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Going Beyond the "Like": Diagnosing your Facebook Marketing Performance


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St. Paul's Aldersgate, London, UK

St. Paul's Aldersgate, London, UK

Published in: Business

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  • 1. I thought they “Liked” me……. November 19th, ,London November 19th LondonTwitter: @rubenq #allfacebookconf Twitter: @rubenq
  • 2. Who We Are •Strategic Online Marketing Approach •Strategic Online Marketing Approach •SEO, Social Media, Pay-Per-Click and Display Ad •SEO, Social Media, Pay-Per-Click and Display Ad management management •Industry leading technology for managing, optimizing & •Industry leading technology for managing, optimizing & tracking search based campaigns tracking search based campaigns Some Brands We Have Worked WithTwitter: @rubenq #allfacebookconf
  • 3. Intent Vs. Propensity VSVS @rubenqTwitter: @rubenq @pathinteractive #allfacebookconf #w2e
  • 4. Brief Overview of Edgerank Affinity How close are you to me? Calculation of degree of interaction to object, relationship to interaction and recency of interaction Weight Strength of action take by user It has a little bit of Time Decay time left before it How recent the object is goes off…….Twitter: @rubenq #allfacebookconf
  • 5. Share of Time of Facebook All I need to know is right here…..Twitter: @rubenq #allfacebookconf
  • 6. Percentage of Fans Who See Your PostTwitter: @rubenq #allfacebookconf
  • 7. “Likes Are Not Sustainable”Twitter: @rubenq #allfacebookconf
  • 8. Top Level Data Points Reach Unique Impressions or people that came across your content, 3 ways that they can……. Organic – Unique users who saw your content on your page, newsfeed or ticker. Paid – Saw your content as a result of a sponsored ad. Viral – Users who saw a “story” as a result of your content.Twitter: @rubenq #allfacebookconf
  • 9. Facebook Insights I wonder if he even knows how to use this stuff…..Twitter: @rubenq #allfacebookconf
  • 10. Facebook Insights Best Content Post Types Best Time of Day to PostTwitter: @rubenq #allfacebookconf
  • 11. How do you stack up vs competitors? Here are some metrics that you Measure the growth over time Will be able to view without(can add additional tabs on excel) Being an admin of a pageTwitter: @rubenq #allfacebookconf
  • 12. Identify Current Content Themes What are some themes currently in place? Intended or unintended Introduce strategic content themes to experiment the consumption rate of each oneTwitter: @rubenq #allfacebookconf
  • 13. Diving into Facebook InsightsPage level data for higher level data Post level for detailed dataTwitter: @rubenq #allfacebookconf
  • 14. Identifying Performance of Content Themes Lifetime Post Consumers is a Key Metric, Providing insights into Engaged users Manually insert your content themes and sortTwitter: @rubenq #allfacebookconf
  • 15. Identifying Performance of Content Themes Themes Lifetime Post ConsumersBible Trivia 44Bible Verse 59Catalyst 10Christian lifestyle 27Church/Biblical 44Fill-In 22General Interest 22PrayerStream 17Promotional 22Shared Photo 14 Manually insert your content themes and sortTwitter: @rubenq #allfacebookconf
  • 16. Identify Best Time to Post Over 30% of your reach occurs Within the first 10 min after publishingTwitter: @rubenq #allfacebookconf
  • 17. Identifying Best Time to Post Unique users who view a post organicallyTwitter: @rubenq #allfacebookconf
  • 18. Identifying Best Time of Day to Post Create column with time of day or specific timeframeTwitter: @rubenq #allfacebookconf
  • 19. Identifying Best Time Day to PostTwitter: @rubenq #allfacebookconf
  • 20. Best Day of the Week to Post? Add in column for day of the weekTwitter: @rubenq #allfacebookconf
  • 21. Best Day of the Week to PostTwitter: @rubenq #allfacebookconf
