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What I learned at Facebook’s WorkshopMay 2011
Goldman values Facebook at $50 Billion
•   Facebook is a mini-internet•One in four page views in theUS are Facebook•Google owns the entiresearch ad marketing•Fac...
The power of amplification in Facebook.          http://youtu.be/JzEKQluJf4g
Basic Facebook Tutorial on how to use it.             http://youtu.be/kiqjLN9zL0g
“Banner ads are today’s print ads.”                     Innovative Thunder
“We have been marketed to our whole lives, making ourbullshit detectors very sophisticated.”                              ...
.Engaged but not authentic media experiences            http://youtu.be/f-dZvZasg0o
Quick, name the last two online advertisements you’ve seen.
Too hard?O.K., name the last online advertisement you clicked on.
Safari now has a “Tivo” function.
Brand messages need to be:     • Relevent     • Engaging     • Authentic     • Earned
Facebook has a solution.
But we first have to understand Facebook’secology to implement it.
Why is this “Like” button so important?
“When I look at Facebook and the entire internetI think the “Like” button is the most valuable thingon the internet.”     ...
http://youtu.be/R6AoaguAKl8
“Word of mouth is the best medium of all.”                        William Bernbach
The “Like” button...• Builds a fan base• Generates more interactions with your business• helps with SEO• Allows you to pub...
In fact, almost all interactions with your studio onFacebook do not happen on your fan page, but onthe walls of your fans....
When your site visitors click on the Like button,it publishes a full news feed story and image tothat users facebook profi...
The first time someone clicks a Like button,Facebook will automatically create a page.
This is important for two reasons.• Having more liked articles helps SEO.Liked articles are shown in Facebook search resul...
How do you ignite the Social Graph with the “Like” button?                                                         11     ...
It starts with your Branded Homepage.
Your Facebook Home Page is a source not a destination!
Think of your Facebook Home Page as a publication.
Think of your Facebook Home Page as a publication
Your posts are a way to go viral.By way of “Like”, “Shared”, and “Comment”
• Your homepage is a broadcast center.• Your fans should be thought of as a coreaudience of influencers.• They ignite the ...
powerful News Feed stories when they relate to your organization orbusiness. No matter how many fans you have, they are on...
http://youtu.be/ce3P79ktpTk
Friend’s website                                                                                                          ...
Family                  Friends                                                      Friend’s website                     ...
Ad is a Testimonialfrom your most trustedfriends• Relevent• Engaging• Authentic
EARNEDAMPLIFY                   PAID          EARNED  OWNED
Be Social by Design.     http://youtu.be/Yhn0-MrDR18
• Social is the essential ingrediant and must be builtinto client strategies from the beginning.• The campaigns that make ...
Case Study             http://youtu.be/VfiSUhTfHLo
Tom McManus hopes you “Like” the presentation.
Facebook workshop
Facebook workshop
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Facebook workshop

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  • CHANGES AT FACEBOOK SINCE THIS PRESENTATION:

    A quick note about a couple of the updates to Facebook that came out today. One of the biggest for us to be aware of seems to be a change in how 'liking' content translates to it being published.

    As of today, when a user 'likes' content within Facebook, that will no longer be published on their wall or in a news feed. So, if I go to Athenos.com and 'like' a video we post, a post by Yiayia, or anything else that we have posted to the page, that will no longer be published and pushed out to my friends in my news feed. In order to publicize content, I would need to choose 'share' instead. For content from another site outside of Facebook (ie. Yiatube), it will still be published to my wall and news feed if I 'like' or 'recommend' something.

    This will probably result in less overall impressions for brands, but may also shift user behaviors in cases where they were intending to actually publicize their support of content. In that sense, it could make being 'shared' a more valuable metric to watch now, as users will be making a more conscious decision to broadcast their support of content.

    Also, brands can no longer block users from commenting on their walls until they become fans. For us, this basically means you can't assume your number of fans equates to the number of people who have interacted with your page - because they can interact with it without ever becoming a fan. Just something else to keep in mind when looking into Facebook metrics.
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Facebook workshop

