Social Graph

Hotel Client Drives Over 50,000 Fans Using Facebook Standard Like Ads

Recently, Facebook announced that they will no longer be offering Sponsored Stories as an ad unit. Effective April 9th, they will consolidate ad formats by automatically including the inherent value of Sponsored Stories — social context — in traditional ads moving forward. In the case study below, featuring a prominent hotel corporation, we examine a campaign using a combination of Standard Like Ads and Page Like Sponsored Stories. At the end of the study, we’ll discuss what a similar campaign might look like in the future based on Facebook’s change, and what the implications will be on performance. The Goal An acclaimed resort and hotel company came to SHIFT with the primary goal of growing its Facebook fan base. After a successful first campaign, the client requested another, intending to use those results as a benchmark for comparison. Because the second campaign would be running in a historically more expensive time of year, the client emphasized that they wanted to drive high-volume fan growth at the lowest cost-per-like (CPL). Approach With the goal of fan acquisition in mind, the SHIFT team worked with the client to develop a custom campaign strategy using Facebook’s Standard Like Ads and Page Like Sponsored Stories. Standard Like Ads would give the client the greatest reach while Page Like Sponsored Stories would encourage ‘Likes’ using the power of social context.  Read More

Facebook’s Graph Search: A New (Personalized) Search Engine

Today, Facebook introduced a new feature: Graph Search. What is Graph Search? According to Facebook PR’s list of FAQs, it is a new way for users to discover relevant people, photos, interests, and places on Facebook. In a video on building the new feature, Mark Zuckerberg points out, “Most people today don’t think of Facebook as a place to discover places where they [can] eat or things they [can] do, but with this product it is natural to be able to do that.” To use Graph Search, users will simply type their search into the blue bar at the top of the page, which will yield results based on their friends and friends of friends. Possible searches include: People who like tennis and live nearby Photos before 1990 Photos of my friends in New York Sushi restaurants in Palo Alto my friends have liked Tourist attractions in Italy visited by my friends  This is really a game changer for Facebook, because it opens up its search capabilities so much more than they are currently capable of. Users will have a search engine at their disposal that is completely tailored to them, as dictated by their network of friends and even friends of their friends. Product Manager Keith Peiris points out that the important thing isn’t just the search engine in itself, it is the questions that can be answered: “The types of questions that we can solve are kind of the slightly nuanced and social questions that you wouldn’t typically think to ask of a search engine, that you wouldn’t typically think the internet could solve for.” Read More

What the Open Graph Could Mean for Facebook Advertising

As many of you know, Facebook’s open graph is a relatively new concept revolving around users, actions, and objects. The user does an action to an object, usually using some kind of app. Mary listened to The Beatles on Rdio. Jim watched Office Space on Netflix. The list goes on, right? Well, something else that has come with this new development is the opportunity to turn these actions into ads. Facebook users already have the option to participate in the actions of their friends when they see them on the news feed, and sponsoring all of these stories could lead to a whole new form of previously untapped social monetization. Read More

Facebook’s Groups For Schools: Back to the Future

This post was authored by GraphEffect's CEO, James Borow. Last week, Facebook announced the introduction of Groups for Schools, which allows students to connect and share in private groups with their peers about coursework, class discussions or school events. Groups for Schools are a nod to Facebook’s roots, which began as a social network for college students and required their .edu email addresses to join.  Facebook is focusing on localized groups to improve the overall user experience and, most importantly, sense of privacy. Facebook has made this a priority as they realize that getting big means they also have to get small – it’s clear the social network hasn’t lost sight of the importance of an individual’s need to make relevant connections with his or her peers. Read More

Where Would Mad Men Be Now? [INFOGRAPHIC]

Everyone here at GraphEffect is excited for Mad Men to finally return this weekend! While we debated what the employees of Sterling Cooper Draper Pryce would do this season, someone asked, “Where do … Read More