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Engage 2013 - Implementing Facebook Measurement
1. Implementing Facebook Measurement
Megan Douglas, Manager of Consulting Services, Webtrends
Julie Gillison, Program Manager – Product Development, Webtrends
2. Today’s Topics
Facebook Pages Facebook Apps
• Quick to get started & reach fans • Apps can do just about anything
• Post content to fans’ news feeds • Some development effort to get
• Fans can like, comment, share started
• Requires regular action • More engaging experience
• Greater marketing potential
• Add Apps to your Pages
9. 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
10. It’s How Easy?!?
No tag required!
Log into Analytics 10
Create Facebook Page space
Instantly view Page Insights
24. 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
25. 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
26. 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
27. 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
28. 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
29. 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
30. 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!
32. 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
33. Posts & Comments
• View all post content
– Photos, links, videos, etc.
• View all comments and who commented
• Key engagement metrics
34. Post Types & Search
• Filter by post type
• Search all posts
35. Post Discovery
• Select metrics most important to you
• Sort by any metric
• Selection is saved to preferences
36. Post Metrics
Date Created Paid Impressions
Reach Paid Impressions: Unique
People Talking About This Impressions by Fans
Likes Impressions by Fans: Unique
Comments Paid Impressions by Fans
Shares Paid Impressions by Fans: Unique
Impressions Organic Impressions
Stories Organic Impressions: Unique
Virality Viral Impressions
Engaged Users Viral Impressions: Unique
Consumptions Negative Feedback
Consumptions: Unique Negative Feedback: Unique
37. 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
38. 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!
43. 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
44. 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
45. App Insights
Without the Tag With the Tag
Ages & Genders Browsers
Authorizations Categories & Drilldown
Canvas Views Mobile: Devices + Browsers
Comments Screens
Cities & Countries Time: Daily & Hourly Activity
Likes Users: Influence Potential
Photos Users: New + Returning
Shares
Status Updates Any custom report!
Stream Stories
API Calls & Errors
Does not include full list of out-of-box reports
46. The Differentiator
• Access all your historical data
• Combine Facebook Insights with the
power of Webtrends tag
• Customizable!
• Export all your data for free!
52. How do I get it?
• Hire Webtrends Implementation Services
to assist your agency!
• Hire Webtrends Social to build your
campaign!
53. Keys to Campaign Success
• Modify Server Side Code
• Point banners, SEM, ads, etc. directly to
your app
• Define Conversion Events
54. 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
