4 key facebook metrics you should be using right now social media week 2013

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4 Key Facebook metrics you should be using right now (and a few other :ps…)

#smw4keymetrics @gravitythinking

Gravity Thinking, Emerson Studios, 4-8 Emerson St, London SE1 9DU T 0203 7143000 E [email protected] W gravitythinking.com

FB http://facebook.com/gravitymarketing TW http://twitter.com/gravitythinking

LI http://linkedin.com/company/gravitythinking

Specialist Digital, data and social media

Accountable Data driven and attribution

focused

Independent

5 Years – 25 technologists, strategists & creative thinkers

Partnered Technical, development and

Social

Discipline in digital

Building brand equity through digital and social marketing

About Gravity Thinking

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Facebook insights goes some of the way….

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….and the export data spreadsheet can take you all the way….

…but what do you look at and what does it mean ?

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1. Organic post reach

Facebook’s Defini/on: Life:me The number of people who saw your Page post in News Feed or :cker, or on your Page’s Wall. (Unique Users) Where to find it: Facebook Insights Post Level, Key Metrics Sheet, Column I Best expressed: as a % = total organic reach / no of posts= average organic reach per post then divide by total number of fans = 12-‐15% Why is it important ? It tells you how well Edgerank rates your posts

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1. Organic post reach

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1. Edgerank

Tip: Use a ruler. Make sure you measure content performance so you know what works best for your audience.

It all starts with your content. Your posts need to have the polish of an ad and be conversa:onal enough to engage people. Not easy.

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Tip: Mix it up. Typically only 12% – 15% of your audience will be shown your content organically, so make sure you design for different audience segments.

Facebook’s EdgeRank decides whether or not your content will be seen in your Fans’ News Feeds.

1. Edgerank

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Fans can take both good and bad ac:ons. That helps EdgeRank decide to show your content to more, or fewer, of your Fans.

Tip: Look for the bad news. Seeing posi:ve stuff is easy, but people hiding or spamming your posts can kill your organic reach.

1. Edgerank

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Tip: Don’t throw good media dollars on poor content. ‘Nuff said.

Aier crea:ng great content, here is your second key lever. Making a “page post ad” shows your content to a lot more of your Fans.

1. Edgerank

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Tip: Ask for the sale. Use crea:ve CTAs that encourage people to share your content.

Now here’s where things gets tricky… When your fans take posi:ve ac:ons, it generates “stories” and EdgeRank decides which of their friends see them.

1. Edgerank

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Tip: Double down. If you see a post is working really well, consider targe:ng non-‐fans with your page post

Their friends see the content in their News Feeds and can also take ac:ons, driving EdgeRank again (or not).

1. Edgerank

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Tip: Put your best foot forward! Test and learn to find the right budget, :ming, and targets for Sponsored Stories.

Here is your third lever. Make a good thing even beoer. Use Sponsored Stories to amplify Fans’ posi:ve engagement and show content to more of their friends.

1. Edgerank

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1. Edgerank

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•  Measure content performance •  Design content for different audience segments •  Watch all user ac:ons, including the nega:ve ones •  Spend media dollars wisely •  U:lize CTAs •  Target non-‐fans with strong content •  Only amplify your best content

…….so to make Edgerank work for you remember

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Facebook Dashboarding -‐ how it works

Accepts Permissions

Social Performance Dashboard Deep Data Your Content Your Audience Your Performance

Scoring algorithms deliver real-time

measurement

✓

Audience Segments

Export: Direct

Marketing & CRM

PageScore

PostScore

PeopleScore

Engagement

100m Data Points per 100k Users

•  Real-‐:me Dashboard •  Jane is in the highly engaged Passionate Urbanite

segment; allowed email match-‐back Monthly Subscription API

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PageScore

447 DASHBOARD FEBRUARY 2013

PUBLISHING ACTIVITY AUDIENCE GROWTH

AVERAGE REACH CONTENT AMPLIFICATION (VIRAL FRIENDS OF FANS)

