foursquare, Facebook and the Strategic Landscape of Mobile Location-Based Social Networks
social networks: facebook
description
Transcript of social networks: facebook
![Page 1: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/1.jpg)
social networks: facebook
lianne lindekecharlie mayfield january 25, 2012
uwsmc
![Page 2: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/2.jpg)
social networks: facebook
lianne lindekecharlie mayfield january 25, 2012
uwsmc
![Page 3: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/3.jpg)
people on facebook more than 800 million active users
o 150M fb us userso 80% fb users outside us
more than 50% of active users log on to facebook in any given day average user has 130 friends
average user is connected to 80 community pages, groups and events
![Page 4: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/4.jpg)
facebook worldwide over 50% share of social media sites
(ComScore, November 2011)
![Page 5: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/5.jpg)
mobile
more than 350 million active users - 45% - currently access facebook through mobile devices
![Page 6: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/6.jpg)
fb “member profile” (for individuals’ fb page)
![Page 7: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/7.jpg)
new member "timeline" profile
![Page 8: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/8.jpg)
fb has 3 types of business “fan pages” – each has a
little different setup and information
local businesses a brand, product, or organization a public figure, artist, band, etc.
![Page 9: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/9.jpg)
use the “like” button to become a “fan”
![Page 10: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/10.jpg)
all fan pages have some universal “tab” elements
wall info friend activity photos events videos
![Page 11: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/11.jpg)
“iframes” – embed external content on fb pages
static html content coupons youtube video rss feed twitter feed flickr photo galleries
![Page 12: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/12.jpg)
all sorts of fan page customizations possible
unique opening “landing page”§- design in fb or 3rd party applications
§ - shortstack§
![Page 13: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/13.jpg)
3rd party custom page creation - "shortstack"
![Page 14: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/14.jpg)
some fan landing pages ask viewer to select the “like” button
– “fan-gating”
![Page 15: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/15.jpg)
fb advertising
inexpensive very targeted to fb user demographics highly trackable
![Page 16: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/16.jpg)
fb ads
![Page 17: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/17.jpg)
detailed measurement metrics
fb insights measures fans and interactions 3rd party advanced analytics
webtrends coremetrics objective marketer
![Page 18: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/18.jpg)
notable fb fan pagescreate “stopping power”
§create fan engagement!!
§ gotta be a fan!!!
![Page 19: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/19.jpg)
compelling fan pages
![Page 20: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/20.jpg)
"fangate"- contests- exclusive content
![Page 21: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/21.jpg)
"fangate"- contests- exclusive content
![Page 22: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/22.jpg)
"fangate"- contests- exclusive content
![Page 23: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/23.jpg)
friend activity on selected fan page
![Page 24: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/24.jpg)
purchase on fb
![Page 25: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/25.jpg)
embedded videos
![Page 26: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/26.jpg)
88% of Facebook users who join your fan page never return to the actual page
A typical post reaches only about 17% of your fans
A Facebook post typically lives for about 3 hours
Comments are about 4x more valuable than Likes
Facebook tracks everything to determine affinity
LeveragingEdgeRank
![Page 27: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/27.jpg)
“edgerank”
§Facebook EdgeRank formula is Affinity x Weight x Time Decay.
§Affinity x Weight x Time Decay
edgerank = affinity x weight x time decayAffinity X Weight X Time Decay
![Page 28: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/28.jpg)
Example 1:Your brand posts a message. One of your fans, with lots of friends.
1. Facebook scores "edges." A. because the fan in the past, might have clicked on all your messages and been on your page numerous times, there is a high degree of affinity between you and the fan. For that reason, the affinity score might be 5. B. There is a link in the post which may have weight score of 3. C. The post is a day old, so let's say the age score is 2. D. Total edge score is 5 * 3 * 2 = 30 E. There is only one edge, so the total object score is 30.
2. As the fan logs into FB, FB will score all posts in a similar way and put the top-scoring posts at the top of the feed and/or in "highlighted stories"
If your post, with a score of 30, is one of the top-scoringposts, you will show near the top of the fan's news feed.
![Page 29: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/29.jpg)
Add another edge, Example 2:The fan, from last example, makes a comment on your post. The fan's friend logs in. Will the friend see your post?
1. By making a comment, the fan added an edge to the post.2. Now FB needs to rank two edges. First edge: A. Affinity between friend and your brand = 1(very low) B. Weight of your post = 3 (from last example) C. Time decay = 2 D. Edge score of first edge: 1 * 3 * 2 = 63. Second edge (fan's comment) A. Affinity between friend and fan = 7 (high) B. Weight of a comment, say 5 C. Time decay = 4 (friend logged in quickly after comment). D. Edge score of second edge: 7 * 5 * 4 = 140
Total object EdgeRank score becomes: 6 + 140 = 146Recorded, monitored and impacts your future scores.
