Presentation by Benjamin Snyers about the Facebook ecosystem,new Ad formats, cases of campaigns.

1. Facebook"Ads"Ecosystem"
1"

2. from"a"student"website"to"a"Mass9Medium"
2"

3. Facebook"is"listed"on"the"stock"market."
3"

4. 2012"is"the"maturity"year"for"Facebook"
4"

5. AdverBsing"is"becoming""
“Core”"to"their"business"
5"

6. Facebook"Challenge:"leverage"between"adverBser"&"user"
6"

7. Several"new"Ad"SoluBons"appeared."
7"

8. Deep"Dive"into"Facebook"Ads"Ecosystem"
8"

9. Everything+starts+with+the+bidding+system+
9" 9"

10. It+is+a+self5serve+adver6sing+pla8orm+
• Facebook"AdverBsing"is"an"aucBon"system"
• You"bid"for:"
"
Audience" & Placement"&"Formats"
3"
10"
3"
10"

11. Compe66on+with+other+adver6sers+
CompeBBon"increases"the"price"
11"

12. How+Does+It+Work+–+Quality+Score++
Not"the"ad"with"the"highest"bid"wins,"but"the"ad"with"the"best"
performance"(QS)"
Auc6on+system+based+on:+
?+
Quality+Score++ ?+
?+
QS"=" ?+
CTR*"x"" ?+
Bid"x"" ?+
Historic"x"
CompeBBon"
"
*"First"esBmaBon"is"based"on"10,000"first"impressions"of"the"campaign."
12"

13. How+Does+It+Work+–+Quality+Score+
Higher"CTR"means:"
• " Lower"CPC=>"Rewarded"
• " Becer"posiBon"
"
""""
CTR:"0.060%"
QS"="****"
CPC:"0.45"€"
QS"="***"
QS"="**"
CTR:"0.015%"
QS"="*" CPC:"1"€"
CTR:"really"bad"
No"Impression" QS"="0" CPC:"too"low"
13"

14. Why+does+Facebook+use+Quality+Score?+
9"User"is"paramount"on"Facebook"
9 "GOAL"="Best"user"experience""
9 "Relevant"ads"="becer"experience"
9 "CTR"="indicator"of"relevant"ads"
"
14"

15. Audience+
15"

16. +4,7+millions+users+in+Belgium+
> 4.800.000
Belgian members
45% of population
(58% of internet users)
66% 85%
daily use weekly use
>2.000,000
Mobile users 16"

17. Did+you+know…+
25%""
of"daily"web"
impressions" Adults 15-44
Jan-Aug 2012
17"

18. Rich+possibili6es+to+segment+the+audience+
4,8"millions"of"users"
Facebook
Friends of
Fans
Friends of Fans
Interest Fans Page
Sport
Interest
Brands
Sector
Music
Brands
Brands
18"

19. Everything+starts+from+the+informa6on+filled+in+by+the+user+
Basic
Age, gender, geography,
relationship, language
Work and Education
Interests
Friends Music, Movies, Books, Apps,
Pages, Websites
19"

20. Targe6ng+Builder+
20"

21. Broad+Categories+
21"

22. Target+a+young+student+who+likes+fashion.+
22"

23. Urban+Target+
23"

24. Mass+Media+Target+
24"

25. Parents+Target+on+Facebook+
25"

26. Target+fathers+with+children+between+0+519+years+old.+
26"

27. Target+users+according+to+the+brands+they+have+liked.+
Automobile"Sector" Water"Sector" Energy"Sector"
+"300,000"users" +"100,000"users" +"50,000"users"
27"

28. Custom+Audience:+targe6ng+by+Email,+Phone+Number+&+UID’s+
Match""
Rate"
20%"
- Remarketing
- Mailing List Reactivation
- Fan Acquisition
- ….
28"

29. Endless+possibili6es+of+targe6ng+
29"

30. Placement+&+Formats+
30"

31. During+the+last+12+months…+
31"

32. From+the+right+to+the+le]+
40%"
of"peoples’"Bme""
on"Facebook"is""
on"news"feed"
Content""
&" AdverBsing"Zone"
AdverBsing"Zone"
32"

