Ddb opinionway facebookenglishshortversion

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Ddb opinionway facebookenglishshortversion

  1. 1. Facebook and brands Octobre 2010
  2. 2. Why a study on Facebook and brands now? ­ !"#$ a social phenomenon ­ It accelerates change ­ It challenges the %&'()#$ place ­ It challenges organisations !t $!s &'(i*i+,!s
  3. 3. = THE social network !"" members
  4. 4. 01,! apps n!5s 6!!$ 7 1p!n si.n (p 6a0!+118 01nn!0t p*a0!s th! +!.innin. 41+i*! 1p!n p*at61,4 s10ia* p*(.9ins 2004 2006 2008 2010
  5. 5. = their vision Give people the power to share and make the world more open and connected « Engineers by day, sociologists %* (,-."/ »
  6. 6. = an incredible growth 600M 500M 400M 300M 200M 500 million+users 100M M 07 08 09 10 20 20 20 20 Source: Facebook internal data, August 2010
  7. 7. = 0o&l)#$ 3rd largest country
  8. 8. surpasses Google in the US As for May 2010…
  9. 9. 27M 18M 138M 16M 9.5M 7M
  10. 10. = high engagement ?: Google Yahoo! ;< Facebook MSN/Bing ;: YouTube Amazon 1< Visits Per Person 1: < : : ;< <: =< 1:: 1;< 1<: 1=< ;:: ;;< ;<: ;=< ?:: ?;< ?<: ?=< @:: @;< @<: @=< <:: Time Per Person (in minutes) Source: US Nielsen NetRatings, Jan ’10; Top 20 ad supported sites home/work
  11. 11. = a huge active audience
  12. 12. = friends and advocacy
  13. 13. = a cultural phenomenon
  14. 14. =a business opportunity
  15. 15. > 13,7 M fans > 11,8 M fans
  16. 16. = a business opportunity
  17. 17. =a high mobile potential
  18. 18. = geolocalised marketing
  19. 19. = social pluggings
  20. 20. = webstores
  21. 21. Digital inspires new marketing strategies Social Business Crowdsourcing Localisation based CRM
  22. 22. Digital inspires new marketing strategies Branded content User generated content Brand Utility
  23. 23. Digital ecosystem 2001 2005 2010+ Ai8!a+*!B 0144!nta+*!B sha,!a+*!
  24. 24. 3 types of digital content F5n!$ G,an$!$ $!stinati1ns an$ ass!ts 15n!$ +H th! +,an$ Cai$ D$E!,tisin. a0tiEiti!s in0*($in. th! (s! 16 pai$ 61, p*a0!4!nts Ia,n!$ J(,th!, 1n*in! p,!s!n0! .!n!,at!$ +H int!,n!t (s!,s ta*8in. a+1(t th! +,an$ an$ 0,!atin. 1, sha,in. 01nt!nt
  25. 25. 3 types of digital shifting in favour of earned media
  26. 26. Brands are driving consumers from their websites to their social platforms ! Coke is encouraging it’s consumers to migrate from their website to their FB
  27. 27. Because they are starting to understand the value of earned 34),'/ 68% Ad Recall 2x Message Awareness 4x Purchase Intent 25% Action Rate G,an$ K!t,i0 L1(,0!M Ni!*s!n On$!,stan$in. th! Pa*(! 16 a L10ia* K!$ia Q4p,!ssi1nsB Dp,i* ;:1: D0ti1n Rat! L1(,0!M Ja0!+118 Qnt!,na* S1 ;:1:
  28. 28. A new balance Content Content Media Media Lower budgets for paid media, bigger budgets for producing contents that will produce earned media (emerge and gain a broad visibility) and will develop the bond with our targets.
