Facebook Marketing 2012 London - Guardian Reader Lessons Learnt from Leveraging the Facebook Platform, Martin Belam, Emblem (Formerly the Guardian)
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Facebook Marketing 2012 London - Guardian Reader Lessons Learnt from Leveraging the Facebook Platform, Martin Belam, Emblem (Formerly the Guardian)

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Martin Belam talks through the stages of creating the Guardian Facebook app from conception through to testing through to roll out. Lessons learnt and future plans.

Martin Belam talks through the stages of creating the Guardian Facebook app from conception through to testing through to roll out. Lessons learnt and future plans.

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Facebook Marketing 2012 London - Guardian Reader Lessons Learnt from Leveraging the Facebook Platform, Martin Belam, Emblem (Formerly the Guardian) Presentation Transcript

  • 1. Facebook, Social Readers &The GuardianMartin BelamFacebook Marketing London, July 2012@currybet emblem-digital.com
  • 2. @currybet
  • 3. Launched in September 2011 @currybet
  • 4. Read, watch and listen Guardian content in Facebook @currybet
  • 5. An opt-in way of consuming Guardian content @currybet
  • 6. People were very vocal about it @currybet
  • 7. Very vocal indeed @currybet
  • 8. Why design it like that? @currybet
  • 9. Had one metric in mind... @currybet
  • 10. ...but actually shifted this one @currybet
  • 11. It was an experiment @currybet
  • 12. I published this number-free adoption curve @currybet
  • 13. Any page is potentially a viral landing page @currybet
  • 14. It spawns new conversations around old content @currybet
  • 15. YouTube clips aren’t journalism @currybet
  • 16. But neither are TV listings @currybet
  • 17. A young, male audience primed to distribute @currybet
  • 18. Facebook referrals briefly eclipsed Google @currybet
  • 19. And then everybody said they “collapsed” @currybet
  • 20. Any graph that starts from a high peak... @currybet
  • 21. “Reads” are not prominent anymore @currybet
  • 22. The Guardian added “Agree / Disagree” @currybet
  • 23. Unfavourably compared to the “Right / Wrong” table @currybet
  • 24. Some actions speak louder @currybet
  • 25. The water carrier @currybet
  • 26. If I could turn back time... @currybet
  • 27. Thank youMartin BelamFacebook Marketing London, July 2012@currybet emblem-digital.com