5. Partner
Categories
Evolution of Facebook
Launch
Like button
Engagement ads
Language, geo, connections
targeting
Sponsored Stories
Non-connected
Page post ads
FBX
Facebook
Ads
Facebook
Pages for
Business
Beacon
Become a
Fan button
Custom Audiences
Ads in
News
Feed
2004 2005 2006 2007 2008 2010 2011 2012 20132009
Sponsored
Groups
Sponsored
Stories (no
social
context)
Facebook
Flyers
6.
7. Facebook is one of the most effective
marketing platforms on the planet
8. Facebook 2013
Mobile
The world is going
mobile, Facebook is
going mobile first. This
changes distribution,
data, behavior, ad
capabilities…
Newsfeed
Newsfeed is the
destination of content on
Facebook. Brand
advertising should be
done in newsfeed. This
means changes to
publishing and
advertising capabilities
Driving business
results with
Facebook
How Facebook can meet
real business objectives
11. Use this as a top margin for workspace when there is no title or subtitle
Use this as top margin when there is a single line title on the page (when not using a Subtitle)
Use this as top margin for workspace when there is a Title with a blue Subtitle
Use this as bottom margin for your workspace
Drawing (Dynamic) Guides
Drawing guides are used so you have a clear idea of what your actual work area is on each slide. They show up on all slides in
the same spot, however they don’t show up when you print or watch presentation in slide show mode. Use them for aligning
content to the top, bottom and right, and for cropping images. Think of them as internal margins that are manually set.
Resetting Drawing Guides
Guides are easy to move and bump, use this layout option to reset them to their proper placement. Insert this slide, realign the
guides over the gray lines and delete slide. The guides will still be in their place. Turn guides on and off as you need them.
Turning Guides on and Off
Mac: You can go to view setting and select Dynamic Guides or use Contrl + Option + Commnd + G
PC: Go to View and check mark guides or Contrl + f9
Left Margin (if you must go over this space, use the secondary margin
to the left. It is recommended to use the first guide.
Right Margin (if you must go over this space,
use the secondary margin to the right of the
first, but never past that.
But easier to reach them
at a massive scale
12. The Internet is shifting to mobile
Source: *IDC, **IC4D 2012 Maximizing Mobile, World Bank, July 2012
-
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
2010 2011 2012 2013 2014 2015 2016
Worldwide smart connected device shipments (M)*
Smartphones PCs Tablets
45%of the world
population will have
a smartphone in
2016**
21. The Power of Facebook Targeting
Unparalleled
reach and
engagement
Largest set of
consumer data
Real people
(instead of
proxies)
22. Facebook in Sweden
Every day. Every month.
Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and
mobile phone users calculated with data from eMarketer, April/May 2013
>3.8Mpeople daily
of monthly active users return daily78%
>3Mpeople daily on mobile
>4.9Mpeople monthly
57%
of internet
users in
Sweden
That’s
>4Mpeople monthly
on mobile
53%
of mobile
phone users
in Sweden
That’s
23. Every day, we can reach 3.8M people
in Sweden, that’s more than the most
viewed TV shows, when they peak
once or twice per season.
24. Reach your target audience at scale
Source: Facebook internal data based on inferred and reported data, March 2013
3MBetween 20-45
years old
2.6MiPhone users
1,3MParents
25. The Power of Facebook Targeting
Unparalleled
reach and
engagement
Largest set of
consumer data
Real people
(instead of
proxies)
27. Source: Nielsen OCR, August 2013
92%The average Facebook reach for
broadly targeted campaigns is
accurate
78%The average online reach for
broadly targeted campaigns is
accurate
Reaching Real People – with Accuracy
28. Source: Nielsen OCR, August 2013
89%accurate
38%The average online reach for
narrowly targeted campaigns is
accurate
The average Facebook reach for
narrowly targeted campaigns is
Reaching Real People – with Accuracy
29. The Power of Facebook Targeting
Unparalleled
reach and
engagement
Largest set of
consumer data
Real people
(instead of
proxies)
30. Overview of our audience targeting capabilities
Standard
Audiences
Lookalike
Audiences
Custom
Audiences
31. Creative is just as important as targeting
W 18–34
Luxury-beauty
Deal seekerW 18–34
Luxury-beauty
Brand heavy
42. Everybody is an athlete.
―You’re not disabled by the disabilities you
have, you are able by the abilities you have.‖
– Oscar Pistorius
Never look back.
