Facebook Insights: Using Facebook fan pages, metrics, & ads to drive traffic


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This presentation covers:

• How you can leverage Facebook ads, fan pages and metrics to meet your marketing goals
• Invaluable best practices and tools available from Facebook for your business
• Other marketing tips and tricks, whether you want to raise awareness of your brand, reach your target audience, grow fans, or drive traffic and sales on your website

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  • Facebook Insights: Using Facebook fan pages, metrics, & ads to drive traffic

    1. 1. Facebook Insights: Using Facebook fan pages, metrics, & ads to drive traffic NYC Masterminds #FBRS February 2010 Presented by @helenstravels aka Helen Todd
    2. 2. Intro <ul><li>Tonight we’ll cover… </li></ul><ul><li>How you can leverage Facebook ads, fan pages and metrics to meet your marketing goals  </li></ul><ul><li>Invaluable best practices and tools available from Facebook for your business  </li></ul><ul><li>Other marketing tips and tricks, whether you want to raise awareness of your brand, reach your target audience, grow fans, or drive traffic and sales on your website </li></ul>
    3. 3. Did you know? <ul><li>More than 400 million active users are on Facebook </li></ul><ul><li>There are more than 100 million Facebook mobile app users </li></ul><ul><li>50% of our active users log on to Facebook in any given day </li></ul><ul><li>More than 3.5 billion pieces of content (web links, news stories, blog posts, notes, photo albums, etc.) shared each week </li></ul><ul><li>More than 3 million active Pages on Facebook </li></ul><ul><li>More than 1.5 million local businesses have active Pages on Facebook </li></ul><ul><li>Facebook US Demographics </li></ul><ul><li>Source: quantcast.com </li></ul>
    4. 4. Facebook Usage <ul><li>The average U.S. Internet user spends more time on Facebook than on Google, Yahoo, YouTube, Microsoft, Wikipedia and Amazon combined . </li></ul>
    5. 5. Shoppers are on Facebook <ul><li>69% of online shoppers regularly use social media sites . It’s no surprises that  Facebook is the most popular social media site that online shoppers use, by a landslide. </li></ul>
    6. 6. Facebook Builds Loyalty <ul><li>The study, based on surveys of more than 1,700 respondents over a three-month period, found that compared with typical Dessert Gallery customers, the company's Facebook fans: </li></ul><ul><ul><li>Made 36 percent more visits to DG's stores each month. </li></ul></ul><ul><ul><li>Spent 45 percent more of their eating-out dollars at DG. </li></ul></ul><ul><ul><li>Spent 33 percent more at DG's stores. </li></ul></ul><ul><ul><li>Had 14 percent higher emotional attachment to the DG brand. </li></ul></ul><ul><ul><li>Had 41 percent greater psychological loyalty toward DG. </li></ul></ul><ul><li>According to Dholakia, the results indicate that Facebook fan pages offer an effective and low-cost way of social-media marketing </li></ul>Source: Rice University
    7. 7. Facebook Tools for Businesses <ul><li>Fan Pages </li></ul><ul><ul><li>Designated area on Facebook for brand’s to set up a custom presence and take advantage of Facebook’s stream, the heart of engagement on the platform. </li></ul></ul><ul><li>Facebook Ads </li></ul><ul><ul><li>Ads on the Facebook platform allow unparalleled targeting: by location, age, interests (based on user profile information), relationship status and more! </li></ul></ul>
    8. 8. Fan Pages <ul><li>Public and indexed in Google </li></ul><ul><li>Status updates are published into fans’ streams….wherever they access Facebook </li></ul><ul><li>Fan Pages are customizable </li></ul><ul><li>They’re plugged into Facebook’s inherently viral platform. </li></ul>
    9. 9. Fan Page Insights
    10. 10. Fan Page Insights <ul><li>By looking at the Facebook Insights we get much richer data than just fan count </li></ul><ul><li>Insights shows us fan engagement on the page, demographic breakdown, fan growth and much, much more </li></ul>
    11. 11. How do you Measure Success <ul><li>Each client has custom needs, so success is based on reaching goals set forth by you and/or the client </li></ul><ul><li>Having a high fan count may not be in your best interest – having a fan count that are highly qualified and will convert into customers is more important </li></ul><ul><li>The value of a fan is still yet to be determined. You can look at how active the fan is or how many friends the fan has as some indicators. </li></ul>
