Monday, 14 March 2011
Monday, 14 March 2011
It’s all about people         Paul Borrud         March, 2011Monday, 14 March 2011
Quiz       How many users (globally) access       facebook via a mobile device ?Monday, 14 March 2011
Quiz       How many users (globally) access       facebook via a mobile device ?        a. 150,000        b. 200 Million  ...
Quiz       How many users (globally) access       facebook via a mobile device ?        a. 150,000        b. 200 Million  ...
Quiz        How many photos are uploaded to        facebook every month globally?Monday, 14 March 2011
Quiz        How many photos are uploaded to        facebook every month globally?         a. 3 Million         b. 3 Billio...
Quiz        How many photos are uploaded to        facebook every month globally?         a. 3 Million         b. 3 Billio...
QuizSince social plugins launched in April,2010, an average of ________ newwebsites integrate with Facebookevery dayMonday...
QuizSince social plugins launched in April,2010, an average of ________ newwebsites integrate with Facebookevery day      ...
QuizSince social plugins launched in April,2010, an average of ________ newwebsites integrate with Facebookevery day      ...
Facebook in         AustraliaMonday, 14 March 2011
Active users in Australia        10M         5M         0M             2008                                    2009   2010...
Active users in Australia        10M         5M                                                             +10           ...
Australia demographic breakdown        Source: Facebook internal data, Worldwide, June 2010Monday, 14 March 2011
Australia demographic breakdown                                                                       Age                 ...
Australia demographic breakdown                                     Gender                                   Age          ...
Engagement in Australia                                                                                                   ...
Monday, 14 March 2011
Monday, 14 March 2011
Monday, 14 March 2011
Monday, 14 March 2011
Monday, 14 March 2011
Tom Arrix   great weekend with the familyMonday, 14 March 2011
Fabio Freyre          I was reminded of the                        beauty                        of life when I became an ...
1 2 3           The web is                 The Web is                reorganizing                around                peo...
Average hours per month            7.5hr                                       1hr                                        ...
Source: http://www.youtube.com/watch?v=9XzpDSRdARY&feature=relatedMonday, 14 March 2011
Source: http://www.youtube.com/watch?v=9XzpDSRdARY&feature=relatedMonday, 14 March 2011
Website:           http://www.facebook.com/pages/Betty-Whit...                        Personal Information:               ...
Skip is cutting                                                        this for me  ©2010 NBC Studios, Inc. Distributed by...
The web is being        rebuilt around peopleMonday, 14 March 2011
The web is being        rebuilt around people                 Browse                    90’sMonday, 14 March 2011
The web is being        rebuilt around people                 Browse    Search                    90’s    00’sMonday, 14 M...
The web is being        rebuilt around people                 Browse    Search   Discover                    90’s    00’s ...
Globally, borders are being        replaced with connections                           600M   users worldwideMonday, 14 Ma...
Globally, borders are being        replaced with connections                           600M   users worldwideMonday, 14 Ma...
Industries are transforming        by reorganizing around        peopleMonday, 14 March 2011
Gaming is reorganizing      around people                        FarmVille        XBox                                    ...
News is reorganizing      around people                        NY Times   Twitter      CNN                                ...
Shopping is reorganizing      around people                        Amazon       Groupon                                 up...
1 2 3            The web is                 reorganizing                 around                 peopleMonday, 14 March 201...
Businesses are reorganizing    around people                        • Product                        Development          ...
Product development is being    reorganized around peopleMonday, 14 March 2011
Product development is being    reorganized around peopleMonday, 14 March 2011
Product development is being    reorganized around peopleMonday, 14 March 2011
Customer service is being    reorganized around peopleMonday, 14 March 2011
Marketing is being    reorganized around peopleMonday, 14 March 2011
Marketing is being    reorganized around peopleMonday, 14 March 2011
Marketing is being    reorganized around peopleMonday, 14 March 2011
Marketing is being    reorganized around peopleMonday, 14 March 2011
Marketing is being    reorganized around peopleMonday, 14 March 2011
Marketing has always been a        mix of paid, owned and earnedMonday, 14 March 2011
Marketing has always been a        mix of paid, owned and earned                   Print            TelevisionMonday, 14 M...
Marketing has always been a        mix of paid, owned and earned                   Print    Websites                      ...
Marketing has always been a        mix of paid, owned and earned                   Print    Websites      Public Relations...
Marketing has always been a        mix of paid, owned and earned                    “ Some of today’s greatest success    ...