Don’t let hump day take you under. Make your own rainbows.
46. Measure against your business objectives
Reach
Did I reach the right
number of people and
the right type of
people?
Brand
resonance
Did I improve my
brand’s image and
change the attitudes of
customers?
Reaction
Did I cause a customer
to act—to buy a
product, sign up for a
service or make a
referral?
47. Acquire customers more efficiently
Source: Aggregate Knowledge, Q4 2012
68%less than other
online channels
In a study of campaigns from Q4
2012, cost per acquisition on
Facebook is
48. Remember — it’s not just social media.
It’s marketing, in a social world.
As the number of people on Facebook has grown, so have our ad capabilities and our understanding of what works best for our advertisers. We can now leverage our platform to deliver far more than word of mouth at scale…we can truly serve as a marketing partner for our clients to help them solve for their business objectives.
The way consumers spend time on media is shifting.
Today, it’s harder than ever to get the attention of consumer - marketers are grappling with the fragmented attention spans of consumers and multi device media consumption.The amount of content choice is endless, so how do you effectively break through?People spend a substantial amount of time on Facebook, engaging with the things that matter most to them…everyday. This provides opportunities for you to reach highly engaged people that are likely to respond to your marketing messages.
but also easier than ever to reach people on a massive scale… mobile, authentic identity and connectivity change everythingYou carry your identity everywhere you go via your smartphone, it’s your window into limitless information, which you filter through your friends on Facebook. Who checks FB first thing in the morning? Last thing at night? ……Mobile has made the ability to reach people wherever they are at anytime of the day a reality and will be the real driver of future connectivity between people and brands in the coming years.
So where does Facebook fit in to this shift in consumer behaviour? We are right in the centre of it. And in fact, over the past year we’ve re-organised our company to be focused on mobile and improve both the user and advertiser experience. 78% of US smartphone users are using Facebook on their smartphonesSource: comScore Media Metrix, April 201354% YOY mobile monthly active user growthSource: Facebook Q1 2013 Earnings.38% of all time spent on the top 10 mobile properties in the USSource: comScore Mobile Metrix, April 2013
Our advertising units in News Feed are highly engaging given that they are equal in size and prominence as content from a user’s friends and family. They are not off to the side or secondary to the experience, but are central to the experience.News feed ads are 2x the the size of a 300x250 banner, and often can be full screen in mobile.
The mobile device is not just a piece of technology – it’s the way we stay connected to our friends and family. It’s how we share what we experience in our world. It goes everywhere with us. And for many consumers, it’s how we make decisions about where to spend our time and money.
As a marketer, what do you care about?People.And Facebook can help you reach all the people that matter to you.
So, how do we do this? 3 distinct aspects of Facebook come together to create a very powerful audience targeting capability: First, unparalleled reach: With Facebook, you can reach consumers in meaningful numbers to drive scalable results…across devices Second, real people: With Facebook, you know you are delivering your message to real people since people sign into their account regularly…a persistent sign-on lets you reach the RIGHT person instead of a browser that serves as a proxy for a personThird, the largest set of consumer data: Online and offline data come together on Facebook to let you segment and target your key customers or prospectsSome publishers provide one…maybe two of these benefits, but only on Facebook do all three of these come together – the combination of which is the real magic to give you powerful targeting capabilityOther notesWe are an audience platform instead of a social platform. On Google, you’re not always authenticated…on Facebook, we know who you are.
Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013.**Please do NOT modify or change any stats in the Country Snapshot. They will be updated on a quarterly basis with approved numbers.**
London Olympics Opening Ceremony Average Audience: 23.4mLondon Olympics Closing Ceremony Average Audience: 23.2m
Our connection to more than one billion people around the world and our understanding of who they are and what they like enables us to help our advertisers reach the exact people they are looking for – at scale.4,4 M android users total, 1,7 M android users that don’t have a Samsung
Next, real people.
In addition to unparalleled reach, Facebook lets you reach real people.We know that when marketing online, not all audiences are created equal. Reaching your target audience can be difficult since most digital channels reach browsers and not real people, which leads to wasted impressions on people outside your core customer base. This becomes significantly more complicated when reaching consumers across devices because many channels can’t match behavior on desktop with behavior on mobile, restricting your ability to seamlessly reach your customers across devices.This is where audience addressability plays a beneficial role – only a few digital publishers have a registered relationship with consumers offering a persistent connection to their audience. And Facebook has the largest addressable audience. Because on Facebook, who you are and what you represent is on your profile, and that’s incredibly powerful…especially when people’s authentic selves are represented across devices. In a world where audience attention is increasingly fragmented, it is important to leverage targeting platforms – like Facebook – that can reach audiences wherever they choose to consume content. _____________Potential objections/ questions you may hear: What about all of the news I hear about browsers blocking cookies? Won’t this impact my ability to reach customers on Facebook? Facebook’s targeting is NOT based on cookies. People sign into Facebook via their authentic identity across devices so in addition to ensuring that you’re reaching the RIGHT person, we can connect the dots as that person changes devices from their desktop to their phone to their tablet. Even if browsers block cookies, you can still reach your core customers on Facebook.What’s the big deal about cookies? Why are some browsers – like Mozilla – up in arms about them?I can’t comment specifically on Mozilla’s strategy, but I can say confidently that targeting via cookies is not an effective form of targeting.A cookie is a piece of computer code that is placed on a computer’s browser when the user visits a particular website or performs a specific online activity. The cookie uniquely identifies the computer and a browser. The cookie attempts to identify the demographics or behavioral characteristics of the individual using the computer and then serves ads against that profile. Several problems arise from this:Inferences aren’t perfect and therefore the inferences made from the website a person visited could be leading you as the advertiser to target the wrong person.Browser sharing – 66% of Internet users are, in fact, on multiple-user machines. So, a cookie used to identify the demographic profile of a user can be subject to substantial error, reducing the accuracy of your targeting. Cookies can’t differentiate between who is using the computer at a given time. Imagine a husband visits a flyfishing website on the family’s computer so that cookie gets tagged as a ‘male outdoor sports enthusiast.’ Later, the wife signs onto the computer and gets served an ad targeted to a ‘male outdoor sports enthusiast,’ which is clearly a wasted impression for that advertiser. (comScore – http://www.comscore.com/dut/Insights/Blog/When_the_Cookie_Crumbles) Cookie deletion – About 30% of computers have their ad-server cookies deleted in a month, with a frequency of 4+ times per month. This leads to substantial error for advertisers with reach and frequency goals. An ad can repeatedly be served to a user for ‘the first time’ even that person has seen it multiple times throughout the campaign. In the end, this leads to over-delivery of frequency and under-delivery of reach. (comScore – http://www.comscore.com/dut/Insights/Blog/When_the_Cookie_Crumbles) ---------------------What is addressability? (source: book.personalmba.com/addressability)A measure of how easy it is to get in touch with people who might want what you’re offering. It’ far better to focus on an addressable audience because receptivity varies from audience to audienceBy targeting an addressable audience, the risk of not reaching prospects decreases greatlyBenefits of addressabilityGreater confidence of reaching consumers, not browsers shared by more than one consumerOpens the door to multi-screen campaignsMeasure on/offline sales impact across marketing channelsAll made possible because there is no cookie churn
People are themselves Facebook, which means we can deliver more accurate targeting, based on real information about our users. This also means that advertisers can deliver the most relevant and resonant messages to their target audiences.In broadly targeted campaigns, the average online reach is 78% accurate, but on Facebook, our average reach is 92% accurate.Because of this high accuracy on Facebook, businesses aren’t seeing wasted impressions like they do in other mediums.
