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1. Be StrategicDetermine what’s strategic to you.Outsource the rest to Facebook.It’s faster, easier and FB’s probably better at it than you :)Questions to consider:- what must you own, control for long-term value?- what can you migrate back ‘in-house’ over time?- what are the associated switching costs?
2. IdentityWe think of Facebook as a social network. Of course!But Facebook has become the web’s identity platform.From user registration to verification to user data.Consider impact on:Activation: registration & conversion.Activity: prepopulate data, share virally, etc.Acquisition: these both have impacts on paid and viralmarketing efforts.And Platform: relevant for web, mobile, app, etc.
2. Identity (examples)Registration speed & simplicity.Less intimidating, more familiar. Less room for drop off.
2. Identity (examples)Identity verification. Imagery & single password.Can’t stress enough the value of not having to createnew passwords for each site!
2. Identity (examples)Even easier on Mobile. Facebook authentication is eveneasier on mobile where the FB app is almost universallyinstalled and typing emails & passwords is harder.One click login / reg Authenticates in background Phone # login > email address
2. Identity (examples)Security & Passwords. Zappos breach was a reminder of:1. how difficult password management is.2. how Facebook can assist / play a role.
3. Progressive RegistrationRisk of outsourcing identity is loss of data, control.Benefit is conversion through familiarity, simplicity.Simple guideline:Each registration field cuts completion rate by 50%.Middle ground is a ‘progressive registration’:- Use Facebook for basic registration.- Then ask / collect more information as usage evolves.
3. Progressive Registration (example)This is as simple as possible.Two fields. Prepopulated. Familiar faces.eBay can ask for more data later in the experience.
3. Progressive Registration (example)How much of registration flow can be prepopulated?Balance between what you want, what you need andwhat user is willing to provide.
4. The Facepile + LikesFacebook’s Facepile is under utilized.It provides familiarity in new settings.Think of it as a continuation of the Like Button.Facepile + Likes = better conversions.You are more likely to visit a restaurant your friendfrequents right? Likewise, the Facepile is a friendlyrecommendation engine for the web.
4. The Facepile + Likes (example)“It’s more fun with friends!”I have 889 Facebook friends on Foursquare. Remarkable.
4. The Facepile + Likes (example)Doesn’t have to befriends only.Facepile as conceptshowcases activity &popularity.You’re generally morelikely to visit the crowdedbar than the empty one…
4. The Facepile + Likes (example)Think beyond conversions too. Likes can:Drive virality on Facebook. Be used for onsite data / finding.And can be first step of content publishing.
5. Data & PersonalizationDon’t stop at registration and virality.Tailor your experience for each user.Remember:- this is applicable to new & active users alike!- instantly accessible: geography, birthday, friends, etc.- active users: likes, shares, comments, etc.General guideline: I will be more compelled & engagedthe more relevant to the experience is to me.
5. Data & Personalization (example)JibJab uses birthdays & events to drive e-card gifting: