| Clickable’s $12M Series C Led by American Express Will Fund Facebook Ads API Development Posted: 17 Oct 2011 04:42 PM PDT  Facebook Ads API partner Clickable today announced the closing of a $12 million Series C round of funding led by distribution partner American Express. Clickable develops a licensable tool and offers a managed spend service for search and social advertisers.
The money will in part fund further development of its Facebook Ads API tool and service. However, the company isn’t ruling out the possibility of joining the trend of acquisitions between the Facebook Ads API and Page managements industries, according to Clickable’s VP of Marketing Max Kalehoff. Founded in 2006, the New York-based company had previously taken $22.5 million in funding from Union Square Ventures, FirstMark Capital, Peter Thiel, and Founders Fund. American Express is one of it distribution partners, white-labelling its products and pushing them to its small business clients. Clickable integrated Facebook ad buying capabilities into its product and services in mid-2010. When we reviewed its Ads API offering in February 2011 it was still lacking some core features, including automatic bid optimization and high-scale ad variant creation for A/B testing. We concluded the product had a good foundation but needed time to mature. 
Since then, Kalehoff tells me Clickable has been “steadily releasing Facebook enhancements including bid auto-optimization. It’s starting to get to a critical mass where we we feel it’s pretty compelling compared to when we launched in beta”. The funding will help accelerate this development cycle and help it keep up with Facebook’s rapid release of API changes and new ad performance data — something that can be difficult for Ads API players coming from the relatively stable search marketing industry. “The funding will go towards product and market development and social is a huge part of that” says Kalehoff. With $12 million in the bank, Clickable could also acquire a Page management company, the way Efficient Frontier bought Context Optional. Companies with both Ads API and Page management companies can help clients leverage traditional ads and Facebook’s Sponsored Stories ads to drive earned viral media. Kalehoff says “There’s absolutely no question that we recognize the value of integrating all the Facebook marketing APIs (include Pages and Insights). We’re building in that direction”. However, it could take half a year to develop a full- fledged Page publishing tool, tab app suite, and Page analytics.With several solid but small Page management tools available as acquisition targets, it might be more efficient to brather than build while other Ads API companies who already acquired or partnered with Page management companies get ahead.  Along with improving the improving the Clickable product, the investment could give American Express more control of the product’s future. The financial services company has been using Facebook to attract new clients through its Small Business Saturday promotions, by providing free or discounted Facebook ad credits.
American Express could use the investment to push Clickable to focus more on serving its small business partners, something the Ads API tool’s lack of a minimum spending requirement already permits. In this way, American Express could provide merchants with a Facebook ads tool tailored to their needs and through which they could start spending with their American Express small business account.  |
| Facebook Page Insights 2011 Upgrade: The Complete Reference Guide Posted: 17 Oct 2011 11:59 AM PDT  A major upgrade to Facebook Page Insights is currently being rolled out to administrators. It adds several important new metrics, and removes some others. People Talking About This, Reach, and Consumptions will all help Page admins better measure the total audience of their Facebook marketing campaigns and the traffic they are driving.
Facebook has published a .PDF guide to the Insights upgrade, but it doesn’t go into detail about the dozens of new data types admins now have access to. Below we’ll examine every data field available in the Page Insights spreadsheet exports and graphical user interface and discuss what the most significant additions and subtractions are. 
What’s in the New Page Insights To access the new Page Insights, visit your Page and click the Insights tab in the left Page navigation menu. You’ll then see the graphical user interface. By clicking “Export Data” in the top right, you can choose to download spreadsheets of Page- or post-level data for a specific timeframe. Several of the metrics measure the volume or reach stories that we’ll call “social mentions”. These stories include liking your Page, posting to your Page’s Wall, liking, commenting on or sharing one of your Page posts, answering a Question you posted, RSVPing to one of your events, mentioning your Page, phototagging your Page or checking in at your Place. Metrics are followed by the time frame and other ways they can be sliced. Page Level Export - People Talking About This - The number of people sharing stories about your page. Includes social mentions. Daily, weekly, monthly, by story type.
