7. CONNECT
- Connecting with your customers
gives you a way to engage them
directly and stay top of mind
- Focus on QUALITY no QUANTITY.
Your fans should look like your
current customers
8. Find the right customers with sophisticated ad
targeting
Demographic
• Age
• Gender
• DMA
Social (Psychographic)
Personal • Likes & interests
• Friend connections
• City/Emirate/Country
• Activity (e.g., check-ins)
• Birthday
• Intent
• Education
• Workplace
• Relationship status
9. Targeting: Reach mobile consumer audiences
Users of old mobile devices Smartphone users
• People using Facebook on a • People accessing Facebook
phone model (either through a smartphone
smartphone or feature
• Likely to be receptive to
phone) released 3+ years ago
messages about latest
• Likely to be receptive to smartphones and tablets
value–driven messages and
offers for upgrades to a new
smartphone
Active feature phone users Non-current customer
• People using Facebook • People who are not current
through customers of an operator or
a feature phone OEM
• Likely to be receptive to value– • Likely to be interested in
driven messages and offers for messages about deals,
upgrades to a new competitive offers, and
smartphone exclusive smartphones
10. Reach 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.
11. Fans drive direct business ROI
Sales
Brand engagement
Fans spend 8% more
and transact 11%
more frequently Fans conduct 68%
more searches
Web traffic
Fans visit the
site 5x more
Source: The Power of the Like, comScore and Facebook, June 2012
* Numbers compared to average internet user
12. What is the value of a fan?
Fans are high-value consumers (CRM value)
• Incremental sales: Fans purchase 2x as much – Comscore research on
73 brands across 13 categories
• Loyalty: Build a deeper relationship over time and retain loyal customers
• On-going feedback: Fans provide real-time feedback that can help improve
your product and brand
Fans influence their friends
▪ Associate your brand with their identity
▪ Fans choose to associate your brand with their identity
▪ Generate additional reach
▪ Fans share things with their friends and generate stories when they
interact with you: Fans have an average of 200+ friends you can reach
▪ You can promote stories from fans to their friends
▪ Social ads increase ad recall by greater than 50% according
to Nielsen Research studies
13. FACEBOOK AUDIENCE – UNITED ARAB EMIRATES
Saudi = 6.5 M
Egypt = 12 M
Bahrain = 418K
45+ million across the MENA region
Source: Facebook Internal Data, Mar 2012
14. STORIES SHARED EACH MONTH – UNITED ARAB EMIRATES
Source: Facebook Internal Data, Mar 2012
15. Facebook is now the leading online
activity
Facebook consumption vs. other sites (Middle East and Africa)
Source: AMEinfo (based on Omnicom’s Social Media in MENA); Facebook Internal Data, March 2012
17. ENGAGE
• Consistent interaction with your
connections builds relationships and
loyalty
• Create valuable experiences for your
connections
• Focus on frequent, high-quality
publishing on your Page, and
promote that content to reach more
of your fans AND THEIR FRIENDS
18. Amplify messages with media
FACEBOOK POPULATION
INVESTMENT
Advertising
FRIENDS OF FANS & Sponsored
Stories
ALL FANS
FREE 16% OF
FANS
(ON AVERAGE)
20. INFLUENCE
• Leverage WORD OF MOUTH
marketing at scale - the most
valuable form of marketing
• When your customers are engaging
with your brand, let their friends
know about it through Facebook
Sponsored Stories
21. Friends of Fans also drive direct business ROI
Sales
Brand engagement
8% higher spending
by friends of fans 27% more searches
by friends of fans
Web traffic
2.5x more site
visits by friends
of fans
Source: The Power of the Like, comScore and Facebook, June 2012
* Numbers compared to average internet user
22. 6.32 miles
Start
Finish
Mile 3
Integrate 3 runs 22 runs 22 runs
Become social by design
23. INTEGRATE
• Use deep integration with Platform to
make all of your customer touch-points
more meaningful, on and off of Facebook
• Integrate Login with Facebook or Timeline
apps for business to develop a
personalized, social experience for users
24. Our Platform solutions on and off Facebook.com
On Outside
Facebook.com of Facebook.com
Easy implementation
Page apps Like button and
Social plugins
Timeline
Deeper implementation Apps
Canvas apps
Login with
Facebook
26. Social by Design
3 Pillars of Creating Engaging Experiences
G
MA KE SHARIN
SIMPLE
e MAK E IT SCALE
BU ILD from th
P
GROUND U
27. CREATE AN INTEGRATED APPROACH
January February March April May June July August September October November December
Fan Insights User Insights Fan Insights
Coupon Sweepstakes Video Games Philanthropic Tips and Recipes
Distribution Announcement Syndication Campaign
Publishing & CRM
Engaging consumers in
conversation Page publishing (status, photos, links, etc.)
