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March 26




                                      2012
Project:
Verdance

                                                 An
                                                 Interactive
In partial fulfillment for Direct Marketing.     Direct
                                                 Marketing
 Submitted to:
 Regina Dy                                       Campaign

 Submitted by:
 Bea Belen
 GenBermudo
 JhingCamba
 Alvic Chua
 Ben Donato
 Cess Medrano
 JenninaObieta
 Mark Pitoc
 Angelica Sinnung
 Nicco Joselito Tan
 JP Villamor
Project: Verdance 2012

Facebook Insights: A Guide to Facebook’s Analytics

With Page Insights, we can:
       Understand the overall performance of your Page;
       Optimize how you publish posts to your Page that will attract your audience and
       make them recommend your Page to their friends; and
       Learn more about your audience

To access Insights on your Page, click on the Insights tab on the left-hand side of the page.
Project: Verdance 2012
There are two ways to review the Insights data – either through the dashboard or by
exporting the data.

If you wish to export data, you can do so by clicking on the Export Data button.




In exporting the data, you will be asked the following information:
       Data Type - the type of data you would like to see
           o Page level data – aggregated data about your Page
           o Post level data – for data on each of your Page posts
       Data Range - The date range for which you want to see data about your Page
       File Format –Excel (.xls) or Comma-Separated Values (csv)

The Key Metrics tab of the Excel file contains the metrics across all time. The tabs show a
breakdown of the high level metrics.
Project: Verdance 2012

Understand the overall performance of your Page

The four metrics at the upper portion on the Insights tab allows you to quickly view the size
and engagement of your audience. These information should be monitored to assess the
success of implemented marketing strategies.




Total Likes – the number of unique people who liked your Page.
Friends of Fans – the number of unique people who are friends with your fans, including
your current fans.
People Talking About This – the number of unique people who interacted with your Page.
Interaction include when someone likes your Page, posts to your Page wall, likes or shares
your Page posts, answers a question you posted, responds to your event, mentions your
Page, tags your Page, checks in at your Place, or recommends your Place.
Total Reach – the number of unique people who have seen any content related with tour
Page (including Ads or Sponsored Stories that directs to your page) in the last 7 days.

Hovering on the question mark next to the metric will show the time frame of each metric.

Because friends of fans represent a much larger set of consumers than fans alone, it is
important to not only consider the Fans you have (Total Likes) but also consider the
number of friends that your fans have (Friends of Fans). This metric should be seen as the
total potential market. Friends of Fans represent the total number of people you can
potentially reach if all your fans are talking about your business to their friends.

The next metricPeople Talking About This indicates how many people are actually talking
about your Page or your business to their friends. This includes everyone who:
       Liked your Page
       Liked, commented, or shared your Page post
       Answered a Question you’ve asked
       Responded to your event
       Mentioned your Page
       Tagged your Page in a photo
       Checked in or recommended your Place

Getting more people to talk about your business allows you to reach more people. You can
see how many people your Page is able to reach by the Total Reach metric.
Project: Verdance 2012
Posting regularly with interesting content to your audience gets more people to talk about
your business with their friends. The following graph shows how the type of posts you
publish to your Page influence the number of people talking about your business, and how
this number of people talking about you influences your reach.




 For the period February 14 – March 12, 2012, no new posts were published to the Verdance Nail
   Salon Page thus no Posts bubbles were reflected on the graph presented.

Posts – the size of the bubbles represent the number of posts your Page published each day.
People Talking About This–the number of people who have created a story about your
Page in the 7 days leading up to the dates shown on the chart.
Weekly Total Reach – the number of unique people who have seen any content associated
with your page (including Ads or Sponsored Stories directing to your Page) in the 7 days
leading to each date shown on the chart.

As a marketer, you need to find ways not only to increase the reach of your Page, but also
how to close the gap between People Talking About This and Weekly Total Reach.
Because the closer they are, the higher the engagement rate is with your potential reach.
Project: Verdance 2012

Optimize how you publish to your audience

The ultimate goal in having a Facebook page for your business is to publish content that will
reach a large audience, and that your audience will engage and share your content with
their friends. Page Insights helps you to understand what your audience wants to hear or is
interested about.




There were no recent posts in the Verdance Nail Salon Page so no posts were displayed on the above.

Date – the day the post was published, in Pacific Standard Time.
Post – A snippet of the post. The full version will be displayed upon clicking on the text.
Reach – the number of unique people who have seen the post.
Engaged Users–the number of unique people who have clicked anywhere on the post.
Talking About This – the number of unique people who have created a story from your
post. Stories could be:
        Liking, commenting or sharing your post
        Answering a Question
        Responding to an event
Virality–percentage of people who have create a story from your post out of the total
number of unique people who have seen it.

