bubba

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