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Astoundingly Useful Applications of Facebook Search for Marketers
33:23 with David MihmFacebook has long neglected its potential as a local search giant, and as a result, its Graph Search product is an afterthought for too many marketers. David showcases Graph-powered insights for small-business marketers—with utility well beyond Facebook.
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[MUSIC]
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Well, thank you for that overly generous introduction Sirus.
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I'm not sure who got a better one, Matt Brown or me.
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So thank you very much.
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I am indeed here to talk to you guys for a few minutes today about Facebook search.
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And before I do, I do want to lead with a brief disclaimer,
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which is I am by no means a Facebook marketing expert.
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That's the domain of friends of mine like Marty Weintraub, and Will Scott, and
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Matt Siltala.
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But, as Cyrus said, I have been spending a lot of time experimenting, and
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researching a little bit into Facebook search product, and had my interest piqued
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by a number of stories that have come out about Facebook search this spring.
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And so I wanted to share some things with you and
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hopefully by the end of this 30 minutes, I've convinced you that it's something
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that you too should think about paying more attention to.
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So that's really the goal.
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Brief outline of what I plan to cover here today.
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Little bit of context, again, about why you should care.
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Some of the history involved with Facebook search,
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which I think is incredibly important to look at for where they might be going.
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Then I'll dive into some tactual ways to construct queries.
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Especially structured search queries using the graph Piece of Facebook search.
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And use cases for
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those queries before getting into tactical implications for the future.
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So with that a little bit about why I think you should care and
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why you should be paying attention to Facebook search.
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So I'm sure all of you have seen some variation of this graphic,
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basically Facebook's user growth in the last seven years.
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The main point to me is despite we hear about Instagram and Whatsapp, and
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Snapchat, and all these things bleeding Facebook users
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they're still growing at a pretty good clip.
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The percentage growth rate has obviously slowed down but
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it's a linear growth pattern.
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They have almost 1.5 billion users on Facebook today so
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it's a huge number of people.
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And more importantly, something that many of you probably didn't know.
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I certainly didn't know it before I put this presentation together.
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As early as September of 2012, Facebook was already getting
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a billion search queries a day, which is kind of a crazy number.
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And in fact, I wanted to see how crazy a number it was, so I went back and
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I looked at the Com Square data.
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From this time period, September of 2012.
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And I know Marshall's presentation yesterday was spot on.
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This was not perfectly precise numbers probably, but
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I think it's directionally accurate.
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And if you look at this time period, September of 2012,
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you see Google's at about 110 billion searches a month.
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And Facebook's 30 billion searches a month already in September of 2012 would
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have made it a very strong number two search engine at the time.
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And I think that a lot of us just don't realize how much search activity
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was already happening on Facebook three years ago, and
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has continued to increase in the last few years.
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And I think this becomes even more important when you look at slides like
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this and the one that Ryan shared from the RKG studies in his initial presentation.
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The overall growth rate of referrals from Google search, and
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especially from Google organic search, thinking about Dr. Pete's presentation.
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The number of those referrals is continuing to level off,
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at the very least.
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And so we as marketers, if we want to continue to try to grow our audience
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through search, I think we need to start thinking about different opportunities.
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And Jeremy Stoppleman, Yelp's CEO,
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actually echoed this sentiment a few months ago in one of their earnings calls.
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Basically saying that the age of users going to Google, and typing a query, and
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clicking a link, and
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visiting a website,and hopefully converting on that website.
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The traditional funnel that I think a lot of us have kind of built our businesses
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on and are generally evaluated on, that era has kind of peaked,
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we kind of maxed out that.
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And so if we want to continue to grow our audience through search,
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I think Facebook represents a really good opportunity to do that.
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The picture becomes even clearer when you look at what's happening on mobile.
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So this is a slide from Flurry Analytics.
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Time spent on mobile phones.
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We probably, hopefully you guys already know this but
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86% of the time is spent in app and only 14% in mobile browsers.
