Building Social for Businesses

Austin Haugen & Cat Lee

October 25, 2010
Using the Like Button Effectively

1 Why is the Like Button good for your business?

2 Why use the Like Button instead of the Share button?

3 Best practices to optimize CTR on News Feed stories

4 Best practices to optimize CTR of the Like button

Why use the Like button?
On over 2 million websites
Getting a Like button
http://developers.facebook.com/docs/reference/plugins/like

Can also use

URL to FB Page
Driving Significant Results
Increased Referral Traffic Increased Engagement
+190%
+2.2x more job searches
+200% +52% more jobs viewed/
search
+390%
#2 source of traffic +92% more articles read
+85% time spent on site
#2 source of traffic +86% video views
+500% 30k Likes per Day
290k users engaged
+200%
with a single video
People who like articles view more sites
and have more friends
Average  number  friends  on  
URLs  visited  from  Facebook  
Facebook  
350  
310  
300  

250   2.4x  more  

5.3x  more   200  

150   130  

100  

50  

0  
Average  Facebook  User   People  who  like  ar5cles   Average  Facebook  user   People  who  like  ar5cles  
Use the Like button (not the Share button)
Simple, one-click action
Like button

Share button
Use the Like button (not the Share button)
Intelligent sharing
Like button
Use the Like button (not the Share button)
Connections
Like button

News Feed Profile

Search
Give users the ability to add a comment
•  XFBML version
•  iframe version – ‘standard’ layout, width greater than 400px
 og:image og:title/og:url og:description

og:title
og:url

og:site_name
Check your Open Graph tags
http://developers.facebook.com/tools/lint/
CTR = Better with Friends
 Friends increase CTR

Clickthrough  rate  (CTR)  

•  Optimize placement and show friends
faces (3-5x increase in CTR)*
5-10x
Like  buBon  w/  faces  
-  Place Like near visually engaging content increase
Like  buBon  w/out  faces  

-  Allow for adequate white space (not too cluttered)

0 1 2 3 4 5
-  Like button with faces has a 2-3x higher CTR than Number  of  friends  who  have  liked  ar5cle  
CTR of button without faces

* Based on internal analysis of plugin performance across 100 top media and content domains
Add the “ref” parameter

We pass back both the ref value and source in the referrer URL:
Links
Like button and Open Graph
•  http://developers.facebook.com/plugins
•  http://www.facebook.com/platform

Download
•  http://www.facebook.com/scribd

Event (Feedback/Questions)
•  http://www.facebook.com/event.php?eid=166237373402463&index=1