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facebook and fan pages for mums 2011
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FACEBOOK &MUMS
2011
Methodology
2011
Representative sample of 300 mothers with 0 to 12 months year old child,
based upon the following criteria:
Number of children (primiparous / multiparous)
Socio-professional category of the head of household (SPC+ / SPC -)
Data collection carried out on the internet, using self-administered
questionnaire from 15/11/2010 to 19/11/2010 –
Field: France
Presentation IDM Copyright 2011
Context
2011
French webusers:
A highly connected country(*):
68% populations
Especially mums of children < 3 years old: 95%(**)
(*) Source: CommScore Media Metrix, Dec 2010
(**) Source: TNS – SIMM 2009
Social networks:
Social network: 1st popular pasttime in Europe
(unlike US)
+34% since 2009
Presentation IDM Copyright 2011
Context
2011
Social network: a women / mothers thing!
Women spent 24% of their online time on social networking vs. 16.8% for men
25-34 years old represent 24.6% of facebookusers
Source: CommScore Media Metrix, Dec 2010
Presentation IDM Copyright 2011
Context
2011
A dramatic increase of advertising
on Social networks
+102% in the UK
+64% in France
+47% in Germany
Source: CommScore Media Metrix, Dec 2010
The rise of coupons sites
+162% in 2009
France: 20.6% users, 1st penetration
Presentation IDM Copyright 2011
Which social networks? 80% of mums use at least one social network
Q : Which social network(s) do you belong to?
Base: 300 mothers of 0-12 month old children
2011
Aucun réseau social
LikedIn
Autre
Viadeo
Copains d'avant
20,3%
1,1%
1,3%
2,3%
6,7%
44,3%
70,3% 1
2
79,7 %
70% of young mums members of
Facebook!
Low use of Twitter, but…
an awareness rate increasing by 58
points / year to reach 63% of internet
users (source www.ifop.com)
Presentation IDM Copyright 2011
Facebook and Copains d’Avant:
Complementary networks
Q: Which social network (s) do you belong to?
Base: 211 mothers of 0-12 month old children that confirmed being on Facebook
2011
85,7%
79,5%
63,3% 58,5%
33,3%
39,3%
46,8%
54,7%
0%
20%
40%
60%
80%
100%
24 years or less 25-29 years 30-34 years 35 years andabove
Mums registered on Facebook and Copains d’Avant contingent on age
Facebook Copains d'Avant
Facebook :
A « must »
for young
mothers
likely to
become
increasingly
important
Copains
d’avant:
More popular
among
« older »
mums
Presentation IDM Copyright 2011
Use of Facebook by young mums today
2011
8
Base: total population of young mums:
40% of young mums connect every day
Base: young mums on Facebook:
57% of young Facebook mums connect every day
74.1%
57%
40,0% 17,0% 7,7% 5,7% 29,7%
Frequency of visit - Total population of young
mums
Every day Several times a week Several times a month Less often Not on Facebook
56,9% 24,2% 10,9% 8,1% Frequency of visit
Every day Several times a week Several times a month Les often
Presentation IDM Copyright 2011
The kind of mums on Facebook
2011
The Facebookers (mothers with a profile on Facebook)
70% of mums questioned
Young mothers (80% of less than 30
years are on Facebook)
All socio-demographic profiles are
represented!
The « addicted » to
Facebook (daily connection)
57% of Facebook users
(40% of young mums)
Younger…young mums
CSP- slightly over-represented,
although all profiles are questioned
Many friends of friends (68% have more
than 50 friends, vs 51% on average)
And often, brands fans!
Brands fans (young mothers fans of at least one
brand)
38% of Facebook users
(27% of young mums)
Mostly housewives
Urban
¾ connect every day to Facebook
And have many friends (more than 50
for 2/3 of these users)
Presentation IDM Copyright 2011
Brands using Facebook …
2011
10
Huge virtual vacancy today!
Very few baby/children’s brands are present on Facebook in France:
In France 27% of mums are fan of brands, vs. 76% in the US
62,1%
28,3%
6,6%
2,9%
None
1 to 5brands
6 to 10brands
More than10 brands
« I have not seen any initiative of baby / kids brands so far, but It would
be very interested, in my opinion »
A huge opportunity for brands!
Source: research & report by Lisa Finn
and lucid marketing
Presentation IDM Copyright 2011
Facebook, a strong potential tool to meet
different objectives…
2011
11
The power of the «like »…
Image
• 36% of fans have positively changed their opinion on the brand since they became fans (cf. Fullsix study)
Promotion
• For 60% of fans, this role gives them the desire and opportunity to speak about the brand’s products or services (source ISARA)
Sales
• 91% declare that consumers’ opinion spurs online buying (source: JC Williams Group)
Presentation IDM Copyright 2011
But a risky tool
2011
12
The exponential factor
Facebook is a network of members, brands are entering into a foreign
territory; as such, they may be viewed as merely “tolerated” (and sometimes not
even so); they must show that they can add value to the network
Indeed, some mums are resistant: “ Brands means harassment for me, they are imposed on us!”
