SMAZ6 (2012) - Exploring the Impact of Facebook Integration

November / 5 / 2012

Exploring the Impact of
Facebook Social
Media Integration on Websites

Agenda 01 Introductions
02 Ever Changing Facebook
03 Challenges of Acquisition and Engagement
04 Website Integration
05 Getting it Right
06 What Success Looks Like
07 Resources / Q&A

Facebook’s (New) Challenges

Facebook Trends
• Overall growth of the Facebook population continues
• Desktop use plateauing or receding (receding in mature markets, including the US)
• Strong growth in mobile usage
• The amount of information competing for Newsfeed Impressions continues to rise

Facebook, the Public Company
• Facebook is accountable to its shareholders for growth and ﬁnancial performance
• Facebook’s revenue is driven by advertising dollars

An Interesting Paradigm
• There is far more information available for the average Newsfeed than could ever be consumed
• Mobile is on the rise, but mobile offers less real estate for advertising
• Facebook derives proﬁts from advertising

Facebook’s September Update - What Happened!?

“We made an update to the ranking algorithm to improve user engagement and
reduce spam. This is beneﬁcial to the platform overall as increased
engagement and higher quality content are good for the ecosystem.”

Facebook’s September Update - What Happened!?

“We made an update to the ranking algorithm to improve user engagement and
reduce spam. This is beneﬁcial to the platform overall as increased
engagement and higher quality content are good for the ecosystem.”

“We have seen quite a large fall off (40-50%) [in impressions] globally across all
of our clients pages ranging from 10k - millions of fans.”
- Zach Welch, Social Bakers

“Organic Reach -25% change, Viral Reach -45% and Engagement/Fan -17%”

- Chad Wittman, EdgeRankChecker

“Suddenly, Facebook seems all
about the money”

“Facebook Accused Of Changing A Key
Algorithm To Hurt Advertisers”

“Another Agency Claims
Facebook Algorithm Changes”

“Facebook Cuts Organic Reach As It
Promotes Ads”

One Client Example - Organic Impressions

-50%

Jan Feb Mar Apr May Jun Jul Aug Sep Oct

Organic Impressions

One Client Example - Organic Impressions

-64%


Organic Impressions

Another Client Example - Organic Impressions

-34%


Organic Impressions

Another Client Example - Organic Impressions

-72%


Organic Impressions

Facebooks Paid Options For Brand/Fan Pages Abound

Newsfeed Ads Facebook Ad Targeting Based-on Phone Number

Sponsored Stories Facebook Ad Targeting Based-on Email Address

Sponsored Results (In Search Bar) Mobile-only Sponsored Stories

Facebook Exchange (Retargeting) Ads Large-format Logout Ads

Self-serve Platform for Premium Ads Ads Based on Open Graph Actions

Facebook Ads Appearing on Zynga.com Pages now Pay for Offers

Reach Generator Coming Soon... Premium Business Pages

Performing While the Rules are Changing

The challenges for Brand Pages will continue on Facebook. Rumors have stated
that Facebook is internally trying to reach 80% organic content and 20%
sponsored (Facebook Ads) in the Newsfeed.

What Can be Done to Encourage Acquisition Off of Facebook
• How can we acquire more Fans beyond Facebook’s borders?

What Can be Done to Encourage Visibility and Engagement Off of Facebook
• How does content published from beyond Facebook perform?
• How can we encourage users push content onto Facebook from a .com?
• Why do most implementations only perform marginally?

The Popular Facebook Social Plugin: the Like Button

Like Button linked to a Brand/Fan Page
• In-line AJAX Like of a Brand/Fan Page
• Often substituted with an icon and Link to a Brand/Fan Page (not recommended)

Like Button linked to individual Pieces of Content
• In-line AJAX Like of a individual piece of content
• Like and Recommend variants
• Often placed on a website as an afterthought
• Most implementations only scratch the surface
• Many implementations have unseen errors which prevent visibility in the Newsfeed

Anatomy of a Facebook Like Social Plugin

Drop-in Code
• Renders the Like button
• Javascript allowing button to function

Additional Code: Open Graph Meta Tags
• Establishes what the Open Graph Object is
• Deﬁnes how it appears in the Newsfeed
• Headline
• Description
• Associated Image
• Open Graph Meta tags apply to organic shares (cut-and-paste of a URL), too