With the Virality rate, aiming for a 5%+ response is the ideal. Anything less than that rate
means that your messages are not cutting through your audience at the right time, or they
are not interesting enough. And just a note to remember, not being interesting can often be
more about how a post was posted, and less about its content. Turning statements and
information into questions and discussions oftentimes gets the people more involved.
Project: Verdance 2012

Learn more about your audience

Understanding who your audience is and how you can effectively reach them is the key to
optimizing your Page. This information will allow you to identify the content that people
would want to read, know more, or talk about.

By clicking on the Insights tab, three other options are listed (Likes, Reach, and Talking
About This) which will allow youto :
        Know your Fans, the people you reached with your posts, and those who talk about
        your Page
        How you acquired or engaged them

Likes tab
The Likes tab gives you information on those people who liked your Page and how you
acquired them. The information can be limited specific to the date range you specify.
Project: Verdance 2012

For the year 2012 to date (March 2012), Verdance Nail Salon Page showed that majority of its Fans
   are Female (71%) in the 25-34 age group (44%). Most of its Fans come from the Philippines (399)
   particularly from the City of Makati(179). Their preferred language is US English(376).

Gender and Age - The percentage of people who liked your Page classified according to age
groups and gender. This is based on the data provided by the user in their Facebook
profiles.
Countries – The number of people who liked your Page grouped by country. This is based
on the user’s IP address.
Cities – The number of people who liked your Page grouped by city. This is also based on
the user’s IP address.
Languages – The number of people who liked your Page grouped by Language. This is
based on the user’s default language setting on their Facebook account.




 For the year 2012 to date (March 2012), Verdance Nail Salon Page’s Likes mostly came from the
   Page itself (22). There were also those who liked the Page through a mobile device (2), from their
   Search Results (2), and from another Page who liked your Page (1).

New Likes – the total number of unique people who liked your Page during your selected
date range.
Unlikes – the total number of unique people who unliked your Page during your selected
date range.

Like Sources – lists the number of times your Page was liked grouped based on where the
Like happened during your selected date range. Sources could be any of the following :
       New User Wizard – people who liked your Page in the New User Wizard upon
       registration to Facebook
       Admin Registration – people you added to your Page as admins
       Admin Invite – people who liked your Page through an invite sent from an admin.
Project: Verdance 2012
       On Page, News Feed or Ticker– people who liked your Page on the Page itself, or in a
       News Feed or Ticker story
       Ads and Sponsored Stories – people who liked your Page through an ad or Sponsored
       Story directing to your Page. This does not include view through or click-through
       Likes that occurred after people viewed the ad
       Facebook Recommendation – people who liked your page from Facebook’s
       “Recommended Pages”
       Mobile – people who liked your Page from a mobile device
       Third Party Applications – people who liked your Page via an application developed
       by a third party
       Page Likes Another Page – Pages that have liked your Page
       Timeline Edit – people who added your Page to their Likes on their Timeline
       Page Browser – people who liked your Page using Facebook’s Page browser
       Like box or Like button – people who liked your Page from an external site using a
       Facebook social plugin

Reach tab
The Reach tab gives you information about the people you reached with your posts. It
includes information on their demographics and location, and how you managed to reach
them.
Project: Verdance 2012




 For the year 2012 to date (March 2012), Verdance Nail Salon Page was able to reach 1,195 people in
   the Philippines which are mostly composed of Female (62%) in the 25-34 age group (26%) followed
   closely by the 18-24 age group (22%). 304 people came from Iloilo city, 183 from Makati, and 123
   from Quezon City. Majority of these people uses English (US) (1,060).



Gender and Age - The percentage of people who saw any content about your Page
classified according to age groups and gender. This is based on the data provided by the
user in their Facebook profiles.
Countries – The number of people who saw any content about your Page grouped by
country. This is based on the user’s IP address.
Cities – The number of people who saw any content about your Page grouped by city. This
is also based on the user’s IP address.
Languages – The number of people who saw any content about your Page grouped by
Language. This is based on the user’s default language setting on their Facebook account.
Project: Verdance 2012




Reach graph shows how many people have seen any content from your Page and how they
were reached (through organic, paid, or viral channel). It provides information as to which
channel is most effective in reaching the audience.

   a. Organic – the number of unique people – fans and non-fans who saw any content
      about your Page in their News Feed, Ticker, or on your Page.
   b. Paid – the number of people who saw an Ad or Sponsored Story that directed to
      your Page.
   c. Viral – the number of unique people who saw content from your Page from a story
      published by a friend

Frequency graph shows the number of people who have seen content about your Page in
the specified period; grouped by the number of times they saw it during that time.

