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.

Technology Business

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

@JasonJedlinski @TribuneTV #AllFacebookConf
Local News, Nationwide

@JasonJedlinski @TribuneTV #AllFacebookConf
Highly Engaging, Viral Content

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:

@JasonJedlinski @TribuneTV #AllFacebookConf
Redesigned Sites to Focus on Social and Mobile
Before After

@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

@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

Challenge: More Meaningful Shares
Which is more effective?
Putting up a sign Calling friends who care to help
@JayBudzik @PerfectMarket #AllFacebookConf

@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

@JayBudzik @PerfectMarket #AllFacebookConf
Facebook is a Trove of Data
Chris Germano

@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

@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

@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

@JasonJedlinski @TribuneTV #AllFacebookConf
Facebook Traffic Nearly Doubled
Pre-Beta
Average Weekly
Facebook Traffic
Post-Beta
Average Weekly
Facebook Traffic
⬆97%

@JasonJedlinski @TribuneTV #AllFacebookConf
Expanded Product Across TBC

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

Extending the Technology
@JayBudzik @PerfectMarket #AllFacebookConf
Hard at Work

@JasonJedlinski @TribuneTV #AllFacebookConf
#1 – Relevance Matters
Number of likes
Number of comments
Number of shares
Click-through rate
Relevance increases positive interactions

@JayBudzik @PerfectMarket #AllFacebookConf
#2 – Mention Tags Multiply Visibility
Notifications Help Generate Early Interactions
Mobile
Notification
Email
Notification
Live
Notification
App
Notification

@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

@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

@JasonJedlinski @TribuneTV #AllFacebookConf
#3 – Market Sharing to Your Audience
Targeted promo increased conversions by 10X

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

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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

9. PERFECT SOCIAL

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.

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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Editor's Notes