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Facebook Analytics

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Auf dem fbcamp in Hamburg hielt unser Marketing Strategist, Jan Altmeyer, eine Präsentation zum Thema "Facebook Analytics" und erklärte, wie man auch ohne Tools die Insights auswerten kann.

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Facebook Analytics

  1. 1. Facebook Analytics
  2. 2. Facebook Analytics› 1. Nutzung der Facebook Insights› 2. Anbindung an Web Analytics Tool
  3. 3. 1. Nutzung der Facebook Insights› Welche Posts generieren die größte Reichweite?› Welche Zielgruppen haben das größte Potential?› Wie kann ich verschiedene Facebook-Seiten einheitlich monitoren?
  4. 4. Welche Posts generieren die größte Reichweite? › Ganz einfach…Facebook Insights zeigt mir ganz einfach welcher Beitrag die höchste Reichweite besitzt…! › Ja und nein…denn, es wird nur die absolute Reichweite angezeigt
  5. 5. Welche Posts generieren die größte Reichweite?› Berechnung der Viralität:› Die Viralität ist ein Quotient aus Lifetime „People talking about this“ und Lifetime „Total Post Reach“› Export der Beitragsdaten (Excel): Spalte Q / Spalte H = Viralität (als Prozent formatieren)
  6. 6. Welche Posts generieren die größte Reichweite?› Von der absoluten zur relativen Reichweite› Export Seitendaten + Export Beitragsdaten› Anzahl der Fans und Reichweite pro Tag für jeden Post ergibt relative Reichweite als Quotient› Angereichert um Tags kann einfach und schnell eine Pivotübersicht erstellt werdenTyp Eff. Reichweite Thema Eff. ReichweiteText 15 % oder z.B. Produkt 15 %Bild 20 % Service 20 %Video 25 % … 25 %
  7. 7. Welche Zielgruppen haben das größte Potential?› Vergleich der Demographie Chart› “Gefällt mir”-Angaben vs. Reichweite vs. Personen, die darüber reden 6,3 % / 9,5% = + 66 % (Index)› Setzt man die Verteilungen ins Verhältnis, so stellt man z.B. fest dass:› Frauen zwischen 18-24 sind überdurchschnittlich aktiv
  8. 8. Wie kann ich verschiedene Facebook-Seiten einheitlichmonitoren?
  9. 9. Wie kann ich verschiedene Facebook-Seiten einheitlichmonitoren?› Anhand von eigentlich zunächst nichtssagenden Quotienten kann man Länderseiten mit unterschiedlichen Fanzahlen besser vergleichen› Gleichzeitig ergibt sich für jedes Land ein Trend, der Rückschlüsse auf die Aktivitäten zulässt› Es lassen sich direkt Planwerte bzw. Zielwerte integrieren› Standardisierte Reports sind von daher hilfereich bei der Betrachtung mehrerer Länderseiten ohne direkt in die Inhalte einzusteigen (Sprachbarrieren)
  10. 10. 2. Anbindung an Web Analytics Tool› Wie kann ich meine externen Verlinkungen einfach und schnell tracken?› Was machen die Nutzer auf meiner Zielseite nach dem Klick auf den Link?› Wie kann ich Daten aus Facebook Applikationen in mein Web Analytics Tool integrieren?
  11. 11. Wie kann ich meine externen Verlinkungen einfach undschnell tracken?› Standard URL shortener wie bit.ly› Direkte Klicks und weitergeleitete Klicks werden einfach und klar dargestellt› Sinnvoll, wenn auf externe Seiten verlinkt wird, die sich nicht unter eigener Kontrolle befinden
  12. 12. Was machen die Nutzer auf meiner Zielseite nach demKlick auf den Link? Tracking Parameter in der Ziel URL A B C
  13. 13. Wie kann ich Daten aus Facebook Applikationen in meinWeb Analytics Tool integrieren? Normale Datenstruktur angereichert über eine FB App
  14. 14. Danke.

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