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?