Facebook Measurement Fundamentals

transcript

MEASURING FACEBOOK

What can be measured?

Campaign components

DRIVERS LANDING TAB CONVERSION

The 3 slide introduction to tabs

Tabs are here

Tabs make ideal landing pages

How do you measure campaigns?

Measuring Apps

Any Analytics Provider

Measuring Apps

Any Analytics Provider

Look for solutions that:

• Support Facebook

parameters out of the box,

• Allow you to add custom

variables to support them

Measuring Campaigns

Drivers Landing Page Conversion

Measuring Campaigns

• Place campaign IDs at the

end of your links. Use unique

values for each ad.

Measuring Campaigns

• Place campaign IDs at the

end of your links. Use unique

values for each post.

• Shorten URLs to measure

clicks and to keep

campaigns IDs easily intact

Measuring Campaigns

• 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_data param.

Measuring Campaigns

• 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.

• No other traffic source can

be measured on how many

likes it drove.

Measuring Campaigns

• Measuring traffic from

Facebook to your website is

standard analytics.

• Facebook reports on organic

shares in Facebook if you

tag your website with their

JavaScript.

• Page Metrics

• Tab Views

• Tab Metrics

• Site Referral

• Facebook API

• Tab Metrics

• Site Referral

• Facebook

Parameters

• Ad Conversions

Solution Comparison

Why does Facebook marketing matter?

Social Is The #1 Online Activity

Fortune 100 site traffic decreasing

• Average percentage drop was 23.02%• 68% experienced negative growth in unique visits from 2009 – 2010[1]

[1] Unique visits were monitored between Nov 2009 – Nov 2010

-100.00%

-50.00%

50.00%

100.00%

150.00%

Yearly change in Unique Visits – Fortune 100 (2009-2010)

Cisco systems (139%)

Phillip Morris (-76.3%)

19,800,000 1,800,000

FACEBOOK FANS SITE VISITORS (MO.)

22,700,000 270,000

16,900,000 290,000

8,000,000 325,000

Social Networks 52%

Facebook 51%

Twitter

Location

THE USADOPTIONOF SOCIAL

How does Facebook marketing work?

Visit Everyday

Links Clicked

Friend Network

310FANS ARE

HARDCORE FACEBOOK

Fans Avg. User

FANS ARE CUSTOMERS

LOOKING FOR DEALS,

NEWS & COMMUNITY

Existing customers

Want exclusive offers & benefits

Buy more after becoming a fan

Friend

Search

Brand Invite/Ad

What drives people to fan?

13-1718-2425-3435-5455+Unknown

http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/

Over 60% of Facebook is 25-55+

The older we get, the more we click

Gather emails

Facebook store fronts

• You will get more fans

• You will see a drop in tab views

• You will need to nurture fans to get value

Use promo to incentivize like

Promoting your tab

• Facebook Ads• Wall Posts• Email• Website• TV• Print

Posts are filtered by EdgeRank

• Touching, emotional stories

• Provocative, passionate debates2-3X• Important sports wins

• Simple, easy questions.5-2X

Most clicked on wall posts

Search and social work together

Avg. CTR of ads to non-fans.05%Avg. CTR of ads to fans.35%

Cold targeting vs. fan targeting

Images are the most important

Website

Facebook Assets

Landing page options

Website

Facebook Assets

Landing page options

Avoid busy tabs

QUESTIONS?Thank you!

Facebook Measurement Fundamentals

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