Facebook platform what facebook can do for your business
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Transcript of Facebook platform what facebook can do for your business
© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 1
What Facebook Platform can do for your business
Over 500 million people around the world use Facebook to connect with friends and share information about themselves and the things they care about. With Facebook Platform, people can also have this rich social experience across the web and mobile devices. Facebook Platform enables people to bring their friends, interests and conversations with them to your site or application.
Join the millions of businesses worldwide that are already using Facebook Platform. From social enhancements that require just one line of code to deep integrations through our easy-to-implement yet powerful Graph API, our technology transforms online interactions and creates valuable new opportunities.
© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 1
Increase Traffic People visit your site from Facebook
for one simple reason—their friends told them to.
• Platform’sproductsallowpeopleto
sharecontentfromyoursitebackto
theirNewsFeed,increasingreferral
trafficfromfriendsviewingthatcon-
tentandclickingthroughtoyoursite.
• Youcanalsoestablishalastingcon-nectionwithyouraudiencebypub-
lishingtotheirNewsFeeddirectly.
• UsingPlatform,youcantellyour
customersaboutyourproductsand
makeiteasyforthemtocontinue
theconversationwiththeirfriends.
Deepen Engagement People spend more time when their
friends are with them.
• Platformletsyoutapintothepower
offriendstodriveengagementon
yourownsite.
• Facebookusersbringtheirfriends,likesandinterestswiththemaround
theweb—everythingyouneedto
provideapersonalizedexperience
onyourownwebsite.
Improve Monetization Facebook can help
you make more money.
• Inbringingmoretraffictoyoursite,
FacebookPlatformdriveshigher
pageviews.
• Justasimportantly,byenablingusers
tosharemoreaboutthemselves,you
canimproveyourabilitytotarget
adsandcustomizemerchandising.
• Finally,asyouruserssharecontentfromyoursitebacktoFacebookand
theirfriends,theygeneratefriend
referrals—themostqualifiedleads
foryoursite.
Why build on the social graph?
© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 2
Integrating social into your site
While Facebook Platform offers a number of ways to create social experiences, we suggest that you start by allowing your customers to share on Facebook what they like and purchase on your site.
© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 2
• Objective: CafePress wanted to boost sharing of its
custom T-shirts and gifts, in order to increase traffic to
their site.
• Implementation: CafePress added Like buttons to all
of their 300 million SKUs. Open Graph tags were used in
order to create a richer News Feed story after the “like”
action, displaying the image and the title of the products.
• Results:
- After implementing Facebook Like buttons in May of
2010, Facebook became the #1source of non-search
traffic to CafePress.
- When 10 people like an item from CafePress, 6 of their
friends will come back to to CafePress from Facebook.
- CafePress had over 6MM impressions of Like stories
in the News Feed in Q1 alone.
TheLikebuttonistheeasiestwaytoletpeopletoshareyoursite'scontentonFacebook.Whenusersshareyoursite'scontent
backtoFacebook,theypostlinkstoyourcontentthatareseenbytheirfriends.Thosefriendscancommentonthestory—
spreadingthelinkstoyourcontentouttotheirfriendsaswell-orclick-throughonthelink,drivingmoretraffictoyoursite.
Inorderforuserstopublishevenricherstoriesaboutyourproductstotheirfriends,weencourageyoutoaddOpenGraph
tagstoyourLikebuttonimplementation.Forexample,ifane-commerceapparelsiteimplementstheLikebuttonwithOpen
GraphtagsonthepageofaT-shirt,thename,pictureanddescriptionofthisT-shirtwillappearintheNewsFeedwhenpeople
clickontheLikebutton,insteadofjustappearingasalink.Inaddition,thise-commercesitewillbeabletosendmessages
toallthepeoplewhohavelikedthisT-shirt.
Drive traffic to your site and build lasting connections with the Like button
1.
1. Jane clicks
on the Like
button on
CafePress.com.
3. Jane’s friends can click on the
T-shirt from their News Feed and
will be directed to the T-shirt
page on CafePress.com.
