The document summarizes Facebook's changes in Q3/Q4 2011, including the new Timeline profile format, Open Graph applications, and Insights analytics. It outlines the key aspects of each change and provides recommendations for marketers to leverage the opportunities and address the challenges presented by these updates. Marketers should understand their audience, develop content strategies, monitor for issues, improve imagery, test applications, and set goals to analyze results and optimize engagement through Insights.
The search giant Google has gone back to its roots with the launch of a new technology – “Google Knowledge Graph”. The technology, launched on May 16, leverages the idea of a “semantic Web” focused entirely on user experience. Now when users input a search query on Google, relevant and related information about that query will be provided in a box to the right of the results page. These results will go above and beyond what has previously been provided on search results pages. While users will benefit from more relevant and accessible search results, marketers may see changes in their organic rankings and side-site metrics.
Performics Benchmarking & Industry Developments Report Q3 2013Performics
Spend, click, CTR, CPC trends Y/Y & Q/Q in paid search, mobile and Product Listing Ads. Insights into new Q3 developments in paid search, mobile, shopping feeds, organic search, social and display
NOW IT'S PERSONAL, From Discovery to Trust : Havas Digital InsightsHavas Media
The Search landscape has evolved over the last ten years and provided us with greater insights into consumers and the ways they interact with Search Engines. Over the last five years Google has evolved into a socially focused Search Engine, aiming to achieve their goal of providing personalized results influenced by a user’s Social Network. The impact of this personalization is altering Search space by changing the way consumers interact in today’s always-on world.
To determine the demand post secondary institutes would have for a social media aggregator, we conducted market research and then developed a presentation .
Performics 2014 Digital Trends: Participation ActivatedPerformics
Performics 2014 Participation Activated Trends Report explores our major themes in digital marketing in 2014, including Data Shadowing, Content A.I. and Virtual Marketplaces.
Performics top 3 trends to drive participation and performance in 2013: (1) AUTOMATED INTUITION: Advertisers activate Big Data to customize ads at scale, by intent, across devices, in real- time to better Connect with participants, (2) THE HUMAN ALGORITHM: Participants move beyond traditional search results to Discover alternative (human!) authority for crowd-sourced decision making, (3) SEARCH APP+IFICATION: Search engines seek to Empower participants by giving them niche content—e.g. integrated vertical search portals directly in the results.
The search giant Google has gone back to its roots with the launch of a new technology – “Google Knowledge Graph”. The technology, launched on May 16, leverages the idea of a “semantic Web” focused entirely on user experience. Now when users input a search query on Google, relevant and related information about that query will be provided in a box to the right of the results page. These results will go above and beyond what has previously been provided on search results pages. While users will benefit from more relevant and accessible search results, marketers may see changes in their organic rankings and side-site metrics.
Performics Benchmarking & Industry Developments Report Q3 2013Performics
Spend, click, CTR, CPC trends Y/Y & Q/Q in paid search, mobile and Product Listing Ads. Insights into new Q3 developments in paid search, mobile, shopping feeds, organic search, social and display
NOW IT'S PERSONAL, From Discovery to Trust : Havas Digital InsightsHavas Media
The Search landscape has evolved over the last ten years and provided us with greater insights into consumers and the ways they interact with Search Engines. Over the last five years Google has evolved into a socially focused Search Engine, aiming to achieve their goal of providing personalized results influenced by a user’s Social Network. The impact of this personalization is altering Search space by changing the way consumers interact in today’s always-on world.
To determine the demand post secondary institutes would have for a social media aggregator, we conducted market research and then developed a presentation .
Performics 2014 Digital Trends: Participation ActivatedPerformics
Performics 2014 Participation Activated Trends Report explores our major themes in digital marketing in 2014, including Data Shadowing, Content A.I. and Virtual Marketplaces.
Performics top 3 trends to drive participation and performance in 2013: (1) AUTOMATED INTUITION: Advertisers activate Big Data to customize ads at scale, by intent, across devices, in real- time to better Connect with participants, (2) THE HUMAN ALGORITHM: Participants move beyond traditional search results to Discover alternative (human!) authority for crowd-sourced decision making, (3) SEARCH APP+IFICATION: Search engines seek to Empower participants by giving them niche content—e.g. integrated vertical search portals directly in the results.
