engage 2013 - implementing facebook measurement
TRANSCRIPT
Implementing Facebook Measurement Megan Douglas, Manager of Consulting Services, Webtrends
Julie Gillison, Program Manager – Product Development, Webtrends
Today’s Topics
Facebook Pages
• Quick to get started & reach fans • Post content to fans’ news feeds • Fans can like, comment, share • Requires regular action
Facebook Apps
• Apps can do just about anything • Some development effort to get
started • More engaging experience • Greater marketing potential • Add Apps to your Pages
Which is best?
Why not have both!
What’s this presentation about?
• What this isn’t…
• What this is…
Agenda
• Getting started • Dashboards & Page Insights • Post Insights • Apps • Campaigns & ROI • Top 5 takeaways
HOW TO GET STARTED Implementing Facebook Measurement
What to measure?
What to measure?
What does Webtrends bring to the table?
Facebook Page Space • Sourced from Facebook API
Facebook App Space • Sourced from Facebook API • Webtrends collected data &
custom reporting
It’s How Easy?!?
No tag required! Log into Analytics 10 Create Facebook Page space Instantly view Page Insights
FACEBOOK PAGE SPACE Implementing Facebook Measurement
Connect to Facebook API
Must have admin rights to Facebook Page
OAuth 2.0 secure connection
30+ fans required
Connect to Facebook API
* Webtrends does not store usernames and passwords
Select Page to Track
Auto detect pages you administer
Name the Space & Save
Grant users access to the space
Space is Created!
Webtrends populates past 58 days of data
DASHBOARDS & INSIGHTS Implementing Facebook Measurement
Space Dashboard
Key metrics
Trends
Interactive widgets
Customizable
Annotation View
Overlay posts
Correlate posts to trends
People Fans Fans: Gender + Ages Fans: Like Sources Geo: Cities Geo: Countries Geo: Locales
People Fans Fans: Gender + Ages Fans: Like Sources Geo: Cities Geo: Countries Geo: Locales
People Fans Fans: Gender + Ages Fans: Like Sources Geo: Cities Geo: Countries Geo: Locales
People Fans Fans: Gender + Ages Fans: Like Sources Geo: Cities Geo: Countries Geo: Locales
Content Negative Feedback Page Consumptions Page Impressions Page Impressions: Frequency Page Impressions: Story Types Page Post Impressions Page Stories Page Views Place Check-ins Post Impressions: Frequency Posts by Admins Referrers: External Tab Views
Content Negative Feedback Page Consumptions Page Impressions Page Impressions: Freq. Page Impressions: Stories Page Post Impressions Page Stories Page Views Place Check-ins Post Impressions: Freq. Posts by Admins Referrers: External Tab Views
Content Negative Feedback Page Consumptions Page Impressions Page Impressions: Freq. Page Impressions: Stories Page Post Impressions Page Stories Page Views Place Check-ins Post Impressions: Freq. Posts by Admins Referrers: External Tab Views
Content Negative Feedback Page Consumptions Page Impressions Page Impressions: Freq. Page Impressions: Stories Page Post Impressions Page Stories Page Views Place Check-ins Post Impressions: Freq. Posts by Admins Referrers: External Tab Views
Content Negative Feedback Page Consumptions Page Impressions Page Impressions: Freq. Page Impressions: Stories Page Post Impressions Page Stories Page Views Place Check-ins Post Impressions: Freq. Posts by Admins Referrers: External Tab Views
The Data
• 48 hour lag in Insights for Pages • Daily updates • All history available * • All data is exportable via REST API or CSV
* From when space is created in Analytics 10
The Webtrends Differentiator
• Access all your historical data • View Facebook, YouTube & Twitter
analytics all in one place • World class UX team & data visualizations • Export all your data for free!
POST ANALYTICS Implementing Facebook Measurement
Posts Negative Feedback Page Consumptions Page Impressions Page Impressions: Freq. Page Impressions: Stories Page Post Impressions Page Stories Page Views Place Check-ins Post Impressions: Freq. Posts by Admins Referrers: External Tab Views
Posts & Comments
• View all post content – Photos, links, videos, etc.
• View all comments and who commented • Key engagement metrics
Post Types & Search
• Filter by post type • Search all posts
Post Discovery
• Select metrics most important to you • Sort by any metric • Selection is saved to preferences
Post Metrics Date Created Reach People Talking About This Likes Comments Shares Impressions Stories Virality Engaged Users Consumptions Consumptions: Unique
Paid Impressions Paid Impressions: Unique Impressions by Fans Impressions by Fans: Unique Paid Impressions by Fans Paid Impressions by Fans: Unique Organic Impressions Organic Impressions: Unique Viral Impressions Viral Impressions: Unique Negative Feedback Negative Feedback: Unique
The Data
• Posts, metrics & comments updated multiple times per hour – Near real-time retrieval and storage by our Big
Data platform – View ALL comments – Stops updating after 28 days
• Facebook provides lifetime values • Data is exportable via REST API or CSV
The Webtrends Differentiator
• Explore all posts and comments • Near real-time retrieval and storage of
data in our Big Data platform • Discover which posts are most effective • Rich user experience • Access all your historical data • Export all your data for free!
FACEBOOK APP SPACE Implementing Facebook Measurement
Connect to Facebook API
Must have admin rights to Facebook App
OAuth 2.0 secure connection
30+ fans required
Connect & Select App to Track Auto detect apps you administer
Or, manually enter App ID & App Secret
Data Sources
Choose data to include: WT + FB or FB only
Why include Webtrends data?
• What did fans and non-fans view and click?
• How long did they interact with app? • How were they referred to app? • What type of devices were used? • Track conversions • Measure campaign effectiveness • Enable custom reporting
How to get Webtrends data?
• Download the v10.2 tag + Facebook plugin from the Facebook App space
• Add tag to your app • (Optional) Customize the tag
App Insights Without the Tag Ages & Genders Authorizations Canvas Views Comments Cities & Countries Likes Photos Shares Status Updates Stream Stories API Calls & Errors
With the Tag Browsers Categories & Drilldown Mobile: Devices + Browsers Screens Time: Daily & Hourly Activity Users: Influence Potential Users: New + Returning Any custom report!
Does not include full list of out-of-box reports
The Differentiator
• Access all your historical data • Combine Facebook Insights with the
power of Webtrends tag • Customizable! • Export all your data for free!
MEASURING ROI IN FACEBOOK Implementing Facebook Measurement
So, what’s the problem anyway?
So, What’s the Problem Anyway?
DRIVERS FACEBOOK APP CONVERSIONS
The Webtrends Differentiator
• Cross-Domain tracking • Visitor ID Alignment Across Channels • True Campaign Performance
Measurement
The Webtrends Differentiator
DRIVERS FACEBOOK APP CONVERSIONS
How do I get it?
• Hire Webtrends Implementation Services to assist your agency!
• Hire Webtrends Social to build your campaign!
Keys to Campaign Success
• Modify Server Side Code • Point banners, SEM, ads, etc. directly to
your app • Define Conversion Events
Top 5 Takeaways
• Easy to get up and running quickly • All your data in one place • Export all your data, easily and for free • Cross-Channel visitor identification • True campaign ROI
Rate Session
& Speakers/ Panelists
Thank You
Megan Douglas Manager, Webtrends Consulting Services
Julie Gillison Engineering Program Manager, Webtrends Analytics
[email protected] blogs.webtrends.com
APPENDIX Implementing Facebook Measurement
Reference
Analytics 10 Help http://help.webtrends.com/en/analytics10/facebook_about
Facebook Insights definitions http://developers.facebook.com/docs/reference/fql/insights/
