Embed Size (px)
DESCRIPTION
Learn how to read Facebook Insights
Citation preview
ROI and Insights Learn to take your Social Media Pulse
What is Preventing Success? Lack of Knowledge Inability to Measure your Return on Investment Lack of Budget (Money) Management Technical Complexity Not Understanding Your Market
Business Key Concepts & Action Steps Key Concept: Developing a social media strategy
and plan. Understanding your business structure, resources and capabilities to manage social media.
Action Steps: Do an analysis of your business. Hire Orlando Web Wizard if you need more help.
Customer Key Concepts & Action Steps Key Concept: Customers follow a process when
making purchasing decisions. Customers follow specific patterns based on product or service exposure.
Action Steps: Map out your customers decision making process. Understand how you can influence this process. Understand how involved your customers are with your product or service. Understand how your product or service differentiates from your competition.
Facebook Insights There are two types:
1. User Insights: Total page Likes, or a number of fans, daily active users, new Likes/Unlikes, Like sources, demographics, page views and unique page views, tab views, external referrers, media consumption.
2. Interactions Insights: Daily story feedback (post Likes, post comments, per post impressions), daily page activity (mentions, discussions, reviews, wall posts, video posts).
Click “See All”
Total Likes, Friends of Fans, Talking About, Total Reached
Post Types are a Story
The ways people can interact with your Facebookpage.
Reached, Engaged, Talking, Virality
Total Reached
The number of people who saw your post.
Engaged Users
People who have clicked anywhere on one of your Facebook Page posts.They may:* Liked* Commented* or Shared it.
Talking About This
The number of unique individuals who have created a “story” about your Facebook Page.
Create an Ad
• What do you want to advertise?
Blog On Facebook
FacebookNotes:
1
ROI and Insights Learn to take your Social Media Pulse
Everyone find their pulse on the carotid artery. Place your index and third fingers on your neck to the side of your windpipe. When you feel your pulse, look at your watch and count the number of beats in 10 seconds. Multiply this number by 6 to get your heart rate per minute.
To check your physical health you take your pulse. To check social media health you must take also take your online pulse. To do this, like going to the doctor to check your physical health, you should know how to read your Facebook Insights and Google Analytics.
2
What is Preventing Success? Lack of Knowledge Inability to Measure your Return on Investment Lack of Budget (Money) Management Technical Complexity Not Understanding Your Market
When running a race it doesn't pay to sit on the sidelines. Lack of knowledge can limit your success if you don't know your goals. Not knowing what to do creates a vacuum and becomes a barrier to success. So how can we move forward and get a clear picture of your online strengths, weaknesses, opportunities and threats you may be facing?
3
Business Key Concepts & Action Steps Key Concept: Developing a social media strategy
and plan. Understanding your business structure, resources and capabilities to manage social media.
Action Steps: Do an analysis of your business. Hire Orlando Web Wizard if you need more help.
How do you move ahead?How does the benefits of social media outweigh the risks?How can social media benefit your company?Do you have the capabilities needed to achieve desired goals?
4
Customer Key Concepts & Action Steps Key Concept: Customers follow a process when
making purchasing decisions. Customers follow specific patterns based on product or service exposure.
Action Steps: Map out your customers decision making process. Understand how you can influence this process. Understand how involved your customers are with your product or service. Understand how your product or service differentiates from your competition.
There are a variety of different customer behavior models in the marketing world. However, they all have the same goal “Converting a Prospect into a Customer” This is called a conversion. The ultimate goal of your social media marketing campaign is the conversion rate. What ever strategy you devise there must be a way to measure the conversion rate to see if your strategy was successful.This is a way to take the online pulse to tell the health of your marketing efforts.
5
Facebook Insights There are two types:
1. User Insights: Total page Likes, or a number of fans, daily active users, new Likes/Unlikes, Like sources, demographics, page views and unique page views, tab views, external referrers, media consumption.
2. Interactions Insights: Daily story feedback (post Likes, post comments, per post impressions), daily page activity (mentions, discussions, reviews, wall posts, video posts).
If you want to know exactly what these facebook terms mean I have upload a glossary of terms in my SlideShare account. I will be emailing this to everyone.
6
Click “See All”
• Click to add an outline
7
Total Likes, Friends of Fans, Talking About, Total Reached
• Click to add an outline
Total Likes are the number of unique individuals who click the Like button to “Like” your Facebook Page.
Friends of Fans are the number of unique individuals who are friends with the people who like your Facebook Page. These people represent the total potential reach of any content you publish to your Facebook Page. This is part of the snowball circular momentum covered in the previous presentation.
People Talking about This are the number of unique individuals who have created a “story” about your Facebook Page during this time period. More of the of the snowball circular momentum.
Total Reached is the number of unique individuals who have actually seen content related to your Facebook Page. This could include content published on your Page, as well as Facebook Ads and Sponsored Stories that lead people to your Page.
8
Post Types are a Story
The ways people can interact with your Facebookpage.
They ways people can interact with your Facebook page are:• Liking your Facebook Page• Liking, commenting on, or sharing a post from your Facebook Page• Answering a question you asked on your Page• Responding to an event you posted on your Page• Mentioning your Page within their own posts• Tagging your Page in an uploaded picture• Checking in to or recommending your Facebook Place
9
Reached, Engaged, Talking, Virality
• Click to add an outline
Reach is the number of people who saw your post.Engaged Users are the number of people who have clicked on your post.Talking about This is the number of people who have created a story from your post.Virality is the percentage of people who have created a story form your post.
10
Total Reached
The number of people who saw your post.
Organic Reach is the number of unique individuals who saw a specific post from your Facebook Page on their own News Feeds, tickers, or directly on your Page.
Paid Reach is the number of unique individuals who saw a specific post from your Facebook Page through a paid source, such as a Facebook Ad or Sponsored Story.
Viral Reach is the number of unique individuals who saw a specific post from your Facebook Page through a story published by one of their Facebook friends.
11
Engaged Users
People who have clicked anywhere on one of your Facebook Page posts.They may:* Liked* Commented* or Shared it.
Photo Views are the number of times your photos have been viewed at their full size.
Other Clicks are the number of clicks not counted in the other metrics. Clicks on peoples names, time stamp and number of likes.
Stories Generated are the number of stories created from your posts.
12
Talking About This
The number of unique individuals who have created a “story” about your Facebook Page.
This is the number of people who have clicked “Like” on your page.
13
Create an Ad
• What do you want to advertise?
We do not have time to learn how to create a Facebook ad. I can give a class on this or you can hire Orlando Web Wizard as a sales consultant.
This is the ad statics from the “Build Your Own Website” I created concerning the class I gave at SCORE Orlando, Disney Entrepreneur Center. I was able to target market this Facebook ad to small business owners, business start-ups and home based businesses with in a 25 mile radius of the city of Orlando. I limited my budget to $100.00 and I paid only for clicks not impressions. The click went to my website sign-up page. I ran this ad for 30-days until the class started.
The conversion rate was one like to my Facebook page and 3 students attending the class.
14
Blog On Facebook
FacebookNotes:
You can blog on Facebook using the Facebook Notes feature.We do not have time to discuss learn how to use this feature in this presentation.Contact me for a class of consultation to lean more about blogging on facebook.
15
Click to add title
• Click to add an outline