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Obviously it's a huge threat to Google [COUGH], and one of the reasons
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that they're pursuing all these alternative strategies in mobile.
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And in particular, if you look at the specific apps that we're spending time on,
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Facebook dominates.
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17% of all time on mobile devices is spent in the Facebook app
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compared to 12% in both browsers, basically Chrome and Safari.
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That's browser time, that's not search time.
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That's browser time.
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So Facebook basically has become the homepage,
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the home app for pretty much everyone on mobile phones.
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And so as we look at, again,
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the growth rate in search volume, declining at Google,
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the share of organic search as a function of web visits, Declining from Google.
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I think Facebook is generally very well-positioned
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to help us make up some of that gap.
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And for those of us who are paying attention in the early days of Facebook
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search, I think it represents a great opportunity.
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And yet, I don't know how many people are really aware
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of the amazing search infrastructure that Facebook already has.
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So my favorite Industry news sites, search engine land.
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You can see here comparing the number of
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articles they've written on Facebook search which is google search.
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It's a dramatic difference.
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Google is, we all have a sort of Google blinders on.
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Even, especially, at Moz.
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The same search for articles published on the Moz blog.
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And even when we publish articles on Facebook Search on the Moz Blog,
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two of the top three results are about Facebook influencing Google results.
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Incidently, the top result here, the Marketer's Guide to Facebook Graph search,
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an excellent guest post that I'll refer to at the end of the deck.
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But at any rate, I think we all sort of have
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these blinders on when it comes to search, that it's so Google focused.
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And I think that Facebook is really poised
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to present a great opportunity to those of us who are paying attention.
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So let me walk you through a little bit about where Facebook Search has been,
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where it's come from, and where I think it might be going.
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As I said, Mark Zuckerberg was quoted three years ago that they're
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already getting a billion daily queries.
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This was even before they actually had a formal search product.
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So Graph Search launched in January of 2013,
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and Graph Search was and still is I think most useful and
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kinda primarily focused on returning people results.
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So this is from their initial press release.
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People who like cycling and live in Seattle, Washington.
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These kinds of queries are really what graph search was designed for.
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And Mark Zuckerberg kind of backed that up in one of the initial articles that was
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written about graph search on wired,
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saying one of his primary use cases was really around recruiting.
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Which is obviously very people focused,
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but we do see that he has his eye on google search more broadly.
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Whether you're looking for a top restaurant or a museum, or
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let's just say the favorite tunes of art majors in Montreal.
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So much more general queries that facebook search will eventually apply to.
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So graph search was rolled out to all English users.
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Soon after that Not much really happened
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from a product standpoint in the interceding kind of year and a half, and
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in December of last year I think something pretty important happened.
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Graph Search became just Search, and really what that entailed was posts
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as a result type, so instead of people as a result type kind of being prioritized,
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I think posts now got a much bigger boost.
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In terms of the types of results that Facebook was showing for searches.
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And simultaneously to that or roughly simultaneously, Facebook dropped
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Bing from back-filling it's web search results within their app.
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And so I think that these two things combined
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were a pretty important development.
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In March of this year they acquired a company called TheFind,
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which I've never heard of.
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But I think directionally it's kind of important.
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TheFind is a product search startup and
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I think if you look at the markets that, anybody really, can monetize and search.
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Product search is a big one.
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So this strikes me as a real, so the start of a real move
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into an actual search engine that they can monetize as I said.
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And then, just recently,
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these two I think are really interesting came out in May, just two months ago.
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The adlink feature which only some users have on IOS.
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This is essentially the ability to look for stories related to keywords that you
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want to share with your audience without ever having to leave the Facebook ap.
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Right. So you don't have to be in Google and
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search for a story or
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you don't have to be in Firefox or whatever and pull a story link.
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You can do it right from within the Facebook ap.
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And to this end, Facebook says it has indexed over a trillion posts
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that reference web content that this feature is built on.
