Engage 2013 - Implementing Facebook Measurement
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Engage 2013 - Implementing Facebook Measurement

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    Engage 2013 - Implementing Facebook Measurement Engage 2013 - Implementing Facebook Measurement Presentation Transcript

    • Implementing Facebook Measurement Megan Douglas, Manager of Consulting Services, WebtrendsJulie Gillison, Program Manager – Product Development, Webtrends
    • Today’s Topics Facebook Pages Facebook Apps•  Quick to get started & reach fans •  Apps can do just about anything•  Post content to fans’ news feeds •  Some development effort to get•  Fans can like, comment, share started•  Requires regular action •  More engaging experience •  Greater marketing potential •  Add Apps to your Pages
    • Which is best?Why not have both!
    • What’s this presentation about?•  What this isn’t…•  What this is…
    • Agenda•  Getting started•  Dashboards & Page Insights•  Post Insights•  Apps•  Campaigns & ROI•  Top 5 takeaways
    • Implementing Facebook MeasurementHOW TO GET STARTED
    • What to measure?
    • What to measure?
    • What does Webtrends bring to the table? Facebook Page Space •  Sourced from Facebook API Facebook App Space •  Sourced from Facebook API •  Webtrends collected data & custom reporting
    • It’s How Easy?!? No tag required! Log into Analytics 10 Create Facebook Page space Instantly view Page Insights
    • Implementing Facebook MeasurementFACEBOOK PAGE SPACE
    • Connect to Facebook API Must have admin rights to Facebook Page OAuth 2.0 secure connection 30+ fans required
    • Connect to Facebook API* Webtrends does not store usernames and passwords
    • Select Page to TrackAuto detect pages you administer
    • Name the Space & Save Grant users access to the space
    • Space is Created! Webtrends populates past 58 days of data
    • Implementing Facebook MeasurementDASHBOARDS & INSIGHTS
    • Space DashboardKey metricsTrendsInteractivewidgetsCustomizable
    • Annotation ViewOverlay postsCorrelateposts totrends
    • PeopleFansFans: Gender + AgesFans: Like SourcesGeo: CitiesGeo: CountriesGeo: Locales
    • PeopleFansFans: Gender + AgesFans: Like SourcesGeo: CitiesGeo: CountriesGeo: Locales
    • PeopleFansFans: Gender + AgesFans: Like SourcesGeo: CitiesGeo: CountriesGeo: Locales
    • PeopleFansFans: Gender + AgesFans: Like SourcesGeo: CitiesGeo: CountriesGeo: Locales
    • ContentNegative FeedbackPage ConsumptionsPage ImpressionsPage Impressions: FrequencyPage Impressions: Story TypesPage Post ImpressionsPage StoriesPage ViewsPlace Check-insPost Impressions: FrequencyPosts by AdminsReferrers: ExternalTab Views
    • ContentNegative FeedbackPage ConsumptionsPage ImpressionsPage Impressions: Freq.Page Impressions: StoriesPage Post ImpressionsPage StoriesPage ViewsPlace Check-insPost Impressions: Freq.Posts by AdminsReferrers: ExternalTab Views
    • ContentNegative FeedbackPage ConsumptionsPage ImpressionsPage Impressions: Freq.Page Impressions: StoriesPage Post ImpressionsPage StoriesPage ViewsPlace Check-insPost Impressions: Freq.Posts by AdminsReferrers: ExternalTab Views
    • ContentNegative FeedbackPage ConsumptionsPage ImpressionsPage Impressions: Freq.Page Impressions: StoriesPage Post ImpressionsPage StoriesPage ViewsPlace Check-insPost Impressions: Freq.Posts by AdminsReferrers: ExternalTab Views
    • ContentNegative FeedbackPage ConsumptionsPage ImpressionsPage Impressions: Freq.Page Impressions: StoriesPage Post ImpressionsPage StoriesPage ViewsPlace Check-insPost Impressions: Freq.Posts by AdminsReferrers: ExternalTab Views
    • The Data•  48 hour lag in Insights for Pages•  Daily updates•  All history available *•  All data is exportable via REST API or CSV * From when space is created in Analytics 10
    • The Webtrends Differentiator•  Access all your historical data•  View Facebook, YouTube & Twitter analytics all in one place•  World class UX team & data visualizations•  Export all your data for free!
