The document discusses the growing importance of mobile platforms for Facebook marketers. Some key points are: - Over half of Facebook's users only access it via mobile. Any campaign without a mobile component is only reaching half its potential audience. - Mobile usage is growing rapidly, with more mobile subscriptions than people expected in the next two years. - Facebook's CEO admitted they relied too heavily on HTML5 for their mobile app and have since developed a native mobile app. However, HTML5 is still suitable for most branded mobile applications. - All Facebook campaigns now need mobile versions to reach the growing mobile audience and provide a good user experience on mobile devices.

1. MOBILE IN 2013
Important facts for Facebook marketers to
know in light of Zuckerberg’s HTML5 admission
Presented by: Gamaroff Digital
15 September2012

2. The value of a mobile campaign
• The adoption of mobile is the fastest grown platform in history.
• Over half of Facebook’s nearly 1billion subscribers use it on
mobile exclusively!
• The platform is being ignored and the anger is being felt in
social media when users click a link to an app on their feed and
are diverted to the Facebook page home instead.
• People are mobile, and any campaign not developed for this
platform is only half a campaign.
• Facebook now make it possible for all of its apps to have a
mobile equivalent in the settings enabling users to go where
appropriate depending on what they are using.
• Most brands have just ignored this and users still go nowhere
when linking to them.
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3. Some current Facebook stats as of 15th September 2013
• 75% of the world’s population now has a mobile phone
• There will be more mobile subscriptions than people in the
next 2 years
• Almost 50% of US and UK phone subscriptions are for
smartphones
• Facebook has 955M monthly active users
• 543M mobile monthly active users
• Facebook are seeing a 67% year on year mobile MAU growth
• People spend more time on Facebook than other platforms:
• FB – 8:04
• Google – 4:51;
• Yahoo – 1:17;
• Microsoft – 1:06 (comScore)
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4. The value of a mobile campaign
• Our internal tracking on other
Facebook campaigns, for large
and small brands, where users
link through from Facebook
sharing channels, looks as per
the figure.
• All of these users are
reverting to the wall and
thinking nothing else of it.
• As more apps appear,
however, anger will start to
surface in social media when
people cannot access it.
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5. Facebook CTO Bret Taylor:
“Mobile is the primary focus for our platform
this year.”
“A few years from now, most every single
person at Facebook who works there is going
to be working mobile almost exclusively”.

6. Why did Zuckerberg admit a mistake in relying on HTML5?
• In September 2012, Facebook completely re-
released their native mobile app.
• The previous app was sluggish and inadequate,
and Mark Zuckerberg made a statement declaring
that they had made a mistake in relying too
heavily on HTML5
• This must not send the message that HTML5 is inappropriate for the
building of applications and native is the way to go.
• Facebook is a huge platform, an intensive software application on the
scale of Photoshop or Windows, and only for such large-scale
deployments is HTML5 not equipped to handle.
• For most smaller products, certainly branded applications, HTML5 is more
than adequate and a much cheaper and more versatile approach.
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7. All Facebook campaigns now need to:
• Provide the same value that users are enjoying on the site
but on the mobile device.
• Not compromise on any of the functionality or the emotional
engagement of users.
• To provide a seamless and slick experience that does justice
to popular devices like iPhones.
• To allow users to share, comment and perform the same
functions as on the app.
• To showcase brands as a cutting edge companies who adopt
new platforms ahead of the curve before they are standard.
• To capture the lost target audience who only use mobile.
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8. Commercials
• Only a few months ago, the only way to build a successful mobile
app was through native technologies. These are difficult, require a
high level of skill to build and take a long time.
• It required that budgets would need to be more than doubled to
provide a mobile alternative.
• All of this has changed with the introduction of HTML5 based
technologies and native wrappers to access phone hardware. It
means that skilled Facebook developers can now use their familiar
technologies, leverage code and graphics from their desktop
projects, and adapt them more quickly and easily to mobile.
• It now means that mobile versions of apps can be built for as little
as 25% of the cost of the original app.
• Budgets need to be extended to account for this.
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9. Gamaroff’s capability
• We have been staying close to the advancement of JavaScript and
HTML5 in mobile development for the past year and have built our
capabilities sufficiently to meet the demand.
• Even though Facebook admitted that HTML5 was wrong for their
app, this doesn’t mean it’s not appropriate for your products.
• We are active and ready, our developers are trained and
experienced and fully capable of creating high quality mobile
versions of the apps we build.
• It’s important to sell the importance of mobile to clients, and make
every effort to secure the budget so that we can account for this
growing 22% in everything we do online.
• Gamaroff anticipate more than half of our Facebook project work
in 2013 to be mobile or mobile/desktop hybrids.
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10. Conclusion
• Many brilliant Facebook apps are developed without a second
thought to mobile. At the moment, the problem is not perceived to be
as serious only because the audience still don’t expect too much and
do not shout too loudly about it. This does not mean that the
audience is not being lost.
• Flash only has about 3% of those who cannot see it, yet great and
costly lengths go to provide accessible alternatives whether they be
HTML sites or backup gifs in banners.
• 2013 is going to see a surge in mobile to the point where all Facebook
apps that do not have a mobile version will be seen as incomplete or
inadequate.
• All Facebook campaigns need to have their mobile counterpart, and
so it should be considered as standard.
• Gamaroff are a valuable partner to realise mobile projects in 2013.
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