This document provides guidelines for using Facebook's Like button and Open Graph to promote web content in 2021. It discusses how the Like button allows content to be shared on Facebook and indexed by the Open Graph. It recommends optimizing content by adding Open Graph meta tags and validating tags using Facebook's debugger tool. The document also discusses how sites like The Huffington Post effectively implement the Like button. It notes that the Like button has become essential for promoting content and driving traffic.
The document discusses how to use Facebook social plugins to maximize visibility and generate traffic. It describes plugins like the Like button, Send button, Comments, and Registration that allow users to engage with content on a brand's website and share it with their friends on Facebook. These plugins create links between content on the website and a user's social graph on Facebook.
Your Handy Guide to Facebook Marketing TermsMohamed Mahdy
This document defines various Facebook marketing terms used for general Facebook use, Pages, and Insights. Some key terms defined include:
- Account Settings - Used to manage basic account preferences
- Page - Help businesses, organizations, and brands share their stories and connect with people
- Insights - Provides metrics to analyze a Page's audience, including demographics, cities/countries, daily/monthly active users, and more
Facebook’s launch of Timeline for brands requires marketers to prioritize content strategy and engaging experiences more than ever. Gone are the days when accumulating "Likes" is an acceptable key performance indicator. Now companies must carefully develop editorial and engagement plans in order to use Facebook to build connected brands – or close relationships with audiences formed by being useful, usable, desirable, visible, and engaging.
The newly launched Facebook Graph Search allows members of the world's largest social network to find content through their Facebook social connections. If Facebook can get its members to adopt the new functionality and power personalized results, marketers may see Graph Search start to own Local Search over the likes of Google Local, Trip Advisor and Yelp. But we are in early days. As Facebook Graph Search evolves, CMOs and their teams should ensure visibility in both Graph Search and users' newsfeeds by sharing engaging content with their audiences. Moreover, employing a holistic social strategy and active community management are increasingly essential to succeeding on Facebook under the new world of Graph Search. In essence, companies will succeed in the era of Graph Search by building connected brands, or a close relationship with their audiences. This point of view discusses in more detail what Graph Search is all about and how brands can use content and conversation to build connected brands.
Facebook was launched in 2004 by Mark Zuckerberg initially for Harvard students. It later opened to the public in 2006 and had over 1.8 billion monthly active users worldwide as of the document. As a marketer, businesses should create Facebook pages rather than profiles to engage customers and grow their fan base. The Facebook algorithm now prioritizes "meaningful interactions" like comments, reactions, shares, and time spent over passive likes. To improve organic reach, marketers need to spark conversations in comments and focus on creating engaging content their followers want to share.
Facebook is introducing new features like the Open Graph and Social Plugins to make social the default on websites. The Open Graph allows sites to define objects for users to connect to, powering personalized experiences. Social Plugins like the Like button let sites show what friends are doing without login. While this reduces friction, it could impact brands if topics are defined incorrectly. The changes streamline Facebook Connect functionality and make engagement easier across the social web.
You want to build a compelling Facebook fan page with consistent engagement, but how do you understand what it is that your fans are consuming, engaging with and sharing? Facebook Insights can provide the answers but the terminology is confusing (and sometimes changes!) and the sheer number of metrics can be overwhelming for marketers / community managers.
This presentation forms the basis of the eGenie Facebook Insights Training course and cuts through the clutter, explaining everything in simple terms so that you can really understand which metrics are appropriate when. The course can be tailored to meet your specific requirements, but aims to cover the following areas:
- Understand how to set clear, measurable goals
- Understanding the metrics that are available within Insights
- Learning about who sees your posts, how this is affected by EdgeRank and how this knowledge can enable you to post most effectively
- Learning what the numbers really mean and what action is appropriate in different situations
- Discovering how you can use the power of Facebook Insights to influence your marketing strategy because you understand what is working and what isn't
For more information on how eGenie can help, contact us now!
Facebook is a major player in social media marketing. Let's explore its interface and best practices for social media marketing within the popular social networking site.
The document discusses how to use Facebook social plugins to maximize visibility and generate traffic. It describes plugins like the Like button, Send button, Comments, and Registration that allow users to engage with content on a brand's website and share it with their friends on Facebook. These plugins create links between content on the website and a user's social graph on Facebook.
Your Handy Guide to Facebook Marketing TermsMohamed Mahdy
This document defines various Facebook marketing terms used for general Facebook use, Pages, and Insights. Some key terms defined include:
- Account Settings - Used to manage basic account preferences
- Page - Help businesses, organizations, and brands share their stories and connect with people
- Insights - Provides metrics to analyze a Page's audience, including demographics, cities/countries, daily/monthly active users, and more
Facebook’s launch of Timeline for brands requires marketers to prioritize content strategy and engaging experiences more than ever. Gone are the days when accumulating "Likes" is an acceptable key performance indicator. Now companies must carefully develop editorial and engagement plans in order to use Facebook to build connected brands – or close relationships with audiences formed by being useful, usable, desirable, visible, and engaging.
The newly launched Facebook Graph Search allows members of the world's largest social network to find content through their Facebook social connections. If Facebook can get its members to adopt the new functionality and power personalized results, marketers may see Graph Search start to own Local Search over the likes of Google Local, Trip Advisor and Yelp. But we are in early days. As Facebook Graph Search evolves, CMOs and their teams should ensure visibility in both Graph Search and users' newsfeeds by sharing engaging content with their audiences. Moreover, employing a holistic social strategy and active community management are increasingly essential to succeeding on Facebook under the new world of Graph Search. In essence, companies will succeed in the era of Graph Search by building connected brands, or a close relationship with their audiences. This point of view discusses in more detail what Graph Search is all about and how brands can use content and conversation to build connected brands.
Facebook was launched in 2004 by Mark Zuckerberg initially for Harvard students. It later opened to the public in 2006 and had over 1.8 billion monthly active users worldwide as of the document. As a marketer, businesses should create Facebook pages rather than profiles to engage customers and grow their fan base. The Facebook algorithm now prioritizes "meaningful interactions" like comments, reactions, shares, and time spent over passive likes. To improve organic reach, marketers need to spark conversations in comments and focus on creating engaging content their followers want to share.
Facebook is introducing new features like the Open Graph and Social Plugins to make social the default on websites. The Open Graph allows sites to define objects for users to connect to, powering personalized experiences. Social Plugins like the Like button let sites show what friends are doing without login. While this reduces friction, it could impact brands if topics are defined incorrectly. The changes streamline Facebook Connect functionality and make engagement easier across the social web.
You want to build a compelling Facebook fan page with consistent engagement, but how do you understand what it is that your fans are consuming, engaging with and sharing? Facebook Insights can provide the answers but the terminology is confusing (and sometimes changes!) and the sheer number of metrics can be overwhelming for marketers / community managers.
This presentation forms the basis of the eGenie Facebook Insights Training course and cuts through the clutter, explaining everything in simple terms so that you can really understand which metrics are appropriate when. The course can be tailored to meet your specific requirements, but aims to cover the following areas:
- Understand how to set clear, measurable goals
- Understanding the metrics that are available within Insights
- Learning about who sees your posts, how this is affected by EdgeRank and how this knowledge can enable you to post most effectively
- Learning what the numbers really mean and what action is appropriate in different situations
- Discovering how you can use the power of Facebook Insights to influence your marketing strategy because you understand what is working and what isn't
For more information on how eGenie can help, contact us now!
Facebook is a major player in social media marketing. Let's explore its interface and best practices for social media marketing within the popular social networking site.
Facebook has launched its Open Graph API and social plugins to cement its position at the center of the web for its 400 million users. The Open Graph will allow Facebook to build a deep understanding of users' interests by collecting data from partner websites about content users like and share. This could help Facebook depose Google as most people's homepage and primary way to navigate the internet by offering personalized recommendations. However, publishers must be wary of seeing their ad revenues shift to Facebook, and users may be uncomfortable with more of their interactions being made public and catalogued in their profiles.
Facebook Graph Search - Implications for Brand PagesDavid Jones
On January 15, 2013 Facebook launched Graph Search, an enhnanced search functionality aimed at Facebook users. With very little said about the impact of this feature on Brand Pages, this POV outlines the new feature and the things Brand Page admins should be taking into consideration in preparation for the launch of Graph Search in the future.
Facebook Open Graph and the Future of PersonalizationRob Gonda
Facebook's Open Graph enables personalized experiences and recommendations by connecting users' online activities and interests to their Facebook profiles. It allows businesses of any size to benefit from personalization without large investments. However, it also represents a risk as Facebook's control over user data gives it increasing bargaining power over businesses.
This document provides a guide to social media marketing. It discusses setting up and optimizing profiles on major social media platforms like Facebook, Twitter, and Google+ to promote brands and drive traffic to websites. Specific tips for Facebook marketing include creating a Facebook page for brands, optimizing the page for search engine optimization, and integrating Facebook sharing options on blogs. The guide also provides tools and best practices for social media marketing on each platform.
Facebook announced Graph Search, a new form of search based on users’ individual social graphs. The new functionality, which is only available in Beta right now, will allow Facebook users to search for people, photos and places – all through the lens of their friends. Content that used to slide down a user’s Newsfeed is now potentially ever-relevant, as users can search for people, places, photos, and similar interests. Facebook search has long been one of the untapped resources within Facebook that will now become more usable by members and, likely, more usable by brands going forward.
Social Media Marketing provides an overview of social media marketing and how to utilize various social media platforms. It defines social media marketing as using social media websites to promote a business. It discusses major platforms like Facebook, blogs, Twitter, photo sharing sites, and video sharing sites. The document provides tips on setting up pages and profiles on these sites, how to share updates across multiple sites, and how to measure the results of social media marketing efforts.
Facebook has made considerable changes recently to its platform that affects how brands and consumers use the social network in May/June 2013. The introduction of Verified Pages and hashtags, the phasing out of Sponsored Stories and introduction of new Insights are important developments to understand in the scope of brands’ overall digital and social strategies.
Moreover, Instagram, the photo-sharing app owned by Facebook, has introduced video functionality. This POV contains an overview of the latest developments and considerations for brands and marketers.
The document provides an overview of Facebook and a model for measuring return on investment (ROI) from Facebook activities. It introduces the AIDAA model which structures Facebook efforts into 5 phases: Awareness, Interest, Desire, Action, and Advocacy. Tactics for each phase like ads, content, and applications are discussed. The importance of monitoring insights and promoting sharing is covered. Overall, the presentation argues that Facebook is a powerful platform that companies can use to achieve marketing goals through strategic efforts across awareness, engagement, conversions, and word-of-mouth.
The document discusses strategies for using social media to promote an organization called Booklyn 2.0. It provides tips on creating different types of social media posts, developing an overall social media strategy, identifying organizational allies, and choosing between setting up a Facebook page or group to engage audiences.
