Facebook Social Plug-Ins, Advertising, Insights

Platform and Ads
Bubba Murarka
Business Development Manager
May 12th, 2010

Agenda

Platform and Ads in 10 Minutes

Open Graph Protocol
http://developers.facebook.com/docs/opengraph
Any site can become part of the graph
Create permanent connection that can be discovered on Facebook
Go live in 5 minutes by adding <meta> tags and Like button

Social Plugins
http://developers.facebook.com/plugins
Leverage people’s connections to provide personalized experiences
Like, Activity Feed and many more
Go live in 5 minutes by adding an iFrame or Javascript

Graph API
http://developers.facebook.com/docs/api
Dramatically simplified our APIs
Implemented a new and more comprehensible data policy
Improved user authentication flow

Ads
http://www.facebook.com/advertising/
It is all about the targeting
Catch attention hire up the funnel which amplifies other channels
50%+ CTR increase in paid search when consumers were exposed to influenced social media and paid search*
Some vignettes and tips:
Test: 5x variance in CTRs driven by single word changes
Use multiple creatives & evocative imagery
Be authentic & timely
* GroupMSearch and comScore, September 2009

Insights
www.facebook.com/insights
Single source for Apps, Pages & Domains
New possibilities for understanding audience and engagement

Putting it all to Work

Recipes for Success
http://www.mealbattle.com
How to use Facebook Platform and Ads to market a product
Fictional product concept
Find the best meal based on community voting
Taps into social energy around food and competition
Disclaimer: I own the domain and may do this for fun (dogfood!)
Explained within Dave’s Startups Metrics for Pirates: AARRR model

Recipes for Success cont.
Acquisition:
Create meal battle events on Facebook
Ask local restaurants to promote to their fans
Seed community by targeting Ads against geography & interests
Activation :
Open Graph Protocol & Like button for lightweight activation
Social Plugins to increase engagement (PVs)
Enable Login with Facebook to improve signup conversion

Recipes for Success cont.
Retention
Publish stories to feed to drive return traffic
Use Insights to hone message based on engagement
Reactivate stale users by targeting Ads against connections
Referral:
Ask delighted users to invite their friends
Show Faces & Interests during invite flow
Make it easy for community to help achieve “magic friend number”
Revenue options are an exercise left to your limitless imaginations

$50 in free Ads*: smash2010
* First time advertisers, valid for 30 days after activating

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Facebook Social Plug-Ins, Advertising, Insights

by SMASH Summit on May 12, 2010

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Facebook Social Plug-Ins, Advertising, Insights — Presentation Transcript