understanding facebook insights
DESCRIPTION
Delivering the data you need to supercharge your fan growth. Understanding Facebook Insights is key to successful Facebook marketing. But it seems like the folks at Facebook add new metrics every day! People talking about this. Engaged users. Virality. What exactly do they mean? Join Jeff Widman, founder of PageLever and foremost expert in the budding field of Facebook metrics, as we discuss how to extract actionable insights for your business. Expect to learn: What metrics matter the most for exposure? How can the newsfeed work for or against you? What businesses have boosted their fan base, and how have they done it?TRANSCRIPT
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!