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Measuring Outcomes in Facebook Marketing
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Measuring Outcomes in Facebook Marketing

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A review of new evidence from academic studies on consumer brands like Cadbury and Starbucks, showing what kinds of Facebook activity drives fan growth (and what turns people off), and showing how …

A review of new evidence from academic studies on consumer brands like Cadbury and Starbucks, showing what kinds of Facebook activity drives fan growth (and what turns people off), and showing how (and when) messages spread from fan pages.

Presented at IAB Social Media Event, 28 June 2011, by Mark Rogers, CEO, Market Sentinel.

Published in: Technology, Business

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  • Squishable is a US-based company who makes these massive cuddly stuffed toys. We came across them a few months ago after one of our US-based analysts (an animal lover) heard of them through a friend (another animal lover) and through that discovered their very social website. So she wrote a blog post about them and they ended up sending us a big giant snail.
  • The beautiful thing about Facebook is that people just show up, they find you, they interact and form real connections. Not only with you but with others in the community.
  • We know Facebook is great because it lets us do effective CRM, conduct market research, and simply build community. But there’s more than that – jam-packed in all of the community conversation is a fountain of insights. And the way you get at those insights is through metrics.
  • Bath of metrics – what other metrics can we list?
  • The algorithm looks at how relevant each piece of news content is and gives it a score. Score is based on several factors: Interaction Ranking: What type of content is it? Videos rank higher than pictures etc. Content Activity: How active has the content been, likes? Comments? Tags? Shares? Affinity Score: Affinity between not just the user and content creator but also friends interacting with the content. Score determined by previous interactions, how often they view your page, comment on posts, share content etc. Recency: The newer the content, the more relevant it is.
  • Platform for CRM Provide support for customer queries Engaging core audience, focus groups Identify the main voices within conversations and the drivers behind them Engage them in conversation or taking it into focus groups if there is a need Cultivating a community Running and supporting a community not necessarily centred around a brand Marketing/Communications Sharing good content to drive attention Facebook sharing accounts for 38% of all sharing referral traffic
  • E-mail comes the closest at 4.4 hours per week
  • Starbucks has a strong core fan base which helps to keep the conversation going It’s important to identify this core fan base and to
  • Starbucks has a strong core fan base which helps to keep the conversation going It’s important to identify this core fan base and to
  • Starbucks has a strong core fan base which helps to keep the conversation going It’s important to identify this core fan base and to
  • Starbucks has a strong core fan base which helps to keep the conversation going It’s important to identify this core fan base and to
  • E-mail comes the closest at 4.4 hours per week
  • Transcript

    • 1. Measuring Outcomes in Facebook Marketing IAB Social Media Event 28 th June 2011 @marketsentinel
    • 2. Powerful Analytics. Delivered by Humans. Mark Rogers, CEO [email_address] +44 (0) 20 7793 1575 www.marketsentinel.com @marketsentinel
    • 3. We “like” Squishable.com
    • 4. Squishable.com gets Facebook
    • 5. Facebook turns brands into friends
    • 6. More than warm and fuzzy
      • Facebook is great for CRM, market research, and establishing an adoring fan community
      • But more importantly, these adoring fans leave a trail of useful information.
      • We can access that information through metrics.
    • 7. Metrics that help you make better decisions
      • Engagement
      • Sentiment
      • Linguistic analysis
      • EdgeRank
    • 8. Facebook success requires a strategy
      • Be clear of your goals
      • Establish metrics – determine which approaches are worth investing in
      • Learn and build approaches into business
    • 9. Facebook marketing has rules
      • Creative executions (e.g. video) work just as well as in any other medium
      • People aren’t there for the brands. There are no brands other than mobiles among the Top 100 Facebook applications
      • Find relevance amongst existing enthusiasms
    • 10. Facebook marketing has challenges
      • You need fans to interact to reach them – getting them to do so might be hard
      • On Facebook, you need to reach lots of people before it starts to propagate
      • Facebook advertising CTR - 0.051% Web Banner Ads CTR - 0.09% Google Adwords CTR - ~2% Source: Webtrends, Mediamind, Google Adwords support
    • 11. Metrics solve all of these challenges
      • Metrics like EdgeRank help you figure out the fans you need to engage with
      • Your core group of active fans is small (and therefore manageable) but their reach is wide
      • You don’t need a higher CTR, you just need to run more ads
    • 12. Metrics are essential in marketing on Facebook
    • 13. You need to dive deeper than fan count
      • Facebook determines which messages are displayed on fans’ news feeds using the EdgeRank algorithm
      • Most messages only reach engaged fans
      • You need engagement metrics to gauge the success of fan pages
      Recency Affinity Score Interaction Ranking , , Relevance of Content
    • 14. Brands Brands on Facebook CRM Market Research Community Marketing/ Communications
    • 15. Metrics reveal how the community behaves
      • Communities on Facebook are largely self-sustaining.
    • 16. Starbucks: A success from every angle
    • 17. Community is driven by its core members A highly active core of 2,013 fans (0.01%) is responsible 41.64% of posts and comments. You can find out who they are
    • 18. Metrics reveal the voice of the community
    • 19. Metrics reveal your strengths & weaknesses
    • 20. Metrics reveal important themes
    • 21. Metrics help you prioritise success
      • No one has Facebook totally figured out, making it the perfect platform to try new things, innovate new strategies and just have fun
      • Metrics let you measure how well things work so you can kill the failures quickly and reinforce successful campaigns