ExpOn 2011 - Dennis Yu - Potential of Facebook to Brazil

Potential ofFacebook to Brazil22/07/2011Dennis YuCEO, Blitzlocaldennis@blitzlocal.comFacebook.com/blitzlocal@dennisyu

Facebook Worldwide•  Over 750,000,000 active users•  50% log on any given day•  Over 30,000,000,000 pieces of content shared each month•  70% of Facebook users are outside the United States•  Every month, over 250,000,000 engage with Facebook on an external site

Usage and Influence of Facebook•  Average user visits 40 times a month X2 •  1 in 4 have made a purchase via a brand’s Facebook Page h"p://www.onlinemarke1ng-‐trends.com/2011/03/facebook-‐commerce-‐numbers-‐behind-‐sales.html

Reccomendations using Facebook 64% 55% 41% Have Asked Friends Before Say Likely to Use for Local Say Likely to Use on Travel Businesses, Resturants or Events h"p://www.onlinemarke1ng-‐trends.com/2011/06/us-‐facebook-‐usage-‐insights-‐10-‐facts-‐you.html

Facebook is Growing Rapidly Acrossthe World 150m users 147m users 12/10 6/11 38m users 32m users 30m users 30m users 27m users 27m users 24m users 16m users United States Indonesia United Kingdom Turkey India *Fans by millions

Facebook in Brazil•  Brazil has gone from 11 million users 21 million to 21 million users on Facebook in the last six months.•  Brazil is the fastest growing 11 million population on Facebook at 6.79% (that’s 1,441,804 new users a week!)•  29.8% of Brazilian online users are on Facebook hOp://www.checkfacebook.com/

Fastest growing Facebook Population

Privalia Fans By Country There are 251,520 interests for Privalia Brasil

Average Facebook User Has 229 Facebook friends People from high school 22% Extended family 12% Coworkers 10% College friends 9% Immediate family 8% People from voluntary groups 7% Neighbors 2% Source : Pew Research Center’s Internet & American Life Project

Top US Brands on Facebook 38,574,387 Fans 30,286,205 Fans 25,681,041 Fans 23,988,096 Fans 22,987,774 Fans

Top Brand Pages1st Peixe Urbano2nd Havaianas USA (American page)3rd L’Oreal ParisNONE of these pages top at even 750,000 fans

Top Pages OverallThe top Brazillian page Ricardo Kakả, is ranked 124th on the Facebook page Leader board with 10,229,976 fansFollowed by Paulo Coelho ranked 259th with 6,171,019Fan count taken this morning

Top 10 pages in BrazilAre… Ricardo Kaka, Paulo Coelho, Ronaldinho, Luciano Huck, Sepultura, The Alchemist, Robinho, Ayrton Senna, SC Corinthians Paulista, Adriana Lima8 are people, 1 is a book, 1 is a sports teamThe top brand Piexe Urbano… is ranked sniﬀ* 14th sniﬀ*

COLDTARGETING .05% Avg. CTR of ads to non-fans .35% VS. FANS! Avg. CTR of ads to fans

Fan Count Reach Clicks Impressions Fan Conversions Source of Fans Emails Collected Shares Downloads Engagement Rate Engagement Per PostInfluenceable Audience

Brazil vs USABrazil USAAvg CPC: Avg CPC:$0.60 $1.19CPC cost declining* CPC cost risingAvg CPM: Avg CPM:$0.26 $0.50Brazil ranked 28th in the world for CPC, but is 9th in number of Facebook users *over the past 6 months hOp://www.socialbakers.com/facebook-‐staWsWcs

Influence POINTS 1 5 5 5 5 10 200 Friends on Twitter follower 60 followers on YouTube 50 subscribers Post 5 times Facebook Twitter subscriber on YouTube a day 200 Friends Twitter 60 followers YouTube 50 subscribers Post 5 times a on Facebook follower on Twitter subscriber on YouTube day TOTAL User 11 A User 21 B User 11 C User 11 D

Engagement POINTS 1 5 5 5 5 10 Liking a Giving an email Following on Subscribing a Active user Making a Facebook page address Twitter YouTube purchase channel Liking a Giving an Subscribing Following Active Making a Facebook email a YouTube TOTAL on Twitter user purchase Page address channel User A 16 User B 11 User C 6 User D 21

