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Facebook Advertising: Social Media Matters


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Facebook Advertising: Social Media Matters

  1. 1. Facebook AdsTargeting and Scaling for Brands<br />Sarah Smith<br />Dmitry Shevelenko<br />Online Sales Account Management<br />December 3rd, 2009<br />
  2. 2. Agenda<br />
  3. 3. Facebook Mission:Give people the power to share and make the world more open and connected. <br />
  4. 4. Product vision based on authenticity<br />clothing designer<br />restaurant<br />favorite cereal<br />roommate<br />best friend<br />tv show<br />teammate<br />mom<br />brother<br />dad<br />celebrity<br />tv show<br />coffee shop<br />girlfriend<br />favorite band<br />co-worker<br />
  5. 5. Facebook<br />#1 in Time Spent<br />Facebook<br />#1 in User Loyalty<br />46% NPS<br />5hr 46min<br />Google<br />Yahoo<br />Source: CI Brand Study; US active users, Aug 09 <br />Source: Nielsen, Aug 09 <br />Find quality and quantity of audience reach<br />#1 Daily Reach<br />Rapid Growth<br />Facebook<br />34.95%<br />Google<br />Yahoo<br />Yahoo<br />Google<br />350M Worldwide<br />100M US<br />50% return daily<br />Source:, US 30 day active, Oct 09<br />
  6. 6. Targeting the Social Graph<br />
  7. 7. Facebook Pages offers a new ad model<br />Develop deep relationships with your audience<br />2. Advertise to get Fans<br />1. Build a Page<br />3. Publish to your network<br />
  8. 8. Rich targeting capabilities expanding<br />
  9. 9. Social Discovery with Friends of Connections Targeting<br />
  10. 10. Fan box<br />Share button<br />registration<br />Comments box<br />Showtime L Word<br />adidas Originals<br />CBS<br />Coca-Cola<br />Tap viral channels with features of Connect<br />
  11. 11. How to scale<br />
  12. 12. Optimize with new Facebook Ad Manager<br />
  13. 13. Refresh creative with simple changes<br />Engagement<br />
  14. 14. Case Study<br />ShopLocal drives foot traffic via Bulk Upload Tool<br />Goal: Drive Kohls shoppers to their regional store locations<br />Solution: Use Facebook Ads Bulk Upload Tool to experiment with offers, images, body text length, and precise demos<br />Results:<br /><ul><li>120 million+ micro-targeted impressions at $0.25 CPM
  15. 15. 2.4 million offer views, ~31 per person
  16. 16. Reached 95% NYC female users aged 30-65</li></li></ul><li>Exploit Facebook reports<br />
  17. 17. Q&A<br />