SMX London: Understanding Facebook's Graph Search

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SMX London: Understanding Facebook's Graph Search

  1. 1. Marc PurtellDirector, SEO, MediaWhizUnderstandingGraph Searchwww.MediaWhiz.com | @MarcPurtell
  2. 2. ……………………..AgendaEvolution of Facebook Advertising1Nuts and Bolts of Graph Search23 What to Leverage………4 What’s Next
  3. 3. About Me• Oversee organic search services• 8+ years’ experience in search marketing & SEOAbout My Company — MediaWhiz• #5 Search Marketing Agency, Advertising Age, 2012• Performance marketing agency• Part of Matomy Media Group• Services: Affiliate, Mobile, Display, Search, SEO,Social, Email• Top-25 Digital Agency, Ad Age, 2012
  4. 4. 1..................EVOLUTIONOFFACEBOOKADVERTISIN
  5. 5. Evolution of Facebook Advertisingwww.MediaWhiz.com | @MarcPurtellAugust 2006August 2006FIRST BANNER AD DISPLAY ADVERTISINGLAUNCHApril 2008April 2008August 2006August 2006FACEBOOK ADSAugust 2008August 2008ENGAGEMENT ADSDecember 2008December 2008 February 2011February 2011 January 2013January 2013SPONSORED STORIES GRAPH SEARCH BETAFACEBOOK CONNECT
  6. 6. 2...................OF GRAPHSEARCHNUTS&BOLTS
  7. 7. Graph Search is based on connections …… not only among each other butamong places, things, ideas and events.
  8. 8. Powered by Unicorn
  9. 9. Index• Mapping from attributes (actions) to entities (nodes)Framework• Build the index from existingdata and incremental updates• Retrieve entities from indexbased on attribute constraintsThe Components of Unicornwww.MediaWhiz.com | @MarcPurtell
  10. 10. Web Searchwww.MediaWhiz.com | @MarcPurtell
  11. 11. 3................... GRAPHSEARCHLEVERAGING
  12. 12. Utilize Multiple Result TypesOwn more real estate for each search• Pages• Places• People• Apps• Gameswww.MediaWhiz.com | @MarcPurtell
  13. 13. Grow Your CommunitiesLikes = Authority• Promote• Incentivize• Engagewww.MediaWhiz.com | @MarcPurtell
  14. 14. Huge Opportunity for LocalUsers can filter results by location•Include up to date business address•Encourage reviews•Incentivize check-inswww.MediaWhiz.com | @MarcPurtell
  15. 15. 4...................WHAT’SNEXT
  16. 16. Logic
  17. 17. MonetizationSponsored search results open the potential toallow advertisers to bid on placements, a la SEMwww.MediaWhiz.com | @MarcPurtellOldFacebookAdvertisingNewFacebookAdvertising
  18. 18. Result Typeswww.MediaWhiz.com | @MarcPurtellCurrent• People• Photos• Places• InterestsPlanned• Posts• Open Graph Actions
  19. 19. Mobilewww.MediaWhiz.com | @MarcPurtellFacebook #1 amongmobile apps• Reaching 3 out of 4smartphone usersSource: comScore Mobile Metrix, U.S., Dec-2012Facebook.com #2mobile digitalproperty• Extended mobile reachby 23%
  20. 20. What’s Missingwww.MediaWhiz.com | @MarcPurtellOfficial Properties
  21. 21. Marc PurtellDirector, SEOMediaWhizP: +1 954 423 0336E: mpurtell@mediawhiz.comTw: @MediaWhizIncStay Connectedwww.MediaWhiz.com | @MarcPurtell
  22. 22. ………........……. THANKYOU.

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