Social media is my business module 4
Die SlideShare-Präsentation wird heruntergeladen.
×
Hier ansehen
Weitere Verwandte Inhalte
Diashows für Sie (19)
Ähnlich wie The History of Facebook Advertising (20)
Weitere von HubSpot (20)
Aktuellste (20)
The History of Facebook Advertising
- 1. FACEBOOKTHE GROWTH OF AN ADVERTISING GIANT
- 2. SO, YOU’RE A MARKETER… Works at HubSpot About
- 3. You know Facebook, right?
- 4. We thought so too. Until we realised just how much we DIDN’T KNOW about their advertising strategies over the last few years.
- 5. I mean, did you know that the first way to advertise on Facebook was through ‘Flyers’ and they have a ‘Marketplace’ where you can buy and sell your stuff?
- 6. WE DIDN’T! So we decided to share their story with you because as marketers we need to closely watch the trends in advertising, and with Facebook being such a big player, we can’t afford to miss a trick!
- 7. SO LET’S START AT THE BEGINNING
- 8. RecentRecent 2013 2012 2011 2010 2004 2005 2006 2009 2008 2007 Founded
- 9. Mark Zuckerberg launches ‘Thefacebook’ at Harvard University. It quickly starts to spread like wild fire.
- 10. Imagesource:Mashable Itlookslikethis
- 11. The majority of revenue comes from ‘Flyers’ which are mostly purchased by students or small local businesses for $10-$40 per day who want to target an ad to a specific college campus. Source: Quora.com
- 12. Flyers are advertisements displayed along the side of the Facebook homepage and are controlled by Facebook.
- 13. They are mostly used by Facebook members to advertise parties or other social events on campus.
- 14. Theylooklikethis Image source: College Web Editor
- 15. Andmakeup mostofFacebook’s revenue for thatyear Image source: College Web Editor Theylooklikethis
- 16. Facebooklaterchangesitto anauction-basedCPCmodel, calledFlyers Pro. Advertiserscansetamaxprice forwhatthey’rewillingtospend andcantargetbasedongender, age,location,politicalviews, relationshipstatus,education status,andworkplace.
- 17. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Q2 1,000,000,000 500,000,000 100,000,000 50,000,000 10,000,000 1,000,000 100,000 10,000,000,000 Usercount Revenue 👤400,000 $382,000
- 18. RecentRecent 2013 2012 2011 2010 2004 2005 2006 2009 2008 2007 Founded
- 19. Itlookslike thisnow
- 20. THEFACEBOOK CHANGES ITS NAME TO FACEBOOK
- 21. Theyhaveonefulltimead salesman,KevinColleran. Hisfirstbigaddealcomes fromPartyPoker.
- 22. TheybuyadsonaCPA (Costperacquisition)basis, aflatfeeof$300foreach newsubscriberwhosigns upandputsatleast$50 intoagamblingaccount. Source: The Facebook Effect
- 23. ItisaHUGEdealfor Facebook’srevenueand bringsin$60,000each monthjustforthe200 membersonaverage whosignup! Source: The Facebook Effect
- 24. Itswiftlycomestoanend though,whenayearorso latergamblingisoutlawed intheUnitedStates,and FacebookdropsPartyPoker.
- 25. SURPRISINGLY, SOME MAJOR COMPANIES ARE ALREADY JOINING IN THE FACEBOOK ADVERTISING PARTY.
- 26. Appleisoneofthebiggest revenuegeneratingadvertisers in2005forFacebook. TheysponsoranApple‘Group’, whichpaysFacebook$1per month,permember.AstheApple groupgrows,Facebookbegins tomakehundredsofthousands ofdollarspermonth.
- 27. Anotherbigplayerinthe sponsoredgroupgame isVictoria’sSecret. Facebookrequiresthemto makeaminimummonthly paymentof$25,000. Source: The Facebook Effect
- 28. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Q2 1,000,000,000 500,000,000 100,000,000 50,000,000 10,000,000 1,000,000 100,000 10,000,000,000 Usercount Revenue 👤5 million $9 million
- 29. RecentRecent 2013 2012 2011 2010 2004 2005 2006 2009 2008 2007 Founded
- 30. Imagesource:Mashable Itlookslike thisnow
- 31. Facebookallows everyoneover thirteen years old tobecome amember.
- 32. Theoffersfor partnershipsandbuy outsstarttofloodin.
- 33. MICROSOFT GETS LUCKY!
