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Facebook mobile

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Monetizing social discovery …

Monetizing social discovery
Sponsored stories as content … with benefits on Mobile
Organic post targeting for pages
Top Facebook News since IPO
Timeline for Mobile
New features: Post Saving, Pages you may like
Some Statistics in BE, FR

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  • http://www.businessinsider.com/bii-reports-how-facebook-is-trying-to-monetize-mobile-2012-7
  • http://www.adparlor.com/http://news.cnet.com/8301-1023_3-57480276-93/facebook-ads-looks-like-theyre-more-effective-on-mobile/REPORTs:1) http://www.adparlor.com/pdfs/AdParlor_Report_State_of_Facebook_Mobile_Advertising.pdfThe data we looked at was strictly page like sponsored stories in an attempt to drive new fans to a brand’s fan page via advertising in the mobile news feed. This report does not look at any page post sponsored stories. 2)Twitter: http://venturebeat.com/2012/07/19/facebook-mobile-ads-ctr-cpm/3) http://news.cnet.com/2300-1023_3-10013122-5.html
  • http://www.insidefacebook.com/2012/07/31/facebook-to-introduce-additional-targeting-for-page-posts-including-age-and-gender-segmenting/
  • http://techcrunch.com/2012/07/26/facebook-news/http://online.wsj.com/article/SB10001424052702304141204577510951953200634.html
  • Kids:Younger market (13 and 15) is attractive target withlower CPC than above 16. More interactive as more familiar with content on mobileBut children’s advocate require cautionPotential tweak: not serve ads to kids but to their parentsiOS 6:won’t increase user base 3X as Twitter receivedBut likely to increase amount of content A lot of data about apps/content liked on apple worldBut risk of oversharingSources:http://news.cnet.com/8301-1023_3-57480276-93/facebook-ads-looks-like-theyre-more-effective-on-mobile/http://news.cnet.com/2300-1023_3-10013122-5.htmlhttp://facebookadvanced.com/facebooks-fast-track-mobilization/
  • http://www.macgasm.net/2012/07/31/facebook-adds-read-it-later-functionality-to-mobile-apps/
  • http://www.insidefacebook.com/2012/08/02/facebook-adds-sponsored-stories-to-pages-you-may-like-mobile-module/
  • http://www.slideshare.net/iabmexico/iab-global-mobile-anthology (April 2012)BE Mobile voice Sub: 8mBE Mobile data Sub: 1.4 m (mobile internet penetration for 16+ = 17%)Only 13% of BE mobile internet users used the medium to find info, product, brands.http://www.mvfglobal.com/belgiumBy Google May 2012: Belgium: http://services.google.com/fh/files/blogs/our_mobile_planet_belgium_en.pdfFrance: http://services.google.com/fh/files/blogs/our_mobile_planet_france_en.pdfMobile OS:http://gs.statcounter.com/#mobile_os-BE-monthly-201204-201208-bar
  • Transcript

    • 1. What’s next for FB Mobile? @ogillin 07/2012
    • 2. Agenda• Monetizing social discovery• Sponsored stories as content … with benefits on Mobile• Organic post targeting for pages• Top Facebook News since IPO• Timeline for Mobile• New features: Post Saving, Pages you may like• Some Statistics in BE, FR
    • 3. Monetizing social discovery• users really dont like traditional mobile ads: On mobile phones, consumers are most likely to pay attention to sponsored stories or links over other forms of ads, according to a new study from Prosper Mobile Insights.• But, the real key is monetizing social discovery: In the same study from Prosper Mobile Insights, consumers cited relevance as the mobile ad factor most likely to draw their attention. Social discovery -- the use of social apps on mobile devices to find nearby people and places that are most relevant to what users are doing at that particular moment -- may be the key business model to make social work on mobile.
    • 4. Sponsored stories as content … with benefits on Mobile5/5/12 FB Sponsored stories onmobileCTR 15x higher (1.3% vs 0.086%)Clicks 30% cheaper ($0.42 vs $0.6)BUT CVR (Conversion) is 16%lower "They arent even seeing them as ads” "Theyre just seeing them as organic stories.” Based on 200 million ad impressionsFans coming from mobilecomment 22% more than desktopusers.Mobile users "like" posts 63%more than non-mobile users.Promoted Tweets engagement rate 1% - 3%
    • 5. Organic post targeting for pages• The full set of characteristics that can now be targeted include: – Age – Gender – Interested In – Relationship Status current – Education – College Grad: College Name, Major – In College: College Name, Major, Years – In High School – Workplace – Plus the old options: Language, and Location: Country, State, City• only apply to News Feed distribution.• All posts will remain visible from the page’s Timeline. This will allow the friends of fans who don’t meet the targeting criteria to see stories about their friends Liking or commenting on the post.• deprecating an option to publish updates to users who clicked Like buttons on Open Graph objects around the web, so this upcoming targeting option for pages could be a replacement.• interest-targeting will not be an option for now. New
    • 6. Top FB News since IPO• 5/30: Facebook Rolls Out ‘Promoted Posts” Feature [Inside Facebook] - Promoted Posts is designed to make it easy for small businesses to pay for more impressions in the news feed• 6/5: Buy Mobile-Only Ads On Facebook• 6/11: Apple Gives FB Deep Integration Into iOS 6• 6/13: Facebook Exchange: A New Way For Advertisers To Target Specific Users With Real-Time Bid Ads• 6/19: They Work! Facebook Mobile Ads Are Clicked 13X More, Earn 11X More Money Than Its Desktop Ads• 6/21: Problems For Monetization: Lawsuit Forces Facebook To Let You Opt Out Of Sponsored Story Ads• 6/22: Facebook Ads and Sponsored Stories Are Now Running On Zynga.com, Previewing A FB Ad Network• 6/27: Facebook Now Lets You “Like” and “Follow” Someone In Any App, Get Their Updates In News Feed - All part of Facebook’s plan to become the only news feed you need, and monetize attention with ads.• 7/6: NOT LAUNCHED: New Mobile Target Ads Based on App Usage• 7/12: The Facebook Tweak That Killed A Billion-Dollar Industry [CNN Money] - The switch to the Timeline design for Pages reduced traffic to some Page apps by up to 90%.• 7/19: Facebook Begins Testing Sponsored Results, Its First Search Typeahead Ads• 7/25: Zynga Explains “Challenging” Q2: Facebook Platform Changes - Facebook aiding discovery of new apps over the most popular ones led to revenue decreases, causing its stock price to plummet.
    • 7. What’s next?Mobile inventory to grow (org. growth, +kids, iOS 6)Better Targeting based on location (OS only now)Deeper tracking (Cost-Per-Install FB store)BUT still limited by size, need new model (ARPUdown)
    • 8. Timeline for Mobile• 01/12 Mobile Timeline 07/12 on Mobile Pages !! !! + call 1 scroll down
    • 9. Be awareLogged out Logged in 1 scroll down
    • 10. FB Post Saving Options on MobileAnother tool for brands?Emphasize quality contentPotentially a new metricfor judging contentquality, similar to“favorited Tweets”
    • 11. Sponsored Stories to “Pages you may like” mobile moduleStarted in June withoutsponsorsIncrease mobile inventoryEffect on CTR TBDFrom “Recommendedpages” on desktop: mix ofsuggestion or sponsoredstories only ? TBD
    • 12. Some Statistics BE FRPopulation 11m 65.4mInternet Population 8.5m 50.3mFacebook 4.6m (Netlog 4m) 24mSmartphone 2.4m (22%) 24.8m (38%)populationMobile Social Network 1.7m (71% frequently) 17m (70% frequently)(of smartphone) 750k (31% daily) 9.4m (38% daily)Other smartphone Email (47%), Search Email (62%), Searchactivities (36%), internet daily (48%), internet daily (39%) (39%)Mobile OS iOS 53%, Android 32%, iOS 54%, Android Nokia 7%, Blackberry 35.3%, Bada 2.4%, 2.2%, Win 1.6% Nokia 1.8%, Win 1.3%

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