2. 500 million users worldwide

3. Give people the power to share and make the world more open and connected Facebook mission

5. more than half of users return daily

6. Tuesday nightviewers = + Sunday nightviewers 50M+ users in U.S. per day

7. 56 million 53 million 39 million 21 million 19 million Average daily reach users per day Source: Nielsen daily reach May 2010

8. Time spent hours Source: Nielsen monthly time spent July 2009 – April 2010

9. 0 25 50 75 100 125 150 175 200 225 250 275 300 325 350 375 400 425 450 475 500 30 25 20 Visits Per Person 15 10 5 0 Time Per Person (in minutes) Highly engaged audience Google Yahoo! Facebook MSN/Bing YouTube AOLMediaNetwork Amazon FoxInteractiveMedia eBay CNNDigitalNetwork CBS Ent. Network Source: Nielsen NetRatings, Jan ’10; Top 20 ad supported sites home/work

10. Active user growth in Latin America 63 MM Source: comScore, May 2010

11. Facebook penetration in Latin America Source: Facebook and Internet World Stats (www.internetworldstats.com ), July 2010

13. THE SOCIAL UNIVERSE August, 2010

15. Family Friends Coworkers Brands The Social Graph

16. Facebook is built on 3 pillars Underpinned by technology

17. BRANDS Facebook serves 3 core audiences Global platform providing efficiency, effectiveness, scale

18. the social context

19. Word of mouth

20. Friends influence friends

21. Fans increase campaign value Like ad with social context Like ad +68% lift in brand metrics

22. Via a media campaign and/or organic impressions you have some connections

23. Via organic impressions, you will get a few more connections

24. Run a media campaign and reach your target audience. With a US reach block that’s over 50M in one day.

25. If you have 50K fans, 12% of the people you reach will see an ad with social context, the names of their friends

26. And ads with social context increase the value of your media. On average we see a 68%increase in brand lift.

27. If you have 500K fans, the number of people who see an ad with social context jumps to 40%

28. Relative value of each based on brand lift 68% lift Social Context 67 Impressions62 100% lift 200% lift Organics 4 Publishing 2 Paid Media Earned Media Estimates based on a fan base of 500KLift % = that above the initial paid impression

29. 4X 68% 2X increase in message awareness increase in purchase intent lift in ad recall social context increases effectiveness

30. Facebook products

31. Applications Pages Social plug-ins Marketplace ads Premium ads

32. A new ad model Develop deep relationships with your audience 2. Advertise to increase connections 1. Build a Page 3. Publish to your network

33. Fan Pages

34. Facebook Page Brand information Multi-media content Real-time conversations Applications And more...

35. Facebook Page Left column Static, 200 px Main columnDynamic, 540 px Tabs6 visible tabs, option for more Profile PictureJPG, GIF or PNG Status 420 characters Blurb Box130 characters Wall Real-time updatesFan & Brand content

36. Wall Tab Settings Info Tab Settings Facebook Page

37. Boxes tab Wide Column 380 px Narrow Column 200 px Videos Events Photos Reviews Facebook Page Static FBML Discussion Boards Other Platform Applications

39. Same as on user profiles

40. Multi-media functionality

41. Post text, photos, videos, links etc.

43. Premium Ads Like Sampling Event Poll Virtual gift Video commenting

44. Premium Ads Users can engage with ads the same way they interact with other content on Facebook Users don’t have to leave their home page Engagement sparks organic sharing to the user’s friends, giving advertisers viral impressions

45. Like Premium Ad Title links to Facebook Page x Title (25 characters) Body copy (135 characters) Image (110x80) Image links to Facebook Page Users can connect to the Page in line

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

47. Video Comment Premium Ad Thumbnail (110x80) x Title links to Facebook Page Title (25 characters) Body copy (135 characters) Video plays on click Comment on this video... Users can comment in line

48. 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

49. Event Premium Ad x Title (25 characters) Body copy (135 characters) Image links to event on Facebook Image (110x80) Date: Location: RSVP: Users can RSVP in line Yes Maybe No

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

51. Poll Premium Ad x Title links to Facebook Page Title (25 characters) Body copy (135 characters) Image (110x80) Image links to Facebook Page Question (40 characters) Response (25 characters) Users can respond to poll in line Response (25 characters) Response (25 characters)

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

53. Title links to Gift tab on Facebook Page x Gift Name (Free) (25 characters) Body copy (135 characters) Image links to Gift tab on Facebook Page Gift Image (64x64) Give this gift to a friend. Users can send gifts in line Gift Premium Ad

54. Gift Premium Ad 3. Send to another friend 1. Give gift to a friend 2. Add personal message

55. Sampling Premium Ad x Title (25 characters) Image (180x130) Title (25 characters) Body copy (135 characters) Body copy (135 characters) Image (110x80) Get a free sample of [Product] (35 characters) Title links to Facebook Page 1 to 5 options(20 characters each) Image links to Facebook Page Link opens window to capture user info

56. Sampling Premium Ad 1. Click to get a free sample 2. Enter your shipping info and get a free sample

57. Marketplace Ads

58. Reach block Reach 100% of all targeted users in one day Reach Block served in premium inventory page

59. Reach Block 100% of targeted users see your ad as their first 3 premium impressions Then, up to 2 additional premium impressions to reach the impression goal Reach Blocks and premium impressions always have 100% share of voice

60. Go where your audience is going Reach Block on premium inventory pages

61. Reach Block Brand lift Better ROI Organic impressions

63. 2-3x more organic impressions are generated for a reach block versus a standard campaign with paid media over a period of time

64. Brand lift

65. 11 of our top 15 campaigns, as measured in terms of brand lift, used reach blocks

67. demo and geo targeting category targeting keyword targeting Targeting

69. Age/Birthday

70. Gender

71. Education

72. Workplace

73. Relationship

74. Sexual Preference

75. Language

76. Activities

77. Interests

78. Music

79. TV

80. Movies

81. Books

82. Groups

83. Applications

84. Connections

86. We look at:

87. Keyword interests

88. Demographic

89. Past ad click history of all of our users

91. Social plugins Add a social layer to your existing sites

92. Social plugins Add a social layer to your existing sites

93. Best practices

94. Guiding principles for brands

95. Facebook Ads tips

96. Use multiple creatives Example: home page Reach Block with multiple creatives

98. Relevant imagery

99. Tie back to brandBe authentic

100. Make every word count 15 characters 87 characters 25 characters 131 characters

101. A/B test your ads +40%

102. Use evocative imagery

104. Use simple, iconic images

105. Be conversational

106. Avoid small fonts, busy backgroundsExamples of past virtual gifts

107. Tie events to causes Event ad Event Page

108. Highlight brand character

109. Have a Facebook Page

110. Facebook Pages tips

111. Promote with Engagement Ads Proven, familiar to users, deeply integrated Fan growth

112. Focus on publishing 10x views in Stream versus Page 1,260 likes1,545 comments vs. 22 posts by 20 people

113. Keep it simple Make content eye-catching, universal, easy to consume

114. Innovate Comment box

115. Establish a consistent voice

116. Interact with and feature fans Join the conversation: Recognize Fan creativity: Kellogg’s Pop-Tarts example Toyota Prius example

117. Pace yourself Pace out your posts to maximize your impact Publishing calendar Coca-Cola example: Tattoo Tuesday

118. Analyze, adjust, and optimize Insights Dashboard Demographic and geographic stats Aggregate stats about all connections

119. Be timely and relevant Embrace timely opportunities to connect with Fans Starbucks: New York Times article example Vitamin Water: LeBron MVP award example

120. Case studies

122. 70 percent year-over-year increase in company sales as a direct result of its Facebook ad campaignHow Fast Time Flies Facebook Page

123. Customer acquisition ZipZapPlay “Without going into specific numbers, the ads have been critical in driving our traffic and our revenue so far. They’re one of the key pieces of our strategy.” -Curt Bererton, CEO ZipZapPlay Objective: Encourage user acquisition Solution: Facebook’s keyword target filtering Key Results: Over 100 million impressions ZipZapPlay Facebook Ads

124. Build a brand Pedigree®

125. Build a brand Pedigree®

126. Build a brand Pedigree®

127. Brand awareness Dreamworld Australia Fan Premium Ad Event Premium Ad Poll Premium Ad Dreamworld Australia Facebook Page

128. Brand awareness Red Bull Become a Fan Premium Ad Direct Response Ad “Red Bull Stash” landing page

129. Brand awareness & trial Jelly Belly Become a Fan Premium Ads Event Premium Ad

130. Viewer intent The Travel Channel: Man v. Food Fan Premium Ad Event Premium Ad Poll Premium Ad

131. Cause awareness Kellogg Cares Video Comment Premium Ad Kellogg Cares Page

132. Brand awareness & trial Texas Pete Hot Sauce Sampling Premium Ad Campaign Launch Fan growth over time

133. Brand launch 2degrees Mobile (New Zealand) Reach Block Fan Premium Ad Fan growth over time

134. Movie launch Universal Pictures: Bruno Fan Premium Ad Event Premium Ad Fan growth over time

135. Brand awareness Sephora Organic home page impression Virtual Gift Premium Ad

136. Product test Splenda® Mist Splenda Mist Sampling Application Splenda Mist Facebook Page

137. Drive ticket sales Lionsgate: Saw V Virtual Gift Premium Ad Fan Premium Ad

138. Product awareness Wendy’s Virtual Gift Premium Ad

139. Success Stories

140. JetBlue Home Page Premium Ad Marketplace Fan Ad JetBlue sweepstakes Special promotion

141. Become a Fan Premium Ads Subway Eat Fresh, Eat Free Sweepstakes Increase connections & awareness Subway

142. Increase connections Southwest Airlines Become a Fan Premium Ads

143. Product launch Microsoft Windows 7 Become a Fan Premium Ads

144. Product launch Vitamin Water Vitamin Water Facebook Application

145. Cause awareness General Mills: Cheerios Become a Fan Premium Ads

146. Brand awareness Honda Social Experiment Multiple Premium Ad creatives

147. Drive sales JC Penney Fan Premium Ads JCPenney Facebook Page

148. Starbucks Starbucks Facebook Page Fan Premium Ad Promotion awareness Event Premium Ad

149. Increase connections Best Buy Fan Premium Ads Best Buy Facebook Page

150. Increase engagement Nike Livestrong Video Comment Premium Ad Lance Armstrong’s Facebook Page

151. Levi’s Fan Premium Ad Video Comment Premium Ad Levi’s Facebook Page Increase connections, engagement