Marketers, Rev Your Engines: Facebook Topic Data is Available Now
Slideshare
Jason Rose
SVP Marketing
DataSift
Summary and Q&A
Examples
How topic data works
Introducing Facebook topic data
Agenda
1
2
3
4
Introducing
Facebook topic data1
1.49
BILLION
PEOPLE
2+
MILLION
ACTIVE
ADVERTISERS
Facebook Topic Data
Surfacing Insights across Facebook
Facebook Page
Topic Data
Posts, Likes and Comments on brand-owned page globally
Posts, Likes and Comments on Facebook
What’s on your mind?
Anonymized and Aggregated Facebook Topic Data
8
CONTENT DEMOGRAPHICS LIKES and SHARES
Anonymized and aggregate topic data
• Posts
• Pages Posts
Plus engagement data
• Likes on Posts
• Shares on Posts
• Comments (no text) on Posts
Data enriched with
• Demographics
• Topics
• Sentiment
9
Gender Age Range Location
Male
Female
18-24
25-34
35-44
45-54
55-64
65+
Country
State / Region
Self-declared, not derived.
API enables exploration of audience segments PYLON (the DataSift Index) stores demographics for each interaction, enabling exploration of different demographic audiences.
Demographics on every Post, Like, and Comment
User-provided data enables demographic analysis of the audience engaging with content.
Demographics on Posts and Engagement Data
10
How It WorksPYLON
: The DataSift API for Facebook Topic DataTM
Privacy-First Data Management Controls
Social data never leaves Facebook Social data is processed by DataSift technology running inside Facebook’s network.
User-identity is removed before processing
User identity is removed from social data before processing by DataSift technology.
Results provided in aggregate, anonymized. Only summary results containing a minimum audience size are delivered by DataSift.
30-day retention period for underlying social data Data deleted from DataSift’s technology after 30 days.
Prevents analysis of minors
Minimum age applies for data collected for analysis.
How it Works
12
DataSift platform connects to the real-time feed of Posts, Comments, Likes.
2 • CATEGORIZE
Filtered data can be classified with customer-specific rules.
4 • QUERY
The Index is sub-queried and further processed using CSDL against 60+ attributes.
5 • ANALYTICS
Aggregated and anonymized data returned for developers to create applications, analysis and visualizations.
Each customer defines their specific filter based on their criteria.
1 • FILTER
Filtered and categorized posts and engagements are indexed into a real-time analysis engine.
3 • INDEX
Examples4
14
Insights can be used to improve
Content and Creative: Focus on areas that resonated. Ad Targeting: Reach : Discover new audiences
An automotive brand launches a major advertising campaign across multiple channels for a new vehicle.
Problem: How can they use Facebook to measure audience reaction and response to the product?
• What are people most/least excited about ? • Is price major topic ? Or performance? • What content is getting most engagement, and what which
demographics?
• What audiences are expressing an intent to purchase?
Measure audience response to a product launch.
Visualized using Tableau
Example: Understanding Audience Reaction
15
Demonstration
Project Surfaced Media and Audience Insights
16
Automotive Product Launch Analysis Understand what content about the vehicle is most popular across the US.
Measure Impact of Media Strategy Identify the mainstream media content that’s trending in each geography and with different audiences.
Identify Intent within Facebook Posts Use VEDO classifiers to categorize how many posts express interest, evaluation or intent to purchase.
35-44
25-34
45-54
55-64
18-24
55-64
45-54
35-44
65+
25-34
45-54
35-44
25-34
55-64
65+
65+
35-44
25-34
45-54
55-64
18-24
35-44
45-54
25-34
55-64
65+
0 35000 70000 105000 140000
Male Female
Traction of examiner.com within 45yr+ demographic
Product Launch
Surfacing Intent to Purchase
17
Number of unique authors
Sharing Product Content
Expressing Intent to Purchase
Discussing Product Features
Discussing Price
0 6000 12000 18000 24000
Surfacing Product Intent with VEDO
Analysis surfaces the intent expressed by Facebook users that shared content.
Enables Manufacturer to create content that resonates with Facebook audience and target to demographics that have higher propensity to purchase.
Example of Simple Classifier to tag posts that include text related to purchase intent.
Brand by Age and Gender
18
Brand Volume by Age & Gender
18-24 24-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+
55K
50K
45K
40K
35K
30K
25K
20K
15K
10K
5K
0K
Inte
ract
ions
Male Female
Understand how your audience is segmented
Age, gender and geographic information is available on almost every post, comment, like and share
Self-declared demographics give greater accuracy
Tailor your messaging, offering and even your product
Play to your strengths or fill gaps
Interactions Over Time
19
Analyse the impact of events
How events change online behavior can help your business planning.
Understanding historic impacts can help you be proactive when events repeat themselves
Spotting changes in the public mood can help you be reactive and change course rapidly
Topic Cloud
20
Discover the topics your audience are sharing
Every post is reviewed against Facebook’s Open Graph taxonomy
These topics are constantly updated and evolving
Topic analysis pinpoints which brands, products and concepts are mentioned most often
Filter by sentiment to see which topics are most often mentioned positively or negatively
Topic analysis also surfaces the issues you didn’t know you should be interested in
21
Domains
Understand influential media
Query domains to discover your influencers
Find who is most effectively delivering your message
Slice and dice by demographics to determine which outlets can hit your target audience
Use your own classifiers to customize your audience
Summary5
Partner Listing
THANK YOU