How to best use Facebook: a deep dive from Facebook Australia

1. Monday, 14 March 2011

2. Monday, 14 March 2011

3. It’s all about people
Paul Borrud
March, 2011
Monday, 14 March 2011

4. Quiz
How many users (globally) access
facebook via a mobile device ?
Monday, 14 March 2011

5. Quiz
How many users (globally) access
facebook via a mobile device ?
a. 150,000
b. 200 Million
c. 50 Million
Monday, 14 March 2011

6. Quiz
How many users (globally) access
facebook via a mobile device ?
a. 150,000
b. 200 Million
c. 50 Million
Monday, 14 March 2011

7. Quiz
How many photos are uploaded to
facebook every month globally?
Monday, 14 March 2011

8. Quiz
How many photos are uploaded to
facebook every month globally?
a. 3 Million
b. 3 Billion
c. 300,000
Monday, 14 March 2011

9. Quiz
How many photos are uploaded to
facebook every month globally?
a. 3 Million
b. 3 Billion
c. 300,000
Monday, 14 March 2011

10. Quiz
Since social plugins launched in April,
2010, an average of ________ new
websites integrate with Facebook
every day
Monday, 14 March 2011

11. Quiz
Since social plugins launched in April,
2010, an average of ________ new
websites integrate with Facebook
every day
a. 5,000
b. 1,500
c. 10,000
Monday, 14 March 2011

12. Quiz
Since social plugins launched in April,
2010, an average of ________ new
websites integrate with Facebook
every day
a. 5,000
b. 1,500
c. 10,000
Monday, 14 March 2011

13. Facebook in
Australia
Monday, 14 March 2011

14. Active users in Australia
10M
5M
0M
2008 2009 2010
Source: Facebook internal data, April 2010
Monday, 14 March 2011

15. Active users in Australia
10M
5M
+10
million
users
0M
2008 2009 2010
Source: Facebook internal data, April 2010
Monday, 14 March 2011

16. Australia demographic breakdown
Source: Facebook internal data, Worldwide, June 2010
Monday, 14 March 2011

17. Australia demographic breakdown
Age
13-17
13%
35+
33%
18-24
27%
25-34
27%
Source: Facebook internal data, Worldwide, June 2010
Monday, 14 March 2011

18. Australia demographic breakdown
Gender Age
13-17
13%
35+
33%
Male
Female 46% 18-24
54% 27%
25-34
27%
Source: Facebook internal data, Worldwide, June 2010
Monday, 14 March 2011

19. Engagement in Australia
Daily
7+ hours 27 visits 62% daily
Average time spent per user Average visits per user Active users log in
(monthly) (monthly) (daily)
Source: Nielsen June 2010 & Facebook Internal Data, June 2010
Monday, 14 March 2011

20. Monday, 14 March 2011

21. Monday, 14 March 2011

22. Monday, 14 March 2011

23. Monday, 14 March 2011

24. Monday, 14 March 2011

25. Tom Arrix great weekend with the family
Monday, 14 March 2011

26. Fabio Freyre I was reminded of the
beauty
of life when I became an uncle for the first
time today
Monday, 14 March 2011

27. 1 2 3 The web is
The Web is
reorganizing
around
people
Monday, 14 March 2011
Businesses
Marketing
are
reorganizing
around
Reorganizing
around
people

28. Average hours per month
7.5hr
1hr
56 1hr
1hr 56 Mins
MSN YouTub Yahoo!7 FDMN News
Source: Nielsen NetView - December 2010
Monday, 14 March 2011

29. Source: http://www.youtube.com/watch?v=9XzpDSRdARY&feature=related
Monday, 14 March 2011

30. Source: http://www.youtube.com/watch?v=9XzpDSRdARY&feature=related
Monday, 14 March 2011

31. Website: http://www.facebook.com/pages/Betty-Whit...
Personal Information:
This is a page to encourage both Betty White AND Saturday
Night Live that Betty would be a FANTASTIC choice to host
SNL
Personal Interest: Betty White will turn 88 years old on January 17, 2010. She is
universally known and admired.
In 2010, Betty will be entering her EIGHTH DECADE in show-
business. What a way to honor her, as well as entertain
countless millions of people the world over who adore her as
an actress, as a tireless animal rights advocate, and as a
fantastic comedian!
PLEASE BECOME A FAN!!!
Monday, 14 March 2011

32. Skip is cutting
this for me
©2010 NBC Studios, Inc. Distributed by Broadway Video Enterprises.
Courtesy of Broadway Video Enterprises and NBC Studios, Inc.
Monday, 14 March 2011

