With the increase of new creative formats and rich media options, marketers are seeing the potential of online and mobile marketing as an efficient and cost effective tool for building brands. On 25 July, attendees learned how to use the key digital elements to build your brand online.

1. Facebook: A part of daily Australian life
IAB How to Build Brands Online – 25 July 2013
Naomi Shepherd, Head of FMCG, Facebook Australia | July 24, 2013

2. Facebook is part of Australian daily life.
!"#$%&&%'(#
))*#Of the online
population are
on Facebook
Monthly Active
Users
+,*#Return daily
Over

3. 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.
All of the people
who matter to you.

4. 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.
Where they discover
what matters to them.

5. 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.
Every day.
Everywhere.

6. 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.
Proven
results
Targeted
reach
Deep
engagement

7. Facebook is not just a social objective.
Think marketing in a social world

8. At any stage of the funnel, there is a Facebook
solution to answer your objective.

9. Video Page Post Photo Page Post
Logout Video or Link Page Post Ad
Which ads should I use?

10. Page Like Ad
Which ads should I use?

11. Event Page Post
Domain Ad
(Driving off Facebook)
Link Page Post
Offer Page Post
Which ads should I use?
Mobile App Install

12. Event Page Post
Offer Page Post
Which ads should I use?

13. Be share-worthy
(don’t just join the conversation, be the conversation)

14. Great creative on Facebook is just great creative

15. Ensure brand relevance
Use rich images
Keep text short & sweet
Encourage lightweight interaction

16. Be timely

17. Have a point of view

21. Gauge success using new page insights

22. Targeted Reach
Find your exact audience at scale, with minimum wastageFind your exact audience at scale, with minimum wastage

23. Greater targeting accuracy
Source: Nielsen Brand Effect Norms May 2012
-)*#Cost savings
Overall Campaign
Accuracy
OnlineAverage
Facebook
)!*#Cost savings
Narrow Campaign
Accuracy
OnlineAverage
Facebook
94%
77%
91%
27%

25. Facebook
Your CRM database
Reach your own consumers with custom audiences

26. Recommendation and amplification
.)*#
Trust word of mouth or
friends and family
Source: Nielsen report ‘Global trust in advertising and brand messages’ April 2012Source: Nielsen report ‘Global trust in advertising and brand messages’ April 2012

27. Social Context drives greater awareness
Source: Nielsen Brand Effect Norms May 2012
./*#More than the
online average
Ad Recall
OnlineAverage
Facebook
0!*#More than the
online average
Brand Awareness
OnlineAverage
Facebook
Extend awareness of your brand, through recommendation by fans to their friends.

28. Tablet
FACEBOOK IS
Desktop
THE ULTIMATE SECOND SCREEN
Mobile
/)*#Aussie Facebook users
browse Facebook
whilst watching TV
Source: Facebook poll of 1984 Australian Facebook users conducted 26/11/12

29. Measure your business objectives

30. Reach Brand Resonance Reaction
Did I reach the right
number of people and the
right type of people?
Did I improve my brand’s
image and change the
attitudes of consumers?
Did I cause a consumer
to act – to buy a product,
sign up for a service or
make a referral?
Measure against your business objectives
Reach Awareness
Purchase intent
ROI
Trial
Consumption

31. Remember…
1.! Ensure your marketing investment reflects where your consumer is and
where he’s going (mobile), not where he’s been.
2.! Good creative = good creative.
3.! Reach well-targeted audiences at scale with relevant brand messages.
4.! Measure what matters … reach, awareness, brand attributes, sales and ROI.