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Facebook Insights: Using Facebook fan pages, metrics, & ads to drive traffic
 

Facebook Insights: Using Facebook fan pages, metrics, & ads to drive traffic

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This presentation covers: ...

This presentation covers:

• How you can leverage Facebook ads, fan pages and metrics to meet your marketing goals
• Invaluable best practices and tools available from Facebook for your business
• Other marketing tips and tricks, whether you want to raise awareness of your brand, reach your target audience, grow fans, or drive traffic and sales on your website

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Facebook Insights: Using Facebook fan pages, metrics, & ads to drive traffic Facebook Insights: Using Facebook fan pages, metrics, & ads to drive traffic Presentation Transcript

  • Facebook Insights: Using Facebook fan pages, metrics, & ads to drive traffic NYC Masterminds #FBRS February 2010 Presented by @helenstravels aka Helen Todd
  • Intro
    • Tonight we’ll cover…
    • How you can leverage Facebook ads, fan pages and metrics to meet your marketing goals 
    • Invaluable best practices and tools available from Facebook for your business 
    • Other marketing tips and tricks, whether you want to raise awareness of your brand, reach your target audience, grow fans, or drive traffic and sales on your website
  • Did you know?
    • More than 400 million active users are on Facebook
    • There are more than 100 million Facebook mobile app users
    • 50% of our active users log on to Facebook in any given day
    • More than 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week
    • More than 3 million active Pages on Facebook
    • More than 1.5 million local businesses have active Pages on Facebook
    • Facebook US Demographics
    • Source: quantcast.com
  • Facebook Usage
    • The average U.S. Internet user spends more time on Facebook than on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined .
  • Shoppers are on Facebook
    • 69% of online shoppers regularly use social media sites . It’s no surprises that  Facebook is the most popular social media site that online shoppers use, by a landslide.
  • Facebook Builds Loyalty
    • The study, based on surveys of more than 1,700 respondents over a three-month period, found that compared with typical Dessert Gallery customers, the company's Facebook fans:
      • Made 36 percent more visits to DG's stores each month.
      • Spent 45 percent more of their eating-out dollars at DG.
      • Spent 33 percent more at DG's stores.
      • Had 14 percent higher emotional attachment to the DG brand.
      • Had 41 percent greater psychological loyalty toward DG.
    • According to Dholakia, the results indicate that Facebook fan pages offer an effective and low-cost way of social-media marketing
    Source: Rice University
  • Facebook Tools for Businesses
    • Fan Pages
      • Designated area on Facebook for brand’s to set up a custom presence and take advantage of Facebook’s stream, the heart of engagement on the platform.
    • Facebook Ads
      • Ads on the Facebook platform allow unparalleled targeting: by location, age, interests (based on user profile information), relationship status and more!
  • Fan Pages
    • Public and indexed in Google
    • Status updates are published into fans’ streams….wherever they access Facebook
    • Fan Pages are customizable
    • They’re plugged into Facebook’s inherently viral platform.
  • Fan Page Insights
  • Fan Page Insights
    • By looking at the Facebook Insights we get much richer data than just fan count
    • Insights shows us fan engagement on the page, demographic breakdown, fan growth and much, much more
  • How do you Measure Success
    • Each client has custom needs, so success is based on reaching goals set forth by you and/or the client
    • Having a high fan count may not be in your best interest – having a fan count that are highly qualified and will convert into customers is more important
    • The value of a fan is still yet to be determined. You can look at how active the fan is or how many friends the fan has as some indicators.
  • Metric Options
    • Some tangible metrics you can measure include:
      • Fan Count
      • Coded links (bit.ly, lead tracking software)
      • Newsletter signups
      • Coupon code redemptions
      • Phone calls (use Facebook-only number)
      • Traffic generated from Facebook as percentage of overall website traffic to your website
  • What Insights Don’t Tell You
    • How many fans that were generated from Facebook’s natural virality vs. ad click-through rates
    • How fans found your page – you can’t put a Google analytics code on fbml pages (apps can)
    • Conversions of fans to customers
    • How many times your content is shared through fans’ social graphs
    • Views per video or photo
    • Where people are accessing your posts (your fan fan page, their home page, mobile devices, third-party providers, etc.)
  • What is the value of a fan?
