Facebook Insights: 5 Key Success Metrics - Mari Smith


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Register for this FREE Facebook webinar at http://marismith.com/fbwebinar2

Renowned Facebook marketing specialist, Mari Smith, will walk you through what you need to know about the recent Upgrades. Plus, she'll help you to finally demystify Facebook Insights and discover the five key success metrics you should be tracking. In this packed session, Mari will help you to:
Clearly understand all Facebook's changes and know how to take full advantage of the best features. (Hint: it doesn't have to be time-consuming!) .

Identify the two most misunderstood Facebook metrics what you need to know and why. (Hint: most Page owners are getting a false read by focusing on these numbers).

Uncover the two Facebook stats most often completely overlooked and why they're critical to measuring engagement. (Hint: not including these two numbers in your tracking can cause your Page to plateau).

Discover the five key areas to focus on for maximum results from your Facebook marketing efforts. (Hint: you'll heave a sigh of relief with this simplification!).

Choose the most important, customized metrics to measure for your business success. (Hint: hardly anyone talks about these. This part alone will blow your mind!).

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Facebook Insights: 5 Key Success Metrics - Mari Smith

  1. 2. <ul><li>Hashtag: #fbwebinar </li></ul><ul><li>Start time: 11am PST / 2pm EST </li></ul><ul><li>Recommended Browsers: Chrome or Firefox </li></ul><ul><li>Troubleshooting: please refresh, or switch browsers </li></ul><ul><li>Audio : my voice will come through your speakers at the top of the hour. OR, dial in to: 858-703-4094  / 195578# OR, for alternative streaming audio go to bit.ly/fbwebinar_audio </li></ul>
  2. 3. <ul><li>#fbwebinar </li></ul><ul><li>www.tweetchat.com </li></ul>
  3. 4. <ul><li>www.SocialMediaImmersion.com </li></ul><ul><li>Mari will donate 10% of all ticket sales today to the Red Cross in support of those affected by the earthquake and tsunami in Japan </li></ul>
  4. 6. <ul><li>Replay video + MP3 audio + handouts </li></ul><ul><li>Be sure to register at: </li></ul><ul><ul><li>www.marismith.com/fbwebinar2 </li></ul></ul>
  5. 7. <ul><li>Bubbly Scottish-Canadian! </li></ul><ul><li>Relationship + Internet = Social Media! </li></ul><ul><li>“ The Pied Piper of Facebook” </li></ul>
  6. 8. <ul><li>Post on Pages as your Page </li></ul><ul><li>Post on your own Page as your Profile </li></ul><ul><li>Tabs are now links </li></ul><ul><li>Receive notifications of Page activity </li></ul><ul><li>iFrames replaced FBML </li></ul><ul><li>Comments Plugin upgraded – syncs between your site and Facebook </li></ul><ul><li>@ tag in comments (friends or Pages) </li></ul><ul><li>Suggest to Friends removed </li></ul><ul><li>LOTS of bugs just now! </li></ul>
  7. 9. <ul><li>Like other Pages </li></ul><ul><li>Post content on other Pages </li></ul><ul><li>Comment/like on other Pages’ wall content </li></ul><ul><li>Post on Profiles with wall set to “Everyone” </li></ul>
  8. 10. <ul><li>Choose default </li></ul>
  9. 11. <ul><li>Click More > Edit to reorder. </li></ul><ul><li>Rename 3 rd party apps: Edit Page > Apps > Edit Settings </li></ul>
  10. 12. <ul><li>Red on-site Likes + Activity </li></ul>
  11. 13. <ul><li>Create your own app </li></ul><ul><li>Or, use an app </li></ul><ul><ul><li>RESOURCES on marismith.com </li></ul></ul>
  12. 15. <ul><li>See: http://bit.ly/fbComments </li></ul>
  13. 16. <ul><li>@ tag friends or Pages </li></ul>
  14. 17. <ul><li>Facebook says “use the Share button!” </li></ul>
  15. 18. <ul><li>@ tags in comments intermittent. </li></ul><ul><li>iFrames content can’t be viewed in https. </li></ul><ul><li>Social plugins do not work (show as blank boxes) on the web when you're logged into Facebook as your Page. </li></ul>
  16. 19. <ul><li>To help the world connect & communicate more effectively… </li></ul>
  17. 20. <ul><li>facebook.com/insights </li></ul><ul><li>twentyfeet.com </li></ul><ul><li>socialbakers.com </li></ul><ul><li>hootsuite.com </li></ul>
  18. 21. <ul><li>Email from Facebook: </li></ul>
  19. 22. <ul><li>Compare with other pages </li></ul>
  20. 24. <ul><li>Daily emails – simple stats! </li></ul>
  21. 25. <ul><li>Intuitive dashboard </li></ul>
  22. 26. <ul><li>1. Daily engagement rate </li></ul><ul><li>2. Daily page activity </li></ul><ul><li>3. Page growth rate </li></ul><ul><li>4. Page views & Active users </li></ul><ul><li>5. External growth metrics </li></ul>
  23. 27. <ul><li>Fans engaging with your Page content: </li></ul><ul><li>PER POST feedback % </li></ul><ul><ul><li>What you posted </li></ul></ul><ul><ul><li>Impressions </li></ul></ul><ul><ul><li>Number of comments/likes </li></ul></ul><ul><li>DAILY story feedback </li></ul><ul><ul><li>Total post likes, comments, unsubscribes </li></ul></ul><ul><li>Unlikes </li></ul><ul><li>Media consumption </li></ul><ul><ul><li>Photos, videos, (audio) </li></ul></ul>
  24. 28. <ul><li>“ Fan Page Friday” Q&A </li></ul><ul><li>Feedback: 0.53% </li></ul><ul><ul><li>Impressions: 34,962 </li></ul></ul><ul><ul><li>Likes: 63 / Comments: 124 </li></ul></ul>
  25. 29. <ul><li>Total post likes = 339 </li></ul><ul><li>Total post comments = 428 </li></ul><ul><li>Hides = 12 </li></ul>
  26. 30. <ul><li>Unsubscribes (Hides) </li></ul><ul><ul><li>Insights > Interactions > Daily Story Feedback = purple graph </li></ul></ul><ul><li>Unlikes </li></ul><ul><ul><li>Insights > Users > third chart down = New Likes/Unlikes </li></ul></ul>
  27. 32. <ul><li>Posts by fans on your walls + @ mentions of you </li></ul><ul><ul><li>Mentions </li></ul></ul><ul><ul><li>Wall posts </li></ul></ul><ul><ul><li>(discussion posts) </li></ul></ul><ul><ul><li>(reviews) </li></ul></ul>
  28. 33. <ul><li>Insights > Users > Activity chart (2 nd from bottom) </li></ul>
  29. 34. <ul><li>New likes (- unlikes) </li></ul><ul><li>See also External referrers – where is the traffic coming from? </li></ul><ul><ul><li>Insights > Users > External Referrers </li></ul></ul>
  30. 35. <ul><ul><li>Google Analytics > Advanced Segments > Create New Custom Segment > Source = Facebook </li></ul></ul>
  31. 36. <ul><li>Page views = “hits from logged in users” </li></ul><ul><ul><li>Total + Unique </li></ul></ul><ul><ul><li>Both include fans & non-fans </li></ul></ul><ul><li>Active users </li></ul><ul><ul><li>Number of fans + non-fans who have viewed/interacted with your Page </li></ul></ul><ul><li>See also Tab Views - which tabs getting most activity? </li></ul>
  32. 37. <ul><li>1. Active User </li></ul><ul><ul><li>Facebook users </li></ul></ul><ul><ul><li>Fans + non-fans who have viewed/interacted with your Page </li></ul></ul><ul><li>2. Impressions </li></ul><ul><ul><li>Number of times your content has been *rendered* in the stream </li></ul></ul><ul><ul><li>Your wall, fans’ News Feed, social plugins </li></ul></ul>
  33. 38. <ul><li>An increase in… </li></ul><ul><li>Clickthrough rate (trackable links) </li></ul><ul><li>Traffic to your website/blog </li></ul><ul><li>Blog activity </li></ul><ul><ul><li>subscribers </li></ul></ul><ul><ul><li>comments (engagement rate) </li></ul></ul><ul><ul><li>content consumption </li></ul></ul><ul><ul><li>length of time on site </li></ul></ul><ul><ul><li>number of pages visited </li></ul></ul><ul><ul><li>number of social shares </li></ul></ul><ul><li>Email optins (could be right from Page, use a unique form code) </li></ul><ul><li>Coupons redeemed </li></ul><ul><li>Phone calls/sales inquiries </li></ul><ul><li>Event registrations (teleseminar, conference, workshop, etc.) </li></ul><ul><li>SMS optins </li></ul><ul><li>Sales </li></ul><ul><li>Per sale value </li></ul><ul><ul><li>(GiantNerd +50% with Facebook Like button) </li></ul></ul><ul><li>Brand sentiment </li></ul>
  34. 40. <ul><li>Build your email list </li></ul><ul><li>Drive traffic to your blog </li></ul><ul><li>Sell more products/services </li></ul><ul><li>Increase event registrations </li></ul><ul><li>Get media attention/contacts </li></ul><ul><li>Connect with JV partners </li></ul><ul><li>Establish yourself as a leading authority </li></ul><ul><li>Improve customer service </li></ul>
  35. 42. <ul><li>FIRST build tons of value, social equity </li></ul><ul><li>Space out your offers </li></ul><ul><li>Clear CTAs </li></ul><ul><li>Make it really easy for people to buy from you! </li></ul>
  36. 46. <ul><li>I don’t have TIME! </li></ul><ul><li>Social Media seems like a full time JOB! </li></ul><ul><li>I don’t want to have to LEARN it all. </li></ul><ul><li>I want to protect my PRIVACY. </li></ul><ul><li>I want to protect my CONTENT. </li></ul><ul><li>I don’t know what I should DELEGATE. </li></ul><ul><li>Do Facebook ADS really work? </li></ul><ul><li>I don’t know the social media BEST PRACTICES. </li></ul><ul><li>I don’t know which sources to TRUST. </li></ul><ul><li>I’m not sure how I’d measure any real RESULTS. </li></ul><ul><li>Can you really make MONEY using social media? </li></ul>
  37. 47. <ul><li>In-depth social media training </li></ul><ul><li>Complete with Mari’s “Ninja Tricks”! </li></ul><ul><li>www.SocialMediaImmersion.com </li></ul>
  38. 49. <ul><li>www.SocialMediaImmersion.com </li></ul><ul><li>VIRTUAL Ticket – Save $100 </li></ul><ul><ul><li>Enter this code: 100discount </li></ul></ul>
  39. 50. <ul><li>Beginners’ Bootcamp: March 23, 2011 </li></ul><ul><li>Two-day immersion: April 1 & 2, 2011 </li></ul><ul><li>75-90 minute modules all RECORDED with INSTANT replay access! </li></ul>
  40. 51. <ul><li>See: www.SocialMediaImmersion.com </li></ul>