Measuring Facebook Marketing

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Petri Mertanen

Measuring Facebook Marketing - a presentation in a seminar by Association of Finnish Advertisers.

Business

Measuring Facebook
Marketing
Association of Finnish Advertisers 5.3.2013

Social Marketing in the early days

Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 3

Customer Relationship Management

Image source: http://www.flickr.com/photos/english106/4357529719/

Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 4

Measuring Facebook Marketing

1. First you need to understand and realize what
Facebook Marketing is all about?
– You can do lots of different things with Facebook and
the features it provides

2. You should collect data from different kind of
sources according to your Facebook Marketing
activities

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Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 6

Two thirds are using Facebook with mobile device!

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You can use tracking code in Facebook applications!

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You can use Facebook offers when you have 100 fans

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Integrate Facebook with other marketing channels

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Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 12

Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 13

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You can drive traffic to FB page via Adwords sitelinks

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Use physical point of sales for getting more fans

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Some companies use TV ads to activate people to FB

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Dynamic and clickable ad in Ruutu.fi VOD service

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She likes it!

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Use Facebook Insights for pages

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Use FB power editor and conversion tracking for ads

Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 21

Set up goals to if you are driving traffic to website

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Tag sponsored updates/ads for web analytics system

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Use multi-channel funnels – don’t stair just last click

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Build custom reports and dashboards for insights

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Track social events and features in your website

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Measuring framework

Image source: http://www.flickr.com/photos/kazk/198640938/

Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 27

Measuring framework

1. Purpose. What are we trying to achieve?
– Product and process development
– Feedback and other qualitative data
– Recruiting and customer engagement
– Pricing and promotions
2. Define goals and Key Performance Indicators
– Number of new development ideas (by channel)
– Number of feedback, evaluations (Voice of Customers)
– Number of fans, posts, recommendations or shares
– Sales (by channel) and Return on Ad Spent (ROAS)

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Interactions per thousand fans

Image source: http://www.flickr.com/photos/kazk/198640938/

Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 29

Continuous action model

1. Analysis
2. Decisions
3. Action!

Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 30

Questions?

Petri Mertanen
Web Analyst

petri.mertanen@sanoma.com
Mobile: +358 400 792 616
Skype:petrimertanen
@mertanen

Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 32

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Organisational success today depends on effective communication and collaboration with individuals from cultures with varying beliefs and practices. Indeed, with the workforce increasingly comprised of people of varying cultural backgrounds, leaders must now prioritise the significance of cultural competence in the workplace. Ensuring cultural competence at every level of your organisation cannot be understated. While cultural disparities can manifest in different ways, as a leader, you must build deep and nuanced cultural competence skills and education to accurately spot, address and alleviate the various scenarios that can arise. Failing to recognise the importance of cultural competence or not acting to improve it can lead to cultural negligence. There are a few things to consider to ensure your organisation is on the right track. In this deck, you'll understand the importance of building cultural competence in the workplace. You'll also learn • The three (3) dimensions of Cultural Competence in the workplace • Key strategies to build a culturally competent workforce • Major benefits you stand to gain by having a culturally competent team.

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Measuring Facebook Marketing

1. Measuring Facebook Marketing Association of Finnish Advertisers 5.3.2013

5. Measuring Facebook Marketing 1. First you need to understand and realize what Facebook Marketing is all about? – You can do lots of different things with Facebook and the features it provides 2. You should collect data from different kind of sources according to your Facebook Marketing activities Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 5

28. Measuring framework 1. Purpose. What are we trying to achieve? – Product and process development – Feedback and other qualitative data – Recruiting and customer engagement – Pricing and promotions 2. Define goals and Key Performance Indicators – Number of new development ideas (by channel) – Number of feedback, evaluations (Voice of Customers) – Number of fans, posts, recommendations or shares – Sales (by channel) and Return on Ad Spent (ROAS) Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 28

31.

32. Questions? Petri Mertanen Web Analyst petri.mertanen@sanoma.com Mobile: +358 400 792 616 Skype:petrimertanen @mertanen Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 32