33. Promote+your+message+directly+in+the+user’s+Newsfeed+
CAPPING"
1"
Impression"per"user"
per"24"h" CAPPING"
3"
AdverBsers""
per"users"
This"is"an"ad"
33"

34. Your+brand+is+a+part+of+users’+stories.+They+cannot+miss+it.+
This"is"an"ad"
CTR"
20x"
Compared""
to"right"zone"
34"

35. Even+on+mobile.+
+2m"
Users"in""
Belgium"
“Sponsored” Stamp
35"

36. Facebig+
36"

37. +20+Formats+on+Facebook++
37" 37"

38. +20+Formats+available++
Engagement/"
Sponsored"Stories" Page"Post"Ads"
Standard"Ads"
Generate"Awareness" Sponsorize"interacBon" Amplify"the"distribuBon"
Generate"Traffic"(in"&"offsite)"" between"the"brand"" of"your"content"on"
Generate"AcBon" &"the"connected"users." Facebook"
" "
38"

39. Adver6sing+Standard+Unit+
Engagement/"
Sponsored"Stories" Page"Post"Ads"
Standard"Ads"
Generate"Awareness" Sponsorise"interacBon" Amplify"the"distribuBon"
Generate"Traffic"(in"&"offsite)"" between"the"brand"" of"your"content"on"
Generate"AcBon" &"the"connected"users." Facebook"
" "
39"

40. Adver6sing+Standard+Unit+(ASU)+
CPM/CPC"
1910"adverBsers"
Self"Serve"
40"

41. ASU+on+Homepage+5+Alone+
CPM"
100"%"SOV"
Self"Serve"
41"

42. .WHO+LEFT+THE+DOOR+OPEN?+
42"

43. It"is"a"test"

44. Sponsored+Stories+
Engagement/"
Sponsored"Stories" Page"Post"Ads"
Standard"Ads"
Generate"Awareness" Sponsorize"interacBon" Amplify"the"distribuBon"
Generate"Traffic"(in"&"offsite)"" between"the"brand"" of"your"content"on"
Generate"AcBon" &"the"connected"users." Facebook"
" "
44"

45. How+does+it+work?+
85%"
Sponsored Stories
David likes this brand
12%"
David likes this brand
Your Brand
Like
STEP 1: STEP 2: STEP 3:
David likes a brand, A story is generated on If the advertised brand
uses an application, David’s friends’ News Feeds, included Sponsored Stories in
or checks-in into a which they may or may not their Facebook Ads campaign,
location. see. David’s friends will see this
story in the right column.
45"
45"

46. The+user+is+the+message+
46"

47. Sponsor+everything.+
App
Like
Wallpost Website
App
POS
47"

48. 92%+of+the+users+trust+friends+recommenda6ons.+
48"

49. Distribute+everywhere+
Friends"of"fans" Friends"of"fans" Friends"of"fans" 49"

50. Sponsored+Stories+in+Newsfeed+
50"

51. Page+Post+Ads+
Engagement/"
Sponsored"Stories" Page"Post"Ads"
Standard"Ads"
Generate"Awareness" Sponsorise"interacBon" Amplify"the"distribuBon"
Generate"Traffic"(in"&"offsite)"" between"the"brand"" of"your"content"on"
Generate"AcBon" &"the"connected"users." Facebook"
" "
51"

52. It+starts+with+the+content+posted+on+your+page.+
52"

53. Did+you+know+that…+
When you post
on your Facebook page,
16%"
you only reach 16%*
16%"
of your fans.
* Worldwide average communicated by Facebook
Fans"reached"
organically"
Why?
EdgeRank is an algorithm that
ranks objects in the Facebook News Feed.
Affinity x Weight x Time
53"

54. Page+Post+Ads+to+amplify+your+reach+
12-16% of friends/fans
Organic
see your post/content
Paid Media
Up to 85%
of friends/fans
see the content
% of fans reach by your message
Pubs 16%
Pubs 65% 85%
Daily Weekly 54"

55. Reach+is+the+new+Like+
Facebook"
FOF"
Fans"
16%"
For"each"new"post,"there"is"a"reflecBon"about"amplificaBon"
Who?"When?"How"long"for?"
55"

