The Biggest Facebook Marketing Mistake: Not Using Facebook Insights

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The Biggest Facebook Marketing Mistake: Not Using Facebook Insights

  1. 1. The Biggest Facebook Marketing Mistake: Not Using Facebook Insights Copyright © 2011 TK Carsites. All rights reserved. www.tkcarsites.com. Erin Ryan Social Media Promotional Director November 21 2011
  2. 2. TK Carsites/Hasai Social Media Promotional Director Email: eryan@tkcarsites.com Twitter: @TheErinRyan Phone: 415. FOR. ERIN Copyright © 2011 TK Carsites. All rights reserved. www.tkcarsites.com. PRESENTER
  3. 3. Copyright 2011 TK Carsites, Inc. All rights reserved. Facebook.com/TKCarsites @TKCarsitesinc TK Carsites Social Networks Chat with us during the Webinar on Facebook and Twitter!
  4. 4. Overview Copyright 2011 TK Carsites, Inc. All rights reserved. 1. How-To Access Facebook Insights. 2. How-To Use Facebook Insights to Market your Brand. 3. How Insights Can Create Better Engagement. 4. What the Latest Facebook Page Changes to Insights are and how they Affect Your Business. 5. Why Knowing your Facebook Insights can Help Build a Core Audience, Even in your Local Market.
  5. 5. Why Insights Are Important Copyright 2011 TK Carsites, Inc. All rights reserved. Many page administrators overlook the insights on a Facebook page; yet, the data within the insights details your pages efforts and that of the people who have “liked” your page. This is vital information that can assist you in better quality engagement and understanding the core audience that your page attracts. Therefore, comprehending the information that Facebook provides for you is crucial and remaining informed regarding any changes that occur to your pages insights further fuses the connection between your business and that of its current and potential customers. Relationships are Elemental.
  6. 6. How-To Access Facebook Insights Copyright 2011 TK Carsites, Inc. All rights reserved. In order for you to be able to review the insights of a Facebook page, you must be an administrator to that specific page. A person who already is an administrator can add you by doing the following steps below. 1. Click “Edit Page” 2. Located on the left-hand side menu, click “Manage Admins” 3. Enter the e-mail address that is associated with the person’s Facebook Account. 4. Enter your Facebook password 5. Enter the Captcha 6. Click “Save Changes” You can add numerous “admins” to your page, keep in mind that you have the ability to remove “admins” at anytime as well.
  7. 7. How Do I Access My Page’s Insights? Copyright 2011 TK Carsites, Inc. All rights reserved. If you are already an Admin to a Facebook Page and would like to view your insights, simply: • Click “Edit Page” • On the left-hand menu, click “Insights” Yes, it is free and no, you do not need to download anything to access your page insights. They are readily available to you, however, each page that you create or are an “admin” to will have its own insights and no, you cannot merge pages. To begin viewing the latest changes to your Facebook page insights you will need to allow it. Access Your Page
  8. 8. How Insights Can Create Better Engagement Copyright 2011 TK Carsites, Inc. All rights reserved. Understanding the definition of each title within the insights will make it much easier to understand and collect the data that will create a better engagement between your business and its customers. Facebook insights display’s information that allows you to target your market and see what your efforts such as questions, content and posts intrigue your Facebook audience, that audience being potential customers or current customers. Posting blind is acceptable for the first few posts to a new Facebook Page, but after time, those insights are sitting there waiting for you to utilize for the benefit of your page and for your business.
  9. 9. What the Latest Facebook Page Changes to Insights are and How They Affect Your Business Copyright 2011 TK Carsites, Inc. All rights reserved. The first part of the insights to your Facebook page continuously fluctuates, so keep that in mind prior to becoming discouraged if you see the “down red arrow”. However, these are the “Important Metrics”, monitoring them regularly as they oscillate will aid in assessing the size and impact of engagement from the content and discussions made on your page. You are able to choose the duration period in which you would like to view these metrics, usually based on a day or weekly time span.
  10. 10. Copyright 2011 TK Carsites, Inc. All rights reserved. What is “Total Likes”? The metrics of “Total Likes” depends on the amount of people who have “liked” your page. The number beside the percentage is formulated from the date period you have chosen or will automatically show the past weeks percentage of the “likes” or non-growth of “likes” on your page; you can view the date period by hovering over the percentage number. What the Latest Facebook Page Changes to Insights are and How They Affect Your Business
  11. 11. Copyright 2011 TK Carsites, Inc. All rights reserved. What Does “Friends of Fans” Mean? The “Friends of Fans” shows your potential reach of the friends of people who have “liked” your page. This again, will fluctuate, as your page “likes” increase or decrease. What is “People Talking About This” Metric Mean? This form of metrics indicates the number of unique people who have created a “story” regarding your page, which means any type of interaction amongst or about your page within a defaulted or chosen period. (Examples: comments, likes, tagging etc.) What the Latest Facebook Page Changes to Insights are and How They Affect Your Business
  12. 12. Copyright 2011 TK Carsites, Inc. All rights reserved. What is the “Weekly Total Reach” Metric? This metric displays the week’s total amount of people who have seen associated content regarding your page, including any ads or sponsored stories pointing to your page. What the Latest Facebook Page Changes to Insights are and How They Affect Your Business