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So, they already have a pretty amazing sort of library of content that
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people can share, and it can be searched from directly within the Facebook app.
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And just two days later,
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they formally announce this partnership with a select group of publishers.
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That you can now browse content from certain publishers,
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again directly in the Facebook app.
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And so this, I think, speaks to a more complete Facebook search ecosystem.
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Where more and more of our behavior, search and.
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Social related is all happening within Facebook.
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And as far as where they're going I don't pretend to know the entire future.
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But I do know that this is really kind of just the beginning.
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We're sort of in the beginning to middle phase of the evolution of the product.
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And how I know that is Mark Zuckerberg has come out and
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said The graph search is really a five year thing.
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And, so we're really in year two and
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a half to three of Facebook's kind of really investment in search.
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And, so I think the next two years,
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we're going to see a tremendous amount of innovation and new features and
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new opportunities provided by Facebook to us as marketers.
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And so, although right now, and
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a lot of this presentation is gonna focus on The potential and
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the opportunities presented by this kind of people focused graph search.
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I think in the future, Facebook search is going to be as, represents a tremendous
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opportunity in terms of audience building, again to help us make up the loss of
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traditional organic referral traffic that I think is kind of inevitable from Google.
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Okay. A few slides about how
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to construct some of these graph search type queries.
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So, for all of you grammarians out there, my mom is grammarian,
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so I had to include this slide.
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Some parts of Facebook speech, you have subjects and objects Modifiers,
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verbs and set relationships, and that's really complicated.
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I'll explain to you an example of how this work.
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But, Facebook graph search only interprets very
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specifically structured types of queries, and so I'll show you how that works.
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Here, you can see a lonely single entry
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Matthew Brown as the only current Moz employee who likes the Portland Timbers.
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Matt doesn't have a lot of friends generally, but it actually makes sense.
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>> [LAUGH] >> In the context of this result,
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because Moz of course is based in Seattle.
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The Sounders are the Timbers' number one rival.
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And so not very many Mozers like, Like the Timbers, but anyway, so
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here's how this query is constructed.
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You have the subject, you're looking for employees who like,
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the object the Portland Timbers, and then the modifiers of current Moz employees.
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And so, again, just an example, only certain types of structured queries
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will work in terms of returning these people-focused results.
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Here is a non-exhaustive List of parameters that you may find
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useful as you do your own experiments.
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And, I'll just leave it here for
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you to refer to in the Slidedeck that you can download.
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But a few ideas of things are visitors to a particular venue,
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employees we already saw, professions, apps used, pages liked.
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These are the kinds of Of subjects and objects that I think
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provide a lot of interest or offer a lot of opportunity for marketers.
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And professions in particular are one of my favorite areas that I've discovered.
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Which makes sense given that Zuckerberg's,
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one of his primary use cases for graph search early on was recruiting.
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And if you want to know what professions are kind of possible to perform this crazy
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round, just go and perform a fake edit to your own Facebook personal profile and
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see the kinds of professions that are [INAUDIBLE] there in the drop downs.
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This looks pretty similar to me to have free-based text automizes
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their professional.
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Sort of categories.
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And some of the content that you see on pages about these professions
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that Facebook has generated is pulled from Wikipedia.
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So, those might also give you some alternative ideas for professions to try.
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Next slide.
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There we go.
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Interests are also something that you can search around.
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Basically.
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Professions and interests are two node types within the Facebook graph.
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Here's an example of a page, again,
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that Facebook has created with Wikipedia content around this interest that's
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accessible on a particular graph ID URL, small business.
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There's a million of these things.
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You can, again, look at Freebase, look at Wikipedia.
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You could also potentially pretend to run a Facebook ad campaign and
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see the interests against which you can advertise.
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These are all really useful parameters around which to
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perform these structured searches.
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And sometimes people, people can also be nodes in the graph,
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particularly if they're well-known figures or
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Have some sort of authority within the overall Facebook graph.
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And just one example of a very specific query that only returns
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four results worldwide.
