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Measurement.ie
- 1. Facebook Analytics for Obsessive Compulsives by @mediaczar
- 2. 30 minutes of data wankery 1
- 3. Social Media has changed since the early days Search volume on key Social Media blogs myspace facebook twitter 2005 2006 2007 2008 2009 2010 2011 2
- 4. European Web Usage 85 billion user minutes/mo nth Data: comScore EMEA August 2011 3
- 6. How people use Facebook Ignore, Like Login to View Leave or Facebook Newsfeed Facebook Comment 5
- 7. How people use Client X’s Facebook Page Audience Activity Day Part Week Day Competitor Activity See Brand Ignore, Like Leave Like Page Posts in or Facebook Newsfeed Comment Like source First exposure Responders 0.6% 36% 99% 0.6% attributed to Estimate Comments + Likes “on Page” Likes DAU 6
- 8. Response Windows 50% 91.4% 80% of responses 40% within 3 hours. 30% 90% within 6 hours 20% 10% 0% 0 6 12 18 24 30 36 42 48 Elapsed Hours %age responses cumulative 7
- 9. How people use Client X’s Facebook Page Audience Activity Day Part Week Day Competitor Activity See Brand Ignore, Like Leave Like Page Posts in or Facebook Newsfeed Comment Like source First exposure Responders 0.6% 36% 99% 0.6% attributed to Estimate Comments + Likes “on Page” Likes DAU 8
- 10. How people use Client X’s Facebook Page åuwd e e e edges e Newsfeed Algo See Brand Ignore, Like See/Don’t Like Page Post in or See Next Newsfeed Comment Post Like source First exposure Responders Ongoing Exposure 0.6% 11% 36% 99% 0.6% attributed to Estimate Comments + Likes DAU “on Page” Likes Total DAU 9 Fans
- 11. “We’re going to make Facebook the hub of all our activity” 10
- 12. Most people don’t visit the Page. What are the implications for All Fans 100% Page Tabs? 470K MAU 53% 250K DAU 11% 52K Daily Page Visits (Unique) 0.3% 1.4K 11
- 13. How fan growth Affects Daily Active Users (DAU) 90 600 11.60 Thousands Thousands 80 11.40 500 70 11.20 11.00 R² = 0.598 60 400 10.80 ln(DAU) 50 Fans DAU 300 10.60 40 10.40 30 200 10.20 20 100 10.00 10 9.80 12.50 12.60 12.70 12.80 12.90 13.00 13.10 13.20 0 0 Feb Mar Apr May Jun Jul Aug ln(Fans) 1% increase in fans leads to 1.65% increase in DAU 12 (0.35% increase in MAU)
- 14. Unsubscribes grow strongly inline with fan growth 250 5.5 y = 2.219x - 24.01 R² = 0.503 467,512 5 200 4.5 ln(unsubscribes) 150 288,631 4 100 3.5 50 3 0 2.5 Feb Mar Apr May Jun Jul Aug 12.5 12.6 12.7 12.8 12.9 13 13.1 13.2 Daily Unlikes Fans ln(fans) 1% increase in fans leads to 2.22% increase in Unsubscribes 13
- 15. What happens if we post more often? 50% 91.4% 80% of responses 40% within 3 hours. 30% 90% within 6 hours 20% 10% 0% 0 6 12 18 24 30 36 42 48 Elapsed Hours %age responses cumulative 14
- 16. Impressions grow strongly inline with post frequency 3500 15.5 Thousands y = 1.108x + 11.63 21 15 3000 R² = 0.943 14.5 2500 17 17 14 ln(7-day rolling imps) 2000 13.5 12 1500 13 12.5 1000 4 12 500 11.5 0 11 Jan Feb Mar Apr May Jun Jul 0 1 2 3 4 7-day rolling imps 7-day rolling posts ln(7-day rolling posts) 15
- 17. Reach grows inline with post frequency -1.4 -1.6 y = 0.400x - 2.346 -1.8 R² = 0.530 -2 ln(reach) -2.2 -2.4 -2.6 -2.8 0 0.2 0.4 0.6 0.8 1 1.2 1.4 1.6 ln(posts) 16
- 18. ..and so do unsubscribes 7.5 y = 0.459x + 5.523 R² = 0.577 7 ln(7-day rolling unsubs) 6.5 6 5.5 5 0 0.5 1 1.5 2 2.5 3 3.5 ln(7-day rolling posts) 17
- 19. A Facebook Page isn’t a community 18
- 20. Facebook Group 1 19
- 21. Is your Facebook Page really a “Community”? Community Hierarchy Facebook 20
- 22. “We just want to LISTEN” 21
- 23. Brand Page 22
- 24. Retailer Page 23
- 25. Waitrose’s Page, early November 2011 24
- 26. What happened? 25
- 27. What happened? 26
- 28. Facebook isn’t your microsite Facebook isn’t your forum Facebook is your email list Focus on News Feed optimisation BTW (You’ll never have enough fans) 27
Notes de l'éditeur
- Just looking at Europe, Facebook accounts for 85 BILLION European user minutes per month. If you were to go back in time 85 billion minutes, then the Neanderthals and wooly mammoths would still be around.
- This is the most common path through Facebook…
- Like Source: At least 36% of Likes in the past 6 months have come from Advertising. 0.6% attributed to “from Page”First exposure: assumes that (since recency has a heavy impact on EdgeRank) that 100% of posts get to News Feed, but that not everyone is there to see them. Early stage pages show very high correspondence between DAU and Total Fans.Data: Facebook Insights for 100 day period 1 June to 8 September 2011
- Like Source: At least 36% of Likes in the past 6 months have come from Advertising. 0.6% attributed to “from Page”First exposure: assumes that (since recency has a heavy impact on EdgeRank) that 100% of posts get to News Feed, but that not everyone is there to see them. Early stage pages show very high correspondence between DAU and Total Fans.Data: Facebook Insights for 100 day period 1 June to 8 September 2011
- Like Source: At least 36% of Pizza Hut Likes in the past 6 months have come from Advertising. 0.6% attributed to “from Page”First exposure: assumes that (since recency has a heavy impact on EdgeRank) that 100% of posts get to News Feed, but that not everyone is there to see them. Early stage pages show very high correspondence between DAU and Total Fans.Data: Facebook Insights for 100 day period 1 June to 8 September 2011
- 100 day average
- ((although, as a proportion, these are lower – 0.5 % a/c Thomas G.))
- 1 to 2 posts = 100% increase in posts – 46% increase in unsubs