Popular in Course
verified elite notetaker
Popular in Business Administration
This 15 page Document was uploaded by an elite notetaker on Tuesday December 22, 2015. The Document belongs to a course at a university taught by a professor in Fall. Since its upload, it has received 9 views.
Reviews for Social-metrics
Report this Material
What is Karma?
Karma is the currency of StudySoup.
You can buy or earn more Karma at anytime and redeem it for class notes, study guides, flashcards, and more!
Date Created: 12/22/15
Andrew is the Aussie bloke living in the U.S., Heather is the American gal living in Australia; together they travel the world sharing strategies on how to put your business on Autopilot. Doing business online is no longer about having a website. To get more clients and take care of the ones you have, you’ll need a map. They’ve got it. So, sit back and relax, and welcome aboard. This flight is bound to Autopilot Your Business. Andrew McCauley: In today’s podcast, we are talking about social metrics. MC: Have you picked up our online survival guide yet? Get prepped for the future of online marketing by going to www.aybguide.com. Andrew McCauley: Hey everybody! This is Andrew McCauley from Autopilot Your Business. Welcome to Podcast #65. Today, we are talking about social metrics. In fact, we’re going to dig into one of the big social media platforms that are out there and give you a bit of an insight into some of the metrics that we look at and some of the things we think you should be looking at as a business when you’re using that social platform. Now, of course, joined with me all the way from sunny Sydney is Heather Porter. Hello, Heather! Heather Porter: Hello, Andrew! Hello, everybody! It’s our Easter weekend. Yay! Andrew McCauley: Happy Easter to everybody that celebrates Easter! Heather Porter: Yeah, to everyone all over the world. It’s a cool time. It’s a little bit of down time for us and a little bit of reflection and it’s been good. Andrew McCauley: Yes, yes, yes. So, tell us what’s been going on with you, H. What have you been doing this Easter week? You’ve been out and about and speaking to people, I think. Heather Porter: Well, last week, I did. Yeah, I was out and there’s a really cool group of people here in Australia called The Entourage and they basically have this whole entrepreneur incubator, really, where they do master minds and workshops and I’m an on-going mentor with those guys so I popped in and had three sessions with their entrepreneurs on, of course, online marketing – surprise, surprise! – and social media and some of the really cool things that we’re going to share in this episode as well. So, it’s been good. What about you? Andrew McCauley: Excellent. Heather Porter: You’ve been teaching? Andrew McCauley: I’ve been teaching a lot lately. I’ve been teaching all sorts of things – Facebook and general Internet marketing. I’ve been talking about social metrics as well. So, it’s all happening out there and, you know, I’m finding that Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com www.autopilotyourbusiness.com people are just still – and I think this will happen for a while – they’re still getting overwhelmed with what’s going on. You know, I typical went out to teach some Facebook stuff just recent, the other night, and, of course, Facebook rolled out our new layout for our business page and it didn’t roll out to all of our pages so some of our pages are still in the old version and some are in the new one. Heather Porter: Yeah. Andrew McCauley: So, if you haven’t got your Facebook page yet, it’s coming out soon. But, you know, every time I go to teach something and I have my slide deck all prepared, you know, now I’m used to checking my slide deck just hours before the presentation in case anything’s changed. And, of course, Facebook changed and I had to quickly scamper around to change my slide deck, but that’s just what I expect now, you know? Heather Porter: So… Andrew McCauley: And then, yeah, the other thing was you and I also, we also spoke together on a webinar… Heather Porter: Oh, we did, yeah. Andrew McCauley: …or a Hangout to a bunch of master mind people that were out of the US and that was a pretty good call, too. We were speaking about membership sites. Heather Porter: Yeah, that we were, and just the benefits of having them and all the different, we were giving case study after case study of, you know, why they’re so good and what basically any business can use them. So, yeah, it has been a bit of a week of teaching, hasn’t it? Andrew McCauley: Yeah, well, it was. I’m sure (00:03:37 unclear) you can hear those dogs in the background but it sounds like someone’s having fun out there with some dogs. Anyway… So, what have you learned this week? I’m going to chuck that at your first before I get into mine. Heather Porter: Yeah. This has been a really good week for actually learning and, actually, I’m happy to give a shout-out for this particular thing I’ve learned. So, there’s a guy named Siimon Reynolds and he’s known in Australia for doing this crazy ad campaign. It was back in the 80s, I think. So, he’s ad background but he’s built businesses and I stumbled across four of his videos that he sends out to entrepreneurs and business owners on how to grow your business. And, you know what, it was a really cool reminder of the fact that – us included, and all business owners – we can get very stuck in the day-to-day, putting out fires, working with clients, and we forget our vision and where we’re headed