align facebook with your business objectives

Align Facebook With Your Business Objectives

Francesca Savoldi Account Manager, Facebook

Connecting people to things they care aboutGlobally, borders are being replaced by connections

million monthly active users return daily million via mobile1B 552M 600M

of FB users reside outside of US

81%

400

200

0

600

1 year 8 years

800

people1B

4 years

1000

Facebook is mobile

people600M

Facebook throughout the marketing funnel

Targeting Adverising

. Offers

Acquisition and

Conversion

Acquisition and

Conversion

Brand

Awareness

Brand

Awareness

Build Loyalty

Build Loyalty

Fans(500,000)

Friends of fans(+40 million)

The Facebook population

1 Billion

16% of fans

Free

Pai

d M

edia

Pai

d M

edia

Reach

Reach the right people more efficiently with more accurate ad targeting

Source: Nielsen OCR, October 2011.

Narrow campaign accuracy

Online average Facebook

90%

35%

60%cost

savings

Broad campaign accuracy

Online average Facebook

95%72% 25%

cost savings

Facebook

Facebook

Generate higher brand resonance than other online ad campaigns

Source: Nielsen Brand Effect norms, May 2012.

+98%

+31%

Better ad recall

Greater brand awareness

online average

online average

15%of sales resulting from the media campaign are attributable to Facebook

3.8mpeople saw the campaign on Facebook who did not see it on TV

So

Unique Reach: Nutella

Source: GFK, December 2011.

217,679 video plays in a single day.

13.6 million people reached and 6.1 million people wereexposed to the log out experience.

Logout Experience: O2

Source: Facebook Internal Data

Logout Experience: Volkswagen Italia

Source: Facebook Internal Data

7.1mdaily

Brand Awareness

Brand Awareness

Acquisition and Conversion

Acquisition and Conversion

Build Loyalty

Build Loyalty

Facebook’s sophisticated ad targeting ensures the right people see your stories

Personal

• City/State/Zip• Birthday• Education• Workplace• Relationship status

Social

• Likes & interests• Friend connections• Activity (e.g., check-ins)• Intent

Demographic

• Age• Gender• DMA

Custom Audiences• Email addresses• Phone numbers• Facebook user IDs

Custom Audiences

How does it work?

This is the difference between…

One bank reaching everyone who is not

using one of their new products…

(without Custom Audiences) (with Custom Audiences)

And Bank reaching account holderswho haven't yet

used the new product

This is the difference between…

One Telco advertising deals to people who like one

or two specific brands of phones…

(without Custom Audiences) (with Custom Audiences)

and Telcoadvertising deals to past buyers of those

specific brands

This is the difference between…

One car company acquiring fans

among people with car interests…

(without Custom Audiences) (with Custom Audiences)

And car company acquiring fans

among people who own one of their car

Custom Audiences: MGM Resorts International

ROIBetween3X – 15X

Ads Targeting: VodafoneDriving high volumes of new contracts using Facebook media

56%of pay monthly post-click

contract applications came from Facebook.

Facebook was one of

Vodafone’s top 3 acquisition partners.

Brand Awareness

Brand Awareness

Brand LoyaltyBrand Loyalty

Acquisition and

Conversion

Acquisition and

Conversion

Source: The Power of the Like II, comScore and Facebook, June 2012* Numbers compared to unexposed fans and friends of fans

Fans and friends of fans bought 21% more frequently

Fans and friends of fans bought 38% more frequently

Fans and friends of fans purchase more when exposed to earned brand messages

Remember: your brand is at the centre of this engagement

Samsung Galaxy S IIISamsung Mobile USA drove $129 million in sales attributable to Facebook, resulting in a return on advertising spend of 13X.

$129M in sales attributable to Facebook

13Xreturn on advertising spend

23% increase in fans to

8.5 million, giving Samsung the ability to reach more than 515 million friends of fans

Costa CrociereDrives increases in sales after running a Facebook Offer

Filled an entire ship in less than

48 hours

32,000offers redeemed

McDonald’s SwedenDrives increases in sales after running a Facebook Offer

94,000Offers claimed

Ben & Jerry’s:Facebook ads effectively drive offline sales

“engage is liking, commenting, sharing”Kati O’Brien, Global Dig Mktg Manager

1$ on FB=

3$ increm. sales

The Facebook measurement toolkit

Resources:

https://www.facebook.com/FacebookMarketingItalia

https://www.facebook.com/FacebookStudio/app_397409610271055

https://www.facebook.com/brandpermissions/index.php