sudha jamthe
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@SUJAMTHE
FACEBOOK DATA INTELLIGENCE
Sudha Jamthe, eBay Inc.June 28 2012
San Francisco
@SUJAMTHE
My Social Measurement Compass
Ref: @setlinger of Altimeter Group
@SUJAMTHE
Measure only what you want to manage
@SUJAMTHE
What do we
REALLY Want?
@SUJAMTHE
1. Target Right customers
2. Viral Play = Engagement on Brand Pages
3. Track Intent to purchase
What do we *REALLY* want?
@SUJAMTHE
1. Target Your customers – Access with Permission
@SUJAMTHE
1. Target Your customers – Access with Permission
@SUJAMTHE
1. Target Right Customers – Audience Targeting Platform
@SUJAMTHE
2. Engagement Challenge : Facebook EdgeRank
Facebook EdgeRank controls the key to measuring the actual reach of Facebook messages.
@SUJAMTHE
2. Facebook Engagement – Benchmark Competitively
1. FANS - Size, reach, and growth of the fan page
2. ENGAGEMENT - User interactions and engagement to content
3. COMMUNITY - Community management, response rate, key influencers, CORE FANS
4. COMPETITORS – Benchmark with Competition
@SUJAMTHE
Engagement : Measure Content Engagement
@SUJAMTHE
Payvment: Measure Conversion End to End
@SUJAMTHE
Summary
1. Measure what you want to manage
3. Target Audience Right
4. Balance Privacy and Permission
5. Be honest about imperfect social data and limitation of technology
6. Engage with Content
7. Measure Conversion End-to-End
@SUJAMTHE
Questions?
@sujamthe
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