Facebook is a powerful marketing platform with over 400 million active users who spend an average of 25 minutes per day on the platform. Facebook Pages allow brands to create a content "hub" to develop relationships with consumers and drive fans. Marketers can use Facebook Pages to communicate directly with fans, update statuses, and build a two-way dialogue on the page wall. Facebook also offers targeted advertising opportunities with over 100 billion monthly impressions. Marketers can optimize their Facebook campaigns and ads based on user interests, demographics, behaviors and connections.

1. Facebook in the Marketing mix Presented by Jon Harvey and Josh Smith

2. Today’s Agenda Why care? Optimise pages for Search Facebook performance media Facebook in the marketing mix

3. 400m Active Users* 50% of users return daily Average session time 25 mins 100m Active mobile users *Active Users have logged onto the site and interacted once or more in the last 30 days

4. Facebook Pages

5. Facebook Pages – content ‘Hub’ for brands Create unique dialogue between brand & audience Develop deeper relationship with consumers Drive Fans & Post directly into their Newsfeeds Create a 2-way dialogue

6. Fan page will be the hub for all communications Update status Tabs for rich content Wall for brand and user communication Build a fan base

7. Use the Wall to communicate with fans Skittles Fan Page Fan’s homepage Use Wall updates to add value to user experience on Facebook, and to have a two way dialogue

9. Marks & Spencers customer dialogue Marks & Spencer’s are celebrating their 125th anniversary on Facebook Historical editorial & competition promotions provide compelling sharable content to users Targeted ‘Become a Fan’ Ads on actively drive fans – M&S have changed targeting to a younger audience in response to the profile data of their fanbase A user in the US says she misses M&S in the US – M&S has been able to inform these users about the online service that can be accessed via the web M&S has created a direct dialogue with its customers on Facebook. Using Homepage Ads, the store has been able to drive over 100,000 fans, 1000’s of competition entries & real-time conversation with users as far afield as Toronto & Islamabad Using The Wall M&S have generated a 2-way dialogue with their customers revealing just how enthusiastic users are about the brand

10. Insights of your fans

11. 6 Key SEO Strategies every Facebook Page owner should know

12. 1 Page name – be authentic, in line with Facebook Profiles 2 Info and about tab – pack them to get yourself found 3 Link out to as many relevant sites as possible

13. 4 Broaden how you can be found by putting relevant descriptions on photos and events Drive to your Facebook page from your other online properties. This will increase fans and traffic 5 6 Don’t be afraid to advertise for fans – this is the biggest factor for most successful pages

14. Facebook performance media

15. Searches for “tents” 135,000 Facebook users with ‘camping’, ‘hiking’, and ‘climbing’ in their profile 1,711,760

16. Views from the market Rob Horler, MD of media agency Carat UK, said, “Facebook is proving to be a formidable part of the direct response schedule, primarily because of its scale and volume.” Simon Mansell, MD of TBG — is using a Facebook API and has recently won the Vodafone direct response account — said some of its clients were shifting spend from paid search to Facebook.“Where we manage both channels, we generally get better value from Facebook than Google, and for our three biggest clients we get greater volumes on Facebook,”

17. Active user growth in the U.K. Over 23 million 11 Million Daily 2008 2009 Source: Facebook internal data, December 2009

18. Dedicated Ad position Ad Space Unit 100 billion monthly impressions

19. Huge opportunity to target and optimise But lots of complexity too… School College Relationship Workplace Page Group Languages Birthdays Time Connections Applications Country City or Town Age Gender Interests Activities MusicBooks TV Shows Education

21. 220 lines for 48 hours (weekdays)

23. Accessible to anyone – best first experience with Facebook Ads

24. Drives down the price of media through optimisation

25. More cost-effective media

26. Better conversion rates than generic ASUs

27. Allows you to buy, manage and optimise big campaigns

28. Gives full control over all aspects of the campaign

31. Implement business rules automatically, rather than blocking on manual updates

32. Build tools for internal or external use

33. Create cross-channel dashboards

35. BRAND A truly global 2 way marketing platform

36. Innovations Facebook Pages Facebook Ads We do 3 simple things for marketers Build Fans & communicate directly with them Facebook Connect, Applications & new Ad products Drive traffic on & off of Facebook

37. A central ‘Hub’ for COI campaigns Facebook Pages as ‘Hubs’ to drive & measure social change FRANK website Facebook Ads Search User generated content TV campaign Press campaign Portal activity

38. Summary 11m engaged Users 100 Billion + Impressions Efficient and scalable Contact Facebook to discuss

39. Creative and Testing

40. Optical Express: where we were...

41. Tesco.com: where we are now…

42. Optical Express: where we were...

43. Optical Express: where we are now…

44. Refresh your creative Our users spend an average 25 minutes a day on Facebook, so refreshing creative is needed to avoid burn out and to maintain a good CPA Engagement

45. Search campaign on facebook

46. Facebook campaign on Facebook

47. Applications