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Bye Bye Promo-Tab: Integrated Facebook Marketing with Open Graph-Apps & Pages Talk by Michael Kamleitner, Die Socialisten @ Allfacebook.de Marketing Conference 2013 in Munich
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die.socialisten.atsocial network development
BYEBYE,PROMOTAB
#AFMarketingConMunich, April 29th, 2013
http://die.socialisten.atMichael Kamleitner, Die Socialisten
Shitstormalarm.io is a free service helping social media managers keep an eye on their Facebook Pages. The app monitors a Facebook Page for impending flamewars and shitstorms by detecting unusual peaks of community-activity and recognizing overly negative toned comments. Community managers receive the alarm via Email & SMS.
http://shitstormalarm.io
die.socialisten.atsocial network development
About: Die Socialisten"Die Socialisten" is a Vienna-based social-software agency focussing on the design & implementation of apps and marketing-solutions on social web platforms like Facebook.
To date, we have successfully built more than onehundred brand-pages, applications and integrations of external websites.
Our clients include Red Bull, Axel Springer/Bild.de, Bertelsmann, FTD, Krone Multimedia, ATV and Hitradio Ö3. "Die Socialisten" are Austria's first agency listed in the official "Facebook Preferred Marketing Developer"-program.
http://die.socialisten.at | http://facebook.com/diesocialisten
What this talk is not about...Minimum requirements for contest-/promotional Tabs on Facebook Pages.
Terms of Service & legal challenges.
Facebook Platform Policy & Promotional Guidelines.
These basics should pretty much be established by now...
Link: http://allfacebook.com/infographic-elements-facebook-contest_b115852
Anatomy of a typical Facebook Promotion...Goal: Hope for increased reach by growing the community (no. of fans)
Anatomy of a typical Facebook Promotion...Step 1: Tab, Fangate & a prize as disconnected from the brand as possible (think iPad)
Anatomy of a typical Facebook Promotion...Step 2: Registration form (with or without Facebook Login)
Anatomy of a Facebook Promotion...Step 3: Sharing-Dialog = Verbreitungs-Mechanismus?
Anatomy of a typical Facebook Promotion...Step 3: Sharing-Dialogue = Viral distribution mechanism?
Why the typical Facebook Promotion will fail:Disconnected from brand, no storytelling, no viral distribution by Wall-Postings, users tired of it.
1. By supporting Mobile Devices.
2. By integrating Open Graph Actions.
3. By promoting Apps with Open Graph Sponsored Stories.
Taking Facebook Promotions to the next level!
1. Supporting Mobile Devices
Facebook is a truly mobile platform!600mio use Facebook mobile, 120mio exclusively mobile.
Mobile Engagement-Rate 2x higher than on Desktop (Source: Facebook)
Up to 45% mobile access for Facebook Apps!Average for Facebook Marketing Tab-Apps in Q4/2012: 36% mobile access!
Source: http://garage.socialisten.at/2013/01/the-truth-about-mobile-usage-of-facebook-apps
Mobile Fail #1Built an app, “forgot” mobile support!
Page-Post (promoted!) -leads to errormessage
Mobile Fail #1Built an app, “forgot” mobile support!
Share by a friend -leads to error message
36%!!Mobile!!!
Link: https://www.facebook.com/Madonna24/app_461781663889597
Mobile Fail #2No optimized version for mobile devices, desktop version hardly usable!
Sharing through Wallposts:Bad conversion, dialogue will mostly get cancelled anyway.Automatic postings without users agreement are forbidden by Facebook.
Mobile Fail #3Posted wrong (Tab-)URL! (f.e. https://www.facebook.com/Madonna24/app_461781663889597)
Tab-URL won’t work on mobile!
“What, no Tabs on mobile? How will users find our promotion at all”
?
“...through Newsfeed!”By (promoted) postings on the Page & Stories published by participating users.
Watch out! Promotional Tabs provided by standard/out-of-the-box solutions: mostly no/bad mobile support!
