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The New Facebook: A Brand's Perspective

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Carve Consulting have developed a short introduction to The New Facebook, detailing what has changed and what it could mean for your company.

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The New Facebook: A Brand's Perspective

  1. What is it all about?<br />Likes<br />Open Graph<br />Friends<br />Community Pages<br />Widgets<br />Landing Pages<br />Comments<br />Facebook<br />Graph API<br />Interactions<br />
  2. The New Facebook – A brand’s perspective<br />What is the new Facebook?<br />Why should you embrace the new Facebook?<br />How to build a successful Facebook strategy<br />
  3. Facebook: Just a few facts<br />250 millions daily individual connections<br />100 millions monthly interactions with third-party sites<br />One third of social media users provide feedback on companies over social networks<br />In the UK, every eight minute on Internet is spent on Facebook<br />350 000 “Likes” since April 2010 on imdb.com<br />
  4. Content Web<br />Facebook Revolution<br />Social Web<br />Brands<br />Places<br />Products<br />From independent people- to-peopleplatform...<br />To a multi-faceted interactive network<br />
  5. Status: Private and Personal<br />How is it organised?<br />Controlled By: Private and Personal<br />For Who: Real Individuals<br />Profile Pages<br />
  6. Status: Open or Private<br />What for: Networking/<br />Topic sharing<br />How is it organised?<br />Controlled By: <br />Individual Administrators<br />For Who: Businesses, Organisations or Individuals<br />Groups<br />
  7. What for:Official Brand-related content and interaction<br />How is it organised?<br />Status:<br />Public and Official<br />Controlled By: Authentified official administrator<br />For Who:Business organisations, public figures<br />Official Pages<br />
  8. What for: Un-moderated topic related content <br />How is it organised?<br />NEW<br />For Who: Individuals<br />Status:<br />Public<br />Controlled By: Facebook if popular or individuals<br />Community Pages<br />
  9. Recap<br />
  10. What happened to the Fan Page ?<br /><ul><li> Community Pages are specific pages where all Facebook content related to one topic (can be a company/product/public figure) is automatically aggregated. (from Wikipedia and Facebook topic-related posts)
  11. On Official Pages and Community Pages, the “Become a Fan” button has been replaced by a new “Like” button.
  12. Facebook might have automatically created a community page for your brand.
  13. The community page can host negative content – acts as a public, uncontrolled brand-related aggregated forum.</li></li></ul><li>Changes to the Fan Page<br />Facebook-generated Community Page<br />Official Page<br />Control : NONE<br />Customisable :NO<br />Content : automatically generated<br />Control : Authenticated Administrators<br />Customisable : 100%<br />Content : brand and user-generated<br />
  14. An example<br />3 Tabs only:<br />Related Posts : Automatic aggregation of all posts containing the page’s title. (company name here.)<br />Wikipedia: automatically pulled Wikipedia definition.<br />Info: Number of likes and 6 corresponding profiles + Wikipedia definition + Related Posts <br />
  15. OpenGraph<br />About: <br /><ul><li>OpenGraphintegrates your pages to the Social Graph : Facebook read your website URLs like any Facebook page.
  16. A customizable selection of your web pages/articles/content items is transparently interconnected with the Facebook community – you can add a “Like” button and other Facebook-connected social widgets anywhere on your website.
  17. OpenGraphconnects people trough what they like - your website can automatically identify the visitor and push customised content according to its personal and Facebook friends preferences </li></li></ul><li>OpenGraphexample<br />Or<br />
  18. Why have an official Facebook page?<br />Push unique and relevant content<br /><ul><li>The official page is a one-stop shop for all brand-related content : infos, news, events, special offers, tips and help.</li></ul>Listen to the brand-noise<br /><ul><li>Monitor new trends and needs, customer feedback and brand reputation
  19. With Facebook Insights, get precious data about your fans’ level of interaction, their social characteristics, your online content quality
  20. Outreach poor user-generated brand-related groups</li></ul>Engage your fans<br /><ul><li>Generate direct discussions with and among fans, buzz around events and games</li></ul>Reach the global community<br /><ul><li> Use “Likes” as publicised friend-to-friend recommendations on a 400+ millions people network
