Opportunities for brands & businesses within

Facebook

Opportunities for brands & businesses within

Facebook

David Parfect – Group Head Facebook UKdparfect@facebook.com

David Parfect – Group Head Facebook UKdparfect@facebook.com

11 Facebook:Facebook:Where we are & How we got hereWhere we are & How we got here

22Connecting with Connecting with Consumers:Consumers:How it can be done & examplesHow it can be done & examples

33 Closing PointsClosing PointsOur advice for the social spaceOur advice for the social space

www.facebook.com – 12+m people a day

Real people, real identitiesWho we are & what we do

Source: Facebook internal data, April 2010

Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days

Facebook reaches 1/3 of the UK60% of the online population

24 million – 24 million – 50% return 50% return

dailydaily2008 2009 2010

Source: Total UK active audience, Facebook internal, data April 2010

Facebook has a mainstream UK audience35+ is now the fastest growing audience on Facebook

malefemale

People interact in multiple ways

Photo’s Events Video Content Messages Groups Pages Applications

Mobile?

2. Connecting with 2. Connecting with ConsumersConsumers

InnovationsInnovationsInnovationsInnovationsFacebook Facebook PagesPages

Facebook Facebook PagesPages

Facebook Facebook AdsAds

Facebook Facebook AdsAds

We do 3 simple things for marketers

Drive traffic on & off of Facebook

Drive traffic on & off of Facebook

Build Fans & communicate directly with them

Build Fans & communicate directly with them

Facebook Open Graph, Applications & new Ad products

Facebook Open Graph, Applications & new Ad products

2 dedicated Ad positions – ‘pitch to sale’

Homepage Ad

Ad Ad SpacSpac

e e UnitUnit

Brand: Homepage Ads

Direct Response: ASU’s

Advertising Opportunities

Like adLike adVideo CommentingVideo Commenting Event AdEvent AdPoll AdPoll Ad Virtual GiftVirtual Gift

Video Homepage AdVideo Homepage Ad Homepage Ad

Homepage Ad

ASUASU

Standard Ads (Can be used to drive traffic to any destination)

Engagement Ads (Require a Facebook Page to support them)

BRAND

Each time users interact, 5% of their friends will see the action

Branded communication on Facebook

Earned Media Bought Bought Media Media

Owned Media

Starbucks global network

Starbucks have pioneered the space –

generating relationships through causes & in-

store offers

Marks & Spencer creating dialogue & driving Sales

Over 100,000 fans, all talking and connecting

around love of M&S

Skinny Cow - Facebook as a central hub

Vanity URL was used in above the line advertising

Tabbed approach used for to house different bits of content

A distinct tone of voice was developed to

communicate with the user base

Generating 11,000 fans in the first

week, an above the line campaign using Facebook as a fully integrated ‘Hub’ for

the campaign

3. Closing Points3. Closing Points

It’s relationships,It’s relationships,not marketingnot marketing

Build social into a wider strategy

Be Authentic

Amplify. Change. Ignore

Scale

Real people

Engagement

3 Facebook takeaways

Thank you

Appendix

Vitaminwater using Facebook to inspire new products

Facebook users voted on their flavour combinations, to produce ‘Connect’ a new flavour for Vitaminwater –

Sold over a million SKUs

2010 – Measurement & Insight

Valuation Consumer Insights

AdvertisingAd Effectiveness

Determine the total value of your

Facebook campaign and optimise

Detect influence of a campaign on

consumer attitudes and behaviors

Gain better understanding of what consumers do & like

Connect with users the same way they connect with their friends

2010/11 Facebook Conversational Calendar

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

BrandingBuilding

awareness and engagement

ConnectionsBuilding consumer

relationships

ResearchInsights &

Measurement

InitiativeThemes, key

messages, major events/sponsorshi

ps

Bring together with long term plans