Here's a presentation we gave to the Facebook Connect team at a Dogpatch/Polaris Ventures sponsored event. A big thanks to @hnshah from KISSMetrics who gave us some stellar advice on optimizing our use of Facebook Connect.

1. Facebook Connect
January, 2010 1

2. What is Hollrr?
Hollrr is the fun and easy way
to share discoveries of great
new products and services
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3. What are we trying to optimize?
Our Facebook viral loop:
User signs-up Sends Hollrr Friends click Friend signs
with Facebook as post to on post in FB up to
Facebook feed Hollrr.com
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4. Question: What drives virality?
Which has the bigger impact on virality?
No. of views of Hollrrs posted to FB? Conversion %?
No. of times No. of people % conversion No. of new
users post that see that to signed-up signed-up
externally message user users
No. of views of Hollrrs Priority area #1:
posted to FB is more Increase # of Hollrrs posted
important driver of virality to FB per user
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5. Case Study I: change focus of onboarding process
Original focus: New focus:
Connect friends Make your first Hollrr
44% increase in new users Hollrring*
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*: Very small sample size

6. Case Study II: push FB connect in signup process
User opts-in to User opts-out of
FB Connect FB Connect
~10% increase in % using FB Connect
BUT…
Sign-up conversion down ~25%*
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*: Very small sample size

7. Case Study III: Improve Facebook feed post
Original post to FB Improved post to FB
• Too much product info→ no • Select product info →
clear benefit of click thru Increased curiosity
• Unclear call to action • Call to action satisfies
curiosity
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Note: no meaningful data available

8. Case Study IV: Improve landing page conv. %
Original landing page Improved landing page
• A lot of information • Focus on Facebook friend
• No clear call to action • Reduced # of options
• Large # of options • Clear call to action
(in a big green button!)
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Note: no meaningful data available

9. Team Hollrr
David Hegarty Benny Joseph
Chief Hollrr CTO (‘El Jefe’)
hegs@hollrr.com benny@hollrr.com
• Launched a cloud computing • Lead engineer at another
platform at Microsoft startup
• Made PowerPoints as a • Wrote the math engine of
consultant at Bain & Company E*TRADE's trading platform
• Racked up debt as a grad • Spent a ton of $$$ for his MBA
student at Northwestern at Chicago Booth
• Love skiing, travelling and • Mixed Martial Arts enthusiast,
burritos in exactly that order World Series of Poker every
year (but always lose!)
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10. Any questions?
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