Getting the most out of your Facebook Data stream

Agenda

What is “Social” Data?• Three Flavors of Data

Sources of Data

•Or, How do you collect it?•Page-Level vs. Individual

Applying the Lever

• Or, How do you use social data?

What is Social Data?

People Social ObjectsCro

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Representative Data

Interaction Data

Signaling Data

What is Social Data?

Three Flavors of Social Data:

What is Social Data?

Boring Representative

Awesome Signaling

What is Social Data?

Analog to existing business data?

Representative Data

Interaction Data

Signaling Data (Product)

Signaling Data (Concept, Passion, Aspiration)

Demographic Data

Purchase/Web Data

Offline Purchase Data (for Physical purchases only)

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Sources of Social Data(Or, How do you collect and make sense of it?)

Sources of Social Data(Or, How do you collect it?)

Pixel Everything! • Web pages, YouTube Pages, FaceBook Apps, Re-direct Links

• Overlay with Intent/Interest/Behavioral data (household based) – DLX, Experian, DSP/DMP

Established: Drive Fans into Owned or Rented Facebook applications• Provides Friend Nodes (Graph) & Permissions to INDIVIDUAL Data• Ability to communicate, publish to Social Graph

New! Leverage Facebook Ads API to:• Analyze Social Objects you are Admin for to provide PAGE-Level

insights• Re-target pixels set outside FB to drive inside FB actions• And/Or match email lists to FB ID’s for targeting and data reporting

Sources of Social Data(Or, How do you collect it?)

Pixel Everything!

Web/Offline Data Social Data

Leverage Facebook Ads API to: Analyze Social Objects you are Admin for

Leverage Facebook Ads API to: Analyze Social Objects you are Admin for

Sources of Social Data(Or, How do you collect it?)

Page Likes Taco Bell vs. McDonalds Starbucks Taco Bell is STRONGER in A Perfect Circle by a factor of 3.67 1.93 Black Hawk Down 3.45 1.59 Minecraft 3.33 2.55 RED 2.50 1.82 Golf 2.28 1.48 YES. my status is from a song… 1.96 2.52 ShineDown 1.72 2.37

Page Likes Taco Bell vs. McDonalds Starbucks Taco Bell is WEAKER in Love Actually by a factor of 0.86 0.15 Brazil 0.54 0.15 Prada 0.47 0.17 Vespa 0.37 0.20 Beethoven 0.26 0.47 The Prestige 0.24 0.34 Justin Timberlake 0.24 0.43 Poker 0.22 0.30

*Data provided by Optim.al

Sources of Social Data(Or, How do you collect it?)

Drive Fans into Owned or Rented Facebook application (or Tab)

Advantages

• Permissioned access to individual level data

• Ability to ask Brand specific questions (Attitude & Usage)

• Ability to communicate, post to wall, create new Social “objects”

Applying the LeverDigital Brand Profile Score

Target Audience

Customers

Website Visitors

Social Media Followers

FaceBook Fans

SUPER Fans

Re-targeting

Market ResearchInfluencer/VIP

Email Append/Ratings

Ms (%) + C (%) + SM (%) + (F/SM) + (1+Sfan/F) =

Top & Bottom of Funnel Amplification

Applying the Lever(Or, How do you use social data?)

Case Example:

#BreastCancerAwareness Project

Identical Facebook creative/copy and demographic/geo targeting

Keyword Expander (Optim.al)

Results: Generated 3X ROI as control

Efficiency came from 1/3 CTR improvement 2/3 reduced CPC’s

Applying the Lever(Or, How do you use social data?)

Case Example:

Brand Awareness Campaign— The Habit Burger

Web Banner Ads informed by Social Interest Data

“Fashion” Interest Index 142

Provider: DataXU

Results: Top click website = DIYFashion.com

Applying the Lever(Or, How do you use social data?)

Case Example:

Audience Deep Dive— The Habit Burger vs. Mitt Romney

Applying the Lever(Or, How do you use social data?)

Case Example:

VIP Identification Social Network Analysis Mexican QSR client

Identified set of highly connected, Super Users (> 15 times usage per month)

Now monitored closely for Page Activity (likes, posts, etc)

Provider: GetPerception/Gephi

Applying the Lever(Or, How do you use social data?)

Case Example:

VIP Identification Social Network Analysis – Mexican QSR client

Individual Level Data Profile

Surveyed 20 times usage per month

Invited to VIP offers

• Answer: Torie Sanders• Age: 24; Zip: 71913; • FF Usage Past 30 days:

20• Fav Athlete: Michael

Jordan• Friends on Facebook:

327• Fav Singer: Whitney

Houston• Occupation: Cashier,

Furr’s Fresh Café• Reasons she “Un-likes”

a page: “False advertising just to get their customer to their site”

Summary

Tips to get the most out of your Facebook Data:

Aggregate Web/offline customer audience data

Match to FB Data to confirm & enhance

Explore page-level keyword interests via FB Ads API

Expand keywords/topics, deep-dive on brand pages, get specific data on individuals

Create rich “social” segments/personas and use to inform postings, marketing calendar, and ad targeting