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

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

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

by Helen Todd on Feb 23, 2010

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