measuring facebook marketing
DESCRIPTION
Measuring Facebook Marketing - a presentation in a seminar by Association of Finnish Advertisers.TRANSCRIPT
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Measuring Facebook MarketingAssociation of Finnish Advertisers 5.3.2013
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Businesses need insights on complex issues
210.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
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Social Marketing in the early days
310.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
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Customer Relationship Management
410.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
Image source: http://www.flickr.com/photos/english106/4357529719/
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Measuring Facebook Marketing
510.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
1. First you need to understand and realize what Facebook Marketing is all about?– You can do lots of different things with Facebook and
the features it provides
2. You should collect data from different kind of sources according to your Facebook Marketing activities
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610.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
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Two thirds are using Facebook with mobile device!
710.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
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810.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
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You can use tracking code in Facebook applications!
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1010.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
You can use Facebook offers when you have 100 fans
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Integrate Facebook with other marketing channels
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You can drive traffic to FB page via Adwords sitelinks
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1610.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
Use physical point of sales for getting more fans
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Some companies use TV ads to activate people to FB
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Dynamic and clickable ad in Ruutu.fi VOD service
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She likes it!
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Use Facebook Insights for pages
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2110.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
Use FB power editor and conversion tracking for ads
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2210.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
Set up goals to if you are driving traffic to website
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Tag sponsored updates/ads for web analytics system
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Use multi-channel funnels – don’t stair just last click
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Build custom reports and dashboards for insights
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2610.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
Track social events and features in your website
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Measuring framework
2710.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
Image source: http://www.flickr.com/photos/kazk/198640938/
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Measuring framework
2810.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
1. Purpose. What are we trying to achieve?– Product and process development– Feedback and other qualitative data– Recruiting and customer engagement– Pricing and promotions
2. Define goals and Key Performance Indicators– Number of new development ideas (by channel)– Number of feedback, evaluations (Voice of Customers)– Number of fans, posts, recommendations or shares– Sales (by channel) and Return on Ad Spent (ROAS)
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Interactions per thousand fans
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Image source: http://www.flickr.com/photos/kazk/198640938/
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Continuous action model
3010.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
1. Analysis2. Decisions
3. Action!
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Questions?
3210.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen
Petri Mertanen
Web Analyst
[email protected]: +358 400 792 616
Skype:petrimertanen@mertanen