48West- Facebook Integration - plus
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

48West- Facebook Integration - plus

on

  • 418 views

Scott McAndrew, Chief Strategy Officer for Tempe based digital marketing firm discusses Facebook Integration at 48West, the technology, music and food festival on February 15-16 in Chandler Arizona.

Scott McAndrew, Chief Strategy Officer for Tempe based digital marketing firm discusses Facebook Integration at 48West, the technology, music and food festival on February 15-16 in Chandler Arizona.

Statistics

Views

Total Views
418
Views on SlideShare
414
Embed Views
4

Actions

Likes
0
Downloads
0
Comments
0

4 Embeds 4

http://pinterest.com 1
https://twitter.com 1
http://www.docseek.net 1
https://www.linkedin.com 1

Accessibility

Categories

Upload Details

Uploaded via as Adobe PDF

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

48West- Facebook Integration - plus Presentation Transcript

  • 1. Feb / 15 / 2013Exploring the Impact ofFacebook SocialMedia Integration on WebsitesScott McAndrewChief Strategy Officer
  • 2. Your Next Stop: Happy Hour
  • 3. Agenda 01 Key Takeaways 02 Ever-Changing Facebook 03 Sample Facebook Website Integration 04 Finding Context: L.L. Bean 05 Tips / Resources
  • 4. Benefits of a Thoughtful Website Facebook IntegrationLow Effort• Implementing Social Plugins and Open Graph tags correctly is generally a one-time activityProvides High Visibility• It’s becoming nearly impossible to gain Impressions of this volume on Facebook (without ads)Generates Significant Traffic Back to Site• Return rate of visitors from Facebook to one’s website is significantIntroduces Brand Content with Advocacy• Site visitors take the action that creates stories on Facebook• Stories visible to their friend network - trusted source• Far different than a Brand posting from a fan Page
  • 5. Agenda 01 Key Takeaways 02 Ever-Changing Facebook 03 Sample Facebook Website Integration 04 Finding Context: L.L. Bean 05 Tips / Resources
  • 6. Massive Growth
  • 7. Every Day on Facebook... 300 Million Photo Uploads 2.5 Billion Status Updates and Checkins 2.7 Billion Likes A lot of competition for News Feed visibility...
  • 8. Facebook’s September ’12 Update - What Happened!?“We made an update to the ranking algorithm to improve user engagement andreduce spam. This is beneficial to the platform overall as increasedengagement and higher quality content are good for the ecosystem.”“We have seen quite a large fall off (40-50%) [in impressions] globally across allof our clients pages ranging from 10k - millions of fans.” - Zach Welch, Social Bakers“Organic Reach -25% change, Viral Reach -45% and Engagement/Fan -17%” - Chad Wittman, EdgeRankChecker
  • 9. One Client Example - Organic Impressions -50% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Organic Impressions
  • 10. One Client Example - Organic Impressions -64% Jan Feb Mar Apr May Jun Jul Aug Sep Oct Organic Impressions
  • 11. Facebook’s Answer? Advertise!Newsfeed Ads Facebook Ad Targeting Based-on Phone NumberSponsored Stories Facebook Ad Targeting Based-on Email AddressSponsored Results (In Search Bar) Mobile-only Sponsored StoriesFacebook Exchange (Retargeting) Ads Large-format Logout AdsSelf-serve Platform for Premium Ads Ads Based on Open Graph ActionsFacebook Ads Appearing on Zynga.com Pages now Pay for OffersReach Generator Coming Soon... Premium Business Pages
  • 12. Facebook’s Answer? Advertise!Newsfeed Ads Facebook Ad Targeting Based-on Phone NumberSponsored Stories Facebook Ad Targeting Based-on Email Address Can high-impactMobile-only Sponsored Stories beSponsored Results (In Search Bar) achieved without usingFacebook Exchange (Retargeting) Ads products? Facebook Ad Large-format Logout AdsSelf-serve Platform for Premium Ads Ads Based on Open Graph ActionsFacebook Ads Appearing on Zynga.com Pages now Pay for OffersReach Generator Coming Soon... Premium Business Pages
  • 13. Agenda 01 Key Takeaways 02 Ever-Changing Facebook 03 Sample Facebook Website Integration 04 Finding Context: L.L. Bean 05 Tips / Resources
