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Facebook’s Blast Products

Facebook’s Blast Products. March 2011 For questions, email: BlastProducts@fb.com. Internal Only. Overview. Goal : Sell more blast products Solutions / Tools to help with consultative sales : Better positioning and case studies for RBs & TBs Better value prop for FB Home Page

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Facebook’s Blast Products

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  1. Facebook’s Blast Products • March 2011 • For questions, email: BlastProducts@fb.com

  2. Internal Only Overview • Goal: Sell more blast products • Solutions / Tools to help with consultative sales: • Better positioning and case studies for RBs & TBs • Better value prop for FB Home Page • Better competitive data on FB vs. other media • Flexible packages and pricing to meet specific client goals • Blast extension program with up to 60% savings • Longer-Term areas of focus:

  3. Internal Only In 2010, Reach Blocks used primarily to acquire fans

  4. Internal Only Times are changing In 2010, 4.5 RBs were sold per week.In 2011, we are only selling 2 per week and 3-4 TBs because clients have advanced beyond fan acquisition. # sold per week # sold per week 2 RBs 3-4 TBs 4.5 RBs 2011 2010

  5. Internal Only New products for new times In conjunction with 2.5, we have repositioned the blast products to focus on clients’ objectives after they have acquired a solid fan base.

  6. Internal Only Competitive pricing matrix This is an internal-only slide. No numbers should be shared externally. The spirit of this matrix is to show that Facebook offers massive reach at efficient frequency and pricing for a price-per-exposed-user that’s lower than our competition. Internal estimates as of March 29, 2011; Please do not share externally; Please note that there can be wide variations in final $.

  7. Internal Only Setting us up for success AEs are set up to be consultative advisors with a portfolio of repositioned premium products that enable clients to reach brand objectives beyond the fan Added value to blast products including flexible pricing up to $1.2M Added ability to measure reach with OCR Reports (online GRP beta) and efficacy with Brand Effect

  8. Internal Only OCR beta update Enables advertisers, for the first time, to use the TV standard of measurement to assess reach and frequency on Facebook ads • Measurement areas: • Demographic • Reach • Frequency

  9. Refer to full deck for 30 min overview 3 minute “napkin” story • If you want to reach a large, targeted, unduplicated audience, Facebook is the way to do it. • 1. Facebook has much greater dailyreachthan any other media: 74M on FB every day vs. Yahoo! (31M), YouTube (24M) American Idol (20M) and Time Magazine (3M) • 2. Facebook delivers media to targeted customers determined by the advertiser so there’s no overlapping coverage. For example, for women 18-34, websites like Yahoo! and TV shows like American Idol have 80%+ of media hitting the wrong demographic. • 3. Advertisers can see GRP of a Facebook campaign alongside TV and other online media with Nielsen OCR reports (online GRP beta) and measure the brand impact of their campaign with Nielsen Brand Effect • For a limited time, Facebook is offering a promotion that gives our premium partners savings of up to 60% Source: Daily reach figures from internal Facebook Data (Mar 2011), Nielsen, (Mar 2011) & Audit Bureau of Circulations (Dec 2010)

  10. Internal Only Intended audience The promotion and attached materials are best suited for client who have: Campaign budget (IO) for $300K-$1M media buys A solid base of fans A good understanding of 2.5 & word of mouth at scale, but may be new to Premium Ads This promotion may be less effective with client who are: Only interested in Marketplace Don’t think ads are effective Just measuring clicks Stuck on ROI/Sales metrics

  11. Facebook’s Premium Products • March 2011 • Client Facing Materials

  12. This value is captured on the Facebook Home Page Slide is Animated, AE to Customize 43% of news shared via social networks Premium Ads are the only ones I see on the Home Page Catch up with friends, 3B photos posted per month Find friends online and chat See who’s birthday is today

  13. In the context of your friends Brands Music Conversations News Shopping Friends

  14. In a way that follows us throughout our day Office Commute Home

  15. Reach with Facebook is massive and accurate 74M 31M 24M 20M 17.6M 7.7M 3.3M Source: Daily reach figures from internal Facebook Data (Mar 2011), Nielsen, (Mar 2011) & Audit Bureau of Circulations (Dec 2010)