This document provides a template for conducting a social media audit of a client. The purpose is to assess the client's current social media presence compared to competitors and best practices, in order to develop an effective social media strategy and roadmap. The audit examines the client's presence and goals across major social media channels like websites, blogs, Facebook, Twitter, and YouTube. It also considers organizational, cultural and infrastructure factors that may impact the social media strategy. Competitor analysis on key social media channels is included to benchmark the client's performance. The results will be used to identify tactical opportunities and define an overall social media strategy aligned with business goals.
This document discusses changes coming to Facebook in 2012 and what marketers need to know. It outlines four key points: 1) Facebook will allow users to share what they are doing in real time; 2) Brand pages will get a visual timeline feature to curate content; 3) Facebook is introducing "gestures" beyond just likes to indicate actions; and 4) A new metric called "People Talking About" will help measure engagement and sharing of brand content. The changes mean relevant real-time content and finding ways for fans to interact beyond just likes will be important for brands on Facebook.
The document is the Asia Pacific Digital Marketing Yearbook 2010. It provides an overview of digital marketing trends in Asia Pacific in 2010. Some key points include:
- Asia Pacific has over 764 million internet users, the largest number in the world, which is growing rapidly especially in China, India, and Japan.
- Four of the top 10 countries globally for home broadband use are in Asia Pacific, with South Korea ranked first.
- Online shopping is popular across Asia, especially on mobile, and recommendations from friends strongly influence purchases for many Asians.
- Social media habits and usage vary significantly across different Asian countries and regions.
A visual guide to custom landing tabs on Facebook Pages.Carlabobka
Facebook can be a sea of sameness. Look at what's possible on facebook when you customize the landing tab to add personality and tell your story. This deck looks at examples and points out the goal behind each tab's design.
Arise Solution is a consultancy firm that provides end-to-end solutions and qualified personnel to meet clients' sourcing and infrastructure demands. It specializes in understanding clients' needs and providing candidates with relevant experience. Arise has a global talent pool of professionals with multi-domain experience and the ability to execute projects on time. It aims to exceed clients' expectations through commitment to values and professionalism.
A family of global protein shape descriptors using gauss integrals, christian...pfermat
The document proposes a new method for classifying protein structures using Gauss integrals. It discusses current methods for protein classification that have limitations. The proposal focuses on developing a "family of global protein shape descriptors" using concepts from knot theory, including the writhing number. It aims to provide a fully automated, efficient method for protein structure comparison that overcomes current method limitations.
Facebook's Open Graph: Centre Of The Web?Mindshare
Facebook is launching its Open Graph API and social plugins to cement its position at the center of the web for its 400 million users. Open Graph will allow Facebook to build a deep understanding of users' interests by tracking what they like across the web, and enable any site to build social recommendation engines. It also positions Facebook as the default login method on most sites. If successful, Open Graph could allow Facebook to replace Google as people's starting point for navigating the internet by understanding connections between users rather than just links. However, publishers must be wary of over-relying on platforms like Facebook for traffic, as it could shift advertising revenues away from them over time.
LiveWorld POV for FaceBook's Timeline APILiveWorld
The document discusses Facebook's new Timeline and Open Graph API features which allow brands to display user interactions with Facebook apps on their personal profile Timelines. This helps increase brand reach as Timeline activities are shared with friends and etched into users' permanent Facebook histories. The document urges brands to implement the Timeline API to benefit from displaying user activities and collecting additional app usage data that could provide insights into fan engagement.
Facebook introduced Open Graph in 2010, which allows websites to integrate with Facebook users' social profiles and connections. This enables personalized recommendations and content based on a user's interests and what their friends engage with. While this provides benefits for marketing and ecommerce, it also represents a risk as Facebook gains more access to personal data and control over consumer preferences. Open Graph uses plugins like "Like" buttons, comments, and activity feeds to socialize the web experience and drive engagement across different websites.
With this in mind, your brand will not simply need to
be on networks thanks to a Facebook fanpage by instance, you will also need to use social plugins on your website.
A real synergy will result from this complementarity between the brand website and the social networks.
Facebook has launched its Open Graph API and social plugins to cement its position at the center of the web for its 400 million users. The Open Graph will allow Facebook to build a deep understanding of users' interests by collecting data from partner websites about content users like and share. This could help Facebook depose Google as most people's homepage and primary way to navigate the internet by offering personalized recommendations. However, publishers must be wary of seeing their ad revenues shift to Facebook, and users may be uncomfortable with more of their interactions being made public and catalogued in their profiles.
Facebook Graph Search - Implications for Brand PagesDavid Jones
On January 15, 2013 Facebook launched Graph Search, an enhnanced search functionality aimed at Facebook users. With very little said about the impact of this feature on Brand Pages, this POV outlines the new feature and the things Brand Page admins should be taking into consideration in preparation for the launch of Graph Search in the future.
Facebook Open Graph and the Future of PersonalizationRob Gonda
Facebook's Open Graph enables personalized experiences and recommendations by connecting users' online activities and interests to their Facebook profiles. It allows businesses of any size to benefit from personalization without large investments. However, it also represents a risk as Facebook's control over user data gives it increasing bargaining power over businesses.
This document provides a guide to social media marketing. It discusses setting up and optimizing profiles on major social media platforms like Facebook, Twitter, and Google+ to promote brands and drive traffic to websites. Specific tips for Facebook marketing include creating a Facebook page for brands, optimizing the page for search engine optimization, and integrating Facebook sharing options on blogs. The guide also provides tools and best practices for social media marketing on each platform.
Facebook announced Graph Search, a new form of search based on users’ individual social graphs. The new functionality, which is only available in Beta right now, will allow Facebook users to search for people, photos and places – all through the lens of their friends. Content that used to slide down a user’s Newsfeed is now potentially ever-relevant, as users can search for people, places, photos, and similar interests. Facebook search has long been one of the untapped resources within Facebook that will now become more usable by members and, likely, more usable by brands going forward.
Social Media Marketing provides an overview of social media marketing and how to utilize various social media platforms. It defines social media marketing as using social media websites to promote a business. It discusses major platforms like Facebook, blogs, Twitter, photo sharing sites, and video sharing sites. The document provides tips on setting up pages and profiles on these sites, how to share updates across multiple sites, and how to measure the results of social media marketing efforts.
Facebook has made considerable changes recently to its platform that affects how brands and consumers use the social network in May/June 2013. The introduction of Verified Pages and hashtags, the phasing out of Sponsored Stories and introduction of new Insights are important developments to understand in the scope of brands’ overall digital and social strategies.
Moreover, Instagram, the photo-sharing app owned by Facebook, has introduced video functionality. This POV contains an overview of the latest developments and considerations for brands and marketers.
The document provides an overview of Facebook and a model for measuring return on investment (ROI) from Facebook activities. It introduces the AIDAA model which structures Facebook efforts into 5 phases: Awareness, Interest, Desire, Action, and Advocacy. Tactics for each phase like ads, content, and applications are discussed. The importance of monitoring insights and promoting sharing is covered. Overall, the presentation argues that Facebook is a powerful platform that companies can use to achieve marketing goals through strategic efforts across awareness, engagement, conversions, and word-of-mouth.
The document discusses strategies for using social media to promote an organization called Booklyn 2.0. It provides tips on creating different types of social media posts, developing an overall social media strategy, identifying organizational allies, and choosing between setting up a Facebook page or group to engage audiences.
This document provides a template for conducting a social media audit of a client. The purpose is to assess the client's current social media presence compared to competitors and best practices, in order to develop an effective social media strategy and roadmap. The audit examines the client's presence and goals across major social media channels like websites, blogs, Facebook, Twitter, and YouTube. It also considers organizational, cultural and infrastructure factors that may impact the social media strategy. Competitor analysis on key social media channels is included to benchmark the client's performance. The results will be used to identify tactical opportunities and define an overall social media strategy aligned with business goals.
This document discusses changes coming to Facebook in 2012 and what marketers need to know. It outlines four key points: 1) Facebook will allow users to share what they are doing in real time; 2) Brand pages will get a visual timeline feature to curate content; 3) Facebook is introducing "gestures" beyond just likes to indicate actions; and 4) A new metric called "People Talking About" will help measure engagement and sharing of brand content. The changes mean relevant real-time content and finding ways for fans to interact beyond just likes will be important for brands on Facebook.
The document is the Asia Pacific Digital Marketing Yearbook 2010. It provides an overview of digital marketing trends in Asia Pacific in 2010. Some key points include:
- Asia Pacific has over 764 million internet users, the largest number in the world, which is growing rapidly especially in China, India, and Japan.
- Four of the top 10 countries globally for home broadband use are in Asia Pacific, with South Korea ranked first.
- Online shopping is popular across Asia, especially on mobile, and recommendations from friends strongly influence purchases for many Asians.
- Social media habits and usage vary significantly across different Asian countries and regions.
A visual guide to custom landing tabs on Facebook Pages.Carlabobka
Facebook can be a sea of sameness. Look at what's possible on facebook when you customize the landing tab to add personality and tell your story. This deck looks at examples and points out the goal behind each tab's design.
Arise Solution is a consultancy firm that provides end-to-end solutions and qualified personnel to meet clients' sourcing and infrastructure demands. It specializes in understanding clients' needs and providing candidates with relevant experience. Arise has a global talent pool of professionals with multi-domain experience and the ability to execute projects on time. It aims to exceed clients' expectations through commitment to values and professionalism.
A family of global protein shape descriptors using gauss integrals, christian...pfermat
The document proposes a new method for classifying protein structures using Gauss integrals. It discusses current methods for protein classification that have limitations. The proposal focuses on developing a "family of global protein shape descriptors" using concepts from knot theory, including the writhing number. It aims to provide a fully automated, efficient method for protein structure comparison that overcomes current method limitations.
Facebook's Open Graph: Centre Of The Web?Mindshare
Facebook is launching its Open Graph API and social plugins to cement its position at the center of the web for its 400 million users. Open Graph will allow Facebook to build a deep understanding of users' interests by tracking what they like across the web, and enable any site to build social recommendation engines. It also positions Facebook as the default login method on most sites. If successful, Open Graph could allow Facebook to replace Google as people's starting point for navigating the internet by understanding connections between users rather than just links. However, publishers must be wary of over-relying on platforms like Facebook for traffic, as it could shift advertising revenues away from them over time.
LiveWorld POV for FaceBook's Timeline APILiveWorld
The document discusses Facebook's new Timeline and Open Graph API features which allow brands to display user interactions with Facebook apps on their personal profile Timelines. This helps increase brand reach as Timeline activities are shared with friends and etched into users' permanent Facebook histories. The document urges brands to implement the Timeline API to benefit from displaying user activities and collecting additional app usage data that could provide insights into fan engagement.
Facebook introduced Open Graph in 2010, which allows websites to integrate with Facebook users' social profiles and connections. This enables personalized recommendations and content based on a user's interests and what their friends engage with. While this provides benefits for marketing and ecommerce, it also represents a risk as Facebook gains more access to personal data and control over consumer preferences. Open Graph uses plugins like "Like" buttons, comments, and activity feeds to socialize the web experience and drive engagement across different websites.
