The in Crowd

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Graduate thesis on Facebook Marketing.

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The in Crowd

  1. 1. THE IN CROWD PROJECT<br />Nicole Wyche<br />Graduate Thesis<br />Elon University<br />May 2011<br />www.nicolewyche.com/theincrowd<br />
  2. 2. OBJECTIVES<br />To investigate marketing in social media platforms, <br />namely FACEBOOK.<br />Explore demographics of FACEBOOK users<br />Explore current state of online advertising as it relates to FACEBOOK.<br />Best practices for communicating on FACEBOOK<br />Explore the meaning behind FACEBOOK PAGE “likes”<br />Relationship-building on FACEBOOK.<br />
  3. 3. METHODOLOGY<br />Analysis of Existing Research + Investigative Survey.<br />Existing Research:<br />IAB Internet Advertising Revenue Report, PwC & Interactive Advertising Bureau (2011)<br />The Social Habit, Edison/Arbitron Internet and Multimedia Study (2010)<br />The Science of Timing, Dan Zarrella of HubSpot (2011)<br />Social Media Matters, BlogHer (2011)<br />Investigative Survey<br />Sample of 132 participants including professionals and students of various racial and gender identifiers. <br />Conducted in May 2011 via online survey interface.<br />
  4. 4. CORE TAKEAWAYS<br />White women ages18-34 make up the majority of Social Network users.<br />FACEBOOK is the most popular Social Network.<br />Banner advertising, as seen on FACEBOOK, is the second largest avenue of all online ad revenue with 24% and $6.2 billion in 2010.<br />Posting every-other day, on weekends, and early in the morning (Eastern Time) is the best way to ensure your message is heard on FACEBOOK.<br />FACEBOOK page “likes” correspond to users aiming to “support the brand”, “share with friends” and “receive updates”.<br />More FACEBOOK page “likes” contributes to a more favorable view of the company. <br />
  5. 5. SOCIAL NETWORK DEMOGRAPHICS<br />57% WOMEN<br />43% MEN<br />66% WHITE<br />14% BLACK<br />18% AGES 12-17<br />25% AGES 18-24<br />23% AGES 25-34<br />16% AGES 35-44<br />FROM THE EDISON/ARBITRON INTERNET AND MULTIMEDIA STUDY 2010<br />
  6. 6. WOMEN ON FACEBOOK<br />84% OF WOMEN SAMPLED USE FACEBOOK, UP 1% FROM 2009.<br />69 MILLION WOMEN USE FACEBOOK ON A WEEKLY BASIS.<br />80 MILLION WOMEN USE FACEBOOK ON A MONTHY BASIS.<br />30% OF WOMEN SURVEYED SAID THEY WOULD MISS FACEBOOK MOST OF ALL “BLOG FIXES” IF UNABLE TO LOG ON EVERY DAY.<br />FROM THE BLOGHER SOCIAL MEDIA MATTERS STUDY 2011<br />
  7. 7. FACEBOOK, THE MOST POPULAR SOCIAL NETWORK<br />SAMPLE OF SOCIAL NETWORK USERS WHO FREQUENT SITES “SEVERAL TIMES A DAY”<br />87% OF USERS HAS A FACEBOOK PAGE<br />54% OF USERS HAS A MYSPACE PAGE<br />19% USE TWITER<br />FROM THE EDISON/ARBITRON INTERNET AND MULTIMEDIA STUDY 2011<br />
