This document discusses how to leverage Facebook Platform and Ads to market a product. It introduces various Facebook tools including the Open Graph Protocol, Social Plugins, Graph API, Ads, and Insights. It then provides a fictional example of a meal battle website that could use these tools to drive acquisition, activation, retention, and referral of users according to the AARRR pirate metrics model. The document encourages testing ads and customizing content to engage audiences.

2. Platform and Ads Bubba Murarka Business Development Manager May 12th, 2010

3. Agenda

4. Platform and Ads in 10 Minutes

5. Open Graph Protocol http://developers.facebook.com/docs/opengraph Any site can become part of the graph Create permanent connection that can be discovered on Facebook Go live in 5 minutes by adding <meta> tags and Like button

6. Social Plugins http://developers.facebook.com/plugins Leverage people’s connections to provide personalized experiences Like, Activity Feed and many more Go live in 5 minutes by adding an iFrame or Javascript

7. Graph API http://developers.facebook.com/docs/api Dramatically simplified our APIs Implemented a new and more comprehensible data policy Improved user authentication flow

8. Ads http://www.facebook.com/advertising/ It is all about the targeting Catch attention hire up the funnel which amplifies other channels 50%+ CTR increase in paid search when consumers were exposed to influenced social media and paid search* Some vignettes and tips: Test: 5x variance in CTRs driven by single word changes Use multiple creatives & evocative imagery Be authentic & timely * GroupMSearch and comScore, September 2009

9. Insights www.facebook.com/insights Single source for Apps, Pages & Domains New possibilities for understanding audience and engagement

10. Putting it all to Work

11. Recipes for Success http://www.mealbattle.com How to use Facebook Platform and Ads to market a product Fictional product concept Find the best meal based on community voting Taps into social energy around food and competition Disclaimer: I own the domain and may do this for fun (dogfood!) Explained within Dave’s Startups Metrics for Pirates: AARRR model

12. Recipes for Success cont. http://www.mealbattle.com Acquisition: Create meal battle events on Facebook Ask local restaurants to promote to their fans Seed community by targeting Ads against geography & interests Activation : Open Graph Protocol & Like button for lightweight activation Social Plugins to increase engagement (PVs) Enable Login with Facebook to improve signup conversion

13. Recipes for Success cont. http://www.mealbattle.com Retention Publish stories to feed to drive return traffic Use Insights to hone message based on engagement Reactivate stale users by targeting Ads against connections Referral: Ask delighted users to invite their friends Show Faces & Interests during invite flow Make it easy for community to help achieve “magic friend number” Revenue options are an exercise left to your limitless imaginations

14. $50 in free Ads*: smash2010 * First time advertisers, valid for 30 days after activating