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Political junkies will understand why that is.
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But let me explain how this works.
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Basically if you're looking at it from a URL perspective, every URL for
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a Facebook search result starts with.
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https, facebook.com/search, you the get the graph ID of senator Jim page.
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and then likers of that page.
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Append to that the ID of the interest page about environment and
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then likers of that interest, and then you look at the intersection of those groups.
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So for those of you that don't know,
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the reason that there's only four very confused souls who show up for The result,
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Senator Jim Inhofe is the head of the Senate Committee on the Environment
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who happens to believe that global warming is a hoax.
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So, if you are one of these four people, I'm sorry,
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I'm not entirely sure how you reconcile those two differences.
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So, I just put that up there as an illustration of the amazing
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specificity that you can sometimes find with these Facebook search queries.
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And who knows, if your target market is a very small subset of people,
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those kinds of queries might be really helpful in identifying our audience.
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Okay, you can also construct undefined queries.
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A little less formal Less structure in the results using the STR parameter.
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There's a couple of great tutorials I've linked to
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here in the slide deck that shows you how to use this.
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Essentially you're looking for keywords on a particular page type.
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That as opposed to and sort of nodes in the graph.
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And just an example of where this might be useful is here I'm looking at
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professional profiles that people have created where they might mention blogging.
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And you can see here these are three very well known bloggers that showed up for
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this type of search.
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And I'm looking for
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the intersection of people who mention blogging on their employment profiles.
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Even less structure.
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You can try a URL that looks something like this with
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what pages in Portland talk about float tanks.
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Facebook, as you can see, doesn't really know how to interpret that in
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terms of returning structured results for that query.
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They think that means cities of people names Float Tank
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that are in Portland, Oregon.
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So, these kinds of things again don't always work.
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Sometimes you don't get these structured results, but
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if you just do this search more broadly as a keyword,
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you can see the URL sort of down at the bottom of that screenshot.
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Here, you can see the primary role that I think post
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results are going to continue to play in the Facebook interface.
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And you can see that the top result here within posts is something that was shared
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by a friend of mine within my social graph, a piece of content about it happens
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to be about a tank conference they are having in Portland but a piece of
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content that is relevant to those key words from out there across the web so
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this is where I think that intersection of that ad link capability and
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the ability to browse content directly within Facebook.
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This is where that, I think,
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is really going to come together in a big way in the future.
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But, for now, let's talk about a few use cases around which the structured
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Facebook graph queries might be valuable to you as marketers today.
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So one of them is around content marketing.
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We heard Matt and Kristina in their earlier presentations
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Talk about the importance of targeting your content to a specific persona.
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And here's a query that can kind of help you figure out what kind of content
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might be a good target as well as is talking about.
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What do people aspire to, not just what they are searching for.
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Here you can see what are the interests of people that like my page.
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This is perch furniture,
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a friend of mine who runs a small furniture store in Portland.
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Interior design, you might expect, is a pretty good overlap for a furniture store,
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but things like gardening, knitting, sewing.
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If there's a creative way that you can get content out there in
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front of your audience, you know they're already interested in these topics.
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Probably gonna have a better chance of spreading virally among the key
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audience you're interested in than just writing about furniture all day long.
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Another thing, especially if you work with small businesses who have a hard time
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creating content on their own, thinking about using photos as content,
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specifically photos taken at your place of business.
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Reach out to these folks who took a great photo at your business, first of all ask
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them permission to re-use their photo in your newsletter, but maybe ask them for
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a quick interview about what it was like when they were under the needle or
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whatever they were For your orthodontic practice.
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So I think thinking about content that your users have already created
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is a good use case as well.
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Audience intelligence.
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So here's one, pages liked by people who like MozLocal.
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And of course Search Engine Land shows up at the top of the list, not surprising.
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But maybe you didn't know this if you didn't perform,
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haven't performed this career before you might discover additional.
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pages that you that are surprising that your fans are already liking and
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so I think it's a great opportunity for
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you to reach out and potentially get a guest article on some of these places.
