The document discusses opportunities for brands on Facebook. It notes that Facebook reaches 1/3 of the UK population and engagement happens through photos, events, videos and messages. It provides examples of how brands like Starbucks, M&S and Skinny Cow have used Facebook pages successfully to engage consumers and drive sales. The closing points emphasize building social media into overall strategies, being authentic, and amplifying key messages through engagement.

1. Opportunities for brands & businesses within Facebook David Parfect – Group Head Facebook UK dparfect@facebook.com

2. 1 Facebook: Where we are & How we got here 2 Connecting with Consumers: How it can be done & examples 3 Closing Points Our advice for the social space

4. www.facebook.com – 12+m people a day

7. Source: Total UK active audience, Facebook internal, data April 2010 Facebook has a mainstream UK audience 35+ is now the fastest growing audience on Facebook male female

8. People interact in multiple ways Photo’s Events Video Content Messages Groups Pages Applications Mobile?

9. 2. Connecting with Consumers

10. We do 3 simple things for marketers Innovations Facebook Pages Facebook Ads Drive traffic on & off of Facebook Build Fans & communicate directly with them Facebook Open Graph, Applications & new Ad products

11. 2 dedicated Ad positions – ‘pitch to sale’ Homepage Ad Ad Space Unit Brand: Homepage Ads Direct Response: ASU’s

12. Advertising Opportunities Like ad Video Commenting Event Ad Poll Ad Virtual Gift Video Homepage Ad Homepage Ad ASU Standard Ads (Can be used to drive traffic to any destination) Engagement Ads (Require a Facebook Page to support them)

15. Starbucks global network Starbucks have pioneered the space – generating relationships through causes & in-store offers

16. Marks & Spencer creating dialogue & driving Sales Over 100,000 fans, all talking and connecting around love of M&S

17. Skinny Cow - Facebook as a central hub Vanity URL was used in above the line advertising Tabbed approach used for to house different bits of content A distinct tone of voice was developed to communicate with the user base Generating 11,000 fans in the first week, an above the line campaign using Facebook as a fully integrated ‘Hub’ for the campaign

18. 3. Closing Points

19. It’s relationships, not marketing

20. Build social into a wider strategy

21. Be Authentic

22. Amplify. Change. Ignore

23. 3 Facebook takeaways Scale Real people Engagement

24. Thank you

25. Appendix

26. Vitaminwater using Facebook to inspire new products Facebook users voted on their flavour combinations, to produce ‘Connect’ a new flavour for Vitaminwater – Sold over a million SKUs

27. 2010 – Measurement & Insight Valuation Consumer Insights Advertising Ad Effectiveness Determine the total value of your Facebook campaign and optimise Detect influence of a campaign on consumer attitudes and behaviors Gain better understanding of what consumers do & like Connect with users the same way they connect with their friends

28. 2010/11 Facebook Conversational Calendar April May June July August September October November December January February March Branding Building awareness and engagement Bring together with long term plans Connections Building consumer relationships Research Insights & Measurement Initiative Themes, key messages, major events/sponsorships