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Mining the Social Graph:
How Digital Publishers Use Facebook
Data to Delight and Enthrall Users
Jay Budzik, PhD.
Chief Technology Officer
Perfect Market, Inc.
@JayBudzik
A Case Study By
#AllFacebookConf @PerfectMarket @TribuneTV
Jason Jedlinski
VP, Digital Products & Platforms
Tribune Broadcasting
@JasonJedlinski
ABOUT TBC
@JasonJedlinski @TribuneTV #AllFacebookConf
Local News, Nationwide
@JasonJedlinski @TribuneTV #AllFacebookConf
Highly Engaging, Viral Content
Direct 28%
Facebook 15%
Other Social 17%
Other Referrals 23%
Search 17%
@JasonJedlinski @TribuneTV #AllFacebookConf
28%
15%
17%
23%
17%
Attracts a Highly Social Audience
% of Referrals to Tribune
Broadcasting Site Content:
@JasonJedlinski @TribuneTV #AllFacebookConf
Redesigned Sites to Focus on Social and Mobile
Before After
@JasonJedlinski @TribuneTV #AllFacebookConf
Partnering with Perfect Market
Perfect Ads
Optimizes performance-
based ads
Perfect Links
Automates linkboxes for
traffic recirculation
Perfect Social
Recommends friends
who would like the story
@JasonJedlinski @TribuneTV #AllFacebookConf
KTLA.com Selected For Beta
 Traffic: One of the most-
trafficked TBC sites
 Content: Lots of sharable
content about celebrities and
entertainment
 Audience: Socially inclined and
relatively tech-savvy
PERFECT SOCIAL
Challenge: More Meaningful Shares
Which is more effective?
Putting up a sign Calling friends who care to help
@JayBudzik @PerfectMarket #AllFacebookConf
@JayBudzik @PerfectMarket #AllFacebookConf
Perfect Market’s Patented Technology
i
i
i
Story about celebrity chef and
restaurateur Nobu Matsuhisa
SEARCH TERMS
Perfect SEO
Nobu Matsuhisa, trail
blazer, celebrity chef
AD TARGETING
Perfect Ads
Los Angeles
restaurants, culinary school
Ad
Networks
Semantic
Analysis
SOCIAL TOPICS
Perfect Social
Nobu Matsuhisa, Nobu
Los Angeles
@JayBudzik @PerfectMarket #AllFacebookConf
Facebook is a Trove of Data
Chris Germano
@JayBudzik @PerfectMarket #AllFacebookConf
Perfect Social Uses Friends as Conduits
Publisher has content on
its site about the
New York Yankees
Chris’s Facebook activity
indicates he likes the
New York Yankees
How can the
publisher
reach relevant
readers?
His Friends
Chris Germano
@JayBudzik @PerfectMarket #AllFacebookConf
To Target the Most Relevant Users
Friends on Facebook
New York
Yankees
Neil
Diamond
Boston
Red Sox
RELEVANT TOPICS
Powered by Perfect Social
Neil Halelamien
Chris Germano
BETA RESULTS
@JasonJedlinski @TribuneTV #AllFacebookConf
Perfect Social Users Are 3X More Engaged
Facebook
Shares
Perfect Social
Shares
Shares per User
3X
PVs per Share
2.5X
Time on Site
3X
1
3.25
1.82
4.52
1:36
4:41
@JasonJedlinski @TribuneTV #AllFacebookConf
Facebook Traffic Nearly Doubled
Pre-Beta
Average Weekly
Facebook Traffic
Post-Beta
Average Weekly
Facebook Traffic
⬆97%
@JasonJedlinski @TribuneTV #AllFacebookConf
Expanded Product Across TBC
Traffic Impact Varies By Publisher
Publisher A
Political digital-only
55%
Publisher B
Regional news site
46%
Publisher C
Regional news site
128%
@JayBudzik @PerfectMarket #AllFacebookConf
Pre-Launch
Average weekly
Facebook traffic for
6 weeks prior to
launch
Post-Launch
Average weekly
Facebook traffic for
6 weeks after
launch
Extending the Technology
@JayBudzik @PerfectMarket #AllFacebookConf
Hard at Work
TAKEAWAYS
@JasonJedlinski @TribuneTV #AllFacebookConf
#1 – Relevance Matters
Number of likes
Number of comments
Number of shares
Click-through rate
Relevance increases positive interactions
@JayBudzik @PerfectMarket #AllFacebookConf
#2 – Mention Tags Multiply Visibility
Notifications Help Generate Early Interactions
Mobile
Notification
Email
Notification
Live
Notification
App
Notification
@JayBudzik @PerfectMarket #AllFacebookConf
#2 – Mention Tags Multiply Visibility
Standard Share Mention Tag One Friend
1st Degree Reach 150 friends
2nd Degree Reach 22,500 friends
3rd Degree Reach 3.4M friends
1st Degree Reach 300 friends
2nd Degree Reach 45,000 friends
3rd Degree Reach 6.8M friends
Sharer
Sharer Tagged
@JasonJedlinski @TribuneTV #AllFacebookConf
#3 – Market Sharing to Your Audience
Perfect Social aims to make sharing compelling
 Provides users a reason to share (friend is interested in this)
 Draws attention through personalization
 Clearly instructs users on how to use the tool
@JasonJedlinski @TribuneTV #AllFacebookConf
#3 – Market Sharing to Your Audience
Targeted promo increased conversions by 10X
For more info:
www.PerfectMarket.com
Jay Budzik, PhD.
Chief Technology Officer
Perfect Market, Inc.
@JayBudzik
Thank You
#AllFacebookConf @PerfectMarket @TribuneTV
Jason Jedlinski
VP, Digital Products  Platforms
Tribune Broadcasting
@JasonJedlinski

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Mining the Social Graph: How Digital Publishers Use Facebook Data to Delight & Enthrall Users [Presented at AllFacebook Marketing Conference, June 2013]

Editor's Notes

  1. Which one do you prefer?
  2. Tell the stories
  3. Other Social – Where users are sharing the content (Twitter, Fark, Stumbleupon, Reddit)Other Referrals – Where curators are including links (Google News, Yahoo News, HuffPo, Drudge)Search – Google, Yahoo, Bing, MSN, Ask
  4. This builds by product.
  5. We went into this with the hypothesis that you’re going to get much more meaningful results with direct connection. For example, if you lose your cat, posting some signs may do the trick, but it’s not as effective as calling friends who care to help you look for the cat.
  6. This builds social topics with a click.