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For those of you who are lazy like me you can target these sites explicitly
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19:07
in the google display network and that is a good way to not only capture
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People that are evangelists for your brand, but
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other sort of look alike folks that might be interested in what you have to offer.
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You can even add a local lens to this.
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Of course I always have local on the brain.
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So here's an example of pages liked by Portland,
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Oregon residents who like Perch Furniture and I see a calendar here so
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I might Promote an event that I have on this calendar or
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even put a banner ad at the top for fans of this
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website, who also like my business.
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Influencer research, this is where I think is maybe the most powerful area,
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the graph search has to offer.
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So If you're thinking about who do I talk to about helping me get the word out about
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my content?
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This professional search, journalists Who live in your town, Portland, Oregon.
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He wanted to take it one step further and know where you have a soft intro already.
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Friends of my friends, who are journalists, and live in Portland,
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Oregon, kind of a great search.
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20:08
And then journalists who live in your town and work at a particular outlet.
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I mean, this kind of thing is amazing in terms of figuring out who to reach out to,
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who to build a relationship with.
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When you want your content to be spread in your community.
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If you aren't locally focused, you can do a similar thing which using that STR
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parameter for the less structured results.
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Who's writing, who's a blogger or journalist or whatever.
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Who's also interested in your topic.
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20:33
So this URL is people interested in golf and
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blogging on their Professional profiles.
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20:40
You can go one step further and look at golf as an interest,
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golfers who are journalists and live in Portland, Oregon.
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Journalists who like Small Business Saturday, which is a page,
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not an interest, and live in Portland, Oregon.
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There's a lot of possibilities for these kinds of phrases.
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This is another one that I think has a lot of potential, probably more for
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big brands than small brands.
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21:00
But, you can look at the profession of Presidents, or Vice Presidents, or owners,
-
21:05
or whatever decision-maker job title that you want,
-
21:09
who like your page and live in a given market.
-
21:11
So if you're doing a product launch, or you're hosting an event,
-
21:14
these are people that you wanna reach out to as VIPs, asking them to
-
21:18
spread the word about your event or product to their networks etc, etc.
-
21:21
I think this could be a really valuable thing for a lot of brands out there.
-
21:25
And then this one is a tip that I actually brought up
-
21:28
at our local up conference back in February that a lot of people liked.
-
21:31
So I thought I'll share with a broader audience.
-
21:33
People who use Yelp, who use the Yelp app and like perch furniture.
-
21:37
So Yelp obviously frowns upon asking people specifically to leave you a review
-
21:42
on Yelp, but you can do this in a white hat way.
-
21:45
These are people you know who are active Yelp users
-
21:48
who have all ready expressed that they like your business.
-
21:51
You can reach out and
-
21:52
ask them to actually check in the next time that they come into your shop.
-
21:56
Tell them you have some kind of special for people who check in, etc., etc.
-
21:59
Make sure they feel like a VIP.
-
22:01
Yelp is totally fine with you asking people to check in.
-
22:04
They actually came out and said that publicly about two months ago, or
-
22:07
three months ago.
-
22:08
And Yelp will then actually prompt people who check in to a given business to leave
-
22:12
a review through the Yelp app.
-
22:14
So it's a totally white hat way that you can kind of segment your audience and
-
22:18
identify who is a good possible reviewer and
-
22:23
get reviews that are really hard to get.
-
22:26
Some final use cases around business development.
-
22:29
So if you sell a product and you're trying to get it distributed in a new market,
-
22:33
one potential graph search you might do bars in Seattle,
-
22:36
Washington, liked by people who like Breakside Breweries.
-
22:40
So if you run the distribution operation at Breakside, and
-
22:44
you're trying to into Seattle, why not get your products out in stores that you are,
-
22:50
bars in this case, where you know you already have a built in fan base.
-
22:53
And I think that can really help you seed, potentially seed your presence in
-
22:58
additional markets beyond your kind of home base.
