mrthang.net
Cng vic kinh doanh ca bn s pht trin tt hn trong mt th gii c lin
kt. cng l l do chng ti kt ni 800 triu ngi v bn b ca h vi nhng g h
quan tm v s dng cng ngh mng x hi gip cho vic kinh doanh ca bn ngy
cng pht trin. Chnh v th, Fan Page chnh l ni bn lin kt doanh nghip
ca mnh vi cng ng. S dng Page Insights, bn c th: Hiu r v mc hiu qu
ca fan page. Tm ra cch tip cn v ku gi s ng h t ngi dng facebook. Ti
u ho kh nng hin th ni dung ti ngi dng h c th lan truyn thng ip ca
bn ti bn b v ngi thn.
Ti liu c dch bi mrthang.net Bt u . . . . . . . . . . . . . . . .
. . . . . . . . . . . . . . . . . . . . . . . . . . . 2 Tm hiu v cc
ch s o lng ca fan page. . . . . . . . . . . . . 4 Ti u ho hin th ni
dung ti ngi dng (Optimize). . . . . . 6 Phn tch v ngi dng Page. . .
. . . . . . . . . . . . . . . . . . . . . . 9 Kt lun: Tp trung tng
mc tng tc ca ngi dng. . 15
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mrthang.net
Bt uPage Insight xem Insights ca fan page, bn hy truy cp vo fan
page ca mnh v click vo tab insights ct tri, ngay pha di avatar ca
Page*.
* Ch trang insights mi ch ang c m ch preview. xem insight ch c,
bn hy click v mc insights ct tri, pha trn ca fan page hoc bn c th
truy cp vo link sau xem: facebook.com/insights
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Bn c th xem phn d liu tng hp v fan page dashboard hoc trch xut d
liu bng cch click vo nt export gc phi bn trn. Nu bn mun trch xut d
liu, th mt hp thoi s xut hin v cho php bn tu bin: Khong thi gian bn
mun xem thng k v page. La chn xut file di dng Excel hay; Loi d liu
bn mun xem: chn Page level data xem cc thng k v m, ton cnh v page
ca bn, v Post level data xem thng k v tng post ca page. Trong file
Excel bn download v, sheet Key Metrics cha tt c cc thng k tng quan
v page trong khong thi gian la chn. Cc sheet cn li s phn tch su hn
v cc ch s ny. Lu rng tuy ch s impression ca Page hay post khng c
hin th sn trong phn dashborad ca insights nhng file excel, chng s c
hin th.
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Hiu v cc ch s o lng ca Fan Page4 ch s ln u trang insight gip bn
nhanh chng nm c ph ca fan page cng nh mc tng tc ca ngi dng vi page.
Bn nn ch nhiu n cc ch s ny o lng mc hiu qu ca chin lc tip th fan
page.
Lng ngi like fan page ca bn
Lng friends ca fan, bao gm c nhng ngi ang l fan ca page.
Lng ngi (unique) to ra cc tng tc (like, comment, share, post) vi
fan page trong vng 7 ngy gn nht.
Lng ngi thy c bt c ni dung (post) no lin quan ti fan page (bao
gm c News Fees, facebook ad, sponsor stories tr v page) trong vng 7
ngy gn nht.