With this in mind, your brand will not simply need to
be on networks thanks to a Facebook fanpage by instance, you will also need to use social plugins on your website.
A real synergy will result from this complementarity between the brand website and the social networks.
This document summarizes new features being rolled out on Facebook, including timelines, tickers, subscriptions, and highlighted stories. It explains how each feature works and how publishers can leverage them to better engage audiences and boost website revenues. Specifically, it provides tips on using timelines to showcase user interactions, leveraging the ticker to promote applications and campaigns, using subscriptions for more personal interactions, and creating compelling content to appear in highlighted stories sections.
Leverage the Power of the Social Graph is the Powerpoint presentation from a PRSA sponsored webinar with Steve Momorella from TEKGROUP. The slides outline tips, tricks and examples of how to leverage the power of your social graph, your online newsroom, and your PR outreach efforts.
The document summarizes Facebook's updates from its F8 2011 conference, including new features like Timeline, Open Graph, and changes to News Feed. These updates present opportunities for brands to engage users and generate social actions, but will also create new challenges as brands compete for visibility. Brands need to focus on creating engaging content that drives user interaction to maintain their presence on Facebook.
Social Media Guide for Local Public Health AgenciesAllison Kline
This document provides guidance for local public health agencies on creating and using online communities through social media. It discusses getting started with Facebook and Twitter accounts, making the most of a Facebook page through customizing settings and posts, and why an agency should use Twitter to connect with the community, media, and other organizations. Example posts and analytics tools are also referenced.
Caot150, powerpoint, final class asignmtJames Sergent
The document discusses Facebook and how users interact and develop relationships through the platform. It describes how Facebook was originally created and how it has evolved over time. The summary also mentions that Facebook tracks users' browsing habits across the web and that users can create communities and connect with friends through third-party apps and websites using Facebook Connect.
This document provides an overview and guide for using Facebook Pages to promote businesses. It discusses how Facebook Pages allow businesses to interact with customers, build a fan base, run promotions and sell products. The document then gives best practices for using Facebook Pages, including making the page personal, updating it frequently, harnessing the power of the News Feed, choosing useful applications, and promoting the page through Facebook ads. It also provides instructions on setting up and managing a Facebook Page.
Justin Lafferty is an editor for Inside Facebook and has experience as a writer, blogger, and reporter covering social media and technology. The document summarizes changes to Facebook pages where key metrics and location info are now more prominent, but tabs have been de-emphasized by being moved to a "More" section without images. This signals Facebook's push for pages to engage users through News Feed posts rather than direct visits to page timelines, as most users won't visit pages after liking them.
Facebook started in 2004 and has grown to over 64 million active users worldwide. It allows users to create profiles, connect with friends, share photos and messages. While originally focused on students, it now attracts users of all ages. Some key points:
- Facebook has become one of the most popular social networking sites and online photo sharing platforms.
- Marketers have started using Facebook for advertising and research through apps, groups, and ads embedded in users' newsfeeds. However, privacy issues remain a concern.
- Case studies show that creating useful content for audiences and engaging with them regularly can lead to successful marketing on Facebook.
Facebook is now offering publishers the opportunity to host content directly on Facebook through a new format called Instant Articles. Instant Articles allow content to load up to 10 times faster within the Facebook mobile app and include interactive features like embedded videos and maps. Some concerns have been raised that publishers may lose some control over their content if Instant Articles becomes a primary method of distribution. However, Facebook claims publishers will maintain control and be able to track performance and monetize the content through ads. The new format is seen as beneficial for keeping users engaged within the Facebook platform.
- The document summarizes changes to Facebook pages where key performance indicators and location info will be more visible, but tabs will be de-emphasized and tucked away in a "More" module.
- This signals Facebook's move away from tabs as a tool for marketers and instead wants pages to engage users through posts in the News Feed, whether through organic or paid posts.
- While some see this as a way for Facebook to get more ad revenue, it aims to get pages to post better engaging content in the News Feed where users are most likely to engage with brands.
Facebook can be used by organizations to connect, network and promote themselves. To create a Facebook page for an organization:
1. Pick a category and name that matches the organization. Add a profile photo that clearly represents the brand.
2. Provide information about who the organization is and what they do on the info tab. Add rich content like photos and events on other tabs to engage users.
3. Publish the page and promote it by sending invites to existing contacts and networks to build your fan base. Regularly update the page with fresh content to keep users engaged.
The document summarizes new changes Facebook announced in September 2011, including Timeline, Open Graph applications, and Insights. Timeline changes the profile page layout to display a chronological history and allows more sharing. Open Graph enhances app integration. Insights provides additional analytics metrics beyond likes and fans. The changes offer opportunities for marketers but also challenges to craft engaging strategies around user profiles, apps, and analytics.
Programming Foundation Models with DSPy - Meetup SlidesZilliz
Prompting language models is hard, while programming language models is easy. In this talk, I will discuss the state-of-the-art framework DSPy for programming foundation models with its powerful optimizers and runtime constraint system.
OpenID AuthZEN Interop Read Out - AuthorizationDavid Brossard
During Identiverse 2024 and EIC 2024, members of the OpenID AuthZEN WG got together and demoed their authorization endpoints conforming to the AuthZEN API
Things to Consider When Choosing a Website Developer for your Website | FODUUFODUU
Choosing the right website developer is crucial for your business. This article covers essential factors to consider, including experience, portfolio, technical skills, communication, pricing, reputation & reviews, cost and budget considerations and post-launch support. Make an informed decision to ensure your website meets your business goals.
In the rapidly evolving landscape of technologies, XML continues to play a vital role in structuring, storing, and transporting data across diverse systems. The recent advancements in artificial intelligence (AI) present new methodologies for enhancing XML development workflows, introducing efficiency, automation, and intelligent capabilities. This presentation will outline the scope and perspective of utilizing AI in XML development. The potential benefits and the possible pitfalls will be highlighted, providing a balanced view of the subject.
We will explore the capabilities of AI in understanding XML markup languages and autonomously creating structured XML content. Additionally, we will examine the capacity of AI to enrich plain text with appropriate XML markup. Practical examples and methodological guidelines will be provided to elucidate how AI can be effectively prompted to interpret and generate accurate XML markup.
Further emphasis will be placed on the role of AI in developing XSLT, or schemas such as XSD and Schematron. We will address the techniques and strategies adopted to create prompts for generating code, explaining code, or refactoring the code, and the results achieved.
The discussion will extend to how AI can be used to transform XML content. In particular, the focus will be on the use of AI XPath extension functions in XSLT, Schematron, Schematron Quick Fixes, or for XML content refactoring.
The presentation aims to deliver a comprehensive overview of AI usage in XML development, providing attendees with the necessary knowledge to make informed decisions. Whether you’re at the early stages of adopting AI or considering integrating it in advanced XML development, this presentation will cover all levels of expertise.
By highlighting the potential advantages and challenges of integrating AI with XML development tools and languages, the presentation seeks to inspire thoughtful conversation around the future of XML development. We’ll not only delve into the technical aspects of AI-powered XML development but also discuss practical implications and possible future directions.
Full-RAG: A modern architecture for hyper-personalizationZilliz
Mike Del Balso, CEO & Co-Founder at Tecton, presents "Full RAG," a novel approach to AI recommendation systems, aiming to push beyond the limitations of traditional models through a deep integration of contextual insights and real-time data, leveraging the Retrieval-Augmented Generation architecture. This talk will outline Full RAG's potential to significantly enhance personalization, address engineering challenges such as data management and model training, and introduce data enrichment with reranking as a key solution. Attendees will gain crucial insights into the importance of hyperpersonalization in AI, the capabilities of Full RAG for advanced personalization, and strategies for managing complex data integrations for deploying cutting-edge AI solutions.
Infrastructure Challenges in Scaling RAG with Custom AI modelsZilliz
Building Retrieval-Augmented Generation (RAG) systems with open-source and custom AI models is a complex task. This talk explores the challenges in productionizing RAG systems, including retrieval performance, response synthesis, and evaluation. We’ll discuss how to leverage open-source models like text embeddings, language models, and custom fine-tuned models to enhance RAG performance. Additionally, we’ll cover how BentoML can help orchestrate and scale these AI components efficiently, ensuring seamless deployment and management of RAG systems in the cloud.
Monitoring and Managing Anomaly Detection on OpenShift.pdfTosin Akinosho
Monitoring and Managing Anomaly Detection on OpenShift
Overview
Dive into the world of anomaly detection on edge devices with our comprehensive hands-on tutorial. This SlideShare presentation will guide you through the entire process, from data collection and model training to edge deployment and real-time monitoring. Perfect for those looking to implement robust anomaly detection systems on resource-constrained IoT/edge devices.
Key Topics Covered
1. Introduction to Anomaly Detection
- Understand the fundamentals of anomaly detection and its importance in identifying unusual behavior or failures in systems.
2. Understanding Edge (IoT)
- Learn about edge computing and IoT, and how they enable real-time data processing and decision-making at the source.
3. What is ArgoCD?
- Discover ArgoCD, a declarative, GitOps continuous delivery tool for Kubernetes, and its role in deploying applications on edge devices.
4. Deployment Using ArgoCD for Edge Devices
- Step-by-step guide on deploying anomaly detection models on edge devices using ArgoCD.
5. Introduction to Apache Kafka and S3
- Explore Apache Kafka for real-time data streaming and Amazon S3 for scalable storage solutions.
6. Viewing Kafka Messages in the Data Lake
- Learn how to view and analyze Kafka messages stored in a data lake for better insights.
7. What is Prometheus?
- Get to know Prometheus, an open-source monitoring and alerting toolkit, and its application in monitoring edge devices.
8. Monitoring Application Metrics with Prometheus
- Detailed instructions on setting up Prometheus to monitor the performance and health of your anomaly detection system.
9. What is Camel K?
- Introduction to Camel K, a lightweight integration framework built on Apache Camel, designed for Kubernetes.
10. Configuring Camel K Integrations for Data Pipelines
- Learn how to configure Camel K for seamless data pipeline integrations in your anomaly detection workflow.
11. What is a Jupyter Notebook?
- Overview of Jupyter Notebooks, an open-source web application for creating and sharing documents with live code, equations, visualizations, and narrative text.
12. Jupyter Notebooks with Code Examples
- Hands-on examples and code snippets in Jupyter Notebooks to help you implement and test anomaly detection models.
Climate Impact of Software Testing at Nordic Testing DaysKari Kakkonen
My slides at Nordic Testing Days 6.6.2024
Climate impact / sustainability of software testing discussed on the talk. ICT and testing must carry their part of global responsibility to help with the climat warming. We can minimize the carbon footprint but we can also have a carbon handprint, a positive impact on the climate. Quality characteristics can be added with sustainability, and then measured continuously. Test environments can be used less, and in smaller scale and on demand. Test techniques can be used in optimizing or minimizing number of tests. Test automation can be used to speed up testing.
