Facebook kondigde Graph Search in januari 2013 aan. Met deze interne zoekfunctie is het mogelijk om niet alleen naar de naam van vrienden en pagina’s te zoeken, maar bijvoorbeeld ook naar mensen die een specifieke activiteit leuk vinden of vrienden die in een bepaalde stad wonen. Zoeken in de sociogram, zoals het in het Nederlands heet, is een zeer krachtige zoekfunctie binnen het gehele Facebook-netwerk. Het maakt het vinden van personen, foto’s, pagina’s, plaatsen, interesses en andere objecten zeer gemakkelijk. In dit artikel vind je een overzicht wat je er precies mee kan vinden en hoe je dat als marketeer kan gebruiken.

Hoe kom je aan Facebook Graph Search?

Facebook Graph Search is op dit moment alleen nog beperkt beschikbaar in het Engels maar wordt de komende tijd uitgerold naar veel meer gebruikers en op de mobiele versie van Facebook. Zet bij je accountinstellingen je taal op English US en je krijgt Graph Search. Je accountinstellingen vind je rechts bovenaan je scherm onder het radertje of hier. Zodra je dat hebt aangepast vind je bovenaan een grote zoekbalk. In dit artikel vind je meer informatie over wat Graph Search precies is en de invloed op je privacy.

Graph Search Actief

Wat kan je als marketeer en adverteerder met Graph Search?

Je kan Graph Search heel goed gebruiken om beter inzicht te krijgen in de doelgroep van verschillende pagina’s. Immers je kunt uitgebreid onderzoek doen naar de interesses van hele specifieke groepen mensen. Deze informatie kan je als marketeer o.a. gebruiken om je contentstrategie te verbeteren of als input voor je advertentiecampagnes. Hier vind je nog een paar manieren hoe je Facebook als merk kan gebruiken.

Stel, ik wil een beter beeld krijgen van de interesses en pagina’s die fans van een bepaalde pagina (in dit geval Likeconomics) liken. Dan kan ik de onderstaande zoekopdrachten gebruiken. Omdat Graph Search enkel in het Engels is zal je alle zoekopdrachten ook in het Engels moeten invoeren. Uiteraard kan je Likeconomics veranderen door ieder andere paginanaam. Je kan ook pagina’s combineren. In dit geval heb ik de pagina van Jon Loomer Digital gebruikt. Omdat de doelgroep van deze pagina (Facebook marketeers) grotendeels overeenkomt met Likeconomics levert mij dit waardevolle andere pagina’s en interesses op.

Pages liked by people who like Likeconomics
Pages liked by people who like Likeconomics and Jon Loomer Digital
Interests liked by people who like Likeconomics
Interests liked by people who like Likeconomics and Jon Loomer Digital

Pages Liked by people Graph Search

De pagina’s en interesses die uit deze zoekopdrachten voortkomen zou ik kunnen gebruiken gebruiken als targetingoptie voor eventuele advertentiecampagnes gericht op mensen die geïnteresseerd zijn in Facebook marketing en social media marketing. Deze doelgroep is minimaal 40.000 mensen groot (zie hieronder).

Precieze interesses voorbeeld Likeconomics

Een compleet overzicht van alle zoekopdrachten

Er zijn veel en veel meer zoekopdrachten mogelijk binnen Graph Search. WrightIMC heeft een overzicht gemaakt met vrijwel alle zoekopdrachten die mogelijk zijn. Hierbij moet je X vervangen door de naam van het object (pagina, stad etc.).

FIND BUSINESSES / SERVICES

Find Medical Services:
• dentist offices in x-city/state
• dentist offices near x-city/state
• dentis offices near x-location
• doctors near x-city/state
• doctors near x-location
• dermatology clinics near x-city/state
• dermatology clinics in x-city/state
• dermatology clinics near x-location
• skin care places near x-city/state
• skin care places in x-city/state

Find Home Services:
• landscaping places near x-city/state
• landscaping places in x-city/state
• landscaping places near x-location
• home improvement places near x-city/state
• home improvement places in x-city/state
• home improvement places near x-location

Find Places to Live:
• apartment & condo buildings near x-city/state
• apartment & condo buildings in x-city/state
• apartment & condo buildings near x-location

Find Art:
• art galleries near x-city/state
• art galleries in x-city/state
• art galleries near x-location

Find Businesses / Places:
• places in x-city
• places that x-friend visited
• places that people who work at x visited
• places that people who work at x and like x visited
• places that people who work at x and live in x visited

