2. Why a study on Facebook and brands now?
!"#$ a social phenomenon
It accelerates change
It challenges the %&'()#$ place
It challenges organisations
!t $!s &'(i*i+,!s
10. = high engagement
?:
Google
Yahoo!
;<
Facebook
MSN/Bing
;: YouTube
Amazon
1<
Visits Per Person
1:
<
:
: ;< <: =< 1:: 1;< 1<: 1=< ;:: ;;< ;<: ;=< ?:: ?;< ?<: ?=< @:: @;< @<: @=< <::
Time Per Person (in minutes)
Source: US Nielsen NetRatings, Jan ’10; Top 20 ad supported sites home/work
25. 3 types of digital shifting in favour of earned media
26. Brands are driving consumers from their websites to
their social platforms
! Coke is encouraging it’s consumers to migrate from their website to their
FB
27. Because they are starting to understand the
value of earned 34),'/
68% Ad Recall
2x Message Awareness
4x Purchase Intent
25% Action Rate
G,an$ K!t,i0 L1(,0!M Ni!*s!n On$!,stan$in. th! Pa*(! 16 a L10ia* K!$ia Q4p,!ssi1nsB
Dp,i* ;:1:
D0ti1n Rat! L1(,0!M Ja0!+118 Qnt!,na* S1 ;:1:
28. A new balance
Content Content
Media
Media
Lower budgets for paid media, bigger budgets for producing contents that will produce
earned media (emerge and gain a broad visibility) and will develop the bond with our
targets.
29.
30.
31. Methodology
! K!th1$ 16 $ata 01**!0ti1nM !nline interview usin- the UDWQ sHst!4 /0omputer 4ssisted 6e7 8nterview9.
! 6e ;uestioned 1W@; Ja0!+118 *i8!,s in ! countries,
;T= Ja0!+118 ;== Ja0!+118 ;Y: Ja0!+118 ;=; Ja0!+118 ;<: Ja0!+118 ;WW Ja0!+118
*i8!,s *i8!,s *i8!,s *i8!,s *i8!,s *i8!,s
,-ll identified from a re3resentative sam3le of t5e local online
p1p(*ati1n a.!$ +!t5!!n 1T an$ W: H!a,s 1*$
,-ll questioned between -ugust 27th an$ L!pt!4+!, ;=th ;:1:
! 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$!n0!
int!,Ea* at 41st ; p1ints for a sample of ABCD respondentsX
32.
33.
34.
35. Facebook likers profile
[INIR D[I FUUOCD]QFN
1T9;@ H!a,s ;<9?Y H!a,s
KDAI JIKDAI
?;Z >rivate sector
@=Z emplo?ee ;?Z
@<Z <<Z
;1Z Ftudent ;:Z
Gnemplo?ed 1=Z
@:9W: ans
>rofessional 1?Z
DE!,a.! ?1B@
FelfHemplo?ed, trader,
sIilled tradesperson YZ
FNAQNI CORU^DLIL
>u7lic sector emplo?ee TZ
0ivil servant <Z
Lever 1?Z
Jana-er @Z
!nce 1;Z
Ketired ;Z
D to C @:Z
M and more ?<Z
36.
37.
38. Facebook connection frequency 5 All countries
SM Fn aE!,a.!B H1( 01nn!0t t1 Ja0!+118
Feveral times a da? @?Z
/Nard users9
Over?da? ??Z
Feveral times a weeI 1WZ
!nce a weeI <Z
Pess fre;uentl? ?Z
!Fn th! 5h1*!B a st,1n. (s! 16 Ja0!+118 a41n. th! *i8!,s ta,.!tX
39.
40. Facebook network 5 All countries
SM _1(, Ja0!+118 network is mainly made u3 of,
>ersonal contacts =YZ
Qamil? contacts 1=Z
>rofessional contacts @Z
!Ja0!+118 is sti** 01nsi$!,!$ a p,iEat! p*a0! ,!s!,E!$ t1 `p!,s1na* 6,i!n$s a an$ a*s1
6a4i*HX
41.
42. Main reasons to connect to Facebook 5 All countries
SM Wh!n H1( 01nn!0t t1 Ja0!+118B it is 4ain*H 61, ,
Qun @YZ
RalIin- to close ?;Z
friends and famil?