56. PPA’s,+everywhere.+ Everything"starts"
with"the"content"
on"the"page."
Control"the"distribuBon"of"your"content"
All" Fans"&"Friends"of"fans" All" 56"

57. Video+directly+in+the+newsfeed.+
57"

58. New"Formats"
58"

59. +20+Formats+available++
Sponsored"Results" Log"Out" Mobile"App"Install"
Display"a"message"" Generate"impact"" Boost"the"number"of"
in"the"search"results" on"Facebook" installaBon"of"your"mobile"app"
(iPhone,"Android,"Windows)"
"
Mobile"only." 59"

60. Place+your+message+in+the+search+bar+results+
Sponsored"Results"format""
Main"features:"
"
9 The"search"Bar"is"one"of"Facebook’s"most"used"features."
9 TargeBng"by"“Targeted"EnBBes”(page,"app,..)"or"profiles."
9 Target"CompeBtors’"pages."
9 No"off9site"
9 CPC"or"CPM"
60"

61. Log5Out+Experience.+The+most+impac8ul+format++
61"

62. Mobile+App.+Boost+the+number+of+installa6on+of+your+app.++
62"

63. When+users+click+they+are+redirected+to+the+store+
App"Store" Android"Market"
63"

64. Tracking,"monitoring"and"opBmizing"performances"
64"

65. Rich+solu6ons+of+tools+to+analyze+campaign+performances+
Real9Time"ReporBng"
No"storage"LimitaBons"
Different"Level"of"Analysis"
Diferent"Time"Stamp:"daily"monthly,"Year,…""
"
"
65"

66. Op6miza6on+is+the+key+to+ROI+
Daily bidding & budget optimization
1 - We split the targeting in several sub-segment (Gender, Age, Interest)
2 – We analyze which segments perform best from the message POV.
3 - We ventilate the budget according to which campaign works best.
4 – It is an iterative process, which means that we repeat it.
We optimize your investment in REAL TIME
in order to reach the best ROI
Launch middle Reallocation of Budget
V
€
OPTIMIIZATION
OPTIMIZATION
V
€
X
€
66"

67. Facebook+Ecosystem+on+one+slide+
Endless"
PossibiliBes"
Audience"
Bidding"
+6"
Emplacements"
+20""
Formats"
OpBmizaBon"
ReporBng"
67"

68. And so what?
68" 68"

69. What+are+the+benefits+of+FB+Adver6sing?+
Large"Reach"" TargeBng" Real9Bme" Flexibility"
possibiliBes" reporBng"
"
OpBmisaBon" Price" Rich"Media" Social" Newsfeed"
" Context" "
"
69"

70. Facebook+Ads+can+help+you+solve+a+lot+of+problema6cs+
Which+media+strategy+to+adopt+regarding+my+objec6ves?+
Awareness" Traffic" Offline"/Online"Sales"
Reachblock"Video" Marketplace" Offers"
Sponsored"Stories"" standard"ads""
Page"Post"Ads"
Newsfeed"Desktop" Sponsored"Stories"
Domain" Sponsored"Stories"
Newsfeed"Mobile"
Fan"AcquisiBon" Engagement" Contest/"Mobile"App"
Reachblock" Sponsored"Stories" Inline"Fan"for"App"
Like" Page"Post"Ads"
Sponsored"Stories"
Marketplace" Page"Post"Ads" for"App"
Like" "
Sponsored"Stories"
Like" 70"

71. Business"Cases"
And so what?
71" 71"

72. 72"

73. Briefing+&+objec6ves+
Amplify Word of Mouth with Ads
73"

74. Strategy+
2+1 is a great offer.
We “Like” it!
And Facebook users will certainly do so!
They will buy it and also TALK about it.
Those discussions around the promotion
are a valuable medium that one should use.
Your “SOCIAL CURRENCY”
Our proposition?
Generate an (online) discussion
around the promotion,
amplify it and generate as much
Awareness around it as possible.
74"

75. Everything+starts+with+a+post+and+the+page.+
16%"
32,000""
75"

76. Increase+the+reach+of+the+content+
85%"of"fans"&"18"VL+""
+"1,500,000""
Male"18+"
We will have m users 18 +years old as core
Interest
target."
"
Inside that core target, we will target users"
with a bigger potential interest to our message."
!
!
Jupiler’s Fans
!
"
Friends of Fans
76"