-
23:01
And if you're more on the B to B side this is a potentially valuable search.
-
23:05
People who like your business and work at another business.
-
23:08
If you're looking for an internal cheerleader to help you
-
23:11
with the proposal or getting executive buy-in.
-
23:16
A couple of locally focused examples here, just to kind of close out, you can get
-
23:20
really creative with targeted offers, so this is one based on relationship status.
-
23:26
Singles, who like one of my favorite coffee shops,
-
23:28
called The Coffee Roasters, and live in Portland,
-
23:31
Oregon you know, potentially you can reach out to them and say, hey you know,
-
23:34
here's a $5 coupon or here's a free coffee the next time you come in on a date.
-
23:38
You know, hope it works great for you.
-
23:40
Something like that.
-
23:41
Or if you are a day spa you know, engaged people who like your spa you know,
-
23:45
you can reach out to them and say, hey we noticed you just got engaged.
-
23:48
Congratulations, we'd like to offer your bridal party a you know,
-
23:51
20% discount on our bridal party spot package.
-
23:53
Something like that and this is all stuff that you can do organically that Facebook
-
23:57
helps you identify who these people are.
-
24:00
If you wanna take it to the next level there is a bonus couple of slides here.
-
24:04
Number one you can plug in Facebook profiles,
-
24:07
hopefully many of you know about this tactic already,
-
24:09
you can plug in individual Facebook profiles into the full contact API.
-
24:14
And FullContact will then tell you all the other social networks that they know about
-
24:18
that this person is on, which is really neat.
-
24:20
So if LinkedIn is a more appropriate venue for
-
24:23
you to actually reach out to this person.
-
24:25
Or if Twitter is a more appropriate venue to actually reach out to this person,
-
24:29
the FullContact API can inform you of those opportunities.
-
24:33
And again, for those of you who are lazy like me, and
-
24:36
don't want to learn about all of those grammar rules, and are frustrated by
-
24:40
the fact that Facebook doesn't always return structured results for
-
24:42
really creative searches that you though they should.
-
24:46
Intelligent software has built this amazing little widget.
-
24:48
I don't know these guys, just happened to come across it as I was doing research for
-
24:51
this presentation, where you can punch in all of the kind of
-
24:54
Various parameters that you're interested in, and
-
24:56
they will construct the most appropriate URL to return results for you.
-
25:01
So if you don't wanna spend a lot of time learning how this works and
-
25:04
just wanna do it, this is a great resource for you.
-
25:08
Okay, looks like I've got about five minutes left, more or less on time.
-
25:11
Let's look in the palantir.
-
25:13
I had to throw in a Christopher Lee reference, I'm glad Dr.
-
25:15
Pete did, what an amazing actor, RIP.
-
25:18
So what are the implication, the tactical implications for
-
25:22
maintaining a strong Facebook search presence as they grow that product?
-
25:28
Number one, I would encourage you guys to move beyond the page like.
-
25:32
Hopefully most of you who are bigger brands are already doing this.
-
25:35
But it kills me when I walk into a small business still to this day, and
-
25:39
see these big signs on the front counter that say like us on Facebook.
-
25:43
You know it doesn't really do you that much good these days.
-
25:46
Less than 2% of your page posts are actually going to be seen by your fans.
-
25:53
Meanwhile shared posts first of all get a lot of, get a lot
-
25:58
of visibility in people's newsfeeds among their friends and their friend circles.
-
26:02
So I think you're going to get, A,
-
26:04
that shared post much more visible on the initial share.
-
26:07
And, b, the shared post have this permanent life
-
26:10
in the kind of ad link ecosystem that Facebook is building.
-
26:15
so if I do this search best beer in Portland today in Facebook.
-
26:19
The number one result that pops up for me is this post by Ben Lloyd that he shared
-
26:23
about an article, wasn't even about the business itself.
-
26:26
It wasn't from the business itself,
-
26:28
an article that mentioned a friend of his' business Produce Row.
