Facebook Media 101

8/3/2019 Facebook Media 101

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Facebook Media 101

How Facebook compares to otherdisplay ad publishers


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Facebook helps people and brands

share stories and have conversations


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Facebook fosters community and

sharing

8% of internet users account for

of clicks

You cant build a brand optimizing for

clicksSource: ComScore study Natural Born Clickers, October 2009


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Cookies-based advertising vs

identity-based advertisingCookie: Invented in 1994

Ad network embeds tracking cookie on your computer

Cookie tracks which sites you visit

Network assumes info about you

Network serves ads based on these assumptions

People: Always the goal Users create an authentic profile, with demographics and interests

Facebook serves relevant ads

Nobody sees an ad without first being authenticated


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Answers > Assumptions

Demographics

Based on the websites youve visited, we think youre

interested in topics that mostly interest men.


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Authenticity improves targeting


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Facebook offers massive reach in NZ

Now 2.2 millionactive users(Nov, 2011)


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Facebook Age Demographic in NZ

22% of all NZusers onFacebook are 45+


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Facebook Gender Demographic in NZ


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New Zealand Facebook Statistics

Average timespent per user25 minutes

Average pageviews peruser122

Active usersper month2.2 million

Active usersper day

1.5 million

Photosuploadedmonthly

1.9 million

New usersdaily2,310

*Facebook Internal Data Nov 2011


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Facebook offers the most time spent in

NZ online.

24M

5.1M

4.3M


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Facebook is now No.1 for Visits & Time Spent in

NZFacebook.com has overtakenGoogle.co.nz to become the mostvisited website in New Zealand, with amarket share of 9.27% of all internetvisits for the day 15/11/2011.


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Four things can happen to a digital ad

The ad isnt seen1

The ad is seen, but isnt clicked on2

The ad is clicked on3

The ad is engaged with4


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The ad isnt seen(but on Facebook theyre likely to be)

Ads with friends

My friend likes this brand

Contextual relevance

1


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The ad is seen, but isnt clicked(marketing isnt just about clicks; Facebook

delivers throughout the funnel)

2

1.6xlift in brand recall

2xlift in messageawareness

4Xlife in purchase intent

Awareness

Opinion

Consideration

Preference

Purchase

Advocacy


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Pages incorporate your brand into the Facebook experience

The ad is clicked(so you get another chance to influence behavior)

3Express

Feature photos of recent,

relevant experiences at

the top of the Page

Communicate

Publish timely messages

and announcements to

your fans

Engage

Engage with your Pages

News Feed from the Pages

point-of-view


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Off-Facebook assets can be

social, too(using Social Plug-ins)

3


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Step 1:David likes a brand, uses anapplication, or checks in to a

location

The ad is engaged with(on Facebook, this creates word-of-mouth)

4

Step 2:A story is generated on Davidsfriends News Feeds which they

may or may not see

David likes this brand


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Facebook population

Fan base500K fans

US data

On Facebook theres a 5th:Scale word-of-mouth with Sponsored Stories

and Ads with Friends

5

My friend likes this brand

Sponsored Stories


Your Brand

Like

Friends of fans

60M friends


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If someone likes your Page,

you stay in their consideration set

Awareness

Opinion

Consideration

Preference

Purchase

Advocacy


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Traditional advertising reaches

people through intermittent blasts


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Facebook fosters continuous

conversation with fans and friendsof fans


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Advocacy doesnt have to come

after purchase

Advocacy

Awareness

Opinion

Consideration

Preference

Purchase


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And advocacy can be scaled

Step 1:

David likes a brand,uses an application,

or checks in to a

location

Step 2:

A story is generated onDavids friends News

Feeds which they may or

may

not see


Step 3:

If this brand included SponsoredStories in their Facebook Ads

campaign, Davids friends would

see this story in the right column

Sponsored Stories


Your Brand

Like

Facebook Media 101

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