Marketers, Rev Your Engines: Facebook Topic Data is Available Now

Slideshare

Jason Rose

SVP Marketing

DataSift

Summary and Q&A

Examples

How topic data works

Introducing Facebook topic data

Agenda

1

2

3

4

Introducing

Facebook topic data1

1.49

BILLION

PEOPLE

2+

MILLION

ACTIVE

ADVERTISERS

Facebook Topic Data

Surfacing Insights across Facebook

Facebook Page

Topic Data

Posts, Likes and Comments on brand-owned page globally

Posts, Likes and Comments on Facebook

What’s on your mind?

Anonymized and Aggregated Facebook Topic Data

8

CONTENT DEMOGRAPHICS LIKES and SHARES

Anonymized and aggregate topic data

• Posts

• Pages Posts

Plus engagement data

• Likes on Posts

• Shares on Posts

• Comments (no text) on Posts

Data enriched with

• Demographics

• Topics

• Sentiment

9

Gender Age Range Location

Male

Female

18-24

25-34

35-44

45-54

55-64

65+

Country

State / Region

Self-declared, not derived.

API enables exploration of audience segments PYLON (the DataSift Index) stores demographics for each interaction, enabling exploration of different demographic audiences.

Demographics on every Post, Like, and Comment

User-provided data enables demographic analysis of the audience engaging with content.

Demographics on Posts and Engagement Data

10

How It WorksPYLON

: The DataSift API for Facebook Topic DataTM

Privacy-First Data Management Controls

Social data never leaves Facebook Social data is processed by DataSift technology running inside Facebook’s network.

User-identity is removed before processing

User identity is removed from social data before processing by DataSift technology.

Results provided in aggregate, anonymized. Only summary results containing a minimum audience size are delivered by DataSift.

30-day retention period for underlying social data Data deleted from DataSift’s technology after 30 days.

Prevents analysis of minors

Minimum age applies for data collected for analysis.

How it Works

12

DataSift platform connects to the real-time feed of Posts, Comments, Likes.

2 • CATEGORIZE

Filtered data can be classified with customer-specific rules.

4 • QUERY

The Index is sub-queried and further processed using CSDL against 60+ attributes.

5 • ANALYTICS

Aggregated and anonymized data returned for developers to create applications, analysis and visualizations.

Each customer defines their specific filter based on their criteria.

1 • FILTER

Filtered and categorized posts and engagements are indexed into a real-time analysis engine.

3 • INDEX

Examples4

14

Insights can be used to improve

Content and Creative: Focus on areas that resonated. Ad Targeting: Reach : Discover new audiences

An automotive brand launches a major advertising campaign across multiple channels for a new vehicle.

Problem: How can they use Facebook to measure audience reaction and response to the product?

• What are people most/least excited about ? • Is price major topic ? Or performance? • What content is getting most engagement, and what which

demographics?

• What audiences are expressing an intent to purchase?

Measure audience response to a product launch.

Visualized using Tableau

Example: Understanding Audience Reaction

15

Demonstration

Project Surfaced Media and Audience Insights

16

Automotive Product Launch Analysis Understand what content about the vehicle is most popular across the US.

Measure Impact of Media Strategy Identify the mainstream media content that’s trending in each geography and with different audiences.

Identify Intent within Facebook Posts Use VEDO classifiers to categorize how many posts express interest, evaluation or intent to purchase.

35-44

25-34

45-54

55-64

18-24

55-64

45-54

35-44

65+

25-34

45-54

35-44

25-34

55-64

65+

65+

35-44

25-34

45-54

55-64

18-24

35-44

45-54

25-34

55-64

65+

0 35000 70000 105000 140000

Male Female

Traction of examiner.com within 45yr+ demographic

Product Launch

Surfacing Intent to Purchase

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Number of unique authors

Sharing Product Content

Expressing Intent to Purchase

Discussing Product Features

Discussing Price

0 6000 12000 18000 24000

Surfacing Product Intent with VEDO

Analysis surfaces the intent expressed by Facebook users that shared content.

Enables Manufacturer to create content that resonates with Facebook audience and target to demographics that have higher propensity to purchase.

Example of Simple Classifier to tag posts that include text related to purchase intent.

Brand by Age and Gender

18

Brand Volume by Age & Gender

18-24 24-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+ 18-24 25-34 35-44 45-54 55-64 65+

55K

50K

45K

40K

35K

30K

25K

20K

15K

10K

5K

0K

Inte

ract

ions

Male Female

Understand how your audience is segmented

Age, gender and geographic information is available on almost every post, comment, like and share

Self-declared demographics give greater accuracy

Tailor your messaging, offering and even your product

Play to your strengths or fill gaps

Interactions Over Time

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Analyse the impact of events

How events change online behavior can help your business planning.

Understanding historic impacts can help you be proactive when events repeat themselves

Spotting changes in the public mood can help you be reactive and change course rapidly

Topic Cloud

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Discover the topics your audience are sharing

Every post is reviewed against Facebook’s Open Graph taxonomy

These topics are constantly updated and evolving

Topic analysis pinpoints which brands, products and concepts are mentioned most often

Filter by sentiment to see which topics are most often mentioned positively or negatively

Topic analysis also surfaces the issues you didn’t know you should be interested in

21

Domains

Understand influential media

Query domains to discover your influencers

Find who is most effectively delivering your message

Slice and dice by demographics to determine which outlets can hit your target audience

Use your own classifiers to customize your audience

Summary5

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