People are themselves Facebook, which means we can deliver more accurate targeting, based on real information about our users. This also means that advertisers can deliver the most relevant and resonant messages to their target audiences.In narrowly targeted campaigns, the average online reach is only 38% accurate, but on Facebook, our average reach is 89% accurateBecause of this high accuracy on Facebook, businesses aren’t seeing wasted impressions like they do in other mediums.
Lastly, the largest set of consumer data.
As I mentioned before the power of Facebook targeting is:Unparalleled reach Real People not proxiesAnd..Facebookhas one of the largest collections of 1st party data (FB + Advertiser) plus 3rd party data from leading consumer data providers This robust data powers 3 distinct offerings:Standard AudiencesDemo, Geo, Lifestyle/Lifestage, Purchase based, etc.From the information you share in your profile and behaviors you exhibit on our platform, to what we know about your cohorts in the offline worldCustom AudiencesCRM and Customer listsModeled AudiencesSophisticated science and modeling used to identify audiences that look like your best customers
Your customer base is diverse and how you reach them with a particular message is important. Take these 2 women for example. They look similar but they're slightly different, so you need to tweak your message to reach each individual.
Not only can we help you reach all the people that matter to you, but these people are highly engaged.
Our advertising units in News Feed are highly engaging given that they are equal in size and prominence as content from a user’s friends and family. They are not off to the side or secondary to the experience, but are central to the experience.News feed ads are 2x the the size of a 300x250 banner, and often can be full screen in mobile.
"Images provoke reaction in people and those reactions provoke change."Jonathan Klein @ TED 2010Humans have always used images to tell their stories, convey meaning, persuade others. So have brands. KLICK
Why are images so powerful?
Images can tell a whole story in the blink of an eye.“We process visuals 60,000 times faster than text”Source: Jenn Manalo, Sr. Product Specialist, 3M Corp (not confirmed)With limited word count, a picture that tells a 1000 words goes far
People respond particularly to imagery such as photos and videos and to creative that feels native to Facebook. Imagery that shows real people and real things and consequently blends in with News Feed tends to be the most immersive and engaging.
Good creative is really important everywhere – we all already know that, so we’re not going to spend time discussing that.What we do what to highlight is that good creative on Facebook is just good creative.If your client’s creative agency is creating good stuff, there is a place for it on Facebook.Great video and commercials should become video page posts.Great print and display ads should become photo page posts.Facebook is the perfect outlet for great copy – it is where you go to communicate with consumers and where they go to talk to you.
Oreo – Brings out the child in you.
Red Bull – Uplift people’s minds.
Coca-Cola – Make people smile.
Marketing on Facebook has proven results – we have seen this work for all types of advertisers with objectives across the purchase funnel.
Närannonserärkorrektstyrda till riktigamänniskorkan de varaväldigteffektivaochleda till action. When ads are targeted properly to the right people, they can be highly relevant to those people, leading them to take action. This happens every day on Facebook, and across all types of devices. We are working with 3rd party data partners on closed loop systems to measure this. Partnering with Datalogix, we can measure the impact of offline sales. When we looked at 55 campaigns from the past six months, we found that there was an average 3x return on ad sales for campaigns not including ads in News Feed. And when campaigns did include News Feed, the average ROAS was 5.9x (source: Datalogix, July 2013)
Unikräckviddiställetföröverdrivenfrekvensgör Facebook till en väldigteffektivplattformförattdrivadirektkonvertringar. Facebook’s ability to deliver unique reach instead of excessive frequency leads to more efficient direct response campaigns. In a study of campaigns from Q4 2012, cost per acquisition on Facebook is 68% less than other online channels.
