2010.04.15 facebook now mark cowan
TRANSCRIPT
Facebook & Mobile
Mark Cowan, Head of Emerging Markets, EMEAApril, 2010
1 The Importance of Mobile on Facebook
2 Where we are in Poland
3 Placing Mobile onto Facebook
4 Telco’s on Facebook
5 Summary
To win in today’s world
requires
A different mindset
different approaches
different ways of
working
Source: Brand Republic, Mar 2010
An example
Social Relevance
Social content already on Facebook
The Importance of Mobile as a Platform
400M400M
monthly active users
100M100M
mobile users
Facebook Today
00
20
40
60
80
100Facebook Mobile users
5x Growth and Strong Momentum
100M mobile users
Largest penetration
Indonesia, South Africa, Kenya, Canada, US
Largest countries
US, CA, UK,Indonesia
More engaged
than users of the web site only
2x
Devices - 2 Flagships
1. Applications 2. Integrations
• Camera flow• Home Screen widgets• Notifications• Phonebook• Browser share
Support overall company strategyMobile Objectives
Unification
Work around fragmentation of Devices, Plans, Countries.
Growth
Acquire new users via partner marketing, Phonebook and mobile registration
Engagement
Increase engagement by increasing tempo of creation and sharing
Four key initiativesHow do we get there?
Core products
Mobile Web, Mobile Text (SMS), Photos (MMS), API
1 4
Connect
Connect for iPhone, followed by RIM / WAP
Devices
8 partners building 11 applications
2
Operators
120 Operators in 60 countries
3
Where we are in Poland
Active User Growth in Poland continues
Source: Facebook internal data, April 2009Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days.
Sep/04 Oct/04 Nov/04 Dec/04 Jan/05 Feb/05 Mar/05 Apr/05 May/05 Jun/05 Jul/05 Aug/05 Sep/05 Oct/05 Nov/05 -
500,000
1,000,000
1,500,000
2,000,000
2,500,000 Over 2.5m
Facebook Today - Poland
Over 1.8billion monthly page views
Over 10% penetration of the online population
Over 250k users access Facebook on mobile in Poland
74 Average number of friends on Facebook in Poland
Over 51% of users return to the site daily
Huge Growth and Engagement
31st Largest country across the globe
Over 78% of users come back to Facebook every week
Facebook Polish Audience Profile
Mainstream Audience
Source: Total Poland active audience, Facebook internal, data April 2010
Placing Mobile onto Facebook
Brands can focus in 3 key areas
Facebook Ads
1 Standard Ads Engagement Ads Reach Blocks
Pages &
Events
2 Hub for brands Drive Social Actions Promote using Ads
Innovations
3 Applications Facebook Connect Mobile
The Opportunity: Homepage and ASU
Homepage Ads – 1 per page:• Daily Users: 1.2m• Daily Page Views: 15m• Monthly Page Impressions: 450m
ASU Ads – 3 per page:• Monthly Users: 2.5m• Monthly Page Views: 1.5bn• Monthly Ad Impressions: 4.5bn
Homepage Ads: Standard and Engagement ASU Ads
Standard Homepage Ad
Video Homepage Ad
Direct Response – Telco’s
24 Hr Homepage Reach Block
Reach Block Value PropositionUse any Ad format including Engagement Ads
▪ 4m impressions guaranteed Mon-Thu
▪ Estimated 1.2mil unique users
▪ First 5 imps. of every user over 24 hours
▪ Targeting adult audience or 18+
Become the primary advertiser over 24 hours on Facebook’s highly
trafficked Homepage reaching a potential 1.2mil audience
*Delivery & cost subject to market fluctuations and agency pricing structures respectively
Rotate series of creativesBuild compelling marketing journeys over 24 hours
Cobra beer used multiple ads to engage with users. Frequency capped to 5 per
user
First Impression
2nd/3rd Impressions
4th & 5th Impressions
Social Changes EverythingThe Power of Pages
Social changes everythingBrand Communication Changes: Engagement
From…From…
Traditional Online
…To…To
Engagement
Social changes everythingNew way of thinking for Marketers
Engagement Ads –
Brand new Post Engagement Fan AdsInteract with Poll or Event then Become a Fan in
same AdStandard Polling Ad
Polling with Fan Ad
Standard Event AdEvent with Fan Ad
