Metrics for Facebook Fan Pages and Ads

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Presented during NYC's 2010 Social Media Week at Media Camp, this presentation shares insights into Facebook Metrics for Fan Pages and Ads: What they do and don’t tell marketers.

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  • Metrics for Facebook Fan Pages and Ads

    1. 1. 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
    2. 2. Intro <ul><li>This presentation has two parts: </li></ul><ul><ul><li>Facebook Insights for Fan Pages </li></ul></ul><ul><ul><li>Facebook Ad Metrics </li></ul></ul><ul><li>Goal of presentation: </li></ul><ul><ul><li>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. </li></ul></ul>
    3. 3. Did you know? <ul><li>More than 350 million active users </li></ul><ul><li>50% of our active users log on to Facebook in any given day </li></ul><ul><li>More than 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week </li></ul><ul><li>More than 3 million active Pages on Facebook </li></ul><ul><li>More than 1.5 million local businesses have active Pages on Facebook </li></ul><ul><li>Pages have created more than 5.3 billion fans </li></ul>
    4. 4. Facebook Tools for Businesses <ul><li>Fan Pages </li></ul><ul><ul><li>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. </li></ul></ul><ul><li>Facebook Ads </li></ul><ul><ul><li>Ads on the Facebook platform allow unparalleled targeting: by location, age, interests (based on user profile information), relationship status and more! </li></ul></ul>
    5. 5. Fan Page Insights
    6. 6. Fan Page Insights <ul><li>By looking at the Facebook Insights we get much richer data than just fan count </li></ul><ul><li>Insights shows us fan engagement on the page, demographic breakdown, fan growth and much, much more </li></ul>
    7. 7. How do you Measure Success <ul><li>Each client has custom needs, so success is based on reaching goals set forth by you and the client </li></ul><ul><li>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 </li></ul><ul><li>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. </li></ul>
    8. 8. Metric Options <ul><li>Some tangible metrics you can measure include: </li></ul><ul><ul><li>Fan Count </li></ul></ul><ul><ul><li>Coded links (bit.ly, lead tracking software) </li></ul></ul><ul><ul><li>Newsletter signups </li></ul></ul><ul><ul><li>Coupon code redemptions </li></ul></ul><ul><ul><li>Phone calls (use Facebook-only number) </li></ul></ul><ul><ul><li>Traffic generated from Facebook as percentage of overall website traffic to your website </li></ul></ul>
    9. 9. What Insights Don’t Tell You <ul><li>How many fans that were generated from Facebook’s natural virality vs. ad click-through rates </li></ul><ul><li>How fans found your page – you can’t put a Google analytics code on fbml pages (apps can) </li></ul><ul><li>Conversions of fans to customers </li></ul><ul><li>How many times your content is shared through fans’ social graphs </li></ul><ul><li>Views per video or photo </li></ul><ul><li>Where people are accessing your posts (your fan fan page, their home page, mobile devices, third-party providers, etc.) </li></ul>
    10. 10. What is the value of a fan? <ul><li>It’s still yet to be determined </li></ul>Source: thefacebookera.com
    11. 11. Beyond Fan Count, What Page Insights Tells Us <ul><li>What are </li></ul><ul><li>Page insights? </li></ul>
    12. 12. What Information is Available? <ul><li>Interactions This Week </li></ul><ul><li>Post Quality </li></ul><ul><li>Interactions Over Time </li></ul><ul><ul><li>Interactions </li></ul></ul><ul><ul><li>Interactions Per Post </li></ul></ul><ul><ul><li>Post Quality Score </li></ul></ul><ul><ul><li>Stream CTR/ETR (coming soon) </li></ul></ul><ul><ul><li>Discussion Posts </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><ul><li>Impressions and Actions per post (Rolling out now) </li></ul></ul><ul><li>All Fans Over Time </li></ul><ul><ul><li>Total Fans / Unsubscribers </li></ul></ul><ul><ul><li>New / Removed Fans </li></ul></ul><ul><ul><li>Top Countries </li></ul></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Page Views </li></ul></ul><ul><ul><li>Media Consumption </li></ul></ul><ul><ul><li>Unsubscribes / Re-subscribes </li></ul></ul>
    13. 13. Interactions <ul><li>Interactions: Total number of comments, Wall posts, and likes. </li></ul><ul><li>The more interactions a page has the more naturally viral it is in Facebook due to the feeds. </li></ul>
    14. 14. Interactions Per Post <ul><li>Interactions Per Post: Average number of comments, Wall posts, and likes generated by each piece of content you post. </li></ul><ul><li>Rolling out: Impressions per post and  percentage of those impressions that result in action (likes, comments, or clicks) </li></ul>
    15. 15. Post Quality <ul><li>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.) </li></ul>
    16. 16. Total Fans <ul><li>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). </li></ul>
    17. 17. New Fans <ul><li>New / Removed Fans: The number of people who have become a new fan of your Page or stopped being a fan of your Page. </li></ul><ul><li>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. </li></ul>
    18. 18. Demographic Breakdown <ul><li>Demographics: Growth of your fan base over time broken down by age and gender demographics. </li></ul>
    19. 19. Top Cities Fans are From <ul><li>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. </li></ul>
    20. 20. Page Views <ul><li>Page Views: Total number of times a Page was viewed per day. </li></ul><ul><li>The page view spikes are in direct correlation with the release of Harry Potter on both dates. </li></ul>
    21. 21. Facebook Ads
    22. 22. Ad Examples
    23. 23. Targeting
    24. 24. Facebook Ads Manager <ul><li>Impressions: 1,878,841.0 </li></ul><ul><li>Clicks: 1,605.0 </li></ul><ul><li>CTR: 0.085% </li></ul><ul><li>Actions: 831 </li></ul><ul><li>Inline/Clicks : 51.77% </li></ul><ul><li>Spent: $1,013.13* </li></ul><ul><li>CPC: $.63 </li></ul><ul><li>CPM: $0.54 </li></ul><ul><li>CPA : $1.21 </li></ul>
    25. 25. What This Means For You <ul><li>There are many opportunities on Facebook that you can take advantage of as a marketer! </li></ul><ul><li>You will be able to tell whether you are reaching your target audience or not </li></ul><ul><li>You’ll see what content and ads appeal to your fans…and also what doesn’t </li></ul><ul><li>How your fan page compares against fan pages of similar fan count and industry </li></ul><ul><li>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. </li></ul>
    26. 26. It Also Means… <ul><li>You have to be consistently producing content for your fans to interact with </li></ul><ul><li>Content Tips: </li></ul><ul><ul><li>Keep it relevant </li></ul></ul><ul><ul><li>Don’t over message and spam </li></ul></ul><ul><ul><li>1 out of every 4 messages should be self-promotional </li></ul></ul><ul><ul><li>Value-added is the way to go! </li></ul></ul><ul><ul><li>Asking questions will always get more responses than not </li></ul></ul>
    27. 27. Tips <ul><li>Keep fan page content and ad copy relevant </li></ul><ul><li>Use keywords specific to your audience for ads </li></ul><ul><li>Being present is the first step to engagement </li></ul><ul><li>Have a call to action whether to become a fan or asking to respond to a wall post </li></ul><ul><li>Publish content regularly </li></ul><ul><li>Publish value-added content </li></ul><ul><li>Listen to your fans and optimize your approach based on their feedback </li></ul>
    28. 28. Questions?
    29. 29. Thank You! <ul><li>@HelensTravels </li></ul><ul><li>www.fbadz.com </li></ul><ul><li>@fbadz </li></ul>

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