This document provides an overview of Facebook as a social media platform for brands. It discusses key metrics like Facebook's large user base and time spent on the platform. It also outlines Facebook's pillars of identity, social graph and sharing. Additionally, it describes various advertising options for brands like premium ads, pages, and case studies of brands that have successfully used Facebook for objectives like awareness, engagement and sales.

2. 500 millionusers worldwide

4. more than half
of users return daily

5. =
50M+users in U.S. per day
Tuesday night
viewers
Sunday night
viewers
+

6. users per day
Average daily reach
Source: Nielsen daily reach May 2010
56 million
53 million
39 million
21 million
19 million

7. Time spent
Source: Nielsen monthly time spent July 2009 – April 2010
0
4
8
Jul-09 Oct-09 Jan-10 Apr-10
hours

8. Source: comScore, May 2010
Active user growth in Latin America
63 MM

9. Facebook penetration in Latin America
Source: Facebook and Internet World Stats (www.internetworldstats.com ), July 2010
Country Active Users Internet Users Penetration
Argentina 10.500.000 20.000.000 53%
Bolivia 694.000 1.050.000 66%
Brazil 5.650.000 72.027.700 8%
Chile 7.050.000 8.369.036 84%
Colombia 10.100.000 20.788.818 49%
Costa Rica 758.000 1.500.000 51%
Dominican Republic 872.000 3.000.000 29%
Ecuador 1.190.000 1.840.678 65%
El Salvador 374.000 975.000 38%
Guatemala 649.000 1.960.000 33%
Honduras 322.000 958.500 34%
Mexico 13.900.000 27.600.000 50%
Panama 581.000 934.500 62%
Paraguay 252.000 894.200 28%
Peru 2.830.000 7.636.400 37%
Uruguay 837.000 1.340.000 62%
Venezuela 6.710.000 8.846.535 76%
Total 63.269.000 179.721.367 35%

11. THE SOCIAL UNIVERSE August, 2010

13. The Social Graph
Friends Family
CoworkersBrands

14. Identity
Identity, social graph
& authentic
connections
Platform
Technology
underpins and
enables
Sharing
Sharing via social
graph – evolving
over time
Facebook is built on 3 pillars
Underpinned by technology

15. the social
context

16. Word of mouth

17. Friends influence friends

18. Facebook products

19. Pages Applications
Premium ads Marketplace ads
Social plug-ins

20. A new ad model
Develop deep relationships with your audience
1. Build a Page
2. Advertise to increase connections
3. Publish to your network

21. Fan Pages

22. Facebook Page
Brand
information
Multi-media content
Applications
Real-time
conversations
And more...

23. Facebook Page
Profile Picture
JPG, GIF or PNG
Blurb Box
130 characters
Left column
Static, 200 px
Main column
Dynamic, 540 px
Tabs
6 visible tabs,
option for more
Status
420 characters
Wall
Real-time updates
Fan & Brand content

24. Facebook Page
Wall Tab Settings Info Tab Settings

25. Facebook Page
Wide Column 380 px Narrow Column 200 px
Photos
Videos
Discussion
Boards
Events
Static FBML
Reviews
Other Platform
Applications
Boxes tab

26. Facebook Page
• Real-time publishing
• Same as on user profiles
• Multi-media functionality
• Post text, photos, videos, links etc.
• Dialogue with users
Publishing

27. Premium Ads

28. Premium Ads
Event Video commenting
Poll Virtual gift Sampling
Like

29. Premium Ads
Users can engage with ads the same
way they interact with other content on
Facebook
Users don’t have to leave their home
page
Engagement sparks organic sharing to
the user’s friends, giving advertisers
viral impressions

30. Like Premium Ad
Title links to Facebook
Page
Title (25 characters)
Body copy
(135 characters)
Image
(110x80)
Image links to
Facebook
Page
Users can connect to
the Page in line
x

31. Like Premium Ad
1. Click the Like button to connect
with the brand
2. You are now connected

32. Video Comment Premium Ad
Comment on this video...
Thumbnail
(110x80)
Title (25 characters)
Body copy
(135 characters)
Title links to
Facebook Page
Video plays
on click
Users can
comment in line
x

33. Video Comment Premium Ad
1. Click thumbnail to play video
4. Comment on video for
friends to see
2. Background dims and video
plays in center of screen. Fan
Page or “like” video during play.
3. At the end, click to brand Page
or share video with friends
I love Virgin America!

