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Ways to understand 
fans II. - Facebook 
6. 9. 2014 Babelcamp 
Josef Šlerka (@stunome, @socialbakers)
Questions 
who am I? 
who are you? 
who are yours friends? 
(on Facebook, of course)
Answers 
Facebook Audience Insights 
Facebook Graph Search 
Social media researches 
(right answer: all together now, case study)
FB Audience Insights 
Tell me..
FB Audience Insights 
time for real-time demo: 
https://www.facebook.com/ads/audience_insights/ 
people
FB Audience Insights 
pros: ? 
cons: ?
FB Graph Search 
Semantic search for dummies
FB Graph Search 
time for real-time demo: 
https://www.facebook.com/ads/audience_insights/ 
people
Examples 
My friends, My friends who like Ulice, My friends who like Ulice and are over 40 
years old 
Photos taken in Prague, Czech Republic , Photos taken in Prague, Czech 
Republic by Miloš Zeman - prezident České republiky, Photos taken in Prague, 
Czech Republic of Prague, Czech Republic by people who are student, Photos 
taken in Prague, Czech Republic of Prague, Czech Republic by people who are 
students and are fans of Legalizace 
People who are fans of Přátelé Novoruska, Pages liked by people who like 
Přátelé Novoruska, Favorite pages of people who are in Přátelé Ruska v České 
republice 
Photos uploaded by people who are fans of Přátelé Novoruska, Photos uploaded 
by people who are fans of Žít Brno RIP, Photos uploaded by people who are fans 
of 4chan and live in Czech republic
FB Graph Search 
pros: ? 
cons: ?
Social meda research 
some things from our kitchen
Our researches 
FND - Facebook normalized distance 
This analysis can be used to understand what users 
who “like” your content also “like”. This information can 
be used for marketing and ad targeting, strategic 
partnerships and sponsorships, etc.
FND formula 
m = log10(number of all accounts from current country); 
fx = log10(number of likers on page X); 
fy = log10(number of likers on page Y); 
fxy = log10(number of common co-likers); 
FND = ((max(fx,fy) - fxy) / (m - min(fx,fy)) 
This methodology is based on the Google Similarity 
Distance and information based distance, which is an 
extension of the Kolmogorov complexity.
Distance matrix 
The Fox News Page has a strong tie to ABC News and CNN, a 
significant tie to Ford, and no tie to Audi and BMW. Therefore, users 
who “like” Fox content have the strongest tendency to “like” content 
on other news station, but also have a significant tendency to “like” 
Ford content.
UK media
Ways understand fans II. - Facebook
Ways understand fans II. - Facebook
Ways understand fans II. - Facebook
How to verify? 
correlation between clusters from Facebook and real 
party voting 
we analyze correlation between election results in 
cities and build correlation matrix 
than we correlate both matrix (Facebook and real 
elections)
Ways understand fans II. - Facebook
How to verify? 
Czech republic 0.71 
Poland 0.79 
Slovak 0.67 
Germany 0.71 
well done!
Segmentations 
NE Bruselu 
Dělnická strana sociální spravedlnosti 
czech extrem right-wings parties 
case study of internal segmentation
Ways understand fans II. - Facebook
Ways understand fans II. - Facebook
Ways understand fans II. - Facebook
Ways understand fans II. - Facebook
Strange? So... 
... let’s talk food: MIXIT!
Ways understand fans II. - Facebook
Ways understand fans II. - Facebook
Who is close to... 
small insights into current affairs...
Ways understand fans II. - Facebook
Ways understand fans II. - Facebook
Ways understand fans II. - Facebook
Ways understand fans II. - Facebook
Ways understand fans II. - Facebook
Big players 
TV and finance industry
Ways understand fans II. - Facebook
Ways understand fans II. - Facebook
Ways understand fans II. - Facebook
Political party 
some insights
Ways understand fans II. - Facebook
Watch TV! 
greens vs neonazi, kdu vs top 09
Ways understand fans II. - Facebook
Ways understand fans II. - Facebook
Ways understand fans II. - Facebook
Ways understand fans II. - Facebook
All together now! 
Fox News and automotive industry
All together now 
What we know: 
The Fox News Page has a strong tie to ABC News 
and CNN, a significant tie to Ford, and no tie to Audi 
and BMW etc. 
Therefore, users who “like” Fox content have the 
strongest tendency to “like” content on other news 
station, but also have a significant tendency to “like” 
Ford content.
Fox News 
With enriched Facebook Ads data, clients are able to 
gather some key insights to improve the targeting of 
Facebook campaigns, for example 
Fox News can recognize that they have the most Fan 
Overlap with Toyota and Ford. Fox News and Ford 
have the closest relationship in terms of a user’s 
tendency to “like” content. 