  1. 1. What I learned at Facebook’s WorkshopMay 2011
  2. 2. Goldman values Facebook at $50 Billion
  3. 3. • Facebook is a mini-internet•One in four page views in theUS are Facebook•Google owns the entiresearch ad marketing•Facebook is capturing thedisplay market
  4. 4. The power of amplification in Facebook. http://youtu.be/JzEKQluJf4g
  5. 5. Basic Facebook Tutorial on how to use it. http://youtu.be/kiqjLN9zL0g
  6. 6. “Banner ads are today’s print ads.” Innovative Thunder
  7. 7. “We have been marketed to our whole lives, making ourbullshit detectors very sophisticated.” Vice’s Shane Smith
  8. 8. .Engaged but not authentic media experiences http://youtu.be/f-dZvZasg0o
  9. 9. Quick, name the last two online advertisements you’ve seen.
  10. 10. Too hard?O.K., name the last online advertisement you clicked on.
  11. 11. Safari now has a “Tivo” function.
  12. 12. Brand messages need to be: • Relevent • Engaging • Authentic • Earned
  13. 13. Facebook has a solution.
  14. 14. But we first have to understand Facebook’secology to implement it.
  15. 15. Why is this “Like” button so important?
  16. 16. “When I look at Facebook and the entire internetI think the “Like” button is the most valuable thingon the internet.” Ricky Engelberg Brand Connections at Nike
  17. 17. http://youtu.be/R6AoaguAKl8
  18. 18. “Word of mouth is the best medium of all.” William Bernbach
  19. 19. The “Like” button...• Builds a fan base• Generates more interactions with your business• helps with SEO• Allows you to publish future update to visitors
  20. 20. In fact, almost all interactions with your studio onFacebook do not happen on your fan page, but onthe walls of your fans. Most research shows thatmost of your fans will never come back to yourFacebook Page after the first visit.
  21. 21. When your site visitors click on the Like button,it publishes a full news feed story and image tothat users facebook profile.
  22. 22. The first time someone clicks a Like button,Facebook will automatically create a page.
  23. 23. This is important for two reasons.• Having more liked articles helps SEO.Liked articles are shown in Facebook search results.This is important not only for people searchingFacebook, but search engines are also beginning tofactor in social media for search results and ranking.• You can publish updates to anyone who has likeda page from your website or blog. These updates, willappear in the news feeds of those users. It’s aneffective way to target users based on interest.
  24. 24. How do you ignite the Social Graph with the “Like” button? 11 Family Friends Facebook User Co-workers Facebook Pages
  25. 25. It starts with your Branded Homepage.
  26. 26. Your Facebook Home Page is a source not a destination!
  27. 27. Think of your Facebook Home Page as a publication.
  28. 28. Think of your Facebook Home Page as a publication
  29. 29. Your posts are a way to go viral.By way of “Like”, “Shared”, and “Comment”
  30. 30. • Your homepage is a broadcast center.• Your fans should be thought of as a coreaudience of influencers.• They ignite the “Social Graph” and are“Social Currency”
  31. 31. powerful News Feed stories when they relate to your organization orbusiness. No matter how many fans you have, they are only a portion of the people you can reachon Facebook. Sponsored Stories broadens your reach by allowing your fans to help their friendsdiscover your brand and connect with your campaign objectives. Like Facebook Ads, SponsoredSponsored Stories respect people’s privacy settings. There are seven types of SponsoredStories are non-disruptive andStories that each surface different types of content. How Sponsored Stories work: 1 A person engages with your Page, App, Place or Domain. 2 Normally, a story about this activity can be generated on their friends’ News Feeds, which their friends may or may not see due to the dynamic nature of News Feed. 3 By including Sponsored Stories with your Facebook Ads campaign, this person’s friends can also see the story appear in the right-hand side of Facebook.Sponsored Stories also support the content that your Facebook Page publishes to its fans. The dynamic natureand unique algorithm behind each person’s News Feed means that each person’s experience is different onFacebook. For Page owners, this means that some of your fans do not see your valuable Page posts (statusupdates, videos, photos) in their News Feed. Sponsored Stories for Page Posts allows Page owners to ensureyour fans see the content that your Page publishes.
  32. 32. http://youtu.be/ce3P79ktpTk
  33. 33. Friend’s website ViralBrand Home Page Sponsored ad Endorsed artlcle in News Feed Facebook Pages Facebook Pages are free public profiles that let you share your business and products with Facebook users on an ongoing basis. When Facebook users connect to your Page by clicking the Like button, you gain a lasting connection with them. This allows you to publish content You Fan “Likes” article and continue an ongoing conversation with the people who have chosen to Fac connect to your brand. When they interact with your Page and the content you share, viral stories are generated on their profiles and in their friends’ News Feeds, giving your brand free organic exposure.
  34. 34. Family Friends Friend’s website ViralBrand Home Page Sponsored ad Endorsed artlcle in News Feed Facebook User Fan “Likes” article Co-workers Facebook Pages
  35. 35. Ad is a Testimonialfrom your most trustedfriends• Relevent• Engaging• Authentic
  36. 36. EARNEDAMPLIFY PAID EARNED OWNED
  37. 37. Be Social by Design. http://youtu.be/Yhn0-MrDR18
  38. 38. • Social is the essential ingrediant and must be builtinto client strategies from the beginning.• The campaigns that make the biggest impact arethe ones that people want to share and interact with.• What are you going to do as a brand that will makethem talk about you.• Understand behavior. Don’t focus on technology.
  39. 39. Case Study http://youtu.be/VfiSUhTfHLo
  40. 40. Tom McManus hopes you “Like” the presentation.

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