Owen O'Donoghue - Facebook

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  • Title Page/Section I: How your business will be better in a connected worldSpeaker notes: Today I want to talk about how your business will be better in a connected world. Let’s start with what it means to be connected. I want to share a video that shows how the story of our lives is filled with the people and things we care about.
  • Businesses will be better in a connected worldSpeaker notes:Businesses have always looked for ways to connect to people. But why just reach a big audience, or just count clicks, when you can build essential connections with Facebook?Businesses will be better in a connected world.
  • Section II: Connecting 800M people and their friends to the things they care about.Now I want to talk about how Facebook helps businesses take advantage of this connected world.
  • Connecting people and their friends to the things they care about. Speaker notes:Facebook connects people and their friends to the things they care about. People build connections over time, inviting and approving only the people they want to connect and share with. At Facebook, we call these people “friends”. The place where all this sharing happens is on the Home Page, or as we call it, the “News Feed.”
  • Businesses can connect to customers on FacebookSpeaker notes:Facebook also connects people to things they care about.At Facebook, we say we “like” these things that are essential to our lives.This includes businesses.Businesses aren’t just welcome on Facebook they’re essential.In fact, nearly 100 million Page likes happen every day.This is people choosing to connect to businesses.At Facebook we call these people “fans.”When people connect to a business on Facebook, the business has a direct connection with them and an opportunity to engage them in conversation.
  • Businesses can connect to their customers’ friends(cont.)Speaker notes: This can be shown even simpler, as in this series of circles. You have a customer, who is connected to a business. Then there are the customer’s friends who hear about the business from their friend.Some of them engage and also become customers.People engage with businesses, people share with their friends, and businesses reach new people who are more likely to listen.
  • These connections are happening on a massive scale Speaker notes:At Facebook, these connections are happening on a massive scale.
  • These connections are happening on a massive scale (cont.)Speaker notes:Today there are 800 million people on Facebook.They form a living map of human connections. 350 million of those 800 million use Facebook on their mobile devices.
  • These connections are happening on a massive scale (cont.)Speaker notes:This means conversations and sharing are happening at a scale never seen before. Today, and every day…2B posts are liked and commented on500M users are logging in and250M photos are being uploadedFacebook is the global scale of television and the precision of direct, delivered around the simple intimacy of trusted connections between friends.
  • Section III: Social technology that drives business growth
  • We build social technology that drives business growthFacebook offers social technology to help you build essential connections with people: We offer Pages to connect to people, Ads to reach people and their friendsAnd technology to make your business more engaging. 
  • The first step is to connect with people through your Page
  • Pages to connect with people[RESOURCES]Best practices on how to post on your Page: https://na7.salesforce.com/sfc/#version?selectedDocumentId=069A0000000NAPPIA4[VALUE PROPOSITION][click] First, establish your presence on Facebook by building a Page.Upload photos and information to express your business.This is your home on Facebook, where everything starts.[click] Then you need to Engage with people by posting content on your PageThis is how you can communicate with your audience. You canShare photos, videos, and linksPost updates, offers, and eventsAsk questions and join the conversation[RECOMMENDED USE][click] You also want to grow your connections: We recommend connecting with at least 10% of your customer base through Facebook. You can do this by having an always-on postingstrategy for your essential messages. Global businesses report that 10% of their customer base are the most engaged and most passionate about their products.  These are the influencers, and it is important that they are connected to your Facebook Page to engage with your business and tell friends about their experiences.[RESULTS]That’s why 100M Page “likes” happen every day
  • Once you have a Page to connect with people, it’s really simple to reach them and their friends through Ads
  • Technology to make your business more engaging Now let’s talk about technologies to make your business more engagingFacebook works closely with many clients to develop customized solutions that make their entire business more social. This can be as simple as integrating social plug-ins on a business' website that allow customers to like various products. Or it can be as innovative as embedding Facebook into a car's navigation system.
  • Technology to make your business more engaging [VALUE PROPOSITION]The first type of technology we want to talk about is Social Plugins, - which can make your website more engaging with a simple line of code. But before you consider Social Plugins for your website, it is important to understand if it makes sense for your business[RECOMMENDED USE]Do you have an audience on your WebsiteAnd, is driving traffic to your website key for sales and business growthThen implement Social Plugins to let users share their favourite products with their friends, in real-time while on your site.[RESULTS]Lots of businesses have been able to achieve great results by making their website more social. American Eagle: American Eagle saw results with a simple integration of our Social Plugin. The company put a like button on all of the products featured on their website so that people could share products with friends. As a result, Facebook referred visitors spent an average of 57% more than non-Facebook referred visitors.Levis saw an increase in online sales in its new workwear line through ads and plugin integration. Now they have integrated social on their website in many different ways – they have a “friends” page where you can see jeans based on what your friends like, and share your engagement with the website in many ways.[RESOURCES]
  • Technology to make your business more engaging [RESOURCES]“f8 for Marketers” guide (please attach it to your email to clients): http://www.fburl.com/?key=2133471“f8 for Marketers” slides, to walk clients through what f8 announcements mean for them, with speaker notes:http://www.fburl.com/?key=2133470(Keynote);http://www.fburl.com/?key=2133468 (Powerpoint);f8 Master FAQs: http://www.fburl.com/?key=2127836. Internal f8 Sales-focused FAQs: http://www.fburl.com/?key=2131540[VALUE PROPOSITION]A deeper integration of our Platform, which may require a greater commitment - is Apps. You can have an app on Facebook or on your website, and you can have the activity from your app also appear on people’s Timeline, in News Feed and in Ticker. Some types of Apps require a deeper understanding of Facebook’s platform, and therefore, don’t make sense for a majority of businesses. It is important to understand how an app will help your business build essential connections.[RECOMMENDED USE]Do you have an audience on your website or Page – deeper, more customized integration can be beneficial if you already have a large audience. You should also determine whether that audience is on your page or your website, as that will dictate where you want to drive peopleDo you have both the budget and technical resources to build and promote an app. (20% build, 80% promotion). Building Apps will require developers, but you will also need to invest time and money in promoting the app, if you want to increase app usage.Do your customers already engage with your business on an ongoing basis. You want to make sure that people use your app on a repeated basis, and not just once. This will also allow you to generate stories and leverage sponsored stories.If these requirements apply to you, then consider building Apps to engage people in new and long-lasting ways. [RESULTS]
  • Success stories
  • Owen O'Donoghue - Facebook

