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1 Communication Platform
2 Facebook Pages
3 Facebook Engagement Ads
4Success Stories
5 Facebook Connect
Agenda
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Banner ads turn 15
The first banner ad
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Today
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TechnologyTechnologyThe digital foundationwas created.
Powerful web sites
AdvertisingAdvertisingThe advertising foundationwas created.
Powerful advertisingnetworks
CPM based economydeflated
MarketingMarketingThe marketing foundationwill be created.
Definition and roleof advertising changes
Creation of powerfulmarketing networks ownedand operated by clients
1994-2000 2001 2002-2008
Recession Recession
2009 2010-?
Internet growth cyclesAn emerging pattern
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Technology enables communication
Cave Paintings Rosetta StoneNewspapers Cell phones & Internet
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The evolution of digitalOld formats on new technologies
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The evolution of digitalOld formats on new technologies
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Online and offline have integratedAuthenticity and identity
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An example
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Moving away from the anonymous webBringing authentic real-world connections online
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Two results of the relevance webEvolving from the information web
A growing importance ofidentity and authenticity1
2 Real people want toconnect with real things
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Identity and authenticityTo marketers
204.15.20.90
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The conversation is two-way
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Business and the social web
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The Facebook productFriends Family
CoworkersBrands
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Every
communication isa link
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The social graph maps connections
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MissionGive people the power to
share and make the worldmore open and connected
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September2006
News Feed &Open
Registration
Sign Up
May2007
Platformlaunch
2004-2005
Newapplications
launched
November2007
FacebookAds
February2004
In thebeginning
2008
Internationalization
Key Facebook milestones
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BRANDAuthenticInformedConnected
AuthenticInformedConnected
The social marketing & information platform
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Source: Compete.com, US 30 day active, Oct 09 Source: Nielsen, Aug 09
5hr 46min
#1 in Time SpentRapid Growth
350M Worldwide100M US50% return daily
Yahoo
34.95%
#1 DailyReach
Source: CI Brand Study; USactive users, Aug 09
Yahoo
Facebook46% NPS
#1 in User Loyalty
Yahoo
Facebook Scale
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Gender Age
Source: Total U.S. active audience Facebook internal data November 2009
Demographic breakdown in the U.S.
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Most-trafficked sites
Microsoft
1
2
3
Source: comScore top global properties based on total pages viewed, October 2009
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Facebook Pages
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Facebook Page
1. Fan connections
2. Brand voice
3. Viral distribution
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FacebookPageWall, Publisher
Real-time publishing
Same as on user profiles
Multi-media functionality
Post text, photos, videos,
links etc.
Dialogue with Fans
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Facebook PageTabbed structure
Brand information
Multi-media content
Applications
Real-time conversations
And more...
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Homepage Engagement Ads
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TV showsEducation
High school
College
Major
Workplace
Relationship Status
Books
Fans
Non-Fans
Birthdays
Country
State
City or Town
Age
Gender
Interests
Activities
Music
Targeting capabilities
Based on authentic user data
From mass reach to specifictargeting
Targeting parameters include:
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Comment
Fan
Poll Event
Gift
Sampling
Social branding: Engagement Ads
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yourbrand
Engagement Ad impression
engagement
organicimpression
connection
Social branding: distribution
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advertising helps
make connections
publish messages
to your fans viayour Page
encourage feedbackand purchase
2
4
1
3
Connections: Lasting marketing asset
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BRANDAuthenticInformedConnected
AuthenticInformed
Connected
Social Marketing & Information Platform: Example
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Side Ad Space
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Searches for tents135,000
Facebook users with campingin their profile
1,203,120
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Standard
Standard w/Social Event
Fan
More info...
Standard Ads
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Inclusive or exclusive connections targeting
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Leverage ad format for compelling ads
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Attract Fans with Facebook Ads for Pages
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Driving ROI with Facebook Ads
Goal: Bonobos, a clothing e-tailer, wanted
to sell out certain styles
Solution: Facebook Ads targeted to fans ofspecific sports teams
ROI: This was five minutes of our time,and we sold through these very specificpants for which we otherwise would havehad a hard time selling to the rightaudience.