8nformation 1WZ
!ther ?Z
!Ja0!+118 is 4ain*H Ei!5!$ as a s1(,0! 16 !nt!,tain4!ntB 61**15!$ 0*1s!*H +H a
0144(ni0ati1n t11* that !na+*!s H1( t1 staH in 01nta0t 5ith H1(, 0*1s! 1n!sX
46. Followed sectors 5 All countries
SM ^15 4anH +,an$ na4!s $1 H1( 61**15 1n Ja0!+118?
SM What +(sin!ss s!0t1,s $1 th! +,an$s H1( 61**15 +!*1n. t1?
DE!,a.! n(4+!,
16 61**15!$ TB=
+,an$s
Jedia S Ontertainment <<Z
0auses support <1Z
Qashion S PuTur? -oods @WZ
Fport ?;Z
Rravel, tourism ?:Z
0ars 1TZ
8ndustr? 1;Z
QJ0U TZ
!thers @Z
47.
48. Consumption of followed brands 5 All countries
SM Wh!n H1( 61**15 a +,an$ 1n Ja0!+118B it is,
re-ularl? use @=Z
T@Z
use occasionall? ?=Z
have never used and which ?ou intend to use ?Z
in the future
have never used and which ?ou do not wish to <Z
use in the future
whose we7site ?ou fre;uentl? visit TZ
! ]h!,! is n1 $is01nn!0t +!t5!!n th! +,an$s 61**15!$ 1n Ja0!+118 an$
th!i, ,!.(*a, 01ns(4!,sX
49.
50. How fans join 6&'()#$ Facebook page 5 All countries
Vrand invitation S 4dvertisin- =<Z
!"#$%&'( invitation <YZ
>ersonal Kesearch @YZ
!>5e main way fans can come to ?oin a brand’s Ja0!+118 pa.! is th,1(.h a$E!,tisin.
61**15!$ +H a 6,i!n$ inEitati1nX
!]h! s!a,0h 6a0t1, p*aHs an i4p1,tant ,1*!B th(s it is 0,(0ia* 61, +,an$s t1 +! 61(n$ i6
01ns(4!,s s!a,0h 61, th!4X
51. How fans join 6&'()#$ Facebook page 5 All countries
SM ^aE! H1( a*,!a$H?
Keceived an invitation from a friend to 7ecome a <YZ
fan of a 7rand on Qace7ooI
)$$%*+&,$"-#(#%.*/0"*+*1"+%&'(*Qace7ooI pa-e <WZ
Keceived an invitation eHmail from a 7rand to Woin @1Z
its Qace7ooI pa-e
PooIed for a 7rand on the Qace7ooI search en-ine ?TZ
PooIed for a Qace7ooI 7rand name pa-e usin- a ;?Z
search en-ine /Uoo-le, Yahoo, Vin-, etc.9
Yownloaded a -ame su--ested 7? a 7rand 1@Z
52.
53. Reasons to follow brands on Facebook 5 All countries
SM ]h! 61**15in. s(..!sti1ns 4aH !ep*ain 5hH H1( 61**15 a +,an$ 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**
P!,H i4p1,tant QKCFR]DN]
Vein- treated in a special wa? 7? the 7rand <?Z Y<Z
Ve spoIesman of the 7rand @TZ Y@Z
RalI S 8nteraction ;TZ ==Z
!>wo reasons lead fans to ?oin a brand’s Ja0!+118 pa.! at a si4i*a, *!E!*M
! ]h! 6i,st 1n! is 014pa,a+*!s t1 th! $,iE!,s 16 URK fp,141ti1nsB n!5 p,1$(0t in61B
!e0*(siE! in61,4ati1ngX
!]h! s!01n$ 1n!B a$E10a0H B a*s1 p*aHs an a0tiE! ,1*! f$!41nst,at! H1(, app,!0iati1n
for t5e brand, s5ow ot5ers w5at you like, su33ort t5e brand’s valuesB.
