Measuring Facebook Marketing

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

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Measuring Facebook Marketing

  1. 1. Measuring FacebookMarketingAssociation of Finnish Advertisers 5.3.2013
  2. 2. Businesses need insights on complex issues Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 2
  3. 3. Social Marketing in the early days Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 3
  4. 4. Customer Relationship Management Image source: http://www.flickr.com/photos/english106/4357529719/ Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 4
  5. 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
  6. 6. Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 6
  7. 7. Two thirds are using Facebook with mobile device! Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 7
  8. 8. Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 8
  9. 9. You can use tracking code in Facebook applications! Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 9
  10. 10. You can use Facebook offers when you have 100 fans Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 10
  11. 11. Integrate Facebook with other marketing channels Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 11
  12. 12. Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 12
  13. 13. Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 13
  14. 14. Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 14
  15. 15. You can drive traffic to FB page via Adwords sitelinks Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 15
  16. 16. Use physical point of sales for getting more fans Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 16
  17. 17. Some companies use TV ads to activate people to FB Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 17
  18. 18. Dynamic and clickable ad in Ruutu.fi VOD service Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 18
  19. 19. She likes it!Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 19
  20. 20. Use Facebook Insights for pages Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 20
  21. 21. Use FB power editor and conversion tracking for ads Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 21
  22. 22. Set up goals to if you are driving traffic to website Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 22
  23. 23. Tag sponsored updates/ads for web analytics system Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 23
  24. 24. Use multi-channel funnels – don’t stair just last click Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 24
  25. 25. Build custom reports and dashboards for insights Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 25
  26. 26. Track social events and features in your website Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 26
  27. 27. Measuring framework Image source: http://www.flickr.com/photos/kazk/198640938/ Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 27
  28. 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
  29. 29. 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
  30. 30. Continuous action model 1. Analysis 2. Decisions 3. Action! Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen 13.03.13 30
  31. 31. 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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