Capri, 2 ottobre 2013

Il social come strumento disviluppo del mercato

Cris NulliClient Partner, Facebook

Titolo, Capri 2 ottobre

Unparalleled reach and engagement

Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013

Every day. Every month.

699Mpeople daily

of monthly active users return daily61%

469Mpeople daily on mobile

1.15Bpeople monthly

45%of internet users globally

That’s

819Mpeople monthly

on mobile

19%of mobile phone users globally

That’s

Titolo, Capri 2 ottobre

Facebook in Italy

Source: Facebook Internal Data based on stated and inferred data, average for June 2013; percentage of internet and mobile phone users calculated with data from eMarketer, April/May 2013

Every day.

Every month.

>17Mpeople daily

of monthly active users return daily74%

>10Mpeople daily on

mobile

>24Mpeople monthly

71%of internet users inItaly

That’s

>16Mpeople

monthlyon mobile

32%of mobile phone users in Italy

That’s

3 BIG SHIFTS IN

COMMUNICATIO

N

DISRUPTIO

N

CONNECTION

SEARCH DISCOVERY

HEAVYWEIG

HT

LIGHTWEIGH

T

Titolo, Capri 2 ottobre

Clear business objectives for brands

Brand differentiation

Revenue growth

Customer acquisition

Titolo, Capri 2 ottobre

Facebook is not a website

It is a distribution system.

Titolo, Capri 2 ottobre

Striking photo and video real estate across devices

Titolo, Capri 2 ottobre

GoalsAchieve reach and create awareness among fans and friends of fans of Maggi fix &

frisch Gemüse-Pfanne mit Hähnchen, a seasoning mix for

chicken and vegetables.

Expand its customer base to include a younger

demographic, especially young families and mothers.

“Facebook was not only a cost-effective way of boosting our reach, it delivered

sales efficiently and helped us reach new

buyers.”Tina Beuchler, Head of Media Communication, Nestlé Deutschland AG

Titolo, Capri 2 ottobre

2.5X greater ROI through Facebook than TV, with much lower cost

per reach.

Facebook offers a positive gross and net ROI:

19% of campaign-driven sales came from Facebook, using only 8% of the

total campaign spend.

Expansive reach: Facebook Ads reached 30% of German online

users (~ 13 million).

Almost 2 million people were reached exclusively on Facebook.

Strong synergistic effect of cross-media exposure:

those who saw both Facebook and TV were impacted 54% more greatly than

the sum of the individual impacts of either medium.

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