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    Oneupweb facebook fallacy Oneupweb facebook fallacy Presentation Transcript

    • THE FACEBOOKFALLACY:OPEN GRAPH = GOOGLE KILLER877.568.7477OneUpWeb.comProvided by Oneupweb®©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®
    • the Shot heard ‘Round The Web.Is Google ReallyUnder Attack?In 1775 the Brits fired on the rebels in Concord, Massachusetts,setting off the Revolutionary War. It was the shot heard ‘roundthe world. And in the summer of 2010, Facebook, announcedthe Open Graph search feature. According to the company,“all Open Graph-enabled web pages will show up in searchwhen a user likes them.” A shot blasted across the internet andresounding shockwaves rippled throughout the blogosphere. Ifyou missed it, this is how the headlines sounded off:“Facebook Unleashes Open Graph Search Engine Declares War On Google”- AllFacebook.com, June 24, 2010“Facebook Open Graph Search Brings the Fight to Google”- Fast Company, June 25, 2010“Facebook Lights a Fire Under Google – Open Graph Search Engine”- Search Engine Journal, June 25, 201001 877.568.7477 • OneUpWeb.com ©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®
    • In the last year, Facebook has edged closer and closer to thenumber one most trafficked web property—a position The Next Arms Race: Online Traffic Googlethat Google had battled with Yahoo and Microsoft over 200,00 Yahoountil finally securing the top seat in 2008 (Figure 1). FacebookAnd now Facebook, a search outsider, has stepped into the MySpacering. For the second week of March 2010, HitWise reported Google overtakes Yahoothat Facebook had surpassed Google in traffic. But does 150,000sheer traffic mean that Facebook’s Open Graph search Unique Visitorsengine can topple Google’s stronghold on the search (millions)marketing industry?Facebook is first and foremost a social networking site and 100,000the search functions, up until recently, have been usedprimarily to reconnect with long lost friends. But Facebookisn’t going it alone. There is an entangled history betweenFacebook and the search industry. In 2004 and 2007 Google 50,000attempted—and failed—to acquire the burgeoning social May 2008, Facebook surpassesnetworking platform. Microsoft tried too, but Facebook Myspace in Unique visitswouldn’t budge. So Microsoft took another approachand in 2007, Microsoft invested $240 million dollars in thecompany (Figure 2, next page). The relationship continues to 0be leveraged as a strategic force against Google. Remember, 2007 2008 2009 2010Facebook is a social networking platform, not a search engine. Figure 1. The numbers continue to climb—and Facebook is edging closer to overtaking search engines, like Google, as the most trafficked web property. [source: data compiled from Compete.com and ComScore].But Mircosoft has Bing—the most likely contender that hasemerged so far that could challenge Google’s dominance insearch. And Microsoft’s Bing is powering Facebook’s Open Search is well, clicking away. The fact is the war isn’t being the rapidly expanding social networking site has the potentialGraph Search Engine. waged over who will own the semantic web. For one, semantic to build something out of the user base that, for businessesBing provides the capabilities to search the Open Graph search is not a new concept—in fact, semantic search engines and marketers, could potentially be a huge game changer.and Facebook provides the demographic data. Many are already exist, and what’s more, Google has been working And why should Google care? Search is the red herring. Thattouting this relationship as a new frontier of social search. with personalized results based on user’s search history and next digital revolution is raging on a different frontier. The plotFastCompany framed it this way: “in short, Facebook can geo-targeting for some time now. thickens—and Oneupweb is set on unraveling the headlines.start searching the Web at will, rather than merely its What’s at stake, who stands to benefit, and what does this The tantalizing factor, the number that should pique yourown site. Social semantic search, here we come.”1 Is interest, is that in just a few years, Facebook has grown to 500 mean for your online marketing strategy?Facebook maneuvering to take hold of the semantic web million users. And if the growth rate holds, the Facebookand ultimately topple Google? population could nearly triple by 2012 (Figure 1). That’s huge.The short answer is “Yes.” But all is not what it seems. The Red That’s a lot of profiles. That’s a lot of user data. And from this,Coats aren’t coming, there was no gunshot and the State of02 877.568.7477 • OneUpWeb.com ©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®
