Facebook Insights


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One of the greatest challenges faced by many today is the question on “What is my Return of Investment” for social media. Much as we would like to jump on the social media train or even to convince our management on the values of social media, one has to answer the question of “What is my Return of Investment”. Is there any investment value in this communication tool that many are talking about today? As any businessman will do, the ROI is an important aspect for consideration before boarding the train. In this presentation slide, we will set the record right on the various aspects of social media ROI and how to go about measuring them. The presentation slide will cover the following aspects of ROI on Social Media with an in-depth look into Facebook Insights:

1. What is Social Media ROI?
2. What can I measure – Non-Quantitative vs Quantitative data?
3. How to measure my Social Media ROI on my social media program or campaign?
4. A look at Facebook Insights with Interpretation and Analysis

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Facebook Insights

  1. 1. Copyright © 2011 Adonai Training LLP. All rights reserved.What Gets Measured Gets Improved Facebook Insights Presented by: Rebekah Seragih Adonai Training & Kreative Media
  2. 2. AgendaWhy MeasureWhat’s to MeasureWhat is MeasurableHow to MeasureExamples of Social Media Measurement Toolsyou can useFacebook Insights Copyright © 2011 Adonai Training LLP. All rights reserved. 2
  3. 3. Why MeasureWhile much has been written questioning the value ofsocial media this landmark study has found that themost valuable brands in the world are experiencing adirect correlation between top financial performanceand deep social media engagement. The relationship isapparent and significant: socially engaged companies are in fact more financially successful. Social Media Brand Engagement Database: Ranking the Top 100 Global Brands Copyright © 2011 Adonai Training LLP. All rights reserved. 3
  4. 4. Laying the TableIn social media, it is no longer about showing yourdinner party your snapshots, it’s about showingthe world your snaps, videos, views andinformation and allowing the world to comment onit. This is where virality get serious.What people are saying about you online is nowmore important than your advertising cost andreturns.Social media is no longer a fad or a hype but asignificant part of your marketing mix. Copyright © 2011 Adonai Training LLP. All rights reserved. 4
  5. 5. 100 Ways to Measure Social Media David Berkowitz, “100 Ways to Measure Social Media” – Inside the Marketers Studio Blog (www.marketerstudio.com/2009/11/100-ways-to- measure-social-media.html)1. Volume of consumer- 6. Seasonality of buzz 11. Asset popularity (e.g. created buzz for a 7. Competitive buzz if several videos are brand based on 8. Buzz by Category/topic embedded, which is number of posts 9. Buzz by Social Channel used more)2. Amount of buzz based (forums social networks, 12. Mainstream media on number of blogs, Twitter etc.) mention impressions 10. Buzz by stage in 13. Fans3. Shift in buzz over time purchase funnel (e.g. 14. Followers4. Buzz by time of researching vs 15. Friends day/daypart completing transaction 16. Growth rate of fans,5. Downloads & Uploads vs post-purchase) followers & friends And much more…
  6. 6. What is MeasureableNot everything is measureable.Not every activities in social network sites isdirect translation into your returns or are salesviable.There is non-quantifiable and quantifiablemeasurements.To measure the effectiveness of your campaignand the returns, the campaign objectives,channels and period must be specific. Copyright © 2011 Adonai Training LLP. All rights reserved. 6
  7. 7. What’s NextHow do I measure? Copyright © 2011 Adonai Training LLP. All rights reserved. 7
  8. 8. Identifying GoalsNever step into a scene without a clear idea ofwhy you are there and what you want out of it.Set Clear and Measurable GoalsGoals drive metrics, and metrics drive results.You cant manage what you cant measure, so setmeasurable goals. Copyright © 2011 Adonai Training LLP. All rights reserved. 8
  9. 9. Set Clear Measurable GoalsFigure out what problem(s) you need to solve,and those goals will determine your metrics.E.g. If your goal is improving reputation orrelationships with your audiences, then measure: relationship scores Recommendations Positioning Engagement Copyright © 2011 Adonai Training LLP. All rights reserved. 9
  10. 10. The 3 Big Goals in BusinessStep 1 Determine what are the social media objectives Increase Revenue for each of these business goals you want to achieve. Social Media Be Specific! Improved Customer Lowered Costs Satisfaction Measure what’s Matter Copyright © 2011 Adonai Training LLP. All rights reserved. 10
  11. 11. Design Your Social Media CampaignsStep 2 Business Goals Social Media Objectives for each Goal Design Your Social Media Campaigns to meet the objectives Copyright © 2011 Adonai Training LLP. All rights reserved. 11
