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IPC Media - Facebook Developers Garage


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Cathy's (Social Media Product Manager, IPC Media) presentation at the Facebook Developers Garage in London. The focus is how IPC leverage Facebook's social platform to grow its audience.

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IPC Media - Facebook Developers Garage

  1. 1. Facebook Open Graph A Publisher’s Take Cathy Ma Social Media Product Manager [email_address]
  2. 2. <ul><li>About IPC Media </li></ul><ul><li>Our use of Facebook: </li></ul><ul><ul><li>Brand pages </li></ul></ul><ul><ul><li>Social PlugIns </li></ul></ul><ul><ul><li>Facebook Connect </li></ul></ul><ul><li>Opportunities and Challenges </li></ul>Agenda
  3. 3. Current ‘like’ roll-out in IPC - 20 brands +
  4. 4. Facebook followers: 272,294, MoM 9.25% increase Facebook ‘followers’ for IPC selected brands
  5. 7. Example Implementation on Nuts site
  6. 10. Activity Feed widget
  7. 11. Traffic Uplift Overview of the Facebook Effect
  8. 12. 7 months prior 7 months into Referral change since Open Graph was launched <ul><li>Google </li></ul><ul><li>Direct </li></ul><ul><li>Yahoo </li></ul><ul><li>Bing </li></ul><ul><li>Forums </li></ul><ul><li>Google </li></ul><ul><li>Direct </li></ul><ul><li>Yahoo </li></ul><ul><li>Facebook </li></ul><ul><li>Bing </li></ul>
  9. 13. Referral instances from Search and Facebook Top 4 search referrals* *,, &
  10. 14. Referral instances from Search and Facebook Top 4 search referrals* *,, &
  11. 15. Pages/Visits upon referral methods (April-Oct 2010) Search still drive higher page/visit than Facebook
  12. 16. Opportunities and Challenges
  13. 17. <ul><li>A suite of free Social PlugIns </li></ul><ul><ul><li>e.g. Like, Like box and live stream </li></ul></ul><ul><li>Facebook extending to the web </li></ul><ul><li>Anonymised analytics for publishers </li></ul><ul><li>Free to use </li></ul><ul><li>Access to user data via Facebook </li></ul><ul><li>= Traffic and Engagement? </li></ul>Opportunities
  14. 18. IPC’s Single-Sign-On system
  15. 21. <ul><li>Only take what you need </li></ul><ul><li>Editorial Resources </li></ul><ul><li>Building trust with users </li></ul><ul><ul><li>57% of users choose to register without Facebook Connect </li></ul></ul><ul><ul><li>‘ I don’t want to advertise what I’m doing on Facebook’ </li></ul></ul><ul><ul><li>‘ I don’t do a lot on Facebook’ </li></ul></ul><ul><li>Policies & Guidelines </li></ul><ul><li>Ownership of data & Analytics </li></ul>Challenges
  16. 23. Questions / Comments? Cathy Ma @cathyma [email_address]