online marketing capabilities – social media...

Online Marketing Capabilities – Social Media Integration

Presented by Lawrence Smith & Matthew Walker, Cabbage Tree Creative

28 April 2011

Social Media

Social Media … is NOT sales or marketing, it’s a relationship that builds trust

You don’t own and you can’t manage social media.

But you can influence the discussions.

Why Integrate?

1. Is integration actually right for you?2. What do you want to achieve from it? Why are

you doing this?3. Is a better strategy just to participate (well)?

You need to consider what level of integration you aim for

Just a link

Add a widget

Customised Look and Feel

Fully Integrated

Standalone

Video

YouTubeEmbed a video

YouTubeEmbed a video

YouTubeEmbed a video

YouTubeEmbed a videoVimeoEmbed a video

VimeoEmbed a video

VimeoAdvanced options

YouTubeAdvanced options

Twitter

TwitterAdd a “Follow me” button

TwitterAdd a “Tweet” button

TwitterProfile Widget

TwitterProfile Widget

TwitterSearch Widget

TwitterWeb Intents

TwitterSummary

• Follow buttonshttp://twitter.com/about/resources/buttons

• Tweet buttonhttp://twitter.com/about/resources/tweetbutton

• Widgets http://twitter.com/about/resources/widgets– Profile widget - embed your tweets in a webpage– Search widget - embed tweets on a topic

(e.g. a hashtag)– Facebook app - show your tweets automatically within Facebook

• Web Intentshttp://dev.twitter.com/pages/intents– Tweet / reply, retweet, favorite, follow links from your website

TwitterFacebook Widget

TweetDeckAnother way to post to Twitter and Facebook

TweetDeckAnother way to post to Facebook and Twitter

TweetDeckAnother way to post to Facebook and Twitter

Facebook

FacebookCoping with Constant change

FacebookSocial Plugins

FacebookActivity Feed

Pros• Indicates buzz around the site - likes, shares,

and comments.• Shows what is hot on the site and what your

friends are up to.

Cons• Very limited aesthetic control – ugly?

FacebookActivity feed: summary

How to?• http://developers.facebook.com/docs/referen

ce/plugins/activity/• Fill in the form. Iframe option is easy, XFBML

option is better (and requires the JS SDK).

FacebookActivity feed: summary

FacebookLike Box

Pros• Promotes and links to your page.• Shows users if their friends like your page.

Cons• Takes a lot of space.• Can make your site look ugly.

FacebookLike Box: summary

How to?• http://developers.facebook.com/docs/reference/

plugins/activity/• Fill in the form. Iframe option is easy, XFBML

option is better (and requires the JS SDK).

Bottom line• Promote your Facebook page from your website.

But it takes up a great deal of space. Perhaps just create your own graphic and link?

FacebookLike Box: summary

FacebookComments

Pros• Allows your users to talk to each other.• No maintenance.• Integrates comments into users' Facebook walls.• Sequences comments appropriately for each user

(highlights your friends' comments).

Cons• Users’ privacy concerns.• Users need to be on Facebook.• Aesthetic limitations.

FacebookComments: summary

How to?• http://developers.facebook.com/docs/referen

ce/plugins/activity/• Fill in the form. Iframe option is easy, XFBML

option is better (and requires the JS SDK).

Bottom line• It’s easy, but do you need it?

FacebookComments: summary

• Disqushttp://www.disqus.com/

• Get Satisfactionhttp://getsatisfaction.com/

FacebookComments: see also…

FacebookLike

FacebookLike: an example

FacebookLike: an example

FacebookLike: the new “send” option

Pros• Minimal impact on your page design.• Good for sites with lots of information or product

pages.• Users can see if their friends also like a page.• You get demographic info.

Cons• Initial post to wall is discreet and easily

overlooked.

FacebookLike: summary

How to?• http://developers.facebook.com/docs/reference/

plugins/like/• Fill in the form, the Iframe option is easier

Why?• Think of it as an affiliation rather than simply a

single wall post. You can post to Facebook users' walls on an ongoing basis.

• Like is core to Facebook’s vision of the future.

FacebookLike: summary

Advanced techniques• XFBML is nicer - resizes to fit, automatically

updates, plus you get the “send” option. Add the JavaScript SDK:http://developers.facebook.com/docs/reference/javascript/

• Add Open Graph tags to your pages. (More on this later.)

