Presentation given at Facebook Marketing: An Hour a Day Webinar #2, June 10, 2010

1. The Numbers of Facebook A primer on quantifying customer interactions Chris Treadaway Mari Smith 10 June 2010

2. The Problem Even in 2010, Facebook is an operational problem for most organizations Build presence Define the “social media product” Assign responsibilities Make it interesting Like Us! http://www.facebook.com/marketingbook

3. Facebook is complex Lots of opportunities for engagement Pages Groups Profiles Advertising Like Us! http://www.facebook.com/marketingbook

4. Phases Like Us! http://www.facebook.com/marketingbook

5. Where Metrics Matter Like Us! http://www.facebook.com/marketingbook

6. Everything is measurable What do you measure? How? Where is the data? How hard is it to collect the data regularly? What will you do with the data? Why do you need it? Like Us! http://www.facebook.com/marketingbook

7. Different Types of Metrics Like Us! http://www.facebook.com/marketingbook

8. Operations What to track Was the job done? # posts Timing of posts (morning, afternoon, evening) Questions you can answer Did you maintain your social media product? Did you fulfill your editorial calendar? Opportunities Respond to customer issues Comment/opine/put spin on contemporary issues Like Us! http://www.facebook.com/marketingbook

9. Outcomes Like Us! http://www.facebook.com/marketingbook

10. Demographics What is the makeup of your audience? Are your presumptions correct? Can you serve them better? Are you “underserving” parts of your market? Missed opportunities? Like Us! http://www.facebook.com/marketingbook

11. Demand Gen Measure the effectiveness of paid advertising What is the best & most effective use of $$? A/B Testing Country Ad copy variations Targeting Like Us! http://www.facebook.com/marketingbook

12. Like Us! http://www.facebook.com/marketingbook

13. Rolling up #s to compare ad copy Like Us! http://www.facebook.com/marketingbook

14. Like Us! http://www.facebook.com/marketingbook

15. Build a Dashboard Focus on numbers that matter Not just in Facebook but across all efforts if applicable Derivative metrics give the clearest picture Time-series (measure on per day basis) Relative (measure relative to your growth) Moving averages (measure over time) Like Us! http://www.facebook.com/marketingbook

16. Example – cross-channel Like Us! http://www.facebook.com/marketingbook

17. Example – Moving Averages Like Us! http://www.facebook.com/marketingbook

18. Keys to Success Pick your battles Build a dashboard & don’t rely on Insights Collect data religiously Rely on time-series data Visualize the results Scrutinize your efforts Like Us! http://www.facebook.com/marketingbook

19. Thank You! Like Us! http://www.facebook.com/marketingbook For more help with Facebook metrics, please contact me at christreadaway@gmail.com