Your SlideShare is downloading. ×
Brands, TV and Facebook Preview Next Conference 2010 Berlin
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Brands, TV and Facebook Preview Next Conference 2010 Berlin

1,024
views

Published on

Preview of our study "Brands, TV & Facebook" held at Next Conference 10 in Berlin. …

Preview of our study "Brands, TV & Facebook" held at Next Conference 10 in Berlin.

An overview of Facebook activities of big German brands from the Top 100 TV-spenders.


0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total Views
1,024
On Slideshare
0
From Embeds
0
Number of Embeds
0
Actions
Shares
0
Downloads
41
Comments
0
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide

Transcript

  • 1. NEXT10 Preview Facebook, Brands and TV in Germany Next10 Berlin, 10.05.2010 reported by supported by NEXT10 Preview: Brands, TV and Facebook. 1
  • 2. The typical discussion is often ideology driven. vs. reported by supported by NEXT10 Preview: Brands, TV and Facebook. 2
  • 3. The only thing which is important: Media usage is fundamentally changing. 73% use TV and internet at least once per week at the same time & 49% use social Not talking networks while about the watching TV Source: Microsoft Advertising Media Meshing 2010 iChange: iPhone, iPad … reported by supported by NEXT10 Preview: Brands, TV and Facebook. 3
  • 4. And so, the game is changing. But the ultimate objective will always be: To create brand preference! Source: http://www.comparethemeerkat.com/ reported by supported by NEXT10 Preview: Brands, TV and Facebook. 4
  • 5. We wanted to know: What do the big “TV brands” actually do on Facebook (as biggest social network)? reported by supported by NEXT10 Preview: Brands, TV and Facebook. 5
  • 6. What happens in an average week on big brands‘ Facebook pages? Brands with official German Facebook page from the list of the top TV spender Q1/10 (excluding media brands): Monday, 12.04.2010 00:00  1&1 Axe Bitburger BMW .................................................. Burger King Coca-Cola Deutsche Telekom .................................................. Dove MAN+CARE Douglas Dr. Oetker Ofenfrisch .................................................. Dr. Oetker Steinofen FIAT Gillette Venus Hornbach .................................................. ING-DiBa Jever KiK Lindt .................................................. L‘Oréal McDonald‘s Nokia Homebase O2 Postbank  Sunday, 18.04.2010 23:59. Syoss Targobank Vodafone reported by supported by NEXT10 Preview: Brands, TV and Facebook. 6
  • 7. Here is what happens in an average week on big brands‘ Facebook pages! Ø 3.578 fans/likers per brand +114 fans/likers = + 3,2% 1/3 just started in 2010 3 admin posts 3 admin comments 2/3 promote Facebook link on their website. 94 user likes = 61% 3/5 directly on their 52 user comments = 34% homepage. 8 user posts = 5% 1/4 offer to share on FB 4,3% interaction rate Interaction Rate: Proportion of all fans, which interacted with page (posts/ clikes/posts/comments)/week reported by supported by NEXT10 Preview: Brands, TV and Facebook. 7
  • 8. OK. Compared to other “TV events” there is still potential in terms of fans/likers … reported by supported by NEXT10 Preview: Brands, TV and Facebook. 8
  • 9. But: we all know that social media/Facebook is not about reach. So we took a closer look at what is actually happening. And we found a very interesting pattern. reported by supported by NEXT10 Preview: Brands, TV and Facebook. 9
