Analytics for Facebook Fan Pages and Tabs with Unica

One of the most exciting developments in web marketing over the past twelve months has been that the website is now considered only one of multiple components of a company’s web presence. Among the many other web presences that companies have these days is often a Facebook Fan page such as the one from Unica seen in the image below.

Fan pages can include custom HTML content on custom tabs such as the tabs “MIS2010” for Unica’s upcoming customer conference and “Save Ned” for an innovative social media campaign of ours.

These things take effort to create. So, naturally you want to measure usage and behavior to help you improve usability and ROI.

Facebook page 8 - Unica MIS2010 custom tab

To that effect, Unica announced the addition of innovative social media marketing capabilities for users of our online marketing solutions this week.

And among these additions is the Solutions pack for Social Media Analytics for Unica’s web analytics solution, NetInsight. Part of the solutions pack addresses tagging of Facebook fan pages and custom tabs for tracking with Unica NetInsight.

More specifically, Unica NetInsight, NetInsight OnDemand, and Interactive Marketing OnDemand customers can:

  • Report on usage trends for their Facebook Fan Page’s Wall tab
  • Analyze usage of any custom HTML / FBML tab that they create
  • Understand interaction within custom tabs, e.g. the clicking of FBJS driven interactive buttons or links

Facebook page 10 - Facebook fan page trends

(click to enlarge)

Users can also create engagement funnel reports such as the following example. This shows visitors interacting with the Fan Page Wall vs. those who proceed to interact with various tabs vs. those who interact with dynamic content within tabs. An example of a custom tab with dynamic content is for instance the Save Ned tab on Unica’s Facebook Fan Page.

Facebook page 9 - Unica Save Ned custom tab

Below is an example of such a funnel. (not actual Unica data from Save Ned)

Facebook page 11 - Facebook fan page funnel

(click to enlarge)

For more information about the Solutions Pack for Social Media Analytcis, Unica customers can contact their account managers.

Multichannel Marketing, 2 years later: The multi-online channel revolution (part 3/3)

In part 1 of this series I summarized the crossroads at which digital marketing has arrived in 2010. Then part 2 explored the surprising advances that turned database marketing into a digital marketing discipline.

Now it is time to look at online marketers.

Back in 2006, my colleagues and I at Unica were still joking about our web analytics competitors’ understanding of multichannel marketing. Back then it seemed much like a scene in the movie Blues Brothers where they would go into a bar to be told by the bar owner that he was interested in all kinds of music:

 “Country and Western”

Similarly web marketing back then was multichannel only in a sense similar to:

“Google and Yahoo”.

 

The old web marketing

In the growth years of Internet usage, web marketers’ focus was centered on their own website and biased towards acquiring visits to the website through advertising.

Rocket science algorithms would optimize advertising spend automatically, e.g. with automated search bid management. Rocket science testing solutions would generate and evaluate thousands of multivariate versions of the same web page to test which one is best at persuading visitors.

But any thought of focusing on the customer was deprioritized.

For example, I recently called my iPhone carrier to say that I was thinking about cancelling the service since reception at my home was unusable. Yet, when I logged into my online account afterwards the website made no attempt to retain me or win me back.

Instead, it was still busy cross-selling me stuff.

Web marketing in 2010: Focus on individual level data for targeting and accurate ROI calculations

It wasn’t due to learning from more tenured marketing colleagues that web marketers changed. After all, in 2010 the web vs. other marketing teams still remain frustratingly silo’d.

But the addition of new online channels has thrust greatness on the online marketer:

Mobile

Mobile is an inherently personal device. So, web marketers aren’t just treating it as a second website but looking into opportunities for more personalized dialog.

For example, San Francisco based GoodGuide’s iPhone application allows users to scan barcodes in the store to get information on a product’s environmental and social acceptability, as well as healthiness. But users can also set lists of favored and “avoid these” products in their GoodGuide account on the fixed Internet website. When you login to your account from the iPhone your favoreds and avoids become available to you.

It is hard to think of a more crunchy-granola (i.e. socially responsible) business than GoodGuide’s. And yet they have integrated individual level data across channels!

Not as an evil scheme, but as a service to their customers! And with opt-in, of course.

That is very promising!

Behavioral Advertising and Email

While ads and email were mass marketing channels, they are now increasingly becoming an extension of a company’s website.

  • The ads that you see when visiting e.g. a newspaper’s site can be targeted to you based on your prior behavior on the advertiser’s website. Many ad networks exist that, for example, help re-market to individuals based on products they abandoned or segments for which they were profiled.
  • The emails that you receive can show personalized content and promotional offers (e.g. coupons) that were dynamically selected for you based on your click behavior on the website. For example, one Unica client in Europe is sending more than 1 million unique email variations per month.

Advertisers

It is most unexpected, but another push to go from the aggregate to the individual level comes from advertisers.

Why?

As more marketing funds are shifting online, accountability is king. Media buyers want to take credit for influencing individuals that were exposed to ads even if they didn’t click on them. That requires integrating web and ad serving analytics at the level of individual ad viewers and website visitors.

Several analytics vendors, including Unica, make that possible now.

Social Media

Finally, social media pushed web marketers over the edge in their appreciation for multichannel integration with an eye towards individual level interactions.

