Educated LinkedIn's EMEA Sales Organization (Marketing, Talent & Sales Solutions) on alternative social media and digital offerings within the market. Objective of the training was to support sellers in practicing consultative selling.

1. LinkedIn Social Media Series: Facebook
July 2012
Jonathan Bradford
Associate Solutions Consultant UK,FR,NL
Nadia James
Account Planner UK

3. Learning objectives
• An overview of Facebook
• A few current events related to Facebook
• An overview of their go to market approach
• A top level understanding of their
marketing product offering

4. Disclaimer
This deck is indented to:
• Provide an overview of Facebook
• Provide an overview of their current product offering
• Marketing is a fast moving market place and so product suite is subject to constant change
• Engagement rates and costs aren't publicly available however guidelines based on public
information have been included as guidelines only
• Facebook is an ever changing business and so best efforts have been made to ensure
information is current and valid
• An effort has been made to ensure the material is impartial
• This deck is not intended as a LinkedIn Vs Facebook sales story

5. Facebook is a public platform!!
Tom has 204
connections
Guess Who?
These guys do not
like rollercoasters

6. Give people the power to share and make the world
more open and connected

7. 955M
Active Users
300M
Photos uploaded daily
552M
Mobile Users
74%
Reach of UK Audience
*Assume figures are monthly, unless otherwise noted.
30M
UK Active Users
(750% growth ‘10-11)
15,636M
UK Minutes Spent on Site
Quick Stats

8. Audience Demographics
Top 5 Pages in UK
Age
Below 20
21%
20-29
28%
30-39
25%
40+
26%
57% of users are classed as ABC1s
53%
Of UK population
are Facebook
users
28.22%
30.89%
49% Male 51% Female
27% of UK
Unique Visitors
live in London
25%
of visits
leaving
Facebook
go to
entertain-
ment site
The average
Facebook user has
100+ likes assoc.
with his/her profile

9. Company Milestones
Facebook
launches
Facebook reaches
1 Million members
Facebook opens
membership
globally
Launch of the
‘news feed’
1 Million
members in
the UK
Launch of self
service Ads and
Facebook Pages
Introduction of
the Like button
Hits 500 million
members WW
Users surge to half
of UK population
(30M)
Facebook makes
Timeline
mandatory
Facebook
announces
mobile App
centre
Facebook files
$5Bn stock
IPO
Facebook buys
Instagram for
$1Bn

10. Timeline
Arranges user profiles and brand pages as a timeline
of their history on Facebook. Allows more free space
for users to customise imagery.
Recent consumer product release

11. Edge Rank
• Algorithm that determines how
relevant a piece of content is to user
and how high up the news feed it
should appear
Features
• Centre of homepage
• Content can include posts, photo
tags, friend requests, event updates,
group membership, etc.
News Feed
Constantly updating list of posts from
people and Pages that a user follows
Recent consumer product release
Beta product testing
‘Pay to promote’ system
currently being trialled in New
Zealand
Users spend 27% of
time on news feed

12. Noteworthy news

13. Monetisation – Intro video
http://www.facebook.com/business

15. Two approaches to market
Field Sales offering
is known as
Premium
Self Serve offering is
known as
Marketplace
Facebook is an advertising business

16. The Advertiser value proposition
Form a strategy that is social by design
Build your Facebook presence (page)
Share content with people who like your page
Reach friends of those who like your page and
attract new fans
Learn, nurture relationships & interact

17. Objective based solution selling
Foster product
development &
innovation
Generate
Awareness
Drive preference
& differentiation
Build loyalty
through
relationships
Amplify
recommendations
through WOM Gain insights
Increase traffic
& sales

18. Marketing solutions product overview
PMD

19. Pages
Brand page updates reach 16% of followers
on average
Features
• Cover Photo – Express brand personality
• Profile Picture – Appears across platform
and on ads
• Views & Apps – Showcase photos and
highlight custom builds
• Pinned Posts – Ensure certain stories
appear at the top
• Larger Stories– Showcase larger video
and stories
• Milestones – Larger images for key events
Global Page
Engagement
July Release of targeted page
post functionality
Facebook’s Reach Generator
guarantees that 75% of a brand’s
fans will see their content

20. Examples
• Like the page
• Offers for those who like
• Focus on photos of their people
• Gift card App
• Like the page
• Share content
• Highlight videos & events
• Like the page
• Photos of events
• Like to watch video content
Consumer B2B High net worth

21. Ads
Features
• 110x80 size
• CPM OR CPC
• Cost £0.40 CPM - untargeted
• Cost £0.50- £0.80 Targeted
• Cost £2.50 – Events / video /
samples
• Avg CTR 0.05%
• Ads are ~29% cheaper if point
within FB’s network
Best practice
• messages with social context gain
68% higher recall and 4x increase
of likelihood to purchase
• Horizontal images and close ups
of faces perform best
Targeting criteria:
Location · Age · Gender ·
Birthday · Relationship
status · Language ·
Education level · Likes
and interests · Friends of
those who like your page
· Current fans
Social ads are
expected to
account for 50%
of Facebook’s
ad budget
CPM +116%
CPC +86%
CTR +78%
2011-2012

22. Sponsored Stories
Features
• Amplify likes, check ins, content
shares, app installs, app usage
• Appears to friends of followers
only
• Auctioned the same as ads via
CPC or CPA
• Appears on web and mobile
interface
Vs. Facebook basic ads
• 46% higher CTR
• 20% lower CPC
• 28% lower CPF
Mobile vs. Desktop
performance
• 13x higher CTR
• 11.2x higher eCPM
Benefits
• Promote word of mouth
recommendations
• Increase brand lift, ad recall, and
likeliness to recommend brand to
friend

23. Platform
Free API offering that helps
developers build applications for
on-, off-, or mobile platform with
Facebook’s social plugins
230m people have played
games on Facebook in past
month
App Center
• Platform agnostic app storefront
• Encourages developers to build
with Facebook connect
• Offers Personalized App
Recommendations
• Attracted 150 m users in 1st month
• Increased app installations by 240%
Video help series posted onto platform
about developing apps

24. Apps
Wrapp allows users
to send gift cards to
their friends
Pinterest lets you
organize and share
images with network
Benefits of Facebook integration
• App can post updates of activity to
user’s network
• Users can see which of their friends
are using an app
• Overall, Word of mouth functionality

25. Insights
Features
• Insights are measured in real
time
• Data segmented by page, post
or tab level
Based on ROI data from 60+
campaigns, 70% of campaigns
resulted in at least 3x return on ad
spend, and 49% achieved at least
5x return on ad spend
Reach:
Paid- Unique view from audience
targeted with sponsored content
Viral- Unique viewers who saw
post through friend
Organic- All unique viewers of
content
Interaction:
• Likes, shares & comments
• High traffic visitor times
• Which posts visitors engage with
most
• Where on site likes were acquired
• Negative feedback

26. Case study- Ben & Jerry’s
Objective: Increase sales
Premium Ads Results
• 4x increase in Reach
• Able to reach 98% of fans
• Engagement Doubled
• For every $1 spent, saw $3 return
in incremental sales
“
We really want to have a holistic
relationship with our community,
with our consumers, about
values, about great ice cream.
“ Example of “Fan Fotos” page
initiative
- Rep from Ben & Jerry’s

27. Case study- Nutella
Objective: Increase awareness
and sales from Dec. 1-24
• Christmas Ad campaign
included TV-Facebook media
plan mix
• Purchased Reach block ads
• Campaign directed people to
like/follow page, and try out
“Advent calendar” app
“
There was a positive cross-
media effect between TV and
Facebook.
“
Results
• Reached 30% of German
online population (3.8M
Unique Impressions)
• Facebook ads accounted for
15% of sales over Christmas
• 2.8 m who saw Facebook ad
did not see the TV campaign
(29% exclusive reach)
- Rep from Nutella’s parent company

28. Confessions of an ad man
Agency set up
• Premium ads continue to be purchased via digital teams
• Self-serve is largely handled via APIs
this is handled by digital or search. A few agencies have set up ‘social
response’ teams whose sole responsibility is the purchase of social
media ads using APIs
Agency use cases for Premium vs Marketplace
• The split is not always as straight forward as brand vs. DR but this offers a
fairly good steer
• Premium ads are primarily for engagement; E.G. drive people to watch a
video, to an event, answer a question etc..
• Marketplace ads are primarily used for traffic

29. Confessions of an ad woman contd
Fan acquisition
• This is nearly always done via self serve (although there is a Premium offering)
• Targeting is an option however this in itself does not affect cost
• They use an auction model so price is according to demand
Field Sales approach
• The Facebook reps talk about the full suite of products. They give feedback and
advice on both Premium and Marketplace offerings.
• They see them as complimentary and generally suggest both to achieve an
advertisers objective.
Management of pages
• Real variety in terms of who has ownership of the status updates. Sometimes the
client does this directly, others are managed by PR or media specialist agencies.

30. Key Takeaways
• 74% of UK internet audience use Facebook; 68% access via mobile
• Users spend 27% of their time on the news feed
• Facebook offers Self service & Marketplace Advertising platforms
• 4 product offerings- pages, ads, sponsored stories & open developer
platform
• Only Sponsored Stories are pushed onto their mobile platform
• Social ads expected to account for 50% of ad budget

31. Links to learn more
• Facebook news room
• Demographics data- Facebook UK
• Road to IPO- Milestones in Facebook’s history
• Best Practice Guide- Marketing on Facebook
• Notes of slides

32. urther Questions?