34. Event Premium Ad
Image links to
event on Facebook
Users can
RSVP in line
Title (25 characters)
Body copy
(135 characters)Image
(110x80)
Date:
Location:
RSVP:
Yes Maybe No
x

35. Event Premium Ad
1. RSVP to event 3. Add personal message2. Invite friends

36. Poll Premium Ad
Title links to
Facebook Page Title (25 characters)
Body copy
(135 characters)
Image
(110x80) Image links to
Facebook Page
Response (25 characters)
Response (25 characters)
Response (25 characters)
Users can respond
to poll in line
Question (40 characters)
x

37. Poll Engagement Ad
1. Respond to poll 3. See your friends’ results2. See results

38. Marketplace Ads

39. Reach block
Reach 100% of all targeted users in one day
Reach Block served in premium inventory page

40. Reach Block
• 100% of targeted users see your ad as their first 3
premium impressions
• Then, up to 2 additional premium impressions to
reach the impression goal
• Reach Blocks and premium impressions always
have 100% share of voice

41. Go where your audience is going
Reach Block on premium inventory pages

42. Reach Block
Brand lift Better ROI
Organic
impressions

43. Benefits of Reach Block
Performance and pricing
▪ Organic impressions
▪ 2-3x more organic impressions are generated for
a reach block versus a standard campaign with
paid media over a period of time
▪ Brand lift
▪ 11 of our top 15 campaigns, as measured in
terms of brand lift, used reach blocks
▪ Volume pricing for impressions

44. Comparisons
Home page reach products in the U.S.
Yahoo HP MSN HP MySpace HP
(Login)
FB HP 5 Cap
Reach block
FB HP Road
block
Daily Users 35M 17M 20M 52M 52M
Imp (MM) 280M 140M 90M 204M + SGI 468M + SGI
Avg Imps per
user
8 8 4.5 3.9 8.9
Price List 500K-1M.
Actual 800K
List 500K. Actual
350K
300K + for
special creative
460K 950K
eCPM $3.00(Actual) $2.50 (Actual) $3.00 + for
creative
(Estimate)
$2.25 $2.03
Price per
exposed user
$.02 $.021 $.015 + for
creative
$.009 $.018
December 2009
PRICING SUBJECT TO CHANGE

45. demo and geo
targeting
category
targeting
keyword
targeting
Targeting

46. Profile-based targeting
•Location
•Age/Birthday
•Gender
•Education
•Workplace
•Relationship
•Sexual
Preference
•Language
•Activities
•Interests
•Music
•TV
•Movies
•Books
•Groups
•Applications
•Connections
•Status updates
Structured Unstructured

47. When a user engages with an ad
A custom targeting cluster of similar users is formed
Learned Targeting
• Facebook analyzes the users
who have engaged with your ad
• We look at:
• Keyword interests
• Demographic
• Past ad click history of all of
our users
• Only Facebook can aggregate
these three sources to find your
consumers

48. Applications

49. Social plugins
• Add a social layer to your existing sites

50. Social plugins
• Add a social layer to your existing sites

51. Best practices

52. Guiding principles for brands
1. Make it social.“That’s what I do on Facebook.”
2. Keep it simple.“If I understand something, I’m more likely to try it.”
3. Optimize for speed.“If it’s fast, I’ll do more of it.”
4. Integrate.“Keep it within my Facebook experience.”

53. Facebook Ads tips

54. Use multiple creatives
Example: home page Reach
Block with multiple creatives

55. • Straightforward copy
• Relevant imagery
• Tie back to brand
Be authentic

56. Make every word count
87 characters
131 characters
25 characters
15 characters

57. A/B test your ads

58. Use evocative imagery

59. Create practical virtual gifts
Examples of past virtual gifts
• Make gifts social, easy
to share
• Use simple, iconic
images
• Be conversational
• Avoid small fonts, busy
backgrounds

60. Tie events to causes
Event
ad
Event
Page

61. Highlight brand character

62. Have a Facebook Page

63. Facebook Pages tips

64. Promote with Engagement Ads
Fan growth
Proven, familiar to users, deeply integrated

65. Focus on publishing
10x views in Stream versus Page
22 posts by
20 people
1,260 likes
1,545 comments
vs.

66. Keep it simple
Make content eye-catching, universal, easy to consume

67. Innovate
Comment box

68. Establish a consistent voice

69. Interact with and feature fans
Join the conversation:
Toyota Prius example
Recognize Fan creativity:
Kellogg’s Pop-Tarts example

