Trend Report July 2011: Facebook, Brands & TV in Germany

Untertitel

supported by

reported by

Trend Report July 2011: Facebook, Brands & TV in Germany

Berlin, Hamburg 2011

supported by reported by


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Average interaction rate on Facebook of the largest TV-advertising spenders: 1.5% (2010: 4.3%), including:

• 65% "Like" clicks (lightweight)

• 25% user comments (mid weight)

• 10% user posts (heavyweight)

Dialogue-oriented communication is gaining fast:

• Friend brands: + 35%

• Service brands: + 13% (2011: first appearance)

• Sender brands: - 38%

• Host brands stable: - 0%

• Passive brands meaningless: - 10 %

Increasing cross-media brand networking and integrating social plug-ins:

• 72% of TV commercials refer to a web site (+7%)

• 76% of web sites link to their FB fan page (+18%)

• 45% use the recommendation functions on Facebook:

28% integrate the Like button on their homepage

24% allow "Share on Facebook"*

* Includes use of the Like and the Share button.

Management Summary. Interaction declining | Dialogue more important | Cross-media networking increasing.



> Contributors.

> Trend Report 2010.

> Trend Report 2011. One year later. Basic data. Main results.

> Typology.

> Interactions.

> Relevance of Facebook for brand communication.

> Hypothesis testing.

> Appendix. Typology criteria. Industry and size clusters. List of the studied fan sites.

Overview.

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Initiators:

Zucker.Kommunikation, PR agency, Berlin

pilot, Agency for advertising in the digital age, Hamburg

Support:

Assistance with data collection from buddybrand, the creative agency for digital brand management, Berlin.

Contributors.

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The first part of the Facebook Trend Report in May 2010 investigated the Facebook activities by known brands with broad audiences and strong a TV presence in Germany. It was based on the top 100 advertising spenders on German TV in the first quarter of the year. This structured study cast a spotlight on the Facebook activities of these major brands.

The key issues for the Trend Report were:

> Definition of benchmarks as a guide for brands relying mainly on conventional communications.

> Identification and typology of strategic patterns in the use of Facebook.

> First-time measurement of interaction quality by extending Facebook's own definition of "lightweight interaction" to include "mid- and heavyweight interaction".

The surveyed objects were 26 official Facebook sites operated by the companies that were analysed for one week in April.

The full Trend Report 2010: http://slidesha.re/gbrTHf

A look back. Trend Report 2010: Background & objective.

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http://slidesha.re/gbrTHf



> The activities of the companies were just getting under way in the spring of 2010: At that time, four out of five of the Fan pages had existed for less than a year.

> Identified were four different patterns of Facebook activity by companies:

> Passive brands - display no activity, no significant interaction rates (every eighth page).

> Host brands - give fans a forum; highest interaction rates (every eighth page).

> Sender brands - Facebook as an information channel about the company (every other page).

> Friend brands - attend intensively to their fans; highest quality of interaction (every fourth page).

> The average interaction rate* was 4.3%, or about one in 23 of brand fans interacted with the company's Fan page during the period of investigation.

> Fan activities on brand pages consisted largely (61%) of lightweight interactions ("Like").

> Each company attracted an average of 3578 fans and gained 114 fans in one week (3.2%).

> Around two thirds of the companies referred to their company web site in their TV commercials, but no direct reference to the Facebook presence was found in these advertisements.

> Three of five companies have a reference on their web site to their official Facebook fan page.

A look back. Trend Report 2010: Key results.

* Interaction rate = the proportion of fans to interact with the fan page within a week by clicking on "Like", writing comments, or leaving their own wall postings (excluding spam)

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Whereas in the spring of 2010 only about a quarter of the top-100 TV advertisers were identified as having an official (German-language) Facebook presence, just one year later it was evident that the world's largest social network had attracted a far greater proportion of those companies. Working with the same selection method, in April 2011 we identified that half (75) of the companies and brands serving as our basis had official fan pages, of which almost half (30) were less than a year old. This was based on the top 150 TV advertising spenders in the first quarter of the year.

