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Measurement.ie

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Measurement.ie

  1. 1. Facebook Analytics forObsessive Compulsivesby @mediaczar
  2. 2. 30 minutes of data wankery 1
  3. 3. Social Media has changed since the early days Search volume on key Social Media blogs myspace facebook twitter2005 2006 2007 2008 2009 2010 2011 2
  4. 4. European Web Usage 85 billion user minutes/mo nth Data: comScore EMEA August 2011 3
  5. 5. Marketers instinctivelymisunderstand Facebook 4
  6. 6. How people use Facebook Ignore, Like Login to View Leave or Facebook Newsfeed Facebook Comment 5
  7. 7. How people use Client X’s Facebook Page Audience Activity Day Part Week Day Competitor Activity See Brand Ignore, Like Leave Like Page Posts in or Facebook Newsfeed Comment Like source First exposure Responders 0.6% 36% 99% 0.6% attributed to Estimate Comments + Likes “on Page” Likes DAU 6
  8. 8. Response Windows 50% 91.4% 80% of responses 40% within 3 hours. 30% 90% within 6 hours 20% 10% 0% 0 6 12 18 24 30 36 42 48 Elapsed Hours %age responses cumulative 7
  9. 9. How people use Client X’s Facebook Page Audience Activity Day Part Week Day Competitor Activity See Brand Ignore, Like Leave Like Page Posts in or Facebook Newsfeed Comment Like source First exposure Responders 0.6% 36% 99% 0.6% attributed to Estimate Comments + Likes “on Page” Likes DAU 8
  10. 10. How people use Client X’s Facebook Page åuwd e e e edges e Newsfeed Algo See Brand Ignore, Like See/Don’t Like Page Post in or See Next Newsfeed Comment Post Like source First exposure Responders Ongoing Exposure 0.6% 11% 36% 99% 0.6% attributed to Estimate Comments + Likes DAU “on Page” Likes Total DAU 9 Fans
  11. 11. “We’re going to makeFacebook the hub of all ouractivity” 10
  12. 12. Most people don’t visit the Page.What are theimplications for All Fans 100%Page Tabs? 470K MAU 53% 250K DAU 11% 52K Daily Page Visits (Unique) 0.3% 1.4K 11
  13. 13. How fan growth Affects Daily Active Users (DAU) 90 600 11.60 Thousands Thousands 80 11.40 500 70 11.20 11.00 R² = 0.598 60 400 10.80 ln(DAU) 50 Fans DAU 300 10.60 40 10.40 30 200 10.20 20 100 10.00 10 9.80 12.50 12.60 12.70 12.80 12.90 13.00 13.10 13.20 0 0 Feb Mar Apr May Jun Jul Aug ln(Fans) 1% increase in fans leads to 1.65% increase in DAU 12 (0.35% increase in MAU)
  14. 14. Unsubscribes grow strongly inline with fan growth 250 5.5 y = 2.219x - 24.01 R² = 0.503 467,512 5 200 4.5 ln(unsubscribes) 150 288,631 4 100 3.5 50 3 0 2.5 Feb Mar Apr May Jun Jul Aug 12.5 12.6 12.7 12.8 12.9 13 13.1 13.2 Daily Unlikes Fans ln(fans) 1% increase in fans leads to 2.22% increase in Unsubscribes 13
  15. 15. What happens if we post more often? 50% 91.4% 80% of responses 40% within 3 hours. 30% 90% within 6 hours 20% 10% 0% 0 6 12 18 24 30 36 42 48 Elapsed Hours %age responses cumulative 14
  16. 16. Impressions grow strongly inline with post frequency 3500 15.5 Thousands y = 1.108x + 11.63 21 15 3000 R² = 0.943 14.5 2500 17 17 14 ln(7-day rolling imps) 2000 13.5 12 1500 13 12.5 1000 4 12 500 11.5 0 11 Jan Feb Mar Apr May Jun Jul 0 1 2 3 4 7-day rolling imps 7-day rolling posts ln(7-day rolling posts) 15
  17. 17. Reach grows inline with post frequency -1.4 -1.6 y = 0.400x - 2.346 -1.8 R² = 0.530 -2ln(reach) -2.2 -2.4 -2.6 -2.8 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 ln(posts) 16
  18. 18. ..and so do unsubscribes 7.5 y = 0.459x + 5.523 R² = 0.577 7ln(7-day rolling unsubs) 6.5 6 5.5 5 0 0.5 1 1.5 2 2.5 3 3.5 ln(7-day rolling posts) 17
  19. 19. A Facebook Page isn’t acommunity 18
  20. 20. Facebook Group 1 19
  21. 21. Is your Facebook Page really a “Community”? Community Hierarchy Facebook 20
  22. 22. “We just want to LISTEN” 21
  23. 23. Brand Page 22
  24. 24. Retailer Page 23
  25. 25. Waitrose’s Page, early November 2011 24
  26. 26. What happened? 25
  27. 27. What happened? 26
  28. 28. Facebook isn’t your micrositeFacebook isn’t your forumFacebook is your email listFocus on News Feed optimisationBTW (You’ll never have enough fans) 27
  29. 29. @mediaczarblog.magicbeanlab.com 28

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