Post on 10-May-2015
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/
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