social changes everything - orla malone, facebook
DESCRIPTION
Orla from Facebook will take a closer look into the platform, recent developments and their vision for Facebook in the future.TRANSCRIPT
Social changes everything
OrlaMalone, Sales Executive , EMEA.
February 10th , 2011
The web is better with friends
1994
1994
Today
My Profile
1994
Today
500,000,000Active users
80,000,000active websites
Source:Netcraft.com “Total Sites Across All Domains” data, July 2010
Average hours per month
2hr 17min
1hr 52min1hr 41min
1hr 17min 1hr 14min
Source: Nielsen Wire Top Web Brands (US, Home & Work) – data as of September 2010
5hr 25min
You Can Connect with People at Scale
The Web isAbout People
Marketing is About PeopleMarketing is About People
Paid
Television
Owned
Websites
Store fronts
Earned
Word of Mouth
Public Relations
Marketing has always been a mix of paid, owned and earned
Facebook Page1. Connections
2. Brand voice
3. Viral word-of-mouth
at huge scale
16,139,379 People Like This
Organic Distribution via Newsfeeds
You Can Connect With People at ScaleYou Can Connect with People at Scale
The Web isAbout People
Marketing is About People
Spending over 700 billion minutes per month
Sharing more than 30 billion pieces of content per month
With over 50% logging on every single day
Over 500 million active users per month
More than 1 million developers from 180 countries
1xsame as watching The
X Factor
250Mpeople globally on any
given day
14Mpeople in UK on an
average day
169,000,000impressions
3,000,000liked Nike
2,500,000,000 ad
views
6,400,000video plays
2 dedicated Ad positions
Market place Ad
Premium Ad
Profile-based targeting
•Location
•Age/Birthday
•Gender
•Education
•Workplace
•Relationship
•Sexual Preference
•Language
•Activities
•Interests
•Music
•TV
•Movies
•Books
•Groups
•Applications
•Connections
•Status updates
Structured Unstructured
Benefit of social context
68% Ad Recall
2x Message Awareness
4x Purchase Intent
25% Action Rate
Brand Metric Source: Nielsen Understanding the Value of a Social Media Impressions, April 2010
Action Rate Source: Facebook Internal Q1 2010
significant increase in effectiveness
Sponsored Stories is a new way to scale word of mouth
STEP 1:David likes a brand, uses an application, or checks in to a location
David likes this brand
STEP 2:A story is generated on David’s friends’ News Feeds, which they may or may not see
STEP 3:If this brand included Sponsored Stories in their Facebook Ads campaign, David’s friends see this story in the right column
Sponsored Stories
David likes this brand
Your Brand
Like
This is how it works
See who’s checked in nearby
Generating a story in their News
Feed
And tell your friends where you
are and who you’re with
PlacesWho. What. When. And now Where.
Four Deal types
Individual Deal Loyalty Deal Friend Deal Charity Deal
You Can Connect with People at Scale
The Web isAbout People
Marketing is About People
You Can Connect with People at Scale
The Web isAbout People
Marketing is About People
Thank You !