  29. 29. Methodology ! K!th1$ 16 $ata 01**!0ti1nM !nline interview usin- the UDWQ sHst!4 /0omputer 4ssisted 6e7 8nterview9. ! 6e ;uestioned 1W@; Ja0!+118 *i8!,s in ! countries, ;T= Ja0!+118 ;== Ja0!+118 ;Y: Ja0!+118 ;=; Ja0!+118 ;<: Ja0!+118 ;WW Ja0!+118 *i8!,s *i8!,s *i8!,s *i8!,s *i8!,s *i8!,s ,-ll identified from a re3resentative sam3le of t5e local online p1p(*ati1n a.!$ +!t5!!n 1T an$ W: H!a,s 1*$ ,-ll questioned between -ugust 27th an$ L!pt!4+!, ;=th ;:1: ! 8n this report, results are presented in t1ta* 16 W 01(nt,i!s and 61, !a0h 01(nt,H. >lease note that th! t1ta* ,!a$in. 0an ,!$(0! th! sp!0i6i0iti!s 16 !a0h inE!sti.at!$ 01(nt,H. ! !pinion6a? remind that the results of this surve? 4(st +! ,!a$ ta8in. int1 a001(nt th! 01n6i$!n0! int!,Ea* at 41st ; p1ints for a sample of ABCD respondentsX
  30. 30. Facebook likers profile [INIR D[I FUUOCD]QFN 1T9;@ H!a,s ;<9?Y H!a,s KDAI JIKDAI ?;Z >rivate sector @=Z emplo?ee ;?Z @<Z <<Z ;1Z Ftudent ;:Z Gnemplo?ed 1=Z @:9W: ans >rofessional 1?Z DE!,a.! ?1B@ FelfHemplo?ed, trader, sIilled tradesperson YZ FNAQNI CORU^DLIL >u7lic sector emplo?ee TZ 0ivil servant <Z Lever 1?Z Jana-er @Z !nce 1;Z Ketired ;Z D to C @:Z M and more ?<Z
  31. 31. Facebook connection frequency 5 All countries SM Fn aE!,a.!B H1( 01nn!0t t1 Ja0!+118 Feveral times a da? @?Z /Nard users9 Over?da? ??Z Feveral times a weeI 1WZ !nce a weeI <Z Pess fre;uentl? ?Z !Fn th! 5h1*!B a st,1n. (s! 16 Ja0!+118 a41n. th! *i8!,s ta,.!tX
  32. 32. Facebook network 5 All countries SM _1(, Ja0!+118 network is mainly made u3 of, >ersonal contacts =YZ Qamil? contacts 1=Z >rofessional contacts @Z !Ja0!+118 is sti** 01nsi$!,!$ a p,iEat! p*a0! ,!s!,E!$ t1 `p!,s1na* 6,i!n$s a an$ a*s1 6a4i*HX
  33. 33. Main reasons to connect to Facebook 5 All countries SM Wh!n H1( 01nn!0t t1 Ja0!+118B it is 4ain*H 61, , Qun @YZ RalIin- to close ?;Z friends and famil? 8nformation 1WZ !ther ?Z !Ja0!+118 is 4ain*H Ei!5!$ as a s1(,0! 16 !nt!,tain4!ntB 61**15!$ 0*1s!*H +H a 0144(ni0ati1n t11* that !na+*!s H1( t1 staH in 01nta0t 5ith H1(, 0*1s! 1n!sX
  34. 34. Followed sectors SM ^15 4anH +,an$ na4!s $1 H1( 61**15 1n Ja0!+118? SM What +(sin!ss s!0t1,s $1 th! +,an$s H1( 61**15 +!*1n. t1? DE!,a.! n(4+!, <<Z 16 61**15!$ TB= +,an$s K!$iadInt!,tain4!nt 11B< 61, th! 1T9;@ H!a,91*$ <1Z 1:B< 61, th! Ja0!+118 ha,$ (s!,s Ua(s!s s(pp1,t @WZ 1 Jashi1ndA(e(,H .11$s !Fn aE!,a.!B an i4p1,tant n(4+!, 16 61**15!$ +,an$sB si.ni6i0ant*H i4pa0t +H th! .a.! an$ ; Ja0!+118 6,!'(!n0H (s!X !Ons(,p,isin.*H th! 41st 61**15!$ s!0t1, is K!$ia an$ !nt!,tain4!ntB Ja0!+118 +!014in. a h(+ t1 ? ,!0!iE! n!5s th,1(.h th! pa.!s 16 n!5spap!,s an$ 4a.acin!sX ]h! 4!$ia +,an$s a,! th! 1n!s a+*! t1 +,1a$0ast th! 41st 01nt!nt an$ a,! th!,!61,! *!a$in. th! 5aHX !Ja0!+118 is a*s1 a t11* (s!$ t1 s(pp1,t 0a(s!sB 6(n$,ais! an$ 5i** p*aH a +i..!, an$ +i..!, ,1*! 61, a0tiEistsX !Jashi1n an$ hi.h !n$ +,an$s a,! a*s1 p1p(*a, 61, th!i, a+i*itH t1 p,1$(0! !nt!,tainin. 01nt!ntX
