© 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.

OR