Data shown in the Reach and Frequency graphs can further be refined by selecting from the
drop down list to summarize data based on: all Page content, only your Posts, or content
about the Page generated by other users.
Project: Verdance 2012




Page Views – the number of times your Page was viewed on each day during the selected
date range.
Unique Visitors – the number of unique visitors on your Page on each day on the selected
date range.

Talking About This
The Talking About This tab helps you understand the people talking about your Page, and
the types of stories they are telling their friends about your business.
Project: Verdance 2012




 The screenshot above did not show any information because the data needs at least 30 people
   engaging at the page before showing any information.

Gender and Age – the percentage of people who talked about your Page in the last 7days
grouped by age bracket and gender as of the last day of your selected date range.
Countries – The number of people who talked about your Page grouped by country, in the
last 7 days as of the last day of the selected date range. This is based on the user’s IP
address.
Languages - The number of people who talked about your Page grouped by country, in the
last 7 days as of the last day of the selected date range. This is based on the user’s IP
address.
Project: Verdance 2012




Talking About This–the number of unique people who have created a story about your
Page in the last 7 days, for each day during the selected date range.
Viral Reach – the number of unique people who saw a story posted by a friend about your
Page in the last 7 days, for each day during the selected date range.

The best way to get your audience to engage with your content and share it with their
friends is to understand what they care about and what interests them. Page Insights gives
you the data you need to gather consumer insights.

Page Insights must be monitored on a regular basis to track which types of posts catches
your audience’s interest and generated the most engagement so you can post more of this
type of content to your Page.
Project: Verdance 2012

Analysis of Existing Verdance Nail Salon Facebook Page
(inclusive of posts between August 2011 to March 2012)

   1. Posts that has the most traffic and clicks are the following :
          a. Spa Parties
               i. Khristina’s Spa Party posted on 1/8/2012 – Special events such as
                    sparties increased the traffic of VNS’s Facebook page. A particular
                    reason could be because of the hype the attendees projected thus
                    creating an effective word-of-mouth type of promotion.
              ii. Ruby Spa Party posted on 8/29/2011 – It is assumed that people look
                    into these albums because of the recommendation of their peers and
                    networks who attended the sparties. People noawadays tend to
                    research for reviews and feedbacks before making a purchase decision.
          b. Discounts - Promotions, although very common, is still the best way to
               attract customers. In the case of VNS, their sales promotions (discounts on
               service rates) gained the most number of likes.
          c. Vouchers – Group buying voucher posts gained a relevant reach, however it
               didn’t gain as much as the discount posts. Group buying involves third party
               companies compared to direct-to-store discounts, which could be the reason
               why some clients veer away from such promotions. It is more of a hassle to
               avail from group buying than availing in-store promos.
          d. Services – It is very important to provide prospective clients on what to
               expect with the services (fees, procedure).
          e. Seasonal Promotions – links leading to these posts were only active for a
               certain time. It is crucial to come up with a promotions strategy to sustain
               sales during off-seasons.

   2. Posts that include discount promotions offered by VNS and social commerce
      companies (ex. Ensogo, DealsTent, and BigDeals) elicit the most “likes” from fans.
      Engaging with social commercial companies through the offering of special
      promotions (discount vouchers accompanied with brief product description and
      link to the product page) can be an effective way to attract more customers,
      especially those who fall inVNS’s target market.

       Partnering with social commerce companies could provide VNS its much-needed
       exposure that can be achieved though their online ads and promotions. The
       networking partnership could lead to a wider reach and increased network of
       potential customers.




   3. Photo type of posts is more ‘liked’ by fans.
Project: Verdance 2012
   VNS can continue posting photos related to its products and services to encourage
   its customers to share their posts to their networks. Since they are offering services,
   clients appreciate their posts more when the services are shown visually.

   Moreover, it would look more professional and sophisticated if VNS had a dedicated
   photo album on the Page that contains creative photographs of the salon’s services.
   The details may be written with the photo.

4. As compared to its male fans, female fans are more engaging and interactive with the
   VNS Page as they are seen to be more interested with VNS products and services. They
   are also the ones who give more feedback.
   Since majority of VNS’s fans are females, they can consider hosting girl-themed
   events like bachelorette or baby shower parties. The invites can be tagged on the
   VNS page, as well as the guests who attended the event. They can also post on the
   page their party package offerings.

   VNS can also offer a loyalty system for continued patronage of their products and
   services by its clients. A member referral program can likewise be introduced to
   encourage its clients to refer the salon or mention the services to their own
   networks.

