Facebook for Retailers

Gavin SathianathanHead of Multichannel Retail

Facebook in the UK

The Facebook audience in the UK

Note: Facebook | Unique Audience Source: Nielsen NetView Period: May 11 v May 12; Jul 09-Jul 12

Regions: UK; Europe (UK, FR, ES, DE, IT, CH), Global (UK, FR, ES, DE, IT, CH, US, BR, AU)

Source: Facebook Internal Data, June 2011

Note: Facebook | Unique Audience Source: Nielsen NetView Period: May 11 v May 12; Jul 09-May 12

Regions: UK; Europe (UK, FR, ES, DE, IT, CH); Global (UK, FR, ES, DE, IT, CH, US, BR, AU)

01:49

06:42

01:32

01:11

01:05

17,340,399

BBC

MSN/Windows Live

Google

Youtube6,857,90

72,968,01

13,200,0

941,971,89

3

PAGES VIEWED [PER MONTH]

TIME SPENT [PER MONTH – HOURS]

Facebook is the most engaging online property

1 IN 5INTERNET MINUTES

Users evenly split between male and female…though age distribution has changed

51%FEMALE

49%MALE

Note: Facebook | Unique Audience Source: Nielsen NetView Period: May 11 v May 12; Jul 09-May 12

Regions: UK; Europe (UK, FR, ES, DE, IT, CH); Global (UK, FR, ES, DE, IT, CH, US, BR, AU)

52%52%

50% 51%

22%17%

18%

24%

11%

-17

28%

35-49

14%

18-24

24%

50-64

17%

25-34

6%

65+

Young adults (18–34): Always on and very active

READ STATUS UPDATES

92%

LOOK AT FRIENDS PHOTOS

89%

LIKE STATUSUPDATES

87%

LIKE FRIENDSPHOTOS

83%

COMMENT ONSTATUS UPDATES

83%

50%84% use Facebook daily

73 minutes per day average on Facebook

88% watch TV on a daily basis

How much are 18–34 year olds using Facebook and when?

52% use Mobile phone as the main device for Facebook

61% of 18–34’s use their mobile phone for Facebook every day

75% multi-task watching TV with Facebook

Where and how are 18–34 year olds accessing Facebook, and while doing what?

Base: Female Facebook users with children in household n = 356 Source: Nielsen/Facebook Survey, 8/2012

Have asked for a recommendation on products or services from a friend

UK mums: Active connectors

READ STATUS UPDATES

90%

LOOK AT FRIENDS PHOTOS

90%

LIKE STATUSUPDATES

84%

LIKE FRIENDSPHOTOS

83%

COMMENT ONSTATUS UPDATES

83%

80% use Facebook daily

69 minutes average per day on Facebook

92% watch TV on a daily basis

52% of Mums use their mobile phone for Facebook every day

69% multi-task watching TV with Facebook

Base: Female Facebook users with children in household n = 356

45%Have asked for a recommendation on products or services from a friend

How much are Mums using Facebook and when?

Where and how are Mums accessing Facebook, and while doing what?

Source: Nielsen/Facebook Survey, 8/2012

Have asked for a recommendation on products or services from a friend

“LIKE” STATUSUPDATES

Heavy mobile users* on Facebook

READ STATUS UPDATES

87%80%78%

“LIKE” FRIENDS’PHOTOS

76%

COMMENT ONSTATUS UPDATES

75%

Base: Facebook users who use mobile phone as their main device n = 420

POSTSTATUS UPDATES

*Mobile phone is the main device to use Facebook

50%86% use Facebook daily

61 minutes average per day on Facebook

89% watch TV on a daily basis

77% multi-task watching TV with Facebook

35% use Twitter daily, in comparison to 20% overall

47% (nearly half) of mobile users go on Facebook whilst commuting

How much are mobile users using Facebook and when?

Where and how are mobile users accessing Facebook, and while doing what?

Source: Nielsen/Facebook Survey, 8/2012

The new normal: empowered customers leveraging Internet + Mobile

Open Market High Street Supercentres My Store

We give you the opportunity to engage your customers…wherever they are

Some retail case studies

Play.com Facebook fans are their best customers

• Customers who engaged with one or more of the Facebook campaigns spent 24% more on the play.com than customers that hadn’t

• Customers acquired via Facebook spend 30% more in year 1

• 80% y-o-y increase in sales directed through Facebook

• Sales from Facebook now account for £2M of revenue

Burberry launched their fragrance Body to fans

Burberry planned the customer journey

Topshop used Facebook for London Fashion Week

The most engaging page on Facebook last month was about fridges and washing machines

The social experience is carried to .com

Social discovery of products with Fab.com

Across web, tablet and smartphone

ASOS: 130% uplift in online sales among those exposed to the Facebook campaign

What’s next for retailers?

Introducing 4 new products for driving short term results

Facebook ExchangeFacebook Exchange Custom AudiencesCustom Audiences

OffersOffersMobile App

Install Ads

Mobile App

Install Ads

Introducing: Facebook Exchange (FBX)

• 2x Conversion Rate• 6.5x lower CPA• 18-30%

conversion lift

Source: Triggit

TechCrunch

Mashable

Bloomberg

Trials have shown great results

Introducing: Custom Audiences

• Sign-up CTR up 43%• Cost per Lead down 30

%

Power Editor interfaceList of people

(emails, UIDs, phone)

Audience segment

Company computer

Facebook system

Company’s hashed data Facebook’s hashed data

1

3

4

5

How does it work?2

Early results are extremely positive

Facebook Offers

Example of online offer:Example of in-store offer:

Introducing: Mobile App Install Ads

Thanks!