For this assignment, I am an Internet Marketing Consultant seeking the business of a 3rd party company. This company has decided to include me in their final round of selection. This round, the company has pulled several live Google Analytics reports from their site. They want a complete Analytics Optimization Plan.
The future of search engine is still uncertain, but it is sure going to impact many aspects of our daily life. Technologies such as Google glass and “internet of things” will integrate search engines into our every day life and allow it to become so ubiquitous that participation will be taken for granted.
As 2011 was coming to a close, the team at Spring Creek Group was already running headlong into 2012. This next year will be an incredible time in digital media, that's a given. This deck takes a look at the coming trends and how they will impact consumers and marketers alike in 2012.
Michael Kahn expresses his excitement and leadership plans as he steps into the role of Chief Executive Officer, Performics Worldwide. Check out our informative interview here:
While many sectors still believe highly in the relevance of Search Engine Optimization (SEO) and Search Engine Marketing (SEM), many is very interested to know just what the future holds for paid search, PPC, paid social and other integral elements of Search Engine Marketing. Read our presentation to learn more.
Check out out original blog post here - https://digitalmarketingphilippines.com/search-engine-marketing-trends-in-2020-infographic/
This document is intended to give CIPR members insight into how Google Analytics can be used as a broad based measurement platform to help better demonstrate the value of PR and comms activity.
Tech Talk with HYFN: Building Integrated Social Campaigns for the Nations Top...Digiday
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For this assignment, I am an Internet Marketing Consultant seeking the business of a 3rd party company. This company has decided to include me in their final round of selection. This round, the company has pulled several live Google Analytics reports from their site. They want a complete Analytics Optimization Plan.
The future of search engine is still uncertain, but it is sure going to impact many aspects of our daily life. Technologies such as Google glass and “internet of things” will integrate search engines into our every day life and allow it to become so ubiquitous that participation will be taken for granted.
As 2011 was coming to a close, the team at Spring Creek Group was already running headlong into 2012. This next year will be an incredible time in digital media, that's a given. This deck takes a look at the coming trends and how they will impact consumers and marketers alike in 2012.
Michael Kahn expresses his excitement and leadership plans as he steps into the role of Chief Executive Officer, Performics Worldwide. Check out our informative interview here:
While many sectors still believe highly in the relevance of Search Engine Optimization (SEO) and Search Engine Marketing (SEM), many is very interested to know just what the future holds for paid search, PPC, paid social and other integral elements of Search Engine Marketing. Read our presentation to learn more.
Check out out original blog post here - https://digitalmarketingphilippines.com/search-engine-marketing-trends-in-2020-infographic/
This document is intended to give CIPR members insight into how Google Analytics can be used as a broad based measurement platform to help better demonstrate the value of PR and comms activity.
Tech Talk with HYFN: Building Integrated Social Campaigns for the Nations Top...Digiday
Leading digital creative agency HYFN will discuss the HYFN Full Social Stack (FSS), an integrated and innovative approach to social campaigns. Learn how they take an initiative from strategy to launch to reporting using a bold vision, a finely tuned production process, and their proprietary social listening platform, HYFN8.
Ready or not, change is coming. This week, Facebook launched Timeline preview for administrators of Facebook pages. On March 30, all Facebook brand pages will be forced to convert to the new layout if they have not opted in already. While the layout will provide a new user experience for your brand’s Facebook fans, the purpose of the social media platform remains the same: Engagement.
Liveworld POV new FaceBook features for brandsLiveWorld
Facebook presented a number of changes that the company positions as natural outgrowth of its perspective that “Stories are more powerful than Ads, and a Brand Page is where the brand creates stories that fans then share and create mini-stories on top of.”
Facebook is moving toward the seamless integration of apps on their platform with a combination of the News Ticker and the Timeline. The News Ticker is a live log of all user actions, while the Timeline is an archive of significant actions the user has taken, grouped by app. When a user takes an action on a third party site or within a third party app, Facebook would like to broadcast that action to the user’s friends. This increases the reach of each user action and provides opportunities for sponsored content.
This deck gives an introduction to these changes, an example of what this new process looks like to a user, and best practices for marketers and advertisers to take advantage of these new opportunities.
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Most marketers were trying to learn and leverage on the 5th largest economy in the world – Facebook, only to realise that the rules of engagement recently changed and how fast!
So, What does Facebook’s bold and radical list of changes spell for marketers and corporates?
Goodbye to all the “digital agencies” who built their business on buying facebook fans. Its no longer How much- its only about HOW?