Executive Summary - Mobile Support:1. Facebook Promotional Tabs/Contests without Mobile Web-support lose at least 1/3 of their potential right from the start!
2. Mobile Web support = must-have for each custom- & standard-solution
3. Try out for yourself! Find & open your campaign on your smartphone!
4. Worked? Great! Now follow the best practices when linking to your app!
More about mobile support & optimal linking of apps:
http://garage.socialisten.at/2013/01/how-to-link-to-your-facebook-tab-app/http://garage.socialisten.at/2013/01/the-truth-about-mobile-usage-of-facebook-apps/
2. Integrating Open Graph Actions
Why Open Graph? Reach!
Open Graph Actions displayed in old Newsfeed(90x90px)
Open Graph Action displayed in updated Newsfeed (154x154px)
Open Graph Actionsdisplayed in mobil Newsfeed (60x60px)
Open Graph Best Practice
Action “Vote”High volume, 1 Vote per day, per user, per imageFeed-Story with thumbnail containing user-generated content.
Link: https://www.facebook.com/AustrianAirlines/app_373485552734315 (Kampagne beendet)
Opt-In
Action “Want”Feed Story achieves great reach with User-Message & Geo-Tagging.
User Message
Geo-Tagging
Action “Vote”High volume, 1 Vote per day, per user, per imageFeed-Story with thumbnail containing user-generated content.
Link: https://www.facebook.com/RotesKreuzNOE/app_524014610971202
Action “Support”Feed-Story with thumbnail containing personalized, user-generated content & User Tagging.
User Tagging
Link: https://www.facebook.com/stieglbrauerei/app_411592002252264
Action “Chat”Feed-Story with individual thumbnail & User Message.
User Message
Commercial Break ;)This chat-widget is available for free at http://uberch.at - works on every website & Facebook Page!
More about “Wall-Posting vs. Open Graph”:
http://www.slideshare.net/socialisten/all-facebook-devconen20121123
Executive Summary - Why integrate with Open Graph?1. Open Graph Actions have far better reach in Newsfeed than common Wall-Postings.
2. Open Graph Approval-Process by Facebook mostly within 24h
3. Additional cost of Open Graph is very reasonable.
4. Individual Open Graph Actions enable much more connection with the brand and better storytelling!
Graph Search
Graph SearchStatus April 2013
Graph Search enables semantic search for persons, places and photos by filtering interestes & “Likes”.
No Mobile Support.
No Internationalization.
No API.
No support for custom & common Open Graph Objects & Actions.
Open Graph Action?
No! Graph Search converts to “Like” internally!
Graph Search APIFacebook Mobile DevCon NY, 18. April 2013
- Graph Search API in “conceptional phase” right now!
- Probably will require Whitelisting of Apps using the API
- Probably will support search for Custom & Common Objects & Actions!
Watch out: No official release-date or roadmap!
Source: http://allfacebook.de/connect/in-der-entwicklung-new-graph-search-api
The Future?
die.socialisten.atsocial network development
WELCOMEBACK,PROMOTAB!
die.socialisten.atsocial network development
LinksNews, tutorials, best practices about Social Web App-development on Facebook & beyond! - http://garage.socialisten.athttp://garage.socialisten.at/2013/01/how-to-link-to-your-facebook-tab-app/
http://garage.socialisten.at/2013/01/the-truth-about-mobile-usage-of-facebook-apps/
http://www.slideshare.net/socialisten/all-facebook-devconen20121123
http://allfacebook.com/infographic-elements-facebook-contest_b115852
http://allfacebook.de/connect/in-der-entwicklung-new-graph-search-api
http://uberch.at
Michael KamleitnerDie Socialisten
http://fb.com/michael.kamleitnerhttp://twitter.com/_subnet
http://fb.com/diesocialistenhttp://twitter.com/diesocialistenhttp://slideshare.net/socialisten
