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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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Transcript

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