Inside Facebook

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• Facebook Insights API Now Shows if Page Post Likes and Comments Come From Mobile
• The Facebook Marketing Bible May 2011 Edition Is Now Available
• Facebook Launches Three New Sponsored Stories Types for Pages, Apps, and Websites
• With Launch of Deals, Facebook Introduces New Legal Terms for Users, Merchants
• How Your Website Can Use the Facebook Send Button
• New Facebook Platform Industry Hires: Work4 Labs, Vitrue, Involver, BranchOut and Wildfire

Facebook Insights API Now Shows if Page Post Likes and Comments Come From Mobile Posted: 26 Apr 2011 05:06 PM PDT Over the last week, Facebook has quietly improved the Insights API for Page posts such that admins can now tell the percentage of their Post Likes and comments that came through a mobile device. The device source data can help Pages that use third-party analytics tools to interpret the Insights API determine what type of devices their audience are using to consume their content, which could help them optimize their post content mix. Since m.facebook.com, and several of the popular Facebook native mobile apps default to show the Most Recent feed, while the web version defaults to the Top News feed, Pages can infer how frequently their posts are making it into the coveted Top News feed by shifts from the percentage of engagement coming from the non-mobile “Stream” source. The image above shows Insights API data visualized through analytics tool PageLever. Stream indicates clicks that come from the news feed, Profile indicates click that come from a Page’s wall. Its likely that Facebook will add this data to the native Insights tool’s graphical user interface in the near future, though we’re still awaiting comment from the company on this, and on what “Other” signfies. These new data types are only available as far back as April 15th, so there still may be some bugs that explain data irregularities. Still, if fixed and rolled out, the mobile versus web source data on Page post Likes and comments help Pages understand their audience. For instance, if a lot of a Page’s engagement is coming from mobile devices, it might not want to post Facebook videos, as those can’t be played through mobile devices. Instead they would want to either post YouTube links that can be played on some smartphones (although they often pull the user away from the Facebook experience) or just not post many videos. Similarly, if only a small percentage comes from mobile, they might want to post more videos, links to third-party websites, or flash games that are easier to access on the web.

The Facebook Marketing Bible May 2011 Edition Is Now Available Posted: 26 Apr 2011 01:12 PM PDT The May 2011 edition of the Facebook Marketing Bible: The Comprehensive Guide to Market Your Brand, Company, Product, or Service Inside Facebook is now available. The Facebook Marketing Bible has enabled thousands of marketers, social application developers, publishers, and entrepreneurs to navigate and get the most out of the increasingly sophisticated marketing opportunities on Facebook. The web edition of the Facebook Marketing Bible is comprised of detailed resource pages, comprehensive how-to guides, and case studies analyzing today’s most successful marketing and advertising campaigns on Facebook. In addition, Inside Network is pleased to announce that through May 31st all customers who purchase the Facebook Marketing Bible will also receive a free $25 Facebook Ads advertising credit, courtesy of Facebook (see terms). Now that Facebook is nearing the 700 million monthly active user mark, there’s never been a better time to reach your target audience through marketing on Facebook. The May 2011 edition includes updates on the following topics: Our guide to the Facebook Send button that details Facebook’s latest addition to its social plugins. Facebook applications versus offsite integrations and what works best for marketing your business or brand. Our detailed style and strategy guide to Facebook’s Like button that helps you identify the right design for your off-Facebook content site. An overview of Graph API metatags and how they enable you to maximize the value of your implemented Like buttons. Facebook Applications, Social Plugins, Connect and Instant Personalization — details on how to use the wide variety of options available for engaging Facebook users Updates to Facebook Questions, and how recent changes to this user-facing feature will affect your approach to brand marketing through this ‘no-cost’ channel. Strategies to help you navigate Facebook’s recent major Page redesign, whether you’re representing a major brand, small business, or public figure. Facebook’s expanding options for advertisers, and how any advertiser can get more from new features like Sponsored Stories, self-specified landing tabs, and more. The latest featured Facebook’s campaigns that show you how other brands are testing Facebook’s evolving marketing opportunities. New