  • 10. 4 strategies how „TV brands“ use Facebook. Passive Brands No strategy 1/8 Sender Brands Push strategy 1/2 Role of Facebook: Role of Facebook: Channel for all who want to know more. Option to be liked. Role of brand: Role of brand: Provide useful & interesting Be present. information. Role of user: Role of user: Be a liker. Get and like information. Host Brands Pull strategy 1/8 Friend Brands Interaction Strategy 1/4 Role of Facebook: Role of Facebook: Connect fans/likers. Way to get in touch. Role of brand: Role of brand: Give interesting input. Listen, ask, talk, connect, interact. Role of user: Role of user: Make fan statements. Valuable/appreciated partner. reported by supported by NEXT10 Preview: Brands, TV and Facebook. 10
  • 11. Resulting in different interaction rates. Passive Brands No strategy 1/8 Sender Brands Push strategy 1/2 Role of Facebook: Role of Facebook: Channel for all who want to know more. Option to be liked. Role of brand: Role of brand: Interaction Provide useful & interesting Interaction Be present. Rate information. Rate Role of user: 0,3% Role of user: 3,7% Be a liker. Get and like information. Host Brands Pull strategy 1/8 Friend Brands Interaction Strategy 1/4 Role of Facebook: Role of Facebook: Way to get in touch. Connect fans/likers. Role of brand: Role of brand: Interaction Listen, ask, talk, connect, Interaction Give interesting input. Rate interact. Rate Role of user: 5,5% Role of user: 4,3% Make fan statements. Valuable/appreciated partner. Interaction Rate: Proportion of all fans, which interacted with page (posts/clikes/posts/comments)/week reported by supported by NEXT10 Preview: Brands, TV and Facebook. 11
  • 12. And a different “weight” of interactions. Passive Brands No strategy 1/8 Sender Brands Push strategy 1/2 Lightweight Midweight Heavyweight 69,5% 23,0% 7,5% Interaction Interaction Rate Rate 0,3% 3,7% Host Brands Pull strategy 1/8 Friend Brands Interaction Strategy 1/4 Lightweight Midweight Heavyweight Lightweight Midweight Heavyweight 76,2% 20,2% 3,6% 43,5% 50,4% 6,0% Interaction Interaction Rate Rate 5,5% 4,3% Fans/Likes Growth Rate: Increase of fans/likers per week reported by supported by NEXT10 Preview: Brands, TV and Facebook. 12
  • 13. As well as different fans/likers growth rates. Passive Brands No strategy 1/8 Sender Brands Push strategy 1/2 Quite good due to the Fans/Likers fact that brands do not Fans/Likers Growth Rate Growth Rate actively focus on winning As attractive as brand. +4,0% fans/likers. +7,7% Host Brands Pull strategy 1/8 Friend Brands Interaction Strategy 1/4 Although brands‘ activity is mainly focused on gaining Fans/Likers To interact in many Fans/Likers Growth Rate Growth Rate likers/fans, growth rate is different ways does not rather moderate. +2,2% guarantee fan growth. +2,0% Fans/Likes Growth Rate: Increase of fans/likers per week reported by supported by NEXT10 Preview: Brands, TV and Facebook. 13
  • 14. Passive Brands No strategy 1/8 Interaction Fans/Likers Rate Growth Rate 0,3% +4,0% (Ø 4,3%) (Ø 3,2%) Nothing but 1/4 the KIK logo. Just for the Burger King Alpha- Griller campaign. reported by supported by NEXT10 Preview: Brands, TV and Facebook. 14
  • 15. Sender Brands Push strategy 1/2 Interaction Fans/Likers Rate Growth Rate 3,7% +7,7% (Ø 4,3%) (Ø 3,2%) All about Telekom: Targobank: Interaction Rate events, ads, All about HSV 7,8% corporate (and nothing Fans/Likers issues … else) + 4,6% Interaction Rate 7,2% Fans/Likers reported by supported by + 2,4% NEXT10 Preview: Brands, TV and Facebook. 15
  • 16. Product information Events Various sources of interesting Events news Offers on website Corporate information New ad reported by supported by campaign Competitions on website16 NEXT10 Preview: Brands, TV and Facebook.
