Building Your Country Through Facebook

Mark Cowan – Head of Emerging Markets, EMEAOctober 2010

Our Sales Vision We’re Here To Reinvent How Countries and

Consumers Relate To Each

Other

Imag

ine

if….

you

coul

d

tap into

26m people

to crowd-source

What if …you could ask16m peopleto suggestMcDonald’s next50 locations..

Top votes near: Edinburgh

Blairgowrie

Peniculk

Livingston

Imagine if.. all your

fanscould try your full range

before they buy on Facebook

Try L’Oreal

Hi Shelly, get the look withSTYLER

L’Oreal could unite

4.7m 18-35yo women

the number 1

beauty community

in the MENA to form

Imagine if..

on Facebook

Hair• Stubborn

Kinks• Frizz• Weak roots

Where an effectivefocus group…

… can be the size of a country

Where your customersdevelop your next product…

Where your friends come shopping

with you…Even whenyou are

alone

Where you can create social

experiences that break world

records…

Where you engage with people in ways you would have never thought…

the virtual economy will be worth $10bn in 2010.

…and innovation is a constant

Your Audiencewithin Facebook

A snapshot of potential countriesRank Country 30d Actives

Penetration of Online Audience

Avg Daily Retention, 30d

1 United States 131903552 58% 63%

3 Great Britian 26678323 57% 61%

5 France 18721942 43% 56%

6 Italy 16672627 56% 56%

12 Spain 11012387 38% 45%

13 Germany 10637398 20% 53%

23 Sweden 3831463 47% 62%

25 Belgium 3420288 47% 54%

26 Poland 3289627 16% 47%

28 Israel 3106339 59% 56%

30 Netherland 3008388 21% 44%

31 Greece 2959638 60% 56%

42 Austria 2075063 35% 58%

44 Hungary 1737975 30% 52%

48 Ireland 1670962 59% 58%

51 Russia 1630760 4% 25%

52 Romania 1626069 22% 42%

Total Potential Audience

243,982,801

Total Audience Returning Daily

143,627,623

Total 18-25 Year Olds

69,071,500

Total “In a Relationship, Engaged, Married”

24,001,600

Total with “travel, traveling, travelling, outdoors, walking, nature, camping, camping with family, great outdoors, forests, city breaks, holidays, going away, going for walks, culture, different cultures, campfires, travel channel or nature conservancy in their profile”

13,836,980

A Powerful PropositionBought, Owned and Earned Media

Identity is core: Real People Sharing

Pages Applications

Engagement adsOrganic

Distribution

Social plug-ins

Unique MarketingAds, Apps, Pages, Platform

EngagementSocial Graph and Authentic Connections – Ads and Pages

Source: Brand Republic, Mar 2010

An example

Social Relevance

Social content

already on Facebook

Comment

Like

Poll Event

Engagement Ads: Brand MarketingUsers engage with ads the same way they interact with content

Reach Block Value Proposition•Use any Ad format including Engagement Ads

▪ impressions guaranteed Mon-Thu

▪ impressions guaranteed Fri-Sun

▪ Estimated 3m unique users

▪ First 5 imps. of every user over 24 hours

▪ Targeting adult audience or 18+

Become the primary advertiser over 24 hours on Facebook’s highly

trafficked Homepage reaching a potential 1.5m+ audience

*Delivery & cost subject to market fluctuations and agency pricing structures respectively

Rotate series of creatives•Build compelling marketing journeys over 24 hours

Cobra beer used multiple ads to engage with users. Frequency capped to 5 per

user

First 2 Impressions

3rd Impressions

4th & 5th Impressions

Like Premium Ad

1. Click the Like button to connect with the brand

2. You are now connected

Video Comment Premium Ad

1. Click thumbnail to play video

4. Comment on video for friends to see

2. Background dims and video plays in center of screen. Fan

Page or “like” video during play.

3. At the end, click to brand Page or share video with friends

I love Virgin America!

Event Premium Ad

1. RSVP to event 3. Add personal message2. Invite friends

Poll Engagement Ad

1. Respond to poll3. See your friends’

results2. See results

Consumers Engage Each Other

1.7x Ad Recall2x Message Awareness

4x Purchase Intent

Ads with social context increase the value of media. On average we see a 68% increase in brand lift and 25% lift

in action rate

Social in Newsfeeds

4.5x Action rate for organics vs. paid

impressions

Facebook Pages

For many marketers, their Facebook fan bases have become their largest web presence, outstripping brand sites

Engage a Community and PublishFrom 100 to 7m Connections

6.9x action rate on publishing vs ads

A central ‘Hub’ for brandsFacebook Pages as ‘Hubs’ to drive brand metrics

Portal activity

FRANK website

User generated content

TV campaign

Key Events

Press campaign

Facebook Ads

February March April May June July August September October November December

Become a Fan only Messaging to include competition

Understand

Brand Initiative

Updates based on World Cup content, live chats, John Barnes, Games etc

Phase 1: Football TV Ad, Fan TV Ad recruitment + competition to win

training Camp places and appear in video

Promote Competitions via page, host TV spots and supporters video on page

Phase 3: World Cup: Tacticals around England

Games

Page Content

Become A fan and

Reachblock on St Georges Day

Page Insights to establish targeting

Page Insights and pulse for

Phase 3 campaign targeting

Ad Effectiveness

Study

Ad Effectiveness Study on Tier

2 only

Implement Status update and

Profile Pic App to page and promote

Become a fan ads, polling, video commenting around

England games. Reachblocks on key dates

Social Media Activity

Promoting

Tactical Status Updates on England games

Create a Conversational Calendar: “Always On”

Phase 2: Status update and Profile pic

donations, Elf yourself and John

Barnes Rap

Get Britain Playing: Grass Roots Football

Get Britain Playing: Grass Roots Football: Offline Events, Groups and Teams to congregate on Mars Page

Series of Event ads to promote Football games offline

Page Insights and pulse

End of Year Ad

Effectiveness Study?

Targeted Wall Posting has launchedTarget your Wall Post by country & language

Gain insights: Pages

Post Interactions

Impressions and feedback rate of published content on a

dashboard.

Measuring your success

Measurement Platform•Critical to proof and ongoing development of our

program is an effective measurement platform. 

•Tracking through the Facebook platform provides considerable advantages in level of information, but we will place elements on partner sites.

•Facebook Connect

•Affiliate Program tags

•Ad serving tags from landing page to checkout

Measurement Platform•These will be effective independently or combined, but

will need to be implemented across each partner site.

•We have applied setups of this structure in a number of instances, with information so far this should be a standard implementation.

Success Stories

AirAsia – Global

AirAsia – Global

AirAsia - Local

Spain

Spain - Application

Spain - content

Summary

1 It’s not social media... it’s marketing

2 Avoid thinking in campaigns or flights — be strategic

3 Using old metrics to define success

Things to stay away from

1 Leverage the social graph

2 Build your brand and shape it

3 Go, GO Real, Go Big

4 Map the Strategy

What to focus on

1. Make it social. “That’s what I do on Facebook.”

2. Keep it simple. “If I understand something, I’m more likely to try it.”

3. Optimize for speed. “If it’s fast, I’ll do more of it.”

4. Integrate. “Keep it within my Facebook experience.”

Guiding principles…

Questions?mcowan@facebook.com