- Page Stories - The number of stories created about your Page. Daily, weekly, monthly,
- Lifetime Total Likes - Lifetime The total number of people who have liked your Page.
- Daily Friends of Fans - The number of people who are friends of the Fans of your Page (estimated) (unique users).
- Total Reach - The number of people who have seen any content associated with your Page. Daily, weekly, month, by story type.
- Organic Reach - The number of people who visited your Page, or saw your Page or one of its posts in News Feed or Ticker. These people can be Fans or non-Fans (unique users). Daily, weekly, monthly.
- Paid Reach - The number of people who saw a Sponsored Story or Ad pointing to your Page (unique users). Daily, weekly, monthly.
- Viral Reach - The number of people who saw your Page or one of its posts from a story published by a friend. Includes social mentions. Daily, weekly, monthly, by story type.
- Total Impressions - The number of impressions seen of any content associated with your Page (total count). Daily, weekly, monthly.
- Organic Impressions - The number of times your posts were seen in News Feed or Ticker or on visits to your Page. These impressions can be by fans or non-fans (total count). Daily, weekly, monthly.
- Paid Impressions - The number of impressions of a Sponsored Story or Ad pointing to your Page (total count). Daily, weekly, monthly.
- Viral Impressions - The number of impressions of a story published by a friend about your Page (total count). Includes social mentions. Daily, weekly, monthly, by story type.
- Reach of Page Posts - The number of people who saw any of your Page posts (unique users). Daily, weekly, monthly.
- Organic Reach of Page Posts - The number of people who saw your Page posts in News Feed or Ticker, or on your Page’s Wall (unique users). Daily, weekly, monthly.
- Paid Reach of Page Posts – The number of people who saw your Page posts in an Ad or Sponsored Story (unique users). Daily, weekly, monthly.
- Viral Reach of Page Posts - The number of people who saw your Page posts via a story from a friend (unique users). Daily, weekly, monthly.
- Total Impressions of your Posts - The number of impressions that came from all of your posts (total count). Daily, weekly, monthly.
- Organic Impressions of your Posts - The number of impressions of your posts in News Feed or Ticker or on your Page (total count). Daily, weekly, monthly.
- Paid Impressions of your Posts - The number of impressions of your Page posts in an Ad or Sponsored Story (total count). Daily, weekly, monthly.
- Viral Impressions of your Posts - The number of times users saw your posts via stories published by their friends (total count). Daily, weekly, monthly.
- Total Consumers - The number of people who clicked on any of your content without generating a story (unique users). Daily, weekly, monthly, by consumption type.
- Page Consumptions - The number of times people clicked on any of your content without generating a story (total count). Daily, weekly, monthly, by consumption type.
- Total Frequency Distribution - The number of people your Page reached broken down by how many times people saw any content about your Page (unique users). Weekly, monthly.
- Page Posts Frequency Distribution - The number of people who saw your Page posts, broken down by how many times people saw your posts (unique users). Daily, weekly, monthly.
- Viral Frequency Distribution - The number of people your Page reached from a story published by a friend, broken down by how many times people saw stories about your Page (unique users). Daily, weekly, monthly, by story type.
- Page Stories By Story Type - The number of stories about your Page by story type. Daily, weekly, monthly. The story types have the following definitions: “Fan” is when someone becomes a fan, “Mention” is when a user tags the Page in an update or a photo, “Checkin” is when a user checks in to a Place Page, “Page” is when your Page posts an update or when a user reposts an update originally published by the Page, “Other”: is when a user creates a story about a Page using one of Facebook’s lesser known products such as Recommendations.
- Lifetime Gender and Age - Lifetime aggregated demographic data about the people who like your Page based on the age and gender information they provide in their user profiles (total count).
- Lifetime Countries – Lifetime aggregated Facebook location data, sorted by country, about the people who like your Page (total count).
- Lifetime Cities - Lifetime aggregated Facebook location data, sorted by city, about the people who like your Page (total count).
- Lifetime Language - Lifetime aggregated language data about the people who like your Page based on the default language setting selected when accessing Facebook (total count).
- Weekly Reach Demographics, Country, City, and Language - Weekly total Page reach by age and gender, user country, user city, and user selected language (unique users).
