Facebook Media 101

How Facebook compares to other display ad publishers

Facebook helps people and brands share stories and have conversations

Facebook fosters community and sharing

8%
of internet users account for

85%
of clicks

You cant build a brand optimizing for clicks

Source: ComScore study Natural Born Clickers, October 2009

Cookies-based advertising vs identity-based advertising

Cookie: Invented in 1994
Ad network embeds tracking cookie on your computer Cookie tracks which sites you visit Network assumes info about you Network serves ads based on these assumptions

People: Always the goal

Users create an authentic profile, with demographics and

interests

Facebook serves relevant ads Nobody sees an ad without first being authenticated

Answers > Assumptions

Demographics
Based on the websites youve visited, we think youre interested in topics that mostly interest men.

Authenticity improves targeting

Facebook offers massive and targeted reach (e.g. Females 18-34)

# of daily home page visitors within target

24 M 5. 1 4. M 3 2M . 1 . M 8

Source: Daily reach figures from internal Facebook Data & Nielsen, March 2011

Facebook offers massive and targeted reach (e.g. Males 18-34)

# of daily home page visitors within target

20 M 4. 3 4M .5 M 1.8 M . 6

Source: Daily reach figures from internal Facebook Data & Nielsen, March 2011

Four things can happen to a digital ad

1 2
3

The ad isnt seen The ad is seen, but isnt clicked on The ad is clicked on The ad is engaged with

1 The ad isnt seen

Time Spent Each Month
(Facebook is a destination, not a portal or starting point)

(but on Facebook theyre likely to be)

Ads with friends

6 hrs, 36 mins
My friend likes this brand

2 hrs, 22 mins

Contextual relevance

2 hrs, 20 mins

2 hrs, 20 mins

1 hr, 19 mins

Source: Nielsen Online monthly time spent, US figures, April 2011

2 The ad is seen, but isnt clicked

(marketing isnt just about clicks; Facebook delivers throughout the funnel)
Awareness Opinion Consideration Preference Purchase Advocacy

1.6x 2x

lift in brand recall

lift in message awareness

4X
life in purchase intent

3 The ad is clicked

(so you get another chance to influence behavior)

Express
Feature photos of recent, relevant experiences at the top of the Page

Communicate
Publish timely messages and announcements to your fans

Engage
Engage with your Pages News Feed from the Pages point-of-view

Pages incorporate your brand into the Facebook experience

3 Off-Facebook assets can be social, too

(using Social Plug-ins)

4 The ad is engaged with

David likes this brand

(on Facebook, this creates word-of-mouth)

Step 1:
David likes a brand, uses an application, or checks in to a location

Step 2:
A story is generated on Davids friends News Feeds which they may or may not see

th: On Facebook theres a 5 Scale word-of-mouth with Sponsored Stories and Ads with Friends
Facebook population

Sponsored Stories

David likes this brand

Your Like

Friends of fans
60M friends

My friend likes this brand

Fan base
500K fans
US data

If someone likes your Page, you stay in their consideration set

Awareness Opinion Consideration Preference Purchase Advocacy

Traditional advertising reaches people through intermittent blasts

Facebook fosters continuous conversation with fans and friends of fans

Advocacy doesnt have to come after purchase

Awareness

Advocacy
Opinion Consideration Preference Purchase

And advocacy can be scaled

David likes this brand

Sponsored Stories David likes this brand Your Brand Like

Step 1:
David likes a brand, uses an application, or checks in to a location

Step 2:
A story is generated on Davids friends News Feeds which they may or may not see

Step 3:
If this brand included Sponsored Stories in their Facebook Ads campaign, Davids friends would see this story in the right column

Placeholder slide Stories Engine