Online Media Proposal

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• Online Media Proposal

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college reach

• Facebook is the way to reach college students
• Facebook has just become the 10th LARGEST website
  WORLDWIDE according to Comscore for unique
  pageviews
• High penetration at U.S. colleges and
  universities
• Facebook is available at 2,027 colleges (100 of
  U.S. schools!)
• Facebook is prominent at all of the top 100
  ranked colleges (US News Report)
• Tremendous usage
• The most accessed site from many
  colleges/universities
• Total of schools in Facebook Network 2027
• Total of registered users 5.4 Million
• Total of monthly page views 6.4 Billion
• Total of daily unique visitors 3.4 Million
• Total of monthly unique visitors 8.7 Million
  (Comscore)
• High involvement loyalty
• - Over 68 of our registered users return to the
  site every day
• - Over 88 access the site every week

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overview - college

• Facebook is an online directory that connects
  people through social networks at colleges and
  universities. Facebook enables students to search
  for people at their school, find students who
  share similar interests or courses, look up
  friends of friends, network, and visualize their
  social network via photos.
• Launched at Harvard University by a student in
  February 2004, Facebook has quickly become the
  most accessed site from hundreds of
  colleges/universities across the country
• Facebook Consumer Profile
• 60 are female and 40 are male
• 90 are students, 18-24 years old
• They spend over 85 billion per year
• They collectively belong to 157 million groups
• 50 of our users are not registered at MySpace
• 15,000 new members register EVERY DAY

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overview high school

• High School Update
• In September, 2005 Facebook launched a second
  version of its site for High School students.
  The site was launched virally at every high
  school in the country and requires an invitation
  to join from a freshman member of the college
  site.
• So far, the High School site has accumulated
  375,000 members and grows by approximately 7,000
  per day. Currently, there is no advertising on
  the High School site but it is expected that
  advertising will be permitted beginning in 2006.
• This proposal is based on the current college
  site and its members, however, if the high school
  site is accepting advertising in time for this
  campaign, we can certainly discuss having the
  advertising spread across both the high school
  and college sites

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how it works

• Students, alumni, faculty, and staff with .edu
  email addresses create and maintain a profile for
  themselves which includes
• Contact information
• Pictures
• Personal information class year, gender, age,
  interests and affiliations, etc.
• Course information - class schedule
• Groups which reflect students interests and
  affiliations
• Once a profile is created, users may browse the
  social net at their school and other Facebook
  schools via various searches. Users may search
  for classmates in their principles of economics
  course, other students at their university
  interested in tennis, students at all
  universities interested in chess, etc.
• Privacy controls allow users to determine who
  accesses their personal information, courses,
  friends, etc. and to block certain email
  addresses from viewing personal information.

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why Facebook?

• There are 7 million four-year college students in
  the United States with an estimated purchase
  power exceeding 85 Billion. College students
  have money in their pockets for your products and
  services. In 2004, students spent
• 21 Billion on restaurants/food
• 9 Billion on automobiles
• 5 Billion on clothing
• 4 Billion on phones
• 40 Billion on combined other amenities
• Students are the consumers of today and tomorrow,
  building brand loyalties that last a lifetime.
• Enables target specific messaging based on
  students specific lifestyle.
• Facebook is NOT an advertising heavy site. Each
  page only has 1-2 advertisements and therefore
  acts as a clear brand building tool

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recent press
"Facebook is now the top-ranking Web site for the
hard-to-reach college demographic" --San Jose
Mercury News, August 29, 2005
A glance at growth stats shows that as
membership spreads faster than strep-throat
bugs at a spin-the-bottle session the service
is becoming a popular extension of real life at
campuses across the country. --L.A. Times,
August 28, 2005
It becomes part of your daily routine. It's
e-mail, the news, the weather, Facebook. --Associ
ated Press, July 2, 2005
a virtual bible for campus socializing and
networking --Boston Globe, Sept 26,2005
It conquered college America instantly -
LATimes.com
So enticing is the network that many students
spend hours each day roaming its online halls.
Let's face it, we are addicts, says the
founding message of a group on the network called
Facebook's Addict. When we should be studying we
are looking up info on our friends. When we
should be eating we are checking on the new
groups. And when we should be sleeping we are on
Facebook. Maybe we have a problem, maybe
not. --Milwaukee Journal Sentinel, September 19,
2005
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Facebook beats the competition for users age
18-24
September 2005 Data Users 18-24 Years Old
Facebook provides unparalleled access to 18-24
year olds
Source ComScore Media Metrix, September 2005
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September ComScore stats college site

