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Community Pages

Graph API

Open

Likes

Friend

Facebook
Interactions

Graph Widgets Landing Pages

s Comments

The New Facebook ² A brand·s perspective
What is the new Facebook?

Why should you embrace the new Facebook?

How to build a successful Facebook strategy

Facebook: Just a few facts
250 millions daily individual connections
100 millions monthly interactions with third-party sites
One third of social media users provide feedback on companies over social networks

In the UK, every eight minute on Internet is spent on Facebook

350 000 ´Likesµ since April
2010 on imdb.com

Facebook Revolution

Brands Places Products
Brand
Interac tions

People

Social Web

Content Web

New Facebook From independent peopleto-peopleplatform... To a multi-faceted interactive network

How is it organised?

Status: Private and

Personal

Controlled By: Private and Personal

For Who: Real Individuals

Profile Pages

How is it organised?

Status: Open or Private

What for: Networking/ Topic sharing

Controlled By: Individual Administrators
For Who: Businesses, Organisations or Individuals

Groups

How is it organised?
Status: Public and Official

What for:Official
Brand-related content and interaction

Controlled By: Authentified official administrator For Who:Business
organisations, public figures

Official Pages

How is it organised?

What for:
Un-moderated topic related content

For Who: Individuals

Status: Public

Controlled By: Facebook if popular or individuals

Community Pages

Recap
What Profiles Groups For Who Real Individuals Business, organisations or individuals Business, Organisations, Public figures Controller Individuals Individual administrators Status Private or Personal Open or Private What For Personal use Networking or topic sharing

Official Pages

Authentified official administrator

Public and Official

Official brandrelated and interaction

Community Pages

Individuals

Facebook if popular or individuals

Public

Un-moderated topic related content

What happened to the Fan Page ?
‡ Community Pages are specific pages where all Facebook content related to one topic (can be a company/product/public figure) is automatically aggregated. (from Wikipedia and Facebook topic-related posts) ‡ On Official Pages and Community Pages, the ´Become a Fanµ button has been replaced by a new ´Likeµ button. ‡ Facebook might have automatically created a community page for your brand. ‡ The community page can host negative content ² acts as a public, uncontrolled brand-related aggregated forum.

Changes to the Fan Page
Facebookgenerated Community Page Official Page

Control : NONE Customisable :NO Content : automatically generated

Control : Authenticated Administrators Customisable : 100% Content : brand and usergenerated

An example

3 Tabs only:

Info: Number of likes and 6 corresponding profiles + Wikipedia definition + Related Posts

Related Posts : Automatic aggregation of all posts containing the page¶s title. (company name here.)

Wikipedia: automatically pulled Wikipedia definition.

OpenGraph

About: ‡OpenGraphintegrates your pages to the Social Graph : Facebook read your website URLs like any Facebook page. ‡ A customizable selection of your web pages/articles/content items is transparently interconnected with the Facebook community ² you can add a ´Likeµ button and other Facebookconnected social widgets anywhere on your website. ‡OpenGraphconnects people trough what they like - your website can automatically identify the visitor and push customised content according to its personal and Facebook friends preferences

OpenGraphexample

Or

Why have an official Facebook page?
Push unique and relevant content
‡The official page is a one-stop shop for all brand-related content : infos, news, events, special offers, tips and help.

Listen to the brand-noise
‡Monitor new trends and needs, customer feedback and brand reputation ‡ With Facebook Insights, get precious data about your fans· level of interaction, their social characteristics, your online content quality ‡ Outreach poor user-generated brand-related groups

Engage your fans
‡Generate direct discussions with and among fans, buzz around events and games

Reach the global community
‡ Use ´Likesµ as publicised friend-to-friend recommendations on a 400+ millions people network ‡ With Open Graph integration, reach a broader audience and publicise every visit.

Why watch your Community Pages?
Risks
‡People can create community pages to praise or destroy brands or products. ‡Information content is pulled from Wikipedia, a highly fragile source. ‡Automatically pulled brand-related posts can foster negative comments but cannot be moderated or answered to. ‡On the ´Pagesµ results, Community Pages compete with official pages based on the number of likes. ‡Community Pages can be mistaken for official brand forum. ‡ All posts (including angry ones) are indexed by Google if the user·s privacy settings are low.

Listening platform
‡ The conversation happening on Community Pages cannot be controlled or shut-down, brands should not just ignore it. ‡ Community Pages can be seen as a listening tool where unsolicited comments/feedback and sentiment about the brand/products are automatically gathered. ‡ Generate positive third-party endorsements to make these Community Pages show uncontrolled/people-to-people positive recommendations.

Building the optimal Facebook presence

Official Page
‡Align your page design and content with your overall brand image. Essentially build a mini-website within Facebook ‡ Use widgets like Static FBML to design customised compelling pages ‡ If you have more than 10 000 likes, create a customised landing page ‡ Push all relevant content and create rich/participation friendly tabs. ‡news, events, products, deals ‡ allow user-generated rich content (Photos/videos) ‡ Use widgets such as Flashplayer or PostedItem Pro to create engaging, rich media content (games, apps, videos) ‡ Engage your fans in direct conversations, topic discussions, games and competition ‡ Integrate Facebook to your overall online presence ‡ Drive traffic to your site via customised user-friendly linkage ‡ Use applications to broadcast your blog·s RSS feed and Twitter updates

Community Page
‡Use Community Pages as listening tools ‡ Keep a close eye on your Wikipedia entry ‡ If your logo or any brands marks are used without permission, you can request that they are taken off the page

Great example: Visit Britain (Official Page)

Great examples: Visit Britain (Landing Page)

Successfully integrate your website with Facebook
How to use it
‡OpenGraph and all-related social plug-ins are simple lines of codes to integrate to your website design. ‡Depending on your business, you might want to chop up your content so that each piece can be liked individually. Recommended for ecommerce/blogs/media sites. ‡ Depending on your strategy and brand image, add other OpenGraphsocial plug-ins that may include : ‡ Embedded Facebook²linked comments ‡ Website users· Activity Streams ‡ Automated recommendations based on each user·s personal Facebook network

Benefits
‡ Be the first-mover : so far, only a handful of websites have integrated OpenGraph. Be among the first and capture all industry-related Facebook noise ‡ Using the recommendations social plug-ins, you can offer a personalised userexperience on your website to every visitor. ‡Expose your brand to non-site visitors and drive traffic to your website : ´Likesµ are highly viral. Each ´Likesµ is seen by all of the user·s friends which might lead to new websites visits and likes and so on. ‡OpenGraph is highly SEO friendly and heavily contributes to your website·s page rank on search engines.

Community Pages
Graph API

Open

Likes

Friend

Facebook
Interactions

Graph Widgets Landing Pages

s Comments

L I S T E N

¾Monitor Sentiment ¾Don·t ignore unofficial channels (Community Pages) ¾Use Facebook Insights ¾Learn from your customers via online feedback monitoring.

L I S T E N

¾Monitor Sentiment ¾Don·t ignore unofficial channels (community pages) ¾Use Facebook Insights ¾Learn from your customers via online feedback monitoring.