Post on 10-Feb-2018
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 268
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 468
WELCOME TO FACEBOOK THE ANNUAL
7222019 Facebook - The Annual 2013
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lsquoMove fastrsquo
Before I joined Facebook I thought of these as two simple words I had no idea how
important they were to the fabric of this company how they influence our actions and
decisions every single day And although I had experienced fast-paced environments
before I certainly couldnrsquot have guessed how my first six months would flash past in a
blur of activity
But even when moving fast itrsquos important to take time to reflect ndash if only for a moment
This book is one of those moments a rare opportunity to take stock of the journey wersquove
been on over the last 12 months Itrsquos been an incredible year not just for Facebook but for
our clients and partners too
In the year in which we hit the million-advertiser mark there are more of you than ever
before enjoying great success on our platform and helping us evolve our business so
we can better understand and serve your needs
Facebook The Annual is our way of taking the time to say thank you Itrsquos a collection
of articles wersquove published throughout the year in our regular newsletter the Facebook
Download alongside brand new content insights and perspectives from across the
region Itrsquos an extended digest of 2013 but itrsquos also a snapshot of where we are and
where wersquore headed
I look forward to continuing this journey with you in 2014
Best wishes
Nicola Mendelsohn
VP EMEA Facebook
The articles appearing within this publication reflect the opinions and attitudes of theirrespective authors and not necessarily those of the publishers or editorial team copy Facebook Inc 2014
Art Directed and Designed by
7222019 Facebook - The Annual 2013
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| 06
10-11 What is Facebook VP Chris Cox considers the past
present and future of Facebook
12-13 All of the People who Matter to You How many Facebook users does it take to make
a region Find out with this EMEA infographic
14-15 Candy Crushing It Riccardo Zacconi reveals how
Kingcom took gamingrsquos global crown
16-17 Spotlight Q1 in a picture and Post
18-19 Success Stories Proven results from Facebookrsquos
business frontlines
20-21 Making the Play Carolyn Everson VP of Global Marketing
Solutions on her work-life playbook
24-25 Life Through a Lens Instagramrsquos Kevin Systrom offers
a snapshot of our new visual culture
26 The Art of Craft The 2013 Facebook Studio Awards
recognised the power of storytelling
28-29 Success Stories Proven results from Facebookrsquos
business frontlines
30-31 Spotlight Q2 in a picture and Post
32-33 Agency Insight Aegis CEO Rob Horler talks clarity
change and collaboration
34-35 The Beatquake This is what it looks like when songs go viral on Facebook
7222019 Facebook - The Annual 2013
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38-39 Is Connectivity a Human Right The battle to bring the next
five billion people online
40-41 Success Stories Proven results from Facebookrsquos
business frontlines
42 Reach on the Beach Why Facebook is the only
sun screen for advertisers
43 Summer Buzzinrsquo How Pimmrsquos won the Wimbledon buzz battle
44-45 Spotlight Q3 in a picture and Post
46-47 Travel Gets Real Travellers are turning to Facebook to discover
experience and relive their holidays online
48 Thanks a Million With one million advertisers on Facebook
itrsquos time for a group hug
49 Power to the People What does the economic impact
of Facebook look like across Europe
52-53 The Prehistoric Itch Forget about lsquonewrsquo media ndash social
networks are 2000 years old
54-55 The Medium and the Messenger What does it feel like to have your
finger on the pulse of a billion people
56-57 Spotlight Q4 in a picture and Post
58 Whatrsquos the Story
Unilever rsquos Debbie Weinstein explainswhat lsquostorytellingrsquo means to her
59 Launch it Like Beckham The worldrsquos biggest stars are getting
closer to their fans
60-61 Success Stories Proven results from Facebookrsquos
business frontlines
62-63 Soul Music Deezer CEO Axel Dauchez is on a mission
to restore musicrsquos emotional value
64-65 Festive Facebook rsquoTis the season to go mobile
with this Christmas infographic
7222019 Facebook - The Annual 2013
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| 08
JANUARY FEBRUARY MARCH
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 10
WHAT IS FACEBOOK
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1268
U N I T E
D K I N G
D O M
E v e r y d a
y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 3
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 9
o f
i n t e
r n e t
u s e r s
i n t h e U
K
T h a t s 5 1
o f
m o b i l e
p h o
n e
u s e r s i n
t h e U
K
I T A L Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 4 o f
m
a c t i v
e
r e t u
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 7
1
o f i n t e
r n e t
u s e r s i n I t a l y
T h a
o
F R A N
C E
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 9
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 3
o f
i n t e
r n e t
u s e r s
i n F r a n c
e
T h
a t s 3 3
o f
m o b i l e
p h o
n e
u s e r s i n
F r a n c
e
S P A I N
E v e r y d
a y
E v e r y m
o n t h
p e o p
l e d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 7
o f m
o n t h l y
a c t i v
e u s
e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p
l e m o n t h l y
o n m o b
i l e
T h a t s 5 8
o f i n t e
r n e t
u s e r s i n S p
a i n
T h a t s 3 2
o f m o b i l e
p h o n
e u s e r s
i n S p a i n
| 12
7222019 Facebook - The Annual 2013
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T U R K E Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e 7 4
o f m
o n t h l y
a c t i v e u s e r s
r e t u r n
d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
G E R M
A N Y
E v e r y d
a y
E v e r y m
o n t h
p e
o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 6
o f m o n
t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o
p l e m
o n t h l y
o n m
o b i l e
T h a t s
4 3
o f
i n t e
r n e t
u s e r s
i n G e r m a n y
T h a t s 2 7
o f m o b i l e
p h o n
e
i n G e
S W E D E N
E v
e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 8
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 5 7
o f
i n t e
r n e t
u s e r s
i n S w e
d e n
T h a t s 5 3
o f m o b i l e
p h o n
e u s e r s
i n S w e
d e n
I S R A E L
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
p e o p l e
m o n t h l y
p e o p l e
m o n
o n m o b i l
7
Source Facebook Internal Data based on stated and inferred data June 2013 percentage of internet and mobile phone users calculated with data from eMarketer AprilM
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| 14| 14
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Interview
Riccardo Zacconi likes to makes a point very
very clearly ldquoSocial mobile and micro-transactionsrdquo
he says explaining the coincidence of factors that helped
his company King become one of the hottest games
developers in the world
ldquoWhen we started in 2003 casual gaming was already
a broad-interest industry but now I can play anywhere
rather than having to play on a computerrdquo
His relaxed long-view approach is at odds with thepopular perception of King as an overnight success story
propelled by the phenomenally popular Candy Crush Saga
ldquoIt took us 10 yearsrdquo laughs Zacconi ldquoWe launched
nearly 200 casual games on Kingcom After you launch
that many games you know what works and what doesnrsquotrdquo
King shifted gear in April 2012 when it ported Candy
Crush over to Facebook tapping into a potential audience
ndash at that time ndash of just under a billion people
ldquoThere are two aspects behind why Facebook is coreThe first one is the user experience and the second one
is the marketingrdquo says Zacconi
ldquoOn the web you need to ask every person to enter
their email address to choose a password then you have
to do the same with friends On Facebook itrsquos one click
ldquoAnd then to be able to target new players based
on demographic on whether they like games their
age gender and country is extremely valuable I can
also identify players who have played our games versus
people who have not played the gamesrdquo
The combination of social mobile and micro-
transactions means that a staggering 225 milliongamers now play Kingrsquos titles every month But does
the monolithic success of Candy Crush in fact pose a
challenge to King After all the casual games industry
has seen more than its share of one-hit wonders
ldquoIs the games industry hit-driven Yes no doubtrdquo says
Zacconi ldquoIf you look at Electronic Arts or Activision are
they a one-trick pony No they have several successful
titles But in the last 12 months we developed five of the
top 10 games on Facebook
ldquoIf we do the things wedo today in three yearstime we will not behere We continuously
need to innovate topush the enveloperdquo
ldquoWe say to our users lsquoYou like Candy Try Pet Rescue
or Farm Heroes or Papa Pear rsquo Were building a network
of games where we can say the player enjoys lsquoKingrsquo games
We are not discounting the chance that we will have
another megahit but we donrsquot need another megahitrdquo
Not only is Zacconi relaxed about the possibility of
repeating Candy Crushrsquos success he believes that tryingto revisit the past makes bad business sense ldquoIf we do
the things we do today in three years time we will not be
here So we continuously need to innovate to push the
envelope to experiment ndash which we are doingrdquo
With an estimated 150m monthly active users on its Facebook app and one billion
plays every day British game developer Kingcom is one of the yearrsquos biggest successstories CEO Riccardo Zacconi lifts the lid on how Kingcom took the crownCANDY CRUSHING IT
Artwork by Ad
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| 16| 16
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
7222019 Facebook - The Annual 2013
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| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
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Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
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| 20| 20
7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
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| 22
APRIL MAY JUNE
7222019 Facebook - The Annual 2013
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httpslidepdfcomreaderfullfacebook-the-annual-2013 2468
| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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7222019 Facebook - The Annual 2013
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2968
GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3068
| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3168
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httpslidepdfcomreaderfullfacebook-the-annual-2013 3268
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3368
7222019 Facebook - The Annual 2013
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
7222019 Facebook - The Annual 2013
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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WELCOME TO FACEBOOK THE ANNUAL
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lsquoMove fastrsquo
Before I joined Facebook I thought of these as two simple words I had no idea how
important they were to the fabric of this company how they influence our actions and
decisions every single day And although I had experienced fast-paced environments
before I certainly couldnrsquot have guessed how my first six months would flash past in a
blur of activity
But even when moving fast itrsquos important to take time to reflect ndash if only for a moment
This book is one of those moments a rare opportunity to take stock of the journey wersquove
been on over the last 12 months Itrsquos been an incredible year not just for Facebook but for
our clients and partners too
In the year in which we hit the million-advertiser mark there are more of you than ever
before enjoying great success on our platform and helping us evolve our business so
we can better understand and serve your needs
Facebook The Annual is our way of taking the time to say thank you Itrsquos a collection
of articles wersquove published throughout the year in our regular newsletter the Facebook
Download alongside brand new content insights and perspectives from across the
region Itrsquos an extended digest of 2013 but itrsquos also a snapshot of where we are and
where wersquore headed
I look forward to continuing this journey with you in 2014
Best wishes
Nicola Mendelsohn
VP EMEA Facebook
The articles appearing within this publication reflect the opinions and attitudes of theirrespective authors and not necessarily those of the publishers or editorial team copy Facebook Inc 2014
Art Directed and Designed by
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| 06
10-11 What is Facebook VP Chris Cox considers the past
present and future of Facebook
12-13 All of the People who Matter to You How many Facebook users does it take to make
a region Find out with this EMEA infographic
14-15 Candy Crushing It Riccardo Zacconi reveals how
Kingcom took gamingrsquos global crown
16-17 Spotlight Q1 in a picture and Post
18-19 Success Stories Proven results from Facebookrsquos
business frontlines
20-21 Making the Play Carolyn Everson VP of Global Marketing
Solutions on her work-life playbook
24-25 Life Through a Lens Instagramrsquos Kevin Systrom offers
a snapshot of our new visual culture
26 The Art of Craft The 2013 Facebook Studio Awards
recognised the power of storytelling
28-29 Success Stories Proven results from Facebookrsquos
business frontlines
30-31 Spotlight Q2 in a picture and Post
32-33 Agency Insight Aegis CEO Rob Horler talks clarity
change and collaboration
34-35 The Beatquake This is what it looks like when songs go viral on Facebook
7222019 Facebook - The Annual 2013
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38-39 Is Connectivity a Human Right The battle to bring the next
five billion people online
40-41 Success Stories Proven results from Facebookrsquos
business frontlines
42 Reach on the Beach Why Facebook is the only
sun screen for advertisers
43 Summer Buzzinrsquo How Pimmrsquos won the Wimbledon buzz battle
44-45 Spotlight Q3 in a picture and Post
46-47 Travel Gets Real Travellers are turning to Facebook to discover
experience and relive their holidays online
48 Thanks a Million With one million advertisers on Facebook
itrsquos time for a group hug
49 Power to the People What does the economic impact
of Facebook look like across Europe
52-53 The Prehistoric Itch Forget about lsquonewrsquo media ndash social
networks are 2000 years old
54-55 The Medium and the Messenger What does it feel like to have your
finger on the pulse of a billion people
56-57 Spotlight Q4 in a picture and Post
58 Whatrsquos the Story
Unilever rsquos Debbie Weinstein explainswhat lsquostorytellingrsquo means to her
59 Launch it Like Beckham The worldrsquos biggest stars are getting
closer to their fans
60-61 Success Stories Proven results from Facebookrsquos
business frontlines
62-63 Soul Music Deezer CEO Axel Dauchez is on a mission
to restore musicrsquos emotional value
64-65 Festive Facebook rsquoTis the season to go mobile
with this Christmas infographic
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| 08
JANUARY FEBRUARY MARCH
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| 10
WHAT IS FACEBOOK
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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U N I T E
D K I N G
D O M
E v e r y d a
y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 3
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 9
o f
i n t e
r n e t
u s e r s
i n t h e U
K
T h a t s 5 1
o f
m o b i l e
p h o
n e
u s e r s i n
t h e U
K
I T A L Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 4 o f
m
a c t i v
e
r e t u
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 7
1
o f i n t e
r n e t
u s e r s i n I t a l y
T h a
o
F R A N
C E
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 9
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 3
o f
i n t e
r n e t
u s e r s
i n F r a n c
e
T h
a t s 3 3
o f
m o b i l e
p h o
n e
u s e r s i n
F r a n c
e
S P A I N
E v e r y d
a y
E v e r y m
o n t h
p e o p
l e d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 7
o f m
o n t h l y
a c t i v
e u s
e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p
l e m o n t h l y
o n m o b
i l e
T h a t s 5 8
o f i n t e
r n e t
u s e r s i n S p
a i n
T h a t s 3 2
o f m o b i l e
p h o n
e u s e r s
i n S p a i n
| 12
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1368
T U R K E Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e 7 4
o f m
o n t h l y
a c t i v e u s e r s
r e t u r n
d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
G E R M
A N Y
E v e r y d
a y
E v e r y m
o n t h
p e
o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 6
o f m o n
t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o
p l e m
o n t h l y
o n m
o b i l e
T h a t s
4 3
o f
i n t e
r n e t
u s e r s
i n G e r m a n y
T h a t s 2 7
o f m o b i l e
p h o n
e
i n G e
S W E D E N
E v
e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 8
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 5 7
o f
i n t e
r n e t
u s e r s
i n S w e
d e n
T h a t s 5 3
o f m o b i l e
p h o n
e u s e r s
i n S w e
d e n
I S R A E L
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
p e o p l e
m o n t h l y
p e o p l e
m o n
o n m o b i l
7
Source Facebook Internal Data based on stated and inferred data June 2013 percentage of internet and mobile phone users calculated with data from eMarketer AprilM
7222019 Facebook - The Annual 2013
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| 14| 14
7222019 Facebook - The Annual 2013
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Interview
Riccardo Zacconi likes to makes a point very
very clearly ldquoSocial mobile and micro-transactionsrdquo
he says explaining the coincidence of factors that helped
his company King become one of the hottest games
developers in the world
ldquoWhen we started in 2003 casual gaming was already
a broad-interest industry but now I can play anywhere
rather than having to play on a computerrdquo
His relaxed long-view approach is at odds with thepopular perception of King as an overnight success story
propelled by the phenomenally popular Candy Crush Saga
ldquoIt took us 10 yearsrdquo laughs Zacconi ldquoWe launched
nearly 200 casual games on Kingcom After you launch
that many games you know what works and what doesnrsquotrdquo
King shifted gear in April 2012 when it ported Candy
Crush over to Facebook tapping into a potential audience
ndash at that time ndash of just under a billion people
ldquoThere are two aspects behind why Facebook is coreThe first one is the user experience and the second one
is the marketingrdquo says Zacconi
ldquoOn the web you need to ask every person to enter
their email address to choose a password then you have
to do the same with friends On Facebook itrsquos one click
ldquoAnd then to be able to target new players based
on demographic on whether they like games their
age gender and country is extremely valuable I can
also identify players who have played our games versus
people who have not played the gamesrdquo
The combination of social mobile and micro-
transactions means that a staggering 225 milliongamers now play Kingrsquos titles every month But does
the monolithic success of Candy Crush in fact pose a
challenge to King After all the casual games industry
has seen more than its share of one-hit wonders
ldquoIs the games industry hit-driven Yes no doubtrdquo says
Zacconi ldquoIf you look at Electronic Arts or Activision are
