Facebook fox oct 2010 Completa

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  • 400m Active UsersOver 1m developers
  • Facebook fox oct 2010 Completa

    1. 1.
    2. 2. 500 million<br />users worldwide<br />
    3. 3. Give people the power to share and make the world more open and connected<br />Facebook mission<br />
    4. 4.
    5. 5. more than half<br />of users return daily<br />
    6. 6. Tuesday nightviewers<br />=<br />+<br />Sunday nightviewers<br />50M+<br />users in U.S. per day<br />
    7. 7. 56 million<br />53 million<br />39 million<br />21 million<br />19 million<br />Average daily reach<br />users per day<br />Source: Nielsen daily reach May 2010<br />
    8. 8. Time spent<br />hours<br />Source: Nielsen monthly time spent July 2009 – April 2010<br />
    9. 9. 0<br />25<br />50<br />75<br />100<br />125<br />150<br />175<br />200<br />225<br />250<br />275<br />300<br />325<br />350<br />375<br />400<br />425<br />450<br />475<br />500<br />30<br />25<br />20<br />Visits Per Person<br />15<br />10<br />5<br />0<br />Time Per Person (in minutes)<br />Highly engaged audience<br />Google<br />Yahoo!<br />Facebook<br />MSN/Bing<br />YouTube<br />AOLMediaNetwork<br />Amazon<br />FoxInteractiveMedia<br />eBay<br />CNNDigitalNetwork<br />CBS<br />Ent. Network<br />Source: Nielsen NetRatings, Jan ’10; Top 20 ad supported sites home/work<br />
    10. 10. Active user growth in Latin America<br />63 MM<br />Source: comScore, May 2010<br />
    11. 11. Facebook penetration in Latin America <br />Source: Facebook and Internet World Stats (www.internetworldstats.com ), July 2010<br />
    12. 12.
    13. 13. THE SOCIAL UNIVERSE August, 2010<br />
    14. 14.
    15. 15. Family<br />Friends<br />Coworkers<br />Brands <br />The Social Graph<br />
    16. 16. Facebook is built on 3 pillars<br />Underpinned by technology<br />
    17. 17. BRANDS<br />Facebook serves 3 core audiences<br />Global platform providing efficiency, effectiveness, scale<br />
    18. 18. the social context<br />
    19. 19. Word of mouth<br />
    20. 20. Friends influence friends<br />
    21. 21. Fans increase campaign value<br />Like ad with social context<br />Like ad<br />+68% lift in brand metrics<br />
    22. 22. Via a media campaign and/or organic impressions you have some connections<br />
    23. 23. Via organic impressions, you will get a few more connections<br />
    24. 24. Run a media campaign and reach your target audience. With a US reach block that’s over 50M in one day.<br />
    25. 25. If you have 50K fans, 12% of the people you reach will see an ad with social context, the names of their friends<br />
    26. 26. And ads with social context increase the value of your media. On average we see a 68%increase in brand lift.<br />
    27. 27. If you have 500K fans, the number of people who see an ad with social context jumps to 40% <br />
    28. 28. Relative value of each based on brand lift<br />68% lift<br />Social Context<br />67<br />Impressions62<br />100% lift<br />200% lift<br />Organics<br />4<br />Publishing<br />2<br />Paid Media<br />Earned Media<br />Estimates based on a fan base of 500KLift % = that above the initial paid impression<br />
    29. 29. 4X<br />68%<br />2X<br />increase in message awareness<br />increase in purchase intent<br />lift in ad recall<br />social context increases effectiveness<br />
    30. 30. Facebook products<br />
    31. 31. Applications<br />Pages<br />Social plug-ins<br />Marketplace ads<br />Premium ads<br />
    32. 32. A new ad model<br />Develop deep relationships with your audience<br />2. Advertise to increase connections<br />1. Build a Page<br />3. Publish to your network<br />
    33. 33. Fan Pages<br />
    34. 34. Facebook Page<br />Brand information<br />Multi-media content <br />Real-time conversations<br />Applications<br />And more...<br />
    35. 35. Facebook Page<br />Left column<br />Static, 200 px<br />Main columnDynamic, 540 px<br />Tabs6 visible tabs, option for more<br />Profile PictureJPG, GIF or PNG<br />Status 420 characters<br />Blurb Box130 characters<br />Wall Real-time updatesFan & Brand content<br />
    36. 36. Wall Tab Settings<br />Info Tab Settings<br />Facebook Page<br />
    37. 37. Boxes tab<br />Wide Column 380 px<br />Narrow Column 200 px<br />Videos<br />Events<br />Photos<br />Reviews<br />Facebook Page<br />Static FBML<br />Discussion Boards<br />Other Platform Applications<br />
    38. 38. Facebook Page<br />Publishing<br /><ul><li>Real-time publishing
    39. 39. Same as on user profiles
    40. 40. Multi-media functionality
    41. 41. Post text, photos, videos, links etc.
