Facebook has over 69 million users in Latin America as of August 2010, with the largest number in Brazil at 6.5 million users. In Brazil, 53% of users are male and the largest age groups are 25-34 year olds at 31% and 18-24 year olds at 27%. Facebook serves 500 million users globally across three core audiences - users, advertisers, and developers. It is built on three pillars - identity, sharing, and platform technology. The document provides statistics on Facebook user penetration in various Latin American countries and recommends guiding principles for brands using Facebook, including making connections social, simple, fast, and integrated within the Facebook experience.

1. Facebook Brazil
Mike Murphy | VP Global Sales

2. Facebook mission
Give people the power to share
and make the world more open
and connected

3. 500 millionusers worldwide

5. Facebook & The Social Universe

6. Users
500mm+ real people
Advertisers
Brands and
organizations
Developers
Developer
community creating
experiences
Facebook serves 3 core audiences
BRANDS
Global platform providing efficiency, effectiveness, scale

7. Identity
Identity, social graph
& authentic
connections
Platform
Technology
underpins and
enables
Sharing
Sharing via social
graph – evolving
over time
Facebook is built on 3 pillars
Underpinned by technology

8. Facebook users in Latin America
M
25M
50M
75M
2008 2009 2010
69 million+
users
Source: Facebook internal data, August 2010

9. Source: Facebook and Internet World Stats (www.internetworldstats.com ), August 2010
Country Active Users Internet Users Penetration
Argentina 11,200,000 20,000,000 56%
Bolivia 807,000 1,050,000 76%
Brazil 6,481,000 72,027,700 9%
Chile 7,367,000 8,369,036 88%
Colombia 11,030,000 20,788,818 53%
Costa Rica 899,000 1,500,000 59%
Dominican Republic 1,170,000 3,000,000 39%
Ecuador 1,596,000 1,840,678 86%
El Salvador 432,000 975,000 44%
Guatemala 816,000 1,960,000 41%
Honduras 345,000 958,500 36%
Mexico 14,988,000 27,600,000 54%
Panama 617,000 934,500 66%
Paraguay 277,000 894,200 30%
Peru 3,217,000 7,636,400 42%
Uruguay 884,000 1,340,000 65%
Venezuela 7,172,000 8,846,535 81%
Total 69,298,000 179,721,367 38%
Latin America Penetration

10. Facebook users in Brazil
Source: Facebook internal data, June 2010
M
2M
4M
6M
8M
2009 2010
6.5 million +
users

11. Brazil demographic breakdown
Source: Facebook internal data, August 2010
Male
47%Female
53%
Gender Age
13-17
10%
18-24
27%
25-34
31%
35+
32%

13. advertising helps
make connections
publish messages
to your fans via
your Page
encourage feedback
and purchase
2
4
1
3
Connections: A lasting & evolving marketing asset

14. Guiding principles for brands
1. Make it social.“That’s what I do on Facebook.”
2. Keep it simple.“If I understand something, I’m more likely to try it.”
3. Optimize for speed.“If it’s fast, I’ll do more of it.”
4. Integrate.“Keep it within my Facebook experience.”