Evolution of discoveryHow consumers find information

UGC + Social ContextFacebook

Digital Directory

Yahoo

eBay

Search

Search engine

marketing

UGC + Directory

Yelp

Directory

Phonebooks,

local ads, newspapers

Source: Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169

When considering purchasing a product or service, which of the following two are your most trusted and valuable sources of information?

00% 10% 20% 30% 40% 50% 60% 70%

Word of Mouth

Online Product Reviews

Company Website

Print Product Reviews

Catalogs

TV ads

Print Ads

Radio Ads

13-17 18-24 25-34 35-44 45-54 55+

Opinion of friends is most influential

The social graph is the network of real connections through which people communicate and share information

Shifting from what a few think we should want…

….to asking our friends and family…in real time

If people didn't want to share and communicate

The Facebook Story

Facebook is real people sharing and connecting

0M

50M

100M

150M

200M

250M

300M

350M

400M

Over 350m Active Users Globally

Source: Facebook internal data, Dec 2009Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days.

2007 2008 2009

#2 property on the Internet (time on site)

Over250 billion monthly page views

Over 250platform apps with over 1m active users

Over70,000websites use Facebook Connect

Over 350 million active users

Over1.8 billion chat messages a day

150 million search queries per day

Over6 billion minutes spent online every day

Over 2 billion pieces of content uploaded every week

Over1.7 million photos served per second

USA100m

France15m

Germany

5m

Ireland1m

Turkey16m

Italy12.5m

Russia

700kSweden3m

Austria

1mSwiss

1.6m

Finland

1.2m

Portugal

800k

Belgium2.8m

Norway

2.3m

Greece1.9m

Denmark2.2m

UK23m

Spain7m

Over 110m Active Users in Europe

Netherlands

1.5m

1.4m

1.9m

Czech

Egypt

300kRomania

Switzerland1.5m

Hungary

500k2m

Poland

The Facebook Platform

Facebook serves as a utility or platform for 3 distinct

audiences…..a single global platform providing

efficiency, effectiveness and scale

Users

Developer

sAdvertisers

Profile exampleProfilBeispielFacebook auf Deutsch▪ Facebook in English

Customization at massive scale – Translation Services

*Facebook in Hebrew

Customization at massive scale – Translation Services

Filter Stream HighlightsPublisher

Consumer Choice is implicit in user experience

Facebook users are prolific inter-actors with platform

Photo’s Events Video Comments Messages Groups Pages Applications

People are only one dimension of the social graph

A global developer community

USA Around the world

Social Widgets in Sport eventsMoto GP with Rtve ( National Public TV )

More than 200.000 comments accumulated.

Social Widgets in Sport eventsFootball: Cup of Confederations, Champions League and many others……

Users can participate from home ,and interact with other people

Social Widgets in Music eventsConcert “La Noche de los Números 1” de cadena 100

More than 10.000 people watched and commented online

The power of Connections: From Advertising to Marketing

The Evolution of “Marketing”

“Brand”

“Performance”Customer

Type

Awareness

Consideration

Long-termRelationship

Engagement

SingleTransaction

Customer

Objective

Connections

New

Opportunity

Impressions

Clicks

Buying

Behavior

Source: Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169

When considering purchasing a product or service, which of the following two are your most trusted and valuable sources of information?

00% 10% 20% 30% 40% 50% 60% 70%

Word of Mouth

Online Product Reviews

Company Website

Print Product Reviews

Catalogs

TV ads

Print Ads

Radio Ads

13-17 18-24 25-34 35-44 45-54 55+

Opinion of friends is most influential

How we think about our commercial business

Brands can focus in 3 key areasFa

cebook A

ds

1 Standard Ads

Engagement Ads

Reach Blocks

Pages

& E

vents 2

Hub for brands

Drive Social Actions

Promote using Ads

Innova

tions

3Applications

Facebook Connect

Mobile

The Facebook Future

Connect - From the web to desktop and mobile

Portability of Social Graphs across platform

Desktop (e.g. Open Stream)

Mobile (e.g. Connect for iPhone)

Web (e.g. Facebook Connect)

A real identity and all of their friends... in one click

Facebook Connect extends social tools to Publishers

The user’s real identity

Easy access to friends and their content

Content from your site gets shared on Facebook

Publishers increase distribution

Traffic to your site

Over 70,000 websites have adopted Facebook Connect

Connect is revolutionizing the web

What Sites Are Seeing:

▪Registrations:

+30 to 100%

▪User-generated content:

+15 to 60%

▪Increased page traffic:

~0.5 to 2 clicks per story published

“It is an ingenious stab at solving several

nagging problems at once.”

“...chatter among friends will infiltrate even

sites that have been entirely unsociable thus far.”

“...not just a registration system, but also a marketing channel...”

Connect - Live Stream / Feed Box

▪ On client’s site

On Facebook:

Hosted in an application linked from a Page

Connect - Stream Box: Obama InaugurationA world record event

• 600,000 status updates posted through the

CNN.com Live Facebook feed

• Facebook averaged 4,000 status updates

per minute during the broadcast

• 8,500 status updates were posted during the first minute of Obama’s speech

• “Millions” of people logged into Facebook during the broadcast

• Over 18.8 million individuals viewed the

speech and recorded 1.3 million status updates during the speech.

• Obama’s Facebook fan page now has over 6 million fans and over 5,000,000 wall

posts.

Connect - Stream Box: Michael Jackson

Michael Jackson• 1 million users logged in to Facebook “Live Stream”

widgets on partner sites • 800,000 status updates were made by those users

Michael Jackson now has the most popular page on Facebook, with over 7m fans.

The free Michael Jackson glove virtual gift is the most popular in Facebook history, with over 800,000 given away so far.

Facebook’s Live Stream widget was

integrated by CNN, E! Online, MTV, and ABC:

CNN:* 733,000 status updates* 759,000 Facebook users viewing broadcast* 6,000 updates/minute at the peak

E! Online:* 9,000 status updates* 87,000 Facebook users viewing broadcast

ABC:* 48,000 status updates* 97,000 Facebook users viewing broadcast

MTV:* 5,000 status updates* 21,000 Facebook users viewing broadcast

Another world record event

Connect - Fan + Wall Box

Widget has 3 configurations:• Become a Fan + Wall Posts (example shown)

• Become a Fan only

• Wall Posts only

Client can add to their official website to

get more fans and share latest updates.

Easy to implement – paste one line of

code.

Scroll for Wall Posts

“Become a Fan”

Facebook Open Stream

Facebook Open Stream API enable Desktop Apps▪Third-party apps will allow users to engage with their Facebook activity

feed outside of FacebookExample: Seesmic Desktop App

Facebook Connect

Facebook Connect for iPhone: Mobile Social Media ▪Add social context to mobiles via the Facebook Platform

Example: Social Gaming on the move

To win in today’s world

requires

A different mindset

different approaches

different ways of working

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