Facebook, Inc.

Ø It is a social networking service
launched on 2004 and was founded by
Mark Zuckerberg at age 23 while
studying psychology at Harvard.
Ø Within 24 hours, 1,200 Harvard
students had signed up, after a
month, over half of the
undergraduate population had a
profile.
Ø Came first as Facesmash and was
then called Thefacebook before the
actual name.
Ø Extended to other universities
eventually, becoming Facebook.com
in 2005 after purchasing the
address for $200,000.
Background of Facebook

Ø Features have continued to develop
during 2007: users could give gift
to friends, post free classified
advertisements and even develop
their own applications.
Ø After years, only available for
schools and universities, in 2006
opened to everyone aged 13 and
older with a valid email address.
Ø As of 2011, it had become the
largest online photo host.
Ø On 2013, Facebook announced on its
newsroom that it was introducing
clickable hashtags to help users
follow trending discussions, or
search what others are talking
about on a topic.
Background of Facebook

Ø There are over 1.86 billion monthly
active Facebook users worldwide.
Ø Age 25 to 34, at 29.7% of users, is
the most common age demographic.
Ø There are 1.23 billion people that
log onto Facebook daily, 1.15
billion onto mobile daily.
Ø On Thursdays and Fridays,
engagement is 18% higher.
Ø 42% of marketers reported that
Facebook is critical or important
to their business.
User Base

Ø There are two different options
for creating an advertisement on
the site: Facebook ads creator
and the Power Editor.
Ø Able to develop and advertise
unpublished posts; filter the
view by campaign, ad set or
tag.
Ø Create bulk advertisements with
the ability to import and export
excel documents.
Ø Use the Audiences selection to
save target groups, custom
audiences and lookalike
audiences.
How advertisers can use the
service

Ø Page Post Engagement: promote
posts.
Ø Page Likes: get likes to grow.
Ø Clicks to Website: get visits on
your website.
Ø Website Conversions: get people
to perform certain actions on
your site.
Ø App Installs: get people to
install your mobile or desktop
app.
Ø App Engagement: get people to use
your desktop app.
Ø Event Responses: increase event
attendance.
Ø Offer Claims: create offers for
people to redeem at store.
Campaign Objectives

Ø Choose campaign budget which can
be set on a daily or lifetime
basis, picking start and end
dates.
Ø Choose the right audience by
location, age, interests, gender,
languages, education level,
relationship status, political
views, whether they are connected
to the page.
Ø Choose a placement for the
advertisement at three main
locations on the site.
Campaign Objectives

Ø ROI is measured and analyzed for the ads
so companies can assess their value to
the business and know which ads are worth
running again.
Ø After the campaign, evaluate the results to
determine whether that campaign was
successful and received enough benefit from
the investment.
Ø Rerun campaigns with strong ROI and
eliminate or alter the weaker ones.
Ø Key to track social ROI on Facebook
ads is Facebook Insights, a free
tool accessible by all admins on
the page.
How success, ROI and Monetization are
measured

Ø It tells a lot about the social impact of
the campaigns, showing detailed numbers
that explain what is happening, such as how
many likes you have received on a week.
Ø Through Insights, review which of your
recent likes were organic and which came
from ad campaigns.
Ø Compare paid likes to the campaigns
happening at the time to evaluate their
contribution to new likes—thus, their
social ROI value.
Ø Facebook Insights will show you how
much paid reach from boosted and
promoted posts you have, as opposed
to organic reach.
measured

Ø Insights will let you see exactly how
much traffic is paid versus organic.
Ø View all your posts and their
individual stats on reach and number of
post clicks, likes, shares and
comments.
Ø Google Analytics shares how social
engagement directly impacts your
business off from Facebook.
Ø You will see how many users arrived on
your website from your Facebook page
or Facebook in general, which helps
evaluate the social impact of your
page.
measured

Ø You can see how long the users who came
from your tagged CPC campaign stayed
on your site and whether they visited
other pages.
Ø Monetized links are the immediate way
to see earnings, it would be monetizing
by posting links/articles.
Ø Sell sponsored posts for other
companies to promote their
products/brand.
Ø Share affiliate links and if the
audience buys through this link, you
get a small percentage from the sale.
measured

Ø The winner that took the blue honor
awards from Facebook as the best and
most creative advertisement was the Ice
Bucket Challenge.
Ø People with ALS raised awareness of the
condition by having people to do this
challenge and post videos of it with the
goals of awareness, online traffic and
sales.
Ø It resulted on 17 million videos from
159 countries, including Mark Zuckerberg
and Bill Gates and generated 70 billion
video views, raising $220 million.
Ø Zero dollars were spent to promote the
challenge and 440 million people saw it.
Examples of Creative Advertisement

Ø Another ad was KAFA, which gained
the gold New Frontier award.
Ø This campaign for a women’s right
group supported legislation in
Lebanon to protect women from
domestic violence.
Ø Its ‘red thumb’ became a symbol of
the cause, with an awareness goal.
Ø It resulted on 20,000 red thumbs
shared, 700 percent increase in
online conversation about domestic
violence, gardening $1.7 million in
free media.
Examples of Creative Advertisement

