Facebook & Mobile

Mark Cowan, Head of Emerging Markets, EMEAApril, 2010

1 The Importance of Mobile on Facebook

2 Where we are in Poland

3 Placing Mobile onto Facebook

4 Telco’s on Facebook

5 Summary

To win in today’s world

requires

A different mindset

different approaches

different ways of

working

Source: Brand Republic, Mar 2010

An example

Social Relevance

Social content already on Facebook

The Importance of Mobile as a Platform

400M400M

monthly active users

100M100M

mobile users

Facebook Today

00

20

40

60

80

100Facebook Mobile users

5x Growth and Strong Momentum

100M mobile users

Largest penetration

Indonesia, South Africa, Kenya, Canada, US

Largest countries

US, CA, UK,Indonesia

More engaged

than users of the web site only

2x

Devices - 2 Flagships

1. Applications 2. Integrations

• Camera flow• Home Screen widgets• Notifications• Phonebook• Browser share

Support overall company strategyMobile Objectives

Unification

Work around fragmentation of Devices, Plans, Countries.

Growth

Acquire new users via partner marketing, Phonebook and mobile registration

Engagement

Increase engagement by increasing tempo of creation and sharing

Four key initiativesHow do we get there?

Core products

Mobile Web, Mobile Text (SMS), Photos (MMS), API

1 4

Connect

Connect for iPhone, followed by RIM / WAP

Devices

8 partners building 11 applications

2

Operators

120 Operators in 60 countries

3

Where we are in Poland

Active User Growth in Poland continues

Source: Facebook internal data, April 2009Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days.

Sep/04 Oct/04 Nov/04 Dec/04 Jan/05 Feb/05 Mar/05 Apr/05 May/05 Jun/05 Jul/05 Aug/05 Sep/05 Oct/05 Nov/05 -

500,000

1,000,000

1,500,000

2,000,000

2,500,000 Over 2.5m

Facebook Today - Poland

Over 1.8billion monthly page views

Over 10% penetration of the online population

Over 250k users access Facebook on mobile in Poland

74 Average number of friends on Facebook in Poland

Over 51% of users return to the site daily

Huge Growth and Engagement

31st Largest country across the globe

Over 78% of users come back to Facebook every week

Facebook Polish Audience Profile

Mainstream Audience

Source: Total Poland active audience, Facebook internal, data April 2010

Placing Mobile onto Facebook

Brands can focus in 3 key areas

Facebook Ads

1 Standard Ads Engagement Ads Reach Blocks

Pages &

Events

2 Hub for brands Drive Social Actions Promote using Ads

Innovations

3 Applications Facebook Connect Mobile

The Opportunity: Homepage and ASU

Homepage Ads – 1 per page:• Daily Users: 1.2m• Daily Page Views: 15m• Monthly Page Impressions: 450m

ASU Ads – 3 per page:• Monthly Users: 2.5m• Monthly Page Views: 1.5bn• Monthly Ad Impressions: 4.5bn

Homepage Ads: Standard and Engagement ASU Ads

Standard Homepage Ad

Video Homepage Ad

Direct Response – Telco’s

24 Hr Homepage Reach Block

Reach Block Value PropositionUse any Ad format including Engagement Ads

▪ 4m impressions guaranteed Mon-Thu

▪ Estimated 1.2mil unique users

▪ First 5 imps. of every user over 24 hours

▪ Targeting adult audience or 18+

Become the primary advertiser over 24 hours on Facebook’s highly

trafficked Homepage reaching a potential 1.2mil audience

*Delivery & cost subject to market fluctuations and agency pricing structures respectively