    42. 42. Dialogue with users</li></li></ul><li>Premium Ads<br />
    43. 43. Premium Ads<br />Like<br />Sampling<br />Event<br />Poll<br />Virtual gift<br />Video commenting<br />
    44. 44. Premium Ads<br />Users can engage with ads the same way they interact with other content on Facebook<br />Users don’t have to leave their home page<br />Engagement sparks organic sharing to the user’s friends, giving advertisers viral impressions<br />
    45. 45. Like Premium Ad<br />Title links to Facebook Page<br />x<br />Title (25 characters)<br />Body copy<br />(135 characters)<br />Image<br />(110x80)<br />Image links to Facebook Page<br />Users can connect to the Page in line<br />
    46. 46. Like Premium Ad<br />1. Click the Like button to connect with the brand<br />2. You are now connected<br />
    47. 47. Video Comment Premium Ad<br />Thumbnail<br />(110x80)<br />x<br />Title links to Facebook Page<br />Title (25 characters)<br />Body copy<br />(135 characters)<br />Video plays on click<br />Comment on this video...<br />Users can comment in line<br />
    48. 48. Video Comment Premium Ad<br />I love Virgin America!<br />1. Click thumbnail to play video<br />2. Background dims and video plays in center of screen. Fan Page or “like” video during play.<br />3. At the end, click to brand Page or share video with friends<br />4. Comment on video for friends to see<br />
    49. 49. Event Premium Ad<br />x<br />Title (25 characters)<br />Body copy<br />(135 characters)<br />Image links to event on Facebook<br />Image<br />(110x80)<br />Date:<br />Location:<br />RSVP:<br />Users can RSVP in line<br />Yes<br />Maybe<br />No<br />
    50. 50. Event Premium Ad<br />3. Add personal message<br />1. RSVP to event<br />2. Invite friends<br />
    51. 51. Poll Premium Ad<br />x<br />Title links to Facebook Page<br />Title (25 characters)<br />Body copy<br />(135 characters)<br />Image<br />(110x80)<br />Image links to Facebook Page<br />Question (40 characters)<br />Response (25 characters)<br />Users can respond to poll in line<br />Response (25 characters)<br />Response (25 characters)<br />
    52. 52. Poll Engagement Ad<br />3. See your friends’ results<br />1. Respond to poll<br />2. See results<br />
    53. 53. Title links to Gift tab on Facebook Page<br />x<br />Gift Name (Free) (25 characters)<br />Body copy<br />(135 characters)<br />Image links to Gift tab on Facebook Page<br />Gift Image<br />(64x64)<br />Give this gift to a friend.<br />Users can send gifts in line<br />Gift Premium Ad<br />
    54. 54. Gift Premium Ad<br />3. Send to another friend<br />1. Give gift to a friend<br />2. Add personal message<br />
    55. 55. Sampling Premium Ad<br />x<br />Title (25 characters)<br />Image<br />(180x130)<br />Title (25 characters)<br />Body copy (135 characters)<br />Body copy<br />(135 characters)<br />Image<br />(110x80)<br />Get a free sample of [Product] (35 characters)<br />Title links to Facebook Page<br />1 to 5 options(20 characters each)<br />Image links to Facebook Page<br />Link opens window to capture user info <br />
    56. 56. Sampling Premium Ad<br />1. Click to get a free sample<br />2. Enter your shipping info and get a free sample<br />
    57. 57. Marketplace Ads<br />
    58. 58. Reach block<br />Reach 100% of all targeted users in one day<br />Reach Block served in premium inventory page<br />
    59. 59. Reach Block<br />100% of targeted users see your ad as their first 3 premium impressions<br />Then, up to 2 additional premium impressions to reach the impression goal<br />Reach Blocks and premium impressions always have 100% share of voice<br />
    60. 60. Go where your audience is going<br />Reach Block on premium inventory pages<br />
    61. 61. Reach Block<br />Brand lift<br />Better ROI<br />Organic impressions<br />
    62. 62. Benefits of Reach Block<br />Performance and pricing<br /><ul><li>Organic impressions
