facebook media 101
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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
David likes this brand
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
David likes this brand
Step 3:
If this brand included SponsoredStories in their Facebook Ads
campaign, Davids friends would
see this story in the right column
Sponsored Stories
David likes this brand
Your Brand
Like