AI 101: An Introduction to the Basics and Impact of Artificial IntelligenceIndexBug
Imagine a world where machines not only perform tasks but also learn, adapt, and make decisions. This is the promise of Artificial Intelligence (AI), a technology that's not just enhancing our lives but revolutionizing entire industries.
HCL Notes and Domino License Cost Reduction in the World of DLAUpanagenda
Webinar Recording: https://www.panagenda.com/webinars/hcl-notes-and-domino-license-cost-reduction-in-the-world-of-dlau/
The introduction of DLAU and the CCB & CCX licensing model caused quite a stir in the HCL community. As a Notes and Domino customer, you may have faced challenges with unexpected user counts and license costs. You probably have questions on how this new licensing approach works and how to benefit from it. Most importantly, you likely have budget constraints and want to save money where possible. Don’t worry, we can help with all of this!
We’ll show you how to fix common misconfigurations that cause higher-than-expected user counts, and how to identify accounts which you can deactivate to save money. There are also frequent patterns that can cause unnecessary cost, like using a person document instead of a mail-in for shared mailboxes. We’ll provide examples and solutions for those as well. And naturally we’ll explain the new licensing model.
Join HCL Ambassador Marc Thomas in this webinar with a special guest appearance from Franz Walder. It will give you the tools and know-how to stay on top of what is going on with Domino licensing. You will be able lower your cost through an optimized configuration and keep it low going forward.
These topics will be covered
- Reducing license cost by finding and fixing misconfigurations and superfluous accounts
- How do CCB and CCX licenses really work?
- Understanding the DLAU tool and how to best utilize it
- Tips for common problem areas, like team mailboxes, functional/test users, etc
- Practical examples and best practices to implement right away
UiPath Test Automation using UiPath Test Suite series, part 6DianaGray10
Welcome to UiPath Test Automation using UiPath Test Suite series part 6. In this session, we will cover Test Automation with generative AI and Open AI.
UiPath Test Automation with generative AI and Open AI webinar offers an in-depth exploration of leveraging cutting-edge technologies for test automation within the UiPath platform. Attendees will delve into the integration of generative AI, a test automation solution, with Open AI advanced natural language processing capabilities.
Throughout the session, participants will discover how this synergy empowers testers to automate repetitive tasks, enhance testing accuracy, and expedite the software testing life cycle. Topics covered include the seamless integration process, practical use cases, and the benefits of harnessing AI-driven automation for UiPath testing initiatives. By attending this webinar, testers, and automation professionals can gain valuable insights into harnessing the power of AI to optimize their test automation workflows within the UiPath ecosystem, ultimately driving efficiency and quality in software development processes.
What will you get from this session?
1. Insights into integrating generative AI.
2. Understanding how this integration enhances test automation within the UiPath platform
3. Practical demonstrations
4. Exploration of real-world use cases illustrating the benefits of AI-driven test automation for UiPath
Topics covered:
What is generative AI
Test Automation with generative AI and Open AI.
UiPath integration with generative AI
Speaker:
Deepak Rai, Automation Practice Lead, Boundaryless Group and UiPath MVP
Driving Business Innovation: Latest Generative AI Advancements & Success StorySafe Software
Are you ready to revolutionize how you handle data? Join us for a webinar where we’ll bring you up to speed with the latest advancements in Generative AI technology and discover how leveraging FME with tools from giants like Google Gemini, Amazon, and Microsoft OpenAI can supercharge your workflow efficiency.
During the hour, we’ll take you through:
Guest Speaker Segment with Hannah Barrington: Dive into the world of dynamic real estate marketing with Hannah, the Marketing Manager at Workspace Group. Hear firsthand how their team generates engaging descriptions for thousands of office units by integrating diverse data sources—from PDF floorplans to web pages—using FME transformers, like OpenAIVisionConnector and AnthropicVisionConnector. This use case will show you how GenAI can streamline content creation for marketing across the board.
Ollama Use Case: Learn how Scenario Specialist Dmitri Bagh has utilized Ollama within FME to input data, create custom models, and enhance security protocols. This segment will include demos to illustrate the full capabilities of FME in AI-driven processes.
Custom AI Models: Discover how to leverage FME to build personalized AI models using your data. Whether it’s populating a model with local data for added security or integrating public AI tools, find out how FME facilitates a versatile and secure approach to AI.
We’ll wrap up with a live Q&A session where you can engage with our experts on your specific use cases, and learn more about optimizing your data workflows with AI.
This webinar is ideal for professionals seeking to harness the power of AI within their data management systems while ensuring high levels of customization and security. Whether you're a novice or an expert, gain actionable insights and strategies to elevate your data processes. Join us to see how FME and AI can revolutionize how you work with data!
Threats to mobile devices are more prevalent and increasing in scope and complexity. Users of mobile devices desire to take full advantage of the features
available on those devices, but many of the features provide convenience and capability but sacrifice security. This best practices guide outlines steps the users can take to better protect personal devices and information.
Fueling AI with Great Data with Airbyte WebinarZilliz
This talk will focus on how to collect data from a variety of sources, leveraging this data for RAG and other GenAI use cases, and finally charting your course to productionalization.
Generating privacy-protected synthetic data using Secludy and MilvusZilliz
During this demo, the founders of Secludy will demonstrate how their system utilizes Milvus to store and manipulate embeddings for generating privacy-protected synthetic data. Their approach not only maintains the confidentiality of the original data but also enhances the utility and scalability of LLMs under privacy constraints. Attendees, including machine learning engineers, data scientists, and data managers, will witness first-hand how Secludy's integration with Milvus empowers organizations to harness the power of LLMs securely and efficiently.
“An Outlook of the Ongoing and Future Relationship between Blockchain Technologies and Process-aware Information Systems.” Invited talk at the joint workshop on Blockchain for Information Systems (BC4IS) and Blockchain for Trusted Data Sharing (B4TDS), co-located with with the 36th International Conference on Advanced Information Systems Engineering (CAiSE), 3 June 2024, Limassol, Cyprus.
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2. The Facebook Marketing Update – Spring 2011
Introduction
When Mark Zuckerberg addressed the audience at
Facebook’s 2010 f8 developers conference he delivered
on his promise of “the most transformative thing we've
ever done for the web”. Zuckerberg’s presentation
didn’t contain much in the way of new goals, the
important takeaways were the speed and energy with
which Facebook was now following a direction already
well known. At the previous event, with just shy of 100
million users, they had announced Facebook Connect to
support their objective that “social platforms would
now focus on the Web, not social networks
themselves”. Now, with more than 400 million users, Facebook was rapidly providing the tools for a
Web that is indexed by personal relationships and preferences. The user will now be at the center of
their own Web experience and Facebook will be helping them to get there. Links will be supplanted by
Likes. Marketers have to look beyond Facebook.com and consider the opportunities being provided to
their own site. Zuckerberg revealed Facebook’s name for the new paradigm: The Open Graph.
In the ensuing months Web marketers have seen their to-do lists steadily fed with new items from
Facebook that provide opportunities for their own sites. On August 18 Facebook Places was announced
as an important location based marketing service. An October 13 partnership with Bing gave the Open
Graph greater influence on search results. Facebook Deals became part of the social buying landscape
on November 2. In March 2011 the Like button gained added functionality and a commenting system
was announced to provide social relevance to Web feedback . Meanwhile Facebook continued to
enhance the Pages that businesses use as their home base on Facebook.com.
This eBook looks at the recent opportunities with insights as to how Web marketers can use and benefit
from them. Facebook now has approximately 600 million users and they most likely know something
about your customers. These are some guidelines for an effective partnership.
Jeff Ente, Director
Who's Blogging What
www.WhosBloggingWhat.com
Twitter: @wbw_Jeff
Facebook: Who’s Blogging What
(Who’s Blogging What is a weekly email newsletter read by Web marketers who work with social media,
search, email marketing, user experience and web analytics. You can get a free subscription here. )
3. The Facebook Marketing Update – Spring 2011
1. The Facebook Like Button and the Open Graph
1
Mark Spangler
2. IFrames for Facebook Page Custom Content
5
Janet Driscoll Miller
3. Optimizing the Facebook Page for Search
10
Ann Smarty
4. Facebook Contests and Competitions
15
Brian Honigman
5. Using Facebook Connect for Ecommerce
18
Linda Bustos
6. Facebook Location Based Marketing – Places & Deals
24
Jeff Ente
7. Facebook Comments
26
Jeff Ente
8. Advertising on Facebook
27
Kelly Gillease
4. Chapter 1. The Facebook Like Button and the Open Graph
Mark Spangler
In 2011 the Facebook Like button has become indispensible for Facebook Like Button:
promoting web content. As the year began most sites featured a What it does: Posts to a users news feed
that they ‘Like’ specific content along
Facebook Share option and possibly a Like button. Facebook has now with a link back to the content. Also
stopped development on the Share, leaving everyone to focus on Like allows sites to push updates to users
who have ‘Liked’ their content.
as a means to give their content greater exposure on Facebook and
Why it matters: Facebook has stopped
across the Open Graph. In addition to creating a news feed item and development on the Share function
showing connected friends, Likes also allow third-party publishers to which will leave Like as the preferred
method of sharing content across the
send future updates to those who have Liked their content. This gives Facebook network. Search engines are
content owners the opportunity to increase engagement levels, using Likes as ranking criteria.
targeted referrals and recurring traffic.
A Functional Example – The Huffington Post
The Huffington Post is a great example of a site with a strong focus on
maximizing content shares and on optimizing their value once shared.
They currently provide the option to Like, Share, Tweet, Email and
Comment. They also allow users to submit the story to bookmarking
services and to get email alerts.
If a Huffington Post reader is not currently logged into their Facebook
account they will get a Facebook prompt to sign in and begin using
the Facebook share features. This occurs on-click of the button (either
Like or Share). To help drive a better social connection and
conversion, Huffington Post provides a targeted message to those
who are not logged in to The Huffington Post utilizes Facebook
Likes and Shares, along with Tweets and
increase conversion in this
other sharing options.
scenario.
If the user is already connected via Facebook
(or after they login from the site), Huffpo will
recognize their authentication and will update
the Like button display with the names (and
optionally the faces) of any Friends who have
also liked the content (this example is
assuming use of the “standard” like button
A custom login request will lead to a option).
Facebook.com login screen.
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5. From here, the user can click the
Like button which will publish to
their news feed and they have the
opportunity to add a comment as
well.
The place to get started with Like functionality is
developers.facebook.com/docs/reference/plugins/like/ where Facebook
maintains an easy to use tool to create the necessary HTML to be pasted into
the Web page.
It’s also important to note that a site owner can choose between the verbs
“Like” and “Recommend” to use for their button. Regardless of the verb used
for the button, the actions are the same.
