Facebook’s New Thing and Next Thing: Social’s Impact on B2C Marketing

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Discover how businesses are tapping into the $1 trillion opportunity available on Facebook. Nick Shah, Ampush's Co-Founder and Chief Product Officer, shares how Facebook has transformed the way businesses connect with consumers thanks to News Feed. During this presentation, Shah highlights the massive opportunity News Feed gives advertisers because it allows hyper-targeting and discovery of new consumers in a way that has never existed in human history.

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Facebook’s New Thing and Next Thing: Social’s Impact on B2C Marketing

  1. 1. Facebook’s New Thing and Next ThingSocial’s Impact on B2C MarketingNick ShahCo-Founder & Chief Product Officer
  2. 2. 3Today’s Agenda• Our Purpose at Interactive Insights• “The Era of the News Feed”• “The Era of Open Graph”
  3. 3. 4$1 Trillion Annual Value1810 1835 1860 1876 1908 1920 1933 1940 1956 1974 1990 2005Last 200 Years: Innovations in Media & Connectivity*Mckinsey Global InstituteInfluences Spending, Knowledge Sharing, ProductivityBig Opportunity, Lots of Complexity
  4. 4. 5News Feed• Facebook boasts 600 million mobile monthly active users, including 114 million in the U.S.• 30% of time spent on the top 10 mobile properties in the U.S. and 25% of time spent on apps• Users spend on average nearly 9 hours per month on Facebook via their mobile devices• An Unparalleled discovery platform with the ability to generate demand and infer intent
  5. 5. 6Success on News Feed Requires Referred IntentDeliver hyper‐personalized content to users to drive engagementPersonalization1Leverage analytics of earned media to amplify message and catalyze viralityAmplification3User engagement creates stories that generate earned media impressions from ‘voice of friend’Virality23 Steps to Generate Referred Intent:Referred IntentThe powerful force that drives people to try things their friends likeReferred IntentThe powerful force that drives people to try things their friends like
  6. 6. 7The Economics of Referred IntentPromoting a Movie TrailerPage Posts1 Virality3Promote Posts2 Amplification4Maxine Schlein commented on Great Gatsby’s videoCANNOT WAIT FOR THIS MOVIE! Greatest book ever!‐ Owned Media‐ Fans: 1MM‐ Reach: 100K‐ Watch Rate: 1%‐ Trailer Views: 1,000‐ Cost: $0‐ Paid Media‐ Reach: 2MM‐ Watch Rate: 0.5%‐ Trailer Views: 10,000‐ Cost: $2K ($1 CPM)‐ Cost per View: $0.20‐ Earned Media‐ Reach: 330K‐ Watch Rate: 2%‐ Trailer Views: 6,600‐ Cost: $0‐ Amplified Earned‐ Reach: 3.3MM‐ Watch Rate: 2%‐ Trailer Views: 66K‐ Cost: $3,300‐ Cost Per View: $0.05
  7. 7. 8The Economics of Referred IntentAs Voice of Friend % Increases…Campaign LifetimeActionsCost Per ActionCost
  8. 8. 9News Feed Goes Beyond BrandVertical Success: E‐Commerce, CPG, Travel, Mortgage, Education, Cable/Satellite; Major focus on DR in 2013Product Enhancements:Ad TypesTargetingPlacementMeasurement• News Feed – 20x+ Engagement • Mobile vs Desktop• Sponsored Stories• Unpublished Page Posts, Promoted Posts• Mobile App Installs• FBX, Custom Audiences, Look Alike Audiences• Broad Categories, Partner Categories• Location Based*, Search*• View Through Tracking• Datalogix and other 3rd Party• oCPM, CPA Bidding
  9. 9. 10Open GraphFacebook PlatformOpen GraphTechnology that allows any digital asset to plug into the open graphUbiquitous identity network mapping attributes, activity and relationshipsFacebook.comMassive website with 20% of Total Internet Pages
  10. 10. 11Leveraging Open Graph forReal Time InsightsPoint-of-SaleWebsiteLanding PageAdvertisementPoint-of-SaleWebsiteLanding PageAdvertisementUser arriveswith authenticdigitalidentifierUser arriveswith authenticdigitalidentifierIdentifier used torender personal,social, optimalexperienceIdentifier used torender personal,social, optimalexperience
  11. 11. 12Still Early for Open Graph…but Massive PotentialFeatures Potential Benefits‐ Ubiquitous, Authentic Identity Network‐ ‘Always‐Logged‐On’ State given Mobile‐ User Privacy Controls‐ Ability to append 3rd party data seamlessly to Social data‐ Unifies the B2C CRM‐ Personalized experience‐ Social discovery‐ More optimal content (Product Recommendations)‐ Dynamic pricing‐ Enhanced distribution through integration with News Feed‐ Deals/Coupons/LoyaltyAsk Ampush about Project YOGA!
  12. 12. 13Conclusion• Facebook - Transformational platform to connect businessesand consumers• News Feed – Massive hyper-targetable discovery platform– Drive meaningful impact by leveraging Referred Intent and theeconomics of virality• Open Graph – Still in its infancy, but potential to power real-time personal insights for B2C• QUESTIONS? COMMENTS?• Contact: nick.shah@ampush.com

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