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Ampush Social


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Ampush Social

  1. 1. Facebook’s AdWords Moment: Open Graph Verbs June 28, 2012Ampush Social450 Ninth Street, 2nd FloorSan Francisco, CA
  2. 2. Agenda• AMPUSH|social Overview• Evolution of the Social Graph• Intent: Purchase vs. Referred• Open Graph Apps• Facebook’s AdWords Moment• The Promise of the Open Graph• Action Verb Ad Creation Workshop• Q&A6/28/2012 2
  3. 3. Who We ArePreferred Marketing Developer focused on transforming clicks into customer actions Jesse Pujji, CEO Select Clients Investment Professional, Goldman Sachs Consultant, Kushal Kadakia, McKinsey & Company Media Analyst Focus: E-commerce, daily deals St. Louis, Missouri6/28/2012 3
  4. 4. Evolution of the Social Graph Despite Facebook’s unprecedented growth, it has yet to find a defining business model Challenges:Size:900+MM monthly active users - Troubled IPO - Rev Q1 2012 < Q4 2011 2012 - Year 8 ad rev growth Google: 65% Facebook: 37% 2011Traffic:2011: 52.1% of sharing online 2010 2009Scale:31% share of US display market 2008 2007Importance:1 in every 7 minutes online 2006 6/28/2012 4
  5. 5. Intent: Purchase vs. ReferredGoogle harnessed purchase intent with AdWords; can Facebook leverage social for sales? Revenue (in millions) Google Facebook Google ads revenue grows to $36.5 billion in 2011 (96% of total) Use Case Searching Socializing AdWords captures a new form Utility When ‘Google’ it Friends’ of consumer purchase intent You Need recommen- Something dations New PPC auction model that Ad Harness intent Share user introduces relevance Opportunity behavior Ad Model Keyword- Friends’ Google launches driven activity AdWords Substitute Yellow Pages N/A Commercialize Yes TBD Intent Purchase Referred 1 2 3 4 5 6 7 8 9 10 11 11 12 Year from inception6/28/2012 5
  6. 6. The Open GraphPermits third-party developers to publish rich objects and actions from user activity• Drives referred intent via the news feed and ticker• Not commercial ($) for Facebook – solely provides virality Apps Connect to the Open Graph • Objects mapped to action verbs • Article > Read • Song > Listen Actions SharingStory created;frictionless sharingthrough News Feed,Timeline and Ticker Play song6/28/2012 6
  7. 7. Viral LiftTraffic surges for many leading Facebook apps following Open Graph implementation • Video sharing at the top with Socialcam and Viddy • Some complaints about ‘spammy’ tactics • Rapid rise of Pinterest tempered by disabled auto- posting • Social Reader apps (Washington Post, USA Today Ad Meter): similar fluctuations due to platform changes • Emerging social music space, punctuated by Spotify • Slick integration across devices with popular content6/28/2012 7
  8. 8. Action-Targeted AdvertisingPaid, behaviorally targeted Open Graph ads platform will crack referred intent at scale Target friends of users with sponsored stories Open Graph Open Graph App Admin App Remarket to existing and high-value users Organic Paid Organic Ads - Action Spec Stories Stories Targeting Target users of relevant applications Viral Marketplace Ads Adoption ‘Competitive’ Targeting Target friends of people who have taken actionsAd Creation Flow for Action Spec Targeting – currently only available via the Ads APIApplication Verb Optional Object Targeting Type • Pick Open Graph • Select Action • Choose object • Direct, Exclusion app and find ID Spec Verb noun and find ID or Friend6/28/2012 8
  9. 9. Facebook’s AdWords MomentPositioned to hit its s-curve when substantial value is generated for everyone involved Advertiser Makes $ for Value to User ROI Facebook • Easy to use, • Customer • Growing, sustainabl good experience acquisition at scale e revenue stream • Value-add content • LTV > CPA • Ends creative fatigue and product • “Everyone • Follow-on product discovery advertising on innovations Google makes $”6/28/2012 9 9
  10. 10. The Promise of Open GraphTransforming how consumers engage with businesses, services and each other Food Ecommerce Credit Card Streaming Ordering Application Video Companies Scenario Sales Sales User User channel channel acquisition acquisition Action Order, Ate, Purchase, Apply, Bookmark, Verbs Redeem Save, Invite Qualify Review Object [Cuisine Event, Credit card, Episode, Nouns Type], Meal [Clothing] Rewards Series, Opportunity Focused in Go beyond Untapped Monetizing top markets link-sharing channel content6/28/2012 10
  11. 11. Sample Action-Targeting: Spotify UsersLocate the Application ID6/28/2012 11
  12. 12. Sample Action-Targeting: Spotify UsersBuild ad in Ampush Ad_Creator targeting Spotify users in the United States 23 MM?6/28/2012 12
  13. 13. Sample Action-Targeting: Spotify UsersActual ad unit targeting all Spotify users, featuring dynamic audience generation Real-time! 56/28/2012 13
  14. 14. Sample Action-Targeting: Song on SpotifyActual ad unit targeting listeners of a specific song on Spotify6/28/2012 14
  15. 15. Sample Action-Targeting: Song on SpotifyBuild ad in Ampush Ad_Creator targeting “Call Me Maybe” listeners on Spotify in the US6/28/2012 15
  16. 16. Sample Action-Targeting: Song on SpotifyActual ad unit targeting “Call Me Maybe” listeners, with dynamic audience generation Friends? 56/28/2012 16
  17. 17. Sample Action-Targeting: Song on SpotifyAction spec preview of stories about listeners to “Call Me Maybe” on Spotify 66/28/2012 17
  18. 18. Questions? Follow Us.