33. The web is being
rebuilt around people
Monday, 14 March 2011

34. The web is being
rebuilt around people
Browse
90’s
Monday, 14 March 2011

35. The web is being
rebuilt around people
Browse Search
90’s 00’s
Monday, 14 March 2011

36. The web is being
rebuilt around people
Browse Search Discover
90’s 00’s 10’s
Monday, 14 March 2011

37. Globally, borders are being
replaced with connections
600M users worldwide
Monday, 14 March 2011

38. Globally, borders are being
replaced with connections
600M users worldwide
Monday, 14 March 2011

39. Industries are transforming
by reorganizing around
people
Monday, 14 March 2011

40. Gaming is reorganizing
around people
FarmVille XBox
2%
s
er
24
ay
+
pl
s
fit
M
80
o
Pr
Monday, 14 March 2011

41. News is reorganizing
around people
NY Times Twitter CNN
43%
of news sharing
occurs through
social media
Monday, 14 March 2011

42. Shopping is reorganizing
around people
Amazon Groupon
up to 50%
increase in average
order value
Monday, 14 March 2011

43. 1 2 3 The web is
reorganizing
around
people
Monday, 14 March 2011
Businesses
Marketing
are
reorganizing
around
Reorganizing
around people
delivers results

44. Businesses are reorganizing
around people
• Product
Development
• HR
• Customer Service
• Customer Insights
• Marketing
Monday, 14 March 2011

45. Product development is being
reorganized around people
Monday, 14 March 2011

46. Product development is being
reorganized around people
Monday, 14 March 2011

47. Product development is being
reorganized around people
Monday, 14 March 2011

48. Customer service is being
reorganized around people
Monday, 14 March 2011

49. Marketing is being
reorganized around people
Monday, 14 March 2011

50. Marketing is being
reorganized around people
Monday, 14 March 2011

51. Marketing is being
reorganized around people
Monday, 14 March 2011

52. Marketing is being
reorganized around people
Monday, 14 March 2011

53. Marketing is being
reorganized around people
Monday, 14 March 2011

54. Marketing has always been a
mix of paid, owned and earned
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55. Marketing has always been a
mix of paid, owned and earned
Print
Television
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56. Marketing has always been a
mix of paid, owned and earned
Print Websites
OPEN
Television Store fronts
Monday, 14 March 2011

57. Marketing has always been a
mix of paid, owned and earned
Print Websites Public Relations
OPEN
Television Store fronts Word of Mouth
Monday, 14 March 2011

58. Marketing has always been a
mix of paid, owned and earned
“ Some of today’s greatest success
stories in branding blend ingredients
from the three kinds of marketing
Print
media: paid, owned, and earned ” Relations
Websites Public
-eMarketer, Sept
2010
OPEN
Television Store fronts Word of Mouth
Monday, 14 March 2011

59. The ideal is more earned at
the scale and predictability
Monday, 14 March 2011

60. Facebook lets you create
The ideal is more earned at
“earned” and predictability
the scale at unprecedented
Monday, 14 March 2011

61. Fans are just the beginning
brand fan
Monday, 14 March 2011

62. Fans are more valuable when
they impact their friends
Facebook population 10
Million
Australians
Fan base
AU data
Monday, 14 March 2011

63. Fans are more valuable when
they impact their friends
Facebook population 10
Million
Australians
Fan base
AU data
Monday, 14 March 2011

64. Fans are more valuable when
they impact their friends
Facebook population 10
Million
Australians
Friends of fans
3M friends
Fan base
25k fans
AU data
Monday, 14 March 2011

65. Fans are more valuable when
they impact their friends
Facebook population 10
Million
Australians
Friends of fans
3M friends
My friend likes this brand
Fan base
Ads with friends 25k fans
AU data
Monday, 14 March 2011

66. This is the NEW word of
mouth - it is twice as effective
Stay cool this summer
Stay cool this summer
with a tasty Drumstick
with a tasty Drumstick
from Nestle. Like our page
VS
from Nestle. Like our page
and we’ll tell you about
and we’ll tell you about
our summer specials
our summer specials
and exciting events.
and exciting events.
Nestle
Monday, 14 March 2011

67. This is the NEW word of
mouth - it is twice as effective
Stay cool this summer
Stay cool this summer
with a tasty Drumstick
with a tasty Drumstick
from Nestle. Like our page
VS
from Nestle. Like our page
and we’ll tell you about
and we’ll tell you about
our summer specials
our summer specials
and exciting events.
and exciting events.
Nestle
Meg Griffing Sloan, Becca Foy, and
14 other friends like Nestle
Heineken
Monday, 14 March 2011

68. This is the NEW word of
mouth - it is twice as effective
1.6X Stay cool this summer
Stay cool this summer
with a tasty Drumstick
lift in brand recall
with a tasty Drumstick
from Nestle. Like our page
VS
from Nestle. Like our page
and we’ll tell you about
and we’ll tell you about
our summer specials
our summer specials
2X
and exciting events.
and exciting events.
Nestle
lift in message
awareness
4X Meg Griffing Sloan, Becca Foy, and
14 other friends like Nestle
Heineken
lift in purchase intent
Monday, 14 March 2011

