facebook open graph workshop - marketing movie content more effectively to your audiences
DESCRIPTION
Presented at Social Media Week London on the 26th of September - marketing movies more effectively to your audiencesTRANSCRIPT
fans for brands
OPEN GRAPH WORK-SHOP
THE TALE OF THE UNKNOWN USER! Most entertainment brands know very little about the person who is
interacting with their online channels.
Paul Adams From FacebookWith exponentially increasing information, and limited capacity for
memory, we will increasingly turn to others to help us decide.
Social Apps
Web Apps
Mobile Apps
TV Apps
Websites, Mobile and Tablet Apps - Facebook ConnectFacebook - App Install
APP PERMISSIONS
Privacy and the new currency of trust.
Your basic infoYour email
Search and share
Your complete guide Fusentast
The dark past of apps
• Wall posting used to be very common: apps “helped” users to express themselves by posting on there behalf on their profiles and all their friends’
People fear what they don’t understand
People fear what they don’t understand
People fear what they don’t understand
First, ask only for the bare minimum.
Your basic info
Search and share quality iPad applications for your children.
Fusentast
Your complete guide to kids apps on iPad
FRIENDLIER APP PERMISSIONS
People fear what they don’t understand
Throttle permissions by asking for them in the context where they’re going to be used
Contextual Permissions - emphasize if you give this permission you get so much more from the service!
WHAT KIND OF DATA IS AVAILABLE
What data is out there?
friends· likes· songs· relationships· messages· email· articles· groups· location· events· games· notes·
photos· work history· status updates
AND custom app data
Peter’s Open Graph DataBy accessing Peter’s social graph we now know who Peter’s
friends are, what things Peter likes, etc.
Friends Likes
Who is Peter close to?This can be achieved through Open Graph analysis and further
Facebook app permissions
What are his Close Friends actions within other Apps?
BENEFITS TO YOU
• Pinpoint Individual Interests
• Portable profiles
• Cluster Analysis of Interests for Introducing Content
• How Groups and Individuals Influence Each Other
The ability to organise content through the lens of:
I. Peter’s tastes
II. and what his ‘close’ friends want to interact with.
To any device Peter is using and through his Facebook experience.
BENEFITS TO YOUR USERS
Recommendations Straight to Peter’s pocket
Tony & Heath are close friends to Peter
Meta data recommendations from the Peter’s Social
Graph
Tony & Heath are close friends to Peter
Films that Peter has said he wants to watch on Rotten
Tomatoes
DEMO: http://friendlyartists.herokuapp.com/
Phase-aware targeting
• People change all the time
• What they do, who they’re with, and their opinions keep evolving
• Using the open graph allows you to understand a person's profile in a given timeframe.
Your Movie Tastes Stored against your Profile
Watched
Points scored
Movies Shared
Rated
Want’s to see
Installed Scored
+ =
Personalized Content
Targeted Communication
Name: James Jones
Location: Denmark
Age: 38
Status: Married
College: Aberdeen Uni
Books
Movies
Friends
Social Data Capture
App & Website Behavior
Want’s to see
Applications Installed:
Movie Genre: Horror
Game Scores
Movies Shared
Join Our Group
Continue the discussion on the Facebook group called - Fans for Brands
https://www.facebook.com/groups/157630474376944/