  16. Facebook Home Page • Guaranteed first impressions • Massive reach • Many ad types • Video • Poll • Event Reach Block

  17. Reach Block drove 1.1M donations • “This has blown away all our expectations…” - • Anne Herrington, Vice President of Marketing, Mars Petcare Reach Block success story

  18. Reach Block success story • Reach Block drove $4M in incremental revenue • 26% of exit poll study reported remembering seeing Facebook ad

  19. Reach Block success story • Reach Block drove best sales week in 2010 • “Facebook is a valuable partner for us.” • - James O’Reilly, Chief Concept Officer, Einstein Bros. Bagels

  20. Reach Block success story Reach Block drove 1M+ downloads of Ovi Maps in first week of launch “This proves that people were very receptive of this great offer and—by providing them the means via Facebook.” - MadsWinbland, Vice President of Marketing, Nokia

  21. Reach Block drove 139% increase to website traffic 15M+ organic impressions 343M impressions Reach Block success story

  22. Target Block • Facebook Home Page • Targeted reach • High engagement across 3 days

  23. Modularized Section TV + Web Reach just your target (e.g. Females 18-34) 24M 5.1M 4.3M 84% Off Target 2.2M 1.8M Source: Daily reach figures from internal Facebook Data & Nielsen, March 2011

  24. Modularized Section TV + Web Reach just your target (e.g. Males 18-34) 20M 4.3M 4.5M 5.7M 85% Off Target 1.8M Source: Daily reach figures from internal Facebook Data & Nielsen, March 2011

  25. Modularized Section Web Only Reach just your target (e.g. Females 18-34) 24M 5.1M 4.3M 84% Off Target 2.1M .8M Source: Daily reach figures from internal Facebook Data & Nielsen, March 2011

  26. Modularized Section Web Only Reach just your target (e.g. Males 18-34) 20M 4.3M 4.5M 84% Off Target 1.8M .6M Source: Daily reach figures from internal Facebook Data & Nielsen, March 2011

  27. Modularized Section TV Only Reach just your target (e.g. Females 18-34) 24M 2.2M 1.8M 86% Off Target 1.6M 1.6M Source: Daily reach figures from internal Facebook Data & Nielsen, March 2011

  28. Modularized Section TV Only Reach just your target (e.g. Males 18-34) 20M 20M 5.7M 5.7M 1.8M 1.8M 85% Off Target 1.4M 1.4M 1.1M 1.1M Source: Daily reach figures from internal Facebook Data & Nielsen, March 2011

  29. Major motion picture success with Target Block $3.3M incremental revenue on opening weekend +13 points ad recall +7 points brand awareness

  30. Major auto manufacturer success with Target Block +6 points ad recall for new line of hybrid vehicle

  31. Major snack food company success with Target Block +10 points messageassociation

  32. This is how it works STEP 3: Stay top of mind with your fans and friends of fans by publishing on your page STEP 1: Use a blast product to leverage Facebook’s broad reach and accurate targeting capabilities STEP 2: Continue the conversation by using Sponsored Stories or Premium Sustained Media to drive word of mouth at scale

  33. Target Blocks blast awareness to the right demographic Drive engagement and virality through word of mouth Shampoo Shampoo

  34. Blast extension fuels virality and word of mouth engagement engagement time time Blast extension sustains engagement and fuels virality and word of mouth Blast products build momentum

  35. RB Focused Premium product offers Blast Products Increase engagement through word of mouth Massive reach Word of Mouth at Scale

  36. RB Focused, w/o $200K TB Premium product offers Blast Products Increase engagement through word of mouth Massive reach Word of Mouth at Scale

  37. TB Focused Target Block offers Target Block Increase engagement through word of mouth Word of Mouth at Scale Targeted reach

  38. Facebook’s premium products “Always-On” Strategy Blast Strategy Target Block Campaign Sustained Demographic or Geographic Targeting Target Reach Block Broad Reach 1-3 Days Always-On Strategy 6 Weeks Duration

  39. Reach with Facebook is massive and accurate 17.6M 20M 10.1M 12.8M 9.7M 70M people 70M people Source: FB internal data and Nielsen, March 2011

  40. And there is no duplication on Facebook 33% duplication on TV Source: Facebook Internal Data & Nielsen, March 2011

  41. Reach your target (e.g. Females 18-34) 24 million F 18-34 Off Target 2.2M 1.8M 1.6M 1.6M 86% is off target with other media

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