5 Ways Facebook's Open Graph Will Impact Your Marketing - Extole

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1
TM
EPAPER | S E PT E MBE R 2 0 1 2
5 Ways Facebook’s Open Graph
Will Impact Your Marketing
As social networks have evolved, so have the ways people share, consume and
discover information. The consumer has now become a brand’s most influential
stakeholder, wielding the ability to influence friends and peers significantly more
than advertisers. This shift in power has caused a corresponding transformation
in social networks and how brands use them to engage with and market to
consumers. Facebook’s Open Graph is a formidable force that is changing the
way brands and consumers interact.
Extole’s ePaper, How Facebook’s Open Graph Will
Impact Your Marketing, includes:

Overview of Facebook’s Open Graph
Facebook’s Open Graph is an extension of Facebook’s platform that maps peoples’
online connections and relationships. It began with the “Like” as a way for users to
express an action tied to a Facebook object. Users could Like photos, posts, and
brand pages. In 2010, an early version of the Open Graph supported the inclusion of
3
rd
party websites and pages that people Liked throughout the web. Today, the Open
Graph has extended beyond the one-dimensional Like to include actions and objects
created by 3
rd
party applications.
Brands can now create Open Graph applications to interact with consumers both on
and off of Facebook to create stories, which are then broadcast across Facebook,
driving awareness and word of mouth (WOM). These earned media messages spread
not from business to consumer, but from consumer to consumer or friend to friend.

An Overview of Facebook’s Open Graph
Five Ways Facebook’s Open Graph Will Impact Your Marketing

Moving Beyond the Like

Shifting the Facebook Focus to the Consumer Timeline

Gaining Unprecedented Insight into Consumer Demographics

Replacing Facebook Ads with Sponsored Stories

Facilitating the Convergence of Owned, Earned and Paid Media

Incorporating the Open Graph into your Marketing Strategy
EPAPER | S EPT EMBE R 2 0 1 2


2
TM
Five Ways Facebook’s Open Graph Will Impact Your Marketing
Facebook’s Open Graph impacts the way brands approach marketing – both on and
off of social networks. The ability to create contextually relevant interactions across all
touch points to generate earned media will help brands drive powerful organic WOM,
as well as improve their paid media spend.
Below are the top five ways that Facebook’s Open Graph will impact your marketing:

Moving beyond the Like
Let’s face it—marketers have spent a lot of time and money amassing Likes,
whether they have run specific programs and paid for Likes, or grown them
organically. However, most companies still struggle with the real value behind
these initiatives because the Like doesn’t translate directly to measureable ROI.
With Facebook’s Open Graph, brands can now create relationships and interac-
tions with consumers that are contextually relevant. For example, a wine distributor
can enable users to “recommend” or “taste” a wine, a fashion brand can allow
users to “want” a pair of shoes or “own” a dress. Brands can take it a step farther
with interactions like “got burned by” a hot sauce or “shred on” a snowboard to
connect with consumers in their own brand language.
The Open Graph enables brands to interact with consumers across all touch points
(website, ecommerce storefront, and more) to create these contextually relevant
stories, which are then broadcast via Facebook to the consumer’s Timeline, as well
as their friends’ News Feeds and Tickers. All of these stories create powerful,
relevant earned media that allows brands to drive awareness and WOM.
Savvy brands will develop a strategy to leverage Open Graph actions aligned with
their brand, products and services. They will use Open Graph applications to create
opportunities for contextually relevant engagement and sharing with consumers,
both on and off of Facebook.
Shifting the Facebook Focus to the Consumer Timeline
In conjunction with the Open Graph, Facebook introduced the Timeline. The Brand
Timeline is focused on telling the brand’s story by providing marketers with an
opportunity to engage consumers with photos, videos, contests, and more. The
Brand Timeline provides less of an opportunity for brands to control the consumer
experience than the old Facebook Brand Page—making it less of a marketing tool
vs. a consumer engagement forum. ComScore research shows that Brand Pages
reach only 16% of fans each week on average.
1

