SES Toronto Live Blogging 2010: Facebook Feeding Frenzy

  • Moderator:
    Andrew Goodman, SES Advisory Board & President, Page Zero Media
  • Speakers:
    Mark Rosenberg, Of Counsel, Sills Cummis & Gross P.C.
    Dennis Yu, Chief Executive Officer, BlitzLocal
    Duane Brown, Brand Manager, Hover, a service of Tucows Inc.
    Helen M. Overland, VP Client Services, Search Engine People

Up first is Dennis from BlizLocal

Dennis starts of by showing the power of targeting, where they decided to target people in a certain place with certain criteria, who worked at a certain place, intentionally targeting a single person who was actually an employee of BlitzLocal – so they made the ad personal, to… one person.

Weekly world news have done a lot recently with facebook – with facebook you don’t pay for the click every time, you pay for the click the first time, then you get to communicate with that person as often as you like.

What kind of ads work on Facebook? Well actually you have to test. Facebook does have a quality score – and just like adwords if you achieve a good quality score you can edge back your CPM cost.

Don’t trust suggested bids, ads burn out QUICKLY – there is a whole heck of a lot of inventory here. It’s not a set it and forget it network at all.

The average CTR on facebook is 0.02%

The first step is a click to a fan conversion page, then you have to convert them to a fan, theeeeeeeen you have to convert them to a sale.

  • Don’t send your traffic to ‘the wall’, create a custom tab and you’ll achieve a much higher conversion to fan rate.
  • Make sure your facebook page is created by a dummy geneeric account, not by an employees real account – cus what happens if they leave your company? You lose control.

He shows off some AMAZING stats on a CPM basis with very targeted ads to an incentivised fan page, and you can get some suuuuuper cheap very good traffic.

To achieve this be vigilant in shutting down ads that aren’t getting a good CTR and landing pages that aren’t getting a good fan conversion rate.

The most powerful thing in Facebook is the ability to target people who are already fans of your page ooooooooooor people who are *friends* of people who are already fans. When you target a friend, you steal some trust – you really get a ‘your friend judy likes this’ opportunity, which is highly effective.

Facebook has analytics to show where your  fans are coming from, and it hooks up with google analytics so you get funnels and all that sticky goodness.

Great presentation, but needless to say he had an hour’s worth of presentation he tried to pack into 10 minutes, so … go download the presentation!

Helen from Search Engine People is up next

Connecting with Facebook open graph – this technology is still kinda new, so nobody is really an expert, it only dates back to late April.

Facebook connect lets independent websites have facebook users ’sign up’ for their site via only their facebook account, effectively a one-click-to-membership tool for independent mom-and-pop websites.

But facebook open graph is like facebook connect with a bunch of extra goodies – buttons, tabs, and other things you can put on your site. If someone comes to your site and they are currently logged into facebook, they get extra content or extra functionality – the like button, and other things. CNN is even using it, so it’s not just mom-and-pop. You’ll see your friends stuff popping up on CNN, even if it’s the first time you’ve gone to, so long as you’re logged into facebook at the time.

The like button is the most popular little widget – the new like button can like your content on your site, and it gets published through to their facebook page. This means their facebook timeline will now include a link OUT to YOUR WEBSITE – it’s a traffic generation option. They also become fans of that webpage, they don’t have to go to your facebook page to sign up, it’s automatic if they ‘like’ anything on your site. So now you can msg them, cus they’re a fan. So now every page of your website can become the equiv of a facebook fan page. This is really open and cool stuff.

The ability to msg these people is a very powerful win – you also of course get some traffic directly from facebook. What you give in return is giving up data about your traffic stats – Facebook now knows all about your website, and, if they’ree a facebooker, they know EVERYTHING about your visitors. This is valueable information for Facebook – so that’s the tradeoff, you’re compromising the implied privacy of your website’s users.

where to go? as a starting point

So facebook connect is now Facebook Open Graph

There are a number of new widgets such as facebook managing your comments, even live chatting through facebook ON YOUR WEBSITE

You can msg people who have ‘liked’ your real website, not just your fan page on facebook – in fact, everey page of your website is now a fan page.

I have to admit, this stuff is crazy – it’s a real evolution of how facebook can actually apply to not only online marketing, but also online community building for smaller guys.

The two last speakers unfortunately don’t get my live blogging love, as my laptop is officially dead – in quick summary:

Duane covered the fact that there are many many many options beyond facebook – if you want to go niche, consider going to actual websites with their own communities.

Mark is a lawyer specializing in privacy concerns and stated that even after the recent changes to privacy at Facebook there is still a huge cause for concern – perhaps even more so with the proliferation of the like button to other websites – people think they’re participating in a poll, but really they’re giving up their name, ip address, interests, connections, and all sorts of shit.

Overall this was actually the most interesting session I attended at SES Toronto this year, based largely upon the fact that Facebook’s new Open Graph is … well, actually something new, and interesting from a marketing perspective. More than this though, it’s interesting from a web development perspective – the opportunity to ineropolate with the massive beast that is Facebook, and reduce the challenges that smaller sites have in building their own communities – it’s not about just advertising.

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