keeping up with facebook page analytics- webinar slides
DESCRIPTION
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 metricsTRANSCRIPT
1771 W Diehl Rd, Ste 330Naperville, IL 60563www.stratigent.com
Facebook Page AnalyticsUsing and Integrating Data from Facebook Insights
© 2011 Stratigent, LLC. All rights reserved. | 2
Bill BrunoPresident
@BillBruno
Nestor Archival JrSr. Consultant
@n3st0r
© 2011 Stratigent, LLC. All rights reserved. | 3
Agenda
Facebook: A Very Influential Social Web
Your Online Presence
Facebook Insights: A Multifaceted Platform
Common challenges to KPI development
What do you want to know?
From Fans to Likes..
Facebook Integration Classifications
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500 million active Facebook users1 in every 13 people worldwide
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Facebook: A Very Influential Social Web
48% of 18 to 34 year olds check Facebook right when they wake up- 28% check their Facebook on their smartphones before getting out of bed
Facebook was the most-searched term in 2010 for the second year running, accounting for 2.11% of U.S. searches
48% of young Americans said they find out about news through Facebook
A record breaking 750 million photos were uploaded to Facebook over New Year’s weekend
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Your Online Presence
Your Facebook Page gives your organization a voice to join the conversation with Facebook users.
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.
Your Website represents your main organizational identity online. It also allows you to incorporate Facebook Social Plugins.
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Facebook Insights: A Multifaceted Platform
Facebook Insights for Page provides:- User Reports: Active Users, Lifetime Likes, Like Sources, Tab Views, Media
Consumption, External Referrers and Demographics
- Interaction Reports: Post Views, Post Feedback, and Page Activity
Facebook Insights for Apps provides:- User Reports: Installs, Active Users and Demographics
- Sharing Reports: Contents Shared, Feedback per Share, and Requests
- Performance Reports: API Calls, Request Time, and Errors Returned
Facebook Insights for Websites reports on the Like Button, Send Button, Organic Shares, and Comments Box:- Likes, Messages Sent, Shares, Comments
- Impressions and Clickthroughs
- Demographics
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1 Unclear Purpose
2 Confusing Definitions
3 No Concept of “Last Month”
Common challenges to KPI development
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Unclear Purpose1
Efforts and courage are not enough
without purpose and direction.“
”John F. Kennedy
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Uni
que
Pag
e V
iew
Active U
ser
Post View
Confusing Definitions2
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A unique pageview aggregates pageviews that are generated by the same user during the same session.
A unique pageview represents the number of sessions during which that page was viewed one or more times.
The total unique logged-in Facebook users who visited your Page.
Google Analytics: Facebook:
Confusing Definitions2Unique Page View
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Confusing Definitions2Active User
You become an active user if you do at least one of the following:- Interacted with the Page (i.e. commented or liked a post)
- Viewed the Page or its posts
If a Page post appeared on your News Feed because a friend commented on it, you instantly become an Active User.
The Active User metric is only meaningful in the context of a time period.- Monthly Active Users
- Weekly Active Users
- Daily Active Users
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Confusing Definitions2Post View
Defined as the number of times people have viewed a News Feed story posted by your Page.
Visiting a Page that has 5 posts will generate 5 post views.
Posts that appear on your friends’ news feeds will count as post views.
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No Concept of “Last Month”3
Several metrics are only available on a daily basis, needing you to aggregate daily values to get to a monthly value.
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No Concept of “Last Month”3
The topline “Monthly Active Users” metric disappears if you fail to specify an exact 30-day date time period.
?Monthly Active Users
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No Concept of “Last Month”3
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.
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What do you want to know?
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Facebook changed the language for Pages from “Fan” to “Like.”
Remnants of “Fan” still remain in the interface.
“Lifetime Likes” in Insights
From Fans to Likes..
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Data is collected by separate tools
Reported separately
Focus is on optimizing a single channel based on single channel inputs
SEPARATE SUPPLEMENT
Focus is still on a single channel, but data may be supplemented to add context
COORDINATE
Integration by consolidating data collection or simply by displaying data in one view
Focus is still on single channel optimization, but with more external inputs
RELATE
More interest in the ways channels relate
Shared goals but minimal dependencies and channels are treated equally
COLLABORATE
Integration is more about strategy than data
Focus is on optimizing toward a common goal, with each channel playing a different role
FB Integration Classifications
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Example: Facebook Demographics
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Example: Facebook & Email Data
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Example: Multiple Channels
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Example: Multiple Channels
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Example: Facebook
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Example: Multiple Channels
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Resources
Insights (http://developers.facebook.com/docs/insights/)
Insights Help Topics (http://www.facebook.com/help/?search=insights)
Introducing iframe Tabs for Pages (http://developers.facebook.com/blog/post/462)
Real-Time Analytics For Social Plugins (http://developers.facebook.com/blog/post/476)
Insights for Websites (http://developers.facebook.com/attachment/Insights_for_websites.pdf)
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Resources
Facebook Post Insights Go Live (http://www.allfacebook.com/facebook-post-insights-2010-01)
Facebook 'Like Button' Replaces 'Become A Fan' (http://www.huffingtonpost.com/2010/04/19/facebook-like-button-repl_n_543439.html)
Facebook launches real-time analytics integrated with your site (http://www.smartinsights.com/blog/digital-marketing-strategy/facebook-launches-real-time-analytics)
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Nestor Archival Jr.
Sr. Consultant & Team Lead
630.658.2256
@n3st0r
linkedin.com/in/archival
Download the Facebook white paper at
http://bit.ly/k3BgjW