Roland Fiege Social Media Marketing on Facebook demystified
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Roland Fiege Social Media Marketing on Facebook demystified

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Social Media Marketing by Roland Fiege @SMiCS2011 in Monte Carlo

Social Media Marketing by Roland Fiege @SMiCS2011 in Monte Carlo

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    Roland Fiege Social Media Marketing on Facebook demystified Roland Fiege Social Media Marketing on Facebook demystified Presentation Transcript

    • Social Media Marketing on Facebook demystified Presented by: Roland Fiege Date: July 13th, 20111 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Who is talking to you? v  Roland Fiege v  MBA, Author, Speaker, Teacher v  @MSTR since May 2011 v  Daytime Job: Senior Director of Social Media Marketing2 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Outline v  Hungry for Data? v  Why is Social Media? v  Why Facebook? v  Friend of a Friend vs Fan of a Facebook Page v  Places and Check-Ins Private and Public Events v  Interactions – Like, Post, Comments v  Facebook Applications, Facebook Connect, Tokens and User Privacy v  Facebook API Framework v  Facebook EdgeRank v  Facebook Insights / Actionable Data?3 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Hungry for data? We have a great menu for you! -  Engage! -  Permission based content marketing -  Micro clustering, targeting -  Life event based predictive marketing4 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Demystifying Social Media Marketing on Facebook Why Social Media?5 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • The Social Media Revolution6 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • The Social Media Revolution7 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • The Social Media Revolution8 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Why Facebook?9 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • The dominant Social Network: Facebook10 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • The dominant Social Network: Facebook11 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Unwiring Difference: Personal profiles & pages12 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: friend & fans Direct Messaging Connections Ads The Wall Friends13 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: friend & fans Admin Panel Connections Facebook Ads The Wall Application14 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Your brand message Appears on Users News Feeds (well, sometimes*) * See: EdgeRank (we will get to that later)15 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: friend & fans16 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • “Edge” what? Beware of the edgerank17 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: friend & fans edgerank EdgeRank = Affinity * Weight * Time Decay18 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: Location based services Location Based Service (Smart Phone needed)19 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: Location based services20 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: Events Event Management (open events are seen by everyone)21 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: Events Guest managing Users invite users Guest communication22 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: Events Event Management (beware of the “Thessa” Effekt)23 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: Events24 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: Like, Post, Comments Facebook user & brand interaction in many ways25 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: Like, Post, Comments Facebook Connect Mobile External Apps (API) Comments User Standard External Web Like- version Buttons Mobile http://m.facebook.com Web version26 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: Social Ads Social Ads Targeting & Report27 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: Social Ads28 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: Social Ads29 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook basics: F-Commerce?30 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook Applications Application implementation31 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook Applications32 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook Connect on mobile applications Step 1 Step 2 Step 3 Download app Connect to FB Allow Access (token) 33 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook Insights Facebook Reporting34 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook Pages: “Insights”35 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • So what? Is that all ?36 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook Graph API “people and the connections they have to everything they care about.”37 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook Graph API v  Objects v  Connections •  Users •  Friends •  Video Tags •  Pages •  News feed •  Video Uploads •  Events •  Likes •  Events •  Groups •  Movies •  Groups •  Applications •  Music •  Checkins •  Status messages •  Books •  Photos •  Notes •  Photo albums •  Permissions •  Videos •  Photo Tags •  Notes •  Photo Albums •  Checkins38 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • The holy grail of marketing! I want that data!39 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Can´t I just download it, buy it, steal? Facebook user data publicly available? https://graph.facebook.com/search? q=QUERY&type=OBJECT_TYPE40 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Well – not so many fan communication publicly available41 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Grotesque: affiliate marketing on facebook (w/ public profiles)42 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Facebook privacy43 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • So how does it work? Ask for permission!44 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Authentication via Oauth 2.0 v  User authentication ensures that the user is who they say they are.45 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Authentication v  App authorization ensures that the user knows exactly what data and capabilities they are providing to your app.46 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Extended permissions47 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • App authentication v  App authentication ensures that the user is giving their information to your app and not someone else. v  Once these steps are complete, your app is issued an user access token that you enables you to access the users information and take actions on their behalf.48 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Does this only work with facebook apps? Also works for v  Websites v  Mobile Apps v  Desktop Apps49 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Seems trivial, doesn´t it? v  Unstructured data v  Big Data v  API limitations v  API stability: change is the only constant in life v  Update cycles v  Permissions, permissions, permissions50 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • No need to worry – we´ll take care of that v  MSTR Mastering the Facebook API •  Serious investment •  20yrs+ of BI expertise •  Cloud Infrastructure •  Best in class analytics •  Mobile apps to go!51 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.
    • Details v  Need more info? v  rfiege@microstrategy.com v  @rolandfiege v  http://www.slideshare.net/smics2011/presentations52 CONFIDENTIAL The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategys Business Or Its Offerings. Reproduction or Distribution Is Prohibited.