they a one-trick pony No they have several successful
titles But in the last 12 months we developed five of the
top 10 games on Facebook
ldquoIf we do the things wedo today in three yearstime we will not behere We continuously
need to innovate topush the enveloperdquo
ldquoWe say to our users lsquoYou like Candy Try Pet Rescue
or Farm Heroes or Papa Pear rsquo Were building a network
of games where we can say the player enjoys lsquoKingrsquo games
We are not discounting the chance that we will have
another megahit but we donrsquot need another megahitrdquo
Not only is Zacconi relaxed about the possibility of
repeating Candy Crushrsquos success he believes that tryingto revisit the past makes bad business sense ldquoIf we do
the things we do today in three years time we will not be
here So we continuously need to innovate to push the
envelope to experiment ndash which we are doingrdquo
With an estimated 150m monthly active users on its Facebook app and one billion
plays every day British game developer Kingcom is one of the yearrsquos biggest successstories CEO Riccardo Zacconi lifts the lid on how Kingcom took the crownCANDY CRUSHING IT
Artwork by Ad
7222019 Facebook - The Annual 2013
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| 16| 16
7222019 Facebook - The Annual 2013
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1868
| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1968
Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
7222019 Facebook - The Annual 2013
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| 20| 20
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2168
In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2468
| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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7222019 Facebook - The Annual 2013
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2968
GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3068
| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3268
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3368
7222019 Facebook - The Annual 2013
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3968
NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4368
1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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WELCOME TO FACEBOOK THE ANNUAL
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lsquoMove fastrsquo
Before I joined Facebook I thought of these as two simple words I had no idea how
important they were to the fabric of this company how they influence our actions and
decisions every single day And although I had experienced fast-paced environments
before I certainly couldnrsquot have guessed how my first six months would flash past in a
blur of activity
But even when moving fast itrsquos important to take time to reflect ndash if only for a moment
This book is one of those moments a rare opportunity to take stock of the journey wersquove
been on over the last 12 months Itrsquos been an incredible year not just for Facebook but for
our clients and partners too
In the year in which we hit the million-advertiser mark there are more of you than ever
before enjoying great success on our platform and helping us evolve our business so
we can better understand and serve your needs
Facebook The Annual is our way of taking the time to say thank you Itrsquos a collection
of articles wersquove published throughout the year in our regular newsletter the Facebook
Download alongside brand new content insights and perspectives from across the
region Itrsquos an extended digest of 2013 but itrsquos also a snapshot of where we are and
where wersquore headed
I look forward to continuing this journey with you in 2014
Best wishes
Nicola Mendelsohn
VP EMEA Facebook
The articles appearing within this publication reflect the opinions and attitudes of theirrespective authors and not necessarily those of the publishers or editorial team copy Facebook Inc 2014
Art Directed and Designed by
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| 06
10-11 What is Facebook VP Chris Cox considers the past
present and future of Facebook
12-13 All of the People who Matter to You How many Facebook users does it take to make
a region Find out with this EMEA infographic
14-15 Candy Crushing It Riccardo Zacconi reveals how
Kingcom took gamingrsquos global crown
16-17 Spotlight Q1 in a picture and Post
18-19 Success Stories Proven results from Facebookrsquos
business frontlines
20-21 Making the Play Carolyn Everson VP of Global Marketing
Solutions on her work-life playbook
24-25 Life Through a Lens Instagramrsquos Kevin Systrom offers
a snapshot of our new visual culture
26 The Art of Craft The 2013 Facebook Studio Awards
recognised the power of storytelling
28-29 Success Stories Proven results from Facebookrsquos
business frontlines
30-31 Spotlight Q2 in a picture and Post
32-33 Agency Insight Aegis CEO Rob Horler talks clarity
change and collaboration
34-35 The Beatquake This is what it looks like when songs go viral on Facebook
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38-39 Is Connectivity a Human Right The battle to bring the next
five billion people online
40-41 Success Stories Proven results from Facebookrsquos
business frontlines
42 Reach on the Beach Why Facebook is the only
sun screen for advertisers
43 Summer Buzzinrsquo How Pimmrsquos won the Wimbledon buzz battle
44-45 Spotlight Q3 in a picture and Post
46-47 Travel Gets Real Travellers are turning to Facebook to discover
experience and relive their holidays online
48 Thanks a Million With one million advertisers on Facebook
itrsquos time for a group hug
49 Power to the People What does the economic impact
of Facebook look like across Europe
52-53 The Prehistoric Itch Forget about lsquonewrsquo media ndash social
networks are 2000 years old
54-55 The Medium and the Messenger What does it feel like to have your
finger on the pulse of a billion people
56-57 Spotlight Q4 in a picture and Post
58 Whatrsquos the Story
Unilever rsquos Debbie Weinstein explainswhat lsquostorytellingrsquo means to her
59 Launch it Like Beckham The worldrsquos biggest stars are getting
closer to their fans
60-61 Success Stories Proven results from Facebookrsquos
business frontlines
62-63 Soul Music Deezer CEO Axel Dauchez is on a mission
to restore musicrsquos emotional value
64-65 Festive Facebook rsquoTis the season to go mobile
with this Christmas infographic
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| 08
JANUARY FEBRUARY MARCH
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| 10
WHAT IS FACEBOOK
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U N I T E
D K I N G
D O M
E v e r y d a
y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 3
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 9
o f
i n t e
r n e t
u s e r s
i n t h e U
K
T h a t s 5 1
o f
m o b i l e
p h o
n e
u s e r s i n
t h e U
K
I T A L Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 4 o f
m
a c t i v
e
r e t u
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 7
1
o f i n t e
r n e t
u s e r s i n I t a l y
T h a
o
F R A N
C E
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 9
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 3
o f
i n t e
r n e t
u s e r s
i n F r a n c
e
T h
a t s 3 3
o f
m o b i l e
p h o
n e
u s e r s i n
F r a n c
e
S P A I N
E v e r y d
a y
E v e r y m
o n t h
p e o p
l e d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 7
o f m
o n t h l y
a c t i v
e u s
e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p
l e m o n t h l y
o n m o b
i l e
T h a t s 5 8
o f i n t e
r n e t
u s e r s i n S p
a i n
T h a t s 3 2
o f m o b i l e
p h o n
e u s e r s
i n S p a i n
| 12
7222019 Facebook - The Annual 2013
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T U R K E Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e 7 4
o f m
o n t h l y
a c t i v e u s e r s
r e t u r n
d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
G E R M
A N Y
E v e r y d
a y
E v e r y m
o n t h
p e
o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 6
o f m o n
t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o
p l e m
o n t h l y
o n m
o b i l e
T h a t s
4 3
o f
i n t e
r n e t
u s e r s
i n G e r m a n y
T h a t s 2 7
o f m o b i l e
p h o n
e
i n G e
S W E D E N
E v
e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 8
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 5 7
o f
i n t e
r n e t
u s e r s
i n S w e
d e n
T h a t s 5 3
o f m o b i l e
p h o n
e u s e r s
i n S w e
d e n
I S R A E L
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
p e o p l e
m o n t h l y
p e o p l e
m o n
o n m o b i l
7
Source Facebook Internal Data based on stated and inferred data June 2013 percentage of internet and mobile phone users calculated with data from eMarketer AprilM
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| 14| 14
7222019 Facebook - The Annual 2013
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Interview
Riccardo Zacconi likes to makes a point very
very clearly ldquoSocial mobile and micro-transactionsrdquo
he says explaining the coincidence of factors that helped
his company King become one of the hottest games
developers in the world
ldquoWhen we started in 2003 casual gaming was already
a broad-interest industry but now I can play anywhere
rather than having to play on a computerrdquo
His relaxed long-view approach is at odds with thepopular perception of King as an overnight success story
propelled by the phenomenally popular Candy Crush Saga
ldquoIt took us 10 yearsrdquo laughs Zacconi ldquoWe launched
nearly 200 casual games on Kingcom After you launch
that many games you know what works and what doesnrsquotrdquo
King shifted gear in April 2012 when it ported Candy
Crush over to Facebook tapping into a potential audience
ndash at that time ndash of just under a billion people
ldquoThere are two aspects behind why Facebook is coreThe first one is the user experience and the second one
is the marketingrdquo says Zacconi
ldquoOn the web you need to ask every person to enter
their email address to choose a password then you have
to do the same with friends On Facebook itrsquos one click
ldquoAnd then to be able to target new players based
on demographic on whether they like games their
age gender and country is extremely valuable I can
also identify players who have played our games versus
people who have not played the gamesrdquo
The combination of social mobile and micro-
transactions means that a staggering 225 milliongamers now play Kingrsquos titles every month But does
the monolithic success of Candy Crush in fact pose a
challenge to King After all the casual games industry
has seen more than its share of one-hit wonders
ldquoIs the games industry hit-driven Yes no doubtrdquo says
Zacconi ldquoIf you look at Electronic Arts or Activision are
they a one-trick pony No they have several successful
titles But in the last 12 months we developed five of the
top 10 games on Facebook
ldquoIf we do the things wedo today in three yearstime we will not behere We continuously
need to innovate topush the enveloperdquo
ldquoWe say to our users lsquoYou like Candy Try Pet Rescue
or Farm Heroes or Papa Pear rsquo Were building a network
of games where we can say the player enjoys lsquoKingrsquo games
We are not discounting the chance that we will have
another megahit but we donrsquot need another megahitrdquo
Not only is Zacconi relaxed about the possibility of
repeating Candy Crushrsquos success he believes that tryingto revisit the past makes bad business sense ldquoIf we do
the things we do today in three years time we will not be
here So we continuously need to innovate to push the
envelope to experiment ndash which we are doingrdquo
With an estimated 150m monthly active users on its Facebook app and one billion
plays every day British game developer Kingcom is one of the yearrsquos biggest successstories CEO Riccardo Zacconi lifts the lid on how Kingcom took the crownCANDY CRUSHING IT
Artwork by Ad
7222019 Facebook - The Annual 2013
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| 16| 16
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
7222019 Facebook - The Annual 2013
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| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
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Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
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| 20| 20
7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
7222019 Facebook - The Annual 2013
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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httpslidepdfcomreaderfullfacebook-the-annual-2013 468
WELCOME TO FACEBOOK THE ANNUAL
7222019 Facebook - The Annual 2013
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lsquoMove fastrsquo
Before I joined Facebook I thought of these as two simple words I had no idea how
important they were to the fabric of this company how they influence our actions and
decisions every single day And although I had experienced fast-paced environments
before I certainly couldnrsquot have guessed how my first six months would flash past in a
blur of activity
But even when moving fast itrsquos important to take time to reflect ndash if only for a moment
This book is one of those moments a rare opportunity to take stock of the journey wersquove
been on over the last 12 months Itrsquos been an incredible year not just for Facebook but for
our clients and partners too
In the year in which we hit the million-advertiser mark there are more of you than ever
before enjoying great success on our platform and helping us evolve our business so
we can better understand and serve your needs
Facebook The Annual is our way of taking the time to say thank you Itrsquos a collection
of articles wersquove published throughout the year in our regular newsletter the Facebook
Download alongside brand new content insights and perspectives from across the
region Itrsquos an extended digest of 2013 but itrsquos also a snapshot of where we are and
where wersquore headed
I look forward to continuing this journey with you in 2014
Best wishes
Nicola Mendelsohn
VP EMEA Facebook
The articles appearing within this publication reflect the opinions and attitudes of theirrespective authors and not necessarily those of the publishers or editorial team copy Facebook Inc 2014
Art Directed and Designed by
7222019 Facebook - The Annual 2013
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| 06
10-11 What is Facebook VP Chris Cox considers the past
present and future of Facebook
12-13 All of the People who Matter to You How many Facebook users does it take to make
a region Find out with this EMEA infographic
14-15 Candy Crushing It Riccardo Zacconi reveals how
Kingcom took gamingrsquos global crown
16-17 Spotlight Q1 in a picture and Post
18-19 Success Stories Proven results from Facebookrsquos
business frontlines
20-21 Making the Play Carolyn Everson VP of Global Marketing
Solutions on her work-life playbook
24-25 Life Through a Lens Instagramrsquos Kevin Systrom offers
a snapshot of our new visual culture
26 The Art of Craft The 2013 Facebook Studio Awards
recognised the power of storytelling
28-29 Success Stories Proven results from Facebookrsquos
business frontlines
30-31 Spotlight Q2 in a picture and Post
32-33 Agency Insight Aegis CEO Rob Horler talks clarity
change and collaboration
34-35 The Beatquake This is what it looks like when songs go viral on Facebook
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38-39 Is Connectivity a Human Right The battle to bring the next
five billion people online
40-41 Success Stories Proven results from Facebookrsquos
business frontlines
42 Reach on the Beach Why Facebook is the only
sun screen for advertisers
43 Summer Buzzinrsquo How Pimmrsquos won the Wimbledon buzz battle
44-45 Spotlight Q3 in a picture and Post
46-47 Travel Gets Real Travellers are turning to Facebook to discover
experience and relive their holidays online
48 Thanks a Million With one million advertisers on Facebook
itrsquos time for a group hug
49 Power to the People What does the economic impact
of Facebook look like across Europe
52-53 The Prehistoric Itch Forget about lsquonewrsquo media ndash social
networks are 2000 years old
54-55 The Medium and the Messenger What does it feel like to have your
finger on the pulse of a billion people
56-57 Spotlight Q4 in a picture and Post
58 Whatrsquos the Story
Unilever rsquos Debbie Weinstein explainswhat lsquostorytellingrsquo means to her
59 Launch it Like Beckham The worldrsquos biggest stars are getting
closer to their fans
60-61 Success Stories Proven results from Facebookrsquos
business frontlines
62-63 Soul Music Deezer CEO Axel Dauchez is on a mission
to restore musicrsquos emotional value
64-65 Festive Facebook rsquoTis the season to go mobile
with this Christmas infographic
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| 08
JANUARY FEBRUARY MARCH
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 10
WHAT IS FACEBOOK
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7222019 Facebook - The Annual 2013
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U N I T E
D K I N G
D O M
E v e r y d a
y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 3
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 9
o f
i n t e
r n e t
u s e r s
i n t h e U
K
T h a t s 5 1
o f
m o b i l e
p h o
n e
u s e r s i n
t h e U
K
I T A L Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 4 o f
m
a c t i v
e
r e t u
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 7
1
o f i n t e
r n e t
u s e r s i n I t a l y
T h a
o
F R A N
C E
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 9
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 3
o f
i n t e
r n e t
u s e r s
i n F r a n c
e
T h
a t s 3 3
o f
m o b i l e
p h o
n e
u s e r s i n
F r a n c
e
S P A I N
E v e r y d
a y
E v e r y m
o n t h
p e o p
l e d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 7
o f m
o n t h l y
a c t i v
e u s
e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p
l e m o n t h l y
o n m o b
i l e
T h a t s 5 8
o f i n t e
r n e t
u s e r s i n S p
a i n
T h a t s 3 2
o f m o b i l e
p h o n
e u s e r s
i n S p a i n
| 12
7222019 Facebook - The Annual 2013
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T U R K E Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e 7 4
o f m
o n t h l y
a c t i v e u s e r s
r e t u r n
d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
G E R M
A N Y
E v e r y d
a y
E v e r y m
o n t h
p e
o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 6
o f m o n
t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o
p l e m
o n t h l y
o n m
o b i l e
T h a t s
4 3
o f
i n t e
r n e t
u s e r s
i n G e r m a n y
T h a t s 2 7
o f m o b i l e
p h o n
e
i n G e
S W E D E N
E v
e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 8
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 5 7
o f
i n t e
r n e t
u s e r s
i n S w e
d e n
T h a t s 5 3
o f m o b i l e
p h o n
e u s e r s
i n S w e
d e n
I S R A E L
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
p e o p l e
m o n t h l y
p e o p l e
m o n
o n m o b i l
7
Source Facebook Internal Data based on stated and inferred data June 2013 percentage of internet and mobile phone users calculated with data from eMarketer AprilM
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| 14| 14
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Interview
Riccardo Zacconi likes to makes a point very
very clearly ldquoSocial mobile and micro-transactionsrdquo
he says explaining the coincidence of factors that helped
his company King become one of the hottest games
developers in the world
ldquoWhen we started in 2003 casual gaming was already
a broad-interest industry but now I can play anywhere
rather than having to play on a computerrdquo
His relaxed long-view approach is at odds with thepopular perception of King as an overnight success story
