Facebook, Brasil, Social media              by          Jan Rezab          @janrezab
The Place for Social Media Competition        Statistics & Inteligence
About the Company    20 % Of         450 000+ visits    FORTUNE 500     Per month    Companies
Should brands fear social media?
Many brands were hesitant to start their          Facebook pages
??????????????
You can’t hide in social mediaPosting Ability:   Everyone can post
Negative feedback is also feedback!
Opinions can scale very quickly in social
Opinions create a new positioning
“Social media is scary,but you can avoid risks by doing it well!”
Great feedbackCustomer                                Engagementretention            Customer opinions
“Social media is not about listening,         its about hearing”
2009 - 2012
Peugeot – What‘s your real age   Whats your real age?100,000 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,00...
Nokia Newsfeed Game
“Facebook has moved from counting fans to           real Engagement”
Brasil
Facebook User Growth - Brasil                                                    All Facebook users   Brasil Facebook user...
Top Brands in Brasil   ›   TRUELIKE
“Average Brasilian user is a fan of 10 pages”
What people are interested in?                                   Brazil #    Interest                              Relativ...
“40 of the TOP 50 brand posts in Brasil         were about football”
Top Posts2nd Most Shared Among BrandsUbisoft Brasil:Feliz Halloween, pessoal! Já decidiram qual fantasia vãousar hoje? ;D ...
Top PostsMost shared, Liked and Engaging Travel PostHotel Urbano:Cadastre-se e VIAJE com DESCONTOS exclusivos:https://www....
“The opportunity on Facebook inBrasil is huge, and it is right now”
“LOCAL reports”
Facebook is changing    all the time
Brands are changing
1 Billion users are changing
Facebook is changing
Average Number of Brand Pages PostsAverage Number of Brand Pages Posts36 posts per month vs. 7 posts per month
The Social Battle forEngagement in the Newsfeed
The Social Battle for                   Engagement in the Newsfeed              Average Facebook user in Europe likes:    ...
Top Posts    Engagement   Active Reach
Gaining the Reach and       Engagement in Minutes              2500                                                       ...
Return On Engagement     ROE              = Engagement First Strategy       ROI                HIGHER ENGAGEMENT          ...
Fans and Fan Growth
Activity of Your Page
Response Rate / Response Time
Engagement Rate and Reach
Dashboard look
Dashboard look  CONTENT DASHBOARD
Building Great ContentDoesn‘t have to cost millions
Red Bull StratosIndustry is changing= Increasing volume
Kit Kat Stratos
Kit Kat Stratos “I was just wondering if I could get a free Galaxy S3”
Kit Kat Stratos                  “Unfortunatelly if we have free                    SIII to everyone, we’d be out         ...
Kit Kat Stratos
Kaiser Beer
Sum-up & recommendations   › The opportunity to do Facebook marketing is NOW
Sum-up & recommendations   ›Create great content that literally stands out
Sum-up & recommendations   ›Create great content that literally stands out
Sum-up & recommendations   ›Social is not about 1 metric – its about all of them   ›Monitor all important metrics
Sum-up & recommendations  › Monitor what competitors are doing
Drop me an email:jan@socialbakers.comFollow me on Twitter:     @janrezab
CFBR 2012 | Rise of Facebook in Brazil and the ten best social marketing tips and ingredients
CFBR 2012 | Rise of Facebook in Brazil and the ten best social marketing tips and ingredients
CFBR 2012 | Rise of Facebook in Brazil and the ten best social marketing tips and ingredients
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CFBR 2012 | Rise of Facebook in Brazil and the ten best social marketing tips and ingredients

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  • Something that will slip off peoples tongs for something like it has already been here.
  • Something that will slip off peoples tongs for something like it has already been here.
  • Imagine how good you’d feel when you write a brand and they respond in a couple minutes, every time in social media.
  • Something that will slip off peoples tongs for something like it has already been here.
  • Something that will slip off peoples tongs for something like it has already been here.
  • Something that will slip off peoples tongs for something like it has already been here.
  • Something that will slip off peoples tongs for something like it has already been here.
  • Something that will slip off peoples tongs for something like it has already been here.
  • Something that will slip off peoples tongs for something like it has already been here.
  • Something that will slip off peoples tongs for something like it has already been here.
  • Something that will slip off peoples tongs for something like it has already been here.
  • Something that will slip off peoples tongs for something like it has already been here.
  • Something that will slip off peoples tongs for something like it has already been here.
  • CFBR 2012 | Rise of Facebook in Brazil and the ten best social marketing tips and ingredients