Therefore, Fox News can assume that Ford Fans 
would be most receptive to Fox News content.
Fox News
Recommendations 
Based on this data we are able better: 
Target Custom Audiences - you can find rigths interest 
for campaigns, you can find better keywords for PPC 
campaigns and for off-line advertasing 
Create Engaging Content 
Grow the Brand’s Fan Base
That’s all folks! Thnx 
@josefslerka

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Ways understand fans II. - Facebook

  • 1. Ways to understand fans II. - Facebook 6. 9. 2014 Babelcamp Josef Šlerka (@stunome, @socialbakers)
  • 2. Questions who am I? who are you? who are yours friends? (on Facebook, of course)
  • 3. Answers Facebook Audience Insights Facebook Graph Search Social media researches (right answer: all together now, case study)
  • 5. FB Audience Insights time for real-time demo: https://www.facebook.com/ads/audience_insights/ people
  • 6. FB Audience Insights pros: ? cons: ?
  • 7. FB Graph Search Semantic search for dummies
  • 8. FB Graph Search time for real-time demo: https://www.facebook.com/ads/audience_insights/ people
  • 9. Examples My friends, My friends who like Ulice, My friends who like Ulice and are over 40 years old Photos taken in Prague, Czech Republic , Photos taken in Prague, Czech Republic by Miloš Zeman - prezident České republiky, Photos taken in Prague, Czech Republic of Prague, Czech Republic by people who are student, Photos taken in Prague, Czech Republic of Prague, Czech Republic by people who are students and are fans of Legalizace People who are fans of Přátelé Novoruska, Pages liked by people who like Přátelé Novoruska, Favorite pages of people who are in Přátelé Ruska v České republice Photos uploaded by people who are fans of Přátelé Novoruska, Photos uploaded by people who are fans of Žít Brno RIP, Photos uploaded by people who are fans of 4chan and live in Czech republic
  • 10. FB Graph Search pros: ? cons: ?
  • 11. Social meda research some things from our kitchen
  • 12. Our researches FND - Facebook normalized distance This analysis can be used to understand what users who “like” your content also “like”. This information can be used for marketing and ad targeting, strategic partnerships and sponsorships, etc.
  • 13. FND formula m = log10(number of all accounts from current country); fx = log10(number of likers on page X); fy = log10(number of likers on page Y); fxy = log10(number of common co-likers); FND = ((max(fx,fy) - fxy) / (m - min(fx,fy)) This methodology is based on the Google Similarity Distance and information based distance, which is an extension of the Kolmogorov complexity.
  • 14. Distance matrix The Fox News Page has a strong tie to ABC News and CNN, a significant tie to Ford, and no tie to Audi and BMW. Therefore, users who “like” Fox content have the strongest tendency to “like” content on other news station, but also have a significant tendency to “like” Ford content.
  • 19. How to verify? correlation between clusters from Facebook and real party voting we analyze correlation between election results in cities and build correlation matrix than we correlate both matrix (Facebook and real elections)
  • 21. How to verify? Czech republic 0.71 Poland 0.79 Slovak 0.67 Germany 0.71 well done!
  • 22. Segmentations NE Bruselu Dělnická strana sociální spravedlnosti czech extrem right-wings parties case study of internal segmentation
  • 27. Strange? So... ... let’s talk food: MIXIT!
  • 30. Who is close to... small insights into current affairs...
  • 36. Big players TV and finance industry
  • 42. Watch TV! greens vs neonazi, kdu vs top 09
  • 47. All together now! Fox News and automotive industry
  • 48. All together now What we know: The Fox News Page has a strong tie to ABC News and CNN, a significant tie to Ford, and no tie to Audi and BMW etc. Therefore, users who “like” Fox content have the strongest tendency to “like” content on other news station, but also have a significant tendency to “like” Ford content.
  • 49. Fox News With enriched Facebook Ads data, clients are able to gather some key insights to improve the targeting of Facebook campaigns, for example Fox News can recognize that they have the most Fan Overlap with Toyota and Ford. Fox News and Ford have the closest relationship in terms of a user’s tendency to “like” content. Therefore, Fox News can assume that Ford Fans would be most receptive to Fox News content.
  • 51. Recommendations Based on this data we are able better: Target Custom Audiences - you can find rigths interest for campaigns, you can find better keywords for PPC campaigns and for off-line advertasing Create Engaging Content Grow the Brand’s Fan Base
  • 52. That’s all folks! Thnx @josefslerka