Required and Recommended Open Graph Properties

Required
• og:title - The title as it should appear in within the graph
• og:type - The type of object (article, athlete, author, product, etc.)
• og:image - An image which should represent the object within the graph
• og:url - Canonical URL linking to the object

Recommended
• fb:app_id - The Facebook Platform application ID that administers the page
• og:site_name - A human-readable name of the site the object resides on
• og:description - A two sentence description of the page

Open Graph Types

Activities Organizations Products/Entertainment Places
• activity • band • album • city
• sport • government • book • county
• non-proﬁt • drink • landmark
Business • school • food • state province
• bar • university • game
• company • product
• cafe People • song
• hotel • actor • movie
• restaurant • athlete • tv show
• author
Groups • director Websites
• cause • musician • blog
• sports league • politician • website
• sports team • public ﬁgure • article

Result of Incorrect Implementation

When incorrectly implemented, expect
• No visibility of an action taken, except by the user who took the action
• Inability to compete in the Newsfeed when rendered
• Action demoted an only visible in the Timeline of the user who took the action
• Poor visual presentation

Lack of visibility means
• Lack of engagement
• Lack of propagation within Facebook
• Lack of traffic back to originating .com

Common Points of Failure for Like Buttons

Common Social Plugin Implementation Errors
• Linking a Like button for a Brand/Fan Page to the wrong URL
• Using an icon and a link as a substitute for the in-line Like Button Social Plugin
• Required Open Graph tags missing altogether
• Incorrect implementation of Open Graph tags
• Not declaring Open Graph content types where applicable
• Image URLs that don’t resolve or force Facebook to guess
• Excessive redirection for the web page or an referenced asset to resolve
• Redundant Open Graph tags cited
• Open Graph tags placed outside the web page’s head tag
• Not including canonical references on web pages themselves

Like 118k Search this site

AN OPEN LETTER FROM JEFF
BELSKUS
Jeff Belskus, the CEO of INDYCAR, has issued the following
open letter to all INDYCAR fans.

An Open Letter from Jeff In their own words: Carpenter's In their own words: Kimball's KV Racing Technology signs de Series champ Hawksworth
Belskus season review season review Silvestro for 2013 ready for next challenge

NEXT RACE: 141DAYS 05HRS 20MINS 13SECS

Mar 22 - 24
Bernard steps down as INDYCAR CEO 12:00 AM ET
Honda Grand Prix Of St.
Alongside Hunter-Reay: Long fight to get back
Petersburg
Notes: INDYCAR promoters make World Series wa...
Live Broadcast
Alongside Hunter-Reay: Never gave up on dream

Hildebrand ready to cheer on Giants in World ... Purchase Tickets

Alongside Hunter-Reay: The confidence factor
Live Timing & Scoring
Franchitti, Jones help give Notes: Holmatro Safety Team makes house call
SEMA a taste of Indy 500 Download Weekend Stats & Info
Alongside Hunter-Reay: 'Champ' hasn't sunk in...
Indy 500 winners Dario Franchitti, left, and Parnelli
Jones visited the SEMA Show in Las Vegas.
PREVIOUS EVENT:
View All INDYCAR News
Sep 15
Auto Club Speedway

Race Winner:
Ed Carpenter

Box Score

TOP 3 OVERALL
1ST 2ND 3RD

ROAD COURSE

OVAL TRACK

CHAMPIONSHIP Ryan Hunter-Reay -- Will Power -- Scott Dixon --
Andretti Autosport Team Penske Target Chip Ganassi Racing

O'Gara sets sights on Firestone
Indy Lights
Sarah Fisher Hartman Racing development driver
Kyle O'Gara recently tested at Kentucky Speedway
in a Firestone Indy Lights car.

Your Email Address
Champion Hunter-Reay INDYCAR Down Under: Proving ground: Indy test 'INDYCAR 36' goes behind
talks about new car Differences between cars provides opportunities scenes with Newgarden
01:36 03:04 02:55 22:31

Follow

@IndyCar 2 hours ago @ME02791nIndy 2 mins ago

Have you voted for your favorite @AutoweekRacing #IndyCar. I don't
INDYCAR drivers? Hurry! Voting closes feel that he did, if so than he needs to
Nov 26! http://t.co/2eGZqdge say something to easy thing, before it
gets really ugly.

