chris tuff - facebook apis: there's more under the hood than anyone knows

©2010 22squared

Facebook APIs:There’s more under the hood than you think

©2010 22squared

@christu!

@hellojustinoh

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#AFExpo#FBAPI

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So much fuss over a little button.

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©2010 22squared

Let’s get something straight.

©2010 22squared

You are NOT your fan count, andfan counts DON’T generate ROI.

©2010 22squared

You want fans? Just go buy them.

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It’s as easy as 1-2-3.

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No, mine’s bigger.

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When CMOs say, “SHOW ME THE MONEY!”...

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we point them to the fan base of five million Facebook fans.

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“There’s ROI in there somewhere...”

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“There’s ROI in there somewhere...”

There it is!

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We can’t keep going on like this.

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This is your Facebook fan base.

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96% of fans NEVER revisit the fan page.

Source: PageLever

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This is your active fan base. Not what you were expecting?

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In order to activate more fans, focus more on the News Feed.

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u: affinity score — How often does this user interact with that brand or user?what it means: Make sure fans are interacting often with your (brand’s) status updates.

w: weight score — What type of story is this and how many others have interacted?what it means: Make sure status updates are garnering lots of interactions.

d: decay score — How recent is this story?what it means: Make sure we’re posting when fans are most likely to be on Facebook.

©2010 22squared

Fans need to be paying attention to your brand before they’ll take the time to engage with your cool tab or application.

©2011 22squared

[80%] IMPRESSApplicationsCustom Tabs

SweepstakesPromotions

Like Gates

Giveaways

The above approach that most brands take toward Facebook isn’t wrong, it’s just unbalanced.

©2011 22squared

IMPRESS

CONNECT

ApplicationsCustom Tabs

SweepstakesPromotions

Like Gates

Content Calendar

Giveaways

Reporting/Insights

Brand Assets

Monitoring

Moderation

Relevant Topics

Paid Media Support

Channel Integration

©2010 22squared

How do APIs help win the game of Facebook engagement?

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Two ways: Analysis and Refinement.

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Is this what you’re using to analyze your Facebook page?

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Aw, that’s cute.

Is this what you’re using to analyze your Facebook page?

©2010 22squared

Here’s what you get with Facebook’s native Insights tool:

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Here’s what you get with their Graph API:

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©2010 22squared

According to Facebook Insights, your fan base looks like this:

13-17 18-24 25-34 35-44 45-54 55+

FemaleMale

Male majority, with most fans falling within the 25-44 age range.

©2010 22squared

But your active fan base looks like this:

Females 45-54 and females 18-24 are the two most active user segments.

13-17 18-24 25-34 35-44 45-54 55+

©2010 22squared

13-17 18-24 25-34 35-44 45-54 55+13-17 18-24 25-34 35-44 45-54 55+

FemaleMale

????

What’s going on here?

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1. Your engagement strategy is off.

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Are you talking about this...

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with these guys?

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2. Your overall target is off.

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Time to go back to Square 1.

Square 1

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So how can you use Facebook APIs to refine your strategy?

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Use Facebook as a source of rich, qualitative data.

It’s the modern-day focus group.

©2010 22squared

It’s the closest you can get to diving inside someone’s head.

Use Facebook as a source of rich, qualitative data.

©2010 22squared

Gain insights into your audience, then integrate them into your brand strategy.

Use APIs to dissect data and evaluate the performance of your content.

©2010 22squared

Use APIs to discover where your most active Facebook fans are in order to drive down the cost per social action for your paid media efforts.

Gain insights into your audience, then integrate them into your brand strategy.

©2010 22squared

When CMOs ask what the ROI of Facebook is...

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show them the engagement, and use APIs to back up your story.

©2010 22squared

So, takeaways:

1. Fan counts mean nothing if you’re not eliciting engagement.

2. APIs are the key to analyzing and refining your engagement strategy.

©2010 22squared

Use tools that tap into the Insights API.

This is what it really looks like.

©2010 22squared

How many of your fans are youactually reaching?

How many average impressions(both total and unique)

are you garnering from the stream?

Use tools that tap into the Insights API.

©2010 22squared

Thanks!