1 Facebook Story in Poland

2 Facebook Advertising Strategy – Targeted Reach

3 Driving Engagement & Connections

4 Facebook Pages

5 Summary

Agenda

"#$%&'#())*$+,)-.$/0$

Active User Growth in Poland continues

Source: Facebook internal data, Dec 2009Note: Active users are registered users who have logged on to Facebook at least once in the last 30 days.

Over 2.0m

Facebook Today - Poland

Over 1.8 billion monthly page views

Over 10% penetration of the online population

Over 200k users access Facebook on mobile in Poland 74 Average number of friends on Facebook in Poland

Over 51% of users return to the site daily

Huge Growth and Engagement

31st Largest country across the globe

Over 78% of users come back to Facebook every week

Facebook Polish Audience ProfileMainstream Audience

Source: Total Poland active audience, Facebook internal, data Jan 2010

+,-)01$23#-$#01&1#4#0,$15)(&55.%&'#())*$/3$6&-,$)7$,"#$8&/5.$-)2,/0#$7)-$23#-3

9:$;/02,#3<

=>#-&1#$4/02,#3$6#-$23&1#$8&.

9?9$@/3/,3<

=>#-&1#$>/3/,3$6#-$23&1#$8&.$

A:B$C&/5.

=',/>#$23#-3$5)1$/0$8&/5.$

+)2-'#D$%&'#())*E$C#'$9FFGE$<H)4+')-#$I)>$$9FFG

Our Ad Strategy From Targeted Reach to Driving Connections

)*+,-.*/)6$=1#0'/#3

GroupM

Mediacom

Universal McCannMindshare

Mather

Profero

Initiative

Starcom

iGlue

Beyond InteractiveAegis Media

OMD

Mindshare

MECStarcom

0*-.*/J)01$&/5

1/*-.*/;/8K/#-

L2-$+&5#3$H"&00#5$4)8#5

M-&083$'&0$7)'23$/0$N$*#.$&-#&3

Targeted ReachDriving the User away from Facebook

What Facebook Advertising isn’t

No More BannersBanners phased out in Q1 2010

As of Q1 2010…

Communication in media is shifting

.,)-2-233)+4 5+*67-2/

O0,#--26,$23#-$&',/>/,. =5/10$P/,"$23#-$&',/>/,/#3

+")-,#-$P/08)P$)7$)66)-,20/,. 9A$4/03$&>#-&1#$3#33/)0$6#-$>/3/,

H)4420/'&,#$&$4#33&1# M#')4#$6&-,$)7$,"#$')0>#-3&,/)0

Q&33/>#$/0,&*#$)7$=83 =83$&3$3"&-#&(5#E$3)'/&5$'2--#0'.

QR+S QRJJ

"#$L66)-,20/,.D$S)4#6&1#$&08$=+R

89*3:*-2/-; <-3*)-3:*=C&/5.$R3#-3D$<9C&/5.$Q&1#$@/#P3D <>9;)0,"5.$Q&1#$O46-#33/)03D$?>>9

2.@-2/-; ?-3*)-3:*=•;)0,"5.$R3#-3D$A9•;)0,"5.$Q&1#$@/#P3D$<BC6•;)0,"5.$=8$O46-#33/)03D$DBC6

S)4#6&1#$=83D$+,&08&-8$&08$T01&1#4#0, =+R$=83

&-1#,/01$-#&5$6#)65#$23/01$-#&5$/07)-4&,/)0

Q)P#-725$,&-1#,/01$-#325,/01$/0$"/1"#-$#77/'/#0'.U#&'"$#V&',5.$P")$.)2$P&0,D$;&33$)-$I/'"#

C#4)1-&6"/'3J)'&,/)0

W)-*65&'#U#&5$/4#

Standard Homepage Ad

Video Homepage Ad

Driving EngagementFacebook advertising is about Engagement and Connections

Comment

Fan

Poll Event

Gift

Sampling

Engagement AdsEncourage users to interact & share your advertising

Engagement Ad formatsEncourage users to interact & share your advertising

Fan Ad

Event Ad

Comment Ad

Gifting Ad

Polling Ad

your brandEngagement Ad impression

engagement

organicimpression

connection

Social branding: distribution

U#&'"$M5)'*D$;25,/65.$,"#$#77#',U#&'"$XFFB$)7$&55$,&-1#,#8$23#-3$/0$)0#$8&.