Key issues for the second Trend Report:

• Review and improvement of the benchmarks identified in 2010.

• Re-evaluation of the different strategic patterns in the use of Facebook as a communication channel.

• Review of the following hypotheses:

1. Fan pages for brands and companies show declining interaction rates in 2011.

2. The typology of communication strategies displays a shift towards dialogue-oriented forms.

3. The differences in the interaction rates are industry- and size-specific.

4. Brands communicate their Facebook presence more frequently in other communications channels such as TV commercials and corporate web sites than was the case a year ago.

Trend Report 2011. One year later.

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The selection consists of those brands among the

top 150 TV advertisers in the first quarter of 2011

with an active, official German-language Facebook

profile. Media companies were excluded in order to

minimize the (statistical) outliers.

Over the calendar weeks 15 and 17, 2011 from

Monday 00:00h to Sunday 23:59h, data was

gathered about all of the generated content and

activity on the Walls of the 75 Facebook profiles.

Average values were calculated for the two weeks

surveyed.

Additional context information included the date that

the profile was created and when TV ads and web

sites gave active references to the Facebook profile.

The following results are a snapshot and are for

guidance only.

Brands from the top 150 TV advertisers (Q1/11) with an official German Facebook

page (media companies excluded):

1 & 1 Alice Aperol Axe BASE Bitburger BMW Brown Burger King

Check24 Citroen Coca-Cola, Commerzbank Congstar Cortal Consors

THE German Railways German Telekom Dove Dove Men + Care

Douglas Dr. Oetker Ofenfrische Dr. Oetker stone oven email as easy

eDarling Ferrero kisses Fiat Fonic Ford Gillette Gillette Venus

Hornbach ING-Diba Jacobs Jamba Jever Kia Knorr Lindt L'Oréal,

McDonald's Mercedes-Benz Mon Cheri Monte MyVideo Nokia Nutella

O2 Opel Parship.de Persil Postbank Postbank Happy Hour Poster

XXL Real - Renault REWE Rügenwalder mill Schwarzkopf simyo

Spee SportScheck swoodoo (vacation) Syoss Targobank Telekom

helps Therma Care Travel24 Vodafone Weight Watchers Volvo Wella

Wilkinson Hydro 5 Elmex (Teeth) Zalando

Monday, 11/04/2011, 00:00 ....................... Sunday, 17/04/2011, 23:59

Monday, 25/04/2011, 00:00 ....................... Sunday, 01/05/2011, 23:59

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Trend Report 2011. Basic data: The Facebook activities of 75 brands in April 2011.



Trend Report 2011. Main results.

1) Typology

> Communication patterns identified in 2010 displayed a clear shift towards the (conversational, admin-driven)

Friend brand.

> Along with the four identified types, a fifth was identified: the Service brand. Similar to the Friend brand, this is

characterised by a strong dialogue orientation. In contrast, the focus is on useful dialogue aimed at problem

solving and customer goodwill.

> Hybrids of different types of communication have become more common.

2) Interactions

> The interaction rates have clearly decreased: In 2011, on average only 1.5% of fans interact with a brand

page – compared to 4.3% in 2010.

> The IR (interaction rate) is relatively constant for all communications types (1.2% - 2.0%), although service

brands have a significantly greater proportion of higher-value interactions (comments, user postings).

> Also noticeable are the differences in interaction quality between different industries.

> There is a negative correlation between the number of fans and the interaction rates.

> Lightweight interactions ("Like") are the dominant form of interaction.

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Trend Report 2011. Main results.

3) Relevance of Facebook for brand communication

> An official German language fan page was identified for half of the top 150 TV advertising spenders in the first

quarter of 2011.

> However: Few brands offer a clear incentive for becoming a fan of their Facebook page.

> The average number of fans at 25,124 has increased by a factor of seven over 2010.

> On average each fan page recorded an increase in the number of fans of 3.7% per week.

> Brands/companies improved the networking of their fan pages with other communication channels.

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Typology. Friend brands are on the up.

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Typology. Friend brands are on the up.

Within the typology of communication patterns identified in 2010, there has been a clear shift towards dialogue-oriented strategies (Friend and Service brands).

