Script for "Facebook for Direct Response Marketing"

-‐-‐-‐-‐ CONFIDENTIAL -‐-‐-‐-‐

Facebook’s Direct Response Products Pitch Deck Cheat Sheet

Last updated: Apr 2014

The changing landscape Slides 2-‐4 People are spending more time online and on their mobile devices

than ever before. As the need to stay connected has become integral to our everyday lives, the use of smartphones, tablets and laptops is becoming increasingly common. Not only are people using multiple devices, people are constantly switching between them throughout the day.

Facebook’s direct response solution Slide 5 Facebook is deeply committed to effective direct response

marketing. Our priorities are to develop solutions that allow marketers to reach more of the right people, drive action across devices and make insightful decisions.

Reach more of the right people Slides 7-‐8 If you take a look at the number of searches for the keyword ‘shoes’

and compare with the number of shoes that actually purchased, you can see that search represents a fraction of purchase intent. There is a whole lot of opportunity to reach people before they decide to purchase. In fact, studies show that the combination of Facebook and search drives higher performance.

Slides 9-‐10 Facebook is able to deliver results because of its incredible reach across devices. 180M people in the US are accessing Facebook across devices every month and spending more time on our platform than any of the leading properties combined.

Slides 11-‐12 But, incredible reach isn’t enough. You need data to find more of the people that matter to you with precision. By combining the data you know about your customers and prospects, the data we know about people because of what they share on Facebook and 3rd party demographic data through partners like Acxiom, DataLogix and Epsilon, you can truly reach your target audiences on Facebook.

Slides 13-‐17 Facebook targeting options: • Core Audiences

o Demographics, Interests, Behaviors, Location o From the information you share in your profile and

behaviors you exhibit on our platform, to what we know about people in the offline world thanks to our partnerships with trusted third-‐party data providers


• Custom Audiences o Contact lists and signals from your website and mobile

app • Lookalike Audiences

o Sophisticated science and modeling used to identify audiences that look like your customers and prospects

• Facebook Exchange (FBX) o Facebook Exchange offers dynamic remarketing of

products on Desktop o FBX can only be purchased via a DSP

Drive action across devices Slides 19-‐23 People are deeply engaged with Facebook across devices and are

checking their News Feed on average of 14x per day. News Feed is the one of the highest premium placements for advertisers today. Facebook ad formats offer:

• Real estate that’s large, visual and in-‐stream • Ad units that are designed with action (Page post link ads

with CTA buttons and mobile app install and engagement ads) • And, optimized delivery to drive conversions

Make insightful decisions Slide 25 As mentioned previously, marketers not only have to accommodate

this new cross-‐device world, they also have to keep up with data-‐driven marketing. This change has created 3 critical challenges for today’s marketers – data is fragmented across devices, measurement relies on proxies and optimization is difficult due to poor and fragmented data. Facebook’s measurement solution allows you to accurately analyze the performance of your campaigns based on the actions of real people across devices and quickly optimize for better results.

Slide 26 Measurement is critical in today’s landscape because the path to conversion is more complex than ever. Marketers can no longer rely on last-‐click because it takes a mix of touchpoints to complete a conversion. With more than 104M people accessing Facebook on their phones each day, ad exposure is extremely high. Without the proper measurement solutions, you risk undervaluing your efforts on mobile.

Slide 27 For a complete view of your campaigns on both desktop and mobile app, leverage the Facebook conversion pixel and the SDK.


The Facebook conversion pixel will allow you to see actions taken from your ad to your website on any devices, while the SDK allows you to measure the specific actions people take from your ad and within your mobile app. For more sophisticated measurement, consider working with a third-‐party measurement partner.

Conclusion Slide 29 In summary, Facebook is positioned to drive effective performance

marketing. 1. Reach more of the right people before they search for you

with Facebook’s enormous reach and incredible engagement. Leverage Custom Audiences and Lookalike Audiences to find your customers and prospects on Facebook and people who look just like them.

2. Capture attention and drive conversions across devices on Facebook News Feed – where people are engaged. Use ad units like Page post link ads and mobile app ads to drive the action you care about.

3. Lastly, make insightful decisions with Facebook’s cross-‐device, accurate and actionable analytics. Leverage the conversion pixel and SDK for a complete view of your cross device campaigns.

Script for "Facebook for Direct Response Marketing"

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