5 Ways to Prepare for Facebook Graph Search and Preferentially Get Found

Insight into NEW Facebook Graph Search

Facebook Graph Search

What is Facebook Graph Search?How It Works- Search ExamplesSignificance & Takeaways5 ways to Prepare for New Search

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What is Facebook Graph Search?How It Works- Search ExamplesSignificance & Takeaways5 Ways to Prepare for New Search

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Facebook: 3 Pillars of Ecosystem

1. News Feed- What is going on?

2. Timeline (profiles)- who is this person/business?

3. Graph Search- Personalized search for People, places, things, interests

What is Facebook Graph Search?

“Graph Search is a new way for you to find people, photos, places and interests that are

most relevant to you on Facebook.”

Ex. Difference between web search & Graph Search:– Web Search: Italian restaurants in Asbury Park– Graph Search: Italian restaurants in Asbury that My

friends like



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How It Works- Search Examples

Direct Search… for Place

Friends Who Like Yoga

Friends who like Yoga and Live in Freehold

Restaurants Nearby (me)

Restaurants Nearby Visited By Friends

Restaurants Nearby Visited By Friends (cont’d)

Photos Taken at Restaurants Nearby Visited By Friends (cont’d)

American Restaurants My Friends Visited

Books Read By My Friends

Dentists Liked By My Friends

Semantic search: Ortho…



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Significance & Takeaways:Social Proof

Social proof (in the form of a like) seems to dominate in search results & is used to build out your choices.

In several places, results show that Page likes are given preferential treatment– **Facebook considers “likes” to be valuable

social validation and a driver for recommendations (search suggestions).

– This is similar to the number of positive reviews on Google and Yelp which is considered to be premium social capital.

Significance & Takeaways:Friend Recommendations

92% People trust their friends recommendations- compared to below 50% for other forms of advertising or endorsements (Nielsen Global Trust in Advertising survey, Q3 2011).

Facebook Graph Search allows you to query search all at once with out have to ask directly

Wake-up call for businesses– Need to have the requisite referrals, likes,

recommendations to be found in Facebook search engine

Recommendations

Significance & Takeaways:Observations

People who change privacy settings to Private will not be found in Graph Search (could be very important in future)

So far status updates and comments are still an untapped source of data for Graph Search

Facebook Graph Search: Early phase but window into future of search and wake up call for businesses.



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5 Ways to Prepare for New Search Engine Now

1. Complete Optimized Profile

2. Grow Targeted Facebook Page (new Likes)

3. Build more social engagement

4. Make Check-ins a Priority

5. Strategic Call to Action with Landing Pages

1. Optimize Profile

Complete fully written, optimized Profile– Page name, add categories, web address,

about section, Vanity URL– If you have local place, update your physical

address, add hours Use Keywords in profile Add Descriptions to Photos & Geo-Target Allow People to tag photos of your place

Optimize Profile

About Section: Use Keywords

Photos: Add Description & Geo Target

Allow People to Tag Photos of your Place





4. Provide Incentives for Check ins & “Offers”


Grow Facebook Likes/ Fans:Facebook Ads

Build Social Engagement

Provide Incentives for Check ins

First 100 People to Check In gets free appetizer with meal

Check in at register to receive 10% Off

Provide Incentives “Offers”

Strategic Landing Pages to Create Call To Action

Strategic Landing Pages to Create Call To Action

Build Email List

Exclusive offers

Special Promotion

Summary

What is Facebook Graph Search?How It Works- Search ExamplesSignificance & Takeaways5 ways to Prepare for New Search

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Homework! Prepare Your Facebook Page for Graph Search Set a Goal and implement 2 of the 5 ways to

prepare your Page

1. Optimize Profile

2. Grow Your Likes• How Many Likes?• What Time Frame?

3. Build Social engagement

4. Provide Incentives for Check ins/ Offers

5. Create Call To Action

Thank you!

Contact Info:

Laura DeMeo

Tri-Ultra Media, LLC

732-859-4118

[email protected]

www.LauraDeMeo.com

http://www.laurademeo.com/

5 Ways to Prepare for Facebook Graph Search and Preferentially Get Found

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