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.
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.
RTC Perspectives, May 2012: Thank You, Star TrekRTC
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RTC POVs: Facebook Timeline for Pharma Brand Pages, April 2012RTC
Facebook has rolled out its Timeline feature for brand pages, and is offering more options than ever for brands to connect with their fans within the social network. However, there are implications for pharma that marketers must be aware of.
RTC POVs: FDA Warning Letter for Copaxone, March 2012RTC
In March of 2012, the FDA released a warning letter for the drug Copaxone for its patient testimonial website. In this POV, Dii's Ruth Lim discusses the FDA's concerns and the implications for pharma companies and marketers.
RTC POVs: FDA Guidance on TV Ad Pre-Dissemination ReviewRTC
In March 2012, the FDA released new guidelines for certain direct-to-consumer television ads. In this POV, Leigh Miller discusses RTC’s interpretation of the guidance as well as implications for broadcast media as a whole.
Since our first Perspectives of 2012 was published so close to President's Day, we took Presidential technology as our theme and decided to ask the question: What if the Presidents had used technology? If tools like YouTube, Facebook and Twitter had been available to our historical leaders, how would they have used them?
FDA Warning Letters: Dr. Reddy's Labs, January 2012RTC
The FDA recently released a warning letter to Dr. Reddy’s Laboratories’ for the HCP site for their product Fondaparinux. The website was cited for failing to prominently display the boxed warning in both the copy and navigation. This POV, from RTC's Digital Integration and Innovation team, gives more background on the FDA warning and discusses the implications for drug companies and marketers.
In late 2011, the FDA released a document addressing how the pharmaceutical industry can and should respond to requests about off-label drug usage. This POV provides more information about the guidance document, highlights the key issues, and offers use cases to consider in the digital realm.
RTC's Dii team has created this overview of the various options that are available to patients looking for support in managing their health care. The landscape includes mobile apps, devices, websites, and more.
The FDA's October 2011 warning letter to Otsuka demonstrates the importance of making accurate and fully supported claims and associations on pharmaceutical websites.
Neuro-symbolic is not enough, we need neuro-*semantic*Frank van Harmelen
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All of this illustrated with link prediction over knowledge graphs, but the argument is general.
Software Delivery At the Speed of AI: Inflectra Invests In AI-Powered QualityInflectra
In this insightful webinar, Inflectra explores how artificial intelligence (AI) is transforming software development and testing. Discover how AI-powered tools are revolutionizing every stage of the software development lifecycle (SDLC), from design and prototyping to testing, deployment, and monitoring.
Learn about:
• The Future of Testing: How AI is shifting testing towards verification, analysis, and higher-level skills, while reducing repetitive tasks.
• Test Automation: How AI-powered test case generation, optimization, and self-healing tests are making testing more efficient and effective.
• Visual Testing: Explore the emerging capabilities of AI in visual testing and how it's set to revolutionize UI verification.
• Inflectra's AI Solutions: See demonstrations of Inflectra's cutting-edge AI tools like the ChatGPT plugin and Azure Open AI platform, designed to streamline your testing process.
Whether you're a developer, tester, or QA professional, this webinar will give you valuable insights into how AI is shaping the future of software delivery.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
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GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
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The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Essentials of Automations: Optimizing FME Workflows with ParametersSafe Software
Are you looking to streamline your workflows and boost your projects’ efficiency? Do you find yourself searching for ways to add flexibility and control over your FME workflows? If so, you’re in the right place.
Join us for an insightful dive into the world of FME parameters, a critical element in optimizing workflow efficiency. This webinar marks the beginning of our three-part “Essentials of Automation” series. This first webinar is designed to equip you with the knowledge and skills to utilize parameters effectively: enhancing the flexibility, maintainability, and user control of your FME projects.
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- Practical Applications in FME Form: Delve into key user parameter types including choice, connections, and file URLs. Allow users to control how a workflow runs, making your workflows more reusable. Learn to import values and deliver the best user experience for your workflows while enhancing accuracy.
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We’ll wrap up with a glimpse into future webinars, followed by a Q&A session to address your specific questions surrounding this topic.
Don’t miss this opportunity to elevate your FME expertise and drive your projects to new heights of efficiency.
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My and Rik Marselis slides at 30.5.2024 DASA Connect conference. We discuss about what is testing, then what is agile testing and finally what is Testing in DevOps. Finally we had lovely workshop with the participants trying to find out different ways to think about quality and testing in different parts of the DevOps infinity loop.
Connector Corner: Automate dynamic content and events by pushing a buttonDianaGray10
Here is something new! In our next Connector Corner webinar, we will demonstrate how you can use a single workflow to:
Create a campaign using Mailchimp with merge tags/fields
Send an interactive Slack channel message (using buttons)
Have the message received by managers and peers along with a test email for review
But there’s more:
In a second workflow supporting the same use case, you’ll see:
Your campaign sent to target colleagues for approval
If the “Approve” button is clicked, a Jira/Zendesk ticket is created for the marketing design team
But—if the “Reject” button is pushed, colleagues will be alerted via Slack message
Join us to learn more about this new, human-in-the-loop capability, brought to you by Integration Service connectors.
And...
Speakers:
Akshay Agnihotri, Product Manager
Charlie Greenberg, Host
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Have you ever wanted a Ruby client API to communicate with your web service? Smithy is a protocol-agnostic language for defining services and SDKs. Smithy Ruby is an implementation of Smithy that generates a Ruby SDK using a Smithy model. In this talk, we will explore Smithy and Smithy Ruby to learn how to generate custom feature-rich SDKs that can communicate with any web service, such as a Rails JSON API.
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The IoT and OT threat landscape report has been prepared by the Threat Research Team at Sectrio using data from Sectrio, cyber threat intelligence farming facilities spread across over 85 cities around the world. In addition, Sectrio also runs AI-based advanced threat and payload engagement facilities that serve as sinks to attract and engage sophisticated threat actors, and newer malware including new variants and latent threats that are at an earlier stage of development.
The latest edition of the OT/ICS and IoT security Threat Landscape Report 2024 also covers:
State of global ICS asset and network exposure
Sectoral targets and attacks as well as the cost of ransom
Global APT activity, AI usage, actor and tactic profiles, and implications
Rise in volumes of AI-powered cyberattacks
Major cyber events in 2024
Malware and malicious payload trends
Cyberattack types and targets
Vulnerability exploit attempts on CVEs
Attacks on counties – USA
Expansion of bot farms – how, where, and why
In-depth analysis of the cyber threat landscape across North America, South America, Europe, APAC, and the Middle East
Why are attacks on smart factories rising?
Cyber risk predictions
Axis of attacks – Europe
Systemic attacks in the Middle East
Download the full report from here:
https://sectrio.com/resources/ot-threat-landscape-reports/sectrio-releases-ot-ics-and-iot-security-threat-landscape-report-2024/
Empowering NextGen Mobility via Large Action Model Infrastructure (LAMI): pav...
RTCRM POVs: Facebook Changes, September 2011
1. September’s Facebook Changes: Implications for Marketers
Sara Weiner, Digital Integration & Innovation – RTCRM
October 2011
Highlights Key Information
In Q3/Q4 2011, Facebook released changes to
During their 2011 F8 conference,
its website. The primary changes are a new
Facebook informed the public of
design for profile pages called “Timeline,” a
three new changes: Timeline, Open
more integrated Application development
Graph Applications and Insights.
system within Open Graph, and advanced
The Timeline affects personal analytics tracking for Pages through the
profiles, creating a chronological Insights system. These changes bring new
display of photos, posts and opportunities and challenges for marketers.
comments from birth onward; it
may roll out to Pages in the near The new Timeline feature:
future.
Changes the layout and information on a profile page. The new design is
The Open Graph changes allow
less post-by-post, and more dynamic, showing photos, comments, posts
for more integrated applications
and key information over time—recent events are displayed in detail,
(apps) that will interact with the
while events from the past are rolled.
Timeline, news and comment
Provides large space for imagery and self-expression.
feeds; music sharing is part of this
Allows users to delete and change activity seen by other users; however,
new feature.
photos and comments are more visible than in the past.
The changes to Insights include Displays user interaction with applications, including cooking, music and
additional engagement metrics sports, and integrates this information into the profile page and
that allow marketers to look newsfeed for others to see.
beyond “likes” and “fans.” Allows users to “backfill” their personal history by adding photos to
certain years from their past life. For example, someone that joined
For users these changes mean a
Facebook in 2011 can add photos from 2003 and tag them as such. On
self-populating personal history,
the profile the 2003 photos will appear under the 2003 header.
access to more apps, and possibly
better brand experiences on Has not yet been applied to Pages, but may in the near future.
Facebook.
The new app development options in Open Graph will:
For marketers these changes
bring opportunities for branding, Allow Web developers to create apps that sync users’ offline and online
application development and activity with Facebook activity.
consumer engagement, as well as Allow apps to be active on a user’s Timeline and seamlessly integrate
a heightened emphasis on crafting with their Facebook usage. Examples include apps that track running
a thoughtful social media strategy. routes, cooking recipes, and music preferences.
Differ from previous Facebook apps in that new versions will not require
constant user approval to pull data and information, but rather will
always be “on.”
Challenge marketers to create more engaging and continuous
interactions with their fans—interactions that fans find worthwhile.
The new analytics offered in Insights will:
Provide metrics such as friends of “fans,” “people talking about this,”
“reach” and “virality” that look at talk-value and go beyond “likes” and
“number of fans.”
Aggregate results week-by-week to show changes in performance.
Be available to all Page administrators in real time.
Allow marketers to improve their Facebook marketing strategy and
optimize based on results.
Integrate with other analytics packages such as WebTrends.
Pg. 1
2. September’s Facebook Changes: Implications for Marketers
Sara Weiner, Digital Integration & Innovation – RTCRM
October 2011
Implications and Action Items
I. Timeline
The Timeline provides a dynamic and engaging experience for users,
both for owners of a profile and for visitors to that profile—an
experience that marketers can leverage to more effectively socialize
their brand. The Timeline layout, while available for individual profiles,
has not yet been rolled out to Pages. However, most believe that the
Timeline layout will eventually be applied to Pages as well; should that
occur, the implications are numerous. For marketers, the new Timeline
will create brand management and monitoring challenges and
opportunities. In order to assess the impact of this change for your
brand, we have outlined some keys steps to consider taking.
Step 1: Know your audience. Marketers should first understand
their audience’s uses and expectations for Facebook. You should
be able to state your Facebook fans’ demographics and
1
technographics so you can identify proper messaging, tone and
level of tech savvy. You should determine if your fans employ
Facebook for personal use or professional use so that you know how open they are to interacting with your brand. You
should know whether your fans are loyal lifetime customers or if they are one-time shoppers, so that you can identify
the types of messages and offers your fans might be want or expect from your Facebook page.
Step 2: Develop a content strategy. Once a key audience has been identified, it is important to decide what you will
post and how often you will post it. Will your content be customer service–based and practical, or will it be
inspirational and creative? Will you fill in your Timeline (including the years before your brand had a page) or will you
leave the past blank? Developing a content dissemination schedule, perhaps one that aligns with other marketing
initiatives (such as promotions, PR releases, events, etc.) will help keep your page updated and dynamic.
Step 3: Determine a monitoring approach. Since the new Timeline puts emphasis on topics that are most popular, old
posts and comments that received a lot of fan activity in the past may resurface. This could be a positive or a negative
depending on the context of the popular post. While we rarely suggest deleting posts, marketers should consider the
impact of an old PR snafu that resurfaces and be prepared with a strategy for re-addressing any issues that arise. In
addition, you should have a style guide of when and how to respond to customer comments and questions, and what
to do in the event that any of your followers start harassing your profile or other fans.
Step 4: Improve imagery. The Timeline design allows for more branding through an increased emphasis on photos and
visual elements. In particular, the large hero space at the top of the profile page provides considerably more creative
room than previously, while individual photo posts receive varying size treatments throughout the Timeline. This
means two things: one, you will have more room to play with your Facebook design and two, that you will have to pay
more attention to the assets on your Page. For example, if a page lacks photos or the photos are of poor quality, that
may leave an impression that your brand doesn’t care about its Facebook Page. Like a website, fan pages are a gateway
for consumers—a gateway that either draws them in, or turns them away. Consider what you want your Facebook
Page to do and say about your brand, and what type of imagery best lends itself to the interactive medium.
1
Technographics® is a Forrester research strategy that is used to identify how certain customer types utilize technology.
Pg. 2
3. September’s Facebook Changes: Implications for Marketers
Sara Weiner, Digital Integration & Innovation – RTCRM
October 2011
II. Open Graph Applications
With the upgrades, marketers will be able to build better relationships with users by developing apps that socialize their
content and objectives across followers and over time. However, to do this, marketers need to develop apps that are
worthwhile to a consumer. Therefore, when building an app, there are some steps to consider along the way:
Step 1: Identify a need. All the same recommendations from Step 1 in the Timeline section above apply to developing a
proper Facebook app. First you should understand your audience and their needs and then identify topic areas for your
app.