@IndyCar 3 hours ago

RT @TheSpeedwayClub: Guess who @JohnHendricks3 6 mins ago

stopped by the Club for lunch? @h3lio Awesome job @IndyCar ! Bravo!
& @penskeracing thanks for joining us! Bravo! "@indy44: Pocono hears from
http://t.co/Sw2NNNiL fans upset with IndyCar
http://t.co/7MEsXrAf @AP
@JennaFryer #IndyCar"
@IndyCar 4 hours ago

@3Paige14 Check out
http://t.co/B7dYqvQc! Diecasts a plenty. @michaelw2000 7 mins ago

RT @stevewittich: Belskus hasn't
called his newest promoter yet.
http://t.co/b8gp6ZEF via @JennaFryer
story. #IndyCar #TooBusyDeepDiving

RESOURCES EXPERIENCE INDYCAR SHOP INDYCAR INDYCAR CORPORATE IMS CORPORATE

Event Schedule Timing & Scoring Mens Mazda Road To Indy Brickyard.com
INDYCAR Nation Womens Media Site IMS Tickets
INDYCAR Mobile Gifts Sponsors IMS Productions
Mobile Site Jobs IMS Media Site
Videos Contact Us Online Store
Indy500.com
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RedBullIndianapolisGP.com

NEWS / SCHEDULE / DRIVERS / SHOP / CONTACT
2012 INDYCAR® ARE REGISTERED TRADEMARKS OF BRICKYARD TRADEMARKS, INC. / PRIVACY POLICY & TERMS OF USE


IZOD IndyCar - Scott Dixon

SELECT DRIVER
Will Power Helio Castroneves
Team Penske
2nd -- Choose Driver --
4th Team Penske

3rd

Scott Dixon
TARGET CHIP GANASSI RACING

Follow
Like 10 Send Tweet 4

Out rambling... @RikTommasone
CONNECT WITH: @ErinTommasone
@EmmaDaviesDixon
Birthday: Jul 22, 1980 http://t.co/QDwnjacu
http://t.co/yOikjQv0
Hometown: Auckland, New Zealand

3 days ago
Residence: Indianapolis, IN

Website: www.scottdixon.com Public Comments · Moderator View Settings

Team Website: TargetChipGanassiRacing.com 3 comments

All-Time Career Statistics - IZOD IndyCar Series Add a comment...

Championship Indy 500 Wins Total Poles Race Wins Comment

2 1 20 28 Posting as Scott McAndrew (Change)

Post to Facebook

Paulette Sheehan · Villa Maria College
Hi Scott
Great race, win no 30 for you is just
around the corner.
I am a Hydroplane racer in N.Z.
My race craft is a 19ft Zander
Hydroplane, which can do about 130
mph.
Year Starts Wins Poles** Top 5 Top 10 Laps Led RAF My question is, would you be
interested in driving my boat at some
2012 15 2 1 8 9 456 12
stage when you are in N.Z. (Full care
no responsibility).
2011 17 2 2 12 13 190 17
There are 24 3 litre Hydroplanes
registered here in N.Z. & mine would
2010 17 3 0 9 15 273 15
be ranked 2nd or 3rd. It did run 4th
2009 17 5 2 12 14 815 16 in a World title held at Karapiro
2008.
2008 18 6 7 15 15 900 17 So it is a very competetive craft.
If there is any interest, I can send you
2007 17 4 2 13 16 291 15 photos & a rough plan of where we
will be racing this coming season.
2006 14 2 1 9 12 215 14 I realise you are a contracted driver &
possible would not be able to.
2005 17 1 0 1 5 25 10 We have our own Dunk Testing unit
& would make this avaliable, so a
2004 16 0 0 2 10 3 12 licence could be issued.
If this is something you would
2003 16 3 5 9 11 748 11 consider doing, please advise.
Tony Hall.
Total 164 28 20 90 120 3916 139
Like · Reply · Moderate · Follow Post ·
* Under INDYCAR sanction RAF = Running at Finish August 7 at 3:39pm
** Includes all poles, including those awarded based on entrant points
Lori Brown · Ivy Tech of Greencastle
We would absolutely love to do a 5-7
minute phone interview with you on
any monday in april between 6pm-
7pm EST if you could possibly do this
with us. Please let me know when
Target Chip Ganassi Racing could possibly work for you! Thank
you very much!
Chip Ganassi stormed onto the national racing scene at the 1982 Indianapolis 500, Like · Reply · Moderate · Follow Post ·
where he became the fastest rookie qualifier and finished 15th. Following a April 2 at 9:13am
successful career as a driver, highlighted by an eighth-place finish in the 1983
Indianapolis 500, Ganassi set his sights on ownership in 1988.

