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As Chief Strategy Officer at Terralever, Scott McAndrew helps global brand managers not just navigate, but dominate the digital marketing space. Scott's unique approach infuses traditional techniques with innovation. He's known for creating campaigns that make a deep emotional impact and create measurable results, growing the bottom line.That's why top brands like Red Bull, DC Shoes, Quiksilver, and Teva turn to Scott and his team.
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November / 5 / 2012
Exploring the Impact ofFacebook SocialMedia Integration on Websites
Agenda 01 Introductions
02 Ever Changing Facebook
03 Challenges of Acquisition and Engagement
04 Website Integration
05 Getting it Right
06 What Success Looks Like
07 Resources / Q&A
Agenda 01 Introductions
02 Ever Changing Facebook
03 Challenges of Acquisition and Engagement
04 Website Integration
05 Getting it Right
06 What Success Looks Like
07 Resources / Q&A
Agenda 01 Introductions
02 Ever Changing Facebook
03 Challenges of Acquisition and Engagement
04 Website Integration
05 Getting it Right
06 What Success Looks Like
07 Resources / Q&A
Massive Growth
Facebook’s (New) Challenges
Facebook Trends• Overall growth of the Facebook population continues• Desktop use plateauing or receding (receding in mature markets, including the US)• Strong growth in mobile usage• The amount of information competing for Newsfeed Impressions continues to rise
Facebook, the Public Company• Facebook is accountable to its shareholders for growth and financial performance• Facebook’s revenue is driven by advertising dollars
An Interesting Paradigm• There is far more information available for the average Newsfeed than could ever be consumed• Mobile is on the rise, but mobile o!ers less real estate for advertising• Facebook derives profits from advertising
Facebook’s September Update - What Happened!?
“We made an update to the ranking algorithm to improve user engagement and reduce spam. This is beneficial to the platform overall as increased engagement and higher quality content are good for the ecosystem.”
Facebook’s September Update - What Happened!?
“We made an update to the ranking algorithm to improve user engagement and reduce spam. This is beneficial to the platform overall as increased engagement and higher quality content are good for the ecosystem.”
“We have seen quite a large fall o! (40-50%) [in impressions] globally across all of our clients pages ranging from 10k - millions of fans.”
- Zach Welch, Social Bakers
“Organic Reach -25% change, Viral Reach -45% and Engagement/Fan -17%”
- Chad Wittman, EdgeRankChecker
“Facebook Accused Of Changing A Key Algorithm To Hurt Advertisers”
“Another Agency Claims Facebook Algorithm Changes”
“Facebook Cuts Organic Reach As It Promotes Ads”
“Suddenly, Facebook seems all about the money”
One Client Example - Organic Impressions
Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Organic Impressions
-50%
One Client Example - Organic Impressions
Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Organic Impressions
-64%
Another Client Example - Organic Impressions
Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Organic Impressions
-34%
Another Client Example - Organic Impressions
Jan Feb Mar Apr May Jun Jul Aug Sep Oct
Organic Impressions
-72%
Facebooks Paid Options For Brand/Fan Pages Abound
Large-format Logout Ads
Self-serve Platform for Premium Ads
Mobile-only Sponsored Stories
Sponsored Stories
Facebook Ads Appearing on Zynga.com
Facebook Ad Targeting Based-on Email Address
Facebook Ad Targeting Based-on Phone Number
Ads Based on Open Graph Actions
Facebook Exchange (Retargeting) Ads
Newsfeed Ads
Sponsored Results (In Search Bar)
Pages now Pay for O!ers
Coming Soon... Premium Business PagesReach Generator
Agenda 01 Introductions
02 Ever Changing Facebook
03 Challenges of Acquisition and Engagement
04 Website Integration
05 Getting it Right
06 What Success Looks Like
07 Resources / Q&A
Performing While the Rules are Changing
The challenges for Brand Pages will continue on Facebook. Rumors have stated that Facebook is internally trying to reach 80% organic content and 20% sponsored (Facebook Ads) in the Newsfeed.
What Can be Done to Encourage Acquisition O! of Facebook• How can we acquire more Fans beyond Facebook’s borders?
What Can be Done to Encourage Visibility and Engagement O! of Facebook• How does content published from beyond Facebook perform?• How can we encourage users push content onto Facebook from a .com?• Why do most implementations only perform marginally?
