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Facebook’s New Graph Search And Its Marketing Implications #SMX
 

Facebook’s New Graph Search And Its Marketing Implications #SMX

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Facebook’s recently unveiled Graph Search is currently being rolled out as a small private beta, but over time all billion-plus users will have access to it, so it’s something all online marketers ...

Facebook’s recently unveiled Graph Search is currently being rolled out as a small private beta, but over time all billion-plus users will have access to it, so it’s something all online marketers should start thinking about. While it’s currently not a direct threat to Google, it’s very good at people search, local & vertical search and entertainment search. Come hear our panel discuss how graph search is unique, how it will change SEO, and the opportunities and challenges it’s likely to present for advertisers and marketers.

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  • https://www.facebook.com/about/graphsearchFacebook is making it easier to help users discover commonalities with friends and discover places to visitPeople can use Facebook in entirely new ways: to seek out dates, recruit for job openings, find friends to go out with on short notice, and look for new restaurants. Facebook isn’t just for connecting with friends and passively reading their status updates anymore, it’s becoming a vehicle of discovery.It gets you to do more of something that you wouldn’t think to do on your own.
  • “Web search is designed to take any open-ended query and give you links that might have answers.” Linking things together based on things that you’re interested in is Graph Search.Graph Search is designed to take a precise query and give you an answer, rather than links that might provide the answer.” Google (and other search engines) index the entire public Web so you can quickly find the latest news articles, videos or other online content related to a specific keyword or phrase.In contrast, Facebook Graph Search combines phrases—"people who like tennis and live nearby," for example, or "languages my friends speak.
  • Instead of typing keywords, users can search using natural language. Type "Photos of my friends before 1990" and you'll get a wealth of social blackmail.  And when the social graph doesn't have the answer? A partnership between Facebook and Bing will deliver relevant web results to fill in the gaps.
  • The results themselves are also tailored to the search. If Facebook thinks you’re doing a recruiting query, for instance, it will present a few facts about each candidate’s work history on the results page. If it senses you’re seeking a hookup, you’re more likely to see relationship status and location. Most significantly, each result has a little search button — which means you can conduct further searches on that specific person, business, or group.
  • Traditional search engines return relevant content from the entire web; Facebook’s Graph Search returns highly personalized content from the searcher’s own personal network – their social graph. By tapping into a searcher’s social graph, Facebook searches for people, photos, video pages, places, etc.; anything shared publicly or shared with the person conducting the search on Facebook is consideredFacebook is trying to leverage its social data to essentially create a custom search engine for every user. Tom Stocky of the search team explains he gets unique results for a search of “friends who Like Star Wars and Harry Potter.” Then, “If anyone else does this search they get a completely different set of results. Even if someone had the same set of friends as me, the results would be different [because we have different relationships with our friends].”------TF-IDF - If you don’t use it you’d just be promoting the most popular TV shows. But if you can bias it towards the preference of these individuals and not what’s objectively the most popular, you get different results. It’s nice to use that when you can. It’s a good signal. You can show the things with the most Likes, or you can show the things that are very unique to people [you're asking about], but often you want a balance of those to provide the most interesting results.”
  • You can get pretty creative with the types of searches. http://actualfacebookgraphsearches.tumblr.com/
  • It often seems as though Facebook’s main purpose is to remind us continually of how much we have chosen to share with the world about our online behavior—whether we realize it or not.
  • To get there, log in to Facebook, click the blue cog icon in the top-right corner, and select Privacy Settings. From here, you can monitor who can see your Facebook updates and retroactively set limits on your past posts—a handy trick for quickly locking down your Facebook page.if your Facebook privacy settings are already locked up tight, you shouldn’t have too much cause for concern However, since the new tool searches across all of Facebook, you still need to be aware of posts from family, friends, and coworkers that may contain information about you that ought to be private, especially photos and videos. Open the aforementioned Activity Log and select Posts You’re Tagged In on the left menu. This page will reveal how often you crop up in other people’s posts, allowing you to remove yourself from embarrassing photographs and any other Facebook activity you’d prefer to keep private.
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  • Just like optimizing for web search, there are a number of ways that businesses can optimize their Facebook profiles to increase Graph Search visibility. Here are a few ways to optimize your Facebook Page for Graph Search:1. Select Business CategoriesDon't miss out on appearing in business categories. This will add context to your business and help your organization appear in categorical searches. Select appropriate business categories and up to three sub-categories.2. Claim Your Place PageClaiming your Place page will encourage check-ins, which improve user engagement.3. Complete Your Page ProfileNo more excuses for not completing your Page profile! Make sure to use keywords and relevant content in your About section.4. Tag Your PhotosPhotos of people and places are searchable in Graph Search. Tag all the photos you post with your page’s name and location. If you take photos during events, invite guests to tag themselves in your photos. The more connections you build between people, the more findable your page will be.5. Share Great ContentThis is more important than ever, considering that modern search algorithms only deliver fresh and engaging content.6. Encourage Engagement
  • About two-thirds of the economy is now based on peer recommendations, according to McKinsey & Associates.Facebook Graph Search treats likes and check ins like recommendations, now. Should I check out this new hair salon? How many of my friends have been there? Do any of them “like” it?Page likes are a proxy for “wisdom of the crowd,” and are given preferential treatment over those not as fortunate. This is important for marketers—Facebook considers likes to be valuable social validation and a driver for recommendations. Contrast that to Yelp, where a large number of positive reviews are considered to be premium social capital.Page likes are “link-building” in the context of Facebook. Today you have to optimize your content for feedback to show up in the news feed, but that could very well extend to mobile devices and social search on Facebook and possibly beyond.“Likes” Aren’t Replacing Reviews Yet -----paid ad campaigns whose goal was to earn a Like using a "Like to enter" or "Like to qualify" conditions. "One direct effect of all this passive liking is an ugly messy data set with a bunch of implicit signals… that are wrong,”
  • First, if you are a multi-store business, continue to manage your corporate page but also build out pages for each store location. Make sure the store information is complete and correct, and links to your corporate page. This way, when a consumer does a Graph Search for a particular Zip code, they will find complete information about your store in that Zip code.Graph Search has many implications for location-based businesses such as hotels, restaurants and retail stores. Check-ins will factor heavily into the ranking of results. Relative location to the user will also come into play.Graph search can also change advertising both online and in-store. As more users have access to graph search, advertising will become focused more on the bottom of the funnel, looking to convert, rather than top of the funnel, where businesses just try to get their foot in the door:With this extra data, we’re going to see a shift in the funnel, downward toward more buying transactions and more decision-making transactions, as opposed to just general interest and demand creation.Graph Search is driven by likes and check ins. Promoting your page off Facebook can bring you more new fans. Your customers might not know that you’re on Facebook. Post flyers around your establishment to let people know.Make it easy for new people to “like” your page by posting QR codes they can scan with a smartphone or setting up an iPad near a cash register
  • Marketers can use Graph Search to find new information about their fans: what music they like, books they read, athletes they admire, places they’ve checked into. Using advanced filters, marketers can further segment their fan base to target fans based on interests. (Only fans who have public profiles will show up as search results.)Start this process by searching for individuals with characteristics found in the highest-value customers, which can be plugged directly into the Graph Search interface. Then use the extended search feature to show a list of more Pages users Like. After looking beyond the first couple pages of extremely general page likes (like Coca-Cola and Justin Bieber), marketers can gain extremely interesting insights about his customer base. It's much less costly than focus group research! The insights you can get from Graph Search can be used in future marketing campaigns or simply to add knowledge about your most valuable customer base.
  • Same persona research but using your competitors.
  • From passive to proactiveGraph Search is a way to ask a specific question, to express an intent in some way. And of course an advertiser would want to target that intent. That’s what search ads are forOne potential ranking method could be based on advertising spend, similar to Google or Bing. Sponsored results, which are already available, will also be available in Graph Search. Facebook hasn’t release any info on what new types of ads they may or may not release, but it’s likely they will try to monetize the Graph Search with sponsored results
  • “Instagram data is on the list of things we will one day get to. It’s so clear how much stuff out there you’d want to have in a product like this,” said Zuckerberg at a press event.It shouldn’t surprise anyone that Facebook is looking to incorporate data from its biggest acquisition into its big new product. Having Instagram photos appear when users perform a photo search, or a search of a business or other location would be a great way to expand the scope of Graph Search. After all, Facebook didn’t spend hundreds of millions of dollars on Instagram to let it sit around.And Facebook has already been setting the stage for more Instagram integration. Last year, they altered their data use policy to allow for “affiliate” sharing. “As part of our new collaboration, we’ve learned that by being able to share insights and information with each other, we can build better experiences for our users.”
  • Brand-building is going to be tougher in a few years than it is today. It will only get harder over time, so there’s a case to be made for action to be taken now to build an active and engaged audience on Facebook while it is relatively inexpensive and easy.Status update and comment content is largely untapped as a data resource in this version of Graph Search. It’s a huge opportunity that will certainly make Graph Search a richer experience for users.Any person who changes privacy settings to Private is going to be largely undiscoverable in Graph Search. That may not be a big deal today, but could become one as Graph Search becomes a richer and more important part of the Facebook experience.Where I think this is possible is on mobile devices. Industry research suggests that many consumers turn to specific mobile apps to conduct vertical searches, like using Yelp to find restaurants, the Weather Channel app for local weather, and Google Maps for directions," he says. "It is in the app environment on mobile devices where I think Graph Search has the greatest potential to reach critical mass and experience rapid adoption.