- Demographics, Country, and Language People Talking About This - The number of People Talking About the Page by user age and gender, user country, and user language (unique users). Daily, weekly, monthly.
- Daily logged-In Tab Views - Tabs on your Page that were viewed when logged-in users visited your Page (unique users).
- Daily External Referrers - Top referrering external domains sending traffic to your Page (total count).
Post Level Export Note: all metrics are for the lifetime of the corresponding post. - Total Reach - The number of people who saw your Page post (unique users).
- Organic Reach - The number of people who saw your Page post in News Feed or Ticker, or on your Page’s Wall (unique users).
- Paid Reach - The number of people who saw your Page post in an Ad or Sponsored Story (unique users).
- Viral Reach - The number of people who saw your Page post in a story from a friend (unique users).
- Total Impressions - The number of impressions of your Page post (total count).
- Organic Impressions - The number of impressions of your post in News Feed or Ticker or on your Page’s Wall (total count).
- Paid Impressions - The number of impressions of your Page post in an Ad or Sponsored Story (total count).
- Viral Impressions - The number of impressions of your Page post in a story generated by a friend (total count).
- Engaged Users - The number of people who clicked anywhere in your posts (unique users).
- Talking About This - The number of unique people who created a story about your Page post (unique users).
- Stories - The number of stories generated about your Page post, by story type, ie Likes, comments, and shares (total count).
- Consumers - The number of people who clicked anywhere in your post without generating a story (unique users).
- Consumptions - The number of times people clicked anywhere in your posts without generating a story (total count).
Page Insights Graphical User Interface 
- Total Likes, with percentage change.
- Lifetime Likes, with percentage change.
- People Talking About This, with percentage change.
- Weekly Total Reach, with percentage change.
- Graph of these metrics charted over dots representing posting volume by day.
Page Posts - Total Reach – Hover over to view a breakdown by Organic, Paid, and Viral.
- Engaged Users – The number of unique users who clicked anywhere in the post. Hover over to view a breakdown of clicks between a post’s link and its feedback buttons.
- Talking About This – Hover over to view a breakdown by Likes, comments, and shares.
- Virality – The number of unique people who have created a story from this post by Liking, commenting, or sharing, as a percentage of the unique viewers of the post.
Fans - Demographics and location.
- Gender and Age – Percentage of fan base in each gender and age bracket.
- Top countries, cities, and langauges of fans.
- New Likes and unlikes by day.
- Like Sources – Page, news feed, or Ticker; mobile; Likes by other Pages; Third-Party Apps; Recommended Pages sidebar module; Like Box and Like button; Admin invite, Admin registration.
Reach - Daily Reach – Graphed by Organic, Paid, Viral, and Total.
- Unique Users by Frequency – How many people saw any content about your Page, broken down by how many times each person viewed this content.
- Visits to Your Page – Page views and unique visitors by day.
- Total Tab Views – The number of times each of your Page tabs was viewed, such as Wall, photos, and custom apps.
- External Referrers.
Talking About This - Talking About This and Viral Reach- Graphed by day, can be filtered by All Stories, Page Likes, Stories from Your Posts, Mentions and Photo Tags, and Posts by Others. Each point represents the number of unique people in the seven day period ending with that day.
What’s Been Removed From Insights or Renamed - Active Users - The number of people who have interacted with or viewed your Page or its posts. This includes interactions from Fans and non-Fans. Active Users has been replaced with the more comprehensive Reach metrics.
- Daily Unlikes – This has been removed from the export and is now available in the Page Insights graphical user interface.
- Lifetime Total Unsubscribes - The total number of users who have hidden your App or Page in News Feed (total count). This metric helped Pages determine if they were posting spammy or irrelevant content, and its removal may be the most significant loss for Page admins of the Insights upgrade.
- Daily Logged-In Page Views (total count and unique users) – These have been removed from the exports bu are now available in the Page Insights GUI.
- Daily News Feed Impressions – This has been replaced by several organic impressions metrics.
- Daily Likes and Comments – This has been replaced by the Lifetime Post Stories by action type.
- Daily Discussion Posts – Facebook will remove the Discussions tab from Pages on October 31st, 2011, so this metric will no longer be necessary.