Ganassi created his own Indy car team in 1990 and established a partnership with
Target that endures to this day.
Visit Team Website
Target Chip Ganassi Racing driver Jimmy Vasser captured the CART championship
in 1996. Alex Zanardi followed Vasser's lead and earned CART titles in 1997 and
1998. With rookie driver Juan Montoya's championship in 1999, Ganassi became
the first owner to earn four consecutive CART championships.

Montoya won the 2000 Indianapolis 500 for Target Chip Ganassi Racing, which was
making its first appearance at the Brickyard since 1995. In 2002, Bruno Junqueira
earned the pole position for the Indianapolis 500 and led 32 laps before engine
problems ended his day.

The team joined the IndyCar Series full time in 2002 with driver Jeff Ward. It's gone
on to win the series championship in 2003 and 2008 with Scott Dixon and 2007,
2009 and 2010 with Dario Franchitti. Franchitti (2010) and Dixon (2008) also have
added to the team's Indianapolis 500 victory total.


Indy500.com
Brickyard400.com



IZOD IndyCar - News

PREVIOUS NEXT
Alongside Hunter-Reay: Never gave up on dream Team Helio move to Week 3, but more votes needed

Bernard steps down as INDYCAR CEO

In their own words: De Silvestro's season
review
15 hours ago

In their own words: Carpenter's season review
3 days ago

An Open Letter from Jeff Belskus
3 days ago

Franchitti, Jones help give SEMA a taste of
Indy 500
5 days ago

In their own words: Kimball's season review
5 days ago

KV Racing Technology signs de Silvestro for
2013 ago
6 days

Series champ Hawksworth ready for next
challenge
6 days ago

◄ Newer | Older ►

By indycar.com staff
124 Published: Oct 29, 2012

Like INDIANAPOLIS - The board of directors of the Indianapolis Motor Speedway Corporation convened
a special meeting Sunday, Oct. 28 and has announced that Randy Bernard will relinquish his
0 position as CEO of INDYCAR effective immediately. Indianapolis Motor Speedway Corporation
30 INDYCAR: De Silvestro Tests With KV
Racing At Barber
President and CEO Jeff Belskus was appointed as interim CEO of INDYCAR.
Tweet OCT SpeedTV.com
"We are very grateful for the tireless effort that Randy has invested into learning, understanding and
working to grow the IndyCar Series over the last three racing seasons," Belskus said. "As both VIDEO: IndyCar drivers share their
Randy and our organization have reflected on the past season and as we look toward the
opportunities ahead and how to best take advantage of them, we agreed that the timing was right to
30 favorite outdoor activities away from the
track

pursue separate paths." OCT AL.com

Bernard, who joined INDYCAR in March 2010, said he believed he is leaving INDYCAR in a better IndyCar drivers study the course in
position than when he arrived.
30 testing session at Barber Motorsports
Park
"I have enjoyed the opportunity to work with the entire INDYCAR community, its teams, drivers, OCT AL.com
loyal partners and fans," Bernard said. "The last three years have produced some exciting, and
some difficult, times. But we have created a foundation for INDYCAR that positions it to grow over
the next several years, and I am proud of what everyone at INDYCAR has been able to accomplish 25 Sebastien Bourdais on V8 Supercar
winning team
since I came on board." OCT Indianapolis Star

Bernard was also grateful for the support of the Hulman-George family during his tenure.

"I want to thank the Hulman-George family, especially Josie (George), for giving me the opportunity 23 Hunter-Reay pushes for race in Fort
Lauderdale
and privilege to work with the organization and to help set a course and direction for INDYCAR," OCT Fort Lauderdale Sun Sentinel
Bernard said. "With the family's firm commitment to the betterment of the sport and the dedication
of our teams, drivers, partners and fans, INDYCAR is better poised for success than it has been in
many years."

Belskus credited Bernard with successfully navigating INDYCAR through a challenging and
important time period that included the development and rollout of the first new chassis rules in nine
years and the introduction of a new engine platform and multiple engine manufactures after six
years of a single-supplier format.

