A proposal to use fan page as a means to market ice-cream

1. Ben & Jerry’s Facebook Proposal May 2009

8. The Difference – Technical Speak Key Feature Facebook Page Facebook Group “ Ugly” URLs No Yes Hosting a discussion Yes Yes Discussion wall, and discussion forum Yes Yes Extra applications added Yes No Messaging to all members Yes Yes Visitor statistics Yes (”Page insights”) No Video and photo public exchange Yes Yes “ Related” event creation and invitation Yes No Promotion with social ads Yes No

9. Did you know? Singapore & HK rates amongst the top 10 Facebook penetration rate Rank Country Latest Population figure No. of Facebook Users % Facebook penetration 1 Iceland 320,500 150,280 46.89% 2 Norway 4,813,000 1,937,320 40.25% 3 Denmark 5,511,451 2,109,900 38.28% 4 Canada 33,618,000 11,556,180 34.37% 5 UK 61,612,300 17,540,660 28.47% 6 Chile 16,895,000 4,480,480 26.52% 7 Hong Kong 7,008,900 1,755,580 25.05% 8 Australia 21,730,255 5,409,900 24.9% 9 Sweden 9,264,000 2,139,720 23.1% 10 Singapore 4,839,400 1,096,680 22.66%

21. THESE THREE USER TYPES MAKES UP THE VIBRANCY AND POPULATION OF FACEBOOK FORMULATING A STRATEGY TO ATTRACT AND RETAIN EACH TYPE WILL SET THE FOUNDATION OF A STABLE COMMUNITY 1% 5%-10% 85%-90% Breakdown of Facebook Population INFLUENCERS ADVOCATES ENTHUSIASTS FACEBOOK COMMUNITY PARTICIPATION FACEBOOK COMMUNITY POPULATION