There are also multiple variations and style options for the Like button. These
include: standard (with and without faces), button count and box count. Recent
reports have shown that sites which use the standard Like button with the
‘show faces’ option enabled experience 2-3 times higher click-through rates
than buttons without faces enabled.
Optimizing Content for Sharing Via Open Graph
For best results web pages should be
Open Graph-enabled, using the Open <meta property="og:type" content="article" />
<meta property="og:site_name" content="The Huffington Post"/>
Graph Protocol. This enables pages to <meta property="og:title" content="Robert Gates on Libya" />
become rich objects in Facebook’s <meta property="fb:app_id" content="46744042133"/>
social graph by providing key
The Huffington Post uses some, but not all, of the available Facebook <meta>
information about the content being tags to format the handling and appearance of their Liked content and to
shared. A few simple updates to a Web provide the Open Graph with data describing the content that is being Liked.
page’s <meta> tags will provide
information about the site for Facebook to use in structuring the news feed post
and for registering the page in the Open Graph. Essentially, this information will
affect how the page’s information is displayed on Facebook and how the
information is organized and indexed. Step by-step directions are available in
the Facebook documentation section. The following is a quick reference guide
for the main tags.
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6. og:title: This is the title of the content as it will appear on Facebook.
og:description: This is a one or two sentences describing the object.
This is a very important item that provides a chance to make the item
appear click-worthy.
<meta property="og:description"
content="A group of U.S. Marines, under command of
a renegade general, take over Alcatraz and
threaten San Francisco Bay with biological
weapons."/>
og:type: This is the type of object. For example, this could be a website,
blog, article, etc. It can also tell Facebook that the content represents
something like a musical band, a person or a product category. For
certain types other properties may be required. See
http://developers.facebook.com/docs/opengraph/#types.
og:image: This is the URL to an image that will appear when published
in the news feed. It must be at least 50x50px.
og:url: This is the URL of your object and is a permanent ID in the graph.
It is where a Facebook user will be directed to if they click on the news
feed link. This is also the basis of the counter of Likes and associations.
og:site_name: If this object is part of a larger site, this is the name that
should be displayed the to represent the overall site. (e.g. The
Huffington Post)
fb:admins or fb:app_id: An application or a user can be marked as the
administrator of the page. The fb:admins tag tells Facebook which user
account is the administrator for the site.
Fortunately, Facebook provides a useful tool for validating these special tags.
developers.facebook.com/tools/lint/ will check any URL and display the
information that Facebook is able to collect from the tags along with some
optimization recommendations.
The Value of Likes
The Facebook Like function is quickly becoming a requirement for all Web sites.
It is the entry point to Facebook’s user base from a piece of content and also has
growing effects on search rankings, particularly at Bing. Likes are gaining
momentum on traditional link-back algorithms as a search ranking currency.
Setting a page up to be Open Graph-enabled with Like buttons is a great step
along the roadmap. The Like button will be able to improve the connected
experience offered to consumers and sites will gain trusted referrals as a result.
Many web sites have tried to quantify the value of a Like, usually as compared
to a Tweet. The methodology of the analyses is rarely explained well as many
are still in the experiential and refinement stage of socially calibrating their
sites. Still, the business value of a Like usually comes out ahead when compared
to a Tweet. The event ticketing site Eventbrite has documented that they see
Page 3
7. $1.34 in revenue from a Like as opposed to a Tweet that
Insights
averages $.80. Eventbrite adds that the value of a Like
Facebook Insights originally focused on
appears to be increasing as the Facebook user base and
providing metrics for the planning of
Like button adoption grows. Facebook users who utilize a Facebook Ad campaigns by Page
Like button visit 5.3x more Web urls to engage with owners but it has been steadily
content and on average have 2.4x more Friends. Providing increasing its scope to include feedback
for Open Graph partners. In addition to
the Like button on a website gives content creators access
activity and demographics on Page
to these more socially engaged consumers and their usage it can now provide feedback
networks. regarding social plugins such as Likes
and Comments. Sites can track their
Implementing a Like button and enabling an Open Graph Like activity and can determine which
site structure is a great way to tap into the value of the components are most productive. Sites
Facebook user base and social graph. Early reports are using the Comment plugin can also see
already showing the great value a referential Like can impressions, number of comments and
the number of times that the
drive to a page over more traditional sharing options.
comments were seen and clicked on
Overall, it’s important to note that no two sites are the Facebook.
same and it’s critical, as shown in the Eventbrite example
above, to review your success and failures. The way to Even sites not using the plugins can still
optimize a site is to review the analytics and results of get data on the number of organic
Facebook shares that their content has
each effort and to test variations. Being able to quantify
generated. Facebook maintains
the results, will help make your strategy even more documentation for Insights at
concrete and effective. developers.facebook.com/docs/insights/.
A Like helps start the conversation with some new users,
engage existing users, and drive traffic. As you build out your site structure and
social strategy it’s important that the social share options you implement and
their available communication streams tie into your company’s overall strategy
to engage users appropriately for the long haul.
Mark Spangler is Director of Client Services at
Stuzo | Dachis Group the world’s largest Social
Business consultancy. In his role, Mark works with
Fortune 500 companies and global agencies to
develop and execute social business and
consumer engagement strategies. Mark can be
reached at mark@stuzo.com or on Twitter
@untagme.
.
Page 4
8. Chapter 2. IFrames for Facebook Page Custom Content
Janet Driscoll Miller
In February 2011, Facebook announced several changes regarding iFrames for Facebook Pages:
What they do: Allow Web content to be
Pages, including a significant development in the way that custom
maintained on an external server and
content is produced and tracked. FBML, which is Facebook’s version of presented on a Facebook custom Page.
HTML, is going away and custom content can now be presented directly Why they matter: Facebook is
deprecating the FBML that has been
from almost any web server via an iFrame. The change led to a brand used to code custom pages. IFrames
new set of best practices for custom Page content. allow developers greater freedom, the
use of standard tools and they provide
marketers with greater tracking
capabilities.
1. Use your own CSS for style and branding
One problem with FBML-based pages has been that they frequently do not
display Web content the same way that it is rendered outside of Facebook. This
has been particularly true for the CSS that is used to style Web content.
Programming a Facebook page tab in
FBML has been much like
programming an HTML email — there
are certain style limitations on things
like backgrounds and more. However,
with iFrames the framed content
resides on an external website and
Page owners are able to pull styles
directly from their own style sheet
with confidence that they will display
properly when rendered in the
Facebook iFrame. This is a big
timesaver when trying to program
pages to match a corporate brand The 520 pixel wide highly customizable area on a Facebook custom Page can
without having to create a completely now be set up as an iFrame as Facebook is deprecating FBML.
separate layout every time.
2. Track pageviews with Google Analytics and other analytic
Cookies?
services
iFrames on Pages has raised questions
It is difficult to get the Google Analytics tracking code to work regarding cookie policy. Facebook will
within the FBML Pages and, since the Pages are hosted on probably deal with problems as they
Facebook, standard Web traffic logs can’t capture user activity emerge. They have already stated that:
for analysis. With iFrame-based Pages the custom content “although you may use aggregate analytics
resides on the page owner’s server and they can now track the for your individual Page, you must not
activity with Google Analytics and other analytics packages. combine information from any other
sources to customize the user's experience
3. Test pages with Google Website Optimizer on your Page and may not use any
information about the user's interaction
IFrame-based Pages also allow marketers to test page elements with your Page in any other context (such as
analytics or customization across other
or whole pages using the free tool Google Website Optimizer. If
Pages or websites)”
you’re not sure what works on a custom Page and what doesn’t,
Page 5
9. you can use Google Website Optimizer to test elements or whole pages to
optimize conversions.
4. Track conversions from Facebook
Typically Facebook ad respondents convert at higher rates when landing on a
landing page within Facebook. This may be because Facebook users, unlike
search engine users, are participating on Facebook to do something else — not
necessarily to respond to an ad and they are likely to be multi-tasking within
Facebook. When they do respond to an ad, they likely wanted to stay within the
Facebook application and continue back to their regular business when done
with the ad’s landing page.
IFrame-based tab pages now make tracking conversions from Facebook and
keeping ad respondents within the Facebook application much easier. Before,
Facebook advertisers had to create a separate landing page and thank you page
in FBML — now it all just resides on your website, and within one frame on
Facebook.
iFrames tip: It gets a lot easier after the first page
Getting the first page to display on Facebook in a custom iFrame is a bit tricky and
requires a Facebook app along with a number of steps that must be carefully
followed (see How to Create IFrame-Based Facebook Pages below). From that first
page, however, you can just link to subsequent pages on your server and allow the
user to navigate without leaving the iFrame. Any page that the user clicks on will be
displayed in the iFrame and need not be registered as a Facebook app. Ideally the
content should be designed to fit within the 520 pixel iFrame. If you want the user
to „break out‟ of the iFrame just include the attribute target=”_blank” with the
link and it can take the user completely outside of Facebook.
5. Ability to use dynamic programming languages
Since the content of Facebook iFrame tab pages reside on your site they can do
almost anything that your home based pages can do. This opens up all new
worlds of possibilities for pages, including using PHP, ASP, and other dynamic
programming languages to do everything from pulling database information to
using variables. Even Flash animations can be used, as long as they don’t auto-
start.
6. Ecommerce
If you’re an online retailer, definitely consider using iFrames for your product
content. You can add pages for your various product lines, like “Women’s
clothing” — just reformat the page on your site into a Facebook-friendly
version. Then Facebook page visitors can order from your site directly through
the Facebook tab.
Page 6
10. How to Create IFrame-Based Facebook Pages
1. On your Facebook page, click on “Edit Page” (in upper right corner).
2. Click on “Apps” at the left hand side navigation. This will show a list of
any tabs that you currently have along with other installed applications.
3. At the very bottom of the Apps page, click on “Browse
More Applications”.
4. In the search box, enter “developer” to search for the
Facebook Developer app. Use the smaller search box on
the left and not the main Facebook search bar at the very
top of the page.
5. Click on the Developer app, then select “Add to my Page”
under the logo at left. A box will pop up to show which
pages you can install the app on. If you do not already see
your page listed there, the app is likely already installed. If
your page IS listed, click on “Add to Page” (left navigation
towards the bottom) to install. After you have installed
the app or if it is not listed, close the pop up window and
click on the “Go to App” button under the logo on the
left.
6. Click on the “Set Up New App” button at the top of the page.
7. You’ll need to have a name for your page. This name will be what
displays on the “tab”, so choose wisely.
There should be a security captcha at this point.
There are now three screens that you will need to fill out to properly set
up the app.
Page 7
11. 8. The About screen contains basic information about the page/app. You
can upload a logo for the page and will need to add your privacy policy
and terms URLs to this page. NOTE: You MUST add either a trailing slash
or a ‘?’ after your URLs for privacy and terms. This is required by
Facebook to submit the form.
9. The Web Site screen contains information about your own company
domain. NOTE: Like on the About screen, you will need to enter a
trailing slash on your website URL.
