The New Facebook: A Brand's Perspective
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Carve Consulting have developed a short introduction to The New Facebook, detailing what has changed and what it could mean for your company.
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The New Facebook: A Brand's Perspective
- 1. What is it all about?LikesOpen GraphFriendsCommunity PagesWidgetsLanding PagesCommentsFacebookGraph APIInteractions
- 2. The New Facebook – A brand’s perspectiveWhat is the new Facebook?Why should you embrace the new Facebook?How to build a successful Facebook strategy
- 3. Facebook: Just a few facts250 millions daily individual connections100 millions monthly interactions with third-party sitesOne third of social media users provide feedback on companies over social networksIn the UK, every eight minute on Internet is spent on Facebook350 000 “Likes” since April 2010 on imdb.com
- 4. Content WebFacebook RevolutionSocial WebBrandsPlacesProductsFrom independent people- to-peopleplatform...To a multi-faceted interactive network
- 5. Status: Private and PersonalHow is it organised?Controlled By: Private and PersonalFor Who: Real IndividualsProfile Pages
- 6. Status: Open or PrivateWhat for: Networking/Topic sharingHow is it organised?Controlled By: Individual AdministratorsFor Who: Businesses, Organisations or IndividualsGroups
- 7. What for:Official Brand-related content and interactionHow is it organised?Status:Public and OfficialControlled By: Authentified official administratorFor Who:Business organisations, public figuresOfficial Pages
- 8. What for: Un-moderated topic related content How is it organised?NEWFor Who: IndividualsStatus:PublicControlled By: Facebook if popular or individualsCommunity Pages
- 9. Recap
- 10. 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)
- 11. On Official Pages and Community Pages, the “Become a Fan” button has been replaced by a new “Like” button.
- 12. Facebook might have automatically created a community page for your brand.
- 13. The community page can host negative content – acts as a public, uncontrolled brand-related aggregated forum.Changes to the Fan PageFacebook-generated Community PageOfficial PageControl : NONECustomisable :NOContent : automatically generatedControl : Authenticated AdministratorsCustomisable : 100%Content : brand and user-generated
- 14. An example3 Tabs only:Related Posts : Automatic aggregation of all posts containing the page’s title. (company name here.)Wikipedia: automatically pulled Wikipedia definition.Info: Number of likes and 6 corresponding profiles + Wikipedia definition + Related Posts
- 15. OpenGraphAbout: OpenGraphintegrates your pages to the Social Graph : Facebook read your website URLs like any Facebook page.
- 16. A customizable selection of your web pages/articles/content items is transparently interconnected with the Facebook community – you can add a “Like” button and other Facebook-connected social widgets anywhere on your website.
- 17. 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 OpenGraphexampleOr
- 18. Why have an official Facebook page?Push unique and relevant contentThe official page is a one-stop shop for all brand-related content : infos, news, events, special offers, tips and help.Listen to the brand-noiseMonitor new trends and needs, customer feedback and brand reputation
- 19. With Facebook Insights, get precious data about your fans’ level of interaction, their social characteristics, your online content quality
- 20. Outreach poor user-generated brand-related groupsEngage your fansGenerate direct discussions with and among fans, buzz around events and gamesReach the global community Use “Likes” as publicised friend-to-friend recommendations on a 400+ millions people network
- 21. With Open Graph integration, reach a broader audience and publicise every visit.Why watch your Community Pages?RisksPeople can create community pages to praise or destroy brands or products.
- 22. Information content is pulled from Wikipedia, a highly fragile source.
- 23. Automatically pulled brand-related posts can foster negative comments but cannot be moderated or answered to.
- 24. On the “Pages” results, Community Pages compete with official pages based on the number of likes.
- 25. Community Pages can be mistaken for official brand forum.
- 26. 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.
- 27. Community Pages can be seen as a listening tool where unsolicited comments/feedback and sentiment about the brand/products are automatically gathered.
