Facebook fox oct2010

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  • 400m Active UsersOver 1m developers
  • Facebook fox oct2010

    1. 1. 500 millionusers worldwide
    2. 2. more than half of users return daily
    3. 3. = 50M+users in U.S. per day Tuesday night viewers Sunday night viewers +
    4. 4. users per day Average daily reach Source: Nielsen daily reach May 2010 56 million 53 million 39 million 21 million 19 million
    5. 5. Time spent Source: Nielsen monthly time spent July 2009 – April 2010 0 4 8 Jul-09 Oct-09 Jan-10 Apr-10 hours
    6. 6. Source: comScore, May 2010 Active user growth in Latin America 63 MM
    7. 7. 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%
    8. 8. THE SOCIAL UNIVERSE August, 2010
    9. 9. The Social Graph Friends Family CoworkersBrands
    10. 10. Identity Identity, social graph & authentic connections Platform Technology underpins and enables Sharing Sharing via social graph – evolving over time Facebook is built on 3 pillars Underpinned by technology
    11. 11. the social context
    12. 12. Word of mouth
    13. 13. Friends influence friends
    14. 14. Facebook products
    15. 15. Pages Applications Premium ads Marketplace ads Social plug-ins
    16. 16. A new ad model Develop deep relationships with your audience 1. Build a Page 2. Advertise to increase connections 3. Publish to your network
    17. 17. Fan Pages
    18. 18. Facebook Page Brand information Multi-media content Applications Real-time conversations And more...
    19. 19. Facebook Page Profile Picture JPG, GIF or PNG Blurb Box 130 characters Left column Static, 200 px Main column Dynamic, 540 px Tabs 6 visible tabs, option for more Status 420 characters Wall Real-time updates Fan & Brand content
    20. 20. Facebook Page Wall Tab Settings Info Tab Settings
    21. 21. Facebook Page Wide Column 380 px Narrow Column 200 px Photos Videos Discussion Boards Events Static FBML Reviews Other Platform Applications Boxes tab
    22. 22. Facebook Page • Real-time publishing • Same as on user profiles • Multi-media functionality • Post text, photos, videos, links etc. • Dialogue with users Publishing
    23. 23. Premium Ads
    24. 24. Premium Ads Event Video commenting Poll Virtual gift Sampling Like
    25. 25. 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
    26. 26. 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
    27. 27. Like Premium Ad 1. Click the Like button to connect with the brand 2. You are now connected
    28. 28. 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
    29. 29. 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!
    30. 30. 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
    31. 31. Event Premium Ad 1. RSVP to event 3. Add personal message2. Invite friends
    32. 32. 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
    33. 33. Poll Engagement Ad 1. Respond to poll 3. See your friends’ results2. See results
    34. 34. Marketplace Ads
    35. 35. Reach block Reach 100% of all targeted users in one day Reach Block served in premium inventory page
    36. 36. 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
    37. 37. Go where your audience is going Reach Block on premium inventory pages
    38. 38. Reach Block Brand lift Better ROI Organic impressions
    39. 39. 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
    40. 40. Comparisons Home 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 2009 PRICING SUBJECT TO CHANGE
    41. 41. demo and geo targeting category targeting keyword targeting Targeting
    42. 42. 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
    43. 43. 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
    44. 44. Applications
    45. 45. Social plugins • Add a social layer to your existing sites
    46. 46. Social plugins • Add a social layer to your existing sites
    47. 47. Best practices
    48. 48. 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.”
    49. 49. Facebook Ads tips
    50. 50. Use multiple creatives Example: home page Reach Block with multiple creatives
