Fb Measurement

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  • http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/

Transcript

  • 1. MEASURING FACEBOOK
  • 2. What can be measured?
  • 3. Campaign components
    Like
    Ad
    App
    Post
    Tweet
    Site
    Email
    LANDINGTAB
    DRIVERS
    CONVERSION
  • 4. The 3 slide introduction to tabs
  • 5. Tabs are here
  • 6.
  • 7. Tabs make ideal landing pages
  • 8. How do you measure campaigns?
  • 9. Measuring Apps
  • 10. Measuring Apps
    Any Analytics Provider
  • 11. Measuring Apps
    Look for solutions that:
    • Support Facebook parameters out of the box, or
    • 12. Allow you to add custom variables to support them
    Any Analytics Provider
  • 13. Measuring Campaigns
  • 14. Drivers
    Landing Page
    Conversion
    Measuring Campaigns
  • 15.
    • Place campaign IDs at the end of your links. Use unique values for each ad.
    Drivers
    Landing Page
    Conversion
    Measuring Campaigns
  • 16.
    • Place campaign IDs at the end of your links. Use unique values for each post.
    • 17. Shorten URLs to measure clicks and to keep campaigns IDs easily intact
    Drivers
    Landing Page
    Conversion
    Measuring Campaigns
  • 18.
    • Iframes can’t see the campaign IDs in the referring link from an ad or a post, so you need a solution that supports app_dataparam.
    Drivers
    Landing Page
    Conversion
    Measuring Campaigns
  • 19.
    • Facebook is the only source for how many likes an ad delivers and they provide the data in their ad management tool as well as the ad API.
    • 20. No other traffic source can be measured on how many likes it drove.
    Drivers
    Landing Page
    Conversion
    Measuring Campaigns
  • 21.
    • Measuring traffic from Facebook to your website is standard analytics.
    • 22. Facebook reports on organic shares in Facebook if you tag your website with their JavaScript.
    Drivers
    Landing Page
    Conversion
    Measuring Campaigns
  • 23. Solution Comparison
  • 32. Why does Facebook marketing matter?
  • 33. Social Is The #1 Online Activity
  • 34. Fortune 100 site traffic decreasing
    • Average percentage drop was 23.02%
    • 35. 68% experienced negative growth in unique visits from 2009 – 2010[1]
    [1] Unique visits were monitored between Nov 2009 – Nov 2010
  • 36. FACEBOOK FANS
    SITE VISITORS (MO.)
    19,800,000 1,800,000
    22,700,000 270,000
    16,900,000 290,000
    8,000,000 325,000
  • 37. 8%
    THE US
    ADOPTION
    OF SOCIAL
    Twitter
    Social Networks
    52%
    4%
    Location
    Facebook
    51%
  • 38. How does Facebook marketing work?
  • 39.
  • 40. Visit Everyday
    76%
    50%
    FANS ARE HARDCORE FACEBOOK USERS
    Friend Network
    310
    130
    Links Clicked
    Fans
    Avg. User
    5.3
    1
  • 41. Existing customers
    84%
    FANS ARE CUSTOMERS
    LOOKING FOR DEALS, NEWS & COMMUNITY
    Want exclusive offers & benefits
    83%
    Buy more after becoming a fan
    36%
  • 42. 75%
    Brand Invite/Ad
    59%
    Friend
    49%
    Search
    What drives people to fan?
  • 43. http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/
    Over 60% of Facebook is 25-55+
  • 44. The older we get, the more we click
  • 45. Gather emails
  • 46. Facebook store fronts
  • 47.
  • 48.
  • 49.
    • You will get more fans
    • 50. You will see a drop in tab views
    • 51. You will need to nurture fans to get value
  • Use promo to incentivize like
  • 52. Promoting your tab
    Facebook Ads
    Wall Posts
    Email
    Website
    TV
    Print
  • 53. Posts are filtered by EdgeRank
  • 54. 2-3X
    • Touching, emotional stories
    • 55. Provocative, passionate debates
    .5-2X
    1
    • Important sports wins
    • 56. Simple, easy questions
    Most clicked on wall posts
  • 57. Search and social work together
  • 58. .05%
    Avg. CTR of ads to non-fans
    .35%
    Avg. CTR of ads to fans
    Cold targeting vs. fan targeting
  • 59. Images are the most important
  • 60. Images are the most important
  • 61. Facebook Assets
    Website
    Landing page options
  • 62. Facebook Assets
    Website
    Landing page options
  • 63. Avoid busy tabs
  • 64. Questions?
    Thank you!