  • 14. Like 118k Search this site AN OPEN LETTER FROM JEFF BELSKUS Jeff Belskus, the CEO of INDYCAR, has issued the following open letter to all INDYCAR fans. An Open Letter from Jeff In their own words: Carpenters In their own words: Kimballs KV Racing Technology signs de Series champ Hawksworth Belskus season review season review Silvestro for 2013 ready for next challenge NEXT RACE: 141DAYS 05HRS 20MINS 13SECS Mar 22 - 24 Bernard steps down as INDYCAR CEO 12:00 AM ET Honda Grand Prix Of St. Alongside Hunter-Reay: Long fight to get back Petersburg Notes: INDYCAR promoters make World Series wa... Live Broadcast Alongside Hunter-Reay: Never gave up on dream Hildebrand ready to cheer on Giants in World ... Purchase Tickets Alongside Hunter-Reay: The confidence factor Live Timing & Scoring Franchitti, Jones help give Notes: Holmatro Safety Team makes house call SEMA a taste of Indy 500 Download Weekend Stats & Info Alongside Hunter-Reay: Champ hasnt sunk in... Indy 500 winners Dario Franchitti, left, and Parnelli Jones visited the SEMA Show in Las Vegas. PREVIOUS EVENT: View All INDYCAR News Sep 15 Auto Club Speedway Race Winner: Ed Carpenter Box Score TOP 3 OVERALL 1ST 2ND 3RD ROAD COURSE OVAL TRACK CHAMPIONSHIP Ryan Hunter-Reay -- Will Power -- Scott Dixon -- Andretti Autosport Team Penske Target Chip Ganassi Racing OGara sets sights on Firestone Indy Lights Sarah Fisher Hartman Racing development driver Kyle OGara recently tested at Kentucky Speedway in a Firestone Indy Lights car. Your Email Address Champion Hunter-Reay INDYCAR Down Under: Proving ground: Indy test INDYCAR 36 goes behind talks about new car Differences between cars provides opportunities scenes with Newgarden 01:36 03:04 02:55 22:31 Follow @IndyCar 2 hours ago @ME02791nIndy 2 mins ago Have you voted for your favorite @AutoweekRacing #IndyCar. I dont INDYCAR drivers? Hurry! Voting closes feel that he did, if so than he needs to Nov 26! http://t.co/2eGZqdge say something to easy thing, before it gets really ugly. @IndyCar 3 hours ago RT @TheSpeedwayClub: Guess who @JohnHendricks3 6 mins ago stopped by the Club for lunch? @h3lio Awesome job @IndyCar ! Bravo! & @penskeracing thanks for joining us! Bravo! "@indy44: Pocono hears from http://t.co/Sw2NNNiL fans upset with IndyCar http://t.co/7MEsXrAf @AP @JennaFryer #IndyCar" @IndyCar 4 hours ago @3Paige14 Check out http://t.co/B7dYqvQc! Diecasts a plenty. @michaelw2000 7 mins ago RT @stevewittich: Belskus hasnt called his newest promoter yet. http://t.co/b8gp6ZEF via @JennaFryer story. #IndyCar #TooBusyDeepDivingRESOURCES EXPERIENCE INDYCAR SHOP INDYCAR INDYCAR CORPORATE IMS CORPORATEEvent Schedule Timing & Scoring Mens Mazda Road To Indy Brickyard.com INDYCAR Nation Womens Media Site IMS Tickets INDYCAR Mobile Gifts Sponsors IMS Productions Mobile Site Jobs IMS Media Site Videos Contact Us Online Store Indy500.com Brickyard400.com RedBullIndianapolisGP.com NEWS / SCHEDULE / DRIVERS / SHOP / CONTACT 2012 INDYCAR® ARE REGISTERED TRADEMARKS OF BRICKYARD TRADEMARKS, INC. / PRIVACY POLICY & TERMS OF USE
  • 15. Like 119k Search this site IZOD IndyCar - Scott Dixon SELECT DRIVER Will Power Helio Castroneves Team Penske 2nd -- Choose Driver -- 4th Team Penske 3rd Scott Dixon TARGET CHIP GANASSI RACING Follow Like 10 Send Tweet 4 Out rambling... @RikTommasone CONNECT WITH: @ErinTommasone @EmmaDaviesDixon Birthday: Jul 22, 1980 http://t.co/QDwnjacu http://t.co/yOikjQv0 Hometown: Auckland, New Zealand 3 days ago Residence: Indianapolis, IN Website: www.scottdixon.com Public Comments · Moderator View Settings Team Website: TargetChipGanassiRacing.com 3 comments All-Time Career Statistics - IZOD IndyCar Series Add a comment... Championship Indy 500 Wins Total Poles Race Wins Comment 2 1 20 28 Posting as Scott McAndrew (Change) Post to Facebook Paulette Sheehan · Villa Maria College Hi Scott Great race, win no 30 for you is just around the corner. I am a Hydroplane racer in N.Z. My race craft is a 19ft Zander Hydroplane, which can do about 130 mph. Year Starts Wins Poles** Top 5 Top 10 Laps Led RAF My question is, would you be interested in driving my boat at some 2012 15 2 1 8 9 456 12 stage when you are in N.Z. (Full care no responsibility). 2011 17 2 2 12 13 190 17 There are 24 3 litre Hydroplanes registered here in N.Z. & mine would 2010 17 3 0 9 15 273 15 be ranked 2nd or 3rd. It did run 4th 2009 17 5 2 12 14 815 16 in a World title held at Karapiro 2008. 2008 18 6 7 15 15 900 17 So it is a very competetive craft. If there is any interest, I can send you 2007 17 4 2 13 16 291 15 photos & a rough plan of where we will be racing this coming season. 