Apps, Timeline and Facepile:                           Making Sense of Facebook as a Non-Developer                        ...
Hi there!                 •	  Social	  tech	  geek                 •	  Millennial                 •	  @GeekLindsayFriday, ...
Topics We’ll Cover               • Exploring	  the	  Why               • Discovering	  an	  Untapped	  Opportunity        ...
Exploring the WhyFriday, October 12, 2012                       4
Why It’s Worth It to Understand       In Silicon Valley, there are engineers and non-engineers. I’m a non-engineer. ...[Bu...
The Value in Social      Bottom-Line Value: Customers who engage with companies over social      media spend 20-40% more m...
The Value in Facebook         Every month, 12 times more people (235 million) play games on        Facebook than the viewe...
But, you’re thinking ...Friday, October 12, 2012                              8
So,	  let’s	  get	  to	                              the	  fun	  part.	  Friday, October 12, 2012                         ...
Discovering an Untapped OpportunityFriday, October 12, 2012                                         10
Key TerminologiesFriday, October 12, 2012   11
Key Terminologies               Personal	  User	                  Profile	  Page                 Where	  users	            ...
Key Terminologies           Company/Corporate	                Profile	  Page           Where	  companies/            brands...
Key Terminologies                      Homepage	           Collects	  stories	  from	           brand	  and	  personal	   ...
Where Users Spend Their Time                           Follow	  the	  UserFriday, October 12, 2012                        ...
Where Users Spend Their Time                           More	  Time	  on	  News	  Feed   Than	  Brand	  Pages             L...
Where Users Spend Their Time           More	  Time	  on	  Timeline	  (Profile)	  Pages   Than	  News	  Feed            User...
The Opportunity: The Timeline                           Brand Pages                  News Feed             Timeline       ...
An Untapped Opportunity                            Doubled	  referral	                  Increased	  referral	       Drove	...
An Untapped OpportunityFriday, October 12, 2012                    20
Understanding Open Graph and Timeline AppsFriday, October 12, 2012                                                21
Facebook Open Graph                               Object	                   (e.g.	  brand	  page,	  webpage)            Mu...
Is So Two                           Thousand LateFriday, October 12, 2012                   23
Facebook Latest Change: Expands Actions                             Object	                                             Ob...
Is to VIRAL,              As                                  Are to HOT.                           ACTIONS: 2012 and beyo...
Open Graph Aggregation                                                                    Meaningful                      ...
Friday, October 12, 2012   27
ExampleFriday, October 12, 2012   28
Example                      Wants                                                                Attended                ...
Facilitating User Expression             • Zuck’s	  challenge             • User	  expression	  in	  the	                 ...
Making Sure It’s the Right FitFriday, October 12, 2012                                    31
When Are Timeline Applications Ideal?                               Mobile	  apps                               Gaming    ...
Mobile App: Instagram         Facebook users on a mobile app are twice as engaged as those who                            ...
Gaming: SongPop               • Guiding	  principles	  for	                       Open	  Graph	  apps	  in	               ...
When Are Timeline Applications Ideal?                           Mobile	  apps                           Gaming            ...
Digital Content Consumption: Viddy               • In	  two	  months	  (February	  to	                      April),	  Vidd...
E-Commerce: Elle                Pair                “Active” Timeline verbs allow users opportunities to express          ...
E-Commerce: Pottery BarnFriday, October 12, 2012                    38
Other Digital Platform: Mustang CustomizerFriday, October 12, 2012                                      39
Other Timeline Application Sample Examples                           Digital	  loyalty	  program                          ...
Doing It Well - Or Not At AllFriday, October 12, 2012                                   41
Facebook Timeline Apps Best Practices                1.	  Drive	  stories                      • Get	  an	  exiscng	  user...
Drive Stories          “Stories are your currency for driving growth of your app.” - FacebookFriday, October 12, 2012     ...
Get Existing Users Publishing Stories               • “Upsell”	  on	  homepage               • Communicate	  the	  benefits...
