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Mining the Social Graph:How Digital Publishers Use FacebookData to Delight and Enthrall UsersJay Budzik, PhD.Chief Technol...
ABOUT TBC
@JasonJedlinski @TribuneTV #AllFacebookConfLocal News, Nationwide
@JasonJedlinski @TribuneTV #AllFacebookConfHighly Engaging, Viral Content
Direct 28%Facebook 15%Other Social 17%Other Referrals 23%Search 17%@JasonJedlinski @TribuneTV #AllFacebookConf28%15%17%23%...
@JasonJedlinski @TribuneTV #AllFacebookConfRedesigned Sites to Focus on Social and MobileBefore After
@JasonJedlinski @TribuneTV #AllFacebookConfPartnering with Perfect MarketPerfect AdsOptimizes performance-based adsPerfect...
@JasonJedlinski @TribuneTV #AllFacebookConfKTLA.com Selected For Beta Traffic: One of the most-trafficked TBC sites Cont...
PERFECT SOCIAL
Challenge: More Meaningful SharesWhich is more effective?Putting up a sign Calling friends who care to help@JayBudzik @Per...
@JayBudzik @PerfectMarket #AllFacebookConfPerfect Market’s Patented TechnologyiiiStory about celebrity chef andrestaurateu...
@JayBudzik @PerfectMarket #AllFacebookConfFacebook is a Trove of DataChris Germano
@JayBudzik @PerfectMarket #AllFacebookConfPerfect Social Uses Friends as ConduitsPublisher has content onits site about th...
@JayBudzik @PerfectMarket #AllFacebookConfTo Target the Most Relevant UsersFriends on FacebookNew YorkYankeesNeilDiamondBo...
BETA RESULTS
@JasonJedlinski @TribuneTV #AllFacebookConfPerfect Social Users Are 3X More EngagedFacebookSharesPerfect SocialSharesShare...
@JasonJedlinski @TribuneTV #AllFacebookConfFacebook Traffic Nearly DoubledPre-BetaAverage WeeklyFacebook TrafficPost-BetaA...
@JasonJedlinski @TribuneTV #AllFacebookConfExpanded Product Across TBC
Traffic Impact Varies By PublisherPublisher APolitical digital-only55%Publisher BRegional news site46%Publisher CRegional ...
Extending the Technology@JayBudzik @PerfectMarket #AllFacebookConfHard at Work
TAKEAWAYS
@JasonJedlinski @TribuneTV #AllFacebookConf#1 – Relevance MattersNumber of likesNumber of commentsNumber of sharesClick-th...
@JayBudzik @PerfectMarket #AllFacebookConf#2 – Mention Tags Multiply VisibilityNotifications Help Generate Early Interacti...
@JayBudzik @PerfectMarket #AllFacebookConf#2 – Mention Tags Multiply VisibilityStandard Share Mention Tag One Friend1st De...
@JasonJedlinski @TribuneTV #AllFacebookConf#3 – Market Sharing to Your AudiencePerfect Social aims to make sharing compell...
@JasonJedlinski @TribuneTV #AllFacebookConf#3 – Market Sharing to Your AudienceTargeted promo increased conversions by 10X
For more info:www.PerfectMarket.comJay Budzik, PhD.Chief Technology OfficerPerfect Market, Inc.@JayBudzikThank You#AllFace...
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Mining the Social Graph: How Digital Publishers Use Facebook Data to Delight & Enthrall Users [Presented at AllFacebook Marketing Conference, June 2013]

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Jason Jedlinski, VP of Digital Products & Platforms at Tribune Broadcasting, and Jay Budzik, Chief Technology Officer at Perfect Market, presented on how Tribune Broadcasting and Perfect Market partnered to develop Perfect Social and nearly doubled Facebook traffic to KTLA.com.

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Mining the Social Graph: How Digital Publishers Use Facebook Data to Delight & Enthrall Users [Presented at AllFacebook Marketing Conference, June 2013]

