advanced facebook insights webinar by jon loomer
DESCRIPTION
This is the PowerPoint associated with the Advanced Facebook Insights webinar given by Jon Loomer on March 22, 2013. Topics include what Insights is, explanations of the various metrics, which metrics are important, how to find them and ways to measure Facebook marketing success. Read more here: http://www.jonloomer.com/2013/03/22/advanced-facebook-insights-slideshare-presentation-and-webinar-replay/ Watch the webinar replay on YouTube here: http://www.youtube.com/watch?v=Kdsw6Yk3FbQ&feature=share&list=UUhvdCJlKGCQ1P4x_MSJAkOQTRANSCRIPT
Advanced Facebook Insights
Learn how to effectively measure and monitor your Facebook
marketing
About Jon Loomer
Father of Three
Baseball Fan
Facebook Since 2007
Top 10 Blogs of 2013
What We’ll Cover
What, Why and Where of Facebook Insights
Deeper Dive into Important Metrics
Measuring Success
Third Party Tools
Exclusive Offer
How I Roll…
Lots of text (sorry)
But short text!
Will step out of Powerpoint into examples
NO ONE SHALL SLEEP!
QUICK POLL!
What is Facebook Insights and Why is it Useful?
Mounds and MOUNDS of…
DATA!
Useful Data for Page Admins
Reach Engaged User Consumer
Consumption Impression Link Click
Photo View Video Play Demographics
Organic Paid Viral Talking About
This Stories Daily Weekly 28 Days
Likes Negative Feedback Countries
Cities Gender Age Unlikes
Measuring Success
What’s working?
What isn’t?
Insights is Underutilized
Become an active participant in your
results!
Success Takes Work
Don’t
Wing
It!
POLL RESULTS!
Important Top Level Metrics
Reach and EngagementFamilies of Metrics
Reach Family
Impressions
Reach
Organic
Paid
Viral
Impressions
“The total number of impressions seen (?) of
any content associated with your post or
Page, whether clicked on or not.”
* Fans & Non-Fans
Reach
“The number of unique people* who have
seen your post or content (served an
impression), whether organically or via paid
advertising.”
* Fans & Non-Fans
Impressions vs. Reach
Impressions = # of Times
Reach = # of Users
Organic
“Users* visited your Page or saw your Page
or one of its posts in News Feed or Ticker.”
* Fans & Non-Fans
Paid
“Users* viewed a Sponsored Story or ad that
promoted your post or Page.”
* Fans & Non-Fans
Viral
“Users saw your Page or one of its posts
from a story generated by a friend.”
* Fans & Non-Fans
Engagement Family
Stories
Talking About This
Engaged Users
Consumers
Stories
“Generated in News Feeds when a user
interacts with your Page or post content,
thereby sharing it with their friends.”
Stories
Created whenever a user…Comments
Likes
Shares
RSVPs
Claims an Offer
Talking About This
“The number of unique users who created a
Story about your post or Page.”
Stories vs. Talking About This
Stories = # of Stories
Talking About This = # of Users
Engaged Users
“The number of unique users who clicked
anywhere within your Page or content or
performed an action that resulted in a Story.”
Engaged Users
Comments
Likes
Shares
RSVPs
Offer Claims
Check-ins
Link Clicks
Photo Views
Video Plays
Expand Comments
Click Tag
Click Profile
Consumers
“The number of unique users who clicked
anywhere within your Page or content,
whether it resulted in a story or not.”
Consumers
Essentially the same thing as Engaged Users except...
Doesn’t include stories generated without a click
Consumers
Use Consumers Instead of Engaged Users Because…
Much more detailed info within Insights
Other Metrics
There are many other Insights metrics,
some of which will be discussed later in this
presentation!
ONE MORE POLL!
Engagement vs. Reach
Which is more important?
Why Reach is Valuable
Awareness:
How many people saw my message?
Why Engagement is Valuable
Actions:
How many people did X, Y or Z?
Reach Reporting Bug
Reach was underreported beginning in the
Fall of 2012, fixed in February of 2013
“Reach is a Fuzzy Metric!”
Advertising Strategies
Advertise to reach more Fans who care
about your good content.
Don’t advertise because you aren’t reaching
your Fans.
