Facebook Analytics: How to Measure 650 Million People for Fun and Profit

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Join Christopher Penn, VP of Strategy and Innovation at Blue Sky Factory, as he reviews Facebook Analytics for every part of your marketing funnel.

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Facebook Analytics: How to Measure 650 Million People for Fun and Profit

  1. 1. Facebook Analytics: How to Measure 650 Million People For Fun and ProfitChristopher S. Penn, VP Strategy and Innovation www.BlueSkyFactory.com
  2. 2. Why Blue Sky Factory?Nearly every email service provider and email marketing platform provides similar tools. If tools were allthat mattered, then the provider with the most tools on the shelf would be the best. Blue Sky Factorydiffers from its competitors in that we strive to help you become a better marketer. More tools won’t helpyou build your house or fix your sink faster, but knowledge, experience, and tools together can help youachieve your marketing goals. Become a better marketer with our help.
  3. 3. blueskyfactory.com/bweny
  4. 4. blueskyfactory.com/fbchat
  5. 5. Prerequisites
  6. 6. TweetAway If you don’t have a goal, you’remeasuring mileage on a road trip with no destination.
  7. 7. Income Margin Expense The Ultimate GoalNet Profit Audience Volume Action
  8. 8. The Fatal Facebook Analytics Mistake
  9. 9. Keep Separate Houses
  10. 10. AudienceProspects LeadsCustomersEvangelists funnel
  11. 11. web analytics
  12. 12. web analytics
  13. 13. form referral intake
  14. 14. link shortener
  15. 15. influence scoring
  16. 16. Advanced: Fan Page App
  17. 17. AudienceProspects LeadsCustomersEvangelists
  18. 18. Audience Alignment
  19. 19. Audience Alignment
  20. 20. Insights for Websites
  21. 21. AudienceContent
  22. 22. Audience80 Content
  23. 23. 32,21432,214 32,214 32,214 32,214 Audience 80 Content
  24. 24. 32,21432,214 32,214 32,214 32,214 Audience 107 80 Content
  25. 25. How influential is your audience? How influential is your content? (CTA)
  26. 26. TweetAwayFacebook is the only network (right now) that publishes your social feedback loop.
  27. 27. AudienceProspects LeadsCustomersEvangelists
  28. 28. Off-Facebook Analytics
  29. 29. useful but generic
  30. 30. know what works on Facebook
  31. 31. custom track shared URLs
  32. 32. cross pollination
  33. 33. AudienceProspects LeadsCustomersEvangelists
  34. 34. Advertising Analytics
  35. 35. TweetAwayIf you do not use referral tracking in PPC you are wasting your money.
  36. 36. use referral strings for CRMsuse GA variables for analytics
  37. 37. http://www.shoemoney.com/facebook- advertising-soup-to-nuts-guide/
  38. 38. Organic Lead Analytics
  39. 39. Earnings Per LeadNew Revenue from Sales EarnedNumber of New Leads Generated
  40. 40. $1 million = $10 lead value 100,000
  41. 41. track individual efforts on Facebook
  42. 42. What’s Not Working? (advanced)
  43. 43. Apps give you full control
  44. 44. see who has visited your page
  45. 45. see who has converted
  46. 46. Event tracking
  47. 47. A/B Test Your Fan Page
  48. 48. Audience Prospects LeadsCustomersEvangelists
  49. 49. What About The MONEY?
  50. 50. Baseline ROI
  51. 51. Earned - Spent = ROI Spent
  52. 52. Time is money, friend!
  53. 53. Annual Income =Hourly 2,080
  54. 54. Annual Income =Hourly 2,080Hours x Rate = Time Spend in Money
  55. 55. $50,000 = $24.04 2,0805 x $24.04 = $120.20
  56. 56. Basic ROI Worksheet Method Facebook Ads Facebook Organic Money Earned Money Spent Hourly Rate Time Spent Time as Money Total Spent Earned - Spent / Spent
  57. 57. Basic ROI Worksheet Method Facebook Ads Facebook Organic Money Earned $1,000.00 $1,000.00 Money Spent $500.00 $0.00 Hourly Rate $24.04 $24.04 Time Spent 5 80 Time as Money $120.20 $1,923.20 Total Spent $620.20 $1,923.20 Earned - Spent / Spent 61.24% -48.00%
  58. 58. Net Earnings Per Lead Method Facebook Ads Facebook Organic Money Earned $1,000.00 $1,000.00 Money Spent $500.00 $0.00 Hourly Rate $24.04 $24.04 Time Spent 5 80 Time as Money $120.20 $1,923.20 Total Spent $620.20 $1,923.20 Earned - Spent / Spent 61.24% -48.00% Leads 100 100Net EPL (Earned - Spent / Leads) $3.80 -$9.23
  59. 59. TweetAwayNet Earnings Per Lead is the bottom line.
  60. 60. Don’t underestimate the power of asimple coupon, discount code, or password as the ultimate metric of performance
  61. 61. Audience Prospects Leads CustomersEvangelists
  62. 62. identify evangelists
  63. 63. identify evangelists
  64. 64. determine influence
  65. 65. determine influence
  66. 66. treat your evangelists well
  67. 67. AudienceProspects LeadsCustomersEvangelists review
  68. 68. blueskyfactory.com/bweny

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