facebook tanıtımı slayt

7/31/2019 facebook tantm slayt

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1 Communication Platform

2 Facebook Pages

3 Facebook Engagement Ads

4Success Stories

5 Facebook Connect

Agenda


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Banner ads turn 15

The first banner ad


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Today


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TechnologyTechnologyThe digital foundationwas created.

Powerful web sites

AdvertisingAdvertisingThe advertising foundationwas created.

Powerful advertisingnetworks

CPM based economydeflated

MarketingMarketingThe marketing foundationwill be created.

Definition and roleof advertising changes

Creation of powerfulmarketing networks ownedand operated by clients

1994-2000 2001 2002-2008

Recession Recession

2009 2010-?

Internet growth cyclesAn emerging pattern


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Technology enables communication

Cave Paintings Rosetta StoneNewspapers Cell phones & Internet


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The evolution of digitalOld formats on new technologies


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The evolution of digitalOld formats on new technologies


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Online and offline have integratedAuthenticity and identity


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An example


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Moving away from the anonymous webBringing authentic real-world connections online


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Two results of the relevance webEvolving from the information web

A growing importance ofidentity and authenticity1

2 Real people want toconnect with real things


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Identity and authenticityTo marketers

204.15.20.90


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The conversation is two-way


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Business and the social web


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The Facebook productFriends Family

CoworkersBrands


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Every

communication isa link


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The social graph maps connections


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MissionGive people the power to

share and make the worldmore open and connected


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September2006

News Feed &Open

Registration

Sign Up

May2007

Platformlaunch

2004-2005

Newapplications

launched

November2007

FacebookAds

February2004

In thebeginning

2008

Internationalization

Key Facebook milestones


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BRANDAuthenticInformedConnected

AuthenticInformedConnected

The social marketing & information platform


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Source: Compete.com, US 30 day active, Oct 09 Source: Nielsen, Aug 09

Facebook

5hr 46min

#1 in Time SpentRapid Growth

350M Worldwide100M US50% return daily

Facebook

Google

Yahoo

34.95%

#1 DailyReach

Source: CI Brand Study; USactive users, Aug 09

Google

Yahoo

Facebook46% NPS

#1 in User Loyalty

Google

Yahoo

Facebook Scale


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Gender Age

Source: Total U.S. active audience Facebook internal data November 2009

Demographic breakdown in the U.S.


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Most-trafficked sites

Google

Facebook

Microsoft

1

2

3

Source: comScore top global properties based on total pages viewed, October 2009


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Facebook Pages


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Facebook Page

1. Fan connections

2. Brand voice

3. Viral distribution


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FacebookPageWall, Publisher

Real-time publishing

Same as on user profiles

Multi-media functionality

Post text, photos, videos,

links etc.

Dialogue with Fans


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Facebook PageTabbed structure

Brand information

Multi-media content

Applications

Real-time conversations

And more...


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Homepage Engagement Ads


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TV showsEducation

High school

College

Major

Workplace

Relationship Status

Books

Fans

Non-Fans

Birthdays

Country

State

City or Town

Age

Gender

Interests

Activities

Music

Targeting capabilities

Based on authentic user data

From mass reach to specifictargeting

Targeting parameters include:


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Comment

Fan

Poll Event

Gift

Sampling

Social branding: Engagement Ads


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yourbrand

Engagement Ad impression

engagement

organicimpression

connection

Social branding: distribution


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advertising helps

make connections

publish messages

to your fans viayour Page

encourage feedbackand purchase

2

4

1

3

Connections: Lasting marketing asset


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BRANDAuthenticInformedConnected

AuthenticInformed

Connected

Social Marketing & Information Platform: Example


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Side Ad Space


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Searches for tents135,000

Facebook users with campingin their profile

1,203,120


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Standard

Standard w/Social Event

Fan

More info...

Standard Ads


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Inclusive or exclusive connections targeting


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Leverage ad format for compelling ads


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Attract Fans with Facebook Ads for Pages


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Driving ROI with Facebook Ads

Goal: Bonobos, a clothing e-tailer, wanted

to sell out certain styles

Solution: Facebook Ads targeted to fans ofspecific sports teams

ROI: This was five minutes of our time,and we sold through these very specificpants for which we otherwise would havehad a hard time selling to the rightaudience.