In the spring of 2010, more than half of the companies surveyed used Facebook primarily as a distribution channel for their own content (Sender brand).

In 2011, the majority of company communications are "social": The focus is on exchange and contact. Three out of five brands correspond to the Friend brand type (+35%).

One in eight fan pages was allocated to a newly identified type: the Service brand. This type focusses on the utility value of fan dialogue.

Accounting each for one eighth of the fan pages are the non-dialogical types Sender or Host brand.

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Typology. An example of a Passive brand.

Passive brands have no admin-driven activity. The page

intends to document fan loyalty to the company's brand.

The Deutsche Bahn built up a considerable fan base with

its "Chefticket" campaign of late 2010. After that the

account was placed "on hold".

After a successful test run of the new DB Twitter channel,

current planning is to transfer an adapted form of the

Twitter concept onto Facebook in late 2011. The

conclusion is that the Deutsche Bahn will also follow a

Service Brand approach on Facebook.

No interaction

No admin activity



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Sender brands offer a wide range of information which is

not specific to Facebook: Company news, campaigns,

events, sponsorship activities, campaigns on their web

site or on other channels.

With information that is relevant and of interest to users,

quite high interaction rates can be achieved. However,

the admin makes no attempt to maintain dialogue by

asking questions or making direct contact.

The Postbank uses the site to publish their RSS feeds

about product- and company news and not to enter into

dialogue with the users. It is not possible for users to post

to the Postbank's wall.

Typology. An example of a Sender brand.

Users cannot post to the

wall

Low interaction, little admin

activity

Information with service

character



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Typology.

An example of a Host brand.

With Host brands, activity on the fan

page is largely left to the fans

themselves. Characteristic are

sporadic posts on the wall by the site

operator, which do not actively

promote dialogue.

With BMW, input on the Wall is limited

and instead tabs contain information

on current events, competitions,

pictures, videos, etc. The extremely

high brand involvement by BMW fans

results in a lively discussion from the

fans about the brand.

Admin input on the Wall

irregular

BMW fans post photos of their

"treasures" on the wall and exchange comments about

them

Activity relocated to

tabs



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Typology.

An example of a Service brand.

Service brands integrate Facebook into their

customer relationship management. The

focus is on solution-oriented communications

with utility value and service-related issues.

The Deutsche Telekom Facebook page

offers not only service and helpful videos but

also active support. The aim is to offer

solution-oriented communication about

products and services. Straight away, the

Welcome tab encourages visitors to become

fans by promising "to be happy to help with

questions".

Telekom actively

announces technical problems

Customer inquiries are resolved promptly,

businesses and other users benefit from

product-related support



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Typology. An example of a Friend brand.

The Friend brands accentuate an active,

personal interaction with a high "comfort

factor" that even goes beyond the actual

product/service.

Weight Watchers makes a good

impression by actively addressing the fan

community and also posting timely,

sympathetic responses to user postings,

direct questions, suggestions for

discussion, praise and thanks.

In this way, Weight Watchers promotes an

active exchange: Users learn about the

brand, and vice versa. In addition, the

company provides information and input in

the Sender brand style.

Users contact the brand, and the company takes these inquiries

seriously

Considerable admin activity including fan

activation



Ø interaction rate: + 1.5 %

Ø 4 admin posts Ø 290 fan interactions

Of those:

65% "Like" clicks

25% user comments

10% user posts

Interactions. Fan activation becoming more difficult.

The interaction rate is on average 1.5% (2010: 4.3%). In 2011, only slightly more than one in 70 fans interact with the brand per week.

On average, four admin posts initiated on average 290 fan interactions during the period studied.

At just under 65% (2010: 61%), the majority of activities were again the lightweight interactions ("Like"). Mid weight interactions (Comments) in 2011 attained a share of 25% (2010: 34%), and heavyweight interactions (user postings) accounted for 10% (2010: 5%).

Evident is a slight shift in the level of interaction toward light (+4%) and heavyweight (+5%) interactions. Mid weight interactions on the other hand decreased by 9%.