The ideal is more earned at                        the scale and predictabilityMonday, 14 March 2011
Facebook lets you create                        The ideal is more earned at                        “earned” and predictabi...
Fans are just the beginning                        brand   fanMonday, 14 March 2011
Fans are more valuable when     they impact their friends                        Facebook population 10                   ...
Fans are more valuable when     they impact their friends                        Facebook population 10                   ...
Fans are more valuable when     they impact their friends                         Facebook population 10                  ...
Fans are more valuable when     they impact their friends                                            Facebook population 1...
This is the NEW word of     mouth - it is twice as effective                                                              ...
This is the NEW word of     mouth - it is twice as effective                                                              ...
This is the NEW word of     mouth - it is twice as effective                    1.6X Stay cool this summer                ...
Facebook has two ways to      access the new word of mouth                             Premium                            ...
Premium Ads drive brand     impact                                                                        100% share of vo...
Marketplace Ads drive action                        •Auction-based pricing                        •Drive actions          ...
1 2              The web is                 reorganizing                 around                 peopleMonday, 14 March 201...
2x                        # of mentions                        over World CupMonday, 14 March 2011
9M+                        recommendations                        for CharityMonday, 14 March 2011
AdsMonday, 14 March 2011
Monday, 14 March 2011
Engagement Ads     Like Ads Polling Ads Video Ads Sampling AdsMonday, 14 March 2011
Sponsored StoriesMonday, 14 March 2011
Sponsored Stories                        A new product to drive word of mouth at scale    Value for users:    Recommendati...
Sponsored Stories                                                              Sponsored Stories                          ...
What’s NewMonday, 14 March 2011
PlacesMonday, 14 March 2011
Places                        See who’s checked                        in nearbyMonday, 14 March 2011
Places                        See who’s checked                        in nearby                        And tell your     ...
Places                        See who’s checked                        in nearby                        And tell your     ...
Deals                        A new way to connect with customers                          Reward customers when they      ...
Individual Deals                          ‣ Launch a new product, offer a promotion, or reward                            ...
Loyalty                Friend                        Deals                  Deals                          ‣ Reward your m...
Charity Deals                          ‣ Give back to the community and incentivize                            customers t...
Deals drive foot-traffic that                        turn into sales                        Conversion rate for people who...
Monday, 14 March 2011
Measurement         SolutionsMonday, 14 March 2011
Gain insights: Pages      Using Facebook Insights, Page owners      can more effectively track and      measure growth, sh...
Keys to Social         MarketingMonday, 14 March 2011
Its’ about     relationshipsMonday, 14 March 2011
Social fits                               Prin                                                t   within a                 ...
70/30Monday, 14 March 2011
Be authenticMonday, 14 March 2011
How could you                                   build around people?        each one of these slides        should have st...
Monday, 14 March 2011
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How to best use Facebook, Paul Borrud

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How to best use Facebook: a deep dive from Facebook Australia

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  • This presentation is great. The facts are fabulous - however some of them do not have sources, is anyone able to provide them to me?

    I believe there are also some videos contained within the presentation that wouldn't play - can anyone give me some further info on these? Reply by tweet @BrieParker
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  • This is an excellent social commerce presentation. Very practical and thorough. I'm going to share it with the Digital Design Strategy linked in group.

    Paul Bryan
    Usography
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How to best use Facebook, Paul Borrud

  1. 1. Monday, 14 March 2011
  2. 2. Monday, 14 March 2011
  3. 3. It’s all about people Paul Borrud March, 2011Monday, 14 March 2011
  4. 4. Quiz How many users (globally) access facebook via a mobile device ?Monday, 14 March 2011
  5. 5. Quiz How many users (globally) access facebook via a mobile device ? a. 150,000 b. 200 Million c. 50 MillionMonday, 14 March 2011
  6. 6. Quiz How many users (globally) access facebook via a mobile device ? a. 150,000 b. 200 Million c. 50 MillionMonday, 14 March 2011
  7. 7. Quiz How many photos are uploaded to facebook every month globally?Monday, 14 March 2011
  8. 8. Quiz How many photos are uploaded to facebook every month globally? a. 3 Million b. 3 Billion c. 300,000Monday, 14 March 2011
  9. 9. Quiz How many photos are uploaded to facebook every month globally? a. 3 Million b. 3 Billion c. 300,000Monday, 14 March 2011
  10. 10. QuizSince social plugins launched in April,2010, an average of ________ newwebsites integrate with Facebookevery dayMonday, 14 March 2011
  11. 11. QuizSince social plugins launched in April,2010, an average of ________ newwebsites integrate with Facebookevery day a. 5,000 b. 1,500 c. 10,000Monday, 14 March 2011
  12. 12. QuizSince social plugins launched in April,2010, an average of ________ newwebsites integrate with Facebookevery day a. 5,000 b. 1,500 c. 10,000Monday, 14 March 2011
  13. 13. Facebook in AustraliaMonday, 14 March 2011
  14. 14. Active users in Australia 10M 5M 0M 2008 2009 2010 Source: Facebook internal data, April 2010Monday, 14 March 2011
  15. 15. Active users in Australia 10M 5M +10 million users 0M 2008 2009 2010 Source: Facebook internal data, April 2010Monday, 14 March 2011
  16. 16. Australia demographic breakdown Source: Facebook internal data, Worldwide, June 2010Monday, 14 March 2011
  17. 17. Australia demographic breakdown Age 13-17 13% 35+ 33% 18-24 27% 25-34 27% Source: Facebook internal data, Worldwide, June 2010Monday, 14 March 2011
  18. 18. Australia demographic breakdown Gender Age 13-17 13% 35+ 33% Male Female 46% 18-24 54% 27% 25-34 27% Source: Facebook internal data, Worldwide, June 2010Monday, 14 March 2011
  19. 19. Engagement in Australia Daily 7+ hours 27 visits 62% daily Average time spent per user Average visits per user Active users log in (monthly) (monthly) (daily) Source: Nielsen June 2010 & Facebook Internal Data, June 2010Monday, 14 March 2011
  20. 20. Monday, 14 March 2011
  21. 21. Monday, 14 March 2011
  22. 22. Monday, 14 March 2011
  23. 23. Monday, 14 March 2011
  24. 24. Monday, 14 March 2011
  25. 25. Tom Arrix great weekend with the familyMonday, 14 March 2011
  26. 26. Fabio Freyre I was reminded of the beauty of life when I became an uncle for the first time todayMonday, 14 March 2011
  27. 27. 1 2 3 The web is The Web is reorganizing around peopleMonday, 14 March 2011 Businesses Marketing are reorganizing around Reorganizing around people
  28. 28. Average hours per month 7.5hr 1hr 56 1hr 1hr 56 Mins MSN YouTub Yahoo!7 FDMN News Source: Nielsen NetView - December 2010Monday, 14 March 2011
  29. 29. Source: http://www.youtube.com/watch?v=9XzpDSRdARY&feature=relatedMonday, 14 March 2011
  30. 30. Source: http://www.youtube.com/watch?v=9XzpDSRdARY&feature=relatedMonday, 14 March 2011
  31. 31. Website: http://www.facebook.com/pages/Betty-Whit... Personal Information: This is a page to encourage both Betty White AND Saturday Night Live that Betty would be a FANTASTIC choice to host SNL Personal Interest: Betty White will turn 88 years old on January 17, 2010. She is universally known and admired. In 2010, Betty will be entering her EIGHTH DECADE in show- business. What a way to honor her, as well as entertain countless millions of people the world over who adore her as an actress, as a tireless animal rights advocate, and as a fantastic comedian! PLEASE BECOME A FAN!!!Monday, 14 March 2011
  32. 32. Skip is cutting this for me ©2010 NBC Studios, Inc. Distributed by Broadway Video Enterprises. Courtesy of Broadway Video Enterprises and NBC Studios, Inc.Monday, 14 March 2011
  33. 33. The web is being rebuilt around peopleMonday, 14 March 2011
  34. 34. The web is being rebuilt around people Browse 90’sMonday, 14 March 2011
  35. 35. The web is being rebuilt around people Browse Search 90’s 00’sMonday, 14 March 2011
  36. 36. The web is being rebuilt around people Browse Search Discover 90’s 00’s 10’sMonday, 14 March 2011
