Facebook APIs: There's More Under the Hood than Anyone Knows
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©2010 22squared Facebook APIs: There’s more under the hood than you think
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June 28, 2011, AllFacebook Expo presentation by Chris Tuff, VP/Social Media Director at 22squared (http://www.mediabistro.com/afexpo/program.asp).Facebook APIs: There's More Under the Hood than Anyone KnowsWhat’s available through Facebook’s APIs? No one really knows. Many think that the only available statistics lie in Facebook Insights, but since Facebook opened up their Insights API, a treasure trove of data is available to agencies and brands. API dashboards from companies like AllFacebook, Socialbakers and PageLever serve as the new focus groups and using their tools, agencies are able to identify a brands’ active and engaged fanbase and parallel those segments to determine if they’re reaching brands’ target consumer, if they’re targeting these consumers with paid Facebook ads and if not, what adjustments need to be made to their engagement strategy and idea of that brands’ target consumer. This session will also examine the role of social media as it relates to brands as a whole, and explain why there is so much value for brands on Facebook. We’ll go on to discuss confusion around ad APIs and Facebook Connect APIs (what brands can access within consumer profiles), and share what else Facebook tools and insights can bring to both social media marketing and brand positioning.
Transcript of Facebook APIs: There's More Under the Hood than Anyone Knows
©2010 22squared
Facebook APIs:There’s more under the hood than you think
©2010 22squared
@christu!
@hellojustinoh
©2010 22squared
#AFExpo#FBAPI
©2010 22squared
So much fuss over a little button.
©2010 22squared
©2010 22squared
Let’s get something straight.
©2010 22squared
You are NOT your fan count, andfan counts DON’T generate ROI.
©2010 22squared
You want fans? Just go buy them.
©2010 22squared
It’s as easy as 1-2-3.
©2010 22squared
No, mine’s bigger.
©2010 22squared
When CMOs say, “SHOW ME THE MONEY!”...
©2010 22squared
we point them to the fan base of five million Facebook fans.
©2010 22squared
“There’s ROI in there somewhere...”
©2010 22squared
“There’s ROI in there somewhere...”
There it is!
©2010 22squared
We can’t keep going on like this.
©2010 22squared
This is your Facebook fan base.
©2010 22squared
96% of fans NEVER revisit the fan page.
Source: PageLever
©2010 22squared
This is your active fan base. Not what you were expecting?
©2010 22squared
In order to activate more fans, focus more on the News Feed.
©2010 22squared
u: affinity score — How often does this user interact with that brand or user?what it means: Make sure fans are interacting often with your (brand’s) status updates.
w: weight score — What type of story is this and how many others have interacted?what it means: Make sure status updates are garnering lots of interactions.
d: decay score — How recent is this story?what it means: Make sure we’re posting when fans are most likely to be on Facebook.
©2010 22squared
Fans need to be paying attention to your brand before they’ll take the time to engage with your cool tab or application.
©2011 22squared
[80%] IMPRESSApplicationsCustom Tabs
SweepstakesPromotions
Like Gates
Giveaways
The above approach that most brands take toward Facebook isn’t wrong, it’s just unbalanced.
©2011 22squared
IMPRESS
CONNECT
ApplicationsCustom Tabs
SweepstakesPromotions
Like Gates
Content Calendar
Giveaways
Reporting/Insights
Brand Assets
Monitoring
Moderation
Relevant Topics
Paid Media Support
Channel Integration
©2010 22squared
How do APIs help win the game of Facebook engagement?
©2010 22squared
Two ways: Analysis and Refinement.
©2010 22squared
Is this what you’re using to analyze your Facebook page?
©2010 22squared
Aw, that’s cute.
Is this what you’re using to analyze your Facebook page?
©2010 22squared
Here’s what you get with Facebook’s native Insights tool:
©2010 22squared
Here’s what you get with their Graph API:
©2010 22squared
©2010 22squared
According to Facebook Insights, your fan base looks like this:
13-17 18-24 25-34 35-44 45-54 55+
FemaleMale
Male majority, with most fans falling within the 25-44 age range.
©2010 22squared
But your active fan base looks like this:
Females 45-54 and females 18-24 are the two most active user segments.
13-17 18-24 25-34 35-44 45-54 55+
©2010 22squared
13-17 18-24 25-34 35-44 45-54 55+13-17 18-24 25-34 35-44 45-54 55+
FemaleMale
????
What’s going on here?
©2010 22squared
1. Your engagement strategy is off.
©2010 22squared
Are you talking about this...
©2010 22squared
with these guys?
©2010 22squared
2. Your overall target is off.
©2010 22squared
Time to go back to Square 1.
Square 1
©2010 22squared
So how can you use Facebook APIs to refine your strategy?
©2010 22squared
Use Facebook as a source of rich, qualitative data.
It’s the modern-day focus group.
©2010 22squared
It’s the closest you can get to diving inside someone’s head.
Use Facebook as a source of rich, qualitative data.
©2010 22squared
Gain insights into your audience, then integrate them into your brand strategy.
Use APIs to dissect data and evaluate the performance of your content.
©2010 22squared
Use APIs to discover where your most active Facebook fans are in order to drive down the cost per social action for your paid media efforts.
Gain insights into your audience, then integrate them into your brand strategy.
©2010 22squared
When CMOs ask what the ROI of Facebook is...
©2010 22squared
show them the engagement, and use APIs to back up your story.
©2010 22squared
So, takeaways:
1. Fan counts mean nothing if you’re not eliciting engagement.
2. APIs are the key to analyzing and refining your engagement strategy.
©2010 22squared
Use tools that tap into the Insights API.
This is what it really looks like.
©2010 22squared
How many of your fans are youactually reaching?
How many average impressions(both total and unique)
are you garnering from the stream?
Use tools that tap into the Insights API.
©2010 22squared
Thanks!