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Drive traffic with Facebook Ads for Events
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SOCIAL
BRANDING
CONSUMER INSIGHTSMEASUREMENT
CONNECTION
S
CONVERSIO
N
DIRECT
RESPONSE
Facebook marketing solutionsWeave your brand into their lives
Reach a large audience
Target authentic users
Measure quickly, accurately
Make lasting connections
Engage in 2-way dialogue
Drive conversions
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Measurement and insights
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Global scale at speed
350M+ people worldwide
Fast data collection - a matter of hours vs weeks Representative sample - not professional survey takers
Active and authentic audience
On the site almost 6 hours per month
Real name culture and real world sharing 2 billion photos are uploaded each month
40 million people update their status per day
14 million videos uploaded each month
10 million people become fans of a page each day
Multiple data sources
Polls
Chatter
Profile
Global information platform
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Valuation Insights
AdvertisingAd Effectiveness
Determine the totalvalue of your Facebook
campaign and optimize
Detect influence of a
campaign on consumer
attitudes and behaviors
Determine the total
value of your Facebookcampaign and optimize
Connect with users the
same way they connect
with their friends
Measurement and insights overview
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Research Polls: data collection
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Facebook margin of error +/- 2% or smaller | Gallup based on 3 day rolling average
Do you think that economic conditions in the country as awhole are getting better or getting worse?
Predicts the next Consumer ConfidenceIndex (r = 0.83)
Strong agreement with Gallup (r = 0.80)
Representative: tracking consumer sentiment
Facebook, Inc. confidential do not distribute
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Facebook Polls run a weekbefore the ConsumerConfidence report havecorrectly predicted itsdirection since starting
measurement in March
Point correlation withConsumer Confidence Indexis r = 0.83
Month Facebook PollsConsumer Confidence
Report
April Up Up
May Up Up
June Down Down
July Down Down
August Up Up
September Down Down
October Down Down
Predictive: consumer confidence index
Facebook, Inc. confidential do not distribute
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Success Stories
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Kellogg Cares
Objective Build awareness of hunger in America
Communicate Kellogg Companyscommitment to Feeding America
Results More than 100,000 fans in 1 week
5,900+ wall posts, comments and likes
34.8 million organic impressions
38,000 video plays on Page
Kellogg Cares Page
Video Comment Engagement Ad
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Texas Pete Hot Sauce
Objective Build brand awareness
Allow users to sample product
Connect with fans.
Results Over 10,000 samples given away
Over 35,000 Fans acquired duringcampaign
Used campaign data to studygeographic trends for brand interest
10,000 bottles of hot sauce in 6 days
Sampling Engagement Ad
Fan growth over time
Campaign Launch
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American Heart Association (AHA)
Client objective Raise awareness of heart disease and
women through National Wear Red Day
Results
76,000+ RSVPs 6,000+ wall posts on Page
42,892 Fans acquired during campaign
4.61% engagement rate for event ad
2.89% engagement rate for fan ad
Event Engagement Ad
Fan Engagement Ad
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Starbucks
Objective Raise awareness around
promotions and gain Fans
Reach Block success story
Solution 3 reach blocks in 5 weeks (Fan
and Event Engagement Ads)
Target: US users, 18-49
Results 1 million new Fans
133% growth Largest brand on Facebook!
Starbucks Facebook Page
Fan Engagement Ad Event Engagement Ad
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Facebook Connect
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Sharing and connecting
Connect-enable siteFacebook Page
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Social everywhere
Game Consoles
Web Mobile
Desktop
IdentitySocial
Relevancy
Distribution
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Over 80,000 Connect-enabled sites
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How Connect works
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Basic features
Live Stream box
ObamaInauguration
Comments box
ShowtimeL Word
Fan box
Coca-Cola
Share button
adidas Originals
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Examples of success with Connect
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CBS Insider
Social Filtering Display socially-contextual content
based on what users' friends are doing.
For example:Which concerts are mostpopular with your friends?
Which book is everyonereading? Or which book is yourmom reading?
Since integrating with Facebook Connect, page views forthe sites are up 99%, pages per visit are up 34%, and
average time spent on the sites is up 20%Lollapalooza
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CNN: Michael Jackson Broadcast
Live Feed Widget: Enabled users viewing the broadcast
live on CNN to chat via Status Updates.Filter Status Updates by everyonewatching the event, or by your friends.Status Updates to Facebook includedattribution links.
Approximately 1 million users posted approximately 800kstatus updates
CNN - Michael Jackson Broadcast
TV
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TV
% of Time Spent: 37%% of Ad Spending: 32%
Internet% of Time Spent: 29%% of Ad Spending: 8%
Magazines% of Time Spent: 7%% of Ad Spending: 6%
Radio
% of Time Spent: 19%% of Ad Spending: 9%
Newspapers
% of Time Spent: 8%
% of Ad Spending: 20%
Source: emarketer 2009
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1. Make it social.
Thats what I do on Facebook.
2. Keep it simple.If I understand something, Im more likely to try it.
3. Optimize for speed.If its fast, Ill do more of it.
4. Integrate.Keep it within my Facebook experience.
Guiding principles for brands
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Facebook.com/Marketing
Facebook.com/ConnectNews
Facebook.com/Non-Profit
Facebook.com/Platform InsideFacebook.com (independent blog)
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(c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0