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Similar to Nick pestell: Facebook - Connected World, Connected Marketing - September 2014 - The Afternoon Club #SMWClub
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Nick pestell: Facebook - Connected World, Connected Marketing - September 2014 - The Afternoon Club #SMWClub
- 1. Facebook – Connected world, connected marketing September 2014
- 2. Nick Pestell Agency Partner - Publicis
- 3. 63% of Facebook’s revenue is now driven by devices that simply didn’t exist a decade ago
- 4. Mobile is not a technology, It is a consumer behavior
- 5. 79% of smartphone users keep their phones with them for all but two hours of their waking day Source: IDC Always Connected Report, US, March 2013
- 6. Beginning of time 2003 5 BILLION GIGABYTES Source: "Abundance: The Future Is Better Than You Think" by Peter H. Diamandis and Steven Kotler. Mr. Diamandis
- 7. 5 BILLION GIGABYTES Every 10 Minutes Source: "Abundance: The Future Is Better Than You Think" by Peter H. Diamandis and Steven Kotler. Mr. Diamandis
- 8. 5 1out of every minutes One out of every five minutes on mobile is spent with Facebook or Instagram Source: comScore Mobile Metrix, US, March 2013
- 9. 15 times a day is the average number of times a user checks Facebook on their mobile IDC Always Connected Report, March 2013
- 11. FEEDS
- 12. 67% start shopping on one device and continue on another The path-to-purchase is complex Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013
- 13. smartphone and a tablet alongside their traditional PC 3% 3% 1% All three 28% 31% 6% More people 27% use 3 devices than use any 1 device
- 14. If your not mobile first, you're not in at the start Which device did you start using, and then which device did you switch to? 62% 18% 20% Which device was the activity started on…? 15% …and which 25% 60% device was it finished on? B8B. Thinking about the last time you were [ACTIVITY], which device did you start using and then which device did you switch to? Base: all instances of switching between devices in order to complete an activity (n=4,010)
- 15. CREATIVITY ON FACEBOOK PRINCIPLES FOR SUCCESS:
- 19. the ART
- 21. Stories Vs Facts
- 22. You’re not likely to remember this
- 23. You’re 22x more likely to remember this Jerome Brunner’s “Actual Minds, Possible Words”
- 25. Atomized Content
- 26. Sunday Monday Tuesday Wednesday Thursday Friday Saturday
- 27. Sunday Monday Tuesday Wednesday Thursday Friday Saturday
- 30. Story Themes
- 31. OBJECTIVE Bring McDonald‘s sponsorship of World Cup to life for Europe by celebrating the world‘s most loved fries and the world‘s most loved sporting event Campaign #fryfutbol
- 35. the SCIENCE
- 36. Reach all of the people who matter to you 21M Mobile Daily Active Users 34M Monthly Active Users 28M Mobile Monthly Active Users 25M Daily Active Users High-quality reach Incredible scale on mobile Source: Facebook UK internal data, Apr 2014
- 37. The gap between content creation and ability to consume content will continue to widen Competition for feed Content Time Content created Ability to consume content
- 38. Reach Lisa and Michael Males • Age 25–54 • Connect to Cancer Research Lisa • Age 42 • Mom of 3 kids • Suffers from Hayfever • Healthy food buyer • Has visited your website Michael • Age 35 • interested in not for profit • Earns £80k + per year • Exclusively uses his mobile device Before Now
- 39. The Power of Facebook Targeting Core Audiences Lookalike Audiences Custom Audiences
- 40. Core Audiences Online and offline sources Targeting types Interests Location Demographics Behaviors Partner Categories Sample segments Interested in gaming Living in Chicago Newly engaged Android phone user More Categories Bargain hunters
- 46. Our strategy
Editor's Notes
- To put that into perspective, 63% of Facebook’s revenue is now driven by devices that simply didn’t exist a decade ago. PEOPLE ASK WHAT HAS DRIVEN MOBILE GROWTH, I BELIEVE A LOT OF IT IS DUE TO PLAYERS SUCH AS FACEBOOK MAKING IT EASIER FOR US TO INVEST.
- CONSUMERS LED THE MOBILE REVEOLUTION – FACEBOOK WAS BEHIND AND HAD TO CATCH UP. 7 BILLION PEOLE ON EARTH 5 BILLION OWN A MOBILE DEVICE 4 BILLION OWN A TOOTHCBRUSH MAIN BARRIERS TO CONNECTIVITY – COST AND AWARENESS Mobile isn’t a thing, it’s the thing. Measurement needs to modernize. Tracking online and offline, not just clicks
- And 79% of smartphone users keep their phones with them for all but two hours of their waking day (Source: IDC Always Connected Report, US, March 2013).
- Data is driving the change -- The convenience of digital life has brought unthinkable mounts of Data. Source: "Abundance: The Future Is Better Than You Think" by Peter H. Diamandis and Steven Kotler. Mr. Diamandis
- The convenience of digital life has brought unthinkable about of Data. Refefrence: http://blogs.wsj.com/speakeasy/2012/10/16/information-overload-heres-how-to-be-a-discerning-omnivore/?mod=e2tw Source: "Abundance: The Future Is Better Than You Think" by Peter H. Diamandis and Steven Kotler. Mr. Diamandis
- Facebook is now driving the continual shift to mobile in terms of time spent.
- And we have people in the most engaging space on the internet with global users checking their news feed on average around 14 times a day. ` The reason they check their news feed so much is because they are discovering content that matters to them. From their friends, family and brands that they care about. This summer Facebook’s mobile monthly active users in June have increased by 18% in the U.S. and 22% in the U.K. year on year. This is all the more remarkable as the third quarter has traditionally been a wasteland for advertisers.
- new view counter number 7.49M Views – we are trying to show our new counter that is launching this week.
- ALS Ice Bucket Data: Between June 1 – September 1, more than 17 million videos related to the ice bucket challenge were shared to Facebook. These videos were viewed more than 10 billion times by more than 440 million people. AVERAGE USAGE INCRESED FROM 40 MINS TO 47 MINS PER DAY.
- And through doing hundreds of Publishing Garages, we have arrived to 3 key principles.
- Stories not facts People aren’t likely to remember facts. Stories act as a Trojan horse to deliver your brand message.
- The Earl of Sandwich invented the sandwich. Fact. You’re unlikely to remember this.
- But if I told that the Earl of Sandwich was from the northern London (1762) and was a degenerate gambler. He would throw massive parties every night where people would play cards all night long. Unfortunately when it was time for dinner the bell would ring and everyone would have to get up from the table to move into the banquet room. But by the time they got back the chips would have moved around and cards would be missing. Getting tired of all this cheating, one day the earl asked his servants to slap the meat between two slices of bread so they could hold the sandwich (dinner) in one hand and their cards in the other (not leaving the opportunity for chips to fly around). You’re actually 22x more time to remember this fact, now that it is wrapped in the story. -- Jerome Brunner “Actual Minds, Possible Worlds”
- look at the evolution (2011, 2012, 2013) from a pure fact to an emotional story about the new cookie (the stuff of legend) - it leaves you wanting more!
- Or snackable content. Consume as much or as little as you want at once, but each should live on it’s own.
- Brands often post once a day.
- But not all posts are seen (by everyone), every week. These need to each live on their own (i.e. - atomized). So they all tie together but make still sense independently.
- Not Game of Thrones: Series of Episodes. Miss one and youre lost. (Hodor?!) GoT > HODOR > Daily Show