Facebook has developed a robust advertising ecosystem centered around advertising as their core business model. Their advertising platform offers advertisers endless targeting possibilities across over 1 billion users through formats like page post ads, sponsored stories, and placements in the newsfeed, search, and other areas of Facebook. Advertisers can target users based on demographics, interests, behaviors and connections to maximize relevance and impact of their campaigns.

1. Facebook Ads Ecosystem
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2. Hello, nice to meet you
Benjamin
Snyers
Head of Social Activation
Social Lab Group
@benjaminsnyers
Benjamin.snyers@social-lab.eu
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3. Since its IPO,
Facebook is pushing hard to develop its revenue model.
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4. Advertising is becoming
“Core” to their business
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5. Everyday,
a lot of new features are announced
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6. During the last months,
a lot of new Advertising solutions
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7. 6 emplacements. 1 billions users. Infinite Targeting Possibilities.
7

8. Deep Dive into Facebook Ads
8

9. What are the benefits of Facebook Advertising?
.Facebook
- Large Reach
- Endless targeting possibilities
.Sponsored Stories
- Real-time reporting
- Flexibility
- Optimisation
- Price .Ads
- Rich Media
- Social Context
- Newsfeed
9

10. Facebook’s own POE version.
Owned PAGE
Paid media
media Page
App
Facebook Event
Ads Domain
.Sponsored
Stories
.Marketplace
Earned
media
Stories in Stories
News Feed
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12/10/2012 10

11. Everything starts with the bidding system
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12. It is a self-serve advertising platform
• Facebook Marketplace is an auction system
• Competition increases the price
Audience Placement (formats)
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13. Competition with other advertisers
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14. How Does It Work – Quality Score
Not the ad with the highest bid wins, but the ad with the best
performance (QS)
Auction system based on:
?
Quality Score ?
?
QS = ?
CTR* x ?
Bid x ?
Historic x
Competition
* First estimation is based on 10,000 first impressions of the campaign.
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15. How Does It Work – Quality Score
Higher CTR means:
• Lower CPC=> Rewarded
• Better position
CTR: 0.060%
QS = ****
CPC: 0.45 €
QS = ***
QS = **
CTR: 0.015%
QS = * CPC: 1 €
CTR: really bad
No Impression QS = 0 CPC: too low
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16. Why does Facebook use Quality Score?
- User is paramount on Facebook
- GOAL = Best user experience
- Relevant ads = better experience
- CTR = indicator of relevant ads
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17. Audience
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18. +4,7 millions users in Belgium
> 4.700.000
Belgian members
45% of population
(58% of internet users)
66% 85%
daily use weekly use
>2.000,000
Mobile users 18

19. Rich possibilities to segment the audience
4,7 millions of users
Facebook
Friends of
Fans
Friends of Fans
Interest Fans Page
Sport
Interest
Brands
Sector
Music
Brands
Brands
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20. Everything starts from the information filled in by the user
Basic
Age, gender, geography,
relationship, language
Work and Education
Interests
Friends Music, Movies, Books, Apps,
Pages, Websites
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21. Broad Categories
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22. Target a young student who likes fashion.
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23. Target users based on the mobile device they own.
+ 1,000,000 users in total
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24. Target fathers with children between 0 -19 years old.
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25. Target users according to the brands they have liked.
Automobile Sector Water Sector Energy Sector
+ 300,000 users + 100,000 users + 50,000 users
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26. Custom Audience: targeting by Email, Phone Number & UID’s
- Remarketing
- Mailing List Reactivation
- Fan Acquisition
- ….
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27. Targeting by Email, Telephone & UID
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28. Endless possibilities of targeting
28

29. Emplacement & Formats
29

30. From the right to the left
40%
of peoples’ time
on Facebook is
on news feed
Content
& Advertising Zone
Advertising Zone
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31. Promote your message directly in the user’s Newsfeed
CAPPING
1
Impression per user
per 24 h
CAPPING
3
Advertisers
per users
This is an ad
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32. Your brand is a part of users’ stories. They cannot miss it.
This is an ad
CTR
20x
Compared
to right zone
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33. Even on mobile.
+2m
Users in
Belgium
“Sponsored” Stamp
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34. Facebig
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35. Right Zone is not Dead. Long Live Right Zone
Your content is “eligible”
to appear in the newsfeed:
- No guarantee
- Limited Reach
Content
& Advertising Zone
Advertising Zone
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36. Right Zone – Homepage & Rest of Site
0,5€
1€
Average
CPM
CPM/CPC Average
CPC
CPC
100 % SOV
1-10 advertisers
Self Serve
Self Serve
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37. Facebook New Emplacements
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38. Place your message in the search bar results
Sponsored Results format
Main features:
- The search Bar is one of the most used Facebook features.
- Targeting by “Targeted Entities”(page, app,..) or profiles.
- Target Competitors’ pages.
- No off-site
- CPC or CPM
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39. Log-Out Experience. The most impactful format
CPM: 5 €
Entry Fee: 10 k
Video
No targeting possibilities
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40. Promote your business on the best emplacement
6 emplacements in total
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41. +20 Formats to distribute on Facebook
41 41