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Interaction rate: Interactions (likes, comments, posts) by fans / (number of fans/100) = Interactions per 100 fans



Interactions. Few brands achieve the previous year's result.

Interaction rate – Top 5

Weight Watchers 6.8%

Ford 5.0%

Telekom hilft 4.9%

Burger King 4.4%

Renault 3.9%

Sample average 1.5%

Only two of the investigated fan sites exceeded 5% over the period. The interaction rates of this year's top 5 are only slightly above the 2010 average of 4.3%.

With Weight Watchers and Ford, two fan pages among the top five were identified as Friend brands.

The Host brand type appears twice with Renault and Burger King. With "Telekom hilft", a Service brand has made it into the Top 5 for the first time.

Lindt, top performer in 2010 with an interaction rate of 21.3%, achieved a rate of just 2.6% in the current survey. However, this places Lindt once again in the top few percent of the surveyed fan pages.

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Interaction rate: Interactions (likes, comments, posts) by fans / (number of fans/100) = Interactions per 100 fans



Interactions. Relatively constant for all strategies.

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Interactions. Service brands are the mid- and heavyweight interaction champions.

Regarding the frequency of fan interaction, there are no big differences between the various types of active communication. Interaction rates for all strategies show a relatively narrow span of 1.2 to 2.0 percent.

The dialogue-oriented Service brands achieve the highest interaction rates and the largest proportion of higher quality interactions (mid-and heavyweight interactions).

Friend brands and Host brands achieve average interaction rates, with a greater proportion of higher quality interactions for Friend brands than for Host brands.

The lowest interaction rates are experienced on average by the Sender brands.

Lightweight interactions are overall the most dominant form of interaction. The exception here are the Service brands.

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Interactions. Interaction rate by size cluster.

To further differentiate the picture of average interaction rates, a further step was taken whereby – for all of the pages and for the different communicative orientations – the size of the fan page was accounted for.

The aim here was to find out whether there is a (negative) correlation between a growing number of fans and the level of interaction.

We divided the fan pages into the following clusters:

• 0 – 1500 fans

• 1,501 – 5,000 fans

• 5,001 – 10,000 fans

• 10,001 – 25,000 fans

• 25,001 – 50,000 fans

• 50,001 – 100,000 fans

• > 100,000 fans

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Interactions. Increasing fan numbers reduce the interaction rate.

The number of fans and the interaction rate have a negative correlation.

The average IR for all size clusters was 1.5%.

Noticeably, the IR for the third size cluster (5,001 – 10,000) exceeded that of the preceding cluster and had the peak value of 2.2 %.

Possible reasons for the decrease in IR across the clusters:

Once a critical number of fans has been reached, the one-to-one communication typical of social media reverts to a conventional one-to-many communication, with a correspondingly low IR.

All size clusters displayed a move in interaction away from the wall and towards the companies' own applications.

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Interactions. Car makers are most successful at activating their fans.

Along with the size-cluster correlation, we also examined the fan pages by industry. We surveyed the industries FMCG (fast-moving consumer goods), telecommunications, automotive, finance/insurance and miscellaneous.

The highest average IR by industry was achieved by the car makers (2.3%, and the lowest by FMCGs (1.1%).

The IR for the branches FMGC, telecommunications and finance/insurance were in the quite narrow range of 1.1% to 1.7%.

Considering the differences by industry, FMCGs have a lower level of engagement by fans in social networking than car makers do. It would appear that brand loyalty transfers better to social media for car makers than for FMCGs. With "fast movers", an (assumed) brand loyalty does not automatically diffuse to the social media.

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Networking is on the increase: Brands integrate

their online offerings far more frequently than in TV

commercials a year ago. Nearly three-quarters of the

surveyed brands (+7%) refer to a web site in their TV

ads.

Three brands refer to their fan page in their TV ads

(Dove, Jacobs Krönung, Persil). A year ago, no such

reference was found in TV advertising.

Progress is also seen with the integration of

Facebook into company web sites. Three-quarters of

the companies refer to their official fan page, usually

directly on the homepage (+18%).