Make Published Stories Appealing            •	  User	  messages            • Personalized	  content            • User-­‐ge...
Make It Easy For New Users            • Enable	                    authenccated	                    referrals            •...
SUMMARY                           Successful	  Timeline	  apps	                               ac1vate	  their	  exiscng	  ...
Remember               • Leverage	  the	  Untapped	  Opportunity               • Always	  Use	  Behavioral	  Insights	  an...
Thank you.                           Lindsay Reene @GeekLindsayFriday, October 12, 2012                                49
Thank you.                           Lindsay Reene @GeekLindsayFriday, October 12, 2012                                50
AppendixFriday, October 12, 2012              51
Timeline Apps: Behind the Scenes                How	  It	  Works                •	  Step	  1:	  Create	  a	  Facebook	  ap...
History of Open Graph                      Facebook	  Connect                 Social	  Plug-­‐ins                     Appl...
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Apps, Timeline and Facepile: Making Sense of Facebook as a Non-Developer

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Facebook is the biggest player in social media; it’s where virtually every brand needs to be. Yet, how to get involved can be a bit confusing when the platform seems to change every few months.

The latest group of changes, which included Timeline and Brand Pages updates, is one of their most significant updates. This session will give a “quick and dirty” rundown of the latest changes (those in the last calendar year) and why they matter to brands.

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Apps, Timeline and Facepile: Making Sense of Facebook as a Non-Developer

  1. 1. Apps, Timeline and Facepile: Making Sense of Facebook as a Non-Developer Lindsay Reene @GeekLindsay Social Engagement Manager, EngaugeFriday, October 12, 2012 1
  2. 2. Hi there! •  Social  tech  geek •  Millennial •  @GeekLindsayFriday, October 12, 2012 2
  3. 3. Topics We’ll Cover • Exploring  the  Why • Discovering  an  Untapped  Opportunity • Understanding  Open  Graph  and  Timeline  Apps • Making  Sure  It’s  the  Right  Fit • Doing  It  Well  -­‐  Or  Not  At  AllFriday, October 12, 2012 3
  4. 4. Exploring the WhyFriday, October 12, 2012 4
  5. 5. Why It’s Worth It to Understand In Silicon Valley, there are engineers and non-engineers. I’m a non-engineer. ...[But] I think I’d be better at my job if I were more technical. The person who has my job in the next generation will probably be a computer scientist. - Sheryl Sandberg, COO of FacebookFriday, October 12, 2012 5
  6. 6. The Value in Social Bottom-Line Value: Customers who engage with companies over social media spend 20-40% more money with those companies than customers who do not. - Bain & CompanyFriday, October 12, 2012 6
  7. 7. The Value in Facebook Every month, 12 times more people (235 million) play games on Facebook than the viewership of Season 11 of American Idol (19.7 million), one of the highest rated TV shows in the history of television.Friday, October 12, 2012 7
  8. 8. But, you’re thinking ...Friday, October 12, 2012 8
  9. 9. So,  let’s  get  to   the  fun  part.  Friday, October 12, 2012 9
  10. 10. Discovering an Untapped OpportunityFriday, October 12, 2012 10
  11. 11. Key TerminologiesFriday, October 12, 2012 11
  12. 12. Key Terminologies Personal  User   Profile  Page Where  users   post  status   updates “Timeline”Friday, October 12, 2012 12
  13. 13. Key Terminologies Company/Corporate   Profile  Page Where  companies/ brands  post  and   house  status  updates “Brand  Page”Friday, October 12, 2012 13
