Facebook and Adobewhats not to Like: Webcast Guide

Facebook and Adobewhats not to Like

Presented jointly by: Marianne Llewellyn Adobe Tiffany Chang Black Facebook

Todays online marketers can gain considerable competitive advantage by leveraging Facebooks social plug-ins and, in particular, the Facebook Like button. The reach of Facebook is undeniable, with more than 750 million users worldwide. The Facebook platform enables businesses to engage with customers and prospects in myriad ways to drive growth and return on investment (ROI).
These opportunities are lost, however, if businesses are not measuring and optimizing their use of Facebooks social plug-ins. Businesses need to fully understand how customers are interacting with their content and communications, as well as how they take subsequent action, such as making a purchase as a result of a particular interaction. This guide describes best practices for measuring and optimizing the impact of the Facebook Like button on business growth and ROI. It provides an overview of Facebooks plug-in offerings, with a focus on the Like button. And it describes how to use the Adobe Digital Marketing Suite, particularly Adobe SiteCatalyst and Adobe Test&Target for measurement, A/B testing, and optimization.

Liking the Like button

Facebook believes that the next decade will be dominated by people sharing with the Likebutton.

Facebook recently announced that it had 750 million users worldwide. Over half of these users return daily, which means that if youre running a website, when people land on your site, over half of them are already logged in to Facebook, and you can engage them with social interactions right off the bat using the Like button.

The Like button creates measurable business value by amplifying your brands message via word of mouth using socialmedia.

Todays web and social savvy users are sharing and discovering content in a myriad of ways. News articles, events, and photos are being shared through the Facebook News Feed, enabling word of mouth at scale. Twenty years ago, it was common for people to use newspaper clippings as a way to share information that they were interested in. Ten years ago, many more people were sharing by emailing web links. Facebook believes that the next decade will be dominated by people sharing with the Like button. The Like button creates a dialogue not just between the user on your website and your site itself but also between the users friends and the users friends friends, allowing you to broaden your reach and amplify your message via word of mouth.

Turn the marketing funnel into a viral loop

The Like button has the unique ability to turn the traditional marketing funnel into a viral loop. Anybody that has ever taken Marketing 101 is probably familiar with the AIDA funnelAwareness, Interest, Decision, and Action. Going forward, its really no longer a funnel but rather a self-perpetuating viral loop. After users convert on your site, the goal is to get them to advocate for you, to be your best sales reps, and to tell their friends about your products, your articles, or whatever it might be that is important to you. Instead of focusing on that last AIDA element, you want to create a social mediadriven viral loop of recommendations for your products and services. There are a couple of ways to do this using Facebook social plug-ins.

Embed social functionality using plug-ins

Social plug-ins enable you to provide engaging experiences for your users. Because the plug-ins are served by Facebook, the content is personalized to viewers whether or not they have signed in to your site. Heres a quick snapshot of the plug-ins that Facebook has available. Like buttonWhen you understand the importance of metadata (first step), the Like button is literally one line of code to implement. Each Like button can point to a URL. The Like button is linked to an object, and all likes accumulate to that object. Send buttonThe send button lets users share any object with a private audience.

Facebook and Adobewhats not to Like: Webcast Guide

CommentsComments include a posting as option. You can comment as a user, or the company can reply back representing the voice of the brand. If someone is spamming your brand, you can take measures to moderate this as well. RegistrationAfter implementing Like, Send, and Comments, the next step would be to have registration or single sign-on with Facebook. When a user comes to your site, they dont have to log in or sign up with a different email address or password. Registration also allows brands to ask for additional information from a user, and brands can add their own fields to gather the specific information theyre interested in. Social channelsSocial channels are a way for marketers to reach out to a very broad base of fans and users. For example, if a brand has a Canvas app, which is literally a blank canvas within Facebook on which to run an app, it can have bookmarks and notifications that help drive interactivity and keep users coming back. If marketers build a Canvas app, they can allow reengagement with the user and friends connecting friends with their application.
The Like button can help you increase referral traffic and significantly boost sales from your site.

