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Facebook Open Graph

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Facebook Open Graph

  1. 1. Facebook Open Graph<br />Graeme Wood, April 2010<br />
  2. 2. Oversimplified view of how the internet works for brands<br />Links <br />Reputation<br />Page Rank<br />SERP<br />Content <br />Web Traffic<br />Supporters<br />Social Networks<br />
  3. 3. 2009 - brand split between two destinations <br />Facebook<br />Brand site<br />Design<br />Conversation<br />Conversation<br />SEOable<br />Brand’s view<br />Aggregate content<br />Distribute content<br />Existing network<br />Hugely social <br />Ubiquitous<br />Share content<br />Network effects<br />Push notification<br />
  4. 4. 2010 - all the advantages in one place<br />Design<br />Conversation<br />Conversation<br />SEOable<br />Brand’s view<br />Aggregate content<br />Distribute content<br />Facebook<br />Brand site<br />Existing network<br />Hugely social <br />Ubiquitous<br />Share content<br />Network effects<br />Push notification<br />Temporary high interest Permanent loose interest<br />
  5. 5. 2010 - all the advantages in one place<br />Brand site<br />depth<br />Open Graph<br />Facebook<br />permanence<br />But that place is a set of APIs<br />
  6. 6. Temporary high interest Permanent loose interest<br />Facebook<br />Brand site<br />Convert to deeper relationship<br />Loose brand affiliation<br />Something extra on site<br />Organic impressions<br />Social CRM<br />Design to spread<br />Temporary interest<br />Easy to Like<br />Convert to longer relationship<br />Reputation impact on SERP<br />Search query<br />New Traffic<br />Brand Owner Imperatives<br />
  7. 7. How does this affect the traditional purchase path?<br />Action<br />Awareness<br />Interest<br />Desire<br />Advocacy<br />Usage<br />
  8. 8. Temporary high interest Permanent loose interest<br />Facebook<br />Brand site<br />Something extra on site<br />Action<br />Desire<br />Advocacy<br />Social CRM<br />Usage<br />Design to spread<br />Awareness<br />Easy to Like<br />Interest<br />It involves moving about – brand value lives in APIs, notdestinations<br />
  9. 9. It’s not about the destination any more<br />Offering something extra<br />Social CRM<br />Temporary high interest Permanent loose interest<br />Design to spread<br />Easy to Like<br />It’s about using the best bits of each “destination”<br />to filter attention to where it can be rewarded best<br />
  10. 10. How do we start doing that? <br />inspire<br />How do we reach consumers?<br />participants<br />Inspire attention<br />And bring people with us<br />Now it really is all about Fans<br />

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