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Transcript of Facebook, Brands and TV in Germany NEXT 10 Preview
NEXT10 Preview: Brands, TV and Facebook. 1
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Facebook, Brands and TV in Germany
Next10 Berlin, 10.05.2010
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NEXT10 Preview: Brands, TV and Facebook. 2
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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.
&
Source: Microsoft Advertising Media Meshing 2010
73% use TV and
internet at least once per week at
the same time
49% use social
networks while watching TV
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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?
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
Monday, 12.04.2010 00:00
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Sunday, 18.04.2010 23:59.
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Here is what happens in an average week on big brands‘ Facebook pages!
1/3 just started in 2010
3/5 promote Facebook link on their website. 2/3 directly on their homepage. 1/4 offer to share on FB
Ø 3.578 fans/likers per brand +114 fans/likers = + 3,2%
3 admin posts 3 admin comments
94 user likes = 61% 52 user comments = 34% 8 user posts = 5%
4,3% interaction rate 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.
NEXT10 Preview: Brands, TV and Facebook. 10
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Role of Facebook: Option to be liked.
Role of brand: Be present.
Role of user: Be a liker.
Passive Brands No strategy
1/8 Role of Facebook: Channel for all who want to know more.
Role of brand: Provide useful & interesting information.
Role of user: Get and like information.
Sender Brands Push strategy
1/2
Role of Facebook: Way to get in touch.
Role of brand: Listen, ask, talk, connect, interact.
Role of user: Valuable/appreciated partner.
Friend Brands Interaction Strategy
1/4
Role of Facebook: Connect fans/likers.
Role of brand: Give interesting input.
Role of user: Make fan statements.
1/8 Host Brands Pull strategy
4 strategies how „TV brands“ use Facebook.
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Role of Facebook: Option to be liked.
Role of brand: Be present.
Role of user: Be a liker.
Role of Facebook: Channel for all who want to know more.
Role of brand: Provide useful & interesting information.
Role of user: Get and like information.
Role of Facebook: Connect fans/likers.
Role of brand: Give interesting input.
Role of user: Make fan statements.
Role of Facebook: Way to get in touch.
Role of brand: Listen, ask, talk, connect, interact.
Role of user: Valuable/appreciated partner.
Interaction Rate
0,3%
Interaction Rate
3,7%
Interaction Rate
5,5%
Interaction Rate
4,3%
Passive Brands No strategy
Sender Brands Push strategy
Friend Brands Interaction Strategy
1/8 1/2
1/4 1/8 Host Brands Pull strategy
Resulting in different interaction rates.
Interaction Rate: Proportion of all fans, which interacted with page (posts/clikes/posts/comments)/week
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Interaction Rate
0,3% Interaction
Rate
3,7%
Interaction Rate
5,5%
Interaction Rate
4,3%
Passive Brands No strategy
Sender Brands Push strategy
Friend Brands Interaction Strategy
1/8 1/2
1/4 1/8 Host Brands Pull strategy
Fans/Likes Growth Rate: Increase of fans/likers per week
And a different “weight” of interactions.
Lightweight
69,5% Midweight
23,0% Heavyweight
7,5%
Lightweight
43,5% Midweight
50,4% Heavyweight
6,0% Lightweight
76,2% Midweight
20,2% Heavyweight
3,6%
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As attractive as brand.
Quite good due to the fact that brands do not actively focus on winning fans/likers.
Although brands‘ activity is mainly focused on gaining likers/fans, growth rate is rather moderate.
To interact in many different ways does not guarantee fan growth.
Fans/Likers Growth Rate
+4,0%
Fans/Likers Growth Rate
+7,7%
Fans/Likers Growth Rate
+2,2%
Fans/Likers Growth Rate
+2,0%
Passive Brands No strategy
Sender Brands Push strategy
Friend Brands Interaction Strategy
1/8 1/2
1/4 1/8 Host Brands Pull strategy
Fans/Likes Growth Rate: Increase of fans/likers per week
As well as different fans/likers growth rates.
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Fans/Likers Growth Rate
+4,0% (Ø 3,2%)
Passive Brands No strategy
1/8
1/4 Nothing but the KIK
logo. Just for the Burger King
Alpha-Griller
campaign.
