Getting the most out of your Facebook Data stream
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?
What is Social Data?
People Social ObjectsCro
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Representative Data
Interaction Data
Signaling Data
What is Social Data?
Three Flavors of Social Data:
What is Social Data?
Boring Representative
Awesome Signaling
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?)
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
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
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
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”
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
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
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
Applying the Lever(Or, How do you use social data?)
Case Example:
Audience Deep Dive— The Habit Burger vs. Mitt Romney
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
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”
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