MKT3ADV: Project Ara Integrated Marketing Communications Plan

This integrated marketing communications (IMC) plan focuses on Google's Project Ara, a modular smartphone designed to allow users to customize its features. The target market consists of young, creative "Experiencers" and "Innovators" who value self-expression and image. Google aims to position Ara based on its unique attributes, aiming for ambitious sales objectives, including a 25% sales increase within a year and significant market share gains. The plan outlines communication objectives like information dissemination, persuasion, and brand image enhancement. The creative strategy emphasizes humor and adaptability to engage the target audience. Media strategies and budgeting are also included. The report concludes by emphasizing the importance of the marketing campaign in creating awareness and promoting product trials for the new modular smartphone.

ADVERTISING IMC PLAN
MKT3ADV

Executive Summary
This integrated marketing communications plan provides information on Google’s newest
smartphone, dubbed “Project Ara” a modular smartphone that is the first of its kind to be
designed, this product allows individuals to rearrange modules within 6 slots of the phone’s
endoskeleton to customize the Ara to whatever liking the owner may have. The target
segment of the market for this product consists of young, creative individuals who make up a
large portion of the “Experiencers” profile of consumers, these individuals are motivated to
purchase items based on self-expression; along with experiencers there are “Innovators”,
individuals who highly prioritise their image and are commonly the first to purchase a new,
emerging product before it becomes a trend. Despite Google selecting a specific set of market
segments for Project Ara they are also choosing to position the product in the market based
on its defined attributes, this helps to establish superiority over competitor brands and truly
display the product’s uniqueness. Google’s sales objectives are ambitious as they are specific,
these objectives include targets such as increasing sales by 25% 1 year after launching the
product, increasing awareness of the product to other potential consumers by 100% over the
first 1 year period as well as obtaining 30% of Google’s main competitor’s consumers to
switch to the Ara smartphone. To achieve their objectives Google are employing various
means of communication to increase the exposure of their product to the public by utilising
persuasive tactics through advertisements and repetition tactics through social media
advertising and such. The objective of this marketing campaign is to spread awareness and
allow consumers to get involved in the process of spreading awareness, as well as assist in
retaining any loyal customers of the brand and to encourage product trials from all
consumers, as this in turn assists Google in spreading awareness of their product. The
purpose of this marketing campaign is primarily to spread awareness of the vast possibilities
that are made possible through Project Ara. The marketing campaign will possess some level
of humour to truly engage the target audience of the Ara, but it will be adaptable to ensure
that the campaigns are relevant in all societies to ensure maximum engagement and
information retention.
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Table of Contents
Executive Summary............................................................................................................................. 2
Introduction and Marketing Objectives............................................................................................ 4
Target Segment.................................................................................................................................... 5
Positioning Strategy............................................................................................................................. 6
Communication and Sales Based objectives......................................................................................7
Communication Objectives............................................................................................................... 7
Sales Objectives................................................................................................................................ 8
Creative strategy................................................................................................................................ 10
Objective of the marketing campaign.............................................................................................. 10
Message theme and strategy............................................................................................................ 10
Message appeals and execution styles............................................................................................. 11
Spokesperson................................................................................................................................... 13
Taglines........................................................................................................................................... 13
Media Strategy................................................................................................................................... 14
Budgeting........................................................................................................................................... 16
Conclusion.......................................................................................................................................... 17
Appendix............................................................................................................................................ 18
Reference List.................................................................................................................................... 19
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Introduction and Marketing Objectives
In 2017, Google launched its newest addition to their electronic range in the form of a
flexible and innovative smartphone, Ara. Ara is one of Googles most unique forms of the
Smartphone so far and probably the most distinctive in the entire smartphone market.
Compared to googles previous phones such as Pixel and Nexus, Ara is a modular smartphone
that enables the consumer to customise the design of their phone to their liking. The Ara
comes in 3 different sizes, where features such as the camera, speakers and battery can be
replaced on one of the six slots of the endoskeleton of the phone. This is handy if a particular
module breaks, runs out of battery or if you simply want to rearrange the design or colour
scheme. Googles smartphones have typically flown under the radar to the general public
despite their high quality and advanced technology, therefore this campaign will attempt to
target not only the technological savvy but the artistic, creative and younger demographic
who aim to express themselves as much as they can. This IMC campaign will take into
account all the factors that will typically effect the sales of this smartphone with respect to
Google such as; the identification of the target market, the marketing objectives, the
positioning strategy, a creative strategy and a media strategy. The objectives of this promotion
will be too create awareness, retain loyal customers and encourage product trial, which will
therefore increase Googles future revenues and profits. These objectives are important as they
focus on introducing the product to the market as it is not yet widely known and to retain
loyalty by focusing on the unique features and technological advantages the phone
encompasses. By bringing together all these objectives and strategies as well as an included
budget plan to estimate the resources needed to advertise the product to the market.
