1. The Facebook Marketplace - Gain BuzzAs Well As Profit from Social MediaCampaigns Eliot Connor

2. Topics1) Facebook by numbers2) Why have a Facebook page3) Why will this enable me to sell more4) How and why do I advertise to grow this 2 3. Stat AttackFacebook stats 3 4. Facebook Penetration in AsiaCountry Active Users Internet Users PenetrationSingapore2,970,000 3,658,400 81%Malaysia12,700,000 16,902,60075%Philippines 28,000,000 29,700,00094%Thailand14,800,000 18,310,00081%Indonesia 52,200,000 39,600,000 132%Vietnam4,440,000 29,268,60615%Australia 11,700,000 17,033,82669%India 52,600,000100,000,00053%Taiwan12,300,000 16,147,00076%Japan 12,000,000 99,182,00012%Hong Kong4,130,000 4,878,713 85%Korea9,320,000 39,440,00024%New Zealand2,240,000 3,600,000 62%Macau 223,800 280,90080%Brunei262,300 318,90082%Bangladesh 2,850,000 1,735,020164%Pakistan 6,840,000 20,431,00033%Total 229,576,100 440,486,96552%6 5. More often than anywhere else Hours spent perperson per month 6:3540%of all time spent on 3:20 the top 10 websitesin the world1:55 2:07 MicrosoftTM YahooTM GoogleTM FacebookDesktop 7 6. Linking Internally1:1 relationships 8 7. Why build a Facebook page? 9 8. Why build a Facebook page? 10 9. People are extremely engaged on Facebook85% of people on Facebookare content creators 5.5B stories posted every day(worldwide, average) 11 10. And theyre interacting with each other 180B news feed impressions every day(worldwide, average) 12 11. Your brand can be in the center of this engagement 13 12. with more real estate than other publishersBreakthrough with bigger ads 2xthe size of a300x250 banner 13. Your brand can be the core of a mobile experienceFull screen onmobile15 14. Use Page Posts in news feed to engage across platforms wherever people are >10Xmore engagementwith Page posts in the news feed 16 15. The power of social context 16. What is Social Context 18 17. 2 degrees of separationFacebook populationFriends of fans Fan base19 18. Influence people more powerfully and authentically viaword of mouth at scale I just bought this for $300. Check it out!92%47% trust word of mouthtrust TV, radio & newspaperof friends & family20 19. Generate higher brand resonance than other online adcampaignsBetter ad recall online average Facebook+98%Greater brand awareness online average Facebook+31 % 21 20. Capture more conversions more effectivelythan the online averageShare of conversions35% online averagelower cost per conversion+192% Facebook22 21. Drive offline salesIn an analysis of 60+ campaigns on Facebook:70%had a 3x or greaterreturn on ad spend23 22. Drive offline salesIn an analysis of 60+ campaigns on Facebook:70%had a 3x or greaterreturn on ad spend49%had a 5x or greaterreturn on ad spend24 23. How do you reach these users 24. Find the right customers with sophisticated ad targeting Demographic Age Gender DMA Social Personal Likes & interests City/State/Zip Friend connections Birthday Activity (e.g., check- Educationins) Workplace Intent Relationship status 26 25. Ad Types Normally link offsite and consist of Header, Body and ImageStandard Ads (only recommended if you dont have a brand page). Image plus 90 characters of text Link into the Facebook page, have a "like" button at the Page Postsbottom of the ad. These are purely text up to 90 characters Shows users a freeze frame of the video with the click goingVideo Page Posts to an Overlay player. Video (hosted on Facebook or elsewhere) + 90 characters of text Similar to Video Page Posts but has a static image opposedPhoto Page Posts to a video. Image + 90 characters of text27 26. Ad illustrationsStandard Ad Page PostVideo Page Post Photo Page Post28 27. Ad Types Question Page Allows you to ask a question of the users with 2 of the potential answers visible. 90 characters of text.Posts Similar to Standard ads allowing you to show an image with Link Page Posts an external link to a website or microsite. Image plus 90 characters of text. Highlight an event and allow users to put it in their diary toEvent Page Posts be reminded of it as it comes around. Image plus 90 characters of text. Sponsored These can be the most responsive ad on Facebook and enables you to reach friends of existing Fans. Nothing is Stories required apart from access to the brand page to run these.29 28. Ad Illustrations Question Page PostLink Page PostSponsored Story Event Page Post30 29. Use multiple creativeMore creatives = more variations = more clicks 31 30. Working with FacebookEvery plan needs to have a strategy and Facebook has its own platform1) Create your own brand page to enable users to find out more information and interact with you2) Create a brand page strategy. What do you want to tell your Fans3) Link advertising to this page or externally to a website to build a user base4) Engage with these users over and over again32 31. Success Stories 32. Electronic Arts generated $4.38 in sales forevery ad dollar spent to launch Battlefield 3 Connect Gained 1.5M new fans for the page Engage Page served as campaign hub for 7 months pre-launch premiered game & exclusive content Mission App allowed core gamers to earndiscount 800K+ People Talking about This weekof launch Influence $12.1M in incremental sales from Facebook Generated $4.38 in sales for every $1 spent on Facebook media Biggest game launch ever for EA34 33. Best Western drove 20% YOY revenue growthwith their Be a Travel Hero campaign Connect Campaign targeted primarily to adults 25+ and tobusiness travelers based on Likes & Interests Engage Page posts, sponsored stories,and polls engaged people Fans logged into Be a Travel Hero appand invited friends to join Saw 12x increase in page engagement Influence 20% YOY revenue growth (>8 digits) 35 34. Question Time?