Ø Burt’s Bees is a successful brand and now
also successful as a Facebook business
page.
Ø The company able the customers to buy
products directly from Facebook and watch
the Employee Spotlight video series.
Ø They post a lot of videos and tips to the
customers to make the page have more
views and likes, engaging contact with
their fans.
Ø Uses Facebook to introduce new products
interactively.
Ø Since last year, the company doubled the
number of fans on the page.
Example of a successful Facebook
business page

Ø Facebook changed how people keep
in touch: had solidified itself
as an important tool for people
to stay in touch with those they
love or met briefly.
Ø It changed the way people share
their lives: what used to be
personal is now plastered on
social profiles.
Ø Facebook changes how people
consume content: people do not
post only about personal life but
also post news and content that
are important to each.
How the service has transformed
the industry

Ø It changed the way people see
privacy: knowing everything
each person, such as schools,
friends, where people work and
what they are doing.
Ø Helps local businesses to
compete in a big scale with
the business pages.
Ø Able companies to grow
virtually and follow stats
with the Insights page.
How the service has transformed
the industry

Ø First recommendation:
create a topic-based news feed
filtering. This would allow
people to filter out
discussions that they are not
interest in seeing, such as
politics, religion, sports and
others categories. Posts would
be organized more by
keywords, creating the option
to block, for an example, all
political content from your
news feed.
Recommendation on How the Service Could
Improve Going Forward

Ø Second recommendation:
turn able the possibility
to have analytics
available for personal
posts instead of just
having this option for
Facebook pages. Users
might be curious to see
the reach on their
personal posts.

Ø Third recommendation:
there are a lot of fake
contests on Facebook just
to improve page likes or
profile followings.
Creating a verification
symbol to each verified
contest to know which ones
are trustworthy would
alert users and make them
feel safer to share.

Ø In 2013, Facebook users shared
approximately 41,000 posts per
second, per online-advertising
company Qmee — that's more than 2.4
million posts every minute.
Ø On average, the Like and Share
Buttons are viewed across almost 10
million websites daily.
Ø In Europe, over 307 million people
are on Facebook.
Ø Five new profiles are created every
second.
Ø Facebook users are 76% female (out
of 100% of all females) and 66%
male (out of 100% of all males).
Interesting Statistics about
Facebook

Ø There are 83 million fake
profiles.
Ø Every 60 seconds on Facebook:
510,000 comments are posted,
293,000 statuses are updated,
and 136,000 photos are uploaded.
Ø 42% of marketers reported that
Facebook is critical or
important to their business.
Ø 16 Million local business pages
have been created as of May 2013
which is a 100 percent increase
from 8 million in June 2012.
Interesting Statistics about
Facebook

Ø Facebook is the most popular social
media in Brazil.
Ø It came to substitute a very popular
social media over there called Orkut.
Ø Brazil is the third country more
active in Facebook, losing only for
the USA and India.
Ø There are about 103 million users in
Brazil, 1/3 of the population.
Ø 54% of those 103 million are female
users.
Facebook in Brazil

References
• Dey, Aditya (June 13, 2013). “Facebook Introduces Hashtags to its Users”. TechStake-Technology News Blog. Retrieved on February 4, 2017
from http://www.techstake.org/2013/06/facebook-introduces-hashtags-to-its-users.html
• Gotter, A. (2015, February 23). How to Measure Social ROI on Facebook Ads. Retrieved February 04, 2017, from
http://www.socialmediaexaminer.com/measure-social-roi-on- facebook-ads/
• Lafferty, J. (2013, May 17). 5 Changes That Would Greatly Improve Facebook. Retrieved February 04, 2017, from
http://www.adweek.com/digital/5-changes-that-would-greatly-improve-facebook/
• Patterson, M. (2017, January 31). A Beginner's Guide to Facebook Advertising. Retrieved February 04, 2017, from
http://sproutsocial.com/insights/facebook-advertising-guide/
• Ribeiro, L. (2016, June 11). Quais são as redes sociais mais usadas no Brasil. Retrieved February 04, 2017, from
http://marketingdeconteudo.com/redes-sociais-mais-usadas-no-brasil/
• Sloane, G. (2015, June 15). Here Are the 12 Best Facebook Marketing Campaigns from the Past Year. Retrieved February 04, 2017, from
http://www.adweek.com/digital/here-are-12-best-facebook-marketing-campaigns-last-year-165332/
• Staff, I. (2011, March 21). 20 Best Company Facebook Pages. Retrieved February 04, 2017, from http://www.inc.com/ss/20-best-company-
facebook-pages
• Wagner, K. (2014, February 04). 8 Ways Facebook Changed the World. Retrieved February 04, 2017, from
http://mashable.com/2014/02/04/facebook-changed-the-world/#WO7Pfpg0raqQ
• Zephoria. (2017, February 02). Top 20 Facebook Statistics - Updated January 2017. Retrieved February 04, 2017, from
https://zephoria.com/top-15-valuable-facebook-statistics/

Facebook, Inc.

Recommended

Recommended

More Related Content

What's hot

What's hot (18)

Viewers also liked

Viewers also liked (16)

Similar to Facebook, Inc.

Similar to Facebook, Inc. (20)

Recently uploaded

Recently uploaded (20)

Facebook, Inc.