propelled by the phenomenally popular Candy Crush Saga
ldquoIt took us 10 yearsrdquo laughs Zacconi ldquoWe launched
nearly 200 casual games on Kingcom After you launch
that many games you know what works and what doesnrsquotrdquo
King shifted gear in April 2012 when it ported Candy
Crush over to Facebook tapping into a potential audience
ndash at that time ndash of just under a billion people
ldquoThere are two aspects behind why Facebook is coreThe first one is the user experience and the second one
is the marketingrdquo says Zacconi
ldquoOn the web you need to ask every person to enter
their email address to choose a password then you have
to do the same with friends On Facebook itrsquos one click
ldquoAnd then to be able to target new players based
on demographic on whether they like games their
age gender and country is extremely valuable I can
also identify players who have played our games versus
people who have not played the gamesrdquo
The combination of social mobile and micro-
transactions means that a staggering 225 milliongamers now play Kingrsquos titles every month But does
the monolithic success of Candy Crush in fact pose a
challenge to King After all the casual games industry
has seen more than its share of one-hit wonders
ldquoIs the games industry hit-driven Yes no doubtrdquo says
Zacconi ldquoIf you look at Electronic Arts or Activision are
they a one-trick pony No they have several successful
titles But in the last 12 months we developed five of the
top 10 games on Facebook
ldquoIf we do the things wedo today in three yearstime we will not behere We continuously
need to innovate topush the enveloperdquo
ldquoWe say to our users lsquoYou like Candy Try Pet Rescue
or Farm Heroes or Papa Pear rsquo Were building a network
of games where we can say the player enjoys lsquoKingrsquo games
We are not discounting the chance that we will have
another megahit but we donrsquot need another megahitrdquo
Not only is Zacconi relaxed about the possibility of
repeating Candy Crushrsquos success he believes that tryingto revisit the past makes bad business sense ldquoIf we do
the things we do today in three years time we will not be
here So we continuously need to innovate to push the
envelope to experiment ndash which we are doingrdquo
With an estimated 150m monthly active users on its Facebook app and one billion
plays every day British game developer Kingcom is one of the yearrsquos biggest successstories CEO Riccardo Zacconi lifts the lid on how Kingcom took the crownCANDY CRUSHING IT
Artwork by Ad
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| 16| 16
7222019 Facebook - The Annual 2013
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
7222019 Facebook - The Annual 2013
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| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
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Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
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| 20| 20
7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
7222019 Facebook - The Annual 2013
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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7222019 Facebook - The Annual 2013
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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httpslidepdfcomreaderfullfacebook-the-annual-2013 4368
1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 568
lsquoMove fastrsquo
Before I joined Facebook I thought of these as two simple words I had no idea how
important they were to the fabric of this company how they influence our actions and
decisions every single day And although I had experienced fast-paced environments
before I certainly couldnrsquot have guessed how my first six months would flash past in a
blur of activity
But even when moving fast itrsquos important to take time to reflect ndash if only for a moment
This book is one of those moments a rare opportunity to take stock of the journey wersquove
been on over the last 12 months Itrsquos been an incredible year not just for Facebook but for
our clients and partners too
In the year in which we hit the million-advertiser mark there are more of you than ever
before enjoying great success on our platform and helping us evolve our business so
we can better understand and serve your needs
Facebook The Annual is our way of taking the time to say thank you Itrsquos a collection
of articles wersquove published throughout the year in our regular newsletter the Facebook
Download alongside brand new content insights and perspectives from across the
region Itrsquos an extended digest of 2013 but itrsquos also a snapshot of where we are and
where wersquore headed
I look forward to continuing this journey with you in 2014
Best wishes
Nicola Mendelsohn
VP EMEA Facebook
The articles appearing within this publication reflect the opinions and attitudes of theirrespective authors and not necessarily those of the publishers or editorial team copy Facebook Inc 2014
Art Directed and Designed by
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 668
| 06
10-11 What is Facebook VP Chris Cox considers the past
present and future of Facebook
12-13 All of the People who Matter to You How many Facebook users does it take to make
a region Find out with this EMEA infographic
14-15 Candy Crushing It Riccardo Zacconi reveals how
Kingcom took gamingrsquos global crown
16-17 Spotlight Q1 in a picture and Post
18-19 Success Stories Proven results from Facebookrsquos
business frontlines
20-21 Making the Play Carolyn Everson VP of Global Marketing
Solutions on her work-life playbook
24-25 Life Through a Lens Instagramrsquos Kevin Systrom offers
a snapshot of our new visual culture
26 The Art of Craft The 2013 Facebook Studio Awards
recognised the power of storytelling
28-29 Success Stories Proven results from Facebookrsquos
business frontlines
30-31 Spotlight Q2 in a picture and Post
32-33 Agency Insight Aegis CEO Rob Horler talks clarity
change and collaboration
34-35 The Beatquake This is what it looks like when songs go viral on Facebook
7222019 Facebook - The Annual 2013
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38-39 Is Connectivity a Human Right The battle to bring the next
five billion people online
40-41 Success Stories Proven results from Facebookrsquos
business frontlines
42 Reach on the Beach Why Facebook is the only
sun screen for advertisers
43 Summer Buzzinrsquo How Pimmrsquos won the Wimbledon buzz battle
44-45 Spotlight Q3 in a picture and Post
46-47 Travel Gets Real Travellers are turning to Facebook to discover
experience and relive their holidays online
48 Thanks a Million With one million advertisers on Facebook
itrsquos time for a group hug
49 Power to the People What does the economic impact
of Facebook look like across Europe
52-53 The Prehistoric Itch Forget about lsquonewrsquo media ndash social
networks are 2000 years old
54-55 The Medium and the Messenger What does it feel like to have your
finger on the pulse of a billion people
56-57 Spotlight Q4 in a picture and Post
58 Whatrsquos the Story
Unilever rsquos Debbie Weinstein explainswhat lsquostorytellingrsquo means to her
59 Launch it Like Beckham The worldrsquos biggest stars are getting
closer to their fans
60-61 Success Stories Proven results from Facebookrsquos
business frontlines
62-63 Soul Music Deezer CEO Axel Dauchez is on a mission
to restore musicrsquos emotional value
64-65 Festive Facebook rsquoTis the season to go mobile
with this Christmas infographic
7222019 Facebook - The Annual 2013
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| 08
JANUARY FEBRUARY MARCH
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 968
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1068
| 10
WHAT IS FACEBOOK
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1268
U N I T E
D K I N G
D O M
E v e r y d a
y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 3
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 9
o f
i n t e
r n e t
u s e r s
i n t h e U
K
T h a t s 5 1
o f
m o b i l e
p h o
n e
u s e r s i n
t h e U
K
I T A L Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 4 o f
m
a c t i v
e
r e t u
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 7
1
o f i n t e
r n e t
u s e r s i n I t a l y
T h a
o
F R A N
C E
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 9
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 3
o f
i n t e
r n e t
u s e r s
i n F r a n c
e
T h
a t s 3 3
o f
m o b i l e
p h o
n e
u s e r s i n
F r a n c
e
S P A I N
E v e r y d
a y
E v e r y m
o n t h
p e o p
l e d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 7
o f m
o n t h l y
a c t i v
e u s
e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p
l e m o n t h l y
o n m o b
i l e
T h a t s 5 8
o f i n t e
r n e t
u s e r s i n S p
a i n
T h a t s 3 2
o f m o b i l e
p h o n
e u s e r s
i n S p a i n
| 12
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1368
T U R K E Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e 7 4
o f m
o n t h l y
a c t i v e u s e r s
r e t u r n
d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
G E R M
A N Y
E v e r y d
a y
E v e r y m
o n t h
p e
o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 6
o f m o n
t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o
p l e m
o n t h l y
o n m
o b i l e
T h a t s
4 3
o f
i n t e
r n e t
u s e r s
i n G e r m a n y
T h a t s 2 7
o f m o b i l e
p h o n
e
i n G e
S W E D E N
E v
e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 8
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 5 7
o f
i n t e
r n e t
u s e r s
i n S w e
d e n
T h a t s 5 3
o f m o b i l e
p h o n
e u s e r s
i n S w e
d e n
I S R A E L
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
p e o p l e
m o n t h l y
p e o p l e
m o n
o n m o b i l
7
Source Facebook Internal Data based on stated and inferred data June 2013 percentage of internet and mobile phone users calculated with data from eMarketer AprilM
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| 14| 14
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Interview
Riccardo Zacconi likes to makes a point very
very clearly ldquoSocial mobile and micro-transactionsrdquo
he says explaining the coincidence of factors that helped
his company King become one of the hottest games
developers in the world
ldquoWhen we started in 2003 casual gaming was already
a broad-interest industry but now I can play anywhere
rather than having to play on a computerrdquo
His relaxed long-view approach is at odds with thepopular perception of King as an overnight success story
propelled by the phenomenally popular Candy Crush Saga
ldquoIt took us 10 yearsrdquo laughs Zacconi ldquoWe launched
nearly 200 casual games on Kingcom After you launch
that many games you know what works and what doesnrsquotrdquo
King shifted gear in April 2012 when it ported Candy
Crush over to Facebook tapping into a potential audience
ndash at that time ndash of just under a billion people
ldquoThere are two aspects behind why Facebook is coreThe first one is the user experience and the second one
is the marketingrdquo says Zacconi
ldquoOn the web you need to ask every person to enter
their email address to choose a password then you have
to do the same with friends On Facebook itrsquos one click
ldquoAnd then to be able to target new players based
on demographic on whether they like games their
age gender and country is extremely valuable I can
also identify players who have played our games versus
people who have not played the gamesrdquo
The combination of social mobile and micro-
transactions means that a staggering 225 milliongamers now play Kingrsquos titles every month But does
the monolithic success of Candy Crush in fact pose a
challenge to King After all the casual games industry
has seen more than its share of one-hit wonders
ldquoIs the games industry hit-driven Yes no doubtrdquo says
Zacconi ldquoIf you look at Electronic Arts or Activision are
they a one-trick pony No they have several successful
titles But in the last 12 months we developed five of the
top 10 games on Facebook
ldquoIf we do the things wedo today in three yearstime we will not behere We continuously
need to innovate topush the enveloperdquo
ldquoWe say to our users lsquoYou like Candy Try Pet Rescue
or Farm Heroes or Papa Pear rsquo Were building a network
of games where we can say the player enjoys lsquoKingrsquo games
We are not discounting the chance that we will have
another megahit but we donrsquot need another megahitrdquo
Not only is Zacconi relaxed about the possibility of
repeating Candy Crushrsquos success he believes that tryingto revisit the past makes bad business sense ldquoIf we do
the things we do today in three years time we will not be
here So we continuously need to innovate to push the
envelope to experiment ndash which we are doingrdquo
With an estimated 150m monthly active users on its Facebook app and one billion
plays every day British game developer Kingcom is one of the yearrsquos biggest successstories CEO Riccardo Zacconi lifts the lid on how Kingcom took the crownCANDY CRUSHING IT
Artwork by Ad
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| 16| 16
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1868
| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1968
Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
7222019 Facebook - The Annual 2013
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| 20| 20
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2168
In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2468
| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2968
GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3068
| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3268
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3468
| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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JULY AUGUST SEPTEMBER
| 36
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4368
1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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7222019 Facebook - The Annual 2013
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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7222019 Facebook - The Annual 2013
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| 06
10-11 What is Facebook VP Chris Cox considers the past
present and future of Facebook
12-13 All of the People who Matter to You How many Facebook users does it take to make
a region Find out with this EMEA infographic
14-15 Candy Crushing It Riccardo Zacconi reveals how
Kingcom took gamingrsquos global crown
16-17 Spotlight Q1 in a picture and Post
18-19 Success Stories Proven results from Facebookrsquos
business frontlines
20-21 Making the Play Carolyn Everson VP of Global Marketing
Solutions on her work-life playbook
24-25 Life Through a Lens Instagramrsquos Kevin Systrom offers
a snapshot of our new visual culture
26 The Art of Craft The 2013 Facebook Studio Awards
recognised the power of storytelling
28-29 Success Stories Proven results from Facebookrsquos
business frontlines
30-31 Spotlight Q2 in a picture and Post
32-33 Agency Insight Aegis CEO Rob Horler talks clarity
change and collaboration
34-35 The Beatquake This is what it looks like when songs go viral on Facebook
7222019 Facebook - The Annual 2013
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38-39 Is Connectivity a Human Right The battle to bring the next
five billion people online
40-41 Success Stories Proven results from Facebookrsquos
business frontlines
42 Reach on the Beach Why Facebook is the only
sun screen for advertisers
43 Summer Buzzinrsquo How Pimmrsquos won the Wimbledon buzz battle
44-45 Spotlight Q3 in a picture and Post
46-47 Travel Gets Real Travellers are turning to Facebook to discover
experience and relive their holidays online
48 Thanks a Million With one million advertisers on Facebook
itrsquos time for a group hug
49 Power to the People What does the economic impact
of Facebook look like across Europe
52-53 The Prehistoric Itch Forget about lsquonewrsquo media ndash social
networks are 2000 years old
54-55 The Medium and the Messenger What does it feel like to have your
finger on the pulse of a billion people
56-57 Spotlight Q4 in a picture and Post
58 Whatrsquos the Story
Unilever rsquos Debbie Weinstein explainswhat lsquostorytellingrsquo means to her
59 Launch it Like Beckham The worldrsquos biggest stars are getting
closer to their fans
60-61 Success Stories Proven results from Facebookrsquos
business frontlines
62-63 Soul Music Deezer CEO Axel Dauchez is on a mission
to restore musicrsquos emotional value
64-65 Festive Facebook rsquoTis the season to go mobile
with this Christmas infographic
7222019 Facebook - The Annual 2013
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| 08
JANUARY FEBRUARY MARCH
7222019 Facebook - The Annual 2013
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| 10
WHAT IS FACEBOOK
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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U N I T E
D K I N G
D O M
E v e r y d a
y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 3
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 9
o f
i n t e
r n e t
u s e r s
i n t h e U
K
T h a t s 5 1
o f
m o b i l e
p h o
n e
u s e r s i n
t h e U
K
I T A L Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 4 o f
m
a c t i v
e
r e t u
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 7
1
o f i n t e
r n e t
u s e r s i n I t a l y
T h a
o
F R A N
C E
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 9
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 3
o f
i n t e
r n e t
u s e r s
i n F r a n c
e
T h
a t s 3 3
o f
m o b i l e
p h o
n e
u s e r s i n
F r a n c
e
S P A I N
E v e r y d
a y
E v e r y m
o n t h
p e o p
l e d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 7
o f m
o n t h l y
a c t i v
e u s
e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p
l e m o n t h l y
o n m o b
i l e
T h a t s 5 8
o f i n t e
r n e t
u s e r s i n S p
a i n
T h a t s 3 2
o f m o b i l e
p h o n
e u s e r s
i n S p a i n
| 12
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1368
T U R K E Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e 7 4
o f m
o n t h l y
a c t i v e u s e r s
r e t u r n
d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
G E R M
A N Y
E v e r y d
a y
E v e r y m
o n t h
p e
o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 6
o f m o n
t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o
p l e m
o n t h l y
o n m
o b i l e
T h a t s
4 3
o f
i n t e
r n e t
u s e r s
i n G e r m a n y
T h a t s 2 7
o f m o b i l e
p h o n
e
i n G e
S W E D E N
E v
e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 8
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 5 7
o f
i n t e
r n e t
u s e r s
i n S w e
d e n
T h a t s 5 3
o f m o b i l e
p h o n
e u s e r s
i n S w e
d e n
I S R A E L
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
p e o p l e
m o n t h l y
p e o p l e
m o n
o n m o b i l
7
Source Facebook Internal Data based on stated and inferred data June 2013 percentage of internet and mobile phone users calculated with data from eMarketer AprilM
7222019 Facebook - The Annual 2013
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| 14| 14
7222019 Facebook - The Annual 2013
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Interview
Riccardo Zacconi likes to makes a point very
very clearly ldquoSocial mobile and micro-transactionsrdquo
he says explaining the coincidence of factors that helped
his company King become one of the hottest games
developers in the world
ldquoWhen we started in 2003 casual gaming was already
a broad-interest industry but now I can play anywhere
rather than having to play on a computerrdquo
His relaxed long-view approach is at odds with thepopular perception of King as an overnight success story
