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.

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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  • 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. 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.
  • 3. 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
  • 4. 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!
  • 5. Fan Page Insights
  • 6. 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
  • 7. 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.
  • 8. 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
  • 9. 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.)
  • 10. What is the value of a fan?
    • It’s still yet to be determined
    Source: thefacebookera.com
  • 11. Beyond Fan Count, What Page Insights Tells Us
    • What are
    • Page insights?
  • 12. 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
  • 13. 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.
  • 14. 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)
  • 15. 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.)
  • 16. 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).
  • 17. 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.
  • 18. Demographic Breakdown
    • Demographics: Growth of your fan base over time broken down by age and gender demographics.
  • 19. 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.
  • 20. 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.
  • 21. Facebook Ads
  • 22. Ad Examples
  • 23. Targeting
  • 24. 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
  • 25. 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.
  • 26. 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
  • 27. 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
  • 28. Questions?
  • 29. Thank You!
    • @HelensTravels
    • www.fbadz.com
    • @fbadz