28th April, 2010 (19:00 – 22:00) Facebook? How to measure it? - Kenneth Kwok

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Agenda

19:00 – 19:30 Reception Open19:30 – 19:45 Update on Hong Kong WAW19:45 – 20:45 Facebook? How to measure it?20:45 – 21:15 Question & Answer21:15 – 22:00 Networking

Update on Hong Kong WAW

Hong Kong Wed Analytics Wednesday

Hong Kong Wed Analytics WednesdayMember of Web Analytic AssociationPartnership with MRM Hong KongNew Job Section for local professional hireArrange Paid & Free TrainingSummer Workshop - Planning

Hong Kong Wed Analytics WednesdayFacebook – Fan Pagehttp://www.facebook.com/pages/Web-Analytics-Wednesday-Hong-Kong/175575368157

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Emailadmin@hongkongwebanalytics.com

Facebook? Bubble? Features?

Facebook Statistics in Hong Kong

Number of users: 2 975 640Number of male users: 1 393 240 Number of female users: 1 470 820

Penetration: 42.65 %Online penetration: 60.99 %Avarage CPC: $ 0.2 Avarage CPM: $ 0.08

Age Group 18 – 24: 28% 25 – 34: 34% 35 – 44: 14%

What should we use it for?

Reference: CMO.com

Facebook Page & TabsThis is the most common setup for a lot of company to get their exposure on Facebook. It have standard features like the normal Facebook pages. There isn’t add additional tracking on the page but can always post link with tracking parameter to link back to the main site for tracking.

What function can we leverage?

What function can we leverage?Facebook ApplicationsFacebook allow developer to develop applications on Facebook and can be code by using PHP, JavaScript, Ruby or Python. Since the application is host outside of Facebook, therefore adding tracking code inside the Facebook Application is possible and many Web Analytics Tool do provide solution to it.

What function can we leverage?Facebook AdvertisementsIf you have a page or external site, you can place a Facebook Ads on the right hand side of the site. It gives you the ability to target specific age group as well as demographic. Therefore, it can target the right group of people instead of wasting money.

What function can we leverage?Facebook ShareThere isn’t any different to other social media sharing. It is a very simple way for your users to share information on your site and publish it onto their Facebook. One additional point to add here is that you should also add in your own tracking, even though there is a counter option being provide.

What function can we leverage?Facebook ConnectThis is a very interesting feature to have your own community just related to your site. Since the users can use their Facebook identity to connection and login to share information outside of Faceboook. Facebook Connect also support both iPhone and other Mobile Web implementation. Therefore, it is great to integrate your site with this simple integration.

What is the next step?

What is your goal?

CoremetricsOmnitureWebTrendUnicaGoogle AnalyticsFacebook Insight

Choose the right tool!

Total Fans & Unsubscribed Fans

Metrics to look at

Interactions & Interactions Per Post

Metrics to look at

Page ViewsMetrics to look at

DemographicsMetrics to look at

Google Facebook ImplementationThere is a workaround being created by Webdigi to include Google Analytics as an image instead of setting the standard JavaScript. This method tracks every visitor to the custom Facebook pages on Google Analytics.

It required a combination of server side cookie management and an additional <img> tag to the bottom of the Facebook fan page.

Here are the steps to get Google Analytics working on your Facebook fan page.

1) Setup Google Analytics account. Create a new website profile.

2) Create your custom img tag for each of your pages you like to track.

3) Add the entire custom image html tag from Step 2 to the bottom of each Facebook fan page that you need to track.

Tracking user engagement

http://www.webdigi.co.uk/blog/2010/tracking-user-engagement-on-facebook-fan-pages/

Questions & Answers