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The New Facebook:  A Brand's Perspective
 

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.

The New Facebook:  A Brand's Perspective The New Facebook: A Brand's Perspective Presentation Transcript

  • What is it all about?
    Likes
    Open Graph
    Friends
    Community Pages
    Widgets
    Landing Pages
    Comments
    Facebook
    Graph API
    Interactions
  • 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
  • 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
  • Content Web
    Facebook Revolution
    Social Web
    Brands
    Places
    Products
    From independent people- to-peopleplatform...
    To a multi-faceted interactive network
  • Status: Private and Personal
    How is it organised?
    Controlled By: Private and Personal
    For Who: Real Individuals
    Profile Pages
  • Status: Open or Private
    What for: Networking/
    Topic sharing
    How is it organised?
    Controlled By:
    Individual Administrators
    For Who: Businesses, Organisations or Individuals
    Groups
  • 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
  • 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
  • Recap
  • 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)
    • On Official Pages and Community Pages, the “Become a Fan” button has been replaced by a new “Like” button.
    • Facebook might have automatically created a community page for your brand.
    • 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
  • 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
  • OpenGraph
    About:
    • OpenGraphintegrates your pages to the Social Graph : Facebook read your website URLs like any Facebook page.
    • 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.
    • 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
  • 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
    • With Facebook Insights, get precious data about your fans’ level of interaction, their social characteristics, your online content quality
    • 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
    • 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.
    • Information content is pulled from Wikipedia, a highly fragile source.
    • Automatically pulled brand-related posts can foster negative comments but cannot be moderated or answered to.
    • On the “Pages” results, Community Pages compete with official pages based on the number of likes.
    • Community Pages can be mistaken for official brand forum.
    • 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.
    • Community Pages can be seen as a listening tool where unsolicited comments/feedback and sentiment about the brand/products are automatically gathered.
    • 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
    • Use widgets like Static FBML to design customised compelling pages
    • If you have more than 10 000 likes, create a customised landing page
    • Push all relevant content and create rich/participation friendly tabs.
    • news, events, products, deals
    • allow user-generated rich content (Photos/videos)
    • Use widgets such as Flashplayer or PostedItem Pro to create engaging, rich media content (games, apps, videos)
    • Engage your fans in direct conversations, topic discussions, games and competition
    • Integrate Facebook to your overall online presence
    • Drive traffic to your site via customised user-friendly linkage
    • Use applications to broadcast your blog’s RSS feed and Twitter updates
    Community Page
    • Use Community Pages as listening tools
    • Keep a close eye on your Wikipedia entry
    • 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)
  • Great examples: Visit Britain (Landing Page)
  • 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.
    • 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.
    • Depending on your strategy and brand image, add other OpenGraphsocial plug-ins that may include :
    • Embedded Facebook–linked comments
    • Website users’ Activity Streams
    • 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
    • Using the recommendations social plug-ins, you can offer a personalised user-experience on your website to every visitor.
    • 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.
    • 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
    • Monitor Sentiment
    • Don’t ignore unofficial channels (Community Pages)
    • Use Facebook Insights
    • Learn from your customers via online feedback monitoring.
    L
    I
    S
    T
    E
    N
    • Monitor Sentiment
    • Don’t ignore unofficial channels (community pages)
    • Use Facebook Insights
    • Learn from your customers via online feedback monitoring.
    • Be social and engage with your fans
    • Be unique: only add valuable content
    • Be brilliant: ensure high-quality design and regularly updated original content
    • Be You: align your social presence with your brand.
    L
    I
    S
    T
    E
    N
    ENGAGE