  37. 37. Globally, borders are being replaced with connections 600M users worldwideMonday, 14 March 2011
  38. 38. Globally, borders are being replaced with connections 600M users worldwideMonday, 14 March 2011
  39. 39. Industries are transforming by reorganizing around peopleMonday, 14 March 2011
  40. 40. Gaming is reorganizing around people FarmVille XBox 2% s er 24 ay + pl s fit M 80 o PrMonday, 14 March 2011
  41. 41. News is reorganizing around people NY Times Twitter CNN 43% of news sharing occurs through social mediaMonday, 14 March 2011
  42. 42. Shopping is reorganizing around people Amazon Groupon up to 50% increase in average order valueMonday, 14 March 2011
  43. 43. 1 2 3 The web is reorganizing around peopleMonday, 14 March 2011 Businesses Marketing are reorganizing around Reorganizing around people delivers results
  44. 44. Businesses are reorganizing around people • Product Development • HR • Customer Service • Customer Insights • MarketingMonday, 14 March 2011
  45. 45. Product development is being reorganized around peopleMonday, 14 March 2011
  46. 46. Product development is being reorganized around peopleMonday, 14 March 2011
  47. 47. Product development is being reorganized around peopleMonday, 14 March 2011
  48. 48. Customer service is being reorganized around peopleMonday, 14 March 2011
  49. 49. Marketing is being reorganized around peopleMonday, 14 March 2011
  50. 50. Marketing is being reorganized around peopleMonday, 14 March 2011
  51. 51. Marketing is being reorganized around peopleMonday, 14 March 2011
  52. 52. Marketing is being reorganized around peopleMonday, 14 March 2011
  53. 53. Marketing is being reorganized around peopleMonday, 14 March 2011
  54. 54. Marketing has always been a mix of paid, owned and earnedMonday, 14 March 2011
  55. 55. Marketing has always been a mix of paid, owned and earned Print TelevisionMonday, 14 March 2011
  56. 56. Marketing has always been a mix of paid, owned and earned Print Websites OPEN Television Store frontsMonday, 14 March 2011
  57. 57. Marketing has always been a mix of paid, owned and earned Print Websites Public Relations OPEN Television Store fronts Word of MouthMonday, 14 March 2011
  58. 58. Marketing has always been a mix of paid, owned and earned “ Some of today’s greatest success stories in branding blend ingredients from the three kinds of marketing Print media: paid, owned, and earned ” Relations Websites Public -eMarketer, Sept 2010 OPEN Television Store fronts Word of MouthMonday, 14 March 2011
  59. 59. The ideal is more earned at the scale and predictabilityMonday, 14 March 2011
  60. 60. Facebook lets you create The ideal is more earned at “earned” and predictability the scale at unprecedentedMonday, 14 March 2011
  61. 61. Fans are just the beginning brand fanMonday, 14 March 2011
  62. 62. Fans are more valuable when they impact their friends Facebook population 10 Million Australians Fan base AU dataMonday, 14 March 2011
  63. 63. Fans are more valuable when they impact their friends Facebook population 10 Million Australians Fan base AU dataMonday, 14 March 2011
  64. 64. Fans are more valuable when they impact their friends Facebook population 10 Million Australians Friends of fans 3M friends Fan base 25k fans AU dataMonday, 14 March 2011
  65. 65. Fans are more valuable when they impact their friends Facebook population 10 Million Australians Friends of fans 3M friends My friend likes this brand Fan base Ads with friends 25k fans AU dataMonday, 14 March 2011
  66. 66. This is the NEW word of mouth - it is twice as effective Stay cool this summer Stay cool this summer with a tasty Drumstick with a tasty Drumstick from Nestle. Like our page VS from Nestle. Like our page and we’ll tell you about and we’ll tell you about our summer specials our summer specials and exciting events. and exciting events. NestleMonday, 14 March 2011
  67. 67. This is the NEW word of mouth - it is twice as effective Stay cool this summer Stay cool this summer with a tasty Drumstick with a tasty Drumstick from Nestle. Like our page VS from Nestle. Like our page and we’ll tell you about and we’ll tell you about our summer specials our summer specials and exciting events. and exciting events. Nestle Meg Griffing Sloan, Becca Foy, and 14 other friends like Nestle HeinekenMonday, 14 March 2011
