Social Design - ProSEO


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My talk from ProSEO Boston 2011

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  • Search is about finding answers\n\n2 types of questions \nFactual\nSubjective\n\nSearch solves factual, but not subjective.\n\nUsers often have subjective questions, like Recommend me a film, this is what social excels at.\n\nWhen a computer cant answer a question, turn to friends.\n
  • Eric Fisher, Facebook Social Design Strategist\n\nFriends and family in the trust area\n\nBrands and people like the pizza boy live bottom left, least trust.\n\nWe need a way to bring the “brand” into the top right and this is what social design achieves/enables.\n
  • Circle of trust, top right quadrant\n\nFriends and Family vouch for others and they enter the circle of trust\n\n\n
  • I’ve been staying with a close friend in Boston the last few days. But during the day she was at work, so I needed to go out and explore, \n\nFriend recommendations out weigh unknown third parties.\n\nThey know and understand you, personalisation goes a long way.\n\n“This place is awesome (local knowledge) you should go”, “skip that, you’ll hate it”\n\nEvent like this happen Millions of times a day already on Social networks and you need to figure out how to ride the wave.\n
  • Social networking sites have 3 key parts\n\n1. Identity, this includes not only your “profile” but any badges/awards/points\n2. Communication\n3. Community \n
  • Communication is often misunderstood\n\nMost assume its distribution, and SHOUTING..... its not its a two way street\n
  • Consumption is a massive driver of retention... always overlooked, (sharkfin)\n\nBut also strangely you see the following...\n\nDistribution drives consumption, but also consumption drives distribution = Growth + Retention increase\n\n\n
  • We have been through this consume/create (review) cycle before, with reviews.\n\nWho are these people?\nThey don’t know me?\nDo we share the same interests?\n\nLike is one example of an attempt to solve this issue, by focussing on the top right quadrant or trust, engaging the user\n
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  • Lets add a new type of node.... a webpage..... (or domain)\n
  • like it, this is what the “like” button does internally within the graph\n
  • Define the “object”\n\nTitle and image’s lock after 10? likes (images and title)\n\nembedding flash to or not depends on what you want to optimize for.\n\nRequired. title, type, image, url.... just for FB ensure you have site and fb:admins as well\n
  • Facebook linter, good at spotting tagging issues, things like duplicates can throw a real spanner in the works.\n\nFlush the FB cache with it, for example if you have uploaded the wrong image\n\nCan also be done programatically\n
  • There was this trend of publishing/liking actions for a long time this does not work, people don’t reshare/like that\n\nArticle, blocked posting to the “page” so dont use it.\n\nfb:admin fb:app_id\n\nMake sure you have a favicon as well.\n
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  • Like objects not actions\n\nobjects produce content = returning users\n\nincentivise.... ( if you want, but its against T&Cs)\n\nEvery new like adds another page to the graph, its better to keep a small set with lots of likes than spreading them out.\n\n\n\n\n\n
  • Default code examples are synchronous, the block horribly. Use this example to do async + GA tracking of events\n\niFrame version a second class citizen\n\n
  • GA breakdown of types of objects being liked, from here we can put this data into our normal dashboard and data analysis can have a look at it.\n
  • remember those admin tags..... now goto and we can start getting to the real data.\n
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  • Default code examples are synchronous, use this example to do async + GA tracking of events\n
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  • Massively effective for invite mechanics...\n\nWho actually runs these?\n
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  • Remember that you can post as a brand as well\n
  • Ditch sharer.php, old and unsupported\n\n\n\nWorks for logged in and out users, \n
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  • actions is a historical bug, but you can only have one action, and you shouldn’t\n
  • No action links\n\nFocus on objects and allow the user to define the reason in the messaging.\n\nAwesome touch point for signup\n\nIf you want to do more advanced integrations it is possible. For example you can target specific users but you need to get the uid first, good for invites....\n
  • Realtime, so ignore the last day drop off (has stalled a few times) \n\nNote share is way more effective than like.\n\nLike x326 CTR 0.2%\nShare x645 CTR 0.9%\n\nLet me know what you guys are seeing, no one is publishing this data, we openly share and to date we are way above o \n\n\n
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  • Screen grab from F8 2010 Session\n
  • Time is probably your best bet here, focus on adding more content to recent edges, not old ones.\n\nIf you release new content, drive engagement quickly, dont do it over a long period\n\naggregating edges onto a single object. For example allow users to comment on the object in the app.\n
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  • Maybe a Geo element as well “Cambourne runners” is local to me, or could be minimal distance across graph.\n\nThe other key thing to remember with search at FB is that this is in very active development, and results change frequently.\n\nI can’t login to our analytics clusters from here, but last time I checked search aren’t important at all.... fb_source=search is seen in referrer\n\n\n
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  • Use personal information to kick start the social experience.\n\nUse things like Facepile to increase signup\n
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  • Guess what this did to traffic?\n
  • 55% reduction in bounce for FB users (38%->17% bounce rate, for FB traffic)\nSlight dip and recovery of Time on site, now back to our usual 12min (logged out time)\n\n80% increase in signup rate\n\nBiggest shift in site usage to date.\n
  • OAuth 2.0 + FB JS Kit only\n\nUse the Facepile Social Plugin\n\nOfficial Facebook line is that each permission causes a CTR drop of about 3% (massive Standard deviation though)\nHowever I dont agree, asking for email caused a 5% increase in CTR...\n
  • Ensure Social Context through out the entire experience.\n
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  • Of 6,981 people listening, it isn’t a coincidence that Rob is showing up.....\n\nWe go to great lengths to track relationships, either those you follow directly, or friends on other sites...\n\nWorse case we can post to FB with a tainted link and either know your id or who posted it, and from that do indirect targeting, its still better than none\n\nDrive retention/engagement through adding social context, this increases the CTR of the play, and also the share rate and viral factor of the pages significantly.\n\nCreate all content as close as possible in social context to the user, aim for the top right.\n
  • Nikhil mentioned on the left (out of 1000 friends)\n\nNico was at out with Rawson (other hidden friends I dont know)\n
  • Social plugins can even do this when you aren’t authenticated... \n
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  • Grow in narrow niches first, keeps concentration higher and increases the “community” density\n\nMake it EASY to share and give back (lots of AJAX) to the community.\n
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  • Contact details\n
  • Social Design - ProSEO

