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Oh The Things You Can Learn From Facebook

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Presentation for the PRSSA conference focusing on the informative data that can be found in Facebook that can help PR and marketing pros better understand and communicate with their audience.

Published in: Data & Analytics
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Oh The Things You Can Learn From Facebook

  1. 1. Oh, The Things You Can Learn From
  2. 2. Michael Durwin Director of Social Media & Digital Strategy #OhTheThingsFB
  3. 3. #OhTheThingsFB#OhTheThingsFB
  4. 4. #OhTheThingsFB#OhTheThingsFB
  5. 5. #OhTheThingsFB#OhTheThingsFB Likes o Comments o Shares o Followers o People Talking About o X X X X X
  6. 6. #OhTheThingsFB#OhTheThingsFB SEE YA!
  7. 7. #OhTheThingsFB#OhTheThingsFB
  8. 8. #OhTheThingsFB#OhTheThingsFB
  9. 9. #OhTheThingsFB COMPETITIVE FACEBOOK DATA CUSTOMER FACEBOOK DATA SCARY FACEBOOK DATA (that is actually pretty awesome)
  10. 10. #OhTheThingsFB *ALSO GOOD FOR NEW BUSINESS COMPETITIVE FACEBOOK DATA
  11. 11. #OhTheThingsFB
  12. 12. #OhTheThingsFB Followers My Client Jambu Vionic Merrell
  13. 13. #OhTheThingsFB Engagement My Client Jambu Vionic Merrell
  14. 14. #OhTheThingsFB Engagement My Client Jambu Vionic Merrell
  15. 15. #OhTheThingsFB Instagram Followers My Client Jambu Vionic Merrell My Client Jambu Vionic Merrell Twitter Followers
  16. 16. #OhTheThingsFB
  17. 17. #OhTheThingsFB PotentialHumanReach.com™ Your Twitter Performance Report Your Twitter account has been analyzed for network size, engagement and content quality: @I_LOVE_NY [https://twitter.com/I_LOVE_NY] Registered on  6/10/2009 Followers  282,375 Following  15,358 Tweets  13,591 Photos/Videos  1,254 Follower ReTweets  67,559 Potential Human Reach   14,334,647 Engagement  50.76 humans reached per follower 6 Month Growth Trend 43.6% % of Tweets with image or video 91.7% % of Tweets ReTweeted Your Twitter Performance Report Your Twitter account has been analyzed for network size, engagement and content quality: @I_LOVE_NY [https://twitter.com/I_LOVE_NY] Registered on  6/10/2009 Followers  282,375 Following  15,358 Tweets  13,591 Photos/Videos  1,254 Follower ReTweets  67,559 Potential Human Reach   14,334,647 Engagement  50.76 humans reached per follower 6 Month Growth Trend 43.6% % of Tweets with image or video 91.7% % of Tweets ReTweeted formance Report n analyzed for network size, engagement and content quality: Y [https://twitter.com/I_LOVE_NY]  6/10/2009  282,375  15,358  13,591  1,254  67,559   14,334,647  50.76 humans reached per follower  Trend % 91.7% % of Tweets ReTweeted
  18. 18. #OhTheThingsFB *THERE’S A LOT MORE TO IT THAN YOU THINK CLIENT FACEBOOK DATA
  19. 19. #OhTheThingsFB#OhTheThingsFB
  20. 20. #OhTheThingsFB
  21. 21. #OhTheThingsFB
  22. 22. #OhTheThingsFB FANS REACHED ENGAGED
  23. 23. #OhTheThingsFB
  24. 24. #OhTheThingsFB What if I told you that you’re driving traffic to the wrong place? Engagement On Your Website Engagement On Your Facebook Page > 99% of your MARKETING BUDGET <1% of your MARKETING BUDGET Brand-Consumer ENGAGEMENT
  25. 25. #OhTheThingsFB
  26. 26. #OhTheThingsFB 86% 14%
