The Numbers of Facebook
Download as PPTX, PDF12 likes2,027 views
The document discusses quantifying customer interactions on Facebook. It notes that Facebook provides many opportunities for engagement but can be complex for organizations to manage. It recommends defining social media goals and responsibilities, making content interesting, and measuring key metrics around operations, outcomes, demographics, and advertising effectiveness. The document emphasizes regularly collecting time-series data to build a dashboard and scrutinize social media efforts.
The Numbers of Facebook
- 1. The Numbers of FacebookA primer on quantifyingcustomer interactionsChris TreadawayMari Smith10 June 2010
- 2. The ProblemEven in 2010, Facebook is an operational problem for most organizationsBuild presenceDefine the “social media product”Assign responsibilitiesMake it interestingLike Us! http://www.facebook.com/marketingbook
- 3. Facebook is complexLots of opportunities for engagementPagesGroupsProfilesAdvertisingLike Us! http://www.facebook.com/marketingbook
- 4. PhasesLike Us! http://www.facebook.com/marketingbook
- 5. Where Metrics MatterLike Us! http://www.facebook.com/marketingbook
- 6. Everything is measurableWhat 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?Like Us! http://www.facebook.com/marketingbook
- 7. Different Types of MetricsLike Us! http://www.facebook.com/marketingbook
- 8. OperationsWhat to trackWas the job done?# postsTiming of posts (morning, afternoon, evening)Questions you can answerDid you maintain your social media product?Did you fulfill your editorial calendar?OpportunitiesRespond to customer issuesComment/opine/put spin on contemporary issuesLike Us! http://www.facebook.com/marketingbook
- 9. OutcomesLike Us! http://www.facebook.com/marketingbook
- 10. DemographicsWhat is the makeup of your audience?Are your presumptions correct?Can you serve them better?Are you “underserving” parts of your market?Missed opportunities?Like Us! http://www.facebook.com/marketingbook
- 11. Demand GenMeasure the effectiveness of paid advertisingWhat is the best & most effective use of $$?A/B TestingCountryAd copy variationsTargetingLike Us! http://www.facebook.com/marketingbook
- 12. Like Us! http://www.facebook.com/marketingbook
- 13. Rolling up #s to compare ad copyLike Us! http://www.facebook.com/marketingbook
- 14. Like Us! http://www.facebook.com/marketingbook
- 15. Build a DashboardFocus on numbers that matterNot just in Facebook but across all efforts if applicableDerivative metrics give the clearest pictureTime-series (measure on per day basis)Relative (measure relative to your growth)Moving averages (measure over time)Like Us! http://www.facebook.com/marketingbook
- 16. Example – cross-channelLike Us! http://www.facebook.com/marketingbook
- 17. Example – Moving AveragesLike Us! http://www.facebook.com/marketingbook
- 18. Keys to SuccessPick your battlesBuild a dashboard & don’t rely on InsightsCollect data religiouslyRely on time-series dataVisualize the resultsScrutinize your effortsLike Us! http://www.facebook.com/marketingbook
- 19. Thank You!Like Us! http://www.facebook.com/marketingbookFor more help with Facebook metrics, please contact me atchristreadaway@gmail.com