Presentation for OMMA Social Los Angeles, on October 24th, 2012

1. Getting the most out of
your Facebook Data
stream

2. Agenda
What is ―Social‖ Data?
• Three Flavors of Data
Sources of Data
• Or, How do you collect it?
• Page-Level vs. Individual
Applying the Lever
• Or, How do you use social data?

3. What is Social Data?
^
People   Social Objects

4. What is Social Data?
Three Flavors of Social Data:
Representative Data
Interaction Data
Signaling Data

5. What is Social Data?
Boring Representative
Awesome Signaling

6. What is Social Data?
Analog to existing business data?
Representative Data Demographic Data
Interaction Data Purchase/Web Data
Signaling Data Offline Purchase Data
(Product) (for Physical purchases only)
Signaling Data
?
(Concept, Passion,
Aspiration)

7. Sources of Social Data
(Or, How do you collect and make sense of it?)

8. Sources of Social Data
(Or, How do you collect it?)
Pixel Everything!
• Web pages, YouTube Pages, FaceBook Apps, Re-direct Links
• Overlay with Intent/Interest/Behavioral data (household based) –
DLX, Experian, DSP/DMP
New! Leverage Facebook Ads API to:
• Analyze Social Objects you are Admin for to provide PAGE-Level
insights
• Re-target pixels set outside FB to drive inside FB actions
• And/Or match email lists to FB ID’s for targeting and data reporting
Established: Drive Fans into Owned or Rented
Facebook applications
• Provides Friend Nodes (Graph) & Permissions to INDIVIDUAL Data
• Ability to communicate, publish to Social Graph

9. Sources of Social Data
(Or, How do you collect it?)
Pixel Everything! Leverage Facebook Ads API
to: Analyze Social Objects you are
Web/Offline Data Admin Data
Social for

10. Sources of Social Data
(Or, How do you collect it?)
Leverage Facebook Ads API to:
Analyze Social Objects you are Admin for
Page Likes Taco Bell vs. McDonalds Starbucks
Taco Bell is STRONGER in A Perfect Circle by a factor of 3.67 1.93
Black Hawk Down 3.45 1.59
Minecraft 3.33 2.55
RED 2.50 1.82
Golf 2.28 1.48
YES. my status is from a song… 1.96 2.52
ShineDown 1.72 2.37
Page Likes Taco Bell vs. McDonalds Starbucks
Taco Bell is WEAKER in Love Actually by a factor of 0.86 0.15
Brazil 0.54 0.15
Prada 0.47 0.17
Vespa 0.37 0.20
Beethoven 0.26 0.47
The Prestige 0.24 0.34
Justin Timberlake 0.24 0.43
Poker 0.22 0.30
*Data provided by Optim.al

11. Sources of Social Data
(Or, How do you collect it?)
Drive Fans into Owned or Rented
Facebook application (or Tab)
Advantages
• Permissioned access
to individual level
data
• Ability to ask Brand
specific questions
(Attitude & Usage)
• Ability to
communicate, post to
wall, create new Social
―objects‖

12. Applying the Lever
Digital Brand Profile Score
Target Audience
Customers Email Append/
Ratings
Website Visitors Re-targeting
FaceBook Fans
SUPER
Fans Market Research
Social Media Followers Influencer/VIP
Ms (%) + C (%) + SM (%) + (F/SM) + (1+Sfan/F) =
Top & Bottom of Funnel Amplification

13. Applying the Lever
(Or, How do you use social data?)
Case Example:
#BreastCancerAwareness Project
 Identical Facebook
creative/copy and
demographic/geo targeting
 Keyword Expander
(Optim.al)
Results: Generated 3X
ROI as control
Efficiency came from
1/3 CTR improvement
2/3 reduced CPC’s

14. Applying the Lever
(Or, How do you use social data?)
Case Example:
Brand Awareness Campaign— The Habit Burger
 Web Banner Ads informed by
Social Interest Data
 ―Fashion‖ Interest Index 142
 Provider: DataXU
Results: Top click website
= DIYFashion.com

15. Applying the Lever
(Or, How do you use social data?)
Case Example:
Audience Deep Dive— The Habit Burger vs. Mitt Romney

16. Applying the Lever
(Or, How do you use social data?)
Case Example:
VIP Identification Social Network Analysis
Mexican QSR client
 Identified set of highly
connected, Super Users
(> 15 times usage per
month)
 Now monitored closely
for Page Activity (likes,
posts, etc)
 Provider:
GetPerception/Gephi

17. Applying the Lever
(Or, How do you use social data?)
Case Example:
VIP Identification Social Network Analysis –
Mexican QSR client
• Answer: Torie Sanders
• Age: 24; Zip: 71913;
• FF Usage Past 30 days:
 Individual Level Data 20
Profile • Fav Athlete: Michael
Jordan
 Surveyed 20 times usage • Friends on Facebook:
per month 327
• Fav Singer: Whitney
 Invited to VIP offers Houston
• Occupation: Cashier,
Furr’s Fresh Café
• Reasons she ―Un-likes‖ a
page:
―False advertising just to
get their customer to their
site‖

18. Summary
Tips to get the most out of your Facebook Data:
Aggregate Web/offline customer audience data
Match to FB Data to confirm & enhance
Explore page-level keyword interests via FB Ads API
Expand keywords/topics, deep-dive on brand pages,
get specific data on individuals
Create rich ―social‖ segments/personas and use to
inform postings, marketing calendar, and ad targeting