1 Facebook Mission and Audience

2 Growth and Engagement

3 Our System

4 Social Plugins & Brand Stories

5 Measurement

Agenda

How many global users does Facebook have today?

a. +250 Million

b. +400 Million

c. +275 MillionQuiz

How many photos are uploaded to facebook each month? (globally)

a. 30 Million

b. 3 Billion

c. 300 MillionQuiz

How many users connect with pages each day?

a. 20 Million

b. 80 Thousand

c. 850 ThousandQuiz

MissionGive people the power to share and make the world more open and connected

+9M+9M

monthly active users

+3M+3M

mobile users

Facebook Australia

Source: Total Australian active audience, Facebook internal, data May 2010

Facebook has a mainstream audience35+ is now the fastest growing audience in Australia

malefemale

Source: Nielsen Australia: April 10

Australian Online Landscape: April 2010Nielsen NetRatings

Over 9m Over 9m active usersactive users

Over 3m Over 3m mobile active usersmobile active users

60% 60% return dailyreturn daily

172 172 average friend countaverage friend count

15bn 15bn monthly page viewsmonthly page views

3hr 50 mins 3hr 50 mins average usage per monthaverage usage per month

Fast Facts

Advertising Options

http://www.facebook.com/FacebookAdshttp://www.facebook.com/FacebookAdshttp://www.facebook.com/advertisinghttp://www.facebook.com/advertising

Contact our Direct Sales Team

Advertising Options

Our system

Facebook Marketing Tools, Pages, Ads

Typical impression

Your Brand

your brandA Facebook impression

engagement

sociallygeneratedimpression

connection

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•Gender

•Age

•City/State/IP

•Interests/Keywords:

•Others:•Relationship status•Clusters •Friend of Connections•Birthdays

It starts with comprehensive

targeting

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Initiate with compelling advertising

Putting the product in the users hand

Event

Every Ad Unit Plays a Role

Social Context

Like Ad

Social Advocacy Increases Campaign Value

Facebook Ads with social context increase the value of your media. On

average we see a 68% overall increase in brand lift.

Like Ad With Social Context

Social Plugins

Social Plugins - Cricinfo

Best Practices

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 for brands

Tips: Facebook Ads

Use multiple creatives

Example home page Reach Block with multiple creatives

Be authentic

▪ Straightforward copy

▪ Relevant imagery

▪ Tie back to brand

A/B test your ads

+40

%+40

%

Tie events to causes

Event ad

Event Page

Incentivize users

Tips: Pages

Focus on publishing10x views in Stream versus Page

22 posts by 20 people

1,260 likes1,545 comments

vs.

Keep it simpleMake content eye-catching, universal, easy to consume

Interact with and feature fans

Join the conversation: Recognize Fan creativity:

Toyota Prius example Kellogg’s Pop-Tarts example

Pace yourselfPace out your posts to maximize your impact

Coke example: Tattoo Tuesday

Publishing calendar

Brand Stories

2010/2011 Facebook Conversational Calendar

October November December January February March April May June July August September

BrandingBuilding awareness and engagement

ConnectionsBuilding consumer

relationships

Publishing & CRMEngaging

consumers in conversation

InitiativeThemes, key

messages, major events/sponsorships

October November December January February March April May June July August September

Fall Season Sale Holidays: Give the gift of music

Major sponsor of

X event

Valentine CD sale

New product launch

Implement FB Connect

on mywebsite.

com

Get video footage for interstitial

Virtual Gift EMU

TV advertising driving to facebook.com/mywebs

ite

Virtual Gift EMU

SamplingEMU

Become a fan and we’ll donate 10 cents to X Music Program. Two (2) Smart Blocks:

•One Reach Block per month plus sustaining media

Run interstitial

Valentines Virtual Gift

Reach Block

Age 18-34

Targeted Sampling

ads;

Retarget with BAF

ads

Build out free music Tuesday

tab

Celebrity interviews

Show artists

teaching music in schools

Behind the scenes footage

Valentine themed polls (1X per week)

Promote new

product and seek

testimonials

Phase I Phase II

BrandingBuilding awareness and engagement

ConnectionsBuilding consumer

relationships

Publishing & CRMEngaging

consumers in conversation

InitiativeThemes, key

messages, major events/sponsorships

Insert LOGO

2010/2011 Facebook Conversational Calendar

255K+ Engaged connections in <6 weeks

Engagement - Poll Ad

2010 Follow-up Campaign....

Objective

Generate Awareness brick-mortar and online store

Drive to shop online and offline

Solution

Created a Facebook page

Word of mouth

Conversations/Awareness

Results

85% of people coming into the store mentioned facebook ads

Average visit purchased 2 pair of shoes

Measurement and insights

Valuation Insights

AdvertisingAd Effectiveness

Determine the total value of your

Facebook campaign and optimize

Detect influence of a campaign on

consumer attitudes and behaviors

Determine the total value of your Facebook campaign and optimize

Connect with users the same way they connect with their friends

Measurement and insights overview

Analyze, adjust, and optimize

Aggregate stats

about all fans

Demographic and geographic

stats

Insights Dashboard

Keys to social marketing

Its’ about relationships

Social fits within a larger digital strategy

Social

Media

DigitalTV

Print

Make it clear where to start

Look around the corners

70/30

Be authentic