10. The Facebook Integration screen is where many of the setup details are entered.
Canvas Page: Should be something short and memorable as part of the
URL for the app you are creating. This will become the URL for the
Facebook app that will appear in your iFrame.
Canvas URL: The actual page on your server with the content designed
to appear in the iFrame, e.g., ‘Thanks for visiting our Facebook Page’.
The Canvas Page will grab this URL and place it in the iFrame. Must have
the ‘/’ at the end or a ‘?’. You can also supply a secure (https) version.
Page 8
12. Once you have completed these three screens, click “Save Changes”.
You will be able to come back later and edit these settings as needed.
11. After saving , click on the “Application Profile Page” (right hand
navigation column, 2nd item from the top) link to add the new Facebook
tab page to your Facebook page.
12. Once on the Application Page, click on “Add to My Page” (left hand
navigation column) to add the new content to your Facebook Page. A
pop up window will appear. Click on the “Add to Page” button adjacent
to your Facebook page name.
13. Go to your Facebook page. If you don’t see the new Tab Page listed
under the logo, you may need to change the order. Simply click on
“More” then “Edit” and drag your Tab page higher in the order to
ensure it is a page that shows in the menu there by default, if you prefer
14. Preview the tab page by clicking on it. Make sure that the layout works
the way you want. If it doesn’t, you can always edit your style sheet or
page on your own website to ensure it fits properly.
If your server refuses to display your Canvas URL and it is a .html page
you can try renaming the page with a .php extension.
There are creative ways to manage content so that it appears neatly within the iFrame.
Create a separate style sheet for Facebook. A separate Facebook style
sheet can limit the width of my page to 500 px, set font size and line
spacing to help the content fit nicely in the Facebook iFrame area.
Use a dynamic programming language such as PHP. Dynamic code can
be set to display or hide certain items on Facebook. The Canvas URL can
include a parameter such as ‘http://mysite.com/welcome.php?disp=fb’
Capturing the ‘disp’ value can trigger conditional statements throughout
the page to dynamically format the content for the Facebook Page.
Janet Driscoll Miller is President and CEO of
Search Mojo (Facebook: Search Mojo), a full
service search marketing and lead generation
firm headquartered in Charlottesville, VA. She is a
frequent contributor to the Search Mojo Blog and
can be found on Twitter @janetdmiller.
Page 9
13. Chapter 3. Optimizing the Facebook Page for Search
Ann Smarty
Social media and search marketing are becoming increasingly Facebook search
What it does: Facebook internal search
intertwined. The number of Tweets and Likes pointing to a site can helps users find content; Google and
boost its rankings in search engines. Meanwhile, Facebook itself has Bing also rank Facebook Pages.
Why it matters: Pages that are well
become complex and Pages have become competitive in gaining defined and optimized will get higher
attention. Facebook’s internal search has also become an essential tool rankings both within Facebook and on
the major search engines.
for attracting new eyeballs.
There are two very different methodologies involved. Major search engines
such as Google and Bing use a web link structure to analyze web authority while
Facebook is a social network that uses people, connections and their
preferences to analyze the community.
The Anatomy of Facebook Search
Users have become well accustomed to the Google search interface: just type
query terms and click through the results (ranked by relevancy and authority).
Facebook search is a bit more complicated. First of all, it has two levels.
The first level is Facebook Autosuggest (also referred to as “Auto-Complete”
results): just start typing your search term to get instant results right below the
search box:
Page 10
14. If the user doesn’t see what they are looking for in Autosuggest results they can
click to “See more results for…” to get to “Advanced Facebook” search results
that include Pages, Friends, Applications and even web results (The latter are
powered by Bing).
They can also filter results by type, for example they can see only pages. Looking
at search results returned for a query, they will be able to instantly see:
Each page name;
The number of people who “liked” each page;
The category of the page.
Two important points to remember about Facebook Search:
It is impossible to predict: you never know what your friends or just
random users will see for any given search query. Facebook search is
likely to heavily rely on connections: how “close” the user is to each
page - how many of their friends Like it or even how many Friends of
Friends Like it.
It relies on exact match: Change your search term just a bit to see
completely different search results: for example, [blogging] versus
[bloggers]:
Page 11
15. Optimizing a Facebook Page for BOTH Facebook and Google/Bing
Page name: Page creators may feel tempted to stuff it with keywords hoping to
get it ranked at least for a couple of them in the major search engines. In
Facebook, however, people and connections will define page popularity, so it is
best to keep it simple, targeted and brand-specific.
Key points to remember about Page name are:
The name of a Facebook Page is also its actual page title tag (this is the
linked part that shows up in both Google and Facebook search).
The name is crucial because Facebook search is biased to “exact match”:
your page will only have a chance to show up if it has the exact word the
user types in the search box.
Rule of thumb: It is best to name your page after your brand without
trying to make it too descriptive. BUT make sure to use your full name
and break into the separate words, for example:
“Search Engine Journal” is better than “SearchEngineJournal” (because
it has a good chance to get ranked for “search” and “search engine”)
The Facebook Page URL: Creating a short readable URL for a page makes it
more appealing to both people and search engines. Pages can set a custom page
URL (also referred to as “Vanity URLs”) at www.facebook.com/username/ - as
long as the page has at least 25 Likes.
The custom URL can only be set once and cannot be edited. Facebook maintains
a blacklist of restricted usernames and advises:
“The selected username should clearly identify the artist or business
represented by your Page. Create a username that is as close as possible to
your public figure or business name”
Page Category: Page owners can specify its Category and Subcategory. It will
help the listing to be more easily identified in Facebook search results.
Page 12
16. Page Info: Complete information about the page should be entered onto the
“About us” box and “Info” tab to describe the business. These fields offer more
“indexable” content for search engines.
Facebook Page notes can be yet another good place for content relevant to your
brand. One of the most effective ways to take advantage of page notes is to use
them to collect and publish Twitter testimonials aggregated from your Twitter
Favorites.
The Page Wall: A vibrant Wall is a powerful way to enrich any Facebook Page
with fresh and relevant content. Be sure to update your regularly (at least a
couple of times a week) with content about your business. It keeps the page
“alive” and keeps both the search engines and the people coming back. These
page updates show up in both the Autosuggest and Advanced Facebook search
results which makes the Page easier to find.
Page (In-)Links: SEOs like to talk about ‘on page’ and ‘off page’ strategies. In
Facebook search ‘off page’ focuses on having users Like and otherwise link to
your Page:
Facebook Like works like a “vote” for a Page. Facebook seems to use
Likes to measure both page popularity and relevancy to each separate
user.
The more people Like your Page, the more links there are pointing from
public profiles to it (and thus the more ways search engines have to
crawl it):
Here’s how the external search engine “sees” the list of pages a user likes (as
you can see from the screenshot, these are direct links to the page):
Another way to get a page better linked within Facebook is the new ability to
browse Facebook as page admin (rather than as a personal profile). A Page can
Page 13
17. like other pages and updates, comment and participate in discussions (always
linking back to your page).
Facebook page search optimization is all about investing time and effort
towards creating content that can make the page useful enough for people to
Like it and to discuss it with Friends. This will make both Facebook search as well
as Google/Bing take note in their rankings. As with any search project, the
purpose of your content should be as clear as possible to keep the web
crawlers, and the users, happy.
Ann Smarty is a blogger and self-employed web
entrepreneur. She blogs on search marketing and social
media and operates MyBlogGuest.com, the free forum for
guest bloggers and blog owners to get connected in a win-
win environment. Ann blogs on Search Engine Journal and
Make Use Of and can be found on Twitter @seosmarty.
.
Page 14
18. Chapter 4. Facebook Contests and Competitions
Brian Honigman
User engagement is the primary goal of every Facebook Page. A
Facebook Contests & Competitions:
company’s Page is a platform where they can increase overall brand What they do: Incentivize and engage
awareness by listening to customers and by encouraging visitors to Facebook Pages.
Why they matter: Pages running
conversation. One of the best ways to boost engagement is by contests and competitions can stand
hosting a contest, giveaway or sweepstakes on the Page. Following out, create buzz and collect user data
the rules and using available resources wisely can create a contest while promoting products and services.
that will accomplish almost any conversion goal.
Facebook’s Guidelines
Facebook actively regulates and monitors contests to protect their
Even the King must obey the rules.
users. They post the guidelines at
www.facebook.com/promotions_guidelines.php with a warning
that they can remove any materials related to the promotion or
disable the Page, application or account altogether if violations are
found. In short, contests must be conducted through a Facebook
app, there are limitations on what an entrant can be required to
Like as a prerequisite, and new Likes cannot be automatically Probably the best known and most
entered into a contest. The guidelines spell out a list of what can controversial contest occurred in January
and cannot be done along with required disclaimers. 2009, back when Facebook still needed the
publicity. Entrants could get a free Burger
King Whopper for de-friending 10 Friends.
Close to 234,000 ‘friendships’ promptly
ended and user feeds made it clear as to
just who was being sacrificed in exchange
Defining Goals and Conversions for 1/10th of a Whopper. While it was a great
example of a business engaging their
Facebook base the thought of Friend
Defining goals and conversions is the next step. Without a clear connections being severed probably didn’t
marketing conversion in mind a Facebook contest can cost money sit well with Facebook. They eventually
disabled the promotion. The grounds? Apps
and waste effort without reaping any real benefit. Contest
are not allowed to post ‘de-friending’
planners should clearly define what they want users to gain from incidents.
the contest while keeping in mind the specific customer behaviors
that they wish to encourage as a result. This is a vital step towards
ensuring the contest is a success.
Walgreen’s Spring Has Sprung game: Accessible only through
Facebook, this Instant Win Game redirects users to Walgreen’s
website where they can enter their email address for a chance
to win one of 250 gift cards at random. The consumer’s
incentive to enter is the chance to win a free gift card, while
Walgreen’s conversion goal is gathering email addresses from
contestants for follow-up purposes.
Page 15
19. Defining Goals and Conversions
With guidelines and user expectations in mind the next step is the actual
development of the promotion within your Facebook Page. There are three
ways you can develop a contest:
● Using A Third Party Application: Probably one of the easiest ways to
develop and implement a promotion is by using one of the many
applications, some of which are available for free. These applications
offer an easy to use interface to upload photos, text and any other
content pertinent to your promotion. It’s a good solution for a company
with limited budgets and software development resources. With most
of these applications there’s less need to worry about breaching
Facebook’s Promotion Guidelines because they are built into the
application (although they might not be up to date and it is still the Page
owner’s responsibility to adhere to the rules). Three companies that
offer do it yourself apps are Appbistro (some applications are free),
Easypromos (the first promotion is free for Pages with less than 5,000
fans) and Offerpop (the promotion application is free for Pages with less
than 500 fans).
● Developing Your Own Application: It can prove affordable and efficient
for small to mid-sized companies to develop Facebook promotions
internally. Third party apps can limit customizations while self
developed apps allow for complete creative control. The iFrame option
for Pages means that software developers can build contests with their
own tools and only need to learn some basic Facebook integration
protocol to enhance the contest using Facebook user data.
