Keeping up with Facebook’snew features.Dirk Shaw, SVP Digital Inﬂuence, Ogilvy
What we will coverThe evolving open graphOptimizing apps/games for the TickerWays to use Brand tagging !
The evolution of the open graph SOCIAL ! INTEREST ! ACTIVITY !USER goals! I want to re-connect with old I want to publicly declare my I want others to experience what I friends ! interest/attitudes ! am doing in the real world !BRAND How can we leverage our fans How do we increase the # of likes How do we increase consumer goals! social networks? ! and use interest data to target activity levels?! Ads?! 2008 2009 2011
Increaseawareness and The Ticker is a real time stream of all your friends activities suchengagement with as updates, friendships, photos,the real time ticker . videos, links etc.
!Optimize apps When using an app the ticker will show updates relevant to that app/game. !for the ticker feed but give ! Bookmarks for a users favorite apps will appear inusers control of what is the ticker making game play one click away.! !shared. Build controls inside of game or app that make privacy/sharing features intuitive. !
Recent Games Played Updates fromfriends playing games
Brand tagging new opportunities to learn andcreatesengage while adding risk and page management time .
Brand tagging.Allows Facebook users to tag pages in their pictures.
You can tag brands in Facebookphotos. Test: Will they untag?Coca-Cola | Time to untag: 1 hour!Coca-Cola has a team that engages (and monitors) its Facebook page 24/7, accordingto Ashley Brown, Coca-Colas director of digital communications and social media.Brown wouldnt say how large that team is, but admits its "a decent size. We havereally smart people who take a look at these things. Theres always going to be acertain amount of good judgment involved."! !
In summaryOptimize apps/game play for social sharing but give users control of what is shared!Use the new enhancements to the open graph as a way to connect your brand with consumersactivities. !Brand tagging is a great way to engage with fans but active monitoring of what is being tagged isessential. !