Customer Acquisition on Facebook

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customer acquisition talk by Ankur Pansari, Facebook from Smash Summit conf (NYC Sept 2011)

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  • Over 70% of those users are outside the U.S.
  • So on Facebook, obviously there ’ s a lot of social data to read. But there ’ s also a lot of places to interact. We have: - A composer at the top which lets you share anything from one place, right on the homepage - You can also give feedback on individual posts - You can answer questions - You can write on walls - You can chat with friends - You can see notifications of conversations that might need your input
  • On Spotify, you can make comments and share songs to all your friends and ones individually.
  • Facebook Confidential
  • Customer Acquisition on Facebook

    1. 1. SMASH Summit Ankur Pansari Partner Engineer, NYC facebook.com/ankur [email_address]
    2. 2. Agenda Welcome Social Design Tangibles F8 2011 Q & A
    3. 3. Quick Stats
    4. 4. 800+ million users
    5. 5. 70% outside U.S.
    6. 6. 250+ Million users use apps on Facebook every month
    7. 7. Social Design
    8. 8. Identity Community Conversation
    9. 9. Identity Conversation Community
    10. 10. Principles of a Great Social Experience <ul><li>Utilize Personal Info + Connections </li></ul><ul><li>Show Social Context Spread Throughout </li></ul><ul><li>Make it Easy to Share and Give Feedback </li></ul>
    11. 11. Use Personal Information and Connections
    12. 12. Social Context
    13. 13. Make it easy to Share and Give Feedback
    14. 14. Conversations & Context
    15. 15. Social Context & Easy to Share
    16. 16. More Contributions ›› More Activity More Activity ›› More Contributions
    17. 17. The Tools
    18. 18. Increase traffic with Like button <ul><li>Publishes a story to their friends ’ News Feed </li></ul><ul><li>Adds it to user’s profile </li></ul><ul><li>Adds that item to Facebook search </li></ul><ul><li>Allows you to publish to users who have liked the object (just like a Facebook Page) </li></ul>
    19. 19. Post-event sharing increases conversion <ul><li>Encourage users to share compelling stories about specific actions they take on your site </li></ul><ul><li>Highly effective at driving conversions! </li></ul>Post-purchase sharing can increase conversion by 2-3x
    20. 20. Send Button <ul><li>Provides the ability to share a link via private message </li></ul><ul><li>Ability to send to friends, groups, and email addresses </li></ul>
    21. 21. Comments Plugin v2 <ul><li>Inspire conversation around a brand, category, or product </li></ul><ul><li>Use a call to action “What do you think of <object name>?” </li></ul>
    22. 22. Identity & Personalization Registration Login Allow users to easily sign up/login to your website using their Facebook account <ul><li>Login button shows pictures of the users ’ friends on your site </li></ul><ul><li>Allows users to easily sign up for your website with their Facebook account </li></ul>Login Ankur Pansari, Jackie Chang and 54 friends have connected to Your Site
    23. 23. Optimized Landing Page with user benefit messaging http://www.smashbox.com/socialshop
    24. 24. Personalized Experience upon Login <ul><li>Show User’s Profile Picture </li></ul><ul><li>Show Friend’s Profile picture </li></ul><ul><li>Call to action (“Like to get updates”) </li></ul><ul><li>Comments Plugin </li></ul>
    25. 25. Pages Connect Create meaningful, long-lasting connections with both existing and new customers. Engage Create an ongoing dialogue with your customers. Test & Iterate Use your Page as means to experiment with social design.
    26. 26. F8 2011: What you need to know <ul><li>Timeline </li></ul><ul><li>Custom Open Graph </li></ul>
    27. 27. Timeline
    28. 28. Custom Open Graph
    29. 29. Q&A
    30. 30. Ankur Pansari [email_address] http://developers.facebook.com

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