advanced facebook insights 201
Post on 18-Jan-2015
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We’ll begin the show shortly…
#insights201
Who’s presenting?
Jeff WidmanCofounderPageLever@jeffwidman
Jill CarlsonMarketing Manager
Argyle Social@carlsonjill
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Details
• Jeff will lead Q & A at the end of the call.• Tag your tweets with #insights201• We’re recording this shin dig.• We’ll send an email follow up to everyone.
(slides, recording, 2-pg briefing)
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15 Second Commercial - Jeff
Actionable Facebook Analytics
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15 Second Commercial - Jill
Featuring interviews with social pros from:
Social Pros Podcasthttp://ar.gy/podcast
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Agenda
• Quick refresh of Facebook Insights Lifecycle
• When is the best time to post?
• What should I post about?
• Analyzing Multiple pages
• Demographic Deltas
• Questions & Answers
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Disclaimer
Yes, you can do most of this in Excel…
…I will even explain how…
…but if you’re doing this kind of advanced analysis, you will get frustrated by Excel
Facebook Insights Lifecycle
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Facebook Metrics Visualized
When is the best time to post?
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The wrong answer
• If you always post at the same time, some tools tell you that’s the best performing time
Monday Tuesday Wednesday
Thursday Friday
10:15am 10:15am 10:15am 10:15am 10:15am
You should post at 10:15am on weekdays!
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Experiment with different times
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We researched the best time
Data set: 1.3 million posts on over 1,000 brand pages over 3 months
What we discovered…
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The right answer
Wednesday at 3:14 pm
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What we (actually) discovered
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What we (actually) discovered
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There is no single best time to post
There is a better way…
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Logical Assumption #1
• You want to post as often as you can without annoying your fans
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Plus…
• You drop out of each fan’s newsfeed at a different time
– Affected by Affinity
– Affected by how many connections they have competing for a spot in their newsfeed
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Ideal…
• Post when previous post dropped out of majority of fans’ newsfeeds
• Post when the previous post stops getting more impressions
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Timing: Impressions per-post
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Timing: Impressions per-post
Post when the most recent status update for your page stops
appearing in your fans’ News Feeds.
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Unfortunately…
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Unfortunately…
From: http://i130.photobucket.com/albums/p277/aeh49441/Funny%20Error%20Messages/Error7.jpg
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However…
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However…
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Perfect post timing in Excel
• Facebook only reports current count
• Solution? Check Facebook every 15 minutes and record the current post impressions. Rinse. Repeat.
• Painful!
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PageLever automates this
• We think really valuable, so we automated it
• (powerful!)
What should I post about?
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Have you ever wondered?
• Do geo-targeted posts perform better?
• Do questions perform better than statements?
• Does “Android” or “Apple” drive more engagement?
• How much traffic did a campaign send to my website?
• Do sales or giveaways outperform normal content?
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Other questions about your posts?
• Ask using Twitter Hashtag #Insights201
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What if…
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What if…
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Current Autotags
• Type of post
• Geo-targeting
• Website domains
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What if…
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What if…
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What if…
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What if…
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Results…
• Do geo-targeted posts perform better?
• Do questions perform better than statements?
• Does “Android” or “Apple” drive more engagement?
• How much traffic did a campaign send to my website?
• Do sales or giveaways outperform normal content?
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Yes, you can do this in Excel
• =IF(ISERROR(FIND(LOWER(“photo"),LOWER(D2),1)),"No","Yes")
• What kind of masochist are you?
Analyzing Multiple Pages
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Are you…
• An agency with multiple clients?
• A franchise with multiple locations?
• A global brand with multiple country-specific pages?
• Curious how your pages compare?
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Storytime
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“We want to know...”
• Snapshot of how each page is performing?
• Is this trend across all our pages, or just one?
• Which are the overall best-performing posts?
• Across all pages, how many fans per country?
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How to do this in Excel
• Export each page’s data from Facebook
• Import into single file
• Create dashboard with conditional logic
• Useful
• Painful
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Magic
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Magic
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Demographics
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Leaderboard
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Reports
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Post Performance Across All Pages
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We’ve seen this before
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How to do this in Excel…
http://www.divergencefineart.com/media/work/masochist_web.jpg
Demographic Deltas (??!!?)
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Not all fans are created identical
• 18-year-old boy in Japan
• 35 year-old woman in the US
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Demographic Deltas
1. Who you want/expect: “Ideal Customers”
2. Who you actually get: “Fans”
3. Who sees your content: “Reached”
4. Who interacts with your page: “Talkers"
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Notice anything different?
Fan Gender Reach Gender
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What’s happening?
https://h30495.www3.hp.com/sips/DeltaAirlines/imgs/DeltaAirlines_Splash.png
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I sense an opportunity
Whenever these demographic groups unexpectedly diverge, you're probably overlooking opportunities to market to a certain demographic group.
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I sense an opportunity
Whenever these demographic groups unexpectedly diverge, you're probably overlooking opportunities to market to a certain demographic group.
The tricky part is determining whether to adjust your Facebook marketing or your non-Facebook
marketing.
Q&A
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But first…we’re doing another webcast!
Thursday, April 261-2pm (Eastern)
http://ar.gy/socialbiz
Integrating social across:• Sales/marketing• Product• Customer service
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Q&A
Jeff Widman@jeffwidman
Jill Carlson@carlsonjill
Hashtag your questions with #insights201Thanks for joining us!
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