The Numbers of Facebook

The Numbers of Facebook
A primer on quantifying
customer interactions
Chris Treadaway
Mari Smith
10 June 2010

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

Facebook is complex
Lots of opportunities for engagement
Pages
Groups
Profiles
Advertising

Phases

Where Metrics Matter

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?

Different Types of Metrics

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

Outcomes

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?

Demand Gen
Measure the effectiveness of paid advertising
What is the best & most effective use of $$?
A/B Testing
Country
Ad copy variations
Targeting

Rolling up #s to compare ad copy

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)

Example – cross-channel

Example – Moving Averages

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

Thank You!
For more help with Facebook metrics, please contact me at
christreadaway@gmail.com

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The Numbers of Facebook

by Chris Treadaway

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