5. Positive feedback, testimonials, and reviews about the salon’s products and services
   should be promoted on the VNS page.
   A feedback wall should be simulated on the VNS page to show all reviews,
   comments, and recommendations from clients. Blogs and tweets alike can be re-
   posted to show the clients’ satisfaction for VNS’s services. However, it is important
   that flamers and negative feedback shall be regulated as this can ruin the company
   in an instant. A standard protocol and risk management plan should be followed to
   ensure the wall stays clean and orderly.

6. All photos placed in the VNS page are women.
   This could create a gender bias and prospective customers might think that their
   services are exclusive to women. It is better if there would also be available
   collaterals showing men enjoying the salon’s products and services so they would
   be encouraged to try out the salon services and give recommendations to their own
   network of friends.

7. Posts were very seldom and less engaging.
   It was noticed that posts were very seldom and irregular. It is recommended that
   VNS should implement a regular posting schedule to encourage interaction and
   engagement from its clients, and their friends.VNS page should also create trivial
   posts about its services to encourage trial and increase analytics.VNS should also
Project: Verdance 2012
       create web posters of their promotions; this can make the promos more visible as
       compared to simple status message.

   8. No interaction display (likes, shares, comments) for VNS’s location post.
      Providing the location details is integral in the promotion of the company. The small
      map in VNS’s page might not be enough to inform prospective customers on how to
      go to the salon. A larger scale map including directions from popular landmarks or
      locations, with transportation details would be better. Road guide may be provided
      for customers who would prefer taking public transportation to VNS.

   9. Inquiries were promptly answered by VNS. However, it is noticeable that VNS does not
      recognize or show their appreciation to customers who took time to give them reviews
      and feedback.
      Acknowledgement from VNS of everyone’s comments is necessary as this will show
      that the company values its customers’ feedback. A little thank you can go a long
      way in improving its relationships with customers. Likewise, this will show
      prospective clients of VNS’s good relations with its clients and commitment to
      keeping their clients happy. The tone of replies is very important, this is to avoid
      misconception of certain comments. Criticism or negative feedbacks should be taken
      positively and responses should not sound offensive.

   10. There are posts by competitors on the page.
       The management should delete such posts from competitors, even direct or indirect
       because this could lead to switching of customers. VNS should set their setting in
       way that they can scan posts that they are tagged in; only approved tags will appear
       on the VNS page.




Posting 101: Guide to effective Posting/Content in Facebook

        Facebook connects almost 800M people and their friends together that links people
with the things that they care about. Facebook are now utilized by companies for their company
and is considered as one factor that contributes to the growth of the company. By using social
technology that drives business growth, through facebook pages, there is a give and take
relationship between the company and the people where they learn from each other. With this,
companies should learn on what to publish in their content where people will want to engage
with and share with their friends. By understanding your fans and knowing what they care
about, the company should visit the Page Insights regularly to track which posts capture the
attention of your audience and generated engagement then post more of this type of content.



These are 10 easy steps to increase fans and engagement rate:
Project: Verdance 2012

1. Post succinct content

    Keeping the post as short as 100 to 250 characters (less than 3 lines of text) would merit
    about 60% more likes, comments and shares compared to more than 250 characters.
    This is because of the limited time that fans have to read the content.



2. Post photos and videos

    Pictures certainly capture the attention of the people. By using pictures/ videos to make
    your message stand out, it would increase the engagement rate of the fans and the
    company. Photo albums generate 180%, picture 120%, and video 100% engagement
    rate than the average post.

3. Post regularly

    Being top of mind in branding is as important as being the top of mind in social media.
    There is a direct relationship between engagement and top of mind. Posting regularly
    doesn’t mean every day, but on a usual basis depending on the target market of the
    company.

4. Ask for your fans’ opinion

    Engaging with your fans would not be easier than asking questions and having a normal
    conversation. Their answers and the conversation should serve as a research for the
    company and gather feedback about your products/service.

5. Ask questions using our Questions product



    With the Questions product, you can ask your fans for ideas and feedback about how to
    improve the business. Fans can agree with an existing answer with a single click, or add
    a different response. This is an easy way to gather insights. This is more of a survey type.

6. Try posting “fill in the blank” posts

    Asking the fans to finish a sentence would be an easy way to engage with the fans. This
    would be very much useful if the company wants to talk about specific attributes of the
    product. This merits about 90% more engagement than the average post.
Project: Verdance 2012
    7. Give your fans access to exclusive information

        Letting you fans feel like a VIP is very important because they believe that they have an
        advantage over other people. Letting them know first as a reward for liking the page
        would certainly boost the page.

