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Advanced Facebook Insights Webinar by Jon Loomer
- 1. Advanced Facebook Insights Learn how to effectively measure and monitor your Facebook marketing
- 2. About Jon Loomer Father of Three Baseball Fan Facebook Since 2007 Top 10 Blogs of 2013
- 3. What We’ll Cover What, Why and Where of Facebook Insights Deeper Dive into Important Metrics Measuring Success Third Party Tools Exclusive Offer
- 4. How I Roll… Lots of text (sorry) But short text! Will step out of Powerpoint into examples NO ONE SHALL SLEEP!
- 5. QUICK POLL!
- 6. What is Facebook Insights and Why is it Useful?
- 7. Mounds and MOUNDS of… DATA!
- 8. Useful Data for Page Admins Reach Engaged User Consumer Consumption Impression Link Click Photo View Video Play Demographics Organic Paid Viral Talking About This Stories Daily Weekly 28 Days Likes Negative Feedback Countries Cities Gender Age Unlikes
- 9. Measuring Success What’s working? What isn’t?
- 10. Insights is Underutilized Become an active participant in your results!
- 11. Success Takes Work Don’t Wing It!
- 12. POLL RESULTS!
- 13. Important Top Level Metrics Reach and Engagement Families of Metrics
- 14. Reach Family Impressions Reach Organic Paid Viral
- 15. Impressions “The total number of impressions seen (?) of any content associated with your post or Page, whether clicked on or not.” * Fans & Non-Fans
- 16. Reach “The number of unique people* who have seen your post or content (served an impression), whether organically or via paid advertising.” * Fans & Non-Fans
- 17. Impressions vs. Reach Impressions = # of Times Reach = # of Users
- 18. Organic “Users* visited your Page or saw your Page or one of its posts in News Feed or Ticker.” * Fans & Non-Fans
- 19. Paid “Users* viewed a Sponsored Story or ad that promoted your post or Page.” * Fans & Non-Fans
- 20. Viral “Users saw your Page or one of its posts from a story generated by a friend.” * Fans & Non-Fans
- 21. Engagement Family Stories Talking About This Engaged Users Consumers
- 22. Stories “Generated in News Feeds when a user interacts with your Page or post content, thereby sharing it with their friends.”
- 23. Stories Created whenever a user… Comments Likes Shares RSVPs Claims an Offer
- 24. Talking About This “The number of unique users who created a Story about your post or Page.”
- 25. Stories vs. Talking About This Stories = # of Stories Talking About This = # of Users
- 26. Engaged Users “The number of unique users who clicked anywhere within your Page or content or performed an action that resulted in a Story.”
- 27. Engaged Users Comments Link Clicks Likes Photo Views Shares Video Plays RSVPs Expand Comments Offer Claims Click Tag Check-ins Click Profile
- 28. Consumers “The number of unique users who clicked anywhere within your Page or content, whether it resulted in a story or not.”
- 29. Consumers Essentially the same thing as Engaged Users except... Doesn’t include stories generated without a click
- 30. Consumers Use Consumers Instead of Engaged Users Because… Much more detailed info within Insights
- 31. Other Metrics There are many other Insights metrics, some of which will be discussed later in this presentation!
- 32. ONE MORE POLL!
- 33. Engagement vs. Reach Which is more important?
- 34. Why Reach is Valuable Awareness: How many people saw my message?
- 35. Why Engagement is Valuable Actions: How many people did X, Y or Z?
- 36. Reach Reporting Bug Reach was underreported beginning in the Fall of 2012, fixed in February of 2013 “Reach is a Fuzzy Metric!”
- 37. Advertising Strategies Advertise to reach more Fans who care about your good content. Don’t advertise because you aren’t reaching your Fans.
- 38. The Verdict Reach is Useless! jonloomer.com/facebook-reach-insights-reporting-bug Reach is Great! jonloomer.com/response-facebook-reach-is-the-most-important-performance-metric
- 39. POLL RESULTS!
- 40. Fan Only Metrics The stats that really matter
- 41. Fan Only Metrics Are they the most important metrics of all? Guide those already connected with you down the sales funnel…
- 42. Fan Only Metrics Are you assuming this is Fans only?