  27. 27. #OhTheThingsFB
  28. 28. #OhTheThingsFB 93% 7%
  29. 29. #OhTheThingsFB#OhTheThingsFB
  30. 30. #OhTheThingsFB https://business.facebook.com/ads/audience- insights
  31. 31. #OhTheThingsFB https://business.facebook.com/ads/audience- insights
  32. 32. #OhTheThingsFB Gender
 Female Status
 Married (60%) Family
 Has Kids (36%) Education
 College (67%) Income
 $50-75k (33%) Geography
 Urban 35-44 45-54 20% 25% 30% 26% 55-64 Other
  33. 33. #OhTheThingsFB DAYPART
 11-12 PM VIDEO VIEW LENGTH
 26.2% (:31 SEC) PLATORM PURCHASE AVG.
 $33.50 STATIC CANVAS IMAGE CAROUSEL VIDEO MOBILE AUDIENCE NETWORK DESKTOP
  34. 34. #OhTheThingsFB *THIS IS SOME OF THE BEST STUFF SCARY FACEBOOK DATA
  35. 35. #OhTheThingsFB
  36. 36. #OhTheThingsFB Name Location Family Composition Household Income Race Gender Media Consumption Habits Language Where They Shop What They Buy Who Your Competitors Are For Customers’ Attention Favorite TV character Education Level Hobbies How Well They’re Using Facebook When Are They Paying Attention If They Are A Customer
  37. 37. #OhTheThingsFB Gender
 Female 35-44 45-55 Status
 Married (62.16%) Family
 Has Kids (20.5%) Education
 College (65.8%) Income
 40-70k (100%) Geography
 Urban 55% 45%
  38. 38. #OhTheThingsFB
  39. 39. #OhTheThingsFB
  40. 40. #OhTheThingsFB Gender
 Female Status
 Married (60%) Family
 Has Kids (36%) Education
 College (67%) Income
 $50-75k (33%) Geography
 Urban 35-44 45-54 20% 25% 30% 26% 55-64 Other
  41. 41. #OhTheThingsFB
  42. 42. #OhTheThingsFB DEPARTMENT STORES RETAIL FASHION FOOTWEAR TOP TEN Pottery Barn Kids Target Amazon.com 6pm.com Beyond the Rack Overstock Brad's Deals RetailMeNot Ebates Thirty-One Gifts TOP TEN Whole Foods Market Nordstrom Target Amazon.com Trader Joes Fan Pottery Barn Kids Stella & Dot Neiman Marcus Williams-Sonoma Zappos TOP TEN White House | Black Market LOFT Tory Burch Anthropologie Michael Kors Zulily J.Crew HauteLook Old Navy Life is good
 TOP TEN Tieks by Gavrieli True Runner Saucony Country Outfitter Christian Louboutin DSW Designer Shoe Warehouse Sole Society Merrell KEEN Nine West
  43. 43. #OhTheThingsFB MUSIC TV CELEBRITIES FOOD TOP TEN ARTISTS Pink Adele U2 Lady Gaga Bon Jovi Lady Antebellum Dave Matthews Band Bob Marley Jack Johnson The Beatles TOP TEN CHARACTERS MAXINE Twig the Fairy Aunty Acid Sheldon Cooper Hyperbole and a Half Hello Kitty Kermit the Frog Winnie the Pooh Madea Ari Gold TOP TEN Dalai Lama Louise Hay Deepak Chopra Jillian Michaels Dr. Wayne W. Dyer Eckhart Tolle Barack Obama Dr. Mehmet Oz Thich Nhat Hanh Oprah Winfrey
 TOP TEN CHEFS Chef Chloe Coscarelli Superfood Cuisine with Julie Morris Curtis Stone Michael d Symon Matthew Kenney Bobby Flay Marcus Samuelsson John Besh Aarón Sánchez Michael Chiarello
  44. 44. #OhTheThingsFB
  45. 45. #OhTheThingsFB TV RADIO NEWSPAPERS MAGAZINES APPS WEBSITES
  46. 46. #OhTheThingsFB MAGAZINES WEBSITES
  47. 47. #OhTheThingsFB Attributes Emotions Behaviors
  48. 48. #OhTheThingsFB mind the gap social sentimentbrand positioning Good Travel Value Expensive
  49. 49. #OhTheThingsFB
  50. 50. #OhTheThingsFB
  51. 51. #OhTheThingsFB
  52. 52. #OhTheThingsFB
  53. 53. #OhTheThingsFB#OhTheThingsFB QUESTIONS?

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