Agenda 01 Introductions
02 Ever Changing Facebook
03 Challenges of Acquisition and Engagement
04 Website Integration
05 Getting it Right
06 What Success Looks Like
07 Resources / Q&A
The Popular Facebook Social Plugin: the Like Button
Like Button linked to a Brand/Fan Page• In-line AJAX Like of a Brand/Fan Page• Often substituted with an icon and Link to a Brand/Fan Page (not recommended)
Like Button linked to individual Pieces of Content• In-line AJAX Like of a individual piece of content• Like and Recommend variants• Often placed on a website as an afterthought• Most implementations only scratch the surface• Many implementations have unseen errors which prevent visibility in the Newsfeed
Agenda 01 Introductions
02 Ever Changing Facebook
03 Challenges of Acquisition and Engagement
04 Website Integration
05 Getting it Right
06 What Success Looks Like
07 Resources / Q&A
Anatomy of a Facebook Like Social Plugin
Drop-in Code• Renders the Like button• Javascript allowing button to function
Additional Code: Open Graph Meta Tags• Establishes what the Open Graph Object is• Defines how it appears in the Newsfeed
• Headline• Description• Associated Image
• Open Graph Meta tags apply to organic shares (cut-and-paste of a URL), too
Required and Recommended Open Graph Properties
Required• og:title - The title as it should appear in within the graph• og:type - The type of object (article, athlete, author, product, etc.)• og:image - An image which should represent the object within the graph• og:url - Canonical URL linking to the object
Recommended• ":app_id - The Facebook Platform application ID that administers the page• og:site_name - A human-readable name of the site the object resides on• og:description - A two sentence description of the page
Open Graph Types
Activities• activity• sport
Business• bar• company• cafe• hotel• restaurant
Groups• cause• sports league• sports team
Organizations• band• government• non-profit• school• university
People• actor• athlete• author• director• musician• politician• public figure
Products/Entertainment• album• book• drink• food• game• product• song• movie• tv show
Websites• blog• website• article
Places• city• county• landmark• state province
Result of Incorrect Implementation
When incorrectly implemented, expect• No visibility of an action taken, except by the user who took the action• Inability to compete in the Newsfeed when rendered• Action demoted an only visible in the Timeline of the user who took the action• Poor visual presentation
Lack of visibility means• Lack of engagement• Lack of propagation within Facebook• Lack of tra#c back to originating .com
Common Points of Failure for Like Buttons
Common Social Plugin Implementation Errors• Linking a Like button for a Brand/Fan Page to the wrong URL• Using an icon and a link as a substitute for the in-line Like Button Social Plugin• Required Open Graph tags missing altogether• Incorrect implementation of Open Graph tags• Not declaring Open Graph content types where applicable• Image URLs that don’t resolve or force Facebook to guess• Excessive redirection for the web page or an referenced asset to resolve• Redundant Open Graph tags cited• Open Graph tags placed outside the web page’s head tag• Not including canonical references on web pages themselves
Agenda 01 Introductions
02 Ever Changing Facebook
03 Challenges of Acquisition and Engagement
04 Website Integration
05 Getting it Right
06 What Success Looks Like
07 Resources / Q&A
Franchitti, Jones help giveSEMA a taste of Indy 500Indy 500 winners Dario Franchitti, left, and ParnelliJones visited the SEMA Show in Las Vegas.
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RT @stevewittich: Belskus hasn'tcalled his newest promoter yet.http://t.co/b8gp6ZEF via @JennaFryerstory. #IndyCar #TooBusyDeepDiving
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AN OPEN LETTER FROM JEFFBELSKUSJeff Belskus, the CEO of INDYCAR, has issued the followingopen letter to all INDYCAR fans.
An Open Letter from JeffBelskus
In their own words: Carpenter'sseason review
In their own words: Kimball'sseason review
KV Racing Technology signs deSilvestro for 2013
Series champ Hawksworthready for next challenge
Ryan Hunter-Reay --Andretti Autosport
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Will Power --Team Penske
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Scott Dixon --Target Chip Ganassi Racing
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O'Gara sets sights on FirestoneIndy LightsSarah Fisher Hartman Racing development driverKyle O'Gara recently tested at Kentucky Speedwayin a Firestone Indy Lights car.
Your Email Address
IZOD IndyCar - Scott Dixon
SELECT DRIVER-- Choose Driver --
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Championship
2Indy 500 Wins
1Total Poles
20Race Wins
28
Birthday: Jul 22, 1980
Hometown: Auckland, New Zealand
Residence: Indianapolis, IN
Website: www.scottdixon.com
Team Website: TargetChipGanassiRacing.com
All-Time Career Statistics - IZOD IndyCar Series
* Under INDYCAR sanction RAF = Running at Finish
Visit Team Website
Target Chip Ganassi RacingChip Ganassi stormed onto the national racing scene at the 1982 Indianapolis 500,where he became the fastest rookie qualifier and finished 15th. Following asuccessful career as a driver, highlighted by an eighth-place finish in the 1983Indianapolis 500, Ganassi set his sights on ownership in 1988.
Ganassi created his own Indy car team in 1990 and established a partnership withTarget that endures to this day.
