Mark Cowan - Building Your Country Through Facebook ( ro:newmedia )

1. Building YourCountryThrough Facebook Mark Cowan – Head of Emerging Markets, EMEA October 2010

2. Our Sales Vision We’re Here To Reinvent HowCountriesand Consumers Relate To Each Other

3. Your next McBurger Imagine if…. you could tap into 26m people to crowd-source

4. to suggest you could ask McDonald’s next 16m people What if … 50 locations..

5. Top votes near: Edinburgh Blairgowrie Peniculk Livingston

6. Imagine if.. all your fans could try your full range before they buy on Facebook

7. Hi Shelly, get the look with STYLER Try L’Oreal

8. Imagine if.. L’Oreal could unite 4.7m 18-35yo women in the MENA to form the number 1 beauty community on Facebook

10. Frizz

12. Where your customers develop your next product…

13. Where your friends come shopping with you… Even when you are alone

14. Where you can create social experiences that break world records…

15. Where you engage with people in ways you would have never thought…

16. …and innovation is a constant thevirtual economy will be worth $10bn in 2010.

17. YourAudiencewithinFacebook

18. A snapshot of potential countries

19. Total Potential Audience

20. Total Audience Returning Daily

21. Total 18-25 Year Olds

22. Total “In a Relationship, Engaged, Married”

23. Total with “travel, traveling, travelling, outdoors, walking, nature, camping, camping with family, great outdoors, forests, city breaks, holidays, going away, going for walks, culture, different cultures, campfires, travel channel or nature conservancy in their profile”

24. A Powerful Proposition Bought, Owned and Earned Media

25. 200M 500M monthly active users mobile users

29. Identity is core: Real People Sharing

30. Unique Marketing Ads, Apps, Pages, Platform Applications Pages Social plug-ins Organic Distribution Engagement ads

31. Engagement Social Graph and Authentic Connections – Ads and Pages

33. Source: Brand Republic, Mar 2010

34. An example

35. Social Relevance

36. Social content already on Facebook

37. Like Poll Event Comment Engagement Ads: Brand Marketing Users engage with ads the same way they interact with content make room in ads

39. impressions guaranteed Fri-Sun

40. Estimated 3m unique users

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

42. Targeting adult audience or 18+Become the primary advertiser over 24 hours on Facebook’s highly trafficked Homepage reaching a potential 1.5m+ audience *Delivery & cost subject to market fluctuations and agency pricing structures respectively

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

44. Like Premium Ad 1. Click the Like button to connect with the brand 2. You are now connected

45. Video Comment Premium Ad I love Virgin America! 1. Click thumbnail to play video 2. Background dims and video plays in center of screen. Fan Page or “like” video during play. 3. At the end, click to brand Page or share video with friends 4. Comment on video for friends to see

46. Event Premium Ad 3. Add personal message 1. RSVP to event 2. Invite friends

47. Poll Engagement Ad 3. See your friends’ results 1. Respond to poll 2. See results

48. 1.7x Ad Recall 2x Message Awareness 4x Purchase Intent Consumers Engage Each Other

49. Ads with social context increase the value of media. On average we see a 68% increase in brand lift and 25% lift in action rate

50. Social in Newsfeeds

51. 4.5x Action rate for organics vs. paid impressions

52. Facebook Pages For many marketers, their Facebook fan bases have become their largest web presence, outstripping brand sites

53. Engage a Community and Publish From 100 to 7m Connections

54. 6.9xaction rate on publishing vs ads

55. A central ‘Hub’ for brands Facebook Pages as ‘Hubs’ to drive brand metrics FRANK website Key Events Facebook Ads User generated content TV campaign Press campaign Portal activity

56. Understand Brand Initiative Create a Conversational Calendar: “Always On” Social Media Activity December August September October November April May July February June March Get Britain Playing: Grass Roots Football Phase 3: World Cup: Tacticals around England Games Phase 1: Football TV Ad, Fan TV Ad recruitment + competition to win training Camp places and appear in video Phase 2: Status update and Profile pic donations, Elf yourself and John Barnes Rap Become A fan and Reachblock on St Georges Day Become a fan ads, polling, video commenting around England games. Reachblocks on key dates Become a Fan only Messaging to include competition Series of Event ads to promote Football games offline Promoting Promote Competitions via page, host TV spots and supporters video on page Implement Status update and Profile Pic App to page and promote Tactical Status Updates on England games Get Britain Playing: Grass Roots Football: Offline Events, Groups and Teams to congregate on Mars Page Updates based on World Cup content, live chats, John Barnes, Games etc Page Content Page Insights to establish targeting Ad Effectiveness Study End of Year Ad Effectiveness Study? Ad Effectiveness Study on Tier 2 only Page Insights and pulse Page Insights and pulse for Phase 3 campaign targeting

57. Targeted Wall Posting has launched Target your Wall Post by country & language

58. Gain insights: Pages

59. Post Interactions Impressions and feedback rate of published content on a dashboard.

60. Measuringyoursuccess

61. Measurement Platform Critical to proof and ongoing development of our program is an effective measurement platform. Tracking through the Facebook platform provides considerable advantages in level of information, but we will place elements on partner sites. Facebook Connect Affiliate Program tags Ad serving tags from landing page to checkout

62. Measurement Platform These will be effective independently or combined, but will need to be implemented across each partner site. We have applied setups of this structure in a number of instances, with information so far this should be a standard implementation.

63. SuccessStories

64. AirAsia – Global

65. AirAsia – Global

66. AirAsia - Local

67. Spain

68. Spain - Application

69. Spain - content

70. Summary

71. Things to stay away from

72. What to focus on

73. Guiding principles…

74. Questions? mcowan@facebook.com