● Hiring a Facebook Preferred Developer Consultant: This can be a more
expensive option but one that can give your contest the best shot at
outright success. A Facebook Preferred Developer Consultant is
experienced in developing Facebook integrations and has earned a
stamp of approval by Facebook. These are the consultants who
understand the Facebook user experience and also are best equipped to
use the API to integrate your promotion with available Facebook user
data for increased personalization.
5 Recommendations for Facebook Contests & Competitions
1. Establish Broad Appeal
Make sure to offer prizes that many prospects would be interesting in winning.
Don’t restrict the contest by promoting an obscure item or service that might
only interest a small segment of the audience.
Page 16
20. 2. Be creative
Originality, creativeness and nerve are going to help the promotion stand out. A
boring promotion will probably have boring results. Put yourself in the mindset
of your target market while they are using Facebook. What potential reward
would get them to sit up and take notice?
3. Strive for simplicity
Keep the promotion both clean and simple. Extravagant visuals and complicated
contest rules will overwhelm your audience, possibly losing you potential
applicants. Entering a contest online should be easy, quick and fun. Keep this in
mind throughout the implementation of your promotion.
4. Go multi channel
Cross promote your contest through other platforms available to your brand.
Share it on your website, through email marketing, print ads, word of mouth, on
TV, on the radio, on YouTube, Twitter, LinkedIn or any other platform you deem
appropriate, including Facebook ads themselves.
5. Be timely
Seasonality and timing are important aspects of Facebook
promotions. Try to anticipate what is on the minds of your
target market right now and don’t drag things out. If the
contest is too short it may never reach enough leverage among
interested audiences and fail, yet if it goes on too long fans will
lose interest and forget what they have entered. Determine a
balanced time frame for your campaign, giving it enough time
to attract buzz while also maintaining its relevance. Jack in the Box knows what their young
audience is looking for in Spring.
Brian Honigman is a Search Analyst at LunaMetrics.
He blogs on Social Media, SEO and Marketing on
LunaMetric’s Blog and on BrianHonigman.com. He
can be followed on Twitter at @Brian_Honigman.
Page 17
21. Chapter 5. Using Facebook Connect for Ecommerce
Linda Bustos
Facebook Connect was created in May 2008, allowing Facebook
Facebook Connect
users to register with their Facebook identity on any site and What it does: Allows users to sign in
also providing personalization via Facebook user data. In 2010, at almost any site using their
Facebook log-in.
with the Facebook user base reaching the half billion mark and Why it matters: Sign-ins are
the Open Graph fueling data integration, Connect gained simplified and their volume
momentum as a sales tool on major ecommerce sites. increases; sites can personalize
based on Facebook user data.
According to Facebook, 30% of its users actively engage with
third party websites through Facebook Connect each month.
Documentation on Facebook Connect logins can be found at
http://www.facebook.com/help/?page=730 .
Web sites are seeing benefits from Facebook Connect in a number of ways:
Alternative to a sign up process. A logged in Facebook user can join a
site with one click, authenticating his or her account using Facebook
credentials.
Provide “social context” around web content and features. Users can
grant permission for a Web site to post stories to their Wall, share
content with one click and even share wish lists or products that they’ve
purchased. Connected users can see what their friends have viewed,
commented on, or reviewed at the site. This “social proof” builds trust,
as people value their friends’ opinions over strangers’.
Enrich web site personalization. With access to profile data, web sites
can personalize based on keywords in both the connected user’s profile
and his/her social graph (gift suggestions, birthday reminders, etc).
Improve customer service communication. Folks who frequent
Facebook more than their email inboxes may prefer to receive news
such as product back-in-stock or shipment notifications through
Facebook, especially when email inboxes are already overflowing.
Facebook claims sites using Facebook Connect have seen 30% to 200% increases
in site registrations, and 15% to 100% increases in user generated content
(including product reviews). For many Web users Facebook is the richest source
of information on their interests and preferences, as they frequently share
items with friends and are constantly updating profile data.
With all of these advantages in sight ecommerce sites have still lagged behind in
adapting to Connect. Information sites like TechCrunch or the Wall Street
Journal have enjoyed greater benefits from the increased content sharing. Social
networks like Twitter and Vimeo benefit from one-click sign up. But now some
heavy hitting ecommerce sites, most notably Amazon, have taken the plunge
and are being joined by innovators of all sizes.
Page 18
22. How Online Retailers Are Using Facebook Connect
Personalization – Amazon
The ‘Zon made a big splash in late 2010 when it rolled out new personalization
features with Facebook Connect. By connecting to your profile and social graph,
Amazon can recommend products that match the interests of you and your
friends beyond the click stream and purchase data it has from on-site Amazon
behavior. (You can access this feature by clicking the “We have
recommendations for you” link at the top of your Amazon page.)
Using the Facebook Open Graph, Amazon offers recommended products based
on the Likes of Friends, along with upcoming birthdays. They can also base
recommendations on the personal preferences expressed on Facebook.
Personalization – Teavana
Using the TurnTo application, online tea merchant Teavana
allows users to search within items that their Friends have
purchased on the site. They also can make recommendations
based on purchases within the user’s zip code.
Page 19
23. Merchandising – Levi’s
Levi’s has used Facebook integration to create
a specialized micro-site – The Friends Store,
where they merchandize products according
to the number of Likes received with
emphasis on the user’s Friends.
Facebook Connect allows visitors to view a
personalized selection of Levi’s products that
their Friends have Liked and also remembers
their birthdays. Unlike Amazon, Levi’s does
not suggest products for Friends. Users are
encouraged to post items to their Facebook news feed when they find an
interesting product, hopefully to start a discussion with Friends.
Product Pages – Jansport
Jansport encourages product reviews and
uses the Fluid Social application to
socially network its product pages.
Connected users can filter reviews down
to their Friends’ contributions or the
reviews that they’ve liked. They can also
invite friends to chat right on
Jansport.com about the product.
Retailers obviously have to consider scale
– what is the likelihood that a user will
have a Friend who has reviewed a specific
product? Even without significant Friend
activity there are other aspects of
Facebook Connect that can still help; for
example users who do comment on a
product can post it on their Facebook wall
and they can invite Friends to help them
decide on a purchase.
Post-Purchase – Nike
In 2007 Facebook Beacon turned Facebook users into product evangelists by
posting their online purchases to their Wall. Facebook neglected to ask for user
permission first which resulted in one of their early privacy nightmares. It was a
powerful concept, however, and today Nike uses Facebook Connect to do very
much the same thing, only with user permission this time.
Page 20
24. Photo Credit: Digital Operative
Nike waits until the sale is complete before they ask for permission so that they
don’t interrupt the checkout process and risk an abandoned cart.
This feature is on-point with Nike’s customizable product line. Customers who
design a custom pair of shoes are more likely to want to share their purchase
details, as building the shoe is a personal activity and a reflection of
individuality.
Groupon is another site that offers post-purchase evangelism. Again, this makes
sense for their business model – the daily deal is something local friends may
get excited about.
Is Facebook Connect Right For Your Online Selling?
One-click Facebook Connect sign-up eliminates virtually all friction in the
registration process (apart from the anxiety over privacy). Most Facebook users
are perpetually logged in, or they log in frequently enough so that their login
info is committed to memory.
There are pitfalls for online retailers, however. Facebook Connect cannot
replace the account creation process if you require complete and accurate
information. You are restricted to their Facebook profile data and further
restricted by their privacy settings. It may prove difficult to collect custom data
fields helpful to your business.
The personalization features are extremely powerful but most retailers have to
be realistic about the overlap between their user base and the user’s Facebook
network.
Rather than build a feature that relies simply on Friends’ activity, a site can
emulate Amazon and find ways to leverage existing customer data. Take cues
Page 21
25. from keywords in Friends’ profile data to recommend products for the
Connected user and gift ideas.
7 Recommendations for Facebook Connect
1. Location, location, location. Timing, timing, timing.
Introduce Facebook Connect at the right place and time. Avoid using those pop-
up window requests that are commonly used for customer surveys and email
sign ups. It’s not just because users hate pop-up windows more than waiting in
line at the passport office. If prompted too early, they may decline the request,
then not know how to get it back when they decide they want to connect.
Instead, use a passive call to action placed where it makes most sense to
connect. For example, the product reviews section, account creation page,
community areas/features, or post-purchase.
2. Presentation, presentation, presentation.
Because Facebook Connect is a call to action, it can compete with your default
CTAs. You want your Facebook Connect button to get noticed, but not create
confusion or dwarf other options on the page.
3. Spell it out.
Make sure you address these FUDs (fears, uncertainties and doubts):
What happens when I connect?
What data is shared between Facebook and your site?
Is it easy to disconnect?
What is the benefit of connecting?
4. Take only what you need.
The Facebook Connect dialog box will disclose exactly which Facebook data you
will be accessing. It can create a formidable barrier. Like a web form, ask for
only the information that you will need.
Page 22
26. 5. Make it easy to unplug.
Provide a clear link for control of Facebook Connect status and the point-of-
action assurance that users can reconnect at any time.
6. Respect privacy.
Facebook users have been subjected to some serious privacy gaffes in the past
and many are rightfully suspicious. Keep this in mind and assure them that you
will value and protect the privacy of your visitors and customers
7. Be a star performer.
Performance is important. Scripts that slow down a user’s browser are a sure
fire way to get “disconnected.” Implementation should be smooth and bug-
free.
Linda Bustos is the Director of Ecommerce Research with Elastic
Path Software and is the author of the Get Elastic Ecommerce
Blog (Facebook: GetElastic). She also is an online retailer herself,
launching Robin Hood Couture, a line of handmade jewelry for
sale on Etsy.
Page 23
27. Chapter 6. Facebook Location Based Marketing – Places & Deals
Jeff Ente
The rapid adoption of GPS equipped smart phones in late 2009 Facebook Places & Deals:
and early 2010 led to tremendous interest in socially oriented What they do: Businesses can establish
location based marketing. Startups such as Foursquare and their physical location as a Facebook
Place, encourage Check-ins and
Gowalla were already getting solid attention when, on April 20, incentivize through Deals.
2010 (one day before Facebook announced the Open Graph), Why they matter: Check-ins and Deals
can be posted to a user’s newsfeed;
Google Places was introduced.
Deals can be used to encourage trial,
reward loyalty and offer viral exposure.
Facebook’s response didn’t come until August 18.
Facebook Places, complete with Foursquare style Check-ins,
brought location awareness to the world’s largest social network.
The Facebook iPhone app was updated for Check-ins and owners of
other smart phones could check in through the mobile browser at
touch.Facebook.com. Either way, Facebook users could now post
their location to their newsfeed, tag nearby Friends and call up a list
of other users who had checked into the same location.