  8. 8. BANNER ADS ARE UP<br />SEARCH ADS BRING IN THE MOST REVENUE AT 46% ($12.0 BILLION) IN 2010.<br />SECOND ARE DISPLAY AND BANNER ADS INCLUDING STATIC OR HYPERLINKED CONTENT IN BANNERS OR LOGOS.<br />24% ($6.2 BILLION) OF ALL ONLINE AD REVENUE IN 2010 CAME FROM BANNER ADS.<br />DISPLAY AND BANNER ADS ARE UP FROM 22% ($5.0 BILLION) IN 2009.<br />FROM IAB INTERNET ADVERTISING REVENUE REPORT 2010<br />
  9. 9. TIMING IS EVERYTHING<br />CONTRACOMPETITIVE TIMING IS PART OF A LEGITIMATE STRATEGY TO ENGAGE WITH YOUR AUDIENCE.<br />BASED UPON THE EASTERN TIME ZONE, WHERE ½ OF THE AMERICAN POPULATION LIVES.<br />POST EVERY-OTHER DAY AND ON WEEKENDS FOR HIGHER INTERACTION WITH CONTENT.<br />1AM, 2AM AND 3 AM ARE THE BEST TIMES TO POST.<br />FROM THE SCIENCE OF TIMING , DAN ZARRELLA OF HUBSPOT 2011<br />
  10. 10. THE IN CROWD SURVEY | DEMOGRAPHICS<br />“DEMOGRAPHIC DATA | PLEASE SELECT ALL THAT APPLY.”<br />73.5% WOMEN<br />48.5 % WHITE<br />39.4% BLACK<br />34.8 % UNDERGRADUATE<br />FROM THE IN CROWD PROJECT , MAY 2011<br />
  11. 11. THE IN CROWD SURVEY | FREQUENCY<br />“HOW OFTEN DO YOU VISIT FACEBOOK?”<br />“DURING WHICH DAYS ARE YOU MOST ACTIVE?”<br />78% VISIT FACEBOOK DAILY<br />MOST POPULAR DAYS<br />MONDAY 65.9%<br />TUESDAY 55.3%<br />WEDNSDAY 61.4%<br />THE HIGH UNDERGRADUATE POPULATION MAY ACCOUNT FOR DIFFERENCE IN WEEKLY BREAKDOWN.<br />FROM THE IN CROWD PROJECT , MAY 2011<br />
  12. 12. THE IN CROWD SURVEY | PAGE LIKES<br />“DO YOU USE THE ‘LIKE’ FUNCTION FOR FACEBOOK FAN PAGES?”<br />“WHY DO YOU CHOOSE TO ‘LIKE’ A PAGE?”<br />75% LIKE FACEBOOK FAN PAGES<br />MOST POPULAR REASONS<br />SUPPORT THE BRAND 71.2%<br />SHARE WITH FRIENDS/CONTACTS 37.9 <br />RECEIVE UPDATES 32.6%<br />FROM THE IN CROWD PROJECT , MAY 2011<br />
  13. 13. THE IN CROWD SURVEY | TRUST + VIEW<br />“HOW MUC WOULD YOU TRUST A COMPANY WITH A FACEBOOK FAN PAGE?”<br />“INDICATE YOUR VIEW OF A COMPANY WITH A LOT OF PAGE ‘LIKES’.”<br />87.2% ARE ‘MODERATELY’ TO ‘VERY LIKELY’ TO TRUST A COMPANY WITH A FACEBOOK 94% HAVE ‘MODERATE’ TO ‘EXTREMELY FAVORABLE’ VIEWS OF COMPANIES WITH A HIGH NUMBER OF PAGE ‘LIKES’.<br />FROM THE IN CROWD PROJECT , MAY 2011<br />
  14. 14. THE IN CROWD SURVEY | IDEAL RELATIONSHIP<br />“WHAT TYPE OF INTERACTION DO YOU EXPECT?”<br />“HOW WOULD YOU PREFER TO RECEIVE UPDATES?”<br />“HOW FREQUENTLY DO YOU PREFER TO RECEIVE UPDATES?”<br />65.9% EXPECT NOTICE OF PROMOTIONS<br />80.3% PREFER TO BE NOTIFIED VIA NEWS FEED UPDATES<br />40.9% PREFER WEEKLY UPDATES AND 37.9 PREFER MONTHLY UPDATES.<br />FROM THE IN CROWD PROJECT , MAY 2011<br />
  15. 15. THE IN CROWD PROJECT<br />www.nicolewyche.com/theincrowd<br />

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