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