Target Chip Ganassi Racing driver Jimmy Vasser captured the CART championshipin 1996. Alex Zanardi followed Vasser's lead and earned CART titles in 1997 and1998. With rookie driver Juan Montoya's championship in 1999, Ganassi becamethe first owner to earn four consecutive CART championships.
Montoya won the 2000 Indianapolis 500 for Target Chip Ganassi Racing, which wasmaking its first appearance at the Brickyard since 1995. In 2002, Bruno Junqueiraearned the pole position for the Indianapolis 500 and led 32 laps before engineproblems ended his day.
The team joined the IndyCar Series full time in 2002 with driver Jeff Ward. It's goneon to win the series championship in 2003 and 2008 with Scott Dixon and 2007,2009 and 2010 with Dario Franchitti. Franchitti (2010) and Dixon (2008) also haveadded to the team's Indianapolis 500 victory total.
Year Starts Wins Poles** Top 5 Top 10 Laps Led RAF
2012 15 2 1 8 9 456 12
2011 17 2 2 12 13 190 17
2010 17 3 0 9 15 273 15
2009 17 5 2 12 14 815 16
2008 18 6 7 15 15 900 17
2007 17 4 2 13 16 291 15
2006 14 2 1 9 12 215 14
2005 17 1 0 1 5 25 10
2004 16 0 0 2 10 3 12
2003 16 3 5 9 11 748 11
Total 164 28 20 90 120 3916 139
** Includes all poles, including those awarded based on entrant points
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Will PowerTeam Penske 2nd 4th Helio Castroneves
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TARGET CHIP GANASSI RACINGScott Dixon
Like 10 SendFollow
Out rambling... @RikTommasone@ErinTommasone@EmmaDaviesDixonhttp://t.co/QDwnjacuhttp://t.co/yOikjQv0
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Paulette Sheehan · Villa Maria College
Hi ScottGreat race, win no 30 for you is justaround the corner.I am a Hydroplane racer in N.Z.My race craft is a 19ft ZanderHydroplane, which can do about 130mph.My question is, would you beinterested in driving my boat at somestage when you are in N.Z. (Full careno responsibility).There are 24 3 litre Hydroplanesregistered here in N.Z. & mine wouldbe ranked 2nd or 3rd. It did run 4thin a World title held at Karapiro2008.So it is a very competetive craft.If there is any interest, I can send youphotos & a rough plan of where wewill be racing this coming season.I realise you are a contracted driver &possible would not be able to.We have our own Dunk Testing unit& would make this avaliable, so alicence could be issued.If this is something you wouldconsider doing, please advise.Tony Hall.
Like · Reply · · Follow Post ·August 7 at 3:39pm
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Lori Brown · Ivy Tech of Greencastle
We would absolutely love to do a 5-7minute phone interview with you onany monday in april between 6pm-7pm EST if you could possibly do thiswith us. Please let me know whencould possibly work for you! Thankyou very much!
Like · Reply · · Follow Post ·April 2 at 9:13am
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Bernard steps down as INDYCAR CEO
By indycar.com staffPublished: Oct 29, 2012
INDIANAPOLIS - The board of directors of the Indianapolis Motor Speedway Corporation conveneda special meeting Sunday, Oct. 28 and has announced that Randy Bernard will relinquish hisposition as CEO of INDYCAR effective immediately. Indianapolis Motor Speedway CorporationPresident and CEO Jeff Belskus was appointed as interim CEO of INDYCAR.
"We are very grateful for the tireless effort that Randy has invested into learning, understanding andworking to grow the IndyCar Series over the last three racing seasons," Belskus said. "As bothRandy and our organization have reflected on the past season and as we look toward theopportunities ahead and how to best take advantage of them, we agreed that the timing was right topursue separate paths."
Bernard, who joined INDYCAR in March 2010, said he believed he is leaving INDYCAR in a betterposition than when he arrived.
"I have enjoyed the opportunity to work with the entire INDYCAR community, its teams, drivers,loyal partners and fans," Bernard said. "The last three years have produced some exciting, andsome difficult, times. But we have created a foundation for INDYCAR that positions it to grow overthe next several years, and I am proud of what everyone at INDYCAR has been able to accomplishsince I came on board."
Bernard was also grateful for the support of the Hulman-George family during his tenure.
"I want to thank the Hulman-George family, especially Josie (George), for giving me the opportunityand privilege to work with the organization and to help set a course and direction for INDYCAR,"Bernard said. "With the family's firm commitment to the betterment of the sport and the dedicationof our teams, drivers, partners and fans, INDYCAR is better poised for success than it has been inmany years."
Belskus credited Bernard with successfully navigating INDYCAR through a challenging andimportant time period that included the development and rollout of the first new chassis rules in nineyears and the introduction of a new engine platform and multiple engine manufactures after sixyears of a single-supplier format.