To participate in Places a business needs to search for their name
on Facebook from an equipped mobile phone, add it if not found,
and then stake their ‘Claim’ by clicking on an ‘Is this your business?’
link.
Facebook Deals
Places had some interesting features but it was obvious that Facebook had to
create a stronger motivation for people to use it. On November 2 Facebook
Deals was announced to provide both financial and altruistic motivations. After
Check-in a list of nearby Places appears and any Place offering a Deal is
highlighted. Four variations of Deals were created:
Individual: The user simply needs to accept the Deal and show the
screen to the merchant to receive their incentive (usually a discount or
free merchandise).
Friend: Multiple users must combine forces to receive the incentive.
Loyalty: Incentives are provided to a single user for recurring behavior.
Charity: Donations are made on behalf of the user.
Page 24
28. Facebook has rolled out Deals slowly starting with 22 merchants, updates are posted at
www.facebook.com/deals. Instructions for creating a Deal can be found at
www.facebook.com/deals/business/.
Facebook made another key change when they announced Deals. Developers were given
the ability to build Facebook apps that could Check-in on behalf of their owners. A Check-in
was required before a Deal could be offered so it made sense that Facebook would want the
process to be as automatic as possible.
Combining Deals with Events
The original 22 retail partners were quick to experiment with Deals. Chipotle
offered two entrees for the price of one, The Palms Hotel gave out free room
upgrades or extra nights and the San Francisco 49ers sold tickets to future
games for the discount price of $49. Most notably, The Gap gave away free
jeans to the first 10,000 people who accepted the Deal (although in practice the
10,000 had to be pre allocated to each participating location).
Although Facebook Events were originally conceived of as a single location get
together they have since been adopted by retailers as a home base to create
extra excitement and to publicize their deals. In late March 2011 Facebook
started testing the ability for users to Check-in directly to an Event, no Place
needed, further blurring the relationship between Places and Events.
Using Deals Wisely
Groupon’s business model has been criticized by some retailers for bringing in
low margin traffic that is price sensitive and not very loyal. Deals could face the
same issues but the Facebook environment suggests that they could be used as
a familiar electronic greeter that remembers good customers and always has
something that will interest them. Deals still require a Check-in (although it is
easy to envision them being pushed automatically when a user approaches a
location). They could be a great involvement device – users should want to
Check-in to see what is going on today, developing a relationship with an
establishment as an active part of their daily Facebook experience.
Page 25
29. Chapter 7. Facebook Comments
Jeff Ente
Facebook announced a significant upgrade to their Comments plug-
Facebook Comments:
in on March 1, 2011. Web sites can now offer a robust platform for What they do: Provide (via plug-in) a
user comments by pasting in a very short snippet of HTML: robust commenting platform using
Facebook’s Open Graph.
<div id="fb-root"></div> Why they matter: Any user currently
<script src="http://connect.facebook.net/en_US/all.js#xfbml=1"></script> signed in via Facebook is also signed in
<fb:comments href="YOUR_CANONICAL_URL"></fb:comments> for the commenting system; their
comments can be shared on their wall
Facebook Comments have been around for awhile and even with the creating additional exposure.
upgrade it isn’t at all certain that they are a better option than the
sector leader, DISQUS. The Facebook system does have some powerful
advantages as well as some negatives that bear watching:
No additional sign in required. If the user is currently signed into
Facebook their comment box is automatically presented and
accompanied by their profile image.
Exposure on Facebook. The comment box has a pre-checked box
providing the option of having it posted to the user’s news feed where it
effectively acts as a share. Friends can then add a follow-up comment
directly through the feed and it will by synced and displayed back on the
original site (this may not be obvious to some users who could therefore
be surprised that their wall postings are being distributed outside of
Facebook).
Social relevance/filtering. Comments are sorted using the Open Graph
so that posts by Friends and then friends of Friends will be presented
first, followed by the most heavily Liked comments. If a user has been
previously banned or if they use a blacklisted word their comments will
be visible only to themselves and to their networks. They might not
even realize that they have been banned.
Use of Facebook profiles. Users post as their Facebook profiles which
could promote more civilized discussions but it also obstructs comments
that have a valid reason for anonyminity. Significantly, Facebook Page
admins can post as their Page, giving the exposure to their Page instead
of to themselves.
Limited integration. Facebook controls the list of other 3rd party
commenting logins that can be integrated for non-Facebook users or for
those who don’t wish to comment as the Facebook profile.
Restricted styling. Unlike DISQUS and other systems designers cannot
customize the comment box using CSS. Facebook restricts the look and
feel of the comment system to the light and dark gray options
consistent with their other plugins.
Availability. If Facebook is blocked (as in some offices) the Comment
system will be as well.
Page 26
30. Chapter 8. Advertising on Facebook
Kelly Gillease
Facebook’s audience has continued to grow at a remarkable pace. Facebook advertising
What it does: Allows targeting on
According to Hitwise, it has become the most highly visited site on the
Facebook pages by demographics,
Web, edging out even Google. Marketers naturally find it irresistible, interests and connections.
not only for its sheer reach but for the viral capabilities that it provides Why it matters: Still in their infancy,
Facebook ads are likely to become a
as well. Facebook offers marketers a lot of free interaction tools but, major component of Facebook’s
for obvious reasons, it is expected to emphasize paid advertising as an monetization strategy affecting the
effective means to communicate with its user base. growth and popularity of Pages,
Facebook commerce and branding.
Step 1: Determine Campaign Goals
Like any online campaign, there’s a variety of goals and purposes that Facebook
ads can address. Step 1 is to determine the goals upfront for the campaigns.
Many marketers are running Facebook ads to promote their social media
marketing efforts by promoting a Facebook Page or Group. There’s nothing
wrong with setting a goal related to social media but Facebook can also be used
to attain more traditional campaign goals (direct sales, site traffic) through its
advertising program.
Marketers should choose their goals carefully and then keep campaigns with
different goals distinct. For optimal results a social media campaign will need
different ad texts, URLs, calls to action and probably spend levels compared to a
more traditional online marketing campaign. Don’t mix them together if you
decide to market via Facebook ads for both.
Step 2: Create Ads
For Facebook ads that link to a non-Facebook page, follow the now tried and
true best practice of using tracking parameters in URLs (or another method of
tracking) as you would for any online marketing. Another best practice for
Facebook ads is to include an image. Click-through rate is much higher for ads
with images than for those that are text only. Otherwise rotate and test multiple
ads as you would for search engine marketing to see what works best.
Step 3: Set the Targeting
Facebook’s strongest advertising assets are its robust targeting
options. Besides location, demographic and language targeting there’s
also a huge set of Likes, interests and connections that should be
explored and tested.
Traditional keywords come into play for Likes and interests targeting.
Explore keywords that are relevant to your site, but also explore
competitor or related brand names that would also be of interest to
your target audience. For example, if advertising for Dell computers,
you probably also want to target people who are interested in
Facebook provides ad planners with
Gateway, HP, and other related brands as well as generic terms like running counts of estimated reach based
“computers” or “laptops”. Take note of Facebook’s keyword on their targeting criteria.
Page 27
31. suggestions from the drop down list that appears as you type; they can provide
additional ideas.
Connections provide some of Facebook’s most interesting targeting options.
Advertisers can target profiles that are connected to a Group or Page (of which
you are an Admin), which is a great way to market to an already brand aware
audience of the most loyal and interested customers/prospects. The opposite,
but equally compelling, feature is to exclude this audience by targeting only
those Facebook profiles which are not already connected to your group or Page.
If your campaign goals are to generate new customers or Likes/followers this
feature will help narrow the focus of your campaign to just new prospects.
Facebook seems to have removed the option of “Targeting Friends of
Connections” which helped narrow focus further to those profiles which are
Friends of people connected to your group or page, and therefore possibly a
more relevant audience for your offering. Help documentation still exists on
Facebook to support this targeting feature, so perhaps it may return at some
future point.
Step 4: Even the Ads Have Social Media
Never missing a social media opportunity, even
Facebook ads themselves can be Liked. It may pay to
encourage Likes of a Facebook ad. Facebook is terribly
vague on what exactly the number of Likes will do: “We
will then take this feedback into account as we continue
to improve our advertising systems for all advertisers
and users”. One suspicion is that more Likes could lead
to increased ad serving via a process similar to Google
AdWords’ Quality Score. So, encouraging friends and
fans to Like the ad, if that is realistic given your targeting,
may help an ad’s success and possibly affect future With a high ticket item to sell, Chrysler uses ads to send
campaigns as well. traffic to its Page for further engagement. It also gets
an opportunity to prove its popularity through a Like
counter.
Step 5: Manage expectations and measure
Before diving into numbers set the expectation that Facebook ads are a lot
more like banner or display campaigns than search engine marketing
campaigns; don’t set your sights on Facebook ads generating response numbers
comparable to a SEM click-through or conversion rate. Facebook click-through
rates are generally lower and conversion rates can also be low. Some
advertisers are a great fit for Facebook and see wild success, others are
disappointed with the results when compared to stronger, more traditional
direct marketing channels. Marketers need to immerse themselves in the
Facebook environment and test strategies that take advantage of the highly
engaging social environment that Facebook seems to create.
Be sure to establish a baseline level of performance for the organic amount of Likes and
other Facebook behaviors that normally occur without Facebook advertising. Measuring
social media metrics is trickier as the traditional URL or analytics tracking is often not
available. Establishing baseline performance upfront can help isolate increase trends for
Page 28
32. Sponsored Stories which the Facebook ads are likely responsible. Also avoid
other large social media campaigns while testing
Facebook ad campaigns run as their influences can
overlap.
Branding is another success measurement for Facebook
advertising. There’s no denying that Facebook is a highly
trafficked site and one that many marketers feel they
strategically cannot ignore. No one wants to see their
competitors gain share in the Facebook space, even if
the channel isn’t yet a critical driver of direct sales.
Facebook began experimenting with a
Because click-through rates are low and pricing is cost
new category of advertising in January.
Advertisers can pay to prominently re- per click, there are tons of free impressions being
post updates from Friends who have generated for an advertiser. Arguably all these free
either posted a keyword, interacted advertising impressions bring along a brand awareness
with an app, Checked-in or Liked benefit.
something. The ad is located to the
right of the news feed. There has been
some feedback from users surprised to
Start Now
see their Friend’s actions turned into
ads and the process probably doesn’tFacebook advertising is still a new and evolving ad space.
scale down very well below the Start now. Getting in on a new channel early always
Starbucks, Red Bulls and Victoria seems to give an advertiser an edge in the online
Secrets of the Facebook world. advertising space. Having experience, established best
practices and accounts with history all pay off in the long
run when the channel really becomes critical. Also the ability to access new beta features
and learn about changes early is a clear advantage. The possibilities for Facebook ads’ future
evolution are incredible, and something no advertiser will want to miss.
Kelly Gillease is VP Marketing for Viator. She
blogs at inhousesem.com and can be found
on Twitter @kellpickles.
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