    • Implementing Facebook MeasurementPOST ANALYTICS
    • PostsNegative FeedbackPage ConsumptionsPage ImpressionsPage Impressions: Freq.Page Impressions: StoriesPage Post ImpressionsPage StoriesPage ViewsPlace Check-insPost Impressions: Freq.Posts by AdminsReferrers: ExternalTab Views
    • Posts & Comments•  View all post content –  Photos, links, videos, etc.•  View all comments and who commented•  Key engagement metrics
    • Post Types & Search•  Filter by post type•  Search all posts
    • Post Discovery•  Select metrics most important to you•  Sort by any metric•  Selection is saved to preferences
    • Post MetricsDate Created Paid ImpressionsReach Paid Impressions: UniquePeople Talking About This Impressions by FansLikes Impressions by Fans: UniqueComments Paid Impressions by FansShares Paid Impressions by Fans: UniqueImpressions Organic ImpressionsStories Organic Impressions: UniqueVirality Viral ImpressionsEngaged Users Viral Impressions: UniqueConsumptions Negative FeedbackConsumptions: Unique Negative Feedback: Unique
    • The Data•  Posts, metrics & comments updated multiple times per hour –  Near real-time retrieval and storage by our Big Data platform –  View ALL comments –  Stops updating after 28 days•  Facebook provides lifetime values•  Data is exportable via REST API or CSV
    • The Webtrends Differentiator•  Explore all posts and comments•  Near real-time retrieval and storage of data in our Big Data platform•  Discover which posts are most effective•  Rich user experience•  Access all your historical data•  Export all your data for free!
    • Implementing Facebook MeasurementFACEBOOK APP SPACE
    • Connect to Facebook API Must have admin rights to Facebook App OAuth 2.0 secure connection 30+ fans required
    • Connect & Select App to Track Auto detect apps you administerOr, manually enter App ID & App Secret
    • Data SourcesChoose data to include: WT + FB or FB only
    • Why include Webtrends data?•  What did fans and non-fans view and click?•  How long did they interact with app?•  How were they referred to app?•  What type of devices were used?•  Track conversions•  Measure campaign effectiveness•  Enable custom reporting
    • How to get Webtrends data?•  Download the v10.2 tag + Facebook plugin from the Facebook App space•  Add tag to your app•  (Optional) Customize the tag
    • App InsightsWithout the Tag With the TagAges & Genders BrowsersAuthorizations Categories & DrilldownCanvas Views Mobile: Devices + BrowsersComments ScreensCities & Countries Time: Daily & Hourly ActivityLikes Users: Influence PotentialPhotos Users: New + ReturningSharesStatus Updates Any custom report!Stream StoriesAPI Calls & Errors Does not include full list of out-of-box reports
    • The Differentiator•  Access all your historical data•  Combine Facebook Insights with the power of Webtrends tag•  Customizable!•  Export all your data for free!
    • Implementing Facebook MeasurementMEASURING ROI IN FACEBOOK
    • So, what’s the problem anyway?
    • So, What’s the Problem Anyway?DRIVERS FACEBOOK APP CONVERSIONS
    • The Webtrends Differentiator•  Cross-Domain tracking•  Visitor ID Alignment Across Channels•  True Campaign Performance Measurement
    • The Webtrends DifferentiatorDRIVERS FACEBOOK APP CONVERSIONS
    • How do I get it?•  Hire Webtrends Implementation Services to assist your agency!•  Hire Webtrends Social to build your campaign!
    • Keys to Campaign Success•  Modify Server Side Code•  Point banners, SEM, ads, etc. directly to your app•  Define Conversion Events
    • Top 5 Takeaways•  Easy to get up and running quickly•  All your data in one place•  Export all your data, easily and for free•  Cross-Channel visitor identification•  True campaign ROI
    • Rate Session &Speakers/Panelists
    • Thank You Megan Douglas Manager, Webtrends Consulting Services megan.douglas@webtrends.com Julie GillisonEngineering Program Manager, Webtrends Analytics julie.gillison@webtrends.com blogs.webtrends.com
    • Implementing Facebook MeasurementAPPENDIX
    • ReferenceAnalytics 10 Helphttp://help.webtrends.com/en/analytics10/facebook_aboutFacebook Insights definitionshttp://developers.facebook.com/docs/reference/fql/insights/