    • FACEBOOK GROWTH 1400 Number of Facebook Users Projected Growth 1200 1000 800(millions) Users 600 400 200 0 2004 2005 2006 2007 2008 2009 2010 2 011 2012 FEBRUARY AUGUST DECEMBER OCTOBER FEBRUARY DECEMBER JUNE PREDICTED GROWTH FEBRUARY “The Facebook” is Name officially Facebook adds share Microsoft takes a Facebook joins Over 350 million users Facebook unveils Open Facebook will Projected growth edges founded in a Harvard changes to Facebook feature $240 million equity OpenID, are on facebook by Graph search & presumably put off up to 1400 million, dorm room. from thefacebook.com stake in Facebook feature goes public years end partnership with its IPO until 2012 more than 3x the users NOVEMBER DECEMBER Microsoft’s Bing in February 2010 Facebook launches Facebook Connect Facebook Ads becomes availableFigure 2. Charting the growth and milestones of Facebook. Extrapolating the growth rate into the future, the Facebook population forecasted could nearly triple in two years (R2 value=0.9983) [source Facebook.com]. 03 877.568.7477 • OneUpWeb.com ©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®
    • Getting to Know:Open GraphIt’s complicated. But most relationships are. And making IT’S COMPLICATEDsense of Facebook’s Open Graph is going to be no lessdifficult than explaining to a friend a convoluted film plot.It begins with the intrigue and deception surrounding twounlikely lovers—but rationalizing the details of a movieromance is not necessarily the point. It’s the drama welove—Ben’s affair with Mrs. Robinson pre-determineshis fate with the young Elaine Robinson. And it’s theintangible intricacies that make movies—and socialmedia marketing—so very interesting; where withmovies, at least, there’s a narrative arc to help make senseof it all. And that’s what makes Facebook’s Open Graph sovery compelling for online marketers.Charting the behavior, preferences and connectionsacross a user’s social network and the web, according to Relationships are the heart—and nodes—of the Openmany industry pundits, is a gateway to the semantic web Graph. And it’s more than just mapping a user’s network;experience. It is like providing a plot for a set of characters— the Open Graph charts interests and habits across thenow their actions and behaviors make sense. Ultimately, web. But will it change search as we know it?they say, data-rich Facebook profiles will bridge the gapbetween search and social. The idea is that, by tracking and “shared” on their graph. Therein lies a new level ofpersonal preferences on and off Facebook, it will become demographic targeting organized around consumer socialpossible to build out demographic data across the web. graphs. Because successful search engine marketing beginsA more complete picture of a user’s interests and habits, with this simple premise: consumers aren’t searching formany believe, will lead to richer and more meaningful keywords, they are searching for things they need or want.search results for the user. And keywords are the tool du jour for accomplishing this. ButAnd for business? Rather than pushing a message across a rather than using keywords, “semantic search” is a tool thatbroad channel, consumers will be pulled in based on the leads consumers to discover products and brands throughinterests they themselves have selected, or rather, “liked” their social connections.04 877.568.7477 • OneUpWeb.com ©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®
    • Searching for Meaning…And What The Heck Does SemanticSearch Have to Do With Facebook?With an ironic twist, the phrases “semantic web” and The Open Graph is a platform that enables the What this means: This ain’t Vegas. Facebook shares profile“semantic search” have been stripped of any concrete “semantic web,” simply meaning that it establishes information with partnering sites, like Yelp (Figure 3).meaning. But these are the words bloggers and industry links and relationships across the web that can all be traced And then Yelp completes the circle and sends back users back to a user’s profile. preferences to Facebook. It’s sharing across websites—analysts are using to explain what the Open Graph does. and that’s monumental news when it comes to filling out The system is designed to connect the dots, namely betweenIf you said “it’s cold in here” and your friend got up and people and the things they like: user profiles with more meaningful and robust data.closed the window—that’s a semantic leap. In other words, Take Moe, for example. Moe navigates to Yelp.com, Yelp 1. One login, one profile. Since 2006, Facebook users havethey decoded the meaning of your statement and extended had the option to use their Facebook username and pass- recognizes Moe’s Facebook ID. Moe can share restaurantyour words into a sensible and pertinent action. Don’t hold word to log in to third party sites. Open Graph has just reviews and recommendations with his Facebook friends straight from the Yelp website. And Moe can also see whatyour breath waiting for Facebook to fetch you a blanket. But made it easier for web developers with the implementa- his Facebook friends are doing on Yelp.consider this angle: it may not be a blanket; rather, Facebook tion of OAuth 