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Keeping up with Facebook Page Analytics- Webinar Slides


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These slides are from the 6/13/11 Facebook Analytics webinar. Learn how to:

1) Identify the components of the Facebook Insights platform

2) Define key Facebook metrics

3) Learn simple strategies for identifying what is important to measure

4) Discover how to integrate Facebook data with your other marketing metrics

Published in: Technology
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Keeping up with Facebook Page Analytics- Webinar Slides

  1. 1. Facebook Page Analytics<br />Using and Integrating Data from Facebook Insights<br />
  2. 2. Bill Bruno<br />President<br />@BillBruno<br />Nestor Archival Jr<br />Sr. Consultant<br />@n3st0r<br />
  3. 3. Agenda<br />Facebook: A Very Influential Social Web<br />Your Online Presence<br />Facebook Insights: A Multifaceted Platform<br />Common challenges to KPI development<br />What do you want to know?<br />From Fans to Likes..<br />Facebook Integration Classifications<br />
  4. 4. 500 million active Facebook users<br />1 in every 13 people worldwide<br />
  5. 5. Facebook: A Very Influential Social Web<br />48% of 18 to 34 year olds check Facebook right when they wake up<br />28% check their Facebook on their smartphones before getting out of bed<br />Facebook was the most-searched term in 2010 for the second year running, accounting for 2.11% of U.S. searches<br />48% of young Americans said they find out about news through Facebook<br />A record breaking 750 million photos were uploaded to Facebook over New Year’s weekend<br />
  6. 6. Your Online Presence<br />Your Facebook Page gives your organization a voice to join the conversation with Facebook users.<br />Your Facebook App gives you the opportunity to deeply integrate into the core Facebook experience. Your app integrates with many aspects of Facebook, including the News Feed and Notifications. <br />Your Website represents your main organizational identity online. It also allows you to incorporate Facebook Social Plugins.<br />
  7. 7. Facebook Insights: A Multifaceted Platform<br />Facebook Insights for Page provides:<br />User Reports: Active Users, Lifetime Likes, Like Sources, Tab Views, Media Consumption, External Referrers and Demographics<br />Interaction Reports: Post Views, Post Feedback, and Page Activity<br />Facebook Insights for Apps provides:<br />User Reports: Installs, Active Users and Demographics<br />Sharing Reports: Contents Shared, Feedback per Share, and Requests<br />Performance Reports: API Calls, Request Time, and Errors Returned<br />Facebook Insights for Websites reports on the Like Button, Send Button, Organic Shares, and Comments Box:<br />Likes, Messages Sent, Shares, Comments<br />Impressions and Clickthroughs<br />Demographics<br />
  8. 8. Common challenges to KPI development<br />
  9. 9. Unclear Purpose<br />“<br />Efforts and courage are not enough without purpose and direction.<br />”<br />John F. Kennedy<br />
  10. 10. Confusing Definitions<br />Active User<br />Unique Page View<br />Post View<br />
  11. 11. Confusing Definitions<br />Unique Page View<br />Google Analytics:<br />Facebook:<br />A unique pageviewaggregates pageviews that are generated by the same user during the same session.<br />A unique pageview represents the number of sessions during which that page was viewed one or more times. <br />The total unique logged-in Facebook users who visited your Page.<br />
  12. 12. Confusing Definitions<br />Active User<br />You become an active user if you do at least one of the following:<br />Interacted with the Page (i.e. commented or liked a post)<br />Viewed the Page or its posts<br />If a Page post appeared on your News Feed because a friend commented on it, you instantly become an Active User.<br />The Active User metric is only meaningful in the context of a time period.<br />Monthly Active Users<br />Weekly Active Users<br />Daily Active Users<br />
  13. 13. Confusing Definitions<br />Post View<br />Defined as the number of times people have viewed a News Feed story posted by your Page.<br />Visiting a Page that has 5 posts will generate 5 post views.<br />Posts that appear on your friends’ news feeds will count as post views.<br />
  14. 14. No Concept of “Last Month”<br />Several metrics are only available on a daily basis, needing you to aggregate daily values to get to a monthly value.<br />
  15. 15. No Concept of “Last Month”<br />?<br />Monthly Active Users<br />The topline “Monthly Active Users” metric disappears if you fail to specify an exact 30-day date time period.<br />
  16. 16. No Concept of “Last Month”<br />At a point in time in the graph, the “Monthly Active Users” metric represents the active users pulled from that day and 29 prior days.<br />
  17. 17. What do you want to know?<br />
  18. 18. Facebook changed the language for Pages from “Fan” to “Like.”<br />Remnants of “Fan” still remain in the interface.<br />“Lifetime Likes” in Insights<br />From Fans to Likes..<br />
  19. 19. FB Integration Classifications<br />SEPARATE<br />SUPPLEMENT<br />COORDINATE<br />RELATE<br />COLLABORATE<br /><ul><li>Data is collected by separate tools
  20. 20. Reported separately
  21. 21. Focus is on optimizing a single channel based on single channel inputs
  22. 22. Focus is still on a single channel, but data may be supplemented to add context
  23. 23. Integration by consolidating data collection or simply by displaying data in one view
  24. 24. Focus is still on single channel optimization, but with more external inputs
  25. 25. More interest in the ways channels relate
  26. 26. Shared goals but minimal dependencies and channels are treated equally
  27. 27. Integration is more about strategy than data
  28. 28. Focus is on optimizing toward a common goal, with each channel playing a different role</li></li></ul><li>Example: Facebook Demographics<br />
  29. 29. Example: Facebook & Email Data<br />
  30. 30. Example: Multiple Channels <br />
  31. 31. Example: Multiple Channels <br />
  32. 32. Example: Facebook<br />
  33. 33. Example: Multiple Channels <br />
  34. 34. Resources<br />Insights (<br />Insights Help Topics (<br />Introducing iframe Tabs for Pages (<br />Real-Time Analytics For Social Plugins (<br />Insights for Websites (<br />
  35. 35. Resources<br />Facebook Post Insights Go Live (<br />Facebook 'Like Button' Replaces 'Become A Fan' (<br />Facebook launches real-time analytics integrated with your site (<br />
  36. 36. Nestor Archival Jr.<br />Sr. Consultant & Team Lead<br /><br />630.658.2256<br /> @n3st0r<br /><br />Download the Facebook white paper at<br />