ddb opinionway facebookenglishshortversion
DESCRIPTION
TRANSCRIPT
Facebook and brands
Octobre 2010
Why a study on Facebook and brands now?
!"#$ a social phenomenon It accelerates change It challenges the %&'()#$ place It challenges organisations!t $!s &'(i*i+,!s
!""members
= THE social network
2004 2006 2008 2010th! +!.innin.
01,! apps
41+i*!
n!5s 6!!$ 71p!n si.n (p
1p!n p*at61,4
6a0!+118 01nn!0t
s10ia* p*(.9ins
p*a0!s
= their vision
Give people the power to share and make the world more open and connected
« Engineers by day, sociologists %* (,-."/ »
M
100M
200M
300M
400M
500M
600M
2007
2008
2009
2010
500 million+users
Source: Facebook internal data, August 2010
= an incredible growth
= 0o&l)#$ 3rd largest country
surpasses Google in the US
As for May 2010…
138M 18M27M
9.5M
16M
7M
Yahoo!
MSN/Bing
YouTube
Amazon
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Time Per Person (in minutes)
Visi
ts P
er P
erso
n
Source: US Nielsen NetRatings, Jan ’10; Top 20 ad supported sites home/work
= high engagement
= a huge active audience
= friends and advocacy
= a cultural phenomenon
=a business opportunity
> 13,7 M fans
> 11,8 M fans
= a business opportunity
=a high mobile potential
= geolocalised marketing
= social pluggings
= webstores
CrowdsourcingSocial Business
Localisation based CRM
Digital inspires new marketing strategies
Brand Utility
Branded content
User generated content
Digital inspires new marketing strategies
Digital ecosystem
2001 2005 2010+
Ai8!a+*!B 0144!nta+*!B sha,!a+*!
3 types of digital content
Cai$D$E!,tisin. a0tiEiti!s in0*($in. th! (s! 16 pai$ 61, p*a0!4!nts
F5n!$G,an$!$ $!stinati1ns
an$ ass!ts 15n!$ +H th! +,an$
Ia,n!$J(,th!, 1n*in! p,!s!n0! .!n!,at!$ +H int!,n!t
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sha,in. 01nt!nt
3 types of digital shifting in favour of earned media
! Coke is encouraging it’s consumers to migrate from their website to their FB
Brands are driving consumers from their websites to their social platforms
68% Ad Recall2x Message Awareness4x Purchase Intent25% Action Rate
G,an$ K!t,i0 L1(,0!M Ni!*s!n On$!,stan$in. th! Pa*(! 16 a L10ia* K!$ia Q4p,!ssi1nsB Dp,i* ;:1:D0ti1n Rat! L1(,0!M Ja0!+118 Qnt!,na* S1 ;:1:
Because they are starting to understand the value of earned 34),'/
Media
Content
Media
Content
A new balance
Lower budgets for paid media, bigger budgets for producing contents that will produce earned media (emerge and gain a broad visibility) and will develop the bond with our targets.
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Methodology
! K!th1$ 16 $ata 01**!0ti1nM !nline interview usin- the UDWQ sHst!4 /0omputer 4ssisted 6e7 8nterview9.
! 6e ;uestioned 1W@; Ja0!+118 *i8!,s in ! countries,
! 8n this report, results are presented in t1ta* 16 W 01(nt,i!s and 61, !a0h 01(nt,H. >lease note that th!t1ta* ,!a$in. 0an ,!$(0! th! sp!0i6i0iti!s 16 !a0h inE!sti.at!$ 01(nt,H.
! !pinion6a? remind that the results of this surve? 4(st +! ,!a$ ta8in. int1 a001(nt th! 01n6i$!n0!int!,Ea* at 41st ; p1ints for a sample of ABCD respondentsX
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,-ll identified from a re3resentative sam3le of t5e local online p1p(*ati1n a.!$ +!t5!!n 1T an$ W: H!a,s 1*$
,-ll questioned between -ugust 27th an$ L!pt!4+!, ;=th ;:1:
Facebook likers profile
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>rivate sectoremplo?ee
Ftudent
Gnemplo?ed
>rofessional
FelfHemplo?ed, trader, sIilled tradesperson
>u7lic sector emplo?ee
0ivil servant
Jana-er
Ketired
FNAQNI CORU^DLIL
Lever
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Facebook connection frequency 5 All countriesSM Fn aE!,a.!B H1( 01nn!0t t1 Ja0!+118
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Facebook network 5 All countriesSM _1(, Ja0!+118 network is mainly made u3 of,
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Main reasons to connect to Facebook 5 All countriesSM Wh!n H1( 01nn!0t t1 Ja0!+118B it is 4ain*H 61, ,
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Followed sectors 5 All countries
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0auses support
Qashion S PuTur? -oods
Fport
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0ars
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Consumption of followed brands 5 All countriesSM Wh!n H1( 61**15 a +,an$ 1n Ja0!+118B it is,
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re-ularl? use
use occasionall?