  12. 12. Social Media Campaign Framework Where are they - Social Media Listen to Social Networks (e.g. Objectives Conversations Facebook, Twitter) Get Them to Like You Get their Attention –Conceptualize Your – Get Emotional – Reaching Your Campaign Recognize Audience SentimentsGet Them to Interact Convince them to Get Them to Share - – Response – Buy – sell Values, Referral Triggering Actions Beliefs, Information Do your measurement on an ongoing basis – before, during and after the campaign
  13. 13. Social Media Measurement ToolsUse these tools to measure your social media objectivesFree Tools: Facebook Insights Twitter Search Hootsuite Bit.ly TweetDeck Web Traffic – Google Analytics Incoming marketing (search) effectiveness, use Hubspot – free website, Facebook, and Twitter grader Listening Tools: Social Mention – www.socialmention.com Google Alerts Join Twitter, then search Twitter and use TweetDeck Copyright © 2011 Adonai Training LLP. All rights reserved. 13
  14. 14. What does the Statistic Tell Me?FACEBOOK INSIGHTS Copyright © 2011 Adonai Training LLP. All rights reserved. 14
  15. 15. Facebook Insights – User Overview Copyright © 2011 Adonai Training LLP. All rights reserved. 15
  16. 16. Facebook Insights – User OverviewStatistic Definition Meaning InsightsNew Likes No. of new people Awareness of your How did they get to who have liked your Page know of your Page? page for the first time. Source?Lifetime Likes The Total No. of Your contents are What are the types of people who have liked valuable & they stay contents that draw your page. on them in & keep them in?Active Users 1-day, 7-day, 30-day The value of your Page  What are the types count of people who or Posts’ contents by of contents they are have interacted with daily, weekly or viewing? or viewed your Page monthly  What is the trigger or its posts. points or touch points that trigger a response and action?  Found out the common interests Copyright © 2011 Adonai Training LLP. All rights reserved. 16
  17. 17. Facebook Insights – Daily Active Users Breakdown Take note of the sudden increase or decrease in the chart. Copyright © 2011 Adonai Training LLP. All rights reserved. 17
  18. 18. Facebook Insights – Daily Active Users BreakdownStatistic Definition Meaning InsightsUnique Page Views No. of distinct people The content of a Analyze what are the who view any of your particular page is contents or activities Page on a given day drawing the attention that are drawing in of the fans and non- the fans or keeping fans. them out. Usually this is based on a campaign or activity promotion.Post Viewers No. of distinct people The message and the Determine the types who view your posts wordings are catching of message and on a given day the attention of your wordings vs the fans. personas of the fans. They must match. Design future announcements, wall postings using the same message and wordings. Copyright © 2011 Adonai Training LLP. All rights reserved. 18
  19. 19. Facebook Insights – Daily Active Users BreakdownStatistic Definition Meaning InsightsLiked a Post No. of people who like This determines the value They enjoy the contents what you have posted on of your post and whether and this indicates you are a given day the contents touch an heading in the right emotion point of your directions fansCommented on a Post No. of people who This determines the value This means that the fans responded with a of your post and whether are engaging with you comment on a post and the contents touch an and the contents have engaging with you in a emotion point of your touched a good or sour conversation on a given fans that they want to point in your fans. day share with you and the world to seeWall Posts No. of people who posted The fans are seeking for They look at you as a their status in your Page’s your opinions, comments subject matter expert if wall posts on a given day assistance, or wanting to they are seeking for help share some information or sharing their opinions. with your other fans of They want to engage in a the same interest conversation by taking the first step to post in your Page’s wall. Copyright © 2011 Adonai Training LLP. All rights reserved. 19
  20. 20. Facebook Insights – Referral Source Copyright © 2011 Adonai Training LLP. All rights reserved. 20
  21. 21. Facebook Insights – Referral SourceStatistic Definition Meaning InsightsNew Likes No. of new people Awareness of your How did they get to who have liked your Page know of your Page? page for the first time Source? on a given day.Unlikes No. of fans who have This means that they Measure the rate of disliked your page on do not enjoy your likes vs unlikes. This a given day. contents, it is of no will give you a value to them or they benchmark whether found your posting a these fans are the nuisance. targeted fans or the contents are irrelevant and are noise to themLike Sources This is a breakdown of This indicates your Focus on those the number of Page online presence and sources that generate likes from the most the social networks a high traffic to your common places where where you are Facebook Page and people like your Page mentioned and generate more pointing the fans back campaigns or to Facebook activities at these sources.