frontiers in brand and performance marketing on Facebook, including opportunities within social games. Facebook Places and Deals, the company’s evolving location-based feature that presents new marketing opportunities for businesses both on and offline. Facebook Groups, a new way for users to connect and collaborate with others who share their interests and affiliations, and new ideas for marketing with Groups on Facebook. Facebook's latest advertising guidelines updates and what they mean for advertisers throughout the ecosystem. Audience growth and engagement, including best practices for holding on to fans, keeping marketing channels open, and re-engaging your audience on Facebook. Plus, comprehensive walk-throughs of Facebook’s tools for advertisers, web content publishers, and Page administrators. Learn more about the May 2011 edition of the Facebook Marketing Bible at FacebookMarketingBible.com. Table of Contents excerpted from the full May 2011 Edition Building Your Brand through Facebook Pages Page Destination Tab Ad Campaign Strategies Facebook Pages and Public Profiles The Profile Page – A Walk-Through Designing Your Facebook Page Facebook Page Redesign 2011: Marketing Stategies and Best Practices The Wall Tab for Making Pages Dynamic and Viral How to Choose a Landing 'Tab' for your Facebook Page Adding Custom Modules to Your Page Communicating Through Your Facebook Page The Basics of Status Updates for Pages Demographic Targeting for Status Updates Updating Facebook Page Status Via Text Receive Page Status Updates Via Text How to Avoid Having Your Page, Open Graph Object, or Application Unliked, Removed, Muted, or Blacklisted More Ways to Promote Your Facebook Page How Brands Can Advertise within Social Games The Basics of Status Updates for Pages Increase Engagement and Insight through Status Tagging How to Grow Your Page's Audience through Page Invitations SMS Subscription Service for Pages Branded Virtual Gifts on Facebook Pages for Viral Advertising Advanced Strategies for Facebook Pages The Best Facebook Page Strategies and the Pages That Use Them Strategy: How to Promote Your Page in 6 Steps Marketing Strategy: 4 Reasons Why Marketers Should Invest in Pages Before Groups 10 Key SEO Strategies Every Facebook Page Owner Should Know 8 Best Practices for Retailers on Facebook Marketers Actively Bidding for Generic Facebook Pages The Facebook Open Graph for Marketers and Content Publishers The Like Button Style Guide: How to Pick the Design That's Right for Your Website How to Choose Open Graph Tags That Maximize the Value of Your Like Buttons Facebook Connect Integration Best Practices from the Platform Showcase Implementation Options: Like Button Facebook CTO Bret Taylor Discusses the Open Graph More Ways to Market on Facebook: Questions, Places, and Deals How Pages Can Use the Relaunched Facebook Questions Product How to Create a Deal with Facebook Deals The Places We’ll Go: How marketers can use Facebook’s new location features Facebook Questions – A Walk-Through How Marketers Can Get The Most Out Of Facebook Questions Groups and SEO – a Quick Overview Advertising on Facebook Page Destination Tab Ad Campaign Strategies Sponsored Stories Ads: Walk-Through and Marketing Campaign Strategies Facebook Ads: Read Before You Get Started Facebook Ads – A Walk-Through The Facebook Ads Manager Facebook Self-Serve Ad Types: Page Ads Facebook Self-Serve Ad Types: Event Ads Ads Targeting on Facebook 10 Powerful Targeting Methods Facebook Ads Every Performance Advertiser Should Know Friends of Connections Targeting Facebook Ads: Language Targeting 4 Connection Targeting Tests Every Advertiser Should Run From Keyword Targeting to People Targeting: Understanding Performance Advertising with Facebook's Tim Kendall Time Scheduling Tools and How-Tos for Marketers Facebook "Insights" Metrics Dashboard for Page Managers Using Third Party Tools to Manage Your Facebook Page How Page Owners Can Restrict Content for Underage Users How to Export Your Facebook Page Updates to Twitter Policies, Privacy, and Guidelines to Watch Promotional/Sweepstakes Policies for Facebook Pages The Future of Sharing on Facebook: A Hybrid Public/Private Model Facebook’s Guidelines for Promoting Pages Outside Facebook Join the Facebook Marketing Bible at FacebookMarketingBible.com