77. Beer?+Hum…+who+will+be+the+target?+
85%"of"fans"&"M18+""
+"1,500,000""
Sports Fan Beer, Wine and Student
Spirit Lover
Barbecue Football Fans Jupiler Fans
77"

78. Find+the+right+balance+between+Reach+&+Performance+
Reach
18+"
Friends""
of"Fans"
Sport"
Foot"
Performance
78"

79. Message+is+adapted+to+targe6ng+to+boost+performances.+
Students"
Foot"
18+"
""
Fans"
Wine"
79"

80. Everywhere.+On+the+best+Facebook+Placements.+
80"

81. 1)+Generate+traffic+to+the+post+
POST NL: 1.456 LIKES / 1.043 SHARES / 270 COMMENTS
Non9"Fans" POST FR: 1.623 LIKES / 1.824 SHARES / 297 COMMENTS
ASU"
Fans"
PPA"
81"

82. Amplifica6on+vs+No+amplifica6on+
PPA" No"PPA"
70,000"people"saw"this." 9,000"people"saw"this."
3,662"interacBons" 344"interacBons"
82"

83. Wow,+those+guys+interact+with+the+content.+
"STORIES"appears"in"Newsfeed"" 270 COMMENTS
POST NL: 1.456 LIKES / 1.043 SHARES /
POST FR: 1.623 LIKES / 1.824 SHARES / 297 COMMENTS
get"organically""
Placed"into""
12%++
of"friend’s"
news"feed" Share"
Like"
Comments"
83"

84. Sponsorise+the+interac6ons+to+amplify+the+WOM.+
With"Paid"Media"
You"reach"up"to""
85%"
of"your"target"
84"

85. Sum+Up+the+ecosystem+
Advertising People interact with It appears in
the content the newsfeed of 12%
Facebook.com
85% Benjamin Snyers
.PPA Offers commented on
Jupiler
Like Comment
16% Like Comment
Seen by 85%* 12%
of the target group"
Seen by 12% of the friends ""
We make an ad of the stories generated
(called sponsored stories).
85%
It means that 85% of the friends of the
.Sponsored Stories user will be exposed to the stories.
16%
Benjamin Snyers
Seen by 85%* commented on
of the friends "" Jupiler
85"

86. Results+
Impressions! 88,384,806
Clicks! 41,967
CTR! 0,047% Benchmark+FMCG+
CPC:+0,45+€+
CTR:+0,30+%+
We generated approx. 100,000,000 impressions
And + 40,000 qualified visits.
Average CPC is 32% cheaper
than the Sector average
86"

87. From Facebook to POS
87"

88. Offer+5+principle+
Brands"and"organizaBons"can"
share"discounts"with"their"
customers"by"posBng"an"offer"
on"their"Facebook"Page.""
"
When"someone"claims"an"offer,"
they"receive"an"e9mail."
88"

89. Offers+5+structure+
Offers"are"a"new"type"of"post"
89"
03/12/12" 89"

90. Claiming+an+offer+
90"

91. Claiming+an+offer+
People"can"resend"offers."
Offers"can"be"shared."
Offers"do"expire."
91"

92. Offers’distribu6on+can+be+boosted+by+adver6sing+
The"claim"is"a"story…it"can"be"sponsored"by"a"Sponsored"Story"!"
92"

93. Results+
>"1.500"visits"
38.000"fans"on" in"shops"
Page"
"
23.000"Offer"
Requests"
1.764"
shares"
1.169.704"views"
93"

94. Lee: Fit to your client
94"

95. Briefing+&+objec6ves+
VIEWS!"
Amplify Word of Mouth with Ads
95"

96. Key+Elements+of+the+Campaign+
Interna6onal+ TARGETING:+25535+YO+ Distribu6on+
DistribuBon"of"the"message"
REACH":"+"3"M"" on"the"best"placements"
5"Ci%es:"
"
London"
Utrecht"
Amsterdam"
Gent"
Antwerp"
96"
"

