Online Media Proposal

[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• - Over 93% visit the site every month

[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

[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

[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.

[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

[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

“a virtual bible for campus socializing and networking”

--Boston Globe, Sept 26,2005

“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

“It becomes part of your daily routine. It's e-mail, the news, the weather, Facebook.”

--Associated Press, July 2, 2005

“It conquered college America instantly”- LATimes.com

Facebook beats the competition for users age 18-24

Total Unique Visitors (000)

Avg. Daily Visitors (000)

Total Minutes (MM)

Avg. Minutes per usage day (MM)

Avg. Usage Days per Visitor

Facebook 4,040 1,482 679 15.3 11.0

MySpace 4,465 1,229 284 7.7 8.3

CollegeClub 96 Too Small To Register

Too Small To Register

Too Small To Register

Too Small To Register

CollegeHumor 525 47 8 5.9 2.7

Friendster 263 53 23 14.4 6.0

September 2005 Data: Users 18-24 Years Old

Source: ComScore Media Metrix, September 2005

Facebook provides unparalleled access to 18-24 year olds

[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 / DAY15.7 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 MINUTES1.1 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.

[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: Rates120x600/240 above fold: $7 CPM728x90/468x60 above fold: $7 CPM 728x90/468x60 below fold: $5 CPM125x125 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.

TargetingBanners 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)

[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 CPM25 character linked header/150 character body $1

[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 informationCost:

– 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

[banner keyword targeting]

[banner geo targeting]

[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 show’s 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

[group screen shot]

[group screen shot]

[contact]

Please contact:Kevin Colleran

Facebook

617-517-7250

kevin@facebook.com