- 28. Generate positive third-party endorsements to make these Community Pages show uncontrolled/people-to-people positive recommendations.Building the optimal Facebook presenceOfficial PageAlign your page design and content with your overall brand image. Essentially build a mini-website within Facebook
- 29. Use widgets like Static FBML to design customised compelling pages
- 30. If you have more than 10 000 likes, create a customised landing page
- 31. Push all relevant content and create rich/participation friendly tabs.
- 32. news, events, products, deals
- 33. allow user-generated rich content (Photos/videos)
- 34. Use widgets such as Flashplayer or PostedItem Pro to create engaging, rich media content (games, apps, videos)
- 35. Engage your fans in direct conversations, topic discussions, games and competition
- 36. Integrate Facebook to your overall online presence
- 37. Drive traffic to your site via customised user-friendly linkage
- 38. Use applications to broadcast your blog’s RSS feed and Twitter updatesCommunity PageUse Community Pages as listening tools
- 39. Keep a close eye on your Wikipedia entry
- 40. If your logo or any brands marks are used without permission, you can request that they are taken off the pageGreat example: Visit Britain (Official Page)
- 41. Great examples: Visit Britain (Landing Page)
- 42. Successfully integrate your website with FacebookHow to use itOpenGraph and all-related social plug-ins are simple lines of codes to integrate to your website design.
- 43. Depending on your business, you might want to chop up your content so that each piece can be liked individually. Recommended for e-commerce/blogs/media sites.
- 44. Depending on your strategy and brand image, add other OpenGraphsocial plug-ins that may include :
- 45. Embedded Facebook–linked comments
- 46. Website users’ Activity Streams
- 47. Automated recommendations based on each user’s personal Facebook networkBenefits 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
- 48. Using the recommendations social plug-ins, you can offer a personalised user-experience on your website to every visitor.
- 49. Expose your brand to non-site visitors and drive traffic to your website : “Likes” are highly viral. Each “Likes” is seen by all of the user’s friends which might lead to new websites visits and likes and so on.
- 50. OpenGraph is highly SEO friendly and heavily contributes to your website’s page rank on search engines.LikesSummary: Golden RulesOpen GraphFriendsCommunity PagesWidgetsLanding PagesCommentsFacebookGraph APIInteractions
- 52. Don’t ignore unofficial channels (Community Pages)
- 54. Learn from your customers via online feedback monitoring. LISTEN
- 56. Don’t ignore unofficial channels (community pages)
- 58. Learn from your customers via online feedback monitoring.
- 59. Be social and engage with your fans
- 60. Be unique: only add valuable content
- 61. Be brilliant: ensure high-quality design and regularly updated original content
- 62. Be You: align your social presence with your brand. LISTENENGAGE
Editor's Notes
- ListenMonitor Sentiment Don’t ignore unofficial channels Use InsightsEngage Be Social : engage in two-way interactions with your fans and integrate your other social-media channels Be Unique : add only valuable, compelling content Be Brilliant : ensure high-quality design and regularly updated ever-surprising contentBe You : align you social presence with your brand’s strategy and always act transparently as a brand Be Ambitious : Use Social media at full potential and reach the whole worldBe Ready for changes : social media evolves quickly, be ready.
- ListenMonitor Sentiment Don’t ignore unofficial channels Use InsightsEngage Be Social : engage in two-way interactions with your fans and integrate your other social-media channels Be Unique : add only valuable, compelling content Be Brilliant : ensure high-quality design and regularly updated ever-surprising contentBe You : align you social presence with your brand’s strategy and always act transparently as a brand Be Ambitious : Use Social media at full potential and reach the whole worldBe Ready for changes : social media evolves quickly, be ready.
- Engage Be Social : engage in two-way interactions with your fans and integrate your other social-media channels Be Unique : add only valuable, compelling content Be Brilliant : ensure high-quality design and regularly updated ever-surprising contentBe You : align you social presence with your brand’s strategy and always act transparently as a brand Be Ambitious : Use Social media at full potential and reach the whole worldBe Ready for changes : social media evolves quickly, be ready.