20110826

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  • Ads on Facebook are likely to be seen because:People spend a lot of time on Facebook, using it as a destination rather than a starting point to go elsewhere on the webAds with Friends attract attention, as evidenced by the fact that Nielsen has found that Ads with Friends improve brand recall, message awareness, and purchase intentFacebook Ads and Sponsored Stories fit seamlessly into the broader Facebook experience (e.g. Event Ads look like Events and Sponsored Stories contain the same info that is found in the News Feed); this helps the ads to become integrated into the experience rather than just an ignored sidebar
  • Link to video case study: https://www.facebook.com/video/video.php?v=817768857491Goals:Establish a community of Air Asia flyersSell ticketsHow:Established a Facebook Page in order to start building relationships with Air Asia flyersDeveloped a “100M Guests Flown” low fair promotion and used video like and event engagement ads to promote in local language (Malaysia, Indonesia and Thailand). Started the media two days before the launch of the promotion to begin to acquire fans and prep them for the low fare sale. The event ad made it easy to share the offer with friends. The also socialized the offer on their Page and encourages discussion ad sharing of the promotion via a star wars themed video teaser.In the future they are working on integrating FB into their booking operations  Results600K seats sold (to confirm)Continuing to use Facebook as a customer service tool. For example they used their Page to inform people about flight changes during the volcanic eruptions in 2010
  • Singapore ranks second among markets studied for share of traffic from non-computer devices (5.9%). Non-computer devices account for similar shares of traffic in Malaysia (3.6%) and Hong Kong (3.5%).4.3% of traffic in Australia and 3.4% of traffic in India came from non-computer devices as well.
  • Tablets drive 42% of non-computer traffic in Hong Kong – the highest percentage for tablet share of non-computer traffic seen across the markets in this study.
  • 4% of total traffic in Singapore came from mobile devices2.4% of total traffic in Malaysia came from mobile devices1.9% of total traffic in Hong Kong came from mobile devices
  • The share of non-computer traffic coming from iPhones in Singapore (51.9%) is highest among the 15 markets we’ve studied.14.8% of non-computer traffic in Malaysia still comes from feature phones, compared to only 1.5% in Singapore and 1.7% in Hong Kong
  • http://www.tnsglobal.com.hk/published_research_use/Asia%27s%20Top%20Digital%20Brands.pdf
  • http://www.tnsglobal.com.hk/published_research_use/Asia%27s%20Top%20Digital%20Brands.pdf
  • http://www.tnsglobal.com.hk/published_research_use/Asia%27s%20Top%20Digital%20Brands.pdf
  • 20110826

    1. 1. Speakers<br />@ThomasCrampton<br />APAC Director<br />Ogilvy<br />@JohnStauffer<br />Regional Director, Hong Kong<br />Ogilvy<br />
    2. 2. Questions and Comments<br />@ogilvyasia<br />or<br />
    3. 3. Need advice?<br />The Social@ team is at your service, but we need:<br />Involvement early in the process <br />A clear brief<br />Sufficient time to respond<br />Email: <br />thomas.crampton@ogilvy.com<br />john.stauffer@ogilvy.com<br />
    4. 4. Steal This Deck part II plus, <br />Cats in Social Media<br />
