The New Facebook: A Brand's Perspective

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
Controlled By:
Individual Administrators
For Who: Businesses, Organisations or Individuals
Groups

What for:Official Brand-related content and interaction
Status:
Public and Official
Controlled By: Authentified official administrator
For Who:Business organisations, public figures
Official Pages

What for: Un-moderated topic related content
NEW
For Who: Individuals
Status:
Public
Controlled By: Facebook if popular or individuals
Community Pages

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On Official Pages and Community Pages, the “Become a Fan” button has been replaced by a new “Like” button.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
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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
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T
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N
ENGAGE

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The New Facebook: A Brand's Perspective

by Carve Consulting on Jul 12, 2010

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