facebook marketing conference 2012:guardian reader: lessons learnt from leveraging the facebook...
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Facebook Marketing Conference 2012: Guardian Reader: Lessons Learnt from Leveraging the Facebook Platform, Martin Belam (Emblem)TRANSCRIPT
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emblem-digital.com
Martin BelamFacebook Marketing London, July 2012@currybet
Facebook, Social Readers &The Guardian
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@currybet
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@currybet
Launched in September 2011
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@currybet
Read, watch and listen Guardian content in Facebook
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@currybet
An opt-in way of consuming Guardian content
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@currybet
People were very vocal about it
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@currybet
Very vocal indeed
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@currybet
Why design it like that?
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@currybet
Had one metric in mind...
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@currybet
...but actually shifted this one
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@currybet
It was an experiment
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@currybet
I published this number-free adoption curve
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@currybet
Any page is potentially a viral landing page
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@currybet
It spawns new conversations around old content
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@currybet
YouTube clips aren’t journalism
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@currybet
But neither are TV listings
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@currybet
A young, male audience primed to distribute
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@currybet
Facebook referrals briefly eclipsed Google
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@currybet
And then everybody said they “collapsed”
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@currybet
Any graph that starts from a high peak...
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@currybet
“Reads” are not prominent anymore
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@currybet
The Guardian added “Agree / Disagree”
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@currybet
Unfavourably compared to the “Right / Wrong” table
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@currybet
Some actions speak louder
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@currybet
The water carrier
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@currybet
If I could turn back time...
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emblem-digital.com
Martin BelamFacebook Marketing London, July 2012@currybet
Thank you