Bn c th r chut ln trn du chm hi ca mi ch s xem khong thi gian p
dng ca mi thc o (metric). V bn b ca fan i din cho mt lng ln khch
hng tim nng c th tm n fan page dch v hay ca hng ca bn. cng l lc lng
ngi dng tim nng c th gp phn vo vic viral fan page*. Chnh v vy m gi
y bn khng ch bit ng tng s fan (Total Likes) m cn c th bit c tng s
bn b ca fan (Friends of Fans). Friends of fans i din cho lng ngi d
kin m bn c kh nng reach nu tt c fan u tng tc vi fan page hay ni cch
khc l viral fan page cho bn b ca h. Ch s tip theo,People Talking
About This, m ch lng ngi ang tm vi bn b ca h v fan page hay thng
hiu ca bn trn facebook. Ch s ny bao gm nhng ngi thc hin cc hnh ng
sau: Like Page ca bn. Like, comment ln cc post trn Wall, post ln
wall hay Share cc post ca Page. Tr li mt cu hi (Answered a
Question) p li mt Event ca page (RSVP Event). cp n Page ca bn
(Mentioned your Page) Tag Page ca bn vo mt photo. Checked in hay
recommend Place ca bn (tng t suggest like). C c nhiu ngi tng tc
(people talking about) s gip bn reach c nhiu ngi hn. Bn c th thy c
Page ca mnh reach c bao nhiu ngi thng qua ch s Total Reach. Ch rng
2 ch s Total Likes v People Talking About This c hin th cho tt c mi
ngi ngay trn Page ca bn. V vy, ngi dng c th nhn vo v hiu c sc ht v
s si ng m Page ca bn c c.* Theo nghin cu t comScore, 2011.
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Thng xuyn c nhng post (bn post hay ngi dng post) vi nhiu tng tc
s gip cho ch s People talking about this ca trang tng ln. cng s l
thc o cho sc mnh viral Page ca bn t cng ng. V cui cng, bn s reach c
nhiu ngi hn. Hnh minh ho di y s cho bn thy cht lng ni dung bn post
trn trang c nh hng nh th no n ch s People talking about this v ch s
ny nh hng ra sao ti Total Reach ca Page.Lng ngi tng tc (Like,
comment, wall post, share, rsvp) vi trang ca bn trong vng 7 ngy tr
li Lng ngi thy c bt c ni dung no lin quan ti fan page (bao gm c
facebook ad, sponsor stories tr v page) trong vng 7 ngy tr li.
Kch thc ca bong bng i din cho s lng post ca Page mi ngy
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mrthang.net
Optimize kh nng hin th ni dung ti ngi dngMc tiu ti hu ca ch fan
page l sn xut nhng ni dung thu ht c nhiu tng tc, khin fan phi chia
s vi bn b cng nh reach c cng nhiu ngi dng cng tt. Gi y bn c th s
dng Page Insights hiu r hn c gi ca mnh mun xem, nghe hay quan tm v
iu g nht. Mc ny cho bn mt ci nhn su hn v tng ni dung bn post trn
Page. Bn c th nhn thy r tng ni dung ca mnh reach c bao nhiu ngi,
bao nhiu ngi tng tc v chia s ni dung vi bn b ca h. Ct Virality cng
s cho php bn so snh t l % s ngi tng tc vi post ca bn sau khi xem
trn tng s ngi m post reach c.Ngy ni dung c post Trch on ni dung
post. vo on ch xem ton b ni Lng ngi thy post
Lng ngi click vo bt c ch no trn post ca bn.
Lng ngi tng tc vi post ca bn, bao gm: Like, comment hay share
post Tr li cu hi (Answer Question) p li li mi Event ..
% lng ngi tng tc vi post ca Page trn tng s lng ngi m post reach
c. (Post) Virality= Talking About This/Total Reach
Da trn d liu ny, bn c th tm ra loi ni dung no hiu qu nht trong
vic truyn ti thng ip ca mnh. Fan ca bn thch tng tc vi video hay hnh
nh hn ? H thch bn lun v ch no hn ? H c xu hng like hn khi bn post
hnh nh v comment hn khi bn t cu hi ? V bn c th thy c post no ca mnh
reach hay thu ht s ch ca nhiu ngi nht. Bn c th lc ra cc post vi cc
ch s thng k t cao ti thp bng cch click vo tiu ca tng ct.