    12. 12. Metric Options <ul><li>Some tangible metrics you can measure include: </li></ul><ul><ul><li>Fan Count </li></ul></ul><ul><ul><li>Coded links (bit.ly, lead tracking software) </li></ul></ul><ul><ul><li>Newsletter signups </li></ul></ul><ul><ul><li>Coupon code redemptions </li></ul></ul><ul><ul><li>Phone calls (use Facebook-only number) </li></ul></ul><ul><ul><li>Traffic generated from Facebook as percentage of overall website traffic to your website </li></ul></ul>
    13. 13. What Insights Don’t Tell You <ul><li>How many fans that were generated from Facebook’s natural virality vs. ad click-through rates </li></ul><ul><li>How fans found your page – you can’t put a Google analytics code on fbml pages (apps can) </li></ul><ul><li>Conversions of fans to customers </li></ul><ul><li>How many times your content is shared through fans’ social graphs </li></ul><ul><li>Views per video or photo </li></ul><ul><li>Where people are accessing your posts (your fan fan page, their home page, mobile devices, third-party providers, etc.) </li></ul>
    14. 14. What is the value of a fan? <ul><li>It’s still yet to be determined </li></ul>Source: thefacebookera.com
    15. 15. Beyond Fan Count, What Page Insights Tells Us <ul><li>What are </li></ul><ul><li>Page insights? </li></ul>
    16. 16. What Information is Available? <ul><li>Interactions This Week </li></ul><ul><li>Post Quality </li></ul><ul><li>Interactions Over Time </li></ul><ul><ul><li>Interactions </li></ul></ul><ul><ul><li>Interactions Per Post </li></ul></ul><ul><ul><li>Post Quality Score </li></ul></ul><ul><ul><li>Stream CTR/ETR (coming soon) </li></ul></ul><ul><ul><li>Discussion Posts </li></ul></ul><ul><ul><li>Reviews </li></ul></ul><ul><ul><li>Impressions and Actions per post (Rolling out now) </li></ul></ul><ul><ul><li>Mentions (New) </li></ul></ul><ul><li>All Fans Over Time </li></ul><ul><ul><li>Total Fans / Unsubscribers </li></ul></ul><ul><ul><li>New / Removed Fans </li></ul></ul><ul><ul><li>Top Countries </li></ul></ul><ul><ul><li>Demographics </li></ul></ul><ul><ul><li>Page Views </li></ul></ul><ul><ul><li>Media Consumption </li></ul></ul><ul><ul><li>Unsubscribes / Re-subscribes </li></ul></ul>
    17. 17. Interactions <ul><li>Interactions: Total number of comments, Wall posts, and likes. </li></ul><ul><li>The more interactions a page has the more naturally viral it is in Facebook due to the news feeds. </li></ul><ul><li>Ask are you producing content that your fans are responsive to? </li></ul>
    18. 18. Interactions Per Post <ul><li>Interactions Per Post: Average number of comments, Wall posts, and likes generated by each piece of content you post. </li></ul><ul><li>Rolling out: Impressions per post and  percentage of those impressions that result in action (likes, comments, or clicks) </li></ul>Source: allfacebook.com
    19. 19. Post Quality <ul><li>Your Post Quality is determined by the percentage of your fans that engage when you post content to your Page. It is calculated on a rolling seven-day basis. The number of stars depends on how your Post Quality compares to similar Pages (for example, Pages that have a similar number of fans.) </li></ul>
    20. 20. Total Fans <ul><li>Total Fans / Unsubscribers: Total number of fans over time, overlaid with the total number of fans who have chosen to hide your posts in their News Feed (unsubscribers). </li></ul><ul><li>Ask what am I doing right to gain fans or wrong to lose fans? </li></ul>
    21. 21. New Fans <ul><li>New / Removed Fans: The number of people who have become a new fan of your Page or stopped being a fan of your Page. </li></ul><ul><li>Ask what happened in conjunction with spikes in growth and continue with what works to grow your fans! </li></ul>
    22. 22. Demographic Breakdown <ul><li>Demographics: Growth of your fan base over time broken down by age and gender demographics. </li></ul><ul><li>Ask are you reaching your target audience? </li></ul>
    23. 23. Top Cities Fans are From <ul><li>For privacy reasons, Facebook will not provide demographic data (such as age and gender) or geographic data (such as country, city, and spoken language) unless there is a significant number of fans in each statistical category. </li></ul>
    24. 24. Page Views <ul><li>Page Views: Total number of times a Page was viewed per day. </li></ul><ul><li>This is not broken down into tab views or how they access your fan page (i.e. mobile device) </li></ul>
    25. 25. Facebook Ads
    26. 26. Ad Examples Has an incentive to fan the page. Better use of ad spend to gain fans with the inline ‘Become a fan’ feature. Both ads are trying to grow their fan bases but one is doing a better job.
