Metrics for Facebook Fan Pages and Ads

Facebook Metrics for Fan Pages and Ads: What they do and don’t tell marketers Social Media Camp #MCNYC Social Media Week NYC, February 2010 Session lead by @helenstravels aka Helen Todd

Intro
This presentation has two parts:
Facebook Insights for Fan Pages
Facebook Ad Metrics
Goal of presentation:
If you’re not already convinced that as a marketer you can effectively leverage Facebook Fan Pages and Ads to meet your marketing goals, you will be in my allotted time.

Did you know?
More than 350 million active 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
Pages have created more than 5.3 billion fans

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 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 the client
Having a high fan count may not be in your best interest – having a fan count that will highly convert into a customer 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)
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 feeds.

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)

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).

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.
July 9 there was a spike in fan growth. On this day, in addition to Harry Potter’s premiere in NYC, there were behind the scenes Harry Potter footage and a Johnny Depp Mad Hatter poster released.

Demographic Breakdown
Demographics: Growth of your fan base over time broken down by age and gender demographics.

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.
The page view spikes are in direct correlation with the release of Harry Potter on both dates.

Facebook Ads

Ad Examples

Targeting

Facebook Ads Manager
Impressions: 1,878,841.0
Clicks: 1,605.0
CTR: 0.085%
Actions: 831
Inline/Clicks : 51.77%
Spent: $1,013.13*
CPC: $.63
CPM: $0.54
CPA : $1.21

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.

It Also Means…
You have to be consistently producing content for your fans to interact with
Content Tips:
Keep it relevant
Don’t over message and spam
1 out of every 4 messages should be self-promotional
Value-added is the way to go!
Asking questions will always get more responses than not

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
www.fbadz.com
@fbadz

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Metrics for Facebook Fan Pages and Ads

by Helen Todd on Feb 07, 2010

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Metrics for Facebook Fan Pages and Ads — Presentation Transcript