school of social media: introduction to facebook

“Facebook helps you connect and share with the people in your life.”

Facebook.com

“People and the connections they have to everything they care about”

Facebook.com

THE SOCIAL GRAPH

news feed 2008 news feed 2010

EVER ITERATING THE EXPERIENCE

Facebook profile 2008 Facebook profile 2010

EVER ITERATING THE EXPERIENCE

“[agencies and brands] sometimes think how arrogant of you to make these changes – it's actually humility that drives this development."

Strict guidelines for using their logo

Talk to them early

Permission can be revoked

Foul play can result in brand page removal

FACEBOOK WILL BE PROTECTIVE

Core Elements

-App Center

-Applications, websites, devices

-Graph API

-Facebook Plugins

-Facebook Credits

APP CENTER

APPLICATIONS: Visa-Olympic Games

WEBSITE (Facebook Connect): Fab.com

GRAPH API: TakeThisLollipop.com

FACEBOOK PLUGINS

OPEN GRAPH

“An extension to social graph to include third-party websites and pages that people liked throughout the web”

FACEBOOK CREDITS

FACEBOOK TIMELINE FOR BRANDS

EXPRESS BRAND COMMS THROUGH ATTENTION-GRABBING COVER PHOTOS

THE APPS TAB WILL STATE YOUR PURPOSE

Customer Care: BT focus on service satisfaction with care solutions

Marketing: Old Spice use their apps space to push brand activity and product

Entertainment: Red Bull position themselves as an entertainment provider through additional content including games

Telling the brand’s story & history

Using their fans to tell the story

Games that encourage fans to

explore the Timeline

TIMELINE IS WHAT YOU MAKE OF IT

IMAGES ATTRACT HIGHER ENGAGEMENT

Brand Facebook fans

Monthly page visitors

Coca-Cola

24 million 39,000

Oreos 17.5 million 137,000

Best Buy 2.7 million 175,000

FANS DON’T VISIT BRAND PAGES

Think about rich media – photos, videos…

Encourage feedback from your fans – ask questions & generate

debate

Be topical, keep listening to what your community is already discussing and getting

excited about

OPTIMISE CONTENT FOR THE NEWSFEED

TOTALAUDIENC

E

SEE ENGAGE VISIT

EDGE RANK

No one visits your page.

16% of your fan base sees a post on a good day.2% will engage with your content on a good day.1% find you in the Newsfeed and click on your page.

16%

2-3%1%

“A personalised view of you and your friends’ interest”

I’ve been listening to Spotify lots.

I engage with Richard lots so I am interested in his interests

GRAPHRANK

SPONSORED STORIES

Sponsored Stories plucks that valuable content from user news feeds and makes these more noticeable to others.

REACH GENERATOR

Boost post visibility (avg. 15%) to 75% of your audience through ad placements

OFFERS

Offers is a new page post that enables businesses to reach customers with a promotion they can claim and share with friends.

LOGOUT EXPERIENCE

37 million log out of Facebook everyday

Closest space Facebook has to an MSN HPTO

FACEBOOK AD MANAGER

Use Ad Manager to better understand target audience numbers on Facebook.

FACEBOOK ADS PLACEMENTS

AND FOR THE OTHER GUYS

SKITTLES USES HUMOUR TO KEEP FANS ENTERTAINED

PADDY POWER ENCOURAGES CONVERSATION THROUGH PROVOCATION

STARBUCKS ENGAGES ITS AUDIENCE THROUGH PRODUCT & PROMOTIONS

CUSTOMERS ARE MADE PART OF THE STORY FOR AN ENGAGING NARRATIVE

understand the brand guidelines

read the research and brand materials

consult them early

ask to change the API

ask to change the user experience

go in blind

leave too little time

DO: DON’T:

Where is Facebook going?…and for the

future?

Future Facebook?

Visual story-telling

Thinking outside Facebook

Thank you

http://allfacebook.com/five-marketing-resources_b91268