The Numbers of Facebook

The Numbers of Facebook

A primer on quantifyingcustomer interactions

Chris TreadawayMari Smith

10 June 2010

http://www.amazon.com/gp/product/images/0470569646/ref=dp_image_0?ie=UTF8&n=283155&s=books

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The Problem

Even in 2010, Facebook is an operational problem for most organizations– Build presence– Define the “social media product”– Assign responsibilities– Make it interesting



Facebook is complex

Lots of opportunities for engagement– Pages– Groups– Profiles– Advertising



Phases

AwarenessDo something

ImprovementDo it better

CompetitionDo it best



Where Metrics Matter

AwarenessDo something

ImprovementDo it better

CompetitionDo it best



Everything is measurable

• What do you measure? How?• Where is the data?• How hard is it to collect the data

regularly?• What will you do with the data?• Why do you need it?



Different Types of Metrics

• Measure activity that YOU control• Posts, Responses, Customer Service

Operations – are you maintaining your presence?

• Measure activity of users who respond to your efforts• Apathy, Interest, Engagement

Outcomes – how do customers respond to you?

• Measure which of your users respond best• Gender, Age, Geography

Demographics – where does your offer resonate?

• Measure how $$$ investments in advertising affect outcomes• CPM, CPC Advertising

Demand Gen – how do your investments help?



Operations

• What to track– Was the job done?– # posts– Timing of posts (morning, afternoon, evening)

• Questions you can answer– Did you maintain your social media product?– Did you fulfill your editorial calendar?

• Opportunities– Respond to customer issues– Comment/opine/put spin on contemporary issues



OutcomesMetric Asset Why is it important? Where is it found?

Unique Users Web page How many distinct people do you reach?

Web analytics package

Page Views Web page How many pages are viewed on your site?


Bounce Rate & Time Spent

Web page, Facebook How often do people come to a site & immediately leave?


# of “Fans” Facebook page How many people identify with your brand?

Insights

Content Likes Facebook page How often do people endorse your content?

Insights

Wall Posts & Comments

Facebook page How much do people post content & comment?

Insights

Post Quality Facebook page % fans who comment + comparison to like pages

Insights

Unsubscribes Facebook, e-mail # of people who disengage Insights


Demographics

• What is the makeup of your audience?• Are your presumptions correct?• Can you serve them better?• Are you “underserving” parts of your market?– Missed opportunities?



Demand Gen

• Measure the effectiveness of paid advertising• What is the best & most effective use of $$?• A/B Testing– Country– Ad copy variations– Targeting





Rolling up #s to compare ad copy




Build a Dashboard

• Focus on numbers that matter• Not just in Facebook but across all efforts if

applicable• Derivative metrics give the clearest picture– Time-series (measure on per day basis)– Relative (measure relative to your growth)– Moving averages (measure over time)



Example – cross-channel



Example – Moving Averages



Keys to Success

• Pick your battles• Build a dashboard & don’t rely on Insights• Collect data religiously• Rely on time-series data• Visualize the results• Scrutinize your efforts



Thank You!

For more help with Facebook metrics, please contact me at

[email protected]

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Business

The Numbers of Facebook