as a business. And I have to Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com www.autopilotyourbusiness.com admit, I’m getting a lot of good information about how to manage your to-do lists, how to come up with your vision, how to rekindle relationships with past clients from this series of videos that he’s put out. So, what I’ve learned, I suppose, is right now to refocus on our business and our direction and how important it is for every single business owner to re-do this and take time every now and again to restructure how you’re working on your business. Andrew McCauley: So, are you saying that we’ll never have a late podcast again because our to-dos will be up to date? Heather Porter: I think part of this is that we’re going to be utilizing our team better in certain areas. Andrew McCauley: Sure, I’m looking forward to it. I know you sent me over the videos and I’m looking forward to it because it is a very vital piece and we’ve done this a couple of times but it’s like anything, next thing you know, suddenly six months have gone past and it’s like, “Wow! I’ve had my head buried in things that we’re doing and it’s time to come up and, well, let’s just check where we’re sailing this ship.” Heather Porter: Yeah, because then you go from being proactive to reactive. So, it’s a good check-in point. Check the pulse of your business and see where you need to go from there. Andrew McCauley: Exactly. We’ve got a number of new team members that have come on since then, too, so it’s good for them to see that direction as well. Heather Porter: What about you? What have you learned? Andrew McCauley: Well, I learned about a new tool this week, actually. It’s called Knovio. It’s spelled K-N-O-V-I-O. Knovio. Now, it’s a presentation tool. So, if you’re doing online presentations for people, it’s a great tool. But what I really like about it is, if you go and let’s say you’re doing a presentation to somebody and you really want them to get the message and, you know, you give them a slideshow – a PowerPoint or a KeyNote – and they may take it away, but they really don’t get the message fully because it’s not delivered by you. You know, maybe you’ve given it to somebody on their team to deliver to the actual person who makes the decisions. So, what Knovio does is it lets you add your own personality. It basically brings your presentations alive with your own personal video or your audio commentary, too. So, you know, you can use your iPad’s built-in camera and microphone to tell your story about the presentation. So, it actually connects your little video to your PowerPoint, I guess, and puts a little overlay on it so that you can actually send your presentation to a whole bunch of people so they will understand it at once. So, if you’re good at desktop sort of publishing and can create videos and stuff like that then maybe it’s not going to be beneficial to you. But, if you’re one of those people that doesn’t get Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com www.autopilotyourbusiness.com technology then this sort of app is a great little app that you can use to put a presentation together with a video as well as your slide deck as well. Heather Porter: Is it kind of like a simplified version of like ScreenFlow or Camtasia? Andrew McCauley: Well, no, I don’t think it is because that would be more editing video. This is more about it turns the camera on when you’re flicking through your slides. So, if you’ve got your slides on your iPad, for instance, you can flick through and, as you’re talking about your slides, you’re looking at the camera, talking, so you’re creating that whole presentation. And, you know, it’s pretty easy to use as well and you can view it anywhere. So, people can view it on any browser or mobile device as well. So, you can send it by email, you can embed it on your website if you want to do it that way, you can even publish it on social media so that people get to see this presentation. So, if it’s a presentation you want to use and share around, you can certainly do that as well. Heather Porter: With your team, too. That would be pretty helpful, yeah. Andrew McCauley: Yes. So, that’s Knovio, K-N-O-V-I-O. So, check it out. So, having said that, today, we are talking about social metrics. How exciting is that, hey? Everyone is just riveted to their seat. Heather Porter: Riveted. Andrew McCauley: Or riveted to their iPods running through the jungle. Heather Porter: This is one of those things where you do have to know it. I love what you just said to me earlier, how you were talking about these metrics to one of the groups you were talking to this week and just how they really got the importance of why you need to understand them. So, I think after we’re done, people actually will be riveted to this information. Andrew McCauley: Well, we will make it pretty not-so-heavy. It’s not going to be a lot of numbers and facts. Heather Porter: No. Andrew McCauley: But, you know, what I do want to start off with is the fact that, you know, if you look back – say, ten, fifteen years ago – when you were running ads on newspaper ads or you were running radio ads or TV ads, you know, how long did it take for you to find out whether that ad worked? You know, it wasn’t an instant result. Heather Porter: Sometimes never. Andrew McCauley: Right! Right. So, you had to really think, “Well, I’ve spent this much money on an ad. I don’t know how many people have come through,” unless you’ve got, like, a specific phone number or a call to action on