Facebook, Brands and TV Preview Next Conference 2010 Berlin
1. NEXT10
Preview
Facebook, Brands and TV in Germany
Next10 Berlin, 10.05.2010
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2. The typical discussion is often ideology driven.
vs.
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3. 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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4. 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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5. We wanted to know:
What do the big “TV brands” actually do on
Facebook (as biggest social network)?
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6. 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):
Monday, 12.04.2010 00:00
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
Sunday, 18.04.2010 23:59. Syoss Targobank Vodafone
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7. Here is what happens in an average week on big brands‘
Facebook pages!
Ø
3.578 fans/likers per brand
+114 fans/likers = + 3,2% 1/3 just started in 2010
3 admin posts
3 admin comments 3/5 promote Facebook link
on their website.
94 user likes = 61% 2/3 directly on their
52 user comments = 34% homepage.
8 user posts = 5% 1/4 offer to share on FB
4,3% interaction rate
Interaction Rate: Proportion of all fans, which interacted with page (posts/
clikes/posts/comments)/week
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8. OK.
Compared to other
“TV events”
there is still
potential in terms
of fans/likers …
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9. 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.
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10. 4 strategies how „TV brands“ use Facebook.
Passive Brands
No strategy
1/8 Sender Brands
Push strategy
1/2
Role of Facebook:
Role of Facebook: Channel for all who want to know more.
Option to be liked. Role of brand:
Role of brand: Provide useful & interesting
Be present. information.
Role of user: Role of user:
Be a liker. Get and like information.
Host Brands
Pull strategy
1/8 Friend Brands
Interaction Strategy
1/4
Role of Facebook: Role of Facebook:
Connect fans/likers. Way to get in touch.
Role of brand: Role of brand:
Give interesting input. Listen, ask, talk, connect, interact.
Role of user: Role of user:
Make fan statements. Valuable/appreciated partner.
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11. Resulting in different interaction rates.
Passive Brands
No strategy
1/8 Sender Brands
Push strategy
1/2
Role of Facebook:
Role of Facebook: Channel for all who want to know more.
Option to be liked. Role of brand:
Role of brand: Interaction Provide useful & interesting Interaction
Be present. Rate information. Rate
Role of user: 0,3% Role of user: 3,7%
Be a liker. Get and like information.
Host Brands
Pull strategy
1/8 Friend Brands
Interaction Strategy
1/4
Role of Facebook:
Role of Facebook: Way to get in touch.
Connect fans/likers. Role of brand:
Role of brand: Interaction Listen, ask, talk, connect, Interaction
Give interesting input. Rate interact. Rate
Role of user: 5,5% Role of user: 4,3%
Make fan statements. Valuable/appreciated partner.
Interaction Rate: Proportion of all fans, which interacted with page (posts/clikes/posts/comments)/week
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12. And a different “weight” of interactions.
Passive Brands
No strategy
1/8 Sender Brands
Push strategy
1/2
Lightweight Midweight Heavyweight
69,5% 23,0% 7,5%
Interaction
Interaction
Rate
Rate
0,3% 3,7%
Host Brands
Pull strategy
1/8 Friend Brands
Interaction Strategy
1/4
Lightweight Midweight Heavyweight Lightweight Midweight Heavyweight
76,2% 20,2% 3,6% 43,5% 50,4% 6,0%
Interaction Interaction
Rate Rate
5,5% 4,3%
Fans/Likes Growth Rate: Increase of fans/likers per week
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13. As well as different fans/likers growth rates.
Passive Brands
No strategy
1/8 Sender Brands
Push strategy
1/2
Quite good due to the
Fans/Likers fact that brands do not Fans/Likers
Growth Rate Growth Rate
actively focus on winning
As attractive as brand. +4,0% fans/likers. +7,7%
Host Brands
Pull strategy
1/8 Friend Brands
Interaction Strategy
1/4
Although brands‘ activity is
mainly focused on gaining Fans/Likers To interact in many Fans/Likers
Growth Rate Growth Rate
likers/fans, growth rate is different ways does not
rather moderate. +2,2% guarantee fan growth. +2,0%
Fans/Likes Growth Rate: Increase of fans/likers per week
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14. Passive Brands
No strategy
1/8
Interaction Fans/Likers
Rate Growth Rate
0,3% +4,0%
(Ø 4,3%) (Ø 3,2%)
Nothing but 1/4
the KIK
logo.
