facebook fox oct2010
TRANSCRIPT
500 millionusers worldwide
more than halfof users return daily
=
50M+users in U.S. per day
Tuesday nightviewers
Sunday nightviewers
+
users per dayAverage daily reach
Source: Nielsen daily reach May 2010
56 million
53 million
39 million
21 million
19 million
Time spent
Source: Nielsen monthly time spent July 2009 – April 2010
Jul-09 Oct-09 Jan-10 Apr-100
4
8
hours
Source: comScore, May 2010
Active user growth in Latin America
63 MM
Facebook penetration in Latin America
Source: Facebook and Internet World Stats (www.internetworldstats.com ), July 2010
Country Active Users Internet Users Penetration
Argentina 10.500.000 20.000.000 53%
Bolivia 694.000 1.050.000 66%
Brazil 5.650.000 72.027.700 8%
Chile 7.050.000 8.369.036 84%
Colombia 10.100.000 20.788.818 49%
Costa Rica 758.000 1.500.000 51%
Dominican Republic 872.000 3.000.000 29%
Ecuador 1.190.000 1.840.678 65%
El Salvador 374.000 975.000 38%
Guatemala 649.000 1.960.000 33%
Honduras 322.000 958.500 34%
Mexico 13.900.000 27.600.000 50%
Panama 581.000 934.500 62%
Paraguay 252.000 894.200 28%
Peru 2.830.000 7.636.400 37%
Uruguay 837.000 1.340.000 62%Venezuela 6.710.000 8.846.535 76%
Total 63.269.000 179.721.367 35%
THE SOCIAL UNIVERSE August, 2010
The Social GraphFriends Famil
y
CoworkersBrands
Identity
Identity, social graph & authentic
connections
Platform
Technology underpins and
enables
Sharing
Sharing via social graph – evolving
over time
Facebook is built on 3 pillarsUnderpinned by technology
the social context
Word of mouth
Friends influence friends
Facebook products
Pages Applications
Premium ads Marketplace ads
Social plug-ins
A new ad modelDevelop deep relationships with your audience
1. Build a Page
2. Advertise to increase connections
3. Publish to your network
Fan Pages
Facebook Page
Brand information
Multi-media content
Applications
Real-time conversation
sAnd more...
Facebook Page
Profile Picture JPG, GIF or PNG
Blurb Box 130 characters
Left columnStatic, 200 px
Main columnDynamic, 540 px
Tabs 6 visible tabs,
option for more
Status 420
characters
Wall Real-time updates
Fan & Brand content
Facebook Page
Wall Tab Settings Info Tab Settings
Facebook Page
Wide Column 380 px Narrow Column 200 px
Photos
Videos
Discussion Boards
Events
Static FBML
Reviews
Other Platform Applications
Boxes tab
Facebook Page
• Real-time publishing
• Same as on user profiles
• Multi-media functionality
• Post text, photos, videos, links etc.
• Dialogue with users
Publishing
Premium Ads
Premium Ads
Event Video commenting
Poll Virtual gift Sampling
Like
Premium Ads
Users can engage with ads the same way they interact with other content on Facebook
Users don’t have to leave their home page
Engagement sparks organic sharing to the user’s friends, giving advertisers viral impressions
Like Premium Ad
Title links to Facebook Page
Title (25 characters)
Body copy(135 characters)
Image(110x80)
Image links to Facebook
Page
Users can connect to the Page in line
x
Like Premium Ad
1. Click the Like button to connect with the brand
2. You are now connected
Video Comment Premium Ad
Comment on this video...
Thumbnail(110x80)
Title (25 characters)
Body copy(135 characters)
Title links to Facebook Page
Video plays on click
Users can comment in
line
x
Video Comment Premium Ad
1. Click thumbnail to play video
4. Comment on video for friends to see
2. Background dims and video plays in center of screen. Fan
Page or “like” video during play.
3. At the end, click to brand Page or share video with
friends
I love Virgin America!
