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Facebook Measurement Fundamentals
 

Facebook Measurement Fundamentals

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Presentation delivered by Justin Kistner (@justinkistner) of Webtrends at the July 2011 Web Analytics Wednesdays in Cincinnati and Columbus.

Presentation delivered by Justin Kistner (@justinkistner) of Webtrends at the July 2011 Web Analytics Wednesdays in Cincinnati and Columbus.

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

Facebook Measurement Fundamentals Facebook Measurement Fundamentals Presentation Transcript

  • MEASURING FACEBOOK
  • What can be measured?
  • Campaign components
    Like
    Ad
    App
    Post
    Tweet
    Site
    Email
    LANDINGTAB
    DRIVERS
    CONVERSION
  • The 3 slide introduction to tabs
  • Tabs are here
  • Tabs make ideal landing pages
  • How do you measure campaigns?
  • Measuring Apps
  • Measuring Apps
    Any Analytics Provider
  • Measuring Apps
    Look for solutions that:
    • Support Facebook parameters out of the box, or
    • Allow you to add custom variables to support them
    Any Analytics Provider
  • Measuring Campaigns
  • Drivers
    Landing Page
    Conversion
    Measuring Campaigns
    • Place campaign IDs at the end of your links. Use unique values for each ad.
    Drivers
    Landing Page
    Conversion
    Measuring Campaigns
    • Place campaign IDs at the end of your links. Use unique values for each post.
    • Shorten URLs to measure clicks and to keep campaigns IDs easily intact
    Drivers
    Landing Page
    Conversion
    Measuring Campaigns
    • 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
    • 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.
    • No other traffic source can be measured on how many likes it drove.
    Drivers
    Landing Page
    Conversion
    Measuring Campaigns
    • Measuring traffic from Facebook to your website is standard analytics.
    • Facebook reports on organic shares in Facebook if you tag your website with their JavaScript.
    Drivers
    Landing Page
    Conversion
    Measuring Campaigns
    • Page Metrics
    • Tab Views
    • Tab Metrics
    • Site Referral
    • Facebook API
    • Tab Metrics
    • Site Referral
    • Facebook Parameters
    • Ad Conversions
    Solution Comparison
  • Why does Facebook marketing matter?
  • Social Is The #1 Online Activity
  • Fortune 100 site traffic decreasing
    • Average percentage drop was 23.02%
    • 68% experienced negative growth in unique visits from 2009 – 2010[1]
    [1] Unique visits were monitored between Nov 2009 – Nov 2010
  • 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
  • 8%
    THE US
    ADOPTION
    OF SOCIAL
    Twitter
    Social Networks
    52%
    4%
    Location
    Facebook
    51%
  • How does Facebook marketing work?
  • Visit Everyday
    76%
    50%
    FANS ARE HARDCORE FACEBOOK USERS
    Friend Network
    310
    130
    Links Clicked
    Fans
    Avg. User
    5.3
    1
  • Existing customers
    84%
    FANS ARE CUSTOMERS
    LOOKING FOR DEALS, NEWS & COMMUNITY
    Want exclusive offers & benefits
    83%
    Buy more after becoming a fan
    36%
  • 75%
    Brand Invite/Ad
    59%
    Friend
    49%
    Search
    What drives people to fan?
  • http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/
    Over 60% of Facebook is 25-55+
  • The older we get, the more we click
  • Gather emails
  • Facebook store fronts
    • You will get more fans
    • You will see a drop in tab views
    • You will need to nurture fans to get value
  • Use promo to incentivize like
  • Promoting your tab
    Facebook Ads
    Wall Posts
    Email
    Website
    TV
    Print
  • Posts are filtered by EdgeRank
  • 2-3X
    • Touching, emotional stories
    • Provocative, passionate debates
    .5-2X
    1
    • Important sports wins
    • Simple, easy questions
    Most clicked on wall posts
  • Search and social work together
  • .05%
    Avg. CTR of ads to non-fans
    .35%
    Avg. CTR of ads to fans
    Cold targeting vs. fan targeting
  • Images are the most important
  • Images are the most important
  • Facebook Assets
    Website
    Landing page options
  • Facebook Assets
    Website
    Landing page options
  • Avoid busy tabs
  • Questions?
    Thank you!