1.
2.
The results are significantly higher than Facebook Ads. According to TBG Digital,
Sponsored Stories saw a 46% higher CTR, and a 20% lower CPC than Facebook Ads.
3
Further highlighting their importance, Sponsored Stories are the only Facebook ad
unit available on mobile. Data from studies by Facebook API providers shows that
mobile Sponsored Stories are getting 1.93 times the CTR and 2.65 times the
eCPM of Sponsored Stories on the web.
4

If Sponsored Stories play out according to Facebook’s plan, with unparalleled
relevance and targeting and higher CTRs and conversions, more and more brands
will switch their Facebook ad dollars to Sponsored Stories. And, as marketers
start to see the improved results from Sponsored Stories, more ad dollars will be
allocated to Facebook.
Facilitating the convergence of owned, earned and paid media
The convergence of owned, earned and paid media is top of mind for marketers
today. How do you leverage owned media channels to drive more earned media?
And how can you use earned media to drive more effective paid media?
Facebook’s Open Graph and Sponsored Stories bring it all together.
With the Open Graph, brands can engage consumers across all owned media
touch points (website, blogs, social networks, and more) and foster creation of
earned media (stories). This earned media is then broadcast across Facebook to
amplify awareness organically. Brands can further amplify the reach of these
earned media stories by purchasing highly effective paid media (Sponsored
Stories). Or in Facebook’s words—spread word of mouth at scale.
With Facebook, brands will be able to implement strategies to test the impact of
the convergence of media types. Brands will be able to foster earned media (in the
form of consumer stories) to fuel more effective paid media (Sponsored Stories).

Consumer Timelines, on the other hand, are now incredibly valuable to marketers
because they are where the majority of consumer interaction takes place. With the
Open Graph, consumer stories about a brand are now broadcast front-and-center
on the Consumer Timelines as well as in the News Feeds and Tickers of their
friends, creating digital virality. In addition, brands can create a persistent
connection with the consumers’ Timelines by creating an aggregation or
“Brand Billboard” which tells the ongoing story of that relationship.
While the Brand Timeline is an important tool for consumer engagement, brands
need to develop strategies to claim real estate on the Consumer Timeline.
A program to foster consumer stories through the Open Graph is a critical
element of these strategies.
Gaining unprecedented insight into consumer demographics
When it comes to data and insights, no marketing tools available today can hold
a candle to what is available through Facebook’s Open Graph. At a marketer’s
fingertips is data including program performance, consumer demographics and
social reach.
Marketers can understand who is sharing stories about their brand, products and
services. They can also understand reach (impressions), engagement (clicks) and
conversions across the News Feed, Ticker and Timeline. Marketers can also see
the aggregate demographics of friends that engage with stories, which enable
them to optimize campaigns. For example, a brand could see that females in a
certain demographic were dramatically outperforming other demographics and
reallocate ad budget accordingly.
The deep insights into social reach and consumer demographics through
Facebook’s Open Graph will enable brands to optimize marketing campaigns
both on and off of Facebook.
Replacing Facebook Ads with Sponsored Stories
There has been a significant amount of skepticism in the market about advertising
on Facebook. If everything goes as Facebook predicts, the Open Graph and
the increasing adoption of Sponsored Stories will change all of that.
To start with, Sponsored Stories are significantly more relevant than most
advertising because friends are endorsing brands and providing social context.
According to a study by Facebook and Nielsen, recall of messages increased by
50% with social context as compared to an update without social context.
2

