Trend Report July 2011: Facebook, Brands & TV in Germany

Trend Report July 2011: Facebook, Brands & TV in GermanyUntertitel Berlin, Hamburg 2011 reported by supported by

Trend Report July 2011: Facebook, Brands & TV in Germany Management Summary. Interaction declining | Dialogue more important | Cross-media networking increasing. Average interaction rate on Facebook of the largest TV- advertising spenders: 1.5% (2010: 4.3%), including: • 65% "Like" clicks (lightweight) • 25% user comments (mid weight) • 10% user posts (heavyweight) Dialogue-oriented communication is gaining fast: • Friend brands: + 35% • Service brands: + 13% (2011: first appearance) • Sender brands: - 38% • Host brands stable: - 0% • Passive brands meaningless: - 10 % Increasing cross-media brand networking and integrating social plug-ins: • 72% of TV commercials refer to a web site (+7%) • 76% of web sites link to their FB fan page (+18%) • 45% use the recommendation functions on Facebook:  28% integrate the Like button on their homepage  24% allow "Share on Facebook"* * Includes use of the Like and the Share button.reported by supported by 2

Trend Report July 2011: Facebook, Brands & TV in Germany Overview. > Contributors. > Trend Report 2010. > Trend Report 2011.  One year later.  Basic data.  Main results. > Typology. > Interactions. > Relevance of Facebook for brand communication. > Hypothesis testing. > Appendix.  Typology criteria.  Industry and size clusters.  List of the studied fan sites.reported by supported by 3

Trend Report July 2011: Facebook, Brands & TV in Germany Contributors. Initiators: Zucker.Kommunikation, PR agency, Berlin pilot, Agency for advertising in the digital age, Hamburg Support: Assistance with data collection from buddybrand, the creative agency for digital brand management, Berlin.reported by supported by 4

Trend Report July 2011: Facebook, Brands & TV in Germany A look back. Trend Report 2010: Background & objective. The first part of the Facebook Trend Report in May 2010 investigated the Facebook activities by known brands with broad audiences and strong a TV presence in Germany. It was based on the top 100 advertising spenders on German TV in the first quarter of the year. This structured study cast a spotlight on the Facebook activities of these major brands. The key issues for the Trend Report were: > Definition of benchmarks as a guide for brands relying mainly on conventional communications. > Identification and typology of strategic patterns in the use of Facebook. > First-time measurement of interaction quality by extending Facebooks own definition of "lightweight interaction" to include "mid- and heavyweight interaction". The surveyed objects were 26 official Facebook sites operated by the companies that were analysed for one week in April. The full Trend Report 2010: http://slidesha.re/gbrTHfreported by supported by 5

Trend Report July 2011: Facebook, Brands & TV in Germany A look back. Trend Report 2010: Key results. > The activities of the companies were just getting under way in the spring of 2010: At that time, four out of five of the Fan pages had existed for less than a year. > Identified were four different patterns of Facebook activity by companies: > Passive brands - display no activity, no significant interaction rates (every eighth page). > Host brands - give fans a forum; highest interaction rates (every eighth page). > Sender brands - Facebook as an information channel about the company (every other page). > Friend brands - attend intensively to their fans; highest quality of interaction (every fourth page). > The average interaction rate* was 4.3%, or about one in 23 of brand fans interacted with the companys Fan page during the period of investigation. > Fan activities on brand pages consisted largely (61%) of lightweight interactions ("Like"). > Each company attracted an average of 3578 fans and gained 114 fans in one week (3.2%). > Around two thirds of the companies referred to their company web site in their TV commercials, but no direct reference to the Facebook presence was found in these advertisements. > Three of five companies have a reference on their web site to their official Facebook fan page.* Interaction rate = the proportion of fans to interact with the fan page within a week by clicking on "Like", writing comments, or leaving their own wall postings (excluding spam)reported by supported by 6

