Facebook Inside Out
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Everything you always wanted to know about (marketing on) Facebook. (KHK, 20/05)
Transcript of Facebook Inside Out
I AM TIJS VROLIXSTRATEGIC PLANNER AT PROXIMITY BBDO
LET’S TALK
i logged in to facebook for the first time ever
ON 29 DECEMBER 2006
using someone else’s credentials
A BRIEF HISTORY
OF FACEBOOK
By Poj on Flickr
by harvard student mark zuckerbergSTARTED IN JANUARY 2004
called thefacebook.com back thenORIGINALLY INVITE-ONLY FOR US UNIVERSITIES
0
125
250
375
500
12/2004 12/2006 10/2007 01/2009 04/2009 09/2009 02/2010
active users (millions), source wikipedia
BY THE WAY
WHERE’S MARC?
By TweetWall Pro on Flickr
BY THE WAY
THERE’S MARC
By TweetWall Pro on Flickr
FAST FORWARD
TO TODAY
By Poj on Flickr
3 450 300BELGIANS ON FACEBOOK
facebook.com/advertising
60 LIVE IN TURNHOUT, BELGIUMbetween the ages of 18 and 24
FACEBOOKfor marketeers
ConnectPages
Groups
ProfilesAds
Beacon
API
Banner
SurveyPoll
TargetedPlatform
Application
Traffic
Word of mouth
Viral
Share
LikeSponsored
Location
Open Graph
Fan
Games Community Pages
Developer
Insights
Mobile
Graph API
Social Plugins
Lexicon
FACEBOOK PROFILES
FACEBOOK ADS
FACEBOOK GROUPS
FACEBOOK GROUPSPAGES
communityFACEBOOK GROUPS
PAGES
CONFUSION
FACEBOOK GROUPScommunity PAGES
WHAT IS
THE DIFFERENCE?
By peter_hasselbom on Flickr
PAGES GROUPS• “.. may only be created by
an official representative of that entity”
• indexed by search engines• no size limitations• not connected to profiles• support applications• support vanity urls• statistics• ...
• “.. can be created by any user and about any topic”
• more privacy controls• member management• size limitations (email
blasts, ...)• always connected to one/
more profile(s)• ...
COMMUNITY PAGES?
• Facebook’s answer to unofficial pages• think of them as Facebook wikis
“Community Pages are a new type of Facebook Page dedicated to a topic or experience that is owned collectively by the community connected to it.”
CONCLUSIONPAGES WIN
NOW HOW DO WE
STAND OUT?
By peter_hasselbom on Flickr
you’ve got to make sure it looks good
APART FROM REGULAR AND
and offers something people want to come back for
INTERESTING CONTENT
RSS• load external content• Facebook Notes app allows you to import• some thirdparty apps allow more
branding/formatting
MUST HAVE APPSFOR YOUR PAGE
TWITTERMUST HAVE APPSFOR YOUR PAGE
HTML/FBMLMUST HAVE APPSFOR YOUR PAGE
• add branding to your pages• Facebook’s “Static FBML” app or “Extend Info” app
for extra blocks and tabs
FLASHMUST HAVE APPSFOR YOUR PAGE
• add ... Flash• “Flash Player” app, again by Facebook
YOUR OWNMUST HAVE APPSFOR YOUR PAGE
• by far the most unique• not too hard
AGAIN
STAND OUT!
By peter_hasselbom on Flickr
WWF (WORLD WIDE FACEBOOK)
By The Suss-Man (Mike) on Flickr
IS THE NEW WWW
SOCIAL PLUGINS
SINGLE SIGNONGRAPH API
MEASURE
By Darren Hester on Flickr
AND OPTIMIZE
PAGESINSIGHTS• measuring interactions (wall
posts, likes, comments, ...) • A/S/L split• post quality: engagement
quality benchmark
FOCUS ON QUALITYRATHER THAN QUANTITY
THINGS TO LOOK
By musiquegirl on Flickr
OUT FOR
PRIVACY DEBATE
MOBILEnot just for geeks
TWITTERISATION
PAYMENTCREDITS&
FACEBOOK TO ENTER
LOCATION
By wild1don on Flickr
FACEBOOK TODAY IS ANIMPRESSIVE MARKETING TOOLyet don’t forget about the others
