Presentation by Elliot Connor at the Direct Marketing Association of Singapore event

1. The Facebook Marketplace - Gain 'Buzz'
As Well As Profit from Social Media
Campaigns
Eliot Connor

2. Topics
1) Facebook by numbers
2) Why have a Facebook page
3) Why will this enable me to sell more
4) How and why do I advertise to grow this
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3. Stat Attack
Facebook stats
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6. Facebook Penetration in Asia
Country Active Users Internet Users Penetration
Singapore 2,970,000 3,658,400 81%
Malaysia 12,700,000 16,902,600 75%
Philippines 28,000,000 29,700,000 94%
Thailand 14,800,000 18,310,000 81%
Indonesia 52,200,000 39,600,000 132%
Vietnam 4,440,000 29,268,606 15%
Australia 11,700,000 17,033,826 69%
India 52,600,000 100,000,000 53%
Taiwan 12,300,000 16,147,000 76%
Japan 12,000,000 99,182,000 12%
Hong Kong 4,130,000 4,878,713 85%
Korea 9,320,000 39,440,000 24%
New Zealand 2,240,000 3,600,000 62%
Macau 223,800 280,900 80%
Brunei 262,300 318,900 82%
Bangladesh 2,850,000 1,735,020 164%
Pakistan 6,840,000 20,431,000 33%
Total 229,576,100 440,486,965 52%
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7. …More often than anywhere else
Hours spent per
person per month
6:35
40%
of all time spent on
3:20 the top 10 websites
in the world
1:55 2:07
MicrosoftTM YahooTM GoogleTM Facebook
Desktop
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8. Linking Internally
1:1 relationships
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9. Why build a Facebook page?
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10. Why build a Facebook page?
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11. People are extremely engaged on Facebook…
85%
of people on Facebook
are content creators
5.5B stories
posted every day
(worldwide, average)
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12. And they’re interacting with each other
180B news feed
impressions every day
(worldwide, average)
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13. Your brand can be in the center of this engagement
13

14. …with more real estate than other publishers
Breakthrough with bigger ads
2x
the size of a
300x250 banner

15. Your brand can be the core of a mobile experience
Full
screen on
mobile
15

16. Use Page Posts in news feed to engage across platforms –
wherever people are
>10X
more engagement
with Page posts in
the news feed
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17. The power of social context

18. What is Social Context
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19. 2 degrees of separation
Facebook population
Friends of fans
Fan base
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20. Influence people more powerfully and authentically via
word of mouth at scale
I just bought this for $300. Check it out!
92% 47%
trust word of mouth trust TV, radio & newspaper
of friends & family
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21. Generate higher brand resonance than other online ad
campaigns
Better ad recall
online average
Facebook
+98%
Greater brand awareness
online average
Facebook
+31
%
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22. Capture more conversions more effectively
than the online average
Share of conversions
35%
online average lower cost per
conversion
+192%
Facebook
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23. Drive offline sales
In an analysis of 60+ campaigns on Facebook:
70%
had a 3x or greater
return on ad spend
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24. Drive offline sales
In an analysis of 60+ campaigns on Facebook:
70%
had a 3x or greater
return on ad spend
49%
had a 5x or greater
return on ad spend
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25. How do you reach these users

26. Find the right customers with sophisticated ad targeting
Demographic
• Age
• Gender
• DMA
Social
Personal
• Likes & interests
• City/State/Zip • Friend connections
• Birthday • Activity (e.g., check-
• Education ins)
• Workplace • Intent
• Relationship status
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27. Ad Types
• Normally link offsite and consist of Header, Body and Image
Standard Ads (only recommended if you don’t have a brand page). Image
plus 90 characters of text
• Link into the Facebook page, have a "like" button at the
Page Posts bottom of the ad. These are purely text up to 90 characters
• Shows users a freeze frame of the video with the click going
Video Page Posts to an Overlay player. Video (hosted on Facebook or
elsewhere) + 90 characters of text
• Similar to Video Page Posts but has a static image opposed
Photo Page Posts to a video. Image + 90 characters of text
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28. Ad illustrations
Standard Ad Page Post
Video Page Post Photo Page Post
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29. Ad Types
Question Page • Allows you to ask a question of the users with 2 of the
potential answers visible. 90 characters of text.
Posts
• Similar to Standard ads allowing you to show an image with
Link Page Posts an external link to a website or microsite. Image plus 90
characters of text.
• Highlight an event and allow users to put it in their diary to
Event Page Posts be reminded of it as it comes around. Image plus 90
characters of text.
Sponsored • These can be the most responsive ad on Facebook and
enables you to reach friends of existing Fans. Nothing is
Stories required apart from access to the brand page to run these.
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30. Ad Illustrations
Question Page Post Link Page Post
Sponsored Story
Event Page Post
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31. Use multiple creative
More creatives = more variations = more clicks
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32. Working with Facebook
Every plan needs to have a strategy and Facebook has its
own platform
1) Create your own brand page to enable users to find out
more information and interact with you
2) Create a brand page strategy. What do you want to tell
your Fans
3) Link advertising to this page or externally to a website
to build a user base
4) Engage with these users over and over again
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33. Success Stories

34. Electronic Arts generated $4.38 in sales for
every ad dollar spent to launch Battlefield 3
Connect
• Gained 1.5M new fans for the page
Engage
• Page served as campaign hub for 7 months pre-
launch – premiered game & exclusive content
• Mission App allowed core gamers to earn
discount
• 800K+ 'People Talking about This' week
of launch
Influence
• $12.1M in incremental sales from Facebook
• Generated $4.38 in sales for every $1 spent on
Facebook media
• Biggest game launch ever for EA
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35. Best Western drove 20% YOY revenue growth
with their ‘Be a Travel Hero’ campaign
Connect
• Campaign targeted primarily to adults 25+ and to
business travelers based on Likes & Interests
Engage
• Page posts, sponsored stories,
and polls engaged people
• Fans logged into ‘Be a Travel Hero’ app
and invited friends to join
• Saw 12x increase in page engagement
Influence
• 20% YOY revenue growth (>8 digits)
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36. Question Time?