Facebook Launches Three New Sponsored Stories Types for Pages, Apps, and Websites Posted: 26 Apr 2011 12:23 PM PDT Facebook has just launched three new types of Sponsored Stories — the ad unit it launched in January that turns user activity into ads shown to their friends. The new types expand the kinds of user activity that can be converted into ads to include Page post Likes, app or game usage, and activity on third-party sites. The new app and game type could create powerful way for apps to grow their user count without disturbing game play with prompts to share or invite friends. The three new types of Sponsored Stories are: “Page Post Like Story”: promotes the Likes of a Page’s status updates, photos, and videos. “App Used and Game Played Stories”: promotes game or app usage to the friends of a user that has used an app or game twice or for ten minutes in the last month. “Domain Story”: promotes when a user Likes a piece of content, uses a Share button, or copies a link into the Facebook publisher from a third-party website. These story types join the four types initially launched — Page Like Stories, Page Post Stories, App Shared Stories, and Check-In Stories. Some Sponsored Stories are much different than traditional Facebook, search, or display ads because the targeting and creative creation occur automatically. They change the role of the media buyer from one who produces and tests creative and targeting combinations to one who works to drive the types of activity that trigger Sponsored Stories. CEOs of some top Facebook Ads API companies TBG Digital, Blinq Media, and Spruce Media have told us Sponsored Stories have seen significant engagement and performance in their campaigns, and that their social nature will be important to the future of Facebook advertising. All these companies are trying their best to keep up with Facebook’s rapid release schedule and get the latest Sponsored Stories types into their tools and services. A few more details on each type: Page Post Like stories are important because opposed to Page Likes, these actions often don’t generate a news feed story. This story type creates a major incentive for Pages to push users to Like the content. The ad units include links back to both the Page and the permalink for the post. If users include a comment with their Like of a photo or video, Facebook will show at least 30 characters of it. Videos promoted by this type of Sponsored Story can be played in-line by users if they were purchased through Facebook’s Premium ad service representatives, but they can’t be played if purchased through the public self-serve Marketplace ad tool. App Used and Game Played Stories will allow developers to court new users just by increasing engagement with their apps and games, rather than having to push users to share content or invite friends. App Used and Game Played Stories could become a major source growth for games that had their news feed visibility drastically reduced last year. This ad unit includes multiple links to the Canvas App page of the promoted game or app. Domain Stories are the least important of the new Sponsored Stories because the actions they promote already often trigger a news feed story. They include links to the original news feed story, the webpage where the triggering action occurred, and the home page of the domain where the activity occurred. Users will also see a Share button allowing them repost the story or send it to a friend as a Facebook Message. By creating more Sponsored Stories types, Facebook can simultaneously draw advertiser spend while encouraging Pages, apps, and websites to increase user engagement. A walk-through and strategy guide for the Sponsored Stories ad unit can be found in the Facebook Marketing Bible, Inside Network’s industry leading resource for Facebook marketers and advertisers.

With Launch of Deals, Facebook Introduces New Legal Terms for Users, Merchants Posted: 26 Apr 2011 12:16 PM PDT Along with the rollout of its new Deals group coupon service for businesses, Facebook has updated its overarching legal terms for all users and organizations in order to cover what Deal participants are agreeing to. The “Statement of Rights and Responsibilities” document now includes two new lines under Section 7, referring users to a new Deal Terms document and organization to Merchant Deal Terms. Both new sets of terms look pretty straightforward (we’ve pasted them in below). People who participate in Deals may have their full names, as they appear on Facebook, shared with the Deals merchant, as well as their email addresses; users will also be bound by any additional terms of the deal. Facebook also says it “may send you information about additional Deals you may be interested in.” It’s not clear what the format of those additional messages would be, but Facebook has generally been conservative about promoting advertising to users so as to maintain a high-quality user experience. While people can’t currently opt out of receiving additional information about Deals, we’d also be surprised to see Facebook abuse the access it is granting itself here. On the merchant side, the terms are straightforward. Deals need to comply with Facebook’s general Advertising Guidelines, the discounts must be from the regular selling price, they can’t “enroll customers into automatic renewal programs or memberships” and a variety of other terms. Here are the full version of both new sets of terms, dated April 21, 2011. Deals Terms If you purchase a Deal on or through Facebook: Your full name may be shared with the partner or merchant; Your email address may be shared with the partner or merchant for use only in connection with your purchase; You