2006 14 2 1 9 12 215 14 I realise you are a contracted driver & possible would not be able to. 2005 17 1 0 1 5 25 10 We have our own Dunk Testing unit & would make this avaliable, so a 2004 16 0 0 2 10 3 12 licence could be issued. If this is something you would 2003 16 3 5 9 11 748 11 consider doing, please advise. Tony Hall. Total 164 28 20 90 120 3916 139 Like · Reply · Moderate · Follow Post ·* Under INDYCAR sanction RAF = Running at Finish August 7 at 3:39pm** Includes all poles, including those awarded based on entrant points Lori Brown · Ivy Tech of Greencastle We would absolutely love to do a 5-7 minute phone interview with you on any monday in april between 6pm- 7pm EST if you could possibly do this with us. Please let me know when Target Chip Ganassi Racing could possibly work for you! Thank you very much! Chip Ganassi stormed onto the national racing scene at the 1982 Indianapolis 500, Like · Reply · Moderate · Follow Post · where he became the fastest rookie qualifier and finished 15th. Following a April 2 at 9:13am successful career as a driver, highlighted by an eighth-place finish in the 1983 Indianapolis 500, Ganassi set his sights on ownership in 1988. Ganassi created his own Indy car team in 1990 and established a partnership with Target that endures to this day. Visit Team Website Target Chip Ganassi Racing driver Jimmy Vasser captured the CART championship in 1996. Alex Zanardi followed Vassers lead and earned CART titles in 1997 and 1998. With rookie driver Juan Montoyas championship in 1999, Ganassi became the first owner to earn four consecutive CART championships. Montoya won the 2000 Indianapolis 500 for Target Chip Ganassi Racing, which was making its first appearance at the Brickyard since 1995. In 2002, Bruno Junqueira earned the pole position for the Indianapolis 500 and led 32 laps before engine problems ended his day. The team joined the IndyCar Series full time in 2002 with driver Jeff Ward. Its gone on to win the series championship in 2003 and 2008 with Scott Dixon and 2007, 2009 and 2010 with Dario Franchitti. Franchitti (2010) and Dixon (2008) also have added to the teams Indianapolis 500 victory total.RESOURCES EXPERIENCE INDYCAR SHOP INDYCAR INDYCAR CORPORATE IMS CORPORATEEvent Schedule Timing & Scoring Mens Mazda Road To Indy Brickyard.com INDYCAR Nation Womens Media Site IMS Tickets INDYCAR Mobile Gifts Sponsors IMS Productions Mobile Site Jobs IMS Media Site Videos Contact Us Online Store Indy500.com Brickyard400.com RedBullIndianapolisGP.com NEWS / SCHEDULE / DRIVERS / SHOP / CONTACT 2012 INDYCAR® ARE REGISTERED TRADEMARKS OF BRICKYARD TRADEMARKS, INC. / PRIVACY POLICY & TERMS OF USE
  • 16. Like 119k Search this site IZOD IndyCar - News PREVIOUS NEXT Alongside Hunter-Reay: Never gave up on dream Team Helio move to Week 3, but more votes needed Bernard steps down as INDYCAR CEO In their own words: De Silvestros season review 15 hours ago In their own words: Carpenters season review 3 days ago An Open Letter from Jeff Belskus 3 days ago Franchitti, Jones help give SEMA a taste of Indy 500 5 days ago In their own words: Kimballs season review 5 days ago KV Racing Technology signs de Silvestro for 2013 ago 6 days Series champ Hawksworth ready for next challenge 6 days ago ◄ Newer | Older ► By indycar.com staff 124 Published: Oct 29, 2012 Like INDIANAPOLIS - The board of directors of the Indianapolis Motor Speedway Corporation convened a special meeting Sunday, Oct. 28 and has announced that Randy Bernard will relinquish his 0 position as CEO of INDYCAR effective immediately. Indianapolis Motor Speedway Corporation 30 INDYCAR: De Silvestro Tests With KV Racing At Barber President and CEO Jeff Belskus was appointed as interim CEO of INDYCAR. Tweet OCT SpeedTV.com "We are very grateful for the tireless effort that Randy has invested into learning, understanding and working to grow the IndyCar Series over the last three racing seasons," Belskus said. "As both VIDEO: IndyCar drivers share their Randy and our organization have reflected on the past season and as we look toward the opportunities ahead and how to best take advantage of them, we agreed that the timing was right to 30 favorite outdoor activities away from the track pursue separate paths." OCT AL.com Bernard, who joined INDYCAR in March 2010, said he believed he is leaving INDYCAR in a better IndyCar drivers study the course in position than when he arrived. 