This document discusses how businesses can leverage Facebook's Open Graph and "Like" buttons on their websites. It outlines how placing Like buttons on web pages can trigger viral traffic loops that generate new Likes and traffic back to the site. It then introduces the Open Audience Manager, a web application that helps businesses track and analyze Like growth, demographic data, and retarget Facebook friends to scale their Open Graph implementation and social CRM efforts.

1. - Gauge your Facebook “Like” growth across your web pages
- Analyze demographic data on every page’s or product’s Friends
- Retarget Facebook Friends based on the unique content or products they’ve Liked

2. A brief history of internet marketing
In the history if Internet marketing, perhaps the most radical innovation is Facebook’s
Open Graph and “Like button” for websites.

3. Facebook is re-indexing the web around people
Every month, more than 10,000 new websites connect their content and visitors to the Open Graph via the Like button

4. Liking your web page triggers a Viral traffic loop
New traffic
generates
new “Likes”
as the viral
loop
continues
The update is pushed to
hundreds of friends’ Facebook
newsfeeds, generating clicks
back to your web pages.
Visitors click “Like” which generates a
Facebook newsfeed message

5. Being Liked = being discovered
Coming soon: Open Graph data in Bing search
Facebook
Newsfeed
Facebook Search

6. Putting like buttons on your web pages is easy…
… but are you doing much more than passing off all your customers
to Facebook?
Why should Facebook have better data on your customer’s Likes,
preferences and demographics than you, including the ability to
market to them based on those data?

7. Before experimenting with Like buttons…
… make sure you have the tools to:
Track how many new Friends you’re
making across your web pages
Collect basic demographic data on
Friends of your pages
Communicate relevant offers to Friends of your
various web pages

8. Scaling your Open Graph implementation
Top 3 Technical challenges:
• Managing thousands of Open Graph objects and
their associated Friends (it’s no longer about
one Facebook page)
• Make sure changes to Facebook’s API,
protocols, and uptime, doesn’t affect your site
• Combine data and insights across multiple
touch points (Facebook, web metrics,
conversions)

9. Scaling your Open Graph implementation
Top 3 Strategy challenges:
• You need to think of your website as a
destination and Facebook as a channel
• Social CRM: Treat your web site audience as
your most valuable brand ambassadors
• Build a Friend engagement strategy at an Object
(e.g. SKU) level

10. A web application that sits
between your website and
Facebook as a manager of
your Open Graph objects
Key benefits:
- Gauge your Facebook “Like”
growth across your web pages
- Analyze demographic data
on every page’s or product’s
Friends
- Retarget Facebook Friends
based on the unique content
or products they’ve Liked

11. The “PAGE VIEW”
inventories a marketer’s
Open Graph objects into
product categories, site
sections, etc.
Object actions include
metadata editing, object
publishing and analytics

12. Open Audience Manager
also includes an
engagement module
Preview

13. Publishes to newsfeed
Message Fans/audience
of your web page
Drives traffic
back to your
site.

14. OPTIONAL: Automated messaging via API
E.g. Whenever any product goes on sale, a newsfeed update
is sent to its Friends

15. Analyze marketing performance and page demographics
• User engagement, virality and
conversions from your
messaging
• Demographic insights for each
page allows you to refine your
messaging

16. About Us
• Parent Company: DefinedLogic, West Long Branch, NJ
• Specializes in mission critical web technology
• 10 years in business, 80 Employees
• The Open Audience Manager service was launched in beta on September 15, 2010
• Open Audience Manager is the FIRST and ONLY enterprise deployment,
measurement and engagement platform for the Open Graph, making it a “Best
Social Media Platform Innovation” finalist in the 2010 DPAC awards. Savvy marketers
like Verizon Wireless were quick to adopt our platform while still in Beta, and other
online publishers and retailers have followed in their footsteps.
Contact us:
Vidar Brekke
Business Lead, Open Audience Manager
vbrekke@definedlogic.com
(office) 732.222.4310 x299
(twitter) @social_vidar
Learn more at
www.openaudiencemanager.com

17. Appendix: Facebook redefines marketing (again)
CRM
redefined
• You don’t build
customer lists
anymore
• You cultivate
thousands of
audience segments
based on their
affinities
• You communicate
directly with each
audience segment
via Facebook
SEO
redefined
• Facebook will
become a new
force in search
• Open Graph pages
are already
showing up in
Facebook search
equally prominent
to ‘real’ Facebook
pages
• Whoever get the
most “Likes” rise
to the top
Branding
redefined
• Brand building is
now long-tail
• Make every web
page (product, ad,
campaign)
“Likable”
• Infuse Facebook
with “Like”
updates whenever
visitor to your web
pages find
something they
like
Lead Generation
Redefined
• Every page that
contains a “Like”
button becomes a
key lead
generation
mechanism
• Visitors who “like”
a web page can be
re-marketed to
• Friends of visitors
who like a web
page are enticed
to visit that page
as well, generating
additional “Likes”
When one can earn Facebook Fans and traffic from every web page, the implications for CRM,
Branding, SEO and Lead Generation are radical: