This document discusses ways to understand Facebook fans using Facebook Audience Insights, Facebook Graph Search, and social media research techniques. It provides examples of using Facebook Graph Search to find photos uploaded by people with certain interests. It also discusses analyzing the normalized distance between Facebook pages to understand which pages have overlapping audiences. For example, an analysis found Fox News has the strongest overlap with other news stations and Ford. This insight can help Fox News better target their Facebook ads. The document concludes with recommendations for how brands can use these techniques to improve targeting, create engaging content, and grow their fan base.

1. Ways to understand
fans II. - Facebook
6. 9. 2014 Babelcamp
Josef Šlerka (@stunome, @socialbakers)

2. Questions
who am I?
who are you?
who are yours friends?
(on Facebook, of course)

3. Answers
Facebook Audience Insights
Facebook Graph Search
Social media researches
(right answer: all together now, case study)

4. FB Audience Insights
Tell me..

5. FB Audience Insights
time for real-time demo:
https://www.facebook.com/ads/audience_insights/
people

6. FB Audience Insights
pros: ?
cons: ?

7. FB Graph Search
Semantic search for dummies

8. FB Graph Search
time for real-time demo:
https://www.facebook.com/ads/audience_insights/
people

9. Examples
My friends, My friends who like Ulice, My friends who like Ulice and are over 40
years old
Photos taken in Prague, Czech Republic , Photos taken in Prague, Czech
Republic by Miloš Zeman - prezident České republiky, Photos taken in Prague,
Czech Republic of Prague, Czech Republic by people who are student, Photos
taken in Prague, Czech Republic of Prague, Czech Republic by people who are
students and are fans of Legalizace
People who are fans of Přátelé Novoruska, Pages liked by people who like
Přátelé Novoruska, Favorite pages of people who are in Přátelé Ruska v České
republice
Photos uploaded by people who are fans of Přátelé Novoruska, Photos uploaded
by people who are fans of Žít Brno RIP, Photos uploaded by people who are fans
of 4chan and live in Czech republic

10. FB Graph Search
pros: ?
cons: ?

11. Social meda research
some things from our kitchen

12. Our researches
FND - Facebook normalized distance
This analysis can be used to understand what users
who “like” your content also “like”. This information can
be used for marketing and ad targeting, strategic
partnerships and sponsorships, etc.

13. FND formula
m = log10(number of all accounts from current country);
fx = log10(number of likers on page X);
fy = log10(number of likers on page Y);
fxy = log10(number of common co-likers);
FND = ((max(fx,fy) - fxy) / (m - min(fx,fy))
This methodology is based on the Google Similarity
Distance and information based distance, which is an
extension of the Kolmogorov complexity.

14. Distance matrix
The Fox News Page has a strong tie to ABC News and CNN, a
significant tie to Ford, and no tie to Audi and BMW. Therefore, users
who “like” Fox content have the strongest tendency to “like” content
on other news station, but also have a significant tendency to “like”
Ford content.

15. UK media

19. How to verify?
correlation between clusters from Facebook and real
party voting
we analyze correlation between election results in
cities and build correlation matrix
than we correlate both matrix (Facebook and real
elections)

21. How to verify?
Czech republic 0.71
Poland 0.79
Slovak 0.67
Germany 0.71
well done!

22. Segmentations
NE Bruselu
Dělnická strana sociální spravedlnosti
czech extrem right-wings parties
case study of internal segmentation

27. Strange? So...
... let’s talk food: MIXIT!

30. Who is close to...
small insights into current affairs...

36. Big players
TV and finance industry

40. Political party
some insights

42. Watch TV!
greens vs neonazi, kdu vs top 09

47. All together now!
Fox News and automotive industry

48. All together now
What we know:
The Fox News Page has a strong tie to ABC News
and CNN, a significant tie to Ford, and no tie to Audi
and BMW etc.
Therefore, users who “like” Fox content have the
strongest tendency to “like” content on other news
station, but also have a significant tendency to “like”
Ford content.

49. Fox News
With enriched Facebook Ads data, clients are able to
gather some key insights to improve the targeting of
Facebook campaigns, for example
Fox News can recognize that they have the most Fan
Overlap with Toyota and Ford. Fox News and Ford
have the closest relationship in terms of a user’s
tendency to “like” content.
Therefore, Fox News can assume that Ford Fans
would be most receptive to Fox News content.

50. Fox News

51. Recommendations
Based on this data we are able better:
Target Custom Audiences - you can find rigths interest
for campaigns, you can find better keywords for PPC
campaigns and for off-line advertasing
Create Engaging Content
Grow the Brand’s Fan Base

52. That’s all folks! Thnx
@josefslerka