View
41
Download
0
Category
Tags:
Preview:
DESCRIPTION
Nick Pestell (twitter: @nickpestell) presented at The Afternoon Club for Social Media Week, hosted by Yodel Mobile at IBM. The topic was social media in mobile and Nick focused on Facebook; giving us a number of statistics about smartphones and Facebook, talking about the path to purchase and cross platform activities
Citation preview
Facebook – Connected world, connected marketing
September 2014
Nick PestellAgency Partner - Publicis
63%of Facebook’s revenue is now driven by
devices that simply didn’t exist a decade ago
Mobile is not a technology, It is a consumer behavior
Source: IDC Always Connected Report, US, March 2013
79% of smartphone users keep their phones with them for all but
two hours of their waking day
5 BILLION GIGABYTES
Beginning of time 2003
Source: "Abundance: The Future Is Better Than You Think" by Peter H. Diamandis and Steven Kotler. Mr. Diamandis
5 BILLION GIGABYTES
Every 10 Minutes
Source: "Abundance: The Future Is Better Than You Think" by Peter H. Diamandis and Steven Kotler. Mr. Diamandis
Source: comScore Mobile Metrix, US, March 2013
One out of every five minutes on mobile is spent with Facebook or Instagram
5minutes
1out ofevery
15 times a day
is the average number of times a user checks Facebook on their
mobile
IDC Always Connected Report, March 2013
15 timesopportunities
15 timesopportunities
FEEDS
start shopping on one device and
continue on another
67%
The path-to-purchase is complex
Source: comScore/PayPal “Reaching the Connected Consumer” Custom Surveys, Oct 2013
More than 1 in 4 online adults are regularly using both a smartphone and a tablet alongside their traditional PC
28%All
three
3% 1%
27%
3%
31% 6% More people use 3 devices than use
any 1 device
20%18%62%
If your not mobile first, you're not in at the startWhich device did you start using, and then which device did you switch to?
B8B. Thinking about the last time you were [ACTIVITY], which device did you start using and then which device did you switch to? Base: all instances of switching between devices in order to complete an activity (n=4,010)
Which device was the
activity started on…?
60%25%15%…and which
device was it finished on?
CREATIVITY ON FACEBOOKPRINCIPLES FOR SUCCESS:
Every day. Everywhere.
ARTthe
THINGS TO REMEMBER
3
StoriesVs Facts
1
You’re not likely to remember this
You’re 22x more likely to remember this
Jerome Brunner’s “Actual Minds, Possible Words”
AtomizedContent
2
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
Sunday Monday Tuesday Wednesday Thursday Friday Saturday
StoryThemes
3
OBJECTIVEBring McDonald‘s sponsorship of World Cup to life for Europe by celebrating the world‘s most loved fries and the world‘s most loved sporting event
Campaign#fryfutbol
SCIENCEthe
21MMobile
Daily Active Users
Reach all of the people who matter to you
34MMonthly
Active Users
28MMobile Monthly
Active Users
High-quality reach Incredible scale on mobile
25MDaily
Active Users
Source: Facebook UK internal data, Apr 2014
The gap between content creation and ability to consume content will continue to widen
Competition for feed
Con
ten
t
Time
Content created
Ability to consume content
Reach Lisa and Michael
Males • Age 25–54• Connect to
Cancer Research
Lisa• Age 42• Mom of 3 kids• Suffers from
Hayfever• Healthy food
buyer• Has visited your
website
Michael• Age 35• interested in not for profit• Earns £80k + per year• Exclusively uses his mobile device
Before Now
CoreAudiences
Lookalike Audiences
Custom Audiences
The Power of Facebook Targeting
Core AudiencesOnline and offline
sourcesTargeting types
Behaviors
Location
Interests
Demographics
Partner Categories
Sample segments
Newly engaged
Android phone user
Interested in gaming
Living in Chicago
More Categories
Bargain hunters
Our strategy
Thank You
Questions?
Recommended