Understanding Facebook Insights
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Transcript of Understanding Facebook Insights
We’ll begin the show shortly…
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Who’s presenting?
Jeff WidmanCo-founderPageLever@jeffwidman
Jill CarlsonMarketing Manager
Argyle Social@carlsonjill
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Details
• Jill will lead Q & A at the end of the call.
• Tag your tweets with #insights101
• We’re recording this shin dig.
• We’ll send an email follow up to everyone with the recording & slides.
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You will learn
• Basic terms & where to find the data
• Trends across pages
• Changes in Timeline that impact your page
• Seem too basic? Sign up now for our Insights 201 at http://ar.gy/insights201
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15 Second Commercial - Jeff
Actionable Facebook Analytics
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15 Second Commercial - Jill
Social Pros Podcasthttp://ar.gy/podcast
Featuring interviews with social pros from:
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Agenda
• Overview of Facebook analytics
• Important changes with Timeline
• Questions & Answers
Overview of Facebook Analytics
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Facebook Metrics that matter
• Fans
• Views
• Engagements
• PTAT
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Facebook Metrics that matter
• Fans
• Views
• Engagements
• PTAT
The goal is to be good at business because of Facebook, not good at
Facebook.
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Facebook Metrics Visualized
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Facebook Metrics that matter
• Fans
• Views
• Engagements
• PTAT
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How many pages are you a fan of?
• Poll:
• 0-5
• 6-20
• 21-50
• 51+
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• Poll:
• 0-5
• 6-20
• 21-50
• 51+
How many pages are you a fan of?
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Fan Growth
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Fan Growth
Focus your ad targeting tightly so Facebook recommends your Page.
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• Fans
• Views
• Engagements
• PTAT
Facebook Metrics that matter
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In the last 6 months, how many of those pages have you returned to?
• Poll:
• 0-5
• 6-10
• 11-25
• 26-50
• 51+
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In the last 6 months, how many of those pages have you returned to?
• Poll:
• 0-5
• 6-10
• 11-25
• 26-50
• 51+
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In the last 6 months, how many of those pages have you returned to?
• Poll:
• 0-5
• 6-10
• 11-25
• 26-50
• 51+
Your fans don’t come back to your page.
They hang out in the newsfeed.
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Visibility: Pageviews
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Visibility: Pageviews
Design your on-page experience primarily to convert visitors into
fans.
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Visibility: Reach
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Visibility: Reach
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Visibility: Reach
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Visibility: Reach
Edgerank drastically impacts your reach.
Optimize your content.
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• Fans
• Views
• Engagements
• PTAT
Facebook Metrics that matter:
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Consumptions
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Engagement by consumption type
Use the quick feedback loop to deliver content that resonates.
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Storytime
Source: http://sydney-australia.biz
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• Fans
• Views
• Engagements
• People Talking About This
Facebook Metrics that matter:
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Engaged Users vs. PTAT
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• Likes
• Mentions
• Shares
• Answers a question
• Recommends your page
• RSVPs to event
• Checks in
• Tags a photo
• Comments
• Posts to wall
PTAT: What creates a story?
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PTAT: Engagements that create a story
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Sidenote: Daily Comments + Likes
• Daily comments and likes now only available in 3rd party tools like PageLever
• Actionable versus reportable metrics
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Storytime
Important changes with Timeline
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How many pages have you migrated to Timeline?
• Poll:
– None
– Some
– All
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Change #1: Cover photo
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Change #1: Cover photo
You can’t ask fans to upload your cover, but fantastic photos will
beg to be shared.
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Change #2: Applications
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Change #2: Applications
Custom landing tabs are pretty much useless.
Find new applications to highlight.
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Change #3: Timeline format
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Change #3: Timeline format
Before you switch to Timeline, spend time spring-cleaning old
posts.
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What about engagement?
Is Timeline impacting engagement on pages? PageLever study of 15 million fans across 5
pages shows…
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What about engagement?
Is Timeline impacting engagement on pages? PageLever study of 15 million fans across 5
pages shows…
So far, there’s no discernible change in engagement after
switching to Timeline.
Q&A
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But first…we’re doing another webcast!
Understanding Facebook InsightsPart II
With Jeff Widman from PageLever
April 19, 2012 @ 2PM ESTar.gy/insights201
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Q&A
Jeff Widman@jeffwidman
Jill Carlson@carlsonjill
Hashtag your questions with #insights101Thanks for joining us!