At the same time, targeting of Sponsored Stories is unparalleled. According to
Facebook, their targeting reaches audiences with 90-95% accuracy, compared
to an industry average of 35%.
2
5 Ways Facebook’s Open Graph
Will Impact Your Marketing
EPAPER | S E PT E MBE R 2 0 1 2
Moving beyond the Like
Let’s face it—marketers have spent a lot of time and money amassing Likes,
whether they have run specific programs and paid for Likes, or grown them
organically. However, most companies still struggle with the real value behind
these initiatives because the Like doesn’t translate directly to measureable ROI.
With Facebook’s Open Graph, brands can now create relationships and interac-
tions with consumers that are contextually relevant. For example, a wine distributor
can enable users to “recommend” or “taste” a wine, a fashion brand can allow
users to “want” a pair of shoes or “own” a dress. Brands can take it a step farther
with interactions like “got burned by” a hot sauce or “shred on” a snowboard to
connect with consumers in their own brand language.
The Open Graph enables brands to interact with consumers across all touch points
(website, ecommerce storefront, and more) to create these contextually relevant
stories, which are then broadcast via Facebook to the consumer’s Timeline, as well
as their friends’ News Feeds and Tickers. All of these stories create powerful,
relevant earned media that allows brands to drive awareness and WOM.
Savvy brands will develop a strategy to leverage Open Graph actions aligned with
their brand, products and services. They will use Open Graph applications to create
opportunities for contextually relevant engagement and sharing with consumers,
both on and off of Facebook.
Shifting the Facebook Focus to the Consumer Timeline
In conjunction with the Open Graph, Facebook introduced the Timeline. The Brand
Timeline is focused on telling the brand’s story by providing marketers with an
opportunity to engage consumers with photos, videos, contests, and more. The
Brand Timeline provides less of an opportunity for brands to control the consumer
experience than the old Facebook Brand Page—making it less of a marketing tool
vs. a consumer engagement forum. ComScore research shows that Brand Pages
reach only 16% of fans each week on average.
1

The results are significantly higher than Facebook Ads. According to TBG Digital,
Sponsored Stories saw a 46% higher CTR, and a 20% lower CPC than Facebook Ads.
3
Further highlighting their importance, Sponsored Stories are the only Facebook ad
unit available on mobile. Data from studies by Facebook API providers shows that
mobile Sponsored Stories are getting 1.93 times the CTR and 2.65 times the
eCPM of Sponsored Stories on the web.
4

If Sponsored Stories play out according to Facebook’s plan, with unparalleled
relevance and targeting and higher CTRs and conversions, more and more brands
will switch their Facebook ad dollars to Sponsored Stories. And, as marketers
start to see the improved results from Sponsored Stories, more ad dollars will be
allocated to Facebook.
Facilitating the convergence of owned, earned and paid media
The convergence of owned, earned and paid media is top of mind for marketers
today. How do you leverage owned media channels to drive more earned media?
And how can you use earned media to drive more effective paid media?
Facebook’s Open Graph and Sponsored Stories bring it all together.
With the Open Graph, brands can engage consumers across all owned media
touch points (website, blogs, social networks, and more) and foster creation of
earned media (stories). This earned media is then broadcast across Facebook to
amplify awareness organically. Brands can further amplify the reach of these
earned media stories by purchasing highly effective paid media (Sponsored
Stories). Or in Facebook’s words—spread word of mouth at scale.
With Facebook, brands will be able to implement strategies to test the impact of
the convergence of media types. Brands will be able to foster earned media (in the
form of consumer stories) to fuel more effective paid media (Sponsored Stories).



3
TM
Consumer Timelines, on the other hand, are now incredibly valuable to marketers
because they are where the majority of consumer interaction takes place. With the
Open Graph, consumer stories about a brand are now broadcast front-and-center
on the Consumer Timelines as well as in the News Feeds and Tickers of their
friends, creating digital virality. In addition, brands can create a persistent
connection with the consumers’ Timelines by creating an aggregation or
“Brand Billboard” which tells the ongoing story of that relationship.
While the Brand Timeline is an important tool for consumer engagement, brands
need to develop strategies to claim real estate on the Consumer Timeline.
A program to foster consumer stories through the Open Graph is a critical
element of these strategies.
Gaining unprecedented insight into consumer demographics
When it comes to data and insights, no marketing tools available today can hold
a candle to what is available through Facebook’s Open Graph. At a marketer’s
fingertips is data including program performance, consumer demographics and
social reach.
Marketers can understand who is sharing stories about their brand, products and
services. They can also understand reach (impressions), engagement (clicks) and
conversions across the News Feed, Ticker and Timeline. Marketers can also see
the aggregate demographics of friends that engage with stories, which enable
them to optimize campaigns. For example, a brand could see that females in a
certain demographic were dramatically outperforming other demographics and
reallocate ad budget accordingly.
The deep insights into social reach and consumer demographics through
Facebook’s Open Graph will enable brands to optimize marketing campaigns
both on and off of Facebook.
Replacing Facebook Ads with Sponsored Stories
There has been a significant amount of skepticism in the market about advertising
on Facebook. If everything goes as Facebook predicts, the Open Graph and
the increasing adoption of Sponsored Stories will change all of that.
To start with, Sponsored Stories are significantly more relevant than most
advertising because friends are endorsing brands and providing social context.
According to a study by Facebook and Nielsen, recall of messages increased by
50% with social context as compared to an update without social context.
2

