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Social Commerce:
Facebook Open Graph Marketing
Leveraging the Facebook Like Button and Open Graph for Marketing

                            May 2011
What is the Like Button and Open Graph?



 The Facebook Like Button lets a    Put simply, the Open Graph is
 user on your website share your    Facebook’s attempt to bring every
 content with their Friends on      webpage into the social graph on
 Facebook. When a user clicks the   Facebook. Using Open Graph protocol,
 Like Button on a product page,     these webpage (or objects) function
 content page, or another page on   similarly to a Facebook Fan Page.
 your website, a story appears in   Features include the ability for
 their friend’s News Feed.          customers to ‘like‘ the page (object) and
                                    for that page to publish content to fans.
How it Works

Step 1: Add Open Graph Protocol to Website

Step 2: Customer ‘Likes’ Webpage

Step 3: Retarget Customers on Facebook
Step 1: Add Open Graph Protocol to Website




To turn your web pages into objects in the social graph, you’ll first need to add two
things- the Facebook Like button and Open Graph protocol meta tags. Each page
that you add the open graph tags to will function nearly identically to a Facebook
Page. Available meta tags include Title, Object Type (people, places, product, etc.),
an Image, URL of object, and Description.
Step 2: Customer ‘Likes’ Webpage




When a customer clicks the Facebook Like button on your webpage, the story is
shared in their friend’s News Feed. More importantly, everyone that likes that page is
organized into a group, similar to an email list or fans of a fan page. As that list
grows, a brand may have hundreds or thousands of customers that like a specific
webpage. That webpage could be for a specific product, say Levi’s Relaxed Fit 550
or for a product category, say Romantic Comedy Movies.
Step 3: Retarget Customers on Facebook




    Open Graph Object                             Customer’s News Feed
Once users have ‘liked’ your web page, you are able to retarget those customers in
the future. The most powerful method of this retargeting is sending a message to
fans via the Facebook News Feed. Similar to a fan page, objects in the Open Graph
have the ability to publish content to fans homepage on Facebook. Another method
of retargeting is publishing Facebook advertisements which target customers who
have liked your web page.
Facebook Marketing Opportunities
 Social Retargeting
 Web pages that have integrated the Like Button an the Open Graph function just
 like a Facebook Fan Page- which allows brands to send messages to users via
 the newsfeed. These targeted messages can alert fans when a product they like
 goes on sale.


 Facebook Profiles
 Your page will show up under ‘Likes & Interests’ on a user’s profile for their friends
 to see. This keeps your brand in the conversation without being disruptive.

 Facebook Search Optimization
 Your page will show up at the top of the results when a user searches on
 Facebook. Your product or content will be top of mind for users.
Learn More
www.8thbridge.com

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Social Commerce: Facebook Open Graph Marketing

  • 1. Social Commerce: Facebook Open Graph Marketing Leveraging the Facebook Like Button and Open Graph for Marketing May 2011
  • 2. What is the Like Button and Open Graph? The Facebook Like Button lets a Put simply, the Open Graph is user on your website share your Facebook’s attempt to bring every content with their Friends on webpage into the social graph on Facebook. When a user clicks the Facebook. Using Open Graph protocol, Like Button on a product page, these webpage (or objects) function content page, or another page on similarly to a Facebook Fan Page. your website, a story appears in Features include the ability for their friend’s News Feed. customers to ‘like‘ the page (object) and for that page to publish content to fans.
  • 3. How it Works Step 1: Add Open Graph Protocol to Website Step 2: Customer ‘Likes’ Webpage Step 3: Retarget Customers on Facebook
  • 4. Step 1: Add Open Graph Protocol to Website To turn your web pages into objects in the social graph, you’ll first need to add two things- the Facebook Like button and Open Graph protocol meta tags. Each page that you add the open graph tags to will function nearly identically to a Facebook Page. Available meta tags include Title, Object Type (people, places, product, etc.), an Image, URL of object, and Description.
  • 5. Step 2: Customer ‘Likes’ Webpage When a customer clicks the Facebook Like button on your webpage, the story is shared in their friend’s News Feed. More importantly, everyone that likes that page is organized into a group, similar to an email list or fans of a fan page. As that list grows, a brand may have hundreds or thousands of customers that like a specific webpage. That webpage could be for a specific product, say Levi’s Relaxed Fit 550 or for a product category, say Romantic Comedy Movies.
  • 6. Step 3: Retarget Customers on Facebook Open Graph Object Customer’s News Feed Once users have ‘liked’ your web page, you are able to retarget those customers in the future. The most powerful method of this retargeting is sending a message to fans via the Facebook News Feed. Similar to a fan page, objects in the Open Graph have the ability to publish content to fans homepage on Facebook. Another method of retargeting is publishing Facebook advertisements which target customers who have liked your web page.
  • 7. Facebook Marketing Opportunities Social Retargeting Web pages that have integrated the Like Button an the Open Graph function just like a Facebook Fan Page- which allows brands to send messages to users via the newsfeed. These targeted messages can alert fans when a product they like goes on sale. Facebook Profiles Your page will show up under ‘Likes & Interests’ on a user’s profile for their friends to see. This keeps your brand in the conversation without being disruptive. Facebook Search Optimization Your page will show up at the top of the results when a user searches on Facebook. Your product or content will be top of mind for users.