Presentatie van Dorianne Richelle, client partner Facebook Benelux over A mobile connected world tijdens de #SocialSessions2014 op 19/6/2014 in Amsterdam.

1. A mobile connected world
Dorianne Richelle, Global Marketing Solutions, Facebook

2. Todays topics:
Reach all of the people
who matter to you
Measure impact
ContentChanging consumer
behaviour: Be where
people are

3. The changing customer behaviour:
be where people are

4. Media consumption in terms of time spent
Source: eMarketer, US , July 20131950
1960
2000
2010
Television
Digital
Mobile
Radio

5. Media consumption in terms of time spent
Source: eMarketer, US , July 20131950
1960
2000
2010
Mobile
Digital
Television
Radio

6. 400
200
0
600
1 year 10 years
800
people1,28B
5 years
1200
people1.01B
Facebook is mobile
1000

7. Deep engagement on desktop and mobile
Source: Monthly data calculated from comScore Key Measures and Mobile Metrix US, July 2013
11.3
8.5
6.2
4.1
0.7
0.7
Facebook YouTube Yahoo! Google Twitter Instagram
Averagedailyminutesperuser
30.5
11.1
7.3
7.2
6.4
Facebook Instagram Google YouTube Twitter Yahoo!
11%
of all time spent
on desktop
Facebook is
21%
of total mobile
time spent
Facebook and
Instagram are
Time spent on desktop (US) Time spent on mobile (US)
3.5

8. Source: IDC Always Connected Report, US, March 2013
79%
all
but
2hr/day
It is sticky

9. Source: Facebook Q1 2013 Earnings Call
100x
/day
14x
/day
It is often

10. 25%
in
latest
trip
Expedia media solutions, 21 May 2014
It is part of travel bookings

11. It is part of Retail shopping
$46B
mobile app ecommerce
business size WW in
2014**eComm/Retail: Excludes revenue from tickets and travel, includes digital downloads
Sources: Retail: eMarketer

12. Media allocation does not keep up

13. Content

16. 5 BILLION GIGABYTES
Beginning of time à 2003 Every 10 Minutes in 2012
Source: "Abundance: The Future Is Better Than You Think" by Peter H. Diamandis and Steven Kotler.

17. “The amount of stuff you shared
today is double the amount of
stuff you shared a year ago and
half the amount you will share a
year from now”

18. Newsfeed is where this happens on FB

23. Mobile advertisement solutions

24. 3 marketing challenges in mobile
Measuring
ROI across-
devices
Apps vs
Mobile web
Reaching
the right
people

25. Identity : Find the right people more efficiently
Personal
• City/State/Zip
• Birthday
• Education
• Workplace
• Relationship status
Social
• Likes & interests
• Friend connections
• Activity (e.g., check-ins)
• Intent
Demographic
• Age
• Gender
• City
• Device
• Operating System
Standard
e.g., AdMob
Custom targeting
• Your won customers
• Look-alikes of your best
customers
• Tailor made clusters (e.g.
World championship
watchers)

26. People with a
smartphone or
tablet
7.6M
People like
electronic dance
music
2.2M
People active on FB in
Netherlands
8.5M
People who
travel a lot
900k
People with Android
4.6M
Small business
owners
440k
People with
interest in fitness
and wellness
2.2M

27. Matched targets
How Custom Audiences work
Email addresses
Phone numbers, iOS IDFAs
Facebook User IDs, App User IDs
People you know
Direct or through third-party
People from your website
People from your mobile app
FacebookPeople you know on
Facebook

28. Apps win on mobile:
Source: Flurry 5 Year Report: It’s an app world. The web just lives in it. Statista
86%of mobile activity
via apps in 2014

29. Key challenges : App discovery and usage
Retention, engagement, and conversion
900K+
apps
1M+
apps
Customer discovery & acquisition
Crowded app ecosystem
66%
of app users open
apps between only
1-10 times
Source: Number of apps as of June and July for Apple and Android, respectively; Nanigans’ client results as of October 2012;
Facebook internal data for Q2’2013 and App Annie top grossing apps list end of Q2’13; Localytics, July 2013.

30. VS
Third-party ad
Center of the engagement
Formats that are large, visual and in-stream

31. Designed for action
Mobile app install and engagement ads
Customer discovery and acquisition Retention, engagement and conversion

32. Measurement solutions
Key challenges
• Data is fragmented
across devices
• Measurement solutions rely
on proxies
• Optimization is difficult
due to fragmented data
Facebook solutions
• Cross-device: Facebook
measures cross-device behavior
• Accurate: Facebook measures
real people, not proxies
• Actionable: Facebook tracks
performance against goals
Make insightful
decisions
Facebook SDK
Conversion pixel
3rd party
measurement
65%
of conversions that started
with a mobile impression
were on desktop

33. 1
Digital has taken over TV. Mobile moves even faster
Assess your strategy and planning around this
2
Facebook is Mobile
The largest global mobile platform. >1B mobile users, higher engagement and more time spent on Mobile
3
It starts with great content
Content competes more than ever. Short copy, outstanding visual, tell a story, make sure people see it
4
Reach more of your customers and prospects accurately on mobile
Identity enables true relevant targeting, Custom Audiences and Lookalike Audiences
5
Mobile Apps, Mobile Apps, Mobile Apps
Drive app installs as well as app-re engagement
6
Make insightful decisions
People over Cookies , with SDK’s, conversion pixels and MTA-models

34. Thank you!
Dorianne Richelle, June 2014