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The Numbers of Facebook A primer on quantifying customer interactions Chris Treadaway Mari Smith 10 June 2010
The Problem Even in 2010, Facebook is an operational problem for most organizations Build presence Define the “social media product” Assign responsibilities Make it interesting Like Us!  http://www.facebook.com/marketingbook
Facebook is complex Lots of opportunities for engagement Pages Groups Profiles Advertising Like Us!  http://www.facebook.com/marketingbook
Phases Like Us!  http://www.facebook.com/marketingbook
Where Metrics Matter Like Us!  http://www.facebook.com/marketingbook
Everything is measurable What do you measure?  How? Where is the data? How hard is it to collect the data regularly? What will you do with the data? Why do you need it? Like Us!  http://www.facebook.com/marketingbook
Different Types of Metrics Like Us!  http://www.facebook.com/marketingbook
Operations What to track Was the job done? # posts Timing of posts (morning, afternoon, evening) Questions you can answer Did you maintain your social media product? Did you fulfill your editorial calendar? Opportunities Respond to customer issues Comment/opine/put spin on contemporary issues Like Us!  http://www.facebook.com/marketingbook
Outcomes Like Us!  http://www.facebook.com/marketingbook
Demographics What is the makeup of your audience? Are your presumptions correct? Can you serve them better? Are you “underserving” parts of your market? Missed opportunities? Like Us!  http://www.facebook.com/marketingbook
Demand Gen Measure the effectiveness of paid advertising What is the best & most effective use of $$? A/B Testing Country Ad copy variations Targeting Like Us!  http://www.facebook.com/marketingbook
Like Us!  http://www.facebook.com/marketingbook
Rolling up #s to compare ad copy Like Us!  http://www.facebook.com/marketingbook
Like Us!  http://www.facebook.com/marketingbook
Build a Dashboard Focus on numbers that matter Not just in Facebook but across all efforts if applicable Derivative metrics give the clearest picture Time-series (measure on per day basis) Relative (measure relative to your growth) Moving averages (measure over time) Like Us!  http://www.facebook.com/marketingbook
Example – cross-channel Like Us!  http://www.facebook.com/marketingbook
Example – Moving Averages Like Us!  http://www.facebook.com/marketingbook
Keys to Success Pick your battles Build a dashboard & don’t rely on Insights Collect data religiously Rely on time-series data Visualize the results Scrutinize your efforts Like Us!  http://www.facebook.com/marketingbook
Thank You! Like Us!  http://www.facebook.com/marketingbook For more help with Facebook metrics, please contact me at christreadaway@gmail.com

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The Numbers of Facebook

  • 1. The Numbers of Facebook A primer on quantifying customer interactions Chris Treadaway Mari Smith 10 June 2010
  • 2. The Problem Even in 2010, Facebook is an operational problem for most organizations Build presence Define the “social media product” Assign responsibilities Make it interesting Like Us! http://www.facebook.com/marketingbook
  • 3. Facebook is complex Lots of opportunities for engagement Pages Groups Profiles Advertising Like Us! http://www.facebook.com/marketingbook
  • 4. Phases Like Us! http://www.facebook.com/marketingbook
  • 5. Where Metrics Matter Like Us! http://www.facebook.com/marketingbook
  • 6. Everything is measurable What do you measure? How? Where is the data? How hard is it to collect the data regularly? What will you do with the data? Why do you need it? Like Us! http://www.facebook.com/marketingbook
  • 7. Different Types of Metrics Like Us! http://www.facebook.com/marketingbook
  • 8. Operations What to track Was the job done? # posts Timing of posts (morning, afternoon, evening) Questions you can answer Did you maintain your social media product? Did you fulfill your editorial calendar? Opportunities Respond to customer issues Comment/opine/put spin on contemporary issues Like Us! http://www.facebook.com/marketingbook
  • 9. Outcomes Like Us! http://www.facebook.com/marketingbook
  • 10. Demographics What is the makeup of your audience? Are your presumptions correct? Can you serve them better? Are you “underserving” parts of your market? Missed opportunities? Like Us! http://www.facebook.com/marketingbook
  • 11. Demand Gen Measure the effectiveness of paid advertising What is the best & most effective use of $$? A/B Testing Country Ad copy variations Targeting Like Us! http://www.facebook.com/marketingbook
  • 12. Like Us! http://www.facebook.com/marketingbook
  • 13. Rolling up #s to compare ad copy Like Us! http://www.facebook.com/marketingbook
  • 14. Like Us! http://www.facebook.com/marketingbook
  • 15. Build a Dashboard Focus on numbers that matter Not just in Facebook but across all efforts if applicable Derivative metrics give the clearest picture Time-series (measure on per day basis) Relative (measure relative to your growth) Moving averages (measure over time) Like Us! http://www.facebook.com/marketingbook
  • 16. Example – cross-channel Like Us! http://www.facebook.com/marketingbook
  • 17. Example – Moving Averages Like Us! http://www.facebook.com/marketingbook
  • 18. Keys to Success Pick your battles Build a dashboard & don’t rely on Insights Collect data religiously Rely on time-series data Visualize the results Scrutinize your efforts Like Us! http://www.facebook.com/marketingbook
  • 19. Thank You! Like Us! http://www.facebook.com/marketingbook For more help with Facebook metrics, please contact me at christreadaway@gmail.com