How to get the most out of your Facebook Data
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Transcript of How to get the most out of your Facebook Data
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Getting the most out of your Facebook Data stream
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Agenda
What is “Social” Data?• Three Flavors of Data
Sources of Data
•Or, How do you collect it?•Page-Level vs. Individual
Applying the Lever
• Or, How do you use social data?
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What is Social Data?
People Social ObjectsCro
ss-p
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^
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Representative Data
Interaction Data
Signaling Data
What is Social Data?
Three Flavors of Social Data:
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What is Social Data?
Boring Representative
Awesome Signaling
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What is Social Data?
Analog to existing business data?
Representative Data
Interaction Data
Signaling Data (Product)
Signaling Data (Concept, Passion, Aspiration)
Demographic Data
Purchase/Web Data
Offline Purchase Data (for Physical purchases only)
?
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Sources of Social Data(Or, How do you collect and make sense of it?)
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Sources of Social Data(Or, How do you collect it?)
Pixel Everything! • Web pages, YouTube Pages, FaceBook Apps, Re-direct Links
• Overlay with Intent/Interest/Behavioral data (household based) – DLX, Experian, DSP/DMP
Established: Drive Fans into Owned or Rented Facebook applications• Provides Friend Nodes (Graph) & Permissions to INDIVIDUAL Data• Ability to communicate, publish to Social Graph
New! Leverage Facebook Ads API to:• Analyze Social Objects you are Admin for to provide PAGE-Level
insights• Re-target pixels set outside FB to drive inside FB actions• And/Or match email lists to FB ID’s for targeting and data reporting
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Sources of Social Data(Or, How do you collect it?)
Pixel Everything!
Web/Offline Data Social Data
Leverage Facebook Ads API to: Analyze Social Objects you are Admin for
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Leverage Facebook Ads API to: Analyze Social Objects you are Admin for
Sources of Social Data(Or, How do you collect it?)
Page Likes Taco Bell vs. McDonalds Starbucks Taco Bell is STRONGER in A Perfect Circle by a factor of 3.67 1.93 Black Hawk Down 3.45 1.59 Minecraft 3.33 2.55 RED 2.50 1.82 Golf 2.28 1.48 YES. my status is from a song… 1.96 2.52 ShineDown 1.72 2.37
Page Likes Taco Bell vs. McDonalds Starbucks Taco Bell is WEAKER in Love Actually by a factor of 0.86 0.15 Brazil 0.54 0.15 Prada 0.47 0.17 Vespa 0.37 0.20 Beethoven 0.26 0.47 The Prestige 0.24 0.34 Justin Timberlake 0.24 0.43 Poker 0.22 0.30
*Data provided by Optim.al
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Sources of Social Data(Or, How do you collect it?)
Drive Fans into Owned or Rented Facebook application (or Tab)
Advantages
• Permissioned access to individual level data
• Ability to ask Brand specific questions (Attitude & Usage)
• Ability to communicate, post to wall, create new Social “objects”
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Applying the LeverDigital Brand Profile Score
Target Audience
Customers
Website Visitors
Social Media Followers
FaceBook Fans
SUPER Fans
Re-targeting
Market ResearchInfluencer/VIP
Email Append/Ratings
Ms (%) + C (%) + SM (%) + (F/SM) + (1+Sfan/F) =
Top & Bottom of Funnel Amplification
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Applying the Lever(Or, How do you use social data?)
Case Example:
#BreastCancerAwareness Project
Identical Facebook creative/copy and demographic/geo targeting
Keyword Expander (Optim.al)
Results: Generated 3X ROI as control
Efficiency came from 1/3 CTR improvement 2/3 reduced CPC’s
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Applying the Lever(Or, How do you use social data?)
Case Example:
Brand Awareness Campaign— The Habit Burger
Web Banner Ads informed by Social Interest Data
“Fashion” Interest Index 142
Provider: DataXU
Results: Top click website = DIYFashion.com
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Applying the Lever(Or, How do you use social data?)
Case Example:
Audience Deep Dive— The Habit Burger vs. Mitt Romney
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Applying the Lever(Or, How do you use social data?)
Case Example:
VIP Identification Social Network Analysis Mexican QSR client
Identified set of highly connected, Super Users (> 15 times usage per month)
Now monitored closely for Page Activity (likes, posts, etc)
Provider: GetPerception/Gephi
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Applying the Lever(Or, How do you use social data?)
Case Example:
VIP Identification Social Network Analysis – Mexican QSR client
Individual Level Data Profile
Surveyed 20 times usage per month
Invited to VIP offers
• Answer: Torie Sanders• Age: 24; Zip: 71913; • FF Usage Past 30 days:
20• Fav Athlete: Michael
Jordan• Friends on Facebook:
327• Fav Singer: Whitney
Houston• Occupation: Cashier,
Furr’s Fresh Café• Reasons she “Un-likes”
a page: “False advertising just to get their customer to their site”
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Summary
Tips to get the most out of your Facebook Data:
Aggregate Web/offline customer audience data
Match to FB Data to confirm & enhance
Explore page-level keyword interests via FB Ads API
Expand keywords/topics, deep-dive on brand pages, get specific data on individuals
Create rich “social” segments/personas and use to inform postings, marketing calendar, and ad targeting