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FACEBOOK GOES PUBLICWHAT NOW?             A perspective on Facebook in 2012                   from Publicis Modem London
FACEBOOK IS A BUSINESSTHAT COLLECTS USER DATA TOSELL TO ADVERTISERS        “If you are not paying for it, youre not the cu...
BETWEEN APRIL AND JUNE,THE COMPANY WILL GO PUBLIC                         “The deal […] could raise as much as $10 billion...
SO HOW IS FACEBOOKCURRENTLY PERFORMING?
WITH MORE THAN 845 MILLIONUSERS, FACEBOOK IS THEDOMINANT SOCIAL PLATFORM                                                  ...
IN 2011, FACEBOOK GENERATED$3.7 BILLION IN REVENUEAND $1 BILLION IN PROFIT                        — Facebook S-1’s filling...
AND FOR THE LAST 5 YEARS,                $3,711mREVENUE HAS BEENGROWING RAPIDLY           $1,974m                  $777m  ...
Advertising                        85%FACEBOOK GENERATESREVENUE IN TWO WAYS:ADVERTISING AND FB CREDITS           Credits  ...
DESPITE STRONG ADVERTISINGREVENUE, FACEBOOK HAS ROOMTO GROW IN THE GLOBAL MARKET         In 2010, Brands spent $64 billion...
IN 2010, FACEBOOK OWNED3% OF THE PIE WHEREAS                                GoogleGOOGLE OWNED 46%                        ...
HOW CAN FACEBOOK INCREASEITS SHARE OF THE PIE?
TWO WAYS TO GROW REVENUE:1.  ADD MORE USERS2.  INCREASE REVENUE PER USER
ADDING MORE USERSWILL BE A CHALLENGE “[Facebook] user growth had slowed in the U.S. and Canada… a deeper look…            ...
SO FACEBOOK MUST FOCUSON INCREASING AVERAGEREVENUE PER USER          2009   2010                    2011                  ...
FACEBOOK IS WELL BEHINDGOOGLE WHEN IT COMES TOREVENUE PER USER      “Google generates 6X more revenue per user than Facebo...
“IT TOOK FACEBOOKALMOST 800 MINUTES OF USERTIME TO GET $1 IN REVENUE”                   — The Globe and Mail, 02.02.12,   ...
HOW CAN FACEBOOK INCREASEAVERAGE REVENUE PER USER?
ENSURE THAT EVERY USERIS LOCKED-IN"Lock-in is the point at which users are so invested in their technology that even if   ...
BY ENSURING LOCK-IN, USERTIME SPENT INCREASES ANDSO DOES THEIR DATA PROFILE
TIME SPENT, DATA ANDEFFECTIVENESS ARE THE KEYSTO ATTRACTING BRAND SPEND    “From the point of view of the online advertise...
INCREASED TIME SPENTMEANS SELLING MORE ADS  “We now see that keeping traffic within Facebook via Fanning and Facebook     ...
WHEREAS INCREASED DATAMEANS SELLING BETTER ADS"As a business strategy, the Internet giants’ formula is simple: The more pe...
“THE FIGHT BETWEENGOOGLE AND FACEBOOKHINGES ON WHICH CAN ACHIEVELOCK-IN FOR THE MOST USERS”                               ...
FACEBOOK USED 3 APPROACHESTO BUILD LOCK-IN FROMTHE BEGINNING
1. DEFINE USER’S IDENTITY& CONNECT PEOPLETO PEOPLE         2004   2006   2004   2005
2. ALLOW ANYONE TO CREATEWITHIN THE PLATFORM                2006         2007
3. BECOME THE SOCIAL LAYERTHAT CONNECTS THE WEB          2009   2006
SPREADING                                                        THE SOCIAL LAYER                                         ...
IN 2011, FACEBOOK RELEASEDNEW PRODUCTS THATCONTINUE THIS STRATEGY
#1. 	  THE TIMELINEA NEW DIGITAL IDENTITYFOR EVERY USER     “The next five years, the next era is going to be defined by t...
THE TIMELINE RE-ARRANGESYOUR PROFILE INFORMATION
1. COVER2. STORIES   3. APPS
USERS CAN NOW ADD SPECIFICAPPS TO THEIR TIMELINE
TIMELINE ALLOWS FACEBOOKTO KNOW YOUR DETAILEDDIGITAL HISTORY, NOT JUSTYOUR CURRENT PROFILE
#2. 	  THE OPEN GRAPHA FUNDAMENTAL CHANGE IN HOWSOCIAL EXPERIENCES WORK             “All your stories, all your apps and a...
FACEBOOK KNEW WHAT YOU LIKE    “Sharing content to Facebook meant clicking the "Like" button, cutting                     ...
