This week, we will continue with the Extole blog series, 5 Ways Facebook’s Open Graph Will Impact Your Marketing, by examining how the Open Graph will provide marketers with unprecedented insight into consumer demographics.
When it comes to data and insights, no marketing tools available today can hold a candle to what is available through Facebook’s Open Graph. At a marketer’s fingertips is extensive data including program performance and ROI, Consumer and Friend demographics and social reach and amplification.
Via the Open Graph, marketers can understand who is sharing stories about their brand, products and services. They can also understand reach (impressions), engagement (clicks) and conversions across the News Feed, Ticker and Timeline. Marketers can even see the aggregate demographics of friends that engage with stories, which enable them to optimize marketing campaigns and make better advertising decisions.
For example, Extole recently ran a Facebook promotion for a children’s retailer. They saw that females, ages 25-44, were dramatically outperforming other demographics in the campaign and reallocated ad budget accordingly to significantly improve the performance of their Sponsored Stories ad buys.
These deep insights into social reach and consumer demographics through Facebook’s Open Graph will enable brands to optimize marketing campaigns both on and off of Facebook.
In addition to Gaining Insight into Consumer Demographics, the Open Graph also enables brands to Shift the Focus to the Consumer Timeline, which was featured in our last blog post in the series. Stay tuned for next week’s post, which will detail how Sponsored Stories will replace Facebook Ads.