Increase traffic with the Like button

The Like button can help you increase referral traffic to your site. To illustrate this point, lets use this image of a pink t-shirt from the Under Armour website. When you click on the Like button, what happens? First, the story gets published to your friends News Feeds. Second, this Like is added to your user profile. So when friends go to your Facebook profile, they see under Likes and Interests that you have liked the t-shirt, along with the description. Third, this item is added to Facebook search, so if someone types in Under Armour, it would drop down in the search box. Fourth, and perhaps most important for online retailers, you can publish back to users who have liked this same object, just like a Facebook page. This feature enables the Under Armour marketer to go back and publish to the 80 people who have liked this t-shirt to tell them that it is now available in purple and that Under Armour is having a sale for a limited time that they should check out. All the people who liked this shirt will get that message in their News Feed. This is a remarkable feature that social savvy retailers and news media are using to remarket to their customers, visitors, and readers.

Facebook and Adobewhats not to Like: Webcast Guide

Like button best practices

After youve decided to implement the Like button, how do you do it in a way that maximizes the benefits to your enterprise? Use Open Graph tags Many people arent aware that the Like button has two pieces: the button itself and Open Graph tags that are implemented in HTML headers. Open graph tags enable you to pull in the correct image, title, description, and so on so that your story comes out looking like it should when its published. Those who dont use Open Graph tags often have stories that are missing images or copy that is not appropriate for a news feed. Facebook recommends always adding the Open Graph tags to ensure that your story looks the way you want it to. Position your Like button for maximum impact Put your Like button above the fold or next to an image, and leave some white space so that a user can actually see it. Adobe Test&Target can help you test for the best placement. In general, you want to make sure that the Like button is visible and obvious. Enable and encourage comments Allow enough space for the comments flyout box to appear. Facebook has minimum width requirements that are documented on its developer site. When you leave enough space, people actually see the flyout box in which you can place Add a Comment. User-generated content is always great for getting better distribution of your message and more customer engagement. Show faces where possible Showing faces increases personalization. With this feature, if a friend of the user has already liked something, the profile picture shows up next to the Like button. Social context is an effective way of getting click-throughs, so its a good idea to show faces whenever possible. Follow uppublish back, view Insights, and optimize You can publish back to the users who liked an object. For instance, perhaps you want to spread the word about a sale. You can say, We have other rugs on sale this week. You should check them out. You should also take advantage of Insights. Facebook has a great Insights dashboard at facebook.com/insights that anyone who is an admin has the ability to view. Many people are familiar with Insights for fan pages, but they are also available for domains and applications, so you can see all the likes generated on your website. Lastly, you need to optimize, which involves measuring and testing.

Facebook and Adobewhats not to Like: Webcast Guide

Are there other strategies that you would add to this list?

Measurable returns

On average, media sites that implement the Like button see a 300% increase in referral traffic.

Levis, American Eagle Outfitters, and Ticketmaster saw a dramatic increase in referral traffic using the Like button. More than 40% of Levis traffic from all sources came from Facebook after the company added the Like button to its website. Visitors referred to American Eagle Outfitters by Facebook spent an average of 57% more money than those not referred by Facebook. The Like button also helped Ticketmaster to determine that each link shared on Facebook was worth $5.30.
Are you measuring the impact of Facebook integration on your business? Are there ways that you would like to strengthen your measurement program?

Maximizing the Like buttonimplement and measure with Adobe Digital MarketingSuite
What are the steps needed for you to see these kinds of results? Start by answering these four key questions: 1. What is the best way to deploy the Like button on my website? 2. What is the best way to capture my customers interactions with the Like button? 3. How can I ensure that my presentation of the Like button is optimal? 4. How should I look at this data to determine the value of the Like button to my business?

Facebook and Adobewhats not to Like: Webcast Guide

Implementing the Like button

XFBML code exposes event triggers that allow you to track clicks using measurement and analysis solutions fromAdobe.

When deploying the Like button on your site, there are two plug-in code optionsiframe and XFBML. You want to use XFBML rather than iframe to expose the event triggers. To gauge the performance of the Like button, set up tracking within Adobe SiteCatalyst using the JavaScript software development kit (SDK). To capture clicks on the Like button and record the applicable interactions, you must modify your SiteCatalyst implementation slightly and use an event listener. The Facebook SDK provides a number of event handlers or listeners, such as FB.Event.subscribe(). You can add the listener directly to your page code or to the library that holds your other plug-ins.

