Tag Archives: paulwriter

3 Ways to Analyze Facebook Fan Page Traffic

NOTE: I had recently scribbled my thoughts on Facebook Insights for India’s growing B2B marketing community http://www.paulwriter.com. Here is the version that is live on the website.

If your brand has a website, you would definitely want to analyze its performance in terms of visitor traffic, its navigation patterns, where the visitors are coming from etc. Based on the analysis of parameters like these, you would want to measure the success ratio of your site. Subsequently these indices would help you in doing a real time check, refining your website goals and making changes to your overall strategy by plugging it back into the website. Such changes could be design level changes or content level changes.

Moving beyond your website, the concept of analytics is also strongly applicable to your other online initiatives as well. The bottom-line is that as a marketer you would certainly want to measure the impact and effect of your activities on any channel.

When it comes to Facebook, the social networking platform is no different. Your brand has a Facebook fan page and you have a bunch of folks who like your company’s official ‘Facebook’ page. You have been posting updates on your Facebook fan page but do not have a clear idea about measuring the response to your activities.

With a few simple yet effective methods, you can measure the level of interactivity of your Fans on the Facebook page:

#1 Using Facebook Insights

A little while back Facebook had announced the improved version of Facebook insights which provides better metrics for Facebook developers and page administrators. The new version has many features which include Page tab analytics, track Facebook sharing and Likes on your own blog or website.

Facebook insights are located on the left sidebar of a fan page and can be accessed by the page administrators.

Facebook Insights

Fan Growth Graph

You can monitor the monthly growth graph of your fans, fans that are being added on a daily basis and the overall rise in fans.

Facebook Fan Growth

Fan Demographics

If you want to position a page towards a particular demographic you can see how many males or females are interacting. The screen below shows that the bulk of the interaction happens in 25 – 34 age groups and the trend holds true for both the males and females category.

Fan Demographics

Fan Geography

Since this is basic data, you might want to dig a little deeper and find out more about the geographic trends like where your fans are coming from. As seen by the figure below Mumbai and Delhi are two of the most popular cities for this fan page. So, if your target audience is from Chennai then you need to figure out how you can position your updates and make them more appealing to the visitors from a particular geography.

Level of Interactions

You can also gauge the type of interactions preferred by your fans i.e. Likes, Comments or even un-subscribes on your page. E.g. it is a matter of concern for a page administrator if the value of un-subscriptions in a week is more than 0 over a consistent period.

Level of Interactions

#2 Using 3rd Party Tools

Other than Facebook’s integrated insights dashboard there are many vendors who provide tools that help the administrators to track activity on their Facebook pages. These tools build on the core philosophy of limitations with Facebook’s own measurement service.

Webtrends Facebook Analytics

Using Facebook’s FBML application you can set up a custom tab which supports HTML language. The limitation with Facebook analytics is it doesn’t quite tell you in detail what happens on the custom tabs. Facebook Insights just shows you the % views received by each one of your tabs.

The Facebook Analytics solution by webtrends captures all the transactional details including custom tabs and flash applications. Similarly if you are running a custom application or are using your Facebook page to drive email sign-ups it can be easily measured by webtrends.

Web Trends Facebook Analytics

#3 Using Google Analytics

If you are a hard-core user of Google analytics and crave for its functionalities then you can integrate its comprehensive set of features with your Facebook fan page. What it means is that you can get insights on your fan pages like visitor statistics, traffic sources, visitor country, keyword searches with all other powerful reporting & maps overlays etc.

To get Google analytics working for your Facebook fan-page, you can follow these steps:

* The first thing that we need to do is setup Google analytics account in-case it is not already setup.
* Then you need to set tracking images and generate custom code.
* The generated code can be placed inside Facebook pages using the FBML application. Google Analytics will track all visits to pages including those pages where the code has been inserted.
* The solution has been created by a London based web-development company for further inputs you can read their detailed blog-post. Another simpler version is available at socialmediaexaminer.com.

It is time for your two cents

If you are aware of other ways and sources through which we can measure the interactions, visitor traffic & other data on Facebook fan page then do let us know and we would be more than glad to include it in this thread.

This exclusive guest post was written by Daksh Sharma is the Director and Co-founder at Iffort, a people centric digital marketing & a web-strategy consulting firm. For more information you can read his blog and visit his company’s website Iffort.

