AllFacebook Marketing Conference, June 5 in San Francisco #AllFacebookConf

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FACEBOOK STATISTICS 101:
HOW TO UNCOVER THE HIDDEN
GEMS WITHIN FACEBOOK
INSIGHTS
AllFacebook Marketing Conference, San Francisco, June 5, 2013
agorapulse
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An average is not enough
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• Let’s have fun together (the Reach Contest / iPad giveaway)
• First thing first, let’s bust three of the biggest Facebook myths:
• You are reaching 16% of your fans
• Facebook dropped your reach in September 2012
• Build tabs and you’ll be fine
• 1 – Fan reach: What, Where, Why, How?
• 2 – Engaged users: What, Where, Why, How?
• 3 – Sorytellers: What, Where, Why, How?
• 4 – Clicks: What, Where, Why, How?
• 5 – Negative feedback: What, Where, Why, How?
• Benchmarking with competititors: What? Where? Why? How?
• Key Take aways

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There is a a talented
Facebook marketer right
here in this very room!
Do you know who she/he is?
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And he/she deserves a new iPad mini!
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Let’s find out!
Enter the Edgerank Contest:
http://barometer.agorapulse.com
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To find out, take your smartphone and go to:
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http://barometer.agorapulse.com

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How is your page doing?
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First, let’s bust some
Facebook Myths…
“ You will reach 16% of your fans”
“ Facebook has decreased reach in 2012
because it’s pay to play now”
“ Build a Facebook tab and you’ll be fine”
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“ Facebook Page posts reach 16% of
their fans, on average ”
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Yours is somewhere in between…
Well, an average remains an average…

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For Facebook statistics, size does matter
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“ Facebook has decreased reach in 2012
because they want you to pay for ads”
Nope! It was just a bug affecting the display…

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“ Build a Facebook tab and you’ll be fine”
1.5%
Of your traffic happens on your Facebook
page…

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“ Build a Facebook tab and you’ll be fine”

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Now, the 5 metrics you
need to focus on
(What they are, Where to find them and Why they matter)
1 – Fan Reach
2 – Engaged Users
3 – Storytellers
4 – Clicks & CTR
5 – Negative
Feedback
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1 – Fan reach
“ Schedule your posts so you’ll
know when your shit hits the fans ”
(Arnold Schwarzenegger)
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1.1 – What?
TOTAL REACH =
Paid Reach + Viral Reach + Organic Reach
Where Organic Reach =
Fan Organic Reach + Non Fan Organic reach

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1.2 – Where?

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1.2 – Where?

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1.3 – Why?
• Fan reach is the only metric you can’t cheat about
• Fan reach is the only way to evaluate the quality of
your fanbase
• A low fan reach but good engagement rate is the
sign that

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2 – Engaged users
“ Engage the enemy before they
do”
(Robert Patton)
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2.1 – What?
ENGAGED USERS=
Clicks on content + Clicks anywehere else+
Comments + Shares + Likes

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2.2 – Where?

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2.3 – Why?
• Engaged users is a more “real” metric than
reached users because reached does not
necessarily means they have actually paid attention
to the post. If they have engaged, there is no doubt
that they have paid attention
• Engagement has a direct impact on your edgerank
and future brand visibility
• Engagement is the real barometer of your content
effectiveness

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3 – Storytellers
“ Nothing beats a good story ”
(Lewis Carroll)
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3.1 – What?
STORYTELLERS=
Comments + Shares + Likes
Storytellers are included in engaged users

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3.2 – Where?

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3.2 – Why?
• TBW

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4 – Clicks & CTR
“ A good CTR is a high CTR ”
(Sergei Brin)
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4.1 – What?
CLICKS=
Link clicks + photo views + video views

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4.2 – Where?

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4.2 – Where?

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4.3 – Why?
• If engagement is the barometer of the interest your
content can generate, clicks (or views for videos
and photos) is the real thing
• If your posting business or product related videos
or linked back to your blog or website, you want to
know if people have clicked / viewed them.

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5 – Negative feedback
“ Bad publicity is better than no
publicity”
(Robert Madoff)
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5.1 – What?
NEGATIVE FEEDBACK=
Hide a post+ Hide all posts+
Report as Spam + Unlike your page

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5.2 – Where?

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5.2 – Where?

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5.3 – Why?
• Negative feedback is part of the engagement
metric but if engagement results in more complaints
than praises, you need to know!
• A negative feedback percentage higher than
average will hurt your reach over time
• This can help you identify what’s wrong with your
content

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Bonus 1:
What can you learn from
studying your competitors?
“ A good competitor is a dead
competitor ”
(Rocky Balboa)
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6 – Spy on the competition

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Key takeaways
“ Keep It Simple and Stupid ”
(Albert Einstein)
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If you have to remember 5 things:
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1. Fan reach is the only metric to look at if you want to assess the quality of your fan base
2. Engaged users are the one who did something with your content, whether clicking on it or
share it in some ways.
3. Sorytellers are your way to a better viral reach. But people will only react to your content if
there is a reason to do so. Give them a reason.
4. If your audience is engaged but does not click on your content, you probably just have to
give them something to click on
5. If your Negative feedback is above average, Edgerank will limit your viral reach pretty badly.
Try another voice and/or test different content

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3 – Identify best (and worst) content

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Thank You!
Need Help? Log in to
http://agorapulse.com
Contact me: emeric@agorapulse.com
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