Especially in an environment where web users feel more and more spied on* « Facebook is too intrusive with « I like » requests for activities that I do not necessarily wish to share »
However, if brands do it right, Facebookers will be happy to welcome them:
In the US, 76% of mums are fans of brands!
*41% are bothered according to the 2011 edition of the “Barometre de l’Intrusion” – 36 000
surveyed.
Presentation IDM Copyright 2011
But a risky tool
2011
13
It is therefore key:
To be well prepared during/after the launch on Facebook,
as if entering a new country (a new planet?)…
To respect the etiquette
To take mums’ expectations into consideration
Presentation IDM Copyright 2011
Speaking about Mums’ expectations…
2011
14
Various answers…
….depending upon your brand, positioning,
objectives, resources…
To feel valued & considered
common expectations
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Speaking about Mums’ expectations…
2011
15
A FEW EXAMPLES… Give
« advantages »
•Discounts (++ for 45% of French mums)
•Rewards (for purchase, loyalty, virality..)
•Gifts
•Privilege (++ for 26% mums)
•…
Provide services
•After sale services
•Access to expert
•Troc
Listen
(& prove it)
•Feed back
•Conversations…
Involve
• User generated content
• User generated product
• in the promotion (tools, incentives…)
•In the sales (tools, rewards…)
•In the after sales services
•In the distribution of the products
Personalize
•Personalized content (interest, identity…)
•Bilateral, humanized relationship
Your answer…
•…
Acknowledgement & gratification
Being “special” in general, and to the brand
Presentation IDM Copyright 2011
1. ADVANTAGES : a gift… but not just a gift!
2011
16
A festive event
“Free pastry day”,
dedicated to a
community
a gift
1 million buyers in
one day!
Presentation IDM Copyright 2011
1. ADVANTAGES:
2011
17
Facebook Credits
implemented by US
e-retailers during the
festive season have
increased their
conversion rate by
30% on average. (*)
Advertisements using
Facebook Credits have
achieved a high click
rate, two to three times
above average level. (*)
And more than 70% of
consumers who have
won Credits, have
published the
information on their wall.
(*)
++ targeting young
users
(*)Source: Influencia.net
Laredoute.fr: first retailer in Europe to offer their clients 50 Facebook credits to use in more
than 200 games and applications on the network (Farmville, CityVille, Pet Society or
Millionaire City…)
Presentation IDM Copyright 2011
I. ADVANTAGES : Privileges
2011
18
« You will see
things here
you won't
see
anywhere
else! »
126 984 112
fans!
Presentation IDM Copyright 2011
2. SERVICES: Access to Expert
2011
19
Answers to
mums’ questions,
advice, possibility to
ask questions…
482 966 like!
+++ for pregnant
women and first
time mums
Presentation IDM Copyright 2011
2. SERVICES: Barter exchange
2011
20
Vive les bébés (Intermarché) : its barter exchange shows the brand’s
knowledge of mothers concern, its proximity
179 501
fans!
« Many clever ideas for
mums, swapping pages,
and information about
loyalty card,, contests
and discussions with
other mums. I clicked « I
like » to keep it »
Presentation IDM Copyright 2011
3. INVOLVE: a fan kid’s casting
2011
21
23 649 fans!
« I like the « Tape à
l'œil » page and its
castings. »
Sense of being
valued
belonging
Virality
+++
If leads to tangible
and/or exclusive
benefits…
Presentation IDM Copyright 2011
3. INVOLVE: help distribute the products
2011
22
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3. Involve (& valorize)
2011
23
17 020 057 fans!
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3. INVOLVE: User generated products
2011
24
black cherry-lime
caffeine + 8 key nutrients
made by fans, for fans on
in stores march 1st
Presentation IDM Copyright 2011
And of course, make it viral!
2011
25
Presentation IDM Copyright 2011
2011 Presentation IDM Copyright 2011
Facebook : a great tool to be used by the brands to:
be liked
promote the brand, its awareness, its image
increase its sales
70% of mothers with young children are on Facebook, representing
1.400.000 mothers with 0 – 24 month old children of which 800 000
connect every day(*), and who can potentially become your brands’
ambassadors…
And much more tomorrow… 80% of women are fans of brands in the
US…
However, very few brands for babies are on Facebook in France, and
when they are, their page is still embryonic…
To conclude…
2011
27
Now is the time !!!
(*) based on behaviours observed in this study.
Presentation IDM Copyright 2011
Your contacts
IDM – Institut des Mamans
2, rue Balny d’Avricourt 75017 Paris
Tél. : + 33 (1) 40 53 09 10
Virginie Foucault-Rougé
Patricia Gelin
Hélène Lepetit
www.institutdesmamans.com
2011 Presentation IDM Copyright 2011