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Facebook’s AdWords Moment:
                                   Open Graph Verbs
                                     June 28, 2012
Ampush Social
450 Ninth Street, 2nd Floor
San Francisco, CA 94103
1.877.AMPUSH.1
www.ampushsocial.com
Agenda

•   AMPUSH|social Overview
•   Evolution of the Social Graph
•   Intent: Purchase vs. Referred
•   Open Graph Apps
•   Facebook’s AdWords Moment
•   The Promise of the Open Graph
•   Action Verb Ad Creation Workshop
•   Q&A
6/28/2012           www.ampushsocial.com   2
Who We Are
Preferred Marketing Developer focused on transforming clicks into customer actions




       Jesse Pujji, CEO
                                                              Select Clients
    Investment Professional,
        Goldman Sachs


         Consultant,            Kushal Kadakia,
     McKinsey & Company          Media Analyst


                               Focus: E-commerce,
                                   daily deals


       St. Louis, Missouri

6/28/2012                              www.ampushsocial.com                          3
Evolution of the Social Graph
 Despite Facebook’s unprecedented growth, it has yet to find a defining business model
                                      Challenges:
Size:
900+MM monthly active users
                                      - Troubled IPO
                                      - Rev Q1 2012 < Q4 2011          2012
                                      - Year 8 ad rev growth
                                        Google: 65%
                                        Facebook: 37%                  2011
Traffic:
2011: 52.1% of sharing online

                                                                       2010



                                                                       2009

Scale:
31% share of US display market
                                                                       2008



                                                                       2007
Importance:
1 in every 7 minutes online
                                                                       2006

 6/28/2012                         www.ampushsocial.com                            4
Intent: Purchase vs. Referred
Google harnessed purchase intent with AdWords; can Facebook leverage social for sales?
 Revenue (in millions)




                                                                                                     Google           Facebook
                                      Google ads revenue grows to
                                    $36.5 billion in 2011 (96% of total)
                                                                                     Use Case        Searching        Socializing

                                 AdWords captures a new form                         Utility When    ‘Google’ it      Friends’
                                 of consumer purchase intent                         You Need                         recommen-
                                                                                     Something                        dations

                               New PPC auction model that                            Ad              Harness intent   Share user
                                  introduces relevance                               Opportunity                      behavior
                                                                                     Ad Model        Keyword-         Friends’
                                Google launches                                                      driven           activity
                                   AdWords
                                                                                     Substitute      Yellow Pages     N/A


                                                                                     Commercialize   Yes              TBD


                                                                                     Intent          Purchase         Referred
                           1       2     3     4   5    6   7    8    9    10   11    11      12
                         Year from inception
6/28/2012                                                         www.ampushsocial.com                                              5
The Open Graph
Permits third-party developers to publish rich objects and actions from user activity

• Drives referred intent via the
  news feed and ticker
• Not commercial ($) for
  Facebook – solely provides
  virality
                                        Apps                        Connect to the Open Graph
                                                                     • Objects mapped to
                                                                       action verbs
                                                                          • Article > Read
                                                                          • Song > Listen
                                                          Actions
                            Sharing
Story created;
frictionless sharing
through News Feed,
Timeline and Ticker

                                                                         Play song
6/28/2012                          www.ampushsocial.com                                      6
Viral Lift
Traffic surges for many leading Facebook apps following Open Graph implementation



                             • Video sharing at the top with Socialcam and Viddy
                             • Some complaints about ‘spammy’ tactics



                             • Rapid rise of Pinterest tempered by disabled auto-
                               posting
                             • Social Reader apps (Washington Post, USA Today Ad
                               Meter): similar fluctuations due to platform changes



                             • Emerging social music space, punctuated by Spotify
                             • Slick integration across devices with popular content


6/28/2012                       www.ampushsocial.com                                  7
Action-Targeted Advertising
Paid, behaviorally targeted Open Graph ads platform will crack referred intent at scale
                                                                                          Target friends of users
                                                                                          with sponsored stories
                  Open Graph                                Open Graph App Admin
                     App
                                                                                           Remarket to existing
                                                                                           and high-value users
 Organic                Paid Organic
                             Ads - Action Spec
 Stories                     Stories
                              Targeting
                                                                                          Target users of relevant
                                                                                               applications
                      Viral
                                                                Marketplace Ads
                    Adoption
                                                             ‘Competitive’ Targeting
                                                                                          Target friends of people
                                                                                          who have taken actions

Ad Creation Flow for Action Spec Targeting – currently only available via the Ads API

Application                    Verb                              Optional Object             Targeting Type

    • Pick Open Graph                 • Select Action                • Choose object             • Direct, Exclusion
      app and find ID                   Spec Verb                      noun and find ID            or Friend




6/28/2012                                         www.ampushsocial.com                                            8
Facebook’s AdWords Moment
Positioned to hit its s-curve when substantial value is generated for everyone involved




                                     Advertiser                     Makes $ for
   Value to User
                                        ROI                          Facebook



 • Easy to use,                  • Customer                      • Growing, sustainabl
   good experience                 acquisition at scale            e revenue stream
 • Value-add content             • LTV > CPA                     • Ends creative fatigue
   and product
                                 • “Everyone                     • Follow-on product
   discovery
                                   advertising on                  innovations
                                   Google makes $”



6/28/2012                          www.ampushsocial.com                                9
                                                                                       9
The Promise of Open Graph
Transforming how consumers engage with businesses, services and each other

                 Food            Ecommerce             Credit Card    Streaming
                 Ordering                              Application    Video
 Companies


 Scenario        Sales           Sales                 User           User
                 channel         channel               acquisition    acquisition
 Action          Order, Ate,     Purchase,             Apply,         Bookmark,
 Verbs           Redeem          Save, Invite          Qualify        Review
 Object          [Cuisine        Event,                Credit card,   Episode,
 Nouns           Type], Meal     [Clothing]            Rewards        Series,
 Opportunity Focused in Go beyond                      Untapped       Monetizing
             top markets link-sharing                  channel        content
6/28/2012                       www.ampushsocial.com                              10
Sample Action-Targeting: Spotify Users
Locate the Application ID




6/28/2012                   www.ampushsocial.com   11
Sample Action-Targeting: Spotify Users
Build ad in Ampush Ad_Creator targeting Spotify users in the United States




                                        23 MM?




6/28/2012                         www.ampushsocial.com                       12
Sample Action-Targeting: Spotify Users
Actual ad unit targeting all Spotify users, featuring dynamic audience generation




                                                Real-time!
      5




6/28/2012                         www.ampushsocial.com                              13
Sample Action-Targeting: Song on Spotify
Actual ad unit targeting listeners of a specific song on Spotify




6/28/2012                           www.ampushsocial.com           14
Sample Action-Targeting: Song on Spotify
Build ad in Ampush Ad_Creator targeting “Call Me Maybe” listeners on Spotify in the US




6/28/2012                        www.ampushsocial.com                            15
Sample Action-Targeting: Song on Spotify
Actual ad unit targeting “Call Me Maybe” listeners, with dynamic audience generation




                                                   Friends?
  5




6/28/2012                        www.ampushsocial.com                            16
Sample Action-Targeting: Song on Spotify
Action spec preview of stories about listeners to “Call Me Maybe” on Spotify




  6




6/28/2012                         www.ampushsocial.com                         17
Questions?

             Follow Us.


