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Social Media Marketing on Facebook demystified Presented by: Roland Fiege Date: July 13 th , 2011
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Social Media Marketing on Facebook demystified
Presented by: Roland Fiege Date: July 13th, 2011
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The Information Contained In This Presentation Is Confidential And Proprietary To MicroStrategy. The Recipient Of This Document Agrees That They Will Not Disclose Its Contents To Any Third Party Or Otherwise Use This Presentation For Any Purpose Other Than An Evaluation Of MicroStrategy's Business Or Its Offerings. Reproduction or Distribution Is Prohibited. 2
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 @rolandfiege
v http://www.slideshare.net/smics2011/presentations
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