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customer acquisition talk by Ankur Pansari, Facebook from Smash Summit conf (NYC Sept 2011)
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Agenda
Welcome
Social Design
Tangibles
F8 2011
Q & A
Quick Stats
800+
million users
70%outside U.S.
250+
Million users use apps on Facebook every month
Social Design
Identity CommunityConversation
Identity
Conversation
Community
Principles of a Great Social Experience
‣ Utilize Personal Info + Connections
‣ Show Social Context Spread Throughout
‣ Make it Easy to Share and Give Feedback
Use Personal Information and Connections
Social Context
Make it easy to Share and Give Feedback
Conversations & Context
Social Context & Easy to Share
More Contributions ›› More Activity
More Activity ›› More Contributions
The Tools
Increase traffic with Like button1. Publishes a story to their friends’ News Feed2. Adds it to user’s profile3. Adds that item to Facebook search 4. Allows you to publish to users who have liked the
object (just like a Facebook Page)
Post-event sharing increases conversion
• Encourage users to share compelling
stories about specific actions they take
on your site
• Highly effective at driving
conversions!
Post-purchase sharing can increase conversion by 2-3x
Send Button
• Provides the ability to share a link via private message • Ability to send to friends, groups, and email addresses
Comments Plugin v2
• Inspire conversation around a brand, category, or product
• Use a call to action “What do you think of <object name>?”
Identity & Personalization
RegistrationLogin
Login
Ankur Pansari, Jackie Chang and 54 friends have connected to Your Site
Allow users to easily sign up/login to your website using their Facebook account
• Login button shows pictures of the users’ friends on your site
• Allows users to easily sign up for your website with their Facebook account
Optimized Landing Page with user benefit messaging
http://www.smashbox.com/socialshop
Personalized Experience upon Login
• Show User’s Profile Picture• Show Friend’s Profile picture• Call to action (“Like to get updates”)• Comments Plugin
Pages
ConnectCreate meaningful, long-lasting connections with both existing and new customers.
EngageCreate an ongoing dialogue with your customers.
Test & IterateUse your Page as means to experiment with social design.
F8 2011: What you need to know
‣ Timeline
‣ Custom Open Graph
Timeline
Custom Open Graph
Q&A