NOW WITH OPEN GRAPH,FACEBOOK KNOWS WHAT YOU DO “Anytime youre reading news from a social news app or listening to music fr...
BRANDS NEED TOGO BEYOND THE LIKE…                       “We want 100K fans”                 — A common request, 2011
…AND THINK ABOUT ACTIONS“This new expressive language means you will be able to add whatever verb you so    choose. You ca...
— Facebook f8, 2011
WHAT ROLE DO PEOPLEPLAY IN YOUR STORY?    “With all content increasingly filtered through social networks, its what       ...
THE GUARDIANON FACEBOOKACTION: ”READ”OBJECT: “ARTICLES”
FORDON FORD.COMACTION: ”CUSTOMISE”OBJECT: “CARS”
HOW DO THE OPEN GRAPH ANDTIMELINE INCREASE REVENUEPER USER?
APPS ENHANCEFACEBOOK’S DATA SET  “At best, if a company knows which articles you read or what mood you’re in, it can    se...
FACEBOOK KNOWSWHO YOU ARE, WHAT YOU LIKE& WHAT YOU ARE DOING (ONLINE)
AND THE CLOSER USERS ARE TOFACEBOOK, THE MORE TARGETEDTHEY CAN BE FOR BRANDSFor Valentine’s Day, Facebook Data Team shared...
IMPROVED TARGETINGIMPROVES EFFICIENCY             “Facebook Sponsored Stories Ads Have 46% Higher CTR”                    ...
TIMELINE AND OPEN GRAPHBUILD ON FACEBOOK’S LOCK-INSTRATEGY
SPREADING                                                        THE SOCIAL LAYER                                         ...
WHAT NEXT?9 “WHAT IF’S?” FROM US
#1. 	  WHAT IF ALL BRAND PAGESBECOME BRAND TIMELINES? 	  
Brands currently use pages to act as social hubs for specific experiences.                        Pages become the place w...
#2. 	  WHAT IF YOU COULD TARGETADS BASED ON A USERSDETAILED HISTORY? 	  
Actions-Based Ad Targeting: Brands can target a number of things using Facebook’sexisting ad platform – demographic, locat...
#3. 	  WHAT IF FACEBOOK SOLD ADSBASED ON PLATFORM USAGEON OTHER SITES? 	  
The Facebook Platform is used across hundreds of thousands of websites – from “Like’ buttons to Facebook logins. Facebook ...
#4. 	  WHAT IF THE STREAMPREDICTED FUTURE ACTIONS? 	  
The ‘Future Stream’ – As Facebook Graph Rank becomes more action focused,  historic user patterns could help predict futur...
#5. 	  WHAT IF FACEBOOKCREATES ITS OWN PRODUCTRECOMMENDATION ENGINE? 	  
“Products you may want’ – Facebook already has a ‘People you may know’ and‘Recommended Pages’ product. Why not use a users...
#6. 	  WHAT IF FACEBOOK STARTEDPAYING USERS TO MARKETPRODUCTS?	  
Facebook currently piggybacks on their users actions (via Sponsored Stories) byproviding targeted executions to their frie...
#7. 	  WHAT IF FACEBOOK CREDITSBECOME THE DOMINANTDIGITAL CURRENCY? 	  
Facebook Credits + NFC = True Mobile Wallet – as more and more mobile devices are NFC-enabled, more retailers will provide...
#8. 	  WHAT IF FACEBOOK MADEA ‘PAUSE SHARING’ BUTTON? 	  
Turn off ‘frictionless sharing’ – with every application auto-publishing user actions  and a second-by-second Ticker updat...
#9. 	  WHAT IF FACEBOOK EXTENDSITS AD NETWORK TO OTHERWEBSITES?	  
Extending Ads Network – Facebook is the most popular social network                      website and has one of the bigges...
WHAT DO YOU THINKFACEBOOK COULD DO NEXT?            Let us know on Twitter by using #fbwhatif                             ...
THANKS FOR READING– Tyler Turnbull,                    – Damien Le Castrec,Joint Head of Planning               Planner  t...
THANKS FOR THEIR INSPIRATION_    blue_beetle, 26.08.10, metafilter.com    The Wall Street Journal, 28.01.12, Facebook re...
ABOUT PUBLICIS MODEM_  Publicis Modem is a full service digital agency within the Publicis Worldwide  network offering str...
IMPROVED TARGETINGIMPROVES EFFICIENCY “Facebook Sponsored
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IMPROVED TARGETINGIMPROVES EFFICIENCY “Facebook Sponsored Facebook Goes Public. What now?

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IMPROVED TARGETINGIMPROVES EFFICIENCY “Facebook Sponsored Stories Ads Have 46% Higher CTR” — TGB Digital, 16.01.12, Heres Facebooks Q4 Ad Performance In A Set Of Delightful Charts

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