1. Data-driven fuel for social media marketing
Tracking, applications & Open Graph
Marcin Nagraba (Project Manager)
Jan Zajac (CEO)
@Social Media Week Open Graph workshop, London, 26.09.2012
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2. Where do we come from?
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3. Our solution - Sotrender
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4. Sotrender: Analyse & optimise
Detailed
analytics &
reporting on KPI,
best content etc.
One score of
social media
Management performance
of content &
workflow
Data-driven
recommendations
& calls to action –
90 proprietary data
mining algorithms
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5. Apps & Facebook Pages
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6. Facebook Pages & apps go together!
Facebook Page
is constant communication that
App is extended engages and reaches stable
user experience number of Facebook users
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7. Facebook Pages & apps go together!
Contests,
customer Constant two-way
feedback, communication
helpdesk
Social ads and Community of
Good quality, engaged brand’s fans
sponsored everyday content
stories 7

8. Facebook Page & apps go together!
App is a
story generation V8 engine
Supplements Facebook Pages
A new way of interaction
with the brand
A new quality of engagement
and boost exposure
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9. Importance of tracking Facebook Pages
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10. Tracking Facebook Page
See ups and
downs in fans
engagement
Time of fans activities =>
adjust communication to
their habits
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11. Tracking Facebook Page
Check most and least
engaging content
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12. Tracking Facebook Page
Behavioural segmentation
of active fans
Active fans – ranking of
activities and dates 12

13. Tracking Facebook Page
Data-driven recommendations & calls to action –
data mining algorithms & specific tips
Better engagement = exposure of
brand’s content to right people 13

14. Tracking apps
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15. Data-driven apps development process
If app doesn’t
meet the goals Reqs &
– redesign it! Design
Analyse Build
Launch is just
the beginning!
Measure Launch
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16. Tracking and the Open Graph - Insights
Tens of
New and active users metrics
Active Users, auth, demography, retention
Stories: published, impressions, clicks, mobile
data etc
Actions, impressions, refferals
Age, gender, language, country,
App’s blocks, spam reports,
App’s rates (stars), income (in $)
API calls, HTTP errors, page load time
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www.developers.facebook.com/apps

17. To make things simplier
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18. Tracking and the Open Graph
engage-
ment
active
virality
users
retention
Just essential KPIs for app’s growth and reporting
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www.developers.facebook.com/apps

19. Tracking and the Open Graph – app’s growth
virality = new users per existing active users
Virality = 9,99%
Tips
 Focus on 2-3 stories only (e.g. shares &
comments).
 Landing page and permission's dialog are
important as well
 Let the users type in a message when
taking action, enable explicit sharing actions
 Actions in users news feeds are the key
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20. Tracking and the Open Graph – app’s growth
= returning active users
retention (users that used the app more than once).
Tips
 Design your apps to provide repeat value
 Keep the content fresh => e.g. by
promoting UGC
 Show friends activity feed to users
 Encourage competition and collaboration
between friends
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21. Tracking and the Open Graph - evaluation
= quality of traffic
engagement Define it on your own to meet your goals (e.g.
published actions per active user).
monthly
active users = quantity scope of apps, number of people
Engagement not only exposed but also engaged
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22. The future
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23. The future is CMTO Source: http://venturebeat.com/2012/08/23/the-hot-new-
cxo-chief-marketing-technology-officer-infographic/
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24. Try out Sotrender!
Tottally free of charge for 14 days
We would be grateful for feedback
London, UK: 9 Devonshire Square, EC2M 4YF
Warsaw, Poland: Nowogrodzka 50/413, 00-695
www.sotrender.com
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