The ability to share the contents of the website on

Facebook via a Like or Share button is presented by

45% of the companies (+18%). The Send button had

not yet been introduced at the time of the survey.

Relevance of Facebook for brand communication. From TV ads to the web site, and on to the social web.

From TV ads to the web site, and on to the social web.

72% of TV commercials refer to the company's web site

Only three brands refer to their Fan page in in their TV ads.

76% have a link to the fan page on their web site.

45% use the recommendation functions on Facebook:

28% integrate the Like button on the web site.

24% provide the option to "Share on Facebook".*

* Includes use of Like and Share buttons.

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At the beginning of the survey period, the tested brand profiles had on average 25,124 fans. The average number of fans has increased seven-fold compared to 2010.

On average each fan page recorded an increase in the number of fans of 3.7% per week (2010: 3.2%).

Special cases are the fan pages of Dove and Burger King. In the case of Dove, the company's official German-language Facebook presence also aggregates the international fans. Burger King, on the other hand, started a coupon campaign in the first week of the survey, which quickly increased the number of fans by a factor of 11. These two outliers were excluded from the calculation of the average number of fans and the average increase in the number of fans.

The assumption that new pages with few fans would achieve the biggest gains was only partially confirmed. Although the five fastest growing Fan pages had less than 10,000 fans at the beginning of the survey, all of them were older than a year, except for the Ford page.

Fans per brand April 11, 2011: 25,124 (2010: 3.578)

+3.7% of fans during the survey period

Top 5 and Bottom 5

Dove 1,081,181

Vodafone Deutschland 244,114

McDonald‘s Deutschland 183,286

Nutella Deutschland 157,302

Aperol Spritz Deutschland 94,220

Ferrero Küsschen 79,559 ---------------------------------------------------------------------------- Average 25,124 ---------------------------------------------------------------------------- Travel24.com 421

Schwarzkopf Deutschland 373

Parship.de 298

Coca-Cola Deutschland 297

Jamba Music 58

Ø Fan growth – Top 5

Burger King Deutschland 563%

MyVideo 36%

Dove Men+Care 24%

Postbank Happy Hour 20%

Citroen Deutschland 14%

Ford Deutschland 13%

Average 3.7%

Relevance of Facebook for brand communication. Fan numbers up by a factor of seven.

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1. The communication strategies common in 2010 showed falling interaction rates in 2011.

The hypothesis was confirmed. The interaction rates of 2010 could not be matched in the current survey period. Only four fan pages were able to exceed the average IR of the previous year. It is increasingly difficult for companies to motivate their fans to actively use the wall with the content on offer. Apart from the increase in the number of fan pages vying for the attention of Facebook users, a shift in activity from the wall to (campaign) tabs could be a reason for the dwindling wall activity by the fans. It can also be assumed that the proportion of committed fans (early adopters, brand ambassadors) decreases with an increasing overall number of fans, which results in decreasing IRs.

2. The typology of communication strategies displays a shift to the dialogue-oriented forms.

Brand and company activities with Facebook in 2011 rely far more on dialogue than in the previous year. Facebook is increasingly being seen as a social medium. Pure information distribution strategies, as pursued by more than half of the companies in 2010, have become rare today. Passive fan pages, apparently for the one-time only statement of brand loyalty, are practically extinct. The dialogue taking place in 2011 increasingly offers utility value. This is supported by the Service brand strategy, which accounts for one in eight of the surveyed Fan pages—a type that could not be identified a year ago.

Hypothesis testing.

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3. The differences in the interaction rates are industry- and size-specific.

The average IR can vary significantly between the surveyed industries. FMCGs and finance/insurance showed the lowest IR of 1.1% and 1.4% respectively. Only one of the top five brands (Burger King) with the highest interaction rates belongs to these sectors. Almost twice the interaction rate (2.3%) was achieved by car makers. Ford reached the second, and Renault the fifth highest rates for all companies.

The number of fans and the interaction rate have a negative correlation: With an increasing number of fans, the level of interaction decreases. However, this only applies with upwards of 10,000 fans.

4. Brands communicate their Facebook presence more often in other communications channels such as TV commercials and corporate web sites than was the case a year ago.

