The document discusses Facebook's Open Graph and how it is changing how brands engage with customers online. Some key points: 1) Previously in 2009, brands had to split their online presence between Facebook and their own websites, but Open Graph allows them to have conversations and distribute content in one place through Facebook. 2) Open Graph utilizes Facebook's existing social network and notifications to help brands attract temporary high interest that can potentially be converted into more permanent relationships. 3) This affects the traditional consumer purchase process by allowing brands to inspire awareness, interest, desire, and advocacy through Facebook interactions at different stages.

1. Facebook Open Graph Graeme Wood, April 2010

2. Oversimplified view of how the internet works for brands Links Reputation Page Rank SERP Content Web Traffic Supporters Social Networks

3. 2009 - brand split between two destinations Facebook Brand site Design Conversation Conversation SEOable Brand’s view Aggregate content Distribute content Existing network Hugely social Ubiquitous Share content Network effects Push notification

4. 2010 - all the advantages in one place Design Conversation Conversation SEOable Brand’s view Aggregate content Distribute content Facebook Brand site Existing network Hugely social Ubiquitous Share content Network effects Push notification Temporary high interest Permanent loose interest

5. 2010 - all the advantages in one place Brand site depth Open Graph Facebook permanence But that place is a set of APIs

6. Temporary high interest Permanent loose interest Facebook Brand site Convert to deeper relationship Loose brand affiliation Something extra on site Organic impressions Social CRM Design to spread Temporary interest Easy to Like Convert to longer relationship Reputation impact on SERP Search query New Traffic Brand Owner Imperatives

7. How does this affect the traditional purchase path? Action Awareness Interest Desire Advocacy Usage

8. Temporary high interest Permanent loose interest Facebook Brand site Something extra on site Action Desire Advocacy Social CRM Usage Design to spread Awareness Easy to Like Interest It involves moving about – brand value lives in APIs, notdestinations

9. It’s not about the destination any more Offering something extra Social CRM Temporary high interest Permanent loose interest Design to spread Easy to Like It’s about using the best bits of each “destination” to filter attention to where it can be rewarded best

10. How do we start doing that? inspire How do we reach consumers? participants Inspire attention And bring people with us Now it really is all about Fans