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With more than 140 million users in the US, Facebook has become a powerful marketing and communication platform. Unfortunately for marketers who want to understand the impact of their Facebook ...

With more than 140 million users in the US, Facebook has become a powerful marketing and communication platform. Unfortunately for marketers who want to understand the impact of their Facebook presence, Facebook is not easy to measure. Using Facebook Insights (the built-in analytics tool) is complicated by poor documentation, unclear definitions, inconsistent naming and frequent updates. However, savvy marketers are able to leverage Facebook Insights to extract useful insights and make actionable recommendations.

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    Facebook Analytics Facebook Analytics Presentation Transcript

    • Facebook AnalyticsUsing and Integrating Data from Facebook Insights 1771 W Diehl Rd, Ste 330 Naperville, IL 60563 www.stratigent.com
    • Bill Bruno Nestor Archival JrPresident Sr. Consultant@BillBruno @n3st0r © 2011 Stratigent, LLC. All rights reserved. | 2
    • Agenda Facebook: A Very Influential Social Web Your Online Presence Facebook Insights: A Multifaceted Platform Common challenges to KPI development What do you want to know? From Fans to Likes.. Facebook Integration Classifications © 2011 Stratigent, LLC. All rights reserved. | 3
    • 500 million active Facebook users 1 in every 13 people worldwide © 2011 Stratigent, LLC. All rights reserved. | 4
    • Facebook: A Very Influential Social Web 48% of 18 to 34 year olds check Facebook right when they wake up - 28% check their Facebook on their smartphones before getting out of bed Facebook was the most-searched term in 2010 for the second year running, accounting for 2.11% of U.S. searches 48% of young Americans said they find out about news through Facebook A record breaking 750 million photos were uploaded to Facebook over New Year’s weekend Source: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/ © 2011 Stratigent, LLC. All rights reserved. | 5
    • Your Online Presence Your Facebook Page gives your organization a voice to join the conversation with Facebook users. Your Facebook App gives you the opportunity to deeply integrate into the core Facebook experience. Your app integrates with many aspects of Facebook, including the News Feed and Notifications. Your Website represents your main organizational identity online. It also allows you to incorporate Facebook Social Plugins. © 2011 Stratigent, LLC. All rights reserved. | 6
    • Facebook Insights: A Multifaceted Platform Facebook Insights for Page provides: - User Reports: Active Users, Lifetime Likes, Like Sources, Tab Views, Media Consumption, External Referrers and Demographics - Interaction Reports: Post Views, Post Feedback, and Page Activity Facebook Insights for Apps provides: - User Reports: Installs, Active Users and Demographics - Sharing Reports: Contents Shared, Feedback per Share, and Requests - Performance Reports: API Calls, Request Time, and Errors Returned Facebook Insights for Websites reports on the Like Button, Send Button, Organic Shares, and Comments Box: - Likes, Messages Sent, Shares, Comments - Impressions and Clickthroughs - Demographics © 2011 Stratigent, LLC. All rights reserved. | 7
    • Common challenges to KPI development Unclear Purpose Confusing Definitions No Concept of “Last Month” © 2011 Stratigent, LLC. All rights reserved. | 8
    • Unclear Purpose“ Efforts and courage are not enough ” without purpose and direction. John F. Kennedy © 2011 Stratigent, LLC. All rights reserved. | 9
    • Confusing Definitions Post View © 2011 Stratigent, LLC. All rights reserved. | 10
    • Confusing DefinitionsUnique Page ViewGoogle Analytics: Facebook: A unique pageview aggregates  The total unique logged-in pageviews that are generated by Facebook users who visited your the same user during the same Page. session. A unique pageview represents the number of sessions during which that page was viewed one or more times. © 2011 Stratigent, LLC. All rights reserved. | 11