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mrthang.net
Mi ct ca phn thng k ny cho bn mt gc nhn v hiu qu ca chin lc ni
dung m bn ang p dng, da trn mc tiu m bn t ra. V d, nu bn l mt
studio chuyn quay phim v mun to s nhn bit cho mt b phim mi, bn s tp
trung phn ln vo ch s reach v engaged user (lng ngi click tng tc)
bit c c bao nhiu ngi thy v bao nhiu ngi xem (click play) on trailer
ca mnh. Tuy nhin, nu bn l mt cng ty v bun bn xe hi v mun hi mi ngi
v mu xe yu thch ca h th bn li ch trng vo ch s People Talking About
This nh gi hiu qu.
Bng cch click vo bt c on trch ni dung no, bn c th xem c ton b ni
dung ca post , hoc chi tit thng k cc loi click v tng tc m post ny
to ra. Biu Reach gip bn thy c post ca mnh c hin th ti ngi dng thng
qua knh no (organic hin th trc tip trn news feed, paid qung co
facebook hay viral thng qua tng tc ca ngi dng). Ch , v 1 ngi dng c
th thy post ca bn thng qua nhiu knh, nn tng s ngi thy ni dung thng
qua knh news feed trc tip, qung co (paid) v viral c th ln hn tng s
ngi reach post .Organic: Tng s ngi dng, fan hoc nonfan thy post ny
thng qua News Feeds, Ticker hay trn Page ca bn. Paid: Tng s ngi thy
post ca bn thng qua cc loi hnh qung co trn facebook nh sponsor ad
hay sponsor stories. Viral: Tng s ngi thy post ca bn thng qua hnh
ng tng tc ca bn b i vi post (c hin th trn News Feed). Cc tng tc ny
bao gm: like, comment hoc share post, tr li cu hi (answer
questions) hay RSVP mt event.
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Biu Engaged User cho php bn xc nh c t l cc dng click tng tc m
post nhn c. Bt c ai click vo bt c v tr (c th click) no trn post u c
xem l 1 Engaged User. Cc loi engagement m bn c th thy c trn biu bao
gm cc cch thc m ngi dng click tng tc vi post v tiu th ni dung
(click vo link, view nh full size, click xem video...), viral
(Stories generated) ni dung cho bn b (bng cch click like, click
share) hay n gin l click vo bt c cc v tr no khc trn post ca bn
(Other clicks) nh click like comment ca ai , click vo tn ca ngi
commentVideo plays: Tng s ln nt play trn Video bn post c click.
Photo views: Tng s ln nh ca bn post c xem ch full size ( i hi ngi
dng phi click vo nh thumbnail hoc open in a new tab). Link clicks:
Tng s ln link bn post c click. Other clicks: Tng s clicks trn post
bng cch nhng cch khc nh click vo ngi comment trn post, click vo con
s m s lng like, click vo k hiu thi gian post c xut bn (publish)
Stories generated: Tng s lng stories c to ra t post ca bn. Stories
bao gm hnh ng like , comment, share post, tr li cu hi ) answer
question hay RSVP mt event v c hin th trn News Feed.
Biu Talking About This cho thy tt c cc loi stories c to ra t
post. Ch rng, v People Talking About This l mt mc phn tch con ca
Engaged User, v vy biu ny s l phn m x chi tit hn cho mc stories
generated ca biu Engaged Users pha trn.Likes: Tng s like trn post
ca bn. Comments: Tng s comment trn post ca bn. Event RSVPs: Tng s
ln ngi dng p li event ca bn (RSVP). Questions answered: Tng s ln cu
hi ca bn c tr li.