  35. 35. Followed sectors 5 All countries SM ^15 4anH +,an$ na4!s $1 H1( 61**15 1n Ja0!+118? SM What +(sin!ss s!0t1,s $1 th! +,an$s H1( 61**15 +!*1n. t1? DE!,a.! n(4+!, 16 61**15!$ TB= +,an$s Jedia S Ontertainment <<Z 0auses support <1Z Qashion S PuTur? -oods @WZ Fport ?;Z Rravel, tourism ?:Z 0ars 1TZ 8ndustr? 1;Z QJ0U TZ !thers @Z
  36. 36. Consumption of followed brands 5 All countries SM Wh!n H1( 61**15 a +,an$ 1n Ja0!+118B it is, re-ularl? use @=Z T@Z use occasionall? ?=Z have never used and which ?ou intend to use ?Z in the future have never used and which ?ou do not wish to <Z use in the future whose we7site ?ou fre;uentl? visit TZ ! ]h!,! is n1 $is01nn!0t +!t5!!n th! +,an$s 61**15!$ 1n Ja0!+118 an$ th!i, ,!.(*a, 01ns(4!,sX
  37. 37. How fans join 6&'()#$ Facebook page 5 All countries Vrand invitation S 4dvertisin- =<Z !"#$%&'( invitation <YZ >ersonal Kesearch @YZ !>5e main way fans can come to ?oin a brand’s Ja0!+118 pa.! is th,1(.h a$E!,tisin. 61**15!$ +H a 6,i!n$ inEitati1nX !]h! s!a,0h 6a0t1, p*aHs an i4p1,tant ,1*!B th(s it is 0,(0ia* 61, +,an$s t1 +! 61(n$ i6 01ns(4!,s s!a,0h 61, th!4X
  38. 38. How fans join 6&'()#$ Facebook page 5 All countries SM ^aE! H1( a*,!a$H? Keceived an invitation from a friend to 7ecome a <YZ fan of a 7rand on Qace7ooI )$$%*+&,$"-#(#%.*/0"*+*1"+%&'(*Qace7ooI pa-e <WZ Keceived an invitation eHmail from a 7rand to Woin @1Z its Qace7ooI pa-e PooIed for a 7rand on the Qace7ooI search en-ine ?TZ PooIed for a Qace7ooI 7rand name pa-e usin- a ;?Z search en-ine /Uoo-le, Yahoo, Vin-, etc.9 Yownloaded a -ame su--ested 7? a 7rand 1@Z
  39. 39. Reasons to follow brands on Facebook 5 All countries SM ]h! 61**15in. s(..!sti1ns 4aH !ep*ain 5hH H1( 61**15 a +,an$ 1n Ja0!+118X C*!as! t!** (sB a001,$in. t1 H1(B 5hi0h 16 th! 61**15in. a,! E!,H i4p1,tantB 6ai,*H i4p1,tantB (ni4p1,tantB n1t i4p1,tant at a** P!,H i4p1,tant QKCFR]DN] Vein- treated in a special wa? 7? the 7rand <?Z Y<Z Ve spoIesman of the 7rand @TZ Y@Z RalI S 8nteraction ;TZ ==Z !>wo reasons lead fans to ?oin a brand’s Ja0!+118 pa.! at a si4i*a, *!E!*M ! ]h! 6i,st 1n! is 014pa,a+*!s t1 th! $,iE!,s 16 URK fp,141ti1nsB n!5 p,1$(0t in61B !e0*(siE! in61,4ati1ngX !]h! s!01n$ 1n!B a$E10a0H B a*s1 p*aHs an a0tiE! ,1*! f$!41nst,at! H1(, app,!0iati1n for t5e brand, s5ow ot5ers w5at you like, su33ort t5e brand’s valuesB. !>5e desire to engage wit5 t5e brand eit5er t5roug5 dialog wit5 t5e brand’s re3resentatives 1, 5ith 1th!, 01ns(4!,s ,!a0h an int!,!stin. *!E!*X
  40. 40. Reasons to follow brands on Facebook 5 All countries SM ]h! 61**15in. s(..!sti1ns 4aH !ep*ain 5hH H1( 61**15 a +,an$ 1n Ja0!+118X C*!as! t!** (sB a001,$in. t1 H1(B 5hi0h 16 th! 61**15in. a,! E!,H i4p1,tantB 6ai,*H i4p1,tantB (ni4p1,tantB n1t i4p1,tant at a** P!,H i4p1,tant QKCFR]DN] Ro taIe advanta-e of promotional 7enefits @1Z T@Z Vecause 8 liIe this 7rand ?YZ TYZ Ro 7e informed a7out new products offered 7? the 7rand ?<Z T=Z Ro access eTclusive information /advertisin- films, maIin- of ;TZ =<Z the advertisin-, applications, etc.9 Ro -ive ?our opinion a7out the 7rand ;?Z =:Z Ro eTpress ?our support for the values promoted 7? the 7rand ;;Z WTZ Ro show others what ?ou liIe ;1Z W@Z Ro meet other users of the 7rand 1?Z @?Z Ro talI with 7rand mana-ers 1?Z @:Z
