Mining the Social Graph: How Digital Publishers Use Facebook Data to Delight & Enthrall Users [Presented at AllFacebook Marketing Conference, June 2013]
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Jason Jedlinski, VP of Digital Products & Platforms at Tribune Broadcasting, and Jay Budzik, Chief Technology Officer at Perfect Market, presented on how Tribune Broadcasting and Perfect Market partnered to develop Perfect Social and nearly doubled Facebook traffic to KTLA.com.
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Mining the Social Graph: How Digital Publishers Use Facebook Data to Delight & Enthrall Users [Presented at AllFacebook Marketing Conference, June 2013]
- 1. Mining the Social Graph: How Digital Publishers Use Facebook Data to Delight and Enthrall Users Jay Budzik, PhD. Chief Technology Officer Perfect Market, Inc. @JayBudzik A Case Study By #AllFacebookConf @PerfectMarket @TribuneTV Jason Jedlinski VP, Digital Products & Platforms Tribune Broadcasting @JasonJedlinski
- 2. ABOUT TBC
- 3. @JasonJedlinski @TribuneTV #AllFacebookConf Local News, Nationwide
- 4. @JasonJedlinski @TribuneTV #AllFacebookConf Highly Engaging, Viral Content
- 5. Direct 28% Facebook 15% Other Social 17% Other Referrals 23% Search 17% @JasonJedlinski @TribuneTV #AllFacebookConf 28% 15% 17% 23% 17% Attracts a Highly Social Audience % of Referrals to Tribune Broadcasting Site Content:
- 6. @JasonJedlinski @TribuneTV #AllFacebookConf Redesigned Sites to Focus on Social and Mobile Before After
- 7. @JasonJedlinski @TribuneTV #AllFacebookConf Partnering with Perfect Market Perfect Ads Optimizes performance- based ads Perfect Links Automates linkboxes for traffic recirculation Perfect Social Recommends friends who would like the story
- 8. @JasonJedlinski @TribuneTV #AllFacebookConf KTLA.com Selected For Beta Traffic: One of the most- trafficked TBC sites Content: Lots of sharable content about celebrities and entertainment Audience: Socially inclined and relatively tech-savvy
- 10. Challenge: More Meaningful Shares Which is more effective? Putting up a sign Calling friends who care to help @JayBudzik @PerfectMarket #AllFacebookConf
- 11. @JayBudzik @PerfectMarket #AllFacebookConf Perfect Market’s Patented Technology i i i Story about celebrity chef and restaurateur Nobu Matsuhisa SEARCH TERMS Perfect SEO Nobu Matsuhisa, trail blazer, celebrity chef AD TARGETING Perfect Ads Los Angeles restaurants, culinary school Ad Networks Semantic Analysis SOCIAL TOPICS Perfect Social Nobu Matsuhisa, Nobu Los Angeles
- 12. @JayBudzik @PerfectMarket #AllFacebookConf Facebook is a Trove of Data Chris Germano
- 13. @JayBudzik @PerfectMarket #AllFacebookConf Perfect Social Uses Friends as Conduits Publisher has content on its site about the New York Yankees Chris’s Facebook activity indicates he likes the New York Yankees How can the publisher reach relevant readers? His Friends Chris Germano
- 14. @JayBudzik @PerfectMarket #AllFacebookConf To Target the Most Relevant Users Friends on Facebook New York Yankees Neil Diamond Boston Red Sox RELEVANT TOPICS Powered by Perfect Social Neil Halelamien Chris Germano
- 15. BETA RESULTS
- 16. @JasonJedlinski @TribuneTV #AllFacebookConf Perfect Social Users Are 3X More Engaged Facebook Shares Perfect Social Shares Shares per User 3X PVs per Share 2.5X Time on Site 3X 1 3.25 1.82 4.52 1:36 4:41
- 17. @JasonJedlinski @TribuneTV #AllFacebookConf Facebook Traffic Nearly Doubled Pre-Beta Average Weekly Facebook Traffic Post-Beta Average Weekly Facebook Traffic ⬆97%
- 18. @JasonJedlinski @TribuneTV #AllFacebookConf Expanded Product Across TBC
- 19. Traffic Impact Varies By Publisher Publisher A Political digital-only 55% Publisher B Regional news site 46% Publisher C Regional news site 128% @JayBudzik @PerfectMarket #AllFacebookConf Pre-Launch Average weekly Facebook traffic for 6 weeks prior to launch Post-Launch Average weekly Facebook traffic for 6 weeks after launch
- 20. Extending the Technology @JayBudzik @PerfectMarket #AllFacebookConf Hard at Work
- 21. TAKEAWAYS
- 22. @JasonJedlinski @TribuneTV #AllFacebookConf #1 – Relevance Matters Number of likes Number of comments Number of shares Click-through rate Relevance increases positive interactions
- 23. @JayBudzik @PerfectMarket #AllFacebookConf #2 – Mention Tags Multiply Visibility Notifications Help Generate Early Interactions Mobile Notification Email Notification Live Notification App Notification
- 24. @JayBudzik @PerfectMarket #AllFacebookConf #2 – Mention Tags Multiply Visibility Standard Share Mention Tag One Friend 1st Degree Reach 150 friends 2nd Degree Reach 22,500 friends 3rd Degree Reach 3.4M friends 1st Degree Reach 300 friends 2nd Degree Reach 45,000 friends 3rd Degree Reach 6.8M friends Sharer Sharer Tagged
- 25. @JasonJedlinski @TribuneTV #AllFacebookConf #3 – Market Sharing to Your Audience Perfect Social aims to make sharing compelling Provides users a reason to share (friend is interested in this) Draws attention through personalization Clearly instructs users on how to use the tool
- 26. @JasonJedlinski @TribuneTV #AllFacebookConf #3 – Market Sharing to Your Audience Targeted promo increased conversions by 10X
- 27. For more info: www.PerfectMarket.com Jay Budzik, PhD. Chief Technology Officer Perfect Market, Inc. @JayBudzik Thank You #AllFacebookConf @PerfectMarket @TribuneTV Jason Jedlinski VP, Digital Products Platforms Tribune Broadcasting @JasonJedlinski
Editor's Notes
- Which one do you prefer?
- Tell the stories
- Other Social – Where users are sharing the content (Twitter, Fark, Stumbleupon, Reddit)Other Referrals – Where curators are including links (Google News, Yahoo News, HuffPo, Drudge)Search – Google, Yahoo, Bing, MSN, Ask
- This builds by product.
- We went into this with the hypothesis that you’re going to get much more meaningful results with direct connection. For example, if you lose your cat, posting some signs may do the trick, but it’s not as effective as calling friends who care to help you look for the cat.
- This builds social topics with a click.