Just last week Facebook announced their new pages and ushered in some big changes not the least of which is the switch from custom tabs being created in the Static FBML app which has been deprecated to the new iframe format that is currently used in Facebook apps. With such a dramatic change in the pages comes a new and different outlook on Facebook business marketing.
The strategy before revolved around attaining more Page “likes”, the more “likes” that your page has – the more possible interactions you could have which could increase your Page’s reach.
With the new iframes model Facebook passes a bit of information that can be decoded that code includes specific information about the user who is visiting your page – whether or not the user is an Admin, or has “liked” the Page, what country the user is from and what language they speak. You also get their user id. With this information the astute marketer would be able to custom-tailor a user’s experience once they’ve arrived. It also makes it possible to allow the user to connect the page to their Facebook account; which allows the user to pass information to the Page.
A theory for the new Facebook Pages marketing strategy would be to get users to go through the process of being a visitor to “liking” the page to connecting it to their account which could allow you to market to them in any number of various ways. I drew up this diagram of how I would sort users when they come to a Page that I’m working on for a client.
This is surely being used by marketing firms around the world by now, but I thought I would share the concept. It will take a quite a bit more coding than was required with the Static FBML app, and you’ll have to host the files on your own server outside of Facebook, but the benefits are just too much to pass up. Have you played with the iframe code yet? What are you experiencing?