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The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
The Numbers of Facebook
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The Numbers of Facebook

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Presentation given at Facebook Marketing: An Hour a Day Webinar #2, June 10, 2010

Presentation given at Facebook Marketing: An Hour a Day Webinar #2, June 10, 2010

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  • 1. The Numbers of Facebook
    A primer on quantifying
    customer interactions
    Chris Treadaway
    Mari Smith
    10 June 2010
  • 2. The Problem
    Even in 2010, Facebook is an operational problem for most organizations
    Build presence
    Define the “social media product”
    Assign responsibilities
    Make it interesting
    Like Us! http://www.facebook.com/marketingbook
  • 3. Facebook is complex
    Lots of opportunities for engagement
    Pages
    Groups
    Profiles
    Advertising
    Like Us! http://www.facebook.com/marketingbook
  • 4. Phases
    Like Us! http://www.facebook.com/marketingbook
  • 5. Where Metrics Matter
    Like Us! http://www.facebook.com/marketingbook
  • 6. Everything is measurable
    What do you measure? How?
    Where is the data?
    How hard is it to collect the data regularly?
    What will you do with the data?
    Why do you need it?
    Like Us! http://www.facebook.com/marketingbook
  • 7. Different Types of Metrics
    Like Us! http://www.facebook.com/marketingbook
  • 8. Operations
    What to track
    Was the job done?
    # posts
    Timing of posts (morning, afternoon, evening)
    Questions you can answer
    Did you maintain your social media product?
    Did you fulfill your editorial calendar?
    Opportunities
    Respond to customer issues
    Comment/opine/put spin on contemporary issues
    Like Us! http://www.facebook.com/marketingbook
  • 9. Outcomes
    Like Us! http://www.facebook.com/marketingbook
  • 10. Demographics
    What is the makeup of your audience?
    Are your presumptions correct?
    Can you serve them better?
    Are you “underserving” parts of your market?
    Missed opportunities?
    Like Us! http://www.facebook.com/marketingbook
  • 11. Demand Gen
    Measure the effectiveness of paid advertising
    What is the best & most effective use of $$?
    A/B Testing
    Country
    Ad copy variations
    Targeting
    Like Us! http://www.facebook.com/marketingbook
  • 12. Like Us! http://www.facebook.com/marketingbook
  • 13. Rolling up #s to compare ad copy
    Like Us! http://www.facebook.com/marketingbook
  • 14. Like Us! http://www.facebook.com/marketingbook
  • 15. Build a Dashboard
    Focus on numbers that matter
    Not just in Facebook but across all efforts if applicable
    Derivative metrics give the clearest picture
    Time-series (measure on per day basis)
    Relative (measure relative to your growth)
    Moving averages (measure over time)
    Like Us! http://www.facebook.com/marketingbook
  • 16. Example – cross-channel
    Like Us! http://www.facebook.com/marketingbook
  • 17. Example – Moving Averages
    Like Us! http://www.facebook.com/marketingbook
  • 18. Keys to Success
    Pick your battles
    Build a dashboard & don’t rely on Insights
    Collect data religiously
    Rely on time-series data
    Visualize the results
    Scrutinize your efforts
    Like Us! http://www.facebook.com/marketingbook
  • 19. Thank You!
    Like Us! http://www.facebook.com/marketingbook
    For more help with Facebook metrics, please contact me at
    christreadaway@gmail.com

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