The power of 'LIKE": How your business will be better in a connected world

Scott Hicks Client Partner | MENA

The Power of LIKE Evolving from ads to stories

2

-  A Strategic Framework for Marketing on Facebook

-  Publishing Best Practice -  Facebook Advertising Product

Overview

AGENDA

A Strategic Framework for Marketing on

Facebook

Pages

Advertising Technology

Pages

Tech

nolo

gy

C

CONNECT

E

ENGAGE

I

INFLUENCE

I

INTEGRATE

The Three Pillars of Facebook CEII Framework

Connect Find and reach your audience with precision at scale with Facebook advertising

CONNECT

-  Connecting with your customers gives you a way to engage them directly and stay top of mind

-  Focus on QUALITY no QUANTITY. Your fans should look like your current customers

Find the right customers with sophisticated ad targeting

Personal • City/Emirate/Country • Birthday • Education • Workplace • Relationship status

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

Demographic • Age • Gender • DMA

Smartphone users •  People accessing Facebook

through a smartphone

•  Likely to be receptive to messages about latest smartphones and tablets

Active feature phone users •  People using Facebook

through a feature phone

•  Likely to be receptive to value–driven messages and offers for upgrades to a new smartphone

Users of old mobile devices •  People using Facebook on a

phone model (either smartphone or feature phone) released 3+ years ago

•  Likely to be receptive to value–driven messages and offers for upgrades to a new smartphone

Non-current customer •  People who are not current

customers of an operator or OEM

•  Likely to be interested in messages about deals, competitive offers, and exclusive smartphones

Targeting: Reach mobile consumer audiences

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

Fans drive direct business ROI

Fans spend 8% more and transact 11% more frequently

Web traffic

Source: The Power of the Like, comScore and Facebook, June 2012 * Numbers compared to average internet user

Brand engagement

Fans conduct 68% more searches

Fans visit the site 5x more

Sales

What is the value of a fan? Fans are high-value consumers (CRM value) •  Incremental sales: Fans purchase 2x as much – Comscore research on

73 brands across 13 categories

•  Loyalty: Build a deeper relationship over time and retain loyal customers

•  On-going feedback: Fans provide real-time feedback that can help improve your product and brand

Fans influence their friends ▪  Associate your brand with their identity

▪  Fans choose to associate your brand with their identity

▪  Generate additional reach ▪  Fans share things with their friends and generate stories when they

interact with you: Fans have an average of 200+ friends you can reach

▪  You can promote stories from fans to their friends ▪  Social ads increase ad recall by greater than 50% according

to Nielsen Research studies

Source: Facebook Internal Data, Mar 2012

FACEBOOK AUDIENCE – UNITED ARAB EMIRATES

45+ million across the MENA region

Saudi = 6.5 M Egypt = 12 M Bahrain = 418K

Source: Facebook Internal Data, Mar 2012

STORIES SHARED EACH MONTH – UNITED ARAB EMIRATES

Facebook is now the leading online activity

Source: AMEinfo (based on Omnicom’s Social Media in MENA); Facebook Internal Data, March 2012

Facebook consumption vs. other sites (Middle East and Africa)

Engage Build meaningful 1:1 relationships

ENGAGE •  Consistent interaction with your

connections builds relationships and loyalty

•  Create valuable experiences for your connections

•  Focus on frequent, high-quality publishing on your Page, and promote that content to reach more of your fans AND THEIR FRIENDS

Amplify messages with media

FACEBOOK POPULATION

FRIENDS OF FANS

ALL FANS

16% OF FANS

(ON AVERAGE)

FREE

INV

ESTM

ENT

Advertising & Sponsored

Stories

Influence Drive business results more effectively with Facebook advertising

INFLUENCE

•  Leverage WORD OF MOUTH marketing at scale - the most valuable form of marketing

•  When your customers are engaging with your brand, let their friends know about it through Facebook Sponsored Stories

Source: The Power of the Like, comScore and Facebook, June 2012 * Numbers compared to average internet user

