2010.04.15 facebook now mark cowan


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  • Vodafone in Italy created a special Facebook user tariff supported by their on Facebook activity via a page – here we see a fully integrated campaign.
  • Vodafone in Italy created a special Facebook user tariff supported by their on Facebook activity via a page – here we see a fully integrated campaign.
  • Vodafone in Italy created a special Facebook user tariff supported by their on Facebook activity via a page – here we see a fully integrated campaign.
  • 2010.04.15 facebook now mark cowan

    1. 1. Facebook & Mobile<br />Mark Cowan, Head of Emerging Markets, EMEA<br />April, 2010<br />
    2. 2.
    3. 3. To win in today’s world requires <br />A different mindset <br />different approaches different ways of working<br />
    4. 4. Source: Brand Republic, Mar 2010<br />
    5. 5. An example<br />
    6. 6. Social Relevance<br />
    7. 7. Social content already on Facebook<br />
    8. 8. The Importance of Mobile as a Platform<br />
    9. 9. Facebook Today<br />100M<br />400M<br />monthly active users<br />mobile users<br />
    10. 10. 5x Growth and Strong Momentum<br />Facebook Mobile users<br />
    11. 11. Largest penetration<br />More engaged<br />Largest countries<br />2x<br />Indonesia, South Africa, Kenya, Canada, US<br />than users of the web site only<br />US, CA, UK,Indonesia<br />100M mobile users<br />
    12. 12. Devices - 2 Flagships<br />2. Integrations<br />1. Applications<br /><ul><li>Camera flow
    13. 13. Home Screen widgets
    14. 14. Notifications
    15. 15. Phonebook
    16. 16. Browser share</li></li></ul><li>Mobile Objectives<br />Support overall company strategy<br />
    17. 17. How do we get there?<br />Four key initiatives<br />1<br />4<br />2<br />3<br />
    18. 18. Where we are in Poland<br />
    19. 19. Active User Growth in Poland continues<br />Over 2.5m<br />Source: Facebook internal data, April 2009<br />Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days.<br />
    20. 20. Facebook Today - Poland<br />Huge Growth and Engagement<br />31st Largest country across the globe<br />Over1.8billionmonthly page views<br />Over10% penetration of the online population<br />Over51% of users return to the site daily<br />74 Average number of friends on Facebook in Poland<br />Over250k users access Facebook on mobile in Poland <br />Over78% of users come back to Facebook every week<br />
    21. 21. Facebook Polish Audience Profile<br />Mainstream Audience<br />Source: Total Poland active audience, Facebook internal, data April 2010<br />
    22. 22. Placing Mobile onto Facebook<br />
    23. 23. Brands can focus in 3 key areas<br />
    24. 24. The Opportunity: Homepage and ASU<br />Homepage Ads: Standard and Engagement<br />ASU Ads<br />ASU Ads – 3 per page:<br /><ul><li>Monthly Users: 2.5m
    25. 25. Monthly Page Views: 1.5bn
    26. 26. Monthly Ad Impressions: 4.5bn</li></ul>Homepage Ads – 1 per page:<br /><ul><li>Daily Users: 1.2m
    27. 27. Daily Page Views: 15m
    28. 28. Monthly Page Impressions: 450m</li></li></ul><li>Standard Homepage Ad<br />
    29. 29. Video Homepage Ad<br />
    30. 30. Direct Response – Telco’s<br />
    31. 31. 24 Hr Homepage Reach Block<br />
    32. 32. Reach Block Value Proposition<br />Use any Ad format including Engagement Ads<br /><ul><li>4m impressions guaranteed Mon-Thu
    33. 33. Estimated 1.2mil unique users
    34. 34. First 5 imps. of every user over 24 hours
    35. 35. Targeting adult audience or 18+</li></ul>Become the primary advertiser over 24 hours on Facebook’s highly trafficked Homepage reaching a potential 1.2mil audience<br />*Delivery & cost subject to market fluctuations and agency pricing structures respectively<br />
    36. 36. Rotate series of creatives<br />Build compelling marketing journeys over 24 hours<br />First Impression<br />2nd/3rd Impressions<br />Cobra beer used multiple ads to engage with users. Frequency capped to 5 per user<br />4th & 5th Impressions<br />
    37. 37. Social Changes EverythingThe Power of Pages<br />
    38. 38. Social changes everything<br />Brand Communication Changes: Engagement<br />
    39. 39. Social changes everything<br />New way of thinking for Marketers<br />…To<br />From…<br />Engagement<br />Traditional Online<br />
    40. 40. Engagement Ads –<br />
    41. 41. Brand new Post Engagement Fan Ads<br />Interact with Poll or Event then Become a Fan in same Ad<br />Polling with Fan Ad<br />Standard Polling Ad<br />Event with Fan Ad<br />Standard Event Ad<br />
