This document discusses measuring Facebook marketing campaigns and components. It provides details on measuring ads, posts, apps, tabs and other campaign elements. Metrics include tab views, referrals, conversions and other key performance indicators. The document also outlines best practices for setting up campaign IDs, URLs and analytics to effectively measure Facebook marketing results.

1. MEASURING FACEBOOK

2. What can be measured?

3. Campaign components Like Ad App Post Tweet Site Email LANDINGTAB DRIVERS CONVERSION

4. The 3 slide introduction to tabs

5. Tabs are here

7. Tabs make ideal landing pages

8. How do you measure campaigns?

9. Measuring Apps

10. Measuring Apps Any Analytics Provider

12. Allow you to add custom variables to support themAny Analytics Provider

13. Measuring Campaigns

14. Drivers Landing Page Conversion Measuring Campaigns

17. Shorten URLs to measure clicks and to keep campaigns IDs easily intactDrivers Landing Page Conversion Measuring Campaigns

20. No other traffic source can be measured on how many likes it drove.Drivers Landing Page Conversion Measuring Campaigns

22. Facebook reports on organic shares in Facebook if you tag your website with their JavaScript.Drivers Landing Page Conversion Measuring Campaigns

24. Tab Views

25. Tab Metrics

26. Site Referral

27. Facebook API

28. Tab Metrics

29. Site Referral

30. Facebook Parameters

31. Ad ConversionsSolution Comparison

32. Why does Facebook marketing matter?

33. Social Is The #1 Online Activity

35. 68% experienced negative growth in unique visits from 2009 – 2010[1] [1] Unique visits were monitored between Nov 2009 – Nov 2010

36. FACEBOOK FANS SITE VISITORS (MO.) 19,800,000 1,800,000 22,700,000 270,000 16,900,000 290,000 8,000,000 325,000

37. 8% THE US ADOPTION OF SOCIAL Twitter Social Networks 52% 4% Location Facebook 51%

38. How does Facebook marketing work?

40. Visit Everyday 76% 50% FANS ARE HARDCORE FACEBOOK USERS Friend Network 310 130 Links Clicked Fans Avg. User 5.3 1

41. Existing customers 84% FANS ARE CUSTOMERS LOOKING FOR DEALS, NEWS & COMMUNITY Want exclusive offers & benefits 83% Buy more after becoming a fan 36%

42. 75% Brand Invite/Ad 59% Friend 49% Search What drives people to fan?

43. http://www.istrategylabs.com/2010/01/facebook-demographics-and-statistics-report-2010-145-growth-in-1-year/ Over 60% of Facebook is 25-55+

44. The older we get, the more we click

45. Gather emails

46. Facebook store fronts

50. You will see a drop in tab views

52. Promoting your tab Facebook Ads Wall Posts Email Website TV Print

53. Posts are filtered by EdgeRank

56. Simple, easy questionsMost clicked on wall posts

57. Search and social work together

58. .05% Avg. CTR of ads to non-fans .35% Avg. CTR of ads to fans Cold targeting vs. fan targeting

59. Images are the most important

60. Images are the most important

61. Facebook Assets Website Landing page options

62. Facebook Assets Website Landing page options

63. Avoid busy tabs

64. Questions? Thank you!