Monetizing social discovery Sponsored stories as content … with benefits on Mobile Organic post targeting for pages Top Facebook News since IPO Timeline for Mobile New features: Post Saving, Pages you may like Some Statistics in BE, FR

1. What’s next for FB Mobile?
@ogillin
07/2012

2. Agenda
• Monetizing social discovery
• Sponsored stories as content … with benefits
on Mobile
• Organic post targeting for pages
• Top Facebook News since IPO
• Timeline for Mobile
• New features: Post Saving, Pages you may like
• Some Statistics in BE, FR

3. Monetizing social discovery
• users really don't like traditional mobile ads: On mobile
phones, consumers are most likely to pay attention to
sponsored stories or links over other forms of
ads, according to a new study from Prosper Mobile
Insights.
• But, the real key is monetizing social discovery: In the
same study from Prosper Mobile Insights, consumers
cited relevance as the mobile ad factor most likely to
draw their attention. Social discovery -- the use of
social apps on mobile devices to find nearby people
and places that are most relevant to what users are
doing at that particular moment -- may be the key
business model to make social work on mobile.

4. Sponsored stories as content … with
benefits on Mobile
5/5/12 FB Sponsored stories on
mobile
CTR 15x higher (1.3% vs 0.086%)
Clicks 30% cheaper ($0.42 vs $0.6)
BUT CVR (Conversion) is 16%
lower "They aren't even seeing them as ads”
"They're just seeing them as organic stories.”
Based on 200 million ad impressions
Fans coming from mobile
comment 22% more than desktop
users.
Mobile users "like" posts 63%
more than non-mobile users.
Promoted Tweets engagement rate 1% - 3%

6. Organic post targeting for pages
• The full set of characteristics that can now be targeted
include:
– Age
– Gender
– Interested In
– Relationship Status current
– Education
– College Grad: College Name, Major
– In College: College Name, Major, Years
– In High School
– Workplace
– Plus the old options: Language, and Location: Country,
State, City
• only apply to News Feed distribution.
• All posts will remain visible from the page’s Timeline.
This will allow the friends of fans who don’t meet the
targeting criteria to see stories about their friends
Liking or commenting on the post.
• deprecating an option to publish updates to users who
clicked Like buttons on Open Graph objects around the
web, so this upcoming targeting option for pages could
be a replacement.
• interest-targeting will not be an option for now. New

7. Top FB News since IPO
• 5/30: Facebook Rolls Out ‘Promoted Posts” Feature [Inside Facebook] - Promoted Posts is designed
to make it easy for small businesses to pay for more impressions in the news feed
• 6/5: Buy Mobile-Only Ads On Facebook
• 6/11: Apple Gives FB Deep Integration Into iOS 6
• 6/13: Facebook Exchange: A New Way For Advertisers To Target Specific Users With Real-Time Bid
Ads
• 6/19: They Work! Facebook Mobile Ads Are Clicked 13X More, Earn 11X More Money Than Its
Desktop Ads
• 6/21: Problems For Monetization: Lawsuit Forces Facebook To Let You Opt Out Of Sponsored Story
Ads
• 6/22: Facebook Ads and Sponsored Stories Are Now Running On Zynga.com, Previewing A FB Ad
Network
• 6/27: Facebook Now Lets You “Like” and “Follow” Someone In Any App, Get Their Updates In News
Feed - All part of Facebook’s plan to become the only news feed you need, and monetize attention
with ads.
• 7/6: NOT LAUNCHED: New Mobile Target Ads Based on App Usage
• 7/12: The Facebook Tweak That Killed A Billion-Dollar Industry [CNN Money] - The switch to the
Timeline design for Pages reduced traffic to some Page apps by up to 90%.
• 7/19: Facebook Begins Testing Sponsored Results, Its First Search Typeahead Ads
• 7/25: Zynga Explains “Challenging” Q2: Facebook Platform Changes - Facebook aiding discovery of
new apps over the most popular ones led to revenue decreases, causing its stock price to plummet.

8. What’s next?
Mobile inventory to grow (org. growth, +kids, iOS 6)
Better Targeting based on location (OS only now)
Deeper tracking (Cost-Per-Install FB store)
BUT still limited by size, need new model (ARPU
down)

9. Timeline for Mobile
• 01/12 Mobile Timeline 07/12 on Mobile Pages
!!
!!
+ call
1 scroll down

10. Be aware
Logged out Logged in
1 scroll down

11. FB Post Saving Options on Mobile
Another tool for brands?
Emphasize quality content
Potentially a new metric
for judging content
quality, similar to
“favorited Tweets”

12. Sponsored Stories to
“Pages you may like” mobile module
Started in June without
sponsors
Increase mobile inventory
Effect on CTR TBD
From “Recommended
pages” on desktop: mix of
suggestion or sponsored
stories only ? TBD

13. Some Statistics
BE FR
Population 11m 65.4m
Internet Population 8.5m 50.3m
Facebook 4.6m (Netlog 4m) 24m
Smartphone 2.4m (22%) 24.8m (38%)
population
Mobile Social Network 1.7m (71% frequently) 17m (70% frequently)
(of smartphone) 750k (31% daily) 9.4m (38% daily)
Other smartphone Email (47%), Search Email (62%), Search
activities (36%), internet daily (48%), internet daily
(39%) (39%)
Mobile OS iOS 53%, Android 32%, iOS 54%, Android
Nokia 7%, Blackberry 35.3%, Bada 2.4%,
2.2%, Win 1.6% Nokia 1.8%, Win 1.3%