SMX London: Understanding Facebook's Graph Search

Marc PurtellDirector, SEO, MediaWhiz

UnderstandingGraph Search

www.MediaWhiz.com | @MarcPurtell

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Agenda

Evolution of Facebook Advertising1

Nuts and Bolts of Graph Search2

3 What to Leverage

…………4 What’s Next

About Me

• Oversee organic search services• 8+ years’ experience in search marketing & SEO

About My Company — MediaWhiz• #5 Search Marketing Agency, Advertising Age, 2012• Performance marketing agency• Part of Matomy Media Group• Services: Affiliate, Mobile, Display, Search, SEO,

Social, Email• Top-25 Digital Agency, Ad Age, 2012

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EVOLUTIONOF FACEBOOKADVERTISING

Evolution of Facebook Advertising


August 2006August 2006

FIRST BANNER AD DISPLAY ADVERTISING LAUNCH

April 2008April 2008August 2006August 2006

FACEBOOK ADSAugust 2008August 2008

ENGAGEMENT ADS

December 2008December 2008 February 2011February 2011 January 2013January 2013

SPONSORED STORIES GRAPH SEARCH BETAFACEBOOK CONNECT

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OF GRAPH SEARCH

NU

TS

& B

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Graph Search is based on connections …

… not only among each other but among places, things, ideas and events.

Powered by Unicorn

Index• Mapping from attributes (actions) to entities (nodes)

Framework• Build the index from existing

data and incremental updates• Retrieve entities from index

based on attribute constraints

The Components of Unicorn


Web Search


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GRAPH SEARCH

LE

VE

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GIN

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Utilize Multiple Result Types

Own more real estate for each search

• Pages

• Places

• People

• Apps

• Games


Grow Your Communities

Likes = Authority

• Promote

• Incentivize

• Engage


Huge Opportunity for Local

Users can filter results by location

•Include up to date business address

•Encourage reviews

•Incentivize check-ins


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WHAT’S NEXT

Monetization

Sponsored search results open the potential to allow advertisers to bid on placements, a la SEM


Old Facebook Advertising

New Facebook Advertising

Result Types


Current• People• Photos• Places• Interests

Planned• Posts• Open Graph Actions

Mobile


Facebook #1 among mobile apps

• Reaching 3 out of 4 smartphone users

Source: comScore Mobile Metrix, U.S., Dec-2012

Facebook.com #2 mobile digital property

• Extended mobile reach by 23%

What’s Missing


Official Properties

Marc PurtellDirector, SEOMediaWhiz

P: +1 954 423 0336

E: [email protected] Tw: @MediaWhizInc

Stay Connected


…………........……. THANK YOU.

SMX London: Understanding Facebook's Graph Search

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