Post on 03-Feb-2015
description
transcript
Facebook Analytics for Obsessive Compulsivesby @mediaczar
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30 minutes of data wankery
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Social Media has changed since the early days
2005 2006 2007 2008 2009 2010 2011
Search volume on key Social Media
blogs myspace facebook twitter
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European Web Usage
Data: comScore EMEA August 2011
85 billion user
minutes/month
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Marketers instinctively misunderstand Facebook
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How people use Facebook
Login to Facebook
View Newsfeed
Ignore, Like or
Comment
Leave Facebook
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Like PageSee Brand
Posts in Newsfeed
Ignore, Like or
Comment
Leave Facebook
How people use Client X’s Facebook Page
36%
Like source
99%
First exposure
0.6%
Responders
0.6% attributed to “on Page” Likes
Estimate Comments + Likes
DAU
Week DayDay PartAudience Activity Competitor Activity
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Response Windows
0 3 6 9 12 15 18 21 24 27 30 33 36 39 42 45 480%
10%
20%
30%
40%
50%
91.4%
%age responses cumulative
Elapsed Hours
80% of responses within 3 hours.
90% within 6 hours
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Like PageSee Brand
Posts in Newsfeed
Ignore, Like or
Comment
Leave Facebook
How people use Client X’s Facebook Page
36%
Like source
99%
First exposure
0.6%
Responders
0.6% attributed to “on Page” Likes
Estimate Comments + Likes
DAU
Week DayDay PartAudience Activity Competitor Activity
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How people use Client X’s Facebook Page
Like PageSee Brand
Post in Newsfeed
Ignore, Like or
Comment
See/Don’t See Next
Post
11%
Ongoing Exposure
36%
Like source
99%
First exposure
0.6%
Responders
0.6% attributed to “on Page” Likes
Estimate Comments + Likes
DAU
DAU
Total Fans
Newsfeed Algo
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“We’re going to make Facebook the hub of all our activity”
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All Fans 100%470K
MAU53%250K
Most people don’t visit the Page.
DAU11%52K
Daily Page Visits (Unique)0.3%1.4K
What are the implications for Page Tabs?
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How fan growth Affects Daily Active Users (DAU)
Feb Mar Apr May Jun Jul Aug0
10000
20000
30000
40000
50000
60000
70000
80000
90000
0
2
4
6
8
10
12
DA
U
Fan
s
12.
50
12.
60
12.
70
12.
80
12.
90
13.
00
13.
10
13.
20
9.00
9.50
10.00
10.50
11.00
11.50
R² = 0.598784125594177
ln(Fans)
ln(D
AU
)
1% increase in fans leads to 1.65% increase in DAU (0.35% increase in MAU)
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Unsubscribes grow strongly inline with fan growth
Feb Mar Apr May Jun Jul Aug0
50
100
150
200
250
288,631
467,512
Daily Unlikes Fans
12.5 12.6 12.7 12.8 12.9 13 13.1 13.22.5
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3.5
4
4.5
5
5.5
f(x) = 2.21971581826927 x − 24.0155461780528R² = 0.503163684066917
ln(fans)
ln(u
nsub
scrib
es)
1% increase in fans leads to 2.22% increase in Unsubscribes
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What happens if we post more often?
0 3 6 9 12 15 18 21 24 27 30 33 36 39 42 45 480%
10%
20%
30%
40%
50%
91.4%
%age responses cumulative
Elapsed Hours
80% of responses within 3 hours.
90% within 6 hours
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Impressions grow strongly inline with post frequency
1 14 27 40 53 66 79 92 105
118
131
144
157
170
183
196
0
500000
1000000
1500000
2000000
2500000
3000000
3500000
4
17
21
17
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7-day rolling imps 7-day rolling posts
0 0.5 1 1.5 2 2.5 3 3.511
11.5
12
12.5
13
13.5
14
14.5
15
15.5
f(x) = 1.10798048236944 x + 11.6301274541707R² = 0.943832409201569
ln(7-day rolling posts)
ln(7
-day
rol
ling
imps
)
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Reach grows inline with post frequency
0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6-2.8
-2.6
-2.4
-2.2
-2
-1.8
-1.6
-1.4
f(x) = 0.400548543900821 x − 2.34612898150891R² = 0.530097676971872
ln(posts)
ln(r
each
)
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..and so do unsubscribes
0 0.5 1 1.5 2 2.5 3 3.55
5.5
6
6.5
7
7.5
f(x) = 0.459424051640055 x + 5.52388776980412R² = 0.57793388057226
ln(7-day rolling posts)
ln(7
-day
rol
ling
unsu
bs)
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A Facebook Page isn’t a community
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Facebook Group 1
21Facebook
Is your Facebook Page really a “Community”?
Community Hierarchy
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“We just want to LISTEN”
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Brand Page
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Retailer Page
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Waitrose’s Page, early November 2011
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What happened?
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What happened?
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Facebook isn’t your microsite
Facebook isn’t your forum
Facebook is your email list
Focus on News Feed optimisation
BTW (You’ll never have enough fans)
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@mediaczar
blog.magicbeanlab.com