook Organic Money Earned $1,000.00 $1,000.00 Money Spent $500.00 $0.00 Hourly Rate $24.04 $24.04 Time Spent 5 80 Time as Money $120.20 $1,923.20 Total Spent $620.20 $1,923.20 Earned - Spent / Spent 61.24% -48.00%

Net Earnings Per Lead Method Facebook Ads Facebook Organic Money Earned $1,000.00 $1,000.00 Money Spent $500.00 $0.00 Hourly Rate $24.04 $24.04 Time Spent 5 80 Time as Money $120.20 $1,923.20 Total Spent $620.20 $1,923.20 Earned - Spent / Spent 61.24% -48.00% Leads 100 100Net EPL (Earned - Spent / Leads) $3.80 -$9.23

TweetAwayNet Earnings Per Lead is the bottom line.

Don’t underestimate the power of asimple coupon, discount code, or password as the ultimate metric of performance

Audience Prospects Leads CustomersEvangelists

identify evangelists

determine inﬂuence

treat your evangelists well

AudienceProspects LeadsCustomersEvangelists review

blueskyfactory.com/socialfresh

This presentation will be available both from Social Fresh and on the Blue Sky Factory blog on Wednesday at: blog.blueskyfactory.com

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Facebook Analytics: How to Measure 600 Million People for Fun and Profit

by Blue Sky Factory on Feb 23, 2011

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Facebook Analytics: How to Measure 600 Million People for Fun and Profit — Presentation Transcript