BRAND MANAGEMENT
BRAND AUDIT JUSTIN HARTZLER | SARAH KHAN | SAUMYA GUPTA | JOANNA MEYER | AMY XIN
GROWING UP WITH FACEBOOK
"i luv my friendzzz..lol XD" "LOLOLOL kool" "NHS meeting in the morning"
"Playing dress up teehee" "Football for Christmas, let's go"
BRAND HERITAGE
OVERVIEW
2004
What began as a ‘hot-or-not’ game in Zuckerberg’s college dorm room, “Facemash” soared in 2003, but quickly fell through and emerged into “theFacebook” and finally “Facebook” in 2005.
2008 2006
2012 2010
2016 2014
BRAND IDENTITY “Like” button icon (+/-)
Facebook "f" logo (+)
Facemash (+/-)
Facebook wordmark (+)
BRANDÂ ARCHITECTURE
BRAND POSITIONING What Facebook thinks..
Facebook is the world’s most popular all-inone social networking site that allows users to stay instantly connected to family and friends, discover what’s going on in the world, and express what matters to them. Among all social media platforms For Millennials and Gen Z teenagers, 13 to 29 years old, who are digital natives and want their digital presence to be an extension of their personal identity Because...
FACEBOOK HAS OVER 1.8 BILLION DAILY USERS, MORE THAN ANY OTHER SOCIAL MEDIA PLATFORM, WHO SPEND, ON AVERAGE, 21 MINUTES ON THE PLATFORM EACH DAY AND SHARE 1.3 MILLION PIECES OF CONTENT EVERY MINUTE
FACEBOOK LETS USERS CREATE THEIR OWN PERSONAL NETWORK OF FAMILY AND FRIENDS THROUGH CUSTOMIZABLE PROFILES TO SEE AND INTERACT WITH POSTS, PHOTOS, AND ARTICLES FROM OTHER USERS IN REALTIME
100+ FEATURES WITH THE NETWORK EFFECTS THAT OTHER SOCIAL MEDIA PLATFORMS ENVY
CORE CHALLENGE: BRAND REVITALIZATION COMPARED TO OTHER SOCIAL MEDIA PLATFORMS...
YOUNGER USERS ARE BORED OF FACEBOOK.
FACEBOOK IS SEEN AS “UNCOOL” PASSIVE USE OF THE SITE
FADING ASSOCIATIONS OF FACEBOOK
INTIMATE COMMUNITY OF FRIENDS & FAMILY
NEGATIVE ASSOCIATIONS OF FACEBOOK
FEAR OF MISSING OUT (FOMO) INFORMATION OVERLOAD
PAST & CURRENT ADVERTISING 2003 2004 2005 2012 2014 2015 2016
“Facemash” is created by Mark Zuckerberg
“theFacebook”’s logo is created Facebook drops the “the,” which is well received “Facebook is like a chair” campaign launched. Facebook’s first T.V ad. Facebook promotes Messenger app on billboards, subway ads, TV, outdoor, cinema and online commercials Friendlier Facebook logo and outdoor ads appear Facebook advertises Facebook Live via outdoor ads and TV commercials.
SOCIAL MEDIA CAMPAIGNS
Facebook is
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the first of its
promote social
on YouTube has
kind. Getting
impact cause as
been about the
businesses to
well as new
corporate side of
advertise on their
feature updates.
Facebook, but
platform served
All written blog
their most
well for both.
style.
popular videos include “Helpful tips” and social impacts.
SOCIAL MEDIA ASSOCIATIONS “Just scrolled through Facebook and wondered when they stopped allowing sane people to get accounts”
“My account got hacked and am struggling to recover it.” “Happy International Day of Peace!”
“Thanks Facebook for connecting us with people we love!”
Community (+)
Account Hackings (-)
Social Causes (+/-)
"Why is it so that when you write to Facebook, no one helps you? Isn't there really no one that has the courtesy to help?"
