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Louise Gregersen
Louise Sara
Gregersen
Account Manager
Facebook Danmark
The Power of News Feed
 CONNECT with more people more effectively online and on mobile
 ENGAGE people at the center of their Facebook experience
 INFLUENCE customers to drive your brand and business results


Cases
News
Louise Gregersen
Louise Gregersen
Exponential growth in
sharing
                        Content Produced




                           Our attention span

1996             2011                 future
Louise Gregersen
News feed is where 3M+ Danes spend time sharing
          the most important parts of their lives




                               40%
x
                               40-150
                                of peoples’ time will
                                 more likely people
                               consume branded content
                                 on Facebook is
                                         on the
                                  on news feed on
                                   news feed than
                                    a brand Page


Source: comScore, June 2012.
So, how do brands connect with
people in news feed?
Louise Gregersen
Organic content will appear according to relevancy
   Page post ads + Sponsored stories will help you reach a bigger audience




Page post fra Page




                                                                    Mobile
Engage people at the center of
their Facebook experience
News feed is the most engaging place on Facebook


             65%
                                                             65%
                  of likes                                                      of likes
                 happen in                                                     happen in
                 news feed
                                                       115B
   65B

                                                                               news feed


                                         news feed story 
     news feed

                                                                  story 
                                        impressions daily
     impressions


             35%
                                                 daily
                                                                              45%
               of comments                                                    of comments
                happen in                                                      happen in
                news feed                                                      news feed



Note: Data reflects both Page posts and user stories.
Source: Facebook internal data, August 2012.
News feed puts your brand in the center of the
Facebook experience
…with more real estate than other publishers




       2x
       the size of a
     300x250 banner
…with more real estate than other publishers




                        Full
                     screen on
                      mobile
Ask yourself:
                Aligned with brand?

                Consistent and unique brand
                voice? 




                Will it create more stories? 



                Is it light-weight? 

                Will it get maximum reach?
Louise Gregersen
Louise Gregersen
Influence fans to drive your
brand and business results
Word of mouth at scale                                    AVG. NUMBER
                                                           OF FRIENDS


                                         The Facebook
                                          population
                                                          207
                                         1billion



                                        Friends of fans


                                        2.070.000
                                        million

                                            Fans

                                            10k

                                           16% of fans
                    Paid Media
       Paid Media




                                 Free
Louise Gregersen
The impact of social context


                    MESSAGE    PURCHASE
     AD RECALL     AWARENESS    INTENT


    68%              2X        4X
News feed is where you get discovered - right hand
side (RHS) complements with the reach you need
Yes, TV has reach…




      2012 season final had 1.270.000 viewers
But so do we…




 Every day 1.980.000 Danish users login to facebook
Facebook reaches the right people more efficiently
      with more accurate ad targeting

                    Broad campaign accuracy                  Narrow campaign accuracy


                                     95%
                                     90%
                72%
                          25%
                                  60%
                                                  cost                                     cost
                                                savings                                  savings

                                                            35%
           Online average            Facebook             Online average      Facebook

Source: Nielsen OCR, October 2011.
Social is not an objective
Start with your marketing objective and then build your Facebook
strategy
The social marketing framework
                        CONNECT
                        How many of your customers are fans of your brand?
                        Connect with the people who will want to engage with your
                        brand. Avoid gimmicks and incentives to acquire fans.

                        ENGAGE
                        How are you making a better Facebook experience for your
                        fans? Focus on frequent, high-quality publishing from your
                        page, and promote that content.

                        INFLUENCE
                        Are your fans telling their friends about your brand? Help
                        your fans tell your stories to their friends. The strongest
                        influence comes from friends.
News feed cases!
Drive awareness and traffic with Premium placements
Mokaï increased their PTAT with 7X in one day

                             Overview
                             •  24 hour “take-over” with blast product
                                (Reach Block)
                             •  Design contest encouraged offsite
                                engagement through voting and sharing
                             News feed
                             •  Page post ads with great visuals ran in
                                newsfeed and RHS simultaneously
                             Results
                             •  6 million page views by 1 million unique
                                users
                             •  14x more daily new likes
                             •  7X more people talking about
                             •  3,5x more referral traffic to website
News Feed only drove lower CPC

                       Overview
                       •  Posted highly compelling Offer (not using our
                          Offer function).
                       •  Page post photo with link to website
                       News feed
                       •  Exclusively using news feed placement
                       Results
                       •  5X ROI than the average of previous (RHS)
                          campaigns
                       •  8X lower CPC than previous (RHS) campaigns
Drive sales with cross-media campaigns (TV + FB)

