UK Sales Manager at Facebook David Parfect talks at Social Media World Forum Europe, 2011. (http://www.socialmedia-forum.com/europe/)

1. Facebook: It’s more than just
Social Media.
David Parfect - UK Sales Manager
March 2011
1

2. “Hyper Connectivity”
PEOPLE MAY BE STARTING TO UNDERSTAND THAT WE
ARE ON A PATH TOWARD A MORE CONNECTED
BUT THE REAL
WORLD,
QUESTION IS WHAT IS
POSSIBLE IN A WORLD WITH ALL THESE CONNECTIONS?
WHAT NEW SERVICES AND INDUSTRIES CAN
NOW EXIST? WHAT INDUSTRIES WILL BE
DISRUPTED?
WHAT SOCIAL CHANGE IS NOW POSSIBLE? WHAT
KNOWLEDGE WILL EMERGE
FROM ALL OF THIS
INFORMATION?

3. 600 Million 50% Return 200 Million
Users Daily via Mobile

4. Facebook users in the U.K.
Source: Facebook internal data, Worldwide, January 2011

5. Comparable Audience Volumes
> =
14M+ Episode 1 World Cup Final
Daily reach in UK
13M 13M

6. U.K. demographic breakdown
Gender Age
13-17
13%
35+
Male 34%
Female 18-24
51% 49%
27%
25-34
26%
Source: Facebook internal data, Worldwide, January 2011

7. Real People. Real Identities.

8. The web is being rebuilt around people
Browse Search Discover
90’s 00’s 10’s

9. Shopping is reorganising around people
Amazon Groupon

10. Product development is being
reorganised around people

11. Marketing is being
reorganised around people

12. People & Brands order my world

13. Word of Mouth
Marketing…

14. Word of
Mouth at
Scale
Word of Mouth
Marketing…
At Scale

15. Ads with social context are twice as
effective
1.6x
lift in brand recall
2x VS
lift in message awareness
4x Meg Griffing Sloan, Becca Foy and
14 other friends like Heineken
lift in purchase intent

16. 16

17. Social Context further drives brand
uplift
Facebook population
x
Friends of fans
60M friends
x
Fan base
My friend likes this brand
500K fans
Ads with friends US data

18. Social by Design: Mental model
• Reach • Connect
• Target • Converse
• Amplify • Share
• Ads with • Pages
Friends
• Build
• Sell
• Service
• Platform

19. Brands in Progress: BT

20. Brands in Progress: Heinz

21. Brands in Progress: Diageo
Offline ROI:
5:1 ROI in
Nielsen
NetEffects

22. Social by Design
Photos:
5B/month
Source: Facebook, Mashable

23. Zynga’s FarmVille
Source: Facebook, Mashable

24. Brands’ identity

25. Don’t…
1...create a Facebook Page unless you have something
(interesting) to say
2…think in campaigns – it’s about long term relationship
marketing
3…have a “social media” strategy. Develop a marketing
strategy and make that social
4…think that the story stops with fans – that’s where the
story start
5…only think about facebook.com – about Facebook as a
platform / technology

26. Using pages as content ‘channel’
Extending their TV
campaign to a
Facebook audience

27. Shreddies Knitting Nanas
Increasingly brands
are connecting the TV
marketing campaign

28. Lynx Personal Integration
Lynx (Fallen Angel)

29. Disney Toy Story 3
150,000+ Likes in 1st
weekend, over
100,000 Polls taken,
80,000+ video plays

30. Innovations

31. Social Commerce
• Increased traffic to websites
• Add Social functionality
• Connect sites to Facebook
Over 3 million sites
have now installed
Social Plugins driving on
average +20% more
traffic

32. Levi’s Friend Store

33. Amazon U.S. – ‘My Amazon’

34. Facebook Mobile
Over 10m
mobile
Facebook
users in UK

35. Check In Deals
• Check In to stores &
receive offers
• Businesses can claim their
location Pages
• Create brand new locations

36. Alton Towers – Driving 5,200 people to
their theme Park
Ads driving to page
Event Ads promoting the free
day – over 7,000 RSVP’s

38. Facebook credits
a virtual currency
- Universally accepted across all applications
- Virtual goods only
- Safe and secure
- Seamlessly integrated into our platform

39. Milestones
core apps news feed &
open sign up facebook connect
places
the beginning mobile open platform social plug-ins
2004 2006 2008 2011

41. How far we’ve come (2011)

42. Thank You
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