    5. 5. Social Digest: Week of August 22<br />Facebook’s 1 Trillion<br />Facebook has reached one trillion page views, the first online service to ever reach that mark. The second closest, YouTube, is far behind with 100 billion page views.<br />Facebook has 870 million unique visitors and reaches 46.9 percent of all internet users.<br />Reference:http://www.zdnet.com/blog/facebook/facebook-is-first-with-1-trillion-page-views-according-to-google/3009<br />Steve Jobs Resigns as CEO<br />Steve Jobs, co-founder and two-time CEO of Apple, resigned on Wednesday. The resignation comes after a lengthy medical leave of absence that ultimately led the innovator to the decision that he would not be able to meet his duties and expectations as Apple’s CEO. Tim Cook, formerly the COO of the company, will take Jobs’ place as the head of the company. <br />Reference: http://mashable.com/2011/08/24/breaking-steve-jobs-resigns-from-apple/<br />Facebook Kills Off “Places”<br />One year after the launch of Places, Facebook has decided to kill off the “check-in” feature and focus on a new location-based product to be named “Nearby.” While check-ins will remain a part of the product, they will not be emphasized; rather people will focus more on what they are doing at each locution with thoughts, photos, etc. There has been no remarks on how this change will affect Facebook Deals.<br />Reference: http://techcrunch.com/2011/08/23/facebook-location-tagging//<br />1,000,000,000,000<br />
    6. 6. AGENDA<br />Mobile Revolution<br />Facebook Nation<br />Feline Fascination<br />Brand Perceptions<br />
    7. 7. AGENDA<br />Mobile Revolution<br />Facebook Nation<br />Feline Fascination<br />Brand Perceptions<br />
    8. 8. Globally, borders are being replaced by connections<br />70%<br />750<br />50%<br />300<br />of FB users reside outside of US <br />million + users<br />return daily<br />million via mobile<br />Source: Facebook, “Ogilvy Workshop,” 24 August 2011<br />
    9. 9. Asia’s 4th Largest Nation*<br />Hong Kong<br />Global<br />Facebook<br />Rank<br />2<br />3<br />7<br />16<br />17<br />18<br />19<br />25<br />27<br />34<br />35<br />49<br />55<br />58<br />91<br />110<br />August 2011 <br />Global Facebook Population<br />Indonesia <br />India<br />Philippines<br />Thailand<br />Malaysia<br />Taiwan<br />Australia<br />Pakistan<br />Japan<br />South Korea<br />Hong Kong<br />Singapore<br />New Zealand<br />Vietnam<br />China<br />Brunei<br />39.5 Million<br />21-35 Million<br />*<br /> With 179 million users, only China, India, and Indonesia have a larger population in Asia than Facebook<br />11-20 Million<br />Singapore<br />1 – 10 Million<br />Fewer than <br />one Million<br />Data: Facebook, SocialBakers, August 2011; Flag: Soft Icons<br />
    10. 10. Nearly 1 out of 4 Facebook users is from Asia<br />Portion of online population on Facebook<br />Hong Kong<br />Portion of total population on Facebook<br />50%<br />Indonesia*<br />Philippines<br />Hong Kong<br />Brunei<br />Singapore <br />Malaysia<br />Thailand<br />Taiwan <br />Australia <br />New Zealand<br />India<br />Pakistan <br />South Korea<br />Vietnam<br />Japan <br />China <br />132%<br />88%<br />78%<br />69%<br />69%<br />68%<br />67%<br />66%<br />62%<br />61%<br />41%<br />28%<br />10%<br />8%<br />4%<br />0.12%<br />*Indonesia shows more than 100%<br />because Facebook data is more<br />recent than Internet population data<br />Data: August 2011, Ogilvy 360DI, World Bank, Social Bakers<br />More than 50%<br />25%<br />Singapore<br />0%<br />More than <br />20%<br />Less than<br />20%<br />
    11. 11. Facebook is a destination<br />Time Spent Each Month<br />(Facebook is a destination, not a portal or starting point)<br />6 hrs, 36 mins<br />2 hrs, 22 mins <br />2 hrs, 20 mins <br />Source: Nielsen Online monthly time spent, US figures, April 2011<br />2 hrs, 20 mins <br />1 hr, 19 mins<br />
    12. 12. The Facebookfunnel<br />1.6x<br />lift in brand recall<br />2x<br />lift in message awareness<br />4X<br />life in purchase intent<br />Awareness<br />Opinion<br />Consideration<br />Preference<br />Purchase<br />Advocacy<br />Source: Facebook, “Ogilvy Workshop,” 24 August 2011<br />
    13. 13. 13<br />Facebookmarketing model<br />Relationships<br />Media<br />Business<br />Source: Facebook, “Ogilvy Workshop,” 24 August 2011<br />
    14. 14. Case study: Air Asia<br />Results:<br />600,000<br />tickets sold in one day<br />2<br />Media<br />Relationships<br />1<br />3<br />Business<br />Steps to Develop:<br />1<br />Built community with Publishing & Media<br />Apps<br />Campaign promoting special fare offer<br />with video like and event ads<br />2<br />3<br />Future: Integrate Facebook into booking operations<br />Source: Facebook, “Ogilvy Workshop,” 24 August 2011<br />
