Brands, TV and Facebook Preview Next Conference 2010 Berlin

NEXT10 Preview: Brands, TV and Facebook. 1

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Facebook, Brands and TV in Germany

Next10 Berlin, 10.05.2010

NEXT10 Preview



The typical discussion is often ideology driven.

vs.



The only thing which is important: Media usage is fundamentally changing.

&

Source: Microsoft Advertising Media Meshing 2010

73% use TV and

internet at least once per week at

the same time

49% use social

networks while watching TV

Not talking about the iChange: iPhone, iPad …



And so, the game is changing.

But the ultimate objective will always be: To create brand preference!

Source: http://www.comparethemeerkat.com/



We wanted to know:

What do the big “TV brands” actually do on Facebook (as biggest social network)?



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):

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 Syoss Targobank Vodafone

Monday, 12.04.2010 00:00

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Sunday, 18.04.2010 23:59.



Here is what happens in an average week on big brands‘ Facebook pages!

1/3 just started in 2010

2/3 promote Facebook link on their website. 3/5 directly on their homepage. 1/4 offer to share on FB

Ø 3.578 fans/likers per brand +114 fans/likers = + 3,2%

3 admin posts 3 admin comments

94 user likes = 61% 52 user comments = 34% 8 user posts = 5%

4,3% interaction rate Interaction Rate: Proportion of all fans, which interacted with page (posts/clikes/posts/comments)/week



OK. Compared to other “TV events” there is still potential in terms of fans/likers …



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.



Role of Facebook: Option to be liked. Role of brand: Be present. Role of user: Be a liker.

Passive Brands No strategy

1/8 Role of Facebook: Channel for all who want to know more. Role of brand: Provide useful & interesting information. Role of user: Get and like information.

Sender Brands Push strategy

1/2

Role of Facebook: Way to get in touch. Role of brand: Listen, ask, talk, connect, interact. Role of user: Valuable/appreciated partner.

Friend Brands Interaction Strategy

1/4 Role of Facebook: Connect fans/likers. Role of brand: Give interesting input. Role of user: Make fan statements.

1/8 Host Brands Pull strategy

4 strategies how „TV brands“ use Facebook.



Role of Facebook: Option to be liked. Role of brand: Be present. Role of user: Be a liker.

Role of Facebook: Channel for all who want to know more. Role of brand: Provide useful & interesting information. Role of user: Get and like information.

Role of Facebook: Connect fans/likers. Role of brand: Give interesting input. Role of user: Make fan statements.

Role of Facebook: Way to get in touch. Role of brand: Listen, ask, talk, connect, interact. Role of user: Valuable/appreciated partner.

Interaction Rate

0,3% Interaction

Rate

3,7%

Interaction Rate

5,5% Interaction

Rate

4,3%




1/8 1/2

1/4 1/8 Host Brands Pull strategy

Resulting in different interaction rates.

Interaction Rate: Proportion of all fans, which interacted with page (posts/clikes/posts/comments)/week



Interaction Rate

0,3% Interaction

Rate

3,7%

Interaction Rate

5,5% Interaction

Rate

4,3%




1/8 1/2


Fans/Likes Growth Rate: Increase of fans/likers per week

And a different “weight” of interactions.

Lightweight

69,5% Midweight

23,0% Heavyweight

7,5%

Lightweight

43,5% Midweight

50,4% Heavyweight

6,0% Lightweight

76,2% Midweight

20,2% Heavyweight

3,6%



As attractive as brand.

Quite good due to the fact that brands do not actively focus on winning fans/likers.

Although brands‘ activity is mainly focused on gaining likers/fans, growth rate is rather moderate.

To interact in many different ways does not guarantee fan growth.

Fans/Likers Growth Rate

+4,0% Fans/Likers Growth Rate

+7,7%


+2,2% Fans/Likers Growth Rate

+2,0%




1/8 1/2


Fans/Likes Growth Rate: Increase of fans/likers per week

As well as different fans/likers growth rates.




+4,0% (Ø 3,2%)


1/8

1/4 Nothing but the KIK

logo. Just for the Burger King

Alpha-Griller

campaign.