Trend Report July 2011: Facebook, Brands & TV in Germany Trend Report 2011. One year later. Whereas in the spring of 2010 only about a quarter of the top-100 TV advertisers were identified as having an official (German-language) Facebook presence, just one year later it was evident that the worlds largest social network had attracted a far greater proportion of those companies. Working with the same selection method, in April 2011 we identified that half (75) of the companies and brands serving as our basis had official fan pages, of which almost half (30) were less than a year old. This was based on the top 150 TV advertising spenders in the first quarter of the year. Key issues for the second Trend Report: • Review and improvement of the benchmarks identified in 2010. • Re-evaluation of the different strategic patterns in the use of Facebook as a communication channel. • Review of the following hypotheses: 1. Fan pages for brands and companies show declining interaction rates in 2011. 2. The typology of communication strategies displays a shift towards dialogue-oriented forms. 3. The differences in the interaction rates are industry- and size-specific. 4. Brands communicate their Facebook presence more frequently in other communications channels such as TV commercials and corporate web sites than was the case a year ago.reported by supported by 7

Trend Report July 2011: Facebook, Brands & TV in Germany Trend Report 2011. Basic data: The Facebook activities of 75 brands in April 2011. Monday, 11/04/2011, 00:00 ....................... Sunday, 17/04/2011, 23:59 The selection consists of those brands among the top 150 TV advertisers in the first quarter of 2011 Monday, 25/04/2011, 00:00 ....................... Sunday, 01/05/2011, 23:59 with an active, official German-language Facebook profile. Media companies were excluded in order to Brands from the top 150 TV advertisers (Q1/11) with an official German Facebook page (media companies excluded): minimize the (statistical) outliers. 1 & 1 Alice Aperol Axe BASE Bitburger BMW Brown Burger King Over the calendar weeks 15 and 17, 2011 from Check24 Citroen Coca-Cola, Commerzbank Congstar Cortal Consors Monday 00:00h to Sunday 23:59h, data was gathered about all of the generated content and THE German Railways German Telekom Dove Dove Men + Care activity on the Walls of the 75 Facebook profiles. Douglas Dr. Oetker Ofenfrische Dr. Oetker stone oven email as easy Average values were calculated for the two weeks eDarling Ferrero kisses Fiat Fonic Ford Gillette Gillette Venus surveyed. Hornbach ING-Diba Jacobs Jamba Jever Kia Knorr Lindt LOréal, Additional context information included the date that McDonalds Mercedes-Benz Mon Cheri Monte MyVideo Nokia Nutella the profile was created and when TV ads and web O2 Opel Parship.de Persil Postbank Postbank Happy Hour Poster sites gave active references to the Facebook profile. XXL Real - Renault REWE Rügenwalder mill Schwarzkopf simyo The following results are a snapshot and are for Spee SportScheck swoodoo (vacation) Syoss Targobank Telekom guidance only. helps Therma Care Travel24 Vodafone Weight Watchers Volvo Wella Wilkinson Hydro 5 Elmex (Teeth) Zalandoreported by supported by 8

Trend Report July 2011: Facebook, Brands & TV in Germany Trend Report 2011. Main results. 1) Typology > Communication patterns identified in 2010 displayed a clear shift towards the (conversational, admin-driven) Friend brand. > Along with the four identified types, a fifth was identified: the Service brand. Similar to the Friend brand, this is characterised by a strong dialogue orientation. In contrast, the focus is on useful dialogue aimed at problem solving and customer goodwill. > Hybrids of different types of communication have become more common. 2) Interactions > The interaction rates have clearly decreased: In 2011, on average only 1.5% of fans interact with a brand page – compared to 4.3% in 2010. > The IR (interaction rate) is relatively constant for all communications types (1.2% - 2.0%), although service brands have a significantly greater proportion of higher-value interactions (comments, user postings). > Also noticeable are the differences in interaction quality between different industries. > There is a negative correlation between the number of fans and the interaction rates. > Lightweight interactions ("Like") are the dominant form of interaction.reported by supported by 9

Trend Report July 2011: Facebook, Brands & TV in Germany Trend Report 2011. Main results. 3) Relevance of Facebook for brand communication > An official German language fan page was identified for half of the top 150 TV advertising spenders in the first quarter of 2011. > However: Few brands offer a clear incentive for becoming a fan of their Facebook page. > The average number of fans at 25,124 has increased by a factor of seven over 2010. > On average each fan page recorded an increase in the number of fans of 3.7% per week. > Brands/companies improved the networking of their fan pages with other communication channels.reported by supported by 10

Trend Report July 2011: Facebook, Brands & TV in Germany Typology. Friend brands are on the up.reported by supported by 11