Just for the
Burger King
Alpha-
Griller
campaign.
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15. Sender Brands
Push strategy
1/2
Interaction Fans/Likers
Rate Growth Rate
3,7% +7,7%
(Ø 4,3%) (Ø 3,2%)
All about
Telekom: Targobank:
Interaction Rate
events, ads, All about HSV
7,8% corporate (and nothing
Fans/Likers
issues … else)
+ 4,6%
Interaction Rate
7,2%
Fans/Likers
reported by supported by
+ 2,4%
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16. Product information
Events Various
sources of
interesting
Events news
Offers on
website
Corporate
information
New ad
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campaign Competitions
on website16
NEXT10 Preview: Brands, TV and Facebook.
17. Bitburger
competitions
Interaction Rate
5,8%
Fans/Likers Interaction Rate
+ 1,4% 5,4%
Fans/Likers
+ 2,4%
Pictures &
movies of
Host Brands
Pull strategy
1/8 BMW cars cars
cars …
Interaction Fans/Likers
Rate Growth Rate
5,5% +2,2%
(Ø 4,3%) (Ø 3,2%)
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18. Interaction Rate
9,6%
Fans/Likers
+ 2,2%
Questions
around “Fiat
Autoliebe”.
Ads and
new cars.
Friend Brands
Interaction Strategy
1/4
Broad offer,
a lot of input.
Interaction Rate
Clear focus on Interaction Fans/Likers
Rate Growth Rate
21,3% dialogue.
Fans/Likers 4,3% +2,0%
+ 3,6% (Ø 4,3%) (Ø 3,2%)
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19. 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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20. Appendix: Fan/Likers Growth and Interaction Rate.
Brand Fans/ Fans/ Fan/ Fan/Likers *Joined Interaction Brand Fans/ Fans/ Fan/Likers Fan/Likers *Joined Interaction
Likers Likers Likers Growth % Facebook Rate Likers Likers Growth Growth % Facebook Rate
12.03. 18.03. Growth 12.03. 18.03.
1&1 945 1.012 67 7,1 11/2009 6,5% ING-DiBa 366 375 9 2,5 10/2009 4,3%
Bitburger 7.992 8.106 114 1,4 12/2009 5,8% Jever 285 285 0 0 04/2010 10,9%
BMW 22.077 22.617 540 2,4 10/2009 5,4% KiK 173 173 0 0 11/2009 0%
Burger King 503 510 7 1,4 08/2009 0% Lindt 2.550 2.641 91 3,6 11/2009 21,3%
Coca-Cola L‘Oréal
967 1.005 38 3,9 02/2009 2,8% 272 327 55 20,2 03/2010 2,5%
Deutschland Deutschland
Deutsche Telekom 2.355 2.463 108 4,6 07/2009 7,8% McDonald‘s 6.096 6.626 530 8,7 02/2010 2,7%
Douglas 1.993 2.285 292 14,7 12/2009 2,2% Nokia Homebase 8.052 8.415 363 4,5 08/2008 6,6%
Dove MAN+CARE 299 299 0 0 03/2010 3,0% O2 4.536 4.736 200 4,4 08/2009 0,1%
Dr. Oetker Ofenfrische 257 281 24 9,3 01/2010 1,1% Postbank 233 337 104 44,6 06/2009 5,6%
Dr. Oetker Steinofen Syoss 1.494 1.623 129 8,6 03/2009 0,4%
549 555 6 1,1 02/2010 3,1%
Tradizionale
FIAT 536 548 12 2,2 10/2009 9,9% Targobank 677 693 16 2,4 02/2010 7,2%
Gilette Venus 89 100 11 12,4 03/2010 0% Axe 18.980 19.054 74 0,4 04/2009 0,7
Hornbach 805 854 49 6,1 05/2009 3,2% Vodafone 9.936 10.048 112 1,1 02/2009 4,9%
Total Average 3.578 3.691 114 3,2 4,3% Total Average 3.578 3.691 144 3,2 4,3%
* Base: First Posting/Oldest Profile Picture 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)
reported by supported by Interaction Rate: Proportion of all fans, which interacted with page (posts/clikes/posts/
comments)/week
NEXT10 Preview: Brands, TV and Facebook. 20
21. 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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