DISCOVER ENTERTAINMENT

Find Movies:
• movies liked by people who live in x-city/state
• movies liked by people who work at x
• movies liked by people who go to x-school
• movies liked by people who like x
• movies liked by people who visited x
• movies liked by people who visited x-city/state
• movies liked by people who live in x-city/state and like x
• movies liked by people who live in x-city/state and work at x
• movies liked by people who live in x-city/state and go to x-school
• movies liked by people who live in x-city/state and visited x
• movies liked by people who live in x-city/state and visited x-city/state
• movies liked by people who work at x and live in x-city/state
• movies liked by people who work at x and go to x-school
• movies liked by people who work at x and like x
• movies liked by people who work at x and visited x
• movies liked by people who work at x and visited x-city/state
• movies liked by people who like x and live in x-city/state
• movies liked by people who like x and work at x
• movies liked by people who like x and go to x-school
• movies liked by people who like x and visited x
• movies liked by people who like x and visited x-city/state
• movies liked by people who visited x and live in x-city/state
• movies liked by people who visited x and work at x
• movies liked by people who visited x and go to x-school
• movies liked by people who visited x and like x
• movies liked by people who visited x and visited x
• movies liked by people who visited x and visited x-city/state
• movies liked by people who visited x-city/state and live in x-city/state
• movies liked by people who visited x-city/state and work at x
• movies liked by people who visited x-city/state and go to x-school
• movies liked by people who visited x-city/state and like x
• movies liked by people who visited x-city/state and visited x
• movies liked by people who visited x-city/state and visited x-city/state

Find Music:
• music liked by people who live in x-city/state
• music liked by people who work at x
• music liked by people who go to x-school
• music liked by people who like x
• music liked by people who visited x
• music liked by people who visited x-city/state
• music liked by people who live in x-city/state and like x
• music liked by people who live in x-city/state and work at x
• music liked by people who live in x-city/state and go to x-school
• music liked by people who live in x-city/state and visited x
• music liked by people who live in x-city/state and visited x-city/state
• music liked by people who work at x and live in x-city/state
• music liked by people who work at x and go to x-school
• music liked by people who work at x and like x
• music liked by people who work at x and visited x
• music liked by people who work at x and visited x-city/state
• music liked by people who like x and live in x-city/state
• music liked by people who like x and work at x
• music liked by people who like x and go to x-school
• music liked by people who like x and visited x
• music liked by people who like x and visited x-city/state
• music liked by people who visited x and live in x-city/state
• music liked by people who visited x and work at x
• music liked by people who visited x and go to x-school
• music liked by people who visited x and like x
• music liked by people who visited x and visited x
• music liked by people who visited x and visited x-city/state
• music liked by people who visited x-city/state and live in x-city/state
• music liked by people who visited x-city/state and work at x
• music liked by people who visited x-city/state and go to x-school
• music liked by people who visited x-city/state and like x
• music liked by people who visited x-city/state and visited x
• music liked by people who visited x-city/state and visited x-city/state

FIND RESTAURANTS

Find some place to eat:
• restaurants in x-city/state
• restaurants near x-city/state
• restaurants near x-location

Find American Restaurants / Burgers / Coffee / BBQ:
• american restaurants in x-city/state
• american restaurants near x-city/state
• american restaurants near x-location
• barbecue restaurants in x-city/state
• barbecue restaurants near x-city/state
• barbecue restaurants near x-location
• bars & grills in x-city/state
• bars & grills near x-city/state
• bars & grills near x-location
• bbq restuarants in x-city/state
• bbq restuarants near x-city/state
• bbq restuarants near x-location
• breakfast & brunch places in x-city/state
• breakfast & brunch places near x-city/state
• breakfast & brunch places near x-location
• burger restaurants in x-city/state
• burger restaurants near x-city/state
• burger restaurants near x-location
• cafes in x-city/state
• cafes near x-city/state
• cafes near x-location

Find Asian / Indian Food:
• asian restaurants in x-city/state
• asian restaurants near x-city/state
• asian restaurants near x-location
• chinese restaurants in x-city/state
• chinese restaurants near x-city/state
• chinese restaurants near x-location
• indian restaurants in x-city/state
• indian restaurants near x-city/state
• indian restaurants near x-location
• korean restaurants in x-city/state
• korean restaurants near x-city/state
• korean restaurants near x-location
• pho restaurants in x-city/state
• pho restaurants near x-city/state
• pho restaurants near x-location
• thai restuarants in x-city/state
• thai restuarants near x-city/state
• thai restuarants near x-location
• vietnamese restaurants in x-city/state
• vietnamese restaurants near x-city/state
• vietnamese restaurants near x-location