At the same time, targeting of Sponsored Stories is unparalleled. According to
Facebook, their targeting reaches audiences with 90-95% accuracy, compared
to an industry average of 35%.
2
3.
4.
5 Ways Facebook’s Open Graph
Will Impact Your Marketing
EPAPER | S EPT EMBER 2 0 1 2
Moving beyond the Like
Let’s face it—marketers have spent a lot of time and money amassing Likes,
whether they have run specific programs and paid for Likes, or grown them
organically. However, most companies still struggle with the real value behind
these initiatives because the Like doesn’t translate directly to measureable ROI.
With Facebook’s Open Graph, brands can now create relationships and interac-
tions with consumers that are contextually relevant. For example, a wine distributor
can enable users to “recommend” or “taste” a wine, a fashion brand can allow
users to “want” a pair of shoes or “own” a dress. Brands can take it a step farther
with interactions like “got burned by” a hot sauce or “shred on” a snowboard to
connect with consumers in their own brand language.
The Open Graph enables brands to interact with consumers across all touch points
(website, ecommerce storefront, and more) to create these contextually relevant
stories, which are then broadcast via Facebook to the consumer’s Timeline, as well
as their friends’ News Feeds and Tickers. All of these stories create powerful,
relevant earned media that allows brands to drive awareness and WOM.
Savvy brands will develop a strategy to leverage Open Graph actions aligned with
their brand, products and services. They will use Open Graph applications to create
opportunities for contextually relevant engagement and sharing with consumers,
both on and off of Facebook.
Shifting the Facebook Focus to the Consumer Timeline
In conjunction with the Open Graph, Facebook introduced the Timeline. The Brand
Timeline is focused on telling the brand’s story by providing marketers with an
opportunity to engage consumers with photos, videos, contests, and more. The
Brand Timeline provides less of an opportunity for brands to control the consumer
experience than the old Facebook Brand Page—making it less of a marketing tool
vs. a consumer engagement forum. ComScore research shows that Brand Pages
reach only 16% of fans each week on average.
1



4
TM
The results are significantly higher than Facebook Ads. According to TBG Digital,
Sponsored Stories saw a 46% higher CTR, and a 20% lower CPC than Facebook Ads.
3
Further highlighting their importance, Sponsored Stories are the only Facebook ad
unit available on mobile. Data from studies by Facebook API providers shows that
mobile Sponsored Stories are getting 1.93 times the CTR and 2.65 times the
eCPM of Sponsored Stories on the web.
4

If Sponsored Stories play out according to Facebook’s plan, with unparalleled
relevance and targeting and higher CTRs and conversions, more and more brands
will switch their Facebook ad dollars to Sponsored Stories. And, as marketers
start to see the improved results from Sponsored Stories, more ad dollars will be
allocated to Facebook.
Facilitating the convergence of owned, earned and paid media
The convergence of owned, earned and paid media is top of mind for marketers
today. How do you leverage owned media channels to drive more earned media?
And how can you use earned media to drive more effective paid media?
Facebook’s Open Graph and Sponsored Stories bring it all together.
With the Open Graph, brands can engage consumers across all owned media
touch points (website, blogs, social networks, and more) and foster creation of
earned media (stories). This earned media is then broadcast across Facebook to
amplify awareness organically. Brands can further amplify the reach of these
earned media stories by purchasing highly effective paid media (Sponsored
Stories). Or in Facebook’s words—spread word of mouth at scale.
With Facebook, brands will be able to implement strategies to test the impact of
the convergence of media types. Brands will be able to foster earned media (in the
form of consumer stories) to fuel more effective paid media (Sponsored Stories).