Trend Report July 2011: Facebook, Brands & TV in Germany Typology. Friend brands are on the up. Within the typology of communication patterns identified in 2010, there has been a clear shift towards dialogue-oriented strategies (Friend and Service brands). In the spring of 2010, more than half of the companies surveyed used Facebook primarily as a distribution channel for their own content (Sender brand). In 2011, the majority of company communications are "social": The focus is on exchange and contact. Three out of five brands correspond to the Friend brand type (+35%). One in eight fan pages was allocated to a newly identified type: the Service brand. This type focusses on the utility value of fan dialogue. Accounting each for one eighth of the fan pages are the non- dialogical types Sender or Host brand.reported by supported by 12

Trend Report July 2011: Facebook, Brands & TV in Germany Typology. An example of a Passive brand. Passive brands have no admin-driven activity. The page intends to document fan loyalty to the companys brand. The Deutsche Bahn built up a considerable fan base with its "Chefticket" campaign of late 2010. After that the account was placed "on hold". After a successful test run of the new DB Twitter channel, current planning is to transfer an adapted form of the Twitter concept onto Facebook in late 2011. The conclusion is that the Deutsche Bahn will also follow a Service Brand approach on Facebook. No No admin interaction activityreported by supported by 13

Trend Report July 2011: Facebook, Brands & TV in Germany Typology. An example of a Sender brand. Sender brands offer a wide range of information which is not specific to Facebook: Company news, campaigns, events, sponsorship activities, campaigns on their web site or on other channels. With information that is relevant and of interest to users, quite high interaction rates can be achieved. However, the admin makes no attempt to maintain dialogue by asking questions or making direct contact. The Postbank uses the site to publish their RSS feeds about product- and company news and not to enter into dialogue with the users. It is not possible for users to post to the Postbanks wall. Low Users cannot Information interaction, post to the with service little admin wall character activityreported by supported by 14

Trend Report July 2011: Facebook, Brands & TV in Germany Typology. An example of a Host brand. With Host brands, activity on the fan page is largely left to the fans themselves. Characteristic are sporadic posts on the wall by the site Admin input operator, which do not actively on the Wall promote dialogue. irregular With BMW, input on the Wall is limited and instead tabs contain information on current events, competitions, pictures, videos, etc. The extremely high brand involvement by BMW fans results in a lively discussion from the BMW fans post fans about the brand. photos of their "treasures" on the Activity wall and exchange relocated to comments about tabs themreported by supported by 15

Trend Report July 2011: Facebook, Brands & TV in Germany Typology. An example of a Service brand. Service brands integrate Facebook into their customer relationship management. The focus is on solution-oriented communications with utility value and service-related issues. The Deutsche Telekom Facebook page offers not only service and helpful videos but also active support. The aim is to offer solution-oriented communication about products and services. Straight away, the Welcome tab encourages visitors to become fans by promising "to be happy to help with questions". Customer inquiries are resolved promptly, businesses and other Telekom users benefit from actively product-related announces support technical problemsreported by supported by 16

Trend Report July 2011: Facebook, Brands & TV in Germany Typology. An example of a Friend brand. The Friend brands accentuate an active, personal interaction with a high "comfort factor" that even goes beyond the actual product/service. Weight Watchers makes a good impression by actively addressing the fan community and also posting timely, sympathetic responses to user postings, direct questions, suggestions for discussion, praise and thanks. In this way, Weight Watchers promotes an active exchange: Users learn about the brand, and vice versa. In addition, the Users contact the company provides information and input in Considerable brand, and the the Sender brand style. admin activity company takes including fan these inquiries activation seriouslyreported by supported by 17

Trend Report July 2011: Facebook, Brands & TV in Germany Interactions. Fan activation becoming more difficult. The interaction rate is on average 1.5% (2010: 4.3%). In 2011, only slightly more than one in 70 fans interact with the Ø interaction rate: + 1.5 % brand per week. Ø 4 admin posts  Ø 290 fan interactions On average, four admin posts initiated on average 290 fan interactions during the period studied. Of those: 65% "Like" clicks At just under 65% (2010: 61%), the majority of activities were 25% user comments again the lightweight interactions ("Like"). Mid weight 10% user posts interactions (Comments) in 2011 attained a share of 25% (2010: Interaction rate: Interactions (likes, comments, posts) by fans / 34%), and heavyweight interactions (user postings) accounted (number of fans/100) = Interactions per 100 fans for 10% (2010: 5%). Evident is a slight shift in the level of interaction toward light (+4%) and heavyweight (+5%) interactions. Mid weight interactions on the other hand decreased by 9%.reported by supported by 18