Interaction Rate

0,3% (Ø 4,3%)




+7,7% (Ø 3,2%)


1/2

Interaction Rate

3,7% (Ø 4,3%)

All about Telekom:

events, ads, corporate issues …

Targobank: All about HSV (and nothing

else)

Interaction Rate

7,8% Fans/Likers

+ 4,6%

Interaction Rate

7,2% Fans/Likers

+ 2,4%



Events

Corporate information

Product information

Competitions on website

New ad campaign

Events

Offers on website

Various sources of interesting

news




+2,2% (Ø 3,2%)

1/8 Host Brands Pull strategy

Pictures & movies of

BMW cars cars cars …

Bitburger competitions

Interaction Rate

5,5% (Ø 4,3%)

Interaction Rate

5,8% Fans/Likers

+ 1,4% Interaction Rate

5,4% Fans/Likers

+ 2,4%




+2,0% (Ø 3,2%)


1/4

Interaction Rate

4,3% (Ø 4,3%)

Broad offer, a lot of input.

Clear focus on dialogue.

Questions around “Fiat Autoliebe”. Ads and

new cars.

Interaction Rate

21,3% Fans/Likers

+ 3,6%

Interaction Rate

9,6% Fans/Likers

+ 2,2%



>  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!

Key Insights.



Appendix: Fan/Likers Growth and Interaction Rate. Brand Fans/

Likers 12.03.

Fans/Likers 18.03.

Fan/Likers Growth

Fan/Likers Growth %

*Joined Facebook

Interaction Rate

ING-DiBa 366 375 9 2,5 10/2009 4,3%

Jever 285 285 0 0 04/2010 10,9%

KiK 173 173 0 0 11/2009 0%

Lindt 2.550 2.641 91 3,6 11/2009 21,3%

L‘Oréal Deutschland 272 327 55 20,2 03/2010 2,5%

McDonald‘s 6.096 6.626 530 8,7 02/2010 2,7%

Nokia Homebase 8.052 8.415 363 4,5 08/2008 6,6%

O2 4.536 4.736 200 4,4 08/2009 0,1%

Postbank 233 337 104 44,6 06/2009 5,6%

Syoss 1.494 1.623 129 8,6 03/2009 0,4%

Targobank 677 693 16 2,4 02/2010 7,2%

Axe 18.980 19.054 74 0,4 04/2009 0,7

Vodafone 9.936 10.048 112 1,1 02/2009 4,9%

Total Average 3.578 3.692 114 3,2 4,3%

Brand Fans/Likers 12.03.

Fans/Likers 18.03.

Fan/Likers Growth

Fan/Likers Growth %

*Joined Facebook

Interaction Rate

1&1 945 1.012 67 7,1 11/2009 6,5%

Bitburger 7.992 8.106 114 1,4 12/2009 5,8%

BMW 22.077 22.617 540 2,4 10/2009 5,4%

Burger King 503 510 7 1,4 08/2009 0%

Coca-Cola Deutschland 967 1.005 38 3,9 02/2009 2,8%

Deutsche Telekom 2.355 2.463 108 4,6 07/2009 7,8%

Douglas 1.993 2.285 292 14,7 12/2009 2,2%

Dove MAN+CARE 299 299 0 0 03/2010 3,0%

Dr. Oetker Ofenfrische 257 281 24 9,3 01/2010 1,1%

Dr. Oetker Steinofen Tradizionale 549 555 6 1,1 02/2010 3,1%

FIAT 536 548 12 2,2 10/2009 9,9%

Gilette Venus 89 100 11 12,4 03/2010 0%

Hornbach 805 854 49 6,1 05/2009 3,2%

Total Average 3.578 3.692 114 3,2 4,3%

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) Interaction Rate: Proportion of all fans, which interacted with page (posts/clikes/posts/comments)/week

* Base: First Posting/Oldest Profile Picture



Christiane Wenhart

[email protected]

Thank you! For all who want to know more:

Matthias Bonjer

[email protected]

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Brands, TV and Facebook Preview Next Conference 2010 Berlin