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  3. 3. Terminology 3 Facebook Story Users create stories, this includes: sharing, likes, comments, mentions, check-ins, event responses, claiming an offer, giving negative feedback by using Facebook buttons. Clicking on a picture and many other actions do not create a story. Open Graph The heart of Facebook, the database that stores user activities. It has many optional connections – such as Facebook Insights API. Facebook Ads A wide range of formats and advertising options that can be paid per impression or per click or even per action.
  4. 4. “Social Network” 4
  5. 5. Facebook as a database 5 By using Social Media, the user leaves a digital trace – gives data to the platform The trace is generated: By his/her active actions Simply by using the application (Facebook, Twitter, Youtube…)
  6. 6. Facebook as a database 6
  7. 7. Social Networking vs. Social Advertising 7 By just observing public information of a user profile, we now: • Where he grew up • What he listens to • What sports (organizations) he likes • Where he works • (and actually many other features) • With him only partially telling it about himself – his social network did so
  8. 8. OK, so now how can I get to the data? 8
  9. 9. Facebook Applications – why? 9 Why should you use them? They add functionality to your Facebook Page • Virtually, any function can be “transmitted” into a Facebook Page using Facebook application, from “subscribe to a newsletter” to the Farmville game • They are simple, effective, not widely used They gather data • A Facebook application asks for permission to “touch” stated amount of data from Facebook about the user that wants to use it • Is he/she accepts, the app will create a database
  10. 10. Facebook Applications – why? 10
  11. 11. 11 Facebook Applications – data? Facebook apps generate “Excel-like” data – rows and columns with the minimum of: • Name + surname (middle name) • Gender • E-mail address • Facebook user ID • Additional data such as the language they use Facebook in, time they entered…
  12. 12. 12
  13. 13. 13
  14. 14. Facebook Applications 14 So complimentary/alternative: • Step 1: permission dialogue, asking for gender, age, contact, location • Step 2: shaping the introductory questionnaire (type of skin, problem, favorite treatments, budget… (with optional surprising things that make this part already very precise in what we suggest) • Step 3: offer of location of the branch/shop according to the location the application grabs from user’s information • Step 3: making a reservation in the schedule • Step 4: Thank you!
  15. 15. 15 Facebook Applications outside Facebook “Outside” means the technological solutions that Facebook invented in order to “spread around the world” • The most famous example is the Like button on websites and I am 100 % sure you know it • Recommend and share buttons, “Friend liking us on Facebook” widget… • But the most important feature lately:
  16. 16. 16 Facebook Applications outside Facebook
  17. 17. 17 Facebook Applications outside Facebook
  18. 18. 18 Facebook Applications outside Facebook
  19. 19. 19 So what exactly happens?
  20. 20. 20 Facebook Connect The Login app creates a “bridge” between Facebook and a website, microsite, mobile application… • The app receives some data from Facebook and some from the other service, matching them together • That means that the user “Kaoklai Kaennorasing” living in Sukhumvit Soi 11 with the e-mail becomes Facebook user “Kaoklai the Great” with: • Facebook ID 456893 who likes Metallica, AC/DC, Manchester United, Aloft Hotel Bangkok • plays Farmville • is in relationship with Sunghuyn Cho, Facebook user ID 576822943 • has two dogs • studied Bangkok University
  21. 21. 21 Facebook Connect The Login app creates a “bridge” between Facebook and a website, microsite, mobile application… • In addition, Kaoklai’s actions on the website, microsite or within the application can be automatically published on Kaoklai’s Facebook profile using the Open Graph functions so his friends see what has been doing on the site (this is set-up and executed by the service owner and Facebook team). This brings: • Traffic for free • Quality leads thanks to the fact that the people brought know Kaoklai and are interested in his actions and the service • Resulting as well in Facebook engagement
  22. 22. 22
  24. 24. Facebook Ads 24 There are 2 main types of Ads: Ads – voice of business • Paid messages sent out by the advertiser • His “voice” • They can be based on Advertiser’s presence on Facebook (such as his Facebook Page) or even not, and they can or don’t have to have any social context – simple small banners are also available Sponsored Stories - Voice of friends • Advertiser pay in order to show the interaction in between them and Facebook Users – people – to more people • This format will end in April this year
  25. 25. Where are the ads shown? 25
  26. 26. Where are the ads shown? 26
  27. 27. Where are the ads shown? 27
  28. 28. Where are the ads shown? 28
  29. 29. Where are the ads shown? 29
  30. 30. Where are the ads shown? 30
  31. 31. Domain ads – sending user to your website, microsite… (Right Hand Side only) Allows all the things you do with other online media: - tracking with a tracking pixel - using tracking URLs for analytical tools such as Google Analytics… - Retargeting Formats? 31
  32. 32. Formats? 32
  33. 33. Page post ads – combining Facebook and your business The Page posts are no longer “chatting with fans” – they are understood by Facebook itself as a commercial message. You support reach of the message: - Among you existing fans - Their peers - Outside your fanbase - “Dark posts” are posts that are visible only to those “hit” by advertising, not to “standard” fans – this allows you to create tens or even hundreds of segmented messages target at very precisely selected audiences Formats? 33
  34. 34. Sponsored stories – Facebook human interaction turned into advertising Facebook allows you to tell your fan’s friend that: - He likes you - He comments on your activity - He plays your game - Listens to music on your platform (web, application, mobile app) - … - Combined with Open Graph, that he created his own football squad in your game, created her favorite outfit on your fashion site, uploaded a picture in a photo-contest Formats? 34
  35. 35. Special formats – create your own Groupon without sharing the price! - Facebook offer allows the user to claim his/her discount/special deal: offline and online Formats? 35
  36. 36. Audiences – who can I target? 36 1. People selected based on very detailed behavioral information Facebook know about them: • Their “affinity” to segments such as industries, hobbies, education, holiday destinations and activity, careers, celebrities • Content they like and consume (read, listen to, watch, play…) • Their actions and activity – events they go, posts they make, pictures they upload… 2. Your own audience! • Do you have an e-mail or phone number database? Segment users in it according to their behavior, upload this selection to Facebook and target these people with Facebook Advertising. 3. Audience similar to your custom audience • You know that women that are 26, love fashion, love cats and have a degree from Bangkok University are the best customers. You can try to hit those who fulfill all these criteria with one exception – they say they love dogs instead of cats.
  37. 37. Custom & Lookalike Audiences 37

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