  13. 13. Copyright 2011 TK Carsites, Inc. All rights reserved. The Overview of your insights highlights the retrieved data within a graph. This graph displays your influence amongst your page, allowing you to measure your overall impact and reach. This information is gathered from the content on your page, engage more and receive more feedback. What the Latest Facebook Page Changes to Insights are and How They Affect Your Business
  14. 14. Copyright 2011 TK Carsites, Inc. All rights reserved. Understanding the impact of your posts on your page will help in providing the best content for your audience, knowing which posts have generated a vibe, will help you create a better connection with your audience by posting similar content. This display highlights the date it was posted, the title of the post, how many people engaged on that post by clicking or commenting, “liking” etc. The Virality is a new feature that indicates the percentage of people who have created a “story” from your content by sharing it with others. The Virality is also an indicator that measures the types of posts your audience would respond and share. (Do not be alarmed if the percentage at first seems low, it is a new feature.) You can also choose to sort the tabs. In addition, the default shows a 28-day cycle. . What the Latest Facebook Page Changes to Insights are and How They Affect Your Business Page Posts
  15. 15. Demographics and Locations Copyright 2011 TK Carsites, Inc. All rights reserved. Located under the details of the “Who’s Talking About This” tab, you are able to discover your demographics and locations about the people who have “liked” your page. This tab is a vital resource in targeting your market audience; this data can be used for a variety of your marketing needs, including campaigns and dependent on how in-depth and active you are within your local market. If the numbers are not showing you what you hoped, take the necessary steps to gain popularity where you need or want it most by sharing directed content towards the type of people or location you want. Also suggested is to socialize as your page on Facebook, “liking” and engaging with pages that are of businesses within your local community. The demographic data will only be collected if thirty or more people are “talking about” your page within the last 7-days proceeding the last day of your selected date range. . What the Latest Facebook Page Changes to Insights are and How They Affect Your Business
  16. 16. Copyright 2011 TK Carsites, Inc. All rights reserved. Located under the details of the “Who’s Talking About This” tab, you are able to discover your demographics and locations about the people who have “liked” your page. This tab is a vital resource in targeting your market audience; this data can be used for a variety of your marketing needs, including campaigns and dependent on how in-depth and active you are within your local market. If the numbers are not showing you what you hoped, take the necessary steps to gain popularity where you need or want it most by sharing directed content towards the type of people or location you want. Also suggested is to socialize as your page on Facebook, “liking” and engaging with pages that are of businesses within your local community. The demographic data will only be collected if thirty or more people are “talking about” your page within the last 7-days proceeding the last day of your selected date range. . What the Latest Facebook Page Changes to Insights are and How They Affect Your Business How People Talk About You
  17. 17. Copyright 2011 TK Carsites, Inc. All rights reserved. You are able to view the amount of people that “talk about” your page by hovering over the “dots” within the graph. To see further stories click on the “All Stories” defaulted drop-down, the dates are displayed at the bottom of the graph. The “viral reach” graph highlights the amount of unique people that saw a story that the people who have “liked” your page then shares with their profile, therefore having their friends and friends of friends see it depending on their activities.. What the Latest Facebook Page Changes to Insights are and How They Affect Your Business How People Talk About You
  18. 18. Copyright 2011 TK Carsites, Inc. All rights reserved. As an admin to the page, you are still able to export the insights data by choosing the type of data, the format and the date range of exported information. Please note, that there is a time frame, so if you need to export data for any reason, do so on a regular basis. This is the anatomy of the recent changes to Facebook Pages insights, this gathered information is from an actual Facebook page and will display differently according to the data Facebook acquires from your page, but the basics are the same. If you want to see better numbers, demographics and locations, you will need to modify the way you interact on and with your page, including the choices made to consolidate with your business’s overall marketing strategies. Combining the insights from your Facebook page with that of your overall marketing data will help you capture the appropriate audience for your business. What the Latest Facebook Page Changes to Insights are and How They Affect Your Business Exporting Data
  19. 19. TK Carsites/Hasai Social Media Promotional Director Email: eryan@tkcarsites.com Twitter: @TheErinRyan Phone: 415. FOR. ERIN www.TKCarsites.com www.Hasai.com Copyright © 2011 TK Carsites. All rights reserved. www.tkcarsites.com. Connect With Erin!
  20. 20. Check out TK on the WEB! Soshable.com Blog.TKCarsites.com Copyright © 2011 TK Carsites. All rights reserved. www.tkcarsites.com.

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