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The most important metric you WON'T find in Facebook Insights

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Rob Clark
Rob Clark

As presented at PodCamp Toronto 2014 Likes. Shares. Viral impressions. Organic reach. Clicks. Social media offers a wealth of analytic tools showing how people are interacting with your content. Tallies of eyeballs and counts of social gestures. Yet few brands or agencies are actually paying attention to the metrics that matters most in marketing and communications. Come for a discussion as to what the most important thing that you're not likely tracking is, and walk out with some solid ideas and best practices of how to track it. Those with Math Anxiety, fear not. This is a session about getting answers and not crunching numbers.

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The Most Important METRIC You Won‟t Find in FACEBOOK INSIGHTS
Rob Clark Director, Insights and Measurement Edelman Digital @theelusivefish
each of my LIKES is worth MAD STACKS and everybody be liking me.
The most important metric you WON'T find in Facebook Insights
The most important metric you WON'T find in Facebook Insights
Like if you think puppies are cute. Yarrr. Talk Like A Pirate Day Mateys. Like if ye be a pirate. Share if you care. For no apparent reason, here is a photograph of a sloth. You’re welcome. The first thing I’m going to do tonight is ___________.
The most important metric you WON'T find in Facebook Insights
A one-click social gesture with ambiguous meaning “I Agree” High five! “I Disagree” I think I‟m sharing this. I clicked by mistake! „bookmark‟ this for later.
Do we count these things because they matter? Or do we think they matter because they can be counted?
For the next slide: STAND UP IF YOU WOULD LIKE THIS ON FACEBOOK
The most important metric you WON'T find in Facebook Insights
For the next slide: STAND UP IF YOU WOULD SHARE THIS ON FACEBOOK
The most important metric you WON'T find in Facebook Insights
For the next slide: STAND UP IF YOU WOULD LEAVE A COMMENT ON THIS
DISCLOSURE - CLIENT
So what do you think? Which of the three pieces of Facebook Content achieved their goal, here in this room?
RAISE YOUR HAND IF YOU KNOW THE DATE THAT GAURDIANS OF THE GALAXY OPENS IN THEATRES
RAISE YOUR HAND IF YOU THINK COKE COULD BE PART OF A WINTER OUTING
RAISE YOUR HAND IF YOU THINK OREO IS AS CANADIAN AS MOM & APPLE PIE Well… Maybe beavers and maple syrup.
How‟d they do?
What we think we are hoping to achieve…
What we are hoping to achieve…
What we are hoping to achieve… • • • • • • Awareness Education/Understanding Establish a Need or Want Create a Positive Association Form or Change an Opinion Establish or Regain Trust
What we are hoping to achieve… • • • • • • Awareness Education/Understanding Establish a Need or Want Create a Positive Association Form or Change an Opinion Establish or Regain Trust
But how do we know what people are thinking?
ASK THEM!
Do you want to build a snowman? On a scale of one to five?
Hands up if in your head you sang the question „Do you want to build a snowman?‟
The most important metric you WON'T find in Facebook Insights
Jan Mar Jun Sep
General Public
What should we be asking
Start with your communications objectives • • • • • • Awareness Education/Understanding Establish a Need or Want Create a Positive Association Form or Change an Opinion Establish or Regain Trust
And your business objectives • • • • Purchase behaviour Purchase consideration Likelihood to recommend Reputation • Customer / Client • Employee • Vendor • Investor
The most important metric you WON'T find in Facebook Insights
Best Practices Ensure the full audience has an opportunity to participate. Use known information about your population to pinpoint sample bias/error
Best Practices Anonymity for participants. Private survey vs. public poll. Good stewardship of personal info. Transparency into how info will be used.
Best Practices Clear questions written in plain language. You, I, and that guy‟s grandma should all be able to read the question and understand it just the same. give me ambiguity or give me something else
Best Practices Succinct. Ask only what you MUST know the answer to.
Best Practices Avoid incentives. Adds a layer of selection bias that‟s generally not necessary.
Best Practices Identify when they became a fan. Are you changing minds or attracting the changed minds?
The most important metric you WON'T find in Facebook Insights
Questions?
Photo Credits Breaking Bad … Huell – AMC Scientists – BrokenCities Coins – xJason.Rogersx Brain – Blake Ferguson Surveyer – Libookperson Crowd – SreejithK Carrot – Kate Vogal Calendar – -EbelienPhotographer – epSos.de

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The most important metric you WON'T find in Facebook Insights

Editor's Notes

  1. Photo credit:BrokenCities http://www.flickr.com/photos/brokencities/5865119585/sizes/l/
  2. xJason.Rogersx http://www.flickr.com/photos/restlessglobetrotter/3824486278/sizes/l/
  3. Blake Ferguson – The Noun Project http://thenounproject.com/term/brain/30409/#_=_
  4. Blake Ferguson – The Noun Project http://thenounproject.com/term/brain/30409/#_=_
  5. Blake Ferguson – The Noun Project http://thenounproject.com/term/brain/30409/#_=_
  6. Libookperson - http://www.flickr.com/photos/libookperson/3982260616/sizes/l/
  7. Libookperson - http://www.flickr.com/photos/libookperson/3982260616/sizes/l/
  8. Blake Ferguson – The Noun Project http://thenounproject.com/term/brain/30409/#_=_
  9. Blake Ferguson – The Noun Project http://thenounproject.com/term/brain/30409/#_=_
  10. SreejithK http://www.flickr.com/photos/sreejithk2000/2385193167/sizes/l/
  11. Carrot – Kate Vogal http://thenounproject.com/term/carrot/2122/
  12. -Ebelien- http://www.flickr.com/photos/-ebelien-/8005453726/sizes/l/
  13. Blake Ferguson – The Noun Project http://thenounproject.com/term/brain/30409/#_=_
  14. epSos.de http://www.flickr.com/photos/epsos/8554448156/sizes/l/