  22. 22. Facebook Insights - Activity
  23. 23. Facebook Insights - ActivityStatistic Definition Meaning InsightsPage Views Total hits to your Fans or non-fans who Analyze what are the Facebook Page – fans view your Page from contents or activities and non-fans various sources that are drawing in the fans.Unique Page Views The total unique These fans and non- Analyze what are the logged-in Facebook fans are in Facebook contents or activities users who visited your and they viewed your that are drawing in Page – fans and non- News Feed. For the the fans or keeping fans non-fans, they view them out. Usually this the News Feed on is based on a their friends’ walls campaign or activity who share your wall promotion. postings on their own walls. Copyright © 2011 Adonai Training LLP. All rights reserved. 23
  24. 24. Facebook Insights - ActivityStatistic Definition Meaning InsightsTotal Tab Views Total Page view by Tab Views are usually Analyze which activity, Tags – logged into used for campaigns or contents, wordings Facebook or not. promotion. This and visual layouts determined whether attract the highest the campaign, activity, view. Try a visual, contents are combination to get catching the attention the right tab contents of your fans and non- for your fans. fans.External Referrers Top referring external This indicates that Invest your marketing domain sending traffic your Page has its efforts in these to your Page. presence in other external domains and domains and they are to engage them in drawing in the fans for your online marketing. you. Copyright © 2011 Adonai Training LLP. All rights reserved. 24
  25. 25. Facebook Insights – Interactions Overview Copyright © 2011 Adonai Training LLP. All rights reserved. 25
  26. 26. Facebook Insights – Interactions OverviewStatistic Definition Meaning InsightsPost Views The number of times  The contents posted is Analyze the chart to see people (Fans & Non-Fans) drawing your Fans’ which contents and what have viewed a News Feed attention. types of contents posted story posted by your  The contents have that spurred your fans Page. gone viral. Your fans into action. love it & they share it with their friends.Post Feedback The number of likes and The post is engaging or  If there is a lot of likes comments made on the enticing that it caused & comments, then News Feed stories posted your fans to engage with identify a trend or by your Page. you & start a pattern that kicks your conversation. fans into action.  Analyze the personas of these fans & modify your future campaigns to meet their needs.  Determine whether the comments are feedback on your company, product or services that require your attention. Copyright © 2011 Adonai Training LLP. All rights reserved. 26
  27. 27. About the AuthorRebekah SeragihA Business and Marketing Strategist in her own rights, Rebekah has beenoffering consultancy advices on business strategy, marketing, training,operations, crisis management and change management to MNCs,governments and businesses for more than 15 years. She has beeninvolved in major international projects amounting more than US$30million. As the pioneer Strategists in Asia in her field, one of herachievements is the design and engineering the first touch screen ATMmachine in Asia and implementing it throughout Asia and Europe with oneof the international bank. She has also strategized and designed the world’scredit card merchant tracking system that resulted in merchant credit cardfraud management.Rebekah has conducted seminars, workshops and trainings to audience allover the world which includes corporations, business owners,governments, and financial institutions. For the past 8 years, she has herpassion in building schools in developing countries for the poor makingeducation available to the needy and orphans. She is also involved inselective charity programs round the globe.Looking to do much more, she has engineered her own holding companywith a special focus on being a social entrepreneur in all the niche businessstart--ups under the holding group to make a difference in the lives ofothers. Copyright © 2011 Adonai Training LLP. All rights reserved. 27
  28. 28. About AdonaiAdonai is a leading training and online media consultancy company in Asia. Led by amateurprofessionals, our corporate and public training arm you with the latest knowledge, toolsand skills to make you a success. Our training includes online marketing media, socialmedia, branding, management, training, professional certification, entrepreneur start-upprograms, and etc.Our foremost consulting authority on business strategy, social media, digital media, onlinespace, creative marketing and branding helps Brands & Organizations create customizedand unique social media and business solutions. Our clients range from major brands,government agencies, business owners, small-to-medium size companies to financialinstitutions. Our consulting services include: Social Media Strategy & Planning Social Media Marketing & Engagement Social Media Monitoring Contents Generation & Article Writing Online Campaign Creation & Management Online analytics Website and Micro-site development such as corporate blog Mobile Application Search Engine Optimization (SEO) & SEO Copywriting We believe your success is our success… Copyright © 2011 Adonai Training LLP. All rights reserved. 28
  29. 29. Connect with Us…. Adonai Training [E]: contactus@adonaitraining.com [W]: www.adonaitraining.com [FB]: www.facebook.com/adonaitraining.sg [TW]: www.twitter.com/adonaitraining Rebekah Seragih [E]: rebekah@adonaitraining.com [W]: www.adonaitraining.com [FB]: www.facebook.com/RebekahSeragih [TW]: www.twitter.com/RebekahSeragih (LI): http://sg.linkedin.com/in/rebekahseragihCopyright © 2011 Adonai Training LLP. All rights reserved. 29