Just noticed this today, the Bud Light Facebook Page is running a contest for fans of their page. If you navigate to the UFC tab of the Bud Light Facebook Page, different content is shown to the user depending on whether they are already a fan or not.
Why care? Conversion is going to be much higher because all the user has to do is click “like” and then fill in the form presented to them. The alternative is saying “Please click the button to ‘Like’ us and then navigate to this link http://www.facebook.com/somerandomlink and fill out the form that you can now see because you are a fan.”
Also, previously you have been able to define different landing pages for fans vs non-fans (do we call these likers vs unlikers now?) but in the end both audiences could see all your content. Now, we seem to be able to have content exclusively for each audience – great for targetting, hitting home.