30 testing session at Barber Motorsports Park "I have enjoyed the opportunity to work with the entire INDYCAR community, its teams, drivers, OCT AL.com loyal partners and fans," Bernard said. "The last three years have produced some exciting, and some difficult, times. But we have created a foundation for INDYCAR that positions it to grow over the next several years, and I am proud of what everyone at INDYCAR has been able to accomplish 25 Sebastien Bourdais on V8 Supercar winning team since I came on board." OCT Indianapolis Star Bernard was also grateful for the support of the Hulman-George family during his tenure. "I want to thank the Hulman-George family, especially Josie (George), for giving me the opportunity 23 Hunter-Reay pushes for race in Fort Lauderdale and privilege to work with the organization and to help set a course and direction for INDYCAR," OCT Fort Lauderdale Sun Sentinel Bernard said. "With the familys firm commitment to the betterment of the sport and the dedication of our teams, drivers, partners and fans, INDYCAR is better poised for success than it has been in many years." Belskus credited Bernard with successfully navigating INDYCAR through a challenging and important time period that included the development and rollout of the first new chassis rules in nine years and the introduction of a new engine platform and multiple engine manufactures after six years of a single-supplier format. Belskus added that Bernard would still provide input into the overall operation of INDYCAR through an ongoing advisory capacity with INDYCAR. Bernard said he was looking forward to staying involved. "I have developed a passion for the sport of INDYCAR, and I look forward to being involved at a strategic level as an advisor to the INDYCAR leadership," Bernard said. "As INDYCAR fans, we need to unify behind the sport in order to move it to the next level, and I look forward to providing input and being part of that unified voice along the way." Belskus, who served as CEO of INDYCAR from July 2009 through February 2010, will continue in his current roles in addition to being named interim CEO of INDYCAR. Belskus said a specific timeline had not been established for announcing a permanent replacement, but added that future INDYCAR leadership structure will be addressed as part of a current strategic planning process that includes assistance from global business management firm The Boston Consulting Group and would incorporate consultation with INDYCAR stakeholders. "The organization is full of talented professionals, and we will continue to prepare for what will be a very exciting 2013 racing season," Belskus said. "Once again, INDYCAR is not for sale, and the organization remains completely committed to owning and operating INDYCAR." Public Comments · Moderator View Settings 62 comments Add a comment Michael Nicholas · Fishers, Indiana He did not step down, forced out by a bunch of people that should not be running this thing. You just shot yourselves in the foot again. 27 · Like · Reply · Moderate · Follow Post · October 29 at 8:37am Ron Jan Zacharias Youre absolutely correct, the George Gang fired the best leader Indy Car has had in the last 20 years. Hope they like empty grandstands, I wont be attending or watching any races on their pathetic TV package. 8 · Like · Reply · Moderate · October 29 at 7:07pm Eva Lasvegas Those stands were already pretty empty, this wont make them any more empty. As for the TV package, ABC just needs to get their hooks out of it. At least we can now see the races instead of This Week With David Brinkley, or 10 extra holes of golf. The new car was the only thing he got right his entire time there. Like · Reply · Moderate · November 1 at 2:49pm Gina Navarra BIG mistake. That is all. 13 · Like · Reply · Moderate · Follow Post · October 29 at 8:19am Benjamin Michael · Summer Intern at New Jersey Motorsports Park I hope not. Well have to see how next season goes along to be sure, but Im hopeful at least. Its all you can do at the end of the day 1 · Like · Reply · Moderate · October 29 at 8:29am View 60 more Facebook social pluginRESOURCES EXPERIENCE INDYCAR SHOP INDYCAR INDYCAR CORPORATE IMS CORPORATEEvent Schedule Timing & Scoring Mens Mazda Road To Indy Brickyard.com INDYCAR Nation Womens Media Site IMS Tickets INDYCAR Mobile Gifts Sponsors IMS Productions Mobile Site Jobs IMS Media Site Videos Contact Us Online Store Indy500.com Brickyard400.com RedBullIndianapolisGP.com NEWS / SCHEDULE / DRIVERS / SHOP / CONTACT 2012 INDYCAR® ARE REGISTERED TRADEMARKS OF BRICKYARD TRADEMARKS, INC. / PRIVACY POLICY & TERMS OF USE
