smx london: understanding facebook's graph search
TRANSCRIPT
Marc PurtellDirector, SEO, MediaWhiz
UnderstandingGraph Search
www.MediaWhiz.com | @MarcPurtell
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Agenda
Evolution of Facebook Advertising1
Nuts and Bolts of Graph Search2
3 What to Leverage
…………4 What’s Next
About Me
• Oversee organic search services• 8+ years’ experience in search marketing & SEO
About My Company — MediaWhiz• #5 Search Marketing Agency, Advertising Age, 2012• Performance marketing agency• Part of Matomy Media Group• Services: Affiliate, Mobile, Display, Search, SEO,
Social, Email• Top-25 Digital Agency, Ad Age, 2012
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EVOLUTIONOF FACEBOOKADVERTISING
Evolution of Facebook Advertising
www.MediaWhiz.com | @MarcPurtell
August 2006August 2006
FIRST BANNER AD DISPLAY ADVERTISING LAUNCH
April 2008April 2008August 2006August 2006
FACEBOOK ADSAugust 2008August 2008
ENGAGEMENT ADS
December 2008December 2008 February 2011February 2011 January 2013January 2013
SPONSORED STORIES GRAPH SEARCH BETAFACEBOOK CONNECT
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OF GRAPH SEARCH
NU
TS
& B
OL
TS
Graph Search is based on connections …
… not only among each other but among places, things, ideas and events.
Powered by Unicorn
Index• Mapping from attributes (actions) to entities (nodes)
Framework• Build the index from existing
data and incremental updates• Retrieve entities from index
based on attribute constraints
The Components of Unicorn
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Web Search
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GRAPH SEARCH
LE
VE
RA
GIN
G
Utilize Multiple Result Types
Own more real estate for each search
• Pages
• Places
• People
• Apps
• Games
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Grow Your Communities
Likes = Authority
• Promote
• Incentivize
• Engage
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Huge Opportunity for Local
Users can filter results by location
•Include up to date business address
•Encourage reviews
•Incentivize check-ins
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WHAT’S NEXT
Logic
Monetization
Sponsored search results open the potential to allow advertisers to bid on placements, a la SEM
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Old Facebook Advertising
New Facebook Advertising
Result Types
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Current• People• Photos• Places• Interests
Planned• Posts• Open Graph Actions
Mobile
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Facebook #1 among mobile apps
• Reaching 3 out of 4 smartphone users
Source: comScore Mobile Metrix, U.S., Dec-2012
Facebook.com #2 mobile digital property
• Extended mobile reach by 23%
What’s Missing
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Official Properties
Marc PurtellDirector, SEOMediaWhiz
P: +1 954 423 0336
E: [email protected] Tw: @MediaWhizInc
Stay Connected
www.MediaWhiz.com | @MarcPurtell
…………........……. THANK YOU.