PubCon Austin Presentation
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This document discusses metrics, analysis, and action for social media marketing. It provides examples of how a brand amplified real-life good deeds on social media, analyzed fan data to understand influencers and interests, and ways to keep loyal fans engaged through relevant content and ads. The key message is that social media metrics are only useful when tied to actions to improve engagement and reach.
PubCon Austin Presentation
- 1. Metrics, Analysis, Action Presented by Dennis Yu: dennis@blitzmetrics.com / @dennisyu
- 2. Metrics and reports that aren’t actionable are a waste of time. 2
- 3. Metrics reflect what has changed… 3
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- 5. Action involves the steps you’ll take to improve those metrics. 5
- 6. 6
- 7. Emotion is the fuel that fires sharing 7
- 8. Fuddruckers most engaging post got over 34,000 likes and 1,100 comments! In a community of 100,000 fans, this is outstanding. 8
- 9. But the post wasn’t from Fuddruckers. It was from a loyal fan. The reason this post was so successful was that Fudds helped out a community after a tragic shooting, and a fan decided to thank them. These types of scenarios are a perfect way to use social media to amplify the good things you do in real life. https://www.facebook.com/fuddruckers/posts/10151137497379563 9
- 10. Who are Fudd’s Top Fans by Participation? 10
- 11. Which fans are the most influential? 11
- 12. Meet Heather. Winner of Fudd’s top post. Fans by Influence Fans by Participation Heather Orlowski, the fan who posted the top post, comes in 7th by number of total interactions, but she is by far the most influential. Her influencer score is 100 times higher than the next person on that list - all thanks to her viral post. 12
- 13. Heather’s post generated a spike in PTAT People Talking About This (PTAT): Total number of people who have had a brand related action show up in their news feed. 13
- 14. There are many active people for us to entertain or service… 14
- 15. Understand your audience… 15
- 16. And what their interests are. Not surprisingly, Johnny Rockets (known for their All- American Burger) has an affinity with Fuddruckers (known for their World’s Greatest Burger) Round Table Pizza correlates with Fuddruckers fans. Fuddruckers loves to host birthday parties. 16
- 17. Then entice only your BEST customers to identify themselves. Why your fans are meaningless outside of facebook 17
- 18. Fuddruckers has an excellent retention rate – over 191 days! 18
- 19. It’s the highest we’ve ever seen on any brand 7% of the fan base are our ultra loyal fans, who have a retention of over 365 days 33% of active fans made at least 2 interactions – that’s 8,900 people 19
- 20. Keep your loyal fans talking! By making your posts… How to Succeed at Facebook Advertising 20
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- 25. Content production and responsiveness matter. 25
- 26. REACH Do fans see your messages? 26
- 27. Monitor Newsfeed Coverage & Feedback Rate to find out Fuddruckers Newsfeed Coverage and Feedback Rate are both low, which means fans are not seeing Fudd’s messages. Running Sponsored Stories will help this. 27
- 28. Is Facebook worth it? Film execs confide they may cut movie ads 28
- 29. Users who see your message NOTE: Look at Facebook insights data. 29
- 30. Facebook is meant to be interactive. 30
- 31. You cannot control the message… 31
- 32. But you can participate in the conversation and create influence 32
- 33. THANK YOU Dennis Yu CEO of BlitzMetrics dennis@blitzmetrics.com / @dennisyu Get a sneak peak of our beta Social Dashboard! Sign up at BlitzMetrics.com 33
Editor's Notes
- #2: Fundamentals and the viral cycle (how to set goals and then tie them to the data for measurement).