This document provides an overview of Facebook's effectiveness as a marketing platform based on various metrics and case studies. Some key points: - Facebook is the most important and widely used social media platform for marketers, with nearly half of marketers considering it their most important. Marketers plan to increase spending on Facebook over time. - People spend more time on Facebook than any other website, both on desktop and mobile. Engagement is very high, with over 90% of US smartphone Facebook users checking it daily. - Case studies show Facebook advertising can drive greater brand awareness, recall, and reach customers more cost effectively than other online channels. Close friends and family are also the most influential sources of advice.

1. Vanity Dies Hard
Make Your Facebook Strategy Make Sense

2. “The number of „fans‟ you have does not make you
better than anyone else.
Hitler had millions, and Jesus had 12.”

3. Social Media Is Overwhelmingly About Reach And
Engagement
89%
Increased Exposure
75%
Increased Traffic
69%
Provided Marketplace…
65%
Developed Loyal Fans
61%
Generated Leads
54%
Grow Business…
47%
Reduced Marketing…
43%
Improved Sales
0%
20%
40%
Engagement
Source: Social Media Examiner, Social Media Marketing Industry Report 2013
60%
Reach
80%
ROI
100%

4. Marketing success metrics haven‟t changed

5. The Right Measurement Can Transform Business
Reach
Resonance
Reaction
Numbers, demos, overlap and
frequency
Changes in perception
Impact on sales and
maximizing efficiency across
channels

6. Hmm… Interesting

8. Marketers Plan To Expand Their Social Budgets
18%
16%
16%
14%
12%
10%
8%
9%
7%
6%
4%
2%
0%
Do You Currently Spend On
Social?
Source: The CMO Survey August 2013
Will You Spend In The Next Year?
Will You Spend In Five Years?

9. Facebook Is The Most Important Social Media
Platform For Marketers
9%
12%
49%
14%
16%
Facebook
LinkedIn
Blogging
Source: Social Media Examiner, Social Media Marketing Industry Report 2013
Twitter
Others

10. Marketers Are Planning To Increase How Much
They Use Facebook
3%
4%
28%
66%
Increase
Stay The Same
Source: Social Media Examiner, Social Media Marketing Industry Report 2013

11. FACEBOOK IS ONE OF THE MOST EFFECTIVE
MARKETING PLATFORMS ON THE PLANET

12. 1.1 Billion Active Users Worldwide

13. Reach Your Target Audience At Scale
1.2M
1.1M
1.1M
Female 25+
Relationship
Engaged
Married
13-25 Mobile
Source: Facebook internal data based on inferred and reported data, March 2013

14. Every day, on
average, we see
2.5M
people in
Greece
which is
>5x
than that of
«Το Βήμα»

15. which is
>1.7x
than that of
«Κλεμμένα Όνειρα»

16. which is
>1.5x
than that of
Youtube

17. Every Day, More Time Is Spent On Facebook Than
Anywhere Else Online
Desktop Time Spent
Average Daily Minutes
14
12
Facebook is
10
18%
8
6
4
2
0
of all time spent
on the desktop
Internet every
day

18. People Are Deeply Engaged With
Facebook
90%
63%
of US smartphone owners
read their News Feed at least
once a day
read it several times a day or
are constantly checking it
Source: IDC Always Connected Report, US, March 2013

19. Every Day, More Time Is Spent On Facebook Than
Anywhere Else On Mobile
Mobile Time Spent
Average Daily Minutes
30
25
Facebook &
Instagram are
20
15
27%
10
of all mobile time
spent daily
5
0
Source: comScore Mobile Metrix, US March 2013

20. Drive Business
Growth And Real
Results Across The
Purchase Funnel

21. Drive Greater Brand Resonance Than Other Online
Ad Campaigns
Ad Recall
Online Average
Facebook
Facebook
Brand
Awareness
98%
Online Average
Facebook
Source: Nielsen Brand Effect norms, May 2012
31%

22. The average online reach
for narrowly targeted
campaigns is
27%
accurate
Source: Nielsen OCR, October 2012
The average Facebook reach
for narrowly targeted
campaigns is
91%
accurate

23. Acquire Customers More Efficiently
In a study of campaigns from Q4 2012, cost
per acquisition on Facebook is
Source: Aggregate Knowledge, Q4 2012
68%
less than other
online channels

24. Close Friends And Family Are Most Influential
Sources Of Advice
72%
66%
41%
38%
22%
Close Friends
Family
Source: Nielsen/Facebook Survey, 8/2012
Other Facebook Friends Organisations, companies Celebrities that you're a fan
(excluding close friends) brands products that you're
of
fan of

25. Reach All The People Who Matter To You
The Facebook
population
Friends
of fans
Source: comScore Power of a Like, June 2011
Free
Paid media
Paid media
Paid media
Fans
16% of
fans

26. Drive More Sales More Efficiently
FBX drives
nearly
3x
more
purchases
at
40%
lower cost
Source: MediaMath, December 2012

27. An Always-On-Strategy

28. The Wind Success Story

29. Wind “W” Facebook Premium Launch
The major objectives
were
to
increase
reach, break the clutter
&
drive
strong
awareness.
 Reach Block
 Desktop
 Mobile
 Log out experience
•
Reach 2,5 million In 24 Hrs
50% Of GR Online Population

30. Wind “W” Facebook Premium Launch
“We were very much impressed by the
results, which were truly remarkable
considering our investment in the
medium & the novelty of this advertising
medium.
Our objectives and associated KPIs
were successfully met & even
surpassed our initial expectations.”
Iraklis Doumas, Head of Online,
Wind Hellas
• 20% Raise In New Contract Sales
• 10% Raise In Website‟s Traffic

31. Wind Double Play “Medium” Success Story

32. Maximize Sales Of Wind Double Play Medium
The launch of Double Play M, an onlineonly product, aiming to a broad range of
users was our challenge to effectively
utilize Facebook not only to engage users
to new activities but also to boost online
sales, increase site traffic and activate
mobile advertising.
 Newsfeed Desktop & Mobile
 Marketplace Social Ads
 Facebook Exchange
• 300% Raise In Website‟s Traffic
• 25% Increase in Click to Call
• FBX reduced CPA by 70%
•

33. Vanina Leka
Sales Director ThinkDigital