Trend Report July 2011: Facebook, Brands & TV in Germany Interactions. Few brands achieve the previous years result. Only two of the investigated fan sites exceeded 5% over the period. The interaction rates of this years top 5 are only slightly Interaction rate – Top 5 above the 2010 average of 4.3%. Weight Watchers 6.8% Ford 5.0% With Weight Watchers and Ford, two fan pages among the top Telekom hilft 4.9% five were identified as Friend brands. Burger King 4.4% The Host brand type appears twice with Renault and Burger Renault 3.9% King. With "Telekom hilft", a Service brand has made it into the Top 5 for the first time. Sample average 1.5% Interaction rate: Interactions (likes, comments, posts) by fans / Lindt, top performer in 2010 with an interaction rate of 21.3%, (number of fans/100) = Interactions per 100 fans achieved a rate of just 2.6% in the current survey. However, this places Lindt once again in the top few percent of the surveyed fan pages.reported by supported by 19

Trend Report July 2011: Facebook, Brands & TV in Germany Interactions. Relatively constant for all strategies.reported by supported by 20

Trend Report July 2011: Facebook, Brands & TV in Germany Interactions. Service brands are the mid- and heavyweight interaction champions. Regarding the frequency of fan interaction, there are no big differences between the various types of active communication. Interaction rates for all strategies show a relatively narrow span of 1.2 to 2.0 percent. The dialogue-oriented Service brands achieve the highest interaction rates and the largest proportion of higher quality interactions (mid-and heavyweight interactions). Friend brands and Host brands achieve average interaction rates, with a greater proportion of higher quality interactions for Friend brands than for Host brands. The lowest interaction rates are experienced on average by the Sender brands. Lightweight interactions are overall the most dominant form of interaction. The exception here are the Service brands.reported by supported by 21

Trend Report July 2011: Facebook, Brands & TV in Germany Interactions. Interaction rate by size cluster. To further differentiate the picture of average interaction rates, a further step was taken whereby – for all of the pages and for the different communicative orientations – the size of the fan page was accounted for. The aim here was to find out whether there is a (negative) correlation between a growing number of fans and the level of interaction. We divided the fan pages into the following clusters: • 0 – 1500 fans • 1,501 – 5,000 fans • 5,001 – 10,000 fans • 10,001 – 25,000 fans • 25,001 – 50,000 fans • 50,001 – 100,000 fans • > 100,000 fansreported by supported by 22

Trend Report July 2011: Facebook, Brands & TV in Germany Interactions. Increasing fan numbers reduce the interaction rate. The number of fans and the interaction rate have a negative correlation. The average IR for all size clusters was 1.5%. Noticeably, the IR for the third size cluster (5,001 – 10,000) exceeded that of the preceding cluster and had the peak value of 2.2 %. Possible reasons for the decrease in IR across the clusters:  Once a critical number of fans has been reached, the one-to-one communication typical of social media reverts to a conventional one-to-many communication, with a correspondingly low IR.  All size clusters displayed a move in interaction away from the wall and towards the companies own applications.reported by supported by 23

Trend Report July 2011: Facebook, Brands & TV in Germany Interactions. Car makers are most successful at activating their fans. Along with the size-cluster correlation, we also examined the fan pages by industry. We surveyed the industries FMCG (fast-moving consumer goods), telecommunications, automotive, finance/insurance and miscellaneous. The highest average IR by industry was achieved by the car makers (2.3%, and the lowest by FMCGs (1.1%). The IR for the branches FMGC, telecommunications and finance/insurance were in the quite narrow range of 1.1% to 1.7%. Considering the differences by industry, FMCGs have a lower level of engagement by fans in social networking than car makers do. It would appear that brand loyalty transfers better to social media for car makers than for FMCGs. With "fast movers", an (assumed) brand loyalty does not automatically diffuse to the social media.reported by supported by 24