Facebook’s New Graph Search And Its Marketing Implications #SMX Facebook’s New Graph Search And Its Marketing Implications #SMX Presentation Transcript

  • Facebook’s New Graph Search& Its Marketing Implications Jennifer Wong Marketing, HasOffers SMX Toronto 2013 Jennifer@hasoffers.com @Jenerationy /jenerationy
  • What is Facebook Graph Search? PLACESPEOPLE THINGS PHOTOS
  • HOW IS IT UNIQUE?
  • It isn’t Google
  • Keywords Natural Language
  • Tailored Results
  • Even if two people have the same set of friends, GraphSearch will display different results because they have different relationships with their same friends.
  • “Spouses of people who like[cheat-on-your-partner dating site] Ashley Madison” http://actualfacebookgraphsearches.tumblr.com/
  • If it would be awkward here Don’t put it on Facebook
  • Check your privacy settings
  • 8 KEY MARKETING IMPLICATIONSFOR GRAPH SEARCH
  • Facebook SEO Select Business Categories Claim Your Place Page Complete Your Page Profile Tag Your Photos Share Great Content Encourage Engagement
  • New Currency of A Like
  • Micro-Marketing
  • Persona Development
  • Competitive Research
  • Identify & Connect with Influencers
  • New Advertising Opportunities
  • Instagram
  • IS IT WORTH THE INVESTMENT?
  • The impact of Graph Search for brands will bedefined not by how much effort Facebook ormarketers put into it, but by how much users put themselves into Facebook. USER ADOPTION
  • Contact Me @JenerationyJennifer@hasoffers.com /hasoffers /Jenerationy