Today marks the six-year anniversary of the Facebook Platform, something that has been defining for Facebook as a company and already influenced a number of industries.
Now, Facebook is making its next big moves for the platform by introducing app services — new tools for developers that make it easier to build applications that span different devices and put users at the forefront. This is seen most clearly with the acquisition of Parse, a mobile backend as a service company, which will continue as a separate brand with a freemium services model for the time being. Facebook also recently hired the team behind Spaceport, a cross-platform development framework, and stealth software startup Osmeta, which was reportedly working on something related to enabling simpler development across devices.
“We’ve been thinking about how we can provide tools to developers to enable a more cross-platform world,” Facebook Director of Developer Products Doug Purdy said at a media “whiteboard” session Thursday. “We’re trying to create a platform that developers can build something that spans over devices and makes people the center. Regardless of the device that you or your friends are on, everyone can have a rich experience.”
In the past few weeks, we’ve added industry insiders from Facebook, Chartboost, Tango, Tilting Point, PlayHaven, Paltalk, and more to the speaking roster of Inside Social Apps, June 6-7 in San Francisco. You’ll learn strategies for success with experts like Deb Liu, Product Manager at Facebook. Register now and save $200.
Facebook added 31 new positions to its careers page this week, including a number of openings on the research, recruiting, business operations, global marketing and sales teams.
Instagram seems to be looking for its first international employee: a communications manager based in London.
Facebook has an interesting opening for an ethnographer, which includes the following in the job description:
Facebook aims to connect the world in a big way, across all cultures and creeds, cities and countrysides. And to do that successfully, we need to understand the unique character of all those communities: what Facebook means or could mean to each of them, what themes are common across them, what themes are unique to each, and how best to make our products and technology work for all of them.
New listings added to Facebook’s careers page:
- International Communications Manager – Instagram (London)
- Business Operations Associate – SMB/MM (Menlo Park)
- Finance Revenue Operations Lead (APAC) (Singapore)
- Executive Assistant, Global Marketing Solutions (New York)
- Global Data Center Security Manager (Menlo Park)
- Law Enforcement Response Team Analyst (Austin)
- Recruiter, APAC (Contract) (Seoul)
- Recruiting Assistant (contractor) (São Paulo)
- Recruitment Coordinator (Contract) (Dublin)
- Ethnographer (Menlo Park)
- Research Manager, Growth and Analytics (Menlo Park)
- UX Researcher (Contractor) (Palo Alto)
- Critical Facility Technician (Forest City)
- Operations Engineering Manager (Menlo Park)
- Global Creative Solutions: Creative Strategist (Hamburg)
- Vertical Manager, Marketing Communications (Menlo Park)
- Analyst, User Operations (Dublin)
- Account Manager, ANZ (Sydney) (Sydney)
- Merchant Partner Manager, Facebook Gifts/Commerce (Menlo Park)
- Growth Manager Latin America – Brasil (São Paulo)
- Associate, Ad Operations (Tokyo) (Tokyo)
- Analyst, SMB Growth, Global Marketing Solutions (Austin)
- Small Business Associate (Singapore)
- Executive Assistant (London)
- Client Partner Australia (Sydney)
- Intern, Global Marketing Solutions (Tokyo)
- Client Partner, Mobile (Chicago)
- Client Partner, E-Commerce (Austin)
- Client Partner, Financial Services (Menlo Park)
- Client Partner, Retail (Austin)
- Quantitative Analyst, Monetization (Menlo Park)
Who else is hiring? The Inside Network Job Board presents a survey of current openings at leading companies in the industry.
Facebook removed 38 positions from its careers page this week, likely after making hires in the areas of sales, HR, finance and user operations, among others.
The company appears to have filled a number of key sales roles in Sydney: Head of Financial Services & Travel; Head of Technology, Telecommunications & Entertainment; and Head of Sales Mid-Market, Australia & New Zealand. That team seems to be growing quickly over the past few months as Facebook looks to build deeper relationships with advertisers all over the world.