See Who Is Saying What, Where

The Wall Doesn’t Reach Fans EdgeRank suppresses 99.8% of wall posts

How Do You Get Seen? Ads Feedback Fans Visibility

Newsfeed Optimization 4 Fan Page Points 5 Based Game Post Quality Score 3 Like the Page News feed Suggestions 7 2 User Profile 6 Home Page Friends 1 User

Facebook Optimization Extrapolate user data 4 Interact with 5 the Fan Page Connections Likes 3 Like It +1 +2 +3 Facebook Open Graph Interests Fan Page Location 6 Facebook Ad Generator2 User 12 User Profile Page 7 Facebook Ad Multiplier 1 8 9 Facebook Bad 10 Facebook Home Page Good 11 Perfect Ad Ad Optimizer Good Ad >> Good/Bad? Friends +90% CTR

Grand Openings

CTR And CPC by Industry

Ads burnout in days

More Peer Pressure!

200 Impressions, 80 People, 6 Cents

Importance Of Like ButtonsWhen users like something on Facebook, it publishes a full news feed story on their wall

Impact of Facebook Like Buttons

Vostu Game Developers 11,403 Fans 4,342 2,262 1,665 994

Percentage of Adidas Fans Who are Brazilian 1.02% 0.94% 0.94% 0.65% 0.12% 0.15% 0% Adidas Adidas Adidas Adidas Adidas Neo Adidas Adidas Running Originals Baseball Basketball Football Soccer

Don’t Miss Out! Ricardo Kakả with over 10,000,000 fans wears Adidas + 27,900 Brazilians are Interested in Adidas = Missed Opportunity

Competitive Targeting

Education and Workplace Targeting

Education level impacts CTR

Running Google Ads to Your Facebook Page

Leveraging Existing Customer Care Agents

Using Fans as Customer Care

Sponsored Stories Like Story Page Post Story

Engagement Apps•  Foreign brands with a presence in Brazil, like Havaiinanas USA and L’Oreal Paris Brazil, tend to use engagement apps

Of the fewBrazilian basedbrands in thetop 50 onlySaraiva onlineusesengagementapps

Collecting Email via apps

What’s Showing This Week? FanTargeting Non-Fan Targeting Friend of Fan Targeting Ads should be valued recommendations, rather than mass blast marketing ads

Engagement Rate Email Notification On Off Pre-made ad campaign On Off More details

App Chaining Tra c Website Email List PPCEngagement Face-o Quiz Scoring Spin Wheel Gifting Nominate Reveal Coupons Reviews Badge Email E-Commerce Donate

App Developers•  - A market place for business applications on Facebook, including user r reviews and payments service•  - Facebook apps and widgets with simple free-form customization•  - Apps for Facebook and Twitter, with emphasis on viral features• •  - Customized apps for social marketing and managing

Pre-made tools

Ad Multiplication Interest Images Ad Copy TargeWng Interest Images Ad Copy TargeWng Interest Unique Ad Images Ad Copy TargeWng Combos Interest Images Ad Copy TargeWng Interest Images Ad Copy TargeWng ads

See What is Working and What Needs Work

Takeaway Points•  Fan Engagement•  Integration of Techniques•  Tracking Progress

Thank You Dennis Yu CEO, Blitzlocal dennis@blitzlocal.com @dennisyu

http://127.0.0.1	633
http://www.agenciars.com.br	551
http://www.educoutinho.com.br	459
http://www.marketingtrends.com.br	362
http://www.dogscamp.com.br	56
http://paper.li	18
http://webcache.googleusercontent.com	5
http://twitter.com	3
http://educoutinho.com.br	2
http://translate.googleusercontent.com	2
http://us-w1.rockmelt.com	1
http://copyscape.com	1

ExpOn 2011 - Dennis Yu - Potential of Facebook to Brazil

by DOGSCAMP Summit on Jul 26, 2011

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ExpOn 2011 - Dennis Yu - Potential of Facebook to Brazil — Presentation Transcript