5.
Consumer Timelines, on the other hand, are now incredibly valuable to marketers
because they are where the majority of consumer interaction takes place. With the
Open Graph, consumer stories about a brand are now broadcast front-and-center
on the Consumer Timelines as well as in the News Feeds and Tickers of their
friends, creating digital virality. In addition, brands can create a persistent
connection with the consumers’ Timelines by creating an aggregation or
“Brand Billboard” which tells the ongoing story of that relationship.
While the Brand Timeline is an important tool for consumer engagement, brands
need to develop strategies to claim real estate on the Consumer Timeline.
A program to foster consumer stories through the Open Graph is a critical
element of these strategies.
Gaining unprecedented insight into consumer demographics
When it comes to data and insights, no marketing tools available today can hold
a candle to what is available through Facebook’s Open Graph. At a marketer’s
fingertips is data including program performance, consumer demographics and
social reach.
Marketers can understand who is sharing stories about their brand, products and
services. They can also understand reach (impressions), engagement (clicks) and
conversions across the News Feed, Ticker and Timeline. Marketers can also see
the aggregate demographics of friends that engage with stories, which enable
them to optimize campaigns. For example, a brand could see that females in a
certain demographic were dramatically outperforming other demographics and
reallocate ad budget accordingly.
The deep insights into social reach and consumer demographics through
Facebook’s Open Graph will enable brands to optimize marketing campaigns
both on and off of Facebook.
Replacing Facebook Ads with Sponsored Stories
There has been a significant amount of skepticism in the market about advertising
on Facebook. If everything goes as Facebook predicts, the Open Graph and
the increasing adoption of Sponsored Stories will change all of that.
To start with, Sponsored Stories are significantly more relevant than most
advertising because friends are endorsing brands and providing social context.
According to a study by Facebook and Nielsen, recall of messages increased by
50% with social context as compared to an update without social context.
2

At the same time, targeting of Sponsored Stories is unparalleled. According to
Facebook, their targeting reaches audiences with 90-95% accuracy, compared
to an industry average of 35%.
2
5 Ways Facebook’s Open Graph
Will Impact Your Marketing
EPAPER | S EPT EMBER 2 0 1 2


TM
Incorporating the Open Graph into Your Marketing Strategy
Brands need start thinking now about how they can incorporate Facebook’s Open
Graph into their current marketing initiatives and future plans. Long gone are the days
of “flat” marketing—consumers and the content they create need to be incorporated
into marketing strategies to create integrated, dimensional programs that leverage all
media types. Marketing can now be more targeted, more relevant and ultimately,
more effective.
To get started with a marketing strategy around Facebook’s Open Graph, marketers
must first think about developing contextually relevant Open Graph actions aligned
with their brands, and the products and services they represent. Consider your target
audience and how to foster sharing about your brand. The resulting relationship not
only builds loyalty, but social advocacy.
The next step is implementing social marketing programs to ignite these interactions,
in effect, socializing your consumer experience. Consumer to Consumer (C2C) social
marketing programs are an ideal solution to foster social advocacy and the creation
and sharing of stories through the Open Graph. Social referral programs, social
promotions and social expressions are examples of the types of C2C programs that
marketers can launch to incorporate the Open Graph into their marketing.
For more information on how to get started with an Open Graph social advocacy
solution, visit us at www.extole.com.
Nielsen Global Trust in Advertising report, 2012
1. comScore, 2011
2. Facebook Roadshow 2012
3. Facebook Ads API service provider TBG Digital has revealed
that in a 10-day, 3-client, 2 billion-impression test, May 2011
4. TBG Digital, AdParlor, Nanigans, and Spruce Media, June 2012
5
About Extole
Extole is the leading Consumer-to-Consumer (C2C) Social Marketing platform for brands to tap
into the power of customer advocates to drive measurable marketing results through social word of
mouth. With Extole-powered social referrals, promotions, expressions, and analytics, brands can
drive advocacy, amplify awareness, and acquire new high-value customers, while gaining insight into
customer behavior and advocates. Extole powers C2C social marketing programs for over 250
brands including Redbox, T-Mobile, Vistaprint, Shutterfly, Kate Spade New York, The Travel Channel.
New York Times, and SkyMall.
www.extole.com | 877 739 8653 | Follow us
© 2012 by Extole, Inc. All rights reserved.
5 Ways Facebook’s Open Graph
Will Impact Your Marketing