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A review of new evidence from academic studies on consumer brands like Cadbury and Starbucks, showing what kinds of Facebook activity drives fan growth (and what turns people off), and showing how (and when) messages spread from fan pages.Presented at IAB Social Media Event, 28 June 2011, by Mark Rogers, CEO, Market Sentinel.
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Measuring Outcomes in Facebook Marketing
IAB Social Media Event28th June 2011
@marketsentinel
Powerful Analytics. Delivered by Humans.
Mark Rogers, [email protected]
+44 (0) 20 7793 1575www.marketsentinel.com
@marketsentinel
We “like” Squishable.com
Squishable.com gets Facebook
Facebook turns brands into friends
More than warm and fuzzy
Facebook is great for CRM, market research, and establishing an adoring fan community
But more importantly, these adoring fans leave a trail of useful information.
We can access that information through metrics.
Metrics that help you make better decisions
Engagement
Sentiment
Linguistic analysis
EdgeRank
Facebook success requires a strategy
Be clear of your goals
Establish metrics – determine which approaches are worth investing in
Learn and build approaches into business
Facebook marketing has rules
Creative executions (e.g. video) work just as well as in any other medium
People aren’t there for the brands. There are no brands other than mobiles among the Top 100 Facebook applications
Find relevance amongst existing enthusiasms
Facebook marketing has challenges
You need fans to interact to reach them – getting them to do so might be hard
On Facebook, you need to reach lots of people before it starts to propagate
Facebook advertising CTR - 0.051% Web Banner Ads CTR - 0.09% Google Adwords CTR - ~2% Source: Webtrends, Mediamind, Google Adwords support
Metrics solve all of these challenges
Metrics like EdgeRank help you figure out the fans you need to engage with
Your core group of active fans is small (and therefore manageable) but their reach is wide
You don’t need a higher CTR, you just need to run more ads
Metrics are essential in marketing on Facebook
You need to dive deeper than fan count
Facebook determines which messages are displayed on fans’ news feeds using the EdgeRank algorithm
Most messages only reach engaged fans
You need engagement metrics to gauge the success of fan pages
RecencyAffinityScore
InteractionRanking
, ,
Relevanceof Content
Brands
Brands on Facebook
CRM
Market Research Community
Marketing/ Communications
Metrics reveal how the community behaves
Communities on Facebook are largely self-sustaining.
Starbucks: A success from every angle
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Community is driven by its core members
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StarbucksSubway
Most Prolific Users
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A highly active core of 2,013 fans (0.01%) is responsible 41.64% of posts and comments.
You can find out who they are
Metrics reveal the voice of the community
Metrics reveal your strengths & weaknesses
Metrics reveal important themes
Metrics help you prioritise success
No one has Facebook totally figured out, making it the perfect platform to try new things, innovate new strategies and just have fun
Metrics let you measure how well things work so you can kill the failures quickly and reinforce successful campaigns