Prior listings removed from Facebook’s careers page:
- Hardware Test Engineer, Intern (Menlo Park)
- Solutions Engineer (London)
- Manager, Software Engineering (Menlo Park)
- Business Operations Manager (Menlo Park)
- Finance Manager, FP&A – IT (Menlo Park)
- International General Ledger Accountant (Contract) (Hyderabad)
- Administrative Assistant, Platform Partnerships (Menlo Park)
- Regional Product Marketing Partner (Dublin)
- Data Tools Engineer (Menlo Park)
- Technical Systems Principal, APAC (Hyderabad)
- IT Operations Lead (Menlo Park)
- HR Generalist – Contract (Hyderabad) (Hyderabad)
- Lead, People Services, L&D Benefits Ops (Menlo Park)
- Manager, Global Compensation (Menlo Park)
- People Operations Manager (Menlo Park)
- Technical Sourcer, Diversity – Contract (Menlo Park)
- Technical Sourcer, Diversity (Menlo Park)
- Training and Development Program Manager (Menlo Park)
- Content Strategist (Menlo Park)
- Data Center Facility Operations Engineering Manager (Altoona)
- Ads Policy Enforcement Associate (Austin)
- Data Analyst, Latin America (São Paulo)
- Analyst, User Operations, Vietnamese (Dublin)
- Media Solutions (Mexico City)
- Media Solutions (Buenos Aires)
- Account Manager (Paris)
- Account Manager Brazil (São Paulo)
- Client Partner Miami (Miami)
- Client Partner (Buenos Aires)
- Head of Financial Services & Travel (Sydney)
- Head of Sales Mid-Market, Australia & New Zealand (Sydney)
- Head of Technology, Telecommunications & Entertainment (Sydney)
- Manager, Global Sales Outsourcing (São Paulo)
- Account Manager (London)
- Agency Manager (London)
- Client Partner, National Sales (Menlo Park)
- Client Partner, QSR (Chicago)
- Client Partner (Austin)
Who else is hiring? The Inside Network Job Board presents a survey of current openings at leading companies in the industry.
This is a guest post by Resolution Media Director of Client Strategy and Development George Manas.
Marketers seeking better ways to reduce waste, influence buying behavior and strengthen brand equity are likely to embrace Facebook Partner Categories. Launched on April 10, this new self-service capability puts a rich array of data-driven targeting segments at advertisers’ fingertips, helping increase the precision, relevance and effectiveness of their Facebook campaigns.
Partner Categories uniquely combines data describing both the online and offline purchasing behavior of consumers in more than 500 segments and relies on data from third-party firms Datalogix, Acxiom and Epsilon. Marketers of all sizes can benefit from Partner Categories’ easy access and no-minimum-spend requirement.
The new service is the latest in a series of targeting enhancements introduced by Facebook to improve advertisers’ results. Partner Categories likely will attract as many or more advertisers as has Facebook’s recently launched Custom Audiences program, which provides the ability to import customer data to improve targeting.
Partner Categories integrates with other targeting options within Power Editor (Facebook’s advanced self-serve platform) and is available through select paid media APIs. U.S.-based advertisers can begin using Partner Categories immediately, while advertisers based in other countries must be white-listed to use the service and may only target U.S. consumers at this time.
Although we see almost daily examples of new technology empowering the consumer’s evolution, it’s important to also acknowledge the vital impact of new advertiser services like Partner Categories, which keep marketers ahead of the curve.
Facebook has created a new way for businesses and developers to target ads to users who have taken an action on Facebook or in an app within a more specific time range.
Using the “action spec” targeting capability, which allows advertisers to reach users by the actions they take in Open Graph apps and on Facebook directly, an advertiser could designate a time range shorter than 14 days. The default is still 14 days, but previously there was no option to set a shorter window.
This change gives advertisers more accuracy in reaching the most relevant users for a particular message. For instance, a local business might want to reach users who checked into their store within the past week. A developer might want to target users who installed their app in the past three days. A page owner might want to retarget users who viewed one of their page tabs the day before.
Action spec targeting is still a beta feature limited to advertisers working with Preferred Marketing Developers with the Ads API, so it isn’t widely known or understood. However, the feature offers developers unique opportunities to reach users who have taken specific in-app actions, including in their competitor’s apps. It also gives brands ways to segment and target their fans by the actions they take on their page or a competitor’s page.
Action spec targeting is also interesting in that advertisers can define a “negative action spec,” meaning users who have not taken a particular action. For example, a developer could reach users who have played a game, but not made an in-app purchase in the last 10 days. Advertisers can also reach friends of users who have taken a particular action.
