48west- facebook integration - plus

Feb / 15 / 2013

Exploring the Impact ofFacebook SocialMedia Integration on Websites

Scott McAndrewChief Strategy O!cer

Your Next Stop:Happy Hour

Agenda 01 Key Takeaways

02 Ever-Changing Facebook

03 Sample Facebook Website Integration

04 Finding Context: L.L. Bean

05 Tips / Resources

Benefits of a Thoughtful Website Facebook Integration

Low E!ort• Implementing Social Plugins and Open Graph tags correctly is generally a one-time activity

Provides High Visibility• It’s becoming nearly impossible to gain Impressions of this volume on Facebook (without ads)

Generates Significant Tra"c Back to Site• Return rate of visitors from Facebook to one’s website is significant

Introduces Brand Content with Advocacy• Site visitors take the action that creates stories on Facebook• Stories visible to their friend network - trusted source• Far di!erent than a Brand posting from a fan Page





05 Tips / Resources

Massive Growth

Every Day on Facebook...

300 Million Photo Uploads2.5 Billion Status Updates and Checkins2.7 Billion Likes

A lot of competition for News Feed visibility...

Facebook’s September ’12 Update - What Happened!?

“We made an update to the ranking algorithm to improve user engagement and reduce spam. This is beneficial to the platform overall as increased engagement and higher quality content are good for the ecosystem.”

“We have seen quite a large fall o! (40-50%) [in impressions] globally across all of our clients pages ranging from 10k - millions of fans.”

- Zach Welch, Social Bakers

“Organic Reach -25% change, Viral Reach -45% and Engagement/Fan -17%” - Chad Wittman, EdgeRankChecker

One Client Example - Organic Impressions

Jan Feb Mar Apr May Jun Jul Aug Sep Oct

Organic Impressions

-50%

One Client Example - Organic Impressions

Jan Feb Mar Apr May Jun Jul Aug Sep Oct

Organic Impressions

-64%

Facebook’s Answer? Advertise!

Large-format Logout Ads

Self-serve Platform for Premium Ads

Mobile-only Sponsored Stories

Sponsored Stories

Facebook Ads Appearing on Zynga.com

Facebook Ad Targeting Based-on Email Address

Facebook Ad Targeting Based-on Phone Number

Ads Based on Open Graph Actions

Facebook Exchange (Retargeting) Ads

Newsfeed Ads

Sponsored Results (In Search Bar)

Pages now Pay for O"ers

Coming Soon... Premium Business PagesReach Generator

Facebook’s Answer? Advertise!

Large-format Logout Ads

Self-serve Platform for Premium Ads

Mobile-only Sponsored Stories

Sponsored Stories

Facebook Ads Appearing on Zynga.com

Facebook Ad Targeting Based-on Email Address

Facebook Ad Targeting Based-on Phone Number

Ads Based on Open Graph Actions

Facebook Exchange (Retargeting) Ads

Newsfeed Ads

Sponsored Results (In Search Bar)

Pages now Pay for O"ers

Coming Soon... Premium Business PagesReach Generator

Can high-impact beachieved without using Facebook Ad products?





05 Tips / Resources

Franchitti, Jones help giveSEMA a taste of Indy 500Indy 500 winners Dario Franchitti, left, and ParnelliJones visited the SEMA Show in Las Vegas.

View All INDYCAR News

Bernard steps down as INDYCAR CEO

Alongside Hunter-Reay: Long fight to get back

Notes: INDYCAR promoters make World Series wa...

Alongside Hunter-Reay: Never gave up on dream

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OVAL TRACK

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Champion Hunter-Reaytalks about new car

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@IndyCar 2 hours ago

Have you voted for your favoriteINDYCAR drivers? Hurry! Voting closesNov 26! http://t.co/2eGZqdge


RT @TheSpeedwayClub: Guess whostopped by the Club for lunch? @h3lio& @penskeracing thanks for joining us!http://t.co/Sw2NNNiL


@3Paige14 Check outhttp://t.co/B7dYqvQc! Diecasts a plenty.

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@AutoweekRacing #IndyCar. I don'tfeel that he did, if so than he needs tosay something to easy thing, before itgets really ugly.

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Awesome job @IndyCar ! Bravo!Bravo! "@indy44: Pocono hears fromfans upset with IndyCarhttp://t.co/7MEsXrAf @AP@JennaFryer #IndyCar"

@michaelw2000 7 mins ago

RT @stevewittich: Belskus hasn'tcalled his newest promoter yet.http://t.co/b8gp6ZEF via @JennaFryerstory. #IndyCar #TooBusyDeepDiving

NEXT RACE:

Live Broadcast

Mar 22 - 2412:00 AM ET

Honda Grand Prix Of St.Petersburg

Sep 15Auto Club Speedway

Race Winner:Ed Carpenter

141DAYS 05HRS 20MINS 13SECS

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NEWS / SCHEDULE / DRIVERS / SHOP / CONTACT2012 INDYCAR® ARE REGISTERED TRADEMARKS OF BRICKYARD TRADEMARKS, INC. / PRIVACY POLICY & TERMS OF USE

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AN OPEN LETTER FROM JEFFBELSKUSJeff Belskus, the CEO of INDYCAR, has issued the followingopen letter to all INDYCAR fans.

An Open Letter from JeffBelskus

In their own words: Carpenter'sseason review

In their own words: Kimball'sseason review

KV Racing Technology signs deSilvestro for 2013

Series champ Hawksworthready for next challenge

Ryan Hunter-Reay --Andretti Autosport

1ST

Will Power --Team Penske

2ND

Scott Dixon --Target Chip Ganassi Racing

3RD

O'Gara sets sights on FirestoneIndy LightsSarah Fisher Hartman Racing development driverKyle O'Gara recently tested at Kentucky Speedwayin a Firestone Indy Lights car.

Your Email Address

IZOD IndyCar - Scott Dixon

SELECT DRIVER-- Choose Driver --

TweetTweet 4

CONNECT WITH:

Championship

2Indy 500 Wins

1Total Poles

20Race Wins

28

Birthday: Jul 22, 1980

Hometown: Auckland, New Zealand

Residence: Indianapolis, IN

Website: www.scottdixon.com

Team Website: TargetChipGanassiRacing.com

All-Time Career Statistics - IZOD IndyCar Series

* Under INDYCAR sanction RAF = Running at Finish

Visit Team Website

Target Chip Ganassi RacingChip Ganassi stormed onto the national racing scene at the 1982 Indianapolis 500,where he became the fastest rookie qualifier and finished 15th. Following asuccessful career as a driver, highlighted by an eighth-place finish in the 1983Indianapolis 500, Ganassi set his sights on ownership in 1988.

Ganassi created his own Indy car team in 1990 and established a partnership withTarget that endures to this day.

Target Chip Ganassi Racing driver Jimmy Vasser captured the CART championshipin 1996. Alex Zanardi followed Vasser's lead and earned CART titles in 1997 and1998. With rookie driver Juan Montoya's championship in 1999, Ganassi becamethe first owner to earn four consecutive CART championships.

Montoya won the 2000 Indianapolis 500 for Target Chip Ganassi Racing, which wasmaking its first appearance at the Brickyard since 1995. In 2002, Bruno Junqueiraearned the pole position for the Indianapolis 500 and led 32 laps before engineproblems ended his day.

The team joined the IndyCar Series full time in 2002 with driver Jeff Ward. It's goneon to win the series championship in 2003 and 2008 with Scott Dixon and 2007,2009 and 2010 with Dario Franchitti. Franchitti (2010) and Dixon (2008) also haveadded to the team's Indianapolis 500 victory total.

Year Starts Wins Poles** Top 5 Top 10 Laps Led RAF

2012 15 2 1 8 9 456 12

2011 17 2 2 12 13 190 17

2010 17 3 0 9 15 273 15

2009 17 5 2 12 14 815 16

2008 18 6 7 15 15 900 17

2007 17 4 2 13 16 291 15

2006 14 2 1 9 12 215 14

2005 17 1 0 1 5 25 10

2004 16 0 0 2 10 3 12

2003 16 3 5 9 11 748 11

Total 164 28 20 90 120 3916 139

** Includes all poles, including those awarded based on entrant points

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Will PowerTeam Penske 2nd 4th Helio Castroneves

Team Penske

TARGET CHIP GANASSI RACINGScott Dixon

Like 10 SendFollow

Out rambling... @RikTommasone@ErinTommasone@EmmaDaviesDixonhttp://t.co/QDwnjacuhttp://t.co/yOikjQv0

3 days ago

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Paulette Sheehan · Villa Maria College

Hi ScottGreat race, win no 30 for you is justaround the corner.I am a Hydroplane racer in N.Z.My race craft is a 19ft ZanderHydroplane, which can do about 130mph.My question is, would you beinterested in driving my boat at somestage when you are in N.Z. (Full careno responsibility).There are 24 3 litre Hydroplanesregistered here in N.Z. & mine wouldbe ranked 2nd or 3rd. It did run 4thin a World title held at Karapiro2008.So it is a very competetive craft.If there is any interest, I can send youphotos & a rough plan of where wewill be racing this coming season.I realise you are a contracted driver &possible would not be able to.We have our own Dunk Testing unit& would make this avaliable, so alicence could be issued.If this is something you wouldconsider doing, please advise.Tony Hall.

Like · Reply · · Follow Post ·August 7 at 3:39pm

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Lori Brown · Ivy Tech of Greencastle

We would absolutely love to do a 5-7minute phone interview with you onany monday in april between 6pm-7pm EST if you could possibly do thiswith us. Please let me know whencould possibly work for you! Thankyou very much!

Like · Reply · · Follow Post ·April 2 at 9:13am

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Bernard steps down as INDYCAR CEO

By indycar.com staffPublished: Oct 29, 2012

INDIANAPOLIS - The board of directors of the Indianapolis Motor Speedway Corporation conveneda special meeting Sunday, Oct. 28 and has announced that Randy Bernard will relinquish hisposition as CEO of INDYCAR effective immediately. Indianapolis Motor Speedway CorporationPresident and CEO Jeff Belskus was appointed as interim CEO of INDYCAR.

"We are very grateful for the tireless effort that Randy has invested into learning, understanding andworking to grow the IndyCar Series over the last three racing seasons," Belskus said. "As bothRandy and our organization have reflected on the past season and as we look toward theopportunities ahead and how to best take advantage of them, we agreed that the timing was right topursue separate paths."

Bernard, who joined INDYCAR in March 2010, said he believed he is leaving INDYCAR in a betterposition than when he arrived.

"I have enjoyed the opportunity to work with the entire INDYCAR community, its teams, drivers,loyal partners and fans," Bernard said. "The last three years have produced some exciting, andsome difficult, times. But we have created a foundation for INDYCAR that positions it to grow overthe next several years, and I am proud of what everyone at INDYCAR has been able to accomplishsince I came on board."

Bernard was also grateful for the support of the Hulman-George family during his tenure.

"I want to thank the Hulman-George family, especially Josie (George), for giving me the opportunityand privilege to work with the organization and to help set a course and direction for INDYCAR,"Bernard said. "With the family's firm commitment to the betterment of the sport and the dedicationof our teams, drivers, partners and fans, INDYCAR is better poised for success than it has been inmany years."

Belskus credited Bernard with successfully navigating INDYCAR through a challenging andimportant time period that included the development and rollout of the first new chassis rules in nineyears and the introduction of a new engine platform and multiple engine manufactures after sixyears of a single-supplier format.

Belskus added that Bernard would still provide input into the overall operation of INDYCAR throughan ongoing advisory capacity with INDYCAR. Bernard said he was looking forward to stayinginvolved.

"I have developed a passion for the sport of INDYCAR, and I look forward to being involved at astrategic level as an advisor to the INDYCAR leadership," Bernard said. "As INDYCAR fans, weneed to unify behind the sport in order to move it to the next level, and I look forward to providinginput and being part of that unified voice along the way."

Belskus, who served as CEO of INDYCAR from July 2009 through February 2010, will continue inhis current roles in addition to being named interim CEO of INDYCAR. Belskus said a specifictimeline had not been established for announcing a permanent replacement, but added that futureINDYCAR leadership structure will be addressed as part of a current strategic planning process thatincludes assistance from global business management firm The Boston Consulting Group andwould incorporate consultation with INDYCAR stakeholders.

"The organization is full of talented professionals, and we will continue to prepare for what will be avery exciting 2013 racing season," Belskus said. "Once again, INDYCAR is not for sale, and theorganization remains completely committed to owning and operating INDYCAR."

◄ Newer | Older ►

30 INDYCAR: De Silvestro Tests With KVRacing At Barber

OCT SpeedTV.com

30 VIDEO: IndyCar drivers share theirfavorite outdoor activities away from thetrack

OCT AL.com

30 IndyCar drivers study the course intesting session at Barber MotorsportsPark

OCT AL.com

25 Sebastien Bourdais on V8 Supercarwinning team

OCT Indianapolis Star

23 Hunter-Reay pushes for race in FortLauderdale

OCT Fort Lauderdale Sun Sentinel

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62 comments Michael Nicholas · Fishers, IndianaHe did not step down, forced out by a bunch of people that should not be running this thing.You just shot yourselves in the foot again.

· Like · Reply · · Follow Post · October 29 at 8:37am27 Moderate

Ron Jan Zacharias

You're absolutely correct, the George Gang fired the best leader Indy Car has had inthe last 20 years. Hope they like empty grandstands, I won't be attending orwatching any races on their pathetic TV package.

· Like · Reply · · October 29 at 7:07pm8 Moderate

Eva Lasvegas

Those stands were already pretty empty, this won't make them any more empty. Asfor the TV package, ABC just needs to get their hooks out of it. At least we can nowsee the races instead of This Week With David Brinkley, or 10 extra holes of golf.The new car was the only thing he got right his entire time there.Like · Reply · · November 1 at 2:49pmModerate

Gina Navarra

BIG mistake. That is all. · Like · Reply · · Follow Post · October 29 at 8:19am13 Moderate

Benjamin Michael · Summer Intern at New Jersey Motorsports ParkI hope not. We'll have to see how next season goes along to be sure, but I'mhopeful at least. It's all you can do at the end of the day

· Like · Reply · · October 29 at 8:29am1 Moderate

In their own words: De Silvestro's seasonreview15 hours ago

In their own words: Carpenter's season review3 days ago

An Open Letter from Jeff Belskus3 days ago

Franchitti, Jones help give SEMA a taste ofIndy 5005 days ago

In their own words: Kimball's season review5 days ago

KV Racing Technology signs de Silvestro for20136 days ago

Series champ Hawksworth ready for nextchallenge6 days ago

Results of E!ective Integration: Fan Growth

When the new site IndyCarsite launched there was animmediate uptick in Fans,the largest increase comingfrom the new .com and user stories posted in the News Feed - not Facebook Ads

Results of E!ective Integration: Impressions, Tra"c

9.5x

8.4x

4.6x





05 Tips / Resources

L.L.Bean .com• 5.4 million visitors in Dec’12*• Top Rated customer service• High commerce conversion rates

What About Facebook Integration?

* Data courtesy Quantcast

Order Complete: Missed Opportunity

Product Social Performance• 0 Facebook Likes• 0 Facebook Sends• 0 Twitter Tweets• 0 G+ Pluses

Consider the Context• Visitor likely hasn’t purchased

or experienced the product yet

Product Reviews• Users are courted back via email• 53 Reviews

Customer Review:Missed Opportunity

Share the Savings with Friends!

I just got this great jacketat L.L. Bean and saved over 20%... and got it shipped for free!

Save at L.L. Bean・Like・Comment・Share

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04 A Brief Technical Note


06 Tips / Resources

Path to a High Return Implementation

Integrate Planning Into the Overall Website Build Process• Sign up for Facebook Insights for Domains - https://facebook.com/insights

• Identify the types of content or experiences where users may want to share/participate on your site• Implement where it makes the most sense within the user experience

• Check each type to see if it cleanly assigns to one of Facebook’s Open Graph content types• Ensure canonical URLs are set on the pages where you’re implementing Like buttons• Take time to consider the copy and images to be shown when content is interacted with• Check your work using Facebook’s Debugger - https://developers.facebook.com/tools/debug• Monitor Facebook Insights for Domains to understand performance and make adjustments

https://facebook.com/si

https://facebook.com/si

https://developers.facebook.com/tools/debug

https://developers.facebook.com/tools/debug

Result of Incorrect Implementation

When incorrectly implemented, expect• No visibility of an action taken, except by the user who took the action• Inability to compete in the Newsfeed when rendered• Action demoted an only visible in the Timeline of the user who took the action• Poor visual presentation

Lack of visibility means• Lack of engagement• Lack of propagation within Facebook• Lack of tra"c back to originating .com

Common Points of Failure for Like Buttons

Common Social Plugin Implementation Errors• Linking a Like button for a Brand/Fan Page to the wrong URL• Using an icon and a link as a substitute for the in-line Like Button Social Plugin• Required Open Graph tags missing altogether• Incorrect implementation of Open Graph tags• Not declaring Open Graph content types where applicable• Image URLs that don’t resolve or force Facebook to guess• Excessive redirection for the web page or an referenced asset to resolve• Redundant Open Graph tags cited• Open Graph tags placed outside the web page’s head tag• Not including canonical references on web pages themselves

Benefits of a Thoughtful Website Facebook Integration

Low E!ort• Implementing Social Plugins and Open Graph tags correctly is generally a one-time activity

Provides High Visibility• It’s becoming nearly impossible to gain Impressions of this volume on Facebook (without ads)

Generates Significant Tra"c Back to Site• Return rate of visitors from Facebook to one’s website is significant

Introduces Brand Content with Advocacy• Site visitors take the action that creates stories on Facebook• Stories visible to their friend network - trusted source• Far di!erent than a Brand posting from a fan Page

Your Next Stop:Happy Hour

48west- facebook integration - plus

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