sotrender open graph workshop
TRANSCRIPT
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Data-driven fuel for social media marketing
www.sotrender.com
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Where do we come from?
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OUR CUSTOMERS
Our solution - Sotrender
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Product: daily use online tool for business
Detailed analytics & reporting on
KPI, best content etc.
One score of social media performance
Data-driven tips & calls to action
Management of content &
workflow
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Apps & Facebook Pages
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Facebook Pages & apps go together!Facebook Page
is constant communication
that engages and reaches stable
number of Facebook users
App is extended user experience
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Facebook Pages & apps go together!
Social ads and sponsored
stories
Contests, customer feedback, helpdesk
Constant two-way communication
Community of engaged brand’s fansGood quality,
everyday content
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Facebook Page & apps go together!
App is a story generation V8 engine
Supplements Facebook Pages
A new way of interaction with the brand
A new quality of engagement and boost
expousure
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Importance of tracking Facebook Pages
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Tracking Facebook Page
See ups and downs in fans’ engagement
Time of fans’ activities => adjust
communication to their habits
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Tracking Facebook Page
See most engaging content => posting choices
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Tracking Facebook Page
Segmentation of active fans => evaluate the
quality of page’s community
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Tracking Facebook Page
Better engagement = exposure of brand’s content to right people
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Importance of tracking apps
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Data-driven apps development process
Reqs & Design
Build
LaunchMeasure
Analyze
If app doesn’t meet the goals – redesign it!
Launch is just the beginning!
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Tracking and the Open Graph - Insights
New and active users
Active Users, auth, demography, retention
Stories: published, impressions, clicks, mobile data etc
Actions, impressions, refferals
Age, gender, language, country,
App’s blocks, spam reports,
App’s rates (stars), income (in $)
API calls, HTTP errors, page load time
Tens of metrics
www.developers.facebook.com/apps
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Simplification
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Tracking and the Open Graph - simplification
retention
virality active users
engage-ment
www.developers.facebook.com/apps
Just essential KPIs for app’s growth and reporting
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Tracking and the Open Graph – app’s growth
= new users by existing active users
Virality = 10%
Focus only on 2-3 stories (e.g. shares & comments). Landing page and permission's dialog are important as well Let the users type in a message when taking action, enable explicit sharing actions Actions in users’ news feeds are the key
Tips
virality
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Tracking and the Open Graph – app’s growth
retention = returning active users (users that used the app more than once).
Design your apps to provide repeat value Keep the content fresh => e.g. by promoting UGC Show friends’ activity feed to users Encourage competition and collaboration between friends
Tips
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Tracking and the Open Graph - evaluation
engagement= quality of traffic. Define it on your own to meet your goals (e.g. published actions per active user).
Engagement
monthly active users = quantity scope of apps, number of people
not only exposed but also engaged
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How can we help?
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Can we help you?
Engagement
Facebook Pages• Stats to any FB Pages• Advanced analytics
Facebook ADS • Ads API access• Wider opportunities
Social Media Research & Reports• Experieced Data Research Team• Interdisciplinary approach
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The future
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Universal internet identity of users
Private profiles
Facebook Pages
Apps WWW social plug-ins
Ads in/out FB
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The future is CMTO Source: http://venturebeat.com/2012/08/23/the-hot-new-cxo-chief-marketing-technology-officer-infographic
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Jan Zajac [email protected]
Contact us for more details
+48 606 797 043
9 Devonshire SquareLondon, UK EC2M 4YFwww.sotrender.com
Marcin [email protected]
+48 691 714 420