    8. Reward your fans with deals and perks

        Using your page as a venue for promotions would not be enough, giving away deals that
        are tailored made to fans could increase engagement and awareness.

    9. Be timely

        Timing is essential to your page. Talking about topics that are already trending such as
        current events, holidays or news would surely increase engagement rate. Posts
        mentioning Independence Day on July 4th generated about 90% more engagement than
        all posts published on that day.

    10. Localize your posts if they’re only relevant to a specific audience

Knowing the right target audience is very essential. By using the geo-targeting feature to make
sure that only the people who would find your post valuable will see it.

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Project: Verdance

  • 1. March 26 2012 Project: Verdance An Interactive In partial fulfillment for Direct Marketing. Direct Marketing Submitted to: Regina Dy Campaign Submitted by: Bea Belen GenBermudo JhingCamba Alvic Chua Ben Donato Cess Medrano JenninaObieta Mark Pitoc Angelica Sinnung Nicco Joselito Tan JP Villamor
  • 2. Project: Verdance 2012 Facebook Insights: A Guide to Facebook’s Analytics With Page Insights, we can: Understand the overall performance of your Page; Optimize how you publish posts to your Page that will attract your audience and make them recommend your Page to their friends; and Learn more about your audience To access Insights on your Page, click on the Insights tab on the left-hand side of the page.
  • 3. Project: Verdance 2012 There are two ways to review the Insights data – either through the dashboard or by exporting the data. If you wish to export data, you can do so by clicking on the Export Data button. In exporting the data, you will be asked the following information: Data Type - the type of data you would like to see o Page level data – aggregated data about your Page o Post level data – for data on each of your Page posts Data Range - The date range for which you want to see data about your Page File Format –Excel (.xls) or Comma-Separated Values (csv) The Key Metrics tab of the Excel file contains the metrics across all time. The tabs show a breakdown of the high level metrics.
  • 4. Project: Verdance 2012 Understand the overall performance of your Page The four metrics at the upper portion on the Insights tab allows you to quickly view the size and engagement of your audience. These information should be monitored to assess the success of implemented marketing strategies. Total Likes – the number of unique people who liked your Page. Friends of Fans – the number of unique people who are friends with your fans, including your current fans. People Talking About This – the number of unique people who interacted with your Page. Interaction include when someone likes your Page, posts to your Page wall, likes or shares your Page posts, answers a question you posted, responds to your event, mentions your Page, tags your Page, checks in at your Place, or recommends your Place. Total Reach – the number of unique people who have seen any content related with tour Page (including Ads or Sponsored Stories that directs to your page) in the last 7 days. Hovering on the question mark next to the metric will show the time frame of each metric. Because friends of fans represent a much larger set of consumers than fans alone, it is important to not only consider the Fans you have (Total Likes) but also consider the number of friends that your fans have (Friends of Fans). This metric should be seen as the total potential market. Friends of Fans represent the total number of people you can potentially reach if all your fans are talking about your business to their friends. The next metricPeople Talking About This indicates how many people are actually talking about your Page or your business to their friends. This includes everyone who: Liked your Page Liked, commented, or shared your Page post Answered a Question you’ve asked Responded to your event Mentioned your Page Tagged your Page in a photo Checked in or recommended your Place Getting more people to talk about your business allows you to reach more people. You can see how many people your Page is able to reach by the Total Reach metric.
  • 5. Project: Verdance 2012 Posting regularly with interesting content to your audience gets more people to talk about your business with their friends. The following graph shows how the type of posts you publish to your Page influence the number of people talking about your business, and how this number of people talking about you influences your reach.  For the period February 14 – March 12, 2012, no new posts were published to the Verdance Nail Salon Page thus no Posts bubbles were reflected on the graph presented. Posts – the size of the bubbles represent the number of posts your Page published each day. People Talking About This–the number of people who have created a story about your Page in the 7 days leading up to the dates shown on the chart. Weekly Total Reach – the number of unique people who have seen any content associated with your page (including Ads or Sponsored Stories directing to your Page) in the 7 days leading to each date shown on the chart. As a marketer, you need to find ways not only to increase the reach of your Page, but also how to close the gap between People Talking About This and Weekly Total Reach. Because the closer they are, the higher the engagement rate is with your potential reach.