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Target Segment
The profile of the target segment for Ara would typically mirror the Innovator profile
according to the Value and Lifestyles model (VALS). Innovators are described as being the
first consumers to try a new and trendy product, have the highest incomes as well as a high
self-esteem and place a lot of importance on their image as well as aspiring to be independent
and unique. These qualities correlate with the consumer of Ara as one of the defining features
is that the smartphone can be tailored to your individual liking and reflect you as a person
which is important to the Innovator. Although the Ara isn’t particularly expensive, the
motivation to purchase a new smartphone when most consumers are already loyal to their
smart phone brand is low. For this reason, the innovators are a likely consumer as the price
won’t affect their motivation to ‘try’ the new phone, Ara, as it is a new phone, different from
the rest. The innovators image is very important to their self-esteem, and by the having the
latest smart phone with new features as well as being able to transform the Ara into a
uniquely tailored Smartphone means the Innovators would be the most likely consumer of
this product.
However, the Innovators have said to be a broad group who encompass other profiles.
Another more specific target profile is the Experiencers, who have a mean age of 25 and are
also motivated by self-expression. As the innovators are described as having the highest
incomes, it’s not fair to assume they are also a younger segment who are motivated by
popularity and keeping up to date with the newest trends, unlike the experiencers.
Experiencers are also described as spending heavily on ‘new’ products and services making
them the most valuable target market. This is because the Ara ranges from $50-$500
depending on size and extra features etc., it is economically available to a wide range of
individuals. The younger generation, the millennials who make up a large portion of the
Experiencers are able to afford its low price while it is also tempting to the Innovators who
can customise it and add extra features so it is up to their standard.
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Positioning Strategy
Google is in the process of creating a brand new, innovative approach to smartphones.
Google has labelled the project, “Ara”, this product is catered towards a younger, more
creative market who are looking to customize their smartphones and truly make the product
their own; Google will thus need to employ a positioning strategy that best caters towards the
target audience both effectively and efficiently. There are numerous positioning strategies that
Google could employ in regards to Project Ara, such as positioning the product based on its’
competitors. This positioning strategy focuses on a company establishing a position in the
market by comparing their product with the products of competing brands. This is a
beneficial strategy as it will enhance the product’s uniqueness and give Google an advantage
over competing brands who will struggle to create a viable substitute over Project Ara.
Google could also position their product in the market through the use or application of their
product, which will assist them in standing out from the competition. Price and quality are
also factors that assist in positioning Project Ara within the market, Google could choose to
emphasize either the product’s low price and value, or the high quality with little mention of
the higher price, helping to build a positive public perception of Ara. This could even
generate positive responses before the product is released. Google could also position Project
Ara in the market through emphasis on the product’s users, this means that Google could
signify who the product would be most valuable towards, such as tech-savvy young adults or
programmers, this will assist Google in establishing a specific target market and help to build
brand loyalty for the product. When considering the best product positioning strategy to use
Google has a wide variety to choose from, but the most efficient and logical strategy is to
position the product based on the product’s attributes. This involves a company promoting a
unique feature or attribute about their product that the public may see as superior or different
in comparison to competitor brands. This is the most effective strategy that Google can use as
Project Ara will be the first of its kind to be introduced in to the market. By emphasising
Google’s new modular smartphone and the fact that the phone can be completely customized
by swapping out pieces for other pieces to completely suit the consumer’s needs, Google will
ensure that Project Ara is suitably positioned within the market.
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Communication and Sales Based objectives
Communication Objectives
1. Getting information to the target consumers.
The company needs to penetrate the information of Ara into the target market, informing the
target market about the new kind of smartphone that they have never seen before, provide
some unique features to draw some attention. Provide consumers with the information like
how they can actually design their own smartphone at home and enjoy the creativity of a
smartphone like never before, providing these information will make consumer feel familiar
with the product and solve basic problems like not having a staff to explain and teach
consumer one by one about how the product works.
