With over 500 million users worldwide and unprecedented targeting capabilities, Facebook offers a unique opportunity to efficiently connect with your customers before they even search for your products. In this detailed overview of Ads and Pages, you will learn all about Facebook's product offerings, audience breakdown, best practice and position on gaming. The session will also allow time for a comprehensive Q&A session. Nikki Lannen, UK & Ireland Representative, Facebook

1. Making it Social
Nikki Lannen
Sales, EMEA Mid Market Sales

2. Agenda
1 The World has gone social
2 How to adapt your business to that change
3 How to make the most of your campaign
4 Deals

3. My Profile
My Profile. My Profile

6. T-Mobile advertisement
T-Mobile ad airs Liverpool Street silent disco event

7. T-Mobile advertisement
T-Mobile ad airs Liverpool Street silent disco event

8. Facebook group Group joins Events invites
2 Weeks
T-Mobile ad airs Liverpool Street silent disco event

9. Flashmob in Liverpool St Station
2 Weeks
T-Mobile ad airs Liverpool Street silent disco event

10. The web isis
The Web Businesses are
Marketing is Organizing
organizing
About People organizing
About People around people
around people around people delivers results

11. Gaming is organizing around people
FarmVille XBox
Sources: Mashable, Gamespot

12. News is organizing around people
NY Times Twitter Huffington Post
43%
of news sharing occurs
through social media
Source: CNN

13. Music is organizing
around people
Pandora Spotify
Sources: Pandora, Spotify

14. Shopping is organizing
around people
Amazon Groupon
up to 50%
increase in average
order value
Sources: Social Commerce Camp, Groupon

15. 500M
users worldwide

16. More than half
of users return daily

17. 200M+
mobile users each month

18. 7 hrs, 7 mins
2 hrs, 17 mins
1 hr, 31 mins
1 hr, 21 mins
1 hr, 16 mins
Time spent
hours
Source: Nielsen monthly time spent November 2010

19. Worldwide engagement
Daily
4 hours, 57 mins 29 visits 53% daily
Average time spent per user Average visits per user Active users log in
(monthly) (monthly) (daily)
Source: Worldwide comScore November 2010 & Facebook Internal Data, January 2011

20. Facebook Page
• Connections
• Brand voice
• Viral distribution

21. 16,402,334 People Like This

22. 2 dedicated Ad positions
Premium
Ad
Market
place
Ad

23. Premium
Top Menu displays new
notifications, requests Toggle between live updates and highlights view
and messages
Suggestions of
Friends and
Pages provide
viral
distribution
Dashboards
make it easier
to discover
content
Ad unit

24. Premium Ads drive brand impact
100% share of voice on the most highly
trafficked pages
TIME SPENT ON HOMEPAGES
Facebook has the highest time per homepage impression
50
45 46.0
43.1
40
Seconds
35
30
30.9
27.5 27.2
25
23.0 22.9
20
Source: Nielsen

25. Premium Engagement Ads
Event Like
Sampling
Poll
Video commenting

26. 2x
# of mentions
over World Cup
sponsor

27. 2,500,000,000 3,000,000 6,400,000 169,000,000
ad views liked Nike video plays impressions

28. Sponsored Stories is a new way to
scale word of mouth

29. This is how it works
Sponsored Stories
David likes this brand
Your Brand
David likes this brand
Like
STEP 1: STEP 2: STEP 3:
David likes a brand, If this brand included
A story is generated on David’s
uses an application, Sponsored Stories in their
friends’ News Feeds, which
or checks in to a Facebook Ads campaign,
they may or may not see
location David’s friends see this story
in the right column

30. Marketplace Ads can drive action
• Auction-based pricing
• Drive actions
1 • Off-site clicks
• Transactions
2
• Game installs
3 • E-commerce sales
4 • Kick-start fan base

31. Profile-based targeting
Structured Unstructured
• Location • Activities
• Age/Birthday • Interests
• Gender • Music
• Education • TV
• Workplace • Movies
• Relationship • Books
• Sexual Preference • Groups
• Language • Applications
• Connections
• Status
updates

32. This is the NEW word of mouth - it
is twice as effective
1.6X
lift in brand recall
2X VS
lift in message
awareness
4X Meg Griffing Sloan, Becca Foy,
and 14 other friends like
lift in purchase intent Heineken
Source: Nielsen

33. Facebook Ads tips

34. Use multiple creative assets
Example: Home Page Reach
Block with multiple
creative assets

35. Be authentic
• Straight forward copy
• Relevant imagery
• Tie back to brand

36. Make every word count
15 characters
87 characters
25 characters
135 characters

37. A/B test your ads

38. Use compelling imagery

39. Highlight brand character

40. Have a Facebook Page

41. Facebook Deals

42. Deals
A new way to connect with customers
Reward customers when they check in
on Facebook
‣ Generate in-store traffic
‣ Generate buzz among friends online
‣ Build loyalty

43. Places
Who. What. When. And now where.
See who’s checked in
nearby
And tell your friends
where you are and who
you’re with
Generating a story in
their News Feed

44. Individual deals
‣ Launch a new product, offer a promotion, or reward your
customers. This is a great way to drive in-store traffic

45. Loyalty Deals Friend Deals
‣ Reward your most loyal ‣ Encourage customers
customers and offer a to bring their friends
deal after a certain and family to your
number of check-ins stores

46. Charity Deals
‣ Give back to the community and incentivize customers
to check in by offering charity donations

47. Newsfeed Stories – 4 types
Check in
Story
Claim
Story

48. Publish Story
Share Story

49. 10,000
free pairs of jeans
“It’s a great traffic driver”
Financial Times

50. (c) 2010 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0