97. Targe6ng+Mix:+Reach+&+Interest+
Compe&tors
Reach.:.778.800
#Diesel (brand), #Urban Outfitters,
#Cheap Monday, #Asos, #Ralph Lauren,
#ASOS.com, #Topman, #Levi Strauss &
Co., #Nudie Jeans, #G-Star Raw, #Fred
Perry, #Topshop, #Scotch and Soda,
#Pepe Jeans, #7 for all Mankind,
#J.Crew, #Tommy Hilfiger, #Men at
Work, kw, #Guess (clothing) or #Mr.
Porter
Lee’s%related%pages
Reach%:%1.270.520
#The Black Box Revelation, #Ratatat, #Animal
Collective, #Esquire (magazine), #Santigold,
#Arctic Monkeys, #The xx, #FHM, #The
Libertines, #Metronomy, #Diplo (DJ),
#Chromeo, #Vivienne Westwood, #The Strokes,
#Bloc Party, #Caribou (musician), #Phoenix
(band), #Grazia, #Hot Chip, #Yeasayer, #Red
Wing Shoes, #NME, #Foals, #Wallpaper
(magazine), #Kings of Leon, #LCD
Soundsystem, #Muse (band), #Fleet Foxes or
#VICE (magazine)
97"

98. Targe6ng+Mix:+Reach+&+Interests+
Bands
Reach*:*80.960
#Rizzle Kicks, #Tighten Up (The Black
Keys song), #Orbital (band), #Brothers
(The Black Keys album), #M83 (band),
#Trash (Alice Cooper album), #The
Black Keys, #M83, #Alice Cooper, #M83
(album), #Richard Hawley or #El
Camino (The Black Keys album)
Clothes
Reach+:+923.720
#Sixpack France, #Urban Outfitters,
#Casio, inc, #ASOS.com, #New Balance,
#WESC, #Calvin Klein, #Vans, #Dickies,
#Bench (clothing brand), #Fred Perry,
#The North Face, #Paul Smith (fashion
designer), #Gio-Goi, #Abercrombie &
Fitch, #Tommy Hilfiger, #Nike,
superdry, #Carhartt, #Dockers,
#Desigual, #Converse (shoe company),
#Miss Sixty or #Timberland (entreprise)
98"

99. Content+diffusion+starts+on+the+page+
gets"organically"
placed"into""
16%++
of"fan’s"
news"feed"
99"

100. We+ac6vate+adver6sing+to+reach+85%+of+fans+
gets"organically"
placed"into""
85%++
of"fan’s"
news"feed"
100"

101. The+content+is+distributed+on+every+support+
101"

102. The+Results+
Cost per View : 0,12€
CTR: 2%
20% 104 1.710
Reach Comment on Page Posts Page Post Likes
102"

103. Occupy Territory during Christmas
103"

104. Briefing+&+Objec6ves+
Generate"awareness"for"the"
different""Samsung"products"
range"during"Christmas"
Period"trough"a"full"
experience"on"Facebook."
"
" 104"

105. Insight+&+Mission+
Just+remember…+
You"were"a"kid."
With"those"catalogs"of"toys,"games,"sport"
accessories."
"
Dreaming"about"which""
were"the"3"you"would"pick"up…"
"
BUT…+
"
You"received"the"present"
only"if"you"were"kind."
"
Kind"or"not"Kind?" 105"

106. The+Idea+
A"Facebook"ApplicaBon"to"create""
your"wishlist"among"Samsung"products."
"
"
"
You"choose"4"products"among"
Samsung"categories."
" IT"Products" Telecom"
TV"Audio"
Video" Home"
Appliances"
One"by"Category.""
"
106"

107. Kind+or+Not?+
And…"You"need"to"prove""
that"you"were""
a"“Kind”"boy""or"girl"
How?+
"
Friends"will"tell"
Kind"
Not"
Kind"
107"

108. And+the+winner+is…+
On+the+24+of+December,+winners+are+announced.+
The"24"of"December"at"midnight,""
the"20"people"that"have"got"the"
most"«"Nice"»"votes""
108"

109. Surprise!+
Who+has+been+the+meanest?+
The"31"of"December"at"midnight,""
the"10"people"who"have"got"the"most"«"Not"
Nice"»"votes"will"get"an"email"and"SMS"to"
confirm"that"they"will"get"their"gi{s"!"
"
109"

