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Tracking, applications & Open Graph

Marcin Nagraba (Project Manager)Jan Zajac (CEO)

@Social Media Week Open Graph workshop, London, 26.09.2012

Data-driven fuel for social media marketing

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Where do we come from?

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Our solution - Sotrender

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Sotrender: Analyse & optimise

Detailed analytics & reporting on

KPI, best content etc.

One score of social media performance

Data-driven recommendations & calls to action –

90 proprietary data mining algorithms

Management of content &

workflow

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Apps & Facebook Pages

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Facebook Pages & apps go together!

Facebook Page is constant communication that

engages and reaches stable number of Facebook users

App is extended user experience

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Facebook Pages & apps go together!

Social ads and sponsored

stories

Contests, customer feedback, helpdesk

Constant two-way communication

Community of engaged brand’s fansGood quality,

everyday content

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Facebook Page & apps go together!

App is a story generation V8 engine

Supplements Facebook Pages

A new way of interaction with the brand

A new quality of engagement and boost exposure

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Importance of tracking Facebook Pages

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Tracking Facebook Page

See ups and downs in fans engagement

Time of fans activities => adjust communication to their

habits

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Tracking Facebook Page

Check most and least engaging content

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Tracking Facebook Page

Active fans – ranking of activities and dates

Behavioural segmentation of active fans

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Tracking Facebook Page Data-driven recommendations & calls to action –

data mining algorithms & specific tips

Better engagement = exposure of brand’s content to right people

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Tracking apps

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Data-driven apps development process

Reqs & Design

Build

LaunchMeasure

Analyse

If app doesn’t meet the goals – redesign it!

Launch is just the beginning!

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Tracking and the Open Graph - Insights

New and active users

Active Users, auth, demography, retention

Stories: published, impressions, clicks, mobile data etc

Actions, impressions, refferals

Age, gender, language, country,

App’s blocks, spam reports,

App’s rates (stars), income (in $)

API calls, HTTP errors, page load time

Tens of metrics

www.developers.facebook.com/apps

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To make things simplier

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Tracking and the Open Graph

retention

virality active users

engage-ment

www.developers.facebook.com/apps

Just essential KPIs for app’s growth and reporting

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Tracking and the Open Graph – app’s growth

= new users per existing active users

Virality = 9,99%

Focus on 2-3 stories only (e.g. shares & comments). Landing page and permission's dialog are important as well Let the users type in a message when taking action, enable explicit sharing actions Actions in users news feeds are the key

Tips

virality

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Tracking and the Open Graph – app’s growth

retention= returning active users (users that used the app more than once).

Design your apps to provide repeat value Keep the content fresh => e.g. by promoting UGC Show friends activity feed to users Encourage competition and collaboration between friends

Tips

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Tracking and the Open Graph - evaluation

engagement= quality of traffic Define it on your own to meet your goals (e.g. published actions per active user).

Engagement

monthly active users = quantity scope of apps, number of people

not only exposed but also engaged

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The future

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The future is CMTO Source: http://venturebeat.com/2012/08/23/the-hot-new-cxo-chief-marketing-technology-officer-infographic

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Tottally free of charge for 14 daysTry out Sotrender!

www.sotrender.com

London, UK: 9 Devonshire Square, EC2M 4YFWarsaw, Poland: Nowogrodzka 50/413, 00-695

We would be grateful for feedback