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SMX London: Understanding Facebook's Graph Search
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SMX London: Understanding Facebook's Graph Search

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Transcript

  • 1. Marc PurtellDirector, SEO, MediaWhizUnderstandingGraph Searchwww.MediaWhiz.com | @MarcPurtell
  • 2. ……………………..AgendaEvolution of Facebook Advertising1Nuts and Bolts of Graph Search23 What to Leverage………4 What’s Next
  • 3. About Me• Oversee organic search services• 8+ years’ experience in search marketing & SEOAbout My Company — MediaWhiz• #5 Search Marketing Agency, Advertising Age, 2012• Performance marketing agency• Part of Matomy Media Group• Services: Affiliate, Mobile, Display, Search, SEO,Social, Email• Top-25 Digital Agency, Ad Age, 2012
  • 4. 1..................EVOLUTIONOFFACEBOOKADVERTISIN
  • 5. Evolution of Facebook Advertisingwww.MediaWhiz.com | @MarcPurtellAugust 2006August 2006FIRST BANNER AD DISPLAY ADVERTISINGLAUNCHApril 2008April 2008August 2006August 2006FACEBOOK ADSAugust 2008August 2008ENGAGEMENT ADSDecember 2008December 2008 February 2011February 2011 January 2013January 2013SPONSORED STORIES GRAPH SEARCH BETAFACEBOOK CONNECT
  • 6. 2...................OF GRAPHSEARCHNUTS&BOLTS
  • 7. Graph Search is based on connections …… not only among each other butamong places, things, ideas and events.
  • 8. Powered by Unicorn
  • 9. Index• Mapping from attributes (actions) to entities (nodes)Framework• Build the index from existingdata and incremental updates• Retrieve entities from indexbased on attribute constraintsThe Components of Unicornwww.MediaWhiz.com | @MarcPurtell
  • 10. Web Searchwww.MediaWhiz.com | @MarcPurtell
  • 11. 3................... GRAPHSEARCHLEVERAGING
  • 12. Utilize Multiple Result TypesOwn more real estate for each search• Pages• Places• People• Apps• Gameswww.MediaWhiz.com | @MarcPurtell
  • 13. Grow Your CommunitiesLikes = Authority• Promote• Incentivize• Engagewww.MediaWhiz.com | @MarcPurtell
  • 14. Huge Opportunity for LocalUsers can filter results by location•Include up to date business address•Encourage reviews•Incentivize check-inswww.MediaWhiz.com | @MarcPurtell
  • 15. 4...................WHAT’SNEXT
  • 16. Logic
  • 17. MonetizationSponsored search results open the potential toallow advertisers to bid on placements, a la SEMwww.MediaWhiz.com | @MarcPurtellOldFacebookAdvertisingNewFacebookAdvertising
  • 18. Result Typeswww.MediaWhiz.com | @MarcPurtellCurrent• People• Photos• Places• InterestsPlanned• Posts• Open Graph Actions
  • 19. Mobilewww.MediaWhiz.com | @MarcPurtellFacebook #1 amongmobile apps• Reaching 3 out of 4smartphone usersSource: comScore Mobile Metrix, U.S., Dec-2012Facebook.com #2mobile digitalproperty• Extended mobile reachby 23%
  • 20. What’s Missingwww.MediaWhiz.com | @MarcPurtellOfficial Properties
  • 21. Marc PurtellDirector, SEOMediaWhizP: +1 954 423 0336E: mpurtell@mediawhiz.comTw: @MediaWhizIncStay Connectedwww.MediaWhiz.com | @MarcPurtell
  • 22. ………........……. THANKYOU.