propelled by the phenomenally popular Candy Crush Saga
ldquoIt took us 10 yearsrdquo laughs Zacconi ldquoWe launched
nearly 200 casual games on Kingcom After you launch
that many games you know what works and what doesnrsquotrdquo
King shifted gear in April 2012 when it ported Candy
Crush over to Facebook tapping into a potential audience
ndash at that time ndash of just under a billion people
ldquoThere are two aspects behind why Facebook is coreThe first one is the user experience and the second one
is the marketingrdquo says Zacconi
ldquoOn the web you need to ask every person to enter
their email address to choose a password then you have
to do the same with friends On Facebook itrsquos one click
ldquoAnd then to be able to target new players based
on demographic on whether they like games their
age gender and country is extremely valuable I can
also identify players who have played our games versus
people who have not played the gamesrdquo
The combination of social mobile and micro-
transactions means that a staggering 225 milliongamers now play Kingrsquos titles every month But does
the monolithic success of Candy Crush in fact pose a
challenge to King After all the casual games industry
has seen more than its share of one-hit wonders
ldquoIs the games industry hit-driven Yes no doubtrdquo says
Zacconi ldquoIf you look at Electronic Arts or Activision are
they a one-trick pony No they have several successful
titles But in the last 12 months we developed five of the
top 10 games on Facebook
ldquoIf we do the things wedo today in three yearstime we will not behere We continuously
need to innovate topush the enveloperdquo
ldquoWe say to our users lsquoYou like Candy Try Pet Rescue
or Farm Heroes or Papa Pear rsquo Were building a network
of games where we can say the player enjoys lsquoKingrsquo games
We are not discounting the chance that we will have
another megahit but we donrsquot need another megahitrdquo
Not only is Zacconi relaxed about the possibility of
repeating Candy Crushrsquos success he believes that tryingto revisit the past makes bad business sense ldquoIf we do
the things we do today in three years time we will not be
here So we continuously need to innovate to push the
envelope to experiment ndash which we are doingrdquo
With an estimated 150m monthly active users on its Facebook app and one billion
plays every day British game developer Kingcom is one of the yearrsquos biggest successstories CEO Riccardo Zacconi lifts the lid on how Kingcom took the crownCANDY CRUSHING IT
Artwork by Ad
7222019 Facebook - The Annual 2013
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| 16| 16
7222019 Facebook - The Annual 2013
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1868
| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1968
Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
7222019 Facebook - The Annual 2013
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| 20| 20
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2168
In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2468
| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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7222019 Facebook - The Annual 2013
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2968
GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3068
| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3368
7222019 Facebook - The Annual 2013
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3968
NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4368
1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4468
| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
7222019 Facebook - The Annual 2013
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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38-39 Is Connectivity a Human Right The battle to bring the next
five billion people online
40-41 Success Stories Proven results from Facebookrsquos
business frontlines
42 Reach on the Beach Why Facebook is the only
sun screen for advertisers
43 Summer Buzzinrsquo How Pimmrsquos won the Wimbledon buzz battle
44-45 Spotlight Q3 in a picture and Post
46-47 Travel Gets Real Travellers are turning to Facebook to discover
experience and relive their holidays online
48 Thanks a Million With one million advertisers on Facebook
itrsquos time for a group hug
49 Power to the People What does the economic impact
of Facebook look like across Europe
52-53 The Prehistoric Itch Forget about lsquonewrsquo media ndash social
networks are 2000 years old
54-55 The Medium and the Messenger What does it feel like to have your
finger on the pulse of a billion people
56-57 Spotlight Q4 in a picture and Post
58 Whatrsquos the Story
Unilever rsquos Debbie Weinstein explainswhat lsquostorytellingrsquo means to her
59 Launch it Like Beckham The worldrsquos biggest stars are getting
closer to their fans
60-61 Success Stories Proven results from Facebookrsquos
business frontlines
62-63 Soul Music Deezer CEO Axel Dauchez is on a mission
to restore musicrsquos emotional value
64-65 Festive Facebook rsquoTis the season to go mobile
with this Christmas infographic
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| 08
JANUARY FEBRUARY MARCH
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 10
WHAT IS FACEBOOK
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1268
U N I T E
D K I N G
D O M
E v e r y d a
y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 3
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 9
o f
i n t e
r n e t
u s e r s
i n t h e U
K
T h a t s 5 1
o f
m o b i l e
p h o
n e
u s e r s i n
t h e U
K
I T A L Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 4 o f
m
a c t i v
e
r e t u
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 7
1
o f i n t e
r n e t
u s e r s i n I t a l y
T h a
o
F R A N
C E
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 9
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 3
o f
i n t e
r n e t
u s e r s
i n F r a n c
e
T h
a t s 3 3
o f
m o b i l e
p h o
n e
u s e r s i n
F r a n c
e
S P A I N
E v e r y d
a y
E v e r y m
o n t h
p e o p
l e d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 7
o f m
o n t h l y
a c t i v
e u s
e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p
l e m o n t h l y
o n m o b
i l e
T h a t s 5 8
o f i n t e
r n e t
u s e r s i n S p
a i n
T h a t s 3 2
o f m o b i l e
p h o n
e u s e r s
i n S p a i n
| 12
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1368
T U R K E Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e 7 4
o f m
o n t h l y
a c t i v e u s e r s
r e t u r n
d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
G E R M
A N Y
E v e r y d
a y
E v e r y m
o n t h
p e
o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 6
o f m o n
t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o
p l e m
o n t h l y
o n m
o b i l e
T h a t s
4 3
o f
i n t e
r n e t
u s e r s
i n G e r m a n y
T h a t s 2 7
o f m o b i l e
p h o n
e
i n G e
S W E D E N
E v
e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 8
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 5 7
o f
i n t e
r n e t
u s e r s
i n S w e
d e n
T h a t s 5 3
o f m o b i l e
p h o n
e u s e r s
i n S w e
d e n
I S R A E L
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
p e o p l e
m o n t h l y
p e o p l e
m o n
o n m o b i l
7
Source Facebook Internal Data based on stated and inferred data June 2013 percentage of internet and mobile phone users calculated with data from eMarketer AprilM
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| 14| 14
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Interview
Riccardo Zacconi likes to makes a point very
very clearly ldquoSocial mobile and micro-transactionsrdquo
he says explaining the coincidence of factors that helped
his company King become one of the hottest games
developers in the world
ldquoWhen we started in 2003 casual gaming was already
a broad-interest industry but now I can play anywhere
rather than having to play on a computerrdquo
His relaxed long-view approach is at odds with thepopular perception of King as an overnight success story
propelled by the phenomenally popular Candy Crush Saga
ldquoIt took us 10 yearsrdquo laughs Zacconi ldquoWe launched
nearly 200 casual games on Kingcom After you launch
that many games you know what works and what doesnrsquotrdquo
King shifted gear in April 2012 when it ported Candy
Crush over to Facebook tapping into a potential audience
ndash at that time ndash of just under a billion people
ldquoThere are two aspects behind why Facebook is coreThe first one is the user experience and the second one
is the marketingrdquo says Zacconi
ldquoOn the web you need to ask every person to enter
their email address to choose a password then you have
to do the same with friends On Facebook itrsquos one click
ldquoAnd then to be able to target new players based
on demographic on whether they like games their
age gender and country is extremely valuable I can
also identify players who have played our games versus
people who have not played the gamesrdquo
The combination of social mobile and micro-
transactions means that a staggering 225 milliongamers now play Kingrsquos titles every month But does
the monolithic success of Candy Crush in fact pose a
challenge to King After all the casual games industry
has seen more than its share of one-hit wonders
ldquoIs the games industry hit-driven Yes no doubtrdquo says
Zacconi ldquoIf you look at Electronic Arts or Activision are
they a one-trick pony No they have several successful
titles But in the last 12 months we developed five of the
top 10 games on Facebook
ldquoIf we do the things wedo today in three yearstime we will not behere We continuously
need to innovate topush the enveloperdquo
ldquoWe say to our users lsquoYou like Candy Try Pet Rescue
or Farm Heroes or Papa Pear rsquo Were building a network
of games where we can say the player enjoys lsquoKingrsquo games
We are not discounting the chance that we will have
another megahit but we donrsquot need another megahitrdquo
Not only is Zacconi relaxed about the possibility of
repeating Candy Crushrsquos success he believes that tryingto revisit the past makes bad business sense ldquoIf we do
the things we do today in three years time we will not be
here So we continuously need to innovate to push the
envelope to experiment ndash which we are doingrdquo
With an estimated 150m monthly active users on its Facebook app and one billion
plays every day British game developer Kingcom is one of the yearrsquos biggest successstories CEO Riccardo Zacconi lifts the lid on how Kingcom took the crownCANDY CRUSHING IT
Artwork by Ad
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| 16| 16
7222019 Facebook - The Annual 2013
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1868
| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1968
Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
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| 20| 20
7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
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| 22
APRIL MAY JUNE
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 868
| 08
JANUARY FEBRUARY MARCH
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 968
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1068
| 10
WHAT IS FACEBOOK
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1268
U N I T E
D K I N G
D O M
E v e r y d a
y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 3
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 9
o f
i n t e
r n e t
u s e r s
i n t h e U
K
T h a t s 5 1
o f
m o b i l e
p h o
n e
u s e r s i n
t h e U
K
I T A L Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 4 o f
m
a c t i v
e
r e t u
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 7
1
o f i n t e
r n e t
u s e r s i n I t a l y
T h a
o
F R A N
C E
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 9
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 3
o f
i n t e
r n e t
u s e r s
i n F r a n c
e
T h
a t s 3 3
o f
m o b i l e
p h o
n e
u s e r s i n
F r a n c
e
S P A I N
E v e r y d
a y
E v e r y m
o n t h
p e o p
l e d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 7
o f m
o n t h l y
a c t i v
e u s
e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p
l e m o n t h l y
o n m o b
i l e
T h a t s 5 8
o f i n t e
r n e t
u s e r s i n S p
a i n
T h a t s 3 2
o f m o b i l e
p h o n
e u s e r s
i n S p a i n
| 12
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1368
T U R K E Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e 7 4
o f m
o n t h l y
a c t i v e u s e r s
r e t u r n
d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
G E R M
A N Y
E v e r y d
a y
E v e r y m
o n t h
p e
o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 6
o f m o n
t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o
p l e m
o n t h l y
o n m
o b i l e
T h a t s
4 3
o f
i n t e
r n e t
u s e r s
i n G e r m a n y
T h a t s 2 7
o f m o b i l e
p h o n
e
i n G e
S W E D E N
E v
e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 8
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 5 7
o f
i n t e
r n e t
u s e r s
i n S w e
d e n
T h a t s 5 3
o f m o b i l e
p h o n
e u s e r s
i n S w e
d e n
I S R A E L
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
p e o p l e
m o n t h l y
p e o p l e
m o n
o n m o b i l
7
Source Facebook Internal Data based on stated and inferred data June 2013 percentage of internet and mobile phone users calculated with data from eMarketer AprilM
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| 14| 14
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Interview
Riccardo Zacconi likes to makes a point very
very clearly ldquoSocial mobile and micro-transactionsrdquo
he says explaining the coincidence of factors that helped
his company King become one of the hottest games
developers in the world
ldquoWhen we started in 2003 casual gaming was already
a broad-interest industry but now I can play anywhere
rather than having to play on a computerrdquo
His relaxed long-view approach is at odds with thepopular perception of King as an overnight success story
propelled by the phenomenally popular Candy Crush Saga
ldquoIt took us 10 yearsrdquo laughs Zacconi ldquoWe launched
nearly 200 casual games on Kingcom After you launch
that many games you know what works and what doesnrsquotrdquo
King shifted gear in April 2012 when it ported Candy
Crush over to Facebook tapping into a potential audience
ndash at that time ndash of just under a billion people
ldquoThere are two aspects behind why Facebook is coreThe first one is the user experience and the second one
is the marketingrdquo says Zacconi
ldquoOn the web you need to ask every person to enter
their email address to choose a password then you have
to do the same with friends On Facebook itrsquos one click
ldquoAnd then to be able to target new players based
on demographic on whether they like games their
age gender and country is extremely valuable I can
also identify players who have played our games versus
people who have not played the gamesrdquo
The combination of social mobile and micro-
transactions means that a staggering 225 milliongamers now play Kingrsquos titles every month But does
the monolithic success of Candy Crush in fact pose a
challenge to King After all the casual games industry
has seen more than its share of one-hit wonders
ldquoIs the games industry hit-driven Yes no doubtrdquo says
Zacconi ldquoIf you look at Electronic Arts or Activision are
they a one-trick pony No they have several successful
titles But in the last 12 months we developed five of the
top 10 games on Facebook
ldquoIf we do the things wedo today in three yearstime we will not behere We continuously
need to innovate topush the enveloperdquo
ldquoWe say to our users lsquoYou like Candy Try Pet Rescue
or Farm Heroes or Papa Pear rsquo Were building a network
of games where we can say the player enjoys lsquoKingrsquo games
We are not discounting the chance that we will have
another megahit but we donrsquot need another megahitrdquo
Not only is Zacconi relaxed about the possibility of
repeating Candy Crushrsquos success he believes that tryingto revisit the past makes bad business sense ldquoIf we do
the things we do today in three years time we will not be
here So we continuously need to innovate to push the
envelope to experiment ndash which we are doingrdquo
With an estimated 150m monthly active users on its Facebook app and one billion
plays every day British game developer Kingcom is one of the yearrsquos biggest successstories CEO Riccardo Zacconi lifts the lid on how Kingcom took the crownCANDY CRUSHING IT
Artwork by Ad
7222019 Facebook - The Annual 2013
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| 16| 16
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1868
| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
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Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
7222019 Facebook - The Annual 2013
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| 20| 20
7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
7222019 Facebook - The Annual 2013
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2968
GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3068
| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3268
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3468
| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
7222019 Facebook - The Annual 2013
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3968
NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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httpslidepdfcomreaderfullfacebook-the-annual-2013 4368
1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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7222019 Facebook - The Annual 2013
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| 10
WHAT IS FACEBOOK
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U N I T E
D K I N G
D O M
E v e r y d a
y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 3
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 9
o f
i n t e
r n e t
u s e r s
i n t h e U
K
T h a t s 5 1
o f
m o b i l e
p h o
n e
u s e r s i n
t h e U
K
I T A L Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 4 o f
m
a c t i v
e
r e t u
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 7
1
o f i n t e
r n e t
u s e r s i n I t a l y
T h a
o
F R A N
C E
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 9
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 3
o f
i n t e
r n e t
u s e r s
i n F r a n c
e
T h
a t s 3 3
o f
m o b i l e
p h o
n e
u s e r s i n
F r a n c
e
S P A I N
E v e r y d
a y
E v e r y m
o n t h
p e o p
l e d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 7
o f m
o n t h l y
a c t i v
e u s
e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p
l e m o n t h l y
o n m o b
i l e
T h a t s 5 8
o f i n t e
r n e t
u s e r s i n S p
a i n
T h a t s 3 2
o f m o b i l e
p h o n
e u s e r s
i n S p a i n
| 12
7222019 Facebook - The Annual 2013
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T U R K E Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e 7 4
o f m
o n t h l y
a c t i v e u s e r s
r e t u r n
d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
G E R M
A N Y
E v e r y d
a y
E v e r y m
o n t h
p e
o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 6
o f m o n
t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o
p l e m
o n t h l y
o n m
o b i l e
T h a t s
4 3
o f
i n t e
r n e t
u s e r s
i n G e r m a n y
T h a t s 2 7
o f m o b i l e
p h o n
e
i n G e
S W E D E N
E v
e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 8
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 5 7
o f
i n t e
r n e t
u s e r s
i n S w e
d e n
T h a t s 5 3
o f m o b i l e
p h o n
e u s e r s
i n S w e
d e n
I S R A E L
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
p e o p l e