![Page 30: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/30.jpg)
Strategy is Leverage for EngagementInnovate, Serve as Resource, Be Real,
Give Voice to Fans, Build and Foster CommunityTip #1: Ask QuestionsTip #2: Post Games and TriviaTip #3: Interact with Fan EngagementTip #4: Incorporate Apps Tip #5: Incorporate Relevant PhotosTip #6: Relate to Current EventsTip #7: Incorporate VideosTip #8: Post Content for Time-Sensitive CampaignsTip #9: Include Links within PostsTip #10: Be Explicit in Your Posts
![Page 31: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/31.jpg)
people on facebook more than 800 million active users
o 150M fb us userso 80% fb users outside us
more than 50% of active users log on to facebook in any given day average user has 130 friends
average user is connected to 80 community pages, groups and events
![Page 32: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/32.jpg)
facebook worldwide over 50% share of social media sites
(ComScore, November 2011)
![Page 33: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/33.jpg)
mobile
more than 350 million active users - 45% - currently access facebook through mobile devices
![Page 34: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/34.jpg)
fb “member profile” (for individuals’ fb page)
![Page 35: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/35.jpg)
new member "timeline" profile
![Page 36: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/36.jpg)
fb has 3 types of business “fan pages” – each has a
little different setup and information
local businesses a brand, product, or organization a public figure, artist, band, etc.
![Page 37: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/37.jpg)
use the “like” button to become a “fan”
![Page 38: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/38.jpg)
all fan pages have some universal “tab” elements
wall info friend activity photos events videos
![Page 39: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/39.jpg)
“iframes” – embed external content on fb pages
static html content coupons youtube video rss feed twitter feed flickr photo galleries
![Page 40: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/40.jpg)
all sorts of fan page customizations possible
unique opening “landing page”§- design in fb or 3rd party applications
§ - shortstack§
![Page 41: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/41.jpg)
3rd party custom page creation - "shortstack"
![Page 42: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/42.jpg)
some fan landing pages ask viewer to select the “like” button
– “fan-gating”
![Page 43: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/43.jpg)
fb advertising
inexpensive very targeted to fb user demographics highly trackable
![Page 44: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/44.jpg)
fb ads
![Page 45: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/45.jpg)
detailed measurement metrics
fb insights measures fans and interactions 3rd party advanced analytics
webtrends coremetrics objective marketer
![Page 46: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/46.jpg)
notable fb fan pagescreate “stopping power”
§create fan engagement!!
§ gotta be a fan!!!
![Page 47: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/47.jpg)
compelling fan pages
![Page 48: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/48.jpg)
"fangate"- contests- exclusive content
![Page 49: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/49.jpg)
"fangate"- contests- exclusive content
![Page 50: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/50.jpg)
"fangate"- contests- exclusive content
![Page 51: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/51.jpg)
friend activity on selected fan page
![Page 52: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/52.jpg)
purchase on fb
![Page 53: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/53.jpg)
embedded videos
![Page 54: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/54.jpg)
88% of Facebook users who join your fan page never return to the actual page
A typical post reaches only about 17% of your fans
A Facebook post typically lives for about 3 hours
Comments are about 4x more valuable than Likes
Facebook tracks everything to determine affinity
LeveragingEdgeRank
![Page 55: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/55.jpg)
“edgerank”
§Facebook EdgeRank formula is Affinity x Weight x Time Decay.
§Affinity x Weight x Time Decay
edgerank = affinity x weight x time decayAffinity X Weight X Time Decay
![Page 56: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/56.jpg)
Example 1:Your brand posts a message. One of your fans, with lots of friends.
1. Facebook scores "edges." A. because the fan in the past, might have clicked on all your messages and been on your page numerous times, there is a high degree of affinity between you and the fan. For that reason, the affinity score might be 5. B. There is a link in the post which may have weight score of 3. C. The post is a day old, so let's say the age score is 2. D. Total edge score is 5 * 3 * 2 = 30 E. There is only one edge, so the total object score is 30.
2. As the fan logs into FB, FB will score all posts in a similar way and put the top-scoring posts at the top of the feed and/or in "highlighted stories"
If your post, with a score of 30, is one of the top-scoringposts, you will show near the top of the fan's news feed.
![Page 57: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/57.jpg)
Add another edge, Example 2:The fan, from last example, makes a comment on your post. The fan's friend logs in. Will the friend see your post?
1. By making a comment, the fan added an edge to the post.
2. Now FB needs to rank two edges. First edge: A. Affinity between friend and your brand = 1(very low) B. Weight of your post = 3 (from last example) C. Time decay = 2 D. Edge score of first edge: 1 * 3 * 2 = 63. Second edge (fan's comment) A. Affinity between friend and fan = 7 (high) B. Weight of a comment, say 5 C. Time decay = 4 (friend logged in quickly after comment). D. Edge score of second edge: 7 * 5 * 4 = 140
Total object EdgeRank score becomes: 6 + 140 = 146Recorded, monitored and impacts your future scores.
![Page 58: social networks: facebook](https://reader035.fdocuments.us/reader035/viewer/2022062810/56815cb3550346895dcab16d/html5/thumbnails/58.jpg)
Strategy is Leverage for EngagementInnovate, Serve as Resource, Be Real,
Give Voice to Fans, Build and Foster CommunityTip #1: Ask Questions
Tip #2: Post Games and Trivia
Tip #3: Interact with Fan Engagement
Tip #4: Incorporate Apps
Tip #5: Incorporate Relevant Photos
Tip #6: Relate to Current Events
Tip #7: Incorporate Videos
Tip #8: Post Content for Time-Sensitive Campaigns
Tip #9: Include Links within Posts
Tip #10: Be Explicit in Your Posts