    51. 51. • Straightforward copy • Relevant imagery • Tie back to brand Be authentic
    52. 52. Make every word count 87 characters 131 characters 25 characters 15 characters
    53. 53. A/B test your ads
    54. 54. Use evocative imagery
    55. 55. 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
    56. 56. Tie events to causes Event ad Event Page
    57. 57. Highlight brand character
    58. 58. Have a Facebook Page
    59. 59. Facebook Pages tips
    60. 60. Promote with Engagement Ads Fan growth Proven, familiar to users, deeply integrated
    61. 61. Focus on publishing 10x views in Stream versus Page 22 posts by 20 people 1,260 likes 1,545 comments vs.
    62. 62. Keep it simple Make content eye-catching, universal, easy to consume
    63. 63. Innovate Comment box
    64. 64. Establish a consistent voice
    65. 65. Interact with and feature fans Join the conversation: Toyota Prius example Recognize Fan creativity: Kellogg’s Pop-Tarts example
    66. 66. Pace yourself Pace out your posts to maximize your impact Coca-Cola example: Tattoo Tuesday Publishing calendar
    67. 67. Analyze, adjust, and optimize Aggregate stats about all connections Demographic and geographic stats Insights Dashboard
    68. 68. Be timely and relevant Embrace timely opportunities to connect with Fans Vitamin Water: LeBron MVP award example Starbucks: New York Times article example
    69. 69. Case studies
    70. 70. Product awareness How 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
    71. 71. Customer acquisition ZipZapPlay 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
    72. 72. Build a brand Pedigree®
    73. 73. Build a brand Pedigree®
    74. 74. Build a brand Pedigree®
    75. 75. Brand awareness Dreamworld Australia Dreamworld Australia Facebook Page Event Premium Ad Fan Premium Ad Poll Premium Ad
    76. 76. Brand awareness Red Bull “Red Bull Stash” landing page Become a Fan Premium Ad Direct Response Ad
    77. 77. Brand awareness & trial Jelly Belly Event Premium Ad Become a Fan Premium Ads
    78. 78. Viewer intent The Travel Channel: Man v. Food Poll Premium Ad Fan Premium Ad Event Premium Ad
    79. 79. Cause awareness Kellogg Cares Kellogg Cares Page Video Comment Premium Ad
    80. 80. Brand awareness & trial Texas Pete Hot Sauce Fan growth over time Campaign Launch Sampling Premium Ad
    81. 81. Brand launch 2degrees Mobile (New Zealand) Fan growth over time Reach Block Fan Premium Ad
    82. 82. Movie launch Universal Pictures: Bruno Fan growth over time Event Premium Ad Fan Premium Ad
    83. 83. Brand awareness Sephora Virtual Gift Premium Ad Organic home page impression
    84. 84. Product test Splenda® Mist Splenda Mist Facebook Page Splenda Mist Sampling Application
    85. 85. Drive ticket sales Lionsgate: Saw V Fan Premium Ad Virtual Gift Premium Ad
    86. 86. Product awareness Wendy’s Virtual Gift Premium Ad
    87. 87. Success Stories
    88. 88. Special promotion JetBlue Home Page Premium Ad Marketplace Fan Ad JetBlue sweepstakes
    89. 89. Increase connections & awareness Subway Subway Eat Fresh, Eat Free Sweepstakes Become a Fan Premium Ads
    90. 90. Increase connections Southwest Airlines Become a Fan Premium Ads
    91. 91. Product launch Microsoft Windows 7 Become a Fan Premium Ads
    92. 92. Product launch Vitamin Water Vitamin Water Facebook Application
    93. 93. Cause awareness General Mills: Cheerios Become a Fan Premium Ads
    94. 94. Brand awareness Honda Social Experiment Multiple Premium Ad creatives
    95. 95. Drive sales JC Penney JCPenney Facebook Page Fan Premium Ads
    96. 96. Promotion awareness Starbucks Starbucks Facebook Page Fan Premium Ad Event Premium Ad
    97. 97. Increase connections Best Buy Fan Premium Ads Best Buy Facebook Page
    98. 98. Increase engagement Nike Livestrong Video Comment Premium Ad Lance Armstrong’s Facebook Page
    99. 99. Increase connections, engagement Levi’s Video Comment Premium Ad Fan Premium Ad Levi’s Facebook Page

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