AVERAGE ORGANIC POST REACH AVERAGE POST RESPONSE

Offers

0 Ques:ons

0 Text Posts

0 Link Posts

0 Events

0 Photo Posts

25 Video Posts

1 Total Posts

26

370K

1,587K

3,309K 4,315K

2,122K 1,986K 14K

22K

236K

139K

298K 37K

27K

30K

53K

106K

74K 48K

0K 500K 1000K 1500K 2000K 2500K 3000K 3500K 4000K 4500K 5000K

Sep Oct Nov Dec Jan Feb

Organic Viral Paid

FAN ENGAGEMENT

5%

10%

35%

25% 27% 27%

0.00%

5.00%

10.00%

15.00%

20.00%

25.00%

30.00%

35.00%

40.00%


704K 752K 795K 863K

946K 995K

0K

250K

500K

750K

1000K


5.2%

4.29% 4.58%

7.50%

13.44%

8.26%

7.46%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%


1.06% 1.15%

2.39%

3.20% 3.11%

1.21%

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%


14.83

9.73

42.54

30.51

40.05

7.56

0

5

10

15

20

25

30

35

40

45


AUDIENCE BEHAVIORAL SEGMENTS

35.48%

0.14%

43.89%

16.67%

3.82%

0% 20% 40% 60% 80% 100%

Storytellers

Advocates

Consumers

Likers

Cynics

POST SUMMARY FEBRUARY 2013

AVERAGE ORGANIC POST REACH AVERAGE POST RESPONSE AVERAGE POST DECAY (HOURS)

AVERAGE STORYTELLER ACQUISITION AVERAGE NEGATIVE RESPONSE AVERAGE POSTSCORE

18.59%

8.79%

6.30% 7.26%

3.45% 3.56%

0%

2%

4%

6%

8%

10%

12%

14%

16%

18%

20%


2.39 2.42 2.64 2.70

2.92 2.58

0

1

2

3

4


252 138

795

461

648 638

-‐

100

200

300

400

500

600

700

800

900


9

17

11

13

8

10

0

2

4

6

8

10

12

14

16

18


PUBLISHING ACTIVITY BY POST CONTENT PUBLISHING ACTIVITY BY MEDIA TYPE

Budge:ng

1 Card Edu.

3 Entertain.

5 Gen Lifestyle

7 Shopping

2 Tab Promo

7 Tips

1 Total Posts

26

Promo

9 BPV Either/Or

4 Quote

1 Royalty Free

0 BPV Fill-‐in

4 Brand Poster

Photo

6 Brand Poster

Illus.

1 Total Posts

25 By Promo vs Non-‐Promo By Audience Segment

10

16 15

5

6

Travel

Outdoor

Food

Non-‐Promo

Promo

4.29% 4.58%

7.50%

13.44%

8.26% 7.46%

0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%


1.06% 1.15%

2.39%

3.20% 3.11%

1.21%

0.00%

0.50%

1.00%

1.50%

2.00%

2.50%

3.00%

3.50%


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2. Post response

Facebook’s Defini/on: Life:me The number of people who clicked anywhere in your posts. (Unique Users) Where to find it: Facebook Insights Post Level, Key Metrics Sheet, Column P Best expressed as a % of people that ‘interacted with a post” = ‘Lifetime Engaged User” / “Lifetime Post Total Reach” Why important ? Shows how well people react to your content and if you use paid content posts that drive engagement are worth weight in gold

Posted Lifetime Post Total Reach

Lifetime The number of people who saw your Page post. (Unique Users)

9/20/13 5:56 AM 5538

Lifetime Engaged usersLifetime The number of people who clicked anywhere in your posts. (Unique Users)

278

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2. Important elements of post response

