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Tom Boland, Erin Carter, Brian Camen and Matt Kelly January 2013
Table of Contents
Summary What is Graph Search? Implications for Brands FAQs About Social@Ogilvy 3 4 5 6 7
where your offices and retail locations are located is readily available. After all, if a Facebook user is in hot pursuit for those shoes of yours that debuted during Fashion Week, you want her to be able to find them and become a fan of your brand in the process. Image Content has New Value for Brands Who doesnt love to scroll through their friends old photos on Facebook? Graph Search now allows users to search users photos with all manner of filters, such as photos of friends near mountains, photos of friends taken before 1984, and photos of friends taken in Chicago. Because users can search for photos in such myriad ways, brands should consider allowing fans to tag them in photos. (Of course, this opportunity should be weighed against reputational risk.) Additionally, brands should consider when it is appropriate to post images and albums of their own, with detail-rich captions and meta-data, so that their images appear in Graph Search, as well. Community Management Best Practices Matter According to Facebook, brands that are most popular among the Graph Search users closest friends will be displayed first. This means that it may not be enough just to get a Facebook user to like your brand page. More than ever, brands will need to exercise best practices in community management in order to build brand advocates on Facebook. Brands will need to establish relationships with their fans, and cultivate those relationships through two-way dialogue, in order to give the fans the opportunity to become ambassadors and give the brands the chance to appear high in Graph Search results.
FAQs
1. How is Graph Search different from search engines?
Facebook has indicated that it isnot developing a search engine, but with over a billion users on Facebook, it seems likely that users will start to turn to Facebook to run certain types of search queries that may have previously been run on Google or Bing. Graph Search does seem to compete with Google+. Facebook currently has a partnership with Bing to deliver Web search results. 2. How is Graph Search different from current search options on Facebook?
Current search options allow users to search for people, places and things by entering a keyword. Graph Search allows Facebook users to search for which of their friends have specific likes/interests and allows for deeper segmentation. Some criteria users may search by include Likes/interests, employer, school, current city, hometown, friendship, relationship status, gender and language. 3. Why do I see different search results than my friend, when we are searching for the same thing? Search results are personalized for you and your network. Even though you are searching for the same thing, your friends network may be comprised of different Facebook users, who have different likes/interests. 4. When may I start using Graph Search?
Graph Search is currently in beta testing to a small group of Facebook users in the United States. To join the waiting list to become a beta tester, visit https://www.facebook.com/about/ graphsearch. A global launch date of Graph Search has not been announced publicly. 5. I want to learn more about Graph Search and its impact for my brand. What can I do?
Your Social@Ogilvy team can set up time with you to strategize around Graph Search, and walk you through steps to ensure that your brand page is maximizing possibilities to appear as a result in a Graph Search.
About Social@Ogilvy
ocial@Ogilvy is the largest social mediamarketingcommunications network in the world. Named 2011 Global Digital/Social Consultancy of the Year by The Holmes Report, the practice leverages social media expertise across all Ogilvy & Mather disciplines, offering an extensive list of services within the foundational business solutions Listening and Analytics; Social Business Solutions; Social MediaMarketingand Communications; Social Shopping; Social CRM; Social Care; and Conversation Impact. For more information, visitsocial.ogilvy.com and connect with us atwww.facebook.com/socialogilvy,www.twitter.com/ socialogilvy,www.slideshare.com/socialogilvy.
Contact: john.bell@ogilvy.com