The New Facebook: A Brand's Perspective
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Transcript of The New Facebook: A Brand's Perspective
Community Pages
Like
sLanding PagesFaceboo
k Graph
API
Interactions
Comments
Open
Graph
Frien
dsWidgets
What is it
all about?
The New Facebook – A brand’s perspective
What is the new Facebook?
Why should you embrace the new Facebook?
How to build a successful Facebook strategy
Facebook: Just a few facts
350 000 “Likes” since April 2010 on imdb.com
100 millions monthly interactions with third-party sites
250 millions daily individual connections
In the UK, every eight minute on Internet is spent on Facebook
One third of social media users provide feedback on companies over social networks
Facebook Revolution
Brands
Products
Places
From independent people- to-people platform...
To a multi-faceted interactive network
Content Web
Social Web
How is it organised?
Profile Pages
For Who:
Real Individua
ls
Controlled By:
Private and
Personal
Status:
Private and
Personal
How is it organised?
Groups
For Who:Businesses, Organisatio
ns or Individuals
Controlled By:Individual
Administrators
Status:
Open or Private
What for:
Networking/
Topic sharing
How is it organised?
Official PagesFor Who:
Business organisations, public
figures
Controlled By:Authentifie
d official administrat
or
Status:
Public and
Official
What for:
Official Brand-related
content and interaction
How is it organised?
Community Pages
For Who:
Individuals
Controlled By:Facebook if popular
or individuals
Status:
Public
What for:Un-
moderated topic related
content
NEW
RecapWhat For Who Controller Status What For
Profiles Real Individuals
Individuals Private or Personal
Personal use
Groups Business, organisations or individuals
Individual administrators
Open or Private
Networking or topic sharing
Official Pages Business, Organisations, Public figures
Authentified official administrator
Public and Official
Official brand-related and interaction
Community Pages
Individuals Facebook if popular or individuals
Public Un-moderated topic related content
What happened to the Fan Page ?
• Community Pages are specific pages where all Facebook content related to one topic (can be a company/product/public figure) is automatically aggregated. (from Wikipedia and Facebook topic-related posts)
• On Official Pages and Community Pages, the “Become a Fan” button has been replaced by a new “Like” button.
• Facebook might have automatically created a community page for your brand.
• The community page can host negative content – acts as a public, uncontrolled brand-related aggregated forum.
Changes to the Fan Page
Facebook-generated Community Page
Official Page
Control : Authenticated AdministratorsCustomisable : 100%Content : brand and user-generated
Control : NONECustomisable :NOContent : automatically generated
An example
Related Posts : Automatic aggregation of all posts containing the page’s title. (company name here.)
3 Tabs only:
Wikipedia: automatically pulled Wikipedia definition.
Info: Number of likes and 6 corresponding profiles + Wikipedia definition + Related Posts
OpenGraph
About: • OpenGraph integrates your pages
to the Social Graph : Facebook read your website URLs like any Facebook page.
• A customizable selection of your web pages/articles/content items is transparently interconnected with the Facebook community – you can add a “Like” button and other Facebook-connected social widgets anywhere on your website.
• OpenGraph connects people trough what they like - your website can automatically identify the visitor and push customised content according to its personal and Facebook friends preferences
Why have an official Facebook page?
Push unique and relevant content• The official page is a one-stop shop for all brand-related
content : infos, news, events, special offers, tips and help.
Listen to the brand-noise• Monitor new trends and needs, customer feedback and
brand reputation• With Facebook Insights, get precious data about your fans’
level of interaction, their social characteristics, your online content quality
• Outreach poor user-generated brand-related groups
Engage your fans• Generate direct discussions with and among fans, buzz
around events and games
Reach the global community• Use “Likes” as publicised friend-to-friend
recommendations on a 400+ millions people network• With Open Graph integration, reach a broader audience
and publicise every visit.
Why watch your Community Pages?Risks• People can create community pages to praise or destroy
brands or products.• Information content is pulled from Wikipedia, a highly
fragile source.• Automatically pulled brand-related posts can foster
negative comments but cannot be moderated or answered to.
• On the “Pages” results, Community Pages compete with official pages based on the number of likes.
• Community Pages can be mistaken for official brand forum.
• All posts (including angry ones) are indexed by Google if the user’s privacy settings are low.
Listening platform• The conversation happening on Community Pages cannot
be controlled or shut-down, brands should not just ignore it.
• Community Pages can be seen as a listening tool where unsolicited comments/feedback and sentiment about the brand/products are automatically gathered.
• Generate positive third-party endorsements to make these Community Pages show uncontrolled/people-to-people positive recommendations.
Building the optimal Facebook presence
Official Page• Align your page design and content with your overall brand image.
Essentially build a mini-website within Facebook• Use widgets like Static FBML to design customised compelling pages• If you have more than 10 000 likes, create a customised landing
page• Push all relevant content and create rich/participation friendly tabs.
• news, events, products, deals• allow user-generated rich content (Photos/videos)• Use widgets such as Flashplayer or PostedItem Pro to create
engaging, rich media content (games, apps, videos)• Engage your fans in direct conversations, topic discussions, games and
competition• Integrate Facebook to your overall online presence• Drive traffic to your site via customised user-friendly linkage• Use applications to broadcast your blog’s RSS feed and Twitter updates
Community Page• Use Community Pages as listening tools• Keep a close eye on your Wikipedia entry• If your logo or any brands marks are used without permission, you can
request that they are taken off the page
Successfully integrate your website with Facebook
How to use it• OpenGraph and all-related social plug-ins are simple lines of codes to
integrate to your website design.• Depending on your business, you might want to chop up your content so
that each piece can be liked individually. Recommended for e-commerce/blogs/media sites.
• Depending on your strategy and brand image, add other OpenGraph social plug-ins that may include :• Embedded Facebook–linked comments • Website users’ Activity Streams• Automated recommendations based on each user’s personal Facebook
network
Benefits• Be the first-mover : so far, only a handful of websites have integrated
OpenGraph. Be among the first and capture all industry-related Facebook noise
• Using the recommendations social plug-ins, you can offer a personalised user-experience on your website to every visitor.
• Expose your brand to non-site visitors and drive traffic to your website : “Likes” are highly viral. Each “Likes” is seen by all of the user’s friends which might lead to new websites visits and likes and so on.
• OpenGraph is highly SEO friendly and heavily contributes to your website’s page rank on search engines.
Community Pages
Like
sLanding PagesFaceboo
k Graph
API
Interactions
Comments
Open
Graph
Frien
dsWidgets
Summary: Golden Rules
Monitor Sentiment
Don’t ignore unofficial channels (Community Pages)
Use Facebook Insights
Learn from your customers via online feedback monitoring.
LISTEN
Monitor Sentiment
Don’t ignore unofficial channels (community pages)
Use Facebook Insights
Learn from your customers via online feedback monitoring.
LISTEN
Be social and engage with
your fansBe unique: only add
valuable content
Be brilliant: ensure high-
quality design and regularly
updated original content
Be You: align your social
presence with your brand.
EN
GA
GE