- 43. Fan Only Metrics If you aren’t using exports, you don’t know your Fan only metrics!
- 44. Fan Only Metrics Post Impressions Post Reach Paid Impressions Paid Reach Engaged Users Post Stories Talking About This
- 45. Fan Only Metrics How to find them… Post Level Export Key Metrics Tab Columns W - AC
- 46. Demographics Who are your Fans?
- 47. Demographics Where are they? Are they male or female? How old are they?
- 48. Demographics Why does it matter? Craft your content around your target audience!
- 49. How to Find Demographics In Web Insights…
- 50. How to Find Demographics In the Page Level Export… Check-in Demo Tabs (8) Talking About This Demo Tabs (12) Reach Demo Tabs (4) Likes Demo Tabs (4)
- 51. Negative Feedback Does it matter?
- 52. Negative Feedback Considerations Includes non-Fans Will go up as you promote posts Will go up if your topic is controversial Will go up if you post too frequently
- 53. Negative Feedback Considerations Get over it… Negative Feedback WILL Happen!
- 54. Negative Feedback Considerations Not all Negative Feedback is created equal! Hide Story Hide All Report Spam Unlike Page
- 55. Negative Feedback Considerations Monitor posts to evaluate the meaning of spikes in Negative Feedback… And REACT!
- 56. Where Is This Info??
- 58. Insights within Admin Panel
- 59. Metrics Within Admin Panel Post Level Page Level Reach Likes Engaged Users Demographics Talking About This Like Sources Virality Referrers Tab Views Check-ins
- 60. Insights within Admin Panel Let’s look!
- 62. Metrics Within Page Level Export 65 Tabs of Data! Daily, Weekly, 28 Days Negative Feedback Talking About This Like Sources Stories Viral Reach by Story Type Likes, Unlikes, Friends of Fans Viral Impressions by Story Type Engaged Users Total Reach Frequency Distribution Organic Reach Talking About This by Story Type Paid Reach Interactions by Type Viral Reach Consumptions Impressions Likes Detailed Demographics Organic Impressions Reach Detailed Demographics Paid Impressions Talking About This Detailed Demo Viral Impressions Logged-In Views External Referrer Check-in Details
- 63. Metrics Within Page Level Export - Benefits Let’s look!
- 65. Metrics Within Post Level Export Let’s look!
- 66. Measuring Success Your Goals and Purpose: What is “Success?”
- 67. Measuring Success Publishers: Link Clicks (Track within Consumptions)
- 68. Measuring Success Customer Service: Engaged Users/Consumers
- 69. Measuring Success Brand Awareness: Reach
- 70. Stats to Check and Compare Analyze several months of data… Consumers by Post Type Stories by Post Type Shares by Post Type Negative Feedback What trends are you seeing?
- 71. Analysis Considerations Do you promote posts? Consider separating that data Compare Apples to Apples!
- 72. Recommended Ratios Consumers vs. Page Likes How many people clicked anywhere within my post in relation to number of Fans?
- 73. Recommended Ratios Engaged Fans vs. Page Likes Fan Impressions vs. Page Likes Fan Reach vs. Page Likes Fan Stories vs. Page Likes Fan Talking About This vs. Page Likes What percentage of my Fans did X?
- 74. Recommended Ratios Consumptions vs. Impressions Consumers vs. Reach What percentage of those reached clicked on this post?
- 75. Third Party Tools When Insights isn’t enough…
- 76. Third Party Tools AgoraPulse Barometer EdgeRank Checker PageLever Quintly
- 77. That’s It! But just a second…
- 78. How to Find Me JonLoomer.com Subscribe fb.com/JonLoomerDigital @JonLoomer jon@jonloomer.com
- 79. Special Offer! FB Insights Exclusive Workshop
- 80. FB Insights Exclusive Workshop Exclusive Membership 20 Members MAX 30 Days (April) 2 Small Group Workshops 2 1-on-1 Coaching Sessions Daily Email Tips Facebook Page Review
- 81. Exclusive Offer! Price Available to the Public: $497 Your Price: $397 (through 3/24) $100 savings!
- 82. How to Redeem… JonLoomer.com/shop/workshop Redemption Code: FBINSIGHTS