10 ways to leverage facebook for startups: part 1
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10 Ways to Leverage Facebook for Startups: Part 1TRANSCRIPT
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10 Ways to Hook Into & Onto Facebook.Part I: Off-Facebook
Ryan Spoon: ryanspoon.comPolaris Venture Partners: polaris.vcDogpatch Labs: dogpatchlabs.com
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Off-Facebook.
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1. Be Strategic
Determine what’s strategic to you.Outsource the rest to Facebook.It’s faster, easier and FB’s probably better at it than you :)
Questions to consider:- what must you own, control for long-term value?- what can you migrate back ‘in-house’ over time?- what are the associated switching costs?
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2. Identity
We think of Facebook as a social network. Of course!But Facebook has become the web’s identity platform.
From user registration to verification to user data.Consider impact on:Activation: registration & conversion.Activity: prepopulate data, share virally, etc.Acquisition: these both have impacts on paid and viral marketing efforts.And Platform: relevant for web, mobile, app, etc.
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2. Identity (examples)
Registration speed & simplicity. Less intimidating, more familiar. Less room for drop off.
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2. Identity (examples)
Identity verification. Imagery & single password. Can’t stress enough the value of not having to create new passwords for each site!
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2. Identity (examples)
Even easier on Mobile. Facebook authentication is even easier on mobile where the FB app is almost universally installed and typing emails & passwords is harder.
One click login / reg Authenticates in background Phone # login > email address
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2. Identity (examples)
Security & Passwords. Zappos breach was a reminder of:1. how difficult password management is.2. how Facebook can assist / play a role.
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3. Progressive Registration
Risk of outsourcing identity is loss of data, control. Benefit is conversion through familiarity, simplicity.
Simple guideline: Each registration field cuts completion rate by 50%.
Middle ground is a ‘progressive registration’:- Use Facebook for basic registration.- Then ask / collect more information as usage evolves.
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3. Progressive Registration (example)This is as simple as possible. Two fields. Prepopulated. Familiar faces. eBay can ask for more data later in the experience.
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3. Progressive Registration (example)
How much of registration flow can be prepopulated?Balance between what you want, what you need and what user is willing to provide.
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4. The Facepile + Likes
Facebook’s Facepile is under utilized.It provides familiarity in new settings. Think of it as a continuation of the Like Button.
Facepile + Likes = better conversions.
You are more likely to visit a restaurant your friend frequents right? Likewise, the Facepile is a friendly recommendation engine for the web.
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4. The Facepile + Likes (example)
“It’s more fun with friends!”I have 889 Facebook friends on Foursquare. Remarkable.
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Doesn’t have to be friends only.
Facepile as concept showcases activity & popularity.
You’re generally more likely to visit the crowded bar than the empty one…
4. The Facepile + Likes (example)
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Think beyond conversions too. Likes can:Drive virality on Facebook. Be used for onsite data / finding.And can be first step of content publishing.
4. The Facepile + Likes (example)
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5. Data & Personalization
Don’t stop at registration and virality.Tailor your experience for each user.
Remember: - this is applicable to new & active users alike!- instantly accessible: geography, birthday, friends, etc.- active users: likes, shares, comments, etc.
General guideline: I will be more compelled & engaged the more relevant to the experience is to me.
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5. Data & Personalization (example)
JibJab uses birthdays & events to drive e-card gifting:
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5. Data & Personalization (example)
Amex Link, Like, Love: Integrated activity & rewards.
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5. Data & Personalization (example)
Washington Post’s Social Reader is a newspaper entirely ‘editorialized’ (curated) by activity of you and your network.
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On-Facebook.Coming tomorrow…
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Learn more.Connect with us.
[email protected]/polarisventures
[email protected]/dogpatchlabs
[email protected]/ryanspoon