This document provides an overview of Facebook as a social media platform for brands. It discusses key metrics like Facebook's large user base and time spent on the platform. It also outlines Facebook's pillars of identity, social graph and sharing. Additionally, it describes various advertising options for brands like premium ads, pages, and case studies of brands that have successfully used Facebook for objectives like awareness, engagement and sales.
14. Identity
Identity, social graph
& authentic
connections
Platform
Technology
underpins and
enables
Sharing
Sharing via social
graph ā evolving
over time
Facebook is built on 3 pillars
Underpinned by technology
26. Facebook Page
ā¢ Real-time publishing
ā¢ Same as on user profiles
ā¢ Multi-media functionality
ā¢ Post text, photos, videos, links etc.
ā¢ Dialogue with users
Publishing
29. Premium Ads
Users can engage with ads the same
way they interact with other content on
Facebook
Users donāt have to leave their home
page
Engagement sparks organic sharing to
the userās friends, giving advertisers
viral impressions
30. 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
31. Like Premium Ad
1. Click the Like button to connect
with the brand
2. You are now connected
32. 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
33. 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 ālikeā video during play.
3. At the end, click to brand Page
or share video with friends
I love Virgin America!
34. 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
36. 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
39. Reach block
Reach 100% of all targeted users in one day
Reach Block served in premium inventory page
40. Reach Block
ā¢ 100% of targeted users see your ad as their first 3
premium impressions
ā¢ Then, up to 2 additional premium impressions to
reach the impression goal
ā¢ Reach Blocks and premium impressions always
have 100% share of voice
41. Go where your audience is going
Reach Block on premium inventory pages
43. Benefits of Reach Block
Performance and pricing
āŖ Organic impressions
āŖ 2-3x more organic impressions are generated for
a reach block versus a standard campaign with
paid media over a period of time
āŖ Brand lift
āŖ 11 of our top 15 campaigns, as measured in
terms of brand lift, used reach blocks
āŖ Volume pricing for impressions
44. 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
47. When a user engages with an ad
A custom targeting cluster of similar users is formed
Learned Targeting
ā¢ Facebook analyzes the users
who have engaged with your ad
ā¢ We look at:
ā¢ Keyword interests
ā¢ Demographic
ā¢ Past ad click history of all of
our users
ā¢ Only Facebook can aggregate
these three sources to find your
consumers
52. Guiding principles for brands
1. Make it social.āThatās what I do on Facebook.ā
2. Keep it simple.āIf I understand something, Iām more likely to try it.ā
3. Optimize for speed.āIf itās fast, Iāll do more of it.ā
4. Integrate.āKeep it within my Facebook experience.ā
59. Create practical virtual gifts
Examples of past virtual gifts
ā¢ Make gifts social, easy
to share
ā¢ Use simple, iconic
images
ā¢ Be conversational
ā¢ Avoid small fonts, busy
backgrounds
69. Interact with and feature fans
Join the conversation:
Toyota Prius example
Recognize Fan creativity:
Kelloggās Pop-Tarts example
70. Pace yourself
Pace out your posts to maximize your impact
Coca-Cola example:
Tattoo Tuesday
Publishing
calendar
71. Analyze, adjust, and optimize
Aggregate stats
about all
connections
Demographic
and geographic
stats
Insights Dashboard
72. Be timely and relevant
Embrace timely opportunities to connect with Fans
Vitamin Water: LeBron
MVP award example
Starbucks: New York
Times article example
74. 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:
ā¢Facebook ads were more effective at
increasing the companyās exposure than other
types of click-through ads by driving referrals
to its website
ā¢70 percent year-over-year increase in
company sales as a direct result of its
Facebook ad campaign
75. Customer acquisition
ZipZapPlay
ZipZapPlay Facebook Ads
Objective:
Encourage user acquisition
Solution:
Facebookās keyword target filtering
Key Results:
Over 100 million impressions
āWithout going into specific numbers, the
ads have been critical in driving our traffic
and our revenue so far. Theyāre one of the
key pieces of our strategy.ā
-Curt Bererton, CEO ZipZapPlay