the newspaper ad or Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com www.autopilotyourbusiness.com the radio that you could measure those calls from, and a lot of people didn’t do that – they just put their normal work number there – you really weren’t knowing whether your add was working or not. And you were generally tied into a campaign so that, you know, the radio station said, “Well, you’re going to run 50 ads at 30 seconds a piece for the next three weeks,” and you sign the agreement. You couldn’t get out of that, you know? And, if you had a really crappy ad that wasn’t converting or wasn’t doing what it was supposed to, tough titties! You had to run with that ad pretty much for the rest of the month, right? Heather Porter: And you wouldn’t even know which time of the day worked better than the other. And, oftentimes, they would just put your spot in, you know, randomly, and, sometimes, in bad times of the day as well. Andrew McCauley: Absolutely, absolutely. So, what’s happened now, what’s happened today is that, you know, you’re looking at ads these days in real-time. You can see ads – whether you’re running ads on wherever you’re running ads – but you can see the results instantaneously. So, you can basically sit there and watch your metrics and see which ads are working, which times of day is working, which calls to action are working, which pitches, which images, which headlines. There are so many factors that you can start to measure and see what’s working. And, if it’s not working, you can turn it off, re-do a new one, or change the headline. So, what I love about metrics these days is that there are instantaneous results so that you’re not spending money on things that don’t work anymore as long as you’re looking at the metrics right. Heather Porter: Yeah, and you get ideas of exactly what to say because you’re quickly seeing exactly what the market wants. But, more importantly – some of the tips we’re going to share right now, too – you can see what’s working best for your competitors and you can just take ideas from that. Andrew McCauley: Absolutely. So, one of the things I do, you know, want to make sure people understand is why are you doing the stuff you do? Why are you running ads? Why are you creating the content that you’re creating? Because so many people are creating content these days and, you know, we’ve spoken about this infinitely but content is all the rage – people are creating content – but is there a method or a reason why they’re creating it other than, “Well, everyone else is doing it? Should I just create it as well?” So, one of the things you want to ask is, “Well, what’s your goal?” You know, “Am I creating an ad or content to increase awareness or am I trying to generate leads from what I’m doing? Am I trying to convert leads to sales? Am I looking at, you know, retaining existing customers? Or am I trying to reduce costs?” So, if you get clear about what the “What is your goal?” question then that’s going to start to really make this a lot simpler. Heather Porter: And, I guess, one more point on that as well is, I know, I think you’re reading this book as well and I am too called “Jab Jab Right Hook” by Gary Vaynerchuk and what I love that he says in that book and I do agree with is that, Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com www.autopilotyourbusiness.com now, when you’re using Facebook and social media, you’re looking at each piece of content as a micro-content that actually has a specific strategy around it so you’re no longer just throwing out stuff online; every single thing you do is strategized into the ultimate outcome of, you know, what you’re doing with your tribe online. Andrew McCauley: You know, yeah, I’m glad you said that because that’s not as easy as it sounds, you know. Heather Porter: No way. Andrew McCauley: There is a lot of preparation needed for that and you know we’re going through that sort of stuff with our social right now and I know I’m going to think of doing that but there is a lot of planning about what is the content? What’s the overall theme? What’s the purpose? What do we want people to do? You know, what is the aim of this content piece at the end of the day? And it really takes a lot of thinking power to come up with that and it can be a little overwhelming, especially if you’re a solopreneur or an entrepreneur that has a small team. Heather Porter: Yeah, exactly. Andrew McCauley: But, you know, one of those things is start in small chunks and then work your way up, but you definitely want to start. Here’s a couple of things that I also want to mention is that there are literally thousands of metrics now that you can measure. You know, if anyone’s ever logged into Google Analytics, you’re going to see a whole bunch of options on the left-hand side of what you could be measuring or what has been measured and then you can run a whole range of custom reports on top of that. So, that’s just Google Analytics. Then, we dig into all of the social sites and all the email marketing and all that sort of stuff. You could be spending all day just looking at numbers. So, I guess the point is which one do you really want to know? Which one do you really need to know? Because there are donkey metrics out there, too, that people falsely are paying their hat on, you know? And I’m not saying this is much but, you know, a couple of years ago, people were saying, “Well, this Facebook page has 3,474 likes. Well, that’s nice, but what does that really mean?” Heather Porter: With two people talking about it. Andrew McCauley: Two people talking about that. But what does it really mean? I mean, it means that they’ve spent some money and bought a whole bunch of cheap likes in another country. So, likes sort of went out the window for a lot of people but there are still people saying, “This is how many likes we’ve got in our Facebook page.” Whoopie doo. “How many followers do I have on Twitter?” Who cares? Once again, you can buy that sort of thing. “You know, I have 15,000 views on a YouTube video.” Well, that’s nice but you could have bought those as well. Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com www.autopilotyourbusiness.com So, there is a lot of metrics out there that people are falsely getting judged on and/or they’re hoodwinking their bosses saying this is an important metric and, realistically, it’s not, you know? Heather Porter: So, the two things I think I look for or I know I look for are engagement and conversion. Andrew McCauley: Yeah. Heather Porter: And so, likes don’t mean anything unless you know what’s happening behind the scenes of those likes. Posts don’t mean anything unless you know what’s happening, you know, behind the scenes of those posts and updates. So, speaking of analytics, I know there’s definitely loads out there but let’s talk about specifically the things that we recommend that you pay attention to. Andrew McCauley: All right. So, let’s just narrow down because we’re going to talk about the big one – that’s Facebook – let’s talk about analytics or metrics on Facebook for this episode because there are literally another seven episodes of different social platforms we could do on this podcast with different metrics, but by this and the seventh one, we probably won’t have anybody listening to us so maybe we’ll just stick with Facebook and then you can use that as a generalization for the other platforms. Heather Porter: I think so, yeah, and Facebook’s a big one that most people are using and are familiar with. So, yeah. Andrew McCauley: Yes, yes, all right. So, let’s kick in. Firstly, we’re talking about Facebook metrics for your business page or your fan page, okay? We’re not talking about any metrics that you have on your profile because you really are not going to see too many metrics there. So, when we’re talking about metrics, it’s going to be the ones that you see on your business page or your fan page. So, H, which ones do you like to look at when you are looking at results for your efforts? Heather Porter: Okay. Good question. So, in your Facebook page, you find these by clicking on the Insights button which is right under your cover photo or I think it’s still going to be there after the changes or up at the top in sort of the admin edit area. There’s a View Insights button. So, inside there, you’re going to be presented with a new menu up at the top which has overview, likes, reach, visits, posts, and people. In each one of these, you can actually get detailed information. I look, really, only kind of I guess big picture on going because I don’t want to overwhelm myself and I don’t have time to dig deep into all these all the times. Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com www.autopilotyourbusiness.com So, obviously, overview – I like to see what’s happening with my post reach and my engagement and my likes. Likes, as we said, is not as important. I focus more on the engagement. I want more likes, of course, because that means we’re growing, but also, engagement is the most important because I’m constantly looking at “Am I increasing my engagement?” Obviously, if I’m increasing my base and my likes then I want to also be increasing my engagement. If I’m increasing likes and decreasing engagement, what that says to me is I’m not doing a good job because people don’t want to talk about it. Andrew McCauley: Hey, just (00:17:39 unclear) pause you just for a second. Heather Porter: Yeah. Andrew McCauley: If you want to see what these look like, we’re going to add some images. I’ll put some images on the actual post on our podcast page for this episode. So, I’ve got some images already set up for it so let’s put those on the post so that you can see those and, as we’re talking about these, you can see what we’re looking at. Heather Porter: What we’re actually talking about here. Andrew McCauley: Yeah. Heather Porter: Engagement is an interesting thing as well. It’s very wholistic. What we found is that it’s not just about one type of post; you do want to mix and match. You want to have just text, you want to have videos, and you want to have images, and you want to mix and match because some of those get clicks, some of those get comments, and some of them get shares. And so, you know, it’s weird. Like, I’ve noticed with just text, you tend to get the most reach and, with videos, you get the most clicks. So, you want all of that as part of your engagement so that’s why you’re constantly doing different things. And, if you just think it’s all about images, you’re wrong. You know, you want to be looking at your analytics and your insights to see, in fact, that it’s much more about, you know, wholistically looking at how you’re talking to people on your account. Andrew McCauley: It’s funny you say that. What I think what we’re finding, and I’ll share this with everyone, is that videos will get a click and people will click on a video and watch a video, but then, they won’t necessarily comment or share it, but they will watch it. So, that sort of gives you an indication, “Well, okay. If