Surviving & Thriving on Facebook by Nick Gonzalez


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Surviving & Thriving on Facebook by Nick Gonzalez
Presentation for Facebook Developer Garage Guayaquil, October 24th 2009

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Surviving & Thriving on Facebook by Nick Gonzalez

  1. 1. Surviving and thriving on Facebook
  2. 2. Nick Gonzalez <ul><li>Managed Publisher Network At </li></ul><ul><li>FB Fund Advisor </li></ul>
  3. 3. Facbook For <ul><li>Publishers </li></ul><ul><li>Marketers </li></ul>
  4. 4. Facebook Ecosystem <ul><li>Publishers </li></ul><ul><ul><li>Applications </li></ul></ul><ul><ul><li>Tech Providers </li></ul></ul><ul><ul><li>Connect </li></ul></ul><ul><li>Marketers </li></ul><ul><ul><li>Applications </li></ul></ul><ul><ul><li>Pages </li></ul></ul><ul><ul><li>Advertisements </li></ul></ul><ul><ul><li>Connect </li></ul></ul>
  5. 5. Publishers <ul><li>Applications - (Zynga, SGN, Causes, etc.) </li></ul><ul><li>Tech Providers - (, SocialGold, Involver) </li></ul><ul><li>Connect - (, </li></ul>
  6. 6. Applications <ul><li>Viral </li></ul><ul><ul><li>For each user invited >1 adds the application </li></ul></ul><ul><ul><li>High churn, but virality keeps it going </li></ul></ul><ul><ul><li>(Quiz apps) </li></ul></ul><ul><li>Engaging </li></ul><ul><ul><li>Users come back each day </li></ul></ul><ul><ul><li>Application finds its audience and holds on </li></ul></ul><ul><ul><li>(Games) </li></ul></ul>
  7. 7. <ul><li>Viral Methods </li></ul><ul><ul><li>Invites - users invite friends </li></ul></ul><ul><ul><li>Notifications - users take actions that enter news feed </li></ul></ul>Applications
  8. 8. Application User Friend Friend Friend Friend 2 Friend 2
  9. 9. Applications <ul><li>Engagement Methods </li></ul><ul><ul><li>Create goal posts </li></ul></ul><ul><ul><ul><li>virtual currency </li></ul></ul></ul><ul><ul><ul><li>leader boards </li></ul></ul></ul><ul><ul><ul><li>collecting (i.e. Poke mon, virtual gifts with social meaning i.e. hugs) </li></ul></ul></ul><ul><ul><li>Social interaction - let people talk to each other </li></ul></ul><ul><ul><li>Customization </li></ul></ul><ul><ul><li>Keep content fresh </li></ul></ul>
  10. 10. Application User
  11. 11. Making Money <ul><li>Advertising </li></ul><ul><ul><li>, RockYou - primarily CPA </li></ul></ul><ul><li>Virtual Goods </li></ul><ul><ul><li>Look up Social Gold, Gambit, PayPal </li></ul></ul>
  12. 12. Tech Providers <ul><li>Facebook Fan Page Economy Exploding </li></ul><ul><ul><li>FB putting a lot of power into the hands of groups and fan pages </li></ul></ul><ul><ul><li>Selling to brands - FB wants media dollars, quick companies can create better fan page experiences </li></ul></ul>
  13. 13. FB Connect <ul><li>Doesn’t change your business </li></ul><ul><li>Changes your user acquisition model (example: </li></ul>
  14. 14. Marketers <ul><ul><li>Applications </li></ul></ul><ul><ul><li>Pages </li></ul></ul><ul><ul><li>Advertisements </li></ul></ul>
  15. 15. Applications <ul><li>Create an app that attracts users and promotes the brand </li></ul><ul><li>Dying as a marketing method, being replaced by pages </li></ul><ul><li>check </li></ul>
  16. 16. Applications
  17. 17. Pages <ul><li>Cost effective </li></ul><ul><li>Build community around your product </li></ul><ul><li>Start a conversation </li></ul><ul><li>Support brand advocates </li></ul><ul><li>Check for more info </li></ul>
  18. 18. Pages
  19. 19. Pages <ul><li>Growth Strategies </li></ul><ul><ul><li>Keep a good landing page that says “FAN ME” </li></ul></ul><ul><ul><li>Buy Advertising </li></ul></ul><ul><ul><li>Build Engagement - Applications (contests, content, conversation) </li></ul></ul><ul><ul><li>Use URL shorteners - track user engagement </li></ul></ul>
  20. 20. Advertisements <ul><li>Self Serve Ads </li></ul><ul><ul><li> </li></ul></ul><ul><ul><li>Goal: Target to Convert </li></ul></ul>
  21. 21. Advertisments <ul><li>Targeting </li></ul><ul><ul><li>Male / Female </li></ul></ul><ul><ul><li>Age </li></ul></ul><ul><ul><li>Location </li></ul></ul><ul><ul><li>Birthday </li></ul></ul><ul><ul><li>Keywords </li></ul></ul><ul><ul><li>Relationship Status </li></ul></ul><ul><ul><li>Interested In </li></ul></ul><ul><ul><li>Language </li></ul></ul><ul><ul><li>Connected to </li></ul></ul>
  22. 22. Advertisements <ul><li>Best practices </li></ul><ul><ul><li>Use calls to action </li></ul></ul><ul><ul><ul><li>Reward (Save 10%, Win a PS3) </li></ul></ul></ul><ul><ul><ul><li>Discovery (Find out if you’re smarter) </li></ul></ul></ul><ul><ul><li>Have an attractive fan page that highlights the benefits of joining </li></ul></ul><ul><ul><ul><li>Suggest they fan </li></ul></ul></ul><ul><ul><ul><li>Calls to action </li></ul></ul></ul><ul><ul><ul><li>Have lots of content </li></ul></ul></ul>
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