Keeping up with Facebook’s new features.

Dirk Shaw, SVP Digital Influence, Ogilvy

What we will cover The evolving open graph

Optimizing apps/games for the Ticker

Ways to use Brand tagging !

The evolution of the open graph

SOCIAL !

I want to re-connect with old friends !

How can we leverage our fans social networks? !

I want to publicly declare my interest/attitudes !

How do we increase the # of likes and use interest data to target

Ad's?!

ACTIVITY !

I want others to experience what I am doing in the real world !

How do we increase consumer activity levels?!

USER goals!

BRAND goals!

2008 2009 2011

INTEREST !

Increase awareness and engagement with the real time ticker.

The Ticker is a real time stream

of all your friends activities such

as updates, friendships, photos,

videos, links etc.

Optimize apps for the ticker feed but give

users control of what is

shared.

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When using an app the ticker will show updates

relevant to that app/game. !

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Bookmarks for a users favorite apps will appear in

the ticker making game play one click away.!

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Build controls inside of game or app that make

privacy/sharing features intuitive. !

Recent Games Played

Updates from friends playing

games

Brand tagging creates new opportunities to learn and engage while adding risk and page management time .

Brand tagging. Allows Facebook users to tag pages in their pictures.

Brand Tagging done well.

Photos that need moderation

You can tag brands in Facebook photos. Test: Will they untag?

Coca-Cola | Time to untag: 1 hour!Coca-Cola has a team that engages (and monitors) its Facebook page 24/7, according to Ashley Brown, Coca-Cola's director of digital communications and social media. Brown wouldn't say how large that team is, but admits it's "a decent size. We have really smart people who take a look at these things. There's always going to be a certain amount of good judgment involved."!

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In summary

Optimize apps/game play for social sharing but give users control of what is shared!

Use the new enhancements to the open graph as a way to connect your brand with consumers activities. !

Brand tagging is a great way to engage with fans but active monitoring of what is being tagged is essential. !