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  • 1. Facebook and brands Octobre 2010
  • 2. Why a study on Facebook and brands now? ­ !"#$ a social phenomenon ­ It accelerates change ­ It challenges the %&'()#$ place ­ It challenges organisations !t $!s &'(i*i+,!s
  • 3. = THE social network !"" members
  • 4. 01,! apps n!5s 6!!$ 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. = their vision Give people the power to share and make the world more open and connected « Engineers by day, sociologists %* (,-."/ »
  • 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. = 0o&l)#$ 3rd largest country
  • 8. surpasses Google in the US As for May 2010…
  • 9. 27M 18M 138M 16M 9.5M 7M
  • 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. = a huge active audience
  • 12. = friends and advocacy
  • 13. = a cultural phenomenon
  • 14. =a business opportunity
  • 15. > 13,7 M fans > 11,8 M fans
  • 16. = a business opportunity
  • 17. =a high mobile potential
  • 18. = geolocalised marketing
  • 19. = social pluggings
  • 20. = webstores
  • 21. Digital inspires new marketing strategies Social Business Crowdsourcing Localisation based CRM
  • 22. Digital inspires new marketing strategies Branded content User generated content Brand Utility
  • 23. Digital ecosystem 2001 2005 2010+ Ai8!a+*!B 0144!nta+*!B sha,!a+*!
  • 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. 3 types of digital shifting in favour of earned media
  • 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. 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!$ia Q4p,!ssi1nsB Dp,i* ;:1: D0ti1n Rat! L1(,0!M Ja0!+118 Qnt!,na* S1 ;:1:
  • 28. A new balance Content Content Media Media Lower budgets for paid media, bigger budgets for producing contents that will produce earned media (emerge and gain a broad visibility) and will develop the bond with our targets.
  • 29. Methodology ! K!th1$ 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$!n0! int!,Ea* at 41st ; p1ints for a sample of ABCD respondentsX
  • 30. Facebook likers profile [INIR D[I FUUOCD]QFN 1T9;@ H!a,s ;<9?Y H!a,s KDAI JIKDAI ?;Z >rivate sector @=Z emplo?ee ;?Z @<Z <<Z ;1Z Ftudent ;:Z Gnemplo?ed 1=Z @:9W: ans >rofessional 1?Z DE!,a.! ?1B@ FelfHemplo?ed, trader, sIilled tradesperson YZ FNAQNI CORU^DLIL >u7lic sector emplo?ee TZ 0ivil servant <Z Lever 1?Z Jana-er @Z !nce 1;Z Ketired ;Z D to C @:Z M and more ?<Z
  • 31. Facebook connection frequency 5 All countries SM Fn aE!,a.!B H1( 01nn!0t t1 Ja0!+118 Feveral times a da? @?Z /Nard users9 Over?da? ??Z Feveral times a weeI 1WZ !nce a weeI <Z Pess fre;uentl? ?Z !Fn th! 5h1*!B a st,1n. (s! 16 Ja0!+118 a41n. th! *i8!,s ta,.!tX
  • 32. Facebook network 5 All countries SM _1(, Ja0!+118 network is mainly made u3 of, >ersonal contacts =YZ Qamil? contacts 1=Z >rofessional contacts @Z !Ja0!+118 is sti** 01nsi$!,!$ a p,iEat! p*a0! ,!s!,E!$ t1 `p!,s1na* 6,i!n$s a an$ a*s1 6a4i*HX
  • 33. 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. 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. 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$s Jedia S Ontertainment <<Z 0auses support <1Z Qashion S PuTur? -oods @WZ Fport ?;Z Rravel, tourism ?:Z 0ars 1TZ 8ndustr? 1;Z QJ0U TZ !thers @Z
