Marketing Landscape

Facebook

April 2012

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Brands Are Increasing Their Investment

In Social Media

By 2012 88% of Marketers Will Use Social Media

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The Spend by Marketers on Social Media is Surpassing Email Marketing

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• Facebook is enjoying rapid growth in the Japanese market;

• with 78% growth in the past year.

• Facebook has over 13,000,000 users in Japan

• Trends point towards 2012 being the “Year of Facebook” in Japan

Facebook in Japan

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Twitter in Japan

• Twitter is rapidly catching up with the most well known Japanese social network service, Mixi.

• Twitter overtook Mixi August 2011.

• 14,962,000 unique Japanese visitors use Twitter

• 14,917,000 unique Japanese visitors use Mixi

• Japanese is currently the second most popular language on Twitter with 14% of all tweets; second only to English with 50% of all tweets.

• 20% of all Japanese people use Twitter;

• in comparison to 8% of the USA.

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“Changing consumer usage patterns make social media a MUST”

• Facebook is a top global web destination and the #4 site in the U.S. (comScore)

• Twitter has become the #1 social network in Japan (comScore)

• 60% of active Internet users worldwide have a social network profile (UM Wave 5)

Sources: eMarketer Social Media Trends presentation, comScore, Universal McCann Wave 5 Report (4/11)

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The Facebook Landscape: March 2012

526M daily active users(42%)

33% (680m in 3/2011) > 37,000 likes or

commentsevery second of every day

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Why Brands are Making the Investment

Almost half of active Internet users worldwide have joined a brand community online

Source: Universal McCann Wave 5 Report, April 2011

Source: Universal McCann Wave 5 Report, April 20119

The Reward

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Timeline Changed the FB Brand OpportunityFrom This To This

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Timeline Changed the FB Brand OpportunityFrom This To This

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Timeline Changed the FB Brand Opportunity

Timeline now is the only “Welcome” page

• Less control of new visitor experience

• Less Tabs readily visible to the visitor

Brands used to be able to designate a Tab as their “Welcome” page

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What CAN a Brand Do?

Cover Photo & Logo

Posts & Engagem

ent

Rich Content Tabs

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Opportunity

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Facebook TabsContent with Purpose• Brand-related content or

application

• Focused on a specific purpose (use case)• Regional content (multi-language)

• Specific marketing campaign

• Contest or sweepstakes

• Lead generation (newsletter sign-up)

• Polls & surveys

• Community interest

• Products & sales

• Landing pages (other campaigns, website, newsletter, etc.)

• Applications

• Videos, photos, events, etc.

Enables social sharing

Drives deeper engagement

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Creating Content TabsBrands have been creating tabs in several ways

Native HTML Self-Created Agencies

• Hard to create

• Need technical and

design resources

• Need to self-host

• Using 3rd party tools

• Little self-guidance

built into the system

• Often requires

consulting

• Expensive, but great

content and imagery

• Small changes =

additional billable

hoursWe simplify the development of Tabs using the brand’s preferred method

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Social Media CampaignsTurning conversations into customers™

Driving a Brand’s Social Engagement

Search

Curate

Share

Research

Engage

Analyze

Manage

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Find new conversations & people

using Campaigns

Post Updates to Twitter and

Facebook

Use Campaign Searches to

find and share great content

+Eng

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Use Social Profiles and

Analysis to find out who to engage

further

Engage in conversations

w/people using Social Actions

See the Results of

your activities

Manage your social

communications in one place

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Use Case: Pedigree

Raise awareness of PEDIGREE’S Adoption Drive™

Solution: An integrated campaign featuring Facebook Ads and public relations messaging with targeted calls-to-action • With Facebook, the brand created an online hub for

people who share the PEDIGREE® Brand’s love of dogs

Results• As a result of the Facebook initiative PEDIGREE®

Adoption Drive Page grew from 55,000 (pre-launch) to more than 1.1 million by mid-2010 – a 20-fold increase

• The Facebook PEDIGREE® Adoption Drive Page has so far led to the donation of more than 1.1 million bowls of food and counting to shelters across the U.S.

• Click-through from the PEDIGREE® Adoption Drive Page to the PEDIGREE Foundation, has so far contributed to $600,000 raised for animal shelters and breed rescue centers!

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Use Case: Social Contest

Use a Social Contest to Drive Social Fan Base

Use Engage to announce and build awareness • Focus on one goal—e.g. build your Facebook “fans”• Use all channels to announce the promotion (email,

Twitter, Facebook, website, print, etc.)• Use a prize as an enticement—e.g. “Like” our Facebook page and

win xyz• Use Buzz+Engage to announce contest, engage people who are

chatting about the contest, announce the winner, etc.• Use Buzz+Engage to measure social chatter, social engagement,

clicks• Use MRise to launch and maintain the contest, and choose the

winners

Once the people have engaged, keep them interested• Give them the opportunity to engage further—use Engage to post

links to forms to sign up for offers, newsletters, etc.• Use Engage to post relevant content to your social accounts

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Use Case: Sales Promotion

Use Engage to Post and Measure Sales Promotions

Announce the promotion using Engage• Post the promotion using Engage to Twitter and/or Facebook• Create separate web landing pages per channel with different

discount codes in MRise• Continue to “promote the promotion” through social channels

Measure results through Engage• Measure clicks per channel using Engage• Encourage people to share the promotion and use Engage to

measure which channels had the best share & click rates • Measure clicks and final redemptions to see which channels

produced the best results and to total the actual sales figures and ROI for the promotion

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Thank YouQuestions?

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Resources• Japanese Companies who’ve switched to Timeline

• http://smmlab.aainc.co.jp/?p=5728

• mRise campaign examples

• https://www.facebook.com/Maggianos/app_186981981345123

• http://www.kellyagarrett.com/2012/faq-facebook-timeline-pages/

• https://www.facebook.com/DunkinPhilly?ref=ts

• https://www.facebook.com/pages/Surface-Hair/48898859603

• https://www.facebook.com/forexus

• http://apps.facebook.com/promosapp/244929

• http://adage.com/article/digital/meet-coolest-facebook-brand-timelines-coke-espn-ford/233015/

mBuzz