  1. 1. Mining the Social Graph:How Digital Publishers Use FacebookData to Delight and Enthrall UsersJay Budzik, PhD.Chief Technology OfficerPerfect Market, Inc.@JayBudzikA Case Study By#AllFacebookConf @PerfectMarket @TribuneTVJason JedlinskiVP, Digital Products & PlatformsTribune Broadcasting@JasonJedlinski
  2. 2. ABOUT TBC
  3. 3. @JasonJedlinski @TribuneTV #AllFacebookConfLocal News, Nationwide
  4. 4. @JasonJedlinski @TribuneTV #AllFacebookConfHighly Engaging, Viral Content
  5. 5. Direct 28%Facebook 15%Other Social 17%Other Referrals 23%Search 17%@JasonJedlinski @TribuneTV #AllFacebookConf28%15%17%23%17%Attracts a Highly Social Audience% of Referrals to TribuneBroadcasting Site Content:
  6. 6. @JasonJedlinski @TribuneTV #AllFacebookConfRedesigned Sites to Focus on Social and MobileBefore After
  7. 7. @JasonJedlinski @TribuneTV #AllFacebookConfPartnering with Perfect MarketPerfect AdsOptimizes performance-based adsPerfect LinksAutomates linkboxes fortraffic recirculationPerfect SocialRecommends friendswho would like the story
  8. 8. @JasonJedlinski @TribuneTV #AllFacebookConfKTLA.com Selected For Beta Traffic: One of the most-trafficked TBC sites Content: Lots of sharablecontent about celebrities andentertainment Audience: Socially inclined andrelatively tech-savvy
  9. 9. PERFECT SOCIAL
  10. 10. Challenge: More Meaningful SharesWhich is more effective?Putting up a sign Calling friends who care to help@JayBudzik @PerfectMarket #AllFacebookConf
  11. 11. @JayBudzik @PerfectMarket #AllFacebookConfPerfect Market’s Patented TechnologyiiiStory about celebrity chef andrestaurateur Nobu MatsuhisaSEARCH TERMSPerfect SEONobu Matsuhisa, trailblazer, celebrity chefAD TARGETINGPerfect AdsLos Angelesrestaurants, culinary schoolAdNetworksSemanticAnalysisSOCIAL TOPICSPerfect SocialNobu Matsuhisa, NobuLos Angeles
  12. 12. @JayBudzik @PerfectMarket #AllFacebookConfFacebook is a Trove of DataChris Germano
  13. 13. @JayBudzik @PerfectMarket #AllFacebookConfPerfect Social Uses Friends as ConduitsPublisher has content onits site about theNew York YankeesChris’s Facebook activityindicates he likes theNew York YankeesHow can thepublisherreach relevantreaders?His FriendsChris Germano
  14. 14. @JayBudzik @PerfectMarket #AllFacebookConfTo Target the Most Relevant UsersFriends on FacebookNew YorkYankeesNeilDiamondBostonRed SoxRELEVANT TOPICSPowered by Perfect SocialNeil HalelamienChris Germano
  15. 15. BETA RESULTS
  16. 16. @JasonJedlinski @TribuneTV #AllFacebookConfPerfect Social Users Are 3X More EngagedFacebookSharesPerfect SocialSharesShares per User3XPVs per Share2.5XTime on Site3X13.251.824.521:364:41
  17. 17. @JasonJedlinski @TribuneTV #AllFacebookConfFacebook Traffic Nearly DoubledPre-BetaAverage WeeklyFacebook TrafficPost-BetaAverage WeeklyFacebook Traffic⬆97%
  18. 18. @JasonJedlinski @TribuneTV #AllFacebookConfExpanded Product Across TBC
  19. 19. Traffic Impact Varies By PublisherPublisher APolitical digital-only55%Publisher BRegional news site46%Publisher CRegional news site128%@JayBudzik @PerfectMarket #AllFacebookConfPre-LaunchAverage weeklyFacebook traffic for6 weeks prior tolaunchPost-LaunchAverage weeklyFacebook traffic for6 weeks afterlaunch
  20. 20. Extending the Technology@JayBudzik @PerfectMarket #AllFacebookConfHard at Work
  21. 21. TAKEAWAYS
  22. 22. @JasonJedlinski @TribuneTV #AllFacebookConf#1 – Relevance MattersNumber of likesNumber of commentsNumber of sharesClick-through rateRelevance increases positive interactions
  23. 23. @JayBudzik @PerfectMarket #AllFacebookConf#2 – Mention Tags Multiply VisibilityNotifications Help Generate Early InteractionsMobileNotificationEmailNotificationLiveNotificationAppNotification
  24. 24. @JayBudzik @PerfectMarket #AllFacebookConf#2 – Mention Tags Multiply VisibilityStandard Share Mention Tag One Friend1st Degree Reach 150 friends2nd Degree Reach 22,500 friends3rd Degree Reach 3.4M friends1st Degree Reach 300 friends2nd Degree Reach 45,000 friends3rd Degree Reach 6.8M friendsSharerSharer Tagged
  25. 25. @JasonJedlinski @TribuneTV #AllFacebookConf#3 – Market Sharing to Your AudiencePerfect Social aims to make sharing compelling Provides users a reason to share (friend is interested in this) Draws attention through personalization Clearly instructs users on how to use the tool
  26. 26. @JasonJedlinski @TribuneTV #AllFacebookConf#3 – Market Sharing to Your AudienceTargeted promo increased conversions by 10X
  27. 27. For more info:www.PerfectMarket.comJay Budzik, PhD.Chief Technology OfficerPerfect Market, Inc.@JayBudzikThank You#AllFacebookConf @PerfectMarket @TribuneTVJason JedlinskiVP, Digital Products PlatformsTribune Broadcasting@JasonJedlinski

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