m o n t h l y
p e o p l e
m o n
o n m o b i l
7
Source Facebook Internal Data based on stated and inferred data June 2013 percentage of internet and mobile phone users calculated with data from eMarketer AprilM
7222019 Facebook - The Annual 2013
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| 14| 14
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Interview
Riccardo Zacconi likes to makes a point very
very clearly ldquoSocial mobile and micro-transactionsrdquo
he says explaining the coincidence of factors that helped
his company King become one of the hottest games
developers in the world
ldquoWhen we started in 2003 casual gaming was already
a broad-interest industry but now I can play anywhere
rather than having to play on a computerrdquo
His relaxed long-view approach is at odds with thepopular perception of King as an overnight success story
propelled by the phenomenally popular Candy Crush Saga
ldquoIt took us 10 yearsrdquo laughs Zacconi ldquoWe launched
nearly 200 casual games on Kingcom After you launch
that many games you know what works and what doesnrsquotrdquo
King shifted gear in April 2012 when it ported Candy
Crush over to Facebook tapping into a potential audience
ndash at that time ndash of just under a billion people
ldquoThere are two aspects behind why Facebook is coreThe first one is the user experience and the second one
is the marketingrdquo says Zacconi
ldquoOn the web you need to ask every person to enter
their email address to choose a password then you have
to do the same with friends On Facebook itrsquos one click
ldquoAnd then to be able to target new players based
on demographic on whether they like games their
age gender and country is extremely valuable I can
also identify players who have played our games versus
people who have not played the gamesrdquo
The combination of social mobile and micro-
transactions means that a staggering 225 milliongamers now play Kingrsquos titles every month But does
the monolithic success of Candy Crush in fact pose a
challenge to King After all the casual games industry
has seen more than its share of one-hit wonders
ldquoIs the games industry hit-driven Yes no doubtrdquo says
Zacconi ldquoIf you look at Electronic Arts or Activision are
they a one-trick pony No they have several successful
titles But in the last 12 months we developed five of the
top 10 games on Facebook
ldquoIf we do the things wedo today in three yearstime we will not behere We continuously
need to innovate topush the enveloperdquo
ldquoWe say to our users lsquoYou like Candy Try Pet Rescue
or Farm Heroes or Papa Pear rsquo Were building a network
of games where we can say the player enjoys lsquoKingrsquo games
We are not discounting the chance that we will have
another megahit but we donrsquot need another megahitrdquo
Not only is Zacconi relaxed about the possibility of
repeating Candy Crushrsquos success he believes that tryingto revisit the past makes bad business sense ldquoIf we do
the things we do today in three years time we will not be
here So we continuously need to innovate to push the
envelope to experiment ndash which we are doingrdquo
With an estimated 150m monthly active users on its Facebook app and one billion
plays every day British game developer Kingcom is one of the yearrsquos biggest successstories CEO Riccardo Zacconi lifts the lid on how Kingcom took the crownCANDY CRUSHING IT
Artwork by Ad
7222019 Facebook - The Annual 2013
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| 16| 16
7222019 Facebook - The Annual 2013
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1868
| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1968
Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
7222019 Facebook - The Annual 2013
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| 20| 20
7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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7222019 Facebook - The Annual 2013
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3068
| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
7222019 Facebook - The Annual 2013
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4868
| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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| 10
WHAT IS FACEBOOK
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U N I T E
D K I N G
D O M
E v e r y d a
y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 3
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 9
o f
i n t e
r n e t
u s e r s
i n t h e U
K
T h a t s 5 1
o f
m o b i l e
p h o
n e
u s e r s i n
t h e U
K
I T A L Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 4 o f
m
a c t i v
e
r e t u
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 7
1
o f i n t e
r n e t
u s e r s i n I t a l y
T h a
o
F R A N
C E
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 9
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 3
o f
i n t e
r n e t
u s e r s
i n F r a n c
e
T h
a t s 3 3
o f
m o b i l e
p h o
n e
u s e r s i n
F r a n c
e
S P A I N
E v e r y d
a y
E v e r y m
o n t h
p e o p
l e d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 7
o f m
o n t h l y
a c t i v
e u s
e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p
l e m o n t h l y
o n m o b
i l e
T h a t s 5 8
o f i n t e
r n e t
u s e r s i n S p
a i n
T h a t s 3 2
o f m o b i l e
p h o n
e u s e r s
i n S p a i n
| 12
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T U R K E Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e 7 4
o f m
o n t h l y
a c t i v e u s e r s
r e t u r n
d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
G E R M
A N Y
E v e r y d
a y
E v e r y m
o n t h
p e
o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 6
o f m o n
t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o
p l e m
o n t h l y
o n m
o b i l e
T h a t s
4 3
o f
i n t e
r n e t
u s e r s
i n G e r m a n y
T h a t s 2 7
o f m o b i l e
p h o n
e
i n G e
S W E D E N
E v
e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 8
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 5 7
o f
i n t e
r n e t
u s e r s
i n S w e
d e n
T h a t s 5 3
o f m o b i l e
p h o n
e u s e r s
i n S w e
d e n
I S R A E L
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
p e o p l e
m o n t h l y
p e o p l e
m o n
o n m o b i l
7
Source Facebook Internal Data based on stated and inferred data June 2013 percentage of internet and mobile phone users calculated with data from eMarketer AprilM
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| 14| 14
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Interview
Riccardo Zacconi likes to makes a point very
very clearly ldquoSocial mobile and micro-transactionsrdquo
he says explaining the coincidence of factors that helped
his company King become one of the hottest games
developers in the world
ldquoWhen we started in 2003 casual gaming was already
a broad-interest industry but now I can play anywhere
rather than having to play on a computerrdquo
His relaxed long-view approach is at odds with thepopular perception of King as an overnight success story
propelled by the phenomenally popular Candy Crush Saga
ldquoIt took us 10 yearsrdquo laughs Zacconi ldquoWe launched
nearly 200 casual games on Kingcom After you launch
that many games you know what works and what doesnrsquotrdquo
King shifted gear in April 2012 when it ported Candy
Crush over to Facebook tapping into a potential audience
ndash at that time ndash of just under a billion people
ldquoThere are two aspects behind why Facebook is coreThe first one is the user experience and the second one
is the marketingrdquo says Zacconi
ldquoOn the web you need to ask every person to enter
their email address to choose a password then you have
to do the same with friends On Facebook itrsquos one click
ldquoAnd then to be able to target new players based
on demographic on whether they like games their
age gender and country is extremely valuable I can
also identify players who have played our games versus
people who have not played the gamesrdquo
The combination of social mobile and micro-
transactions means that a staggering 225 milliongamers now play Kingrsquos titles every month But does
the monolithic success of Candy Crush in fact pose a
challenge to King After all the casual games industry
has seen more than its share of one-hit wonders
ldquoIs the games industry hit-driven Yes no doubtrdquo says
Zacconi ldquoIf you look at Electronic Arts or Activision are
they a one-trick pony No they have several successful
titles But in the last 12 months we developed five of the
top 10 games on Facebook
ldquoIf we do the things wedo today in three yearstime we will not behere We continuously
need to innovate topush the enveloperdquo
ldquoWe say to our users lsquoYou like Candy Try Pet Rescue
or Farm Heroes or Papa Pear rsquo Were building a network
of games where we can say the player enjoys lsquoKingrsquo games
We are not discounting the chance that we will have
another megahit but we donrsquot need another megahitrdquo
Not only is Zacconi relaxed about the possibility of
repeating Candy Crushrsquos success he believes that tryingto revisit the past makes bad business sense ldquoIf we do
the things we do today in three years time we will not be
here So we continuously need to innovate to push the
envelope to experiment ndash which we are doingrdquo
With an estimated 150m monthly active users on its Facebook app and one billion
plays every day British game developer Kingcom is one of the yearrsquos biggest successstories CEO Riccardo Zacconi lifts the lid on how Kingcom took the crownCANDY CRUSHING IT
Artwork by Ad
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| 16| 16
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1868
| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
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Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
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| 20| 20
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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7222019 Facebook - The Annual 2013
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1268
U N I T E
D K I N G
D O M
E v e r y d a
y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 3
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 9
o f
i n t e
r n e t
u s e r s
i n t h e U
K
T h a t s 5 1
o f
m o b i l e
p h o
n e
u s e r s i n
t h e U
K
I T A L Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 4 o f
m
a c t i v
e
r e t u
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 7
1
o f i n t e
r n e t
u s e r s i n I t a l y
T h a
o
F R A N
C E
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 9
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 3
o f
i n t e
r n e t
u s e r s
i n F r a n c
e
T h
a t s 3 3
o f
m o b i l e
p h o
n e
u s e r s i n
F r a n c
e
S P A I N
E v e r y d
a y
E v e r y m
o n t h
p e o p
l e d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 7
o f m
o n t h l y
a c t i v
e u s
e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p
l e m o n t h l y
o n m o b
i l e
T h a t s 5 8
o f i n t e
r n e t
u s e r s i n S p
a i n
T h a t s 3 2
o f m o b i l e
p h o n
e u s e r s
i n S p a i n
| 12
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1368
T U R K E Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e 7 4
o f m
o n t h l y
a c t i v e u s e r s
r e t u r n
d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
G E R M
A N Y
E v e r y d
a y
E v e r y m
o n t h
p e
o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 6
o f m o n
t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o
p l e m
o n t h l y
o n m
o b i l e
T h a t s
4 3
o f
i n t e
r n e t
u s e r s
i n G e r m a n y
T h a t s 2 7
o f m o b i l e
p h o n
e
i n G e
S W E D E N
E v
e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 8
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 5 7
o f
i n t e
r n e t
u s e r s
i n S w e
d e n
T h a t s 5 3
o f m o b i l e
p h o n
e u s e r s
i n S w e
d e n
I S R A E L
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
p e o p l e
m o n t h l y
p e o p l e
m o n
o n m o b i l
7
Source Facebook Internal Data based on stated and inferred data June 2013 percentage of internet and mobile phone users calculated with data from eMarketer AprilM
7222019 Facebook - The Annual 2013
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| 14| 14
7222019 Facebook - The Annual 2013
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Interview
Riccardo Zacconi likes to makes a point very
very clearly ldquoSocial mobile and micro-transactionsrdquo
he says explaining the coincidence of factors that helped
his company King become one of the hottest games
developers in the world
ldquoWhen we started in 2003 casual gaming was already
a broad-interest industry but now I can play anywhere
rather than having to play on a computerrdquo
His relaxed long-view approach is at odds with thepopular perception of King as an overnight success story
propelled by the phenomenally popular Candy Crush Saga
ldquoIt took us 10 yearsrdquo laughs Zacconi ldquoWe launched
nearly 200 casual games on Kingcom After you launch
that many games you know what works and what doesnrsquotrdquo
King shifted gear in April 2012 when it ported Candy
Crush over to Facebook tapping into a potential audience
ndash at that time ndash of just under a billion people
ldquoThere are two aspects behind why Facebook is coreThe first one is the user experience and the second one
is the marketingrdquo says Zacconi
ldquoOn the web you need to ask every person to enter
their email address to choose a password then you have
to do the same with friends On Facebook itrsquos one click
ldquoAnd then to be able to target new players based
on demographic on whether they like games their
age gender and country is extremely valuable I can
also identify players who have played our games versus
people who have not played the gamesrdquo
The combination of social mobile and micro-
transactions means that a staggering 225 milliongamers now play Kingrsquos titles every month But does
the monolithic success of Candy Crush in fact pose a
challenge to King After all the casual games industry
has seen more than its share of one-hit wonders
ldquoIs the games industry hit-driven Yes no doubtrdquo says
Zacconi ldquoIf you look at Electronic Arts or Activision are
they a one-trick pony No they have several successful
titles But in the last 12 months we developed five of the
top 10 games on Facebook
ldquoIf we do the things wedo today in three yearstime we will not behere We continuously
need to innovate topush the enveloperdquo
ldquoWe say to our users lsquoYou like Candy Try Pet Rescue
or Farm Heroes or Papa Pear rsquo Were building a network
of games where we can say the player enjoys lsquoKingrsquo games
We are not discounting the chance that we will have
another megahit but we donrsquot need another megahitrdquo
Not only is Zacconi relaxed about the possibility of
repeating Candy Crushrsquos success he believes that tryingto revisit the past makes bad business sense ldquoIf we do
the things we do today in three years time we will not be
here So we continuously need to innovate to push the
envelope to experiment ndash which we are doingrdquo
With an estimated 150m monthly active users on its Facebook app and one billion
plays every day British game developer Kingcom is one of the yearrsquos biggest successstories CEO Riccardo Zacconi lifts the lid on how Kingcom took the crownCANDY CRUSHING IT
Artwork by Ad
7222019 Facebook - The Annual 2013
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| 16| 16
7222019 Facebook - The Annual 2013
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1868
| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
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Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2068
| 20| 20
7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2468
| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 2968
GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3068
| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
7222019 Facebook - The Annual 2013
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httpslidepdfcomreaderfullfacebook-the-annual-2013 3268
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3468
| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3968
NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4368
1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
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U N I T E
D K I N G
D O M
E v e r y d a
y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 3
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 9
o f
i n t e
r n e t
u s e r s
i n t h e U
K
T h a t s 5 1
o f
m o b i l e
p h o
n e
u s e r s i n
t h e U
K
I T A L Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 4 o f
m
a c t i v
e
r e t u
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 7
1
o f i n t e
r n e t
u s e r s i n I t a l y
T h a
o
F R A N
C E
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 9
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 6 3
o f
i n t e
r n e t
u s e r s
i n F r a n c
e
T h
a t s 3 3
o f
m o b i l e
p h o
n e
u s e r s i n
F r a n c
e
S P A I N
E v e r y d
a y
E v e r y m
o n t h
p e o p
l e d a i l y
p e o p l e
d a i l y
o n m o b i l e
6 7
o f m
o n t h l y
a c t i v
e u s
e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p
l e m o n t h l y
o n m o b
i l e
T h a t s 5 8
o f i n t e
r n e t
u s e r s i n S p
a i n
T h a t s 3 2
o f m o b i l e
p h o n
e u s e r s
i n S p a i n
| 12
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1368
T U R K E Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e 7 4
o f m
o n t h l y
a c t i v e u s e r s
r e t u r n
d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
G E R M
A N Y
E v e r y d
a y
E v e r y m
o n t h
p e
o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 6
o f m o n
t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o
p l e m
o n t h l y
o n m
o b i l e
T h a t s
4 3
o f
i n t e
r n e t
u s e r s
i n G e r m a n y
T h a t s 2 7
o f m o b i l e
p h o n
e
i n G e
S W E D E N
E v
e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 8
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 5 7
o f
i n t e
r n e t
u s e r s
i n S w e
d e n
T h a t s 5 3
o f m o b i l e
p h o n
e u s e r s
i n S w e
d e n
I S R A E L
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
p e o p l e
m o n t h l y
p e o p l e
m o n
o n m o b i l
7
Source Facebook Internal Data based on stated and inferred data June 2013 percentage of internet and mobile phone users calculated with data from eMarketer AprilM
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| 14| 14
7222019 Facebook - The Annual 2013
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Interview
Riccardo Zacconi likes to makes a point very
very clearly ldquoSocial mobile and micro-transactionsrdquo
he says explaining the coincidence of factors that helped
his company King become one of the hottest games
developers in the world
ldquoWhen we started in 2003 casual gaming was already
a broad-interest industry but now I can play anywhere
rather than having to play on a computerrdquo
His relaxed long-view approach is at odds with thepopular perception of King as an overnight success story
propelled by the phenomenally popular Candy Crush Saga
ldquoIt took us 10 yearsrdquo laughs Zacconi ldquoWe launched
nearly 200 casual games on Kingcom After you launch
that many games you know what works and what doesnrsquotrdquo
King shifted gear in April 2012 when it ported Candy
Crush over to Facebook tapping into a potential audience
ndash at that time ndash of just under a billion people
ldquoThere are two aspects behind why Facebook is coreThe first one is the user experience and the second one
is the marketingrdquo says Zacconi
ldquoOn the web you need to ask every person to enter
their email address to choose a password then you have
