10 Ways to Hook Into & Onto Facebook.Part I: Off-Facebook

Ryan Spoon: ryanspoon.comPolaris Venture Partners: polaris.vcDogpatch Labs: dogpatchlabs.com

About Us: Sample Companies

Off-Facebook.

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?

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.

2. Identity (examples)

Registration speed & simplicity. Less intimidating, more familiar. Less room for drop off.

2. Identity (examples)

Identity verification. Imagery & single password. Can’t stress enough the value of not having to create new passwords for each site!

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

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.

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.

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.

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.

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.

4. The Facepile + Likes (example)

“It’s more fun with friends!”I have 889 Facebook friends on Foursquare. Remarkable.

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)

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)

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.

5. Data & Personalization (example)

JibJab uses birthdays & events to drive e-card gifting:

5. Data & Personalization (example)

Amex Link, Like, Love: Integrated activity & rewards.

5. Data & Personalization (example)

Washington Post’s Social Reader is a newspaper entirely ‘editorialized’ (curated) by activity of you and your network.

On-Facebook.Coming tomorrow…

Learn more.Connect with us.

polaris.vc@polarisvcfb.com/polarisventures

dogpatchlabs.com@dogpatchlabsfb.com/dogpatchlabs

ryanspoon.com@ryanspoonfb.com/ryanspoon