Sudha Jamthe

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Sudha Jamthe

  1. 1. FACEBOOK DATA INTELLIGENCESudha Jamthe, eBay Inc.June 28 2012San Francisco @SUJAMTHE
  2. 2. My Social Measurement Compass Ref: @setlinger of Altimeter Group @SUJAMTHE
  3. 3. Measure only what you want to manage @SUJAMTHE
  4. 4. What do weREALLY Want?@SUJAMTHE
  5. 5. What do we *REALLY* want?1. Target Right customers2. Viral Play = Engagement on Brand Pages3. Track Intent to purchase @SUJAMTHE
  6. 6. 1. Target Your customers – Access with Permission @SUJAMTHE
  7. 7. 1. Target Your customers – Access with Permission @SUJAMTHE
  8. 8. 1. Target Right Customers – Audience Targeting Platform @SUJAMTHE
  9. 9. 2. Engagement Challenge : Facebook EdgeRank Facebook EdgeRank controls the key to measuring the actual reach of Facebook messages. @SUJAMTHE
  10. 10. 2. Facebook Engagement – Benchmark Competitively 1. FANS - Size, reach, and growth of the fan page 2. ENGAGEMENT - User interactions and engagement to content 3. COMMUNITY - Community management, response rate, key influencers, CORE FANS 1. COMPETITORS – Benchmark with Competition @SUJAMTHE
  11. 11. Engagement : Measure Content Engagement @SUJAMTHE
  12. 12. Payvment: Measure Conversion End to End @SUJAMTHE
  13. 13. Summary1. Measure what you want to manage3. Target Audience Right4. Balance Privacy and Permission5. Be honest about imperfect social data and limitation of technology6. Engage with Content7. Measure Conversion End-to-End @SUJAMTHE
  14. 14. Questions?@sujamthe @SUJAMTHE

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