- Daily Wall Posts and Videos- This has been replaced by the People Talking About This ‘user’ story type.
- Daily Photo Views and Video Views – These metrics can now be found in the Page consumptions by consumption type.
- Feedback - (Comments+Likes)/Impressions. This has been replaced with Virality in the Insights graphical user interface, though that metric also includes shares of a post.
- Daily Internal Referrers - Daily top referrers to your Page on Facebook (total count) — search, stream, or share. The removal of this metric means it will be difficult for admins to tell where non-fans are arriving to their Page from. Admins can use the Like Sources metric in the Insights GUI to tell where non-fans who become fans are coming from.
- Media Consumptions – Video views, audio listens, and photo views by day. This has been removed from the GUI but replaced in the Page level export with Consumptions by Consumption Type.
- Daily Active Users Breakdown – Unique Page Views, Post Viewers, Liked a Post, Commented on a Post, and Wall Posts. This has been removed from the GUI and replaced with Reach metrics, Lifetime Talking About This, and Lifetime Post Stories by Action Type.
- Page Activity – User Mentions, Discussion Posts, Reviews, Wall Posts, and Videos. The Discussions and Reviews tabs are being removed from Facebook Pages, and the remaining GUI metrics are replaced with People Talking About This.
The Most Important Changes to Page Insights Reach and Consumptions are two of the most valuable new additions to Page Insights, while the removal of Daily Unsubscribes is the worst part of the overhaul. Reach aggregates all types of impressions and engagement, including those reached by People Talking About This, and gives admins a measure of the total audience of their Facebook marketing efforts. This will allow marketers to compare Facebook to other channels to determine where they can gain bring their message to the most people. 
Consumptions can be used to track clicks of posted links. While Likes and comments help improve a post’s EdgeRank and get it more impressions, most marketers are looking to drive traffic to specific online presences where they host custom Page tab applications, ecommerce stores, signup pages, and branded content. Admins will no longer have to use URL shorteners to measure clicks. The Consumptions metric will help marketers measure how their Facebook Page post publishing efforts compare to ads in terms of driving traffic to links. Daily Unsubscribes let admins track how frequently their Pages were being hidden from the news feeds of fans. This was a powerful way to measure how spammy or boring a Page’s posts were. When admins saw Daily Unsubscribes go up, they could try posting less frequently, providing more compelling content, or being less aggressive with their calls to action. It will now be more difficult for admins to tell when their Page posts aren’t satisfying fans, which could hinder the process of refining a Page publishing strategy. With all of the data, admins will be able to see how everything they do impacts the performance of their Page. Through API access to the new data, Page analytics firms will be able to derive trends and provide actionable next steps for their clients to take in order to improve key performance indicators such as Reach, People Talking About This, and Consumptions. By giving admins a better understanding of how users are reacting to their efforts, Facebook may be able to get Pages to publish better content in a way that improves the quality of the site as a whole. Learn how to develop marketing strategies from your Page Page Insights in the Facebook Marketing Bible, Inside Network’s comprehensive guide to advertising and marketing through Facebook.  |
| Featured Facebook Campaigns: “Tower Heist,” Fair Trade, Toyota, Kodak, CVS, Discovery Channel, Philips Sonicare and More Posted: 17 Oct 2011 10:58 AM PDT Campaigns on our list this week incorporated varied methods for either Page growth or other types of promotions. Universal Pictures is giving away 1 million Facebook Credits and Fair Trade is promoting an app to help users find fair trade products. Toyota created its own game to promote its products while CVS and Kodak are partnering to promote photo prints. You can see the full week's coverage in the Facebook Marketing Bible, which also includes detailed breakdowns of over 100 other featured campaigns by top-performing brands and other organization on Facebook. 