Trend Report July 2011: Facebook, Brands & TV in Germany Relevance of Facebook for brand communication. From TV ads to the web site, and on to the social web. Networking is on the increase: Brands integrate their online offerings far more frequently than in TV From TV ads to the web site, and on to the social web. commercials a year ago. Nearly three-quarters of the 72% of TV commercials refer to the companys web site surveyed brands (+7%) refer to a web site in their TV Only three brands refer to their Fan page in in their TV ads. ads. 76% have a link to the fan page on their web site. Three brands refer to their fan page in their TV ads 45% use the recommendation functions on Facebook: (Dove, Jacobs Krönung, Persil). A year ago, no such 28% integrate the Like button on the web site. reference was found in TV advertising. 24% provide the option to "Share on Facebook".* Progress is also seen with the integration of Facebook into company web sites. Three-quarters of the companies refer to their official fan page, usually directly on the homepage (+18%). The ability to share the contents of the website on Facebook via a Like or Share button is presented by 45% of the companies (+18%). The Send button had not yet been introduced at the time of the survey. * Includes use of Like and Share buttons.reported by supported by 25

Trend Report July 2011: Facebook, Brands & TV in Germany Relevance of Facebook for brand communication. Fan numbers up by a factor of seven. Fans per brand April 11, 2011: 25,124 (2010: 3.578) +3.7% of fans during the survey period At the beginning of the survey period, the tested brand profiles had Top 5 and Bottom 5 on average 25,124 fans. The average number of fans has Dove 1,081,181 increased seven-fold compared to 2010. Vodafone Deutschland 244,114 McDonald‘s Deutschland 183,286 On average each fan page recorded an increase in the number of Nutella Deutschland 157,302 fans of 3.7% per week (2010: 3.2%). Aperol Spritz Deutschland 94,220 Ferrero Küsschen 79,559 Special cases are the fan pages of Dove and Burger King. In the ---------------------------------------------------------------------------- case of Dove, the companys official German-language Facebook Average 25,124 ---------------------------------------------------------------------------- presence also aggregates the international fans. Burger King, on Travel24.com 421 the other hand, started a coupon campaign in the first week of the Schwarzkopf Deutschland 373 survey, which quickly increased the number of fans by a factor of Parship.de 298 Coca-Cola Deutschland 297 11. These two outliers were excluded from the calculation of the Jamba Music 58 average number of fans and the average increase in the number of fans. Ø Fan growth – Top 5 Burger King Deutschland 563% The assumption that new pages with few fans would achieve the MyVideo 36% biggest gains was only partially confirmed. Although the five fastest Dove Men+Care 24% growing Fan pages had less than 10,000 fans at the beginning of Postbank Happy Hour 20% the survey, all of them were older than a year, except for the Ford Citroen Deutschland 14% page. Ford Deutschland 13% Average 3.7%reported by supported by 26

Trend Report July 2011: Facebook, Brands & TV in Germany Hypothesis testing. 1. The communication strategies common in 2010 showed falling interaction rates in 2011. The hypothesis was confirmed. The interaction rates of 2010 could not be matched in the current survey period. Only four fan pages were able to exceed the average IR of the previous year. It is increasingly difficult for companies to motivate their fans to actively use the wall with the content on offer. Apart from the increase in the number of fan pages vying for the attention of Facebook users, a shift in activity from the wall to (campaign) tabs could be a reason for the dwindling wall activity by the fans. It can also be assumed that the proportion of committed fans (early adopters, brand ambassadors) decreases with an increasing overall number of fans, which results in decreasing IRs. 2. The typology of communication strategies displays a shift to the dialogue-oriented forms. Brand and company activities with Facebook in 2011 rely far more on dialogue than in the previous year. Facebook is increasingly being seen as a social medium. Pure information distribution strategies, as pursued by more than half of the companies in 2010, have become rare today. Passive fan pages, apparently for the one-time only statement of brand loyalty, are practically extinct. The dialogue taking place in 2011 increasingly offers utility value. This is supported by the Service brand strategy, which accounts for one in eight of the surveyed Fan pages—a type that could not be identified a year ago.reported by supported by 27

Trend Report July 2011: Facebook, Brands & TV in Germany Hypothesis testing. 3. The differences in the interaction rates are industry- and size-specific. The average IR can vary significantly between the surveyed industries. FMCGs and finance/insurance showed the lowest IR of 1.1% and 1.4% respectively. Only one of the top five brands (Burger King) with the highest interaction rates belongs to these sectors. Almost twice the interaction rate (2.3%) was achieved by car makers. Ford reached the second, and Renault the fifth highest rates for all companies. The number of fans and the interaction rate have a negative correlation: With an increasing number of fans, the level of interaction decreases. However, this only applies with upwards of 10,000 fans. 4. Brands communicate their Facebook presence more often in other communications channels such as TV commercials and corporate web sites than was the case a year ago. Companies facilitate the inter-media audience flow from TV ads to the social web more than in the previous year. References in TV commercials to the company web site, the (prominent) integration of the fan page there, and the integration of functions are more frequent than in 2010. Just three of the 75 surveyed brands made reference to the fan page in their TV commercials.reported by supported by 28

