Download - The Power of Facebook
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The Power of Facebook
Getting the most out of the Web’s hottest property
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Some Facts
• “Social Utility”
• Over 50 million users
• Started out as a college-only network, then opened earlier this year.
• 134% growth from September 2006 to September 2007
• More than 50 million users.
• 41% of users over the age of 35, fastest growing segment
• Platform for application development, over 6,000 apps currently running
• Supposed to be worth US$15 billion
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The Coolest Thing About Facebook: Your Friends
• Reinforce and expand upon real-world social connections
• Do things to and with your friends inside of the walled garden
• See up-to-date information about your friends at a glance
• Share information with your friends
• See what your friends find interesting
• Meet your friends’ friends
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The News Feed
What’s everyone up to?
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Professional Etiquette: Friend Requests
• If your relationship is above the dotted line, a note may not be necessary.
• If your relationship is below the line, attach a note explaining your request. Be specific!
• Men approaching women, be particularly forthcoming.
• Sucking in address book can get you “sandboxed” if you send too many requests.
• Promise yourself that you’ll view profile contents in context, especially if you’re the boss.
Family
Professional Contacts
Close Friends
Peers in your Team
Other Coworkers
Reconnecting
Superiors/Subordinates
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Professional Etiquette: Friend Requests
• If your relationship is above the dotted line, a note may not be necessary.
• If your relationship is below the line, attach a note explaining your request. Be specific!
• Men approaching women, be particularly forthcoming.
• Sucking in address book can get you “sandboxed” if you send too many requests.
• Promise yourself that you’ll view profile contents in context, especially if you’re the boss.
Family
Professional Contacts
Close Friends
Peers in your Team
Other Coworkers
Reconnecting
Superiors/Subordinates
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Professional Etiquette: Friend Requests
• If your relationship is above the dotted line, a note may not be necessary.
• If your relationship is below the line, attach a note explaining your request. Be specific!
• Men approaching women, be particularly forthcoming.
• Sucking in address book can get you “sandboxed” if you send too many requests.
• Promise yourself that you’ll view profile contents in context, especially if you’re the boss.
Family
Professional Contacts
Close Friends
Peers in your Team
Other Coworkers
Reconnecting
Superiors/Subordinates
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Your Profile: The Barry Bonds of Business Cards
• Create a hub for your content.
• List your professional qualifications and job description.
• Post photos that showcase your humanity.
• Share items of interest both individually and publicly.
• Share books, music, movies and television, but keep those items below the fold.
• Use a mobile client to make a friend request on the spot instead of exchanging business cards.
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Groups
Conversations are Communities
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Groups: Facilitated conversations
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• Pasting an unsolicited link to your site on a group’s wall or shared items section is poor form.
• Instead, develop list of interesting content for group members.
• Post the list on your blog.
• Then post in the group and tell people why they might find your research useful.
• You drive traffic and you’re not being too commercial. Yes, you have commercial motivations, but you’re adding value at the same time.
Driving Traffic by Participating in Groups
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Sharing Photos and Videos: Reinforcing Shared Experiences
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Posted Items
• Sharing content facilitates relationships
• Download the Facebook toolbar for Firefox and use the share feature
• You can either send the news item to a specific person or group, or you can post it to your profile.
• My friends’ shared items feed on Facebook is where I get some of my most bloggable content. I can subscribe in RSS.
• My friends add value for me, and I add value for them by sharing items.
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Facebook Culture: Vestigial Organs
• Poking
• Hookups & Random Meetings
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Facebook Culture: Immature Applications
• Poo-flinging
• Zombies and Vampires and Werewolves, oh my!
• Virtual Pets
• More useful than meets the eye
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“What Zuckerberg and the widget-makers have wrought is mostly silly, useless and time-wasting and the kazillion users of these widgets are pretty much just acting like little children.” - Kara Swisher
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Successful Applications
• Leverage social context, friends want to connect with one another
• Start simple
• Respond to user input quickly
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Widget Marketing on Facebook: Reaching Your Audience
• Who are they and what do they want?
• Are they on Facebook in large enough numbers to justify the investment?
• How can you help them connect?
• Be useful!
• Think almost altruistically about serving their needs.
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Facebook Fridays: Leveraging Facebook Internally
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New Features: Facebook Pages
• A brand can have fans.
• You can create a hub around your brand for content and interaction the same way that you do with your profile.
• Don’t just use it as a directory entry.
• This is not just another place for users to download Mountain Dew wallpapers, as the “Ad-Vocate” says.
• Creates a “social experience” where your friends can give honest feedback about brands and you can see that information associated with a brand.
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New Features: Facebook Ads
• Adds social action to ads, so you can see when your friends have relationships with the brand that’s being advertised.
• Allows targeting by age, gender, geography, interests, marital status and more.
• Goal is to make advertising more relevant.
• I still want a Pandora for advertising.
• Some backlash regarding legality of using people’s likenesses to sell products without their consent.
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New Features: Sucking in Stories from Affiliated Sites
• An action you take on an affiliated site is brought back into Facebook as a story.
• For example, I buy a new pair of BCBGirls slingbacks at Zappos.com and that information can show up on my Facebook profile.
• Privacy backlash: should be opt-in instead of opt-out.
• Users have to approve outside news stories twice before they are associated with profiles.
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“When [Facebook] started to lay bare its intentions to have advertisers get strangely close to users, the whole picture began to look real creepy, real fast. Creepy-drunk-uncle kind of creepy.” - Paul Glazowski
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“[Facebook is] still working more items into its system - apps, gadgets, extras, you name it. More utility. More stuff.
Ever get the feeling that it’s all just too much? That it’s all happening too quickly. There’s a palpable sense that there’ll come a time - relatively soon, in fact - that the whole operation will trip over its own shoelaces, lose its bearing, and just fall into disarray. And I have to say, that’s something I definitely see happening. Pretty soon, too.” - Paul Glazowski
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• December 5-6, 2007
• Keynotes by Jeremiah Owyang and Lee Lorenzen
• Only a few seats left in the overflow room.
• More information: www.webcommunityforum.com/conferences
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Questions?
http://www.webcommunityforum.com
http://teresacentric.com
http://tetesagehen.go2fb.com
http://twitter.com/tetesagehen