Universal Pictures' "Tower Heist" 1 Million Credits Giveaway Goal: Page Growth, Engagement, Product Purchase, Network Exposure, Brand Loyalty Core Mechanic: A Credits giveaway when users engage with a Facebook application Heist It Back that promotes the upcoming film, "Tower Heist." Method: "Tower Heist" is a film set for release November 4 that mirrors the country's current financial troubles, involving a crew of "normal" folks who are swindled by a rich businessman and then seek to steal their fortunes back from him. We spoke to IFeelGoods' co-founder and Vice President of Marketing Scott Silverman about the application and how it is related to the film. As part of the promotion for the movie, and in what Silverman told us was in keeping with the film's theme, users may "win back" Facebook Credits when they participate in the application's different tasks, such as sharing their story about the time they "stuck it to the man," inviting friends who accept the invitation or sharing on Facebook. "The idea was almost to give back to people who are interested in the movie by giving them Facebook Credits, or get them to essentially steal [the money] from the main character [of the movie]," Silverman told us about the app. Because free Credits are part of the engagement and the app offers users different actions to earn them, Silverman characterized the amount of engagement he's seen with the app as "tremendous." By the time the film is released, or at least by the time the campaign is over, Silverman expects that all 1 million Credits will be claimed. As of Monday morning 933,200 Credits remain, which is to say that about 66,800 have been claimed by the Page's 53,800 users. Silverman said that the application was meant to tie into the movie and enhance elements of the film, which is why people telling their stories and sharing those stories was the main action involved. Impact: The Page is currently at 53,800 Likes and PageData notes that a spike in the number of Likes occurred last week, a few days after the Heist It Back app launched. Although the film is still several weeks away, that less than 10% of the Credits have been claimed is surprising; the highest number of Credits earned by users at this point is under 300. There are only a few ways users can earn Credits and these don't all necessarily publish to the stream, so it will be interesting to see whether all of the Credits are claimed. All in all, this was an interesting way to tie-in users to the central theme of the movie while also attaching high value to the application associated with it. How are top brands in the industry designing their Facebook marketing campaigns? See the Facebook Marketing Bible for detailed breakdowns of hundreds of Featured Campaigns by top-performing brands and businesses on Facebook.  |
| The 25 Most Liked Pages on Facebook, Fall 2011 Posted: 17 Oct 2011 09:21 AM PDT Facebook's Page again topped our quarterly list of the top Pages by the number of Likes, as measured by our PageData tool. As with past lists, the majority of the names on this one remain unchanged even as all of them grew. Both Facebook and Zynga's Texas Hold'em Poker reached over 50 million, with several others above 40 million Likes. The number of Likes that Pages on our list had ranged from Facebook's 54 million down to MTV's 28.3 million. See how other top brands are maximizing their returns on their Facebook campaigns in the Facebook Marketing Bible. See the list below: 1. Facebook – 54,031,990 
2. Texas Hold’em Poker – 51,151,002 
3. Eminem – 47,880,731 
4. YouTube – 46,059,390 
5. Rihanna – 45,905,971 
6. Lady Gaga – 44,288,366 
7. Michael Jackson – 41,557,728 
8. Shakira – 41,109,665 
9. Family Guy – 38,543,871 
10. Justin Bieber – 36,690,985 
11. Harry Potter – 35,671,699 
12. Katy Perry – 35,636,341 
13. Linkin Park – 35,393,553 
14. The Simpsons – 35,382,429 
15. Cristiano Ronaldo – 35,016,634 
16. Coca-Cola – 34,714,743 
17. South Park – 34,329,509 
18. Lil Wayne – 31,878,344 
19. Bob Marley – 31,737,524 
20. AKON – 31,301,325 
21. Disney – 28,914,893 
22. Megan Fox – 28,851,053 
23. Music – 28,774,416 
24. Beyoncé – 28,585,631 
25. MTV – 28,338,730 
 |
| Page Tabs, Mobile, Spotify, Scribd, Halloween and More on This Week’s Top 20 Growing Facebook Apps by MAU Posted: 17 Oct 2011 08:43 AM PDT  Page tab applications lead the way for growth on our list of the fastest growing by monthly active users this week. Note that on 14 October Facebook changed the way it calculates active users, resulting in a one-time decline in stats for many apps. Samsung and Nokia apps were on our list, as well as Spotify, Scribed and a Halloween costume app. The titles on our list gained the most MAU of any apps on the platform, growing from between 137,600 and 721,400 MAU, based on AppData, our data tracking service covering traffic growth for apps on Facebook.
