Discover how businesses are tapping into the $1 trillion opportunity available on Facebook. Nick Shah, Ampush's Co-Founder and Chief Product Officer, shares how Facebook has transformed the way businesses connect with consumers thanks to News Feed. During this presentation, Shah highlights the massive opportunity News Feed gives advertisers because it allows hyper-targeting and discovery of new consumers in a way that has never existed in human history.

2. Facebook’s New Thing and Next Thing
Social’s Impact on B2C Marketing
Nick Shah
Co-Founder & Chief Product Officer

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Today’s Agenda
• Our Purpose at Interactive Insights
• “The Era of the News Feed”
• “The Era of Open Graph”

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$1 Trillion
Annual Value
1810 1835 1860 1876 1908 1920 1933 1940 1956 1974 1990 2005
Last 200 Years: Innovations in Media & Connectivity
*Mckinsey Global Institute
Influences Spending, Knowledge Sharing, Productivity
Big Opportunity, Lots of Complexity

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News Feed
• Facebook boasts 600 million mobile monthly active users, including 114 million in the U.S.
• 30% of time spent on the top 10 mobile properties in the U.S. and 25% of time spent on apps
• Users spend on average nearly 9 hours per month on Facebook via their mobile devices
• An Unparalleled discovery platform with the ability to generate demand and infer intent

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Success on News Feed Requires Referred Intent
Deliver hyper‐personalized content
to users to drive engagement
Personalization1
Leverage analytics of earned media to
amplify message and catalyze virality
Amplification3
User engagement creates stories that
generate earned media impressions
from ‘voice of friend’
Virality2
3 Steps to Generate Referred Intent:
Referred Intent
The powerful force that
drives people to try
things their friends like
Referred Intent
The powerful force that
drives people to try
things their friends like

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The Economics of Referred Intent
Promoting a Movie Trailer
Page Posts1 Virality3Promote Posts2 Amplification4
Maxine Schlein commented on
Great Gatsby’s video
CANNOT WAIT FOR THIS MOVIE!
Greatest book ever!
‐ Owned Media
‐ Fans: 1MM
‐ Reach: 100K
‐ Watch Rate: 1%
‐ Trailer Views: 1,000
‐ Cost: $0
‐ Paid Media
‐ Reach: 2MM
‐ Watch Rate: 0.5%
‐ Trailer Views: 10,000
‐ Cost: $2K ($1 CPM)
‐ Cost per View: $0.20
‐ Earned Media
‐ Reach: 330K
‐ Watch Rate: 2%
‐ Trailer Views: 6,600
‐ Cost: $0
‐ Amplified Earned
‐ Reach: 3.3MM
‐ Watch Rate: 2%
‐ Trailer Views: 66K
‐ Cost: $3,300
‐ Cost Per View: $0.05

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The Economics of Referred Intent
As Voice of Friend % Increases…
Campaign Lifetime
Actions
Cost Per Action
Cost

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News Feed Goes Beyond Brand
Vertical Success: E‐Commerce, CPG, Travel, Mortgage, Education,
Cable/Satellite; Major focus on DR in 2013
Product Enhancements:
Ad Types
Targeting
Placement
Measurement
• News Feed – 20x+ Engagement
• Mobile vs Desktop
• Sponsored Stories
• Unpublished Page Posts, Promoted Posts
• Mobile App Installs
• FBX, Custom Audiences, Look Alike Audiences
• Broad Categories, Partner Categories
• Location Based*, Search*
• View Through Tracking
• Datalogix and other 3rd Party
• oCPM, CPA Bidding

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Open Graph
Facebook PlatformOpen Graph
Technology that
allows any digital
asset to plug into the
open graph
Ubiquitous identity
network mapping
attributes, activity
and relationships
Facebook.com
Massive website with
20% of Total Internet
Pages

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Leveraging Open Graph for
Real Time Insights
Point-of-Sale
Website
Landing Page
Advertisement
Point-of-Sale
Website
Landing Page
Advertisement
User arrives
with authentic
digital
identifier
User arrives
with authentic
digital
identifier
Identifier used to
render personal,
social, optimal
experience
Identifier used to
render personal,
social, optimal
experience

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Still Early for Open Graph…
but Massive Potential
Features Potential Benefits
‐ Ubiquitous, Authentic
Identity Network
‐ ‘Always‐Logged‐On’ State
given Mobile
‐ User Privacy Controls
‐ Ability to append 3rd party
data seamlessly to Social
data
‐ Unifies the B2C CRM
‐ Personalized experience
‐ Social discovery
‐ More optimal content
(Product Recommendations)
‐ Dynamic pricing
‐ Enhanced distribution
through integration with
News Feed
‐ Deals/Coupons/Loyalty
Ask Ampush about Project YOGA!

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Conclusion
• Facebook - Transformational platform to connect businesses
and consumers
• News Feed – Massive hyper-targetable discovery platform
– Drive meaningful impact by leveraging Referred Intent and the
economics of virality
• Open Graph – Still in its infancy, but potential to power real-
time personal insights for B2C
• QUESTIONS? COMMENTS?
• Contact: nick.shah@ampush.com