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Social Media Marketing on Facebook demystified

Presented by: Roland Fiege Date: July 13th, 2011

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v  Roland Fiege

v  MBA, Author, Speaker, Teacher

v  @MSTR since May 2011

v  Daytime Job: Senior Director of Social Media Marketing

Who is talking to you?

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v  Hungry for Data?

v  Why is Social Media?

v  Why Facebook?

v  Friend of a Friend vs Fan of a Facebook Page

v  Places and Check-Ins Private and Public Events

v  Interactions – Like, Post, Comments

v  Facebook Applications, Facebook Connect, Tokens and User Privacy

v  Facebook API Framework

v  Facebook EdgeRank

v  Facebook Insights / Actionable Data?

Outline

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We have a great menu for you! -  Engage!

-  Permission based content marketing -  Micro clustering, targeting

-  Life event based predictive marketing

Hungry for data?

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Why Social Media?

Demystifying Social Media Marketing on Facebook

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The Social Media Revolution

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The Social Media Revolution

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The Social Media Revolution

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Why Facebook?

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The dominant Social Network: Facebook

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The dominant Social Network: Facebook

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Difference: Personal profiles & pages

Unwiring

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Facebook basics: friend & fans

Direct Messaging

The Wall

Connections

Ads

Friends

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Facebook basics: friend & fans

Admin Panel

The Wall

Connections

Facebook Ads

Application

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Your brand message Appears on Users News Feeds

(well, sometimes*)

* See: EdgeRank (we will get to that later)

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Facebook basics: friend & fans

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Beware of the edgerank

“Edge” what?

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Facebook basics: friend & fans

edgerank

EdgeRank = Affinity * Weight * Time Decay

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Location Based Service (Smart Phone needed)

Facebook basics: Location based services

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Facebook basics: Location based services

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Event Management (open events are seen by everyone)

Facebook basics: Events

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Facebook basics: Events

Guest managing Users invite users

Guest communication

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Event Management (beware of the “Thessa” Effekt)

Facebook basics: Events

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Facebook basics: Events

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Facebook user & brand interaction in many ways

Facebook basics: Like, Post, Comments

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Facebook basics: Like, Post, Comments

User

Facebook Connect

External Comments

External Like-

Buttons

Mobile Web

version

Standard Web

version

Mobile Apps (API)

http://m.facebook.com

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Social Ads Targeting & Report

Facebook basics: Social Ads

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Facebook basics: Social Ads

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Facebook basics: Social Ads

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Facebook basics: F-Commerce?

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Application implementation

Facebook Applications

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Facebook Applications

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Facebook Connect on mobile applications

Step 1 Download app

Step 2 Connect to FB

Step 3 Allow Access (token)

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Facebook Reporting

Facebook Insights

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Facebook Pages: “Insights”

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Is that all ?

So what?

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“people and the connections they have to everything they care about.”

Facebook Graph API

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v  Objects •  Users •  Pages •  Events •  Groups •  Applications •  Status messages •  Photos •  Photo albums •  Videos •  Notes •  Checkins

Facebook Graph API

v  Connections •  Friends •  News feed •  Likes •  Movies •  Music •  Books •  Notes •  Permissions •  Photo Tags •  Photo Albums

•  Video Tags •  Video Uploads •  Events •  Groups •  Checkins

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I want that data!

The holy grail of marketing!

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Facebook user data publicly available?

https://graph.facebook.com/search?q=QUERY&type=OBJECT_TYPE

Can´t I just download it, buy it, steal?

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Well – not so many fan communication publicly available

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Grotesque: affiliate marketing on facebook (w/ public profiles)

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Facebook privacy

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Ask for permission!

So how does it work?

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v  User authentication ensures that the user is who they say they are.

Authentication via Oauth 2.0

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v  App authorization ensures that the user knows exactly what data and capabilities they are providing to your app.

Authentication

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Extended permissions

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v  App authentication ensures that the user is giving their information to your app and not someone else.

v  Once these steps are complete, your app is issued an

user access token that you enables you to access the user's information and take actions on their behalf.

App authentication

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Also works for

v  Websites

v  Mobile Apps

v  Desktop Apps

Does this only work with facebook apps?

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v  Unstructured data v  Big Data v  API limitations v  API stability: change is the only constant in life v  Update cycles v  Permissions, permissions, permissions

Seems trivial, doesn´t it?

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v  MSTR Mastering the Facebook API •  Serious investment

•  20yrs+ of BI expertise

•  Cloud Infrastructure

•  Best in class analytics

•  Mobile apps to go!

No need to worry – we´ll take care of that

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v  Need more info?

v  rfiege@microstrategy.com

v  @rolandfiege

v  http://www.slideshare.net/smics2011/presentations

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