             Facebook.com/AMPUSHsocial


             Twitter.com/AMPUSHsocial


             Linkedin.com/companies/ampush-social

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Ampush Social

  • 1. Facebook’s AdWords Moment: Open Graph Verbs June 28, 2012 Ampush Social 450 Ninth Street, 2nd Floor San Francisco, CA 94103 1.877.AMPUSH.1 www.ampushsocial.com
  • 2. Agenda • AMPUSH|social Overview • Evolution of the Social Graph • Intent: Purchase vs. Referred • Open Graph Apps • Facebook’s AdWords Moment • The Promise of the Open Graph • Action Verb Ad Creation Workshop • Q&A 6/28/2012 www.ampushsocial.com 2
  • 3. Who We Are Preferred Marketing Developer focused on transforming clicks into customer actions Jesse Pujji, CEO Select Clients Investment Professional, Goldman Sachs Consultant, Kushal Kadakia, McKinsey & Company Media Analyst Focus: E-commerce, daily deals St. Louis, Missouri 6/28/2012 www.ampushsocial.com 3
  • 4. Evolution of the Social Graph Despite Facebook’s unprecedented growth, it has yet to find a defining business model Challenges: Size: 900+MM monthly active users - Troubled IPO - Rev Q1 2012 < Q4 2011 2012 - Year 8 ad rev growth Google: 65% Facebook: 37% 2011 Traffic: 2011: 52.1% of sharing online 2010 2009 Scale: 31% share of US display market 2008 2007 Importance: 1 in every 7 minutes online 2006 6/28/2012 www.ampushsocial.com 4
  • 5. Intent: Purchase vs. Referred Google harnessed purchase intent with AdWords; can Facebook leverage social for sales? Revenue (in millions) Google Facebook Google ads revenue grows to $36.5 billion in 2011 (96% of total) Use Case Searching Socializing AdWords captures a new form Utility When ‘Google’ it Friends’ of consumer purchase intent You Need recommen- Something dations New PPC auction model that Ad Harness intent Share user introduces relevance Opportunity behavior Ad Model Keyword- Friends’ Google launches driven activity AdWords Substitute Yellow Pages N/A Commercialize Yes TBD Intent Purchase Referred 1 2 3 4 5 6 7 8 9 10 11 11 12 Year from inception 6/28/2012 www.ampushsocial.com 5
  • 6. The Open Graph Permits third-party developers to publish rich objects and actions from user activity • Drives referred intent via the news feed and ticker • Not commercial ($) for Facebook – solely provides virality Apps Connect to the Open Graph • Objects mapped to action verbs • Article > Read • Song > Listen Actions Sharing Story created; frictionless sharing through News Feed, Timeline and Ticker Play song 6/28/2012 www.ampushsocial.com 6
  • 7. Viral Lift Traffic surges for many leading Facebook apps following Open Graph implementation • Video sharing at the top with Socialcam and Viddy • Some complaints about ‘spammy’ tactics • Rapid rise of Pinterest tempered by disabled auto- posting • Social Reader apps (Washington Post, USA Today Ad Meter): similar fluctuations due to platform changes • Emerging social music space, punctuated by Spotify • Slick integration across devices with popular content 6/28/2012 www.ampushsocial.com 7
  • 8. Action-Targeted Advertising Paid, behaviorally targeted Open Graph ads platform will crack referred intent at scale Target friends of users with sponsored stories Open Graph Open Graph App Admin App Remarket to existing and high-value users Organic Paid Organic Ads - Action Spec Stories Stories Targeting Target users of relevant applications Viral Marketplace Ads Adoption ‘Competitive’ Targeting Target friends of people who have taken actions Ad Creation Flow for Action Spec Targeting – currently only available via the Ads API Application Verb Optional Object Targeting Type • Pick Open Graph • Select Action • Choose object • Direct, Exclusion app and find ID Spec Verb noun and find ID or Friend 6/28/2012 www.ampushsocial.com 8
  • 9. Facebook’s AdWords Moment Positioned to hit its s-curve when substantial value is generated for everyone involved Advertiser Makes $ for Value to User ROI Facebook • Easy to use, • Customer • Growing, sustainabl good experience acquisition at scale e revenue stream • Value-add content • LTV > CPA • Ends creative fatigue and product • “Everyone • Follow-on product discovery advertising on innovations Google makes $” 6/28/2012 www.ampushsocial.com 9 9
  • 10. The Promise of Open Graph Transforming how consumers engage with businesses, services and each other Food Ecommerce Credit Card Streaming Ordering Application Video Companies Scenario Sales Sales User User channel channel acquisition acquisition Action Order, Ate, Purchase, Apply, Bookmark, Verbs Redeem Save, Invite Qualify Review Object [Cuisine Event, Credit card, Episode, Nouns Type], Meal [Clothing] Rewards Series, Opportunity Focused in Go beyond Untapped Monetizing top markets link-sharing channel content 6/28/2012 www.ampushsocial.com 10
  • 11. Sample Action-Targeting: Spotify Users Locate the Application ID 6/28/2012 www.ampushsocial.com 11
  • 12. Sample Action-Targeting: Spotify Users Build ad in Ampush Ad_Creator targeting Spotify users in the United States 23 MM? 6/28/2012 www.ampushsocial.com 12
  • 13. Sample Action-Targeting: Spotify Users Actual ad unit targeting all Spotify users, featuring dynamic audience generation Real-time! 5 6/28/2012 www.ampushsocial.com 13
  • 14. Sample Action-Targeting: Song on Spotify Actual ad unit targeting listeners of a specific song on Spotify 6/28/2012 www.ampushsocial.com 14
  • 15. Sample Action-Targeting: Song on Spotify Build ad in Ampush Ad_Creator targeting “Call Me Maybe” listeners on Spotify in the US 6/28/2012 www.ampushsocial.com 15
  • 16. Sample Action-Targeting: Song on Spotify Actual ad unit targeting “Call Me Maybe” listeners, with dynamic audience generation Friends? 5 6/28/2012 www.ampushsocial.com 16
  • 17. Sample Action-Targeting: Song on Spotify Action spec preview of stories about listeners to “Call Me Maybe” on Spotify 6 6/28/2012 www.ampushsocial.com 17
  • 18. Questions? Follow Us. Facebook.com/AMPUSHsocial Twitter.com/AMPUSHsocial Linkedin.com/companies/ampush-social

Notes de l'éditeur

  1. 28% is more than yahoo, microsoft, google, and AOL combined
  2. Brand advertisingDR advertising (direct response)Search intent is powerful enough that they run these branded adsBy having keyword driven search, seach intent