Facebook Open Graph

Facebook Open Graph
Graeme Wood, April 2010

Oversimplified view of how the internet works for brands
Links
Reputation
Page Rank
SERP
Content
Web Traffic
Supporters
Social Networks

2009 - brand split between two destinations
Facebook
Brand site
Design
Conversation
Conversation
SEOable
Brand’s view
Aggregate content
Distribute content
Existing network
Hugely social
Ubiquitous
Share content
Network effects
Push notification

2010 - all the advantages in one place
Design
Conversation
Conversation
SEOable
Brand’s view
Aggregate content
Distribute content
Facebook
Brand site
Existing network
Hugely social
Ubiquitous
Share content
Network effects
Push notification
Temporary high interest Permanent loose interest

2010 - all the advantages in one place
Brand site
depth
Open Graph
Facebook
permanence
But that place is a set of APIs

Facebook
Brand site
Convert to deeper relationship
Loose brand affiliation
Something extra on site
Organic impressions
Social CRM
Design to spread
Temporary interest
Easy to Like
Convert to longer relationship
Reputation impact on SERP
Search query
New Traffic
Brand Owner Imperatives

How does this affect the traditional purchase path?
Action
Awareness
Interest
Desire
Advocacy
Usage

Facebook
Brand site
Something extra on site
Action
Desire
Advocacy
Social CRM
Usage
Design to spread
Awareness
Easy to Like
Interest
It involves moving about – brand value lives in APIs, notdestinations

It’s not about the destination any more
Offering something extra
Social CRM
Design to spread
Easy to Like
It’s about using the best bits of each “destination”
to filter attention to where it can be rewarded best

How do we start doing that?
inspire
How do we reach consumers?
participants
Inspire attention
And bring people with us
Now it really is all about Fans

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Facebook Open Graph

by Graeme Wood on Apr 26, 2010

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Facebook Open Graph — Presentation Transcript