Measuring Facebook Marketing

Measuring Facebook MarketingAssociation of Finnish Advertisers 5.3.2013

Businesses need insights on complex issues

210.04.23Copyright © Sanoma Corporation | Facebook-markkinoinnin mittaaminen / Petri Mertanen

Social Marketing in the early days


Customer Relationship Management


Image source: http://www.flickr.com/photos/english106/4357529719/

Measuring Facebook Marketing


1. First you need to understand and realize what Facebook Marketing is all about?– You can do lots of different things with Facebook and

the features it provides

2. You should collect data from different kind of sources according to your Facebook Marketing activities

Two thirds are using Facebook with mobile device!


You can use tracking code in Facebook applications!



You can use Facebook offers when you have 100 fans


Integrate Facebook with other marketing channels


You can drive traffic to FB page via Adwords sitelinks


Use physical point of sales for getting more fans


Some companies use TV ads to activate people to FB


Dynamic and clickable ad in Ruutu.fi VOD service


She likes it!


Use Facebook Insights for pages


Use FB power editor and conversion tracking for ads


Set up goals to if you are driving traffic to website


Tag sponsored updates/ads for web analytics system


Use multi-channel funnels – don’t stair just last click


Build custom reports and dashboards for insights


Track social events and features in your website

Measuring framework


Image source: http://www.flickr.com/photos/kazk/198640938/

Measuring framework


1. Purpose. What are we trying to achieve?– Product and process development– Feedback and other qualitative data– Recruiting and customer engagement– Pricing and promotions

2. Define goals and Key Performance Indicators– Number of new development ideas (by channel)– Number of feedback, evaluations (Voice of Customers)– Number of fans, posts, recommendations or shares– Sales (by channel) and Return on Ad Spent (ROAS)

Interactions per thousand fans


Image source: http://www.flickr.com/photos/kazk/198640938/

Continuous action model


1. Analysis2. Decisions

3. Action!

Questions?


Petri Mertanen

Web Analyst

[email protected]: +358 400 792 616

Skype:petrimertanen@mertanen

mailto:[email protected]

Measuring Facebook Marketing

Business

Transcript of Measuring Facebook Marketing