An efficient way to serve impressions to as many users (in your target) as possible

Logged-in users will see your ad up to five times (frequency cap)

Poland: x million daily users, x million impressions guaranteed

Reach block onthe home page

Creating a Dialoguethrough FacebookPages

Facebook PagesA unique dialogue between brand & audience

M2/58/01$')00#',/)03$/3$'-#&,/01$.)2-$)P0$4&-*#,/01$'"&00#5

Your Facebook Page allows you to develop deep relationship with consumers

Once you make a connection, you can message them whenever you want

Foster a two-way dialogue

An efficient way to reach and share information with your audience

BRANDBRAND

Use Wall to distribute to fans Newsfeeds Brands & fans can distribute text, photo & video

The Wall is the primary communication tool between

brand & user. Use advertising to actively drive your fanbase then Post content for them to

interact with

advertising helps make connections publish messages

to your fans via your Page

encourage feedback and purchase

2

4

Connections: Lasting marketing asset

Custom Tabs deliver Rich media experienceHTML, Flash & Applications can be embedded into Tabs

Rich Media Tabs can be used to deliver a wide variety of

content, photo, video, promotional & competitions that

can be linked to directly from your Facebook Ads

Facebook ‘Native’ AppsNative Apps generate significant organic impressions

Video App. core video

Favourite Pages App.

Creates links

Photo App. core images Events for

important

Analytics by PostTrack impressions & interactions against each Post

Admins of Pages can track the impressions served in user’s News Feeds & Live Feeds combined with the engagement rate

2010 Brand X Facebook Conversational Calendar

Y&02&-. ;&-'" =6-/5 ;&. Y2ne Y25. =2123, +#6,#4(#- L',)(#- I)>#4(#-

T&3,#-

@&5#0,/0#3$@/-,2&5$Z/7,$U#&'"$M5)'*

S#&5,".$#&,/01$/8#&3$[$4)0#.$)77$>)2'"#-3$)0$$6&1#

@&5#0,/0#$$,"#4#8$6)553$\X]$6#-$P##*^

Q"&3#$X

N:EFFF$7&03$

Q"&3#$9

_FEFFF$7&03

ConnectionsBuilding consumer

relationships

InitiativeThemes, key

messages, major events/sponsorships

Purchase Intent

%#(-2&-.

M&'*$,)$+'"))5

@&5#0,/0#3$C&.

M&0*$S)5/8&.3

+'"))5$S)5/8&.3

Q"&3#$N

`FEFFFF$7&03

Q"&3#$a

XFFEFFF$7&03

T&3,#-$M#')4#$&$%&0$

')46#,/,/)0

+244#-$S)5/8&.$1/>#&P&.$'&46&/10

M&'*$,)$+'"))5$)77#-3

M)07/-#$I/1",$Q)55/01$=8$'&46&/10

Direct ResponseDriving conversion

O8#&3$7)-$7&4/5.$#>#0,3E$8&.3$)2,$&08$/0$)>#-$,"#$3'"))5$")5/8&.3?$$Z#,$23#-3$6)3,/01$/8#&3$&08$62-'"&3#$,"-)21"$6&1#

Best in ClassLocal/Global pages achieving success

Starbucks World Aids Day+/425,&0#)23$U#&'"$M5)'*3$/0$Xa$8/77#-#0,$,#--/,)-/#3

R3#-3$'&0$0&>/1&,#$,)$,"#/-$5)'&5$Q&1#$7-)4$&$'23,)4$,&(R+$+,&-(2'*3$Q&1#3$

A?X4$7&03

Rb$Q&1#$XAFEFFF$%&03

Rb$T01&1#4#0,$=83

+,&-(2'*3$"&>#$32''#337255.$'-#&,#8$&$15)(&5$'&46&/10$7)-$W)-58$=/83$C&.$P/,"$&$')4(/0#8$A?A4$7&03$&'-)33$Xa$Q&1#3$

[$')03/3,#0,$c-#86-)4),/)03$/0$#&'"$

,#--/,)-.

