Facebook Marketing Conference 2012: Guardian Reader: Lessons Learnt from Leveraging the Facebook Platform, Martin Belam (Emblem)

1. Facebook, Social Readers &
The Guardian
Martin Belam
Facebook Marketing London, July 2012
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emblem-digital.com

2. @currybet

3. Launched in September 2011
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4. Read, watch and listen Guardian content in Facebook
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5. An opt-in way of consuming Guardian content
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6. People were very vocal about it
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7. Very vocal indeed
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8. Why design it like that?
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9. Had one metric in mind...
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10. ...but actually shifted this one
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11. It was an experiment
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12. I published this number-free adoption curve
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13. Any page is potentially a viral landing page
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14. It spawns new conversations around old content
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15. YouTube clips aren’t journalism
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16. But neither are TV listings
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17. A young, male audience primed to distribute
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18. Facebook referrals briefly eclipsed Google
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19. And then everybody said they “collapsed”
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20. Any graph that starts from a high peak...
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21. “Reads” are not prominent anymore
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22. The Guardian added “Agree / Disagree”
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23. Unfavourably compared to the “Right / Wrong” table
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24. Some actions speak louder
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25. The water carrier
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26. If I could turn back time...
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27. Thank you
Martin Belam
Facebook Marketing London, July 2012
@currybet
emblem-digital.com