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mrthang.net
Tm hiu v c gi (audience)ca bnHiu c ai l c gi ca bn v lm th no m
bn reach c h l cha kho ti u ho kh nng hin th ni dung cng nh cng c
chin lc pht trin Page. Phn phn tch ny s gip bn sn xut c nhng ni
dung m ngi dng mun xem, tng tc v chia s vi bn b ca h. V d, nu bn
khm ph ra rng phn ln fan ca bn l nam tui t 18 n 23, bn c th to ra v
cung cp nhng ni dung ph hp vi c im tnh cch ca nhm ngi ny. Bng cch
click vo cc tab Fans, Reach, v Talking About This ct tri Page bn c
th tm c nhiu thng tin hu ch nh: Fan ca bn l nhng ai, nhng ngi tng
tc vi cc ni dung m bn sn xut n t u Lm th no m bn reach c h cng nh
khin h tng tc vi thng ip ca mnh.Bn c th chn xem bo co trong khong
thi gian mnh cn bit bng cch chn khong ngy u mi tab.
Fans tabFan tab gip bn bit c Fan ca mnh l ai v lm th no bn thu
ht c h.
Phn trm lng fan ca Page chia theo tui v gii tnh trong khong thi
gian bo co. D liu ny c thng k da vo thng tin trong profile ca ngi
dng.
Lng fan ca Page c phn chia theo quc tch trong khong thi gian bo
co. Thng k ny da vo a ch IP ca ngi dng.
Lng fan ca Page c phn chia theo thnh ph trong khong thi gian bo
co. Thng k ny da trn a ch IP ca ngi
Lng fan ca Page c phn chia theo ngn ng s dng trong khong thi
gian bo co. Thng k ny da vo setting ngn ng ca ngi dng khu s dng
Facebook
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mrthang.net New Likes: Tng s lng ngi like Page ca bn mi ngy
trong khong thi gian bo co. Unlikes: Tng s lng ngi Unlike Page ca
bn mi ngy trong khong thi gian bo co.
Like Sources: Tng s ln ngi dng like fan page ca bn, chia theo
ngun m ngi dng tm thy Page ca bn (ngay ti Page, News Feed, trn
website) trong khong thi gian bo co.Nhng ngi thch Page ca bn ngay
ti fan page hay ti News Feed hay thanh Ticker. Nhng ngi click Like
ngay ti qung co, Sponsored Story tr v Page ca bn. Con s ny khng tnh
s lng like sau khi click vo qung co. Nhng ngi click Like Page ca bn
t nhng mc Recommended Pages. Nhng ngi click Like ca bn t thit b di
ng Nhng ngi Like Page ca bn thng qua vic s dng ng dng ca bn th 3
Nhng Page khc like Page ca bn S ngi t Page ca bn vo mc Likes ca h
trn trang Profile Timeline S ngi like Page ca bn thng qua Fan Page
Browser trn Facebook (Facebook.com/pages) S ngi like Page ca bn
thng qua Like box, like button hay cc social plugin t ngoi
Facebook
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mrthang.net
Reach tabReach tab gip bn hiu c bn ang reach nhng ai v lm th no
bn reach c h.
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Reach graph: Biu ny cho bn bit c bao nhiu ngi thy ni dung bn
post t tt c cc ngun nh News Feeds, qung co hay viral t bn b trn
facebook. Nhiu ngi c th thy ni dung ca bn thng qua nhiu ngun, v vy
tng s ngi thy ni dung ca bn thng qua news feed, qung co hay viral c
th ln hn ch s Reach ca c Page.Organic: Tng s ngi (fan hoc nonfan)
thy ni dung bn post thng qua News Feed, Ticker hay ngay ti Page ca
bn. Paid: Tng s ngi thy cc mu qung co hay Sponsor Story tr v Page
ca bn. Viral: Tng s ngi thy post ca Page thng qua hnh ng tng tc ca
bn b vi ni dung. Cc tng tc ny c hin th ti News Feed.
Frequency graph: Biu ny cho bn bit c bao nhiu ngi thy c ni dung
t Page ca bn, phn theo s ln (tn sut thy) trong vng 7 ngy gn
nht.
V d, bn c th thy trn biu bn tri. C khong 5,000,000 ngi thy bt c
ni dung ca bn 1 ln 1 tun v khong 2,000,000 ngi thy 2 ln 1 tun.
