Facebook provides marketers the ability to target over 1 billion monthly active users through sophisticated ad targeting using demographics, interests, behaviors and custom audiences. Case studies show that Facebook advertising can drive high volumes of new customers and increase offline sales through generating brand awareness, acquisition and conversion, and building loyalty among fans and their friends. Facebook offers measurement tools and resources to help marketers optimize campaigns and measure return on investment.

1. Align Facebook With Your
Business Objectives
Francesca Savoldi
Account Manager, Facebook

2. Connecting people to things they care about
Globally, borders are being replaced by connections
1B
million monthly active users
552M
return daily
600M
million via mobile
81%
of FB users reside
outside of US

3. Facebook is mobile
1000
800 1B
people
600
400 600M
people
200
0
1 year 4 years 8 years

4. Facebook throughout the marketing funnel
Targeting Adverising
. Offers

5. Brand
Awareness
Acquisition
and
Conversion
Build
Loyalty

6. The Facebook
Reach population
1 Billion
Friends of fans
(+40 million)
Fans
(500,000)
16% of fans
Paid Media
Paid Media
Free

7. Reach the right people more efficiently with
more accurate ad targeting
Broad campaign accuracy Narrow campaign accuracy
95% 90%
72% 25% 60%
cost cost
savings savings
35%
Online average Facebook Online average Facebook
Source: Nielsen OCR, October 2011.

8. Generate higher brand resonance than
other online ad campaigns
Better ad recall
online average
Facebook +98%
Greater brand awareness
online average
Facebook +31%
Source: Nielsen Brand Effect norms, May 2012.

9. Unique Reach: Nutella
3.8m
people saw the campaign
on Facebook who did not
see it on TV
15%
of sales resulting from
the media campaign are
attributable to Facebook
Source: GFK, December 2011.
S
o

10. Logout Experience: O2
13.6 million
people reached and
6.1 million people
were
exposed to the log out
experience.
217,679
video plays in a
single day.
Source: Facebook Internal Data

11. Logout Experience: Volkswagen Italia
7.1m
daily
Source: Facebook Internal Data

12. Brand
Awareness
Acquisition and
Conversion
Build
Loyalty

13. Facebook’s sophisticated ad targeting ensures the
right people see your stories
Demographic
• Age
Custom Audiences
• Gender • Email addresses
• DMA • Phone numbers
• Facebook user IDs
Personal
•
•
City/State/Zip
Birthday
Social
• Education
• Workplace • Likes & interests
• Relationship status • Friend connections
• Activity (e.g., check-ins)
• Intent

14. Custom Audiences

15. How does it work?

16. This is the difference between…
And Bank reaching
One bank reaching
account holders
everyone who is not
who haven't yet
using one of their
used the new
new products…
product
(without Custom Audiences) (with Custom Audiences)

17. This is the difference between…
One Telco
advertising deals to and Telco
people who like one advertising deals to
or two specific past buyers of those
brands of phones… specific brands
(without Custom Audiences) (with Custom Audiences)

18. This is the difference between…
One car company And car company
acquiring fans acquiring fans
among people with among people who
car interests… own one of their car
(without Custom Audiences) (with Custom Audiences)

19. Custom Audiences: MGM Resorts International
ROI
Between
3X – 15X

20. Ads Targeting: Vodafone
Driving high volumes of new contracts using Facebook media
56% of pay monthly post-click
contract applications came from
Facebook.
Facebook was one of
Vodafone’s top 3 acquisition
partners.

21. Brand
Awareness
Acquisition
and
Conversion
Brand Loyalty

22. Fans and friends of fans purchase more
when exposed to earned brand messages
Fans and friends of
fans bought 38%
more frequently
Fans and friends of
fans bought 21%
more frequently
Source: The Power of the Like II, comScore and Facebook, June 2012
* Numbers compared to unexposed fans and friends of fans

23. Remember: your brand is at the centre of this
engagement

24. Samsung Galaxy S III
Samsung Mobile USA drove $129 million in sales attributable to Facebook, resulting in a return on
advertising spend of 13X.
$129M
in sales attributable to
Facebook
13X
return on advertising
spend
23% increase in fans to
8.5 million, giving Samsung
the ability to reach more
than 515 million friends of
fans

25. Costa Crociere
Drives increases in sales after running a Facebook Offer
Filled an entire
ship in less than
48 hours

26. McDonald’s Sweden
Drives increases in sales after running a Facebook Offer
94,000
Offers claimed
32,000
offers redeemed

27. Ben & Jerry’s:
Facebook ads effectively drive offline sales
1$ on FB
= sales
3$ increm.
“engage is liking, commenting, sharing”
Kati O’Brien, Global Dig Mktg Manager

28. The Facebook measurement toolkit

29. Resources:
https://www.facebook.com/FacebookMarketingItalia
https://www.facebook.com/FacebookStudio/app_397409610271055
https://www.facebook.com/brandpermissions/index.php