Putting Facebook into Perspective
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Putting Facebook into Perspective

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It’s all about staying connected. Facebook is about me and my history. ...

It’s all about staying connected. Facebook is about me and my history.

It’s about who a person is as a manifestation of their photos, friends and brand associations.
Users craft a personal brand identity from the content they share and the way in which they interact. 

It creates a personal archive comprised of various media types, allowing users to see their brand story evolving 
over time. 

Food For Thought is Erwin Penland's thought leadership platform.  

The platform itself has been extended into quarterly client sessions, internal agency training programs, research and marketing trend presentations.

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    Putting Facebook into Perspective Putting Facebook into Perspective Presentation Transcript

    • Erwin Penland - Proprietary and Confidential Putting Facebook in Perspective ERWIN PENLAND PRESENTS FOOD FOR THOUGHT October 2013
    • Erwin Penland - Proprietary and Confidential Facebook 94% of teens who are social media users have a profile on Facebook. Teens are migrating from Facebook to Twitter to avoid the ever growing activity of adults. 26% of teen social media users were on Twitter. That's more than double the 12% in 2011. Facebook represents the largest social media platform in terms of users, up 24% from 2012. Facebook is the second most popular website in the world (Google being number one). The average user is connected to 80 pages, including brands, groups and events. If Facebook were a country it would be ranked third in the world. thestats Age Group 18-29 Income mostly 75k+ Ethnicity mostly white Location urban Education some college female GenderPopulation 1.26billionBILLION Source: expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats
    • Erwin Penland - Proprietary and Confidential &me my history social PRESENT FUTUREPAST TIMELINE It’s all about staying connected. Facebook is about me and my history. It’s about who a person is as a manifestation of their photos, friends and brand associations. Users craft a personal brand identity from the content they share and the way in which they interact.  It creates a personal archive comprised of various media types, allowing users to see their brand story evolving over time. 
    • Erwin Penland - Proprietary and Confidential marketingtechblog.com/like-us-facebook Fewer people are visiting brand pages (especially move towards mobile), so the News Feed is very important. How success is measured: it’s about acquiring Shares, Comments and Likes — in that order. Consumers don’t always engage on brand pages, however, 77% interact with brands by reading their Facebook posts. Just because they read, doesn’t mean they share: Only 17% of consumers interact with brands by sharing news stories and experiences from the brand. Consumers rarely post brand-related content without a prompt: 13% interact with brands by posting updates about the brand. Brands rarely respond to wall posts made by users: 95% of Facebook wall posts are not answered by brands. This is a huge missed opportunity for brands to engage with consumers. &Brands Facebook
    • Erwin Penland - Proprietary and Confidential MTV is one of the top five brands on Facebook, with 47.8 million likes. They do a great job of sharing behind-the- scenes content, using it to promote shows about to air, driving TV viewership and excitement. This creates dialogue and conversation between fans, deepening engagement. Brands: MTV Source: fanpagelist.com/category/brands
    • Erwin Penland - Proprietary and Confidential Coca-Cola is winning on Facebook with 73.7 million Likes spreading the ‘happy Coke’ experience and core brand values through whimsical, shareable posts. Coke is one of the top five brands on Facebook by number of Likes. Their philosophy is quality over quantity, encouraging fans to talk and engage by posting questions, creating dialogue. Brands: Coke Source: fanpagelist.com/category/brands
    • Erwin Penland - Proprietary and Confidential Red Bull is all about the content. They limit to usually one or two updates per day and never show the product; rather, the content is the hero. It fits with the brand’s overall strategy of promoting itself as a lifestyle choice rather than a simple energy drink.  Brands: Red Bull
    • Erwin Penland - Proprietary and Confidential Food for Thought Food For Thought is Erwin Penland's thought leadership platform.   It began six years ago with a three-day annual symposium celebrating the intersection of food, creative thinking, entrepreneurialism and social responsibility through events, discussions and of course, dining.   The fully experiential gathering is crafted to inspire dialogue and debate among prominent entrepreneurs, business leaders and creative thinkers from around the country – showcasing how creativity is paramount to success in every organization, and in fact, in life.   The platform itself has been extended into quarterly client sessions, internal agency training programs, research and marketing trend presentations. For more information: Joe Saracino Chief Marketing Officer Erwin Penland joe.saracino@erwinpenland.com Erwin Penland erwinpenland.com @erwinpenland on Twitter, Instagram and Vine facebook.com/erwinpenland Food for Thought Conference foodforthoughtconference.com @fftconference on Twitter facebook.com/fftconference