• Share
  • Email
  • Embed
  • Like
  • Save
  • Private Content
20110826
 

20110826

on

  • 674 views

 

Statistics

Views

Total Views
674
Views on SlideShare
588
Embed Views
86

Actions

Likes
0
Downloads
0
Comments
0

1 Embed 86

http://www.asiadigitalmap.com 86

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • 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 20110826 Presentation Transcript

  • Speakers
    @ThomasCrampton
    APAC Director
    Ogilvy
    @JohnStauffer
    Regional Director, Hong Kong
    Ogilvy
  • Questions and Comments
    @ogilvyasia
    or
  • Need advice?
    The Social@ team is at your service, but we need:
    Involvement early in the process
    A clear brief
    Sufficient time to respond
    Email:
    thomas.crampton@ogilvy.com
    john.stauffer@ogilvy.com
  • Steal This Deck part II plus,
    Cats in Social Media
  • Social Digest: Week of August 22
    Facebook’s 1 Trillion
    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.
    Facebook has 870 million unique visitors and reaches 46.9 percent of all internet users.
    Reference:http://www.zdnet.com/blog/facebook/facebook-is-first-with-1-trillion-page-views-according-to-google/3009
    Steve Jobs Resigns as CEO
    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.
    Reference: http://mashable.com/2011/08/24/breaking-steve-jobs-resigns-from-apple/
    Facebook Kills Off “Places”
    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.
    Reference: http://techcrunch.com/2011/08/23/facebook-location-tagging//
    1,000,000,000,000
  • AGENDA
    Mobile Revolution
    Facebook Nation
    Feline Fascination
    Brand Perceptions
  • AGENDA
    Mobile Revolution
    Facebook Nation
    Feline Fascination
    Brand Perceptions
  • Globally, borders are being replaced by connections
    70%
    750
    50%
    300
    of FB users reside outside of US
    million + users
    return daily
    million via mobile
    Source: Facebook, “Ogilvy Workshop,” 24 August 2011
  • Asia’s 4th Largest Nation*
    Hong Kong
    Global
    Facebook
    Rank
    2
    3
    7
    16
    17
    18
    19
    25
    27
    34
    35
    49
    55
    58
    91
    110
    August 2011
    Global Facebook Population
    Indonesia
    India
    Philippines
    Thailand
    Malaysia
    Taiwan
    Australia
    Pakistan
    Japan
    South Korea
    Hong Kong
    Singapore
    New Zealand
    Vietnam
    China
    Brunei
    39.5 Million
    21-35 Million
    *
    With 179 million users, only China, India, and Indonesia have a larger population in Asia than Facebook
    11-20 Million
    Singapore
    1 – 10 Million
    Fewer than
    one Million
    Data: Facebook, SocialBakers, August 2011; Flag: Soft Icons
  • Nearly 1 out of 4 Facebook users is from Asia
    Portion of online population on Facebook
    Hong Kong
    Portion of total population on Facebook
    50%
    Indonesia*
    Philippines
    Hong Kong
    Brunei
    Singapore
    Malaysia
    Thailand
    Taiwan
    Australia
    New Zealand
    India
    Pakistan
    South Korea
    Vietnam
    Japan
    China
    132%
    88%
    78%
    69%
    69%
    68%
    67%
    66%
    62%
    61%
    41%
    28%
    10%
    8%
    4%
    0.12%
    *Indonesia shows more than 100%
    because Facebook data is more
    recent than Internet population data
    Data: August 2011, Ogilvy 360DI, World Bank, Social Bakers
    More than 50%
    25%
    Singapore
    0%
    More than
    20%
    Less than
    20%
  • Facebook is a destination
    Time Spent Each Month
    (Facebook is a destination, not a portal or starting point)
    6 hrs, 36 mins
    2 hrs, 22 mins
    2 hrs, 20 mins
    Source: Nielsen Online monthly time spent, US figures, April 2011
    2 hrs, 20 mins
    1 hr, 19 mins
  • The Facebookfunnel
    1.6x
    lift in brand recall
    2x
    lift in message awareness
    4X
    life in purchase intent
    Awareness