Timing

Targe:ng


Copy


Assets

POSTSCORE ANALYSIS FEBRUARY 2013

0.00

0.00

3.10

2.30

1.80

2.75

2.90

0 1 1 2 2 3 3 4 4

Offers

Events

Ques:ons

Videos

Link

Text

Photo

BY TYPE BY CONTENT BY MEDIATYPE

BY AUDIENCE SEGMENT BY PROMO VS NON-PROMO BY TIME AND DAY

3.10

3.60

2.80

2.40

3.15

2.90

3.20

0 1 1 2 2 3 3 4 4

Ques:on

Fan Thanks

Curated

Promo

This or That

Fill In

Seasonal

3.35

2.75

3.10

0 1 1 2 2 3 3 4 4

Outdoor

Travel

Food

2.40

3.35

0 1 1 2 2 3 3 4 4

Promo

Non-‐Promo

2.58

2.60

2.44

2.67

2.33

2.66

2.75

0.00

0.00

3.26

3.33

2.38

2.67

0.00

0.00

0 1 1 2 2 3 3 4 4

Sunday Saturday

Friday Thursday

Wednesday Tuesday Monday

10PM -‐ 12PM 6PM -‐ 10PM 2PM -‐ 6PM 12PM -‐ 2PM 9AM -‐ 12PM 7AM -‐ 9AM 5AM -‐ 7AM 12AM -‐ 5AM

3.75

2.80

2.90

3.15

2.90

3.30

2.90

0 1 1 2 2 3 3 4 4

Snipgraphic

Img Frame

Watermark

This or That

Fill In

4 Up

Quote

POST PERFORMANCE – POSTS 1 - 3 of 28 FEBRUARY 2013

POSTSCORE 4

TYPE Photo

MEDIA TYPE Promotional

CONTENT TYPE Tab Promo

PROMOTIONAL Yes

RESPONSE RATE 4.7%

SHARES 3,069

COMMENTS 318

LIKES 19,634

NEGATIVE % .14%

POSTSCORE 3.33

TYPE Photo

MEDIA TYPE Promotional

CONTENT TYPE Card Education

PROMOTIONAL Yes

RESPONSE RATE 4.4%

SHARES 246

COMMENTS 58

LIKES 6,946

NEGATIVE % .37%

POSTSCORE 3.33

TYPE Photo

MEDIA TYPE Best Practice; Fill-in-the-blank

CONTENT TYPE Entertainment

PROMOTIONAL No

RESPONSE RATE 5.3%

SHARES 116

COMMENTS 255

LIKES 1,938

NEGATIVE % .74%

a AudienceArc February 24 a AudienceArc

Kick off your shoes off and start enjoying the great weather!

February 3

I like my steak with a side of _________!

a AudienceArc

Make sure you set your payday priorities!

February 15

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3. Stories

Facebook’s Defini/on: A ‘story’ is an ac:on that can be seen by a user’s friends. For posts, stories are generated by ‘Likes’, comments and shares. Where to find it: ‘Life:me Post Stories by ac:on” Tab Best expressed: Count ‘Likes’, comments and shares on a post on your :meline – not all are equal – create a weighted engagement score Why important ? Balance lightweight engagement, brand relationship and advocacy

3. Stories -‐ products

3. Stories – heritage / AiR

3. Stories -‐ dis:llery

3. Stories – Highland Games

80% 79% 87%

80% 76% 73%

17% 18% 11%

17% 20% 21%

3% 3% 2% 3% 4% 6%

0%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%


STORYTELLER SUMMARY FEBRUARY 2013

AVERAGE ENGAGEMENT FREQUENCY (STORIES) AVERAGE PEOPLESCORE

AUDIENCE ENGAGEMENT FREQUENCY (NUMBER OF ENGAGEMENTS)

