Recruiting partners to Facebook ahead of the Black Friday shopping peak

You are a product manager at Meta. Black Friday is approaching, and you are asked to bring partners onto Facebook for it. Present your strategy: what you want partners to do on Facebook, which partners you would go after, how you would win them over and get them ready in time, and how you would know whether the effort worked. ```hint Work back from the date Black Friday is a fixed deadline. Work backward from it to decide when a partner must be signed up and set up for its participation to pay off. ``` ### Clarifying Questions - Who counts as a partner here: businesses that sell or advertise on Facebook, agencies and commerce platforms that bring many businesses with them, or someone else? - Should partners join only for Black Friday, or is Black Friday the hook for partners who stay afterward? - Which market is in scope, given that Black Friday started in the US but now runs in many countries? - How many weeks before Black Friday does the effort start? ### What a Strong Answer Covers - A goal for Meta and a working definition of "partner," settled before tactics - Partner segments compared, with one chosen and the reason - The obstacles that keep the chosen partners off Facebook at Black Friday, and offers that remove them - A timeline that works back from the event date - A primary metric with guardrails, and a view on what happens after Black Friday ### Follow-up Questions - Competition for ad space peaks around Black Friday. How does that affect partners who are new to Facebook, and what would you do about it? - How would you keep scammers from exploiting a rush of new sellers to cheat shoppers? - What would you do in the weeks after Black Friday to keep the partners you won?