2. To Persuade
The company wants to increase consumer’s interest in products that will led them into the
decision of purchasing the products. Using advertisement, the company will spread the
awareness of the products along with some primary information such as price and
speculation. Since the technology in this era are very advance, so getting the communicating
information to target consumer can be easily done using different means such as social media
and TV commercial. These advance means of communication can spread a clearer
information in a form of video. Video advertisement will demonstrate how the product works
and make an advance product can be easily understood. Consumers understanding the
concepts of the products will not hesitate to buy the products if they are interest in it.
3. To remind
The company needs to constantly create a way to remind consumer about its product, because
if there is no communication about the product in the market the company’s opportunity of
sales will decrease and the product will not remain on a consumer’s mind. Using social media
such as Facebook to make a post or a video about the products daily can be very effective
because social media can reach the consumer globally and it can be very cheap for the
company. This objective is needed for the company to keep a stable sales circulation and
constantly creating image in consumer’s mind.
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4. Better brand image for the company.
This objective is to create a better brand image for the company. Showing the consumer that
the company is devoted in searching for new technologies to develop a product and always
answering to the desire of consumer. Proving that Google is one of the top company in the
digital era.
Sales Objectives
1. Increase sales by 25% after 1 year of launch.
One of the most important objective that every companies needed to succeed is to generate
sales. There is a high possibility is that Google can achieve a 25% sales increase rates
because Google is a global brand and is at second position in world most valuable brand (K
Badenhausen, 2016). Not having their main products as smartphone, Google will get more
attention when they announce a new product such as smartphone. Google has a great capital
since it is already well known as a software and technology company, so consumers will trust
in the quality of the product that Google will launch. Therefore, Google have a high chance
of success in increasing the sales of the product Ara after one year of launch.
2. Increase awareness and reputation of Ara smartphones to the consumers by
100% at the end of the year.
The campaign desire to raise the awareness of Ara to the consumers by 100% at the end of
the year by spreading the idea concept of Ara to the consumers that already interest and
purchase products from Google and also to the new target consumers who have not
experience the products of Google. The idea of this objective is to occupy a space in
consumers mind before the actual product is launch, letting them know there have never been
a smartphones like this before.
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3. Need to have 50% of consumers who purchase the products to spread word of
mouth within first 6 months.
The smartphone Ara is completely different to any smartphones that exist, there is so much
variety for consumers to choose such as color tone, longer battery life, multi camera lens or
louder speaker. Compared to competitors, which none of their products have these features
yet. Using these unique features the company wants to have at least 50% of their consumers
spreading word of mouth to people who have no knowledge of this product. Word of mouth
spread by consumers can be a very effective way to raise awareness of the products.
4. Occupying 10% of smartphones market shares at the end of the year.
According to Egham, 2016 smartphones market research, the leader of the smartphones
market is Samsung who dominates over 24.1% of the market while Apple dominating 17.9%
of the market in second position. It is clearly shown only 2 companies dominates the
smartphones market, all the other companies in the market shared tiny percentages. Google
has incredibly high budgets and reputations in the innovation of technologies and is consider
a more trusted and high values brand than many competitors in smartphones market.
Therefore, Google occupying 10% of smartphones market share is not a difficult task.
5. Getting 30% of competitor’s consumer to buy Google’s Ara smartphone.
In present there are around 2.32 billion consumers in smartphones market and is expect to
increase to 2.53 billion people in the year 2018 (Statista, 2017). Other sales objectives apart
from getting new consumers is to pull consumers from competitors and turn them into our
consumers. If the company is able to turn competitor’s consumers into their own consumers,
not only will the sales of the company goes up but Google can step up to become the leader
in smartphones market. Using the unique features of Ara smartphone which is very
innovative and also in affordable price will surely attract many competitor’s consumers. 30%
of competitor’s consumer is expected to try Google’s Ara smartphone.
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Creative strategy
Objective of the marketing campaign
Since it is a new product that has not yet been unveiled in the telecom market, the main
objective is to spread awareness by getting consumers involved in the process of the market
campaign. It’s also considered more important to actually let consumers try all the functions
on the smartphone rather than only letting them know the spec of the product. This is because
marketing has an ability to make a relatively complicated product with a lack of reviews
seem simple and valuable. Some consumers may be reluctant to spend money on a new
product that they have little knowledge of. Other objectives should be to retain loyal
customers and encouraging product trial because it’s essential to keep Google’s fans and
followers engaged rather than getting a brand new target segment. Therefore, it is required to
let consumers try the product more often providing a range of trial options and turn them into
loyal advocates.
