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Facebook Marketing 2012 London - Guardian Reader Lessons Learnt from Leveraging the Facebook...
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emblem-digital.com Martin Belam Facebook Marketing London, July 2012 @currybet Facebook, Social Readers & The Guardian
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Martin Belam talks through the stages of creating the Guardian Facebook app from conception through to testing through to roll out. Lessons learnt and future plans.
Transcript of Facebook Marketing 2012 London - Guardian Reader Lessons Learnt from Leveraging the Facebook...
emblem-digital.com
Martin Belam
Facebook Marketing London, July 2012
@currybet
Facebook, Social Readers &
The Guardian
@currybet
@currybet
Launched in September 2011
@currybet
Read, watch and listen Guardian content in Facebook
@currybet
An opt-in way of consuming Guardian content
@currybet
People were very vocal about it
@currybet
Very vocal indeed
@currybet
Why design it like that?
@currybet
Had one metric in mind...
@currybet
...but actually shifted this one
@currybet
It was an experiment
@currybet
I published this number-free adoption curve
@currybet
Any page is potentially a viral landing page
@currybet
It spawns new conversations around old content
@currybet
YouTube clips aren’t journalism
@currybet
But neither are TV listings
@currybet
A young, male audience primed to distribute
@currybet
Facebook referrals briefly eclipsed Google
@currybet
And then everybody said they “collapsed”
@currybet
Any graph that starts from a high peak...
@currybet
“Reads” are not prominent anymore
@currybet
The Guardian added “Agree / Disagree”
@currybet
Unfavourably compared to the “Right / Wrong” table
@currybet
Some actions speak louder
@currybet
The water carrier
@currybet
If I could turn back time...
emblem-digital.com
Martin Belam
Facebook Marketing London, July 2012
@currybet
Thank you