you want people to share this or comment on it then maybe there’s a call to action needed in the video so that people actually do that.” So, this is why it’s so cool because you can see what’s missing in your content that really helps you structure the stuff that people are looking for. Sorry, I just wanted to just jump in there and mention that. Heather Porter: No, I know. But that’s exactly why I use this stat because you’re in the overview and you’re looking at your posts in the last week and you can very clearly visually see your reach, your clicks, and your comments and shares because they’re all color-coded. So, it’s a great place to see also which posts you can actually Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com www.autopilotyourbusiness.com create as ads because, obviously, the ones that are organically taking off means that people like them. So, there’s not a lot of guessing games. So, like, a good rule of using this or a good way of using this is, every week, you can go in, see what your popular, you know, top three – depending on your budget – one to three posts are, and then you can actually turn those into ads. And, sometimes, they’re going to be call to actions and, sometimes, they’re just going to be brand awareness as well. So, it’s a great way of using these stats and getting more people on your page. Andrew McCauley: So, that’s on the posts. That’s the overview and posts page. Heather Porter: That’s overview and you can also access that on the post. You can see more deeply what’s going on your posts as well from there. Like, you know, what times people are actually engaging on your page. Andrew McCauley: Yeah, yeah, great. Okay. What other analytics or metrics do you like to look at on Facebook? Heather Porter: Well, I like to go into People because I want to make sure that my efforts are at the right target market. So, if I’m just basing my business and my advertising towards women, I want to make sure that I’ve gotten my messaging right and, in fact, that the majority of my fans are women and if the age range is accurate. Like, I know that we were exposed to a page where, for whatever reason, there were likes that were purchased or ads running without actually targeting the interest properly and they have this whole fan base that’s in the teens which has nothing to do with what they actually want. So, that’s why it’s so important to keep an eye on your people because then you know that, yes, you are going after the right market, you’re attracting the right people, and also you can see in there the country and city and language of the people that are engaging with your page as well. Andrew McCauley: Yeah, that’s a good point, too. I really like that, the fact that you can see who the most engaged country is and which the most engaged city is. So, you know, if you’re a local business and you’re running some Facebook ads and suddenly the most engaged city is not your city that you’re trying to attract then something is drastically wrong. You know, you’re paying either money or time and effort in growing a list of people that aren’t the relevant target market. So, people, the people section is a very, very good spot to just check out what’s going on. And, the other thing that I do like is Facebook will tell you your percentages, as you said, of females and males and the age group breakdown, but they also give you a comparison of the rest of Facebook as well. So, it’s a pretty good little metric that you can check out. I like that. Heather Porter: Absolutely, yeah. Before we were talking briefly about the overview tab and I said that you could access parts of that in the post tab, but I want to revisit the post tab because there’s an important part in that tab I want you guys to pay attention to. Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com www.autopilotyourbusiness.com And, when you click on posts from inside your Insights, there are three sub- categories – when your fans are online, post types which is where Andrew and I are getting that data from which works best, right? So, is it the video? Is it a link? Is it text? It’ll tell you in there. And, here’s my favorite: top posts from pages to watch. So, if you guys have your business page, you would have noticed above your cover photo in the administrator area, directly on your page, there’s this new little feature where you can add pages to watch. So, this could be competitors, this can be mentors of yours, people that you’re just trying to study and understand how they’re building their traffic. And, what happens is, when you add these pages to watch which I recommend all of you run out right now and go do, inside your post and in the sub- category of top posts from pages to watch, it’s going to show you the posts from those pages that are getting the most traction and engagement. So, now, you’re not only studying your own page but you’re now able to see five other pages and their top posts to get great ideas of what you also can be doing on your page. Andrew McCauley: Yeah, that’s pretty cool. I actually was playing around with that the other day and looking at some competitors of ours and I’m like, “Ooh! That’s good! We’re beating that person,” or, “We’re beating that company,” you know? Heather Porter: Yeah. Andrew McCauley: But it’s just good to see. And then, there was one company that I didn’t consider much at all as a competitor and they were just smashing it out of the park and I’m like, “Well, I really want to see what these guys are doing. They’re going a great job.” Heather Porter: Yeah. Andrew McCauley: So, they really piqued my interest about that, too. Heather Porter: Exactly. Andrew McCauley: That’s really good. Heather Porter: And, back on the overview tab, you can actually, because, again, overview is just a quick snapshot. It’ll actually show you where your engagement is for the week in comparison to the pages that you’re watching. So, if you scroll down to the bottom, you can see where you fit into the scheme of things with other pages. 