Facebook Analytics:  How to Measure 600 Million   People For Fun and ProfitChristopher S. Penn, VP Strategy and Innovation ...
Why Blue Sky Factory?Nearly every email service provider and email marketing platform provides similar tools. If tools wer...
blueskyfactory.com/socialfresh
Prerequisites
Income                   Margin                                Expense            The Ultimate GoalNet Profit              ...
TweetAway     If metrics were a road trip, diagnostics tell you how it’s going,objectives tell you if you’re there yet.
The Fatal Facebook     Mistake
Keep Separate Houses
AudienceProspects  LeadsCustomersEvangelists              funnel
web analytics
web analytics
form referral intake
link shortener
influence scoring
Advanced: Fan Page App
AudienceProspects  LeadsCustomersEvangelists
Audience Alignment
Audience Alignment
AudienceProspects  LeadsCustomersEvangelists
Off-Facebook Analytics
useful but generic
know what works on Facebook
cross pollination
AudienceProspects LeadsCustomersEvangelists
Advertising Analytics
TweetAwayIf you do not use referral tracking in PPC       you are wasting your money.
use referral strings for CRMsuse GA variables for analytics
http://www.shoemoney.com/facebook-    advertising-soup-to-nuts-guide/
Organic Lead  Analytics
Earnings Per LeadNew Revenue from Sales EarnedNumber of New Leads Generated
$1 million             = $10 lead value 100,000
What’s Not Working?    (advanced)
Apps give you full control
Event tracking
A/B Test Your Fan Page
Audience Prospects  LeadsCustomersEvangelists
What About The  MONEY?
Baseline ROI
Earned - Spent               = ROI    Spent
Time is money, friend!
Annual Income =Hourly    2,080
Annual Income =Hourly    2,080Hours x Rate   = Time  Spend in   Money
$50,000      = $24.04   2,0805 x $24.04 =  $120.20
Basic ROI Worksheet         Method            Facebook Ads   Facebook Organic      Money Earned      Money Spent       Hou...
Basic ROI Worksheet         Method            Facebook Ads   Facebook Organic      Money Earned          $1,000.00        ...
Net Earnings Per Lead            Method                 Facebook Ads   Facebook Organic         Money Earned              ...
TweetAwayNet Earnings Per Lead is the bottom line.
Don’t underestimate the power of asimple coupon, discount code, or password  as the ultimate metric of performance
Audience Prospects   Leads CustomersEvangelists
identify evangelists
identify evangelists
determine influence
determine influence
treat your evangelists well
AudienceProspects  LeadsCustomersEvangelists              review
blueskyfactory.com/socialfresh
This presentation will be available both from Social Fresh and on the Blue Sky    Factory blog on Wednesday at:       blog...
Facebook Analytics: How to Measure 600 Million People for Fun and Profit
Facebook Analytics: How to Measure 600 Million People for Fun and Profit
Facebook Analytics: How to Measure 600 Million People for Fun and Profit
Facebook Analytics: How to Measure 600 Million People for Fun and Profit
Facebook Analytics: How to Measure 600 Million People for Fun and Profit
Facebook Analytics: How to Measure 600 Million People for Fun and Profit
Facebook Analytics: How to Measure 600 Million People for Fun and Profit
Facebook Analytics: How to Measure 600 Million People for Fun and Profit
Facebook Analytics: How to Measure 600 Million People for Fun and Profit
Facebook Analytics: How to Measure 600 Million People for Fun and Profit
Facebook Analytics: How to Measure 600 Million People for Fun and Profit
Facebook Analytics: How to Measure 600 Million People for Fun and Profit
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Facebook Analytics: How to Measure 600 Million People for Fun and Profit

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Facebook Analytics: How to Measure 600 Million People for Fun and Profit: Christopher Penn, Vice President of Strategy and Innovation at Blue Sky Factory, discusses how to use a variety of analytics tools to measure your Facebook marketing efforts.

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  • What goes into margins? The income you make and the expenses you take. What goes into volume? How big is your audience and how many of them buy?\n
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  • Think about your average funnel\n\n
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  • Where ROI can get messy, especially for marketing, is in calculating the spent part. Calculating the earned part is easy - that’s just raw money in the door. Calculating your spend has to take into account a whole bunch of things, most importantly:\n
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  • The big question mark in a lot of marketing spend is time, especially in social media, where you’re spending much more time than money. here’s how you calculate that.\n
  • This is how you get to your hourly rate.\n
  • This is how you get to your hourly rate.\n
  • Here’s some examples.\n
  • Here’s worksheet 2. I’ll have these separate on the BSF web site so you can download just these.\n
  • Here’s worksheet 2. I’ll have these separate on the BSF web site so you can download just these.\n
  • Here’s worksheet 2. I’ll have these separate on the BSF web site so you can download just these.\n
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  • Facebook Analytics: How to Measure 600 Million People for Fun and Profit