FacebookLike: summary

• “Share” has been deprecated in favour of the Like button.

• “While we’ll continue to support Share, Like is the recommended solution moving forward. The Like button is easy to implement, encompasses the functionality of Share (with additional features), and is lightweight for users.”– http://www.informationweek.com/news/internet/social_network/229219509– http://mashable.com/2011/02/27/facebook-like-button-takes-over-share-button-functionality/

• Where does that leave us?

FacebookShare

� Lots of sharing options� Lots of layout options� Links with Google Analytics

http://sharethis.com/publishers/get-sharing-button

ShareThisAnother way to share

FacebookGraph API

“At Facebook's core is the social graph; people and the connections they have to everything they care about.”

http://developers.facebook.com/docs/reference/api/

FacebookGraph API

• Information about an object on the graph – person, page, photo, event…

• Relationships – friends, likes, checkins…

• Search: public posts, people, pages, events…

• Publish.

• JSON format.

But remember• Facebook is not an open platform. You may not have access

to the information you want.

FacebookGraph API: Here’s some JSON

FacebookTripAdvisor leverages the Graph API

• Information about an object on the graph – person, page, photo, event…

• Relationships – friends, likes, checkins…

• Search: public posts, people, pages, events…

• Publish.

• JSON format.

Bottom line• Facebook is not an open platform. You may not have access

to the information you want.

TripAdvisorHas its own API

• Information about an object on the graph – person, page, photo, event…

• Relationships – friends, likes, checkins…

• Search: public posts, people, pages, events…

• Publish.

• JSON format.

Bottom line• Facebook is not an open platform. You may not have access

to the information you want.

Open Graph ProtocolObjects in the social graph

Open Graph ProtocolAn example

<meta property="og:title" content="Routeburn Track"/>

<meta property="og:url" content="http://tramper.co.nz/?252"/>

<meta property="og:image"

content="http://tramper.co.nz/files/objectversions/7972/Creek%20below%

20Routeburn%20Falls%20Hut%2Ejpg"/>

<meta property="og:site_name" content="New Zealand Tramper"/>

<meta property="og:description" content="An internationally renowned

and popular alpine crossing between Fiordland and Lake Wakatipu."/>

<meta property="fb:app_id" content="61568610979"/>

<meta property="og:latitude" content="-44.8256883411000"/>

<meta property="og:longitude" content="168.1178090365000"/>

<meta property="og:type" content="article" />

Open Graph ProtocolHere’s the HTML meta-data

Open Graph ProtocolHere’s what Facebook does with it

Open Graph ProtocolURL Linter: a handy debuggerOpen Graph Protocol

http://developers.facebook.com/tools/lint/

Open Graph ProtocolURL Linter: a handy debugger

FacebookSocial search (Google killer?)

OGP meta tags

Visibility in Facebook

search

FacebookSocial search

Facebook Wrapping your site in a Facebook page

Facebook Wrapping your site in a Facebook page

Pros• Complete control of the page (wrapped in

Facebook chrome). • Place any app or markup you like in there.

Cons• Setup is a kerfuffle.

FacebookWrapping your site in a Facebook page

How to?

• First create your web page

• Next create your Facebook page– menu at left: "Adverts and Pages”

(can’t find it? Use the Search box)– Create page

FacebookWrapping your site in a Facebook page

– Search for “developer” in the Search box and click "Developer app"

FacebookWrapping your site in a Facebook page

– Click "Set Up New App" on right– Set the Canvas URL to the page on your website

FacebookWrapping your site in a Facebook page

– Look for the "Add to my page" link in menu at left

FacebookWrapping your site in a Facebook page

Facebook Wrapping your site in a Facebook page

To do…

Like / Send links• Add them to your pages and your product listings.

Embrace the Open Graph• Add OG meta tags.• Start geocoding everything.

To ponder…

Social Graph• The future of search? Search your friends’ knowledge.

Social sentiment• Are you tracking it? Can you measure it? Who are your

promoters?

To ponder…

What might be possible?

• People I know and trust giving me advice. Friends, experts, friends of friends.

• What’s happening right here, right now? Deals, events, offers.

• How can I visualise the social buzz -- tweets, photos, videos, reviews?

Lawrence SmithChief Cabbage

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Matthew WalkerDevelopment Manager