                                                                                     Overview
                                                                                     •  Awareness and expanding consumer base
                                                                                     •  facebook campaign that coincided with tv and
                                                                                        print delivery
                                                                                     News feed
                                                                                     •  All facebook placements using Page posts ads
                                                                                        and sponsored stories (photo, video, questions)
                                                                                     Results
                                                                                     •  19% of campaign driven sales came from
                                                                                        facebook – only 8% of the total budget was
                                                                                        placed here.
                                                                                     •  30% of German online users were reached with
                                                                                        facebook ads (13 million people). 1.9 million
                                                                                        exclusively reached on facebook
                                                                                     •  2,5X higher ROI on facebook ads than TV -
Maggi and facebook partnered with research company GfK to understand the impact of
adding facebook to the campaign by analyzing reach, sales uplift and ROI
Massive reach by combining News feed, RHS and
Logout screen

                           Overview
                           •  1 day blast (Reach Block + Logout)
                           •  Create mass awareness about launch
                           News feed
                           •  All facebook placements using Page posts ads
                              and sponsored stories (photo, video, questions)
                           Results
                           •  13+ million reach on facebook
                           •  6+ million reach on Logout screen
                           •  39% increase in search orders
                           •  24% increase in search order revenue
News
Custom Audiences
Facebook exchange
Conversion tracking – fresh out of beta
New formats for DR advertisers
Graph Search – are you ready?
Custom Audiences allows you target, re-target or
exclude CRM database on Facebook


  1. Identify segments of
     customers or prospects

  2. Find these people on Facebook
     using email, phone or UID

  3. Reach the exact people you
     want to talk to with Facebook
     ads
Custom audiences
Create your own targeting clusters based on

•  E-mail addresses
•  Facebook user IDs
•  Phone numbers
OpenSky: Driving more sales by using custom audiences
to display ads for products relevant to the site’s members
                                    Email targeting through custom
                                    audiences to segment its members based
                                    on the category of products they are
                                    interested in. OpenSky then displays Page
                                    post ads to those customers featuring the
                                    best-selling products in those customers’
                                    preferred category.




                                             30%
                                            increase in conversion rates
                                              using custom audiences
Facebook Exchange (FBX)
Re-targeting
Facebook Exchange Example – real time bidding:
How does an advertiser know if you’re in the market for a Car?


   Your web behavior via cookie data anonymously classifies as an “auto intender”:




   Over the past 30-90                   Visited:                Visit Facebook.com
   days you searched                     • cars.com              • served an ad by an auto
   for “Cost of New Car”                 • kellybluebook.com       advertiser
   on a search engine                    • allstate.com
Facebook Exchange
•  Reach: 1 Billion users globally

•  Environment & Brand safety: 1 publisher, Facebook.com



•  Tellapart: Unique reach: “FBX increases unique reach by 30%”

•  Triggit: Recency: “60% of people that navigate away from an advertiser's site see a
   retargeted ad on Facebook within the first hour”

•  Adroll: ROI: “16x ROI on average for clients”

•  MediaMath: Telco: 62% lower CPA
Conversion Tracking
Measuring offsite ROI of FB ad spend
Conversion tracking is not new to the industry…


 1.                        2.                          3.                         4.




      Create conversion    Implement tracking pixel         Create ads and add    View reports to determine
       tracking pixel(s)     on conversion pages            conversion tracking       ROI on ad spend




                                Facebook conversion tracking is in-line
                                   with industry standard practices
With optimization, conversion tracking can drive
significant advertiser value

   • Conversion tracking                  • Optimized CPM
   Create tracking tags to place          Use the OCPM bidding option
   on conversion pages and track          which delivers ads to users
   ROI of your ad spend                   who are most likely to convert
                                          on your site




        Beta results show that OCPM ads generated 66% more
                             conversions
         than identical CPC ads using the exact same budget.
Why adding OCPM is so powerful
OCPM efficiently spends your budget by delivering ads
to users most likely to convert


                                           Had high historical CTR




      Target
     audienc
           e                               Had high historical
                                           conversion rate


                                           Females between 25-35
                                           are more likely to convert
You can start today!
Update for DR advertiser
New formats for news feed + increased ad eligibility
Link Page post
Image on the offsite destination less than       Image on the offsite destination is larger than
154x154px, we will continue showing this         154x154px, we will start showing this format:
format:




                               Images are now almost 3x as large
                               = better visual = higher CTRs
Page Like ads
Own creative is now allowed in news feed on all devices – only criteria is a facebook LP
Graph Search
Search for recommendations and things you
care about
A new way for people to discover

