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What I learned at Facebook’s WorkshopMay 2011
Goldman values Facebook at $50 Billion
• Facebook is a mini-internet
• One in four page views in the US are Facebook
• Google owns the entire search ad marketing
• Facebook is capturing the display market
“Banner ads are today’s print ads.”
Innovative Thunder
“We have been marketed to our whole lives, making our bullshit detectors very sophisticated.”
Vice’s Shane Smith
http://youtu.be/f-dZvZasg0o
Engaged but not authentic media experiences.
Quick, name the last two online advertisements you’ve seen.
Too hard?
O.K., name the last online advertisement you clicked on.
Safari now has a “Tivo” function.
Brand messages need to be:
• Relevent
• Engaging
• Authentic
• Earned
Facebook has a solution.
But we first have to understand Facebook’s ecology to implement it.
Why is this “Like” button so important?
“When I look at Facebook and the entire internet I think the “Like” button is the most valuable thing on the internet.”
Ricky Engelberg Brand Connections at Nike
“Word of mouth is the best medium of all.”
William Bernbach
The “Like” button...
• Builds a fan base
• Generates more interactions with your business
• helps with SEO
• Allows you to publish future update to visitors
In fact, almost all interactions with your studio on Facebook do not happen on your fan page, but on the walls of your fans. Most research shows that most of your fans will never come back to your Facebook Page after the first visit.
When your site visitors click on the Like button, it publishes a full news feed story and image to that users facebook profile.
The first time someone clicks a Like button, Facebook will automatically create a page.
This is important for two reasons.
• Having more liked articles helps SEO.Liked articles are shown in Facebook search results. This is important not only for people searching Facebook, but search engines are also beginning to factor in social media for search results and ranking.
• You can publish updates to anyone who has liked a page from your website or blog. These updates, will appear in the news feeds of those users. It’s an effective way to target users based on interest.
How do you ignite the Social Graph with the “Like” button?
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Facebook User
Facebook Pages
FriendsFamily
Co-workers
It starts with your Branded Homepage.
Your Facebook Home Page is a source not a destination!
Think of your Facebook Home Page as a publication.
Think of your Facebook Home Page as a publication
Your posts are a way to go viral.By way of “Like”, “Shared”, and “Comment”
• Your homepage is a broadcast center.
• Your fans should be thought of as a core audience of influencers.
• They ignite the “Social Graph” and are “Social Currency”
© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. Page 2
How Sponsored Stories work:
A person engages with your Page, App, Place or Domain.
Normally, a story about this activity can be generated on their friends’
News Feeds, which their friends may or may not see due to the dynamic
nature of News Feed.
By including Sponsored Stories with your Facebook Ads campaign,
this person’s friends can also see the story appear in the right-hand side of
Facebook.
People are naturally interested in things their friends care about. That’s why the News
Feed is such a central part of Facebook: News Feed stories give friends an easy way
to show each other what they like.
Now with Sponsored Stories, you can increase the visibility of these
powerful News Feed stories when they relate to your organization or
business. No matter how many fans you have, they are only a portion of the people you can reach
on Facebook. Sponsored Stories broadens your reach by allowing your fans to help their friends
discover your brand and connect with your campaign objectives. Like Facebook Ads, Sponsored
Stories are non-disruptive and respect people’s privacy settings. There are seven types of Sponsored
Stories that each surface different types of content.
What are Sponsored Stories?
Sponsored Stories also support the content that your Facebook Page publishes to its fans. The dynamic nature
and unique algorithm behind each person’s News Feed means that each person’s experience is different on
Facebook. For Page owners, this means that some of your fans do not see your valuable Page posts (status
updates, videos, photos) in their News Feed. Sponsored Stories for Page Posts allows Page owners to ensure
your fans see the content that your Page publishes.
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Sponsored Stories
Brand Home Page
Friend’s website
Fan “Likes” article
Endorsed artlcle in News FeedSponsored ad
Viral
Your Brand’s Facebook Page
Facebook Pages
Facebook Pages are free public profiles that let you share your business and products with Facebook users on an ongoing basis. When Facebook users connect to your Page by clicking the Like button, you gain a lasting connection with them. This allows you to publish content and continue an ongoing conversation with the people who have chosen to connect to your brand. When they interact with your Page and the content you share, viral stories are generated on their profiles and in their friends’ News Feeds, giving your brand free organic exposure.
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Facebook User
Facebook Pages
FriendsFamily
Co-workers
Brand Home Page
Friend’s website
Fan “Likes” article
Endorsed artlcle in News FeedSponsored ad
Viral
• Relevent
• Engaging
• Authentic
Ad is a Testimonial from your most trusted friends
OWNED
AMPLIFY
EARNED
EARNED
PAID
• Social is the essential ingrediant and must be built into client strategies from the beginning. • The campaigns that make the biggest impact are the ones that people want to share and interact with.
• What are you going to do as a brand that will make them talk about you.
• Understand behavior. Don’t focus on technology.
Tom McManus hopes you “Like” the presentation.