9And, if you’re noticing some of those pages that you’re watching are spiking with engagement, study them. You know, find out what’s going on and what is making their page take off. (00:24:32 unclear) Andrew McCauley: Yeah, that’s great. That’s really good. Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com www.autopilotyourbusiness.com Now, one thing that I do want to mention is that insights from Facebook are fairly good and there’s a whole range of information you can find out. A lot of this will use Facebook and will try and drive traffic – and this is what we teach, using these as tools to drive traffic to your website and, you know, how do you make sure that the efforts that you’re putting into Facebook are actually driving traffic, you know, result in traffic into your website? And one thing that a lot of people don’t realize is that Google Analytics, if you’ve got Google Analytics in your website – you should have Google Analytics on your website – you actually can see which social sites are driving traffic to your website and Google Analytics gives you a good indication of which Facebook posts were also driving traffic there as well. Now, you’ve been digging in Google Analytics a little bit lately. Do you want to give us any insight on that? Heather Porter: That’s in the referrers’ area from memory. Google Analytics is one of those tricky platforms like the rest. It’s always changing its mind about how it’s going to be laid out. Andrew McCauley: Yeah, in the acquisitions section, if you look in acquisitions on your analytics and then there’s a social drop-down and look in the overview, you’ll see something that tells you how many page visits you’ve had all up and then, of those page visits, how many are coming from Twitter, Facebook, LinkedIn, Pinterest, YouTube, and all that sort of stuff. So, it gives you a very good indication of whether your marketing – if it’s on those platforms – are working or not. Heather Porter: It’s true, yeah, and you’re right. So, earlier, we were talking about the two things you’re looking for – engagement which we’ve just been talking about how to sort of measure that but conversion. So, conversion is just the next step – taking that next step, clicking or buying from you. And, in this case, Andrew, what you’re saying is, obviously, you can go see are your efforts working to drive traffic back to your website. And I don’t want to go too techie here but I just want to say this because I think everyone needs to know about it is, in Facebook, when you’re running ads, you can obviously run ads to pages – like, web pages – and what’s cool is it offers this little thing called a tracking pixel. There’s loads of other advanced techniques but this is really, really simple for people that are just wanting to use ads and not get too overwhelmed by it. If you’re placing an ad to your own web page then, basically, it offers you, Facebook says, “Here’s a tracking pixel,” which is just this little piece of code that you give to your web designer or your web programmer and you say, “Put this piece of code on my Thank You page.” So, how it works is, essentially, you’re sending traffic from Facebook to a page or your choice – like, a landing page – and then, once the person passes through or signs up to the Thank You page, they’re going to hit that Thank You page on the way out, that’s where that little piece of code or that tracking pixel then says, “Hey! Cool! So, this person clicked on the ad, went to the landing page, and converted or signed up.” Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com www.autopilotyourbusiness.com So, what happens is, inside your Facebook Ads manager, it’s going to show you – it’s so easy – its shows you how many clicks you got on that particular ad and how many people converted because of that pixel. It tells you actual, it just says, right there, it says, you know, “Five leads,” for example. So, another very, very easy thing that Facebook has built into their ads that anybody can use and you just keep in mind you need to put that code on your Thank You page so you know that they’ve successfully signed up. Andrew McCauley: Now, in their feed, if you don’t have a web designer handy because someone built your website and you don’t know who they are anymore, you can get someone to do this from Fiverr.com, right? Heather Porter: Yeah, yeah, yeah. Andrew McCauley: So, it costs you $5.00 to get it done so it’s probably worth – not probably, it is worth doing it. Heather Porter: So worth it. Andrew McCauley: I just want to just round off with a little story about we had some people that were running some Facebook ads to their page and this sort of goes back and wraps up how you can really see from metrics whether your efforts are working. They had a page that was getting about 3,000 visits a month and they were running some Facebook ads and they were spending a bit of money on Facebook ads and they didn’t know whether it was working or not. So, they gave us their analytics and, basically, we saw