The Verdict
Reach is Useless!jonloomer.com/facebook-reach-insights-reporting-bug
Reach is Great!jonloomer.com/response-facebook-reach-is-the-most-important-performance-metric
POLL RESULTS!
Fan Only Metrics
The stats that really matter
Fan Only Metrics
Are they the most important metrics of all?
Guide those already connected with you
down the sales funnel…
Fan Only Metrics
Are you assuming this is Fans only?
Fan Only Metrics
If you aren’t using exports, you don’t know
your Fan only metrics!
Fan Only Metrics
Post Impressions
Post Reach
Paid Impressions
Paid Reach
Engaged Users
Post Stories
Talking About This
Fan Only Metrics
How to find them…
Post Level Export
Key Metrics Tab
Columns W - AC
Demographics
Who are your Fans?
Demographics
Where are they?
Are they male or female?
How old are they?
Demographics
Why does it matter?
Craft your content around your target audience!
How to Find Demographics
In Web Insights…
How to Find Demographics
In the Page Level Export…
Check-in Demo Tabs (8)
Talking About This Demo Tabs (12)
Reach Demo Tabs (4)
Likes Demo Tabs (4)
Negative Feedback
Does it matter?
Negative Feedback Considerations
Includes non-Fans
Will go up as you promote posts
Will go up if your topic is controversial
Will go up if you post too frequently
Negative Feedback Considerations
Get over it…
Negative Feedback WILL Happen!
Negative Feedback Considerations
Not all Negative Feedback is created equal!
Hide Story
Hide All
Report Spam
Unlike Page
Negative Feedback Considerations
Monitor posts to evaluate the meaning of
spikes in Negative Feedback…
And REACT!
Where Is This Info??
Insights within Posts
Insights within Admin Panel
Metrics Within Admin Panel
Post LevelReach
Engaged Users
Talking About This
Virality
Page LevelLikes
Demographics
Like Sources
Referrers
Tab Views
Check-ins
Insights within Admin Panel
Let’s look!
Page Level Export
Metrics Within Page Level Export
Daily, Weekly, 28 Days
Talking About This
Stories
Likes, Unlikes, Friends of Fans
Engaged Users
Total Reach
Organic Reach
Paid Reach
Viral Reach
Impressions
Organic Impressions
Paid Impressions
Viral Impressions
Logged-In Views
Negative Feedback
Like Sources
Viral Reach by Story Type
Viral Impressions by Story Type
Frequency Distribution
Talking About This by Story Type
Interactions by Type
Consumptions
Likes Detailed Demographics
Reach Detailed Demographics
Talking About This Detailed Demo
External Referrer
Check-in Details
65 Tabs of Data!
Metrics Within Page Level Export - Benefits
Let’s look!
Post Level Export
Metrics Within Post Level Export
Let’s look!
Measuring Success
Your Goals and Purpose:What is “Success?”
Measuring Success
Publishers: Link Clicks(Track within Consumptions)
Measuring Success
Customer Service:
Engaged Users/Consumers
Measuring Success
Brand Awareness: Reach
Stats to Check and Compare
Analyze several months of data…Consumers by Post Type
Stories by Post Type
Shares by Post Type
Negative Feedback
What trends are you seeing?
Analysis Considerations
Do you promote posts?
Consider separating that data
Compare Apples to Apples!
Recommended Ratios
Consumers vs. Page Likes
How many people clicked anywhere within my post in relation to
number of Fans?
Recommended Ratios
Engaged Fans vs. Page Likes
Fan Impressions vs. Page Likes
Fan Reach vs. Page Likes
Fan Stories vs. Page Likes
Fan Talking About This vs. Page Likes
What percentage of my Fans did X?
Recommended Ratios
Consumptions vs. Impressions
Consumers vs. Reach
What percentage of those reached clicked on this post?
Third Party Tools
When Insights isn’t enough…
Third Party Tools
AgoraPulse
Barometer
EdgeRank Checker
PageLever
Quintly
That’s It!
But just a second…
How to Find Me
JonLoomer.com
Subscribe
fb.com/JonLoomerDigital
@JonLoomer
Special Offer!
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Q&A
Ask Me Anything!