Social Media Marketing by Roland Fiege @SMiCS2011 in Monte Carlo

1. Social Media Marketing on
Facebook demystified
Presented by: Roland Fiege
Date: July 13th, 2011
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2. Who is talking to you?
v Roland Fiege
v MBA, Author, Speaker, Teacher
v @MSTR since May 2011
v Daytime Job: Senior Director of Social Media Marketing
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3. Outline
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?
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4. Hungry for data?
We have a great menu for you!
- Engage!
- Permission based content marketing
- Micro clustering, targeting
- Life event based predictive marketing
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5. Demystifying Social Media Marketing on Facebook
Why Social Media?
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6. The Social Media Revolution
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7. The Social Media Revolution
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8. The Social Media Revolution
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9. Why Facebook?
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10. The dominant Social Network: Facebook
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11. The dominant Social Network: Facebook
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12. Unwiring
Difference:
Personal profiles & pages
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13. Facebook basics: friend & fans
Direct Messaging
Connections
Ads
The Wall
Friends
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14. Facebook basics: friend & fans
Admin Panel
Connections
Facebook Ads
The Wall
Application
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15. Your brand message
Appears on Users News Feeds
(well, sometimes*)
* See: EdgeRank (we will get to that later)
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16. Facebook basics: friend & fans
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17. “Edge” what?
Beware of the edgerank
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18. Facebook basics: friend & fans
edgerank
EdgeRank = Affinity * Weight * Time Decay
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19. Facebook basics: Location based services
Location Based Service
(Smart Phone needed)
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20. Facebook basics: Location based services
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21. Facebook basics: Events
Event Management
(open events are seen by everyone)
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22. Facebook basics: Events
Guest managing
Users invite users
Guest
communication
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23. Facebook basics: Events
Event Management
(beware of the “Thessa” Effekt)
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24. Facebook basics: Events
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25. Facebook basics: Like, Post, Comments
Facebook user & brand interaction in
many ways
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26. Facebook basics: Like, Post, Comments
Facebook
Connect
Mobile External
Apps (API) Comments
User
Standard External
Web Like-
version Buttons
Mobile
http://m.facebook.com Web
version
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27. Facebook basics: Social Ads
Social Ads
Targeting & Report
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28. Facebook basics: Social Ads
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29. Facebook basics: Social Ads
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30. Facebook basics: F-Commerce?
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31. Facebook Applications
Application implementation
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32. Facebook Applications
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33. Facebook Connect on mobile applications
Step 1
Step 2
Step 3
Download app
Connect to FB
Allow Access (token)
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34. Facebook Insights
Facebook Reporting
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35. Facebook Pages: “Insights”
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36. So what?
Is that all ?
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37. Facebook Graph API
“people and the connections they have to everything
they care about.”
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38. Facebook Graph API
v Objects v Connections
• Users • Friends • Video Tags
• Pages • News feed • Video Uploads
• Events • Likes • Events
• Groups • Movies • Groups
• Applications • Music • Checkins
• Status messages • Books
• Photos • Notes
• Photo albums • Permissions
• Videos • Photo Tags
• Notes • Photo Albums
• Checkins
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39. The holy grail of marketing!
I want that data!
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40. Can´t I just download it, buy it, steal?
Facebook user data publicly
available?
https://graph.facebook.com/search?
q=QUERY&type=OBJECT_TYPE
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41. Well – not so many fan communication publicly available
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42. Grotesque: affiliate marketing on facebook (w/ public profiles)
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43. Facebook privacy
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44. So how does it work?
Ask for permission!
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45. Authentication via Oauth 2.0
v User authentication ensures that the user is who they say
they are.
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46. Authentication
v App authorization ensures that the user knows exactly what
data and capabilities they are providing to your app.
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47. Extended permissions
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48. App authentication
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.
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49. Does this only work with facebook apps?
Also works for
v Websites
v Mobile Apps
v Desktop Apps
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50. Seems trivial, doesn´t it?
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
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51. No need to worry – we´ll take care of that
v MSTR Mastering the Facebook API
• Serious investment
• 20yrs+ of BI expertise
• Cloud Infrastructure
• Best in class analytics
• Mobile apps to go!
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52. Details
v Need more info?
v rfiege@microstrategy.com
v @rolandfiege
v http://www.slideshare.net/smics2011/presentations
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