Sales Brand engagement

Web traffic

8% higher spending by friends of fans

2.5x more site visits by friends

of fans

27% more searches by friends of fans

Friends of Fans also drive direct business ROI

Integrate Become social by design

Start

Mile 3

Finish

3 runs 22 runs

miles6.32

22 runs

INTEGRATE

•  Use deep integration with Platform to make all of your customer touch-points more meaningful, on and off of Facebook

•  Integrate Login with Facebook or Timeline apps for business to develop a personalized, social experience for users

Our Platform solutions on and off Facebook.com

Easy implementation

Deeper implementation

On Facebook.com

Outside of Facebook.com

Canvas apps

Page apps

Timeline Apps

Like button and Social plugins

Login with Facebook

Publishing Best

Practice

MAKE IT SCALE

MAKE SHARING

SIMPLE

BUILD from the

GROUND UP

Social by Design 3 Pillars of Creating Engaging Experiences

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

4Q – TBD (Premium ads)

TV Campaign - Holiday

2Q – TBD (Premium ads)

Coupon Distribution

Media Building awareness and engagement

Measurement Progress toward goals Fine-tune strategy

Publishing & CRM Engaging consumers in conversation

1Q – Branding (Premium ads) 3Q – Product Launch (Premium ads)

Print Campaign - TBD

Monitor fan engagement (change publishing and media strategy as needed)

Fan Insights Fan Insights User Insights

Sweepstakes Announcement

Video Syndication

Games Tips and Recipes Philanthropic Campaign

Initiatives Themes, key messages, major events/sponsorships

Major branding initiatives/ sponsorships/ PR/ trade activity

Back to school Sweepstakes

Spring break

Product launch party

Page publishing (status, photos, links, etc.)

Marketplace ads: always on for ongoing fan acquisition

TV Campaign – Product Launch

Check-in against Q1 goals



Check-in against Q2 goals Poll fans to learn

needs

Evaluate fan demographics against

assumptions Poll fans to learn needs

CREATE AN INTEGRATED APPROACH

27 Note: Measurement is carried out via agencies and internal teams using FB (and other) tools

Sponsored Stories: always on for ongoing fan amplification to friends

WHY PEOPLE SHARE

1. TO MAKE MY LIFE EASIER: TIPS / TRICKS, ADVICE, DISCOVER SOMETHING NEW


2. TO BUILD RELATIONSHIPS: REWARD FANS (EXCLUSIVE ACCESS, FAN-ONLY PROMOTIONS, SPOTLIGHT), ENTERTAIN FANS

WHY PEOPLE SHARE



3. TO HELP OTHERS: ASK FOR FEEDBACK, ENABLE/ENCOURAGE FANS TO HELP EACH OTHER AND THEIR FRIENDS

WHY PEOPLE SHARE



3. TO HELP OTHERS: ASK FOR FEEDBACK, ENABLE/ENCOURAGE FANS TO HELP EACH OTHER AND THEIR FRIENDS

4. TO CRAFT OUR IDENTITY: ENABLE ME TO EXPRESS WHO I AM

WHY PEOPLE SHARE

HOW PEOPLE SHARE

LISTENING & RESPONDING

MULTIPLE LIGHTWEIGHT INTERACTIONS

VS.

KEEP TEXT SHORT & SWEET

VS.

BE TIMELY & BRAND RELEVANT

BE TIMELY & BRAND RELEVANT

VS.

USE RICH IMAGES

VS.

VS.

HIGHLIGHT THE PRODUCT

HIGHLIGHT THE PRODUCT

VS.

VS.

SOLICIT A LIGHTWEIGHT RESPONSE

MAKE IT ABOUT YOUR FANS

VS.

