Dorianne Richelle Client Partner

The big picture

The Internet is shifting to mobile

Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012 & Comscore Mobilens Dec 2012

-

500

1,000

1,500

2,000

2010 2011 2012 2013 2014 2015 2016

Worldwide smart connected device shipments (M)* Smartphones PCs Tablets

45%  of the world

population will have a smartphone in

2016**

75% of the world’s population

now has a mobile phone

More mobile subscriptions than

people in next 2 years

More than 60%of NL phone

subscribers are smartphone

users

Facebook is accessed every day by 2500 different mobile devices

1 in 5 mobile minutes

Every day, more time is spent on Facebook than anywhere else on mobile

0

5

10

15

20

25

30

Aver

age

Dai

ly M

inu

tes

Mobile Time Spent

Source: comScore Mobile Metrix, US March 2013

27%  of all mobile time

spent daily

Facebook & Instagram are

Progressing Facebook’s marketing role and business impact

Social Listening / Reputation Management

Stage 1

Functional Leadership KPIs

• PR/Comms

Facebook as a Brand Building Platform

Stage 3 • Brand managers

• Brand health • Active consideration •  Incremental sales

Social Advocacy / Influence Stage 2 • Social

champions •  Fans •  Engagement

•  Response rates •  Sentiment/NPS

Busi

ness

Impa

ct

Facebook as an eCommerce & CRM Platform

Stage 4 • eCommerce/Sales • CRM/Base

• Incremental sales • CPO • ROI

How can Facebook help Telecom and Tech?

1.  Define real business objectives

2.  Create amazing content for News Feed

3.  Then make sure a ton of people see it

The “secret” to doing Facebook really really well…

1. Social is not an objective Start with your marketing objective and then build your Facebook strategy

Advertising Targeting Measurement

•  Churn reduction •  NPS

•  Acquisition •  ARPU increase •  X-sell

•  Brand health •  Purchase intent •  Media efficieny

(Branded search vs SEA cost, or TV cost)

2. Focus on getting your brand message in the News Feed!

Every day you can reach 2,5x the amount of people that you can reach with all Dutch newspapers together, incl the Metro and Spits

Every day you can reach 2,5x the amount of people that you can reach with all Dutch newspapers together, incl the Metro and Spits

Every day you can reach 2,5x the amount of people that you can reach with all Dutch newspapers together, incl the Metro and Spits

Every day 2x The Voice of Holland

Big & targeted reach: Find target the right audience

Find the right customers more efficiently – with custom targeting clusters

Personal • City/State/Zip • Birthday • Education • Workplace • Relationship status

Social • Likes & interests • Friend connections • Activity (e.g., check-ins) • Intent

Demographic • Age • Gender • City • Device • Operating System

Standard e.g., AdMob

Custom targeting • Customers of specific OEMs and/

or operators • Mobile user with device >3 years

old • Active web users w/o

smartphone

380.000  People with a

new smartphone

320.000  Small Business

owners

2.600.000  People with feature

phones

2.800.000  People with a

Samsung Mobile device

1.640.000  People with are

interested in (European) soccer

900.000  People with old

computers

640.000  People with an

iPad 1 or 2 FB Advertising tool, 2013

Real identity means little waste

Broad Audience like Women25-54

FACEBOOK

6% WASTE

ONLINE AVERAGE

23% WASTE

BROADCAST TV

78% WASTE

Source: Nielsen OCR Oct 12 and Nielsen Television Ratings Dec 12

Narrow Audience like Women18-34

FACEBOOK

9% WASTE

ONLINE AVERAGE

73% WASTE

BROADCAST TV

93% WASTE

Even more with narrow targeting

Source: Nielsen OCR Oct 12 and Nielsen Television Ratings Dec 12

Use your email database data to find customers with Custom Audiences

0

Your email database

People on Facebook

Retention Program

X-sell for Digital TV

TV-package upsell

Family offer

Everywhere

What you should measure

Measure against your business objectives

Reach Brand Resonance Reaction

Did I reach the right number of people and the right type of people?

Did I improve my brand’s image and change the attitudes of customers?

Did I cause a customer to act – to buy a product, sign up for a service or make a referral?

Leveraging scale and engagement to drive sales of Galaxy S III

Samsung Mobile USA

$ 129M in sales attributable to Facebook for a return on adverting spend of

nearly 13X

Method used = Outcome Matching. 10% control

group. The difference of mobile device used in

the 3 months following the campaign between

the exposed and control group was measured.

Outcome Measurement

Mobile usage data is logged whenever a user accesses Facebook via mobile device

Devices FB servers

Performance marketing on Facebook

Placement •  News feed desktop •  News feed mobile

•  Log-out experience •  Right-hand side

Ad Format •  Photo Page post ad •  Link Page post ad

•  Offers •  Mobile app install ad

•  Domain ad Measurement •  Click tags

•  View tags

•  Conversion tags •  Multi-touch attribution

Optimization •  Bidding optimization

o  Bidded CPC o  Bidded CPM

o  Optimized CPM •  Creative optimization

Targeting •  Native targeting •  Custom Audiences

•  Facebook Exchange

Meet your target CPA and scale incrementally

CP

A

Time

Target CPA

Start CPA

4-6 weeks

CPA Optimization Increase investment level

Scale to an “Always on” strategy

Client success stories

TBG & Vodafone Customer acquisition

Carphone Warehouse Targeting

lower CPA than any other media 70% of “pay monthly”

contract applications come from Facebook 56%

Drove online orders of its “pay monthly” smartphone with targeted adverts in high-impact placements

Drove high volumes of new contracts using Facebook Adverts API

Fab Customer acquisition

33%

Drove new growth by building a social business and getting friends to invite friends

of new site visits come from Facebook

What happened with the fans?

Fans are still valuable as a foundation of activities: -  To listen to, talk with and learn from -  To reach them and their friends in the target

audience with relevant messages, partly organically, mostly in ads: ads with a social context have a 4x uplift in impact

Take aways 1.  Build plans for business objectives, not social ones

2.  Use FB to reach everyone you care about

3.  True identity creates the best targeting options and little waste

4.  Engagement and fans are a key foundation, reach & impressions drive the brand equity and sales

5.  Set up an always-on performance marketing stream.

99%  The average contribution of

impression to offline sales vs clickers

Impressions matter

ROI improvement when maximizing reach

Reach matters

+70%  Improvement in driving revenue of Newsfeed compared to right-

hand side

Placement matters

8x  ROI improvement when ads

have a social context

Fans matter

4X