Message theme and strategy
The message theme is a central part that promotes the brand awareness and is a main idea
intended to trigger a desired action from the target segment. Also, it is essential to consider a
message strategy because it is the very first step to create an effective marketing
advertisement. Thus, it is quite important to conduct a marketing campaign on each featured
product because a company is not willing to keep giving the same information to the same
target market, whereas it enables the company to provide consumers with the most suitable
information by dividing the target market into their specific needs. It is considered that a
message strategy has to correspond to the components of attributes of the product, then they
can be matched the different stages of the hierarchy of effects model. In the case of this
product, therefore, it is analysed that a preemptive cognitive message strategy will be suitable
as the awareness and knowledge of the product still needs to be widely spread and it should
claim of the superiority based on the unique attribute of the product and the competitive
advantage over competitors in the smartphone market.
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Therefore, the theme of the marketing campaign can be “Uniqueness creates uniqueness in
the future” that the purpose is mainly to spread the awareness of the possibilities of Ara.
The pre-emptive cognitive message strategy should be the first message strategy used as there
is a huge benefit to have advantage over the competitors. It is actually quite simple that the
company only shows the customers the processes of how the product is inherent to the
business. One of the fabulous features of the Google phone Ara is the uniqueness. Therefore,
it is effective to release the information of where the ideas derive from, what people can do
with the product, and the processes Google have been through to create the product. Then the
public will believe that the product is a profound revelation and they will think Google is the
pioneer in the smartphone industry, which is trustworthy although other competitors take
those processes for granted. Consumers do not appreciate how many processes have actually
been through to sell a product, then, they will pay more attention to the product if the
marketing advertisement shows how many manufacturers have been involved and how hard
they have been working through to create a new unique product. Also, the smartphone is not
affordable, thus people are after a legitimate quality and thus it is quite important to consider
the consumer behaviour and expectations.
Message appeals and execution styles
The aim of message appeals is to influence the way consumers view themselves and how
making a purchase on a certain product can be beneficial for them, and it is considered that
the message conveyed through advertising appeals also influences the consumer’s purchasing
decisions. The type of appeal chosen has to be based on the creative brief and the goals of the
marketing campaign. It is assumed that some appeals would be more appropriate for certain
products than others, although most of the appeals usually work in any situation, then it is
better to focus on a way to attract the attention of the target segment.
As mentioned in the target segment part above, the main target segment of the product is
innovators who have a higher social status, incomes, and self-esteem. Those smart people
tend to be more sensitive to a sense of humour in general, as some psychologists defined that
“a joke is an incongruity that is recognized and resolved in some way” (Briggs 2015), and
many researches actually found out that there is a very high correlation between intelligence
and humour. Therefore, it is considered that a humour appeal can be an excellent for catching
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the attention of the target segment. Humour is actually used in approximately 30% of all
advertisements and it is proved that it helps in achieving instant recall which can work well
for the sale of the product. There are also some psychological factors that people tend to
consider a positive purchase when humorous advertisements makes them feel relaxed and
interested in the products. Since the sales objectives of the marketing campaign is to raise
reputation and increase in sales, humour can be regarded as the best way of advertising.
However, chances are that a good humour advertisement may not be seen as a funny one in
another country because humour is basically rooted in a culture. Hence, a marketing
campaign has to be adaptable and it will be required to have an amount of researches on the
psychological and cultural background beforehand.
An executional framework represents the manner in which an advertising appeal will be
presented, and it should be chosen in conjunction with a message strategy and an advertising
appeal. In some cases, it would be difficult to work together if the combination of the strategy
and the appeal is not logical, however, a demonstration execution would be suitable for this
marketing campaign because it simply illustrates how the product works and it works well on
a television advertisement. Demonstration is the key advantages of the product by showing it
in actual use or in some staged situations, moreover, it is analysed that it will be more
effective when the demonstration is taken place with a storytelling. For example, Google
choose someone who is still in the middle of pursuing the career with music, and follow the
lifestyle that shows how the person is trying to make the dream come true by using the
smartphone. It potentially enables the person to make the own songs, to edit and remix the
music, and to release the works into the public uploading to You Tube or other social media
pages. It is a simple, but an effective way to convince consumers of quality and utility of the
product and of the benefits of using the product.