    1. 1. Social Design @matclayton
    2. 2. Social Designwhy is social so effective?
    3. 3. Recommend me a film
    4. 4. Stars and Reviews
    5. 5. Whats the social graph?
    6. 6. Open Graph
    7. 7. Open Graph Tags
    8. 8.
    9. 9. 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
    10. 10. Creating EdgesLike, Send, Share, Requests 2.0 Optimization
    11. 11.
    12. 12. Like
    13. 13. 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 + //; document.getElementById(fb-root).appendChild(e); }()); </script>
    14. 14.
    15. 15. 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
    16. 16. Send
    17. 17. 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 + //; document.getElementById(fb-root).appendChild(e); }()); </script>
    18. 18. 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• :(
    19. 19. Requests 2.0
    20. 20. CodeFB.ui({ method: apprequests, message: You should visit Mixcloud.});
    21. 21. Comments
    22. 22. Share
    23. 23. <script> FB.ui({ Code method: feed, message: getting educated about Facebook Connect, name: Connect, caption: The Facebook Connect JavaScript SDK, description: ‘Description goes here’, link:, picture:, actions: [ { name: fbrell, link: } ] },function(response) { if (response && response.post_id) { _gaq.push([share, success]); } else { _gaq.push([share, fail]); } });</script>
    24. 24. 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
    25. 25. Edge RankNews Feed Optimization (NFO)
    26. 26. 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
    27. 27. Social Search
    28. 28. 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
    29. 29. Facebook Connectidentify, distribution and community
    30. 30. 1. Authenticate identity + permissions
    31. 31. Advanced FB targettingFB.getLoginStatus(function (response) { if (response.status==connected) { // Auto log the user in } else if (response.status==notConnected) { // Signup with Facebook Dialog }});
    32. 32. Customize landing page
    33. 33. 2. Personalize add social context
    34. 34.
    35. 35. iFrame <iframe src=";width=300&amp;height=300&amp;header=tr ue&amp;colorscheme=light&amp;font&amp;border_color&amp;recom mendations=false" scrolling="no" frameborder="0" style="border:none; overflow:hidden; width:300px; height:300px;" allowTransparency="true"></iframe>XFBML <fb:activity site="" width="300" height="300"></fb:activity>
    36. 36. 3. Drive Distributionmake it easy to share / contribute back
    37. 37. Please get in touchWeʼre keen to hear your thoughtsEmail: mat@mixcloud.comTwitter: @matclayton / @mixcloudCode: