Advanced Facebook Insights

Learn how to effectively measure and monitor your Facebook

marketing

About Jon Loomer

Father of Three

Baseball Fan

Facebook Since 2007

Top 10 Blogs of 2013

What We’ll Cover

What, Why and Where of Facebook Insights

Deeper Dive into Important Metrics

Measuring Success

Third Party Tools

Exclusive Offer

How I Roll…

Lots of text (sorry)

But short text!

Will step out of Powerpoint into examples

NO ONE SHALL SLEEP!

QUICK POLL!

What is Facebook Insights and Why is it Useful?

Mounds and MOUNDS of…

DATA!

Useful Data for Page Admins

Reach Engaged User Consumer

Consumption Impression Link Click

Photo View Video Play Demographics

Organic Paid Viral Talking About

This Stories Daily Weekly 28 Days

Likes Negative Feedback Countries

Cities Gender Age Unlikes

Measuring Success

What’s working?

What isn’t?

Insights is Underutilized

Become an active participant in your

results!

Success Takes Work

Don’t

Wing

It!

POLL RESULTS!

Important Top Level Metrics

Reach and EngagementFamilies of Metrics

Reach Family

Impressions

Reach

Organic

Paid

Viral

Impressions

“The total number of impressions seen (?) of

any content associated with your post or

Page, whether clicked on or not.”

* Fans & Non-Fans

Reach

“The number of unique people* who have

seen your post or content (served an

impression), whether organically or via paid

advertising.”

* Fans & Non-Fans

Impressions vs. Reach

Impressions = # of Times

Reach = # of Users

Organic

“Users* visited your Page or saw your Page

or one of its posts in News Feed or Ticker.”

* Fans & Non-Fans

Paid

“Users* viewed a Sponsored Story or ad that

promoted your post or Page.”

* Fans & Non-Fans

Viral

“Users saw your Page or one of its posts

from a story generated by a friend.”

* Fans & Non-Fans

Engagement Family

Stories

Talking About This

Engaged Users

Consumers

Stories

“Generated in News Feeds when a user

interacts with your Page or post content,

thereby sharing it with their friends.”

Stories

Created whenever a user…Comments

Likes

Shares

RSVPs

Claims an Offer

Talking About This

“The number of unique users who created a

Story about your post or Page.”

Stories vs. Talking About This

Stories = # of Stories

Talking About This = # of Users

Engaged Users

“The number of unique users who clicked

anywhere within your Page or content or

performed an action that resulted in a Story.”

Engaged Users

Comments

Likes

Shares

RSVPs

Offer Claims

Check-ins

Link Clicks

Photo Views

Video Plays

Expand Comments

Click Tag

Click Profile

Consumers

“The number of unique users who clicked

anywhere within your Page or content,

whether it resulted in a story or not.”

Consumers

Essentially the same thing as Engaged Users except...

Doesn’t include stories generated without a click

Consumers

Use Consumers Instead of Engaged Users Because…

Much more detailed info within Insights

Other Metrics

There are many other Insights metrics,

some of which will be discussed later in this

presentation!

ONE MORE POLL!

Engagement vs. Reach

Which is more important?

Why Reach is Valuable

Awareness:

How many people saw my message?

Why Engagement is Valuable

Actions:

How many people did X, Y or Z?

Reach Reporting Bug

Reach was underreported beginning in the

Fall of 2012, fixed in February of 2013

“Reach is a Fuzzy Metric!”

Advertising Strategies

Advertise to reach more Fans who care

about your good content.

Don’t advertise because you aren’t reaching

your Fans.

The Verdict

Reach is Useless!jonloomer.com/facebook-reach-insights-reporting-bug

Reach is Great!jonloomer.com/response-facebook-reach-is-the-most-important-performance-metric

POLL RESULTS!

Fan Only Metrics

The stats that really matter

Fan Only Metrics

Are they the most important metrics of all?

Guide those already connected with you

down the sales funnel…

Fan Only Metrics

Are you assuming this is Fans only?

Fan Only Metrics

If you aren’t using exports, you don’t know

your Fan only metrics!

