engage 2013 - implementing facebook measurement

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

megan.douglas@webtrends.com

Julie Gillison Engineering Program Manager, Webtrends Analytics

julie.gillison@webtrends.com 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/