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Drive traffic with Facebook Ads for Events


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SOCIAL

BRANDING

CONSUMER INSIGHTSMEASUREMENT

CONNECTION

S

CONVERSIO

N

DIRECT

RESPONSE

Facebook marketing solutionsWeave your brand into their lives

Reach a large audience

Target authentic users

Measure quickly, accurately

Make lasting connections

Engage in 2-way dialogue

Drive conversions


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Measurement and insights


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Global scale at speed

350M+ people worldwide

Fast data collection - a matter of hours vs weeks Representative sample - not professional survey takers

Active and authentic audience

On the site almost 6 hours per month

Real name culture and real world sharing 2 billion photos are uploaded each month

40 million people update their status per day

14 million videos uploaded each month

10 million people become fans of a page each day

Multiple data sources

Polls

Chatter

Profile

Global information platform


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Valuation Insights

AdvertisingAd Effectiveness

Determine the totalvalue of your Facebook

campaign and optimize

Detect influence of a

campaign on consumer

attitudes and behaviors

Determine the total

value of your Facebookcampaign and optimize

Connect with users the

same way they connect

with their friends

Measurement and insights overview


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Research Polls: data collection


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Facebook margin of error +/- 2% or smaller | Gallup based on 3 day rolling average

Do you think that economic conditions in the country as awhole are getting better or getting worse?

Predicts the next Consumer ConfidenceIndex (r = 0.83)

Strong agreement with Gallup (r = 0.80)

Representative: tracking consumer sentiment

Facebook, Inc. confidential do not distribute


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Facebook Polls run a weekbefore the ConsumerConfidence report havecorrectly predicted itsdirection since starting

measurement in March

Point correlation withConsumer Confidence Indexis r = 0.83

Month Facebook PollsConsumer Confidence

Report

April Up Up

May Up Up

June Down Down

July Down Down

August Up Up

September Down Down

October Down Down

Predictive: consumer confidence index

Facebook, Inc. confidential do not distribute


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Success Stories


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Kellogg Cares

Objective Build awareness of hunger in America

Communicate Kellogg Companyscommitment to Feeding America

Results More than 100,000 fans in 1 week

5,900+ wall posts, comments and likes

34.8 million organic impressions

38,000 video plays on Page

Kellogg Cares Page

Video Comment Engagement Ad


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Texas Pete Hot Sauce

Objective Build brand awareness

Allow users to sample product

Connect with fans.

Results Over 10,000 samples given away

Over 35,000 Fans acquired duringcampaign

Used campaign data to studygeographic trends for brand interest

10,000 bottles of hot sauce in 6 days

Sampling Engagement Ad

Fan growth over time

Campaign Launch


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American Heart Association (AHA)

Client objective Raise awareness of heart disease and

women through National Wear Red Day

Results

76,000+ RSVPs 6,000+ wall posts on Page

42,892 Fans acquired during campaign

4.61% engagement rate for event ad

2.89% engagement rate for fan ad

Event Engagement Ad

Fan Engagement Ad


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Starbucks

Objective Raise awareness around

promotions and gain Fans

Reach Block success story

Solution 3 reach blocks in 5 weeks (Fan

and Event Engagement Ads)

Target: US users, 18-49

Results 1 million new Fans

133% growth Largest brand on Facebook!

Starbucks Facebook Page

Fan Engagement Ad Event Engagement Ad


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Facebook Connect


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Sharing and connecting

Connect-enable siteFacebook Page


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Social everywhere

Game Consoles

Web Mobile

Desktop

IdentitySocial

Relevancy

Distribution


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Over 80,000 Connect-enabled sites


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How Connect works


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Basic features

Live Stream box

ObamaInauguration

Comments box

ShowtimeL Word

Fan box

Coca-Cola

Share button

adidas Originals


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Examples of success with Connect


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CBS Insider

Social Filtering Display socially-contextual content

based on what users' friends are doing.

For example:Which concerts are mostpopular with your friends?

Which book is everyonereading? Or which book is yourmom reading?

Since integrating with Facebook Connect, page views forthe sites are up 99%, pages per visit are up 34%, and

average time spent on the sites is up 20%Lollapalooza


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CNN: Michael Jackson Broadcast

Live Feed Widget: Enabled users viewing the broadcast

live on CNN to chat via Status Updates.Filter Status Updates by everyonewatching the event, or by your friends.Status Updates to Facebook includedattribution links.

Approximately 1 million users posted approximately 800kstatus updates

CNN - Michael Jackson Broadcast

TV


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TV

% of Time Spent: 37%% of Ad Spending: 32%

Internet% of Time Spent: 29%% of Ad Spending: 8%

Magazines% of Time Spent: 7%% of Ad Spending: 6%

Radio

% of Time Spent: 19%% of Ad Spending: 9%

Newspapers

% of Time Spent: 8%

% of Ad Spending: 20%

Source: emarketer 2009


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1. Make it social.

Thats what I do on Facebook.

2. Keep it simple.If I understand something, Im more likely to try it.

3. Optimize for speed.If its fast, Ill do more of it.

4. Integrate.Keep it within my Facebook experience.

Guiding principles for brands


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Facebook.com/Marketing

Facebook.com/ConnectNews

Facebook.com/Non-Profit

Facebook.com/Platform InsideFacebook.com (independent blog)

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