BUILD from the

GROUND UP

Creating Engaging Experiences: Social by Design

44

BACKGROUND:

KEY CONSUMER INSIGHT:

THE STRATEGIC IDEA:

EXECUTIONAL CONSIDERATIONS

CREATIVE BRIEF:

A Typical Brief

45

Social by Design Brief

BACKGROUND:

KEY ENGAGEMENT INSIGHT (why they would engage):

THE STRATEGIC IDEA:

EXECUTIONAL CONSIDERATIONS

KEY SOCIAL INSIGHT (why they would share):

CREATIVE BRIEF:

MAKE IT SCALE

Driving Influence: Social by Design

Facebook population"

47

88 M Friends of fans"

590K fans"Fan base"

Boost Page content through Ads and Sponsored Stories to engage friends of fans

Aligned with brand purpose?

Consistent and unique personality?

Provides value to fans? Reinforces brand message?

Light-weight? Conversational? Ask questions, contain call to actions,

involve your friends, right cadence, use photos/videos/polls?

Boosted by premium?

QUESTIONS TO ASK FOR EACH POST

1. Is the language as tight as can be and under 90 characters? 2. Could the story only come from your brand? 3. Does the image or video thumbnail provide a clear visual cue for

your story? 4. Does it offer value to the user? 5. Is there a reason to post this story today?

=

More questions to ask

Advertising: Evolving from Ads

to Stories

We build social technology that drives business growth

Pages Ads and

Sponsored Stories

Pages are mission control for your business

Pages Ads and Sponsored Stories

Your Page is mission control on Facebook Everything starts with your Page

Good publishing, strong engagement – good Ramadan campaign speaking to local markets, Pepsi Arabia TV channel campaign showed strong engagement for video seeding.

Good example of the brand understanding their tone of voice and posiIoning – can have very high engagement rates at key campaign periods.

Great at mixing up publishing content, giving exclusive Facebook content etc

Best example of well thought out and executed publishing strategy, always has high engagement on posts, visuals are always fantasIc, and very conversaIonal

Ads to reach people and their friends

Pages Ads and

Sponsored Stories

Consider three audiences

Fans Friends of Fans Unconnected

SPONSORED STORIES ADS

Sponsored stories to reach people you are connected to AND THEIR FRIENDS

ADSAds to reach people you are NOT connected to (new audiences)

3 placements for Ads and Sponsored Stories

Right-hand side homepage

News feed Desktop and mobile

Right-hand side Any pages (1 of up to 7)

Marketplace Premium

Here’s how Ads/SS work together

*People are seeing a story that they could have seen in their News Feed. A business has paid to ensure that the viewer sees a story that they may have seen any way in their News Feed.

Homepage

Homepage

Mobile

Ads: New audiences

Page post from page Sponsored Stories*: Fans and their friends

Sponsored Stories

Voice of Brand Voice of User

Social context increases both message awareness (2x) and purchase intent (4x).

News feed is where 950M+ people spend time sharing the most important parts of their lives

40% of peoples’ time on Facebook is on news feed

Source: comScore, June 2012.

News feed is also where people stay connected with brands wherever they are

40-‐150x more likely people will

consume branded content on the

news feed than on a brand Page

Source: comScore, June 2011.

News feed provides advertisers with the most scaled, dynamic mobile platform

543M mobile monthly

active users

67% YOY mobile

MAU growth

Source: Facebook 10Q, June 2012.

22M MENA

…with more real estate than other publishers Breakthrough with bigger ads

2x the size of a

300x250 banner

Your brand can be the core of our mobile experience

Full screen on

mobile

Facebook Offers

Reach Block

•  Facebook News Feed placement

• Guaranteed first impressions

• Massive reach

• Any Premium Ad

Sight, sound & motion: Make an impact with Facebook’s video log out unit

Media Planning on Facebook

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Run Sponsored Stories to connect with fans and their friends.

Run Marketplace Ads to grow your fan base.

For key activities and events, invest in blocks of Premium placement

Our unique value proposition

Reach

950M + MAUs 45 + M in MENA

Engagement

3.2B likes & comments per day

Relevance

90-95% audience accuracy

Social context

50% increase in ad recall

Share of Mind

Share of Conversation

Share of Time

= Share of MARKET

Facebook formula for ROI

Questions?

www.facebook-studio.com

The power of 'LIKE": How your business will be better in a connected world

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