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Implementing Facebook Measurement
       Megan Douglas, Manager of Consulting Services, Webtrends
Julie Gillison, Program Manager – Product Development, Webtrends
Today’s Topics




          Facebook Pages                          Facebook Apps
•    Quick to get started & reach fans   •  Apps can do just about anything
•    Post content to fans’ news feeds    •  Some development effort to get
•    Fans can like, comment, share          started
•    Requires regular action             •  More engaging experience
                                         •  Greater marketing potential
                                         •  Add Apps to your Pages
Which is best?




Why not have both!
What’s this presentation about?
•  What this isn’t…

•  What this is…
Agenda
•    Getting started
•    Dashboards & Page Insights
•    Post Insights
•    Apps
•    Campaigns & ROI
•    Top 5 takeaways
Implementing Facebook Measurement

HOW TO GET STARTED
What to measure?
What to measure?
What does Webtrends bring to the
           table?
         Facebook Page Space
         •  Sourced from Facebook API


         Facebook App Space
         •  Sourced from Facebook API
         •  Webtrends collected data &
            custom reporting
It’s How Easy?!?

  No tag required!
  Log into Analytics 10
  Create Facebook Page space
  Instantly view Page Insights
Implementing Facebook Measurement

FACEBOOK PAGE SPACE
Connect to Facebook API

                  Must have
                  admin rights
                  to Facebook
                  Page
                  OAuth 2.0
                  secure
                  connection
                  30+ fans
                  required
Connect to Facebook API




* Webtrends does not store usernames and passwords
Select Page to Track

Auto detect pages you administer
Name the Space & Save
                Grant users
                access to the
                space
Space is Created!
               Webtrends
               populates
               past 58 days
               of data
Implementing Facebook Measurement

DASHBOARDS & INSIGHTS
Space Dashboard

Key metrics
Trends
Interactive
widgets
Customizable
Annotation View

Overlay posts
Correlate
posts to
trends
People
Fans
Fans: Gender + Ages
Fans: Like Sources
Geo: Cities
Geo: Countries
Geo: Locales
People
Fans
Fans: Gender + Ages
Fans: Like Sources
Geo: Cities
Geo: Countries
Geo: Locales
People
Fans
Fans: Gender + Ages
Fans: Like Sources
Geo: Cities
Geo: Countries
Geo: Locales
People
Fans
Fans: Gender + Ages
Fans: Like Sources
Geo: Cities
Geo: Countries
Geo: Locales
Content
Negative Feedback
Page Consumptions
Page Impressions
Page Impressions: Frequency
Page Impressions: Story Types
Page Post Impressions
Page Stories
Page Views
Place Check-ins
Post Impressions: Frequency
Posts by Admins
Referrers: External
Tab Views
Content
Negative Feedback
Page Consumptions
Page Impressions
Page Impressions: Freq.
Page Impressions: Stories
Page Post Impressions
Page Stories
Page Views
Place Check-ins
Post Impressions: Freq.
Posts by Admins
Referrers: External
Tab Views
Content
Negative Feedback
Page Consumptions
Page Impressions
Page Impressions: Freq.
Page Impressions: Stories
Page Post Impressions
Page Stories
Page Views
Place Check-ins
Post Impressions: Freq.
Posts by Admins
Referrers: External
Tab Views
Content
Negative Feedback
Page Consumptions
Page Impressions
Page Impressions: Freq.
Page Impressions: Stories
Page Post Impressions
Page Stories
Page Views
Place Check-ins
Post Impressions: Freq.
Posts by Admins
Referrers: External
Tab Views
Content
Negative Feedback
Page Consumptions
Page Impressions
Page Impressions: Freq.
Page Impressions: Stories
Page Post Impressions
Page Stories
Page Views
Place Check-ins
Post Impressions: Freq.
Posts by Admins
Referrers: External
Tab Views
The Data
•    48 hour lag in Insights for Pages
•    Daily updates
•    All history available *
•    All data is exportable via REST API or CSV




           * From when space is created in Analytics 10
The Webtrends Differentiator
•  Access all your historical data
•  View Facebook, YouTube & Twitter
   analytics all in one place
•  World class UX team & data visualizations
•  Export all your data for free!
Implementing Facebook Measurement