Event Premium Ad
Image links to event on Facebook
Users can RSVP in line
Title (25 characters)
Body copy(135 characters)Image
(110x80)
Date:Location:RSVP:
Yes Maybe No
x
Event Premium Ad
1. RSVP to event 3. Add personal message2. Invite friends
Poll Premium Ad
Title links to Facebook Page Title (25 characters)
Body copy(135 characters)
Image(110x80) Image links to
Facebook Page
Response (25 characters)
Response (25 characters)
Response (25 characters)
Users can respond to poll in line
Question (40 characters)
x
Poll Engagement Ad
1. Respond to poll3. See your friends’
results2. See results
Marketplace Ads
Reach blockReach 100% of all targeted users in one day
Reach Block served in premium inventory page
Reach Block
•100% of targeted users see your ad as their first 3 premium impressions
•Then, up to 2 additional premium impressions to reach the impression goal
•Reach Blocks and premium impressions always have 100% share of voice
Go where your audience is going
Reach Block on premium inventory pages
Reach Block
Brand lift Better ROIBetter ROIOrganic
impressions
Benefits of Reach Block
Performance and pricing
▪Organic impressions
▪2-3x more organic impressions are generated for a reach block versus a standard campaign with paid media over a period of time
▪Brand lift
▪11 of our top 15 campaigns, as measured in terms of brand lift, used reach blocks
▪Volume pricing for impressions
ComparisonsHome page reach products in the U.S.
Yahoo HP MSN HP MySpace HP (Login)
FB HP 5 Cap Reach block
FB HP Road block
Daily Users 35M 17M 20M 52M 52M
Imp (MM) 280M 140M 90M 204M + SGI 468M + SGI
Avg Imps per user
8 8 4.5 3.9 8.9
Price List 500K-1M. Actual 800K
List 500K. Actual 350K
300K + for special creative
460K 950K
eCPM $3.00(Actual) $2.50 (Actual) $3.00 + for creative
(Estimate)
$2.25 $2.03
Price per exposed user
$.02 $.021 $.015 + for creative
$.009 $.018
December 2009PRICING SUBJECT TO CHANGE
demo and geotargeting
categorytargeting
keywordtargeting
Targeting
Profile-based targeting
•Location
•Age/Birthday
•Gender
•Education
•Workplace
•Relationship
•Sexual Preference
•Language
•Activities
•Interests
•Music
•TV
•Movies
•Books
•Groups
•Applications
•Connections
•Status updates
Structured Unstructured
When a user engages with an ad
A custom targeting cluster of similar users is formed
Learned Targeting• Facebook analyzes the users
who have engaged with your ad
• We look at:
• Keyword interests
• Demographic
• Past ad click history of all of our users
• Only Facebook can aggregate these three sources to find your consumers
Applications
Social plugins
•Add a social layer to your existing sites
Social plugins•Add a social layer to your existing sites
Best practices
Guiding principles for brands
1. Make it social.“That’s what I do on Facebook.”
2. Keep it simple.“If I understand something, I’m more likely to try it.”
3. Optimize for speed.“If it’s fast, I’ll do more of it.”
4. Integrate.“Keep it within my Facebook experience.”
Facebook Ads tips
Use multiple creatives
Example: home page Reach Block with multiple creatives
•Straightforward copy
•Relevant imagery
•Tie back to brand
Be authentic
Make every word count
87 characters
131 characters
25 characters
15 characters
A/B test your ads
+40
%+40
%
Use evocative imagery
Create practical virtual gifts
Examples of past virtual gifts
•Make gifts social, easy to share
•Use simple, iconic images
•Be conversational
•Avoid small fonts, busy backgrounds
Tie events to causes
Event ad
Event
Page
Highlight brand character
Have a Facebook Page
Facebook Pages tips
Promote with Engagement Ads
Fan growth
Proven, familiar to users, deeply integrated
Focus on publishing10x views in Stream versus Page
22 posts by 20 people
1,260 likes1,545 comments
vs.