STORYTELLER VALUE SEGMENTS STORYTELLER GROWTH

High Value

1% Medium Value

37% Low Value

61% Storyteller Value Segments

31%

69%

Gender Breakdown Top 5 Countries

1 United States – 91% 2 La:n America – 6% 3 United Kingdom – 1% 4 Spain – 1% 5 France – .1%

2.20 1.94 2.00

1.85 1.74 1.70

0

1

2

3


Female

Male

5 or more :mes 2 to 4 :mes Once

RE-‐ENGAGED STORYTELLERS

1.11 1.10 1.12 1.19 1.32 1.27

0

1

2


815 775 1,552

6,293 6,598

12,220

0

2,000

4,000

6,000

8,000

10,000

12,000

14,000


1.50%

2.04%

4.95%

6.35% 7.94%

9.19%

0%

2%

4%

6%

8%

10%


TOP STORYTELLERS FEBRUARY 2013

PROFILE PIC

NAME TYPE ENGAGEMENT FREQUENCY FIRST SEEN

LAST SEEN

INFO LEVEL

MATCH BACK

PEOPLE SCORE

Jane Smith Storyteller High High 7/27/12 2/26/13 Basic ý 4.00

Jane Smith Storyteller Medium High 7/30/12 2/26/13 Extend þ 4.00

Jane Smith Storyteller High Medium 8/13/12 2/26/13 Basic ý 4.00

John Smith User Medium Medium 10/7/12 2/27/13 Basic ý 4.00

Jane Smith User Medium Low 11/13/12 2/26/13 Extend þ 3.50

John Smith Storyteller Low Low 11/17/12 2/26/13 Extend þ 3.40

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4. Nega:ve responses

Facebook’s Defini/on: Life:me The number of people who have given nega:ve feedback to your post, by type. (Unique Users) Where to find it: ‘Life:me Nega:ve Feedback” Tab Best expressed: Add total nega:ve ac:ons and divide by the number of unique users reached by the post (on ‘Key Metrics Tab” the “Life:me Post Total Reach” Why important ? If puvng paid spend need to track in real :me – benchmark average nega:ve feedback – due to content or off ad targe:ng (eg non fans)

Food for thought……

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CUSTOMER

DEMOGRAPHICS Name: Jane Smith Age: 32 Birthday: Nov 13, 1980 Gender: Female Family: Married Education: MBA College: Dartmouth Major: Economics Home: San Francisco, CA Hometown: Bloomfield Hills, MI Country: USA Employer: Oracle Position: Sales Director Language: English, French

INTEREST GRAPH BRANDS Mercedes Benz, BMW, Tesla, NorthFace

CELEBRITIES Anderson Cooper, Maria Bartiromo, Lindsay Vonn

SOCIAL GRAPH FRIEND: Nancy Age: 36 Gender: Female Likes: Tesla, Prada Check-Ins: Giant Stadium

BROTHER: Aaron Age: 34 Gender: Male Likes: BMW, Ferrari Check-Ins: Heavenly Mountain

Resort

ACTIVITY GRAPH CHECK-INS � Giant Stadium � Disney World � Heavenly Mountain

Resort � AMC Metreon 16

RSVPs � Giants Game � Heavenly Weekend � Family Movie Night � Dartmouth Reunion

AUDIENCE PROFILE SEGMENT: High income, urban mom’s, car enthusiast

BIRTHDAY: Turned 32 in November2012

PROMOTION: Her job title just

changed in January 2013

NEW BABY: Had her twin boys

in February 2012

LIFE EVENTS

Social – detailed user data

Run Anova

Run Correlation

Run K-Means Clustering

Run Frequency Distribution

Run Clusters

Develop Segment ID

Develop Annotated List

Produce Audience Segments

Grants User Permissions

Pull Profile Data

Run X times

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Luxury Auto Brand Page ‘Likes’

BMW

Mercedes Benz

Infiniti Lexus Range Rover

Activities

Outdoor Sports

(Summer)

Winter Sports

Auto Racing

Bike Riding

Nascar

Demographics

65% Male v. 35% Female

Top 5 Cities:

•  Chicago •  Boston •  Daytona Beach •  Miami •  Newport Beach

11% 36%

27% 14%

12%

65+ 45 - 64 25 - 44

18 - 24 Under 18

Other ‘Likes’

15% The Harry Potter Book Series 30% The Rolling Stones 40% Motorcycles 25% Roller Coasters

Relationships

•  27% ‘Like’ 3 or more luxury car brands and 34% ‘Like’ 2 or more •  Fans in urban areas are 4x more likely to ‘Like’ multiple luxury car brands •  Rolex and Nieman Marcus are the top retail brands liked by fans of luxury car brands •  Of Winter sports, skiing is the most commonly named activity

Profiles

Number of Profiles: 157,320

36% shared on Facebook, Twitter, etc. 9% shared multiple times 78% were not existing fans and of those, 90% (110,439) liked the Page

Developing audience segments

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•  Facebook insights only go so far

•  Delve deeper for more insight

•  Consider us of ‘Big Data’ tools to aid analysis

•  Think about how much further you could go……

Summary

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QUESTIONS?