TV Campaign -
Print Campaign - TBD TV Campaign – Product Launch
Holiday
1Q – Branding (Premium ads) 2Q – TBD (Premium ads) 3Q – Product Launch (Premium ads) 4Q – TBD (Premium ads)
Media
Marketplace ads: always on for ongoing fan acquisition
Building awareness and
engagement
Sponsored Stories: always on for ongoing fan amplification to friends
Monitor fan engagement (change publishing and media strategy as needed)
Measurement Check-in against Check-in against
Evaluate fan
Check-in against Check-in against
demographics against
Progress toward goals Poll fans to learn Q1 goals Q2 goals Q3 goals Poll fans to learn Q4 goals
assumptions
Fine-tune strategy needs needs
Major branding initiatives/ sponsorships/ PR/ trade activity
Initiatives Sweepstakes Product launch Back to school
party
Themes, key messages, major Spring break
events/sponsorships
Note: Measurement is carried out via agencies and internal teams using FB (and other) tools
27
28. WHY PEOPLE SHARE
1. TO MAKE MY LIFE EASIER: TIPS / TRICKS, ADVICE, DISCOVER SOMETHING NEW
29. WHY PEOPLE SHARE
1. TO MAKE MY LIFE EASIER: TIPS / TRICKS, ADVICE, DISCOVER SOMETHING NEW
2. TO BUILD RELATIONSHIPS: REWARD FANS (EXCLUSIVE ACCESS, FAN-ONLY
PROMOTIONS, SPOTLIGHT), ENTERTAIN FANS
30. WHY PEOPLE SHARE
1. TO MAKE MY LIFE EASIER: TIPS / TRICKS, ADVICE, DISCOVER SOMETHING NEW
2. TO BUILD RELATIONSHIPS: REWARD FANS (EXCLUSIVE ACCESS, FAN-ONLY
PROMOTIONS, SPOTLIGHT), ENTERTAIN FANS
3. TO HELP OTHERS: ASK FOR FEEDBACK, ENABLE/ENCOURAGE FANS TO HELP EACH
OTHER AND THEIR FRIENDS
31. WHY PEOPLE SHARE
1. TO MAKE MY LIFE EASIER: TIPS / TRICKS, ADVICE, DISCOVER SOMETHING NEW
2. TO BUILD RELATIONSHIPS: REWARD FANS (EXCLUSIVE ACCESS, FAN-ONLY
PROMOTIONS, SPOTLIGHT), ENTERTAIN FANS
3. TO HELP OTHERS: ASK FOR FEEDBACK, ENABLE/ENCOURAGE FANS TO HELP EACH
OTHER AND THEIR FRIENDS
4. TO CRAFT OUR IDENTITY: ENABLE ME TO EXPRESS WHO I AM
32. WHY PEOPLE SHARE
1. TO MAKE MY LIFE EASIER: TIPS / TRICKS, ADVICE, DISCOVER SOMETHING NEW
2. TO BUILD RELATIONSHIPS: REWARD FANS (EXCLUSIVE ACCESS, FAN-ONLY
PROMOTIONS, SPOTLIGHT), ENTERTAIN FANS
3. TO HELP OTHERS: ASK FOR FEEDBACK, ENABLE/ENCOURAGE FANS TO HELP EACH
OTHER AND THEIR FRIENDS
4. TO CRAFT OUR IDENTITY: ENABLE ME TO EXPRESS WHO I AM
44. A Typical Brief
CREATIVE BRIEF:
BACKGROUND:
KEY CONSUMER INSIGHT:
THE STRATEGIC IDEA:
EXECUTIONAL CONSIDERATIONS
44
45. Social by Design Brief
CREATIVE BRIEF:
BACKGROUND:
KEY ENGAGEMENT INSIGHT (why they would engage):
KEY SOCIAL INSIGHT (why they would share):
THE STRATEGIC IDEA:
45
EXECUTIONAL CONSIDERATIONS
47. Boost Page content through Ads and Sponsored
Stories to engage friends of fans
Facebook
population"
88 M Friends of
fans"
Fan base"
590K fans"
47
48. QUESTIONS TO ASK FOR EACH POST
Aligned with brand purpose?