  41. 41. How followers interact with the brand page 5 All countries SM ^aE! H1( a*,!a$H, CRDU]QLI 23#45$&*0%*-6$*78*3#5$9*1:--0%*/0"*40%-$%-*;:13#(6$&* ;=Z @YZ 1WZ TZ =WZ 7? a 7rand ?ou are followin- Kecommended followin- a 7rand on Qace7ooI to a 1<Z ?=Z ;<Z ;?Z <;Z friend Fent information pu7lished 7? a 7rand to a famil? 1;Z ?1Z ;=Z ?:Z @?Z mem7er >ut up content pu7lished on a 7rand name pa-e 1;Z ??Z ;TZ ;=Z @<Z on ?our wall 0ommented on information pu7lished 7? a 7rand 1;Z ?WZ ;YZ ;?Z @TZ <$/-*+*=$((+.$*0%*+*1"+%&*%+=$'(*>+33 11Z ?@Z ;YZ ;WZ @<Z F6t!n F00asi1na**H Ra,!*H N!E!, !D0tiE! a$E10a0H an$ int!,a0ti1n s01,!s a,! p,!ttH hi.hX C!1p*! sha,! th! in61 5ith 6,i!n$s 1, ,!a0t 1n th! 5a** 16 th! +,an$ th,1(.h th! *i8! +(tt1nB 0144!nts 1, 4!ssa.!sX
  42. 42. Favorite followed brand SM D41n. th! +,an$ na4!s 5h1s! n!5s H1( a,! 0(,,!nt*H 61**15in. 1n Ja0!+118B 5hi0h 1n! $1 H1( *i8! +!st?
  43. 43. Favorite followed brand SM D41n. th! +,an$ na4!s 5h1s! n!5s H1( a,! 0(,,!nt*H 61**15in. 1n Ja0!+118B 5hi0h 1n! $1 H1( *i8! +!st?
  44. 44. Impact on purchase 5 All countries SM Dince you 5ave been following t5e brand , on Ja0!+118, would you say t5at, ?0:*>+%-*-0*1:@*-6#(*1"+%&'(* ?WZ product more ?0:*>+%-*-0*1:@*-6#(*1"+%&'(* W1Z product as much as 7efore ?0:*>+%-*-0*1:@*-6#(*1"+%&'(* ?Z product less !G!in. a 6an 1n Ja0!+118 has a i4p1,tantB !E!n $!0*a,atiE!B i4pa0t 1n p(,0has! int!ntB !sp!0ia**H i6 014pa,!$ t1 anH t,a$iti1na* 61,4 16 a$E!,tisin.X
  45. 45. Impact on brand advocacy 5 All countries SM Dince you 5ave been following ,. on Ja0!+118B 51(*$ H1( ,!0144!n$ this +,an$ t1 a 6,i!n$? Yes, certainl? @YZ Y;Z Yes, pro7a7l? @?Z Lo, not reall? =Z Lo, not at all 1Z ! !0*a,!$ a$E10a0H is a*s1 E!,H hi.hB 5ith 1E!, Y:Z saHin. +!in. a 6an has a p1sitiE! i4pa0t 1n ,!0144!n$in. th! +,an$ t1 6,i!n$sX
  46. 46. Main suggestions to improve fan pages 5 All countries SM -mong t5e following suggestions, w5ic5 would be of 3riority to you to im3rove , brand name 3ageE Uet eTclusives S Venefits T?Z 8nteraction with the 7rand ?=Z Qre;uenc? of the information ?:Z OHcommerce Z >ossi7ilit? of 7u?in- products ;1Z from the pa-e !K1,! !e0*(siE! in61,4ati1nB +!in. in61,4!$ +!61,! 1th!,B +!in. inEit!$ t1 !E!ntsX !U,15$s1(,sin. 014!s (p p,!ttH st,1n.*H t1B as 5!** as 6,!'(!n0HX
  47. 47. Main suggestions to improve fan pages 5 All countries SM -mong t5e following suggestions, w5ic5 would be of 3riority to you to im3rove , brand name 3ageE 4dvance information and previews of future ?YZ products, future offers 47ilit? to taIe part in -ames, competitions ??Z 4ccess to eTclusive information ??Z 8nvitations to events related to the 7rand, ??Z 7e?ond Qace7ooI 8nvolvement in the development of new ;WZ products, new offers Keceive information more often ;?Z 47ilit? to order products online from the pa-e ;1Z Yiscussions with 7rand representatives 1@Z Keceive information less often TZ !thers ?Z
