Transcript
- Gauge your Facebook “Like” growth across your web pages
- Analyze demographic data on every page’s or product’s Friends
- Retarget Facebook Friends based on the unique content or products they’ve Liked
A brief history of internet marketing
In the history if Internet marketing, perhaps the most radical innovation is Facebook’s Open Graph and “Like button” for websites.
Facebook is re-indexing the web around people
Every month, more than 10,000 new websites connect their content and visitors to the Open Graph via the Like button
Liking your web page triggers a Viral traffic loop
New traffic generates new “Likes” as the viral loop continues
The update is pushed to hundreds of friends’ Facebook newsfeeds, generating clicks back to your web pages.
Visitors click “Like” which generates a Facebook newsfeed message
Being Liked = being discovered
Coming soon: Open Graph data in Bing search
Facebook Newsfeed
Facebook Search
Putting like buttons on your web pages is easy…
… but are you doing much more than passing off all your customers
to Facebook?
Why should Facebook have better data on your customer’s Likes,
preferences and demographics than you, including the ability to
market to them based on those data?
Before experimenting with Like buttons…
… make sure you have the tools to:
Track how many new Friends you’re making across your web pages
Collect basic demographic data on Friends of your pages
Communicate relevant offers to Friends of your various web pages
Scaling your Open Graph implementation
Top 3 Technical challenges:
• Managing thousands of Open Graph objects and their associated Friends (it’s no longer about one Facebook page)
• Make sure changes to Facebook’s API, protocols, and uptime, doesn’t affect your site
• Combine data and insights across multiple touch points (Facebook, web metrics, conversions)
Scaling your Open Graph implementation
Top 3 Strategy challenges:
• You need to think of your website as a destination and Facebook as a channel
• Social CRM: Treat your web site audience as your most valuable brand ambassadors
• Build a Friend engagement strategy at an Object (e.g. SKU) level
A web application that sits between your website and Facebook as a manager of your Open Graph objects
Key benefits:
- Gauge your Facebook “Like” growth across your web pages
- Analyze demographic data on every page’s or product’s Friends
- Retarget Facebook Friends based on the unique content or products they’ve Liked
The “PAGE VIEW” inventories a marketer’s Open Graph objects into product categories, site sections, etc.
Object actions include metadata editing, object publishing and analytics
Open Audience Manager also includes an engagement module
Preview
Publishes to newsfeed
Message Fans/audience of your web page
Drives traffic back to your site.
OPTIONAL: Automated messaging via API
E.g. Whenever any product goes on sale, a newsfeed update is sent to its Friends
Analyze marketing performance and page demographics
• User engagement, virality and conversions from your messaging
• Demographic insights for each page allows you to refine your messaging
About Us
• Parent Company: DefinedLogic, West Long Branch, NJ • Specializes in mission critical web technology • 10 years in business, 80 Employees
• The Open Audience Manager service was launched in beta on September 15, 2010
• Open Audience Manager is the FIRST and ONLY enterprise deployment, measurement and engagement platform for the Open Graph, making it a “Best Social Media Platform Innovation” finalist in the 2010 DPAC awards. Savvy marketers like Verizon Wireless were quick to adopt our platform while still in Beta, and other online publishers and retailers have followed in their footsteps.
Contact us: Vidar Brekke Business Lead, Open Audience Manager
vbrekke@definedlogic.com (office) 732.222.4310 x299 (twitter) @social_vidar
Learn more at www.openaudiencemanager.com
Appendix: Facebook redefines marketing (again)
CRM redefined • You don’t build
customer lists anymore
• You cultivate thousands of audience segments based on their affinities
• You communicate directly with each audience segment via Facebook
SEO redefined • Facebook will
become a new force in search
• Open Graph pages are already showing up in Facebook search equally prominent to ‘real’ Facebook pages
• Whoever get the most “Likes” rise to the top
Branding redefined • Brand building is
now long-tail
• Make every web page (product, ad, campaign) “Likable”
• Infuse Facebook with “Like” updates whenever visitor to your web pages find something they like
Lead Generation Redefined • Every page that
contains a “Like” button becomes a key lead generation mechanism
• Visitors who “like” a web page can be re-marketed to
• Friends of visitors who like a web page are enticed to visit that page as well, generating additional “Likes”
When one can earn Facebook Fans and traffic from every web page, the implications for CRM, Branding, SEO and Lead Generation are radical:
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