Consistent and unique
personality?
Provides value to fans?
Reinforces brand message?
Light-weight? Conversational? Ask
questions, contain call to actions,
involve your friends, right cadence,
use photos/videos/polls?
Boosted by premium?
49. More questions to ask
1. Is the language as tight as can be and under 90 characters?
2.
Could the story only come from your brand?
3. Does the image or video thumbnail provide a clear visual cue for
your story?
4. Does it offer value to the user?
5. Is there a reason to post this story today?
=
51. We build social technology that drives business growth
Ads and
Pages Sponsored Stories
52. Pages are mission control for your business
Ads and
Pages Sponsored Stories
53. Your Page is mission control on Facebook
Everything starts with your Page
54. Good
publishing,
strong
engagement
–
good
Ramadan
campaign
speaking
to
local
markets,
Pepsi
Arabia
TV
channel
campaign
showed
strong
engagement
for
video
seeding.
55. Good
example
of
the
brand
understanding
their
tone
of
voice
and
posiIoning
–
can
have
very
high
engagement
rates
at
key
campaign
periods.
56. Great
at
mixing
up
publishing
content,
giving
exclusive
Facebook
content
etc
57. Best
example
of
well
thought
out
and
executed
publishing
strategy,
always
has
high
engagement
on
posts,
visuals
are
always
fantasIc,
and
very
conversaIonal
58. Ads to reach people and their friends
Ads and
Pages Sponsored Stories
60. Sponsored stories to reach
ADS
Ads to reachare connected to AND
people you people you are NOT
connected to (new audiences)
THEIR FRIENDS
61. 3 placements for Ads and Sponsored Stories
Marketplace Premium
Right-hand side Right-hand side News feed
Any pages (1 of up to 7) homepage Desktop and mobile
62. Here’s how Ads/SS work together
Homepage
Homepage
Page post from page
Sponsored Stories*: Fans and their friends
Ads: New audiences
Mobile
*People are seeing a story that they could have seen in their News Feed. A business has paid to ensure that the viewer sees a story that they may have seen any way in their News Feed.
63. Sponsored Stories
Voice of Brand Voice of User
Social context increases both message awareness (2x)
and purchase intent (4x).
64. News feed is where 950M+ people spend time
sharing the most important parts of their lives
40%
of peoples’ time
on Facebook is
on news feed
Source: comScore, June 2012.
65. News feed is also where people stay connected
with brands wherever they are
40-‐150x
more likely people will
consume branded
content on the
news feed than on
a brand Page
Source: comScore, June 2011.
66. News feed provides advertisers with the most
scaled, dynamic mobile platform
22M
543M
MENA
mobile monthly
active users
67%
YOY mobile
MAU growth
Source: Facebook 10Q, June 2012.
67. …with more real estate than other publishers
Breakthrough with bigger ads
2x
the size of a
300x250 banner
68. Your brand can be the core of our mobile experience
Full
screen on
mobile
70. Reach Block
• Facebook News
Feed placement
• Guaranteed first
impressions
• Massive reach
• Any Premium Ad
71. Sight, sound & motion: Make an impact
with Facebook’s video log out unit
72. Media Planning on Facebook
For key activities and events, invest in blocks of Premium placement
Run Sponsored Stories to connect with fans and their friends.
Run Marketplace Ads to grow your fan base.
Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
73. Our unique value proposition
Reach Relevance
950M + MAUs 90-95% audience
45 + M in MENA accuracy
Engagement Social context
3.2B likes & 50% increase
comments per day in ad recall
74. Facebook formula for ROI
Share of Share of
Time Mind
= Share of MARKET
Share of
Conversation