More technical information about action spec targeting, including targeting by app activity in a time range is available here. A list of Facebook actions that advertisers can target against using action specs is available here. Businesses that are interested in this type of targeting should seek out an ads-qualified PMD.
Facebook released version 2.0 of its Pages Manager app for iOS in early May to make the app faster and include new features like photo filters. However, it did not include the same level of per-post analytics as previous versions. Page owners could see how many people they reached but when they tapped the area that used to lead to more information, they were instead directed to a screen where they could buy Promoted Posts. Now, the additional metrics have been brought back.
Users can tap the “reach” metric to be taken to a new screen with an additional breakdown of how much of that reach was organic, paid or viral. They can swipe left to see details about engaged users, post clicks, link clicks and stories created. Another swipe will present People Talking About This, likes, comments and shares for the given post.
Page owners can still promote their posts from the app by tapping the “promote” button. Another feature that Facebook removed from Pages Manager a few weeks ago, but hasn’t brought back yet is the option to create an Offer post. Admins have to create those from Facebook.com.
Facebook also made some bug fixes and performance updates in the latest version of Pages Manager released this week.
The company offers customizable white-labeled Facebook apps that deliver digital rewards to customers. For example, a retailer could incentivize people to make a large purchase by giving them a $10 iTunes gift card in return. After the user completes a transaction, the Ifeelgoods integration will allow him or her to connect with Facebook and claim the gift card. Users will also be prompted to share back to Facebook or on Twitter. Ifeelgoods says 60 percent of customers do this.
Atlas view tags can now be used to measure Facebook ads targeted to custom audiences, partner categories and lookalike audiences, the social network informed its largest advertisers this week.
Those targeting types are relatively new to Facebook and weren’t previously supported in the Atlas platform, which advertisers and agencies use to plan, manage, track and optimize their digital marketing. Facebook recently bought Atlas from Microsoft. Now, the tool will enable advertisers to track Facebook’s new ad types the same as any other. This gives advertisers better view-through measurement on their campaigns that take advantage of the social network’s latest capabilities.
Custom audiences allows advertisers to retarget consumers by email addresses, phone numbers or user IDs they already have from previous marketing or sales interactions. “Lookalike audiences” helps advertisers target users similar to those in their custom audience databases, using algorithms to identify audience segments with the same customer profiles. Partner categories are audience segments created by third-party data providers that U.S. advertisers can use for targeting via Power Editor or the API. These categories are informed with transactional data, survey information and other online or offline behaviors. Collectively, these represent tremendous new opportunities for advertisers to target Facebook users by first-party or third-party data.
The social network agreed to acquire Atlas from Microsoft in February. The deal closed at the end of April, and the Atlas team in Seattle is now officially part of Facebook. The company says it bought Atlas to improve measurement capabilities for advertising both on Facebook and across other digital platforms. Atlas says it is working to update its user interface to be more intuitive and effective, as well as create “unique differentiators under Facebook.”
Retargeting platform AdRoll announced today that it has added the option for advertisers to run self-serve Facebook Exchange retargeting ads in the News Feed. Facebook made this inventory available to Qualified DSPs, including AdRoll, earlier this month. Previously, AdRoll and other companies could only run FBX ads in the right hand sidebar of Facebook.com, but now they can bid on desktop News Feed placement. AdRoll says early tests show clickthrough rates in the single-digit percentages for News Feed, as opposed to fractions of percent in the sidebar. Unlike other retargeting ads, retargeted News Feed ads incorporate Facebook’s share, comment, and like functionalities, which leads to additional engagement and viral potential. An example of a News Feed FBX ad is below. AdRoll is actually running FBX ads retargeting visitors to its own site.
Revitalized action series, “24,” tops this week’s list of top gaining tv show pages in the People Talking About This metric. Also among the top ten this week is reality series of former child actors, “Tia & Tamera” and upcoming “The Avengers” spin-off series, “Agents of the S.H.I.E.L.D.”
Of the top 10 pages, the top three are shows have yet to begin their season, while six have just aired their season finales last week.
This list of top gaining TV Show pages is compiled with PageData, which tracks page growth and engagement across Facebook.
|#||Name||People Talking About||Weekly Growth|
|2||Tia & Tamera||394,900||+258,790|
|3||Agents of S.H.I.E.L.D.||261,039||+238,063|
|6||How I Met Your Mother||326,211||+155,120|
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