    Opinion
    Consideration
    Preference
    Purchase
    Advocacy
    Source: Facebook, “Ogilvy Workshop,” 24 August 2011
  • 13
    Facebookmarketing model
    Relationships
    Media
    Business
    Source: Facebook, “Ogilvy Workshop,” 24 August 2011
  • Case study: Air Asia
    Results:
    600,000
    tickets sold in one day
    2
    Media
    Relationships
    1
    3
    Business
    Steps to Develop:
    1
    Built community with Publishing & Media
    Apps
    Campaign promoting special fare offer
    with video like and event ads
    2
    3
    Future: Integrate Facebook into booking operations
    Source: Facebook, “Ogilvy Workshop,” 24 August 2011
  • The Facebooktoolbox
    Pages
    Location
    Platform
    Ads
    Create a Social & Participatory Experience
    Drive Awareness, Advocacy, & Community
    Make Connections & Enable 2-Way Dialogue
    Digital to Real Life
    Measurement: Provide robust tools for understanding the value of Facebook Pages, Ads, and Platform and continually improve and iterate on those metrics
    Source: Facebook, “Ogilvy Workshop,” 24 August 2011
  • HK Facebookdemographics
    Age
    Gender
    Fastest growing demo
    Source: Facebook internal data, May 2011
  • AGENDA
    Mobile Revolution
    Facebook Nation
    Feline Fascination
    Brand Perceptions
  • PC becoming less relevant
    Source: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011
  • Mobile a major driver
    Source: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011
  • Share of traffic by device
    Source: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011
  • Mobile platforms driving traffic
    Source: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011
  • Mobile advertising on the rise
    Source: InMobi Mobile Insights Report, April 2011
  • Mobile impressions
    Source: InMobi Mobile Insights Report, April 2011
  • Increasing mobile ad requests
    Source: InMobi Mobile Insights Report, April 2011
  • AGENDA
    Mobile Revolution
    Facebook Nation
    Feline Fascination
    Brand Perceptions
  • Most noticed digital brands
    Which of the following brands have you seen advertising via digital media?
    Source: Asia’s Top Digital Brands, June 2011 – TNS (across Asia); n=504
  • Most recognized digital efforts
    Which of the following types of digital media have you seen being used by brands?
    Source: Asia’s Top Digital Brands, June 2011 – TNS (across Asia); n=13,191
  • Digital efforts driving interest
    To what extent did digital media from a brand increase your interest in that brand?
    Significantly increased interest Somewhat increased interest Didn’t increase interest
    Top 2 Boxes
    83.8%
    93.7%
    85.6%
    85.5%
    81.7%
    78.8%
    75.9%
    Source: Asia’s Top Digital Brands, June 2011 – TNS (across Asia); n=13,191
  • In China, Chinese brands are leading the way in digital
    • In China, 12 out of the top 20 brands are Chinese, a 71% increase from last year with only 7 Chinese brands.
    • Chinese brands are also motivating consumers to act with 13 of the top 20 motivating digital advertisers being Chinese brands.
    Source: Asia’s Top Digital Brands, June 2011 – TNS
  • AGENDA
    Mobile Revolution
    Facebook Nation
    Feline Fascination
    Brand Perceptions
  • Cats and social media
    Hangouts
    Messaging
    Gaming
    Networking
  • Cats vs Dogs
  • icanhascheezburger.com
    /month
  • Feline digital home
    Messaging, profiles, forums, photo sharing, video uploading, friending, and blogging are the standard social features that are on the site.
    • The 3,515 members
    • 1,044 photos, 3,705 comments, and 725 forum posts in the past day
    • 6 years old
    • Outposts on Facebook and Twitter
  • YouTube: Meet Maru
  • The iPhone App: Catpaint
  • Cats: A Theoretical Framework
  • Cats: A Theoretical Framework
    vs
  • Cats: A Theoretical Framework
  • Thank you!