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Beyond Reach: The Critical Facebook Metrics You Should Measured [webinar deck]
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Beyond Reach: The Critical Facebook Metrics You Should Measured [webinar deck]

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You’ve probably noticed that Facebook Organic Reach has dramatically declined in the last few months due to changes in the Facebook algorithm. …

You’ve probably noticed that Facebook Organic Reach has dramatically declined in the last few months due to changes in the Facebook algorithm.

Beyond Reach, there are several metrics that Facebook Insights doesn’t show Page managers, which are key to measuring organic performance.

This presentation accompanies a webinar that covered the critical metrics that you should benchmark and track to fully understand changes on your Page’s organic performance.

In the webinar we discuss:

How to measure Paid vs. Organic Reach
Tips for boosting Organic Reach for your brand
How paid ad spend impacts organic performance
Which metrics you should monitor on an ongoing basis

To watch the full webinar including the Q&A part, visit http://simplymeasured.com/blog/2014/05/01/beyond-reach-facebook-webinar/ ‎

Published in: Business, Technology

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  • 1. Beyond Reach: The Important Facebook Metrics You Should Measure
  • 2. The History of Brands and Facebook
  • 3. © 2014 Simply Measured, Inc The evolution of social networks Learn everything about them Monetize Go public IPO Make more money Build a user base The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 3
  • 4. © 2014 Simply Measured, Inc The evolution of Facebook Colleges only 2006 EVERYONE 2007 Facebook Ads opens for everyone 2004 Launched The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 4 IPO 2008 Brands can create a page and buy Likes 2012 Facebook Ads opens for everyone 2014 Algorithm change and new ad structure FUTURE ?
  • 5. © 2014 Simply Measured, Inc The Algorithm The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 5
  • 6. The Current State of Affairs
  • 7. © 2014 Simply Measured, Inc Dwindling Organic Reach
  • 8. © 2014 Simply Measured, Inc Facebook's need to create revenue The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 8
  • 9. Social spans silos
  • 10. © 2014 Simply Measured, Inc Different teams + different goals
  • 11. © 2014 Simply Measured, Inc Need for combined reporting The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 11
  • 12. © 2014 Simply Measured, Inc Facebook introduced paid data in the Insights Dashboard The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 12
  • 13. Why not Reach – Reach as the new Fan count
  • 14. © 2014 Simply Measured, Inc A quick explanation about Reach The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 14 Day 1
  • 15. © 2014 Simply Measured, Inc Day 2 A quick explanation about Reach The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 15 Day 1
  • 16. © 2014 Simply Measured, Inc A quick explanation about Reach The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 16 Day 1 + Day 2
  • 17. © 2014 Simply Measured, Inc A quick explanation about Reach The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 17 Day 1 + Day 2
  • 18. © 2014 Simply Measured, Inc Customers, not eyeballs The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 18
  • 19. © 2014 Simply Measured, Inc Your Facebook page has multiple purposes – not just advertising The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 19
  • 20. Engagement
  • 21. © 2014 Simply Measured, Inc What’s Engagement? The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 21
  • 22. © 2014 Simply Measured, Inc What Engagement you should measure • Likes • Shares • Comments • Total Engagement • Engagement rate • Paid versus organic The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 22
  • 23. © 2014 Simply Measured, Inc How to “read” total Engagement The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 23 • Identify the trends • Find the peaks • Compare paid to organic • Drill down to the post level to find out more
  • 24. © 2014 Simply Measured, Inc How to “read” total Engagement The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 24
  • 25. © 2014 Simply Measured, Inc Don’t forget Engagement rate The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 25
  • 26. © 2014 Simply Measured, Inc Not all Engagement is created equal. Tailor your content to achieve the desired engagement The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 26
  • 27. Negative Feedback
  • 28. © 2014 Simply Measured, Inc How Negative Feedback is captured? The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 28
  • 29. © 2014 Simply Measured, Inc Tracing the root cause for Negative Feedback The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 29 What happened? • Identify the trends • Find the peaks • Compare paid to organic • Drill down to the post level to find out more
  • 30. © 2014 Simply Measured, Inc Tracing the root cause for Negative Feedback The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 30 What happened?
  • 31. © 2014 Simply Measured, Inc Paid Impressions and Negative feedback The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 31
  • 32. © 2014 Simply Measured, Inc Answer the following questions The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 32 What is acceptable churn? Are you targeting the right audience? Are you hitting people too many times?
  • 33. Takeaways
  • 34. © 2014 Simply Measured, Inc Takeaways The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 34 Paid doesn’t replace good content create great content! Bring the two teams together use data to find the connection Make the most of every post decide where, what and when to spend Don’t stop at Reach there are important metrics beyond Reach
  • 35. © 2014 Simply Measured, Inc Takeaways The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 35 Paid doesn’t replace good content create great content! Bring the two teams together use data to find the connection Make the most of every post decide where, what and when to spend Don’t stop at Reach there are important metrics beyond Reach
  • 36. © 2014 Simply Measured, Inc Takeaways The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 36 Paid doesn’t replace good content create great content! Bring the two teams together use data to find the connection Make the most of every post decide where, what and when to spend Don’t stop at Reach there are important metrics beyond Reach
  • 37. © 2014 Simply Measured, Inc Takeaways The Important Facebook Metrics You Should Measure | #BeyondReach | Slide 37 Paid doesn’t replace good content create great content! Bring the two teams together use data to find the connection Make the most of every post decide where, what and when to spend Don’t stop at Reach there are important metrics beyond Reach
  • 38. © 2014 Simply Measured, Inc Why Simply Measured? Simply Measured is the most complete social media analytics and measurement platform used by brands across the globe to quantify performance, determine impact and derive strategic direction from social media data. With more than 40 unique reports sourced from the top social platforms including Facebook, Twitter, LinkedIn, Google+, Tumblr, Instagram, YouTube and Vine, Simply Measured turns social media data into beautiful, customizable reports that are easily analyzed and shared. Request a free trial at simplymeasured.com/trial
  • 39. THANKS! Website: simplymeasured.com Twitter: @simplymeasured Email: us@simplymeasured.com Call: 646-580-5240 Visit: 2211 Elliott Ave, Suite 310, Seattle, WA 98121