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Facebook Analytics
Using and Integrating Data from Facebook Insights




                                      1771 W Diehl Rd, Ste 330
                                           Naperville, IL 60563
                                            www.stratigent.com
Bill Bruno   Nestor Archival Jr
President     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 Definitions
Unique Page View
Google 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 Definitions
Active 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 Definitions
Post 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 Lead
nestor@stratigent.com
630.658.2256
   @n3st0r
    linkedin.com/in/archival

Download the Facebook white paper at
http://bit.ly/k3BgjW

                                       © 2011 Stratigent, LLC. All rights reserved.   | 28

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  • 1. Facebook Analytics Using and Integrating Data from Facebook Insights 1771 W Diehl Rd, Ste 330 Naperville, IL 60563 www.stratigent.com
  • 2. Bill Bruno Nestor Archival Jr President Sr. Consultant @BillBruno @n3st0r © 2011 Stratigent, LLC. All rights reserved. | 2
  • 3. 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
  • 4. 500 million active Facebook users 1 in every 13 people worldwide © 2011 Stratigent, LLC. All rights reserved. | 4
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Common challenges to KPI development Unclear Purpose Confusing Definitions No Concept of “Last Month” © 2011 Stratigent, LLC. All rights reserved. | 8
  • 9. Unclear Purpose “ Efforts and courage are not enough ” without purpose and direction. John F. Kennedy © 2011 Stratigent, LLC. All rights reserved. | 9
  • 10. Confusing Definitions Post View © 2011 Stratigent, LLC. All rights reserved. | 10
  • 11. Confusing Definitions Unique Page View Google 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
  • 12. Confusing Definitions Active 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
  • 13. Confusing Definitions Post 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
  • 14. 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
  • 15. 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
  • 16. 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
  • 17. What do you want to know? © 2011 Stratigent, LLC. All rights reserved. | 17
  • 18. 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
  • 19. 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
  • 20. Example: Facebook Demographics © 2011 Stratigent, LLC. All rights reserved. | 20
  • 21. Example: Facebook & Email Data © 2011 Stratigent, LLC. All rights reserved. | 21
  • 22. Example: Multiple Channels © 2011 Stratigent, LLC. All rights reserved. | 22
  • 23. Example: Multiple Channels © 2011 Stratigent, LLC. All rights reserved. | 23
  • 24. Example: Facebook © 2011 Stratigent, LLC. All rights reserved. | 24
  • 25. Example: Multiple Channels © 2011 Stratigent, LLC. All rights reserved. | 25
  • 26. 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
  • 27. 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
  • 28. Nestor Archival Jr. Sr. Consultant & Team Lead nestor@stratigent.com 630.658.2256 @n3st0r linkedin.com/in/archival Download the Facebook white paper at http://bit.ly/k3BgjW © 2011 Stratigent, LLC. All rights reserved. | 28