2.0, a protocol that provides a simple and standard method to connect to web applications:brings to you an ad targeted to a very specific and nicheinterest of yours. Say, for a gardener, an upcoming flower “OAuth 2.0 is the next evolution of the OAuthshow in the area. But instead of searching for “flowers,” the protocol which was originally created in late 2006.ad is displayed when the user logs in because Facebook OAuth 2.0 focuses on client developer simplicityknows the user. while providing specific authorization flows for web applications, desktop applications, mobile phones, and living room devices. “ THE PERSONALIZED WEB Figure 3. Yelp allows users to connect with their Facebook profiles. Users can share recommendations or reviews with their Facebook network directly from the Yelp website.05 877.568.7477 • OneUpWeb.com ©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®
    • 2. Real objects, real connections. The Open Graph protocol goes beyond “Liking” a webpage. Equipped with the right plugins and tags, a webpage becomes an “object” that can be shared on Facebook. Liking a pair of Levi jeans, for instance, is an example of connecting to an “object” on the Open Graph (Figure 4). What this means: A user’s activity outside of Facebook is fed into their news stream and network feeds—so their friends can see that they like a certain product or a particular restaurant. And when a user “likes” or shares an object, they are creating a link to that object that is stored on their profile. What businesses can do: Whether your company is looking to get started with social media marketing, or just ready to take it further, Facebook Open Graph offers a variety of new functions that can help enhance consumer engagement. The first steps are to make sure your website is an object on the Open Graph—talk to your social media marketing partner or web development team to get the Figure 4. Consumers can share products that they like with their friends on Facebook. Plugins can be modified so that users can also post comments directly to their profile. ball rolling. Second, consider what social plugins are right for your website (Figure 5). The “Like button” is the most prevalent, but other features, like “recommendations” may be particularly useful for e-commerce or travel websites. Figure 5. The tools to connect. A variety of social plugins are available that make it possible for businesses to integrate Facebook sharing right on their website [Source Facebook.com].06 877.568.7477 • OneUpWeb.com ©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®
    • The Emperor’s New Clothes:Facebook Search UndressedThere are a number of reasons why Facebook is getting WEB IDENTITYeyed as tomorrow’s Google. Users spend a lot of time onFacebook, culminating in a months time 13 billion minutescollectively.2 But comparing time on Google to time onFacebook is apples and oranges. Google states clearly that WEB PERSONAS“we may be the only people in the world who can say ourgoal is to have people leave our homepage as quickly aspossible.” AOL LinkedInAnd it’s not how quickly consumers get served, but why.The most compelling reason to marketers why Facebook 1% 2% MySpaceis tomorrow’s search leader is that, unlike Google’s search 7%advertising business, Facebook is not constrained by keywordsearches. In other words, users have to be looking for somethingto get served an ad on Google. Bindu Reddy, a former Google Figure 6. On Mashable.com, readers can share content with their Facebook Yahoo social networks by signing in with their social networking user ID. 13%AdWords project manager writes, “Facebook, on the otherhand, becomes the world’s identity gatekeeper—your age, sex, 46%location, where you went to school, where you work, who your Twitterfriends are—all of this personal data is used to serve you tidbits 14% Googleof information that you are likely to be interested in.” 17%But are we getting duped to think that Facebook can dressas both a social networking platform and a practical searchengine? For one, searching on Facebook is fundamentallydifferent than Google. People search for “objects”—that is,other people, brands, or things—that they want to connectwith on Facebook’s platform. On Google, the purpose is tofind information to consume—news, product reviews, facts,opinions, etc. Yet, news spreads like wildfire over the socialnetwork. Consumers are connecting with and sharing content Figure 7. Online Identities. Users are now logging into websites us-across the web using their Facebook ID (Figure 6). And as the line ing existing social ids. Even before the Open Graph API was released,between consuming and connecting blurs, so will the division almost half of social networking users were choosing Facebook Con- nect over Google Buzz and Twitter to login into third-party websites,separating search engines and social networking platforms. according to a study by Gigya.07 877.568.7477 • OneUpWeb.com ©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®
