Presentation by: Vidar Brekke, Emerging Media Strategist, Open Audience Manager www.bdionline.com

1. Social Commerce Leadership Forum @ NYU 11.11.2010

2. 1983

3. 1993

4. 2003

5. 2007

6. 2010
The “Open” Graph
Got Ya!

7. A brief history of internet marketing
Of all of these innovations, Facebook’s Open Graph is the most radical, ambitious and
potentially impactful for marketers.
1983 1993 2003 2007 2010

8. How marketers and consumers navigate the web today
• Traditional search engines index the web around content and linkages
between web pages
The User Interface

9. Facebook is re-indexing the web around people

10. First major retailer to embrace the Like
Levi’s was a launch partner of
Facebook when the Like button was
announced in April.announced in April.
Since then over 2 Million sites have
implemented the Like button

11. Being Liked = being discovered on Facebook
Facebook
Newsfeed
Facebook Friendship PagesFacebook Search

12. Being Liked = being discovered outside of Facebook
RockMelt Social Browser
Open Graph enabled Search
Online retailers
…and over 2 million other websites
CNN.com

13. Visibility within the Open Graph can’t be engineered
• Content becomes visible through
user engagement (Likes, shares,
comments)
• You need to make Friends, in order
to make more Friends

14. There’s fruit in the test kitchen

15. Who doesn’t like fruit?
New traffic
generates
new “Likes”
as the viral
looploop
continues
The update is pushed to
hundreds of friends’ Facebook
Walls, generating clicks back to
your web pages.
Visitors click “Like” which generates a
Facebook newsfeed message

16. Putting a like button on our site is easy…
… but is hard to figure out how many new friends
we’ve earned, who they are, as well as how to get in
touch with them.touch with them.

17. Before experimenting with Like buttons…
… make sure you have the tools to:
Track how many new Friends you’re
making across your web pages
Collect basic demographic data on
Out of the 2 Million websites with Like buttons, expect 99% of them to lack such tools…
Collect basic demographic data on
Friends of your pages
Communicate relevant offers to Friends of your
various web pages

18. Done experimenting?

19. Scaling your Open Graph implementation
Top 3 Technical challenges:
• Managing thousands of Open Graph objects and
their associated Friends
• Make sure changes to Facebook’s API,
protocols, and uptime, doesn’t affect your siteprotocols, and uptime, doesn’t affect your site
• Combine data and insights across multiple
touch points (Facebook, web metrics,
conversions)

20. Scaling your Open Graph implementation
Top 3 Strategy challenges:
• You need to think of your website as a
destination and Facebook as a channel
• Social CRM: Treat your web site audience as
your most valuable brand ambassadorsyour most valuable brand ambassadors
• Build a Friend engagement strategy at an Object
(e.g. SKU) level

21. A web application
that sits between
your website andyour website and
Facebook as a
manager of your
Open Graph objects

22. Inventories your Open Graph
objects into product
categories, site sections, etc.

23. Simple editor for
ad-hoc messaging
Preview

24. Publishes to newsfeed
Message Fans/audience
of your web page
Drives traffic
back to your
site.

25. OPTIONAL: Automated messaging via API
E.g. Whenever any product goes on sale, a newsfeed update
is sent to its Friends

26. Analyze marketing performance and page demographics
• User engagement, virality and
conversions from your
messaging
• Demographic insights for each
page allows you to refine your
messaging
O B J E C T D E M O G R A P I C S

27. Verticals we’re working with
Retail Entertainment
Directory ServicesReal-estate
Music
Publishing
Directory Services
Franchises
Real-estate
SEO

28. For more information..
Vidar Brekke
vbrekke@definedlogic.comvbrekke@definedlogic.com
@social_vidar
www.OpenAudienceManager.com