  68. 68. This is the NEW word of mouth - it is twice as effective 1.6X Stay cool this summer Stay cool this summer with a tasty Drumstick lift in brand recall with a tasty Drumstick from Nestle. Like our page VS from Nestle. Like our page and we’ll tell you about and we’ll tell you about our summer specials our summer specials 2X and exciting events. and exciting events. Nestle lift in message awareness 4X Meg Griffing Sloan, Becca Foy, and 14 other friends like Nestle Heineken lift in purchase intentMonday, 14 March 2011
  69. 69. Facebook has two ways to access the new word of mouth Premium Marketplace Tasty treats for special occasions 1 Stay cool this summer with a tasty Drumstick 1 from Nestle. Like our page and we’ll tell you about our summer specials and exciting events. Tasty treats for special occasions Enjoy tasty Nestle treats all summer long and for any occasion What’s your favorite movie snack? 2 A pack of Smarties A crunchy KitKat 3 A yummy Butterfinger Nestle 4Monday, 14 March 2011
  70. 70. Premium Ads drive brand impact 100% share of voice on the most highly trafficked pages TIME SPENT ON HOMEPAGES Facebook has the highest time per homepage impression 50 45 46.0 43.1 40 Seconds Tasty treats for special occasions 35 Enjoy tasty Nestle treats all summer long 30 What’s your favorite movie 30.9 A pack of Smarties A crunchy KitKat 27.5 27.2 A yummy Butterfinger 25 Nestl 23.0 22.9 20 e L e es o ok SN gl AO ub ho m bo o M uT Ya Go Ti Source: Nielsen ce Yo NY FaMonday, 14 March 2011
  71. 71. Marketplace Ads drive action •Auction-based pricing •Drive actions 1 •Off-site clicks 2 •Transactions •Game installs 3 •E-commerce sales 4 •Kick-start fan baseMonday, 14 March 2011
  72. 72. 1 2 The web is reorganizing around peopleMonday, 14 March 2011 Businesses are reorganizing around 3 Reorganizing around people
  73. 73. 2x # of mentions over World CupMonday, 14 March 2011
  74. 74. 9M+ recommendations for CharityMonday, 14 March 2011
  75. 75. AdsMonday, 14 March 2011
  76. 76. Monday, 14 March 2011
  77. 77. Engagement Ads Like Ads Polling Ads Video Ads Sampling AdsMonday, 14 March 2011
  78. 78. Sponsored StoriesMonday, 14 March 2011
  79. 79. Sponsored Stories A new product to drive word of mouth at scale Value for users: Recommendations from trusted friends are the best kind. Value for businesses:Monday, 14 March 2011
  80. 80. Sponsored Stories Sponsored Stories David likes this brand Your Brand David likes this brand Like STEP 1: STEP 2: STEP 3: David likes a brand, A story is generated on If this brand included uses an application, David’s friends’ News Sponsored Stories in their or checks in to a Feeds, which they may or Facebook Ads campaign, location may not see David’s friends see this story in the right columnMonday, 14 March 2011
  81. 81. What’s NewMonday, 14 March 2011
  82. 82. PlacesMonday, 14 March 2011
  83. 83. Places See who’s checked in nearbyMonday, 14 March 2011
  84. 84. Places See who’s checked in nearby And tell your friends where you are and who you’re withMonday, 14 March 2011
  85. 85. Places See who’s checked in nearby And tell your friends where you are and who you’re with Generating a story in their News FeedMonday, 14 March 2011
  86. 86. Deals A new way to connect with customers Reward customers when they check in on Facebook ‣ Generate in-store traffic ‣ Generate buzz among friends online ‣ Build loyaltyMonday, 14 March 2011
  87. 87. Individual Deals ‣ Launch a new product, offer a promotion, or reward your customers. This is a great way to drive in-storeMonday, 14 March 2011
  88. 88. Loyalty Friend Deals Deals ‣ Reward your most ‣ Encourage customersMonday, 14 March 2011
  89. 89. Charity Deals ‣ Give back to the community and incentivize customers to check in by offering charityMonday, 14 March 2011
  90. 90. Deals drive foot-traffic that turn into sales Conversion rate for people who actually walk into a store is 20% for retailers and 40%-60% for electronics. 20% 60% Source: Businessweek, August 2010Monday, 14 March 2011
  91. 91. Monday, 14 March 2011
  92. 92. Measurement SolutionsMonday, 14 March 2011
  93. 93. Gain insights: Pages Using Facebook Insights, Page owners can more effectively track and measure growth, sharing, and engagement of their Pages onMonday, 14 March 2011
  94. 94. Keys to Social MarketingMonday, 14 March 2011
  95. 95. Its’ about relationshipsMonday, 14 March 2011
  96. 96. Social fits Prin t within a TV Digital larger digital Social Media strategyMonday, 14 March 2011
  97. 97. 70/30Monday, 14 March 2011
  98. 98. Be authenticMonday, 14 March 2011
  99. 99. How could you build around people? each one of these slides should have statsMonday, 14 March 2011
  100. 100. Monday, 14 March 2011

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