Top Gainers This Week | Name | MAU | Gain | Gain,% | | 1. |  Static HTML: iframe tabs | 61,100,000 | +721,358 | +1% | | 2. |  Mafia Wars 2 | 840,000 | +687,909 | +32,899% | | 3. |  Bubble Witch Saga | 3,400,000 | +623,374 | +24% | | 4. |  PM Custom Welcome Tab | 6,400,000 | +555,616 | +10% | | 5. |  Static Iframe Tab | 14,000,000 | +400,102 | +3% | | 6. |  Samsung Mobile | 12,300,000 | +362,805 | +3% | | 7. |  Disfrázate | 550,000 | +320,259 | +139% | | 8. |  Test Console | 2,000,000 | +320,247 | +19% | | 9. |  Welcome tab app for Pages | 10,700,000 | +307,489 | +3% | | 10. |  BandRx | 4,500,000 | +299,522 | +7% | | 11. |  TheAudience Fangate | 1,100,000 | +286,548 | +35% | | 12. |  Tracks.by | 1,000,000 | +271,251 | +39% | | 13. |  Spotify | 6,900,000 | +253,639 | +4% | | 14. |  Static IFRAME Tab : Pin Icon | 860,000 | +234,812 | +38% | | 15. |  Ravenskye City | 470,000 | +231,664 | +2,779% | | 16. |  Scribd | 9,500,000 | +215,503 | +2% | | 17. |  Nokia Social App | 7,200,000 | +150,603 | +2% | | 18. |  WixYourPage | 2,000,000 | +147,429 | +8% | | 19. |  iFrameWrapper: best FBML alternative | 1,700,000 | +140,883 | +9% | | 20. |  Welcome | 3,000,000 | +137,603 | +5% | The Page tab category took up about half of our list, including: Static HTML: iframe tabs with 721,400 MAU; PM Custom Welcome Tab with 555,600 MAU; Static Iframe Tab by 400,100 MAU; Welcome tab app for Pages with 307,500 MAU in the Philippines; Static IFRAME Tab : Pin Icon by 234,800 MAU; WixYourPage with 147,400 MAU; iFrameWrapper: best FBML alternative with 140,900 MAU and Welcome with 137,600 MAU. Mobile apps included Samsung Mobile with 362,800 MAU mostly growing in Indonesia and India and Nokia Social App with 150,600 MAU, growing in India, Mexico, Indonesia and Turkey. 
Then there were a few music apps on the list. Musician Page app, BandRx grew by 299,500 MAU, music app Tracks.by grew by 271,300 MAU and Spotify continued growing mostly in the United States and United Kingdom by 253,600 MAU. 
Then there was a Halloween app Disfrázate with 320,300 MAU; the app allows users to publish a photo to the stream with their face applied to different Halloween costumes. Then a few apps, Test Console with 320,200 MAU and TheAudience Fangate with 286,500 MAU, were on the list before Scribd, the document storage site. The Facebook Connect integration grew mostly in the US, France and Philippines by 215,500 MAU. All data in this post comes from our traffic tracking service, AppData. Stay tuned for our look at the top weekly gainers by daily active users on Wednesday, and the top emerging apps on Friday.  |
| This Week’s Headlines from Across Inside Network Posted: 16 Oct 2011 02:49 PM PDT A roundup of all the news Inside Network brought you between October 10th and 16th. 
Inside Mobile Apps Tracking the convergence of mobile apps, social platforms and virtual goods. Monday, October 10th: Tuesday, October 11th: Wednesday, October 12th: Thursday, October 13th: Friday, October 14th: Saturday, October 15th:  Inside Social Games
Covering all the latest developments at the intersection of games and social platforms. Monday, October 10th: Tuesday, October 11th: Wednesday, October 12th: Thursday, October 13th: Friday, October 14th: Saturday, October 15th:  Inside Facebook
Tracking Facebook and the Facebook platform for developers and marketers. Monday, October 10th: Tuesday, October 11th: Wednesday, October 12th: Thursday, October 13th: Friday, October 14th: Saturday, October 15th:  |