have never used and which ?ou intend to use in the future
have never used and which ?ou do not wish to use in the future
whose we7site ?ou fre;uentl? visit
How fans join 6&'()#$ Facebook page 5 All countries
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Vrand invitation S 4dvertisin-
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>ersonal Kesearch
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How fans join 6&'()#$ Facebook page 5 All countries
Keceived an invitation from a friend to 7ecome a fan of a 7rand on Qace7ooI
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Keceived an invitation eHmail from a 7rand to Woin its Qace7ooI pa-e
PooIed for a 7rand on the Qace7ooI search en-ine
PooIed for a Qace7ooI 7rand name pa-e usin- a search en-ine /Uoo-le, Yahoo, Vin-, etc.9
Yownloaded a -ame su--ested 7? a 7rand
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Reasons to follow brands on Facebook 5 All countriesSM ]h! 61**15in. s(..!sti1ns 4aH !ep*ain 5hH H1( 61**15 a +,an$ 1n Ja0!+118X C*!as! t!** (sB a001,$in. t1 H1(B 5hi0h 16 th! 61**15in. a,! E!,H i4p1,tantB 6ai,*H i4p1,tantB (ni4p1,tantB n1t i4p1,tant at a**
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!>5e desire to engage wit5 t5e brand eit5er t5roug5 dialog wit5 t5e brand’s re3resentatives
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RalI S 8nteraction
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Reasons to follow brands on Facebook 5 All countries
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How followers interact with the brand page 5 All countriesSM ^aE! H1( a*,!a$H,
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Impact on purchase 5 All countries SM Dince you 5ave been following t5e brand , on Ja0!+118, would you say t5at,
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Impact on brand advocacy 5 All countries SM Dince you 5ave been following ,. on Ja0!+118B 51(*$ H1( ,!0144!n$ this +,an$ t1 a 6,i!n$?
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Main suggestions to improve fan pages 5 All countriesSM -mong t5e following suggestions, w5ic5 would be of 3riority to you to im3rove , brand name 3ageE
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Main suggestions to improve fan pages 5 All countries SM -mong t5e following suggestions, w5ic5 would be of 3riority to you to im3rove , brand name 3ageE
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!thers
Satisfaction towards fanpages 5 All countriesSM ^15 51(*$ H1( ,at! th! +,an$ 4!nti1n!$ in S1; +,an$ pa.!? f1: 4!ans that H1( 01nsi$!, it t1 +! E!,H satis6a0t1,H an$ 1 4!ans that H1( $1 n1t 01nsi$!, it satis6a0t1,Hg
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Official vs unofficial fan pages 5 All countries SM -ccording to you, t5e brand ,. Ja0!+118 3age w5ic5 you are subscribed to,
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The unsubscribing 5 All countriesSM ^aE! H1( !E!, (ns(+s0,i+!$ 6,14 a +,an$ na4! pa.! 1n Ja0!+118?SM ^15 $i$ H1( (ns(+s0,i+! 6,14 this pa.!?
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Reasons of unsubscribing 5 All countriesSM ^aE! H1( !E!, (ns(+s0,i+!$ 6,14 a +,an$ na4! pa.! 1n Ja0!+118?SM WhH $i$ H1( (ns(+s0,i+! 6,14 a +,an$ na4! pa.! 1n Ja0!+118?
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8 was no lon-er interested in the 7rand
8nformation was pu7lished too fre;uentl?
Rhe information offered was not interestin-
Rhe 7rand pu7lished information that 8 did not liIe
8nformation was not pu7lished fre;uentl? enou-h
In summary! The average age of brand fans is 31 yo! 9 brands are followed in average! 43% of fans visit FB several times a day! FB is used mainly for entertainment (49%)! By becoming a fan, consumers expect getting a
special treatment (95%), but are also willing to advocate the brand in return(94%)
! 76% have already pressed the like button to comment a brand post
! Being a fan has a high impact on purchase intent (36%) and advocacy (92%)
In summary
! Brands are experiencing a honey moon with consumerson Facebook for the moment. It wont last if the brands )o(#" get it right in terms of benefits, quality of contents, and frequency of their communication.
! 36% have already unsubscibed from a %&'()#$ fanpageand the number gets bigger as markets get more mature.
The questions that need to be raised before jumping in:! Organisation! Content development! Dialogue, conversation! Brand tone! Services! CRM! Rhythm! Role within the rest of the marketing mix! KPIs, measurement and ROI
Thank you !Opinionway
and DDB Paris