McDonalds International & localZ5)(&5$Q&1#$')4(/0#8$P/,"$5)'&5/3#8$/00)>&,/)0

R+$[$Rb$&66-)&'"$,)$%&'#())*$/3$d2/,#$8/77#-#0,E$P/,"$Rb$

1#0-&,//01$9AFEFFF$7&03$&'-)33$3#>#-&5$Q&1#3$>3$R+eZ5)(&5$Q&1#$)0$X?a4$

%&03R+e15)(&5$Q&1#$&55)P3$23#-3$,)$%&0$,"#/-$5)'&5$7-&0'"/3#$[$-#'#/>#$36#'/&5$)77#-3

Rb$'&46&/10$6/,'"#3$8/77#-#0,$6-)82',3$&1&/03,$#&'"),"#-$fP"/'"$/3$.)2-$7&>)2-/,#g

Rb$Q)55/01$=8$/0$)-$)2,gh &'"/#>#8$"21#$#01&1#4#0,$-&,#$

)7$i:B

M#0$[$Y#--.h3$f %-##$H)0#$C&.

M#0$[$Y#--.h3$%-&0'#

b&,/#$LhM-/#0E$P")$"#56#8$)>#-3##$,"#$'&46&/10$3&/8E

E*-:F*-GH-C>>I>>>-F),J-+*/---)*-K*-G*-:F*-GH-

6J,--9LM

M#0$[$Y#--.h3$-&0$,"#$"21#5.$32''#33725$%-##$+'))6$C&.$/0$,"#$R+$(#7)-#$5&20'"/01$&$0#,P)-*$)7$15)(&5$Q&1#3$P/,"$&''2425&,/>#$%&03$)7$94i

M#0$[$Y#--.h3$R+eZ5)(&5

+*/00.$H)P$K %&'#())*$&3$&$'#0,-&5$"2(

@&0/,.$RUJ$P&3$23#8$/0$&()>#$,"#$5/0#$&8>#-,/3/01

&((#8$&66-)&'"$23#8$7)-$,)$")23#$8/77#-#0,$(/,3$)7$')0,#0,

=$8/3,/0',$,)0#$)7$>)/'#$P&3$8#>#5)6#8$,)$')4420/'&,#$P/,"$,"#$23#-$(&3#

L>#-$XXEFFF$7&03$&'"/#>#8$/0$,"#$7/-3,$4)0,"

Z#0#-&,/01$XXEFFF$7&03$/0$,"#$7/-3,$P##*E$&0$&()>#$,"#$5/0#$'&46&/10$23/01$%&'#())*$&3$&$7255.$/0,#1-&,#8$cS2(h 7)-$,"#$

'&46&/10

;&-*3$[$+6#0'#-3$'23,)4#-$8/&5)12#

=$23#-$/0$,"#$R+$3&.3$3"#$4/33#3$;[+$/0$,"#$R+$f ;[+$"&3$(##0$&(5#$,)$/07)-4$,"#3#$23#-3$&()2,$,"#$)05/0#$3#->/'#$,"&,$'&0$(#$&''#33#8$>/&$,"#$P#(

