The Numbers of Facebook

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Presentation given at Facebook Marketing: An Hour a Day Webinar #2, June 10, 2010

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The Numbers of Facebook

  1. 1. The Numbers of Facebook<br />A primer on quantifying<br />customer interactions<br />Chris Treadaway<br />Mari Smith<br />10 June 2010<br />
  2. 2. The Problem<br />Even in 2010, Facebook is an operational problem for most organizations<br />Build presence<br />Define the “social media product”<br />Assign responsibilities<br />Make it interesting<br />Like Us! http://www.facebook.com/marketingbook<br />
  3. 3. Facebook is complex<br />Lots of opportunities for engagement<br />Pages<br />Groups<br />Profiles<br />Advertising<br />Like Us! http://www.facebook.com/marketingbook<br />
  4. 4. Phases<br />Like Us! http://www.facebook.com/marketingbook<br />
  5. 5. Where Metrics Matter<br />Like Us! http://www.facebook.com/marketingbook<br />
  6. 6. Everything is measurable<br />What do you measure? How?<br />Where is the data?<br />How hard is it to collect the data regularly?<br />What will you do with the data?<br />Why do you need it?<br />Like Us! http://www.facebook.com/marketingbook<br />
  7. 7. Different Types of Metrics<br />Like Us! http://www.facebook.com/marketingbook<br />
  8. 8. Operations<br />What to track<br />Was the job done?<br /># posts<br />Timing of posts (morning, afternoon, evening)<br />Questions you can answer<br />Did you maintain your social media product?<br />Did you fulfill your editorial calendar?<br />Opportunities<br />Respond to customer issues<br />Comment/opine/put spin on contemporary issues<br />Like Us! http://www.facebook.com/marketingbook<br />
  9. 9. Outcomes<br />Like Us! http://www.facebook.com/marketingbook<br />
  10. 10. Demographics<br />What is the makeup of your audience?<br />Are your presumptions correct?<br />Can you serve them better?<br />Are you “underserving” parts of your market?<br />Missed opportunities?<br />Like Us! http://www.facebook.com/marketingbook<br />
  11. 11. Demand Gen<br />Measure the effectiveness of paid advertising<br />What is the best & most effective use of $$?<br />A/B Testing<br />Country<br />Ad copy variations<br />Targeting<br />Like Us! http://www.facebook.com/marketingbook<br />
  12. 12. Like Us! http://www.facebook.com/marketingbook<br />
  13. 13. Rolling up #s to compare ad copy<br />Like Us! http://www.facebook.com/marketingbook<br />
  14. 14. Like Us! http://www.facebook.com/marketingbook<br />
  15. 15. Build a Dashboard<br />Focus on numbers that matter<br />Not just in Facebook but across all efforts if applicable<br />Derivative metrics give the clearest picture<br />Time-series (measure on per day basis)<br />Relative (measure relative to your growth)<br />Moving averages (measure over time)<br />Like Us! http://www.facebook.com/marketingbook<br />
  16. 16. Example – cross-channel<br />Like Us! http://www.facebook.com/marketingbook<br />
  17. 17. Example – Moving Averages<br />Like Us! http://www.facebook.com/marketingbook<br />
  18. 18. Keys to Success<br />Pick your battles<br />Build a dashboard & don’t rely on Insights<br />Collect data religiously<br />Rely on time-series data<br />Visualize the results<br />Scrutinize your efforts<br />Like Us! http://www.facebook.com/marketingbook<br />
  19. 19. Thank You!<br />Like Us! http://www.facebook.com/marketingbook<br />For more help with Facebook metrics, please contact me at<br />christreadaway@gmail.com<br />

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