10 Ways to Leverage Facebook for Startups: Part 1

1. 10 Ways to Hook Into
& Onto Facebook.
Part I: Off-Facebook
Ryan Spoon: ryanspoon.com
Polaris Venture Partners: polaris.vc
Dogpatch Labs: dogpatchlabs.com

2. About Us:
Sample Companies

3. Off-Facebook.

4. 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?

5. 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.

6. 2. Identity (examples)
Registration speed & simplicity.
Less intimidating, more familiar. Less room for drop off.

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

8. 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

9. 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.

10. 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.

11. 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.

12. 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.

13. 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.

14. 4. The Facepile + Likes (example)
“It’s more fun with friends!”
I have 889 Facebook friends on Foursquare. Remarkable.

15. 4. The Facepile + Likes (example)
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…

16. 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.

17. 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.

18. 5. Data & Personalization (example)
JibJab uses birthdays & events to drive e-card gifting:

19. 5. Data & Personalization (example)
Amex Link, Like, Love: Integrated activity & rewards.

20. 5. Data & Personalization (example)
Washington Post’s Social Reader is a newspaper entirely
‘editorialized’ (curated) by activity of you and your network.

21. On-Facebook.
Coming tomorrow…

22. Learn more.
Connect with us.
polaris.vc dogpatchlabs.com ryanspoon.com
@polarisvc @dogpatchlabs @ryanspoon
fb.com/polarisventures fb.com/dogpatchlabs fb.com/ryanspoon