  • 6. Project: Verdance 2012 Optimize how you publish to your audience The ultimate goal in having a Facebook page for your business is to publish content that will reach a large audience, and that your audience will engage and share your content with their friends. Page Insights helps you to understand what your audience wants to hear or is interested about. There were no recent posts in the Verdance Nail Salon Page so no posts were displayed on the above. Date – the day the post was published, in Pacific Standard Time. Post – A snippet of the post. The full version will be displayed upon clicking on the text. Reach – the number of unique people who have seen the post. Engaged Users–the number of unique people who have clicked anywhere on the post. Talking About This – the number of unique people who have created a story from your post. Stories could be: Liking, commenting or sharing your post Answering a Question Responding to an event Virality–percentage of people who have create a story from your post out of the total number of unique people who have seen it. With the Virality rate, aiming for a 5%+ response is the ideal. Anything less than that rate means that your messages are not cutting through your audience at the right time, or they are not interesting enough. And just a note to remember, not being interesting can often be more about how a post was posted, and less about its content. Turning statements and information into questions and discussions oftentimes gets the people more involved.
  • 7. Project: Verdance 2012 Learn more about your audience Understanding who your audience is and how you can effectively reach them is the key to optimizing your Page. This information will allow you to identify the content that people would want to read, know more, or talk about. By clicking on the Insights tab, three other options are listed (Likes, Reach, and Talking About This) which will allow youto : Know your Fans, the people you reached with your posts, and those who talk about your Page How you acquired or engaged them Likes tab The Likes tab gives you information on those people who liked your Page and how you acquired them. The information can be limited specific to the date range you specify.
  • 8. Project: Verdance 2012 For the year 2012 to date (March 2012), Verdance Nail Salon Page showed that majority of its Fans are Female (71%) in the 25-34 age group (44%). Most of its Fans come from the Philippines (399) particularly from the City of Makati(179). Their preferred language is US English(376). Gender and Age - The percentage of people who liked your Page classified according to age groups and gender. This is based on the data provided by the user in their Facebook profiles. Countries – The number of people who liked your Page grouped by country. This is based on the user’s IP address. Cities – The number of people who liked your Page grouped by city. This is also based on the user’s IP address. Languages – The number of people who liked your Page grouped by Language. This is based on the user’s default language setting on their Facebook account.  For the year 2012 to date (March 2012), Verdance Nail Salon Page’s Likes mostly came from the Page itself (22). There were also those who liked the Page through a mobile device (2), from their Search Results (2), and from another Page who liked your Page (1). New Likes – the total number of unique people who liked your Page during your selected date range. Unlikes – the total number of unique people who unliked your Page during your selected date range. Like Sources – lists the number of times your Page was liked grouped based on where the Like happened during your selected date range. Sources could be any of the following : New User Wizard – people who liked your Page in the New User Wizard upon registration to Facebook Admin Registration – people you added to your Page as admins Admin Invite – people who liked your Page through an invite sent from an admin.
  • 9. Project: Verdance 2012 On Page, News Feed or Ticker– people who liked your Page on the Page itself, or in a News Feed or Ticker story Ads and Sponsored Stories – people who liked your Page through an ad or Sponsored Story directing to your Page. This does not include view through or click-through Likes that occurred after people viewed the ad Facebook Recommendation – people who liked your page from Facebook’s “Recommended Pages” Mobile – people who liked your Page from a mobile device Third Party Applications – people who liked your Page via an application developed by a third party Page Likes Another Page – Pages that have liked your Page Timeline Edit – people who added your Page to their Likes on their Timeline Page Browser – people who liked your Page using Facebook’s Page browser Like box or Like button – people who liked your Page from an external site using a Facebook social plugin Reach tab The Reach tab gives you information about the people you reached with your posts. It includes information on their demographics and location, and how you managed to reach them.
  • 10. Project: Verdance 2012  For the year 2012 to date (March 2012), Verdance Nail Salon Page was able to reach 1,195 people in the Philippines which are mostly composed of Female (62%) in the 25-34 age group (26%) followed closely by the 18-24 age group (22%). 304 people came from Iloilo city, 183 from Makati, and 123 from Quezon City. Majority of these people uses English (US) (1,060). Gender and Age - The percentage of people who saw any content about your Page classified according to age groups and gender. This is based on the data provided by the user in their Facebook profiles. Countries – The number of people who saw any content about your Page grouped by country. This is based on the user’s IP address. Cities – The number of people who saw any content about your Page grouped by city. This is also based on the user’s IP address. Languages – The number of people who saw any content about your Page grouped by Language. This is based on the user’s default language setting on their Facebook account.
  • 11. Project: Verdance 2012 Reach graph shows how many people have seen any content from your Page and how they were reached (through organic, paid, or viral channel). It provides information as to which channel is most effective in reaching the audience. a. Organic – the number of unique people – fans and non-fans who saw any content about your Page in their News Feed, Ticker, or on your Page. b. Paid – the number of people who saw an Ad or Sponsored Story that directed to your Page. c. Viral – the number of unique people who saw content from your Page from a story published by a friend Frequency graph shows the number of people who have seen content about your Page in the specified period; grouped by the number of times they saw it during that time. Data shown in the Reach and Frequency graphs can further be refined by selecting from the drop down list to summarize data based on: all Page content, only your Posts, or content about the Page generated by other users.