Homepage – CPM
Solus Ad Slot on the page
Always above the fold
Includes video and all engagement formats
Report on Organic Impressions
Higher quality of click/conversion
Increased brand lift
ASU – CPC
X Competing with two other ad units, including hair loss/weight loss etc
X Not always above the fold
X Uncapped and therefore may spam the user
X No guaranteed delivery
X No reporting of organic impressions
X Should be used if tracking back to CPA and compared with Google/SEM
Homepage CPM vs ASU CPCWhat to use and when…
Telecom’s on Facebook
Make it social, leverage the platform and the social graph1
2 3
4
Keep it simple, get started and iterate
Think differently – harness new opportunities and experiment
Don’t think in campaigns and silos – develop a conversational calendar
You can be social tooSimple steps for Marketers
• Competition targeting students to win an event at their university
• Blending branding with DR
• Users could apply for a free sim directly from the page
• 120,000 fans at peak
O2 led the way for telecoms on Facebook
Increase the Fan base on your Facebook Page so it becomes a powerful channel
• Build a fan base on around an event or campaign
• Why not leverage the relationship with Millennium Dome or the England Rugby Team?
• Use The Wall to upload new content
• Tabs can be added to the Page for campaign specific content through out the year
• DR and brand messages can be run through the Facebook Page allowing you to retain existing and recruit new customers
Drive users to the Page for brand engagement
• Tab names can be customised and renamed to allow users to further engage with your brand
• Iframes, applications, flash can be embedded into a tab to give a rich user experience
• Ads can deep link directly to a tab
Drive users to the Page for acquisition
• An iFrame on a Facebook Page tab allows for a data capture form to be pulled through from your website
• DR ads can link directly to this tab
• Orange have increased the performance of their DR campaigns by keeping the user within Facebook
Integrated: Vodafone Italy Facebook tariffUnique tariff for Facebook users only
Vodafone creative coordination
Vodafone are the first network to abolish roaming charges & have
generated thousands of Wall Posts and Discussions around this subject on their Facebook
Page
Vodafone have used Facebook to generate a
huge amount of commentary around the
theme ‘If I ruled the world’
Vodafone have coordinated their online &
offline marketing to generate 40,000 fans on
their Facebook Page around the theme ‘If I
ruled the World’, raised awareness of their tariff changes & driven 1000’s
of responses to their promotions via The Wall
Vodafone uses The Wall to deliver Facebook exclusive promotions – be part of the next Vodafone online Ad
Fully digitised campaign for the first time combining Facebook,
Twitter, MySpace, YouTube
Facebook users love special offers – Free music Friday
delivered real value to customers
Entertainment: VerizonDownload music and ringtones
Campaign specific: OrangeRockcorps Community Project
Example 2010 Timeline for Telco BrandPeriodically feed Homepage Engagement Ads and DR ads into Facebook Page
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Event ads for Mother’s Day
New Year Resolution Tariff
Become a Fan Ads to build Fan base
Add England Rugby content to Facebook Page
Video Commenting Ads around Valentines Day
Event ads for live stream of music content
Polling Ads for Mobile Broadband offers
Become a Fan Ads to grow fan base
Polling Ads for Christmas activity
Add Music content to Facebook Page
Become a Fan Ads to grow fan base
Run competition to win England Rugby tickets – including traffic drivers
Video Commenting Ads for Simplicity tariffs
Run competition to win free broadband for a year – including traffic drivers
Add Christmas gifting content to Page
DR activity for Mass Distribution and Shop One to run throughout year