69. Facebook has two ways to
access the new word of mouth
Premium
Marketplace
Tasty treats for special occasions
1
Stay cool this summer
with a tasty Drumstick
1
from Nestle. Like our page
and we’ll tell you about
our summer specials
and exciting events.
Tasty treats for special occasions
Enjoy tasty
Nestle treats all
summer long
and for any
occasion
What’s your favorite movie snack?
2
A pack of Smarties
A crunchy KitKat
3
A yummy Butterfinger
Nestle
4
Monday, 14 March 2011

70. Premium Ads drive brand
impact
100% share of voice on the most highly
trafficked pages
TIME SPENT ON HOMEPAGES
Facebook has the highest time per homepage
impression
50
45 46.0
43.1
40
Seconds
Tasty treats for special occasions 35
Enjoy tasty
Nestle treats all
summer long
30
What’s your favorite movie 30.9
A pack of Smarties
A crunchy KitKat
27.5 27.2
A yummy Butterfinger
25
Nestl
23.0 22.9
20
e
L
e
es
o
ok
SN
gl
AO
ub
ho
m
bo
o
M
uT
Ya
Go
Ti
Source: Nielsen
ce
Yo
NY
Fa
Monday, 14 March 2011

71. Marketplace Ads drive action
•Auction-based pricing
•Drive actions
1 •Off-site clicks
2
•Transactions
•Game installs
3 •E-commerce sales
4 •Kick-start fan base
Monday, 14 March 2011

72. 1 2 The web is
reorganizing
around
people
Monday, 14 March 2011
Businesses
are
reorganizing
around 3 Reorganizing
around
people

73. 2x
# of mentions
over World Cup
Monday, 14 March 2011

74. 9M+
recommendations
for Charity
Monday, 14 March 2011

75. Ads
Monday, 14 March 2011

76. Monday, 14 March 2011

77. Engagement Ads
Like Ads Polling Ads Video Ads Sampling Ads
Monday, 14 March 2011

78. Sponsored Stories
Monday, 14 March 2011

79. Sponsored Stories
A new product to drive word of mouth at scale
Value for users:
Recommendations from trusted friends are the best
kind.
Value for businesses:
Monday, 14 March 2011

80. Sponsored Stories
Sponsored Stories
David likes this brand
Your Brand
David likes this brand
Like
STEP 1: STEP 2: STEP 3:
David likes a brand, A story is generated on If this brand included
uses an application, David’s friends’ News Sponsored Stories in their
or checks in to a Feeds, which they may or Facebook Ads campaign,
location may not see David’s friends see this
story in the right column
Monday, 14 March 2011

81. What’s New
Monday, 14 March 2011

82. Places
Monday, 14 March 2011

83. Places
See who’s checked
in nearby
Monday, 14 March 2011

84. Places
See who’s checked
in nearby
And tell your
friends where you
are and who you’re
with
Monday, 14 March 2011

85. Places
See who’s checked
in nearby
And tell your
friends where you
are and who you’re
with
Generating a story
in their News Feed
Monday, 14 March 2011

86. Deals
A new way to connect with customers
Reward customers when they
check in on Facebook
‣ Generate in-store traffic
‣ Generate buzz among friends
online
‣ Build loyalty
Monday, 14 March 2011

87. Individual Deals
‣ Launch a new product, offer a promotion, or reward
your customers. This is a great way to drive in-store
Monday, 14 March 2011

88. Loyalty Friend
Deals Deals
‣ Reward your most ‣ Encourage customers
Monday, 14 March 2011

89. Charity Deals
‣ Give back to the community and incentivize
customers to check in by offering charity
Monday, 14 March 2011

90. Deals drive foot-traffic that
turn into sales
Conversion rate for people who actually walk into a store
is 20% for retailers and 40%-60% for electronics.
20%
60%
Source: Businessweek, August 2010
Monday, 14 March 2011

91. Monday, 14 March 2011

92. Measurement
Solutions
Monday, 14 March 2011

93. Gain insights: Pages
Using Facebook Insights, Page owners
can more effectively track and
measure growth, sharing, and
engagement of their Pages on
Monday, 14 March 2011

94. Keys to Social
Marketing
Monday, 14 March 2011

95. Its’ about
relationships
Monday, 14 March 2011

96. Social fits Prin
t
within a
TV
Digital
larger digital Social
Media
strategy
Monday, 14 March 2011

97. 70/30
Monday, 14 March 2011

98. Be authentic
Monday, 14 March 2011

99. How could you
build around people?
each one of these slides
should have stats
Monday, 14 March 2011

100. Monday, 14 March 2011