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Marketers,
Rev Your Engines:
Facebook Topic Data
is Available Now
Slideshare
Jason Rose
SVP Marketing
DataSift
Summary and Q&A
Examples
How topic data works
Introducing Facebook topic data
Agenda
1
2
3
4
Introducing
Facebook topic data
1
1.49
BILLION
PEOPLE
2+
MILLION
ACTIVE
ADVERTISERS
Facebook Topic Data
Surfacing Insights across Facebook
Facebook Page
Topic Data
Posts, Likes and Comments
on brand-owned page globally
Posts, Likes and
Comments on Facebook
What’s on your mind?
Anonymized and Aggregated Facebook Topic Data
8
CONTENT DEMOGRAPHICS LIKES and SHARES
Anonymized and aggregate topic data
• Posts
• Pages Posts
Plus engagement data
• Likes on Posts
• Shares on Posts
• Comments (no text) on Posts
Data enriched with
• Demographics
• Topics
• Sentiment
9
Gender Age Range Location
Male
Female
18-24
25-34
35-44
45-54
55-64
65+
Country
State / Region
Self-declared, not
derived.
API enables exploration of audience segments
PYLON (the DataSift Index) stores demographics for each
interaction, enabling exploration of different demographic
audiences.
Demographics on every Post, Like, and Comment
User-provided data enables demographic analysis of the
audience engaging with content.
Demographics on Posts and Engagement Data
10
How It Works
PYLON : The DataSift API for Facebook Topic Data
TM
Privacy-First Data Management Controls
Social data never leaves Facebook
Social data is processed by DataSift technology running inside
Facebook’s network.
User-identity is removed before processing
User identity is removed from social data before processing
by DataSift technology.
Results provided in aggregate, anonymized.
Only summary results containing a minimum audience size
are delivered by DataSift.
30-day retention period for underlying social data
Data deleted from DataSift’s technology after 30 days.
Prevents analysis of minors
Minimum age applies for data collected for analysis.
How it Works
12
DataSift platform connects to the real-time
feed of Posts, Comments, Likes.
2 • CATEGORIZE
Filtered data can be
classified with customer-
specific rules.
4 • QUERY
The Index is sub-queried and
further processed using CSDL
against 60+ attributes.
5 • ANALYTICS
Aggregated and anonymized data
returned for developers to create
applications, analysis and visualizations.
Each customer defines
their specific filter based on
their criteria.
1 • FILTER
Filtered and categorized
posts and engagements are
indexed into a real-time
analysis engine.
3 • INDEX
Examples4
14
Insights can be used to improve
Content and Creative: Focus on areas that resonated.
Ad Targeting: Reach : Discover new audiences
An automotive brand launches a major advertising
campaign across multiple channels for a new vehicle.
Problem: How can they use Facebook to measure audience
reaction and response to the product?
• What are people most/least excited about ?
• Is price major topic ? Or performance?
• What content is getting most engagement, and what which
demographics?
• What audiences are expressing an intent to purchase?
Measure audience response to a product launch.
Visualized using Tableau
Example: Understanding Audience Reaction
15
Demonstration
Project Surfaced Media and Audience Insights
16
Automotive Product Launch Analysis
Understand what content about the vehicle is most
popular across the US.
Measure Impact of Media Strategy
Identify the mainstream media content that’s trending
in each geography and with different audiences.
Identify Intent within Facebook Posts
Use VEDO classifiers to categorize how many posts
express interest, evaluation or intent to purchase.
35-44
25-34
45-54
55-64
18-24
55-64
45-54
35-44
65+
25-34
45-54
35-44
25-34
55-64
65+
65+
35-44
25-34
45-54
55-64
18-24
35-44
45-54
25-34
55-64
65+
0 35000 70000 105000 140000
Male Female
Traction of examiner.com
within 45yr+
demographic
Product Launch
Surfacing Intent to Purchase
17
Number of unique authors
Sharing Product Content
Expressing Intent to Purchase
Discussing Product Features
Discussing Price
0 6000 12000 18000 24000
Surfacing Product Intent with VEDO
Analysis surfaces the intent expressed by Facebook
users that shared content.
Enables Manufacturer to create content that resonates
with Facebook audience and target to demographics
that have higher propensity to purchase.
Example of Simple Classifier to tag posts that include
text related to purchase intent.
Brand by Age and Gender
18
Brand Volume by Age & Gender
18-24 24-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+
55K
50K
45K
40K
35K
30K
25K
20K
15K
10K
5K
0K
Interactions
Male Female
Understand how your audience is segmented
Age, gender and geographic information is available on
almost every post, comment, like and share
Self-declared demographics give greater accuracy
Tailor your messaging, offering and even your product
Play to your strengths or fill gaps
Interactions Over Time
19
Analyse the impact of events
How events change online behavior can help your
business planning.