42. +20 Formats available
Engagement/
Sponsored Stories Page Post Ads
Standard Ads
Generate Awareness Sponsorise interaction Amplify the distribution
Generate Traffic (in & offsite) between the brand of your content on
Generate Action & the connected users. Facebook
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43. +20 Formats available
Sponsored Results Log Out
Display a message Generate impact on Facebook
in the search results
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44. Focus on Page Post Ads & Sponsored Stories
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45. The challenge of the week
3. Make noise and post your video
4. Bring a maximum of your friends
around a Fanta!
PPA -Amplification of your post distribution.
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46. It starts with the content posted on your page.
46

47. Did you know that…
When you post
on your Facebook page,
16%
you only reach 16%*
16%
of your fans.
* Worldwide average communicated by Facebook
Fans reached
organically
Why?
EdgeRank is an algorithm that
ranks objects in the Facebook News Feed.
Affinity x Weight x Time
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48. Page Post Ads to amplify your reach
12-16% of friends/fans Organi
see your post/content c
Paid Media
Up to 85%
of friends/fans
see the content
% of fans reach by your message
Pubs 16%
Pubs 65% 85%
Daily Weekly 48

49. Reach is the new Like
Facebook
FOF
Fans
16%
For each new post, there is a reflection about amplification
Who? When? How long for?
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50. PPA, everywhere. Everything starts
with the content
on the page.
Control the distribution of your content
All Fans & Friends of fans All 50

51. Video directly in the newsfeed.
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52. Sponsored Stories – WOM at Scale
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53. 92% of the users trust friends recommendations.
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54. User is the message
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55. How it works
85%
Sponsored Stories
David likes this brand
12%
David likes this brand
Your Brand
Like
STEP 1: STEP 2: STEP 3:
David likes a If the advertised brand
brand, uses an A story is generated on
included Sponsored Stories in
application, or David’s friends’ News
their Facebook Ads
checks-in into a Feeds, which they may or
campaign, David’s friends will
location. may not see.
see this story in the right
column.
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55

56. Sponsor everything.
App
Like
Wallpost Website
App
POS
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57. Distribute everywhere
Friends of fans Friends of fans Friends of fans 57

58. Sponsored Stories in Newsfeed
58

59. To Sum Up
Endless
Possibilities
Audience
Bidding
Emplacements
+20
Formats
+6
59

60. And so what?
60 60

61. Facebook Ads can help you solve a lot of problematics
Which media strategy to adopt regarding my objectives?
Awareness Traffic Offline /Online Sales
Reachblock Video Marketplace Offers
Sponsored Stories standard ads
Page Post Ads
Newsfeed Desktop Sponsored Stories
Domain Sponsored Stories
Newsfeed Mobile
Fan Aquisition Engagement Contest/ Mobile App
Reachblock Sponsored Stories Inline Fan for App
Like Page Post Ads
Sponsored Stories
Marketplace Page Post Ads for App
Like
Sponsored Stories
Like 61