2. A story is
automatically
generated about
it in her friends’
News Feed.
SitesimplementingtheLikebuttonwithOpenGraphtagshaveseena50%-300%increaseinreferraltraffic
fromFacebook.
CafePress uses the Like button with Open Graph tags.Hereishowitworks:
© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 3© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 3
Eventbrite used Facebook Platform to let people share their purchases with their friends.
• Objective: Eventbrite wanted to let users to share and
discover events through the Facebook platform and
to make it as easy and frictionless as possible.
• Implementation: Eventbrite implemented a full-fea-
tured sharing option on their ticket purchase con-
firmation page. From there, people could choose to
share purchases on their own Facebook Wall or directly
to their friends’ Walls.
• Results:
- Gross ticket sales per quarter doubled in the year after
Eventbrite integrated Facebook Connect. At the end
the third quarter of 2010 they had almost quadrupled.
- In one year Facebook went from being the 15th top
driver of traffic to Eventbrite to the numberone driver
to the site. Eventbrite had over17million average
monthly page views in 2010.
- One Facebook Share of an event generates 11 page
views on Eventbrite.
- One Facebook Share generates an additional $2.53
in ticket sales.
Post-purchasesharingishighlyeffectiveatdrivingconversions.Sitesenablingtheircustomerstosharetheir
purchasewiththeirfriendshaveseena2-3xliftinconversionstosalesfromthesestoriesascomparedtoother
typesofpre-purchasesharing.
Let people share their purchases with their friends
WhileimplementingtheLikebuttonisapowerfulwaytoencourageuserstosharecontentfromyoursitebacktoFacebook,
youcanalsoprovideuserswiththeabilitytodirectlypublishuniqueandcompellingstoriesaboutspecificactionstheytake
onyoursite,suchaspurchasingaproduct.
Post-purchasesharingisaveryeffectivewaytodrivebothtrafficandconversion.Byaddingtheabilitytoshareandencouraging
customerstosharetheirpurchaseonFacebookrightafterthey’vecompletedanorder,shoppersbecomeyourbestadvocates.
2.
© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 4
Measuring the value
© 2011 Facebook, Inc. All rights reserved. Product specifications subject to change without notice. 4
Thisguideisjustthebeginning.PleasevisittheFacebookDeveloperssitetolearnmoreaboutthefullrange
ofPlatformofferings:https://developers.facebook.com/
Get started today:
Already have development resources and want to get started on your own?
• Reach out to your account manager to discuss best
practices and which implementation makes the most
sense for your business objectives.
• Tell your developers to visit these helpful links:
- Implementing the Like button with Open Graph tags:
https://developers.facebook.com/docs/reference/
plugins/like/
- Implementing Post-purchase sharing:
http://developers.facebook.com/docs/reference/dialogs/
Need some help from a third party developer to get started?
• Third-party developers are extremely important for the
ecosystem as they can quickly create scalable solutions
on Facebook Platform.
• Facebook lists a series of Preferred Developer Consutlants
(PDCs), each of which is an experienced developer who
has built numerous Facebook integrations such as the
ones we highlighted in this guide.
• To reach out to one of those PDCs, please view:
http://developers.facebook.com/preferreddevelopers/
Example of insights you can get from your Like button implementation:
• TrafficInsights: In addition to the number of Likes and
Shares your content has received, you can now learn
about the number of impressions, likes, and referral
clicks you’ve received on Facebook.
• DemographicInsights: Use Insights to learn about the
audience coming to your site from Facebook. This allows
you to present relevant content on landing pages, as well
as optimize your advertising campaigns to gain more
like-minded users.
• Real-TimeOptimization: Because Insights for Websites
provides you up to the minute data, you can react more
quickly and make changes on your site to maximize
traffic and engagement.
UponimplementinganyPlatformintegration,youwillhaveaccesstoInsightsforWebsites,Face-book’snewanalyticsproduct,togiveyouabetterideaofhowpeopleinteractwithyourcontent.
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