] Specifically, you are listening for the edge.create function to track when the Like button is being clicked. When that event is heard, you call a function that populates your SiteCatalyst variables. Because other calls are being made before and potentially after, you must focus this function by identifying which variables to engage. Here, s.linkTrackVars indicates that eVar1 is being used, and events are going to be set,. The variable s. linkTrackEvents specifies which events to set. Then s.events is set to event1, which, in this case, is the number of social interactions. eVar1 allows social interactions to be broken down by the type of activity. It is set to fb:like, which is clicking on the Like button. The variable s.tl specifies that all of the above is sent to the Adobe database as a custom link, represented by fb:like-{the URL being liked}. The result is a report on all liked objects, with each social link that has been liked represented, along with the number of likes, the number of visits, and the conversion rates on each activity.

Facebook and Adobewhats not to Like: Webcast Guide

Campaign tracking
So now you have some valuable insight into which products, articles, or any object are liked most often. But its still not clear how that is translating into revenue, which can come in many formse-commerce purchases, ad revenue, leads, or subscriptions, just to name a few. To get to this more granular level, you need to know what happens after a friend clicks through on a published link that shows up in his or her News Feed.

To accomplish this, you want to treat all published links just like any other marketing campaign link and attach a campaign tracking code. When you deploy the Like button using the Facebook SDK, you embed the fb:like function with two parameters. The first is the href of the page being shared. The second is what is critical herethe ref parameter. The ref parameter automatically appends a query string of fb_ref to the published URL. In this case, the value of that parameter is fbLike. By taking these simple steps, you capture anyone who clicks through on a Like URL referred by your Facebook Like (fb:like) campaign.
SiteCatalyst calculates the revenue value of each Like button click.

Case study: Zappos

Now lets look at an example of how this works for the online shoe retailer Zappos. For instance, you like these green shoes. As a result, your Like link posts to your wall and shows up in your friends News Feeds. Of course, this reminds all your friends that they need new shoes, so they click through on your link and buy one or two pairs. Their purchases are now able to be aggregated via the Like link. The SiteCatalyst report shows the products that were liked and how many times, how many times those the published links were clicked through, and the resulting click-through rate. The report also shows how much revenue was generated by friends when they clicked through and the revenue per Like. Not only are you able to see which items are shared most

Facebook and Adobewhats not to Like: Webcast Guide

frequently, but also which items when shared are most likely to generate subsequent activity. Online marketers can use these findings effectively to drive initiatives and provide incentives for customers to like their highest ROI items.
Does this give you ideas about how you could use Facebook likes and SiteCatalyst to broaden the reach of your products?

Test and optimize with Adobe Test&Target

If you are using the Facebook platform and are not measuring or optimizing social plug-ins, you are losing money. With Adobe Test&Target, you run multivariate and A/B test to optimize your sites landing pages and identify your best converting landing page variation. Test&Target makes it easy to determine the best placement and presentation of the Like button, helping you leverage best practices. For example, the product page shown below has the Like button at the bottom of the page. You want to see if activity increases if the Like button is placed above the fold and whether the Recommend verbiage is more palatable than Like to customers. A multivariate test with these four recipes can quickly identify the winning combination. The report shows that option B drives the highest proportion of likes and should therefore be pushed to production.

Does this give you ideas about how you might use Test&Target to optimize the placement of the Like button on your site?

Facebook and Adobewhats not to Like: Webcast Guide

Key takeaways
Todays online retailers can gain considerable competitive advantage by leveraging Facebooks social plug-ins. Todays web and social savvy users are sharing and discovering content in myriad ways, and you want to tap into that. You need to know what happens after a friend clicks through on a published link that shows up in his or her News Feed. Treat all published links just like you do any other marketing campaign link and attach a campaign trackingcode. The Like button in combination with the Adobe Digital Marketing Suite can create measurable business value by amplifying your brands message and turning the traditional marketing funnel into a viral loop. Adobe SiteCatalyst and Test&Target can help you measure and optimize your Facebook integration. Employing best practices for measuring and optimizing the impact of the Facebook Like button will help you broaden your customer base, increase sales, and drive ROI.
What are the key factors driving decisions about your product pages?

To view this webinar:

http://omniture.com/offer/1175

For more information, visit:

www.omniture.com/en/products/analytics/sitecatalyst

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Adobe, SiteCatalyst, Test&Target, and the Adobe logo are either registered trademarks or trademarks of Adobe Systems Incorporated in the United States and/or other countries. ActiveX is either a registered trademark or a trademark of Microsoft Corporation in the United States and/or other countries. Java is a trademark or registered trademark of Oracle and/or its affiliates. All other trademarks are the property of their respective owners. 2011 Adobe Systems Incorporated. All rights reserved. Printed in the USA.

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