Facebook Insight Training

by

Agenda

• Introductions• What, Why and Where of Facebook Insights• Deeper Dive into Important Metrics• Measuring Success• Third Party Tools

Who am I?• John Wood• Founder of eGenie• Working with Digital

Analytics:for 10 years

• Believes: A report is worth nothing unless it is actionable

Introductions

• Who are you?• What do you do?• What do you want to get out of this session?

What is Facebook Insights?

(and Why is it Useful?)

What is Facebook Insights?

• Insights provides measurements on your Page's performance– available after at least 30 people like your Page

• Find anonymised demographic data about your audience and see how people are discovering and responding to your posts

Why do we care?

• Measure:– What is working?– What isn’t?

• … so that we can understand and improve

How do we get Insights?

Go to page, but must have permission:

High Level Insights - Overview• How many fans are there and how is this changing (Page Likes)?• How many people see content (Reach)?• How many people are engaged?

- Hover over title for info

High Level Insights - Overview

• Metrics for your 5 Most Recent Posts

High Level Insights - Overview• Type

– Link Click– Other Click (e.g. Status)– Photo View

• Targeting– Public– Friends

• Reach– number of unique users who have seen your content

• Engagement– Likes– Comments– Shares– Other clicks

High Level Insights - Overview• Benchmarking against Competitors• Set up to 5 other Facebook Pages

High Level Insights - Likes• How many Fans do you have?• Is your Facebook Page fan-base growing?

Digression - Do You want Likes?

• If you have 0 Likes, no one will see your Posts– Therefore you need Fans…

• Posts are only seen by active, recently engaged Fans

• Unengaged Fans are worthless - do not do anything to arbitrarily inflate that number

• Target those that you want to become Fans• But it is important to know where they come

from (see later)

What is an Engaged Fan?

• To Like is a passive action and not time-consuming

• Comment and Share show true engagement• Having acted they are more likely to:– sign up for a newsletter– click through to a product

How do we get Engaged Fans?

• Ask questions• Create posts that get people interested• Contests• …

High Level Insights - Likes• Note American Time Zone• There are a number of ways of changing the date

High Level Insights - Likes• Benchmark for an easy way to see change

High Level Insights - Likes• Not all change is good!• What are the causes of change?

High Level Insights - Likes

• Where were they when they Liked your Page?• Where did you succeed in engaging people?

Reach

• The number of unique users (Fans and non-Fans) who have seen your content– Organic– Paid– Viral

• Depends on EdgeRank (which we will come on to later)

Organic

• “Users visited your Page or saw your Page or one of its posts in News Feed or Ticker.”

• “Users” can be Fans, or not!

Paid

• “Users who viewed a Sponsored Story or ad that promoted your post or Page.”

Viral• “Users saw your Page or one of its posts from

a story generated by a friend.”

High Level Insights - Reach• Are those Ad Campaigns bringing impressions

High Level Insights - Reach• How are people engaging?

High Level Insights - Reach• Hint - hover over a point to highlight the trend for that metric

High Level Insights - Reach• Engagement can be negative• If it is, when did it occur and so what could have caused it?

High Level Insights - Reach• Above we saw Post Reach (i.e. from Posts!)• Also available is Total Reach, i.e. Posts and everything else• Both measure People

Visits

• A unique user may visit the site more than once

High Level Insights - Visits• Is anyone going to a Newsletter Tab or a Contact Tab?

High Level Insights - Visits• Other Activity – in addition to Likes, Comments and Shares

High Level Insights - Visits

• Probably your website is top…• You may be getting traffic from Google…• How effective are newsletters or other cross-promotional

techniques?

High level Insights - Posts• When should you post?

High level Insights - Posts

High level Insights - Posts• What posts worked best?

ReachEngagement

High level Insights - Posts• What post types work best?

Did your status updates get more reach then your image posts?

Which post type tended to get more comments and shares?

High level Insights - Posts

• What engagement do your competitors get compared with yours?

• When do they post?• How frequently?

What is EdgeRank?

• EdgeRank is the algorithm used by Facebook to determine what appears in each individual newsfeed and where it appears in each newsfeed.

• The algorithm is made of three variables:Affinity (Ue)Weight (We)Time Decay (De)

• ∑UeWeDe

Affinity (Ue)

• The affinity score measure the relationship or connection between two users. The closer the relationship or connection, the higher the score.

• E.g. I am friends with my sister on Facebook, we have 70 mutual friends and I write on her wall regularly. We have a high affinity score so Facebook will include her in my newsfeed.

Weight (We)

• Posts are weighted differently:1. Photos/ videos2. Links3. Plain text updates

• Facebook changes the weight according to what they believe the user will find most engaging

Time decay (De)

• How old the post is!• Posts become ‘old news’ over time, the time

decay enables the newsfeed to remain up to date with recent news

Edgerank Is Dead?

• In mid 2013 Facebook announced that they would be introducing a completely new algorithm which now included as many as 100,000 different elements

• The new algorithm works by bumping stories you don’t see during a browsing session to the top of your newsfeed in your next browsing session

• This can be affected by the amount of engagement (likes, comments and shares) a post receives

EdgeRank is dead cont.

• Another change to the algorithm is the Last Actor

• This takes into account your last 50 interactions (likes, comments and shares)

• People who you have engaged with most recently are given more weight and Facebook will push their posts higher in the News Feed

EdgeRank is dead cont.

