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Facebook Analytics: How to Measure 650 Million People for Fun and Profit
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Facebook Analytics: How to Measure 650 Million People for Fun and Profit

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Join Christopher Penn, VP of Strategy and Innovation at Blue Sky Factory, as he reviews Facebook Analytics for every part of your marketing funnel. …

Join Christopher Penn, VP of Strategy and Innovation at Blue Sky Factory, as he reviews Facebook Analytics for every part of your marketing funnel.

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  • 1. Facebook Analytics: How to Measure 650 Million People For Fun and ProfitChristopher S. Penn, VP Strategy and Innovation www.BlueSkyFactory.com
  • 2. Why Blue Sky Factory?Nearly every email service provider and email marketing platform provides similar tools. If tools were allthat mattered, then the provider with the most tools on the shelf would be the best. Blue Sky Factorydiffers from its competitors in that we strive to help you become a better marketer. More tools won’t helpyou build your house or fix your sink faster, but knowledge, experience, and tools together can help youachieve your marketing goals. Become a better marketer with our help.
  • 3. blueskyfactory.com/bweny
  • 4. blueskyfactory.com/fbchat
  • 5. Prerequisites
  • 6. TweetAway If you don’t have a goal, you’remeasuring mileage on a road trip with no destination.
  • 7. Income Margin Expense The Ultimate GoalNet Profit Audience Volume Action
  • 8. The Fatal Facebook Analytics Mistake
  • 9. Keep Separate Houses
  • 10. AudienceProspects LeadsCustomersEvangelists funnel
  • 11. web analytics
  • 12. web analytics
  • 13. form referral intake
  • 14. link shortener
  • 15. influence scoring
  • 16. Advanced: Fan Page App
  • 17. AudienceProspects LeadsCustomersEvangelists
  • 18. Audience Alignment
  • 19. Audience Alignment
  • 20. Insights for Websites
  • 21. AudienceContent
  • 22. Audience80 Content
  • 23. 32,21432,214 32,214 32,214 32,214 Audience 80 Content
  • 24. 32,21432,214 32,214 32,214 32,214 Audience 107 80 Content
  • 25. How influential is your audience? How influential is your content? (CTA)
  • 26. TweetAwayFacebook is the only network (right now) that publishes your social feedback loop.
  • 27. AudienceProspects LeadsCustomersEvangelists
  • 28. Off-Facebook Analytics
  • 29. useful but generic
  • 30. know what works on Facebook
  • 31. custom track shared URLs
  • 32. cross pollination
  • 33. AudienceProspects LeadsCustomersEvangelists
  • 34. Advertising Analytics
  • 35. TweetAwayIf you do not use referral tracking in PPC you are wasting your money.
  • 36. use referral strings for CRMsuse GA variables for analytics
  • 37. http://www.shoemoney.com/facebook- advertising-soup-to-nuts-guide/
  • 38. Organic Lead Analytics
  • 39. Earnings Per LeadNew Revenue from Sales EarnedNumber of New Leads Generated
  • 40. $1 million = $10 lead value 100,000
  • 41. track individual efforts on Facebook
  • 42. What’s Not Working? (advanced)
  • 43. Apps give you full control
  • 44. see who has visited your page
  • 45. see who has converted
  • 46. Event tracking
  • 47. A/B Test Your Fan Page
  • 48. Audience Prospects LeadsCustomersEvangelists
  • 49. What About The MONEY?
  • 50. Baseline ROI
  • 51. Earned - Spent = ROI Spent
  • 52. Time is money, friend!
  • 53. Annual Income =Hourly 2,080
  • 54. Annual Income =Hourly 2,080Hours x Rate = Time Spend in Money
  • 55. $50,000 = $24.04 2,0805 x $24.04 = $120.20
  • 56. Basic ROI Worksheet Method Facebook Ads Facebook Organic Money Earned Money Spent Hourly Rate Time Spent Time as Money Total Spent Earned - Spent / Spent
  • 57. Basic ROI Worksheet Method Facebook Ads Facebook Organic Money Earned $1,000.00 $1,000.00 Money Spent $500.00 $0.00 Hourly Rate $24.04 $24.04 Time Spent 5 80 Time as Money $120.20 $1,923.20 Total Spent $620.20 $1,923.20 Earned - Spent / Spent 61.24% -48.00%
  • 58. Net Earnings Per Lead Method Facebook Ads Facebook Organic Money Earned $1,000.00 $1,000.00 Money Spent $500.00 $0.00 Hourly Rate $24.04 $24.04 Time Spent 5 80 Time as Money $120.20 $1,923.20 Total Spent $620.20 $1,923.20 Earned - Spent / Spent 61.24% -48.00% Leads 100 100Net EPL (Earned - Spent / Leads) $3.80 -$9.23
  • 59. TweetAwayNet Earnings Per Lead is the bottom line.
  • 60. Don’t underestimate the power of asimple coupon, discount code, or password as the ultimate metric of performance
  • 61. Audience Prospects Leads CustomersEvangelists
  • 62. identify evangelists
  • 63. identify evangelists
  • 64. determine influence
  • 65. determine influence
  • 66. treat your evangelists well
  • 67. AudienceProspects LeadsCustomersEvangelists review
  • 68. blueskyfactory.com/bweny