Keeping up with Facebook Page Analytics- Webinar Slides
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Keeping up with Facebook Page Analytics- Webinar Slides

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These slides are from the 6/13/11 Facebook Analytics webinar. Learn how to: ...

These slides are from the 6/13/11 Facebook Analytics webinar. Learn how to:

1) Identify the components of the Facebook Insights platform

2) Define key Facebook metrics

3) Learn simple strategies for identifying what is important to measure

4) Discover how to integrate Facebook data with your other marketing metrics

More in: Technology
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  • The 35+ demographic now represents more than 30% of the entire userbaseThe 18-24 (college) demographic grew the fastest at 74% in one yearSource: http://www.digitalbuzzblog.com/facebook-statistics-stats-facts-2011/
  • Facebook Page - By leveraging the real connections between friends on Facebook, a public profile lets users connect to what they care about. Facebook Pages give you a more dynamic relationship with the public figures and organizations you are interested in. Bands, sports teams, artists, films, brands, non-profits and businesses have been using Pages as free, customizable presences on Facebook.Facebook App - All of the core Facebook Platform technologies, such as Social Plugins, the Graph API and Platform Dialogs are available to Apps on Facebook.com.Source: Facebook.com, http://developers.facebook.com/docs/plugins/
  • Facebook Page - By leveraging the real connections between friends on Facebook, a public profile lets users connect to what they care about. Facebook Pages give you a more dynamic relationship with the public figures and organizations you are interested in.Facebook App - All of the core Facebook Platform technologies, such as Social Plugins, the Graph API and Platform Dialogs are available to Apps on Facebook.com.
  • Unclear PurposeConfusing DefinitionsUnique Page ViewActive UserPost ViewNo Concept of “Last Month”
  • http://www.google.com/support/analytics/bin/answer.py?answer=57164

Transcript

  • 1. Facebook Page Analytics
    Using and Integrating Data from Facebook Insights
  • 2. Bill Bruno
    President
    @BillBruno
    Nestor Archival Jr
    Sr. Consultant
    @n3st0r
  • 3. Agenda
    Facebook: A Very Influential Social Web
    Your Online Presence
    Facebook Insights: A Multifaceted Platform
    Common challenges to KPI development
    What do you want to know?
    From Fans to Likes..
    Facebook Integration Classifications
  • 4. 500 million active Facebook users
    1 in every 13 people worldwide
  • 5. Facebook: A Very Influential Social Web
    48% of 18 to 34 year olds check Facebook right when they wake up
    28% check their Facebook on their smartphones before getting out of bed
    Facebook was the most-searched term in 2010 for the second year running, accounting for 2.11% of U.S. searches
    48% of young Americans said they find out about news through Facebook
    A record breaking 750 million photos were uploaded to Facebook over New Year’s weekend
  • 6. Your Online Presence
    Your Facebook Page gives your organization a voice to join the conversation with Facebook users.
    Your Facebook App gives you the opportunity to deeply integrate into the core Facebook experience. Your app integrates with many aspects of Facebook, including the News Feed and Notifications.
    Your Website represents your main organizational identity online. It also allows you to incorporate Facebook Social Plugins.
  • 7. Facebook Insights: A Multifaceted Platform
    Facebook Insights for Page provides:
    User Reports: Active Users, Lifetime Likes, Like Sources, Tab Views, Media Consumption, External Referrers and Demographics
    Interaction Reports: Post Views, Post Feedback, and Page Activity
    Facebook Insights for Apps provides:
    User Reports: Installs, Active Users and Demographics
    Sharing Reports: Contents Shared, Feedback per Share, and Requests
    Performance Reports: API Calls, Request Time, and Errors Returned
    Facebook Insights for Websites reports on the Like Button, Send Button, Organic Shares, and Comments Box:
    Likes, Messages Sent, Shares, Comments
    Impressions and Clickthroughs
    Demographics
  • 8. Common challenges to KPI development
  • 9. Unclear Purpose

    Efforts and courage are not enough without purpose and direction.