  21. With Open Graph integration, reach a broader audience and publicise every visit.</li></li></ul><li>Why watch your Community Pages?<br />Risks<br /><ul><li>People can create community pages to praise or destroy brands or products.
  22. Information content is pulled from Wikipedia, a highly fragile source.
  23. Automatically pulled brand-related posts can foster negative comments but cannot be moderated or answered to.
  24. On the “Pages” results, Community Pages compete with official pages based on the number of likes.
  25. Community Pages can be mistaken for official brand forum.
  26. All posts (including angry ones) are indexed by Google if the user’s privacy settings are low.</li></ul>Listening platform<br /><ul><li> The conversation happening on Community Pages cannot be controlled or shut-down, brands should not just ignore it.
  27. Community Pages can be seen as a listening tool where unsolicited comments/feedback and sentiment about the brand/products are automatically gathered.
  28. Generate positive third-party endorsements to make these Community Pages show uncontrolled/people-to-people positive recommendations.</li></li></ul><li>Building the optimal Facebook presence<br />Official Page<br /><ul><li>Align your page design and content with your overall brand image. Essentially build a mini-website within Facebook
  29. Use widgets like Static FBML to design customised compelling pages
  30. If you have more than 10 000 likes, create a customised landing page
  31. Push all relevant content and create rich/participation friendly tabs.
  32. news, events, products, deals
  33. allow user-generated rich content (Photos/videos)
  34. Use widgets such as Flashplayer or PostedItem Pro to create engaging, rich media content (games, apps, videos)
  35. Engage your fans in direct conversations, topic discussions, games and competition
  36. Integrate Facebook to your overall online presence
  37. Drive traffic to your site via customised user-friendly linkage
  38. Use applications to broadcast your blog’s RSS feed and Twitter updates</li></ul>Community Page<br /><ul><li>Use Community Pages as listening tools
  39. Keep a close eye on your Wikipedia entry
  40. If your logo or any brands marks are used without permission, you can request that they are taken off the page</li></li></ul><li>Great example: Visit Britain (Official Page)<br />
  41. Great examples: Visit Britain (Landing Page)<br />
  42. Successfully integrate your website with Facebook<br />How to use it<br /><ul><li>OpenGraph and all-related social plug-ins are simple lines of codes to integrate to your website design.
  43. Depending on your business, you might want to chop up your content so that each piece can be liked individually. Recommended for e-commerce/blogs/media sites.
  44. Depending on your strategy and brand image, add other OpenGraphsocial plug-ins that may include :
  45. Embedded Facebook–linked comments
  46. Website users’ Activity Streams
  47. Automated recommendations based on each user’s personal Facebook network</li></ul>Benefits<br /><ul><li> Be the first-mover : so far, only a handful of websites have integrated OpenGraph. Be among the first and capture all industry-related Facebook noise
  48. Using the recommendations social plug-ins, you can offer a personalised user-experience on your website to every visitor.
  49. Expose your brand to non-site visitors and drive traffic to your website : “Likes” are highly viral. Each “Likes” is seen by all of the user’s friends which might lead to new websites visits and likes and so on.
  50. OpenGraph is highly SEO friendly and heavily contributes to your website’s page rank on search engines.</li></li></ul><li>Likes<br />Summary: Golden Rules<br />Open Graph<br />Friends<br />Community Pages<br />Widgets<br />Landing Pages<br />Comments<br />Facebook<br />Graph API<br />Interactions<br />
  51. <ul><li>Monitor Sentiment
  52. Don’t ignore unofficial channels (Community Pages)
  53. Use Facebook Insights
  54. Learn from your customers via online feedback monitoring. </li></ul>L<br />I<br />S<br />T<br />E<br />N<br />
  55. <ul><li>Monitor Sentiment
  56. Don’t ignore unofficial channels (community pages)
  57. Use Facebook Insights
  58. Learn from your customers via online feedback monitoring.
  59. Be social and engage with your fans
  60. Be unique: only add valuable content
  61. Be brilliant: ensure high-quality design and regularly updated original content
  62. Be You: align your social presence with your brand. </li></ul>L<br />I<br />S<br />T<br />E<br />N<br />ENGAGE <br />

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