3. Need advice? The Social@ team is at your service, but we need: Involvement early in the process A clear brief Sufficient time to respond Email: thomas.crampton@ogilvy.com john.stauffer@ogilvy.com
5. Social Digest: Week of August 22 Facebook’s 1 Trillion Facebook has reached one trillion page views, the first online service to ever reach that mark. The second closest, YouTube, is far behind with 100 billion page views. Facebook has 870 million unique visitors and reaches 46.9 percent of all internet users. Reference:http://www.zdnet.com/blog/facebook/facebook-is-first-with-1-trillion-page-views-according-to-google/3009 Steve Jobs Resigns as CEO Steve Jobs, co-founder and two-time CEO of Apple, resigned on Wednesday. The resignation comes after a lengthy medical leave of absence that ultimately led the innovator to the decision that he would not be able to meet his duties and expectations as Apple’s CEO. Tim Cook, formerly the COO of the company, will take Jobs’ place as the head of the company. Reference: http://mashable.com/2011/08/24/breaking-steve-jobs-resigns-from-apple/ Facebook Kills Off “Places” One year after the launch of Places, Facebook has decided to kill off the “check-in” feature and focus on a new location-based product to be named “Nearby.” While check-ins will remain a part of the product, they will not be emphasized; rather people will focus more on what they are doing at each locution with thoughts, photos, etc. There has been no remarks on how this change will affect Facebook Deals. Reference: http://techcrunch.com/2011/08/23/facebook-location-tagging// 1,000,000,000,000
8. Globally, borders are being replaced by connections 70% 750 50% 300 of FB users reside outside of US million + users return daily million via mobile Source: Facebook, “Ogilvy Workshop,” 24 August 2011
9. Asia’s 4th Largest Nation* Hong Kong Global Facebook Rank 2 3 7 16 17 18 19 25 27 34 35 49 55 58 91 110 August 2011 Global Facebook Population Indonesia India Philippines Thailand Malaysia Taiwan Australia Pakistan Japan South Korea Hong Kong Singapore New Zealand Vietnam China Brunei 39.5 Million 21-35 Million * With 179 million users, only China, India, and Indonesia have a larger population in Asia than Facebook 11-20 Million Singapore 1 – 10 Million Fewer than one Million Data: Facebook, SocialBakers, August 2011; Flag: Soft Icons
10. Nearly 1 out of 4 Facebook users is from Asia Portion of online population on Facebook Hong Kong Portion of total population on Facebook 50% Indonesia* Philippines Hong Kong Brunei Singapore Malaysia Thailand Taiwan Australia New Zealand India Pakistan South Korea Vietnam Japan China 132% 88% 78% 69% 69% 68% 67% 66% 62% 61% 41% 28% 10% 8% 4% 0.12% *Indonesia shows more than 100% because Facebook data is more recent than Internet population data Data: August 2011, Ogilvy 360DI, World Bank, Social Bakers More than 50% 25% Singapore 0% More than 20% Less than 20%
11. Facebook is a destination Time Spent Each Month (Facebook is a destination, not a portal or starting point) 6 hrs, 36 mins 2 hrs, 22 mins 2 hrs, 20 mins Source: Nielsen Online monthly time spent, US figures, April 2011 2 hrs, 20 mins 1 hr, 19 mins
12. The Facebookfunnel 1.6x lift in brand recall 2x lift in message awareness 4X life in purchase intent Awareness Opinion Consideration Preference Purchase Advocacy Source: Facebook, “Ogilvy Workshop,” 24 August 2011
13. 13 Facebookmarketing model Relationships Media Business Source: Facebook, “Ogilvy Workshop,” 24 August 2011
14. Case study: Air Asia Results: 600,000 tickets sold in one day 2 Media Relationships 1 3 Business Steps to Develop: 1 Built community with Publishing & Media Apps Campaign promoting special fare offer with video like and event ads 2 3 Future: Integrate Facebook into booking operations Source: Facebook, “Ogilvy Workshop,” 24 August 2011
15. The Facebooktoolbox Pages Location Platform Ads Create a Social & Participatory Experience Drive Awareness, Advocacy, & Community Make Connections & Enable 2-Way Dialogue Digital to Real Life Measurement: Provide robust tools for understanding the value of Facebook Pages, Ads, and Platform and continually improve and iterate on those metrics Source: Facebook, “Ogilvy Workshop,” 24 August 2011
26. Most noticed digital brands Which of the following brands have you seen advertising via digital media? Source: Asia’s Top Digital Brands, June 2011 – TNS (across Asia); n=504
27. Most recognized digital efforts Which of the following types of digital media have you seen being used by brands? Source: Asia’s Top Digital Brands, June 2011 – TNS (across Asia); n=13,191
28. Digital efforts driving interest To what extent did digital media from a brand increase your interest in that brand? Significantly increased interest Somewhat increased interest Didn’t increase interest Top 2 Boxes 83.8% 93.7% 85.6% 85.5% 81.7% 78.8% 75.9% Source: Asia’s Top Digital Brands, June 2011 – TNS (across Asia); n=13,191
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30. Chinese brands are also motivating consumers to act with 13 of the top 20 motivating digital advertisers being Chinese brands.Source: Asia’s Top Digital Brands, June 2011 – TNS
Ads on Facebook are likely to be seen because:People spend a lot of time on Facebook, using it as a destination rather than a starting point to go elsewhere on the webAds with Friends attract attention, as evidenced by the fact that Nielsen has found that Ads with Friends improve brand recall, message awareness, and purchase intentFacebook Ads and Sponsored Stories fit seamlessly into the broader Facebook experience (e.g. Event Ads look like Events and Sponsored Stories contain the same info that is found in the News Feed); this helps the ads to become integrated into the experience rather than just an ignored sidebar
Link to video case study: https://www.facebook.com/video/video.php?v=817768857491Goals:Establish a community of Air Asia flyersSell ticketsHow:Established a Facebook Page in order to start building relationships with Air Asia flyersDeveloped a “100M Guests Flown” low fair promotion and used video like and event engagement ads to promote in local language (Malaysia, Indonesia and Thailand). Started the media two days before the launch of the promotion to begin to acquire fans and prep them for the low fare sale. The event ad made it easy to share the offer with friends. The also socialized the offer on their Page and encourages discussion ad sharing of the promotion via a star wars themed video teaser.In the future they are working on integrating FB into their booking operations Results600K seats sold (to confirm)Continuing to use Facebook as a customer service tool. For example they used their Page to inform people about flight changes during the volcanic eruptions in 2010
Singapore ranks second among markets studied for share of traffic from non-computer devices (5.9%). Non-computer devices account for similar shares of traffic in Malaysia (3.6%) and Hong Kong (3.5%).4.3% of traffic in Australia and 3.4% of traffic in India came from non-computer devices as well.
Tablets drive 42% of non-computer traffic in Hong Kong – the highest percentage for tablet share of non-computer traffic seen across the markets in this study.
4% of total traffic in Singapore came from mobile devices2.4% of total traffic in Malaysia came from mobile devices1.9% of total traffic in Hong Kong came from mobile devices
The share of non-computer traffic coming from iPhones in Singapore (51.9%) is highest among the 15 markets we’ve studied.14.8% of non-computer traffic in Malaysia still comes from feature phones, compared to only 1.5% in Singapore and 1.7% in Hong Kong
