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The New Facebook: A Brand's Perspective

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Carve Consulting have developed a short introduction to The New Facebook, detailing what has changed and what it could mean for your company.

Carve Consulting have developed a short introduction to The New Facebook, detailing what has changed and what it could mean for your company.

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  • ListenMonitor Sentiment Don’t ignore unofficial channels Use InsightsEngage Be Social : engage in two-way interactions with your fans and integrate your other social-media channels Be Unique : add only valuable, compelling content Be Brilliant : ensure high-quality design and regularly updated ever-surprising contentBe You : align you social presence with your brand’s strategy and always act transparently as a brand Be Ambitious : Use Social media at full potential and reach the whole worldBe Ready for changes : social media evolves quickly, be ready.
  • ListenMonitor Sentiment Don’t ignore unofficial channels Use InsightsEngage Be Social : engage in two-way interactions with your fans and integrate your other social-media channels Be Unique : add only valuable, compelling content Be Brilliant : ensure high-quality design and regularly updated ever-surprising contentBe You : align you social presence with your brand’s strategy and always act transparently as a brand Be Ambitious : Use Social media at full potential and reach the whole worldBe Ready for changes : social media evolves quickly, be ready.
  • Engage Be Social : engage in two-way interactions with your fans and integrate your other social-media channels Be Unique : add only valuable, compelling content Be Brilliant : ensure high-quality design and regularly updated ever-surprising contentBe You : align you social presence with your brand’s strategy and always act transparently as a brand Be Ambitious : Use Social media at full potential and reach the whole worldBe Ready for changes : social media evolves quickly, be ready.
  • Transcript

    • 1. What is it all about?
      Likes
      Open Graph
      Friends
      Community Pages
      Widgets
      Landing Pages
      Comments
      Facebook
      Graph API
      Interactions
    • 2. 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
    • 3. Facebook: Just a few facts
      250 millions daily individual connections
      100 millions monthly interactions with third-party sites
      One third of social media users provide feedback on companies over social networks
      In the UK, every eight minute on Internet is spent on Facebook
      350 000 “Likes” since April 2010 on imdb.com
    • 4. Content Web
      Facebook Revolution
      Social Web
      Brands
      Places
      Products
      From independent people- to-peopleplatform...
      To a multi-faceted interactive network
    • 5. Status: Private and Personal
      How is it organised?
      Controlled By: Private and Personal
      For Who: Real Individuals
      Profile Pages
    • 6. Status: Open or Private
      What for: Networking/
      Topic sharing
      How is it organised?
      Controlled By:
      Individual Administrators
      For Who: Businesses, Organisations or Individuals
      Groups
    • 7. What for:Official Brand-related content and interaction
      How is it organised?
      Status:
      Public and Official
      Controlled By: Authentified official administrator
      For Who:Business organisations, public figures
      Official Pages
    • 8. What for: Un-moderated topic related content
      How is it organised?
      NEW
      For Who: Individuals
      Status:
      Public
      Controlled By: Facebook if popular or individuals
      Community Pages
    • 9. Recap
    • 10. 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)
      • 11. On Official Pages and Community Pages, the “Become a Fan” button has been replaced by a new “Like” button.
      • 12. Facebook might have automatically created a community page for your brand.
      • 13. 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 : NONE
      Customisable :NO
      Content : automatically generated
      Control : Authenticated Administrators
      Customisable : 100%
      Content : brand and user-generated
    • 14. An example
      3 Tabs only:
      Related Posts : Automatic aggregation of all posts containing the page’s title. (company name here.)
      Wikipedia: automatically pulled Wikipedia definition.
      Info: Number of likes and 6 corresponding profiles + Wikipedia definition + Related Posts
    • 15. OpenGraph
      About:
      • OpenGraphintegrates your pages to the Social Graph : Facebook read your website URLs like any Facebook page.
      • 16. 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.
      • 17. OpenGraphconnects people trough what they like - your website can automatically identify the visitor and push customised content according to its personal and Facebook friends preferences
    • OpenGraphexample
      Or
    • 18. 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
      • 19. With Facebook Insights, get precious data about your fans’ level of interaction, their social characteristics, your online content quality
      • 20. 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
      • 21. 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.
      • 22. Information content is pulled from Wikipedia, a highly fragile source.
      • 23. Automatically pulled brand-related posts can foster negative comments but cannot be moderated or answered to.
      • 24. On the “Pages” results, Community Pages compete with official pages based on the number of likes.
      • 25. Community Pages can be mistaken for official brand forum.
      • 26. 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.
      • 27. Community Pages can be seen as a listening tool where unsolicited comments/feedback and sentiment about the brand/products are automatically gathered.
      • 28. 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
      • 29. Use widgets like Static FBML to design customised compelling pages
      • 30. If you have more than 10 000 likes, create a customised landing page
      • 31. Push all relevant content and create rich/participation friendly tabs.
      • 32. news, events, products, deals
      • 33. allow user-generated rich content (Photos/videos)
      • 34. Use widgets such as Flashplayer or PostedItem Pro to create engaging, rich media content (games, apps, videos)
      • 35. Engage your fans in direct conversations, topic discussions, games and competition
      • 36. Integrate Facebook to your overall online presence
      • 37. Drive traffic to your site via customised user-friendly linkage
      • 38. Use applications to broadcast your blog’s RSS feed and Twitter updates
      Community Page
      • Use Community Pages as listening tools
      • 39. Keep a close eye on your Wikipedia entry
      • 40. 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)
    • 41. Great examples: Visit Britain (Landing Page)
    • 42. 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.
      • 43. 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.
      • 44. Depending on your strategy and brand image, add other OpenGraphsocial plug-ins that may include :
      • 45. Embedded Facebook–linked comments
      • 46. Website users’ Activity Streams
      • 47. 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
      • 48. Using the recommendations social plug-ins, you can offer a personalised user-experience on your website to every visitor.
      • 49. 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.
      • 50. OpenGraph is highly SEO friendly and heavily contributes to your website’s page rank on search engines.
    • Likes
      Summary: Golden Rules
      Open Graph
      Friends
      Community Pages
      Widgets
      Landing Pages
      Comments
      Facebook
      Graph API
      Interactions
    • 51.
      • Monitor Sentiment
      • 52. Don’t ignore unofficial channels (Community Pages)
      • 53. Use Facebook Insights
      • 54. Learn from your customers via online feedback monitoring.
      L
      I
      S
      T
      E
      N
    • 55.
      • Monitor Sentiment
      • 56. Don’t ignore unofficial channels (community pages)
      • 57. Use Facebook Insights
      • 58. Learn from your customers via online feedback monitoring.
      • 59. Be social and engage with your fans
      • 60. Be unique: only add valuable content
      • 61. Be brilliant: ensure high-quality design and regularly updated original content
      • 62. Be You: align your social presence with your brand.
      L
      I
      S
      T
      E
      N
      ENGAGE

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