• TOTAL PAGES VIEWED
• 10 of all websites, up from 11.
• USAGE DAYS / VISITOR
• 8.6 days / month, up from 6.9 / month. The Web
  as a whole is only visited about 20 days a month
  per person.
• 5 of ALL websites, up from 8.
• MINUTES / DAY
• 15.7 minutes / day, up from 13 minutes in
  August, or 21 increase.
• 8 of all websites, up from 9.
• UNIQUE USERS
• Total reach is 8.54M uniques, up 3 from
  August.
• Facebook is now the 89th biggest site on the
  Web, up from 92nd.
• AVERAGE DAILY VISITORS
• 2.455M, up from 1.8M in August, a 36
  increase.
• 23 of all websites, up from 29.
• TOTAL MINUTES
• 1.1 billion versus 743 million in August, a 60
  increase.
• 10th for all websites, up from 14, which places
  Facebook above Amazon, ESPN, NewsCorp, CNET,
  others.

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advertising banner ads

• Advertise at Facebook
• Advertising opportunities at Facebook include
  traditional online banners, announcement text
  ads, and custom groups designed to enable brands
  to create a following on-campus and interact with
  students daily.
• Banner Ads
• Rates
• 120x600/240 above fold 7 CPM
• 728x90/468x60 above fold 7 CPM
• 728x90/468x60 below fold 5 CPM
• 125x125 above fold 5 CPM
• Note General rule of thumb is that to have an
  effective campaign you want to target each
  student at least 3 times per day with your
  banner.
• Targeting
• Banners can be targeted to select schools and/or
  to specific users based on
• Geography Gender
• Courses Keywords in profile
• Class year Major
• Relationship status Favorite books, movies,
  music
• Political Affiliation University status
  (student, faculty, alumni, staff)

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advertising text ad
Text based advertisements rotate in the 120x240
advertising position at Facebook. Text based
advertisements offer a more subtle approach to
targeting students and provide an effective
marketing mix when coupled with banners and/or
sponsored groups. Size CPM 25 character
linked header/150 character body 1
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advertising sponsored groups

• Group Sponsorship
• The most integrated advertising opportunity
  available on Facebook is the Group Sponsorship
  geared towards creating interactions among
  students and your brand. The Sponsored Group is a
  content-rich section of Facebook that enables
  students with similar interests and hobbies to
  unite and share information related to a specific
  topic.
• A corporate Sponsored Group allows a company to
  control the content and advertising within their
  own group. The sponsor can use the section to
  promote its brand, announce new products, offer
  exclusive discount/promotions/contests, and
  interact directly with a targeted student
  consumer group.
• Benefits
• Less intrusive/more integrated advertising
  strategy to target college students
• Interact directly with the college market about
  new products, promotions, discounts, contests,
  etc.
• Control over content within community
• Banner and text advertising throughout the site
  inviting students to join the community while
  also promoting the brand
• Ability to message all community members once per
  month with product/brand related information
• Cost
• Starting at 50,000 per month with a 3 month
  minimum (Fees range depending on integration,
  promotion, special features)
• Includes
• 2.5million monthly impressions linking to group
• One monthly message blast to all group members
• Text links throughout site driving traffic to the
  group

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banner keyword targeting
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banner geo targeting
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group case studies

• Premier computer manufacturer with strong college
  brand has generated over 100,000 student brand
  ambassadors who have joined the sponsored group
  and put a link to the group in their profiles
  promoting the brand to friends
• A major television network Fall Premier TV series
  generated 135,000 students to its sponsored group
  to watch the shows trailer and post over 1000
  messages on the group page. Over 8,000 students
  put a link to the group in their personal
  profiles
• One Video Game title has had 385,000 unique
  visitors to the group page in the last 25 days
• A Student Travel Company has had over 120,000
  student visitors in 21 days
• An online Broadband TV station group has
  generated 270,000 student viewers in 3 months
• A College Spring Break company has had over
  80,000 student visitors in its first 5 days
• One group for a major studio theatrical release
  had 83,000 students interact with the trailer and
  sponsored group page

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group screen shot
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group screen shot
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contact

• Please contact
• Kevin Colleran
• Facebook
• 617-517-7250
• kevin_at_facebook.com