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Spokesperson
For this campaign, Google provide the product for many typical persons with different
lifestyles as a spokesperson in order to allow them to examine and test the product prior to a
full launch. It perfectly matches the concept of Ara that has a variety of features to support
different life styles of people. Demonstrating how different people use Ara has an ability to
encourage a product trial.
Taglines
Taglines are a key phrase that tells what the brand is all about. Hence, it has to be a
memorable message that generates a strong impression to all consumers.
Google Ara “Humble beginnings, Endless possibilities”.
“Humble beginnings” refers to how the smartphone is first sold as the standard design and
model, whilst, “Endless possibilities” refers to how anyone can upgrade and switch the
modules to create their own unique smartphone. It could also relate to business ventures that
allow people to have an opportunity to start their own activities such as composing music and
taking a professional photo. It’s expected that there would be more modules developed when
people create a new idea and it is considered that the possibilities really are endless.
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Media Strategy
Choosing media outlet
In this day and age, there are many forms of advertising, whether it be through the internet or
by other offline methods such as the television, radio and posters. Since our target market are
people who fall under the Innovator and experiencers profile according to VALS, they
possess certain characteristics that are more easily reachable through methods on the internet
but advertising means through offline methods are also very effective.
Online Marketing
Advertising online is an incredibly simple method to reach a large audience because
nowadays people of all ages use the internet whether for access to their social media, or to
connect with family and friends, or to purchase something. A large portion of our target
market, the experiencers, are millennials and these are the group of people, where being on
social media is part of their daily lives. Social media sites such as Facebook had 1.94 billion
active users in March 2017 (Zephoria 2017). ReTargeters blog (2015) says that Facebook
sorts people by demographics, advertisements can be played only on the pages of the certain
demographic that we are targeting. This would make targeting of our target market easier. The
“innovators” pride themselves on being future oriented and are receptive to new technology,
this would interest this because the Ara is completely customisable to any features that the
user wants to put on it. (Strategic Business Insight 2017) This means that the phone is always
upgradeable and this will interest the “innovators”. The “experiencers” have a heightened
sense of visual stimulation and a phone that is highly customisable will attract them because
if they get bored of one colour, they can change or mix it. (Strategic Business Insight 2017)
Marketing online has other benefits such as being highly creative about the way the product
is advertised. According to ReTargeters blog (2015), the ability to target the market goes
beyond reaching the right target, it can also create advertisements that can resonate with each
individuals who watch the advertisement.
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Offline Marketing
Advertising offline is more about timing that online marketing. Advertising through
television advertisements are also an incredibly simple way to reach a large audience since
over 95% of American households have a television. This continues to rise as Television sizes
increase and become more and more affordable. Targeting the wanted demographic also
becomes incredibly accessible due to the times that television programmes are run. If a young
teen is the target, run the advertisements during times at which popular shows are on, or
throughout the day on channels whose audience are typically the targeted demographic.
People learn about products more from television ads and later research about items they find
interesting online from their phones. Better quality screens are available on the market and
this allows for more dynamic and attractive presentation of the phone to be showed. In the
year 2015, an average American watches 4.5-5 hours of television a day, meaning 1 hour or
more of this time is spent looking at advertisements. Since such a large amount of time is
spent looking at advertisements, it will be easier to reach a large audience (Arkside Marketing
2017). Advertising offline heavily compliments online advertising due to people’s interest of
items they see on the television and do their own research into products that they want to
know about, online. The pulsating method would work best for television commercials.
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Budgeting
Planning how to advertise is one factor but implementing the advertisement requires a budget
and how much money allocated to the advertisement should be properly thought out. The
most optimised method for doing this would be the Objective and task method where the
objective and task, along with the cost required to accomplish it is figured and totalled up
together to get a final amount. For the online marketing, posting advertisements on Facebook
will be how it would be done since Facebook had 1.94 billion users in March of 2017
(Zephoria 2017). For television advertising, the pulsating method would work the best.
