The New Facebook: A Brand's Perspective

Community Pages

Like

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API

Interactions

Comments

Open

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What is it

all about?

The New Facebook – A brand’s perspective

What is the new Facebook?

Why should you embrace the new Facebook?

How to build a successful Facebook strategy

Facebook: Just a few facts

350 000 “Likes” since April 2010 on imdb.com

100 millions monthly interactions with third-party sites

250 millions daily individual connections

In the UK, every eight minute on Internet is spent on Facebook

One third of social media users provide feedback on companies over social networks

Facebook Revolution

Brands

Products

Places

From independent people- to-people platform...

To a multi-faceted interactive network

Content Web

Social Web

How is it organised?

Profile Pages

For Who:

Real Individua

ls

Controlled By:

Private and

Personal

Status:

Private and

Personal

How is it organised?

Groups

For Who:Businesses, Organisatio

ns or Individuals

Controlled By:Individual

Administrators

Status:

Open or Private

What for:

Networking/

Topic sharing

How is it organised?

Official PagesFor Who:

Business organisations, public

figures

Controlled By:Authentifie

d official administrat

or

Status:

Public and

Official

What for:

Official Brand-related

content and interaction

How is it organised?

Community Pages

For Who:

Individuals

Controlled By:Facebook if popular

or individuals

Status:

Public

What for:Un-

moderated topic related

content

NEW

RecapWhat For Who Controller Status What For

Profiles Real Individuals

Individuals Private or Personal

Personal use

Groups Business, organisations or individuals

Individual administrators

Open or Private

Networking or topic sharing

Official Pages Business, Organisations, Public figures

Authentified official administrator

Public and Official

Official brand-related and interaction

Community Pages

Individuals Facebook if popular or individuals

Public Un-moderated topic related content

What happened to the Fan Page ?

• Community Pages are specific pages where all Facebook content related to one topic (can be a company/product/public figure) is automatically aggregated. (from Wikipedia and Facebook topic-related posts)

• On Official Pages and Community Pages, the “Become a Fan” button has been replaced by a new “Like” button.

• Facebook might have automatically created a community page for your brand.

• The community page can host negative content – acts as a public, uncontrolled brand-related aggregated forum.

Changes to the Fan Page

Facebook-generated Community Page

Official Page

Control : Authenticated AdministratorsCustomisable : 100%Content : brand and user-generated

Control : NONECustomisable :NOContent : automatically generated

An example

Related Posts : Automatic aggregation of all posts containing the page’s title. (company name here.)

3 Tabs only:

Wikipedia: automatically pulled Wikipedia definition.

Info: Number of likes and 6 corresponding profiles + Wikipedia definition + Related Posts

OpenGraph

About: • OpenGraph integrates your pages

to the Social Graph : Facebook read your website URLs like any Facebook page.

• A customizable selection of your web pages/articles/content items is transparently interconnected with the Facebook community – you can add a “Like” button and other Facebook-connected social widgets anywhere on your website.

• OpenGraph connects people trough what they like - your website can automatically identify the visitor and push customised content according to its personal and Facebook friends preferences

OpenGraph example

Or

Why have an official Facebook page?

Push unique and relevant content• The official page is a one-stop shop for all brand-related

content : infos, news, events, special offers, tips and help.

Listen to the brand-noise• Monitor new trends and needs, customer feedback and

brand reputation• With Facebook Insights, get precious data about your fans’

level of interaction, their social characteristics, your online content quality

• Outreach poor user-generated brand-related groups

Engage your fans• Generate direct discussions with and among fans, buzz

around events and games

Reach the global community• Use “Likes” as publicised friend-to-friend

recommendations on a 400+ millions people network• With Open Graph integration, reach a broader audience

and publicise every visit.

Why watch your Community Pages?Risks• People can create community pages to praise or destroy

brands or products.• Information content is pulled from Wikipedia, a highly

fragile source.• Automatically pulled brand-related posts can foster

negative comments but cannot be moderated or answered to.

• On the “Pages” results, Community Pages compete with official pages based on the number of likes.

• Community Pages can be mistaken for official brand forum.

• All posts (including angry ones) are indexed by Google if the user’s privacy settings are low.

Listening platform• The conversation happening on Community Pages cannot

be controlled or shut-down, brands should not just ignore it.

• Community Pages can be seen as a listening tool where unsolicited comments/feedback and sentiment about the brand/products are automatically gathered.

• Generate positive third-party endorsements to make these Community Pages show uncontrolled/people-to-people positive recommendations.

Building the optimal Facebook presence

Official Page• Align your page design and content with your overall brand image.

Essentially build a mini-website within Facebook• Use widgets like Static FBML to design customised compelling pages• If you have more than 10 000 likes, create a customised landing

page• Push all relevant content and create rich/participation friendly tabs.

• news, events, products, deals• allow user-generated rich content (Photos/videos)• Use widgets such as Flashplayer or PostedItem Pro to create

engaging, rich media content (games, apps, videos)• Engage your fans in direct conversations, topic discussions, games and

competition• Integrate Facebook to your overall online presence• Drive traffic to your site via customised user-friendly linkage• Use applications to broadcast your blog’s RSS feed and Twitter updates

Community Page• Use Community Pages as listening tools• Keep a close eye on your Wikipedia entry• If your logo or any brands marks are used without permission, you can

request that they are taken off the page

Great example: Visit Britain (Official Page)

Great examples: Visit Britain (Landing Page)

Successfully integrate your website with Facebook

How to use it• OpenGraph and all-related social plug-ins are simple lines of codes to

integrate to your website design.• Depending on your business, you might want to chop up your content so

that each piece can be liked individually. Recommended for e-commerce/blogs/media sites.

• Depending on your strategy and brand image, add other OpenGraph social plug-ins that may include :• Embedded Facebook–linked comments • Website users’ Activity Streams• Automated recommendations based on each user’s personal Facebook

network

Benefits• Be the first-mover : so far, only a handful of websites have integrated

OpenGraph. Be among the first and capture all industry-related Facebook noise

• Using the recommendations social plug-ins, you can offer a personalised user-experience on your website to every visitor.

• Expose your brand to non-site visitors and drive traffic to your website : “Likes” are highly viral. Each “Likes” is seen by all of the user’s friends which might lead to new websites visits and likes and so on.

• OpenGraph is highly SEO friendly and heavily contributes to your website’s page rank on search engines.

Community Pages

Like

sLanding PagesFaceboo

k Graph

API

Interactions

Comments

Open

Graph

Frien

dsWidgets

Summary: Golden Rules

Monitor Sentiment

Don’t ignore unofficial channels (Community Pages)

Use Facebook Insights

Learn from your customers via online feedback monitoring.

LISTEN

Monitor Sentiment

Don’t ignore unofficial channels (community pages)

Use Facebook Insights

Learn from your customers via online feedback monitoring.

LISTEN

Be social and engage with

your fansBe unique: only add

valuable content

Be brilliant: ensure high-

quality design and regularly

updated original content

Be You: align your social

presence with your brand.

EN

GA

GE