110. Will+It+Work+on+its+own?+
Great"Idea"
But…"
Without"mediaBsaBon…."
"
It"will"not"work"
"
The"app"will"stay"unvisited…."
"
You"need"a"STRONG++
Facebook"Media"Plan"
110"

111. Key+Elements+Of+The+The+Ad+Campaign+
Budget+ TARGETING:+25534+YO+ MESSAGE+–+Two+phases+
66%"of"the" REACH":"+"4"M"" 1 "Premium."
"
budget"invested" Generate"maximum""
in"the" awareness"trough""
mediaBsaBon"of" the"use""
the"acBon" of"video"
2 "Marketplace"
"
Dynamic+&+crea6ve+
use"of"Facebook"to"
maintain"target"
acenBon"at"his"highest"
and"generate"a"max"of"
parBcipaBon" 111"

112. Big+Launch,+Big+Exposure+
During"the"launch,"we"have"booked"a"Reachblock"video."
It"means"that"Samsung"was"the"only"adverBser"on"Facebook""
that"day."
Maximum"of""
exposure"on"the"
target."
"
Awareness"boost."
" REACHBLOCK"
112"

113. Followed+By+A+Dynamic+&+Crea6ve+Campaign+
• 3"waves"with"different"messages"
• Format"mix"based"on"targeBng"&"objecBves" Premium"Ads"
• TargeBng"by"age"&"gender" Christmas"Countdown"
• Daily"opBmizaBon"
"
W1:"CLSC"
W2":"CLSC"
W3":"ILF"
W4":"CLSC"
Sponsored"Stories"Likes"(SSL)"
Page"Post"Ads"(PPA)"
BE" NL"
12/12" 17/12" 23/12" 26/12" 01/01"113"
24/12"

114. Change+Message+To+Stand+Out+
WEEK"1" Ads"Targeted""
by"Age"&"Gender"
Copy"based"on"age"
WEEK"2" Focus"on"game"
acBvity"
Immediate"feeling"
114"

115. Change+Message+To+Stand+Out+
J9"1" Last"Day"to"win."
26"of" Surprise"
December"
115"

116. Branded+&+Clear+Visuals+
26"of"December","we"
adapted"the"color"
Brand+Logo"
Christmas+theme+
background"
Clear+visual+of+brand+
product"
We+adapted+the+visual+with+the+most+
chosen+product+
116"

117. Divide+And+Rule ++
We"segmented"the"campaign"to"avoid"a"rise"of"CPC""
due"to"aggressive"compeBBon"during"Christmas"
117"

118. Diversity+To+Avoid+Aren6on+Drop+
We"developed"several"messages"for"each"sub9segment"in"order"to"
avoid"users’"acenBon"drop"
118"

119. Results+
In"3"weeks"Bme..."
"
119"

120. Results+
"
"
+700,000,000""
Impressions"
"
"
"
120"

121. Results+
"
"
" " " " " "+80,000""
" " " " " "parBcipants""
"
"
"
121"

122. Results+
"
"
" " " " " "+"60,000""
" " " " " "New"Fans"
"
"
"
122"

123. Results+
Cost"per"fan"50%"lower""
than"previous"Samsung"Campaign"(NL)"
123"

124. Results+
"
"
" " " " " "+"40,000""
" " " " " "Wish"lists"created"
"
"
"
124"

125. Results+
+"70,000"Kind"or"Not"Kind"votes"
17,610+votes++ 59,306+votes+
22%+ 78%+
125"

126. Results+
50,000"app"shares"in"the"
newsfeed."
126"

127. Last
Chapter
127"

128. AdverBsers"are"Dreamers"
128"

129. Since,"the"internet"was"created,"
129"

130. They"dreamt"about"engagement"
130"

131. They"dreamt"about"Reach"
131"

132. They"dreamt"about"more"targeBng"possibiliBes."
132"

133. They"dreamt"about"more"efficiency"with"less"digital"media."
133"

134. They"dreamt"about"rich"media."

135. They"dreamt"about"real9Bme"reporBng"
135"

136. They"dreamt"about"a"perfect"format""
to"reach"users"on"mobile."
136"

137. All"in"one"place."

138. The"day"has"come."
138"

139. Thank+You+
139"