Bye Bye Promo-Tab: Integrated Facebook Marketing with Open Graph-Apps & Pages Talk by Michael Kamleitner, Die Socialisten @ Allfacebook.de Marketing Conference 2013 in Munich

1. die.socialisten.at
social network development
BYE
BYE,
PROMO
TAB
#AFMarketingCon
Munich, April 29th, 2013
http://die.socialisten.at
Michael Kamleitner, Die Socialisten

2. Shitstormalarm.io is a free service helping social
media managers keep an eye on their Facebook
Pages. The app monitors a Facebook Page for
impending flamewars and shitstorms by detecting
unusual peaks of community-activity and recognizing
overly negative toned comments. Community
managers receive the alarm via Email & SMS.
http://shitstormalarm.io

3. die.socialisten.at
social network development
About: Die Socialisten
"Die Socialisten" is a Vienna-based social-software agency
focussing on the design & implementation of apps and
marketing-solutions on social web platforms like
Facebook.
To date, we have successfully built more than onehundred
brand-pages, applications and integrations of external
websites.
Our clients include Red Bull, Axel Springer/Bild.de,
Bertelsmann, FTD, Krone Multimedia, ATV and Hitradio Ö3.
"Die Socialisten" are Austria's first agency listed in the
official "Facebook Preferred Marketing Developer"-program.
http://die.socialisten.at | http://facebook.com/diesocialisten

4. What this talk is not about...
Minimum requirements for contest-/promotional Tabs on Facebook Pages.
Terms of Service & legal challenges.
Facebook Platform Policy & Promotional Guidelines.
These basics should pretty much be established by now...

5. Link: http://allfacebook.com/infographic-elements-facebook-contest_b115852

6. Anatomy of a typical Facebook Promotion...
Goal: Hope for increased reach by growing the community (no. of fans)

7. Anatomy of a typical Facebook Promotion...
Step 1: Tab, Fangate & a prize as disconnected from the brand as possible (think iPad)

8. Anatomy of a typical Facebook Promotion...
Step 2: Registration form (with or without Facebook Login)

9. Anatomy of a Facebook Promotion...
Step 3: Sharing-Dialog = Verbreitungs-Mechanismus?
Anatomy of a typical Facebook Promotion...
Step 3: Sharing-Dialogue = Viral distribution mechanism?

10. Why the typical Facebook Promotion will fail:
Disconnected from brand, no storytelling, no viral distribution by Wall-Postings, users tired of it.

12. 1. By supporting Mobile Devices.
2. By integrating Open Graph Actions.
3. By promoting Apps with Open Graph Sponsored Stories.
Taking Facebook Promotions to the next level!

13. 1. Supporting Mobile Devices

14. Facebook is a truly mobile platform!
600mio use Facebook mobile, 120mio exclusively mobile.
Mobile Engagement-Rate 2x higher than on Desktop (Source: Facebook)

15. Up to 45% mobile access for Facebook Apps!
Average for Facebook Marketing Tab-Apps in Q4/2012: 36% mobile access!
Source: http://garage.socialisten.at/2013/01/the-truth-about-mobile-usage-of-facebook-apps

16. Mobile Fail #1
Built an app, “forgot” mobile support!
Page-Post
(promoted!) -
leads to error
message

17. Mobile Fail #1
Built an app, “forgot” mobile support!
Share by a friend -
leads to error
message

18. 36%!!
Mobile!!!

19. Link: https://www.facebook.com/Madonna24/app_461781663889597

20. Mobile Fail #2
No optimized version for mobile devices, desktop version hardly usable!

21. Sharing through Wallposts:
Bad conversion, dialogue will mostly get cancelled anyway.
Automatic postings without users agreement are forbidden by Facebook.

22. Mobile Fail #3
Posted wrong (Tab-)URL! (f.e. https://www.facebook.com/Madonna24/app_461781663889597)
Tab-URL
won’t work on
mobile!

23. “What, no Tabs on mobile?
How will users find our promotion at all”
?

24. “...through Newsfeed!”
By (promoted) postings on the Page &
Stories published by participating users.