    • Confusing DefinitionsActive User You become an active user if you do at least one of the following: - Interacted with the Page (i.e. commented or liked a post) - Viewed the Page or its posts If a Page post appeared on your News Feed because a friend commented on it, you instantly become an Active User. The Active User metric is only meaningful in the context of a time period. - Monthly Active Users - Weekly Active Users - Daily Active Users © 2011 Stratigent, LLC. All rights reserved. | 12
    • Confusing DefinitionsPost View Defined as the number of times people have viewed a News Feed story posted by your Page. Visiting a Page that has 5 posts will generate 5 post views. Posts that appear on your friends’ news feeds will count as post views. © 2011 Stratigent, LLC. All rights reserved. | 13
    • No Concept of “Last Month” Several metrics are only available on a daily basis, needing you to aggregate daily values to get to a monthly value. © 2011 Stratigent, LLC. All rights reserved. | 14
    • No Concept of “Last Month” Monthly Active Users ? The topline “Monthly Active Users” metric disappears if you fail to specify an exact 30-day date time period. © 2011 Stratigent, LLC. All rights reserved. | 15
    • No Concept of “Last Month” At a point in time in the graph, the “Monthly Active Users” metric represents the active users pulled from that day and 29 prior days. © 2011 Stratigent, LLC. All rights reserved. | 16
    • What do you want to know? © 2011 Stratigent, LLC. All rights reserved. | 17
    • From Fans to Likes..  Facebook changed the language for Pages from “Fan” to “Like.”  Remnants of “Fan” still remain in the interface.  “Lifetime Likes” in Insights  New Fans = New Likes. © 2011 Stratigent, LLC. All rights reserved. | 18
    • FB Integration Classifications SEPARATE SUPPLEMENT COORDINATE RELATE COLLABORATE Data is  Focus is still  Integration by  More interest  Integration is collected by on a single consolidating in the ways more about separate tools channel, but data collection channels relate strategy than data may be or simply by data Reported supplemented displaying data  Shared goals separately to add context in one view but minimal  Focus is on dependencies optimizing Focus is on  Focus is still and channels toward a optimizing a on single are treated common goal, single channel channel equally with each based on optimization, channel single channel but with more playing a inputs external inputs different role © 2011 Stratigent, LLC. All rights reserved. | 19
    • Example: Facebook Demographics © 2011 Stratigent, LLC. All rights reserved. | 20
    • Example: Facebook & Email Data © 2011 Stratigent, LLC. All rights reserved. | 21
    • Example: Multiple Channels © 2011 Stratigent, LLC. All rights reserved. | 22
    • Example: Multiple Channels © 2011 Stratigent, LLC. All rights reserved. | 23
    • Example: Facebook © 2011 Stratigent, LLC. All rights reserved. | 24
    • Example: Multiple Channels © 2011 Stratigent, LLC. All rights reserved. | 25
    • Resources Insights (http://developers.facebook.com/docs/insights/) Insights Help Topics (http://www.facebook.com/help/?search=insights) Introducing iframe Tabs for Pages (http://developers.facebook.com/blog/post/462) Real-Time Analytics For Social Plugins (http://developers.facebook.com/blog/post/476) Insights for Websites (http://developers.facebook.com/attachment/Insights_for_websites.pdf) © 2011 Stratigent, LLC. All rights reserved. | 26
    • Resources Facebook Post Insights Go Live (http://www.allfacebook.com/facebook- post-insights-2010-01) Facebook Like Button Replaces Become A Fan (http://www.huffingtonpost.com/2010/04/19/facebook-like-button- repl_n_543439.html) Facebook launches real-time analytics integrated with your site (http://www.smartinsights.com/blog/digital-marketing-strategy/facebook- launches-real-time-analytics) © 2011 Stratigent, LLC. All rights reserved. | 27
    • Nestor Archival Jr.Sr. Consultant & Team Leadnestor@stratigent.com630.658.2256 @n3st0r linkedin.com/in/archivalDownload the Facebook white paper athttp://bit.ly/k3BgjW © 2011 Stratigent, LLC. All rights reserved. | 28