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Facebook, Brands and TV in Germany Next10 Berlin, 10.05.2010
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The typical discussion is often ideology driven.
vs.
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The only thing which is important: Media usage is fundamentally changing. 73% use TV and internet at least once per week at the same time
& 49% use social networks while watching TV Source: Microsoft Advertising Media Meshing 2010
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And so, the game is changing.
But the ultimate objective will always be: To create brand preference! Source: http://www.comparethemeerkat.com/
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We wanted to know: What do the big “TV brands� actually do on Facebook (as biggest social network)?
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What happens in an average week on big brands‘ Facebook pages?
Monday, 12.04.2010 00:00 .................................................. .................................................. .................................................. .................................................. .................................................. Sunday, 18.04.2010 23:59. reported by
Brands with official German Facebook page from the list of the top TV spender Q1/10 (excluding media brands):
1&1 Axe Bitburger BMW Burger King Coca-Cola Deutsche Telekom Dove MAN+CARE Douglas Dr. Oetker Ofenfrisch Dr. Oetker Steinofen FIAT Gillette Venus Hornbach ING-DiBa Jever KiK Lindt L‘Oréal McDonald‘s Nokia Homebase O2 Postbank Syoss Targobank Vodafone
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Here is what happens in an average week on big brands‘ Facebook pages!
Ă˜ 3.578 fans/likers per brand +114 fans/likers = + 3,2% 1/3 just started in 2010 3 admin posts 3 admin comments 94 user likes 52 user comments 8 user posts 4,3% interaction rate
3/5 promote Facebook link on their website. = 61% 2/3 directly on their = 34% homepage. = 5% 1/4 offer to share on FB
Interaction Rate: Proportion of all fans, which interacted with page (posts/ clikes/posts/comments)/week
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OK. Compared to other “TV events” there is still potential in terms of fans/likers …
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But: we all know that social media/Facebook is not about reach. So we took a closer look at what is actually happening. And we found a very interesting pattern. reported by
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4 strategies how „TV brands“ use Facebook. Passive Brands No strategy
1/8
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1/2
Role of brand: Provide useful & interesting information.
Role of brand: Be present. Role of user: Be a liker.
Pull strategy
Push strategy
Role of Facebook: Channel for all who want to know more.
Role of Facebook: Option to be liked.
Host Brands
Sender Brands
Role of user: Get and like information.
1/8
Friend Brands Interaction Strategy
Role of Facebook: Connect fans/likers.
Role of Facebook: Way to get in touch.
Role of brand: Give interesting input. Role of user: Make fan statements.
Role of brand: Listen, ask, talk, connect, interact.
1/4
Role of user: Valuable/appreciated partner.
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Resulting in different interaction rates. Passive Brands No strategy
1/8
Interaction Rate
0,3%
Role of user: Be a liker.
Host Brands Pull strategy
1/8
1/2
Role of brand: Provide useful & interesting information. Role of user: Get and like information.
Friend Brands Interaction Strategy
Interaction Rate
3,7%
1/4
Role of Facebook: Way to get in touch.
Role of Facebook: Connect fans/likers. Role of brand: Give interesting input. Role of user: Make fan statements.
Push strategy
Role of Facebook: Channel for all who want to know more.
Role of Facebook: Option to be liked. Role of brand: Be present.
Sender Brands
Interaction Rate
5,5%
Role of brand: Listen, ask, talk, connect, interact. Role of user: Valuable/appreciated partner.
Interaction Rate
4,3%
Interaction Rate: Proportion of all fans, which interacted with page (posts/clikes/posts/comments)/week
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And a different “weight” of interactions. Passive Brands No strategy
1/8
Sender Brands Push strategy Lightweight
Midweight
Heavyweight
69,5%
23,0%
7,5%
Interaction Rate
Interaction Rate
0,3% Host Brands Pull strategy
1/8
Lightweight
Midweight
Heavyweight
76,2%
20,2%
3,6%
1/2
3,7% Friend Brands Interaction Strategy
1/4
Lightweight
Midweight
Heavyweight
43,5%
50,4%
6,0%
Interaction Rate
Interaction Rate
5,5%
4,3% Fans/Likes Growth Rate: Increase of fans/likers per week
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As well as different fans/likers growth rates. Passive Brands No strategy
1/8
Fans/Likers Growth Rate
As attractive as brand.
Host Brands Pull strategy
Although brands‘ activity is mainly focused on gaining likers/fans, growth rate is rather moderate.
+4,0%
1/8 Fans/Likers Growth Rate
+2,2%
Sender Brands Push strategy
Quite good due to the fact that brands do not actively focus on winning fans/likers.
Friend Brands Interaction Strategy
To interact in many different ways does not guarantee fan growth.
1/2
Fans/Likers Growth Rate
+7,7%
1/4 Fans/Likers Growth Rate
+2,0%
Fans/Likes Growth Rate: Increase of fans/likers per week
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Passive Brands No strategy
1/8
Interaction Rate
Fans/Likers Growth Rate
0,3%
+4,0%
(Ă˜ 4,3%)
(Ă˜ 3,2%)
1/4
Just for the Burger King AlphaGriller campaign. reported by
Nothing but the KIK logo.