Lu , bn c th lc d liu ca cc biu trn su hn na xem c th phn tch v
ni dung ca trang, ni dung do ngi dng post bng cch nhp th menu gc
tri pha trn mi biu .
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Page Views: Tng s ln Page ca bn c xem mi ngy trong khong thi
gian bo co. Unique Visitors: Tng s ngi ving thm Page ca bn trong
khong thi gian bo co
Total Tab Views: Tng s ln cc tab ca Page c xem trong khong thi
gian bo co. External Referrers: Tng s ln ngi dng n c Page ca bn t
nhng ngun bn ngoi facebook.com trong khong thi gian bo co.
Gii m d liu nhn khu hc thng qua nhiu tabKhi thy Fans tab ca bn
thng k rng lng fan ca Page ch yu l ph n tui t 35 n 44, nhng khi nhn
qua tab Talking about this th bn li thy rng nhng ngi thng tm chuyn
vi bn b v Page ca bn thc s phn ln nm trong tui t 18 n 24. Nu ni
dung hin ti ca Page ang nhm ti nhng c gi la tui trung nin, th bn nn
cn nhc v tp trung sn xut cc ni dung ph hp cho cc c gi tr v h l lc
lng lan truyn mnh cho fan page ca bn. Hoc nu ni dung ca bn ang tp
trung cho nhng ph n tr, th bn c th cn nhc vic post cc ni dung ph hp
vi ph n trung nin c tui t 35 n 44 kch thch lng c gi ny bt u tr
chuyn v tng tc vi Page.
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mrthang.net
Tab Talking About ThisTab Talking About This gip bn bit c ai ang
tng tc vi Page ca bn v h tng tc thng qua cc hnh thc no to nn cc
Story (ti News Feed).
Phn trm lng ngi tng tc vi Page ca bn trong vng 7 ngy gn nht, phn
theo tui v gii tnh. D liu ny c thng k da vo thng tin trn profile ca
ngi dng facebook.
Countries: Tng s ngi tng tc vi trang ca bn trong vng 7 ngy gn
nht, phn theo quc gia. D liu ny c thng k theo a ch IP ca ngi
dng.
Languages: Tng s ngi tng tc vi trang ca bn trong vng 7 ngy gn
nht, phn theo ngn ng s dng. D liu ny da trn setting ngn ng s dng ca
ngi dng facebook.
Talking About This: Tng s ngi tng tc vi Page v to ra cc Story
trn News Feed mi ngy trong vng 7 ngy gn nht. Viral Reach: Tng s ngi
thy cc story thng qua cc tng tc ca bn b h vi Page ca bn mi ngy
trong 7 ngy gn nht.
Bn c th lc d liu ca 2 biu trn su hn na bng cch chn tng loi ni
dung t menu th gc tri bn trn biu .
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mrthang.net
Tp trung thu ht s tng tc t ngi dngCch tt nht khin ngi dng phi
tng tc vi ni dung bn post v chia s n vi bn b l bn phi hiu r h ang
quan tm n iu g. Page Insights cung cp cho bn d liu kh y bn tng hp
phn tch v ngi dng ca mnh. Bn nn kim tra Page Insights thng xuyn iu
chnh chin lc ni dung ca mnh cho ph hp vi c gi cng nh to c nhiu tng
tc nht c th t ni dung mnh post. Ti liu ny c dch ra t bn gc do
Facebook pht hnh, bn c th download ti liu bn gc bng Ting Anh ti y.
bit c cc cch thc gip tng lng tng tc ca ngi dng vi ni dung, bn c th
download hng dn ca facebook ti y.
-----------------------------------------Ti liu c dch bi Mr
[email protected] Nu c bt c thc mc no v vn Page Insights, xin bn gi
email v [email protected] Mi cu hi s c gii p tn tnh. Website:
http://mrthang.net
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