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 world's 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.
Trend Report July 2011: Facebook, Brands & TV in Germany
1. Trend Report July 2011:
Facebook, Brands & TV in Germany
Untertitel
Berlin, Hamburg 2011 reported by
supported by
2. 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.
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3. 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.
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4. 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.
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5. 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 Facebook's 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/gbrTHf
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6. 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 company's 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)
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7. 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 world's 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
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8. 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 L'Oréal,
Additional context information included the date that McDonald's 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) Zalando
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9. 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.
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10. 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.
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11. Trend Report July 2011: Facebook, Brands & TV in Germany
Typology.
Friend brands are on the up.
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12. 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.
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13. 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 company's 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 activity
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14. 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 Postbank's wall.
Low Users cannot
Information
interaction, post to the
with service
little admin wall
character
activity
reported by supported by
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15. 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 them
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16. 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
problems
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17. 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 seriously
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18. 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%.
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19. Trend Report July 2011: Facebook, Brands & TV in Germany
Interactions.
Few brands achieve the previous year's result.
Only two of the investigated fan sites exceeded 5% over the
period. The interaction rates of this year's 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.
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20. Trend Report July 2011: Facebook, Brands & TV in Germany
Interactions.
Relatively constant for all strategies.
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21. 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.
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22. 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 fans
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23. 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.
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24. 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.
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25. 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 company's 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.
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26. 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 company's 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%
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27. 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.
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28. 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.
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29. 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 comments
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30. 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)
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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*
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 image
reported by supported by
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32. 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 image
reported by supported by
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33. 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.de
reported by supported by
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