  14. 14. Key Terminologies Homepage   Collects  stories  from   brand  and  personal   pages “News  Feed”Friday, October 12, 2012 14
  15. 15. Where Users Spend Their Time Follow  the  UserFriday, October 12, 2012 15
  16. 16. Where Users Spend Their Time More  Time  on  News  Feed Than  Brand  Pages Less than 5% of users return to a brand page within a month after Liking it. - ComScoreFriday, October 12, 2012 16
  17. 17. Where Users Spend Their Time More  Time  on  Timeline  (Profile)  Pages Than  News  Feed Users engage within Timelines more than 2x as much than on the News Feed. - ExtoleFriday, October 12, 2012 17
  18. 18. The Opportunity: The Timeline Brand Pages News Feed Timeline (User Profile Pages) Where  brands  primarily  invest   Opportunity  space resources  managing  todayFriday, October 12, 2012 18
  19. 19. An Untapped Opportunity Doubled  referral   Increased  referral   Drove  six  million   traffic  and  grew   traffic  from   viewers  to  its  Super   membership  from   Facebook  400%. Bowl  Ad  Meter  in   1.8  to  3.2  million  in   four  weeks. four  months. This brand activity was all driven via Timeline, not on a brand page.Friday, October 12, 2012 19
  20. 20. An Untapped OpportunityFriday, October 12, 2012 20
  21. 21. Understanding Open Graph and Timeline AppsFriday, October 12, 2012 21
  22. 22. Facebook Open Graph Object   (e.g.  brand  page,  webpage) Must  be  rooted  in  a  unique  URL.Friday, October 12, 2012 22
  23. 23. Is So Two Thousand LateFriday, October 12, 2012 23
  24. 24. Facebook Latest Change: Expands Actions Object   Object   (e.g.  brand  page,  webpage) (e.g.  photo,  movie,  points,  webpage) Must  be  rooted  in  a  unique  URL. Unlimited  and  must  no  longer  be   rooted  in  a  unique  URL.Friday, October 12, 2012 24
  25. 25. Is to VIRAL, As Are to HOT. ACTIONS: 2012 and beyondFriday, October 12, 2012 25
  26. 26. Open Graph Aggregation Meaningful Action Object Timeline Apps Aggregation Jessica  read  a  book. John  ran  his  fastest  run. Sara  gained  the  most  points. Simply: Timeline applications aggregate Open Graph stories into meaningful messages.Friday, October 12, 2012 26
  27. 27. Friday, October 12, 2012 27
  28. 28. ExampleFriday, October 12, 2012 28
  29. 29. Example Wants Attended User  creates  a  story. Pinned Nommed Watched Newsfeed Ticker TimelineFriday, October 12, 2012 29
  30. 30. Facilitating User Expression • Zuck’s  challenge • User  expression  in  the   “About  Me”  and  on  the   Timeline   • Idencficacon  of  the   drives,  mocvacons  and   unfulfilled  desires  of   your  core  consumers Objective: Make them look cool (i.e. popular, interesting, cultured, [INSERT ADJECTIVE] etc.) to their friends.Friday, October 12, 2012 30
  31. 31. Making Sure It’s the Right FitFriday, October 12, 2012 31
  32. 32. When Are Timeline Applications Ideal? Mobile  apps Gaming Digital  content  consumpcon e-­‐Commerce Other  digital  transaccon  pladorm Timeline apps are ideal for frequent and repeated digital experiences.Friday, October 12, 2012 32
  33. 33. Mobile App: Instagram Facebook users on a mobile app are twice as engaged as those who use the app on a desktop.Friday, October 12, 2012 33
  34. 34. Gaming: SongPop • Guiding  principles  for   Open  Graph  apps  in   games: • Idencty  curacon • Friends  Engagement • Drive  social  engagement   with  game-­‐related   incencvesFriday, October 12, 2012 34
  35. 35. When Are Timeline Applications Ideal? Mobile  apps Gaming Digital  content  consumpcon e-­‐Commerce Other  digital  transaccon  pladormFriday, October 12, 2012 35
