Platform and Ads

Bubba MurarkaBusiness Development ManagerMay 12th, 2010

1 Platform and Ads in 10 minutes

2 Putting it all to Work

3 Questions and answers

Agenda

Platform and Ads in 10 Minutes

Open Graph Protocolhttp://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

Social Pluginshttp://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

Graph APIhttp://developers.facebook.com/docs/api

▪ Dramatically simplified our APIs

▪ Implemented a new and more comprehensible data policy

▪ Improved user authentication flow

Adshttp://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

* GroupM Search and comScore, September 2009

Insightswww.facebook.com/insights

▪ Single source for Apps, Pages & Domains

▪ New possibilities for understanding audience and engagement

Putting it all to Work

Recipes for Successhttp://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

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

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

$50 in free Ads*: smash2010

* First time advertisers, valid for 30 days after activating

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