    63. 63. 2-3x more organic impressions are generated for a reach block versus a standard campaign with paid media over a period of time
    64. 64. Brand lift
    65. 65. 11 of our top 15 campaigns, as measured in terms of brand lift, used reach blocks
    66. 66. Volume pricing for impressions</li></li></ul><li>Comparisons<br />Home page reach products in the U.S.<br />December 2009<br />PRICING SUBJECT TO CHANGE<br />
    67. 67. demo and geo<br />targeting<br />category<br />targeting<br />keyword<br />targeting<br />Targeting<br />
    68. 68. Profile-based targeting<br />Structured<br />Unstructured<br /><ul><li>Location
    69. 69. Age/Birthday
    70. 70. Gender
    71. 71. Education
    72. 72. Workplace
    73. 73. Relationship
    74. 74. Sexual Preference
    75. 75. Language
    76. 76. Activities
    77. 77. Interests
    78. 78. Music
    79. 79. TV
    80. 80. Movies
    81. 81. Books
    82. 82. Groups
    83. 83. Applications
    84. 84. Connections
    85. 85. Status updates</li></li></ul><li>When a user engages with an ad<br />A custom targeting cluster of similar users is formed<br />Learned Targeting<br /><ul><li>Facebook analyzes the users who have engaged with your ad
    86. 86. We look at:
    87. 87. Keyword interests
    88. 88. Demographic
    89. 89. Past ad click history of all of our users
    90. 90. Only Facebook can aggregate these three sources to find your consumers</li></li></ul><li>Applications<br />
    91. 91. Social plugins<br />Add a social layer to your existing sites<br />
    92. 92. Social plugins<br />Add a social layer to your existing sites<br />
    93. 93. Best practices<br />
    94. 94. Guiding principles for brands<br />
    95. 95. Facebook Ads tips<br />
    96. 96. Use multiple creatives<br />Example: home page Reach Block with multiple creatives<br />
    97. 97. <ul><li>Straightforward copy
    98. 98. Relevant imagery
    99. 99. Tie back to brand</li></ul>Be authentic<br />
    100. 100. Make every word count<br />15 characters<br />87 characters<br />25 characters<br />131 characters<br />
    101. 101. A/B test your ads<br />+40%<br />
    102. 102. Use evocative imagery<br />
    103. 103. Create practical virtual gifts<br /><ul><li>Make gifts social, easy to share
    104. 104. Use simple, iconic images
    105. 105. Be conversational
    106. 106. Avoid small fonts, busy backgrounds</li></ul>Examples of past virtual gifts<br />
    107. 107. Tie events to causes<br />Event ad<br />Event Page<br />
    108. 108. Highlight brand character<br />
    109. 109. Have a Facebook Page<br />
    110. 110. Facebook Pages tips<br />
    111. 111. Promote with Engagement Ads<br />Proven, familiar to users, deeply integrated<br />Fan growth<br />
    112. 112. Focus on publishing<br />10x views in Stream versus Page<br />1,260 likes1,545 comments<br />vs. <br />22 posts by 20 people<br />
    113. 113. Keep it simple<br />Make content eye-catching, universal, easy to consume<br />
    114. 114. Innovate<br />Comment box<br />
    115. 115. Establish a consistent voice<br />
    116. 116. Interact with and feature fans<br />Join the conversation:<br />Recognize Fan creativity:<br />Kellogg’s Pop-Tarts example<br />Toyota Prius example<br />
    117. 117. Pace yourself<br />Pace out your posts to maximize your impact<br />Publishing calendar<br />Coca-Cola example: Tattoo Tuesday<br />
    118. 118. Analyze, adjust, and optimize<br />Insights Dashboard<br />Demographic and geographic stats<br />Aggregate stats <br />about all connections<br />
    119. 119. Be timely and relevant<br />Embrace timely opportunities to connect with Fans<br />Starbucks: New York Times article example<br />Vitamin Water: LeBron MVP award example<br />
    120. 120. Case studies<br />