Understanding historic impacts can help you be
proactive when events repeat themselves
Spotting changes in the public mood can help you
be reactive and change course rapidly
Topic Cloud
20
Discover the topics your audience are
sharing
Every post is reviewed against Facebook’s Open
Graph taxonomy
These topics are constantly updated and evolving
Topic analysis pinpoints which brands, products
and concepts are mentioned most often
Filter by sentiment to see which topics are most
often mentioned positively or negatively
Topic analysis also surfaces the issues you didn’t
know you should be interested in
21
Domains
Understand influential media
Query domains to discover your influencers
Find who is most effectively delivering your message
Slice and dice by demographics to determine which
outlets can hit your target audience
Use your own classifiers to customize your audience
Summary5
Partner Listing
THANK YOU

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Marketers, Rev Your Engines: Facebook Topic Data is Available Now

  • 1. Marketers, Rev Your Engines: Facebook Topic Data is Available Now Slideshare
  • 3. Summary and Q&A Examples How topic data works Introducing Facebook topic data Agenda 1 2 3 4
  • 7. Surfacing Insights across Facebook Facebook Page Topic Data Posts, Likes and Comments on brand-owned page globally Posts, Likes and Comments on Facebook
  • 8. What’s on your mind? Anonymized and Aggregated Facebook Topic Data 8 CONTENT DEMOGRAPHICS LIKES and SHARES Anonymized and aggregate topic data • Posts • Pages Posts Plus engagement data • Likes on Posts • Shares on Posts • Comments (no text) on Posts Data enriched with • Demographics • Topics • Sentiment
  • 9. 9 Gender Age Range Location Male Female 18-24 25-34 35-44 45-54 55-64 65+ Country State / Region Self-declared, not derived. API enables exploration of audience segments PYLON (the DataSift Index) stores demographics for each interaction, enabling exploration of different demographic audiences. Demographics on every Post, Like, and Comment User-provided data enables demographic analysis of the audience engaging with content. Demographics on Posts and Engagement Data
  • 10. 10 How It Works PYLON : The DataSift API for Facebook Topic Data TM
  • 11. Privacy-First Data Management Controls Social data never leaves Facebook Social data is processed by DataSift technology running inside Facebook’s network. User-identity is removed before processing User identity is removed from social data before processing by DataSift technology. Results provided in aggregate, anonymized. Only summary results containing a minimum audience size are delivered by DataSift. 30-day retention period for underlying social data Data deleted from DataSift’s technology after 30 days. Prevents analysis of minors Minimum age applies for data collected for analysis.
  • 12. How it Works 12 DataSift platform connects to the real-time feed of Posts, Comments, Likes. 2 • CATEGORIZE Filtered data can be classified with customer- specific rules. 4 • QUERY The Index is sub-queried and further processed using CSDL against 60+ attributes. 5 • ANALYTICS Aggregated and anonymized data returned for developers to create applications, analysis and visualizations. Each customer defines their specific filter based on their criteria. 1 • FILTER Filtered and categorized posts and engagements are indexed into a real-time analysis engine. 3 • INDEX
  • 14. 14 Insights can be used to improve Content and Creative: Focus on areas that resonated. Ad Targeting: Reach : Discover new audiences An automotive brand launches a major advertising campaign across multiple channels for a new vehicle. Problem: How can they use Facebook to measure audience reaction and response to the product? • What are people most/least excited about ? • Is price major topic ? Or performance? • What content is getting most engagement, and what which demographics? • What audiences are expressing an intent to purchase? Measure audience response to a product launch. Visualized using Tableau Example: Understanding Audience Reaction
  • 16. Project Surfaced Media and Audience Insights 16 Automotive Product Launch Analysis Understand what content about the vehicle is most popular across the US. Measure Impact of Media Strategy Identify the mainstream media content that’s trending in each geography and with different audiences. Identify Intent within Facebook Posts Use VEDO classifiers to categorize how many posts express interest, evaluation or intent to purchase. 35-44 25-34 45-54 55-64 18-24 55-64 45-54 35-44 65+ 25-34 45-54 35-44 25-34 55-64 65+ 65+ 35-44 25-34 45-54 55-64 18-24 35-44 45-54 25-34 55-64 65+ 0 35000 70000 105000 140000 Male Female Traction of examiner.com within 45yr+ demographic Product Launch
  • 17. Surfacing Intent to Purchase 17 Number of unique authors Sharing Product Content Expressing Intent to Purchase Discussing Product Features Discussing Price 0 6000 12000 18000 24000 Surfacing Product Intent with VEDO Analysis surfaces the intent expressed by Facebook users that shared content. Enables Manufacturer to create content that resonates with Facebook audience and target to demographics that have higher propensity to purchase. Example of Simple Classifier to tag posts that include text related to purchase intent.
  • 18. Brand by Age and Gender 18 Brand Volume by Age & Gender 18-24 24-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ 55K 50K 45K 40K 35K 30K 25K 20K 15K 10K 5K 0K Interactions Male Female Understand how your audience is segmented Age, gender and geographic information is available on almost every post, comment, like and share Self-declared demographics give greater accuracy Tailor your messaging, offering and even your product Play to your strengths or fill gaps
  • 19. Interactions Over Time 19 Analyse the impact of events How events change online behavior can help your business planning. Understanding historic impacts can help you be proactive when events repeat themselves Spotting changes in the public mood can help you be reactive and change course rapidly
  • 20. Topic Cloud 20 Discover the topics your audience are sharing Every post is reviewed against Facebook’s Open Graph taxonomy These topics are constantly updated and evolving Topic analysis pinpoints which brands, products and concepts are mentioned most often Filter by sentiment to see which topics are most often mentioned positively or negatively Topic analysis also surfaces the issues you didn’t know you should be interested in
  • 21. 21 Domains Understand influential media Query domains to discover your influencers Find who is most effectively delivering your message Slice and dice by demographics to determine which outlets can hit your target audience Use your own classifiers to customize your audience