1. Keeping up with Facebook’s
new features.
Dirk Shaw, SVP Digital Influence, Ogilvy

2. What we will cover
The evolving open graph
Optimizing apps/games for the Ticker
Ways to use Brand tagging !

3. The evolution of the open graph
SOCIAL ! INTEREST ! ACTIVITY !
USER
goals! I want to re-connect with old I want to publicly declare my I want others to experience what I
friends ! interest/attitudes ! am doing in the real world !
BRAND How can we leverage our fans How do we increase the # of likes How do we increase consumer
goals!
social networks? ! and use interest data to target activity levels?!
Ad's?!
2008 2009 2011

4. Increase
awareness and The Ticker is a real time stream
of all your friends activities such
engagement with as updates, friendships, photos,
the real time ticker . videos, links etc.

6. !
Optimize apps When using an app the ticker will show updates
relevant to that app/game. !
for the ticker feed but give !
Bookmarks for a users favorite apps will appear in
users control of what is the ticker making game play one click away.!
!
shared. Build controls inside of game or app that make
privacy/sharing features intuitive. !

7. Recent Games
Played
Updates from
friends playing
games

8. Brand tagging
new opportunities to learn and
creates
engage while adding risk and page management time .

9. Brand tagging.
Allows Facebook users to tag pages in their pictures.

10. Brand Tagging
done well.

11. Photos that need
moderation

12. You can tag brands in Facebook
photos. Test: Will they untag?
Coca-Cola | Time to untag: 1 hour!
Coca-Cola has a team that engages (and monitors) its Facebook page 24/7, according
to Ashley Brown, Coca-Cola's director of digital communications and social media.
Brown wouldn't say how large that team is, but admits it's "a decent size. We have
really smart people who take a look at these things. There's always going to be a
certain amount of good judgment involved."!
!

13. In summary
Optimize apps/game play for social sharing but give users control of what is shared!
Use the new enhancements to the open graph as a way to connect your brand with consumers
activities. !
Brand tagging is a great way to engage with fans but active monitoring of what is being tagged is
essential. !