Social Design - ProSEO

Social Design @matclayton

Social Designwhy is social so effective?

Recommend me a ﬁlm

Stars and Reviews

Whats the social graph?

Open Graph

Open Graph Tags

http://developers.facebook.com/tools/lint/

Tag Tips• Open graph tags on objects not actions.• “Secret” admin panel• DO NOT USE the “article” type• make sure to add fb:admins for insights• Open graph pages can post to users

Creating EdgesLike, Send, Share, Requests 2.0 Optimization

www.facebook.com/insights

Code<fb:like href="..." ref="my_ref"></fb:like> <div id="fb-root"></div> <script> (function() { window.fbAsyncInit = function() { FB.Event.subscribe(edge.create, function(response) { _gaq.push([page, like, response]); }); FB.Event.subscribe(edge.remove, function(response) { _gaq.push([page, unlike, response]); }); }; var e = document.createElement(script); e.async = true; e.src = document.location.protocol + //connect.facebook.net/en_US/all.js#xfbml=1; document.getElementById(fb-root).appendChild(e); }()); </script>

www.facebook.com/insights

Like Tips• Use XFBML not iFrames • Higher weighting • Commenting/cleaner ui• Don’t use the demo code, it blocks• Point the url to the creation object not the current page • Aggregates likes to onto single object • Create a good reason to post new updates to user• Track them! In Insights + Google Analytics• Touch point for FB signup

Code<fb:like href="..." send=”true” ref="my_ref"></fb:like> <div id="fb-root"></div> <script> (function() { window.fbAsyncInit = function() { FB.Event.subscribe(message.send, function(response) { _gaq.push([object, send, response]); }); }; var e = document.createElement(script); e.async = true; e.src = document.location.protocol + //connect.facebook.net/en_US/all.js#xfbml=1; document.getElementById(fb-root).appendChild(e); }()); </script>

Send Tips• Dont expect good results....... yet, maybe in time• Users still don’t understand it.• CTR’s are low• No fan out distribution effect• :(

Requests 2.0

CodeFB.ui({ method: apprequests, message: You should visit Mixcloud.});

Comments

Feed Dialog Tips• Stop using sharer.php• Fb.ui works for logged out users as well• Dont include action link(s)• Share objects not actions • users more likely to add message• Touch point for FB Connect signup• Can directly post to another users wall

Edge RankNews Feed Optimization (NFO)

News Feed Optimization• Create engaging content, encourage likes/ shares/comments• Increase afﬁnity between users (Friend Dialog)• Create > Share > Comment > Like• Reduce time period of activity

Social Search

Its a bit of a mystery• Graph traversal algorithm, minimum distance • based on likes / friend graph• Dynamically calculated per user per query• Dont keyword stuff, brand title seems to work best, space seperated • E.g. “Diet Coke” not “DietCoke”• Page titles are locked after 100? likes so choose carefully• Exact keyword matching only

Facebook Connectidentify, distribution and community

1. Authenticate identity + permissions

Advanced FB targettingFB.getLoginStatus(function (response) { if (response.status==connected) { // Auto log the user in } else if (response.status==notConnected) { // Signup with Facebook Dialog }});

Customize landing page

2. Personalize add social context

Artﬁnder.com

iFrame <iframe src="http://www.facebook.com/plugins/activity.php? site=mixcloud.com&width=300&height=300&header=tr ue&colorscheme=light&font&border_color&recom mendations=false" scrolling="no" frameborder="0" style="border:none; overﬂow:hidden; width:300px; height:300px;" allowTransparency="true"></iframe>XFBML <fb:activity site="mixcloud.com" width="300" height="300"></fb:activity>

3. Drive Distributionmake it easy to share / contribute back

Please get in touchWeʼre keen to hear your thoughtsEmail: mat@mixcloud.comTwitter: @matclayton / @mixcloudCode: https://gist.github.com/975939

Social Design - ProSEO

by Mat Clayton on May 17, 2011

Accessibility

Categories

Tags

Upload Details

Usage Rights

1 Embed 1

Statistics

Social Design - ProSEO — Presentation Transcript