Companies facilitate the inter-media audience flow from TV ads to the social web more than in the previous year. References in TV commercials to the company web site, the (prominent) integration of the fan page there, and the integration of functions are more frequent than in 2010. Just three of the 75 surveyed brands made reference to the fan page in their TV commercials.

Hypothesis testing.

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Appendix. Typology criteria.

Passive brands: No admin posts, no response to user posts in the survey period, focus on one-off statement of

brand/company loyalty (activity level: "Statement")

Sender brands: Fan page as a push channel for (corporate) information such as press releases, company blog

as RSS import or product information, regular admin posts but no interactive or dialogic elements (activity level:

"Commitment", sometimes "Interaction")

Host brands: Activities on the fan page largely left to the fans, sporadic posts without animation to enter dialogue

with operators, fans use the page to promote themselves and discuss with other fans, high involvement as a

prerequisite (activity level: "Commitment")

Friend brands: Admin-driven, individual fan dialogue with information, promotions, competitions, and

communication beyond product specifics (activity level: "Interaction" + "Commitment").

Service brands: Active complaints management, large number of contact options (wall, contact form, forums),

rapid response to user posts and comments



Pages Proportion Interaction rate

Industry clusters (n=75)

FMCG 41.3 % 1.1 %

Finance/Insurance 9.3 % 1.4 %

Automotive 12.0 % 2.3 %

Telecommunications 14.7 % 1.7 %

Other 22.7 % 1.5 %

Size clusters (n=74*)

0 – 1500 fans 17.6 % 1.6 %

1,501 – 5,000 fans 20.3 % 1.6 %

5,001 – 10,000 17.6 % 2.2 %

10,001 – 25,000 17.6 % 1.1 %

25,001 – 50,000 12.2 % 1.2 %

50,001 – 100,000 10.8 % 0.7 %

100,001 – 1,000,000 4.1 % 0.7 %

* Dove was not included in the cluster size (see above)

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Appendix. Industry and size clusters.