Belskus added that Bernard would still provide input into the overall operation of INDYCAR through
an ongoing advisory capacity with INDYCAR. Bernard said he was looking forward to staying
involved.

"I have developed a passion for the sport of INDYCAR, and I look forward to being involved at a
strategic level as an advisor to the INDYCAR leadership," Bernard said. "As INDYCAR fans, we
need to unify behind the sport in order to move it to the next level, and I look forward to providing
input and being part of that unified voice along the way."

Belskus, who served as CEO of INDYCAR from July 2009 through February 2010, will continue in
his current roles in addition to being named interim CEO of INDYCAR. Belskus said a specific
timeline had not been established for announcing a permanent replacement, but added that future
INDYCAR leadership structure will be addressed as part of a current strategic planning process that
includes assistance from global business management firm The Boston Consulting Group and
would incorporate consultation with INDYCAR stakeholders.

"The organization is full of talented professionals, and we will continue to prepare for what will be a
very exciting 2013 racing season," Belskus said. "Once again, INDYCAR is not for sale, and the
organization remains completely committed to owning and operating INDYCAR."

Public Comments · Moderator View Settings

62 comments Add a comment

Michael Nicholas · Fishers, Indiana
He did not step down, forced out by a bunch of people that should not be running this thing.
You just shot yourselves in the foot again.
27 · Like · Reply · Moderate · Follow Post · October 29 at 8:37am

Ron Jan Zacharias
You're absolutely correct, the George Gang fired the best leader Indy Car has had in
the last 20 years. Hope they like empty grandstands, I won't be attending or
watching any races on their pathetic TV package.
8 · Like · Reply · Moderate · October 29 at 7:07pm

Eva Lasvegas
Those stands were already pretty empty, this won't make them any more empty. As
for the TV package, ABC just needs to get their hooks out of it. At least we can now
see the races instead of This Week With David Brinkley, or 10 extra holes of golf.
The new car was the only thing he got right his entire time there.
Like · Reply · Moderate · November 1 at 2:49pm

Gina Navarra
BIG mistake. That is all.
13 · Like · Reply · Moderate · Follow Post · October 29 at 8:19am

Benjamin Michael · Summer Intern at New Jersey Motorsports Park
I hope not. We'll have to see how next season goes along to be sure, but I'm
hopeful at least. It's all you can do at the end of the day
1 · Like · Reply · Moderate · October 29 at 8:29am

View 60 more

Facebook social plugin


Indy500.com
Brickyard400.com


Results of Effective Integration: Fan Growth

When the new site IndyCar
site launched there was an
immediate uptick in Fans,
the largest increase coming
from the new .com

Results of Effective Integration: Impressions, Traffic

9.5x

8.4x

4.6x

Correct Facebook Like Offsite Integration

Low Effort
• Implementing Like buttons and Open Graph tags correctly is generally a one-time activity

High Visibility
• It’s becoming nearly impossible to gain Impressions of this volume on Facebook (without ads)

Generates Traffic back to Site
• Return rate of visitors from Facebook to one’s website is signiﬁcant

Advocacy
• Site visitors take the action that creates stories on Facebook
• Stories visible to their friend network - trusted source

• Far different than a Brand posting from a fan Page

Path to an Effective Implementation

Integrate Planning Into the Overall Website Build Process
• Sign up for Facebook Insights for Domains
• Identify the types of content or experiences where users may want to share/participate on your site
• Check each type to see if it cleanly assigns to one of Facebook’s Open Graph content types
• Ensure canonical URLs are set on the pages where you’re implementing Like buttons
• Take time to consider the copy and images to be shown when content is interacted with
• Implement where it makes the most sense within the user experience
• Check your work using Facebook’s URL Linter
• Monitor Facebook Insights for Domains to understand how the site performs socially

• Look for areas where other Social Plugins can contribute to the user experience

Facebook Open Graph References / Q&A

Facebook’s Open Graph Protocol Developer Page
• Comprehensive guide to implementing the Open Graph on a website
• Adding, Checking Work, Page Administration, Publishing, Object Types, Best Practices, etc.
• https://developers.facebook.com/docs/opengraphprotocol/

Facebook URL Linter (Object Debugger)
• Checks Open Graph Meta Tag Setup
• Identiﬁed any Issues with the Page
• https://developers.facebook.com/tools/debug

Facebook Insights for Domains
• https://developers.facebook.com/docs/insights/
• https://facebook.com/insights

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