Facebook medicion
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Transcript of Facebook medicion
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.Brought to you by
Dennis Yu, CEO, Blitzlocal
&
State of Social Marketing
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Does Facebook matter?
YES!!
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Impact of Facebook Like Buttons
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Impact of Facebook Like Buttons
When users like something on Facebook, ,it publishes a full news feed story on their wall
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
You choose a measurable goal
1
With your creatives, we implement
Facebook ads and applications
3Testing and
learning cycles with
weekly reporting
4
We develop a strategy to
achieve that goal
2Project
completed,next steps
5
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
So how do you measure?
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Affinity – Weight – Time Decay
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Comment Share
Photo Video Wall Post
Like
Affinity – Weight – Time Decay
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Affinity – Weight – Time Decay
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Clicks
Shares
Fan Count
Source of Fans
Fan Conversions
Engagement Per Post
Reach
Influenceable Audience
Impressions
Engagement Rate
Ads
Apps
The Facebook Engagement
FunnelAWARENESS
Target customer clicks on an ad
LIKETarget customer clicks like
PERMISSIONSFan clicks to allow all Required
permissions
SHAREEngaged fan clicks to
share with friends
ENGAGELoyal customers repeatedly
visit the site for morecontent or fun
BUYEngaged fan makes
a purchase orcall-to-action
Downloads
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
FacebookHome Page
User
Like It
Interact withthe Fan Page
Perfect Ad
Fan Page
2
Facebook OpenGraph
Connections
Likes
Interests
Extrapolate user data
Location Facebook Ad Generator
FacebookAd Multiplier
Facebook Ad Optimizer
+13
4
1
+2 +3
5
6
7
89
10Bad
Good
Good
+90% CTR
11
User Profile Page12
Friends
Ad >> Good/Bad?
Facebook Optimization
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
User
User Profile
Like the Page
Fan Page PointsBased Game
Home Page
3
4
67
2
5
Post Quality Score
News feed Suggestions
1
Friends
Newsfeed Optimization
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
ads
The average user has 130 friends
people146,510
TVCogeco
1,127people
TVCogeco
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Social Media Scoring Platform
Data Collection Mechanism
Scoring Algorithm
Visualization & Insights
logo
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Engagement
Liking a Facebook page
Giving an email address
Following on Twitter
1 5 5 5 5
Subscribing a YouTube channel
Making a purchase
10
Liking a Facebook Page
Giving an email address
Following on Twitter
Subscribing a YouTube channel
Active user
Making a purchase
TOTAL
User A 16
User B 11
User C 6
User D 21
Active user
POINTS
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Influence
200 Friends on Facebook
Twitter follower
60 followers on Twitter
1 5 5 5 5
YouTube subscriber
Post 5 times a day
10
200 Friends on Facebook
Twitter follower
60 followers on Twitter
YouTube subscriber
50 subscribers on YouTube
Post 5 times a day TOTAL
User A 11
User B 21
User C 11
User D 11
50 subscribers on YouTube
POINTS
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Influence vs. Engagement
INFLUENCE ENGAGEMENT
Points 0 3 6 912 15 1821
21 18 15 129 6
3 0
User A
User B
User C
User D
© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
Email NotificationPre-made ad campaign
More details
Engagement Rate
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© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.
CTR
Email NotificationPre-made ad campaign
More details
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© 2011 WEBTRENDS INC. ALL RIGHTS RESERVED.Brought to you by
Dennis Yu, CEO, Blitzlocal
&
Thank You!
[email protected]/dennisyuBlog:dennis-yu.com