REACH your Prospects … Unleash your BRAND

Presented By: Mohamed Megahed

Twitter: @M_Megahed

linkedin.com/in/mmegahed

Digital Marketing Arts conference and workshop, Cairo on 10-11 Sep. 2012

Marketing in a connected World & Facebook Newsfeed

Social Media is

about people, and their

relationships.

No marketing or advertising is

more interesting to people than

their friends.

Back to the Future in Marketing

1920 1990 2012

The Opportunity in a nutshell

Increase

Retention

Gain new

Customers

Build more meaningful

relationships with your

customers

STORIESInfluence prospects

through their friends

How to make use of the Opportunity

Influence

Engage

Connect

THIS IS WHAT A PAGE LOOKS LIKE TO YOU

View your page as

a source, not a

destination

You’re competing

with family and

friends

THIS IS WHAT IT LOOKS LIKE TO A USER

Aligned with brand purpose?

Consistent and unique personality?

Provides value to fans? Reinforces brand message?

Light-weight? Conversational? Ask questions, contain call to actions, involve your friends,

right cadence, use photos/videos/polls?

Boosted by media?

QUESTIONS TO ASK FOR EACH POST

CONNECT with more people more effectively online and on mobile

ENGAGE people at the center of their Facebook experience

INFLUENCE customers to drive your brand and business results

Advertising in the news feed

Connect with more people more effectively online and on mobile

News feed is where 950M+ people spend time

sharing the most important parts of their lives

40% of people’s time on Facebook is on news feed

Source: comScore, June 2012.

News feed is also where people stay connected

with brands wherever they are

40-150x more likely people will

consume branded content on the

news feed than on a brand Page

Source: comScore, June 2011.

News feed provides advertisers with the most scaled,

dynamic mobile platform

543M mobile monthly

active users

67% YOY mobile MAU growth

Source: Facebook 10Q, June 2012.

So, how do brands connect with

people in news feed?

RELEVANT STORIES

get organically placed

into John’s

news feed

John

The most relevant

stories are being

shown to John in his

news feed.

In this case, your

brand story was

relevant enough that it

was shown to John

organically.

Anna

Anna attended a

wedding this week

and all of her friends

are posting about it.

Because of this

engagement from her

friends, they will be

shown in her feed.

As a result, your

brand’s Page post

may not appear

organically or will

appear below all of

these friend stories.

But…

You can promote it as

a sponsored story, so

that it will appear in

Anna’s feed, or

appear higher than it

would have

organically.

Sponsored story

Friends of

Fans

Sponsored stories expand your reach to fans and

friends of fans in news feed

Fans

Organic reach

Source: Facebook internal data, August 2012.

Engage people at the center of

their Facebook experience

News feed is the most engaging place on Facebook

for marketers

Note: Data reflects both Page posts and user stories.

Source: Facebook internal data, August 2012.

115B news feed story impressions daily

35% of comments

happen in news feed

65% of likes

happen in news feed

News feed puts your brand in the center of the

Facebook experience

…with more real estate than others

2x the size of a

300x250 banner

…with more real estate than others

Full screen on

mobile

News feed is the most engaging place for Page

Posts

Note: Engagement analysis is based off of average CTR for aggregate Page posts over a 7-day period., comparing news feed (delivery to fans and friends of fans) to right-hand side.

Source: Facebook internal data, July 2012. Worldwide normalized data (based on news feed impressions and right-hand side impressions).

>10x engagement for Page Post in news feed vs.

right-hand side

Influence customers to drive your

brand and business results

Improve ad recall and brand resonance

with Page posts in news feed

10x Higher ad recall for

Page post in news feed vs. right-hand side

Note: Right-hand side based on marketplace.

Source: Internal data, July 2012.

ALL TOGETHER, NOW

• A NEW ERA IN COMMUNICATIONS

Today, Skype users make 1.8 billion hours of video calls per year.

IN 2003, INTRODUCED THE WORLD TO A NEW WAY OF COMMUNICATING

Across the world Across multiple platforms Across mediums

Source: Internal Skype data September 2010 – August 2011

*TeleGeography January 2011

UNIVERSALLY

RELEVANT

Skype 5.0 for

Windows is available

in 32 languages

20% of all

international calling

traffic in 2011*

More than 30 million

people logged in at

the same time

SKYPE IS GROWING FAST. REALLY FAST.

YOY Growth • Source: internal

Daily UU's (HP) 240,743 Daily Impressions 439,342

COMMUNICATION + CONNECTION

MOST INTIMATE SOCIAL NETWORK

Source: 1 comScore Media Metrix,, January 2012 + internal

244 million UUs worldwide

At Peak times,

30 million users online globally

207 billion

minutes of voice & video calls

in 2010, 42% of which

was video.

240 thousand UUs on HP in Egypt

16 thousand UUs in call in Egypt

439 thousand Impressions/day in Egypt

AD OPPORTUNITIES

PUT YOUR BRAND AT THE HEART

OF THE SKYPE EXPERIENCE

• Rich Media executions in an uncluttered social setting with

engaged users on multiple devices

• IMPACT

Rich Media executions in an

uncluttered social setting

with engaged users.

Your BRAND is at the center of the Skype experience

Always the first sight upon

launch when users return to

Skype throughout the day.

Total Traffic Per Month:

Unique Visits

9,000,000

Visits

30,000,000

Page Views

160,000,000/ Month

Behavioral

Targeting on LOL

Behavioral Targeting Objectives:

Higher CTR%

Guaranteed fit with:

Customer’s Location

Customer’s Demographic

Customer’s Interest Profile

More likely to be noticed by customers

More Engaging

Unlimited combinations are possible

Green Variables = No Login Required

Browser Type

Browser Language

City/ Country

Operating System

Service Provider

Domain

Mobile Brand & Device

Interest & Looking For

Upgrades

Offers

New services

New Models

Accessories

Maintenance

Renewal offers

Discounts for current

customers

Value added services, etc…

From competition

Customers who fit your targeted

profile

Customers who have similar

products

Customers already use the

competition products

Customers interested in your

product category

How Can it be Used?

Up- Sell To Current Customers

Acquire New Customers

MSN Arabia Growth Jan 2011 to June 2012

Traffic +88%

UU +37% Traffic +31%

UU +17%

Traffic +120%

UU +48%

MENA

WIDE Traffic +72%

UU +26%

Fastest Growing Portal in GCC 2011

l

DELIVERING CREATIVITY

innovative ad formats Clean Environment and Unique

Viral Ads

custom creative

experiences

DEMO

BRANDED CONTENT/CUSTOM

SOLUTIONS

DEMO

• MSN HP Countdown Bar

• MSN HP Takeover

• MSN New Year’s Special

Sponsorship

• MSN Channels Takeover &

Branding

• MSN Men

• MSN Entertainment

• MSN Games

• MSN Kids

57

Drive Creativity in MSN with Rich Media

Thank You