    • Underneath the Cloak:The Facebook ProfileFacebook is not known for its search functions. So how are SEARCH QUERIES, JUNE 2010consumers using Facebook—and what does their behavior tell 12,000us about the future of search and social? These are the facts: Number of Search Queries 10,000 Number of SearchQueries1. Forty-six percent of social networking users are connecting through Facebook. Sharing has 8,000 Google (millions) (Millions) never been easier. Social networking usernames and Fox Interactive Media passwords can be used to authenticate identity on 6,000 MapQuest/All Other Yahoo third-party websites (Figure 7). This is an important Facebook.com Craigslist, Inc. Amazon Sites feature for building out trackable relationships on 4,000 the semantic web. And Facebook IDs dominate social Bing Myspace AOL LLC sharing online. eBay 2,0002. 436 million search queries, on par with eBay. The Volume of search queries on Facebook jumped 0 10 percent in February 2010—after the search box Figure 8. Google owns the lion share of search queries. But will Facebook’s partnership with third-party sites change the way we search for and navigate the internet? [source: comScore expanded search query report February 2010 vs. January 2010]. was move to a more prominent location on top of the page. Still, Facebook only handles a fraction of WORDS PER SEARCH - US searches compared to Google. To put that number in 3.5 perspective, there are just as many searches on eBay as there are on Facebook (Figure 8). Will consumers think 3 to use Facebook for search—or will the Open Graph partnerships with other sites, like Yelp, change how and 2.5 where consumers search online? (millions) 2 Users3. Two words: Moe Friendly. People search for people 1.5 on Facebook. The average Facebook search is two words (Figure 9). And most searches for people Sum of top entries 1 Sum of Facebook consist of—you guessed it, a first and last name query. Although, there has been a recent uptick in 0.5 branded searches, like iPad; but this is likely the upshot of people looking to connect with brands they are 0 JUL AUG SEPT OCT NOV DEC JAN FEB MAR APR MAY JUN JUL AUG SEPT OCT NOV DEC JAN FEB MAR already loyal to rather than searching to discover new products. In other venues, longer “keyword phrases” are 2008 2009 2010 more effective (and therefore valuable) for targeting Figure 9. Facebook searches largely consist of a first and last name. Search queries on engines like Google have grown in length. precise information.08 877.568.7477 • OneUpWeb.com ©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®
    • Spinning the Threads:A little child suddenly gasped out,“But he hasn’t got anything on.”The weavers came to town telling the emperor that they could produce the finest cloth in the kingdom, but only sophisticated and intelligent people would actually be able to see andappreciate the fabric. So when they dress the emperor in the new suit, he is too ashamed to admit that he can not see the fine clothes, so the tale goes. And with the announcement ofFacebook’s Open Graph search, the weavers set to work spinning: The Open Graph is searchable. Semantic “Facebook can search the web at will.” search is really just about more relevant search results derived from Really? No, not really. As one blogger put it, “Unlike Google contextual meanings and not just keywords and linking factors. which sends out “Google Bots” to “crawl” the web, Facebook In the case of Facebook, the idea is that search results that are makes websites come to them.” And this is an important point influenced by a user’s social graph will have more real-life relevancy to chew on—whereas Google indexes any web page, Facebook to users and therefore be more valuable. But going back to Fact #3, will only pick up on web pages that have the proper Open people searches are more common on Facebook than service or Graph (OG) meta-tags. product inquiries. from to this this Webpages on the graph will be treated Social Marketing Optimization (SMO) like any other Facebook page. Before, Facebook is the New SEO. In Facebook’s announcement, it was would only include Facebook pages in search results. With this stated that only “Open Graph-enabled web pages” would appear new platform, external websites have the potential to show up in the search results. What many people heard was this: “you in search results alongside regular Facebook pages. Third-party can optimize for Facebook.” Or, worse yet, this came across to websites equipped with Open Graph protocol, like TripAdvisor.com many as a signal that they could manipulate results with “Like” or OneUpWeb.com, will appear side by side in the search results with baiting—all too reminiscent of the Cowboy SEO days. other Facebook page.09 877.568.7477 • OneUpWeb.com ©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®
