1. Facebook & Mobile Mark Cowan, Head of Emerging Markets, EMEA April, 2010

3. To win in today’s world requires A different mindset different approaches different ways of working

4. Source: Brand Republic, Mar 2010

5. An example

6. Social Relevance

7. Social content already on Facebook

8. The Importance of Mobile as a Platform

9. Facebook Today 100M 400M monthly active users mobile users

10. 5x Growth and Strong Momentum Facebook Mobile users

11. Largest penetration More engaged Largest countries 2x Indonesia, South Africa, Kenya, Canada, US than users of the web site only US, CA, UK,Indonesia 100M mobile users

13. Home Screen widgets

14. Notifications

15. Phonebook

17. How do we get there? Four key initiatives 1 4 2 3

18. Where we are in Poland

19. Active User Growth in Poland continues Over 2.5m Source: Facebook internal data, April 2009 Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days.

20. Facebook Today - Poland Huge Growth and Engagement 31st Largest country across the globe Over1.8billionmonthly page views Over10% penetration of the online population Over51% of users return to the site daily 74 Average number of friends on Facebook in Poland Over250k users access Facebook on mobile in Poland Over78% of users come back to Facebook every week

21. Facebook Polish Audience Profile Mainstream Audience Source: Total Poland active audience, Facebook internal, data April 2010

22. Placing Mobile onto Facebook

23. Brands can focus in 3 key areas

25. Monthly Page Views: 1.5bn

27. Daily Page Views: 15m

29. Video Homepage Ad

30. Direct Response – Telco’s

31. 24 Hr Homepage Reach Block

33. Estimated 1.2mil unique users

34. First 5 imps. of every user over 24 hours

35. Targeting adult audience or 18+Become the primary advertiser over 24 hours on Facebook’s highly trafficked Homepage reaching a potential 1.2mil audience *Delivery & cost subject to market fluctuations and agency pricing structures respectively

36. Rotate series of creatives Build compelling marketing journeys over 24 hours First Impression 2nd/3rd Impressions Cobra beer used multiple ads to engage with users. Frequency capped to 5 per user 4th & 5th Impressions

37. Social Changes EverythingThe Power of Pages

38. Social changes everything Brand Communication Changes: Engagement

39. Social changes everything New way of thinking for Marketers …To From… Engagement Traditional Online

40. Engagement Ads –

41. Brand new Post Engagement Fan Ads Interact with Poll or Event then Become a Fan in same Ad Polling with Fan Ad Standard Polling Ad Event with Fan Ad Standard Event Ad

43. Not always above the fold

44. Uncapped and therefore may spam the user

45. No guaranteed delivery

46. No reporting of organic impressions

48. Always above the fold

49. Includes video and all engagement formats

50. Report on Organic Impressions

51. Higher quality of click/conversion

53. You can be social too Simple steps for Marketers Make it social, leverage the platform and the social graph Keep it simple, get started and iterate 1 2 3 4 Don’t think in campaigns and silos – develop a conversational calendar Think differently – harness new opportunities and experiment

55. Blending branding with DR

56. Users could apply for a free sim directly from the page

58. Why not leverage the relationship with Millennium Dome or the England Rugby Team?

59. Use The Wall to upload new content

60. Tabs can be added to the Page for campaign specific content through out the year

62. Iframes, applications, flash can be embedded into a tab to give a rich user experience

64. DR ads can link directly to this tab

66. Vodafone creative coordination Vodafone have used Facebook to generate a huge amount of commentary around the theme ‘If I ruled the world’ Vodafone uses The Wall to deliver Facebook exclusive promotions – be part of the next Vodafone online Ad Facebook users love special offers – Free music Friday delivered real value to customers Vodafone have coordinated their online & offline marketing to generate 40,000 fans on their Facebook Page around the theme ‘If I ruled the World’, raised awareness of their tariff changes & driven 1000’s of responses to their promotions via The Wall Vodafone are the first network to abolish roaming charges & have generated thousands of Wall Posts and Discussions around this subject on their Facebook Page Fully digitised campaign for the first time combining Facebook, Twitter, MySpace, YouTube

67. Entertainment: Verizon Download music and ringtones

68. Campaign specific: Orange Rockcorps Community Project

69. Example 2010 Timeline for Telco Brand Periodically feed Homepage Engagement Ads and DR ads into Facebook Page Run competition to win free broadband for a year – including traffic drivers Run competition to win England Rugby tickets – including traffic drivers Add England Rugby content to Facebook Page Video Commenting Ads for Simplicity tariffs Video Commenting Ads around Valentines Day New Year Resolution Tariff Event ads for live stream of music content Polling Ads for Christmas activity Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec DR activity for Mass Distribution and Shop One to run throughout year Event ads for Mother’s Day Become a Fan Ads to build Fan base Polling Ads for Mobile Broadband offers Become a Fan Ads to grow fan base Add Music content to Facebook Page Become a Fan Ads to grow fan base Add Christmas gifting content to Page

71. Questions Mcowan@facebook.com www.facebook.com/markcowan