1. Adding Data Capture functionality to FB Custom Tabs A concept note, August 2010

2. “peel the onion” with actionable data Adding data capture functionality on the custom tab helps brands in “peeling the onion”. Consumers are like onions with a lot of complexity; the more “layers” of information brands have about them, the better. The key here is that the data can be personal information.

3. Incentivize likes by attractive offers in the tab The offer to share personal information in the custom tab should promise a reward that is more rewarding than the act of becoming a liker. The act of sharing PUI can be made possible only by a Liker as opposed to a non-liker, and therefore the transactional offer on the custom tab can be used to drive Fan Likes. The form can be filled up only after the user has liked the brand. If so desired, this constraint can be lifted.

4. Personalize Custom Tabs on the fly For repeat visitors to the custom tabs can be given a customized experience. The experience can simply be a customized offer based on past data or can also be repeat transactional marketing to “peel the onion” even more. The ultimate objective is to get as much information on the consumer as possible for more sophisticated retargeting on FB over time. Dear Rajeev, Thanks for participating in the KLM Teddy Bear contest. We note that You are an Travel Aficionado with An interest in flying to Eastern Europe. Here are great deals from KLM to Eastern Europe… The content can also have new transactional mechanisms to get the user to part with more data, based on the data we already know about him or her.

5. Case Study: KLM Malaysia Campaign Duration: 1 month Likers: 3,000 Contest Participants: 1653 Conversion Rate: 42 % from likes to db capture. Screen 1: No form since user not a liker Screen 2: Forms appear when Like is performed