Gravity Thinking, Emerson Studios, 4-8 Emerson St, London SE1 9DU T 0203 7143000 E [email protected] W gravitythinking.com

FB http://facebook.com/gravitymarketing TW http://twitter.com/gravitythinking

LI http://linkedin.com/company/gravitythinking

Facebook fan segmenta:on Sample Report

1.  Analyse Facebook user profile data (with appropriate access permissions) to develop an understanding of the brand’s Fan base and surface sta:s:cally significant Fan segments

2.  Analyse segments to determine interac:on, by segment, with brand content

3.  Provide user-‐level CRM-‐match with associated segmenta:on data appends

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Objec:ve

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Process Step Explanation

Frequency Distribution Determines total count and percentage from all Fan ‘Likes’ categories as well as individual ‘Likes’

K-Means Clustering Creates clusters of ‘Likes’ and ‘Likes’ categories using data from the frequency distribution

Anova Measures the effect size between clusters to see if they are statistically different

Correlation Determines the degree of correlation between clusters

Repeat & Refine Run the previous steps 2+ times to determine segments

Clusters Manually examine the segments and determine if further segmenting is required

Human Segment ID From the initial set of segments, determine which are significant and common characteristics

Fan Segments Description and summary statistics of the final segments

Run Anova

Run Correlation Run

K-Means Clustering Run

Frequency Distribution

Run Clusters

Develop Human Segment ID

Produce Fan Segments

Implement FB Survey

Pull Fan Data

Rerun 2+ times

Fan segment process map

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Findings

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•  4,185 respondents •  3,420,960 total ‘Likes’ •  817 average ‘Likes’ per respondent •  139,934 unique Pages over 210 content categories

•  1,215 unique Pages were Liked by at least 10% of the survey universe

•  Target was the top Page with 61% of respondents being Fans of the Page

Overview

•  The universal client Fan shows three common elements: •  Budget-‐Focused – Fans ‘Like’ a wide variety of Pages in retail categories to look for

deals & coupons •  Home-‐Centric – Prominent categories of Pages reflects their home-‐centered lives •  Health/Beauty-‐Conscious – 9 out of the top 20 Pages center around health/beauty

•  The graph below shows universal Fans and their Page ‘Likes’ from the top 10 percen:le of Pages (1,215 Pages). In total, there are 192,128 Fan ‘Likes’ within these pages

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17.39% 15.62%

13.62%

8.95% 7.58% 6.96% 6.81%

4.25% 4.14% 3.73% 3.33% 2.95% 1.91% 1.80% 0.98%

0.00% 2.00% 4.00% 6.00% 8.00%

10.00% 12.00% 14.00% 16.00% 18.00% 20.00%

*Other category includes a wide range of additional Pages ranging from Fed Ex to JetBlue

Universal Client fan overview

Top 20 Pages, broken down by percentages:

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61%

54% 53% 52% 51% 51% 50% 50% 49% 49% 49% 49% 49% 48% 48% 48% 47% 47% 47% 46%

0%

10%

20%

30%

40%

50%

60%

70%

Universal Client fan overview (ctd)

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1st Popular 2nd Popular 3rd Popular 4th Popular 5th Popular

Music Universal Music Group Country Music The GRAMMYs 80’s Music Yamaha Ent. Group

Television FX Has The Movies The Ellen DeGeneres Show SpongeBob SquarePants Official Peppa Pig – US WNCN

Books Books R Us Slap Dash Mom James Patterson Kelly Stilwell Aunt Maggie Rocks

Internet Good Housekeeping All You Magazine Womensforum.com TotalBeauty.com ShefFinds.com

Movies Redbox Yahoo! Movies Oz The Great and Powerful Blockbuster AMC Theaters

Universal Fan ‘Like’ Count ‘Likes’ per Fan

Music 1,342 1.6

Television 14,244 17

Books 4,678 8.4

Internet 4,216 5.0

Movies 11,434 13.7

Metrics by media Pages:

Top five media Pages:

Universal Client media pages

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Sample Segment analysis The analysis produced segments that are both sta:s:cally significant within the universal popula:on and sta:s:cally different from other

segments. Following is a sample segment:

Segment Bio and Behavior

The Passionate Urbanite is driven by their interests and values. While showcasing a traditional religious outlook, their Page ‘Likes’ revolve around media consumption and cars. Of all three segments, they care the

most about entertainment, particularly African-American-centric music, television, and movies.

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Segment Demographics

•  Gender: Female/Male

•  Age: 45 – 64

•  Ethnicity: Caucasian & African American

•  HHI: $0K - $25K & $40K - $70K

•  Rent/Own: Rent & Own

•  Segment Value: High

•  Segment Content Engagement: Medium-High

Primary ‘Like’

Associated ‘Likes’

Fan segment: Passionate urbanite

The graph below shows the percentage of Fans that ‘Like’ AT&T U-‐Verse and an addi:onal Page

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13% 13% 13% 13%

11% 11% 11% 11%

9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9% 9%

0%

2%

4%

6%

8%

10%

12%

14%

*These ‘Likes’ do not repeat with the other Fan segments

Passionate Urbanite – top ‘Like’ pages

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‘Likes’ Per Fan 1st Popular 2nd Popular 3rd Popular 4th Popular 5th Popular

Music 2.5 Yamaha Entertainment Group No Ego Records Universal Music Group The GRAMMYs EMG Pickups

Television 29.9 FX Has The Movies The Ellen DeGeneres Show Hallmark Channel USA Entertainment Tonight Dog and Beth: On the

Hunt

Books 11.1 James Patterson Suzanne Woods Fisher Ryan Winfield Susan May Warren Fiction Siri Mitchell

Internet 24.5 iHeartRadio Good Housekeeping AOL Kudosz Womensforum.com

Movies 26.4 Redbox Oz The Great and Powerful AMC Theatres Cinemark Wreck-It Ralph

Total Page ‘Likes: 28,964 Average number of ‘Likes’ per segment responded: 526.8

Media Total ‘Likes’ by media Music 140

Television 1,642

Books 613

Internet 1,347

Movies 1,450

Top ‘Likes’ by media

Passionate Urbanite overview

The Savvy Mom supports her family by locating the best possible deals/coupons and in some cases, generates extra income through an independent consultancy or personal business venture (e.g., Etsy). She likes products that frequently offer coupons and that are easy to stockpile. She’s resourceful and is

seen as practical.

Segment Bio and Behavior

50

Segment Demographics

•  Gender: Female

•  Age: 25 – 44

•  Ethnicity: Caucasian

•  HHI: $35K - $40K & $50K - $70K

•  Rent/Own: Rent & Own

•  Segment Value: High

•  Segment Content Engagement: Medium-High

Primary ‘Like’

Associated ‘Likes’

Fan segment – Savvy Mom

The graph below shows the percentage of Fans that ‘Like’ Oberto Beef Jerky and an addi:onal Page

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*These ‘Likes’ do not repeat with the other Fan segments

15%

13%

12% 12% 12% 12% 12% 12% 12% 12% 12%

10% 10% 10% 10% 10% 10% 10% 10% 10%

0%

2%

4%

6%

8%

10%

12%

14%

16%

Fan segment – Savvy Mom page top likes

52

‘Likes’ Per Fan 1st Popular 2nd Popular 3rd Popular 4th Popular 5th Popular

Music 1.2 Yamaha Entertainment Group 80’s Music Universal Music Group Rock Music The Fillmore Detroit

Television 19.3 FX Has The Movies The Ellen DeGeneres Show

SpongeBob SquarePants Official Peppa Pig – US WNCN

Books 16.5 Kelly Stilwell Books R Us Slap Dash Mom Aunt Maggie Rocks Gladys Parker and Christina Lanphere

Internet 27.2 Good Housekeeping All You magazine Womensforum.com TotalBeauty.com Thri"y Momma Ramblings