    15. 15. The Facebooktoolbox<br />Pages<br />Location<br />Platform<br />Ads<br />Create a Social & Participatory Experience<br /> Drive Awareness, Advocacy, & Community<br />Make Connections & Enable 2-Way Dialogue<br />Digital to Real Life<br />Measurement: Provide robust tools for understanding the value of Facebook Pages, Ads, and Platform and continually improve and iterate on those metrics<br />Source: Facebook, “Ogilvy Workshop,” 24 August 2011<br />
    16. 16. HK Facebookdemographics<br />Age<br />Gender<br />Fastest growing demo<br />Source: Facebook internal data, May 2011<br />
    17. 17. AGENDA<br />Mobile Revolution<br />Facebook Nation<br />Feline Fascination<br />Brand Perceptions<br />
    18. 18. PC becoming less relevant<br />Source: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011<br />
    19. 19. Mobile a major driver<br />Source: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011<br />
    20. 20. Share of traffic by device<br />Source: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011<br />
    21. 21. Mobile platforms driving traffic<br />Source: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011<br />
    22. 22. Mobile advertising on the rise<br />Source: InMobi Mobile Insights Report, April 2011<br />
    23. 23. Mobile impressions<br />Source: InMobi Mobile Insights Report, April 2011<br />
    24. 24. Increasing mobile ad requests<br />Source: InMobi Mobile Insights Report, April 2011<br />
    25. 25. AGENDA<br />Mobile Revolution<br />Facebook Nation<br />Feline Fascination<br />Brand Perceptions<br />
    26. 26. Most noticed digital brands<br />Which of the following brands have you seen advertising via digital media?<br />Source: Asia’s Top Digital Brands, June 2011 – TNS (across Asia); n=504<br />
    27. 27. Most recognized digital efforts<br />Which of the following types of digital media have you seen being used by brands?<br />Source: Asia’s Top Digital Brands, June 2011 – TNS (across Asia); n=13,191<br />
    28. 28. Digital efforts driving interest<br />To what extent did digital media from a brand increase your interest in that brand?<br />Significantly increased interest Somewhat increased interest Didn’t increase interest<br />Top 2 Boxes<br />83.8%<br />93.7%<br />85.6%<br />85.5%<br />81.7%<br />78.8%<br />75.9%<br />Source: Asia’s Top Digital Brands, June 2011 – TNS (across Asia); n=13,191<br />
    29. 29. In China, Chinese brands are leading the way in digital<br /><ul><li>In China, 12 out of the top 20 brands are Chinese, a 71% increase from last year with only 7 Chinese brands.
    30. 30. Chinese brands are also motivating consumers to act with 13 of the top 20 motivating digital advertisers being Chinese brands.</li></ul>Source: Asia’s Top Digital Brands, June 2011 – TNS<br />
    31. 31. AGENDA<br />Mobile Revolution<br />Facebook Nation<br />Feline Fascination<br />Brand Perceptions<br />
    32. 32. Cats and social media<br />Hangouts<br />Messaging<br />Gaming<br />Networking<br />
    33. 33. Cats vs Dogs<br />
    34. 34. icanhascheezburger.com<br />/month<br />
    35. 35. Feline digital home<br />Messaging, profiles, forums, photo sharing, video uploading, friending, and blogging are the standard social features that are on the site.<br /><ul><li> The 3,515 members
    36. 36. 1,044 photos, 3,705 comments, and 725 forum posts in the past day
    37. 37. 6 years old
    38. 38. Outposts on Facebook and Twitter</li></li></ul><li>YouTube: Meet Maru<br />
    39. 39. The iPhone App: Catpaint<br />
    40. 40. Cats: A Theoretical Framework<br />
    41. 41. Cats: A Theoretical Framework<br />vs<br />
    42. 42. Cats: A Theoretical Framework<br />
    43. 43. Thank you!<br />

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