62. Amplify Word of Mouth
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63. Briefing & objectives
Amplify Word of Mouth with Ads
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64. Strategy
2+1 is a great offer.
We “Like” it!
And Facebook users will certainly do so!
They will buy it and also TALK about it.
Those discussions around the promotion
are a valuable medium that one should use.
Your “SOCIAL CURRENCY”
Our proposition?
Generate an (online) discussion
around the promotion,
amplify it and generate as much
Awareness around it as possible.
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65. Everything starts with a post and the page.
16%
32,000
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66. Beer? Hum… who will be the target?
85% of fans & M18+
+ 1,500,000
Sports Fan Beer, Wine and Student
Spirit Lover
Barbecue Football Fans Jupiler Fans
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67. Message is adapted to targeting to boost performances.
Students
Foot
18+
Fans
Wine
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68. 1) Generate traffic to the post
POST NL: 1.456 LIKES / 1.043 SHARES / 270
Non- Fans COMMENTS
ASU POST FR: 1.623 LIKES / 1.824 SHARES / 297
COMMENTS
Fans
PPA
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69. Wow, those guys interact with the content.
STORIES appears LIKES / 1.043 SHARES / 270
POST NL: 1.456 in Newsfeed
COMMENTS
POST FR: 1.623 LIKES / 1.824 SHARES / 297
COMMENTS
get organically placed
into 12% of friend’s
news feed
Share
Like
Comments
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70. Sponsorise the interactions to amplify the WOM.
With Paid Media
You reach up to 85%
of your target
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71. Sum Up the ecosystem
Advertising Wallpost Newsfeed
Facebook.com
.PPA
Like Comment
Like Comment
.Classic ASU 12%
Seen by 12% of
the friends
We make an ad of the stories generated
(called sponsored stories).
85%
It means that 85% of the users’ friends
.Sponsored will be exposed to the stories.
Stories
12%
Seen by 85%*
of the friends
* The ads is shown to 100% of the friends who are connected. Each
week, average 85% of the Facebook users connect to the platform. 71

72. Question?
72

73. Occupy Territory during Christmas
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74. Briefing & Objectives
Generate awareness for the different
Samsung products range during
Christmas Period trough a full
experience on Facebook.
BENELUX:
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75. Context
• A Lot of advertisers on Facebook during Christmas sales
Important to stand out with a unique, creative and dynamic
campaign.
• More competition, more expensive traffic ( CPC increases):
Best practice to avoid CPC increase:
ultra segmented structure
Daily optimization
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76. Insight & Mission
Just remember…
You were a kid.
With those catalogs of toys, games, sport
accessories.
Dreaming about which
were the 3 you would pick up…
BUT…
You received the present
only if you were kind.
Kind or not Kind? 76

77. The Idea
A Facebook Application to create
your wishlist among Samsung products.
You choose 4 products among
Samsung categories.
TV
IT Products Telecom Audio Home
Video Appliances
One by Category.
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78. Kind or Not?
And… You need to prove
that you were
a “Kind” boy or girl
How?
Friends will tell
Kind
Not Kind
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79. And the winner is…
On the 24 of December, winners are announced.
The 24 of December at midnight,
the 20 people that have got the
most « Nice » votes
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80. Surprise!
Who has been the meanest?
The 31 of December at midnight,
the 10 people who have got the most « Not
Nice » votes will get an email and SMS to
confirm that they will get their gifts !
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81. Will It Work on its own?
Great Idea
But…
Without mediatisation….
It will not work
The app will stay unvisited….
You need a STRONG
Facebook Media Plan
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82. Key Elements Of The The Ad Campaign
Budget TARGETING: 25-34 YO MESSAGE – Two phases
66% of the budget 1 Premium.
REACH : + 4 M
invested in the
mediatisation of the Generate maximum
action awareness trough the
use of video
2 Marketplace
Dynamic & creative use
of Facebook to maintain
target attention at his
highest and generate a
max of participation
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83. Big Launch, Big Exposure
During the launch, we have booked a Reachblock video.
It means that Samsung was the only advertiser on Facebook
that day.
Maximum of
exposure on the
target.
Awareness boost.
REACHBLOCK
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84. Followed By A Dynamic & Creative Campaign
• 3 waves with different messages
• Format mix based on targeting & objectives Premium Ads
• Targeting by age & gender Christmas Countdown
• Daily optimization
W1: CLSC
W2 : CLSC
W3 : ILF
W4 : CLSC
Sponsored Stories Likes (SSL)
Page Post Ads (PPA)
BE NL
12/12 17/12 23/12 26/12 01/01 84
24/12

85. Change Message To Stand Out
WEEK 1 Ads Targeted by Age & Gender
Copy based on age
WEEK 2 Focus on game activity
Immediate feeling
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86. Change Message To Stand Out
Last Day to win.
J- 1
26 of December Surprise
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87. Branded & Clear Visuals
26 of December , we
adapted the color
Brand Logo
Christmas theme background
Clear visual of brand product
We adapted the visual with the most chosen product
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88. Divide And Rule
We segmented the campaign to avoid a rise of CPC
due to aggressive competition during Christmas
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89. Diversity To Avoid Attention Drop
We developed several messages for each sub-segment in order to
avoid users’ attention drop
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90. Results
In 3 weeks time...
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91. Results
+700,000,000
Impressions
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92. Results
+80,000
participants
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93. Results
+ 60,000
New Fans
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94. Results
Cost per fan 50% lower
than previous Samsung Campaign (NL)
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95. Results
50,000 app shares in the
newsfeed.
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