Waste of Time (-)
Grievances (-)
FACEBOOK ON...
Similarities Facebook does not post very frequently on either platform. However, Facebook is relatively responsive (but still not very) in answering back to people who have complaints or problems using their accounts. Customer service/customer relationship management is an important usage for both platforms.
Differences Facebook (as a platform) is a more official/formal of a platform for Facebook (as a company) because it is the company using its own product to promote and share its own brand. On Twitter, more informal news that require a more real-time audience is shared.
PRODUCT
PLACE
Hundreds of features that vary in popularity Messenger vs Stories
Expanded global reach by 224.4% since 2010
PROMOTION
PRICE
“Far away is never too far for friends� Sponsored posts and billboards
Free to sign up 27.84 billion in advertising revenue 95% of social media managers say Facebook has the best ROI
MARKET Social media users growing at decreasing rate Facebook remains most popular
Age 18-34 Digital Audience
social media platform in US (79%) vs. Instagram (32%), LinkedIn (29%), Twitter (24%)
COMPETITION Facebook owns popular social media platforms and services (Instagram, Messenger, WhatsApp) Average internet user has five social media accounts Facebook is growing at a faster pace
Source:Â http://nilofermerchant.com
and at larger volumes compared to than top competitors
Reach X Average Monthly Users
COMPETITIVE BRANDS
CBBE Quality Connections (+/-) Credible Information (+/-) 24/7 Consideration and Brand Superiority (+/-)
Behavioral Loyalty (+/-) Active Engagement (+/-) Attitudinal Attachment (+/-) Sense of Global Community (+/-)
resonance
Ease of Communication (+) judgments Over Functionality (-) Facebook Security Issues (-) Network Functionality (+) Customizable Timeline (+) Troubleshooting/Profile performance Maintenance(-)
  feelings
imagery
Excitement (+/-) Inadequacy/FOMO (-) Anxiety (-) Self-Fulfillment (+) Social Approval (-) Boredom/Waste of Time (-) Friends and family (+) News (+/-) World (+) Explosion/Ties (+/-) Social Causes (+/-)
salience Fast-Growing Company/Most Popular (+) Top-of-Mind Social Network (+) Users around the world (+)
SALIENCE “Overall, pretty solid brand. Topof-mind social network.”
DEPTH (+) 1.9B ACTIVE USERS EXTREMELY HIGH BRAND AWARENESS AND RECOGNITION APRIL 2016, FACEBOOK WAS THE MOST POPULAR SOCIAL NETWORKING SITE IN THE WORLD
“I use it daily. My friends are on it. I use Messenger a lot. I want to see what I’m tagged in and see the news feed. Events are on there, and I use events to keep up with things.”
BREADTH (+) USED TO CONNECT PEOPLE, STAY UP-TO-DATE WITH NEWS, AND SHARE STORIES. COMPANIES CAN CREATE PROFILES TO PROMOTE THEIR BUSINESSES FACEBOOK REACHES ALMOST ALL COUNTRIES ACROSS THE GLOBE
PERFORMANCE Real time news
Network
Customizable
Events
Communication functionality
Apps, ads, news pane
PRIMARY
SECONDARY
Page to page friction
Fake profiles
Over functionality
Security & bugs
Simple design and color fluency
Dynamic & complex system
STYLE & DESIGN
RELIABILITY
IMAGERY “Facebook is a place for all my friends.” 58.2% of users rank this as the #1 association with Facebook.
USER PROFILE: FRIENDS
"Facebook is always blowing up my phone. There are so many group chats and notifications.”
PERSONALITY & VALUES: EXPLOSION
“People, myself included, mostly use Facebook to mindlessly scroll" “I love how I can see my friends’ major life events on Facebook. EXCITEMENT.”
