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Facebook Measurement Fundamentals

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Presentation delivered by Justin Kistner (@justinkistner) of Webtrends at the July 2011 Web Analytics Wednesdays in Cincinnati and Columbus.

Published in: Technology, Business

Facebook Measurement Fundamentals

  1. 1. MEASURING FACEBOOK<br />
  2. 2. What can be measured?<br />
  3. 3. Campaign components<br />Like<br />Ad<br />App<br />Post<br />Tweet<br />Site<br />Email<br />LANDINGTAB<br />DRIVERS<br />CONVERSION<br />
  4. 4. The 3 slide introduction to tabs<br />
  5. 5. Tabs are here<br />
  6. 6.
  7. 7. Tabs make ideal landing pages<br />
  8. 8. How do you measure campaigns?<br />
  9. 9. Measuring Apps<br />
  10. 10. Measuring Apps<br />Any Analytics Provider<br />
  11. 11. Measuring Apps<br />Look for solutions that:<br /><ul><li>Support Facebook parameters out of the box, or
  12. 12. Allow you to add custom variables to support them</li></ul>Any Analytics Provider<br />
  13. 13. Measuring Campaigns<br />
  14. 14. Drivers<br />Landing Page<br />Conversion<br />Measuring Campaigns<br />
  15. 15. <ul><li>Place campaign IDs at the end of your links. Use unique values for each ad.</li></ul>Drivers<br />Landing Page<br />Conversion<br />Measuring Campaigns<br />
  16. 16. <ul><li>Place campaign IDs at the end of your links. Use unique values for each post.
  17. 17. Shorten URLs to measure clicks and to keep campaigns IDs easily intact</li></ul>Drivers<br />Landing Page<br />Conversion<br />Measuring Campaigns<br />
  18. 18. <ul><li>Iframes can’t see the campaign IDs in the referring link from an ad or a post, so you need a solution that supports app_dataparam.</li></ul>Drivers<br />Landing Page<br />Conversion<br />Measuring Campaigns<br />
  19. 19. <ul><li>Facebook is the only source for how many likes an ad delivers and they provide the data in their ad management tool as well as the ad API.
  20. 20. No other traffic source can be measured on how many likes it drove.</li></ul>Drivers<br />Landing Page<br />Conversion<br />Measuring Campaigns<br />
  21. 21. <ul><li>Measuring traffic from Facebook to your website is standard analytics.
  22. 22. Facebook reports on organic shares in Facebook if you tag your website with their JavaScript.</li></ul>Drivers<br />Landing Page<br />Conversion<br />Measuring Campaigns<br />
  23. 23. <ul><li>Page Metrics
  24. 24. Tab Views
  25. 25. Tab Metrics
  26. 26. Site Referral
  27. 27. Facebook API
  28. 28. Tab Metrics
  29. 29. Site Referral
  30. 30. Facebook Parameters
  31. 31. Ad Conversions</li></ul>Solution Comparison<br />
  32. 32. Why does Facebook marketing matter?<br />
  33. 33. Social Is The #1 Online Activity<br />
  34. 34. Fortune 100 site traffic decreasing<br /><ul><li>Average percentage drop was 23.02%
  35. 35. 68% experienced negative growth in unique visits from 2009 – 2010[1] </li></ul>[1] Unique visits were monitored between Nov 2009 – Nov 2010<br />
  36. 36. FACEBOOK FANS<br />SITE VISITORS (MO.)<br />19,800,000 1,800,000<br />22,700,000 270,000<br />16,900,000 290,000<br />8,000,000 325,000<br />
  37. 37. 8%<br />THE US<br />ADOPTION<br />OF SOCIAL<br />Twitter<br />Social Networks<br />52%<br />4%<br />Location<br />Facebook<br />51%<br />
  38. 38. How does Facebook marketing work?<br />
  39. 39.
  40. 40. Visit Everyday<br />76%<br />50%<br />FANS ARE HARDCORE FACEBOOK USERS<br />Friend Network<br />310<br />130<br />Links Clicked<br />Fans<br />Avg. User<br />5.3<br />1<br />
  41. 41. Existing customers<br />84%<br />FANS ARE CUSTOMERS<br />LOOKING FOR DEALS, NEWS & COMMUNITY<br />Want exclusive offers & benefits<br />83%<br />Buy more after becoming a fan<br />36%<br />
  42. 42. 75%<br />Brand Invite/Ad<br />59%<br />Friend<br />49%<br />Search<br />What drives people to fan?<br />
  43. 43. http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/<br />Over 60% of Facebook is 25-55+<br />
  44. 44. The older we get, the more we click<br />
  45. 45. Gather emails<br />
  46. 46. Facebook store fronts<br />
  47. 47.
  48. 48.
  49. 49. <ul><li>You will get more fans
  50. 50. You will see a drop in tab views
  51. 51. You will need to nurture fans to get value</li></li></ul><li>Use promo to incentivize like<br />
  52. 52. Promoting your tab<br />Facebook Ads<br />Wall Posts<br />Email<br />Website<br />TV<br />Print<br />
  53. 53. Posts are filtered by EdgeRank<br />
  54. 54. 2-3X<br /><ul><li>Touching, emotional stories
  55. 55. Provocative, passionate debates</li></ul>.5-2X<br />1<br /><ul><li>Important sports wins
  56. 56. Simple, easy questions</li></ul>Most clicked on wall posts<br />
  57. 57. Search and social work together<br />
  58. 58. .05%<br />Avg. CTR of ads to non-fans<br />.35%<br />Avg. CTR of ads to fans<br />Cold targeting vs. fan targeting<br />
  59. 59. Images are the most important<br />
  60. 60. Images are the most important<br />
  61. 61. Facebook Assets<br />Website<br />Landing page options<br />
  62. 62. Facebook Assets<br />Website<br />Landing page options<br />
  63. 63. Avoid busy tabs<br />
  64. 64. Questions?<br />Thank you!<br />

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