More ways to be found
•  Location

•  Categories

•  Photos

•  Videos

•  Connections

•  Interests

Improved results
•  Bigger photos

•  Social context
What you can do
Share your information
•  Include your name, vanity URL, category, location and information in the About section

•  Upload a 620x620 pixel resolution profile photo

•  Post content directly on Facebook; only photos and videos posted on your Page can appear as a result for photo and
   video-related searches

Strengthen your connections
•  Results are based on the connections of the person searching

•  It’s not just the number of connections but the strength of those relationships that are important
Can I buy ads in Graph Search?
No new ad product

No ads in the search results page

Sponsored Results still work in the search bar
- Focus on news feed, mobile and graph search
Questions?
Contact info:
E-mail: louiseg@fb.com
Facebook: facebook.com/
LouiseSaraGregersen

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Louise Gregersen

  • 3. The Power of News Feed CONNECT with more people more effectively online and on mobile ENGAGE people at the center of their Facebook experience INFLUENCE customers to drive your brand and business results Cases News
  • 6. Exponential growth in sharing Content Produced Our attention span 1996 2011 future
  • 8. News feed is where 3M+ Danes spend time sharing the most important parts of their lives 40% x 40-150 of peoples’ time will more likely people consume branded content on Facebook is on the on news feed on news feed than a brand Page Source: comScore, June 2012.
  • 9. So, how do brands connect with people in news feed?
  • 11. Organic content will appear according to relevancy Page post ads + Sponsored stories will help you reach a bigger audience Page post fra Page Mobile
  • 12. Engage people at the center of their Facebook experience
  • 13. News feed is the most engaging place on Facebook 65% 65% of likes of likes happen in happen in news feed 115B
 65B
 news feed news feed story news feed
 story impressions daily impressions
 35% daily 45% of comments of comments happen in happen in news feed news feed Note: Data reflects both Page posts and user stories. Source: Facebook internal data, August 2012.
  • 14. News feed puts your brand in the center of the Facebook experience
  • 15. …with more real estate than other publishers 2x the size of a 300x250 banner
  • 16. …with more real estate than other publishers Full screen on mobile
  • 17. Ask yourself: Aligned with brand? Consistent and unique brand voice? Will it create more stories? Is it light-weight? Will it get maximum reach?
  • 20. Influence fans to drive your brand and business results
  • 21. Word of mouth at scale AVG. NUMBER OF FRIENDS The Facebook population 207 1billion Friends of fans 2.070.000 million Fans 10k 16% of fans Paid Media Paid Media Free
  • 23. The impact of social context MESSAGE PURCHASE AD RECALL AWARENESS INTENT 68% 2X 4X
  • 24. News feed is where you get discovered - right hand side (RHS) complements with the reach you need
  • 25. Yes, TV has reach… 2012 season final had 1.270.000 viewers
  • 26. But so do we… Every day 1.980.000 Danish users login to facebook
  • 27. Facebook reaches the right people more efficiently with more accurate ad targeting Broad campaign accuracy Narrow campaign accuracy 95% 90% 72% 25% 60% cost cost savings savings 35% Online average Facebook Online average Facebook Source: Nielsen OCR, October 2011.
  • 28. Social is not an objective Start with your marketing objective and then build your Facebook strategy
  • 29. The social marketing framework CONNECT How many of your customers are fans of your brand? Connect with the people who will want to engage with your brand. Avoid gimmicks and incentives to acquire fans. ENGAGE How are you making a better Facebook experience for your fans? Focus on frequent, high-quality publishing from your page, and promote that content. INFLUENCE Are your fans telling their friends about your brand? Help your fans tell your stories to their friends. The strongest influence comes from friends.
  • 31. Drive awareness and traffic with Premium placements Mokaï increased their PTAT with 7X in one day Overview •  24 hour “take-over” with blast product (Reach Block) •  Design contest encouraged offsite engagement through voting and sharing News feed •  Page post ads with great visuals ran in newsfeed and RHS simultaneously Results •  6 million page views by 1 million unique users •  14x more daily new likes •  7X more people talking about •  3,5x more referral traffic to website
  • 32. News Feed only drove lower CPC Overview •  Posted highly compelling Offer (not using our Offer function). •  Page post photo with link to website News feed •  Exclusively using news feed placement Results •  5X ROI than the average of previous (RHS) campaigns •  8X lower CPC than previous (RHS) campaigns