  48. 48. Satisfaction towards fanpages 5 All countries SM ^15 51(*$ H1( ,at! th! +,an$ 4!nti1n!$ in S1; +,an$ pa.!? f1: 4!ans that H1( 01nsi$!, it t1 +! E!,H satis6a0t1,H an$ 1 4!ans that H1( $1 n1t 01nsi$!, it satis6a0t1,Hg W<Z a41n. th! Ja0!+118 ha,$ (s!,s N1t! T91: W:Z !G,an$s s!!4s t1 +! !ep!,i!n0in. a h1n!H411n 5ith th!i, 6ansB as a 4ah1,itH 16 th!4 ,at! th! 6anpa.!s !et,!4!*H hi.h*HX Onti* th! n1E!*tH 5!a,s 1(tB +,an$s s!!4 t1 haE! N1t! W9= ;YZ n1thin. t1 *11s! +H 0,!atin. a 6anpa.!X N1t! 19< 11Z DE!,a.! =B=
  49. 49. Official vs unofficial fan pages 5 All countries SM -ccording to you, t5e brand ,. Ja0!+118 3age w5ic5 you are subscribed to, Gs not t5e brand’s 166i0ia* pa.! ;WZ =@Z Gs t5e brand’s official 3age ! Peo3le are searc5ing for brand’s 3ages on Ja0!+118 and if t5ey can’t find you, th!H 4i.ht 01ns0i1(s*H 0h11s! t1 h1in a (n166i0ia* 6an pa.! inst!a$X
  50. 50. The unsubscribing 5 All countries SM ^aE! H1( !E!, (ns(+s0,i+!$ 6,14 a +,an$ na4! pa.! 1n Ja0!+118? SM ^15 $i$ H1( (ns(+s0,i+! 6,14 this pa.!? D*,!a$H (ns(+s0,i+!$ ?WZ W@Z GH hi$in. (p$at!s 6,14 this +,an$ na4! 1n H1(, N!5s J!!$ *ist 1TZ T;Z GH ,!41Ein. this pa.! 6,14 H1(, *ist 16 6,i!n$s !]h! 4ah1,itH 16 6ans (ns(+s0,i+! +H $!*!tin. th! +,an$s 6,14 th!i, 6,i!n$ *istB +,an$s a,! .1in. t1 n!!$ t1 +! 41,! 4in$6(* 16 th1s! 5h1 h(st 5ide t5e brand’s message in t5eir newsfeed w5en trying to measure th! Ea*(! 16 th!i, 0144(nitHX
  51. 51. Reasons of unsubscribing 5 All countries SM ^aE! H1( !E!, (ns(+s0,i+!$ 6,14 a +,an$ na4! pa.! 1n Ja0!+118? SM WhH $i$ H1( (ns(+s0,i+! 6,14 a +,an$ na4! pa.! 1n Ja0!+118? D*,!a$H (ns(+s0,i+!$ ?WZ W@Z 8 was no lon-er interested in the 7rand ?;Z 8nformation was pu7lished too fre;uentl? ;=Z Rhe information offered was not interestin- ;;Z Rhe 7rand pu7lished information that 8 did not liIe 1;Z 8nformation was not pu7lished fre;uentl? enou-h =Z ! Jin$in. th! ,i.ht 6,!'(!n0H t1 0144(ni0at! an$ p,1Ei$in. '(a*itH 01nt!nt a,! 8!H 61, +,an$s t1 ,!tain th!i, 6ansX
  52. 52. In summary ! The average age of brand fans is 31 yo ! 9 brands are followed in average ! 43% of fans visit FB several times a day ! FB is used mainly for entertainment (49%) ! By becoming a fan, consumers expect getting a special treatment (95%), but are also willing to advocate the brand in return(94%) ! 76% have already pressed the like button to comment a brand post ! Being a fan has a high impact on purchase intent (36%) and advocacy (92%)
  53. 53. In summary ! Brands are experiencing a honey moon with consumers on Facebook for the moment. It wont last if the brands )o(#" get it right in terms of benefits, quality of contents, and frequency of their communication. ! 36% have already unsubscibed from a %&'()#$ fanpage and the number gets bigger as markets get more mature.
  54. 54. The questions that need to be raised before jumping in: ! Organisation ! Content development ! Dialogue, conversation ! Brand tone ! Services ! CRM ! Rhythm ! Role within the rest of the marketing mix ! KPIs, measurement and ROI
  55. 55. Thank you ! Opinionway and DDB Paris

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