We’ll begin the show shortly…

#insights201

Who’s presenting?

Jeff WidmanCofounderPageLever@jeffwidman

Jill CarlsonMarketing Manager

Argyle Social@carlsonjill

#insights201

Details

• Jeff will lead Q & A at the end of the call.• Tag your tweets with #insights201• We’re recording this shin dig.• We’ll send an email follow up to everyone.

(slides, recording, 2-pg briefing)

#insights201

15 Second Commercial - Jeff

Actionable Facebook Analytics

#insights201

15 Second Commercial - Jill

Featuring interviews with social pros from:

Social Pros Podcasthttp://ar.gy/podcast

#insights201

Agenda

• Quick refresh of Facebook Insights Lifecycle

• When is the best time to post?

• What should I post about?

• Analyzing Multiple pages

• Demographic Deltas

• Questions & Answers

#insights201

Disclaimer

Yes, you can do most of this in Excel…

…I will even explain how…

…but if you’re doing this kind of advanced analysis, you will get frustrated by Excel

Facebook Insights Lifecycle

#insights201

Facebook Metrics Visualized

When is the best time to post?

#insights201

The wrong answer

• If you always post at the same time, some tools tell you that’s the best performing time

Monday Tuesday Wednesday

Thursday Friday

10:15am 10:15am 10:15am 10:15am 10:15am

You should post at 10:15am on weekdays!

#insights201

Experiment with different times

#insights201

We researched the best time

Data set: 1.3 million posts on over 1,000 brand pages over 3 months

What we discovered…

#insights201

The right answer

Wednesday at 3:14 pm

#insights201

What we (actually) discovered

#insights201

What we (actually) discovered

#insights201

There is no single best time to post

There is a better way…

#insights201

Logical Assumption #1

• You want to post as often as you can without annoying your fans

#insights201

Plus…

• You drop out of each fan’s newsfeed at a different time

– Affected by Affinity

– Affected by how many connections they have competing for a spot in their newsfeed

#insights201

Ideal…

• Post when previous post dropped out of majority of fans’ newsfeeds

• Post when the previous post stops getting more impressions

#insights201

Timing: Impressions per-post

#insights201

Timing: Impressions per-post

Post when the most recent status update for your page stops

appearing in your fans’ News Feeds.

#insights201

Unfortunately…

#insights201

Unfortunately…

From: http://i130.photobucket.com/albums/p277/aeh49441/Funny%20Error%20Messages/Error7.jpg

#insights201

However…

#insights201

However…

#insights201

Perfect post timing in Excel

• Facebook only reports current count

• Solution? Check Facebook every 15 minutes and record the current post impressions. Rinse. Repeat.

• Painful!

#insights201

PageLever automates this

• We think really valuable, so we automated it

• (powerful!)

What should I post about?

#insights201

Have you ever wondered?

• Do geo-targeted posts perform better?

• Do questions perform better than statements?

• Does “Android” or “Apple” drive more engagement?

• How much traffic did a campaign send to my website?

• Do sales or giveaways outperform normal content?

#insights201

Other questions about your posts?

• Ask using Twitter Hashtag #Insights201

#insights201

What if…

#insights201

What if…

#insights201

Current Autotags

• Type of post

• Geo-targeting

• Website domains

#insights201

What if…

#insights201

What if…

#insights201

What if…

#insights201

What if…

#insights201

Results…

• Do geo-targeted posts perform better?

• Do questions perform better than statements?

• Does “Android” or “Apple” drive more engagement?

• How much traffic did a campaign send to my website?

• Do sales or giveaways outperform normal content?

#insights201

Yes, you can do this in Excel

• =IF(ISERROR(FIND(LOWER(“photo"),LOWER(D2),1)),"No","Yes")

• What kind of masochist are you?

Analyzing Multiple Pages

#insights201

Are you…

• An agency with multiple clients?

• A franchise with multiple locations?

• A global brand with multiple country-specific pages?

• Curious how your pages compare?

#insights201

Storytime

#insights201

“We want to know...”

• Snapshot of how each page is performing?

• Is this trend across all our pages, or just one?

• Which are the overall best-performing posts?

• Across all pages, how many fans per country?

#insights201

How to do this in Excel

• Export each page’s data from Facebook

• Import into single file

• Create dashboard with conditional logic

• Useful

• Painful

#insights201

Magic

#insights201

Magic

#insights201

Demographics

#insights201

Leaderboard

#insights201

Reports

#insights201

Post Performance Across All Pages

#insights201

We’ve seen this before

#insights201

How to do this in Excel…

http://www.divergencefineart.com/media/work/masochist_web.jpg

Demographic Deltas (??!!?)

#insights201

Not all fans are created identical

• 18-year-old boy in Japan

• 35 year-old woman in the US

#insights201

Demographic Deltas

1. Who you want/expect: “Ideal Customers”

2. Who you actually get: “Fans”

3. Who sees your content: “Reached”

4. Who interacts with your page: “Talkers"

#insights201

Notice anything different?

Fan Gender Reach Gender

#insights201

What’s happening?

https://h30495.www3.hp.com/sips/DeltaAirlines/imgs/DeltaAirlines_Splash.png

#insights201

I sense an opportunity

Whenever these demographic groups unexpectedly diverge, you're probably overlooking opportunities to market to a certain demographic group.

#insights201

I sense an opportunity

Whenever these demographic groups unexpectedly diverge, you're probably overlooking opportunities to market to a certain demographic group.

The tricky part is determining whether to adjust your Facebook marketing or your non-Facebook

marketing.

Q&A

#insights201

But first…we’re doing another webcast!

Thursday, April 261-2pm (Eastern)

http://ar.gy/socialbiz

Integrating social across:• Sales/marketing• Product• Customer service

#insights201

Q&A

Jeff Widman@jeffwidman

Jill Carlson@carlsonjill

Hashtag your questions with #insights201Thanks for joining us!