LAC 2011 - An Intro To Facebook Ads

Making it Social

Nikki Lannen Sales, EMEA Mid Market Sales

Agenda

The World has gone social 1

How to adapt your business to that change 2

How to make the most of your campaign 3

Deals 4

My Profile. My Profile My Profile

T-Mobile advertisement

T-Mobile ad airs Liverpool Street silent disco event

T-Mobile advertisement

T-Mobile ad airs Liverpool Street silent disco event

T-Mobile ad airs Liverpool Street silent disco event

2 Weeks

Facebook group Group joins Events invites

2 Weeks

T-Mobile ad airs Liverpool Street silent disco event

2 Weeks

Flashmob in Liverpool St Station

The Web is About People

The web is organizing around people

Marketing is About People

Businesses are organizing around people

Organizing around people delivers results

FarmVille XBox

Gaming is organizing around people

Sources: Mashable, Gamespot

NY Times Twitter Huffington Post

News is organizing around people

43% of news sharing occurs through social media

Source: CNN

Music is organizing around people

Pandora Spotify

Sources: Pandora, Spotify

Shopping is organizing around people

Amazon Groupon

up to 50% increase in average order value

Sources: Social Commerce Camp, Groupon

500M users worldwide

More than half of users return daily

200M+ mobile users each month

hours Time spent

Source: Nielsen monthly time spent November 2010

7 hrs, 7 mins

1 hr, 31 mins

2 hrs, 17 mins

1 hr, 21 mins

1 hr, 16 mins

Worldwide engagement

Source: Worldwide comScore November 2010 & Facebook Internal Data, January 2011

53% daily

Active users log in (daily)

Daily

4 hours, 57 mins

Average time spent per user (monthly)

29 visits

Average visits per user (monthly)

Facebook Page

• Connections

• Brand voice

• Viral distribution

16,402,334 People Like This

2 dedicated Ad positions

Market place

Ad

Premium Ad

Premium

Ad unit

Suggestions of Friends and

Pages provide viral

distribution

Toggle between live updates and highlights view

Dashboards make it easier to discover content

Top Menu displays new notifications, requests and messages

Premium ads

100% share of voice on the most highly trafficked pages

TIME SPENT ON HOMEPAGES Facebook has the highest time per homepage impression

20

25

30

35

40

45

50

Seco

nd

s

46.0

43.1

30.9 27.5 27.2

23.0 22.9

Source: Nielsen

Premium Ads drive brand impact

Premium Engagement Ads

Event

Video commenting Poll

Sampling

Like

2x # of mentions over World Cup sponsor

169,000,000 impressions

3,000,000 liked Nike

2,500,000,000 ad views

6,400,000 video plays

Sponsored Stories is a new way to scale word of mouth

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

David likes this brand

STEP 2: A story is generated on David’s friends’ News Feeds, which they may or may not see

STEP 3: If this brand included Sponsored Stories in their Facebook Ads campaign, David’s friends see this story in the right column

Sponsored Stories

David likes this brand

Your Brand

Like

This is how it works

• Auction-based pricing

• Drive actions

• Off-site clicks

• Transactions

• Game installs

• E-commerce sales

• Kick-start fan base

1

2

3

4

Marketplace Ads can drive action

Profile-based targeting

• Location

• Age/Birthday

• Gender

• Education

• Workplace

• Relationship

• Sexual Preference

• Language

• Activities

• Interests

• Music

• TV

• Movies

• Books

• Groups

• Applications

• Connections

• Status updates

Structured Unstructured

Meg Griffing Sloan, Becca Foy, and 14 other friends like Heineken

VS

1.6X lift in brand recall

2X lift in message awareness

4X lift in purchase intent

This is the NEW word of mouth - it is twice as effective

Source: Nielsen

Facebook Ads tips

Use multiple creative assets

Example: Home Page Reach Block with multiple creative assets

• Straight forward copy

• Relevant imagery

• Tie back to brand

Be authentic

Make every word count

87 characters

135 characters

25 characters

15 characters

A/B test your ads

Use compelling imagery

Highlight brand character

Have a Facebook Page

Facebook Deals

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

Places Who. What. When. And now where.

See who’s checked in nearby

Generating a story in their News Feed

And tell your friends where you are and who you’re with

Individual deals ‣  Launch a new product, offer a promotion, or reward your

customers. This is a great way to drive in-store traffic

Loyalty deals ‣  Reward your most loyal customers

‣  Deals may be claimed after a certain number of check-

ins

Loyalty Deals ‣  Reward your most loyal

customers and offer a

deal after a certain

number of check-ins

Friend Deals ‣  Encourage customers

to bring their friends

and family to your

stores

Charity Deals ‣  Give back to the community and incentivize customers

to check in by offering charity donations

Newsfeed Stories – 4 types

Check in Story

Claim Story

Publish Story

Share Story

10,000 free pairs of jeans

“It’s a great traffic driver” Financial Times

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