Ampush Social

Facebook’s AdWords Moment:Open Graph Verbs

June 28, 2012

Ampush Social450 Ninth Street, 2nd FloorSan Francisco, CA 941031.877.AMPUSH.1www.ampushsocial.com

Agenda

• AMPUSH|social Overview• Evolution of the Social Graph• Intent: Purchase vs. Referred• Open Graph Apps• Facebook’s AdWords Moment• The Promise of the Open Graph• Action Verb Ad Creation Workshop• Q&A

6/28/2012 www.ampushsocial.com 2

Who We Are


Preferred Marketing Developer focused on transforming clicks into customer actions

Jesse Pujji, CEO

Investment Professional, Goldman Sachs

Consultant, McKinsey & Company

St. Louis, Missouri

Select Clients

Kushal Kadakia,Media Analyst

Focus: E-commerce,daily deals

Evolution of the Social Graph


Despite Facebook’s unprecedented growth, it has yet to find a defining business model

Size:900+MM monthly active users

Importance:1 in every 7 minutes online

Traffic:2011: 52.1% of sharing online

Scale: 31% share of US display market

2006

2007

2008

2009

2010

2011

2012

Challenges:- Troubled IPO- Rev Q1 2012 < Q4 2011- Year 8 ad rev growth Google: 65% Facebook: 37%

Intent: Purchase vs. Referred


Google launches AdWords

New PPC auction model that introduces relevance

AdWords captures a new form of consumer purchase intent

Google ads revenue grows to $36.5 billion in 2011 (96% of total)

1 2 3 4 5 6 7 8 9 10 11 12

Rev

en

ue

(in

mill

ion

s)

Year from inception

Google harnessed purchase intent with AdWords; can Facebook leverage social for sales?

Google Facebook

Use Case Searching Socializing

Utility When You Need Something

‘Google’ it Friends’ recommen-dations

Ad Opportunity

Harness intent Share user behavior

Ad Model Keyword-driven

Friends’ activity

Substitute Yellow Pages N/A

Commercialize Yes TBD

Intent Purchase Referred

11

The Open Graph


Apps

ActionsSharing

• Drives referred intent via the news feed and ticker

• Not commercial ($) for Facebook – solely provides virality

• Objects mapped to action verbs

• Article > Read• Song > Listen

Permits third-party developers to publish rich objects and actions from user activity

Connect to the Open Graph

Story created; frictionless sharing through News Feed, Timeline and Ticker

Play song

Viral Lift


Traffic surges for many leading Facebook apps following Open Graph implementation

• Video sharing at the top with Socialcam and Viddy• Some complaints about ‘spammy’ tactics • Rapid rise of Pinterest tempered by disabled auto-

posting• Social Reader apps (Washington Post, USA Today Ad

Meter): similar fluctuations due to platform changes

• Emerging social music space, punctuated by Spotify• Slick integration across devices with popular content

Action-Targeted Advertising


Paid, behaviorally targeted Open Graph ads platform will crack referred intent at scale

Application

• Pick Open Graph app and find ID

Verb

• Select Action Spec Verb

Optional Object

• Choose object noun and find ID

Targeting Type

• Direct, Exclusion or Friend

Ad Creation Flow for Action Spec Targeting – currently only available via the Ads API

Open Graph App

Organic Stories

Viral Adoption

Organic Stories

Paid Ads - Action Spec Targeting

Open Graph App Admin

Target friends of users with sponsored stories

Remarket to existing and high-value users

Marketplace Ads ‘Competitive’ Targeting

Target users of relevant applications

Target friends of people who have taken actions

9

Facebook’s AdWords Moment

Value to User Advertiser ROI

Makes $ for Facebook

Positioned to hit its s-curve when substantial value is generated for everyone involved

• Easy to use, good experience

• Value-add content and product discovery

• Customer acquisition at scale

• LTV > CPA

• “Everyone advertising on Google makes $”

• Growing, sustainable revenue stream

• Ends creative fatigue

• Follow-on product innovations

6/28/2012 9www.ampushsocial.com

The Promise of Open Graph


Transforming how consumers engage with businesses, services and each other

Food Ordering

Ecommerce Credit Card Application

Streaming Video

Companies

Scenario Sales channel

Sales channel

User acquisition

User acquisition

Action Verbs

Order, Ate, Redeem

Purchase, Save, Invite

Apply, Qualify

Bookmark, Review

Object Nouns

[Cuisine Type], Meal

Event, [Clothing]

Credit card, Rewards

Episode, Series,

Opportunity Focused in top markets

Go beyond link-sharing

Untapped channel

Monetizing content

Sample Action-Targeting: Spotify Users


Locate the Application ID

1

23



Build ad in Ampush Ad_Creator targeting Spotify users in the United States

4

23 MM?



Actual ad unit targeting all Spotify users, featuring dynamic audience generation

5

Real-time!

Sample Action-Targeting: Song on Spotify


Actual ad unit targeting listeners of a specific song on Spotify

1

2

3



Build ad in Ampush Ad_Creator targeting “Call Me Maybe” listeners on Spotify in the US

4



Actual ad unit targeting “Call Me Maybe” listeners, with dynamic audience generation

5

Friends?



Action spec preview of stories about listeners to “Call Me Maybe” on Spotify

6

Questions?

Follow Us.

Facebook.com/AMPUSHsocial

Twitter.com/AMPUSHsocial

Linkedin.com/companies/ampush-social

Ampush Social

Technology

Transcript of Ampush Social