POST ANALYTICS
Posts
Negative Feedback
Page Consumptions
Page Impressions
Page Impressions: Freq.
Page Impressions: Stories
Page Post Impressions
Page Stories
Page Views
Place Check-ins
Post Impressions: Freq.
Posts by Admins
Referrers: External
Tab Views
Posts & Comments
•  View all post content
  –  Photos, links, videos, etc.
•  View all comments and who commented
•  Key engagement metrics
Post Types & Search
•  Filter by post type
•  Search all posts
Post Discovery
•  Select metrics most important to you
•  Sort by any metric
•  Selection is saved to preferences
Post Metrics
Date Created                Paid Impressions
Reach                       Paid Impressions: Unique
People Talking About This   Impressions by Fans
Likes                       Impressions by Fans: Unique
Comments                    Paid Impressions by Fans
Shares                      Paid Impressions by Fans: Unique
Impressions                 Organic Impressions
Stories                     Organic Impressions: Unique
Virality                    Viral Impressions
Engaged Users               Viral Impressions: Unique
Consumptions                Negative Feedback
Consumptions: Unique        Negative Feedback: Unique
The Data
•  Posts, metrics & comments updated
   multiple times per hour
  –  Near real-time retrieval and storage by our Big
     Data platform
  –  View ALL comments
  –  Stops updating after 28 days
•  Facebook provides lifetime values
•  Data is exportable via REST API or CSV
The Webtrends Differentiator
•  Explore all posts and comments
•  Near real-time retrieval and storage of
   data in our Big Data platform
•  Discover which posts are most effective
•  Rich user experience
•  Access all your historical data
•  Export all your data for free!
Implementing Facebook Measurement

FACEBOOK APP SPACE
Connect to Facebook API

                  Must have
                  admin rights
                  to Facebook
                  App
                  OAuth 2.0
                  secure
                  connection
                  30+ fans
                  required
Connect & Select App to Track
    Auto detect apps you administer
Or, manually enter App ID & App Secret
Data Sources
Choose data to include: WT + FB or FB only
Why include Webtrends data?
•  What did fans and non-fans view and
   click?
•  How long did they interact with app?
•  How were they referred to app?
•  What type of devices were used?
•  Track conversions
•  Measure campaign effectiveness
•  Enable custom reporting
How to get Webtrends data?
•  Download the v10.2 tag + Facebook
   plugin from the Facebook App space
•  Add tag to your app
•  (Optional) Customize the tag
App Insights
Without the Tag                        With the Tag
Ages & Genders                         Browsers
Authorizations                         Categories & Drilldown
Canvas Views                           Mobile: Devices + Browsers
Comments                               Screens
Cities & Countries                     Time: Daily & Hourly Activity
Likes                                  Users: Influence Potential
Photos                                 Users: New + Returning
Shares
Status Updates                         Any custom report!
Stream Stories
API Calls & Errors


            Does not include full list of out-of-box reports
The Differentiator
•  Access all your historical data
•  Combine Facebook Insights with the
   power of Webtrends tag
•  Customizable!
•  Export all your data for free!
Implementing Facebook Measurement

MEASURING ROI IN FACEBOOK
So, what’s the problem anyway?
So, What’s the Problem Anyway?




DRIVERS    FACEBOOK APP   CONVERSIONS
The Webtrends Differentiator

•  Cross-Domain tracking
•  Visitor ID Alignment Across Channels
•  True Campaign Performance
   Measurement
The Webtrends Differentiator




DRIVERS     FACEBOOK APP   CONVERSIONS
How do I get it?

•  Hire Webtrends Implementation Services
   to assist your agency!
•  Hire Webtrends Social to build your
   campaign!
Keys to Campaign Success

•  Modify Server Side Code
•  Point banners, SEM, ads, etc. directly to
   your app
•  Define Conversion Events
Top 5 Takeaways


•    Easy to get up and running quickly
•    All your data in one place
•    Export all your data, easily and for free
•    Cross-Channel visitor identification
•    True campaign ROI
Rate
 Session
   &
Speakers/
Panelists
Thank You
                Megan Douglas
     Manager, Webtrends Consulting Services
        megan.douglas@webtrends.com

                      Julie Gillison
Engineering Program Manager, Webtrends Analytics
           julie.gillison@webtrends.com
                   blogs.webtrends.com
Implementing Facebook Measurement

APPENDIX
Reference
Analytics 10 Help
http://help.webtrends.com/en/analytics10/facebook_about


Facebook Insights definitions
http://developers.facebook.com/docs/reference/fql/insights/
Engage 2013 - Implementing Facebook Measurement

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Engage 2013 - Implementing Facebook Measurement