3. The Power of News Feed
CONNECT with more people more effectively online and on mobile
ENGAGE people at the center of their Facebook experience
INFLUENCE customers to drive your brand and business results
Cases
News
8. News feed is where 3M+ Danes spend time sharing
the most important parts of their lives
40%
x
40-150
of peoples’ time will
more likely people
consume branded content
on Facebook is
on the
on news feed on
news feed than
a brand Page
Source: comScore, June 2012.
9. So, how do brands connect with
people in news feed?
10.
11. Organic content will appear according to relevancy
Page post ads + Sponsored stories will help you reach a bigger audience
Page post fra Page
Mobile
13. News feed is the most engaging place on Facebook
65%
65%
of likes of likes
happen in happen in
news feed
115B 65B
news feed
news feed story
news feed
story
impressions daily
impressions
35%
daily
45%
of comments of comments
happen in happen in
news feed news feed
Note: Data reflects both Page posts and user stories.
Source: Facebook internal data, August 2012.
14. News feed puts your brand in the center of the
Facebook experience
15. …with more real estate than other publishers
2x
the size of a
300x250 banner
16. …with more real estate than other publishers
Full
screen on
mobile
17. Ask yourself:
Aligned with brand?
Consistent and unique brand
voice?
Will it create more stories?
Is it light-weight?
Will it get maximum reach?
21. Word of mouth at scale AVG. NUMBER
OF FRIENDS
The Facebook
population
207
1billion
Friends of fans
2.070.000
million
Fans
10k
16% of fans
Paid Media
Paid Media
Free
22.
23. The impact of social context
MESSAGE PURCHASE
AD RECALL AWARENESS INTENT
68% 2X 4X
24. News feed is where you get discovered - right hand
side (RHS) complements with the reach you need
25. Yes, TV has reach…
2012 season final had 1.270.000 viewers
26. But so do we…
Every day 1.980.000 Danish users login to facebook
27. Facebook reaches the right people more efficiently
with more accurate ad targeting
Broad campaign accuracy Narrow campaign accuracy
95%
90%
72%
25%
60%
cost cost
savings savings
35%
Online average Facebook Online average Facebook
Source: Nielsen OCR, October 2011.
28. Social is not an objective
Start with your marketing objective and then build your Facebook
strategy
29. The social marketing framework
CONNECT
How many of your customers are fans of your brand?
Connect with the people who will want to engage with your
brand. Avoid gimmicks and incentives to acquire fans.
ENGAGE
How are you making a better Facebook experience for your
fans? Focus on frequent, high-quality publishing from your
page, and promote that content.
INFLUENCE
Are your fans telling their friends about your brand? Help
your fans tell your stories to their friends. The strongest
influence comes from friends.
31. Drive awareness and traffic with Premium placements
Mokaï increased their PTAT with 7X in one day
Overview
• 24 hour “take-over” with blast product
(Reach Block)
• Design contest encouraged offsite
engagement through voting and sharing
News feed
• Page post ads with great visuals ran in
newsfeed and RHS simultaneously
Results
• 6 million page views by 1 million unique
users
• 14x more daily new likes
• 7X more people talking about
• 3,5x more referral traffic to website
32. News Feed only drove lower CPC
Overview
• Posted highly compelling Offer (not using our
Offer function).
• Page post photo with link to website
News feed
• Exclusively using news feed placement
Results
• 5X ROI than the average of previous (RHS)
campaigns
• 8X lower CPC than previous (RHS) campaigns
33. Drive sales with cross-media campaigns (TV + FB)
Overview
• Awareness and expanding consumer base
• facebook campaign that coincided with tv and
print delivery
News feed
• All facebook placements using Page posts ads
and sponsored stories (photo, video, questions)
Results
• 19% of campaign driven sales came from
facebook – only 8% of the total budget was
placed here.