    27. 27. Targeting
    28. 28. Facebook Ad Example <ul><li>Impressions: 1,878,841 </li></ul><ul><li>Clicks: 1,605 </li></ul><ul><li>CTR: 0.085% </li></ul><ul><li>Actions: 831 </li></ul><ul><li>Inline/Clicks * : 51.77% </li></ul><ul><li>Spent: $1,013.13 </li></ul><ul><li>CPC: $.63 </li></ul><ul><li>CPM: $0.54 </li></ul><ul><li>Fan Acquisition </li></ul><ul><li>Cost*: $1.21 </li></ul><ul><li>*Not shown on ads manager </li></ul>Facebook Ads Manager
    29. 29. Facebook Ads <ul><li>Facebook ads are a great way to raise awareness of your brand, grow fans and drive traffic </li></ul><ul><li>Have a lower CPC than other online advertising options and perform better in regard to impressions, clicks, and CTR </li></ul><ul><li>Can target Facebook users based on their profile information which includes age, gender, interests, relationship status, education level, location and more! </li></ul><ul><li>With the inline ‘Become a fan’ feature, you can see how many fans were generated from your ad </li></ul><ul><li>You can also see the estimated reach of your ads </li></ul>
    30. 30. Where to Send Clicks? <ul><li>Do I want to send people to my website or ask them to fan my page? </li></ul><ul><li>A fan is a lifetime acquisition and you’ll have multiple chances to generate conversions. </li></ul><ul><li>With a website, you’ll have 4 seconds to generate a conversion . </li></ul><ul><li>If you ask me, a fan is a better option. </li></ul>
    31. 31. What This Means For You <ul><li>There are many opportunities on Facebook that you can take advantage of as a marketer! </li></ul><ul><li>You will be able to tell whether you are reaching your target audience or not </li></ul><ul><li>You’ll see what content and ads appeal to your fans…and also what doesn’t </li></ul><ul><li>How your fan page compares against fan pages of similar fan count and industry </li></ul><ul><li>You’ll be able to stay top-of-mind and engage with your fans on a regular basis….where they are spending a lot of time - on Facebook! </li></ul>
    32. 32. Tips <ul><li>Keep fan page content and ad copy relevant </li></ul><ul><li>Use keywords specific to your audience for ads </li></ul><ul><li>Being present is the first step to engagement </li></ul><ul><li>Have a call to action whether to become a fan or asking to respond to a wall post </li></ul><ul><li>Publish content regularly </li></ul><ul><li>Publish value-added content </li></ul><ul><li>Listen to your fans and optimize your approach based on their feedback </li></ul>
    33. 33. Questions?
    34. 34. Thank You! <ul><li>@HelensTravels </li></ul><ul><li>[email_address] </li></ul><ul><li>www.fbadz.com </li></ul><ul><li>@fbadz </li></ul>