school of social media: introduction to facebook
DESCRIPTION
Was created for internal and external workshops in 2013. Some of the functionalities and numbers will no doubt be out of date but should remain informative all the same!TRANSCRIPT
“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