to do the same with friends On Facebook itrsquos one click
ldquoAnd then to be able to target new players based
on demographic on whether they like games their
age gender and country is extremely valuable I can
also identify players who have played our games versus
people who have not played the gamesrdquo
The combination of social mobile and micro-
transactions means that a staggering 225 milliongamers now play Kingrsquos titles every month But does
the monolithic success of Candy Crush in fact pose a
challenge to King After all the casual games industry
has seen more than its share of one-hit wonders
ldquoIs the games industry hit-driven Yes no doubtrdquo says
Zacconi ldquoIf you look at Electronic Arts or Activision are
they a one-trick pony No they have several successful
titles But in the last 12 months we developed five of the
top 10 games on Facebook
ldquoIf we do the things wedo today in three yearstime we will not behere We continuously
need to innovate topush the enveloperdquo
ldquoWe say to our users lsquoYou like Candy Try Pet Rescue
or Farm Heroes or Papa Pear rsquo Were building a network
of games where we can say the player enjoys lsquoKingrsquo games
We are not discounting the chance that we will have
another megahit but we donrsquot need another megahitrdquo
Not only is Zacconi relaxed about the possibility of
repeating Candy Crushrsquos success he believes that tryingto revisit the past makes bad business sense ldquoIf we do
the things we do today in three years time we will not be
here So we continuously need to innovate to push the
envelope to experiment ndash which we are doingrdquo
With an estimated 150m monthly active users on its Facebook app and one billion
plays every day British game developer Kingcom is one of the yearrsquos biggest successstories CEO Riccardo Zacconi lifts the lid on how Kingcom took the crownCANDY CRUSHING IT
Artwork by Ad
7222019 Facebook - The Annual 2013
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| 16| 16
7222019 Facebook - The Annual 2013
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
7222019 Facebook - The Annual 2013
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| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
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Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
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| 20| 20
7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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httpslidepdfcomreaderfullfacebook-the-annual-2013 1368
T U R K E Y
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e 7 4
o f m
o n t h l y
a c t i v e u s e r s
r e t u r n
d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
G E R M
A N Y
E v e r y d
a y
E v e r y m
o n t h
p e
o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 6
o f m o n
t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o
p l e m
o n t h l y
o n m
o b i l e
T h a t s
4 3
o f
i n t e
r n e t
u s e r s
i n G e r m a n y
T h a t s 2 7
o f m o b i l e
p h o n
e
i n G e
S W E D E N
E v
e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
7 8
o f m
o n t h l y
a c t i v
e u s e r s
r e t u
r n d a i l y
p e o p l e
m o n t h l y
p e o p l e
m o n t h l y
o n m o b i l e
T h a t s 5 7
o f
i n t e
r n e t
u s e r s
i n S w e
d e n
T h a t s 5 3
o f m o b i l e
p h o n
e u s e r s
i n S w e
d e n
I S R A E L
E v e r y d
a y
E v e r y m
o n t h
p e o p l e
d a i l y
p e o p l e
d a i l y
o n m o b i l e
p e o p l e
m o n t h l y
p e o p l e
m o n
o n m o b i l
7
Source Facebook Internal Data based on stated and inferred data June 2013 percentage of internet and mobile phone users calculated with data from eMarketer AprilM
7222019 Facebook - The Annual 2013
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| 14| 14
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Interview
Riccardo Zacconi likes to makes a point very
very clearly ldquoSocial mobile and micro-transactionsrdquo
he says explaining the coincidence of factors that helped
his company King become one of the hottest games
developers in the world
ldquoWhen we started in 2003 casual gaming was already
a broad-interest industry but now I can play anywhere
rather than having to play on a computerrdquo
His relaxed long-view approach is at odds with thepopular perception of King as an overnight success story
propelled by the phenomenally popular Candy Crush Saga
ldquoIt took us 10 yearsrdquo laughs Zacconi ldquoWe launched
nearly 200 casual games on Kingcom After you launch
that many games you know what works and what doesnrsquotrdquo
King shifted gear in April 2012 when it ported Candy
Crush over to Facebook tapping into a potential audience
ndash at that time ndash of just under a billion people
ldquoThere are two aspects behind why Facebook is coreThe first one is the user experience and the second one
is the marketingrdquo says Zacconi
ldquoOn the web you need to ask every person to enter
their email address to choose a password then you have
to do the same with friends On Facebook itrsquos one click
ldquoAnd then to be able to target new players based
on demographic on whether they like games their
age gender and country is extremely valuable I can
also identify players who have played our games versus
people who have not played the gamesrdquo
The combination of social mobile and micro-
transactions means that a staggering 225 milliongamers now play Kingrsquos titles every month But does
the monolithic success of Candy Crush in fact pose a
challenge to King After all the casual games industry
has seen more than its share of one-hit wonders
ldquoIs the games industry hit-driven Yes no doubtrdquo says
Zacconi ldquoIf you look at Electronic Arts or Activision are
they a one-trick pony No they have several successful
titles But in the last 12 months we developed five of the
top 10 games on Facebook
ldquoIf we do the things wedo today in three yearstime we will not behere We continuously
need to innovate topush the enveloperdquo
ldquoWe say to our users lsquoYou like Candy Try Pet Rescue
or Farm Heroes or Papa Pear rsquo Were building a network
of games where we can say the player enjoys lsquoKingrsquo games
We are not discounting the chance that we will have
another megahit but we donrsquot need another megahitrdquo
Not only is Zacconi relaxed about the possibility of
repeating Candy Crushrsquos success he believes that tryingto revisit the past makes bad business sense ldquoIf we do
the things we do today in three years time we will not be
here So we continuously need to innovate to push the
envelope to experiment ndash which we are doingrdquo
With an estimated 150m monthly active users on its Facebook app and one billion
plays every day British game developer Kingcom is one of the yearrsquos biggest successstories CEO Riccardo Zacconi lifts the lid on how Kingcom took the crownCANDY CRUSHING IT
Artwork by Ad
7222019 Facebook - The Annual 2013
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| 16| 16
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1868
| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
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Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
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| 20| 20
7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
7222019 Facebook - The Annual 2013
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3068
| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3168
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
7222019 Facebook - The Annual 2013
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4268
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httpslidepdfcomreaderfullfacebook-the-annual-2013 4368
1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
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httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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| 14| 14
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Interview
Riccardo Zacconi likes to makes a point very
very clearly ldquoSocial mobile and micro-transactionsrdquo
he says explaining the coincidence of factors that helped
his company King become one of the hottest games
developers in the world
ldquoWhen we started in 2003 casual gaming was already
a broad-interest industry but now I can play anywhere
rather than having to play on a computerrdquo
His relaxed long-view approach is at odds with thepopular perception of King as an overnight success story
propelled by the phenomenally popular Candy Crush Saga
ldquoIt took us 10 yearsrdquo laughs Zacconi ldquoWe launched
nearly 200 casual games on Kingcom After you launch
that many games you know what works and what doesnrsquotrdquo
King shifted gear in April 2012 when it ported Candy
Crush over to Facebook tapping into a potential audience
ndash at that time ndash of just under a billion people
ldquoThere are two aspects behind why Facebook is coreThe first one is the user experience and the second one
is the marketingrdquo says Zacconi
ldquoOn the web you need to ask every person to enter
their email address to choose a password then you have
to do the same with friends On Facebook itrsquos one click
ldquoAnd then to be able to target new players based
on demographic on whether they like games their
age gender and country is extremely valuable I can
also identify players who have played our games versus
people who have not played the gamesrdquo
The combination of social mobile and micro-
transactions means that a staggering 225 milliongamers now play Kingrsquos titles every month But does
the monolithic success of Candy Crush in fact pose a
challenge to King After all the casual games industry
has seen more than its share of one-hit wonders
ldquoIs the games industry hit-driven Yes no doubtrdquo says
Zacconi ldquoIf you look at Electronic Arts or Activision are
they a one-trick pony No they have several successful
titles But in the last 12 months we developed five of the
top 10 games on Facebook
ldquoIf we do the things wedo today in three yearstime we will not behere We continuously
need to innovate topush the enveloperdquo
ldquoWe say to our users lsquoYou like Candy Try Pet Rescue
or Farm Heroes or Papa Pear rsquo Were building a network
of games where we can say the player enjoys lsquoKingrsquo games
We are not discounting the chance that we will have
another megahit but we donrsquot need another megahitrdquo
Not only is Zacconi relaxed about the possibility of
repeating Candy Crushrsquos success he believes that tryingto revisit the past makes bad business sense ldquoIf we do
the things we do today in three years time we will not be
here So we continuously need to innovate to push the
envelope to experiment ndash which we are doingrdquo
With an estimated 150m monthly active users on its Facebook app and one billion
plays every day British game developer Kingcom is one of the yearrsquos biggest successstories CEO Riccardo Zacconi lifts the lid on how Kingcom took the crownCANDY CRUSHING IT
Artwork by Ad
7222019 Facebook - The Annual 2013
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| 16| 16
7222019 Facebook - The Annual 2013
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1868
| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1968
Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
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| 20| 20
7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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7222019 Facebook - The Annual 2013
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Interview
Riccardo Zacconi likes to makes a point very
very clearly ldquoSocial mobile and micro-transactionsrdquo
he says explaining the coincidence of factors that helped
his company King become one of the hottest games
developers in the world
ldquoWhen we started in 2003 casual gaming was already
a broad-interest industry but now I can play anywhere
rather than having to play on a computerrdquo
His relaxed long-view approach is at odds with thepopular perception of King as an overnight success story
propelled by the phenomenally popular Candy Crush Saga
ldquoIt took us 10 yearsrdquo laughs Zacconi ldquoWe launched
nearly 200 casual games on Kingcom After you launch
that many games you know what works and what doesnrsquotrdquo
King shifted gear in April 2012 when it ported Candy
Crush over to Facebook tapping into a potential audience
ndash at that time ndash of just under a billion people
ldquoThere are two aspects behind why Facebook is coreThe first one is the user experience and the second one
is the marketingrdquo says Zacconi
ldquoOn the web you need to ask every person to enter
their email address to choose a password then you have
to do the same with friends On Facebook itrsquos one click
ldquoAnd then to be able to target new players based
on demographic on whether they like games their
age gender and country is extremely valuable I can
also identify players who have played our games versus
people who have not played the gamesrdquo
The combination of social mobile and micro-
transactions means that a staggering 225 milliongamers now play Kingrsquos titles every month But does
the monolithic success of Candy Crush in fact pose a
challenge to King After all the casual games industry
has seen more than its share of one-hit wonders
ldquoIs the games industry hit-driven Yes no doubtrdquo says
Zacconi ldquoIf you look at Electronic Arts or Activision are
they a one-trick pony No they have several successful
titles But in the last 12 months we developed five of the
top 10 games on Facebook
ldquoIf we do the things wedo today in three yearstime we will not behere We continuously
need to innovate topush the enveloperdquo
ldquoWe say to our users lsquoYou like Candy Try Pet Rescue
or Farm Heroes or Papa Pear rsquo Were building a network
of games where we can say the player enjoys lsquoKingrsquo games
We are not discounting the chance that we will have
another megahit but we donrsquot need another megahitrdquo
Not only is Zacconi relaxed about the possibility of
repeating Candy Crushrsquos success he believes that tryingto revisit the past makes bad business sense ldquoIf we do
the things we do today in three years time we will not be
here So we continuously need to innovate to push the
envelope to experiment ndash which we are doingrdquo
With an estimated 150m monthly active users on its Facebook app and one billion
plays every day British game developer Kingcom is one of the yearrsquos biggest successstories CEO Riccardo Zacconi lifts the lid on how Kingcom took the crownCANDY CRUSHING IT
Artwork by Ad
7222019 Facebook - The Annual 2013
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| 16| 16
7222019 Facebook - The Annual 2013
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1868
| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 1968
Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
7222019 Facebook - The Annual 2013
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| 20| 20
7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4368
1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
7222019 Facebook - The Annual 2013
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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| 16| 16
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
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| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
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Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
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| 20| 20
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
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| 22
APRIL MAY JUNE
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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httpslidepdfcomreaderfullfacebook-the-annual-2013 4368
1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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7222019 Facebook - The Annual 2013
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Like
NewsVa English
Papa Francesco
13 March
Comment Share 3445 Shares196 Comments4302 Likes
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| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
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Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
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| 20| 20
7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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| 18
SUCCESS STORIES
GOALS
Build awareness
Increase online sales
RESULTS uplift in branded
search traffic
increase in sales from branded searches
increase in branded
search trafficpost-campaign
Appliances Online1385390 likes middot 22200 talking about this
Appliances Online
GOALS
Drive in-store sales
Launch a product
RESULTS of German online
population reached
people reached solelythrough Facebook
of campaign sales via
Facebook vs 8 of spend
greater ROI throughFacebook vs TV
Nestleacute Maggi1970440 likes middot 16231 talking about this
Nestleacute Maggi
7222019 Facebook - The Annual 2013
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Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
7222019 Facebook - The Annual 2013
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| 20| 20
7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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Targeted reachDeep engagementProven results
GOALS
Build awareness
Increase in-store sales
RESULTS return on
ad spend
new customers
of UK online adult
population reached
GOALS
Launch an app
Increase online sales
RESULTS app downloads in 24 ho
attributable to Faceboo
music app and 21 for geUS App Store rankings
increase in revenue
per user
increase in averagedaily downloads
Pimmrsquos10936 likes middot 29 talking about this
edjing43320 likes middot 2744 talking about this
Pimms edjing
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| 20| 20
7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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| 20| 20
7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3068
| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 3168
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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In 2012 Facebook became a fully mobile-first company At thebeginning of 2012 we had virtually no mobile marketing solution
and our core mobile apps for Android and iOS were frankly not as
strong as they could be Wersquove spent the past year investing heavily
in rebuilding our mobile platforms from the ground up and wersquove
launched mobile sponsored stories which allow our partners to reach
consumers on mobile devices with messages that are large visually
beautiful and completely natural to the user experienceIn 2013 wersquoll continue our drive to be the worldrsquos premiere
mobile platform Two new solutions wersquore excited about are Nearbywhich helps mobile users locate stores restaurants and other local
businesses based on their friendsrsquo reviews and our Mobile App Ads
which are showing outstanding results for developers But we
are just getting started
We often hear phrases like lsquowork-life balancersquo to describe the
challenges that high-achieving women face in the workplace In my
experience a better term is work-life integration With partners
reaching out to me from across the globe I need to make myself
available 247 so I often work from home late into the night On
the other hand my home life often blends into my workday such
as taking a break in the afternoon to see my daughterrsquos assembly
at school The point is therersquos no single playbook that works foreveryone You have to be really clear about your priorities and that
will guide you every day
Interview