  • 17. Results of Effective Integration: Fan GrowthWhen the new site IndyCarsite launched there was animmediate uptick in Fans,the largest increase comingfrom the new .com and userstories posted in the NewsFeed - not Facebook Ads
  • 18. Results of Effective Integration: Impressions, Traffic 9.5x 8.4x 4.6x
  • 19. Agenda 01 Key Takeaways 02 Ever-Changing Facebook 03 Sample Facebook Website Integration 04 Finding Context: L.L. Bean 05 Tips / Resources
  • 20. L.L.Bean .com• 5.4 million visitors in Dec’12*• Top Rated customer service• High commerce conversion ratesWhat About Facebook Integration?* Data courtesy Quantcast
  • 21. Order Complete: Missed Opportunity
  • 22. Product Social Performance• 0 Facebook Likes• 0 Facebook Sends• 0 Twitter Tweets• 0 G+ PlusesConsider the Context• Visitor likely hasn’t purchased or experienced the product yetProduct Reviews• Users are courted back via email• 53 Reviews
  • 23. Customer Review:Missed Opportunity
  • 24. Share the Savings with Friends! I just got this great jacket at L.L. Bean and saved over 20%... and got it shipped for free! Save at L.L. Bean・Like・Comment・Share Post
  • 25. Agenda 01 Key Takeaways 02 Ever-Changing Facebook 03 Sample Facebook Website Integration 04 A Brief Technical Note 05 Finding Context: L.L. Bean 06 Tips / Resources
  • 26. Path to a High Return ImplementationIntegrate Planning Into the Overall Website Build Process• Sign up for Facebook Insights for Domains - https://facebook.com/insights• Identify the types of content or experiences where users may want to share/participate on your site• Implement where it makes the most sense within the user experience• Check each type to see if it cleanly assigns to one of Facebook’s Open Graph content types• Ensure canonical URLs are set on the pages where you’re implementing Like buttons• Take time to consider the copy and images to be shown when content is interacted with• Check your work using Facebook’s Debugger - https://developers.facebook.com/tools/debug• Monitor Facebook Insights for Domains to understand performance and make adjustments
  • 27. Result of Incorrect ImplementationWhen incorrectly implemented, expect• No visibility of an action taken, except by the user who took the action• Inability to compete in the Newsfeed when rendered• Action demoted an only visible in the Timeline of the user who took the action• Poor visual presentationLack of visibility means• Lack of engagement• Lack of propagation within Facebook• Lack of traffic back to originating .com
  • 28. Common Points of Failure for Like ButtonsCommon Social Plugin Implementation Errors• Linking a Like button for a Brand/Fan Page to the wrong URL• Using an icon and a link as a substitute for the in-line Like Button Social Plugin• Required Open Graph tags missing altogether• Incorrect implementation of Open Graph tags• Not declaring Open Graph content types where applicable• Image URLs that don’t resolve or force Facebook to guess• Excessive redirection for the web page or an referenced asset to resolve• Redundant Open Graph tags cited• Open Graph tags placed outside the web page’s head tag• Not including canonical references on web pages themselves
  • 29. Benefits of a Thoughtful Website Facebook IntegrationLow Effort• Implementing Social Plugins and Open Graph tags correctly is generally a one-time activityProvides High Visibility• It’s becoming nearly impossible to gain Impressions of this volume on Facebook (without ads)Generates Significant Traffic Back to Site• Return rate of visitors from Facebook to one’s website is significantIntroduces Brand Content with Advocacy• Site visitors take the action that creates stories on Facebook• Stories visible to their friend network - trusted source• Far different than a Brand posting from a fan Page
  • 30. Your Next Stop: Happy Hour