  • 36. Consumption of followed brands 5 All countries SM Wh!n H1( 61**15 a +,an$ 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. 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. 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 )$$%*+&,$"-#(#%.*/0"*+*1"+%&'(*Qace7ooI pa-e <WZ Keceived an invitation eHmail from a 7rand to Woin @1Z its Qace7ooI pa-e PooIed for a 7rand on the Qace7ooI search en-ine ?TZ PooIed for a Qace7ooI 7rand name pa-e usin- a ;?Z search en-ine /Uoo-le, Yahoo, Vin-, etc.9 Yownloaded a -ame su--ested 7? a 7rand 1@Z
  • 39. Reasons to follow brands on Facebook 5 All countries SM ]h! 61**15in. s(..!sti1ns 4aH !ep*ain 5hH H1( 61**15 a +,an$ 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. 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,$in. t1 H1(B 5hi0h 16 th! 61**15in. a,! E!,H i4p1,tantB 6ai,*H i4p1,tantB (ni4p1,tantB n1t i4p1,tant at a** P!,H i4p1,tant QKCFR]DN] Ro taIe advanta-e of promotional 7enefits @1Z T@Z Vecause 8 liIe this 7rand ?YZ TYZ Ro 7e informed a7out new products offered 7? the 7rand ?<Z T=Z Ro access eTclusive information /advertisin- films, maIin- of ;TZ =<Z the advertisin-, applications, etc.9 Ro -ive ?our opinion a7out the 7rand ;?Z =:Z Ro eTpress ?our support for the values promoted 7? the 7rand ;;Z WTZ Ro show others what ?ou liIe ;1Z W@Z Ro meet other users of the 7rand 1?Z @?Z Ro talI with 7rand mana-ers 1?Z @:Z
  • 41. How followers interact with the brand page 5 All countries SM ^aE! H1( a*,!a$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. Favorite followed brand SM D41n. th! +,an$ na4!s 5h1s! n!5s H1( a,! 0(,,!nt*H 61**15in. 1n Ja0!+118B 5hi0h 1n! $1 H1( *i8! +!st?
  • 43. Favorite followed brand SM D41n. th! +,an$ na4!s 5h1s! n!5s H1( a,! 0(,,!nt*H 61**15in. 1n Ja0!+118B 5hi0h 1n! $1 H1( *i8! +!st?
  • 44. 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. 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$sX
  • 46. Main suggestions to improve fan pages 5 All countries SM -mong t5e following suggestions, w5ic5 would be of 3riority to you to im3rove , brand name 3ageE Uet eTclusives S Venefits T?Z 8nteraction with the 7rand ?=Z Qre;uenc? of the information ?:Z OHcommerce Z >ossi7ilit? of 7u?in- products ;1Z from the pa-e !K1,! !e0*(siE! in61,4ati1nB +!in. in61,4!$ +!61,! 1th!,B +!in. inEit!$ t1 !E!ntsX !U,15$s1(,sin. 014!s (p p,!ttH st,1n.*H t1B as 5!** as 6,!'(!n0HX
  • 47. Main suggestions to improve fan pages 5 All countries SM -mong t5e following suggestions, w5ic5 would be of 3riority to you to im3rove , brand name 3ageE 4dvance information and previews of future ?YZ products, future offers 47ilit? to taIe part in -ames, competitions ??Z 4ccess to eTclusive information ??Z 8nvitations to events related to the 7rand, ??Z 7e?ond Qace7ooI 8nvolvement in the development of new ;WZ products, new offers Keceive information more often ;?Z 47ilit? to order products online from the pa-e ;1Z Yiscussions with 7rand representatives 1@Z Keceive information less often TZ !thers ?Z
  • 48. Satisfaction towards fanpages 5 All countries SM ^15 51(*$ 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. 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$X
  • 50. The unsubscribing 5 All countries SM ^aE! H1( !E!, (ns(+s0,i+!$ 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$6(* 16 th1s! 5h1 h(st 5ide t5e brand’s message in t5eir newsfeed w5en trying to measure th! Ea*(! 16 th!i, 0144(nitHX
  • 51. Reasons of unsubscribing 5 All countries SM ^aE! H1( !E!, (ns(+s0,i+!$ 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. 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. 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. 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. Thank you ! Opinionway and DDB Paris