Ways to understand fans II. - Facebook6. 9. 2014 BabelcampJosef Šlerka (@stunome, @socialbakers)

Questions

who am I?

who are you?

who are yours friends?

(on Facebook, of course)

AnswersFacebook Audience Insights

Facebook Graph Search

Social media researches

(right answer: all together now, case study)

FB Audience Insights Tell me..

FB Audience Insights

time for real-time demo:

https://www.facebook.com/ads/audience_insights/people

FB Audience Insights

pros: ?

cons: ?

FB Graph SearchSemantic search for dummies

FB Graph Search

time for real-time demo:

https://www.facebook.com/ads/audience_insights/people

ExamplesMy friends, My friends who like Ulice, My friends who like Ulice and are over 40 years old

Photos taken in Prague, Czech Republic , Photos taken in Prague, Czech Republic by Miloš Zeman - prezident České republiky, Photos taken in Prague, Czech Republic of Prague, Czech Republic by people who are student, Photos taken in Prague, Czech Republic of Prague, Czech Republic by people who are students and are fans of Legalizace

People who are fans of Přátelé Novoruska, Pages liked by people who like Přátelé Novoruska, Favorite pages of people who are in Přátelé Ruska v České republice

Photos uploaded by people who are fans of Přátelé Novoruska, Photos uploaded by people who are fans of Žít Brno RIP, Photos uploaded by people who are fans of 4chan and live in Czech republic

FB Graph Search

pros: ?

cons: ?

Social meda researchsome things from our kitchen

Our researches

FND - Facebook normalized distance

This analysis can be used to understand what users who “like” your content also “like”. This information can be used for marketing and ad targeting, strategic partnerships and sponsorships, etc.

FND formulam = log10(number of all accounts from current country);

fx = log10(number of likers on page X);

fy = log10(number of likers on page Y);

fxy = log10(number of common co-likers);

FND = ((max(fx,fy) - fxy) / (m - min(fx,fy))

This methodology is based on the Google Similarity Distance and information based distance, which is an extension of the Kolmogorov complexity.

Distance matrix

The Fox News Page has a strong tie to ABC News and CNN, a significant tie to Ford, and no tie to Audi and BMW. Therefore, users who “like” Fox content have the strongest tendency to “like” content on other news station, but also have a significant tendency to “like”

Ford content.

UK media

How to verify?

correlation between clusters from Facebook and real party voting

we analyze correlation between election results in cities and build correlation matrix

than we correlate both matrix (Facebook and real elections)

How to verify?

Czech republic 0.71

Poland 0.79

Slovak 0.67

Germany 0.71

well done!

Segmentations

NE Bruselu

Dělnická strana sociální spravedlnosti

czech extrem right-wings parties

case study of internal segmentation

Strange? So...... let’s talk food: MIXIT!

Who is close to...small insights into current affairs...

Big playersTV and finance industry

Political partysome insights

Watch TV!greens vs neonazi, kdu vs top 09

All together now!Fox News and automotive industry

All together now

What we know:

The Fox News Page has a strong tie to ABC News and CNN, a significant tie to Ford, and no tie to Audi and BMW etc.

Therefore, users who “like” Fox content have the strongest tendency to “like” content on other news station, but also have a significant tendency to “like” Ford content.

Fox NewsWith enriched Facebook Ads data, clients are able to gather some key insights to improve the targeting of Facebook campaigns, for example

Fox News can recognize that they have the most Fan Overlap with Toyota and Ford. Fox News and Ford have the closest relationship in terms of a user’s tendency to “like” content.

Therefore, Fox News can assume that Ford Fans would be most receptive to Fox News content.

Fox News

Recommendations

Based on this data we are able better:

Target Custom Audiences - you can find rigths interest for campaigns, you can find better keywords for PPC campaigns and for off-line advertasing

Create Engaging Content

Grow the Brand’s Fan Base

That’s all folks! Thnx@josefslerka