Facebook has reached 1 trillion page views, making it the first online service to reach that milestone. Steve Jobs resigned as CEO of Apple after a medical leave of absence. Facebook is killing its "Places" check-in feature and focusing on a new location-based product called "Nearby." The presentation covered topics including the growth of Facebook usage in Asia, the rise of mobile and its impact on digital consumption, how brands are using Facebook, and the role of cats in social media.

1. Speakers@ThomasCramptonAPAC DirectorOgilvy@JohnStaufferRegional Director, Hong KongOgilvy

2. Questions and Comments@ogilvyasiaor

3. Need advice?The Social@ team is at your service, but we need:Involvement early in the process A clear briefSufficient time to respondEmail: thomas.crampton@ogilvy.comjohn.stauffer@ogilvy.com

4. Steal This Deck part II plus, Cats in Social Media

5. Social Digest: Week of August 22Facebook’s 1 TrillionFacebook has reached one trillion page views, the first online service to ever reach that mark. The second closest, YouTube, is far behind with 100 billion page views.Facebook has 870 million unique visitors and reaches 46.9 percent of all internet users.Reference:http://www.zdnet.com/blog/facebook/facebook-is-first-with-1-trillion-page-views-according-to-google/3009Steve Jobs Resigns as CEOSteve Jobs, co-founder and two-time CEO of Apple, resigned on Wednesday. The resignation comes after a lengthy medical leave of absence that ultimately led the innovator to the decision that he would not be able to meet his duties and expectations as Apple’s CEO. Tim Cook, formerly the COO of the company, will take Jobs’ place as the head of the company. Reference: http://mashable.com/2011/08/24/breaking-steve-jobs-resigns-from-apple/Facebook Kills Off “Places”One year after the launch of Places, Facebook has decided to kill off the “check-in” feature and focus on a new location-based product to be named “Nearby.” While check-ins will remain a part of the product, they will not be emphasized; rather people will focus more on what they are doing at each locution with thoughts, photos, etc. There has been no remarks on how this change will affect Facebook Deals.Reference: http://techcrunch.com/2011/08/23/facebook-location-tagging//1,000,000,000,000

6. AGENDAMobile RevolutionFacebook NationFeline FascinationBrand Perceptions

7. AGENDAMobile RevolutionFacebook NationFeline FascinationBrand Perceptions

8. Globally, borders are being replaced by connections70%75050%300of FB users reside outside of US million + usersreturn dailymillion via mobileSource: Facebook, “Ogilvy Workshop,” 24 August 2011

9. Asia’s 4th Largest Nation*Hong KongGlobalFacebookRank237161718192527343549555891110August 2011 Global Facebook PopulationIndonesia IndiaPhilippinesThailandMalaysiaTaiwanAustraliaPakistanJapanSouth KoreaHong KongSingaporeNew ZealandVietnamChinaBrunei39.5 Million21-35 Million* With 179 million users, only China, India, and Indonesia have a larger population in Asia than Facebook11-20 MillionSingapore1 – 10 MillionFewer than one MillionData: Facebook, SocialBakers, August 2011; Flag: Soft Icons

10. Nearly 1 out of 4 Facebook users is from AsiaPortion of online population on FacebookHong KongPortion of total population on Facebook50%Indonesia*PhilippinesHong KongBruneiSingapore MalaysiaThailandTaiwan Australia New ZealandIndiaPakistan South KoreaVietnamJapan China 132%88%78%69%69%68%67%66%62%61%41%28%10%8%4%0.12%*Indonesia shows more than 100%because Facebook data is morerecent than Internet population dataData: August 2011, Ogilvy 360DI, World Bank, Social BakersMore than 50%25%Singapore0%More than 20%Less than20%

11. Facebook is a destinationTime Spent Each Month(Facebook is a destination, not a portal or starting point)6 hrs, 36 mins2 hrs, 22 mins 2 hrs, 20 mins Source: Nielsen Online monthly time spent, US figures, April 20112 hrs, 20 mins 1 hr, 19 mins

12. The Facebookfunnel1.6xlift in brand recall2xlift in message awareness4Xlife in purchase intentAwarenessOpinionConsiderationPreferencePurchaseAdvocacySource: Facebook, “Ogilvy Workshop,” 24 August 2011

13. 13Facebookmarketing modelRelationshipsMediaBusinessSource: Facebook, “Ogilvy Workshop,” 24 August 2011

14. Case study: Air AsiaResults:600,000tickets sold in one day2MediaRelationships13BusinessSteps to Develop:1Built community with Publishing & MediaAppsCampaign promoting special fare offerwith video like and event ads23Future: Integrate Facebook into booking operationsSource: Facebook, “Ogilvy Workshop,” 24 August 2011

15. The FacebooktoolboxPagesLocationPlatformAdsCreate a Social & Participatory Experience Drive Awareness, Advocacy, & CommunityMake Connections & Enable 2-Way DialogueDigital to Real LifeMeasurement: Provide robust tools for understanding the value of Facebook Pages, Ads, and Platform and continually improve and iterate on those metricsSource: Facebook, “Ogilvy Workshop,” 24 August 2011

16. HK FacebookdemographicsAgeGenderFastest growing demoSource: Facebook internal data, May 2011

17. AGENDAMobile RevolutionFacebook NationFeline FascinationBrand Perceptions

18. PC becoming less relevantSource: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011

19. Mobile a major driverSource: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011

20. Share of traffic by deviceSource: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011

21. Mobile platforms driving trafficSource: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011

22. Mobile advertising on the riseSource: InMobi Mobile Insights Report, April 2011

23. Mobile impressionsSource: InMobi Mobile Insights Report, April 2011

24. Increasing mobile ad requestsSource: InMobi Mobile Insights Report, April 2011

25. AGENDAMobile RevolutionFacebook NationFeline FascinationBrand Perceptions

26. Most noticed digital brandsWhich of the following brands have you seen advertising via digital media?Source: Asia’s Top Digital Brands, June 2011 – TNS (across Asia); n=504

27. Most recognized digital effortsWhich of the following types of digital media have you seen being used by brands?Source: Asia’s Top Digital Brands, June 2011 – TNS (across Asia); n=13,191

28. Digital efforts driving interestTo what extent did digital media from a brand increase your interest in that brand?Significantly increased interest Somewhat increased interest Didn’t increase interestTop 2 Boxes83.8%93.7%85.6%85.5%81.7%78.8%75.9%Source: Asia’s Top Digital Brands, June 2011 – TNS (across Asia); n=13,191

29. In China, Chinese brands are leading the way in digitalIn China, 12 out of the top 20 brands are Chinese, a 71% increase from last year with only 7 Chinese brands.

30. Chinese brands are also motivating consumers to act with 13 of the top 20 motivating digital advertisers being Chinese brands.Source: Asia’s Top Digital Brands, June 2011 – TNS

31. AGENDAMobile RevolutionFacebook NationFeline FascinationBrand Perceptions

32. Cats and social mediaHangoutsMessagingGamingNetworking

33. Cats vs Dogs

34. icanhascheezburger.com/month

35. Feline digital homeMessaging, profiles, forums, photo sharing, video uploading, friending, and blogging are the standard social features that are on the site. The 3,515 members

36. 1,044 photos, 3,705 comments, and 725 forum posts in the past day

37. 6 years old

38. Outposts on Facebook and TwitterYouTube: Meet Maru

39. The iPhone App: Catpaint

40. Cats: A Theoretical Framework