will be bound by the additional terms provided by the partner or merchant offering the Deal; and We may send you information about additional Deals you may be interested in. If you are under the age of 18, you will obtain permission from your parent or guardian before purchasing a Deal. The Deal may include a Promotional Redemption Deadline before which you must redeem your voucher. See “Refunds” below. Deals are not redeemable for cash except where required by law. Deals may not be used to purchase gift certificates or gift cards and may not be combined with other offers. Deals may not be purchased and resold. Neither Facebook nor any partner or merchant involved in providing the Deal is responsible for lost or stolen vouchers. Altered, manipulated, or defaced vouchers are void. By “Deal” we mean the opportunity to purchase vouchers with promotional value or discounts, where the vouchers are offered and redeemable by a third party merchant featured in the Deal. Refunds The sale of Deals on or through Facebook is subject to our Payments Terms. Refunds are available for unredeemed vouchers for up to 30 days from the date of purchase. If a deal you’ve purchased becomes unavailable before it can be provided to you, you will receive a credit of the paid price which can be used to purchase future Deals. If a partner or merchant refuses to honor your voucher after the Promotional Redemption Deadline has passed, Facebook will credit you the paid price. To determine whether you are eligible to receive a refund, you may: Access the “Your Deals” tab in your account; Click “Help”; Select “Dispute this Deal and request a refund” and click “Continue”; and Select a reason from the drop-down menu and fill out the additional info box with your request details. ———————— Merchant Deals Terms Deals offered on Facebook must comply with our Advertising Guidelines. Your deal may include a Promotional Redemption Deadline before which you must honor the full promotional value of the Deal. The Promotional Redemption Deadline must be clearly and conspicuously disclosed in all materials, including on the voucher itself. As the merchant, you are responsible for understanding the applicable laws and honoring all vouchers as required by law, including any refund or cash-out obligations. After the Promotional Redemption Deadline, you must fully honor the paid value of the voucher for at least the minimum time required by appliacble laws. Deals must be based on the regular selling price for the offered goods or services. Once a deal has begun, it may not be altered or edited. Deals may not include the following: Products or services that cannot be advertised on Facebook according to the Advertising Guidelines. Products or services that, upon redemption, enroll customers into automatic renewal programs or memberships. Products that are subject in your jurisdiction to minimum selling price or other restrictions that are inconsistent with offering the Deal on Facebook.  This includes, but is not limited to, gasoline, dairy, gambling, or alcohol unless explicitly authorized by Facebook. By “Deal” we mean the opportunity to purchase vouchers with promotional value or discounts, where the vouchers are offered and redeemable by a third party merchant featured in the Deal.

How Your Website Can Use the Facebook Send Button Posted: 26 Apr 2011 09:30 AM PDT The following is an excerpt from the Facebook Marketing Bible, the comprehensive guide to marketing your company, app, brand, or website using Facebook. The full version of this article is available through a Facebook Marketing Bible subscription. Released yesterday, Facebook’s Send button social plugin for third-party websites allows users to quickly share a web page either as a post to the feed of one of their Facebook Groups, as a Message to specific Facebook friends, or as an email to entered addresses. It complements the Like button, which allows users to share to all of their friends on Facebook. The Send button can help sites drive traffic and purchases by making it easy to send personal recommendations to friends that recipients may trust and follow more than those broadcasted to a user’s entire set of friends. Here, we’ll walk through how to generate and embed the Send button, discuss innovative ways to use it to maximize the plugin’s value for businesses, and look at the ways its been implemented by some leading websites. Generating the Send Button The Send Button social plugin can be generated as a standalone button for a site, or as a combination Like / Send button so the two plugins are automatically shown next to each other. Since the button is built on XFBML, it dynamically resizes to its allotted space. Full walk-through of generating standalone and combined Send buttons and a discussion of when to use the two different styles is available in the full version of this entry Where to Put Your Send Button Here, we’ll list where different kinds of websites can add their Send buttons, along with analysis of