Brand Fans 11/04

Fan growth

On Facebook since *

IR

1&1 6934 2.5% 11/09 3.6%

Alice DSL 18002 0.1% 02/11 0.2%

Aperol Spritz Deutschland 94220 0.5% 11/09 0.1%

AXE Effect 67764 2.5% 09/09 0.4%

BASE 6248 3.2% 11/10 3.3%

Bitburger 27248 1.9% 12/09 0.4%

BMW Deutschland 74583 0.9% 10/09 0.7%

Braun Rasierer Deutschland 8478 -0.2% 03/09 1.0%

Burger King Deutschland 5054 562.8% 01/11 4.7%

Check24 4081 3.4% 10/10 0.2%

Citroen Deutschland 6021 14.1% 08/09 2.3%

Coca-Cola Deutschland 297 6.5% 02/11 1.6%

Commerzbank Career 2281 1.6% 04/10 2.9%

Total average 38196 3.7% 1.5%

Brand Fans 11/04

Fan growth

On Facebook since*

IR

Congstar 1480 2.5% 01/09 0.6%

Cortal Consors 1609 1.3% 06/09 0.4%

D.A.S. Rechtsschutz 2723 0.5% 11/10 1.2%

Deutsche Bahn 59372 0.3% 10/10 0%

Deutsche Telekom 11689 2.2% 07/09 0.7%

Dove 1081181 3.2% 03/11 0%

Dove Men+Care 2464 24.1% 03/10 1.3%

Dr. Oetker Die Ofenfrische 1601 0.6% 01/10 0.1%

Dr. Oetker Steinofen Trad. 5057 0.1% 02/10 0.1%

E wie einfach 483 -0.4% 09/09 0.8%

eDarling 629 6.3% 06/09 4.4%

Ferrero Küsschen 79559 2.3% 08/10 1.0%

Fiat Deutschland 2125 7.7% 10/09 1.6%


Brand Fans 11/04

Fan growth

On Facebook since*

IR

FONIC 8133 0.9% 06/09 0.4%

Ford Deutschland 8443 12.6% 01/11 4.4%

Gillette Deutschland 19301 0.7% 08/10 1.2%

Gillette Venus Deutschland 15202 -0.3% 03/10 0.4%

Hornbach 10507 1.3% 05/09 0.7%

ING-DiBa 959 2.2% 10/09 0%

Jacobs Krönung 38739 1.9% 05/10 0.7%

Jamba Music 58 0.0% 02/11 0%

Jever 8617 0.9% 04/10 0.8%

KIA Motors Deutschland 4098 1.8% 01/10 2.4%

Knorr Deutschland 4929 1.8% 11/10 1.6%

Lindt Schokolade Deutschland 29136 3.7% 11/09 3.9%

L‘Oreal Paris Deutschland 69982 0.2% 03/10 0.8%


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* Basis: First posting/oldest profile image

Appendix. List of surveyed fan sites.



Brand Fans 11/04

Fan growth

On Facebook since*

IR

McDonald‘s Deutschland 183286 3.7% 02/10 0.1%

Mercedes-Benz Deutschland 68104 6.3% 02/11 2.5%

Mon Cheri 27944 8.1% 11/10 2.7%

Monte 7704 0.2% 10/10 0.6%

MyVideo 891 35.8% 11/08 3.9%

Nokia Deutschland 21295 3.0% 08/08 2.0%

Nutella Deutschland 157302 1.8% 11/10 0.5%

O2 43918 2.4% 08/09 0.5%

Opel Deutschland 44711 2.6% 08/10 1.9%

Parfumerie Douglas 61270 3.3% 12/09 0.6%

Parship.de 298 1.5% 11/09 3.7%

Persil Deutschland 48789 1.3% 09/10 0.8%

Postbank 806 8.1% 02/11 2.9%


Brand Fans 11/04

Fan growth

On Facebook since*

IR

Postbank Happy Hour 1156 20.4% 06/09 2.1%

Poster XXL 4612 0.8% 07/09 0.2%

Real, - 13029 2.5% 12/10 1.1%

Renault Deutschland 1938 9.1% 03/11 3.6%

REWE 11197 3.1% 04/10 1.2%

Rügenwalder Mühle 13711 0.6% 03/11 0.4%

Schwarzkopf Deutschland 373 11.3% 01/11 1.0%

Simyo Deutschland 7293 1.0% 07/09 1.3%

Spee 2334 1.9% 01/11 2.0%

SportScheck 16340 6.7% 09/10 0.7%

Syoss 11494 1.0% 03/09 2.3%

Targobank 1055 1.0% 02/10 0%

Telekom hilft 20094 3.0% 09/09 4.9%


Brand Fans 11/04

Fan growth

On Facebook since*

IR

Therma Care 3768 -0.4% 11/10 0.1%

Travel24.com 421 1.2% 10/10 0.7%

Urlaub (swoodoo) 31456 4.9% 04/09 0.4%

Vodafone Deutschland 244114 1.6% 02/09 1.2%

Volvo Car Germany 9616 0.7% 01/10 1.0%

Weight Watchers Deutschland 8616 1.0% 04/10 4.6%

Wella DE 2045 2.3% 11/10 1.2%

Wilkonson Hydro 5 10374 -0.4% 09/10 0%

Zähne zeigen (Elmex) 1839 2.6% 01/11 3.6%

Zalando 47615 3.0% 01/10 0.6%


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* Basis: First posting/oldest profile image

Appendix. List of surveyed fan sites.



For more information.

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Zucker.Kommunikation GmbH pilot media GmbH & Co. KG

Torstraße 107 Große Reichenstraße 27 - Afrikahaus

10119 Berlin, Germany 20457 Hamburg, Germany

Tel.: +49 (0)30 24 75 87-0 Tel.: +49 (0)40 30 37 66-0

Fax: +49 (0)30 24 75 87-77 Fax: +49 (0)40 30 37 66-99

www.zucker-kommunikation.de www.pilot.de

Matthias Bonjer Martina Vollbehr

[email protected] [email protected]

Daniel Kreuscher

[email protected]

Business

Trend Report July 2011: Facebook, Brands & TV in Germany