    1. 1. Facebook Analytics: How to Measure 600 Million People For Fun and ProfitChristopher S. Penn, VP Strategy and Innovation www.BlueSkyFactory.com
    2. 2. Why Blue Sky Factory?Nearly every email service provider and email marketing platform provides similar tools. If tools were allthat mattered, then the provider with the most tools on the shelf would be the best. Blue Sky Factorydiffers from its competitors in that we strive to help you become a better marketer. More tools won’t helpyou build your house or fix your sink faster, but knowledge, experience, and tools together can help youachieve your marketing goals. Become a better marketer with our help.
    3. 3. blueskyfactory.com/socialfresh
    4. 4. Prerequisites
    5. 5. Income Margin Expense The Ultimate GoalNet Profit Audience Volume Action
    6. 6. TweetAway If metrics were a road trip, diagnostics tell you how it’s going,objectives tell you if you’re there yet.
    7. 7. The Fatal Facebook Mistake
    8. 8. Keep Separate Houses
    9. 9. AudienceProspects LeadsCustomersEvangelists funnel
    10. 10. web analytics
    11. 11. web analytics
    12. 12. form referral intake
    13. 13. link shortener
    14. 14. influence scoring
    15. 15. Advanced: Fan Page App
    16. 16. AudienceProspects LeadsCustomersEvangelists
    17. 17. Audience Alignment
    18. 18. Audience Alignment
    19. 19. AudienceProspects LeadsCustomersEvangelists
    20. 20. Off-Facebook Analytics
    21. 21. useful but generic
    22. 22. know what works on Facebook
    23. 23. cross pollination
    24. 24. AudienceProspects LeadsCustomersEvangelists
    25. 25. Advertising Analytics
    26. 26. TweetAwayIf you do not use referral tracking in PPC you are wasting your money.
    27. 27. use referral strings for CRMsuse GA variables for analytics
    28. 28. http://www.shoemoney.com/facebook- advertising-soup-to-nuts-guide/
    29. 29. Organic Lead Analytics
    30. 30. Earnings Per LeadNew Revenue from Sales EarnedNumber of New Leads Generated
    31. 31. $1 million = $10 lead value 100,000
    32. 32. What’s Not Working? (advanced)
    33. 33. Apps give you full control
    34. 34. Event tracking
    35. 35. A/B Test Your Fan Page
    36. 36. Audience Prospects LeadsCustomersEvangelists
    37. 37. What About The MONEY?
    38. 38. Baseline ROI
    39. 39. Earned - Spent = ROI Spent
    40. 40. Time is money, friend!
    41. 41. Annual Income =Hourly 2,080
    42. 42. Annual Income =Hourly 2,080Hours x Rate = Time Spend in Money
    43. 43. $50,000 = $24.04 2,0805 x $24.04 = $120.20
    44. 44. Basic ROI Worksheet Method Facebook Ads Facebook Organic Money Earned Money Spent Hourly Rate Time Spent Time as Money Total Spent Earned - Spent / Spent
    45. 45. Basic ROI Worksheet Method Facebook Ads Facebook Organic Money Earned $1,000.00 $1,000.00 Money Spent $500.00 $0.00 Hourly Rate $24.04 $24.04 Time Spent 5 80 Time as Money $120.20 $1,923.20 Total Spent $620.20 $1,923.20 Earned - Spent / Spent 61.24% -48.00%
    46. 46. Net Earnings Per Lead Method Facebook Ads Facebook Organic Money Earned $1,000.00 $1,000.00 Money Spent $500.00 $0.00 Hourly Rate $24.04 $24.04 Time Spent 5 80 Time as Money $120.20 $1,923.20 Total Spent $620.20 $1,923.20 Earned - Spent / Spent 61.24% -48.00% Leads 100 100Net EPL (Earned - Spent / Leads) $3.80 -$9.23
    47. 47. TweetAwayNet Earnings Per Lead is the bottom line.
    48. 48. Don’t underestimate the power of asimple coupon, discount code, or password as the ultimate metric of performance
    49. 49. Audience Prospects Leads CustomersEvangelists
    50. 50. identify evangelists
    51. 51. identify evangelists
    52. 52. determine influence
    53. 53. determine influence
    54. 54. treat your evangelists well
    55. 55. AudienceProspects LeadsCustomersEvangelists review
    56. 56. blueskyfactory.com/socialfresh
    57. 57. This presentation will be available both from Social Fresh and on the Blue Sky Factory blog on Wednesday at: blog.blueskyfactory.com

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