BA (Hons) Advertising

Introducing Facebook

Facebook now has more than 800 million active users…

…. meaning that 1 in every 9 people on Earth is on Facebook

In fact, if Facebook were a country….

…it would be the 3rd largest in the world (and twice the size of the USA)

30 billion pieces of content are shared on Facebook each month….

…. And more than 2 billion posts are liked and commented on per day

But how can businesses use

Facebook?

How can businesses use Facebook?• Facebook Pages

• Facebook Adverts

Anatomy of the Facebook Page

Posting Content and InteractingYou can post the following kinds of content to Facebook:

• Status Updates• Links• Photos• Videos • Questions

It is important to interact with fans on Facebook by:

• ‘Liking’ or Sharing their content• Commenting on content• Answering queries• Tagging fans and other businesses in posts

Facebook EdgeRankThe new Facebook Hybrid News Feed has two main settings:

Top Stories - filters content based on EdgeRank

Recent Stories - shows most of the content published by your Facebook friends/ pages in chronological order

There are three factors that are used to assess the EdgeRank of a Facebook update or ‘object’:

Affinity – number and type of interactions between fan and the object -different types of interaction are weighted differently depending on

amount of engagement require

Weight – type of object (link, photo or video) different types of objects are weighted differently

Time Decay – the value of an object decreases as it gets older

Facebook Insights for Pages

http://www.insidefacebook.com/2011/10/17/page-insights-exports/

Facebook Advertising

http://www.facebook.com/adsmarketing/

Types of Facebook AdvertisingCan be used to drive traffic to:

• Facebook Page

• External Website

• Facebook Application

• Facebook Event

Facebook Advertising TargetingCan target users based on:

• Location

• Language

• Demographic

• Likes & Interests

• Connections

• Relationship Status

• Birthday

• Education

But how does Facebook integrate with other content

on the web?

Recapping the Social Graph

First coined by Mark Zuckerberg

Your social graph is a digital map of your personal identity, your primary friends and everything you share with them.

It all comes down to integrating web pages and content

with the social graph…

Content may be king…

….But context means more

And this is exactly why social media is all about

connections…

How are you as marketers going to leverage those

connections?

And ensure people share your content?

Social Graph to Open Graph

Facebook’s “social graph” consists out of connections between people, Facebook content and Facebook pages

In 2010, Facebook expanded on this model, introducing the Open Graph protocol

This made it possible to add objects to the social graph that were outside Facebook

http://www.slideshare.net/vidarbrekke/understanding-the-potential-of-the-open-graph-and-graph-api

Open Graph Protocol

Enables you to integrate web pages and content into the social graph – turning your web page into a graph object

The most simple example of using the open graph protocol is the Like Button

Implemented by adding <meta> tags to your web page so you can specify structured information about your web page

http://developers.facebook.com/docs/opengraph/

http://www.slideshare.net/vidarbrekke/understanding-the-potential-of-the-open-graph-and-graph-api

Open Graph Protocol Code

http://developers.facebook.com/docs/opengraph/

Open Graph Protocol Properties

http://developers.facebook.com/docs/opengraph/

The most common Open Graph protocol properties are:

Object Title (og:title) – the title of your object as it appears in the graph

Object Type (og:type) – the type of your object e.g. movie, article, blog etc

Object Image (og:image) – the image you want associated with your object

Object URL (og:url ) – the URL of your web page or content

Site Name (og:site_name) – the name of the website where your object sits

Object Description (og:description) – the description of your object

You can also add properties for location and contact details

All objects in the social graph are

connected to each other via

relationships

Or as Facebook defines it…

“Connections”

What objects are included in the Social Graph?

• Status Updates

• Users

• Pages

• Events

• Groups

• Applications

• Photos and Photo Albums

• Videos

• Notes

The Facebook social graph is

represented by the Graph API

What is the Graph API?

It provides a simple and consistent view of the social graph, representing objects and the connections between them

The Graph API enables developers to read and write data into Facebook

Authentication is required for each individual Facebook user usingh oAuth 2.0

Imagine the possibilities

presented by access to this rich

data

Uses of Graph API• Publish status updates and links on behalf of users

• Create personalised experiences for website users

• Utilise data for market research and 3rd party applications

Basically, you can use this data however you want as long as you have authorisation to access users data…

Here’s an example for you…

Facebook users build up their social graph by using the Like button…

…this information can be accessed if a user provides necessary authorisation

…which is then used to provide personalised recommendations

But unless you are a developer, this may be a little bit

complicated…

…luckily you can easily add some of this functionality to your site using

social plugins

But with the latest developments

announced at the recent F8

conference…

…everything has changed…

…again!

F8 Conference

http://mashable.com/2011/09/22/facebook-f8-live-video/

Summary of Facebook Changes

http://mashable.com/2011/09/22/facebook-changes-roundup/

• Facebook Timeline

• Facebook Gestures

• Facebook Frictionless Apps

• Facebook Ticker

• Facebook Partners

The Guardian Facebook App

http://apps.facebook.com/theguardian

The Guardian Facebook App

Facebook Partners

Facebook Partners

http://www.youtube.com/watch?feature=player_embedded&v=FjAr5nGzjV8#!

Social Media Module on SlideShare

http://www.slideshare.net/UCFadvertising

Clemi Hardie

clemi@noodlemarketing.co.uk

@clemihardie