    • The Playing Field:The Search Market IndustryIs Facebook really looking to get in on Google’s turf? Search is a The Secret Weapon: What if a on profile information. “Cake” doesn’t always mean just onecompetitive industry. And for good reason. The search engine with Search Engine Could Read Your thing. For the techie, cake is a PHP development platform;the most traffic can get top dollar for running ads—the more Mind? to the hipster, it is a band that was popular in the late 1990’s. And for the consumer searching on a term, marketers have atraffic, the greater the potential reach. What if a search engine knew your likes, dislikes, hobbies better chance at grabbing their attention if the ad resonates and interests. Would users be more inclined to click onIn the mid 1990’s, Excite, Lycos and Yahoo! were the big with the consumer’s interests. The problem is this: how can sponsored listings if ads were more nuanced and personal?players. But something better came along. It was called a search engine acquire that kind of consumer data? The So rather than always delivering the same Pillsbury ad toPageRank. Google launched in September 1998 and in the Open Graph, many think, may be the answer. any one searching for “cake,” the search engine would drawfirst month of operation, the search engine answered only10,000 queries.3 Over a decade later, Google receives thatmany queries in a second. Google’s investment in search Market Share and Search Traffichas paid off. Garnering as much as two thirds of the search 80%market (Figure 10), the company has built a sound businessmodel on advertising. And to the searches goes the ad 70%revenue—Google’s search advertising business is a $25million industry.4 60%And the software company, Microsoft, wants a piece of thesearch pie. After unsuccessful attempts to grab hold with 50% Google Sites (millions)MSN.com, Microsoft recovered lost ground after launching Bing, Microsoft’s search Yahoo! Sites UsersBing in 2009. Bing’s growth has been slow and steady. engine, lauches May 2009. 40% Microsoft Sites Microsoft sites were up 4.3Strategically partnering with Yahoo and Facebook will help points within a year.Bing expand its reach. 30% 20% 10% 0 FEB APR JUN AUG DEC FEB APR JUN AUG DEC FEB APR JUN 2008 2009 2010 Figure 10. Percent of search market share. Yahoo slipped 2.3 percentage points in the year after Bing came onto the scene.10 877.568.7477 • OneUpWeb.com ©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®
    • Facebook’s Not-So-SecretWeapon: Demographic Data500 million profiles strong, the question is this: With thisdata, will Facebook be better at knowing what individual WHATWHAT WOULD HAVE THE GREATEST POSITIVE IMPACT WOULD HAVE THE THE GREATEST POSITIVE IMPACT WHAT WOULD HAVE GREATEST IMPACT ON SOCIALconsumers want than Google? Facebook serves targeted IN SOCIAL MARKETING THE FUTURE? MARKETING ONSOCIAL MARKETING IN THE FUTURE? ON THE FUTURE?ads without the user even running a search—they simplyhave to be logged in. And when asked what the number Better demographic targeting on social Better demographic targeting on social networking sites or community sites 27% 27%one “greatest positive impact will be on social media networking sites or community sitesmarketing,” the answer was better demographic targeting Improved quality of content Improved quality of content(Figure 11). Imagine the possibilities: more relevant ads on social media sites on social media sites 25% 25%will translate into higher conversion rates. And that’s justthe tip of the iceberg. Better ways of measuring Better ways of measuring return on investment return on investment 25% 25% Better creative options Better creative options on social networking sites 22% 22% on social networking sites Better targeting of influential Better targeting of influential consumers 19% 19% consumers Better contextual targeting withing Better contextual targeting withing customer-created content 19% 19% customer-created content Better measurement of brand metrics Better measurement of brand metrics (e.g. brand awareness, brand affinity) 18% 18% (e.g. brand awareness, brand affinity) Better measurement of the reach or Better measurement of the reach or word-of-mouth effect of viral campaigns 17% 17% word-of-mouth effect of viral campaigns Better behavior targeting on socail networking sites targeting on socail Better behavior or community sites 16% networking sites or community sites 16% More consistent measurement and More consistent measurement sites reporting across and 15% reporting across sites 15% Better ways of achieving simultaneous Better wayslike achieving simultaneous reach of on television advertising 14% reach like on television advertising 14% More participation from other More participation from other departments within my company 11% departments within my company (customer service, web development, 11% (customer service, web development, offline marketing, etc.) offline marketing, etc.) Figure 11. Better demographic targeting is believed to have a positive impact on social media marketing [Source: JupiterResearch/ ClickZ Social and Mobile Marketing Executive Survey].11 877.568.7477 • OneUpWeb.com ©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®
