Chinwag Insight: Facebook Marketing
13
It’s not easy but someone has to do it. Measures that Matter for Facebook Marketers Chinwag Facebook Marketing Conference 6 th October 2011 @marketsentinel [email protected]
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Presentation for Chinwag Insight: Facebook Marketing conference, 6th October 2011.
Transcript of Chinwag Insight: Facebook Marketing
It’s not easy but someone has to do it.
Measures that Matter for Facebook MarketersChinwag Facebook Marketing Conference
6th October 2011
@marketsentinel
Are you up to a good challenge?
If ads don’t work, then we have to use our fan pages to engage fans of different levels.
Ad Click-Through Rates
0.011 – 0.165% 0.4 – 0.7%
It’s not easy but someone has to do it.
Measuring Facebook is a necessity if marketers are to prove its value for brands.
But measuring “likes” doesn’t tell the story
Unless a fan actively participates in a brand’s Facebook Page and their activity on the Page has been continuous, the brand’s status updates will cease appearing in the fan’s Facebook stream.
“Fans” don’t matter, but core fans do
We define core fans as fans who have commented more than average for the Page. When you look at this metric, things get a bit more interesting.
Even celebrities are struggling to engage.How does this pan out for celebrities?
If even celebrities are struggling to engage, how can brands expect to do better?
friends.skyttle.com
Find themes that evoke an emotional response.
friends.skyttle.com
Learn from the most active discussions.
friends.skyttle.com
The ongoing challenge is lack of data.
Facebook is sitting on a rich source of contextual user data that it doesn't have access to due to privacy restrictions.
Apps are an opportunity for brands.
When a user installs an app, they give the brand access to their user data, offering an even richer source of consumer data that could inform marketing decisions.
ROI: The Greatest Challenge of All
How do you prove ROI when the data are lacking and its difficult to measure the flow from social media to sales?
About Market Sentinel
Market Sentinel is a thought leader in online conversation monitoring and analytics. We work
with major brands from around the world to help them make sense of the web.
Our tools and services include brand monitoring, benchmarking analysis and digital planning
with Skyttle, a suite of on-demand social analytics tools.
Market Sentinel's unique mix of business and marketing professionals, mathematicians,
linguistic experts, software engineers and social media analysts creates best in class
solutions that produces long lasting client relationships.
@marketsentinel