    1. 1. How your business will bebetter in a connected world Owen O’Donoghue | Global Marketing Solutions
    2. 2. The web Facebook worldWeb 2.0 + The Basic HumanDesire to Belong = A World GoneSocial
    3. 3. Not just reach. Not just clicks.BUILDING ESSENTIALCONNECTIONS Owen likes TravelHuddle
    4. 4. SECTION IIConnecting 800M people and theirfriends to the things they care about
    5. 5. Businesses can connect to their customers’ friends
    6. 6. These connections are happeningon a massive scale
    7. 7. These connections are happeningon a massive scale 800M 350M People on Facebook Facebook mobile users
    8. 8. Today, and every day… 2B 500M 250M posts are liked and users log in photos are uploaded commented on
    9. 9. SECTION IIISocial technology thatdrives business growth
    10. 10. We build social technologythat drives business growth Pages Ads Technology
    11. 11. Pages to connect with people Pages Ads Technology
    12. 12. Pages to connect with people Build a page Post pictures and information that express your brand Engage people Post content that people want to engage with and tell their friends about Grow your connections Connect with at least 10% of you customer base as fans because these are the people you need talking about youSource: Nielsen report, Q3 2011; Chadwick Martin Bailey
    13. 13. Ads to reach people and their friends Pages Ads Technology
    14. 14. Targets based on user info Basic Age, gender, geography, relationship, language Work and Education InterestsFriends Music, Movies, Books, Apps, Pages, Websites
    15. 15. Ads to reach people and their friends Page Like Sponsored Story Page Post Like Sponsored Story App Shared Sponsored Story Domain Sponsored Story
    16. 16. Technology to make your business more engaging Pages Ads Technology
    17. 17. Technology to make your businessmore engaging: Social Plugins Do you have an audience on your website? Is driving traffic to your website key for sales and business growth? Then implement Social Plugins to let users share their favourite products with their friends, in real-time while viewing your site.
    18. 18. Technology to make your businessmore engaging: Apps Do you have an audience on your website or page? Do your customers already engage with your business on an ongoing basis? Do you have both the budget and technical resources to build and promote an App (20% build, 80% promotion)? Then consider building Apps to engage people in new and long-lasting ways.
    19. 19. Success Stories
    20. 20. 1,400% increase in revenue driven by Facebook YOY for the second quarter 201165,000 unique entries to the competition
    21. 21. 2x more engagement from Facebook usersFacebook: Building Essential Connections
    22. 22. 42knew fans in 1 daywith SponsoredStories
    23. 23. owenodonoghue@fb.com

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