that, of the 3,000 visits that we were getting – well, they were getting – to their page, they had less than 100 people coming from Facebook. So, they were like, “Wow! Is that all we’re getting?” and we’re like, “Yeah.” “But lots of people have liked our page.” Well, it’s good liking the page or liking the post, but that wasn’t your goal. Your goal was to get them to come to a website and whatever it was they were selling at the time. So, this metric, just by knowing what the metric was doing, it saved them spending more money on something that wasn’t working. So, I think they went away and changed their ad call, their ad copy, and it started changing their results. But these are just little things that you can start to think about how you can use metrics. “Is it working for me? And, if it’s not, what do I need to fix? Which part of it is broken so I can fix it?” Heather Porter: And I love that you said that because that is such a smart way of analyzing what we’re talking about because, like you said earlier, most people see a page that has 10,000 likes and maybe 300 people talking about it and they think, “Wow! I’m popular!” You know, “I have good people talking about it. I have things going on,” and then, they realize that only 100 clicks per month are going to their website and they don’t even know what those people are doing. Then, suddenly, that’s that underlying level that everyone needs to start to look at to know if all this stuff that I’m doing every day is actually making sense for me. Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com www.autopilotyourbusiness.com Andrew McCauley: Yeah, yeah, awesome. All right. Well, I think now we’re coming to the half-hour point pretty soon. Is there anything you wanted to mention about what people should be looking at as far as Facebook analytics? Or anything that we’ve covered at all? Heather Porter: Yeah, just a recap. Here’s how I use it: I go in as much as I possibly can but definitely you want to get in there once a week. Go into your Insights. Check out that overview tab. Be looking for your engagement, making sure that that’s going up. And, also, watch the other pages – see what’s going on with them in conjunction with you, the ones that you’re watching. And then, I pop on over to my posts tab and I just have a big snapshot of looking at all my posts to make sure that there’s good engagement happening with those and I target, I dig deeper into the ones that actually have good engagement and I either put ads to them so I promote those posts or I create more posts that are like that because I know it’s already working. Andrew McCauley: Good, good, good. Awesome. Well, I think we’ve covered most of those things. I think people’s heads might be spinning a little bit. Heather Porter: Yeah. Andrew McCauley: Now, as I said, we’re going to put some of these images on our podcast page. So, if you’re listening to this podcast on iTunes and you want to have a look at what this page, what these images look like, head on over to autopilotyourbusiness.com/podcast and then look for episode #65 which is the Social Metrics episode. Check it out and you’ll see those images there. H, also, let’s tell people about our AYB Guide if they haven’t got our AYB Guide yet. Heather Porter: Yeah, yeah, come on by, you guys. We have really cool email scripts on there. So, if you’re thinking, “How do I follow up with my leads?” you know, “What am I actually supposed to say to them in email?” we have a script where you just literally download it and you just answer the questions and it self-writes the emails for you and gives you suggestions on what to give away. We have some really cool videos in there as well so you just go to aybguide.com and you’ll see a little video of Andrew and I in there saying, “Hello!” and then you pop on through and get your downloads from there. Andrew McCauley: Yay! All right! Well, I think that’s about a wrap. Enjoy your Easter, Heather and everybody else. I hope you have a great Easter! Heather Porter: Yes! Andrew McCauley: Thanks, H! Heather Porter: Thanks, Andrew! Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com www.autopilotyourbusiness.com Andrew McCauley: I’ll talk to you next week. Heather Porter: Talk to you next week. Bye guys! Andrew McCauley: Buh-bye! Bye! MC: Make sure to grab our free business automation guide now and get access to other special bonuses. Head on over to aybpodcast.com. All passengers and cabin crew should now be seated with their seatbelt securely fastened. Ladies and gentlemen, this is the first officer speaking. On behalf of your captains, Andrew McCauley and Heather Porter, we would like to thank you for taking the journey with us to Autopilot Your Business. You are now closer to putting your own business on autopilot using the Internet. Of course, if you would like to rack up some frequent flyer points, visit our website www.AutopilotYourBusiness.com or check us out on Facebook at Facebook.com/AutopilotYourBusiness. These frequent flyer points are totally useless but the information is gold. Until we fly again, happy travels! Listen to the podcast here: http://autopilotyourbusiness.com/podcasts/65-social-metrics/ Get a copy of our Online Survival Guide here: http://aybguide.com www.autopilotyourbusiness.com
Are you sure you want to buy this material for
You're already Subscribed!
Looks like you've already subscribed to StudySoup, you won't need to purchase another subscription to get this material. To access this material simply click 'View Full Document'