  36. 36. Digital Content Consumption: Viddy • In  two  months  (February  to   April),  Viddy  increased  it’s   monthly  ac1ve  users  1,500%   (to  920,000).   • Yes,  in  two  months. • In  one  month  (April-­‐May),  it   grew  from  4  million  to  26   million  users. • Yes,  in  one  month.   Facebook Timeline app integration catapulted a relatively obscure platform into a viral success ... in three months.Friday, October 12, 2012 36
  37. 37. E-Commerce: Elle Pair “Active” Timeline verbs allow users opportunities to express themselves and drive consumer-to-consumer conversation around brands.Friday, October 12, 2012 37
  38. 38. E-Commerce: Pottery BarnFriday, October 12, 2012 38
  39. 39. Other Digital Platform: Mustang CustomizerFriday, October 12, 2012 39
  40. 40. Other Timeline Application Sample Examples Digital  loyalty  program Digital  media  rental Gamifies  the  plaJorm  for  most  loyal   Connects  users  with  friends’  watch   consumers acLvity • Points  collected   • (Total  number)  movies  viewed   • Owned/favorite  rewards  -­‐  image   • Favorite  TV  shows  -­‐  image  gallery gallery • Queued  itemsFriday, October 12, 2012 40
  41. 41. Doing It Well - Or Not At AllFriday, October 12, 2012 41
  42. 42. Facebook Timeline Apps Best Practices 1.  Drive  stories • Get  an  exiscng  user   base  publishing   stories   • Make  published   stories  appealing 2.  Make  it  easy  for  new  users Source: “Guide: Complete the loop to grow your app with Open Graph” via Facebook Developer BlogFriday, October 12, 2012 42
  43. 43. Drive Stories “Stories are your currency for driving growth of your app.” - FacebookFriday, October 12, 2012 43
  44. 44. Get Existing Users Publishing Stories • “Upsell”  on  homepage • Communicate  the  benefits • Communicate  social   throughout • Use  images  of  friends  -­‐   FacepileFriday, October 12, 2012 44
  45. 45. Make Published Stories Appealing •  User  messages • Personalized  content • User-­‐generated  message/ image • Achievements  and   meaningful  aggregacons   • Shareable  experiences Objective: Make them look cool (i.e. popular, interesting, cultured, [INSERT ADJECTIVE] etc.) to their friends.Friday, October 12, 2012 45
  46. 46. Make It Easy For New Users • Enable   authenccated   referrals • Prompt  a   "lightweight"   quescon  or   interaccon  that   invites  response • Then,  pull  them   deeperFriday, October 12, 2012 46
  47. 47. SUMMARY Successful  Timeline  apps   ac1vate  their  exiscng   user  base  to  write  high   quality  stories  that  drive   engagement  and   discovery  by  new  users.   New  users  create  stories   to  keep  the  loop   growing.Friday, October 12, 2012 47
  48. 48. Remember • Leverage  the  Untapped  Opportunity • Always  Use  Behavioral  Insights  and  Trends  to  Make  Sure  It’s  the  Right  Fit • Do  It  Well  -­‐  Or  Not  At  AllFriday, October 12, 2012 48
  49. 49. Thank you. Lindsay Reene @GeekLindsayFriday, October 12, 2012 49
  50. 50. Thank you. Lindsay Reene @GeekLindsayFriday, October 12, 2012 50
  51. 51. AppendixFriday, October 12, 2012 51
  52. 52. Timeline Apps: Behind the Scenes How  It  Works •  Step  1:  Create  a  Facebook  app •  Step  2:  Authenccate  users  with  the  Login  Bumon  plugin •  Step  3:  Define  Objects,  Accons  and  Aggregacons  through  the  Developer  App •  Step  4:  Publish  Accons  for  your  users •  Step  5:  Add  Social  Plugins  to  your  app •  Step  6:  Submit  Your  Accons  for  approval Source:  FacebookFriday, October 12, 2012 52
  53. 53. History of Open Graph Facebook  Connect Social  Plug-­‐ins Applica1ons Register  or  Login   Like  or  Share  outside  of   Advanced  interaccons   outside  of  Facebook Facebook via  Facebook 2010 2010 OngoingFriday, October 12, 2012 53

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