  • 12. Project: Verdance 2012 Page Views – the number of times your Page was viewed on each day during the selected date range. Unique Visitors – the number of unique visitors on your Page on each day on the selected date range. Talking About This The Talking About This tab helps you understand the people talking about your Page, and the types of stories they are telling their friends about your business.
  • 13. Project: Verdance 2012  The screenshot above did not show any information because the data needs at least 30 people engaging at the page before showing any information. Gender and Age – the percentage of people who talked about your Page in the last 7days grouped by age bracket and gender as of the last day of your selected date range. Countries – The number of people who talked about your Page grouped by country, in the last 7 days as of the last day of the selected date range. This is based on the user’s IP address. Languages - The number of people who talked about your Page grouped by country, in the last 7 days as of the last day of the selected date range. This is based on the user’s IP address.
  • 14. Project: Verdance 2012 Talking About This–the number of unique people who have created a story about your Page in the last 7 days, for each day during the selected date range. Viral Reach – the number of unique people who saw a story posted by a friend about your Page in the last 7 days, for each day during the selected date range. The best way to get your audience to engage with your content and share it with their friends is to understand what they care about and what interests them. Page Insights gives you the data you need to gather consumer insights. Page Insights must be monitored on a regular basis to track which types of posts catches your audience’s interest and generated the most engagement so you can post more of this type of content to your Page.
  • 15. Project: Verdance 2012 Analysis of Existing Verdance Nail Salon Facebook Page (inclusive of posts between August 2011 to March 2012) 1. Posts that has the most traffic and clicks are the following : a. Spa Parties i. Khristina’s Spa Party posted on 1/8/2012 – Special events such as sparties increased the traffic of VNS’s Facebook page. A particular reason could be because of the hype the attendees projected thus creating an effective word-of-mouth type of promotion. ii. Ruby Spa Party posted on 8/29/2011 – It is assumed that people look into these albums because of the recommendation of their peers and networks who attended the sparties. People noawadays tend to research for reviews and feedbacks before making a purchase decision. b. Discounts - Promotions, although very common, is still the best way to attract customers. In the case of VNS, their sales promotions (discounts on service rates) gained the most number of likes. c. Vouchers – Group buying voucher posts gained a relevant reach, however it didn’t gain as much as the discount posts. Group buying involves third party companies compared to direct-to-store discounts, which could be the reason why some clients veer away from such promotions. It is more of a hassle to avail from group buying than availing in-store promos. d. Services – It is very important to provide prospective clients on what to expect with the services (fees, procedure). e. Seasonal Promotions – links leading to these posts were only active for a certain time. It is crucial to come up with a promotions strategy to sustain sales during off-seasons. 2. Posts that include discount promotions offered by VNS and social commerce companies (ex. Ensogo, DealsTent, and BigDeals) elicit the most “likes” from fans. Engaging with social commercial companies through the offering of special promotions (discount vouchers accompanied with brief product description and link to the product page) can be an effective way to attract more customers, especially those who fall inVNS’s target market. Partnering with social commerce companies could provide VNS its much-needed exposure that can be achieved though their online ads and promotions. The networking partnership could lead to a wider reach and increased network of potential customers. 3. Photo type of posts is more ‘liked’ by fans.
  • 16. Project: Verdance 2012 VNS can continue posting photos related to its products and services to encourage its customers to share their posts to their networks. Since they are offering services, clients appreciate their posts more when the services are shown visually. Moreover, it would look more professional and sophisticated if VNS had a dedicated photo album on the Page that contains creative photographs of the salon’s services. The details may be written with the photo. 4. As compared to its male fans, female fans are more engaging and interactive with the VNS Page as they are seen to be more interested with VNS products and services. They are also the ones who give more feedback. Since majority of VNS’s fans are females, they can consider hosting girl-themed events like bachelorette or baby shower parties. The invites can be tagged on the VNS page, as well as the guests who attended the event. They can also post on the page their party package offerings. VNS can also offer a loyalty system for continued patronage of their products and services by its clients. A member referral program can likewise be introduced to encourage its clients to refer the salon or mention the services to their own networks. 5. Positive feedback, testimonials, and reviews about the salon’s products and services should be promoted on the VNS page. A feedback wall should be simulated on the VNS page to show all reviews, comments, and recommendations from clients. Blogs and tweets alike can be re- posted to show the clients’ satisfaction for VNS’s services. However, it is important that flamers and negative feedback shall be regulated as this can ruin the company in an instant. A standard protocol and risk management plan should be followed to ensure the wall stays clean and orderly. 6. All photos placed in the VNS page are women. This could create a gender bias and prospective customers might think that their services are exclusive to women. It is better if there would also be available collaterals showing men enjoying the salon’s products and services so they would be encouraged to try out the salon services and give recommendations to their own network of friends. 7. Posts were very seldom and less engaging. It was noticed that posts were very seldom and irregular. It is recommended that VNS should implement a regular posting schedule to encourage interaction and engagement from its clients, and their friends.VNS page should also create trivial posts about its services to encourage trial and increase analytics.VNS should also