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My Contribution at PaulWriter.com

I was given a kind invitation by Padmaja Nagarur from Paul Writer Strategic Services Pvt. Ltd. to contribute to their newly launched B2B portal www.paulwriter.com. The team is headed by Jessie Paul, who was previously the Chief Marketing Officer of Wipro’s IT business. For more information, you can visit their website www.paulwriter.com.

Here is a write-up which was first posted exclusively at www.paulwriter.com. It talks about some of the aspects that your brand can consider before taking the plunge into ‘Facebook’.

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Facebook: ‘4’ tips for your brand to get it right

It was conceptualized as a small time college network where Harvard university students could share pictures and messages with their buddies. Time has passed by and since then, Facebook has grown to half a billion global users and would fall next only to China and India if it were a country. Talk about users or talk about brands – the adoption has been equally phenomenal! If users are creating profiles, sharing pictures and uploading videos, brands are building their Fan pages to attract and engage with their target audience.

Image Credits: Franco Bouly

Back home here in India, the story isn’t much different. Facebook has surged ahead of Orkut in terms of percentage growth rate and by the time this write-up goes live its strong Indian user-base of 12million+ people would have grown an inch closer to the popular rival Orkut.

With this comes the opportunity; a chance for your company to engage with your prospects, identify and connect with people who would be interested in your product’s next offering.

If you are still evaluating the platform and are trying to estimate the possible returns, here are a few tips which you would want to consider:

It doesn’t work for all – Business & Stakeholder Introspection

Creating a campaign on Facebook & nurturing an online community requires a lot of time and effort. As a conscious business owner, you would certainly want to equate ‘time/effort spent’ to returns. The bottom line is, Facebook isn’t a one size fits all solution. There would be businesses for whom Facebook presence is not at all a necessity.

Whether or not you need to be on Facebook depends on your industry vertical & the type of your product and service offering. A 10-second TV commercial for your moisturiser shampoo brand costs a tonne of rupees and that isn’t even targeted since your product is meant only for girls in the age bracket of 18-24.

Here on Facebook you can define your age group, demographics and then run a targeted campaign resulting in subsequent cost savings when compared to Print/TV advertisement.

On the other hand, if your prospects aren’t thriving on these communities building a dead brand-page isn’t perhaps worth the effort. The reason: Your people are simply not watching you because they aren’t there and even if somebody is he isn’t your target.

Define your expectations

Now that you have realized that your vertical fits into the Facebook schema, the next step is to define your objectives. These objectives are going to be a subset and combination of your top level business goals, expectations from the online medium and from Facebook as a social network.

Make a list of these objectives and prioritize these in the order of importance. Let us say, if you are a beverage company examples of some objectives could be:

  • Attract my target audience and build a loyal fan base.
  • Position my beverage as the favourite energy drink of youth
  • Provide a platform to my customers, where they can learn about our brand’s new offerings.
  • Create fun contest s and drive end-user participation

Synch your needs with Business functions

The next step is to map your expectations with respective business units. E.g. it could be a need arising from your marketing function or from HR or from operations. At the end of it, you need to understand what all my stakeholders require and which units do these stakeholders represent?

Set your Metrics

Lastly, a thorough set of metrics needs to be defined against which your brand’s performance on Facebook can be evaluated. It is absolutely vital, as these metrics will help in ROI calculation and deciding a future course of action. The success or failure criterion of your activities will depend on these metrics. Some examples of these metrics are:

  • Level of engagement of your brand and its definition
  • Relevance of rise/fall in number of page fans in a month’s time
  • Averages Likes and comments on your Facebook page
  • Click through rates for your Facebook ads.
  • Monthly traffic to your website from Facebook

Remember that any activity you need to justify to your cost centre should ideally have metrics in place.

Although it takes less than a minute to build your Facebook presence, these are some of the possible approaches you can take. What is your Facebook plan? Share your tips with us!

This exclusive guest post was written by Daksh Sharma is the Director and Co-founder at Iffort, a people centric digital marketing & a web-strategy consulting firm. For more information you can read his blog https://themarketingblog.wordpress.com and visit his company’s website www.iffort.com.

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