06 bubbamurarka-facebook-smash-100512141417-phpapp01

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  • 21,080 people like Pizza in San Francisco
  • 06 bubbamurarka-facebook-smash-100512141417-phpapp01

    1. 1.
    2. 2. Platform and Ads<br />Bubba Murarka<br />Business Development Manager<br />May 12th, 2010<br />
    3. 3. Agenda<br />
    4. 4. Platform and Ads in 10 Minutes <br />
    5. 5. Open Graph Protocol<br />http://developers.facebook.com/docs/opengraph<br />Any site can become part of the graph<br />Create permanent connection that can be discovered on Facebook<br />Go live in 5 minutes by adding <meta> tags and Like button<br />
    6. 6. Social Plugins<br />http://developers.facebook.com/plugins<br />Leverage people’s connections to provide personalized experiences<br />Like, Activity Feed and many more<br />Go live in 5 minutes by adding an iFrame or Javascript<br />
    7. 7. Graph API<br />http://developers.facebook.com/docs/api<br />Dramatically simplified our APIs<br />Implemented a new and more comprehensible data policy <br />Improved user authentication flow<br />
    8. 8. Ads<br />http://www.facebook.com/advertising/<br />It is all about the targeting<br />Catch attention hire up the funnel which amplifies other channels<br />50%+ CTR increase in paid search when consumers were exposed to influenced social media and paid search*<br />Some vignettes and tips: <br />Test: 5x variance in CTRs driven by single word changes<br />Use multiple creatives & evocative imagery<br />Be authentic & timely<br />* GroupMSearch and comScore, September 2009<br />
    9. 9. Insights<br />www.facebook.com/insights<br />Single source for Apps, Pages & Domains<br />New possibilities for understanding audience and engagement<br />
    10. 10. Putting it all to Work<br />
    11. 11. Recipes for Success<br />http://www.mealbattle.com<br />How to use Facebook Platform and Ads to market a product<br />Fictional product concept<br />Find the best meal based on community voting<br />Taps into social energy around food and competition<br />Disclaimer: I own the domain and may do this for fun (dogfood!)<br />Explained within Dave’s Startups Metrics for Pirates: AARRR model<br />
    12. 12. Recipes for Success cont.<br />http://www.mealbattle.com<br />Acquisition: <br />Create meal battle events on Facebook<br />Ask local restaurants to promote to their fans <br />Seed community by targeting Ads against geography & interests<br />Activation : <br />Open Graph Protocol & Like button for lightweight activation<br />Social Plugins to increase engagement (PVs) <br />Enable Login with Facebook to improve signup conversion <br />
    13. 13. Recipes for Success cont.<br />http://www.mealbattle.com<br />Retention<br />Publish stories to feed to drive return traffic<br />Use Insights to hone message based on engagement<br />Reactivate stale users by targeting Ads against connections<br />Referral: <br />Ask delighted users to invite their friends<br />Show Faces & Interests during invite flow<br />Make it easy for community to help achieve “magic friend number”<br />Revenue options are an exercise left to your limitless imaginations<br />
    14. 14. $50 in free Ads*: smash2010<br />* First time advertisers, valid for 30 days after activating <br />

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