1. The document discusses how disruptive companies succeed by giving people what they don't know they want in new ways. It outlines a three stage process for disruptors: prove it, sell it, and scale it. 2. The stages involve first demonstrating business value, then structuring the business for efficiencies on platforms like Facebook to drive growth, and finally innovating tactics and business models to sustain scale. 3. Case studies are provided of companies that optimized for these stages on Facebook to lower customer acquisition costs, increase conversions and sales. The document stresses the need for constant innovation to maintain scale.

1. 1

2. mechanized
production
MASS
PRODUCTION
AUTOMATED
PRODUCTION
4th industrial
revolution
F E A RH o p e

3. 3
A
Growth
Time
X
B
Y Z

4. Who are
Emerging Disruptors?

5. 5
.002%
Source: Facebook internal data

6. Why we’re investing
in disruption

7. 7
I want it hot and
I want it now
The microwave generation

8. Successful disruptive companies continue
to give people what they don’t know they
want, in the ways they always wanted it

9. 500
Fortune
Turnover
Source: AEI
15years
Average lifespan of
companies on this
list today
12%
Fortune 500
companies from
1955 that are left

12. No industry is being spared

13. How Facebook enables
Disruptors to succeed

14. People can’t search for what they
don’t know they’re looking for
How do I grow my business?

15. TV viewing habits
have changed

16. Level the
playing field
1
Majority of marketers
have not made the
switch to mobile
2
Still concentrating
on search and TV
3

17. How disruptive companies

18. STAGE 2
SELL IT
STAGE 1
PROVE IT
STAGE 3
SCALE IT

19. Find out if it works.
Gain adoption and legitimacy
STAGE 1
PROVE IT

20. Turn a disruptive idea
into a disruptive business
STAGE 2
SELL IT

21. Turn your business
into a bigger business
STAGE 3
SCALE IT

23. • Demonstrate undeniable
business value.
• Not to be mistaken for
measurement/attribution
STAGE 1
PROVE IT

24. STAGE 1
PROVE IT

25. STAGE 1
PROVE IT
“When we started advertising, we viewed traditional,
non-digital media as the end goal. Now, having
experienced the challenges with traditional media –
ineffective targeting and no real way to measure
direct response results – we returned to Facebook,
and we couldn’t be happier. Not only did we boost
web conversations, but our cost per acquisition was
significantly lower than we even aimed for.”
CHLOÉ CHANUDET
VP MARKETING, ADORE ME
20%
Increase in conversion
rate
32%
Lower cost per
acquisition
23%
Of purchases came from fb

26. Breaking through with Adore Me

27. Moving beyond ads, how can
you best structure your
business for optimal
efficiencies on our platforms
to sustain profitable growth
#StructureMatters
STAGE 2
SELL IT

28. For some this means restructuring teams
STAGE 2
SELL IT

29. STAGE 2
SELL IT
For others it means restructuring campaigns
#StructureMatters

30. STAGE 2
SELL IT
For most it means re-evaluating measurement
Integrating Facebook impressions into O2’s attribution
model with Visual IQ helped them to find that Facebook
contributed
83%
more to sales volume using people-
based attribution than compared to a
‘last click’ attribution model
Facebook Custom Audience ads outperformed
standard ads by 63% in CPA

31. Scale is all about innovation.
Without constant innovation
you lose scale!
STAGE 3
SCALE IT

32. STAGE 3
SCALE IT
Scale can be achieved
in two ways:
Innovate Tactics
Innovate Business Model

33. STAGE 3
SCALE IT
Innovative Tactics
=
Is at least 25% of spend
outside of Facebook feeds?
Are you collapsing the
funnel?

34. STAGE 3
SCALE IT
Innovative The Business Model

35. STAGE 3
SCALE IT
You can teach an old dog new tricks!

36. • What industry am I disrupting or what
businesses are trying to disrupt me?
• What is my mobile strategy, could my business
survive if desktop computers disappeared
tomorrow?
• Have I proven the value of facebook to drive
revenue for my business?
• Have I optimized my business to most
efficiently capitalize on fast moving media
platforms like facebook?
• Is my business using the brilliant basics on
facebook – where is our strategy innovating?
• How are we innovating our company to
disrupt our core business model?
IN CONCLUSION
ASK
YOURSELF

37. Thank you
@PatWDolan