25. Watch out! Promotional Tabs provided by standard/
out-of-the-box solutions: mostly no/bad mobile support!

26. Executive Summary - Mobile Support:
1. Facebook Promotional Tabs/Contests without Mobile Web-support
lose at least 1/3 of their potential right from the start!
2. Mobile Web support = must-have for each custom- & standard-solution
3. Try out for yourself! Find & open your campaign on your smartphone!
4. Worked? Great! Now follow the best practices when linking to your app!
More about mobile support & optimal linking of apps:
http://garage.socialisten.at/2013/01/how-to-link-to-your-facebook-tab-app/
http://garage.socialisten.at/2013/01/the-truth-about-mobile-usage-of-facebook-apps/

27. 2. Integrating Open Graph Actions

28. Why Open Graph? Reach!

29. Open Graph
Actions displayed
in old Newsfeed
(90x90px)

30. Open Graph Action
displayed in updated
Newsfeed
(154x154px)

31. Open Graph Actions
displayed in mobil
Newsfeed (60x60px)

32. Open Graph Best Practice

33. Link: http://doodleart.redbull.at

35. Action “Vote”
High volume, 1 Vote per day, per user, per image
Feed-Story with thumbnail containing user-generated content.

36. Link: https://www.facebook.com/AustrianAirlines/app_373485552734315 (Kampagne beendet)

37. Opt-In

38. Action “Want”
Feed Story achieves great reach with User-Message & Geo-Tagging.
User Message
Geo-Tagging

40. Action “Vote”
High volume, 1 Vote per day, per user, per image
Feed-Story with thumbnail containing user-generated content.

41. Link: https://www.facebook.com/RotesKreuzNOE/app_524014610971202

43. Action “Support”
Feed-Story with thumbnail containing personalized,
user-generated content & User Tagging.
User Tagging

44. Link: https://www.facebook.com/stieglbrauerei/app_411592002252264

46. Action “Chat”
Feed-Story with individual thumbnail & User Message.
User Message

47. Commercial Break ;)
This chat-widget is available for free at http://uberch.at - works on every website & Facebook Page!

48. More about “Wall-Posting vs. Open Graph”:
http://www.slideshare.net/socialisten/all-facebook-devconen20121123
Executive Summary -
Why integrate with Open Graph?
1. Open Graph Actions have far better reach in Newsfeed
than common Wall-Postings.
2. Open Graph Approval-Process by Facebook mostly within 24h
3. Additional cost of Open Graph is very reasonable.
4. Individual Open Graph Actions enable much more
connection with the brand and better storytelling!

49. Graph Search

50. Graph Search
Status April 2013
Graph Search enables semantic search for
persons, places and photos by filtering interestes & “Likes”.
No Mobile Support.
No Internationalization.
No API.
No support for custom & common Open Graph Objects & Actions.

51. Open Graph Action?

52. No! Graph Search converts to “Like” internally!

53. Graph Search API
Facebook Mobile DevCon NY, 18. April 2013
- Graph Search API in “conceptional phase” right now!
- Probably will require Whitelisting of Apps using the API
- Probably will support search for Custom & Common Objects & Actions!
Watch out: No official release-date or roadmap!
Source: http://allfacebook.de/connect/in-der-entwicklung-new-graph-search-api

54. The Future?

55. die.socialisten.at
social network development
WELCOME
BACK,
PROMO
TAB!

56. die.socialisten.at
social network development
Links
News, tutorials, best practices about Social Web App-development on
Facebook & beyond! - http://garage.socialisten.at
http://garage.socialisten.at/2013/01/how-to-link-to-your-facebook-tab-app/
http://garage.socialisten.at/2013/01/the-truth-about-mobile-usage-of-facebook-apps/
http://www.slideshare.net/socialisten/all-facebook-devconen20121123
http://allfacebook.com/infographic-elements-facebook-contest_b115852
http://allfacebook.de/connect/in-der-entwicklung-new-graph-search-api
http://uberch.at

57. Michael Kamleitner
Die Socialisten
http://fb.com/michael.kamleitner
http://twitter.com/_subnet
http://fb.com/diesocialisten
http://twitter.com/diesocialisten
http://slideshare.net/socialisten