Step 2: Poll your audience. Once you have come up with a short list of ideas, consider polling your Facebook fans to
see what they think. This will serve multiple purposes. One, if they are engaged and care about your brand’s Facebook
presence they will provide useful information that will help make your app better. Two, if they are not engaged they
will likely not participate in your polls and in doing so will reveal themselves to be not interested in your app. And
three, in polling your audience, you will show your fans that you value their input.
Step 3: Design and test. Design a few iterations of the best idea and test those ideas with your actual Facebook
audience. Consider requesting their input on a microsite or test platform to demonstrate how your app works. Or
engage individuals in focus groups or ethnographies. To take testing to the next level, consider a pilot program where
you release an exclusive version to a few users and use them to socialize and perfect the application.
Step 4: Deploy and track. Once you have identified the optimal content to meet the needs and expectations of your
fans, and have developed the app, you can deploy it into the marketplace. Once deployed, research should continue.
You should track the number of users of your app, what they are posting, how they are using the app, and their
reviews—both formal reviews and mentions of your app in social media forums. You can use this information to
optimize your app for its next-generation deployment.
III. Page Insights
Prior to the changes, marketers sought to gather fans and accrue
“likes.” Now with the Timeline and app upgrades, as well as
Facebook’s ad platform, brands can seek to establish more talk-
value among their fans and track and analyze this talk-value
using the new reports available in Insights. While Insights is
never a comprehensive measure of a brand’s social networking
health, the recently added metrics will help brands to better
understand what consumers like and dislike about their
Facebook presence. The information can also be combined with
other analytics tools to provide a robust picture of a brand’s
performance. The steps to do this are fairly easy:
Step 1: Check it out. The Insights functionality is available
to all Page administrators, so all you have to do is log in
and view your metrics. Consider this first view your
baseline for comparison to all future reports and results.
Pg. 3
4. September’s Facebook Changes: Implications for Marketers
Sara Weiner, Digital Integration & Innovation – RTCRM
October 2011
Step 2: Set goals. Setting goals is about identifying the KPIs that are most meaningful to you in achieving objectives.
What do you want to learn? What do you want to achieve? Consider the value of getting high numbers in “total reach”
vs. “people talking about this”—in other words, in quantity vs. quality. There is no correct answer here; however,
generally speaking, social networks are best used for engagement and dialogue (quality) rather than numbers of fans
(quantity). Once you have determined your ultimate goal, take note of your baseline and determine how much you
want to improve your performance.
Step 3: Create a test plan. Establish a test place that coordinates with your content strategy (see Section I, Step 2).
Consider testing different types of messages and content that you believe is relevant to your audience—your goal will
be to evaluate the performance of the different messages/content to see which one performs better.
Step 4: Analyze results. During your test, review the reported data in order to compare and identify which type of
material performs best.
Step 5: Integrate and optimize. Facebook’s API integrates with a number of analytics packages, such as WebTrends, so
that brand managers can get a holistic report on their marketing campaigns. Beyond this quantitative data, you should
also look at qualitative data, such as actual consumer quotes, comments and reactions, in order to complete the
performance evaluation. Once you have results, you can start to define optimization strategies for moving forward with
the most compelling and best performing content.
Conclusions
Facebook’s new Timeline design and app options provide marketers with opportunities for engaging social consumers. These
changes create a more interactive and visually compelling Facebook experience. However, as with most new digital
experiences, a need arises for marketers to think through their approach to the medium and enact a strategy that
appropriately fits in line with their audience. Understanding an audience, testing your options and optimizing based on data in
Insights, are a few of the steps recommended for the successful use of these recent updates to Facebook.
If you are interested in discussing the impact of these changes for your particular brand, RTCRM is here for you—just contact
your Digital Strategist, Account Manager or our Business Development office.
More information on the Timeline, Open Graph Apps and Insights can be found online:
Timeline: http://www.facebook.com/about/timeline
Open Graph Apps: https://developers.facebook.com/docs/beta/
Insights: http://www.facebook.com/FacebookInsights
All: http://www.facebook.com/f8?sk=app_283743208319386
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