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Facebook medicion
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Facebook medicion

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Jus a try for slidecast Facebook Measurement State of Social Marketing by Dennis Yu

Jus a try for slidecast Facebook Measurement State of Social Marketing by Dennis Yu

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  • 1. State of Social Marketing<br />
  • 2. Does Facebook matter?<br />YES!!<br />
  • 3. Impact of Facebook Like Buttons<br />
  • 4. Impact of Facebook Like Buttons<br />When users like something on Facebook, ,it publishes a full news feed story on their wall<br />
  • 5. 1<br />You choose a measurable goal<br />2<br />5<br />Project completed,next steps <br />We develop a strategy to achieve that goal<br />4<br />3<br />Testing and learning <br />cycles with weekly reporting<br />With your creatives, we implement Facebook ads and applications<br />
  • 6. So how do you measure?<br />
  • 7. Affinity – Weight – Time Decay<br />
  • 8. Like<br />Comment<br />Share<br />Photo<br />Video<br />Wall Post<br />Affinity – Weight – Time Decay<br />
  • 9. Affinity – Weight – Time Decay<br />
  • 10. The Facebook <br />Engagement Funnel<br />AWARENESS<br />Target customer clicks on an ad<br />Fan Count<br />Reach<br />LIKE<br />Clicks<br />Ads<br />Target customer clicks like<br />Impressions<br />Fan Conversions<br />PERMISSIONS<br />Source of Fans<br />Fan clicks to allow all Required permissions<br />SHARE<br />Apps<br />Engaged fan clicks to <br />share with friends<br />Shares<br />ENGAGE<br />Loyal customers repeatedly<br />visit the site for more<br />content or fun<br />Engagement Rate<br />Engagement Per Post<br />Downloads<br />BUY<br />Engaged fan makes<br />a purchase or<br />call-to-action<br />Influenceable Audience<br />
  • 11.
  • 12. Facebook Optimization<br />Extrapolate<br /> user data<br />Interact with<br />the Fan Page<br />5<br />Connections<br />Likes<br />Facebook Open<br />Graph<br />3<br />+3<br />Like It<br />+1<br />+2<br />Interests<br />6<br />Facebook<br /> Ad Generator<br />Location<br />Fan Page<br />2<br />User<br />12<br />User Profile Page<br />7<br />Facebook<br />Ad Multiplier<br />4<br />1<br />8<br />9<br />Facebook<br />Home Page<br />Bad<br />10<br />Facebook <br />Ad Optimizer<br />Good<br />11<br />Perfect Ad<br />Good<br />Ad >> Good/Bad? <br />Friends<br />+90% CTR<br />
  • 13. Newsfeed Optimization<br />Fan Page Points<br />Based Game <br />5<br />Post Quality Score<br />3<br />Like the Page<br />News feed Suggestions<br />7<br />User Profile<br />2<br />6<br />Home Page<br />4<br />Friends<br />User<br />1<br />
  • 14.
  • 15. 146,510<br />1,127<br />people<br />people<br />TVCogeco<br />TVCogeco<br />The average user has 130 friends<br />ads<br />
  • 16. Social Media Scoring Platform<br />Data Collection Mechanism<br />Scoring <br />Algorithm<br />Visualization <br />& Insights<br />logo<br />
  • 17. Engagement<br />POINTS<br />1<br />5<br />5<br />5<br />5<br />10<br />Liking a <br />Facebook page<br />Giving an email address<br />Following on Twitter<br />Subscribing a YouTube channel<br />Making a purchase<br />Active user<br />
  • 18. Influence<br />POINTS<br />1<br />5<br />5<br />5<br />5<br />10<br />200 Friends on Facebook<br />Twitter follower<br />60 followers on Twitter<br />YouTube subscriber<br />Post 5 times a day<br />50 subscribers on YouTube<br />
  • 19. Influence vs. Engagement<br />ENGAGEMENT<br />INFLUENCE<br />Points<br />0 3 6 9 12 15 18 21 <br />21 18 15 12 9 6 3 0<br />User A<br />User B<br />User C<br />User D<br />
  • 20. Engagement Rate<br />Email Notification<br />Pre-made ad campaign<br />On<br />Off<br />==<br />==<br />==<br />On<br />Off<br />==<br />==<br />==<br />More details<br />
  • 21. CTR<br />Email Notification<br />Pre-made ad campaign<br />On<br />Off<br />==<br />==<br />==<br />On<br />Off<br />==<br />==<br />==<br />More details<br />
  • 22. Thank You!<br /> 668sierra@gmail.com<br /> twitter.com/dennisyu<br /> Blog:dennis-yu.com<br />

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