http://www.blueskyfactory.com/ 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.

1. Facebook Analytics:
How to Measure 600 Million
People For Fun and Profit
Christopher S. Penn, VP Strategy and Innovation
www.BlueSkyFactory.com

2. Why Blue Sky Factory?
Nearly every email service provider and email marketing platform provides similar tools. If tools were all
that mattered, then the provider with the most tools on the shelf would be the best. Blue Sky Factory
differs from its competitors in that we strive to help you become a better marketer. More tools won’t help
you build your house or fix your sink faster, but knowledge, experience, and tools together can help you
achieve your marketing goals. Become a better marketer with our help.

3. blueskyfactory.com/socialfresh

4. Prerequisites

5. Income
Margin
Expense
The Ultimate Goal
Net Profit
Audience
Volume
Action

6. TweetAway
If metrics were a road trip,
diagnostics tell you how it’s going,
objectives tell you if you’re there yet.

7. The Fatal Facebook
Mistake

8. Keep Separate Houses

9. Audience
Prospects
Leads
Customers
Evangelists
funnel

10. web analytics

11. web analytics

12. form referral intake

13. link shortener

14. influence scoring

15. Advanced: Fan Page App

16. Audience
Prospects
Leads
Customers
Evangelists

20. Audience Alignment

21. Audience Alignment

22. Audience
Prospects
Leads
Customers
Evangelists

23. Off-Facebook Analytics

26. useful but generic

27. know what works on Facebook

28. cross pollination

29. Audience
Prospects
Leads
Customers
Evangelists

30. Advertising Analytics

32. TweetAway
If you do not use referral tracking in PPC
you are wasting your money.

33. use referral strings for CRMs
use GA variables for analytics

35. http://www.shoemoney.com/facebook-
advertising-soup-to-nuts-guide/

36. Organic Lead
Analytics

37. Earnings Per Lead
New Revenue from Sales Earned
Number of New Leads Generated

38. $1 million
= $10 lead value
100,000

42. What’s Not Working?
(advanced)

43. Apps give you full control

44. Event tracking

45. A/B Test Your Fan Page

46. Audience
Prospects
Leads
Customers
Evangelists

48. What About The
MONEY?

49. Baseline ROI

50. Earned - Spent
= ROI
Spent

51. Time is money, friend!

53. Annual Income =Hourly
2,080

54. Annual Income =Hourly
2,080
Hours x Rate
= Time
Spend in
Money

55. $50,000 = $24.04
2,080
5 x $24.04 =
$120.20

56. Basic ROI Worksheet
Method Facebook Ads Facebook Organic
Money Earned
Money Spent
Hourly Rate
Time Spent
Time as Money
Total Spent
Earned - Spent / Spent

57. 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%

58. 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 100 100
Net EPL (Earned - Spent / Leads) $3.80 -$9.23

59. TweetAway
Net Earnings Per Lead is the bottom line.

60. Don’t underestimate the power of a
simple coupon, discount code, or password
as the ultimate metric of performance

61. Audience
Prospects
Leads
Customers
Evangelists

62. identify evangelists

63. identify evangelists

64. determine influence

65. determine influence

66. treat your evangelists well

67. Audience
Prospects
Leads
Customers
Evangelists
review

68. blueskyfactory.com/socialfresh

69. This presentation will be available both
from Social Fresh and on the Blue Sky
Factory blog on Wednesday at:
blog.blueskyfactory.com