  • 17. Bitburger competitions Interaction Rate 5,8% Fans/Likers Interaction Rate + 1,4% 5,4% Fans/Likers + 2,4% Pictures & movies of Host Brands Pull strategy 1/8 BMW cars cars cars … Interaction Fans/Likers Rate Growth Rate 5,5% +2,2% (Ø 4,3%) (Ø 3,2%) reported by supported by NEXT10 Preview: Brands, TV and Facebook. 17
  • 18. Interaction Rate 9,6% Fans/Likers + 2,2% Questions around “Fiat Autoliebe”. Ads and new cars. Friend Brands Interaction Strategy 1/4 Broad offer, a lot of input. Interaction Rate Clear focus on Interaction Fans/Likers Rate Growth Rate 21,3% dialogue. Fans/Likers 4,3% +2,0% + 3,6% (Ø 4,3%) (Ø 3,2%) reported by supported by NEXT10 Preview: Brands, TV and Facebook. 18
  • 19. Key Insights. >  Big “TV brands” are not as far behind. >  More and more brands have an official page and some are quite professional. >  But, there is a broad variety in stages of development. >  To create interaction, brands need to activate. The more, the less “pull potential” a brand has. >  Users like to like, the willingness for heavyweight interaction should not be overrated – a brand must deserve it. >  Whatever a brand wants to do: Regular and relevant activities are of highest importance. No campaign-thinking! >  Besides behaving as a social being, it is also worthwhile using Facebook as a channel where people have the chance to become acquainted with a brand. And brands can learn what people like. But also a more laid-back “host strategy” can be successful. >  Overall, it is important to have an objective for Facebook activites in order to define the brand‘s own role, the role of Facebook, as well as desired likers‘ reactions – and create effect for the brand! reported by supported by NEXT10 Preview: Brands, TV and Facebook. 19
  • 20. Appendix: Fan/Likers Growth and Interaction Rate. Brand Fans/ Fans/ Fan/ Fan/Likers *Joined Interaction Brand Fans/ Fans/ Fan/Likers Fan/Likers *Joined Interaction Likers Likers Likers Growth % Facebook Rate Likers Likers Growth Growth % Facebook Rate 12.03. 18.03. Growth 12.03. 18.03. 1&1 945 1.012 67 7,1 11/2009 6,5% ING-DiBa 366 375 9 2,5 10/2009 4,3% Bitburger 7.992 8.106 114 1,4 12/2009 5,8% Jever 285 285 0 0 04/2010 10,9% BMW 22.077 22.617 540 2,4 10/2009 5,4% KiK 173 173 0 0 11/2009 0% Burger King 503 510 7 1,4 08/2009 0% Lindt 2.550 2.641 91 3,6 11/2009 21,3% Coca-Cola L‘Oréal 967 1.005 38 3,9 02/2009 2,8% 272 327 55 20,2 03/2010 2,5% Deutschland Deutschland Deutsche Telekom 2.355 2.463 108 4,6 07/2009 7,8% McDonald‘s 6.096 6.626 530 8,7 02/2010 2,7% Douglas 1.993 2.285 292 14,7 12/2009 2,2% Nokia Homebase 8.052 8.415 363 4,5 08/2008 6,6% Dove MAN+CARE 299 299 0 0 03/2010 3,0% O2 4.536 4.736 200 4,4 08/2009 0,1% Dr. Oetker Ofenfrische 257 281 24 9,3 01/2010 1,1% Postbank 233 337 104 44,6 06/2009 5,6% Dr. Oetker Steinofen Syoss 1.494 1.623 129 8,6 03/2009 0,4% 549 555 6 1,1 02/2010 3,1% Tradizionale FIAT 536 548 12 2,2 10/2009 9,9% Targobank 677 693 16 2,4 02/2010 7,2% Gilette Venus 89 100 11 12,4 03/2010 0% Axe 18.980 19.054 74 0,4 04/2009 0,7 Hornbach 805 854 49 6,1 05/2009 3,2% Vodafone 9.936 10.048 112 1,1 02/2009 4,9% Total Average 3.578 3.692 114 3,2 4,3% Total Average 3.578 3.692 114 3,2 4,3% * Base: First Posting/Oldest Profile Picture Survey period 12.03.2010-18.03.10; Brands with official German Facebook page from the list of the top TV spender Q1/10 (excluding media brands) reported by supported by Interaction Rate: Proportion of all fans, which interacted with page (posts/clikes/posts/ comments)/week NEXT10 Preview: Brands, TV and Facebook. 20
  • 21. Thank you! For all who want to know more: Christiane Wenhart Matthias Bonjer c@musiolmunzingersasserath.com m.bonjer@zucker-kommunikation.de reported by supported by NEXT10 Preview: Brands, TV and Facebook. 21