Editor's Notes

Vastaan Sanomilla Nelosen online-palveluiden mittaamisesta ja analysoinnista, kiitos Matiakselle maininta SM-liigasta Verkkopalvelut 90-luvulla, analytiikka mukaan 2000-luvulla, Facebook-markkinointi 2000-luvulla, analytiikka mukaan 2010-luvulla Analyytikon tehtävänä on tehdä monimutkaisista asioista yksinkertaisia Kuinka monella on määritelty avainmittarit eli KPI:t Facebookille tai sosiaaliselle medialle? 13.03.13
Sosiaalinen kauppias vs. ei-sosiaalinen kauppias 13.03.13
Kuinka sosiaalisuutta mitattiin ennen 13.03.13
Aivan ensimmäisenä olisi hyvä määritellä sosiaalisen median tai tietyn kanavan tarkoitus. Sen jälkeen määritellään tavoitteet ja avainmittarit. Kun tarkoitus ja tavoite on määritelty, avainmittarit tulevat lähes itsestään. 13.03.13
Nyt keskitytään Facebookiin. Yksi tapa tehdä markkinointia on Facebook-mainostaminen. 13.03.13
Facebookin mukaan jopa 67 % käyttää Facebookia mobiililaitteella. Mainostaminen ei toimi, pitää päästä uutisvirtaan. 13.03.13
Facebook-sivu on yksi tapa. Sivun päivitykset eivät mene kaikille Facebookin EdgeRank algoritmin takia. 13.03.13
Voi käyttää myös Facebook-sovelluksia. Niihin voi laittaa seurantakoodin, esim. Google Analyticsin. Tehdään kilpailu, jos ei muuta keksitä… 13.03.13
Picnic käyttää ahkerasti Facebook-tarjouksia (joulukalenteri). Facebook tarjoukset voivat olla online, offline ja sekä että. Helppo mitattavuus myös kivijalkaan. Noin 1300 on lunastanut kupongin, 354 tykkäystä, 19 kommenttia ja 4 jakamista. 13.03.13
Omaan verkkopalveluun voi tietysti yksinkertaisesti lisätä linkin Facebook-sivulle. 13.03.13
Hesarin toimituksellisen aineiston yhteydessä on Facebookin suosittele-toiminnallisuus. 13.03.13
Ruutu.fi palvelussa on tykkää-toiminto ja Facebookin kommentointi-liitännäinen. 13.03.13
Eirikuva on tuonut Facebookin näkyville myös uutiskirjeeseen. 13.03.13
Googlen hakusanamainonnalla voidaan ohjata suoraan Facebook-sivulle sivustolinkkien avulla. 13.03.13
Facebook-sivulle voi saada lisää faneja tapahtumista tai myymälästä. 13.03.13
Analyytikon tehtävänä on tehdä monimutkaisesta yksinkertaista 13.03.13
Analyytikon tehtävänä on tehdä monimutkaisesta yksinkertaista 13.03.13
Lopulta: tykkää! 13.03.13
Esim. Google Analyticsista tai vastaavasta poiketen saadaan kiinni käyttäjien demografiat. 13.03.13
Analyytikon tehtävänä on tehdä monimutkaisesta yksinkertaista 13.03.13
Liian usein yrityksillä ei ole asetettu tavoitteita web-analytiikka järjestelmään. 13.03.13
Mainokset tai maksetut päivitykset tulisi tägittää web-analytiikka järjestelmää varten. 13.03.13
Monikanavaiset raportit kertovat miten sosiaaliset kanavat avustavat konsersioissa. 13.03.13
Kannattaa tehdä räätälöityjä raportteja ja ohjausnäkymiä / dashboardeja. 13.03.13
Sivustolla olevia sosiaalisen median nappeja ja toimintoja voi seurata web-analytiikan järjestelmällä. 13.03.13
Mittaamisen malli / framework. 13.03.13
Aivan ensimmäisenä olisi hyvä määritellä sosiaalisen median tai tietyn kanavan tarkoitus. Sen jälkeen määritellään tavoitteet ja avainmittarit. Kun tarkoitus ja tavoite on määritelty, avainmittarit tulevat lähes itsestään. 13.03.13
IPM on minun mielestä yksi parhaimmista mittareista, joka kertoo omasta aktiivisuudesta, fanien määrästä sekä heidän sitoutumisesta sisältöön. Edistyksellisemmässä versiossa on mukana kilpailijoiden benchmark sekä dataa erilaisesta julkaistusta materiaalista (teksti, kuvat, videot, linkit). 13.03.13
Mittaamisen suunnittelu ja mittareiden / lukujen raportointi on tärkeää, mutta sitäkin tärkeämpää on analysointi. Analysoinnin tarkoituksena on tuottaa konkreettisia näkemyksiä, suosituksia sekä kehitys- ja toimenpide-ehdotuksia. Erittäin tärkeää on myös saada päätöksiä ehdotuksiin ja vietyä asiat myös eteenpäin käytännön toimenpiteiksi. 13.03.13
Sananen sponsorilta: Rakennamme uutta Ruutu.fi palvelua, johon kannattaa rekisteröityä jo nyt beta-vaiheessa. Syksyllä alkaa kanavalla mm. SM-liigan kaikki ottelut. 13.03.13
Kysymyksiä? 13.03.13

Measuring Facebook Marketing

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Editor's Notes