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1 Lines > Leveraging Facebook for Digital Marketing in Real Estate Industry

A C C O U N T M A N A G E R , F A C E B O O K & I N S T A G R A M

M E E R A P A R T H A S A R A T H Y

Source: eMarketer, US , April 20141950 1960 2000 2010

RadioTelevision

Digital

Mobile

People are spending more and more time with digital and mobile

The way people discover information is changing

Source: eMarketer, Mobile Continues to Steal Share of US Adults' Daily Time Spent with Media, Apr 2014

3 hourson mobile

per day

Disruptione.g. TV/Pre-roll

Brands

interrupt

content

I want to

watch

Search

I know what

brand/category

I am looking for

Search

I know what

brand/category

I am looking for

Disruptione.g. TV/Pre-roll

Brands

interrupt

content

I want to watch

DiscoveryMobile Feed e.g. Facebook & IG

I am open to discover content &

messages from friends, family,

public figures, publishers &

brands

A lot of attention goes here

14x

the number of times people check Facebook in a day

One-to-One Small Groups Friends Community World

1 Billion on WhatsApp

1 Billionon Messenger

1.7 Billion on Facebook

1 Billion on Facebook

Our Facebook Family of Apps and Services

500 Million on Instagram

Facebook has an unparalleled reach in India

Source: Facebook internal data, June 2016

＞155MPEOPLE ACCESS FACEBOOK

EVERY MONTH

＞77MOR 50% OF MONTHLY ACTIVE

PEOPLE RETURN EVERY DAY

＞147MPEOPLE ACCESS FACEBOOK

MONTHLY ON MOBILE

95% 95%

＞73MPEOPLE ACCESS FACEBOOK

DAILY ON MOBILE

Facebook @ Mobile is the new centre of discovery

Source: Based on Facebook data, June 2016. 10

14Mmonthly actives

Instagram inIndia

Source: Based on Facebook data, June 2016. 5

14Mmonthly actives

Instagram inIndia

Top Dailies

•Dainik Jagran (Hindi)15.53 mil.

•Hindustan (Hindi)14.25 mil.

•Dainik Bhaskar (Hindi)12.86 mil.

•Malayala Manorama (Malayalam)8.57 mil.

•Daily Thanthi (Tamil)8.16 mil.

•Rajasthan Patrika (Hindi)7.67 mil.

•The Times Of India (English)7.25 mil.

•Amar Ujala (Hindi)7.1 mil.

Source: Wikipedia quotes “IRS 2013, avg. issue readership

people daily

Get the most out of Custom AudiencesWhat does marketing drive

for you?

Creating

brand

Awareness

Leads and

Enquiries for

Purchase

Driving Traffic to

WebsitePurchase

Goals for Real Estate

Your Business Goals?

Site Visit

Source: Facebook Case Study, 2016

Using Facebook to Sell Homes

Tata Housing

250Homes sold during the four day booking period

10X

Return on Ad Spend

60%Lower cost per sale than previous media campaigns

Source: Facebook Case Study,r 2016

Opening doors in AhmedabadGodrej Properties

5.8XIncrease in leads in 4 months

5.5XLower Cost Per Lead

40%Lower cost per lead using Gujarati language banners than generic banners

Shift from CPMs

Likes

CPCs

Tweets

Shares

CPVs

…to real business outcomes

Secre t to the above is…

Creatives

&

Targeting

Source: [1] Nielsen Digital Ad Ratings through February 2015. [2] Global Nielsen OCR Norms, March 2015

Real people leads to better targeting

90%85%Facebook is

accurate1when age and

gender are

included2

Facebook helps you reach customers in the most important time of their lives

Core

Audiences

Lookalike

Audiences

Custom

AudiencesSophisticated targeting with

unsurpassed accuracy

Reach people based

on 1st party data

Find more people who look

like your audiences

…and we’re there at every decision point along the way

Awareness

Consideration

Conversion

Use Core Audiences to segment your audience

Online and offline

sourcesTargeting types

Location

Interests

Demographics

Sample segments

Behaviors

Interested in gardening

Lives in Mumbai

Newly married

Premium brand buyers

26 year old

Looking to buy a house

Matched targets

CRM data

Your dataDirect or through third-party

Intent data

Facebook

People you know

on Facebook

Custom Audiences• How it works

Lookalike Audiences• Find people who look like your customers and prospects

and people who look like them

Fans of your Page

Websitevisitors

Mobile appusers

People you know

Different Creative Formats

Photos

Videos

Text

VR/AR

“Wow, Pune

is so

beautiful!”

Facebook’s lead ad

Facebook solves 3 key challengesfor lead generation

MobileCreate a seamless

lead capture

experience on mobile

Data QualityQuick forms with

information shared on

Facebook

Lead QualityFind potential customers who

look like your best customers

with scale

Easily create and customize forms

18prepopulated

form fields

3optional

customizable

fields

Context Card

More formats:

Video for Lead Ads

Carousel

Cinemagrap

hs

Carousel

Canvas

360 Video

T H E # 1 W A Y T O P A R T I C I P A T E

Be where they are

Mobile creative asset | Canvas | Lead Generation

| Carousel Ads | Video |

Thank you

Engagement increases during the festive season

Source: Facebook internal Data (1st Oct- 25th Nov 2015 as compared to previous time period in Aug-Sep’15)

Encourage consumers to create content

1.24xIncrease in

content creation

Festive engagement cuts across gender & age

Source: Facebook internal Data (1st Oct- 25th Nov 2015 as compared to previous time period in Aug-Sep’15)

Utilize the platform’s ability to give reach & targeting as per brand

TG

1.24xWOMEN

1.25xMEN

1.19x 1.24x 1.33x18-24 25-34 35-44

INCREASE IN CONTENT CREATION BY GENDER INCREASE IN CONTENT CREATION BY AGE

Festive engagement cuts across gender & age

Source: Instagram internal Data (1st Oct -25th Nov 2015 as compared to previous time period in Aug-Sep’15)

1.32xINCREASE IN CONTENT CREATION

ON INSTAGRAM

1.34x18-24

1.24x25-34

1.33x35-44

Utilize the platform’s ability to give reach & targeting as per brand TG

INCREASE IN CONTENT CREATION BY AGE

Engagement happens for brands as well

(RELATIVELY) MORE MALE FEMALE

TOPICS BY GENDER (X) and AGE (Y)

Multi-channel Retailers IN

CPG IN

Auto IN

eCommerce Retailers IN

Tech + Telco IN

Shopping IN

AV

ER

AG

E A

GE

Real-estate IN

Travel

Apparel Accessories

Jewelry

Source: Facebook internal Data (1st Oct -25th Nov 2015 )

Size of the bubble indicates the volume of chatter for the

category