When Facebook announced it had convinced Carolyn Everson to leave Microsoft to head sales at the pre-IPO social networking giant, a few eyebrows lifted: Everson had only been at Microsoft for nine months, and was recruited there by CEO Steve Ballmer after he watched her work to integrate an important deal between Microsoft and MTV, where she previously worked.
While Microsoft could not have been pleased it lost a key sales executive, at least Everson was going to a friend of sorts: Microsoft owns a chunk of Facebook stock, and has been busy leveraging Facebook data into its upstart search engine Bing.
Everson and I spoke last month as a prelude to our onstage conversation next week at the CM Summit. She repeated one of her early statements about Facebook’s advertising potential – “We’re one percent done” – and we spoke abut Facebook’s “branded stories” product, which lets companies put social activity related to the brand directly into Facebook advertisements (I ribbed her about how FM has been doing something similar for years, but of course, FM has about 10% of Facebook’s scale).
There are no shortage of questions to get into with Everson, including Facebook’s rumored push into content – something CEO Mark Zuckerberg implied was inevitable in recent public speeches. And then there’s the always rumored “Facesense” – a Facebook-data driven ad network for third party publishers that would take on Google’s display business. And of course, the recent launch of Facebook Deals, a Groupon competitor that is super focused on the local advertising marketplace.
And then there’s the question of privacy. While Zuckerberg has a clear philosophy on the question, and most likely it’s shared by a large percentage of his customers, advertisers are usually far more sensitive to how they use data, and, oddly enough, at far larger risk of regulatory backlash. And of course privacy laws are not only in flux (there are half a dozen or so proposed pieces of legislation in the US alone), but they vary greatly from country to country.
Lastly, there’s the rumored 2012 IPO, and with it the pressures of making quarterly numbers. As global sales chief, that responsibility falls to Everson.
In short, there are plenty of things to discuss, and that’s why I’ve asked Everson to be our last speaker at CM Summit, so if we go a bit long, we’re not bumping anyone else off the stage. Let me know if there’s anything you’d like me to ask her.
As a reminder, we’ll hear from more than 30 presenters at CM Summit, 11 of which will be one-one interviews. Those include:
Visa CMO Antonio Lucio: Our Business Is Digital, Period
The in.imit.able will.i.am: Embracing Brand As An Artist
Google’s Neal Mohan: A $200 Billion Opportunity
Reimagining Yahoo!: Chief Product Officer Blake Irving
Filmmaker Tiffany Shlain Declares Interdependence: The Internet Is Changing How We Think
The Colorful Bill Nguyen: The Market Will Come
The Swan Song of Mich Matthews, Outgoing Chief of Marketing at Microsoft
Taking Twitter to the Next Level: President of Global Revenue Adam Bain
On the Future of Media: Starcom MediaVest Group CEO Laura Desmond
I’ll be adding my final post on Demand CEO Richard Rosenblatt in the next 24 hours, as we are speaking later today.
The CM Summit is less than one week away, and nearly 500 folks have registered – it’s just about sold out….so register today before we do.
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One thought on “Facebook’s Carolyn Everson: “We’re one percent done on our ad products.””
A Facebook-data driven ad network for third party publishers would really rival Adsense, at least IMHO.