    John F. Kennedy
  • 10. Confusing Definitions
    Active User
    Unique Page View
    Post View
  • 11. Confusing Definitions
    Unique Page View
    Google Analytics:
    Facebook:
    A unique pageviewaggregates pageviews that are generated by the same user during the same session.
    A unique pageview represents the number of sessions during which that page was viewed one or more times.
    The total unique logged-in Facebook users who visited your Page.
  • 12. Confusing Definitions
    Active User
    You become an active user if you do at least one of the following:
    Interacted with the Page (i.e. commented or liked a post)
    Viewed the Page or its posts
    If a Page post appeared on your News Feed because a friend commented on it, you instantly become an Active User.
    The Active User metric is only meaningful in the context of a time period.
    Monthly Active Users
    Weekly Active Users
    Daily Active Users
  • 13. Confusing Definitions
    Post View
    Defined as the number of times people have viewed a News Feed story posted by your Page.
    Visiting a Page that has 5 posts will generate 5 post views.
    Posts that appear on your friends’ news feeds will count as post views.
  • 14. No Concept of “Last Month”
    Several metrics are only available on a daily basis, needing you to aggregate daily values to get to a monthly value.
  • 15. No Concept of “Last Month”
    ?
    Monthly Active Users
    The topline “Monthly Active Users” metric disappears if you fail to specify an exact 30-day date time period.
  • 16. No Concept of “Last Month”
    At a point in time in the graph, the “Monthly Active Users” metric represents the active users pulled from that day and 29 prior days.
  • 17. What do you want to know?
  • 18. Facebook changed the language for Pages from “Fan” to “Like.”
    Remnants of “Fan” still remain in the interface.
    “Lifetime Likes” in Insights
    From Fans to Likes..
  • 19. FB Integration Classifications
    SEPARATE
    SUPPLEMENT
    COORDINATE
    RELATE
    COLLABORATE
    • Data is collected by separate tools
    • 20. Reported separately
    • 21. Focus is on optimizing a single channel based on single channel inputs
    • 22. Focus is still on a single channel, but data may be supplemented to add context
    • 23. Integration by consolidating data collection or simply by displaying data in one view
    • 24. Focus is still on single channel optimization, but with more external inputs
    • 25. More interest in the ways channels relate
    • 26. Shared goals but minimal dependencies and channels are treated equally
    • 27. Integration is more about strategy than data
    • 28. Focus is on optimizing toward a common goal, with each channel playing a different role
  • Example: Facebook Demographics
  • 29. Example: Facebook & Email Data
  • 30. Example: Multiple Channels
  • 31. Example: Multiple Channels
  • 32. Example: Facebook
  • 33. Example: Multiple Channels
  • 34. Resources
    Insights (http://developers.facebook.com/docs/insights/)
    Insights Help Topics (http://www.facebook.com/help/?search=insights)
    Introducing iframe Tabs for Pages (http://developers.facebook.com/blog/post/462)
    Real-Time Analytics For Social Plugins (http://developers.facebook.com/blog/post/476)
    Insights for Websites (http://developers.facebook.com/attachment/Insights_for_websites.pdf)
  • 35. Resources
    Facebook Post Insights Go Live (http://www.allfacebook.com/facebook-post-insights-2010-01)
    Facebook 'Like Button' Replaces 'Become A Fan' (http://www.huffingtonpost.com/2010/04/19/facebook-like-button-repl_n_543439.html)
    Facebook launches real-time analytics integrated with your site (http://www.smartinsights.com/blog/digital-marketing-strategy/facebook-launches-real-time-analytics)
  • 36. Nestor Archival Jr.
    Sr. Consultant & Team Lead
    nestor@stratigent.com
    630.658.2256
    @n3st0r
    linkedin.com/in/archival
    Download the Facebook white paper at http://bit.ly/k3BgjW