• Post types – The News Feed algorithm also takes into account the type of post a user tends to interact with

• Device capabilities – The News Feed algorithm also takes into consideration the device being used, e.g. a user with a slow internet connection is likely to see more text updates

EdgeRank lives on

• Despite Facebook’s new algorithm being said to now consist of over 100,000 variables the original EdgeRank variables still remain very important in the new algorithm

Improving your Page’s rank

• Be precise – posts over 250 characters receive 60% less likes than those between 100 and 250 characters long

• Visuals –Photo albums receive 180% more engagementPhotos receive 120% more engagement Videos receive 100% more engagement

Improving your Page’s rank cont.

• Post regularly – 96% of fans won’t return to a page so regular posts are the only way of reaching them

• Time – Different audiences will use Facebook at different times, test different times of day to find when your audience are most active

• Segmenting – Facebook allows you to target who will see your updatesMale / FemaleRelationship status etc.

Improving your Page’s rank cont.

• Social Call To Action (CTA) – with the new algorithm taking into account the level of engagement with a post, it is important for people to be engaging with your posts

• People often won’t take action unless you tell them to e.g.“please share”“comment below”

Facebook Fraud – a follow on from “Virtual Bagel”

Derek Muller from science blog Veritasium

From Muller’s video

Source: Comprendia

Facebook response to the video• Fake likes don’t help us. For the last two years, we have

focused on proving that our ads drive business results and we have even updated our ads to focus more on driving business objectives

• Those kinds of real-world results would not be possible with fake likes. In addition, we are continually improving the systems we have to monitor and remove fake likes from the system

• Just to be clear, he created a low quality page about something a lot of people like – cats. He spent $10 and got 150 people who liked cats to like the page

• They may also like a lot of other pages which does not mean that they are not real people – lots of real people like lots of things

So, do we want to doFacebook Advertising?

• The Facebook ad feature set has changed significantly since then

• These features either didn’t exist or were unlikely to be used during these tests:– Conversion Tracking– Custom Audiences– Lookalike Audiences– Website Custom Audiences (Re-targetting)– FBX– Partner Categories– Facebook’s new ad reports

High level Insights - People

• Who likes you?• Do they fit the profile of who you want to attract?

High level Insights - People• If any of your Page posts have been Liked or Shared or

Promoted, you will have reached more than just your existing fan-base

• How does this compare with your Fans?

High level Insights - People

Insights on Mobile

• Just overview information for the past week:

Is that everything?

•No!

Exporting data

• Select– Date range– File format

• Download one of– Page Level data• Old• New

– Post Level data• Old• New

Data Export – 65 tabs of data!• Daily, Weekly, 28 Days• Talking About This• Stories• Likes, Unlikes, Friends of Fans• Engaged Users• Total Reach• Organic Reach• Paid Reach• Viral Reach• Impressions• Organic Impressions• Paid Impressions• Viral Impressions• Logged-In Views

• Negative Feedback• Like Sources• Viral Reach by Story Type• Viral Impressions by Story Type• Frequency Distribution• Talking About This by Story Type• Interactions by Type• Consumptions• Likes Detailed Demographics• Reach Detailed Demographics• Talking About This Detailed Demo• External Referrer• Check-in Details

Export - Demographics

Export - Negative Feedback

Export – When are fans online?

Export – When are fans online?

Getting Insights data programmatically

• A published API is available athttps://developers.facebook.com/docs/graph-api/reference/v2.0/insights

to build e.g. dashboards if you don’t want to download

Page Stories

• Likes of your Page• Likes, comments on, or shares of your Page

posts• Answers to a Question you’ve asked• Responses to your Event• Mentions of your Page• Tags of your Page in a photo• Check-ins or Recommendations of your Place

More Metrics….

• Page Talking About This: Number of unique users sharing stories about your page

• Logged-In Page Views: Total number of Page Views from users logged into Facebook

• Engagement: includes any click or story created

Even More Metrics….

• Page Consumers: The number of unique users who clicked on any of your content

• Page Consumptions: The total number of clicks on any of your content

Even Even More Metrics

• Page Engaged Users: The number of unique users who engaged with your Page

Post Level Metrics

• Logged in Page Views• Post Consumers• Post Consumptions• Post Engaged Users• Post Impressions• Post Reach

• Paid & Organic Reach & Impressions

• Post Stories• Post Talking About

this• Post Viral Impressions• Post Viral Reach

Impressions & Reach

• Post Impressions• Post Reach• Paid & Organic Reach & Impressions• Post Viral Impressions• Post Viral Reach

Post Stories

• Post Stories: The number of stories generated about your Page post. Stories include:– Likes, comments on, or shares of your Page post– Answers a question you’ve asked– Responds to your event

More Post Metrics

• Negative Feedback: Number of times users have clicked the “x” button, clicked “hide,” clicked “hide all” or reported your Page posts as spam

• Post Consumers: The number of unique users who clicked anywhere in your post

• Post Consumptions: The number of clicks anywhere in your post

• Post Engaged Users: The number of unique users engaged with your post. Engagement includes any click or story created.

Metric Structure

Tools

• AgoraPulse– Barometer (for benchmarking)

Tools cont.

• PageLever• Quintly (expensive!)

Recap

• There are lots of metrics in the GUI• Far more in export• Decide what is important and use them!

Any Questions?