;&-*3$[$+6#0'#-h3$&-#$'#5#(-&,/01$,"#/-$X9A,"&00/>#-3&-.$)0$%&'#())*

;[+$"&3$'-#&,#8$&$8/-#',$8/&5)12#$P/,"$/,3$'23,)4#-3$)0$%&'#())*?$R3/01$

S)4#6&1#$=83E$,"#$3,)-#$"&3$(##0$&(5#$,)$8-/>#$)>#-$`FEFFF$7&03E$XFFFh')46#,/,/)0$#0,-/#3$[$-#&5,/4#$')0>#-3&,/)0$P/,"$23#-3$&3$7&-$&7/#58$&3$)-)0,)$[$O35&4&(&8

S/3,)-/'&5$#8/,)-/&5$[$')46#,/,/)0$

6-)4),/)03$6-)>/8#$')46#55/01$3"&-&(5#$')0,#0,$,)$23#-3

R3/01$"#$W&55$;[+$"&>#$1#0#-&,#8$&$P&.$8/&5)12#$P/,"$,"#/-$'23,)4#-3$

-#>#&5/01$j23,$")P$#0,"23/&3,/'$23#-3$

&-1#,#8$cM#')4#$&$%&0h =83$)0$&',/>#5.$8-/>#$7&03$f ;[+$"&>#$'"&01#8$,&-1#,/01$,)$&$.)201#-$&28/#0'#$/0$-#36)03#$,)$,"#$6-)7/5#$8&,&$)7$,"#/-$7&0(&3#

@)8&7)0#$'-#&,/>#$'))-8/0&,/)0

@)8&7)0#$&-#$,"#$7/-3,$0#,P)-*$,)$&()5/3"$-)&4/01$'"&-1#3$[$"&>#$1#0#-&,#8$,")23&083$)7$W&55$Q)3,3$&08$C/3'233/)03$&-)208$,"/3$32(j#',$

)0$,"#/-$%&'#())*$Q&1#

@)8&7)0#$"&>#$23#8$%&'#())*$,)$1#0#-&,#$&$"21#$&4)20,$)7$

')44#0,&-.$&-)208$,"#$,"#4#$cO7$O$-25#8$,"#$P)-58h

Vodafone have coordinated their online &

offline marketing to generate 40,000 fans on

their Facebook Page around the theme ‘If I ruled

the World’, raised awareness of their tariff

changes & driven 1000responses to their

@)8&7)0#$23#3$"#$W&55$,)$8#5/>#-$%&'#())*$#V'523/>#$6-)4),/)03$f (#$6&-,$)7$,"#$0#V,$@)8&7)0#$)05/0#$=8$

%255.$8/1/,/3#8$'&46&/10$7)-$,"#$7/-3,$,/4#$')4(/0/01$%&'#())*E$P/,,#-E$

%&'#())*$23#-3$5)>#$36#'/&5$)77#-3$%-##$423/'$%-/8&.$8#5/>#-#8$-#&5$

>&52#$,)$'23,)4#-3

Vodafone International variations

M#')4#$&$%&0$=83

Rb$H&46&/10$8#5/>#-/01$"21#$#01&1#4#0,$P/,"$O7$O$U25#8$,"#$

W)-58h +,-&65/0#

@/8#)$H)44#0,/01$=83

T>#0,$=83

@)8&7)0#$O,&5.$8#5/>#-#8$&$20/d2#$4)(/5#$,&-/7$,)$%&'#())*$23#-3$

-#8##4&(5#$,"-)21"$,"#$Q&1#

Q)55/01$=83

@)8&7)0#$23#8$425,/65#$#01&1#4#0,$=83$/0$,"#$Rb$[$&$20/d2#$,&-/7$)7#-$/0$O,&5.$,)$

1#0#-&,#$X:FEFFF$7&03$/0$#&'"$,#--/,)-.$)0$9$3#6&-&,#$%&'#())*$

Q&1#3

"#$P)-58$/3$'"&01/01 d2/'*5.$7)-$(),"$')0324#-3 &08$&8>#-,/3#-3k?W#$P&0,$,)$"#56$.)2$,"-)21"$,"&,$'"&01#

(c) 2007 Facebook, Inc. or its licensors. "Facebook" is a registered trademark of Facebook, Inc.. All rights reserved. 1.0