70. Pace yourself
Pace out your posts to maximize your impact
Coca-Cola example:
Tattoo Tuesday
Publishing
calendar

71. Analyze, adjust, and optimize
Aggregate stats
about all
connections
Demographic
and geographic
stats
Insights Dashboard

72. Be timely and relevant
Embrace timely opportunities to connect with Fans
Vitamin Water: LeBron
MVP award example
Starbucks: New York
Times article example

73. Case studies

74. Product awareness
How Fast Time Flies
How Fast Time Flies Facebook Page
Objective:
To direct traffic and increase awareness of a
digital scrapbooking service.
Solution:
Facebook ads targeted at potential customers
Key Results:
•Facebook ads were more effective at
increasing the company’s exposure than other
types of click-through ads by driving referrals
to its website
•70 percent year-over-year increase in
company sales as a direct result of its
Facebook ad campaign

75. Customer acquisition
ZipZapPlay
ZipZapPlay Facebook Ads
Objective:
Encourage user acquisition
Solution:
Facebook’s keyword target filtering
Key Results:
Over 100 million impressions
“Without going into specific numbers, the
ads have been critical in driving our traffic
and our revenue so far. They’re one of the
key pieces of our strategy.”
-Curt Bererton, CEO ZipZapPlay

76. Build a brand
Pedigree®

77. Build a brand
Pedigree®

78. Build a brand
Pedigree®

79. Brand awareness
Dreamworld Australia
Dreamworld Australia Facebook Page
Event Premium Ad
Fan Premium Ad
Poll Premium Ad

80. Brand awareness
Red Bull
“Red Bull Stash” landing page
Become a Fan Premium Ad
Direct Response Ad

81. Brand awareness & trial
Jelly Belly
Event Premium Ad
Become a Fan Premium Ads

82. Viewer intent
The Travel Channel: Man v. Food
Poll Premium Ad
Fan Premium Ad
Event Premium Ad

83. Cause awareness
Kellogg Cares
Kellogg Cares Page
Video Comment Premium Ad

84. Brand awareness & trial
Texas Pete Hot Sauce
Fan growth over time
Campaign Launch
Sampling Premium Ad

85. Brand launch
2degrees Mobile (New Zealand)
Fan growth over time
Reach Block
Fan Premium Ad

86. Movie launch
Universal Pictures: Bruno
Fan growth over time
Event Premium Ad
Fan Premium Ad

87. Brand awareness
Sephora
Virtual Gift Premium Ad
Organic home page impression

88. Product test
Splenda® Mist
Splenda Mist Facebook Page
Splenda Mist Sampling Application

89. Drive ticket sales
Lionsgate: Saw V
Fan Premium Ad Virtual Gift Premium Ad

90. Product awareness
Wendy’s
Virtual Gift Premium Ad

91. Success Stories

92. Special promotion
JetBlue
Home Page Premium Ad
Marketplace Fan Ad
JetBlue sweepstakes

93. Increase connections & awareness
Subway
Subway Eat Fresh, Eat Free Sweepstakes
Become a Fan Premium Ads

94. Increase connections
Southwest Airlines
Become a Fan Premium Ads

95. Product launch
Microsoft Windows 7
Become a Fan
Premium Ads

96. Product launch
Vitamin Water
Vitamin Water Facebook Application

97. Cause awareness
General Mills: Cheerios
Become a Fan Premium Ads

98. Brand awareness
Honda Social Experiment
Multiple Premium Ad creatives

99. Drive sales
JC Penney
JCPenney Facebook
Page
Fan Premium Ads

100. Promotion awareness
Starbucks
Starbucks Facebook Page
Fan Premium Ad
Event Premium Ad

101. Increase connections
Best Buy
Fan Premium Ads
Best Buy Facebook Page

102. Increase engagement
Nike Livestrong
Video Comment Premium Ad
Lance Armstrong’s Facebook Page

103. Increase connections, engagement
Levi’s
Video Comment Premium Ad
Fan Premium Ad
Levi’s Facebook Page