!>5e desire to engage wit5 t5e brand eit5er t5roug5 dialog wit5 t5e brand’s re3resentatives
1, 5ith 1th!, 01ns(4!,s ,!a0h an int!,!stin. *!E!*X
54. Reasons to follow brands on Facebook 5 All countries
SM ]h! 61**15in. s(..!sti1ns 4aH !ep*ain 5hH H1( 61**15 a +,an$ 1n Ja0!+118X C*!as! t!** (sB a001,$in. t1 H1(B 5hi0h
16 th! 61**15in. a,! E!,H i4p1,tantB 6ai,*H i4p1,tantB (ni4p1,tantB n1t i4p1,tant at a**
P!,H i4p1,tant QKCFR]DN]
Ro taIe advanta-e of promotional 7enefits @1Z T@Z
Vecause 8 liIe this 7rand ?YZ TYZ
Ro 7e informed a7out new products offered 7? the 7rand ?<Z T=Z
Ro access eTclusive information /advertisin- films, maIin- of
;TZ =<Z
the advertisin-, applications, etc.9
Ro -ive ?our opinion a7out the 7rand ;?Z =:Z
Ro eTpress ?our support for the values promoted 7? the 7rand ;;Z WTZ
Ro show others what ?ou liIe ;1Z W@Z
Ro meet other users of the 7rand 1?Z @?Z
Ro talI with 7rand mana-ers 1?Z @:Z
55.
56. How followers interact with the brand page 5 All countries
SM ^aE! H1( a*,!a$H,
CRDU]QLI
23#45$&*0%*-6$*78*3#5$9*1:--0%*/0"*40%-$%-*;:13#(6$&*
;=Z @YZ 1WZ TZ =WZ
7? a 7rand ?ou are followin-
Kecommended followin- a 7rand on Qace7ooI to a
1<Z ?=Z ;<Z ;?Z <;Z
friend
Fent information pu7lished 7? a 7rand to a famil?
1;Z ?1Z ;=Z ?:Z @?Z
mem7er
>ut up content pu7lished on a 7rand name pa-e
1;Z ??Z ;TZ ;=Z @<Z
on ?our wall
0ommented on information pu7lished 7? a 7rand 1;Z ?WZ ;YZ ;?Z @TZ
<$/-*+*=$((+.$*0%*+*1"+%&*%+=$'(*>+33 11Z ?@Z ;YZ ;WZ @<Z
F6t!n F00asi1na**H Ra,!*H N!E!,
!D0tiE! a$E10a0H an$ int!,a0ti1n s01,!s a,! p,!ttH hi.hX C!1p*! sha,! th! in61 5ith 6,i!n$s 1, ,!a0t 1n
th! 5a** 16 th! +,an$ th,1(.h th! *i8! +(tt1nB 0144!nts 1, 4!ssa.!sX
61. Impact on purchase 5 All countries
SM Dince you 5ave been following t5e brand , on Ja0!+118, would you say t5at,
?0:*>+%-*-0*1:@*-6#(*1"+%&'(*
?WZ
product more
?0:*>+%-*-0*1:@*-6#(*1"+%&'(* W1Z
product as much as 7efore
?0:*>+%-*-0*1:@*-6#(*1"+%&'(* ?Z
product less
!G!in. a 6an 1n Ja0!+118 has a i4p1,tantB !E!n $!0*a,atiE!B
i4pa0t 1n p(,0has! int!ntB !sp!0ia**H i6 014pa,!$ t1 anH t,a$iti1na*
61,4 16 a$E!,tisin.X
62.
63. 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$?
Yes, certainl? @YZ
Y;Z
Yes, pro7a7l? @?Z
Lo, not reall? =Z
Lo, not at all 1Z
! !0*a,!$ a$E10a0H is a*s1 E!,H hi.hB 5ith 1E!, Y:Z saHin. +!in.
a 6an has a p1sitiE! i4pa0t 1n ,!0144!n$in. th! +,an$ t1 6,i!n$sX
64.