Movies 15.4 Redbox Hop Blockbuster Walmart Moviecenter Oz The Great and Powerful

Total Page ‘Likes: 31,854 Average number of ‘Likes’ per segment responded: 612.6

Media Total ‘Likes’ by media Music 64

Television 1,003

Books 616

Internet 1,414

Movies 801 Top ‘Likes’ by media

Savvy Mom overview

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Savvy Mom ‘Likes’ Per Fan

Boardwalk Bettie ‘Likes’ Per Fan

Passionate Urbanite ‘Likes’ Per Fan

Universal ‘Likes’ Per Fan

Music 1.2 1 2.5 1.6

Television 19.3 14.5 29.9 17

Books 16.5 5.3 11.1 8.4

Media 27.2 15.1 24.5 5.0

Movies 15.4 10.5 26.4 13.7

Across segments, the Fans in the Passionate Urbanite group have the most media ‘Likes’ in 3/5 categories, while Savvy Moms have the highest amount of ‘Likes’ per Fan

Total Brand ‘Likes’ Avg. ‘Likes’ per Respondent Savvy Mom 31,854 612.6

Boardwalk Bettie 29,269 340.3

Passionate Urbanite 28,964 526.8

Universal 684,192 817

Sample segment comparison

54

Sample CRM Export (Facebook)

Fan Name

Reach (Friends/

Followers) Email Address Profile Link Fan Segment Engagement

Level Influence First Seen

Last Seen

Client CRM Segment

Marcus Nieman 693 [email protected] https://www.facebook.com/ xxxx Savvy Mom Med High 9/12/12 4/30/13 2a

Jill Lang 703 [email protected] https://www.facebook.com/xxxx Savvy Mom Med High 7/10/11 5/30/13 3c

Tyler Morrison 731 [email protected] https://www.facebook.com/xxxx Passionate

Urbanite Med Med 5/6/11 4/17/13 2a

Amanda Feldt 511 [email protected] https://www.facebook.com/xxxx Boardwalk

Bettie Low High 3/2/13 5/30/13 4e

Robert Florent 575 [email protected] https://www.facebook.com/xxxx Passionate

Urbanite Med Med 12/28/13 5/22/13 4e

Zoey Fields 490 [email protected] https://www.facebook.com/xxxx Boardwalk

Bettie Low Low 1/24/12 5/27/13 2a

Mark Downey 274 [email protected] https://www.facebook.com/xxxx Passionate

Urbanite High Med 7/20/11 5/08/13 3c

Eric Liebert 607 [email protected] https://www.facebook.com/xxxx Boardwalk

Bettie Low Med 6/16/10 5/09/13 2a

Katherine Smith 598 [email protected] https://www.facebook.com/xxxx Savvy Mom High High 9/13/13 5/09/13 4e

Kevin Nguyen 276 [email protected] https://www.facebook.com/xxxx Passionate

Urbanite Low Low 2/7/12 5/30/13 2a

Sample export data to Client CRM

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Measuring campaign effec:veness

Social measurements :e to the brand’s overall success metrics. Social KPIs are defined at the brand level, with social measurement mapping back to key success metrics. AudienceArc, in conjunc:on with tradi:onal research tools, measures audience, content and campaign value, showing you what drives brand metrics.

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Social KPI’s Framework

M E T R I CS

B RA N D S O C I A L K P I s

40% Lii Over Control

Purchase Intent Brand Awareness Online Retail Sales Advocacy/Referral

Quarterly Social Fan/Follower Survey 1. Fan/Follower Survey 2. Social Competitive SOV Referral Traffic from Social Social Shares, Retweets, etc.

30% Increase Year 1

15% Of Referral Traffic

300k Shares

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Audience Segments & Engagement

BrandFacebook

Page

100k to 10m+ fans Audience ProfilingCohorts and propensity modeling by

demographics, psychographics, likes, activities, etc.

Data StoreApproximately 10 million data points

per 10,000 authorized fans

Facebook Profiles AudienceArc

BIEngine

Pulls allavailable data

Algorithms:Clustering, Propensity& Statistical Analysis

BrandSurveyResults

BRAND SURVEY

�/�+!��&ƞCampaign RecallPurchase Intent

Facebook brand research

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Glossary

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