    42. 42. Homepage CPM vs ASU CPC<br />What to use and when…<br />ASU – CPC<br /><ul><li> Competing with two other ad units, including hair loss/weight loss etc
    43. 43. Not always above the fold
    44. 44. Uncapped and therefore may spam the user
    45. 45. No guaranteed delivery
    46. 46. No reporting of organic impressions
    47. 47. Should be used if tracking back to CPA and compared with Google/SEM</li></ul>Homepage – CPM<br /><ul><li> Solus Ad Slot on the page
    48. 48. Always above the fold
    49. 49. Includes video and all engagement formats
    50. 50. Report on Organic Impressions
    51. 51. Higher quality of click/conversion
    52. 52. Increased brand lift</li></li></ul><li>Telecom’s on Facebook<br />
    53. 53. You can be social too<br />Simple steps for Marketers<br />Make it social, leverage the platform and the social graph<br />Keep it simple, get started and iterate<br />1 <br />2 <br />3 <br />4 <br />Don’t think in campaigns and silos – develop a conversational calendar<br />Think differently – harness new opportunities and experiment<br />
    54. 54. O2 led the way for telecoms on Facebook<br /><ul><li>Competition targeting students to win an event at their university
    55. 55. Blending branding with DR
    56. 56. Users could apply for a free sim directly from the page
    57. 57. 120,000 fans at peak</li></li></ul><li>Increase the Fan base on your Facebook Page so it becomes a powerful channel <br /><ul><li>Build a fan base on around an event or campaign
    58. 58. Why not leverage the relationship with Millennium Dome or the England Rugby Team?
    59. 59. Use The Wall to upload new content
    60. 60. Tabs can be added to the Page for campaign specific content through out the year
    61. 61. DR and brand messages can be run through the Facebook Page allowing you to retain existing and recruit new customers</li></li></ul><li>Drive users to the Page for brand engagement<br /><ul><li>Tab names can be customised and renamed to allow users to further engage with your brand
    62. 62. Iframes, applications, flash can be embedded into a tab to give a rich user experience
    63. 63. Ads can deep link directly to a tab</li></li></ul><li>Drive users to the Page for acquisition<br /><ul><li>An iFrame on a Facebook Page tab allows for a data capture form to be pulled through from your website
    64. 64. DR ads can link directly to this tab
    65. 65. Orange have increased the performance of their DR campaigns by keeping the user within Facebook</li></li></ul><li>Integrated: Vodafone Italy Facebook tariff<br />Unique tariff for Facebook users only<br />
    66. 66. Vodafone creative coordination<br />Vodafone have used Facebook to generate a huge amount of commentary around the theme ‘If I ruled the world’<br />Vodafone uses The Wall to deliver Facebook exclusive promotions – be part of the next Vodafone online Ad <br />Facebook users love special offers – Free music Friday delivered real value to customers<br />Vodafone have coordinated their online & offline marketing to generate 40,000 fans on their Facebook Page around the theme ‘If I ruled the World’, raised awareness of their tariff changes & driven 1000’s of responses to their promotions via The Wall<br />Vodafone are the first network to abolish roaming charges & have generated thousands of Wall Posts and Discussions around this subject on their Facebook Page<br />Fully digitised campaign for the first time combining Facebook, Twitter, MySpace, YouTube<br />
    67. 67. Entertainment: Verizon<br />Download music and ringtones<br />
    68. 68. Campaign specific: Orange<br />Rockcorps Community Project<br />
    69. 69. Example 2010 Timeline for Telco Brand<br />Periodically feed Homepage Engagement Ads and DR ads into Facebook Page<br />Run competition to win free broadband for a year – including traffic drivers<br />Run competition to win England Rugby tickets – including traffic drivers<br />Add England Rugby content to Facebook Page<br />Video Commenting Ads for Simplicity tariffs<br />Video Commenting Ads around Valentines Day<br />New Year Resolution Tariff<br />Event ads for live stream of music content<br />Polling Ads for Christmas activity<br />Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec <br />DR activity for Mass Distribution and Shop One to run throughout year <br />Event ads for Mother’s Day<br />Become a Fan Ads to build Fan base<br />Polling Ads for Mobile Broadband offers<br />Become a Fan Ads to grow fan base<br />Add Music content to Facebook Page<br />Become a Fan Ads to grow fan base<br />Add Christmas gifting content to Page<br />
    70. 70.
    71. 71. Questions<br />Mcowan@facebook.com<br />www.facebook.com/markcowan<br />