-
26:32
And so now Produce Row is at the top of my search results for best beer in Portland.
-
26:37
So, encourage your Fans encourage your audience to share your stuff much more
-
26:41
than like.
-
26:42
That's what's gonna give it,
-
26:43
I think will, this kind of permanent or longevity in Facebook search results.
-
26:48
These are basically plus ones that mean something.
-
26:51
And for those of you who are really old school SCOs you might remember
-
26:55
a website a product called cuil.
-
26:58
I think Facebook is kind of building what Cuil's idea was.
-
27:01
Cuil was a little bit ahead of its time.
-
27:02
But essentially Facebook has this amazing index of curated links
-
27:07
that your own social network has shared with you and with their circles.
-
27:13
This is completely independent of any kind
-
27:16
of link data other than that initial share, right, and so.
-
27:20
For us, as marketers, I think we should be really excited about this.
-
27:22
We don't have to worry about, oh, should we ask for this anchor text, do we pay for
-
27:26
this link, how much is that worth.
-
27:27
Is that going to get us in trouble with Google?
-
27:30
Who freaking cares.
-
27:32
Get people to, first of all, write great content.
-
27:35
Get people to share that content.
-
27:37
And that's what's gonna give you long term search presence in Facebook.
-
27:41
And Marshall pointed out yesterday in his presentation, sometimes that content
-
27:45
itself is paid, right, like Cathay Pacific article on the New York Times.
-
27:49
That was New York Times' most popular post.
-
27:51
There's a lot of opportunities here I think,
-
27:53
you know, in an algorithm that is not dependent on link relationships.
-
27:59
Number two, so in addition to making sure that your app is incredibly
-
28:03
indexable using the protocols I think Marshal and Cindy mentioned yesterday.
-
28:08
I would encourage you to drive as many app authentications of
-
28:12
people's Facebook accounts as possible,
-
28:14
from the initial wired coverage of the graph search launch you can see.
-
28:18
Another big agenda item is assimilating the mass amounts of data
-
28:21
generated by third party applications.
-
28:24
It's very clear that this is becoming a thing, not only for Facebook, but Google
-
28:28
now on tap is very much after the same kind of activity, the same kind of data.
-
28:34
And so I think that the extent, again, that your app can be indexable, and
-
28:37
that Facebook can see the activity of its users in your app
-
28:41
will probably help you in the long term as we see the mobile ecosystem evolving.
-
28:46
Okay, 90 seconds left for again, my favorite topic, local search.
-
28:50
Facebook did, basically, ignore local search in its last update in December.
-
28:55
Greg Sterling was not the only one to lament this.
-
28:58
Basically all of us in the local search community, we've kind of been waiting for
-
29:00
Facebook to make a real play in local.
-
29:03
But the reality is, they already have a pretty good set of results.
-
29:07
And this is maybe why it's so frustrating for us.
-
29:09
If you do a search, even a very long-tail search,
-
29:11
bankruptcy lawyers in my home town, Decatur, Illinois,
-
29:14
you get a pretty decent looking search result page, the one there on the left.
-
29:19
And golf courses in Portland, bigger metro area, sort of less long-tail query,
-
29:23
you get a great list of search results.
-
29:24
Those really are kind of the top public courses in Portland.
-
29:27
And what's very clear about this is that check ins and reviews are in
-
29:32
large measure, driving a big part of this algorithm, in terms of what's showing up.
-
29:36
And so I think, regardless of when or exactly how Facebook releases a local
-
29:41
search app, or embeds more local search results in standard search
-
29:46
results I think driving check ins and reviews now, is a great idea.
-
29:50
In fact, this is a 2012 slide here on the left, 50% of people way back in 2012,
-
29:56
we already actively looking for local businesses on social networks.
-
30:00
I think this behavior is happening More and more and more than we realize.
-
30:05
And in fact Mike Blumenthal did a study last year, that Facebook was the number
-
30:09
two preferred destination for people to leave reviews of local businesses.
