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.

1. how to use
facebook
social plugins?
www.kontestapp.com
08/ 2012
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2. Introduction
Nowadays, brands understood that their presence
on social networks can help them to increase
visibility, to develop their image and to manage
their community.
It is possible to go even further to maximize visibility
and to generate a turnover in some specific cases.
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.
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3. Facebook and the Open Graph Tagging
The Open graph constitutes the potential of Facebook marketing: inside the social network, each user
is related to people, brands, groups or objects that represent nodes in the Open Graph. The Facebook
Open Graph includes all of these nodes and these links between each of them.
The Social Graph is the user centric part of Facebook’s Open Graph. Each action of the user feeds his
Social Graph by creating links (if he comments or likes a video for example) and/or a node (if he uploads
a photo in one of his albums for example).
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4. The Open Graph Tagging is the main method allowing to transfer
the content of a web page within the Open Graph on Facebook.
Users will be able to recommend content whatever its form is (article,
image, music, video) via Facebook.
The Open Graph Tagging involves the installation of <og> and <fb>
tags in the HTML code of a page so that the content of a site is
identifiable on Facebook and specifically in the user’s Social Graph.
Once the content tagged it becomes an rich object (and therefore
a node in the Open Graph). This object will enter one of the following
category : products and entertainment, business and organizations,
websites and articles, individuals, groups, activities or locations.
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5. Facebook plugins
When a content is shared it contains a title, description, a default image and a URL. When
a user clicks on this publication the consequence will be different regarding its type (e.g. if
it’s a video, a player appears and the video plays).
You will be able to send information on Facebook only to those who have a specific rich
object in their Social Graph.
Thanks to the Open Graph Tagging, Facebook centralizes information on its own platform
and make them directly usable in order to create a value.
Social plugins aim to create links between the rich objects into the Social Graph.
On a website, social plugins usually appear just above or just below a shareable content,
but are also found occasionally in a module on the left of the page that moves depending
on the scrolling.
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6. The Like button
The Like button is the first Facebook plugin to use on your website.
Thanks to it, a user can display a content he appreciates and show that to all his
relations.
The gain of visibility for your brand occurs not only through your Facebook fanpage but also outside of
Facebook as the shared content necessarily lead users to visit the linked website.
In addition, you can tag any type of content on your website in order them to be liked: products, categories,
articles, videos, music or images.
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7. You just have to ensure that the users recommend your content to their relations to generate qualified
traffic interested in what you offer. There are several types of Like button available on Facebook:
The classic Like button only containing the logo of the thumb
and the word «Like» translated on the language of the user.
The Like button with a fan counter.
The Like button with the fan counter which displays pictures of
some people who already have recommended this content.
It is also possible to display the word «Recommend»
where the «Like» does not match ethically to the published
content.
After linking a content, the user will be able to add a comment
that will be displayed above its publication on the newsfeed.
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8. The Like button can really boost your traffic:
A content recommended by a user generates 20 visits from his
friends on Facebook*
The Like button leads to an increase by 50 to 300% the visits coming
from Facebook**
The Like button with the counter and the photos of users generates
25% more clicks compared to its classical form**
Facebook represents 38% of referring traffic making it the world’s
leading source of traffic***
* Source : http://weblogs.hitwise.com/robin-goad/2011/06/1_facebook_fan_20_additional_v.html
** Source : Facebook developer Garage 2
*** Source : http://www.emarketinglicious.fr/marketing-reseaux-sociaux/facebook-est-a-l-origine-de-38-pour-cent-du-trafic-referant-sur-internet
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9. A liked content appears in three on Facebook:
• In the newsfees of the user’s friends
• In the search engine of the social network (auto-suggestions and results after validation).
• In the «Information» tab of this user’s profile.
Here is how appears a perfectly tagged And here is what happens on Facebook the
content in the Facebook newsfeed: content is not properly tagged:
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10. The Send button
The Send button will allow a user to send one of your content via
email or private message to another user. He may also share this content
into a specific Facebook group.
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11. Facebook Comments
Facebook Comments is a comment system integrated to your business blog or on product descriptions
on your e-commerce site for example. Users can choose to share their comments in their newsfeed
and that of their friends. This will bring you traffic from from people interested in the subject commented.
This solution has several advantages:
• Users with a Facebook account can directly comment on your site without creating an specific
account and enter their information. This time saving increases opportunities of engagement
from your visitors.
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12. • With this box, a user can directly respond to comments from another person even if they
are not related on Facebook which will create social interaction on your website.
• People who comment with Facebook Comments are doing right most of the time because
they are not hidden behind a pseudonym. Comments are better and moderation becomes easier.
• The comments generating the most reactions from users will find themselves shown
on the top the box.
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13. Facebook Registration
Facebook Registration is a system allows
any user to register or connect your website
with his Facebook account.
Consequently, the connection or registration
on your site will be very fast because the
user will not have to complete form. You just
need his permission to retrieve data from his
Facebook account to create a connection
with your website.
This will allow your e-commerce site to
recommend products to the user according
to what he likes on Facebook and therefore
target him very accurately.
You are able to qualify your leads by asking
additional questions. Users can also connect
to your service within one click thanks to the
Facebook Login button.
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14. In fact, all you need to do is aspiring
it from his Facebook account with
his prior authorization.
You can use the data provided
by the user and include them into
an interactive advertising, for
example.
The viewer will feel that the ad is
directly talking him, so the impact
will be maximized.
For example, an original ad from
Switzerland Tourism did it well: Two
Swiss are watching the profile of
the user connected via Facebook
and decide if he needs holiday far
from internet. The other Facebook
plugins
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15. The other Facebook plugins
A Likebox on your site will allow a person to like your Facebook page
directly from your brand website and so recommend it to all his relations
since this action will appear in their newsfeed.
Face Pile displays the photo and the name of a user relations who
have recommended a content or page, or have already registered on
your site via Facebook Registration.
You can also display a box called Activity Feed your site. In fact, this
is a preview of your Facebook page containing the latest updates you
have made.
The user can get an overview of your brand activity on Facebook, see
your posts, and decide to become a fan of the page with Like button
built into the box.
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16. The Recommendations box displays the
content you published and who already
liked it. The user will only see publications
recommended by their friends on Facebook.
The Subscribe button lets a user subscribe to
your public updates on Facebook. Then he will
see these updates in his newsfeed.
This plugin is available for personnal profiles
only.
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17. To conclude
The interest of a presence on social networks is now obvious to a large number of firms but the
potential of the tools is not exploited to its maximum. The integration of social plugins is effective
in driving traffic to your website, in facilitating the sharing of your content and recommendation
by the users, in qualifying a database and in recruiting new members in your community.
Given the diversity of available tools, it will be important for you to select the most useful and
effective plugins not to lose the user by offering him too many possibilities.
The other networks like Google+, Twitter, Linkedin and Viadeo also have plugins that you can
add on your website.
Your should also consider the release and the evolution of the different social plugins available.
You will then assess their interest in your business and find an effective way to implement to your
site.
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18. Create and spread promotions
on Facebook, the web and mobile devices
hello@kontestapp.com
www.kontestapp.com
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