Keep it simpleMake content eye-catching, universal, easy to consume
Innovate
Comment box
Establish a consistent voice
Interact with and feature fansJoin the conversation:
Toyota Prius example
Recognize Fan creativity:
Kellogg’s Pop-Tarts example
Pace yourselfPace out your posts to maximize your impact
Coca-Cola example: Tattoo Tuesday
Publishing calendar
Analyze, adjust, and optimize
Aggregate stats about all
connections
Demographic and geographic stats
Insights Dashboard
Be timely and relevantEmbrace timely opportunities to connect with Fans
Vitamin Water: LeBron MVP award example
Starbucks: New York Times article
example
Case studies
Product awarenessHow Fast Time Flies
How Fast Time Flies Facebook Page
Objective: To direct traffic and increase awareness of a digital scrapbooking service.
Solution:Facebook ads targeted at potential customers
Key Results:•Facebook ads were more effective at
increasing the company’s exposure than other types of click-through ads by driving referrals to its website
•70 percent year-over-year increase in company sales as a direct result of its Facebook ad campaign
Customer acquisitionZipZapPlay
ZipZapPlay Facebook Ads
Objective: Encourage user acquisition
Solution:Facebook’s keyword target filtering
Key Results:Over 100 million impressions
“Without going into specific numbers, the ads have been critical in driving our traffic and our revenue so far. They’re one of the key pieces of our strategy.”
-Curt Bererton, CEO ZipZapPlay
Build a brandPedigree®
Build a brandPedigree®
Build a brandPedigree®
Brand awarenessDreamworld Australia
Dreamworld Australia Facebook Page
Event Premium Ad
Fan Premium Ad
Poll Premium Ad
Brand awarenessRed Bull
“Red Bull Stash” landing page
Become a Fan Premium Ad
Direct Response Ad
Brand awareness & trialJelly Belly
Event Premium Ad
Become a Fan Premium Ads
Viewer intentThe Travel Channel: Man v. Food
Poll Premium Ad
Fan Premium Ad
Event Premium Ad
Cause awarenessKellogg Cares
Kellogg Cares Page
Video Comment Premium Ad
Brand awareness & trialTexas Pete Hot Sauce
Fan growth over time
Campaign Launch
Sampling Premium Ad
Brand launch2degrees Mobile (New Zealand)
Fan growth over time
Reach Block
Fan Premium Ad
Movie launchUniversal Pictures: Bruno
Fan growth over time
Event Premium Ad
Fan Premium Ad
Brand awarenessSephora
Virtual Gift Premium Ad
Organic home page impression
Product testSplenda® Mist
Splenda Mist Facebook Page
Splenda Mist Sampling Application
Drive ticket salesLionsgate: Saw V
Fan Premium Ad Virtual Gift Premium Ad
Product awarenessWendy’s
Virtual Gift Premium Ad
Success Stories
Special promotionJetBlue
Home Page Premium Ad
Marketplace Fan Ad
JetBlue sweepstakes
Increase connections & awarenessSubway
Subway Eat Fresh, Eat Free Sweepstakes
Become a Fan Premium Ads
Increase connectionsSouthwest Airlines
Become a Fan Premium Ads
Product launchMicrosoft Windows 7
Become a Fan Premium Ads
Product launchVitamin Water
Vitamin Water Facebook Application
Cause awarenessGeneral Mills: Cheerios
Become a Fan Premium Ads
Brand awarenessHonda Social Experiment
Multiple Premium Ad creatives
Drive salesJC Penney
JCPenney Facebook Page
Fan Premium Ads
Promotion awarenessStarbucks
Starbucks Facebook Page
Fan Premium Ad
Event Premium Ad
Increase connectionsBest Buy
Fan Premium Ads
Best Buy Facebook Page
Increase engagementNike Livestrong
Video Comment Premium Ad
Lance Armstrong’s Facebook Page
Increase connections, engagementLevi’s
Video Comment Premium Ad
Fan Premium Ad
Levi’s Facebook Page