Trend Report July 2011: Facebook, Brands & TV in Germany Appendix. Typology criteria. Passive brands: No admin posts, no response to user posts in the survey period, focus on one-off statement of brand/company loyalty (activity level: "Statement") Sender brands: Fan page as a push channel for (corporate) information such as press releases, company blog as RSS import or product information, regular admin posts but no interactive or dialogic elements (activity level: "Commitment", sometimes "Interaction") Host brands: Activities on the fan page largely left to the fans, sporadic posts without animation to enter dialogue with operators, fans use the page to promote themselves and discuss with other fans, high involvement as a prerequisite (activity level: "Commitment") Friend brands: Admin-driven, individual fan dialogue with information, promotions, competitions, and communication beyond product specifics (activity level: "Interaction" + "Commitment"). Service brands: Active complaints management, large number of contact options (wall, contact form, forums), rapid response to user posts and commentsreported by supported by 29

Trend Report July 2011: Facebook, Brands & TV in Germany Appendix. Industry and size clusters. Pages Proportion Interaction rate Industry clusters (n=75) FMCG 41.3 % 1.1 % Finance/Insurance 9.3 % 1.4 % Automotive 12.0 % 2.3 % Telecommunications 14.7 % 1.7 % Other 22.7 % 1.5 % Size clusters (n=74*) 0 – 1500 fans 17.6 % 1.6 % 1,501 – 5,000 fans 20.3 % 1.6 % 5,001 – 10,000 17.6 % 2.2 % 10,001 – 25,000 17.6 % 1.1 % 25,001 – 50,000 12.2 % 1.2 % 50,001 – 100,000 10.8 % 0.7 % 100,001 – 1,000,000 4.1 % 0.7 % * Dove was not included in the cluster size (see above)reported by supported by 30

Trend Report July 2011: Facebook, Brands & TV in Germany Appendix. List of surveyed fan sites. Brand Fans Fan On IR Brand Fans Fan On IR Brand Fans Fan On IR 11/04 growth Facebook 11/04 growth Facebook 11/04 growth Facebook since * since* since* 1&1 6934 2.5% 11/09 3.6% Congstar 1480 2.5% 01/09 0.6% FONIC 8133 0.9% 06/09 0.4% Alice DSL 18002 0.1% 02/11 0.2% Cortal Consors 1609 1.3% 06/09 0.4% Ford Deutschland 8443 12.6% 01/11 4.4% Aperol Spritz D.A.S. Gillette Deutschland 08/10 1.2% 94220 0.5% 11/09 0.1% 2723 0.5% 11/10 1.2% 19301 0.7% Deutschland Rechtsschutz Gillette Venus AXE Effect 67764 2.5% 09/09 0.4% Deutsche Bahn 59372 0.3% 10/10 0% 15202 -0.3% 03/10 0.4% Deutschland BASE 6248 3.2% 11/10 3.3% Deutsche Telekom 11689 2.2% 07/09 0.7% Hornbach 10507 1.3% 05/09 0.7% Bitburger 27248 1.9% 12/09 0.4% Dove 1081181 3.2% 03/11 0% ING-DiBa 959 2.2% 10/09 0% BMW Deutschland 74583 0.9% 10/09 0.7% Dove Men+Care 2464 24.1% 03/10 1.3% Jacobs Krönung 38739 1.9% 05/10 0.7% Braun Rasierer Dr. Oetker Die 8478 -0.2% 03/09 1.0% 1601 0.6% 01/10 0.1% Jamba Music 58 0.0% 02/11 0% Deutschland Ofenfrische Burger King Dr. Oetker Jever 8617 0.9% 04/10 0.8% 5054 562.8% 01/11 4.7% 5057 0.1% 02/10 0.1% Deutschland Steinofen Trad. KIA Motors Check24 4081 3.4% 10/10 0.2% E wie einfach 483 -0.4% 09/09 0.8% 4098 1.8% 01/10 2.4% Deutschland Citroen Deutschland 6021 14.1% 08/09 2.3% eDarling 629 6.3% 06/09 4.4% Knorr Deutschland 4929 1.8% 11/10 1.6% Coca-Cola Lindt Schokolade 297 6.5% 02/11 1.6% Ferrero Küsschen 79559 2.3% 08/10 1.0% 29136 3.7% 11/09 3.9% Deutschland Deutschland Commerzbank L‘Oreal Paris 2281 1.6% 04/10 2.9% Fiat Deutschland 2125 7.7% 10/09 1.6% 69982 0.2% 03/10 0.8% Career Deutschland Total average 38196 3.7% 1.5% Total average 38196 3.7% 1.5% Total average 38196 3.7% 1.5% * Basis: First posting/oldest profile imagereported by supported by 31