    121. 121. Product awareness<br />How Fast Time Flies<br />Objective: To direct traffic and increase awareness of a digital scrapbooking service.<br />Solution:<br />Facebook ads targeted at potential customers<br />Key Results:<br /><ul><li>Facebook ads were more effective at increasing the company’s exposure than other types of click-through ads by driving referrals to its website
    122. 122. 70 percent year-over-year increase in company sales as a direct result of its Facebook ad campaign</li></ul>How Fast Time Flies Facebook Page<br />
    123. 123. Customer acquisition<br />ZipZapPlay<br />“Without going into specific numbers, the ads have been critical in driving our traffic and our revenue so far. They’re one of the key pieces of our strategy.”<br />-Curt Bererton, CEO ZipZapPlay<br />Objective: Encourage user acquisition<br />Solution:<br />Facebook’s keyword target filtering<br />Key Results:<br />Over 100 million impressions<br />ZipZapPlay Facebook Ads<br />
    124. 124. Build a brand<br />Pedigree®<br />
    125. 125. Build a brand<br />Pedigree®<br />
    126. 126. Build a brand<br />Pedigree®<br />
    127. 127. Brand awareness<br />Dreamworld Australia<br />Fan Premium Ad<br />Event Premium Ad<br />Poll Premium Ad<br />Dreamworld Australia Facebook Page<br />
    128. 128. Brand awareness<br />Red Bull<br />Become a Fan Premium Ad<br />Direct Response Ad<br />“Red Bull Stash” landing page<br />
    129. 129. Brand awareness & trial<br />Jelly Belly<br />Become a Fan Premium Ads<br />Event Premium Ad<br />
    130. 130. Viewer intent<br />The Travel Channel: Man v. Food<br />Fan Premium Ad<br />Event Premium Ad<br />Poll Premium Ad<br />
    131. 131. Cause awareness<br />Kellogg Cares<br />Video Comment Premium Ad<br />Kellogg Cares Page<br />
    132. 132. Brand awareness & trial<br />Texas Pete Hot Sauce<br />Sampling Premium Ad<br />Campaign Launch<br />Fan growth over time <br />
    133. 133. Brand launch<br />2degrees Mobile (New Zealand)<br />Reach Block<br />Fan Premium Ad<br />Fan growth over time<br />
    134. 134. Movie launch<br />Universal Pictures: Bruno<br />Fan Premium Ad<br />Event Premium Ad<br />Fan growth over time<br />
    135. 135. Brand awareness<br />Sephora<br />Organic home page impression<br />Virtual Gift Premium Ad<br />
    136. 136. Product test<br />Splenda® Mist<br />Splenda Mist Sampling Application<br />Splenda Mist Facebook Page<br />
    137. 137. Drive ticket sales<br />Lionsgate: Saw V<br />Virtual Gift Premium Ad<br />Fan Premium Ad<br />
    138. 138. Product awareness<br />Wendy’s<br />Virtual Gift Premium Ad<br />
    139. 139. Success Stories<br />
    140. 140. JetBlue<br />Home Page Premium Ad<br />Marketplace Fan Ad<br />JetBlue sweepstakes<br />Special promotion<br />
    141. 141. Become a Fan Premium Ads<br />Subway Eat Fresh, Eat Free Sweepstakes<br />Increase connections & awareness<br />Subway<br />
    142. 142. Increase connections<br />Southwest Airlines<br />Become a Fan Premium Ads<br />
    143. 143. Product launch<br />Microsoft Windows 7<br />Become a Fan Premium Ads<br />
    144. 144. Product launch<br />Vitamin Water<br />Vitamin Water Facebook Application <br />
    145. 145. Cause awareness<br />General Mills: Cheerios<br />Become a Fan Premium Ads<br />
    146. 146. Brand awareness<br />Honda Social Experiment<br />Multiple Premium Ad creatives<br />
    147. 147. Drive sales<br />JC Penney<br />Fan Premium Ads<br />JCPenney Facebook Page<br />
    148. 148. Starbucks<br />Starbucks Facebook Page<br />Fan Premium Ad<br />Promotion awareness<br />Event Premium Ad<br />
    149. 149. Increase connections<br />Best Buy<br />Fan Premium Ads<br />Best Buy Facebook Page<br />
    150. 150. Increase engagement<br />Nike Livestrong<br />Video Comment Premium Ad<br />Lance Armstrong’s Facebook Page<br />
    151. 151. Levi’s<br />Fan Premium Ad<br />Video Comment Premium Ad<br />Levi’s Facebook Page<br />Increase connections, engagement<br />

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