    • It’s still yet to be determined
    Source: thefacebookera.com
  • Beyond Fan Count, What Page Insights Tells Us
    • What are
    • Page insights?
  • What Information is Available?
    • Interactions This Week
    • Post Quality
    • Interactions Over Time
      • Interactions
      • Interactions Per Post
      • Post Quality Score
      • Stream CTR/ETR (coming soon)
      • Discussion Posts
      • Reviews
      • Impressions and Actions per post (Rolling out now)
      • Mentions (New)
    • All Fans Over Time
      • Total Fans / Unsubscribers
      • New / Removed Fans
      • Top Countries
      • Demographics
      • Page Views
      • Media Consumption
      • Unsubscribes / Re-subscribes
  • Interactions
    • Interactions: Total number of comments, Wall posts, and likes.
    • The more interactions a page has the more naturally viral it is in Facebook due to the news feeds.
    • Ask are you producing content that your fans are responsive to?
  • Interactions Per Post
    • Interactions Per Post: Average number of comments, Wall posts, and likes generated by each piece of content you post.
    • Rolling out: Impressions per post and  percentage of those impressions that result in action (likes, comments, or clicks)
    Source: allfacebook.com
  • Post Quality
    • Your Post Quality is determined by the percentage of your fans that engage when you post content to your Page. It is calculated on a rolling seven-day basis. The number of stars depends on how your Post Quality compares to similar Pages (for example, Pages that have a similar number of fans.)
  • Total Fans
    • Total Fans / Unsubscribers: Total number of fans over time, overlaid with the total number of fans who have chosen to hide your posts in their News Feed (unsubscribers).
    • Ask what am I doing right to gain fans or wrong to lose fans?
  • New Fans
    • New / Removed Fans: The number of people who have become a new fan of your Page or stopped being a fan of your Page.
    • Ask what happened in conjunction with spikes in growth and continue with what works to grow your fans!
  • Demographic Breakdown
    • Demographics: Growth of your fan base over time broken down by age and gender demographics.
    • Ask are you reaching your target audience?
  • Top Cities Fans are From
    • For privacy reasons, Facebook will not provide demographic data (such as age and gender) or geographic data (such as country, city, and spoken language) unless there is a significant number of fans in each statistical category.
  • Page Views
    • Page Views: Total number of times a Page was viewed per day.
    • This is not broken down into tab views or how they access your fan page (i.e. mobile device)
  • Facebook Ads
  • Ad Examples Has an incentive to fan the page. Better use of ad spend to gain fans with the inline ‘Become a fan’ feature. Both ads are trying to grow their fan bases but one is doing a better job.
  • Targeting
  • Facebook Ad Example
    • Impressions: 1,878,841
    • Clicks: 1,605
    • CTR: 0.085%
    • Actions: 831
    • Inline/Clicks * : 51.77%
    • Spent: $1,013.13
    • CPC: $.63
    • CPM: $0.54
    • Fan Acquisition
    • Cost*: $1.21
    • *Not shown on ads manager
    Facebook Ads Manager
  • Facebook Ads
    • Facebook ads are a great way to raise awareness of your brand, grow fans and drive traffic
    • Have a lower CPC than other online advertising options and perform better in regard to impressions, clicks, and CTR
    • Can target Facebook users based on their profile information which includes age, gender, interests, relationship status, education level, location and more!
    • With the inline ‘Become a fan’ feature, you can see how many fans were generated from your ad
    • You can also see the estimated reach of your ads
  • Where to Send Clicks?
    • Do I want to send people to my website or ask them to fan my page?
    • A fan is a lifetime acquisition and you’ll have multiple chances to generate conversions.
    • With a website, you’ll have 4 seconds to generate a conversion .
    • If you ask me, a fan is a better option.
  • What This Means For You
    • There are many opportunities on Facebook that you can take advantage of as a marketer!
    • You will be able to tell whether you are reaching your target audience or not
    • You’ll see what content and ads appeal to your fans…and also what doesn’t
    • How your fan page compares against fan pages of similar fan count and industry
    • You’ll be able to stay top-of-mind and engage with your fans on a regular basis….where they are spending a lot of time - on Facebook!
  • Tips
    • Keep fan page content and ad copy relevant
    • Use keywords specific to your audience for ads
    • Being present is the first step to engagement
    • Have a call to action whether to become a fan or asking to respond to a wall post
    • Publish content regularly
    • Publish value-added content
    • Listen to your fans and optimize your approach based on their feedback
  • Questions?
  • Thank You!
    • @HelensTravels
    • [email_address]
    • www.fbadz.com
    • @fbadz