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Sender Brands Push strategy
Interaction Rate
Fans/Likers Growth Rate
3,7%
+7,7%
(Ø 4,3%)
Interaction Rate
7,8% Fans/Likers
+ 4,6%
1/2
All about Telekom: events, ads, corporate issues …
(Ø 3,2%)
Targobank: All about HSV (and nothing else) Interaction Rate
7,2%
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Fans/Likers
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Product information Events
Various sources of interesting news
Events
Offers on website Corporate information
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New ad campaign
Competitions on website16 NEXT10 Preview: Brands, TV and Facebook.
Bitburger competitions Interaction Rate
5,8%
Interaction Rate
Fans/Likers
5,4%
+ 1,4%
Fans/Likers
+ 2,4%
Host Brands Pull strategy
Interaction Rate
5,5% (Ø 4,3%)
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1/8
Pictures & movies of BMW cars cars cars …
Fans/Likers Growth Rate
+2,2% (Ø 3,2%)
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Interaction Rate
9,6%
Fans/Likers
+ 2,2%
Questions around “Fiat Autoliebe”. Ads and new cars.
Friend Brands Interaction Strategy
Interaction Rate
21,3%
Broad offer, a lot of input. Clear focus on dialogue.
Fans/Likers
+ 3,6%
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Interaction Rate
4,3% (Ø 4,3%)
1/4 Fans/Likers Growth Rate
+2,0% (Ø 3,2%)
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Key Insights. > Big “TV brands” are not as far behind. > More and more brands have an official page and some are quite professional. > But, there is a broad variety in stages of development. > To create interaction, brands need to activate. The more, the less “pull potential” a brand has. > Users like to like, the willingness for heavyweight interaction should not be overrated – a brand
must deserve it.
> Whatever a brand wants to do: Regular and relevant activities are of highest importance. No
campaign-thinking!
> Besides behaving as a social being, it is also worthwhile using Facebook as a channel where
people have the chance to become acquainted with a brand. And brands can learn what people like. But also a more laid-back “host strategy” can be successful. > Overall, it is important to have an objective for Facebook activites in order to define the brand‘s
own role, the role of Facebook, as well as desired likers‘ reactions – and create effect for the brand!
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Appendix: Fan/Likers Growth and Interaction Rate. Brand
Fan/Likers Growth %
*Joined Facebook
67
7,1
11/2009
6,5%
ING-DiBa
366
8.106
114
1,4
12/2009
5,8%
Jever
22.077
22.617
540
2,4
10/2009
5,4%
KiK
Burger King
503
510
7
1,4
08/2009
0%
Coca-Cola Deutschland
967
1.005
38
3,9
02/2009
2,8%
L‘Oréal Deutschland
Deutsche Telekom
2.355
2.463
108
4,6
07/2009
7,8%
Douglas
1.993
2.285
292
14,7
12/2009
Dove MAN+CARE
299
299
0
0
Dr. Oetker Ofenfrische
257
281
24
Dr. Oetker Steinofen Tradizionale
549
555
FIAT
536
1&1 Bitburger BMW
Gilette Venus Hornbach Total Average
Fans/ Likers 12.03.
Fans/ Likers 18.03.
945
1.012
7.992
Fan/ Likers Growth
Fan/Likers Growth
Fan/Likers Growth %
*Joined Facebook
375
9
2,5
10/2009
4,3%
285
285
0
0
04/2010
10,9%
173
173
0
0
11/2009
0%
2.550
2.641
91
3,6
11/2009
21,3%
272
327
55
20,2
03/2010
2,5%
McDonald‘s
6.096
6.626
530
8,7
02/2010
2,7%
2,2%
Nokia Homebase
8.052
8.415
363
4,5
08/2008
6,6%
03/2010
3,0%
O2
4.536
4.736
200
4,4
08/2009
0,1%
9,3
01/2010
1,1%
Postbank
233
337
104
44,6
06/2009
5,6%
6
1,1
02/2010
3,1%
Syoss
1.494
1.623
129
8,6
03/2009
0,4%
548
12
2,2
10/2009
9,9%
Targobank
677
693
16
2,4
02/2010
7,2%
89
100
11
12,4
03/2010
0%
18.980
19.054
74
0,4
04/2009
0,7
805
854
49
6,1
05/2009
3,2%
Vodafone
9.936
10.048
112
1,1
02/2009
4,9%
3.578
3.691
114
3,2
4,3%
Total Average
3.578
3.691
144
3,2
* Base: First Posting/Oldest Profile Picture
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Interaction Rate
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Brand
Lindt
Axe
Fans/ Likers 12.03.
Fans/ Likers 18.03.
Interaction Rate
4,3%
Survey period 12.03.2010-18.03.10; Brands with official German Facebook page from the list of the top TV spender Q1/10 (excluding media brands) Interaction Rate: Proportion of all fans, which interacted with page (posts/clikes/posts/ comments)/week
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Thank you! For all who want to know more: Christiane Wenhart
Matthias Bonjer
c@musiolmunzingersasserath.com
m.bonjer@zucker-kommunikation.de
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