  • 22. Photos Market Better?Twitter: @rubenq #allfacebookconf
  • 23. View from the NewsfeedTwitter: @rubenq #allfacebookconf
  • 24. Text Based vs. Photo Based PostsTwitter: @rubenq #allfacebookconf
  • 25. Text Based vs. Photo Based Posts Took a content segmentTwitter: @rubenq #allfacebookconf
  • 26. Text Based vs. Photo Based PostsTwitter: @rubenq #allfacebookconf
  • 27. Common Facebook Mistakes Posting too much (content frequency) Solution: Diagnose in Facebook Insights Identify best times to post (including weekends and nights) and schedule posts accordingly, think of your audience. To identify your audience’s sweet spot, gauge their feedback when you are experimenting with post frequency. View insights for “hidden”, “unlikes”, “unsubscribes”.Twitter: @rubenq #allfacebookconf
  • 28. Common Facebook Mistakes Posting Irrelevant Content Diagnosis: View Insights for demographics including gender, age, location, language, etc.Twitter: @rubenq #allfacebookconf
  • 29. Common Facebook Mistakes Posts that are too long Diagnosis: According to several studies, short posts have proven to increase engagement. Other major networks also limit their characters, users have adapted to shorter messages.Twitter: @rubenq #allfacebookconf
  • 30. Common Facebook Mistakes Content that lacks “Sharing” potential Diagnosis: Validate post type and content type engagement rates in insights.Twitter: @rubenq #allfacebookconf
  • 31. Common Facebook Mistakes Not being geographically relevant Diagnosis: Manual evaluation of posts that are off target. View most engaged locations via insights.Twitter: @rubenq #allfacebookconf
  • 32. Common Facebook Mistakes Promotions that are irrelevant to brand Diagnosis: If brand is guilty of this, evaluate users that have liked page and how they have contributed to fan growth, “stories”. Determine how promotion ties in with brand.Twitter: @rubenq #allfacebookconf
  • 33. Acquisition Based Tactics Employed Gated Content – Make users like your content Contests – Incentives put in place to impact impressions, likes, virality Causes – Actions on your page donate to charity Cross Promotion – Are there other pages that you can partner up with?Twitter: @rubenq #allfacebookconf
  • 34. Acquisition Tactics – Insights to Consider REACH Do these demos appeal to your brand?Twitter: @rubenq #allfacebookconf
  • 35. Nurturing Based Tactics Relevancy of Posts– What is relevant to your geography, demographics, and ad targeting? Exclusive Promotions – What can you offer your loyal fan base? Highlighting Fans– Engagement tool that highlights your fan base and develops “Brand Advocates”. Relevancy – Make sure that you check off “Recent Posts by Others” in the admin tool. Accessbility – Turn on translation if applicable, allow users to tag, post, and send a direct message to your page. Are you responsive to comments and conversation?Twitter: @rubenq #allfacebookconf
  • 36. Nurturing Tactics – Insights to Consider “LIKES” Does your marketing appeal to your audience base?Twitter: @rubenq #allfacebookconf
  • 37. Nurturing Tactics – Exclusive PromotionsTwitter: @rubenq #allfacebookconf
  • 38. Nurturing Tactics – Relevancy Targeted Posts Are your posts targeted?Twitter: @rubenq #allfacebookconf
  • 39. Nurturing Tactics – RelevancyTwitter: @rubenq #allfacebookconf
  • 40. Targeting Less Reach, But Test for Higher Engagement Targeted to women Targeted to Men Targeted to Married UsersTwitter: @rubenq #allfacebookconf
  • 41. Nurturing Tactics - Accessibility Are you continuing The conversation? (same thread)Twitter: @rubenq #allfacebookconf
  • 42. Nurturing Tactics - Accessibility Manage accessibility and relevancy at the Page level via your Admin tool Consider checking these Options as they influence EdgerankTwitter: @rubenq #allfacebookconf
  • 43. Thank You! Presentation available at ……. @rubenq rquinones@pathinteractiveTwitter: @rubenq #allfacebookconf