Facebook Sessions - Justin Kistner, Webtrends

Fortune 100 site trafﬁc decreasing! Yearly change in Unique Visits – Fortune 100 (2009-2010) 150.00% Cisco systems (139%) 100.00% 50.00% 0.00% -50.00% Phillip Morris (-76.3%) -100.00% •  Average percentage drop was 23.02%! •  68% experienced negative growth in unique visits from 2009 – 2010[1] ! [1] Unique visits were monitored between Nov 2009 – Nov 2010 @justinkistner ! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

Existing customers! 84%! Want exclusive offers & beneﬁts! FANS ARECUSTOMERS! 83%! LOOKING FOR DEALS, Buy more after becoming a fan! NEWS & 36%!COMMUNITY!@justinkistner ! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

Over 60% of Facebook is 25-55+! 1% 10% 10% 13-17 18-24 25-34 29% 25% 35-54 55+ Unknown 25% hFp://www.istrategylabs.com/2010/01/facebook-‐demographics-‐and-‐staPsPcs-‐report-‐2010-‐145-‐growth-‐in-‐1-‐year/ @justinkistner ! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

Measuring Apps! Look for solutions that:! •  Support Facebook parameters out of the box, or! •  Allow you to add custom variables to support them! Any Analytics Provider!@justinkistner ! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

Measuring Campaigns! •  Place campaign IDs at the end of your links. Use unique values for each post.! •  Shorten URLs to measure clicks and to keep campaigns IDs easily intact! Drivers! Landing Page! Conversion!@justinkistner ! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

Measuring Campaigns! •  Iframes canʼt see the campaign IDs in the referring link from an ad or a post, so Drivers! Landing Page! you need a solution that Conversion! supports redirects.!@justinkistner ! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

Measuring Campaigns! •  Facebook is the only source for how many likes an ad delivers and they provide the data in their ad management tool as well as the ad API.! •  No other trafﬁc source can be measured on how many likes it drove.! Drivers! Landing Page! Conversion!@justinkistner ! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

Measuring Campaigns! •  Measuring trafﬁc from Facebook to your website is standard analytics. ! •  Facebook reports on organic shares in Facebook if you tag your website with their JavaScript.! Drivers! Landing Page! Conversion!@justinkistner ! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

Example Solutions!•  Page Metrics! •  Tab Metrics! •  Facebook API!•  Tab Views! •  Site Referral! •  Tab Metrics! •  Site Referral! •  Facebook Parameters! •  Ad Conversions!@justinkistner ! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

Most clicked on wall posts! 2-3X! •  •  Touching, emotional stories! Provocative, passionate debates! 1! .5-2X! •  •  Important sports wins! Simple, easy questions!@justinkistner ! © 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.

Facebook Sessions - Justin Kistner, Webtrends

by Webtrends on Jun 08, 2011

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Facebook Sessions - Justin Kistner, Webtrends — Presentation Transcript