  • 33. Drive sales with cross-media campaigns (TV + FB) Overview •  Awareness and expanding consumer base •  facebook campaign that coincided with tv and print delivery News feed •  All facebook placements using Page posts ads and sponsored stories (photo, video, questions) Results •  19% of campaign driven sales came from facebook – only 8% of the total budget was placed here. •  30% of German online users were reached with facebook ads (13 million people). 1.9 million exclusively reached on facebook •  2,5X higher ROI on facebook ads than TV - Maggi and facebook partnered with research company GfK to understand the impact of adding facebook to the campaign by analyzing reach, sales uplift and ROI
  • 34. Massive reach by combining News feed, RHS and Logout screen Overview •  1 day blast (Reach Block + Logout) •  Create mass awareness about launch News feed •  All facebook placements using Page posts ads and sponsored stories (photo, video, questions) Results •  13+ million reach on facebook •  6+ million reach on Logout screen •  39% increase in search orders •  24% increase in search order revenue
  • 35. News Custom Audiences Facebook exchange Conversion tracking – fresh out of beta New formats for DR advertisers Graph Search – are you ready?
  • 36. Custom Audiences allows you target, re-target or exclude CRM database on Facebook 1. Identify segments of customers or prospects 2. Find these people on Facebook using email, phone or UID 3. Reach the exact people you want to talk to with Facebook ads
  • 37. Custom audiences Create your own targeting clusters based on •  E-mail addresses •  Facebook user IDs •  Phone numbers
  • 38. OpenSky: Driving more sales by using custom audiences to display ads for products relevant to the site’s members Email targeting through custom audiences to segment its members based on the category of products they are interested in. OpenSky then displays Page post ads to those customers featuring the best-selling products in those customers’ preferred category. 30% increase in conversion rates using custom audiences
  • 40. Facebook Exchange Example – real time bidding: How does an advertiser know if you’re in the market for a Car? Your web behavior via cookie data anonymously classifies as an “auto intender”: Over the past 30-90 Visited: Visit Facebook.com days you searched • cars.com • served an ad by an auto for “Cost of New Car” • kellybluebook.com advertiser on a search engine • allstate.com
  • 41. Facebook Exchange •  Reach: 1 Billion users globally •  Environment & Brand safety: 1 publisher, Facebook.com •  Tellapart: Unique reach: “FBX increases unique reach by 30%” •  Triggit: Recency: “60% of people that navigate away from an advertiser's site see a retargeted ad on Facebook within the first hour” •  Adroll: ROI: “16x ROI on average for clients” •  MediaMath: Telco: 62% lower CPA
  • 43. Conversion tracking is not new to the industry… 1. 2. 3. 4. Create conversion Implement tracking pixel Create ads and add View reports to determine tracking pixel(s) on conversion pages conversion tracking ROI on ad spend Facebook conversion tracking is in-line with industry standard practices
  • 44. With optimization, conversion tracking can drive significant advertiser value • Conversion tracking • Optimized CPM Create tracking tags to place Use the OCPM bidding option on conversion pages and track which delivers ads to users ROI of your ad spend who are most likely to convert on your site Beta results show that OCPM ads generated 66% more conversions than identical CPC ads using the exact same budget.
  • 45. Why adding OCPM is so powerful OCPM efficiently spends your budget by delivering ads to users most likely to convert Had high historical CTR Target audienc e Had high historical conversion rate Females between 25-35 are more likely to convert
  • 46. You can start today!
  • 47. Update for DR advertiser New formats for news feed + increased ad eligibility
  • 48. Link Page post Image on the offsite destination less than Image on the offsite destination is larger than 154x154px, we will continue showing this 154x154px, we will start showing this format: format: Images are now almost 3x as large = better visual = higher CTRs
  • 49. Page Like ads Own creative is now allowed in news feed on all devices – only criteria is a facebook LP
  • 50. Graph Search Search for recommendations and things you care about
  • 51. A new way for people to discover More ways to be found •  Location •  Categories •  Photos •  Videos •  Connections •  Interests Improved results •  Bigger photos •  Social context
  • 52. What you can do Share your information •  Include your name, vanity URL, category, location and information in the About section •  Upload a 620x620 pixel resolution profile photo •  Post content directly on Facebook; only photos and videos posted on your Page can appear as a result for photo and video-related searches Strengthen your connections •  Results are based on the connections of the person searching •  It’s not just the number of connections but the strength of those relationships that are important
  • 53. Can I buy ads in Graph Search? No new ad product No ads in the search results page Sponsored Results still work in the search bar
  • 54. - Focus on news feed, mobile and graph search