We wanted to know: What do the big “TV brands” in Germany actually do on Facebook (as biggest social network)? This is what they do...

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
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+ 2,4%
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16. Product information
Events Various
sources of
interesting
Events news
Offers on
website
Corporate
information
New ad
reported by supported by
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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