Fan Only Metrics

Post Impressions

Post Reach

Paid Impressions

Paid Reach

Engaged Users

Post Stories

Talking About This

Fan Only Metrics

How to find them…

Post Level Export

Key Metrics Tab

Columns W - AC

Demographics

Who are your Fans?

Demographics

Where are they?

Are they male or female?

How old are they?

Demographics

Why does it matter?

Craft your content around your target audience!

How to Find Demographics

In Web Insights…

How to Find Demographics

In the Page Level Export…

Check-in Demo Tabs (8)

Talking About This Demo Tabs (12)

Reach Demo Tabs (4)

Likes Demo Tabs (4)

Negative Feedback

Does it matter?

Negative Feedback Considerations

Includes non-Fans

Will go up as you promote posts

Will go up if your topic is controversial

Will go up if you post too frequently

Negative Feedback Considerations

Get over it…

Negative Feedback WILL Happen!

Negative Feedback Considerations

Not all Negative Feedback is created equal!

Hide Story

Hide All

Report Spam

Unlike Page

Negative Feedback Considerations

Monitor posts to evaluate the meaning of

spikes in Negative Feedback…

And REACT!

Where Is This Info??

Insights within Posts

Insights within Admin Panel

Metrics Within Admin Panel

Post LevelReach

Engaged Users

Talking About This

Virality

Page LevelLikes

Demographics

Like Sources

Referrers

Tab Views

Check-ins

Insights within Admin Panel

Let’s look!

Page Level Export

Metrics Within Page Level Export

Daily, Weekly, 28 Days

Talking About This

Stories

Likes, Unlikes, Friends of Fans

Engaged Users

Total Reach

Organic Reach

Paid Reach

Viral Reach

Impressions

Organic Impressions

Paid Impressions

Viral Impressions

Logged-In Views

Negative Feedback

Like Sources

Viral Reach by Story Type

Viral Impressions by Story Type

Frequency Distribution

Talking About This by Story Type

Interactions by Type

Consumptions

Likes Detailed Demographics

Reach Detailed Demographics

Talking About This Detailed Demo

External Referrer

Check-in Details

65 Tabs of Data!

Metrics Within Page Level Export - Benefits

Let’s look!

Post Level Export

Metrics Within Post Level Export

Let’s look!

Measuring Success

Your Goals and Purpose:What is “Success?”

Measuring Success

Publishers: Link Clicks(Track within Consumptions)

Measuring Success

Customer Service:

Engaged Users/Consumers

Measuring Success

Brand Awareness: Reach

Stats to Check and Compare

Analyze several months of data…Consumers by Post Type

Stories by Post Type

Shares by Post Type

Negative Feedback

What trends are you seeing?

Analysis Considerations

Do you promote posts?

Consider separating that data

Compare Apples to Apples!

Recommended Ratios

Consumers vs. Page Likes

How many people clicked anywhere within my post in relation to

number of Fans?

Recommended Ratios

Engaged Fans vs. Page Likes

Fan Impressions vs. Page Likes

Fan Reach vs. Page Likes

Fan Stories vs. Page Likes

Fan Talking About This vs. Page Likes

What percentage of my Fans did X?

Recommended Ratios

Consumptions vs. Impressions

Consumers vs. Reach

What percentage of those reached clicked on this post?

Third Party Tools

When Insights isn’t enough…

Third Party Tools

AgoraPulse

Barometer

EdgeRank Checker

PageLever

Quintly

That’s It!

But just a second…

How to Find Me

JonLoomer.com

Subscribe

fb.com/JonLoomerDigital

@JonLoomer

jon@jonloomer.com

Special Offer!

FB Insights Exclusive Workshop

FB Insights Exclusive Workshop

Exclusive Membership

20 Members MAX

30 Days (April)

2 Small Group Workshops

2 1-on-1 Coaching Sessions

Daily Email Tips

Facebook Page Review

Exclusive Offer!

Price Available to the Public: $497

Your Price: $397

(through 3/24)

$100 savings!

How to Redeem…

JonLoomer.com/shop/workshop

Redemption Code:

FBINSIGHTS

Q&A

Ask Me Anything!