USAGE SITUATIONS: NEWS
“ My family and friends live far away and when I’m at school it is hard to keep in touch. Facebook allows me to know what’s going on and updates on their lives.“
HISTORY, HERITAGE & EXPERIENCES: LONG DISTANCE CONNECTIONS
JUDGMENTS RELEVANCE “I have [Facebook] on an open tab on my computer all the time” Only 10.54% of survey repondents said Facebook was the “coolest” social media platform
DIFFERENTIATION Friends tag me in pictures and a lot of friends are on Facebook. Want to keep up with everyone online.” Survey Responder: “I'd get rid of the stories. They're trying to be Snapchat.”
BRAND CONSIDERATION & SUPERIORITY Trustworthiness
Perceived Quality
Expertise
Value & Satisfaction
BRAND CREDIBILITY
BRAND QUALITY
EXCITEMENT
INADEQUACY/ FOMO
FEELINGS
BOREDOM
ANXIETY
“There are so many people doing so many things. It is super active at all times of day, just like Grand Central Station.” -EXCITEMENT
SELFFULFILLMENT
SOCIAL APPROVAL
RESONANCE BEHAVIORAL LOYALTY & ACTIVE ENGAGEMENT
“Facebook is active 24 hours, and you can’t block it out of your life; you always check it.”
“[Facebook] creates a level of connection when you know what someone is up to...it establishes a deeper emotional relationship.”
SENSE OF COMMUNITY
“It has become a habit.” Connection to the brand is very strong. Users rely Messenger as a way to chat with friends
ATTITUDINAL ATTACHMENT
RECOMMENDATION CREATE NEW ASSOCIATIONS GOAL: LAUNCH NEW INITIATIVES TO CATER TO MILLENNIALS AND GEN Z TEENAGERS AND DEVELOP A “COOL” ASSOCIATION WITH FACEBOOK’S BRAND
RECAPTURE LOST USERS
INCREASE PRESENCE ON OTHER SOCIAL MEDIA PLATFORMS CONTENT SHOULD BE LIVELY AND SHOWCASE YOUNG VIBES
ATTRACT NEW, YOUNG USERS PARTNER WITH BRAND INFLUENCERS TO REENERGIZE YOUNG USERS
RATIONALE: 53.23% OF SURVEY PARTICIPANTS SAID FACEBOOK IS ‘UNCOOL’ FACEBOOK’S OWN SOCIAL MEDIA PRESENCE DOES NOT RESONATE WITH YOUNGER USERS
RECOMMENDATION BOLSTER FADING ASSOCIATIONS GOAL: STRENGTHEN FACEBOOK’S INTIMATE COMMUNITY ASSOCIATION
PROMOTE CONNECTIONS WITH FRIENDS & FAMILY MAKE FILTER GROUPS BASED ON PREFERENCES MORE EASILY ACCESSIBLE AND PROMINENT
RATIONALE: 57.6% OF SURVEY PARTICIPANTS SAID THAT FACEBOOK IS MODERATELY, A LITTLE, OR NOT AT ALL ASSOCIATED WITH AN INTIMATE COMMUNITY
RECOMMENDATION NEUTRALIZE NEGATIVE ASSOCIATIONS GOAL: COMBAT INFORMATION OVERLOAD ASSOCIATION AND USERS’ FOMO
STREAMLINE USER EXPERIENCE CATEGORIZED TABS FOR BROWSING CONVENIENCE
ELIMINATE FEATURES THAT ARE UNNECESSARY STORIES (62.71%) GAMES (56.78%) POKES (45.76%)
FOCUS ON FACEBOOK’S CORE BRAND ASSOCIATION AND OFFERINGS FRIENDS & FAMILY NEWSFEED MESSENGER
'GLO'ING UP* WITH FACEBOOK
"Bad and Brunchee" "Smiling through Finals " "Just registered for my final semester!" * 'Glo'ing Up - When someone becomes really attractive after puberty
"Smiling bc Tex-Mex" "..and just like that, college was over"
THANK YOU QUESTIONS?