To understand how Facebook media is best used it's important to understand how Facebook uses social context & the convergence of brand storytelling with consumer storytelling through engagement to deliver tangible results for brands.

1. EDUCATION: Facebook Paid Media
August 2012

2. AGENDA
+ Why we Facebook
+ What we know about people & Facebook
+ Effective Storytelling
+ Facebook Paid Media Formats

3. First - why we Facebook

4. Why do we Facebook?
+ Because the people we are talking to do.
USERS PER AVG. NUMBER
MONTH OF FRIENDS
12 MIL 234
* Australian Stats – Facebook Internal Data April 2012

5. QUIZ
Of the 12 million Aussies on Facebook every
month – how many are accessing it from
their mobile?
9 million

6. What do people do on Facebook?
+ Share A LOT of stories
* Australian Stats – Facebook Internal Data April 2012

7. The million dollar question
+How do we get in
on all this action?

8. We become part of the stories
+ Brands have stories to tell, so do people.
On Facebook, consumers will interact with
a brand story if it helps them tell their
personal one.

9. What we know about people & Facebook

10. Not surprisingly…
92% of Australian
consumers trust
earned media (word
of mouth) more than
any other type of
media.
* Up from 75% two years ago. Nielsen 2012 Global Trust in Advertising & Brand Messages

11. Which is great because
+ Facebook is a recommendation engine
with all functionality focused on
generating stories, stories & more stories.
Stories about brands act as
implied word-of-mouth
endorsement.

12. Two big questions
+ Do stories about brands in Facebook work.
I mean actually drive awareness / trial /
sales?
+ How do we generate THE most effective
stories of all?

13. Yes – brands can be effective on Facebook
Facebook fans are much more likely to
purchase, consider & recommend the
brands they engage with on Facebook than
non-fans.
* Forrester research “The Facebook Factor” April 2012

14. Value of a Facebook Fan to Apple
+ A Facebook fan of Apple
is worth 90% more than a
non-fan.
+ Every Apple Facebook
fan results in one new
customer.
+ Fans make up 17% of all
Apple’s new customers.

15. Effective Storytelling: Wall Content

16. To create stories
+ Wall content needs to generate
engagement: Likes | Comments | Shares.
+ This puts branded content into the
newsfeed of fans & their friends.
+ The more engagement the post generates,
the more people will see it, the more it will
be worth to our brands.

17. Posted 4 hours ago
+ And already
viewed by
35,552 people.

18. Tips for posts that drive engagement
+ Short & Sweet: Posts should be less than 90 characters.
+ Pictures tell a 1000 words: Posts with images
consistently outperform those without.
+ Invoke-a-need-to-share: A post that helps the
consumer build on their personal story.
+ Strong call-to-action: Tell the consumer what to do –
they're more likely to do it then!
+ Keep it simple: Posts are usually viewed in the
newsfeed and viewed quickly. The simpler the
message, the more likely they are to respond.

19. Example: Short & sweet

20. Example: A picture tells a thousand words

21. Example: Invoke a need to share

22. Example: Strong call-to-action

23. Example: Keep it simple

24. BUT !
Only 16% of Facebook fans see a
brand page’s story.*
+ Which is where PAID media comes into the
picture.
* Facebook Internal Research

25. Facebook Paid Media

26. Facebook Paid Media helps you reach
+ Fans
+ Friends of fans
+ A targeted but broader
audience beyond fans &
their friends.

27. Friends of Fans Effect
+ The trick to clever marketing in Facebook
is to tell so compelling a story that only
some of your fans engage but that
engagement impacts their friends.
Starbucks fans & friends of fans spent 8%
more & purchased 11% more frequently
than non-fans who are Starbucks buyers.*
* comScore 2011 The Power of a Like

28. Loosely, there are 3 types of Facebook Ads
+ Page Post Ads + Featured
Stories
+ Standard Ads

29. Page Post Ads
+ Select the most compelling
stories from your brand page to
run in this format.
+ You can run anything that you
post onto your brand page wall
but anything over 90 characters
long will be automatically
shortened & any posts that do not
follow Facebook’s advertising
code will be rejected.
+ The aim of this placement is to
generate additional reach &
visibility of highly engaging
posts & as much engagement as
possible [likes | shares |
comments].

30. Featured Stories
+ Amplifies the actions of a person with
a brand to their friends. This gives
the brand social context.
+ Actions that can be amplified include
page likes, post likes, comments,
shares & app interactions.
+ This placement is a good option
when you have a number of fans
already engaging with your content
& can be used instead of other ad
formats to reach a broader audience
than just your page fans.
+ These can be displayed on the right-
hand side with other ads or featured
more prominently in the newsfeed.

31. Standard Ads
+ Should you wish to run
Facebook ads to promote a
brand that is not on
Facebook, standard ads
may be the best format.
They can link to external
websites & display with an
image or video & no social
context.

32. Proof that engaging content + Facebook Ads work!
https://www.facebook.com/video/video.php?v=10101363593993523

33. QUIZ
What ad format is this?

34. AND Don't forget to review the media
plan!
+ It’s common to have more than one ad Facebook ad format
on a media plan & as Facebook has changed the format’s
names several times in recent years, they may be labelled
differently. Follow up with your media agency if you have
questions.

35. Appendix & References

36. References
+ Facebook Ad Guidelines:
+ https://www.facebook.com/ad_guidelines.php
+ Value of an Apple Fan (Satmetrix Net Promotor
Economics)
+ http://www.satmetrix.com/pdfs/NP_Economics_Technology_Final
.pdf
+ The Facebook Factor (Forrester):
+ http://www.forrester.com/The+Facebook+Factor/fulltext/-/E-
RES70661
+ Global Trust in Advertising (Nielsen):
+ http://www.nielsen.com/content/dam/corporate/us/en/reports-
downloads/2012-Reports/global-trust-in-advertising-2012.pdf

37. THANK YOU
Contact us:
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