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OMMA: Marketing Implications of Facebook's Graph Search

#sxsw #FaceGraph

One of the latest innovations coming out of Facebook is its search graph, which allows users to overlay their Facebook friends with other data, such as interests and location. This union of the social graph and the interest graph may further connect Facebook users with their friends, and help them find new ones, but what is its potential for marketers? Will it enhance targeting, increase ROI or lead to richer consumer insights. or simply be another, but not groundbreaking, tool in the marketer's toolbox on Facebook? This session will put Facebook Graph Search in perspective.



Peter Fasano is Senior Vice President of Social@Ogilvy Atlanta where he leads a team that develops and implements social business strategies and solutions. Peter has spent the past 15 years working with agencies, corporations, executives and the social media community to become a digital marketing leader.

A digital marketing leader with over 15 years of experience working across agencies and Fortune 500 corporations, Fasano has crafted and executed social media marketing, product development and team-integrated solutions for some of the world’s most well known consumer, corporate, government and media brands. Most recently, he managed numerous consulting teams at Dachis Group, serving as Client Partner and Senior Social Media Strategist for Target, Fidelity Investments, Allstate Corp. and DeVry University.

Previously, Fasano served as Social Media Marketing Manager for The Coca-Cola Company, where he co-created and launched the global social media practice. He was responsible for co-creating Coca-Cola’s consumer engagement and social media response strategy as well as establishing the brand’s global social presence on key social media channels including Facebook, Twitter and YouTube. Fasano also managed Coca-Cola’s social campaigns for national and global sporting events including the 2010 Super Bowl XLIV, 2008 Vancouver Winter Olympics and 2010 FIFA World Cup South Africa.

Prior to joining Coca-Cola, Fasano held various positions in social strategy and business development at search engine marketing (SEM) firms iCrossing and Reprise Media and web design firms ArtHouse and Armchair Media. At Reprise, he oversaw the search marketing strategy for Microsoft.

Fasano is an active thought leader and social technology advisor, having presented at AdTech SF, YPulse Youth Mashup, ExactTarget Connections and The 140 Characters Conference. In the startup community, he has consulted several innovative companies including BlogHer and SlideShare.

Professionally, he is a founding member of the Social Media Club and engages with the Atlanta Interactive Marketing Association (AIMA) and National Society for Hispanic MBAs.

Chase McMichael CEO

Max Kalehoff VP/Product Marketing

Paul DeJarnatt SVP/Search Director Starcom USA