Social Media Week 2013 - Has Facebook Found the Pathway to Mobile Nirvana
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During Social Media Week 2013, I chaired a panel exploring the question if Facebook had found the pathway to mobile nirvana. The debate was between an agency, a Strategic PMD and two mobile app publihsers and marketers. This deck was my introduction where I put forward various reasons why I believe that Facebook as found the right way forward, including: + Audience and scale + News Feed + Tools including native ad units and custom audiences
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Social Media Week 2013 - Has Facebook Found the Pathway to Mobile Nirvana
- 1. Has Facebook found the pathway to mobile nirvana?
- 2. 20M people check Facebook everyday in the UK
- 3. The power of News Feed 40% of time spent is in News Feed > 180b News Feed impressions daily 10x Higher ad recall per Page post vs. right-hand side
- 4. Native ad units that use the power of News Feed & screen size Custom Audience targeting that leverages your existing customer relationships 2 examples of how Facebook is making mobile ads work it
- 5. The Olds Don't Know Where Facebook Is By Becca Hafter …For millennials, a generational descriptor which we are tasked with reclaiming, Facebook is the assumed space in which life occurs…
- 6. As Mary Meeker stated: Mobile is helping drive users and revenue for Facebook Q1:12 Q2:12 Q3:12 Q4:12 Q1:13 Q2:13 Ad Revenue ($m) $872 $992 $1086 $1329 $1245 $1599 Ad Revenue Mobile $139 $250 $399 $656 % from Mobile -- -- 14% 23% 30% 41% Total MAUs (m) 911 955 1007 1056 1110 1155 Mobile MAUs (m) 488 543 604 680 751 819 % of Total MAUs 54% 57% 60% 64% 68% 71% Source: Facebook
- 7. Simon Baptist, Creating international growth through culture, marketing, relationships & strategy https://www.linkedin.com/in/simonbaptist https://twitter.com/simon_baptist
Editor's Notes
- Introduction: I am Simon Baptist and will be chairing this discussion on the debate if Facebook has found the pathway to mobile nirvana? In terms of how this will work, everyone will give a short presentation and then we will get onto the panel discussion but I do really want everyone in the audience to get involved. From my perspective – I want to tell you a few reasons why I believe the answer is yes. The scale and reach of Facebook mobile usage The power of News Feed A couple of the tools Facebook provides, a) Native ad units b) Custom Audiences A look at what Facebook means A breakout of the revenue and usage contribution as highlighted by Mary Meeker
- In there Q2 earnings, Facebook shared some of their usage stats including for the first time breaking out specific numbers on the UK. This showed that 20 million people check Facebook everyday in the UK, now let’s put aside that the average Facebook user checks their profile 15 times a day and put some context to this number. At it’s peak of success, 10 million people watched an Xfactor show and overall generated £100 million revenue for ITV. Everyday, Facebook has double that audience on mobile.
- We have established that people are on Facebook in a large amount, I would like to suggest that New Feed has incredible power and is very well suited to the typical mobile form factor
- The are a number of different tools that Facebook provides to advertisers to have success with mobile. Two examples are: Native ad units that use the power of News Feed & screen size Custom Audience targeting that leverages your existing customer relationships
- Becca Hafter | Before showing this slide. Pause and question the audience about who is on Facebook? Most people will raise their hands. Then ask how is on Facebook right now. From there, show this slide and delve into how it’s a bit of a trick question. Read the quote and then explain about how the grammar of the question is key to understand. That is…by saying are you on Facebook, for a lot of people – the assumption is now that this means you are using it at a given moment
- Finally – when putting it all together. Yes – Facebook has found the pathway to mobile nirvana, that is Facebook Has the audience and scale Has News Feed Provide tools to advertisers, including native ad units & custom audiences Is being used by people But the truth is in the numbers and if it’s good enough for Mary Meeker, it’s good enough for Simon Baptist. Mobile is helping drive users and revenue for Facebook
- https://twitter.com/simon_baptist https://www.linkedin.com/in/simonbaptist