Facebook is developing its Open Graph platform to leverage social sharing and user activity. Open Graph allows third-party apps to publish user actions and interactions to Facebook. This will enable Facebook to target paid ads based on user behaviors and connections. If successful, Open Graph ads could generate substantial revenue for Facebook and advertisers by harnessing the power of social sharing and referred intent at scale, similar to Google's AdWords platform.

1. Facebook’s AdWords Moment:
Open Graph Verbs
June 28, 2012
Ampush Social
450 Ninth Street, 2nd Floor
San Francisco, CA 94103
1.877.AMPUSH.1
www.ampushsocial.com

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&A
6/28/2012 www.ampushsocial.com 2

3. Who We Are
Preferred 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, Missouri
6/28/2012 www.ampushsocial.com 3

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% 2011
Traffic:
2011: 52.1% of sharing online
2010
2009
Scale:
31% share of US display market
2008
2007
Importance:
1 in every 7 minutes online
2006
6/28/2012 www.ampushsocial.com 4

5. Intent: Purchase vs. Referred
Google 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 inception
6/28/2012 www.ampushsocial.com 5

6. The Open Graph
Permits 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
Sharing
Story created;
frictionless sharing
through News Feed,
Timeline and Ticker
Play song
6/28/2012 www.ampushsocial.com 6

7. Viral Lift
Traffic 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 content
6/28/2012 www.ampushsocial.com 7

8. Action-Targeted Advertising
Paid, 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 actions
Ad Creation Flow for Action Spec Targeting – currently only available via the Ads API
Application 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 Friend
6/28/2012 www.ampushsocial.com 8

9. Facebook’s AdWords Moment
Positioned 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 www.ampushsocial.com 9
9

10. The Promise of Open Graph
Transforming 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 content
6/28/2012 www.ampushsocial.com 10

11. Sample Action-Targeting: Spotify Users
Locate the Application ID
6/28/2012 www.ampushsocial.com 11

12. Sample Action-Targeting: Spotify Users
Build ad in Ampush Ad_Creator targeting Spotify users in the United States
23 MM?
6/28/2012 www.ampushsocial.com 12

13. Sample Action-Targeting: Spotify Users
Actual ad unit targeting all Spotify users, featuring dynamic audience generation
Real-time!
5
6/28/2012 www.ampushsocial.com 13

14. Sample Action-Targeting: Song on Spotify
Actual ad unit targeting listeners of a specific song on Spotify
6/28/2012 www.ampushsocial.com 14

15. Sample Action-Targeting: Song on Spotify
Build ad in Ampush Ad_Creator targeting “Call Me Maybe” listeners on Spotify in the US
6/28/2012 www.ampushsocial.com 15

16. Sample Action-Targeting: Song on Spotify
Actual ad unit targeting “Call Me Maybe” listeners, with dynamic audience generation
Friends?
5
6/28/2012 www.ampushsocial.com 16

17. Sample Action-Targeting: Song on Spotify
Action spec preview of stories about listeners to “Call Me Maybe” on Spotify
6
6/28/2012 www.ampushsocial.com 17

18. Questions?
Follow Us.
Facebook.com/AMPUSHsocial
Twitter.com/AMPUSHsocial
Linkedin.com/companies/ampush-social