Marketers who want their message to stand out from the noise today are seriously challenged. To create truly compelling content that resonates with the right audience, you need a serious edge. Marketers have had great insights into paid Facebook content and corporate-owned pages, but never what people share and engage with directly in their news feeds. How should marketers today curate effective content for their relevant audience? With insights from Facebook topic data you can get the edge you need Topic data is what people share and engage with directly in their Facebook news feeds, and for the first time it is now available through a number of DataSift certified social companies and agencies listed on our partner portal. This is the first time that you as a marketer or agency can define a topic (your brand, competitors, events, etc.) and understand the audience around that topic. Jason Rose, DataSift's SVP Marketing, will host our next live webinar where brand marketers and agencies will learn: How Facebook topic data enables you to understand more about your target audience About new strategies to reach targeted demographics that we revealed for a major automotive launch using analyzing topic data How you can be one of the first to begin leveraging topic data from Facebook’s 1.44 Billion monthly active users Spaces are limited, so sign up to save your seat today!

1. Marketers,
Rev Your Engines:
Facebook Topic Data
is Available Now
Slideshare

2. Jason Rose
SVP Marketing
DataSift

3. Summary and Q&A
Examples
How topic data works
Introducing Facebook topic data
Agenda
1
2
3
4

4. Introducing
Facebook topic data
1

5. 1.49
BILLION
PEOPLE
2+
MILLION
ACTIVE
ADVERTISERS

6. Facebook Topic Data

7. Surfacing Insights across Facebook
Facebook Page
Topic Data
Posts, Likes and Comments
on brand-owned page globally
Posts, Likes and
Comments on Facebook

8. What’s on your mind?
Anonymized and Aggregated Facebook Topic Data
8
CONTENT DEMOGRAPHICS LIKES and SHARES
Anonymized and aggregate topic data
• Posts
• Pages Posts
Plus engagement data
• Likes on Posts
• Shares on Posts
• Comments (no text) on Posts
Data enriched with
• Demographics
• Topics
• Sentiment

9. 9
Gender Age Range Location
Male
Female
18-24
25-34
35-44
45-54
55-64
65+
Country
State / Region
Self-declared, not
derived.
API enables exploration of audience segments
PYLON (the DataSift Index) stores demographics for each
interaction, enabling exploration of different demographic
audiences.
Demographics on every Post, Like, and Comment
User-provided data enables demographic analysis of the
audience engaging with content.
Demographics on Posts and Engagement Data

10. 10
How It Works
PYLON : The DataSift API for Facebook Topic Data
TM

11. Privacy-First Data Management Controls
Social data never leaves Facebook
Social data is processed by DataSift technology running inside
Facebook’s network.
User-identity is removed before processing
User identity is removed from social data before processing
by DataSift technology.
Results provided in aggregate, anonymized.
Only summary results containing a minimum audience size
are delivered by DataSift.
30-day retention period for underlying social data
Data deleted from DataSift’s technology after 30 days.
Prevents analysis of minors
Minimum age applies for data collected for analysis.

12. How it Works
12
DataSift platform connects to the real-time
feed of Posts, Comments, Likes.
2 • CATEGORIZE
Filtered data can be
classified with customer-
specific rules.
4 • QUERY
The Index is sub-queried and
further processed using CSDL
against 60+ attributes.
5 • ANALYTICS
Aggregated and anonymized data
returned for developers to create
applications, analysis and visualizations.
Each customer defines
their specific filter based on
their criteria.
1 • FILTER
Filtered and categorized
posts and engagements are
indexed into a real-time
analysis engine.
3 • INDEX

13. Examples4

14. 14
Insights can be used to improve
Content and Creative: Focus on areas that resonated.
Ad Targeting: Reach : Discover new audiences
An automotive brand launches a major advertising
campaign across multiple channels for a new vehicle.
Problem: How can they use Facebook to measure audience
reaction and response to the product?
• What are people most/least excited about ?
• Is price major topic ? Or performance?
• What content is getting most engagement, and what which
demographics?
• What audiences are expressing an intent to purchase?
Measure audience response to a product launch.
Visualized using Tableau
Example: Understanding Audience Reaction

15. 15
Demonstration

16. Project Surfaced Media and Audience Insights
16
Automotive Product Launch Analysis
Understand what content about the vehicle is most
popular across the US.
Measure Impact of Media Strategy
Identify the mainstream media content that’s trending
in each geography and with different audiences.
Identify Intent within Facebook Posts
Use VEDO classifiers to categorize how many posts
express interest, evaluation or intent to purchase.
35-44
25-34
45-54
55-64
18-24
55-64
45-54
35-44
65+
25-34
45-54
35-44
25-34
55-64
65+
65+
35-44
25-34
45-54
55-64
18-24
35-44
45-54
25-34
55-64
65+
0 35000 70000 105000 140000
Male Female
Traction of examiner.com
within 45yr+
demographic
Product Launch

17. Surfacing Intent to Purchase
17
Number of unique authors
Sharing Product Content
Expressing Intent to Purchase
Discussing Product Features
Discussing Price
0 6000 12000 18000 24000
Surfacing Product Intent with VEDO
Analysis surfaces the intent expressed by Facebook
users that shared content.
Enables Manufacturer to create content that resonates
with Facebook audience and target to demographics
that have higher propensity to purchase.
Example of Simple Classifier to tag posts that include
text related to purchase intent.

18. Brand by Age and Gender
18
Brand Volume by Age & Gender
18-24 24-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+
55K
50K
45K
40K
35K
30K
25K
20K
15K
10K
5K
0K
Interactions
Male Female
Understand how your audience is segmented
Age, gender and geographic information is available on
almost every post, comment, like and share
Self-declared demographics give greater accuracy
Tailor your messaging, offering and even your product
Play to your strengths or fill gaps

19. Interactions Over Time
19
Analyse the impact of events
How events change online behavior can help your
business planning.
Understanding historic impacts can help you be
proactive when events repeat themselves
Spotting changes in the public mood can help you
be reactive and change course rapidly

20. Topic Cloud
20
Discover the topics your audience are
sharing
Every post is reviewed against Facebook’s Open
Graph taxonomy
These topics are constantly updated and evolving
Topic analysis pinpoints which brands, products
and concepts are mentioned most often
Filter by sentiment to see which topics are most
often mentioned positively or negatively
Topic analysis also surfaces the issues you didn’t
know you should be interested in

21. 21
Domains
Understand influential media
Query domains to discover your influencers
Find who is most effectively delivering your message
Slice and dice by demographics to determine which
outlets can hit your target audience
Use your own classifiers to customize your audience

22. Summary5

23. Partner Listing

24. THANK YOU