-
30:13
So, people are already doing a lot of this behavior, make sure they know about it,
-
30:17
give them a call to action to do it on behalf of your business.
-
30:20
And in fact it can even help you get more attractive search results in Google now
-
30:25
that Facebook reviews show up as rich snippets in Google search results.
-
30:30
Facebook is getting much more serious about local I think,
-
30:32
it's pretty clear there's been a couple of additional innovations that have happened.
-
30:37
They basically replicated Google's right to call.
-
30:39
They're giving out free beacons to any SMB in the world who wants them.
-
30:42
I think we're going to see major movement from Facebook and
-
30:45
local in the next nine months to a year.
-
30:47
So, just to kind of sum up, promote sharing, not liking, not only for
-
30:51
immediate news feed visibility, but also for permanent archival search visibility.
-
30:57
Connect your apps, make sure they're indexable.
-
31:00
And promote, if you're a local business,
-
31:02
promote reviews and check-ins to stay ahead of the curve.
-
31:05
So I'm just gonna leave this up, I'm basically out of time and out of slides.
-
31:08
But this is a great post by Simon Penson that I mentioned earlier.
-
31:11
Might give you even more ideas on how to use graph search to build your business.
-
31:16
So hopefully I've convinced you, start paying more attention to Facebook.
-
31:19
Search, I think it's going to be really big and thanks very much for listening.
-
31:26
[APPLAUSE] >> Okay, so a year from now we're going
-
31:32
to be saying David Nim told us, about- >> Or you're going to be saying man,
-
31:35
that was a waste of 35 minutes.
-
31:36
>> [LAUGH] >> But hey we'll see,
-
31:37
I'll be back next year.
-
31:39
>> Okay, we're a little over time, so just a couple of questions here.
-
31:43
One on Twitter, James Loomstein, thank you for the tweet.
-
31:47
If I do Facebook graph search, are the results personalized to me or unfiltered?
-
31:52
>> Yes. >> Not signed in.
-
31:53
>> Yes. You have to be signed in as a person in
-
31:56
order to do these queries, so all these are going to be personalized.
-
32:01
However, basically, there's a pretty clear demarcation
-
32:05
in terms of people that you know, and then sort of generic results below that it.
-
32:09
So yes, the results are personalized.
-
32:11
But it can still be useful to find people outside your network.
-
32:14
>> Okay, a couple of people were asking, Susan one of them, can
-
32:19
you segment the audience from these search queries into custom audience for ads?
-
32:23
I didn't see that you could do that, but you would have to think Facebook would
-
32:27
want you to, so either they're gonna build this functionality into their ad platform,
-
32:31
or make that a sort of drag and drop, similar to AdWords.
-
32:36
>> That might be a question we follow up with Marty on-
-
32:37
>> [CROSSTALK] Yeah exactly, and
-
32:39
that is a great question for Marty.
-
32:40
>> Okay, and finally I had a question.
-
32:42
So you talked about finding influencers.
-
32:44
Finding people to leave reviews on Yelp, I thought that was brilliant.
-
32:48
What is the next step for actually reaching out to those people?
-
32:50
Do you message them within the Facebook app?
-
32:52
Or what's the- >> Sure it sort of depends on
-
32:54
the business I think.
-
32:56
Personally, I'd love to get a Facebook message from my favorite coffee shop, or
-
33:00
if the owner of Breakside reached out and said,
-
33:02
hey you want a free pint next time you come in?
-
33:04
I think it depends on the business.
-
33:05
You may be not that cool if you're in the insurance world or something like that.
-
33:09
I would just be discreet and act like you would in the real world.
-
33:15
That's kinda my best advice for anybody, so.
-
33:18
>> That's awesome. >> Yep, cool.
-
33:18
>> David thank you so much for stopping by again.
-
33:19
>> Thanks Cyrus. All right.
-
33:21
Hug? All right.
-
33:22
>> [APPLAUSE]
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