Interaction Rate
0,3% (Ø 4,3%)
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Fans/Likers Growth Rate
+7,7% (Ø 3,2%)
Sender Brands Push strategy
1/2
Interaction Rate
3,7% (Ø 4,3%)
All about Telekom:
events, ads, corporate issues …
Targobank: All about HSV (and nothing
else)
Interaction Rate
7,8% Fans/Likers
+ 4,6%
Interaction Rate
7,2% Fans/Likers
+ 2,4%
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Events
Corporate information
Product information
Competitions on website
New ad campaign
Events
Offers on website
Various sources of interesting
news
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Fans/Likers Growth Rate
+2,2% (Ø 3,2%)
1/8 Host Brands Pull strategy
Pictures & movies of
BMW cars cars cars …
Bitburger competitions
Interaction Rate
5,5% (Ø 4,3%)
Interaction Rate
5,8% Fans/Likers
+ 1,4% Interaction Rate
5,4% Fans/Likers
+ 2,4%
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Fans/Likers Growth Rate
+2,0% (Ø 3,2%)
Friend Brands Interaction Strategy
1/4
Interaction Rate
4,3% (Ø 4,3%)
Broad offer, a lot of input.
Clear focus on dialogue.
Questions around “Fiat Autoliebe”. Ads and
new cars.
Interaction Rate
21,3% Fans/Likers
+ 3,6%
Interaction Rate
9,6% Fans/Likers
+ 2,2%
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> 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!
Key Insights.
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Appendix: Fan/Likers Growth and Interaction Rate. Brand Fans/
Likers 12.03.
Fans/Likers 18.03.
Fan/Likers Growth
Fan/Likers Growth %
*Joined Facebook
Interaction Rate
ING-DiBa 366 375 9 2,5 10/2009 4,3%
Jever 285 285 0 0 04/2010 10,9%
KiK 173 173 0 0 11/2009 0%
Lindt 2.550 2.641 91 3,6 11/2009 21,3%
L‘Oréal Deutschland
272 327 55 20,2 03/2010 2,5%
McDonald‘s 6.096 6.626 530 8,7 02/2010 2,7%
Nokia Homebase 8.052 8.415 363 4,5 08/2008 6,6%
O2 4.536 4.736 200 4,4 08/2009 0,1%
Postbank 233 337 104 44,6 06/2009 5,6%
Syoss 1.494 1.623 129 8,6 03/2009 0,4%
Targobank 677 693 16 2,4 02/2010 7,2%
Axe 18.980 19.054 74 0,4 04/2009 0,7
Vodafone 9.936 10.048 112 1,1 02/2009 4,9%
Total Average 3.578 3.691 144 3,2 4,3%
Brand Fans/Likers 12.03.
Fans/Likers 18.03.
Fan/Likers Growth
Fan/Likers Growth %
*Joined Facebook
Interaction Rate
1&1 945 1.012 67 7,1 11/2009 6,5%
Bitburger 7.992 8.106 114 1,4 12/2009 5,8%
BMW 22.077 22.617 540 2,4 10/2009 5,4%
Burger King 503 510 7 1,4 08/2009 0%
Coca-Cola Deutschland
967 1.005 38 3,9 02/2009 2,8%
Deutsche Telekom 2.355 2.463 108 4,6 07/2009 7,8%
Douglas 1.993 2.285 292 14,7 12/2009 2,2%
Dove MAN+CARE 299 299 0 0 03/2010 3,0%
Dr. Oetker Ofenfrische 257 281 24 9,3 01/2010 1,1%
Dr. Oetker Steinofen Tradizionale
549 555 6 1,1 02/2010 3,1%
FIAT 536 548 12 2,2 10/2009 9,9%
Gilette Venus 89 100 11 12,4 03/2010 0%
Hornbach 805 854 49 6,1 05/2009 3,2%
Total Average 3.578 3.691 114 3,2 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
* Base: First Posting/Oldest Profile Picture
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Christiane Wenhart
Thank you! For all who want to know more:
Matthias Bonjer