pubcon austin presentation
TRANSCRIPT
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Metrics and reports that aren’t actionable
are a waste of time.
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Metrics reflect
what has changed…
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Analysis considers
those changes
took place
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Action involves the steps you’ll take to improve those metrics.
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Emotion is the fuel that fires sharing
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Fuddruckers most engaging post got over 34,000 likes and 1,100 comments!
In a community of 100,000 fans, this is outstanding.
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The reason this post was so successful was that Fudds helped out a community after a tragic shooting, and a fan decided to thank them.
These types of scenarios are a perfect way to use social media to amplify the good things you do in real life.
https://www.facebook.com/fuddruckers/posts/10151137497379563
But the post wasn’t from Fuddruckers. It was from a loyal fan.
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Who are Fudd’s Top Fans by Participation?
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Which fans are the most influential?
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Meet Heather. Winner of Fudd’s top post.
Heather Orlowski, the fan who posted the top post, comes in 7th by number of total interactions, but she is by far the most influential.
Her influencer score is 100 times higher than the next person on that list - all thanks to her viral post.
Fans by Participation
Fans by Influence
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People Talking About This (PTAT):Total number of people who have had a brand related action show up in their news feed.
Heather’s post generated a spike in PTAT
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There are many active people for us to entertain or service…
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Understand your audience…
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Round Table Pizza correlates with Fuddruckers fans.
Not surprisingly, Johnny Rockets (known for their All-American Burger) has an affinity with Fuddruckers (known for their World’s Greatest Burger)
Fuddruckers loves to host birthday parties.
And what their interests are.
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Then entice only your
BEST customers to identify themselves.
Why your fans are meaningless outside of facebook
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Fuddruckers has an excellent retention rate – over 191 days!
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It’s the highest we’ve ever seen on any brand
7% of the fan base are our ultra loyal fans, who have a retention of over 365 days
33% of active fans made at least 2 interactions – that’s 8,900 people
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Keep your loyal fans talking! By making your posts…
How to Succeed at Facebook Advertising
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Content production and responsiveness matter.
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Do fans see your messages?
REACH
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Monitor Newsfeed Coverage & Feedback Rate to find out
Fuddruckers Newsfeed Coverage and Feedback Rate are both low, which means fans are not seeing Fudd’s messages. Running Sponsored Stories will help this.
28Is Facebook worth it? Film execs confide they may cut movie ads
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Users who see your messageNOTE: Look at Facebook insights data.
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Facebook is meant to be interactive.
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You cannot control the message…
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But you can participate in the conversation and create influence
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THANK YOU
Dennis YuCEO of [email protected] / @dennisyu
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