Belskus added that Bernard would still provide input into the overall operation of INDYCAR throughan ongoing advisory capacity with INDYCAR. Bernard said he was looking forward to stayinginvolved.
"I have developed a passion for the sport of INDYCAR, and I look forward to being involved at astrategic level as an advisor to the INDYCAR leadership," Bernard said. "As INDYCAR fans, weneed to unify behind the sport in order to move it to the next level, and I look forward to providinginput and being part of that unified voice along the way."
Belskus, who served as CEO of INDYCAR from July 2009 through February 2010, will continue inhis current roles in addition to being named interim CEO of INDYCAR. Belskus said a specifictimeline had not been established for announcing a permanent replacement, but added that futureINDYCAR leadership structure will be addressed as part of a current strategic planning process thatincludes assistance from global business management firm The Boston Consulting Group andwould incorporate consultation with INDYCAR stakeholders.
"The organization is full of talented professionals, and we will continue to prepare for what will be avery exciting 2013 racing season," Belskus said. "Once again, INDYCAR is not for sale, and theorganization remains completely committed to owning and operating INDYCAR."
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62 comments Michael Nicholas · Fishers, IndianaHe did not step down, forced out by a bunch of people that should not be running this thing.You just shot yourselves in the foot again.
· Like · Reply · · Follow Post · October 29 at 8:37am27 Moderate
Ron Jan Zacharias
You're absolutely correct, the George Gang fired the best leader Indy Car has had inthe last 20 years. Hope they like empty grandstands, I won't be attending orwatching any races on their pathetic TV package.
· Like · Reply · · October 29 at 7:07pm8 Moderate
Eva Lasvegas
Those stands were already pretty empty, this won't make them any more empty. Asfor the TV package, ABC just needs to get their hooks out of it. At least we can nowsee the races instead of This Week With David Brinkley, or 10 extra holes of golf.The new car was the only thing he got right his entire time there.Like · Reply · · November 1 at 2:49pmModerate
Gina Navarra
BIG mistake. That is all. · Like · Reply · · Follow Post · October 29 at 8:19am13 Moderate
Benjamin Michael · Summer Intern at New Jersey Motorsports ParkI hope not. We'll have to see how next season goes along to be sure, but I'mhopeful at least. It's all you can do at the end of the day
· Like · Reply · · October 29 at 8:29am1 Moderate
In their own words: De Silvestro's seasonreview15 hours ago
In their own words: Carpenter's season review3 days ago
An Open Letter from Jeff Belskus3 days ago
Franchitti, Jones help give SEMA a taste ofIndy 5005 days ago
In their own words: Kimball's season review5 days ago
KV Racing Technology signs de Silvestro for20136 days ago
Series champ Hawksworth ready for nextchallenge6 days ago
Results of E!ective Integration: Fan Growth
When the new site IndyCarsite launched there was animmediate uptick in Fans,the largest increase comingfrom the new .com
Results of E!ective Integration: Impressions, Tra"c
9.5x
8.4x
4.6x
Correct Facebook Like O!site Integration
Low E!ort• Implementing Like buttons and Open Graph tags correctly is generally a one-time activity
High Visibility• It’s becoming nearly impossible to gain Impressions of this volume on Facebook (without ads)
Generates Tra#c back to Site• Return rate of visitors from Facebook to one’s website is significant
Advocacy• Site visitors take the action that creates stories on Facebook• Stories visible to their friend network - trusted source
• Far di!erent than a Brand posting from a fan Page
Agenda 01 Introductions
02 Ever Changing Facebook
03 Challenges of Acquisition and Engagement
04 Website Integration
05 Getting it Right
06 What Success Looks Like
07 Resources / Q&A
Path to an E!ective Implementation
Integrate Planning Into the Overall Website Build Process• Sign up for Facebook Insights for Domains• Identify the types of content or experiences where users may want to share/participate on your site• Check each type to see if it cleanly assigns to one of Facebook’s Open Graph content types• Ensure canonical URLs are set on the pages where you’re implementing Like buttons• Take time to consider the copy and images to be shown when content is interacted with• Implement where it makes the most sense within the user experience• Check your work using Facebook’s URL Linter• Monitor Facebook Insights for Domains to understand how the site performs socially
• Look for areas where other Social Plugins can contribute to the user experience
Facebook Open Graph References / Q&A
Facebook’s Open Graph Protocol Developer Page• Comprehensive guide to implementing the Open Graph on a website• Adding, Checking Work, Page Administration, Publishing, Object Types, Best Practices, etc.• https://developers.facebook.com/docs/opengraphprotocol/
Facebook URL Linter (Object Debugger)• Checks Open Graph Meta Tag Setup• Identified any Issues with the Page• https://developers.facebook.com/tools/debug
Facebook Insights for Domains• https://developers.facebook.com/docs/insights/• https://facebook.com/insights