understanding facebook insights

We’ll begin the show shortly…

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Who’s presenting?

Jeff WidmanCo-founderPageLever@jeffwidman

Jill CarlsonMarketing Manager

Argyle Social@carlsonjill

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Details

• Jill will lead Q & A at the end of the call.

• Tag your tweets with #insights101

• We’re recording this shin dig.

• We’ll send an email follow up to everyone with the recording & slides.

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You will learn

• Basic terms & where to find the data

• Trends across pages

• Changes in Timeline that impact your page

• Seem too basic? Sign up now for our Insights 201 at http://ar.gy/insights201

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15 Second Commercial - Jeff

Actionable Facebook Analytics

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15 Second Commercial - Jill

Social Pros Podcasthttp://ar.gy/podcast

Featuring interviews with social pros from:

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Agenda

• Overview of Facebook analytics

• Important changes with Timeline

• Questions & Answers

Overview of Facebook Analytics

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Facebook Metrics that matter

• Fans

• Views

• Engagements

• PTAT

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Facebook Metrics that matter

• Fans

• Views

• Engagements

• PTAT

The goal is to be good at business because of Facebook, not good at

Facebook.

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Facebook Metrics Visualized

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Facebook Metrics that matter

• Fans

• Views

• Engagements

• PTAT

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How many pages are you a fan of?

• Poll:

• 0-5

• 6-20

• 21-50

• 51+

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• Poll:

• 0-5

• 6-20

• 21-50

• 51+

How many pages are you a fan of?

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Fan Growth

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Fan Growth

Focus your ad targeting tightly so Facebook recommends your Page.

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• Fans

• Views

• Engagements

• PTAT

Facebook Metrics that matter

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In the last 6 months, how many of those pages have you returned to?

• Poll:

• 0-5

• 6-10

• 11-25

• 26-50

• 51+

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In the last 6 months, how many of those pages have you returned to?

• Poll:

• 0-5

• 6-10

• 11-25

• 26-50

• 51+

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In the last 6 months, how many of those pages have you returned to?

• Poll:

• 0-5

• 6-10

• 11-25

• 26-50

• 51+

Your fans don’t come back to your page.

They hang out in the newsfeed.

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Visibility: Pageviews

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Visibility: Pageviews

Design your on-page experience primarily to convert visitors into

fans.

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Visibility: Reach

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Visibility: Reach

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Visibility: Reach

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Visibility: Reach

Edgerank drastically impacts your reach.

Optimize your content.

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• Fans

• Views

• Engagements

• PTAT

Facebook Metrics that matter:

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Consumptions

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Engagement by consumption type

Use the quick feedback loop to deliver content that resonates.

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Storytime

Source: http://sydney-australia.biz

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• Fans

• Views

• Engagements

• People Talking About This

Facebook Metrics that matter:

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Engaged Users vs. PTAT

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• Likes

• Mentions

• Shares

• Answers a question

• Recommends your page

• RSVPs to event

• Checks in

• Tags a photo

• Comments

• Posts to wall

PTAT: What creates a story?

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PTAT: Engagements that create a story

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Sidenote: Daily Comments + Likes

• Daily comments and likes now only available in 3rd party tools like PageLever

• Actionable versus reportable metrics

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Storytime

Important changes with Timeline

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How many pages have you migrated to Timeline?

• Poll:

– None

– Some

– All

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Change #1: Cover photo

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Change #1: Cover photo

You can’t ask fans to upload your cover, but fantastic photos will

beg to be shared.

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Change #2: Applications

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Change #2: Applications

Custom landing tabs are pretty much useless.

Find new applications to highlight.

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Change #3: Timeline format

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Change #3: Timeline format

Before you switch to Timeline, spend time spring-cleaning old

posts.

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What about engagement?

Is Timeline impacting engagement on pages? PageLever study of 15 million fans across 5

pages shows…

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What about engagement?

Is Timeline impacting engagement on pages? PageLever study of 15 million fans across 5

pages shows…

So far, there’s no discernible change in engagement after

switching to Timeline.

Q&A

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But first…we’re doing another webcast!

Understanding Facebook InsightsPart II

With Jeff Widman from PageLever

April 19, 2012 @ 2PM ESTar.gy/insights201

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Q&A

Jeff Widman@jeffwidman

Jill Carlson@carlsonjill

Hashtag your questions with #insights101Thanks for joining us!