Marketing Landscape
April 2012
2
Brands Are Increasing Their Investment
In Social Media
By 2012 88% of Marketers Will Use Social Media
3
The Spend by Marketers on Social Media is Surpassing Email Marketing
4
• 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
5
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.
6
“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)
7
The Facebook Landscape: March 2012
526M daily active users(42%)
33% (680m in 3/2011) > 37,000 likes or
commentsevery second of every day
8
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
10
Timeline Changed the FB Brand OpportunityFrom This To This
11
Timeline Changed the FB Brand OpportunityFrom This To This
12
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
13
What CAN a Brand Do?
Cover Photo & Logo
Posts & Engagem
ent
Rich Content Tabs
14
Opportunity
15
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
16
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
17
Social Media CampaignsTurning conversations into customers™
Driving a Brand’s Social Engagement
Search
Curate
Share
Research
Engage
Analyze
Manage
18
Find new conversations & people
using Campaigns
Post Updates to Twitter and
Use Campaign Searches to
find and share great content
+Eng
ag
eB
uzz
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
19
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!
20
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
21
22
23
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
24
Thank YouQuestions?
25
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