    1. 1. Facebook, Brasil, Social media by Jan Rezab @janrezab
    2. 2. The Place for Social Media Competition Statistics & Inteligence
    3. 3. About the Company 20 % Of 450 000+ visits FORTUNE 500 Per month Companies
    4. 4. Should brands fear social media?
    5. 5. Many brands were hesitant to start their Facebook pages
    6. 6. ??????????????
    7. 7. You can’t hide in social mediaPosting Ability: Everyone can post
    8. 8. Negative feedback is also feedback!
    9. 9. Opinions can scale very quickly in social
    10. 10. Opinions create a new positioning
    11. 11. “Social media is scary,but you can avoid risks by doing it well!”
    12. 12. Great feedbackCustomer Engagementretention Customer opinions
    13. 13. “Social media is not about listening, its about hearing”
    14. 14. 2009 - 2012
    15. 15. Peugeot – What‘s your real age Whats your real age?100,000 90,000 80,000 70,000 60,000 50,000 40,000 30,000 20,000 10,000 0 90 000 Users 26/2 2/3 7/3 12/3 17/3 22/3 27/3 1/4
    16. 16. Nokia Newsfeed Game
    17. 17. “Facebook has moved from counting fans to real Engagement”
    18. 18. Brasil
    19. 19. Facebook User Growth - Brasil All Facebook users Brasil Facebook users 1,200,000,000 70,000,000Number of Facebook users Globally Number of Facebook users in Brasil 60,000,000 1,000,000,000 50,000,000 800,000,000 40,000,000 600,000,000 30,000,000 400,000,000 20,000,000 200,000,000 10,000,000 0 0
    20. 20. Top Brands in Brasil › TRUELIKE
    21. 21. “Average Brasilian user is a fan of 10 pages”
    22. 22. What people are interested in? Brazil # Interest Relative to Global 1 Mobile 35 % - 35 % 2 Music 23 % - 34 % 3 Movie/Film 16 % - 48 % 4 Pop 14 % - 32 % 5 Active Feature Phone Users 13 % + 14 % 6 Sports 12 % - 56 % 7 Rock 11 % - 21 % 8 Entertainment 10 % - 52 % 9 R&B/Soul 9% - 18 % 10 Alternative 9% - 20 % 11 Photo Uploading 8% + 55 % 12 Beauty Products 4% + 10 %
    23. 23. “40 of the TOP 50 brand posts in Brasil were about football”
    24. 24. Top Posts2nd Most Shared Among BrandsUbisoft Brasil:Feliz Halloween, pessoal! Já decidiram qual fantasia vãousar hoje? ;D 12 421 Likes „„ 1 244 Comments 32 406 SharesMost Shared FMCG PostBrahmaFla:FLAMENGO 1 X 0 Figueirense. Jogamos muito mal, mas a essa altura docampeonato o que importa são os 03 pontos. Série B? Não conhecemos issoe nunca conheceremos. Quem concorda, COMPARTILHA! 20 575 Likes „„ 1 379 Comments 17 647 Shares
    25. 25. Top PostsMost shared, Liked and Engaging Travel PostHotel Urbano:Cadastre-se e VIAJE com DESCONTOS exclusivos:https://www.facebook.com/hotelurbanobr/app_153284594738391 23 978 Likes „„ 1 654 Comments 12 462 SharesMost Liked Beauty and FashionO Boticário:A cada Natal, a gente cria estojos especiais para você e este ano não foi diferente.Que tal já garantir o sucesso do presente com o Kit Glamour Secrets Black? Além dafragrância deliciosa e cheia de sensualidade, ele acompanha um sabonete e um óleoem creme exclusivamente criado para a época. Maravilhosos! 12 710 Likes „„ 1 104 Comments 4 725 Shares
    26. 26. “The opportunity on Facebook inBrasil is huge, and it is right now”
    27. 27. “LOCAL reports”
    28. 28. Facebook is changing all the time
    29. 29. Brands are changing
    30. 30. 1 Billion users are changing
    31. 31. Facebook is changing
    32. 32. Average Number of Brand Pages PostsAverage Number of Brand Pages Posts36 posts per month vs. 7 posts per month
    33. 33. The Social Battle forEngagement in the Newsfeed
    34. 34. The Social Battle for Engagement in the Newsfeed Average Facebook user in Europe likes: 53 Facebook pages** Socialbakers Facebook Panel
    35. 35. Top Posts Engagement Active Reach
    36. 36. Gaining the Reach and Engagement in Minutes 2500 70 Average Likes Average organic unique impressions 60 2000 50Impressions 1500 40 Likes 30 1000 20 500 10 0 0 1 3 5 7 9 11 13 15 17 19 21 23 25 27 29 31 33 35 37 39 41 43 45 47 49 51 53 55 57 59 61 63 65 67 69 Time in Minutes
    37. 37. Return On Engagement ROE = Engagement First Strategy ROI HIGHER ENGAGEMENT HIGHER REACH HIGHER CLICKRATE, CONVERSION RATE, …
    38. 38. Fans and Fan Growth
    39. 39. Activity of Your Page
    40. 40. Response Rate / Response Time
    41. 41. Engagement Rate and Reach
    42. 42. Dashboard look
    43. 43. Dashboard look CONTENT DASHBOARD
    44. 44. Building Great ContentDoesn‘t have to cost millions
    45. 45. Red Bull StratosIndustry is changing= Increasing volume
    46. 46. Kit Kat Stratos
    47. 47. Kit Kat Stratos “I was just wondering if I could get a free Galaxy S3”
    48. 48. Kit Kat Stratos “Unfortunatelly if we have free SIII to everyone, we’d be out before they went on sale”
    49. 49. Kit Kat Stratos
    50. 50. Kaiser Beer
    51. 51. Sum-up & recommendations › The opportunity to do Facebook marketing is NOW
    52. 52. Sum-up & recommendations ›Create great content that literally stands out
    53. 53. Sum-up & recommendations ›Create great content that literally stands out
    54. 54. Sum-up & recommendations ›Social is not about 1 metric – its about all of them ›Monitor all important metrics
    55. 55. Sum-up & recommendations › Monitor what competitors are doing
    56. 56. Drop me an email:jan@socialbakers.comFollow me on Twitter: @janrezab

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