Rotate series of creativesBuild compelling marketing journeys over 24 hours

Cobra beer used multiple ads to engage with users. Frequency capped to 5 per

user

First Impression

2nd/3rd Impressions

4th & 5th Impressions

Social Changes EverythingThe Power of Pages

Social changes everythingBrand Communication Changes: Engagement

From…From…

Traditional Online

…To…To

Engagement

Social changes everythingNew way of thinking for Marketers

Engagement Ads –

Brand new Post Engagement Fan AdsInteract with Poll or Event then Become a Fan in

same AdStandard Polling Ad

Polling with Fan Ad

Standard Event AdEvent with Fan Ad

Homepage – CPM

Solus Ad Slot on the page

Always above the fold

Includes video and all engagement formats

Report on Organic Impressions

Higher quality of click/conversion

Increased brand lift

ASU – CPC

X Competing with two other ad units, including hair loss/weight loss etc

X Not always above the fold

X Uncapped and therefore may spam the user

X No guaranteed delivery

X No reporting of organic impressions

X Should be used if tracking back to CPA and compared with Google/SEM

Homepage CPM vs ASU CPCWhat to use and when…

Telecom’s on Facebook

Make it social, leverage the platform and the social graph1

2 3

4

Keep it simple, get started and iterate

Think differently – harness new opportunities and experiment

Don’t think in campaigns and silos – develop a conversational calendar

You can be social tooSimple steps for Marketers

• Competition targeting students to win an event at their university

• Blending branding with DR

• Users could apply for a free sim directly from the page

• 120,000 fans at peak

O2 led the way for telecoms on Facebook

Increase the Fan base on your Facebook Page so it becomes a powerful channel

• Build a fan base on around an event or campaign

• Why not leverage the relationship with Millennium Dome or the England Rugby Team?

• Use The Wall to upload new content

• Tabs can be added to the Page for campaign specific content through out the year

• DR and brand messages can be run through the Facebook Page allowing you to retain existing and recruit new customers

Drive users to the Page for brand engagement

• Tab names can be customised and renamed to allow users to further engage with your brand

• Iframes, applications, flash can be embedded into a tab to give a rich user experience

• Ads can deep link directly to a tab

Drive users to the Page for acquisition

• An iFrame on a Facebook Page tab allows for a data capture form to be pulled through from your website

• DR ads can link directly to this tab

• Orange have increased the performance of their DR campaigns by keeping the user within Facebook

Integrated: Vodafone Italy Facebook tariffUnique tariff for Facebook users only

Vodafone creative coordination

Vodafone are the first network to abolish roaming charges & have

generated thousands of Wall Posts and Discussions around this subject on their Facebook

Page

Vodafone have used Facebook to generate a

huge amount of commentary around the

theme ‘If I ruled the world’

Vodafone have coordinated their online &

offline marketing to generate 40,000 fans on

their Facebook Page around the theme ‘If I

ruled the World’, raised awareness of their tariff changes & driven 1000’s

of responses to their promotions via The Wall

Vodafone uses The Wall to deliver Facebook exclusive promotions – be part of the next Vodafone online Ad

Fully digitised campaign for the first time combining Facebook,

Twitter, MySpace, YouTube

Facebook users love special offers – Free music Friday

delivered real value to customers

Entertainment: VerizonDownload music and ringtones

Campaign specific: OrangeRockcorps Community Project

Example 2010 Timeline for Telco BrandPeriodically feed Homepage Engagement Ads and DR ads into Facebook Page

Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec

Event ads for Mother’s Day

New Year Resolution Tariff

Become a Fan Ads to build Fan base

Add England Rugby content to Facebook Page

Video Commenting Ads around Valentines Day

Event ads for live stream of music content

Polling Ads for Mobile Broadband offers

Become a Fan Ads to grow fan base

Polling Ads for Christmas activity

Add Music content to Facebook Page

Become a Fan Ads to grow fan base

Run competition to win England Rugby tickets – including traffic drivers

Video Commenting Ads for Simplicity tariffs

Run competition to win free broadband for a year – including traffic drivers

Add Christmas gifting content to Page

DR activity for Mass Distribution and Shop One to run throughout year

Questions

Mcowan@facebook.comwww.facebook.com/markcowan