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Presentation delivered by Justin Kistner (@justinkistner) of Webtrends at the July 2011 Web Analytics Wednesdays in Cincinnati and Columbus.
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© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
MEASURING FACEBOOK
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
What can be measured?
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Campaign components
DRIVERS LANDING TAB CONVERSION
Ad
Post
Tweet
Site
App
Like
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
The 3 slide introduction to tabs
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Tabs are here
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Tabs make ideal landing pages
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
How do you measure campaigns?
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Measuring Apps
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Measuring Apps
Any Analytics Provider
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Measuring Apps
Any Analytics Provider
Look for solutions that:
• Support Facebook
parameters out of the box,
or
• Allow you to add custom
variables to support them
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Measuring Campaigns
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Drivers Landing Page Conversion
Measuring Campaigns
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Drivers Landing Page Conversion
Measuring Campaigns
• Place campaign IDs at the
end of your links. Use unique
values for each ad.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Drivers Landing Page Conversion
Measuring Campaigns
• Place campaign IDs at the
end of your links. Use unique
values for each post.
• Shorten URLs to measure
clicks and to keep
campaigns IDs easily intact
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Drivers Landing Page Conversion
Measuring Campaigns
• Iframes can’t see the
campaign IDs in the referring
link from an ad or a post, so
you need a solution that
supports app_data param.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Drivers Landing Page Conversion
Measuring Campaigns
• Facebook is the only source
for how many likes an ad
delivers and they provide the
data in their ad management
tool as well as the ad API.
• No other traffic source can
be measured on how many
likes it drove.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Drivers Landing Page Conversion
Measuring Campaigns
• Measuring traffic from
Facebook to your website is
standard analytics.
• Facebook reports on organic
shares in Facebook if you
tag your website with their
JavaScript.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
• Page Metrics
• Tab Views
• Tab Metrics
• Site Referral
• Facebook API
• Tab Metrics
• Site Referral
Parameters
• Ad Conversions
Solution Comparison
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Why does Facebook marketing matter?
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Social Is The #1 Online Activity
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Fortune 100 site traffic decreasing
• Average percentage drop was 23.02%• 68% experienced negative growth in unique visits from 2009 – 2010[1]
[1] Unique visits were monitored between Nov 2009 – Nov 2010
-100.00%
-50.00%
0.00%
50.00%
100.00%
150.00%
Yearly change in Unique Visits – Fortune 100 (2009-2010)
Cisco systems (139%)
Phillip Morris (-76.3%)
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
19,800,000 1,800,000
FACEBOOK FANS SITE VISITORS (MO.)
22,700,000 270,000
16,900,000 290,000
8,000,000 325,000
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Social Networks 52%
Facebook 51%
8%
Location
4%
THE USADOPTIONOF SOCIAL
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
How does Facebook marketing work?
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
76%
50%
Visit Everyday
Links Clicked
1
5.3
Friend Network
130
310FANS ARE
HARDCORE FACEBOOK
USERS
Fans Avg. User
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
FANS ARE CUSTOMERS
LOOKING FOR DEALS,
NEWS & COMMUNITY
Existing customers
84%
Want exclusive offers & benefits
83%
Buy more after becoming a fan
36%
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
75%
59%
49%
Friend
Search
Brand Invite/Ad
What drives people to fan?
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
10%
25%
25%
29%
10%
1%
13-1718-2425-3435-5455+Unknown
http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/
Over 60% of Facebook is 25-55+
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
The older we get, the more we click
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Gather emails
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Facebook store fronts
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
• You will get more fans
• You will see a drop in tab views
• You will need to nurture fans to get value
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Use promo to incentivize like
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Promoting your tab
• Facebook Ads• Wall Posts• Email• Website• TV• Print
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Posts are filtered by EdgeRank
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• Touching, emotional stories
• Provocative, passionate debates2-3X• Important sports wins
• Simple, easy questions.5-2X
Most clicked on wall posts
1
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Search and social work together
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Avg. CTR of ads to non-fans.05%Avg. CTR of ads to fans.35%
Cold targeting vs. fan targeting
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Images are the most important
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Images are the most important
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Website
Facebook Assets
Landing page options
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Website
Facebook Assets
Landing page options
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
Avoid busy tabs
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.@justinkistner
QUESTIONS?Thank you!
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