MAKINGTHE PLAYCarolyn Everson Facebookrsquos VP of Global MarketingSolutions reflects on the changes at the company inthe 12 months since its IPO and what it takes to bea working mum at the top of a global sales org
Artwork by
7222019 Facebook - The Annual 2013
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| 22
APRIL MAY JUNE
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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| 22
APRIL MAY JUNE
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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| 24
How have peoplersquos perceptions of Instagram
changed in the last 12 months
ldquoI think there are two things going on One is that
Instagram is much bigger ndash wersquore at 150m+ monthlyactive users now and that simply wasnrsquot the case
a year ago A year ago we were 30 40 50m users
worldwide So three times as big three times the reach
and three times the responsibility
ldquoThe second part is the affiliation with Facebook I
think people have been surprised at how well Instagram
and Facebook have worked to accentuate their relative
strengths The changes people thought were going to
come to Instagram havenrsquot comerdquo
With millions of images now being shared every
day on Instagram and Facebook wersquore moving
towards a different kind of visual culture Are you
conscious of pioneering something new
ldquoI actually think wersquove always been a visual culture If
you think about the offline world it went written word
followed by radio then television and wersquore moving inthe same direction as a networked culture It started off
as email then it went to multimedia and now itrsquos gone
to video I think that expansion will continue to happen
in terms of social media but wersquore allowing for that to
happen rather than changing the way people behaveWersquore unlocking habits rather than introducing themrdquo
Critics of this culture point out that a lot of it is
trivial ndash people taking selfies or posting pictures
of cats How do you respond to them
ldquoPeople have always had lattes and cappuccinos
theyrsquove always taken pictures of themselves and their
friends theyrsquove always gone out drinking theyrsquove
always had brunch theyrsquove always had babies theyrsquove
always had cute pets None of this is new Itrsquos always
happened and it always will happen itrsquos just that now
yoursquore instantly connected with it And I think that
transparency into culture and into how people are
acting and what people are doing itrsquos a wake up call
to all of us
ldquoYou have to take the good with the minutiae Withany art form yoursquore always going to have the 5 of it
thatrsquos super valuable and moves the world forward
and the rest is probably going to be forgotten But
thatrsquos okay as long as you have that 5rdquo
Have you ever made a decision because you
felt you needed to justify the valuation of
the company
ldquoNo If anything I think Instagram has far exceeded any
expectations of any valuation before ndash in terms of
growth in terms of reach in terms of relative strength
in the mobile market And therersquos no question in mymind that Instagram will pay back dividendsrdquo
Interview
INSTAGRAM ONE YEAR ONIn April 2012 the world sat up and took notice when Facebook paid a cool $1bn forInstagram an 18-month-old photo sharing app with only 13 employees Twelve months
later CEO Kevin Systrom discusses the affiliation with Facebook and how hiscompany has helped to usher in a new visual culture
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
7222019 Facebook - The Annual 2013
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
7222019 Facebook - The Annual 2013
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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Source Facebook Internal Data based on stated and inferred data June 2013 Instagramcom
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
7222019 Facebook - The Annual 2013
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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7222019 Facebook - The Annual 2013
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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| 26
GOLD AWARD
NIKE ACADEMY
Client NIKE
Agency AKQA
Stephen Strong AKQA ldquoThings have changed significantly from the daywhen lsquodigital creativersquo consisted of online advertising banners and websi
Creative that lives in a lsquodigital worldrsquo is probably a better way of describi
the content we produce for the Academy Wersquore mindful that our conte
is mostly viewed through mobile devices and that our audience are
time-poor so it has to be hyper-relevant to make any impactrdquo
GOLD AWARD
A LITTLE VILLAGE GOES GLOBAL
Client GRAUBUNDEN TOURISM
Agency JUNG VON MATTLIMMAT
Cyrill Hauser JvM ldquoFacebook is a great platform to probe and accelerat
the lsquotalkabilityrsquo of a campaign If you use the synergies of other socialplatforms stuff gets even more powerful You still need to create releva
funny emotional weird or thrilling content of courserdquo
THE BLUE AWARD
OREO DAILY TWIST
Client MONDELEZ
Agency DRAFTFCB
On 25 June 2012 Oreo launched a social media campaign that would
forever change what a cookie can do the Oreo Daily Twist One hundre
ads in 100 days turned trending news stories into visual treats Oreo
cookiersquos unique perspective on the world didnrsquot just grab the attention
of 27 million Facebook fans it became news itself
The Facebook Studio Awards
THE ART OF CRAFTThe Facebook Studio Awards recognise the agencies and brands that do a great jobhelping people and businesses connect In 2013 the focus was on great storytelling
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
7222019 Facebook - The Annual 2013
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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7222019 Facebook - The Annual 2013
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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| 28
SUCCESS STORIES
O2931572 likes middot 11373 talking about this
O2
GOALS
Build brand awareness
Increase online sales
RESULTS return on ad spend
via Lookalike Audiences
lower CPA compared toother targeting options
of web traffic
driven by Facebook
PrintKlub4630 likes middot 107 talking about this
PrintKlub
GOALS
Drive downloads ofO2 Tracks app amongpeople aged 18+
RESULTS of entire UK online
population reached
in iOS app chart after3 days with Facebook-only media
7222019 Facebook - The Annual 2013
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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GOALS
Maximise conversion rates
Build brand awareness
RESULTS ROAS directly attributable
to Facebook activity
above average ordervalue for conversionsoccurring on Facebook
ROAS on a Page PostAd campaign in Norway
SAS534394 likes middot 21105 talking about this
SAS
GOALS
Build awareness among potentialfranchisees and custom
RESULTS return on
media spend
leads generated
increase
in fans
Just Falafel1669889 likes middot 69260 talking about this
Just Falafel
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
7222019 Facebook - The Annual 2013
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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| 30| 30
Like
Bastian SchweinsteigerMorgen gehts nach London Ich hoffe am Samstag bringendie Bayern-Fans Wembley zum beben und die Allianz Arena und ganz Muumlnchen sind rotweiszlig
Also pack mas
28 May
Comment Share 331 Shares1191 Comments36612 Likes
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4468
| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
7222019 Facebook - The Annual 2013
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
| 36
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
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| 34| 34
Music
THE BEATQUAKEThis is what it looks like when songs go viral on Facebook
When Facebook partnered with San Franciscos Stamen
design and technology studio the result was the Beatquake
Inspired by old-school graphic equalizers the Beatquake
mapped the volume of listens for each of the top three most
popular songs in the US every day over a period of 90 days
Coloured layers showed the number of plays expanding over time
visualising the response to each song simultaneously across
the country while the texture of the map was driven by
beats per minute and changed as one song overtook anoth
in popularity
With over 110 million songs albums and radio stations
getting 40 billion plays through apps integrated with Open
Graph the music-mapping project took a vast amount of dat
and turned it into art
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JULY AUGUST SEPTEMBER
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
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JULY AUGUST SEPTEMBER
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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JULY AUGUST SEPTEMBER
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
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| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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| 38
IS CA HUMAInternetorg ndashan initiative tobring five billionpeople online ndashis the next stagein Facebooks
mission to makethe world more connected MarkZuckerbergexplains why itrsquosso important to
deliver universalaccess to the web
For almost 10 years Facebook has been on a
mission to make the world more open and
connected For us that means the entire
world ndash not just the richest most developed
countries Wersquove made good progress and
today we connect more than 115 billion people
through Facebook each month
But as we started thinking about
connecting the next five billion we realised
something important the vast majority of
people in the world donrsquot have any access
to the internet
The state of the internetToday only 27 billion people have internet
access Even more surprising internet
adoption is growing by less than 9 each
year which is slow considering how early
we are in its development and that it is
expected to slow further
Why is this so importantThe internet not only connects us to our
friends families and communities it is also the
foundation of the global knowledge economyThe world economy is going through a
massive transition right now The knowledge
economy is the future By bringing eve
online wersquoll not only improve billions o
wersquoll also improve our own as we ben
from the ideas and productivity they
contribute to the world
Defining the visionWe believe itrsquos possible to sustainably
free access to basic internet service
way that enables everyone with a ph
get on the internet and join the know
economy while also enabling the ind
to continue growing profits and buildthis infrastructure
Today the global cost of deliverin
is on the order of 100 times too exp
for this to be economically feasible
cost of subsidising even basic servic
free would exceed many peoplersquos m
income and it would be extremely d
for the industry to build a profitable
However with an organised effo
think it is reasonable to expect the o
efficiency of delivering data to incre
by 100x in the next five to 10 years Twill come from two types of innovat
bringing down the underlying costs
7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
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GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
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1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
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| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
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7222019 Facebook - The Annual 2013
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| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
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Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
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| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
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| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
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| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
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ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
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Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
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| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
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Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
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| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
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GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
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| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
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When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
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Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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7222019 Facebook - The Annual 2013
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NECTIVITYRIGHTUsing less dataOne often overlooked lever for reducing
peoplersquos overall data costs is simply using less
data Part of why we overlook this is because
most people building large scale internet
services live in developed countries where
we pay for effectively unlimited data plans
When you have an unlimited data plan there
isnrsquot much of an incentive to use less data But
most of the world doesnrsquot work this way
Most of the world doesnrsquot even have credit
card infrastructure so even if many operators
wanted to bill their customers for their datause at the end of a month they would have
no way to do that Instead in most developing
countries people primarily use a pre-paid
model buy a certain amount of data access
on their SIM cards upfront and then use that
data over time
This creates a data-conscious mentalitythat we often donrsquot see in developed
countries but it will be important
to internalise this to efficiently deliver
services to the next five billion people
Helping businesses drive accessIf yoursquove grown up in an area where yoursquove
delivering data and using less data by
building efficient apps
If the industry can achieve a 10x
improvement in each of these areas which
we believe is possible then it becomes
economically reasonable to offer free basic
services to those who cannot afford them
and start to sustainably deliver on the
promise of connectivity as a human right
The rough plan focuses on three
important levers
Making internet access affordableEvery year mobile operators around the
world invest tens of billions of dollars building
out networks that deliver better data access
The pricing plans people ultimately see are
dictated by these underlying costs It isnrsquot
sustainable to reduce the price of data plans
and therefore operatorsrsquo revenues without
meaningfully improving their costs and the
efficiency of the networks However if the
industry can collectively make progress
here then it is possible for operators to
build even more profitable models whileoffering data at significantly lower costs
per megabyte
never had a computer or access tointernet then if someone asks you
want a data plan chances are you know what theyrsquore talking about T
internet and data are abstract con
Most people donrsquot want data
they want the services you can use
Ask that person if they want Face
and theyrsquore more likely to say yes Co
with the people around you through
network is a basic human behavio
not a surprise that people intuitively
even ifthey donrsquot understand what dThe question is can we align eve
incentives Can more people get th
they want and then discover new u
the internet so that phone makers
better phones into peoplersquos handsmobile operators can get more cus
and more profits to further invest i
out infrastructure
I think that connecting the world wil
of the most important things we all
lifetimes and Irsquom thankful every day tthe opportunity to work with all of y
to make this a reality
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4268
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4368
1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4468
| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4668
| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4868
| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4968
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5268
| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4068
| 40
GOALS
Build awareness
Boost engagement around TV campaign
RESULTS generated for every
1euro invested on Faceboo
higher ROI than TV
of potential online buyer
were exposed to theFacebook campaign
GOALS
Build awareness
Increase in-store sales
RESULTS unique reach
beyond TV
million peoplereached
million
on mobile
uplift in purchase intent viaFacebook + TV than TV alone
Coca-Cola76324165 likes middot 1079892 talking about this
Cadbury Creme Egg2628649 likes middot 1242 talking about this
Coca-ColaCadbury Creme Egg
SUCCESS STORIES
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4268
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4368
1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4468
| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4668
| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4868
| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4968
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5268
| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4168
GOALS
Launch new Fairydishwasher brand in Turk
Build awareness
RESULTS of total digital populatio
in Turkey reached
brandassociation
brand
awareness
brandfavourability
GOALS
Increase awareness of thenew Audi A3 Sportback
Launch a product
RESULTS million people reached
exclusively via Facebook
of Germans online werereached via FacebookTV and print
reached via Facebook but not TV
PampG Tuumlrkiye584308 likes middot 2299 talking about this
Audi Deutschland995352 likes middot 60683 talking about this
Fairy Tuumlrkiye Audi Deutschland
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4268
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4368
1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4468
| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4668
| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4868
| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4968
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5268
| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4268
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4368
1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4468
| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4668
| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4868
| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4968
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5268
| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4368
1
2
3
4
5
SABINE LISICKI
MARION BARTOLI
MARIA SHARAPOVA
SERENA WILLIAMS
LAURA ROBSON
SUMMER BUZZINHOW PIMMrsquoS WON THE 2013 WIMBLEDON BUZZ BATTLE
51MMENTIONS
66MCOMMENTS
172MLIKES
Male and female stars withthe most global buzz
How Pimms won the UKs battle of the brands
MENTIONSPRE-WIMBLEDON
MENTIONS DURING WIMBLEDON
Who whipped up a fan frenzy
The 5 most talked about moments (UK)
ANDY MURRAY
LIFTS THE TROPHY
THE MENS FINAL
GETS UNDERWAY
MURRAY THROUGH
TO THE FINAL
MURRAYS MIRACULOUS
QUARTER-FINAL COMEBACK
SERENA WILLIAMS UPSET
BY SABINE LISICKI
The total number of mentions likes and comments about Wimbledon
1 ANDY MURRAY
2 RAFAEL NADAL
3 NOVAK DJOKOVIC
4 ROGER FEDERER
5 STEVE DARCIS
THE TOP 5
BRAND BUZZ
GLOBAL INTERACTIONS
DID YOU SEE THAT
PAGE PERFECT
WEEK 2WEEK 1 WEEK 3 WEEK 4
1
2
3
4
5
NOVAK DJOKOVIC
31M FANS
+30k FANS (1)
ANDY MURRAY
15M FANS
+430k FANS (40)
SABINE LISICKI
290k FANS
+144k FANS (106)
WIMBLEDON
15M FANS
+116k FANS (84)MARION BARTOLI
17k FANS
+36K FANS (26)
Fans before Wimbledon
Fans after Wimbledon
4 M I LU N I QU ET ALK I N G
W I M B L
+140 +530+30
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4468
| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4668
| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4868
| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4968
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5268
| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4468
| 44
Like
The British Monarchy
The Prince of Wales said this evening
Both my wife and I are overjoyed at the arrival of my firstgrandchild It is an incredibly special moment for Williamand Catherine and we are so thrilled for them on the birthof their baby boy
22 July
Comment Share 5348 Shares3380 Comments50024 Likes
| 44
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4668
| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4868
| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4968
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5268
| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4668
| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4868
| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4968
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5268
| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4668
| 46
TRAVEL
GETS REAL
| 46
Facebook is a hot bed for travel discussion and
discovery Itrsquos where people come to dream plan book
experience and reflect on their holiday And as more
of the world is revealed through our News Feed once
impossible visions of paradise seem suddenly accessible
Thatrsquos because in contrast to the carefully art directed
photography of glossy travel brochures images shared
in the News Feed are of real people in real places often
posted in real time When we see our friends swimming
with turtles or dining in exotic restaurants the worldbecomes a little bit smaller Dreams become reality
NEW RESEARCH DATA SHOWS THAT CONSTANTLY CONNECTED
TRAVELLERS ARE INCREASINGLY USING FACEBOOK TO DISCOVER
EXPERIENCE AND RELIVE THEIR HOLIDAYS ONLINE
For marketers that means an unprecedented
opportunity to connect with the people who matter
to them in an authentic environment that spans the full
spectrum of the holiday discovery and booking process
Thatrsquos the message from a new study by Sparkler
Research In lsquoFacebook Travel Near amp Nowrsquo Sparkler
investigated the changing nature of Facebook usage
amongst the top 20 of users by usage volume in the UK
Germany and Scandinavia Their findings offer an insight
into the pioneering trends that we can expect to seeacross the platform over the next 12-18 months
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4868
| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4968
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5268
| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4768
Source Sparkler Research ndash Facebook Travel Near amp Now November 2013
GER
GBRSCAND
TRAVEL SPEND INEUROPE IS ON THE RISE
2P
85 983104 ns
l cdоs a ioe t cma w
74 f TrpAv
3 Book
Facebook surroundsthe moment of
booking
The excitementof the moment is something userswant to broadcast
95
94
0 1 9 3 5 8 7 1 -7 9 -2 4 9 3 4 gt gt gt gt gt gt
REMARKSOBSERVATIONS FLIGHT amp DATE
83 OF PEOPLE CHECK
FACEBOOK AT LEAST EVERY
COUPLE OF DAYS WHILE
THEYrsquoRE ON HOLIDAY
4 EXPERIENCE
DESTINATIONREMARKSOBSERVATIONS
OF PEOPLE USE FACEBOOK FOR
HOLIDAY-RELATED ACTIVITIES
BEFORE BOOKING ndash EG POSTA STATUS UPDATE
USE FACEBOOK FOR HOLIDAY-
RELATED ACTIVITIES AFTER
BOOKING ndash EG USE SHARE
LINK FROM BOOKING SITE
5 Reflect
Logging on to Facebookis one of the first things people do when getting home
1 Dream
Friends and family influence travel Muchof this social contact has moved online
say that without Facebook
they wouldnrsquot know where theirfriends had been on holiday
agree friendsrsquo and familyrsquosphotos have encouraged
them to visit a place theyrsquovenever considered before
can moregoing to a
seen famthere eve
put lsquoholidaysrsquothree post tFacebook ndash
music food
agree their friendsrsquo
and familyrsquos holidaysinspire them
agree that whilst on Facebooktheyrsquod started dreaming about
a holiday even when therewasnrsquot one on the horizon
8 6 0 3 5 -5 2 9 5 8 -1 0
Jane Smith
12 minutes ago
99 of people do something on
Facebook when they get back
32 of these users do so
before they leave the airport
FACEBOOK NEAR AND
NOW
Facebookhelps travel brands addpersonalised recommendations
LEAD THE WAY
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4868
| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4968
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5268
| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4868
| 48
In July Facebook
hit 1m activeadvertisers Dan LevyGlobal Director of
Small and Medium
Businesses atFacebook cracks
open the champagne
There are almost 300 million connectbetween people and local businesses in the UK on Faceboo
In fact across Europe 61 of people on Facebook are conn
to at least one local business page
Business owners are realising the extent of the opportunity
many already benefiting from using Facebook to reach the p
that matter to them The power of the Page gives businesses
to be discovered on Facebook providing an instant mobile m
strategy and making dynamic authentic connections between
businesses and their customers
So on behalf of everyone at Facebook I want to say lsquothan
to the one million businesses that are now active advertisers W
start small so whether yoursquore reaching your first customer o
millionth Irsquom thankful that wersquore able to help your business a
its goals
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4968
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5268
| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 4968
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5268
| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5068
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5268
| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5168
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5268
| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5268
| 52| 52
Tom Standage fast-talking Digital Editor of The
Economist has a Big Idea Unlike some of his peers he doesnrsquot
think social media is a fad In fact Standage believes itrsquos one ofthe oldest and most human forms of communication
His new book Writing on the Wall is guaranteed to raise
eyebrows History buffs may be surprised to learn that Cicero
was the first blogger Martin Lutherrsquos Reformation went lsquoviralrsquo
and the court of Henry VIII was prone to outbursts of cyber-
bullying Is Standagersquos hypothesis far-fetched or simply far-sighted
What is lsquosocial mediarsquo
ldquoThe essence of social media in my view is that itrsquos media you
get from other people ndash itrsquos the exchange of media of various
kinds along social networks creating a distributed community
Interview
THEPREHISTORIC
ITCHIn Writing on the Wall Tom Standage argues thatthe urge to connect and share is as old as thehuman brain itself In fact far from being a modernphenomenon social networks have been around forover 2000 years Welcome to the old new media
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5368
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5468
| 54
Interview
THE MEDIAAND THEMESSENGERHow do you define a brand that touches more
than a billion people Rebecca van Dyck VPof Product Marketing at Facebook shares herinsights and looks to Facebooks future
Rebecca van Dyck has had high-pressure
jobs before 12 years as Account Director for Nike
at Wieden+Kennedy Senior Director of Worldwide
Advertising at Apple (the iPhone was released on her
first day) and CMO at Levirsquos when the venerable jeansbrand rolled out its first ever global marketing campaign
But as VP of Product Marketing at Facebook van Dyck
is staring down the barrel of her toughest assignment
ever defining a brand that touches over a billion people
And doing it pretty much from scratch
Here she shares her insights as she looks back on the
year just gone and ahead to the challenges still to come
On FacebookldquoIrsquove always worked for companies that had marketing
at their core ndash that had a strong brand that knew
who they were and had that marketing playbook Theopportunity at Facebook was that that didnrsquot exist yet
Its an opportunity because the brand is so important
in peoplersquos lives but we havenrsquot expressed that yet
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5568
ldquoA lot of tech companies especially if theyrsquore
started by engineers see the product itself as the
marketing The problem is that our product has
grown and got more complicated ndash really interesting
but complicated ndash and because of that complexitywe need some explanation we need to help people
along the wayrdquo
On working with ZuckldquoWersquore lucky to work at a founder-led company When you can tap right into that initial intent of why this
thing was built itrsquos fabulous At first I didnrsquot know how
Mark would compare to someone like Steve [Jobs]
or Mark [Parker] or Phil [Knight] but the thing is he
really can Hersquos got this crazy tunnel vision for where
wersquore going And hersquos thinking ahead of what seems
possible for the product or for humanity or for peopleor for behaviours Hersquos seeing something further down
the road and he instills confidence that this is where
wersquore going and this is the right thing to dordquo
On the lessons of 2013ldquoI think itrsquos important as a brand that you know who you
are that you can articulate what you make and you can
do it in a way that consumers can understand I think we
have experimented with two of those but not all threeWersquove done who we are wersquove done the product stuff but
we havenrsquot been able to close the gap on how those things
relate to how consumers and users experience us todayrdquo
On whatrsquos nextldquoThe next push will really be to add in that element ofhow users are experiencing us to add in more of a human
element to everything we do and to experiment with that
in a bunch of different markets around the world Wersquoll start
small but start important we have a huge opportunity to
use our own platform as both the media and the message
ldquoI think our platform is going to enable some of thebiggest changes in 2014 We are the machinery that is
creating change and we are also reacting to it Itrsquos unlike
any other thing out thererdquo
Artwork by Fernando
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5668
Like
Marouane Fellaini
Eid Mubarak to all Muslims around the world
15 October
Comment Share 454 Shares1378 Comments21921 Likes
| 56
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5868
| 58
Interview
lsquoStorytellingrsquo might be marketingrsquos favourite new buzzword but what does it actually
mean Debbie Weinstein Vice President of Global Media at Unilever thinks itrsquos thedifference between selling a product and an ideaWHATS THE STORY
The root of storytelling on Facebook
is the shift to mobile In the last two years the growth
rates wersquove seen across the world in both developed
and developing markets around the use of mobile
mean that any platform player like Facebook has to
be mobile first ndash and that means we as advertisers have
to start with mobile too
If you think about what that means for Facebook
it used to be that there was content in the middle ndash the
News Feed ndash and there were ads on the right hand side
But on mobile there is no right hand side If advertising
is going to be integrated into the mobile experience
then the only place to do it is in the News Feed because
thatrsquos the only content layer
So for us it all starts with stories Advertising brands is
about telling stories and being of value in the News Feed is
about telling great stories Think about it wersquore competingwith content from friends family the local community
We have to tell great stories otherwise wersquore simply not
being interesting enough to warrant anybodyrsquos attention
When we talk about storytelling at Unilever we have
this idea that a lsquobrandrsquo is a product that someone buys
and an idea that someone buys into The important thing
about a story is that it captures the idea itrsquos not just lsquo50
off body wash at your local retailerrsquo
So the essence of storytelling for me in this forum
is that it can take a lot of different shapes and forms ndash
it could be a video a visual a line of copy All these things
can be lsquostorytellingrsquo as long as they support an idea thattriggers an emotional connection with your audience
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 5968
Partnerships
David Beckham has taken the field at some of
the biggest football grounds in Europe ndash Old Trafford the
Bernabeacuteu San Siro and more But even Becks had neverexperienced anything on the scale of the Facebook Digital
Stadium with its capacity of over one billion people
The virtual Stadium was created for the world-first digital
launch of David Beckham a new book chronicling the
superstarrsquos 20-year career live-streamed from Beckhamrsquos
Facebook Page to fans around the world in real time Usingcutting-edge technology fans from Britain to Brazil were
able to receive personalised autographs from Beckham and
share them via the News Feed
Becks himself was thrilled by the ldquoinnovative and originalrdquo
idea By the end of the event the book had jumped over
150 places on Amazonrsquos pre-order chart to enter the top
20 Over a 10-day period from the launch announcement
Beckhamrsquos Facebook Page saw 7x the average fan growth
while the announcement itself received 726000 likes Over
one million people were talking about the event on Facebook
The Digital Stadium is just one example of Facebookrsquosability to connect fans with the celebrities they care about As
Glenn Miller Head of the Strategic Partnership Programme
explains ldquoFacebook is where people go to connect with the
things that matter most to them and this global event is a
great example of how we can engage with public figures in a
meaningful and authentic wayrdquo
This strategy has been adopted by other public figures
including Barcelona footballer Leo Messi who made a splash
when he announced his arrival on Instagram in August with
a video of a meeting with Pope Francis While U2 released
lsquoOrdinary Loversquo their first new song in three years exclusively
through their Facebook Page (the video racked up over three million views in the first week)
With its ability to reach an unparalleled audience at scale
Facebook is positioned to become a critical communications
tool and new global launch pad for celebrities
From Becks to Bono this was the year Facebook brought some of the biggest stars closer to their fans
LAUNCH IT LIKE BECKHAM
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6068
| 60
SUCCESS STORIES
GOALS
Drive awareness
Acquire new clients
RESULTS of all French online
users reached in one day
of referral traffic to itsonline store attributableto Facebook
GOALS
Increase the reachfor an Easter campaign
Increase brandresonance
RESULTS of the German online
population exposed tothe Facebook campaign
increase in ad recallfor their Easter campaigdriven by Facebook
of message associationdue to Facebook
SFR875721 likes middot 2697 talking about this
Media Markt Deutschla1310743 likes middot 28287 talking about this
SFR Media Markt Deutschland
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6168
GOALS
Increase brand awareness
Drive app installs
RESULTS increase in
click-through-rate
decrease incost-per-click
decrease in
cost-per-install
increase in dailyaverage installs
GOALS
Increase online sales
RESULTS better conversion rate
via Custom Audiences
better results throughmulti-touch attribution
greater impact on sale
for News Feed vsnon-News Feed ads
ebookers76594 likes middot 103 talking about this
Trendyol1599613 likes middot 19663 talking about this
ebookers Trendyol
Targeted reachDeep engagementProven results
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6268
| 62
S I D E 1
D E E Z E R
| 62
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6368
When Daniel Marhely founded
Deezer in 2006 he had a simple mission he wanted to
create the best music-streaming service for himself andshare it with the rest of the world But after a while this
mission evolved and he decided that the next step for
music was to be global
In the past 100 years music has been focused in only
six countries because it has been a physical world in
which the consumption of music is determined by the
distribution structure in every market So itrsquos a closed
market We believe that the value of music tomorrow will
be in switching from a supply to a demand market in which
people will have access to the music they want worldwide
Music is at the forefront of globalisation and this new
pattern is radically changing the distribution infrastructureThatrsquos why today itrsquos more important than ever for a
fan of music to be directly connected to where the music
comes from and in that sense the artist has a big role to
play In the past an artist was a VIP guy releasing tracks
in the future an artist will be a creator that really engages
with people who like his music They will be a mediator
between people and the music itself
At Deezer we have a catalogue of more than 25
million tracks but we need not only to be a delivery
tool of those tracks we need to build ways for people
to connect with the music and artists they like The
value of music is in this artistic conversation betweencreators and fans and thanks to Deezerrsquos integration
with Facebook wersquore able to make this linkThe integration works in two ways On the one hand
it speeds up the discovery process because when you
log in to Deezer through Facebook you spontaneously
have access to a service which is naturally adapted to
you And second when you share the music yoursquore
listening to on Facebook it gives value to your profile
and generates virality because your friends discover
Deezer at the end
Wersquore able to rebuildthe value of music asa social currency andbuild more emotionthrough sharing
In this way wersquore able to rebuild the value of music as
a social currency and also build more emotion through
sharing We believe our mission is to give back to musicthis emotional value that has been its core for 100 years
and we will succeed in that mission by building a win-win
loop between Facebook and Deezer
Interview
THE FUTURE OF MUSICAxel Dauchez CEO of Deezer explains how Facebook integration enabled the Paris-basedmusic-streaming service to expand into 180 countries worldwide while restoring musicrsquoslsquoemotional valuersquo
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6468
Cross-channel selling will come of age this Christmas but mobile will be the key driver
of UK shoppers haveused their mobile in-store
of UK shoppers have changed theirmind about a product in-store due toinformation gathered on a smartphone
of all UK offline sales influencby mobile last Christmas
Facebook is a mobile-first company reaching 51 of mobile phone users in the UK
daily active Facebook userson mobile in the UK
the average number of times peoplecheck their News Feed daily
of people on Facebook in the say they have purchased a gift a
seeing it in the News Fee
THE MOBILE-FIRST CHRISTMAS
FACEBOOK AND MOBILE
| 64| 64
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6568
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6668
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6768
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868
7222019 Facebook - The Annual 2013
httpslidepdfcomreaderfullfacebook-the-annual-2013 6868