Facebook Connect Best Practices - Personera.com

FACEBOOK CONNECT BEST PRACTICES For Commerce Sites www.personera.com

WHAT IS PERSONERA.COM Launched November 2009. Facebook-personalized, useful consumer print products. FB Connect • nly sign-in system on site O • implifies account admin S • ull user content for products P

WEBSITES FOR FACEBOOK-BASED COMMERCE • arket scalability? Facebook at 350m users and growing… M • ustomers aren’t used to buying Facebook-related goods yet C • sers require directions, guide their attention, and do it fast U Designing for Connect 1. Display BIG call to action button 2. Clearly explain tie-in with Facebook 3. User understands, then connects

DATA GATHERING & OPTIMIZATION Data collected at login • utomatic: Name, profile pic, birthday, sex A • ermission: Photos, friend’s birthdays, events P • ser input: Email address (key for commerce sites) U “Permission” data stored temporarily. Goal: show instant personalized product preview Bottleneck Problem • any photos take long to download from Facebook M • irthdays for users with many (1000+) friends B • equest photo data from FB over HTTP can be slow R Optimization Solution Birthdays, Events Photos • o fetch operations in parallel (no queue) D • ip: Perform fetch operations in background T

CREATE USER ENGAGEMENT Show new users auto-filled product previews after login – personalized experience! • eturning users see custom dashboard R Add user’s name and profile picture to welcome message

USER ACQUISITION • se Facebook Ads to generate qualified leads (i.e. Facebook users) U • verage CPC = $0.50 A • 0% of visitors (from ads) sign-up via Facebook Connect 5 • 7% of logged in users create projects, plenty check out  7 • 00% of user orders from Facebook ad visits use special discount (e.g. “FB40”) 1 • se ads to easily increase fan page community U Site Ad Fan Page Ad Ad Tips: 1. Catchy headline 2. Colorful graphic 3. Exclusive offer Extra tip: Show fan box widget on homepage!

TRAFFIC: CLICK THROUGHS ON STORIES Publish stories back to user’s Facebook feed to increase free traffic • est #1: Stream post after user logs in: T Analysis: • vg. 1.5 clicks per post A • low growth in click-throughs S • ot attention grabbing enough N • est #2: Stream post after checks out: T Posts custom site preview to user’s stream! Analysis: • vg. 6 clicks per post and growing! A • nd highest source of new users 2 • ip: Upon checkout, post to stream T

Contact: Sheraan Amod CEO, Personera http://www.personera.com sheraan@personera.com Office: +27 (0)21 409-7019 Cell: +27 (0)83 786-8310 Twitter: @personera

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Facebook Connect Best Practices - Personera.com

by Sheraan Amod on Jan 21, 2010

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