- 34. Andbecomesthe exclusive provider ofbanneradsand sponsoredlinks onthesite. Source: Microsoft.com
- 35. COMPANIES THAT TRY TO BUY FACEBOOK Viacom $1.5billion Yahoo 1billion MySpace Microsoft $15billion NewsCorp Unnamed NewYork Financier $10million NBC Friendster Google (twice)
- 36. COMPANIES THAT TRY TO BUY FACEBOOK Viacom $1.5billion Yahoo 1billion MySpace Microsoft $15billion 1.6%stakesold NewsCorp Unnamed NewYork Financier $10million NBC Friendster Google (twice) Declined Declined Declined Declined Declined Declined Declined Declined Declined
- 37. ZUCKERBERG HOLDS FIRM.
- 38. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Q2 1,000,000,000 500,000,000 100,000,000 50,000,000 10,000,000 1,000,000 100,000 10,000,000,000 Usercount Revenue 👤12 million $48 million
- 39. RecentRecent 2013 2012 2011 2010 2004 2005 2006 2009 2008 2007 Founded
- 40. Itlookslike thisnow
- 41. FACEBOOK LAUNCHES MARKETPLACE, AN APP FOR CLASSIFIED LISTINGS.
- 42. Itisusedtolistwhatyou haveandwhatyouwant withinyournetworks. Randomfact: Thisideawascatalyzedby amock-upbuiltentirelyin ExcelbyJoshPritchard.
- 43. WAIT, WHAT? FacebookhadaBuy andSellMarketplace? Isitstillgoing?
- 44. YUP!
- 45. InMarch2009,Facebook approachesOodle,anonline classifiedadsservicecompany totakeovertheMarketplace. Source: Facebook
- 46. Theybuildanentirely new marketplace focusedon givingpeopleaplacetobuy, sell,orgivethingsawayto thepeopletheyknow.
- 47. Itstillcontinuestoday andlookslikethis
- 48. FACEBOOK LAUNCHES THE MOBILE VERSION OF ITS WEBSITE
- 49. Facebook’smobilewebsite letsuserssurfFacebookon awebsiteoptimised for small screens.Theycan uploadphotosandnotes,send andreceivemessages,wall posts,andpokesusingSMS.
- 50. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Q2 1,000,000,000 500,000,000 100,000,000 50,000,000 10,000,000 1,000,000 100,000 10,000,000,000 Usercount Revenue 👤50 million $153 million
- 51. RecentRecent 2013 2012 2011 2010 2004 2005 2006 2009 2008 2007 Founded
- 52. Whiletherestoftheworldfalls intoarecession,Zuckerberg steps up theadvertisinggame atFacebook.
- 53. Anycommercialentitycan nowcreatea‘Page’forfree
- 54. Theintentionisthatthose Pageownerswillfind waystospend money throughadvertisingtheir FacebookPage.
- 55. Facebookinvests moreintheirmobile strategyandnow allowsmembersto commentonFriends’ statusupdates.
- 56. Theserviceissopopular thatnearlya million mobilecommentsare postedinthefirst24hours aftertheupdate’srelease. Source: Mashable
- 57. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Q2 1,000,000,000 500,000,000 100,000,000 50,000,000 10,000,000 1,000,000 100,000 10,000,000,000 Usercount Revenue 👤150 million $272 million
- 58. RecentRecent 2013 2012 2011 2010 2004 2005 2006 2009 2008 2007 Founded
- 59. FACEBOOK BEGINS TO REALISE THEIR POTENTIAL FOR ONLINE AD DOMINATION.
- 60. Andstarttoprovide moreadvanced ad targeting options totheiradvertisers.
- 61. Theyintroduce language and geographical based ad targeting toenticemore advertisers
- 62. Pageowners canset up and manage theirown adsforthefirsttime.
- 63. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Q2 1,000,000,000 500,000,000 100,000,000 50,000,000 10,000,000 1,000,000 100,000 10,000,000,000 Usercount Revenue Mobileuser 👤350 million $777 million 65 million
- 64. RecentRecent 2013 2012 2011 2010 2004 2005 2006 2009 2008 2007 Founded
- 65. FACEBOOK RELEASES THE FIRST MOBILE APP FOR FACEBOOK
- 66. Andintroduces the‘Like’ button forexternalsites
- 67. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Q2 1,000,000,000 500,000,000 100,000,000 50,000,000 10,000,000 1,000,000 100,000 10,000,000,000 Usercount Revenue Mobileuser 👤600 million $1.8 billion 100 million
- 68. RecentRecent 2013 2012 2011 2010 2004 2005 2006 2009 2008 2007 Founded
- 69. FACEBOOK INTRODUCES SPONSORED STORIES FOR DESKTOP
- 70. Userswho ‘Like’ Ben&Jerry’s willseeupdateslikethisonein theirNewsFeed. Imagesource:TheNextWeb
- 71. Advertisers canchoose tohighlight particularuser actionssothatwe seetheiractivity inournewsfeed.
