Facebook Graph Search. Here's what you will learn:
1. What is Facebook Graph Search?
2. How It Works- Search Examples
3. Significance & Takeaways
4. 5 specific ways to Prepare for New Search Engine Now and get preferentially found in Facebook search
2. Facebook Graph Search
What is Facebook Graph Search?
How It Works- Search Examples
Significance & Takeaways
5 ways to Prepare for New Search
Engine Now
3. Facebook Graph Search
What is Facebook Graph Search?
How It Works- Search Examples
Significance & Takeaways
5 Ways to Prepare for New Search
Engine Now
4. Facebook: 3 Pillars of Ecosystem
1. News Feed- What is going on?
2. Timeline (profiles)- who is this
person/business?
3. Graph Search- Personalized search for
People, places, things, interests
5. What is Facebook Graph Search?
“Graph Search is a new way for you to find
people, photos, places and interests that are
most relevant to you on Facebook.”
Ex. Difference between web search & Graph Search:
– Web Search: Italian restaurants in Asbury Park
– Graph Search: Italian restaurants in Asbury that My
friends like
6. Facebook Graph Search
What is Facebook Graph Search?
How It Works- Search Examples
Significance & Takeaways
5 Ways to Prepare for New Search
Engine Now
26. Facebook Graph Search
What is Facebook Graph Search?
How It Works- Search Examples
Significance & Takeaways
5 Ways to Prepare for New Search
Engine Now
27. Significance & Takeaways:
Social Proof
Social proof (in the form of a like) seems to
dominate in search results & is used to build out
your choices.
In several places, results show that Page likes
are given preferential treatment
– **Facebook considers “likes” to be valuable
social validation and a driver for
recommendations (search suggestions).
– This is similar to the number of positive
reviews on Google and Yelp which is
considered to be premium social capital.
28. Significance & Takeaways:
Friend Recommendations
92% People trust their friends
recommendations- compared to below 50% for
other forms of advertising or endorsements
(Nielsen Global Trust in Advertising survey, Q3 2011).
Facebook Graph Search allows you to query
search all at once with out have to ask directly
Wake-up call for businesses
– Need to have the requisite referrals, likes,
recommendations to be found in Facebook
search engine
31. Significance & Takeaways:
Observations
People who change privacy settings to Private
will not be found in Graph Search (could be very
important in future)
So far status updates and comments are still an
untapped source of data for Graph Search
Facebook Graph Search: Early phase but
window into future of search and wake up call for
businesses.
32. Facebook Graph Search
What is Facebook Graph Search?
How It Works- Search Examples
Significance & Takeaways
5 Ways to Prepare for New Search
Engine Now
33. 5 Ways to Prepare for
New Search Engine Now
1.
2.
3.
4.
5.
Complete Optimized Profile
Grow Targeted Facebook Page (new Likes)
Build more social engagement
Make Check-ins a Priority
Strategic Call to Action with Landing Pages
34. 1. Optimize Profile
Complete fully written, optimized Profile
– Page name, add categories, web address,
about section, Vanity URL
– If you have local place, update your physical
address, add hours
Use Keywords in profile
Add Descriptions to Photos & Geo-Target
Allow People to tag photos of your place
39. 5 Ways to Prepare for
New Search Engine Now
1.
2.
3.
4.
5.
Complete Optimized Profile
Grow Targeted Facebook Page (new Likes)
Build more social engagement
Provide Incentives for Check ins & “Offers”
Strategic Call to Action with Landing Pages
41. 5 Ways to Prepare for
New Search Engine Now
1.
2.
3.
4.
5.
Complete Optimized Profile
Grow Targeted Facebook Page (new Likes)
Build more social engagement
Provide Incentives for Check ins & “Offers”
Strategic Call to Action with Landing Pages
43. 5 Ways to Prepare for
New Search Engine Now
1.
2.
3.
4.
5.
Complete Optimized Profile
Grow Targeted Facebook Page (new Likes)
Build more social engagement
Provide Incentives for Check ins & “Offers”
Strategic Call to Action with Landing Pages
44. Provide Incentives for Check ins
First 100 People to
Check In gets free
appetizer with meal
Check in at register
to receive 10% Off
46. 5 Ways to Prepare for
New Search Engine Now
1.
2.
3.
4.
5.
Complete Optimized Profile
Grow Targeted Facebook Page (new Likes)
Build more social engagement
Provide Incentives for Check ins & “Offers”
Strategic Call to Action with Landing Pages
47. Strategic Landing Pages to Create Call
To Action
Strategic Landing Pages to Create Call
To Action
51. Summary
What is Facebook Graph Search?
How It Works- Search Examples
Significance & Takeaways
5 ways to Prepare for New Search
Engine Now
52. Homework!
Prepare Your Facebook Page for Graph Search
Set a Goal and implement 2 of the 5 ways to
prepare your Page
1. Optimize Profile
2. Grow Your Likes
• How Many Likes?
• What Time Frame?
3. Build Social engagement
4. Provide Incentives for Check ins/ Offers
5. Create Call To Action
Results will be very customized according to your interests, privacy settings and your social graph (friends). The first version of Graph Search focuses on four main areas -- people, photos, places, and interests.
use the tab key to go a level deeper to find the people or Pages that you want.
Just Like Google that shows search predictions, the goal in facebook is for you to show up in Facebook’s search suggestionsuse the tab key to go a level deeper to find the people or Pages that you want.
Social proof (in the form of a like) seems to dominate in search results & is used to build out your choices.Restaurant and dentist example
How many times have you asked your friends for recommendation for services- Dentist? Plumber? Electrician? Exterminator, Website Design, Orthopedic doctor– or where to shop, cleaning service, who to date? etc? Friend Recommendations and Endorsements are Everything!TIP: Getting more likes will become more important for businesses (become more relevant in FB search rankings)
If nobody is interacting, less likely to be foundPage likes are “link-building” in the context of Facebook. Today you have to optimize your content for feedback to show up in the news feed, You need more fans, more comments and more social engagement. That’s always been the case.it’s virtually impossible to employ a successful organic search optimization effort without robust social content or social presence. These social signals have eclipsed signals like links.
If nobody is interacting, less likely to be foundPage likes are “link-building” in the context of Facebook. Today you have to optimize your content for feedback to show up in the news feed, You need more fans, more comments and more social engagement. That’s always been the case.it’s virtually impossible to employ a successful organic search optimization effort without robust social content or social presence. These social signals have eclipsed signals like links.
If nobody is interacting, less likely to be foundPage likes are “link-building” in the context of Facebook. Today you have to optimize your content for feedback to show up in the news feed, You need more fans, more comments and more social engagement. That’s always been the case.it’s virtually impossible to employ a successful organic search optimization effort without robust social content or social presence. These social signals have eclipsed signals like links.
Comments, Likes, Shares– Post relevant ContentContests
If nobody is interacting, less likely to be foundPage likes are “link-building” in the context of Facebook. Today you have to optimize your content for feedback to show up in the news feed, You need more fans, more comments and more social engagement. That’s always been the case.it’s virtually impossible to employ a successful organic search optimization effort without robust social content or social presence. These social signals have eclipsed signals like links.
If nobody is interacting, less likely to be foundPage likes are “link-building” in the context of Facebook. Today you have to optimize your content for feedback to show up in the news feed, You need more fans, more comments and more social engagement. That’s always been the case.it’s virtually impossible to employ a successful organic search optimization effort without robust social content or social presence. These social signals have eclipsed signals like links.
Go through what is: how it works
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