  • 17. Project: Verdance 2012 create web posters of their promotions; this can make the promos more visible as compared to simple status message. 8. No interaction display (likes, shares, comments) for VNS’s location post. Providing the location details is integral in the promotion of the company. The small map in VNS’s page might not be enough to inform prospective customers on how to go to the salon. A larger scale map including directions from popular landmarks or locations, with transportation details would be better. Road guide may be provided for customers who would prefer taking public transportation to VNS. 9. Inquiries were promptly answered by VNS. However, it is noticeable that VNS does not recognize or show their appreciation to customers who took time to give them reviews and feedback. Acknowledgement from VNS of everyone’s comments is necessary as this will show that the company values its customers’ feedback. A little thank you can go a long way in improving its relationships with customers. Likewise, this will show prospective clients of VNS’s good relations with its clients and commitment to keeping their clients happy. The tone of replies is very important, this is to avoid misconception of certain comments. Criticism or negative feedbacks should be taken positively and responses should not sound offensive. 10. There are posts by competitors on the page. The management should delete such posts from competitors, even direct or indirect because this could lead to switching of customers. VNS should set their setting in way that they can scan posts that they are tagged in; only approved tags will appear on the VNS page. Posting 101: Guide to effective Posting/Content in Facebook Facebook connects almost 800M people and their friends together that links people with the things that they care about. Facebook are now utilized by companies for their company and is considered as one factor that contributes to the growth of the company. By using social technology that drives business growth, through facebook pages, there is a give and take relationship between the company and the people where they learn from each other. With this, companies should learn on what to publish in their content where people will want to engage with and share with their friends. By understanding your fans and knowing what they care about, the company should visit the Page Insights regularly to track which posts capture the attention of your audience and generated engagement then post more of this type of content. These are 10 easy steps to increase fans and engagement rate:
  • 18. Project: Verdance 2012 1. Post succinct content Keeping the post as short as 100 to 250 characters (less than 3 lines of text) would merit about 60% more likes, comments and shares compared to more than 250 characters. This is because of the limited time that fans have to read the content. 2. Post photos and videos Pictures certainly capture the attention of the people. By using pictures/ videos to make your message stand out, it would increase the engagement rate of the fans and the company. Photo albums generate 180%, picture 120%, and video 100% engagement rate than the average post. 3. Post regularly Being top of mind in branding is as important as being the top of mind in social media. There is a direct relationship between engagement and top of mind. Posting regularly doesn’t mean every day, but on a usual basis depending on the target market of the company. 4. Ask for your fans’ opinion Engaging with your fans would not be easier than asking questions and having a normal conversation. Their answers and the conversation should serve as a research for the company and gather feedback about your products/service. 5. Ask questions using our Questions product With the Questions product, you can ask your fans for ideas and feedback about how to improve the business. Fans can agree with an existing answer with a single click, or add a different response. This is an easy way to gather insights. This is more of a survey type. 6. Try posting “fill in the blank” posts Asking the fans to finish a sentence would be an easy way to engage with the fans. This would be very much useful if the company wants to talk about specific attributes of the product. This merits about 90% more engagement than the average post.
  • 19. Project: Verdance 2012 7. Give your fans access to exclusive information Letting you fans feel like a VIP is very important because they believe that they have an advantage over other people. Letting them know first as a reward for liking the page would certainly boost the page. 8. Reward your fans with deals and perks Using your page as a venue for promotions would not be enough, giving away deals that are tailored made to fans could increase engagement and awareness. 9. Be timely Timing is essential to your page. Talking about topics that are already trending such as current events, holidays or news would surely increase engagement rate. Posts mentioning Independence Day on July 4th generated about 90% more engagement than all posts published on that day. 10. Localize your posts if they’re only relevant to a specific audience Knowing the right target audience is very essential. By using the geo-targeting feature to make sure that only the people who would find your post valuable will see it.