    • Let them Eat Cake! Google Read Between the Lines:Wants to Give Marketers What It’s Not About Sharing, And It’sThey Want Not About SearchAnd Google’s eyes are on the social transformation of the Ad revenue is admittedly Google’s sweet spot (Figure When it comes down to it, for both Facebook and Google,web. After a successful year in 2009, Google’s CEO Eric 12). Currently, marketers are willing to pay top dollar it is not about just giving their users the best search resultsSchmidt acknowledged that 2010’s strategy was very much for a Google sponsored listings or pay-per-click ad. or the most engaging experience—that’s only one side ofabout ‘reinventing search; because as colleague Jonathan Simply, Google has the traffic and can deliver the most the coin. Ad revenue on social networking sites is expectedRosensweig reasoned, “you will trust a restaurant review impressions. But Facebook has a stake in the ad game, too. to pick up dramatically in the next few years. Both Googlemore from a friend, so maybe it should have a higher Mark Zuckerberg, founder and CEO of Facebook, was clear and Facebook will be competing for a bigger share ofranking, but only for you.”5 In the wake of the social boom, about the business model: “we are working on building an advertising budgets—and that means giving marketersGoogle is hedging their bets that the ground underneath ad business, and that’s a big part of what we do.”8 what they want: better demographic targeting.the search empire is moving:1. Consumer participation is at an all time high. Net US Ad Revenue It is the age of discovery and recommendations. Mobile $12,000 phones make it possible for virtual networks to travel Google wherever the consumer goes. 175 million people will Yahoo! connect to Facebook on any given day, and more $10,000 Microsoft than 65 million do so from their phones. When they Facebook* connect. They share. Over 1.5 million pieces of content, including reviews and recommendations, are passed $8,000 across the Facebook platform.6 (billions) Dollars2. Social media marketing is no longer a fad. Online social networks do not exist within a vacuum. $6,000 Consumer habits and social behaviors are in fact deeply intertwined—sponsored results, display ads, recommendations, and social influences play a role in $4,000 every decision, every click. ClickZ reported early this year on a survey that found 81 percent of respondents received product recommendations from friends and $2,000 followers—and as many as three-quarters of that consumer group, cited that the online advice influenced purchasing decisions.7 And display advertising and 0 interactive polls grab consumer’s attention even when 2008 2009 2010 2011 they aren’t searching for a product. Figure 12. Net revenues after companies pay Traffic Acquisition Costs (TAC) to partner sites. Facebook’s ad model is a relative new- comer. [Source: Google, Yahoo and Microsoft revenue from eMarketer, 2010]. *Reuters reported that Facebook generated revenue of $700 million to $800 million in 2009.12 877.568.7477 • OneUpWeb.com ©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®
    • Prepare For Change,And Follow the MoneyThe Open Graph is an enabling platform, simply meaning Get in on the ground floor • Measure, refine and maximize ad spend. You wouldn’t usethat it facilitates sharing across the web—and it also creates There will likely be a redistribution of online ad revenue the same ad copy on a billboard as you would in a maga-a universal protocol for tracking, aggregating and storing as social advertising grows, and social channels are sure zine. And advertising across social channels requires simi- to steal some of the share from Google PPC budgets. The lar consideration. Test ad copy and creative to see whatuser data. And by categorizing demographics, browsing digital shift is also transforming how businesses market performs best for that particular outlet. Rich media andbehavior and consumption habits of Facebook users, will to consumers. Here’s what you can do to absorb the interactive ads may also require a different strategy to en-Open Graph offer what the dreams of a Googlezon and aftershock: gage the consumers.Amazoogle promised? • Plug-in to the Open Graph. The tools are there. And it • Don’t put all your eggs in one basket. There’s more thanAt the early stages of development, it is difficult to predict is easier than ever before for consumers to recommend one way to connect online (see page 8) and a key demo-with any certainty what kind of ROI advertisers can expect products and brands to their entire network with just a graphic may be using a different service. Be available toin the future. One thing is for certain, and that is that the simple mouse click—but they can’t share it if you’re web- your audience across