facebook now - blake chandlee, facebook
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Prezentacja Blake'a Chandlee (VP & Commercial Director, EMEA, Facebook) z konferencji Facebook NOW (Warszawa, styczeń 2010)/ Blake Chandlee's (VP & Commercial Director, EMEA, Facebook) presentation from Facebook NOW (Warsaw, January 2010)TRANSCRIPT
Evolution of discoveryHow consumers find information
UGC + Social ContextFacebook
Digital Directory
Yahoo
eBay
Search
Search engine
marketing
UGC + Directory
Yelp
Directory
Phonebooks,
local ads, newspapers
Source: Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169
When considering purchasing a product or service, which of the following two are your most trusted and valuable sources of information?
00% 10% 20% 30% 40% 50% 60% 70%
Word of Mouth
Online Product Reviews
Company Website
Print Product Reviews
Catalogs
TV ads
Print Ads
Radio Ads
13-17 18-24 25-34 35-44 45-54 55+
Opinion of friends is most influential
The social graph is the network of real connections through which people communicate and share information
Shifting from what a few think we should want…
….to asking our friends and family…in real time
If people didn't want to share and communicate
The Facebook Story
Facebook is real people sharing and connecting
0M
50M
100M
150M
200M
250M
300M
350M
400M
Over 350m Active Users Globally
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.
2007 2008 2009
#2 property on the Internet (time on site)
Over250 billion monthly page views
Over 250platform apps with over 1m active users
Over70,000websites use Facebook Connect
Over 350 million active users
Over1.8 billion chat messages a day
150 million search queries per day
Over6 billion minutes spent online every day
Over 2 billion pieces of content uploaded every week
Over1.7 million photos served per second
USA100m
France15m
Germany
5m
Ireland1m
Turkey16m
Italy12.5m
Russia
700kSweden3m
Austria
1mSwiss
1.6m
Finland
1.2m
Portugal
800k
Belgium2.8m
Norway
2.3m
Greece1.9m
Denmark2.2m
UK23m
Spain7m
Over 110m Active Users in Europe
Netherlands
1.5m
1.4m
1.9m
Czech
Egypt
300kRomania
Switzerland1.5m
Hungary
500k2m
Poland
The Facebook Platform
Facebook serves as a utility or platform for 3 distinct
audiences…..a single global platform providing
efficiency, effectiveness and scale
Users
Developer
sAdvertisers
Profile exampleProfilBeispielFacebook auf Deutsch▪ Facebook in English
Customization at massive scale – Translation Services
*Facebook in Hebrew
Customization at massive scale – Translation Services
Filter Stream HighlightsPublisher
Consumer Choice is implicit in user experience
Facebook users are prolific inter-actors with platform
Photo’s Events Video Comments Messages Groups Pages Applications
People are only one dimension of the social graph
A global developer community
USA Around the world
Social Widgets in Sport eventsMoto GP with Rtve ( National Public TV )
More than 200.000 comments accumulated.
Social Widgets in Sport eventsFootball: Cup of Confederations, Champions League and many others……
Users can participate from home ,and interact with other people
Social Widgets in Music eventsConcert “La Noche de los Números 1” de cadena 100
More than 10.000 people watched and commented online
The power of Connections: From Advertising to Marketing
The Evolution of “Marketing”
“Brand”
“Performance”Customer
Type
Awareness
Consideration
Long-termRelationship
Engagement
SingleTransaction
Customer
Objective
Connections
New
Opportunity
Impressions
Clicks
Buying
Behavior
Source: Facebook segment, self-reported survey data conducted on Facebook, Mar.08, US only, n = 3,169
When considering purchasing a product or service, which of the following two are your most trusted and valuable sources of information?
00% 10% 20% 30% 40% 50% 60% 70%
Word of Mouth
Online Product Reviews
Company Website
Print Product Reviews
Catalogs
TV ads
Print Ads
Radio Ads
13-17 18-24 25-34 35-44 45-54 55+
Opinion of friends is most influential
How we think about our commercial business
Brands can focus in 3 key areasFa
cebook A
ds
1 Standard Ads
Engagement Ads
Reach Blocks
Pages
& E
vents 2
Hub for brands
Drive Social Actions
Promote using Ads
Innova
tions
3Applications
Facebook Connect
Mobile
The Facebook Future
Connect - From the web to desktop and mobile
Portability of Social Graphs across platform
Desktop (e.g. Open Stream)
Mobile (e.g. Connect for iPhone)
Web (e.g. Facebook Connect)
A real identity and all of their friends... in one click
Facebook Connect extends social tools to Publishers
The user’s real identity
Easy access to friends and their content
Content from your site gets shared on Facebook
Publishers increase distribution
Traffic to your site
Over 70,000 websites have adopted Facebook Connect
Connect is revolutionizing the web
What Sites Are Seeing:
▪Registrations:
+30 to 100%
▪User-generated content:
+15 to 60%
▪Increased page traffic:
~0.5 to 2 clicks per story published
“It is an ingenious stab at solving several
nagging problems at once.”
“...chatter among friends will infiltrate even
sites that have been entirely unsociable thus far.”
“...not just a registration system, but also a marketing channel...”
Connect - Live Stream / Feed Box
▪ On client’s site
On Facebook:
Hosted in an application linked from a Page
Connect - Stream Box: Obama InaugurationA world record event
• 600,000 status updates posted through the
CNN.com Live Facebook feed
• Facebook averaged 4,000 status updates
per minute during the broadcast
• 8,500 status updates were posted during the first minute of Obama’s speech
• “Millions” of people logged into Facebook during the broadcast
• Over 18.8 million individuals viewed the
speech and recorded 1.3 million status updates during the speech.
• Obama’s Facebook fan page now has over 6 million fans and over 5,000,000 wall
posts.
Connect - Stream Box: Michael Jackson
Michael Jackson• 1 million users logged in to Facebook “Live Stream”
widgets on partner sites • 800,000 status updates were made by those users
Michael Jackson now has the most popular page on Facebook, with over 7m fans.
The free Michael Jackson glove virtual gift is the most popular in Facebook history, with over 800,000 given away so far.
Facebook’s Live Stream widget was
integrated by CNN, E! Online, MTV, and ABC:
CNN:* 733,000 status updates* 759,000 Facebook users viewing broadcast* 6,000 updates/minute at the peak
E! Online:* 9,000 status updates* 87,000 Facebook users viewing broadcast
ABC:* 48,000 status updates* 97,000 Facebook users viewing broadcast
MTV:* 5,000 status updates* 21,000 Facebook users viewing broadcast
Another world record event
Connect - Fan + Wall Box
Widget has 3 configurations:• Become a Fan + Wall Posts (example shown)
• Become a Fan only
• Wall Posts only
Client can add to their official website to
get more fans and share latest updates.
Easy to implement – paste one line of
code.
Scroll for Wall Posts
“Become a Fan”
Facebook Open Stream
Facebook Open Stream API enable Desktop Apps▪Third-party apps will allow users to engage with their Facebook activity
feed outside of FacebookExample: Seesmic Desktop App
Facebook Connect
Facebook Connect for iPhone: Mobile Social Media ▪Add social context to mobiles via the Facebook Platform
Example: Social Gaming on the move
To win in today’s world
requires
A different mindset
different approaches
different ways of working
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