Chinwag Insight: Facebook Marketing

It’s not easy but someone has to do it.

Measures that Matter for Facebook MarketersChinwag Facebook Marketing Conference

6th October 2011

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Are you up to a good challenge?

If ads don’t work, then we have to use our fan pages to engage fans of different levels.

Ad Click-Through Rates

0.011 – 0.165% 0.4 – 0.7%

It’s not easy but someone has to do it.

Measuring Facebook is a necessity if marketers are to prove its value for brands.

But measuring “likes” doesn’t tell the story

Unless a fan actively participates in a brand’s Facebook Page and their activity on the Page has been continuous, the brand’s status updates will cease appearing in the fan’s Facebook stream.

“Fans” don’t matter, but core fans do

We define core fans as fans who have commented more than average for the Page. When you look at this metric, things get a bit more interesting.

Even celebrities are struggling to engage.How does this pan out for celebrities?

If even celebrities are struggling to engage, how can brands expect to do better?

friends.skyttle.com

Find themes that evoke an emotional response.

friends.skyttle.com

Learn from the most active discussions.

friends.skyttle.com

The ongoing challenge is lack of data.

Facebook is sitting on a rich source of contextual user data that it doesn't have access to due to privacy restrictions.

Apps are an opportunity for brands.

When a user installs an app, they give the brand access to their user data, offering an even richer source of consumer data that could inform marketing decisions.

ROI: The Greatest Challenge of All

How do you prove ROI when the data are lacking and its difficult to measure the flow from social media to sales?

About Market Sentinel

Market Sentinel is a thought leader in online conversation monitoring and analytics. We work

with major brands from around the world to help them make sense of the web.

Our tools and services include brand monitoring, benchmarking analysis and digital planning

with Skyttle, a suite of on-demand social analytics tools.

Market Sentinel's unique mix of business and marketing professionals, mathematicians,

linguistic experts, software engineers and social media analysts creates best in class

solutions that produces long lasting client relationships.

@marketsentinel

sales@marketsentinel.com