- 72. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Q2 1,000,000,000 500,000,000 100,000,000 50,000,000 10,000,000 1,000,000 100,000 10,000,000,000 Usercount Revenue Mobileuser 👤845 million $3.71 billion 350 million
- 73. RecentRecent 2013 2012 2011 2010 2004 2005 2006 2009 2008 2007 Founded
- 74. INTRODUCES MOBILE ADS FOR THE FIRST TIME
- 75. Theyappear withinourNews Feed soasnot tointerruptour Facebookuser experience.
- 76. FACEBOOK INTRODUCES THE SOCIAL GRAPH
- 77. Whenauserfriendsanotheruser, Likesapage,commentsonaphoto, listenstomusic,orplaysagame, a connection is written to the Social Graph,whichisthen providedasdataforadvertisers.
- 78. Allofthesestoriesandthe subsequentconnections createvaluableandcompelling marketing opportunities forbusinessesonFacebook.
- 79. FACEBOOK INTRODUCES THE FACEBOOK EXCHANGE
- 80. It’sanewwayofpurchasing Facebookadsthrough real-time bidding. Advertisersandagenciesare abletousecookie-based targetingtoreachtheiraudience onFacebookwithmoretimely andrelevantmessages. Source: Facebook
- 81. FacebookExchangeadvertisers usefirst-partyandthird-partydata todecidewhotoserveadsto.First- partydatareferstothecookies thatsitesandadnetworksputon usersbrowsers,andthirdpartydata isinformationcollectedbyresearch firmsanddatabrokers.
- 82. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Q2 1,000,000,000 500,000,000 100,000,000 50,000,000 10,000,000 1,000,000 100,000 10,000,000,000 Usercount Revenue Mobileuser 👤1.06 billion $5.85 billion 543 million
- 83. RecentRecent 2013 2012 2011 2010 2004 2005 2006 2009 2008 2007 Founded
- 84. FACEBOOK INTRODUCES LOOKALIKE AUDIENCES
- 85. Whichhelp advertisersreach potential customers whosharesimilar characteristicswiththeir currentones.
- 86. Advertisersareabletoupload theircustomerprofiles, referencedbyemailsorphone numbers,andthenFacebook targets asimilarprofileof Facebookusersfortheadvertiser. Thepersonalinformationof thelookalikeisnevergivenout.
- 87. Re-targetedadsnowappear intheNewsFeed.
- 88. TheymimicthelookofSponsored Stories,butareaimedatusers basedontheirbrowsing history outsideofFacebook.
- 89. IttakesdatafromtheFacebook Exchange Program (external sites)andplacesadsintheNews Feedinsteadofjusttherightside bar.
- 90. Advertiserscannowcreate Unpublished Posts orDark Posts thatintentionallydonot appeartoallfansoftheirpage.
- 91. Itmeansadvertiserscanpostanad totheirFacebookPageandchoose WHO fromtheirfanbasetoshow itto,basedonalltheusualtargeting criteriaASWELLasinterests.
- 92. Mobilehasclimbedsteadily upwardasapercentageof Facebook’stotaladrevenue. Itgrewfrom14% to23% to 30% andnowmadethebiggest quarteroverquarterjumpto41%. Source: AdAge Digital
- 93. “AsofJune30th,thereare 819millionmobilemonthly activeusersonFacebook, up51%overtheprevious year.” AdAgeDigital
- 94. 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 Q2 1,000,000,000 500,000,000 100,000,000 50,000,000 10,000,000 1,000,000 100,000 10,000,000,000 Usercount Revenue Mobileuser 👤1.15 billion $1.18 billion 819 million
- 95. SO WHAT’S NEXT?
- 96. Facebookhasstarted toreleaseregional data for thefirsttimetohelpadvertisers understandhowpeopleuse thenetwork.
- 97. Itisalsopartofalargerpush togoafterdollarsearmarked forTV commercials, thetop choiceamongadvertiserswhen theylaunchcampaigns. Source: yahoo news
- 98. “Theaveragetimespent dailywithdigitalmediais expectedtosurpassTV viewingforthefirsttime thisyear,according toeMarketer.”
- 99. AndFacebook’sad revenueisestimatedto reach$7.64B by 2014.
- 100. SO IT’S TIME TO START THINKING ABOUT YOUR ONLINE ADVERTISING STRATEGY, PEOPLE!
- 101. Areyoutakingfull advantageofallof Facebook’sadvertising features? WecompiledthebesttipsfromfourtopEuropean expertsonthesubject,soyoucanbecomeaFacebook AdvertisingMaster! Downloadyourcopyhere http://bit.ly/1aEtMCH
