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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!

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