  • Marketers are keen to learn which customers have interacted with their Facebook application even if there wasn’t a direct click-through to the website.
  • The Facebook API provides information on an individual’s social graph, i.e. their connection to other Facebook users.
  • Websites equipped with Facebook Connect can draw on Facebook authentication outside the Facebook.com domain. That means they can also draw on other Facebook API information in the visiting individual and include that in their analytics and behavioral targeting.
  • Advertising networks have become available that target ads to individuals based on their social graph, i.e. assuming that you are more likely to care about XYZ if your direct friend connections purchased XYZ.
  • Social CRM has become a buzzword and refers to various online interactions with individual customers. For example web marketers are keen to see that disgruntled Twitterers receive a direct response to turn them around. Meanwhile fans should get encouraged to keep spreading the word.

There is still a missing link for integrating CRM with Social CRM in terms of mapping individuals’ identities. However, vendors are already working on closing that gap.

  • Social media monitoring tools such as Radian6 list together each individual’s blog vs. Twitter vs. Facebook identities if they can detect them.
  • Vendors such as RapLeaf have begun offering social data append services for CRM databases.

Summary

  1. Bottom-line, the web marketing world is in the midst of an onsite-offsite integration era.
  2. That has required web marketers to move beyond aggregate level data and think about data at the level of individuals.
  3. With that, they now share with direct marketers an appetite for individual level click data for the purposes of analyzing and behavioral targeting.
  4. This happened at a time when technology has become increasingly integrated between analytics, email marketing, and behavioral targeting.
  5. Online-offline integration is not main-stream yet. But never before have web and direct marketers been so parallel in their multichannel goals and thinking.

I am excited for 2010.

Social Media Metrics to Fit Your (Secret) Business Goals

Social media are challenging and humbling. The discussion of how marketers should use them is often clouded by vague recommendations, niche anecdotes, and buzzword mania.

The confusion has also impacted marketing analysts. More than ever they are facing questions of what can be measured and how. But very often there is neither a clear business goal nor action plan behind the question.

In order to select meaningful analytics for Facebook, LinkedIn, Twitter, blogs and videos, the key (as always) is to start with the business goals that your company is pursuing with each social media marketing effort.

But, as Jim Novo pointed out months ago, your team must come clean on what these business goals really are.

  • For example, just because you are blasting out messages on Twitter doesn’t mean that you are really doing viral or social marketing. You are just running a reach and direct response campaign much like any other form of spam or PR.
  • In that case you should also measure success with very similar metrics to those used for spam and PR, as Jim pointed out.

While there are wonderful lists of available metrics for social media overall, I didn’t come across a list yet that is grouped by the various business goals companies may be pursuing with their social media campaigns.

So, therefore, here is the grouped list that I would like to encourage.

Business Goal Description Typical Key Metrics
Brand advertising Even though the biggest opportunity with social media is thought to be in facilitating conversations, it is obvious that many marketers are still approaching social media in a way that is more similar to traditional advertising or PR. Companies doing this should then look at typical advertising metrics to measure and improve success

  • Reach and frequency, e.g. unique users and views of your Facebook application or Twitter followers
  • Engagement, e.g. number of comments or links on a post.
  • Share of voice
  • Quality of the audience that you are reaching, e.g. demographic fit
Direct response advertising Still with traditional marketing methods in mind, marketers often post tweets or blog articles with the goal of triggering a direct response, e.g. a registration to an event or an alert to a current promotion

  • Click-throughs
  • View-throughs
  • Outcomes, e.g. conversions, revenues, ROI.

Viral marketing The opportunity to increase the reach and effectiveness of your marketing messages through viral distribution represents both the most exciting and also the most challenging aspect of social media. The networked nature of social media makes them ideally suited for viral multiplication effects. Companies that know how to facilitate conversations and how to build their brands through the voices of their customers stand to build the best brands.

  • “Virality”, e.g. re-tweets on Twitter, application invitations on Facebook, or pick-up of your marketing messages across the blogosphere
  • Social graph of visitors reached by your effort, e.g. the number of their friend connections
  • Sentiment
  • Context of the conversations

Focus group It is often said that: “On traditional media you can shout but you cannot listen. On social media you cannot shout but you can listen.” Marketers that take this idea to heart may think of social media as a giant focus group that provides a window into the hearts of the market place and customers.

  • Volume of chatter on various topics, marketing messages, ad campaigns, or competitors that relate to the company’s business
  • Sentiment
  • Context of the conversations

Customer service Some social media channels, especially Twitter or blogs, provide the opportunity to respond or comment directly to the individuals that posted an article. This opens up the opportunity to encourage and thank fans while reaching out to help customers that are in need of help or feel disgruntled.

  • Customer cases handled
  • Improvement in customer satisfaction or net promoter score

Social CRM The opportunity to make social marketing personal extends beyond manual customer services. Namely, there is an opportunity for interactive marketing. Social media are part of the interactions and experiences that individuals have with your brand. It is commonly accepted that marketers should listen to their clients so that they can be relevant in their communications instead of interrupting with untargeted messages. As such, individuals’ interactions with your brand on social media represent another great channel for listening to individual customers and taking their interests into account.

  • Topical keywords that relate to an identified individual’s posts on Twitter, blogs, etc.
  • Topical keywords that relate to the posts with hyperlinks to your website from which an individual has clicked through to your site
  • RFR (Recency, Frequency, Reach, i.e. social graph.)

The overview reveals that social media measurement require combining data from multiple sources:

  1. Typical web analytics metrics such as unique visitors or views, click-throughs, and outcomes such as conversions, revenues, profits.
  2. Data about social media participants such as their demographic profile or number of friend/follower connections. This information would typically be available from the APIs of social media platforms or from social media monitoring solutions
  3. Social media monitoring trends such as the volume of chatter around specified topical keywords as well as sentiment

If you are a Unica customer, ask your account manager for our technical paper on how to measure metrics such as the above using Unica NetInsight and social media monitoring solutions.