when a Send button may be more appropriate than a Like button. Media Publishers Articles Media such as photos, videos, or songs Authors Content categories Paywalls or subscription sign-ups Newsletter or RSS sign-ups Publishers of niche content, such as industry or interest-specific blogs and sites, partisan political news sites, or other publishers where content might only be relevant to, or could offend some of its users’ friends are especially good candidates for the Send button. Placing Send buttons on paywalls or subscription sign-ups can allow users to inform friends that they’ve just bought a subscription, and encourage them to do the same. Ecommerce and Brands Products Group buying options Custom designed products Product categories such as clothing types or designers Sales collections “What’s New” sections Special promotion details pages for offers such as “free shipping” or “20% off” Lookbooks or catalogues Gift card options Loyalty programs About pages Customer service Mailing List sign-ups Sites that offer group buying, where multiple users contribute funds to a single purchase, can especially benefit from the Send button’s microsharing options. If a site allows custom design of products, the Send button can make it easy for its customers to collaborate with friends on a design project, such as making uniforms for a team. Vendors of specialty goods, such as wedding dresses, can encourage users to share by limiting a post’s audience with the Send button. Implementation strategies for community/review sites, web apps, business to business and enterprise software, and social games available in the full version of this entry. Best Implementations of the Send Button As of April 25th, 2011, many prominent websites have installed Send buttons. Some of the best implementations include: Media Publishers The Washington Post: Displays a combined Recommend / Send button in the sharing panel shown after the first two paragraphs of its articles. This gives users some time to begin reading the story before they decide whether to share it, but before the end of the article at which point users may have already left the article or might be thinking about what to read next. Ecommerce and Brands American Eagle Outfitters: Displays the combined Like / Send button next to its products so users can gain advice from select friends about whether to make a purchase, or show the product to friends who are specifically interested in clothing. More examples of how these types of sites, as well as community / review sites, business-to-business services and social games, are taking advantage of the Send button, plus more implementation strategies and a walk-through of generating the code for Send buttons can be found in the full version of this entry, part of the Facebook Marketing Bible, Inside Network’s complete guide to marketing and advertising using Facebook.

New Facebook Platform Industry Hires: Work4 Labs, Vitrue, Involver, BranchOut and Wildfire Posted: 26 Apr 2011 08:14 AM PDT Work4 Labs, Vitrue, Involver, BranchOut and Wildfire hired sales executives, customer support, human resources workers, interns and communications staff this week. If your company is hiring new people or making a notable promotion, please let us know. Email mail (at) insidefacebook (dot) com, and we'll get it into next week's post. Also, please note that information about most new hires, below, comes directly from company updates from LinkedIn. Looking for new opportunities? Check out the Inside Network Job Board, which shows the latest openings at leading companies in the industry. Here's this week's list of hires: BranchOut Christy Albright, Corporate Communications – Now in Corporate Communications at BranchOut, previously a Public Relations manager at Monster Worldwide and Tickle, Inc. Kari Davidson, Marketing Intern – Currently a student at the University of Washington School of Design. Involver Yuriy Kalynovskiy, Sr. QA Analyst at Involver – Now working at Involver, formerly the Lead QA Analyst at BankServ. Vitrue Karla Caldwell, MBA, HR Generalist – Used to work as an Immigration Program Analyst II at the U.S. Department of Labor Office of Foreign Labor Certification. Jason Carlile, Customer Support - Previously worked in Tech Support at Harbor Payments. Hajo Smulders, Senior Developer at Vitrue – Formerly at Django Programmer at Rockfish Interactive. Wildfire Luis Manrique, Social Media Strategy – Formerly a Financial Advisory intern at Merrill Lynch. Nicole Tagliaferri, Account Executive – Previously worked as an Associate Sales Representative at Stryker Endoscopy. Work4 Labs Kurt Angier, Sales Executive – Now at Sales Executive at Work4Labs, formerly an Account Executive at HotJobs.com. Nathan Eads, Sales Executive – Formerly a Sales Executive & Media/Online Marketing Specialist at Vocus. Mark Gates, Sales Executive – Now at Sales Executive at Work4 Labs, previously worked in Inside Sales at WorkforceLogic.

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