Trend Report July 2011: Facebook, Brands & TV in Germany Appendix. List of surveyed fan sites. Brand Fans Fan On IR Brand Fans Fan On IR Brand Fans Fan On IR 11/04 growth Facebook 11/04 growth Facebook 11/04 growth Facebook since* since* since* McDonald‘s Postbank Happy Hour 06/09 2.1% Therma Care 11/10 0.1% 183286 3.7% 02/10 0.1% 1156 20.4% 3768 -0.4% Deutschland Mercedes-Benz Poster XXL 4612 0.8% 07/09 0.2% Travel24.com 421 1.2% 10/10 0.7% 68104 6.3% 02/11 2.5% Deutschland Mon Cheri 27944 8.1% 11/10 2.7% Real, - 13029 2.5% 12/10 1.1% Urlaub (swoodoo) 31456 4.9% 04/09 0.4% Vodafone Monte 7704 0.2% 10/10 0.6% Renault Deutschland 1938 9.1% 03/11 3.6% 244114 1.6% 02/09 1.2% Deutschland MyVideo 891 35.8% 11/08 3.9% REWE 11197 3.1% 04/10 1.2% Volvo Car Germany 9616 0.7% 01/10 1.0% Rügenwalder Mühle 13711 0.6% 03/11 0.4% Weight Watchers Nokia Deutschland 21295 3.0% 08/08 2.0% 8616 1.0% 04/10 4.6% Deutschland Nutella Schwarzkopf 11/10 0.5% 373 11.3% 01/11 1.0% Wella DE 2045 2.3% 11/10 1.2% Deutschland 157302 1.8% Deutschland O2 08/09 0.5% Simyo Deutschland 7293 1.0% 07/09 1.3% Wilkonson Hydro 5 10374 -0.4% 09/10 0% 43918 2.4% Spee 2334 1.9% 01/11 2.0% Zähne zeigen Opel Deutschland 44711 2.6% 08/10 1.9% 1839 2.6% 01/11 3.6% (Elmex) Parfumerie SportScheck 16340 6.7% 09/10 0.7% Zalando 47615 3.0% 01/10 0.6% 61270 3.3% 12/09 0.6% Douglas Parship.de 298 1.5% 11/09 3.7% Syoss 11494 1.0% 03/09 2.3% Total average 38196 3.7% 1.5% Persil Deutschland 48789 1.3% 09/10 0.8% Targobank 1055 1.0% 02/10 0% Postbank 806 8.1% 02/11 2.9% Telekom hilft 20094 3.0% 09/09 4.9% Total average 38196 3.7% 1.5% Total average 38196 3.7% 1.5% * Basis: First posting/oldest profile imagereported by supported by 32

Trend Report July 2011: Facebook, Brands & TV in Germany For more information. Zucker.Kommunikation GmbH pilot media GmbH & Co. KG Torstraße 107 Große Reichenstraße 27 - Afrikahaus 10119 Berlin, Germany 20457 Hamburg, Germany Tel.: +49 (0)30 24 75 87-0 Tel.: +49 (0)40 30 37 66-0 Fax: +49 (0)30 24 75 87-77 Fax: +49 (0)40 30 37 66-99 www.zucker-kommunikation.de www.pilot.de Matthias Bonjer Martina Vollbehr m.bonjer@zucker-kommunikation.de m.vollbehr@pilot.de Daniel Kreuscher d.kreuscher@zucker-kommunikation.dereported by supported by 33

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Trend Report July 2011: Facebook, Brands & TV in Germany

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