social channels. Advertising is avail-internet industry is volatile—what’s here today may be site isn’t integrated with the Open Graph API (see page 7 able on many online networks including LinkedIn andgone tomorrow. MySpace, Facebook, Google, Yahoo or for information on Open Graph plug-ins). YouTube. Twitter is also in the process of fine-tuning theirBing may leave the scene as quickly as they emerged. What • Don’t jump head first into a shallow pool. In other words, advertising model.will remain, however, is a rich and interactive advertising there isn’t the same depth of knowledge when it comes • Call Oneupweb. The possibilities are monumental and thespace. Consider these facts: to advertising on social networks as there is for more tra- details are dizzying—but Oneupweb is here and ready to• In 2009, $4 billion was spent advertising on social ditional pay-per-click channels, like Google. And it’s ex- distill the noise and make sure business is poised for prof- networks. tremely important to monitor the success of campaigns it—no matter how the digital landscape evolve. early on. A history of poorly performing ads can damage• Spending is expected to increase 68 percent this year Relationships don’t have to be complicated. Simply, by the future cost per action (CPA) of campaigns in the fu- with $7.5 billion going to advertising on social networks understanding each others needs and wants, businesses and ture. And for many companies, the added challenge is in 2010, according to a recent report from Borrell. consumers can build meaningful and valuable connections finding reliable analytics for measuring the effectiveness online. So go ahead, introduce yourself.• By 2015 the report projects ad spending to be upwards of social advertising channels. As the adage goes, you of $38 billion. can’t improve what you can’t measure.The ground is shifting, and we are on the cusp of a new digital • Keep an eye on the mark & collect your own data. Notmarketing revolution. This isn’t about Facebook or Google all industries can expect to see the same kind of resultsanymore—Mrs. Robinson is out of the picture—now it’s from social media marketing tactics. You don’t become aabout getting personal. And that’s the next level of online sharpshooter just by painting on a target after the fact—advertising. It’s direct. It’s social. And most importantly, it is precision-targeting ad requires knowledge of the onlinewhere your online advertising strategy needs to go in order community. Placing an ad on Facebook of a woman into keep up with today’s on-the-go social consumer. a bikini may get a lot of clicks, but that doesn’t always translate into sales or qualified leads if what your selling is gardening supplies.13 877.568.7477 • OneUpWeb.com ©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®
    • ENDNOTES: 1. Addy Dugdale’s speculations on the effects of Facebook’s Open Graph appeared in the artile Facebook Open Graph Search Brings the Fight to Google, (FastCompany, June 25, 2010). 2. Nielsen, Top 10 Social Networking and Blog Sites Ranked by Total Minutes for April 2009 and Their Year-over-Year Percent Growth (U.S., Home and Work). 3. Search Engines: a timeline. MarketWatch.com. 4. Google 2009 Q4 Earnings. 5. Erick Schonfeld (TechCrunch Jan 21, 2010). 6. In an interview with TechCrunch, Facebook’s COO Sheryl Sandberg said that 175 million people log into Facebook each day. 7. In a study conducted by social networking site myYearbook, 81 percent of respondents said they’d received advice from friends and followers relating to a product purchase through a social site; 74 percent of those who received such advice found it to be influential in their decision. (Click Z, January 2010). 8. From the privacy press conference, May 26, 2010, Facebook headquarters in Palo Alto, CA.14 877.568.7477 • OneUpWeb.com ©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®
    • CONTACT USABOUT ONEUPWEB | Oneupweb has been an innovator indigital marketing for more than a decade, creating integrated online OUR SOCIAL SITES twitter.com/Oneupwebmarketing plans that incorporate natural search engine optimization (SEO),paid search marketing (PPC), social media marketing, digital pr, display facebook.com/Oneupwebadvertising, analytics, creative services, mobile marketing, website youtube.com/Oneupwebdesign, web 2.0 technology, audio/video/podcasting, and research,training and consultation. An award-winning company, Oneupweb is flickr.com/Oneupwebprivately held and located in Traverse City, Michigan. For moreinformation on Oneupweb, please call 231.922.9977, visit myspace.com/OneupwebOneUpWeb.com or follow them on Twitter@Oneupweb and @LisaWehr. delicious.com/Oneupweb linkedin.com/Oneupweb vimeo.com/Oneupweb friendfeed.com/Oneupweb 877.568.7477 ONEUPWEB.COM 13561 S. West Bayshore Drive Suite 3000 Traverse City, MI 4968415 877.568.7477 • OneUpWeb.com ©2010—All Information in This Document is Copyright Protected and the Property of Oneupweb®