Find European / Mediterranen Cuisine:
• french restaurants in x-city/state
• french restaurants near x-city/state
• french restaurants near x-location
• italian restaurants in x-city/state
• italian restaurants near x-city/state
• italian restaurants near x-location
• mediterranen restaurants in x-city/state
• mediterranen restaurants near x-city/state
• mediterranen restaurants near x-location
• pizza places in x-city/state
• pizza places near x-city/state
• pizza places near x-location
• lebanese restaurants in x-city/state
• lebanese restaurants near x-city/state
• lebanese restaurants near x-location

Find Tacos and Mexican Food:
• mexican restaurants in x-city/state
• mexican restaurants near x-city/state
• mexican restaurants near x-location

Find Other Ethnic Restaurants:
• ethiopian restaurants in x-city/state
• ethiopian restaurants near x-city/state
• ethiopian restaurants near x-location
• pakistani restaurants in x-city/state
• pakistani restaurants near x-city/state
• pakistani restaurants near x-location
• persian restaurants in x-city/state
• persian restaurants near x-city/state
• persian restaurants near x-location
• russian restaurants in x-city/state
• russian restaurants near x-city/state
• russian restaurants near x-location
• seafood restaurants in x-city/state
• seafood restaurants near x-city/state
• seafood restaurants near x-location

FIND NEW PEOPLE

Find People by where they work:
• people who work at x
• friends of people who work at x
• people who work with me at x

Find People by Pages they like:
• people who like x and x
• people who like x and visited x
• people who like x and visited x-city/state

Find People You Don’t Know but Might Want to Know:
• people who are not my friends that work at x
• people who are not my friends that like x
• people who are not my friends that live in x-city
• people who are not my friends that go to x-school
• people who are not my friends that work at x and live in x-city
• people who are not my friends that work at x and go to x-school
• people who are not my friends that work at x and like x
• people who are not my friends that work at x and visited x
• people who are not my friends that work at x and visited x-city/state

Find Your Friends:
• my friends that work at x
• my friends that like x
• my friends that live in x-city
• my friends that go to x-school
• my friends that work at x and live in x-city
• my friends that work at x and go to x-school
• my friends that work at x and like x
• my friends that work at x and visited x
• my friends that work at x and visited x-city/state
• my friends who work at x
• my friends who like x
• my friends who live in x-city
• my friends who go to x-school
• my friends who work at x and live in x-city
• my friends who work at x and go to x-school
• my friends who work at x and like x
• my friends who work at x and visited x
• my friends who work at x and visited x-city/state

Find a New Group:
• groups of people who like x
• groups of people who like x and x
• groups of people who like x and go to x-school
• groups of people who like x and visited x
• groups of people who like x and visited x-city/state

Find People By Where they Work:
• people who work at x and like x
• people who work at x and live in x-city/state
• people who work at x and go to x-school
• people who work at x who visited x
• people who work at x who visited x-city/state
• people who work at x and like x and x
• people who work at x and live in x-city/state and visited x
• people who work at x and live in x-city/state and go to x-school
• people who work at x and go to x-school and visited x
• people who work at x and go to x-school and like x
• people who work at x who visited x and live in x-city/state
• people who work at x who visited x and go to x-school
• people who work at x who visited x and like x
• people who work at x who visited x-city/state

DISCOVER WHAT PEOPLE LIKE

Find Out What People Like:
• favorite interests of x-person
• favorite interests of people who like x
• favorite interests of people who live in x
• favorite interests of people who like x and live nearby
• favorite interests of people who like x and live in x-city/state
• favorite interests of people who like x and visited x
• favorite interests of people who like x and work at x

Find Pages:
• pages liked by people who like x
• pages liked by people who live in x-city/state
• pages liked by people who like x and work at x
• pages liked by people who like x and live in x-city/state
• pages liked by people who like x and go to x-school
• pages liked by people who like x and visited x
• pages liked by people who like x and visited x-city/state
• pages liked by people who live in x-city/state and work at x
• pages liked by people who live in x-city/state and go to x-school
• pages liked by people who live in x-city/state and visited x
• pages liked by people who live in x-city/state and visited x-city/state
• pages liked by people who live in x-city/state and like x
• fans of x and x
• fans of x and x who live in x-city/state
• fans of x and x who go to x-school
• fans of x and x who visited x
• fans of x and x who visited x-city/state
• fans of x and x who work at x
• fans of x and x who like x

Facebook Graph Search Handleiding

Dit artikel van WrightIMC kwam ik op het spoor via een tweet van onderzoeksjournalist en Graph Search-specialist Henk van Ess. Tip: volg hem als je meer wilt weten over Graph Search. Hij heeft ook onderstaande presentatie/handleiding gemaakt met vele praktische voorbeelden van Graph Search in de praktijk.