65. Main suggestions to improve fan pages 5 All countries
SM -mong t5e following suggestions, w5ic5 would be of 3riority to you to im3rove , brand name 3ageE
Uet eTclusives S Venefits T?Z
8nteraction with the 7rand ?=Z
Qre;uenc? of the information ?:Z
OHcommerce Z >ossi7ilit? of 7u?in- products
;1Z
from the pa-e
!K1,! !e0*(siE! in61,4ati1nB +!in. in61,4!$ +!61,! 1th!,B +!in. inEit!$ t1 !E!ntsX
!U,15$s1(,sin. 014!s (p p,!ttH st,1n.*H t1B as 5!** as 6,!'(!n0HX
66. Main suggestions to improve fan pages 5 All countries
SM -mong t5e following suggestions, w5ic5 would be of 3riority to you to im3rove , brand name 3ageE
4dvance information and previews of future ?YZ
products, future offers
47ilit? to taIe part in -ames, competitions ??Z
4ccess to eTclusive information ??Z
8nvitations to events related to the 7rand, ??Z
7e?ond Qace7ooI
8nvolvement in the development of new ;WZ
products, new offers
Keceive information more often ;?Z
47ilit? to order products online from the pa-e ;1Z
Yiscussions with 7rand representatives 1@Z
Keceive information less often TZ
!thers ?Z
67.
68. Satisfaction towards fanpages 5 All countries
SM ^15 51(*$ 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
W<Z a41n. th!
Ja0!+118 ha,$ (s!,s
N1t! T91: W:Z
!G,an$s s!!4s t1 +! !ep!,i!n0in. a
h1n!H411n 5ith th!i, 6ansB as a 4ah1,itH 16
th!4 ,at! th! 6anpa.!s !et,!4!*H hi.h*HX Onti*
th! n1E!*tH 5!a,s 1(tB +,an$s s!!4 t1 haE!
N1t! W9= ;YZ n1thin. t1 *11s! +H 0,!atin. a 6anpa.!X
N1t! 19< 11Z
DE!,a.! =B=
69.
70. Official vs unofficial fan pages 5 All countries
SM -ccording to you, t5e brand ,. Ja0!+118 3age w5ic5 you are subscribed to,
Gs not t5e brand’s
166i0ia* pa.!
;WZ
=@Z
Gs t5e brand’s official 3age
! Peo3le are searc5ing for brand’s 3ages on Ja0!+118 and if t5ey can’t find you,
th!H 4i.ht 01ns0i1(s*H 0h11s! t1 h1in a (n166i0ia* 6an pa.! inst!a$X
71.
72. The unsubscribing 5 All countries
SM ^aE! H1( !E!, (ns(+s0,i+!$ 6,14 a +,an$ na4! pa.! 1n Ja0!+118?
SM ^15 $i$ H1( (ns(+s0,i+! 6,14 this pa.!?
D*,!a$H
(ns(+s0,i+!$
?WZ W@Z
GH hi$in. (p$at!s 6,14 this
+,an$ na4! 1n H1(, N!5s
J!!$ *ist
1TZ
T;Z
GH ,!41Ein. this pa.!
6,14 H1(, *ist 16 6,i!n$s
!]h! 4ah1,itH 16 6ans (ns(+s0,i+! +H $!*!tin. th! +,an$s 6,14 th!i, 6,i!n$ *istB +,an$s a,! .1in. t1 n!!$
t1 +! 41,! 4in$6(* 16 th1s! 5h1 h(st 5ide t5e brand’s message in t5eir newsfeed w5en trying to measure
th! Ea*(! 16 th!i, 0144(nitHX
73. Reasons of unsubscribing 5 All countries
SM ^aE! H1( !E!, (ns(+s0,i+!$ 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?
D*,!a$H
(ns(+s0,i+!$
?WZ W@Z
8 was no lon-er interested in
the 7rand ?;Z
8nformation was pu7lished too
fre;uentl? ;=Z
Rhe information offered was
not interestin- ;;Z
Rhe 7rand pu7lished
information that 8 did not liIe 1;Z
8nformation was not pu7lished
fre;uentl? enou-h =Z
! Jin$in. th! ,i.ht 6,!'(!n0H t1 0144(ni0at! an$ p,1Ei$in. '(a*itH 01nt!nt a,! 8!H 61,
+,an$s t1 ,!tain th!i, 6ansX
74. 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%)
75. In summary
! Brands are experiencing a honey moon with consumers
on 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 %&'()#$ fanpage
and the number gets bigger as markets get more
mature.
76. 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