Online Marketing
Facebook allows anyone to apply for an advertisement to be played on their users feeds. They
sort this by demographic preference of what the advertiser wants. The advertiser is also
allowed to choose how much they would like to spend daily and Facebook will take the
advertiser’s daily budget and work with it accordingly to optimise how much should be used
for what purpose to generate the most exposure of the advertisement. Facebook’s algorithm
predicted that a budget of $100 AUD a day with a selected target audience of people aged
between 14 and 35 of both genders, in North America, South America, Europe, Asia, Africa,
and Australia, the ad would reach between 190,000 to 1,100,000 people out of the possible
310,000,000 (Facebook 2017). With this budget, it would cost up to $36,500 AUD.
Offline Marketing
Pulsating method of advertising is where the advertisements are played continuously
throughout the duration of its lifetime while running heavily at selected periods of time. This
method would be the preferred method to blast consumers with knowledge of the product
when it first launches and again every two weeks until the second half of November where
the ads will be more consistent to encourage people to purchase the phone as a gift for
Christmas. According to “Ad Age” it costs between $150,000 AUD to play a 30 second
advertisement in the prime time of television viewing (AdAge 2015). The total cost between
advertising on television and Facebook would total up to $186,500 AUD a year.
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Conclusion
Advertising is one of the most powerful tools a company can utilise to showcase their
products and services to the world, effective advertising may be the tool that ensures a
product succeeds in the market or completely goes unnoticed by the general public. Google
have single-handedly created the first modular phone to ever exist and with the right
advertising decisions and the utilisation of an effective marketing campaign Project Ara may
become the most popular phone in the world in a very short amount of time. The tagline for
Project Ara is “Humble beginnings, endless possibilities” and this is very accurate, a
successful marketing campaign will ensure that the success of the Google Ara project is truly
endless.
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Appendix
Printed Ad
Media Schedule
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Media Schedule
Month Jul Aug Sept Oct No
v
De
c
Jan Feb Mar Apr May June
The Internet
Facebook
Television
Channel 9
Channel 10

Reference List
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AdAge, viewed 15th May 2017,
http://adage.com/article/news/costs-ad-prices-tv-mobile-billboards/297928/
Arkside Marketing 2017, 5 Reasons to Use TV Advertising, Arkside Marketing, viewed 15th
May 2017,
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Badenhausen, K 2016, ‘Apple, Google Top the World's Most Valuable Brands of 2016’,
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viewed 15th May 2017, <http://www.opencolleges.edu.au/informed/features/intelligence-
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Egham, 2016, ‘Gartner Says Worldwide Smartphone Sales Grew 3.9 Percent in First Quarter
of 2016’, Gartner, viewed 14th May 2017, <http://www.gartner.com/newsroom/id/3323017>
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https://www.facebook.com/ads/manager/creation/creation/?act=70691912&pid=p1
Google 2017, ‘Meet Ara, the modular phone.’ viewed 13th May 2017,
https://atap.google.com/ara/
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Kelly, H 2014, ‘Google's future phone: The modular Project Ara’, CNN, viewed 15th May
2017. http://www.edition.cnn.com/2014/04/16/tech/mobile/google-project-ara/
ReTargeter 2017, 9 REASONS YOU SHOULD BE ADVERTISING ONLINE,
RETARGETER BLOG, blog post, March, viewed 15th May 2017,
http://blog.retargeter.com/general/9-reasons-you-should-be-advertising-online
Statista 2017, ‘Number of smartphone users worldwide from 2014 to 2020 (in billions)’
viewed 15th May 2017.
https://www.statista.com/statistics/330695/number-of-smartphone-users-worldwide/
Strategic Business Insight 2017, Experiencers, viewed 15th May 2017.
http://www.strategicbusinessinsights.com/vals/ustypes/experiencers.shtml
Strategic Business Insight 2017, Innovators, viewed 15th May 2017.
http://www.strategicbusinessinsights.com/vals/ustypes/innovators.shtml
Szathmart, Z 2016, ‘A bigger battery or a better camera: Google's incredible modular
smartphone allows you to CUSTOMIZE your handset (and replace a smashed screen in a
second)’ Daily Mail Australia, viewed 16th May 2017,
http://www.dailymail.co.uk/news/article-3602018/Google-piecing-modular-phone.html
Zephoria 2017, The Top 20 Valuable Facebook Statistics – Updated May 2017, viewed 15th
May 2017.
https://zephoria.com/top-15-valuable-facebook-statistics/
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