Do Facebook & Twitter work for Branding?

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This is the presentation I made for Avon Cosmetics explaining the benefits and opportunities of including Facebook & Twitter into their traditional Marketing actions

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Do Facebook & Twitter work for Branding?

  1. 2. <ul><li>People don’t believe in traditional publicity anymore </li></ul>94% of people who use Internet use it as an essential tool for searching information In Spain 70% of people believe all the information that they read in Internet New Consumer Trends
  2. 3. *Study of AGOF (Germany) Internet Users Trends*
  3. 4. <ul><li>Internet = Solid Advertising Platform for Cosmetics </li></ul><ul><li>73,7% of Internet users are interested in Cosmetics </li></ul><ul><li>Cosmetics buyers use it for: </li></ul><ul><ul><li>Buying (18,3%) </li></ul></ul><ul><ul><li>Searching information (39,9%) </li></ul></ul><ul><li>48% of men are already interested in Cosmetics and parfums </li></ul><ul><li>78,5% of Internet users seduced by Cosmetics have between 14-49 years old </li></ul>*Study of AGOF (Germany) Internet Users Trends*
  4. 5. TRADITIONAL MARKETING vs. SOCIAL ENGAGEMENT
  5. 6. <ul><li>Traditional Communication </li></ul><ul><li>Monologue </li></ul><ul><li>Unidirectional </li></ul><ul><li>Push </li></ul><ul><li>Intrusive </li></ul>
  6. 7. <ul><li>Traditional Communication </li></ul><ul><li>Monologue </li></ul><ul><li>Unidirectional </li></ul><ul><li>Push </li></ul><ul><li>Intrusive </li></ul><ul><li>Social Media </li></ul><ul><ul><li>Conversation </li></ul></ul><ul><ul><li>Bidirectional </li></ul></ul><ul><ul><li>Permisive </li></ul></ul><ul><ul><li>Engagement </li></ul></ul>
  7. 8. <ul><li>Traditional </li></ul>Social Engagement Social
  8. 9. <ul><li>Traditional </li></ul>Social Engagement Social We have two ears and one mouth to listen twice as much as we speak Social Media Principle
  9. 10. <ul><li>Traditional </li></ul>Social Engagement Social
  10. 11. <ul><li>Traditional </li></ul>Social Engagement Social
  11. 12. <ul><li>Traditional </li></ul>Social Engagement Social
  12. 13. 2.0 World
  13. 14. 2.0 World
  14. 15. Content pulled from Social Media
  15. 16. Content pulled from Social Media
  16. 18. World Map of Social Networks
  17. 19. Facebook is the number 1 World Map of Social Networks
  18. 20. Facebook users growth August 2008 January 2009 April 2009 July 2009 September 2009 December 2009 February 2010 June 2010 100 million 150 million 200 million 250 million 300 million 350 million 400 million 500 million
  19. 21. Facebook compared with countries Facebook USA Russia Japan Germany UK 500 million 308 million 141 million 127 million 81 million 61 million If Facebook was a country it would be the 3th in the World
  20. 22. facebook Facebook has more Page Views than the next 100 biggest Web Sites Together
  21. 23. The average facebook user <ul><li>Average user has 130 friends </li></ul><ul><li>About 70% of Facebook users are outside the United States </li></ul><ul><li>There are more than 100 million active users currently accessing Facebook through their mobile devices </li></ul>*http://www.facebook.com/press/info.php?statistics <ul><li>50% log on to Facebook in everyday </li></ul><ul><li>Connected to 60 pages, groups and events </li></ul><ul><li>Creates 70 pieces of content each month </li></ul>People Activity
  22. 24. Age distribution 75% of users are older than 25 82% of users are older than 25
  23. 25. Who is in facebook?
  24. 26. Who is in facebook?
  25. 27. Who is in facebook?
  26. 28. Who is in facebook?
  27. 29. Who is in facebook?
  28. 30. Does facebook work for branding? <ul><li>More than 250.000 websites integrated </li></ul><ul><li>Top 100 websites have integrated with Facebook </li></ul>
  29. 31. Does facebook work for branding? <ul><li>More than 250.000 websites integrated </li></ul><ul><li>Top 100 websites have integrated with Facebook </li></ul>
  30. 32. Does facebook work for branding? <ul><li>More than 250.000 websites integrated </li></ul><ul><li>Top 100 websites have integrated with Facebook </li></ul>
  31. 33. Customers Employees
  32. 34. COMPANY FANS Customers Employees
  33. 35. COMPANY FANS Customers Employees Communication Interaction BUZZ
  34. 36. COMPANY FANS Customers Employees Communication Interaction BUZZ SEGMENTATION BRAND AWARENESS IMPROVE BUSINESS
  35. 37. Benefits of a facebook Page Communication Engagement Segmentation Promotion Improve Business
  36. 38. Benefits of a facebook Page Communication Engagement Segmentation Promotion Improve Business Events News Videos Links Discussions … Habits Interests Geography Languages Demographic Brand Awarenness Influence in brands Attendance at events Responses to challenges Increase fans, followers & friends Comments & Number of interactions Customer satisfaction Volume of customer feedback Visitor retention Wiki contributors Suggestions Employees reached (for internal programs)
  37. 39. Benefits of a facebook Page <ul><li>Increase Purchase consideration </li></ul><ul><li>Increase Market share </li></ul><ul><li>Savings per customer assisted through direct social media interactions compared to other channels (e.g., call centers) </li></ul><ul><li>Savings generated by enabling customers to connect with each other </li></ul><ul><li>Costs saved from not spending on traditional media </li></ul><ul><li>Job applications received </li></ul>
  38. 40. IDEAS FOR YOUR FACEBOOK PAGE
  39. 41. Interaction
  40. 42. <ul><li>Upload your picture </li></ul>Interaction
  41. 43. <ul><li>Upload your picture </li></ul>Interaction Opinions & Suggestions
  42. 44. <ul><li>Upload your picture </li></ul>Interaction Opinions & Suggestions Sharing Multimedia Material
  43. 45. Information about:
  44. 46. <ul><li>Events </li></ul><ul><li>Corporative News </li></ul><ul><li>Social Commitment </li></ul><ul><li>Future projects </li></ul><ul><li>Global Data </li></ul><ul><li>Newness </li></ul>Information about:
  45. 47. Events The largest Make up Party
  46. 48. Corporative News
  47. 49. Social Commitment
  48. 50. Global Data
  49. 51. New Products Wrap yourself in seduction The favourite Hollywood Stars Fashion Designer
  50. 52. Category Events
  51. 54. Who are you talking to?
  52. 55. Who are you talking to? Customers Workers Public Profile Private Profile
  53. 56. <ul><li>Free Communication </li></ul><ul><li>Feedback </li></ul><ul><li>Promotion </li></ul><ul><li>Brand Awareness </li></ul><ul><li>Debate </li></ul>Who are you talking to? Customers Workers Public Profile Private Profile
  54. 58. Write your name and upload your picture
  55. 59. Avon xxx
  56. 60. Avon xxx Start writing and following people
  57. 61. Avon xxx
  58. 62. People interested in your tweets will easily find you
  59. 63. People interested in your tweets will easily find you
  60. 65. Social Brand Principles
  61. 66. Benefits from Social Media INTERACTION ADAPTATION LOYALTY INCREASE SALES

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