• 30% of German online users were reached with
facebook ads (13 million people). 1.9 million
exclusively reached on facebook
• 2,5X higher ROI on facebook ads than TV -
Maggi and facebook partnered with research company GfK to understand the impact of
adding facebook to the campaign by analyzing reach, sales uplift and ROI
34. Massive reach by combining News feed, RHS and
Logout screen
Overview
• 1 day blast (Reach Block + Logout)
• Create mass awareness about launch
News feed
• All facebook placements using Page posts ads
and sponsored stories (photo, video, questions)
Results
• 13+ million reach on facebook
• 6+ million reach on Logout screen
• 39% increase in search orders
• 24% increase in search order revenue
36. Custom Audiences allows you target, re-target or
exclude CRM database on Facebook
1. Identify segments of
customers or prospects
2. Find these people on Facebook
using email, phone or UID
3. Reach the exact people you
want to talk to with Facebook
ads
37. Custom audiences
Create your own targeting clusters based on
• E-mail addresses
• Facebook user IDs
• Phone numbers
38. OpenSky: Driving more sales by using custom audiences
to display ads for products relevant to the site’s members
Email targeting through custom
audiences to segment its members based
on the category of products they are
interested in. OpenSky then displays Page
post ads to those customers featuring the
best-selling products in those customers’
preferred category.
30%
increase in conversion rates
using custom audiences
40. Facebook Exchange Example – real time bidding:
How does an advertiser know if you’re in the market for a Car?
Your web behavior via cookie data anonymously classifies as an “auto intender”:
Over the past 30-90 Visited: Visit Facebook.com
days you searched • cars.com • served an ad by an auto
for “Cost of New Car” • kellybluebook.com advertiser
on a search engine • allstate.com
41. Facebook Exchange
• Reach: 1 Billion users globally
• Environment & Brand safety: 1 publisher, Facebook.com
• Tellapart: Unique reach: “FBX increases unique reach by 30%”
• Triggit: Recency: “60% of people that navigate away from an advertiser's site see a
retargeted ad on Facebook within the first hour”
• Adroll: ROI: “16x ROI on average for clients”
• MediaMath: Telco: 62% lower CPA
43. Conversion tracking is not new to the industry…
1. 2. 3. 4.
Create conversion Implement tracking pixel Create ads and add View reports to determine
tracking pixel(s) on conversion pages conversion tracking ROI on ad spend
Facebook conversion tracking is in-line
with industry standard practices
44. With optimization, conversion tracking can drive
significant advertiser value
• Conversion tracking • Optimized CPM
Create tracking tags to place Use the OCPM bidding option
on conversion pages and track which delivers ads to users
ROI of your ad spend who are most likely to convert
on your site
Beta results show that OCPM ads generated 66% more
conversions
than identical CPC ads using the exact same budget.
45. Why adding OCPM is so powerful
OCPM efficiently spends your budget by delivering ads
to users most likely to convert
Had high historical CTR
Target
audienc
e Had high historical
conversion rate
Females between 25-35
are more likely to convert
47. Update for DR advertiser
New formats for news feed + increased ad eligibility
48. Link Page post
Image on the offsite destination less than Image on the offsite destination is larger than
154x154px, we will continue showing this 154x154px, we will start showing this format:
format:
Images are now almost 3x as large
= better visual = higher CTRs
49. Page Like ads
Own creative is now allowed in news feed on all devices – only criteria is a facebook LP
51. A new way for people to discover
More ways to be found
• Location
• Categories
• Photos
• Videos
• Connections
• Interests
Improved results
• Bigger photos
• Social context
52. What you can do
Share your information
• Include your name, vanity URL, category, location and information in the About section
• Upload a 620x620 pixel resolution profile photo
• Post content directly on Facebook; only photos and videos posted on your Page can appear as a result for photo and
video-related searches
Strengthen your connections
• Results are based on the connections of the person searching
• It’s not just the number of connections but the strength of those relationships that are important
53. Can I buy ads in Graph Search?
No new ad product
No ads in the search results page
Sponsored Results still work in the search bar