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NEXT10 Preview

Facebook, Brands and TV in Germany Next10 Berlin, 10.05.2010

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The typical discussion is often ideology driven.

vs.

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The only thing which is important: Media usage is fundamentally changing. 73% use TV and internet at least once per week at the same time

& 49% use social networks while watching TV Source: Microsoft Advertising Media Meshing 2010

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And so, the game is changing.

But the ultimate objective will always be: To create brand preference! Source: http://www.comparethemeerkat.com/

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We wanted to know: What do the big “TV brands� actually do on Facebook (as biggest social network)?

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What happens in an average week on big brands‘ Facebook pages?

Monday, 12.04.2010 00:00  .................................................. .................................................. .................................................. .................................................. ..................................................  Sunday, 18.04.2010 23:59. reported by

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

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

Ă˜ 3.578 fans/likers per brand +114 fans/likers = + 3,2% 1/3 just started in 2010 3 admin posts 3 admin comments 94 user likes 52 user comments 8 user posts 4,3% interaction rate

3/5 promote Facebook link on their website. = 61% 2/3 directly on their = 34% homepage. = 5% 1/4 offer to share on FB

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

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

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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. reported by

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4 strategies how „TV brands“ use Facebook. Passive Brands No strategy

1/8

reported by

1/2

Role of brand: Provide useful & interesting information.

Role of brand: Be present. Role of user: Be a liker.

Pull strategy

Push strategy

Role of Facebook: Channel for all who want to know more.

Role of Facebook: Option to be liked.

Host Brands

Sender Brands

Role of user: Get and like information.

1/8

Friend Brands Interaction Strategy

Role of Facebook: Connect fans/likers.

Role of Facebook: Way to get in touch.

Role of brand: Give interesting input. Role of user: Make fan statements.

Role of brand: Listen, ask, talk, connect, interact.

1/4

Role of user: Valuable/appreciated partner.

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Resulting in different interaction rates. Passive Brands No strategy

1/8

Interaction Rate

0,3%

Role of user: Be a liker.

Host Brands Pull strategy

1/8

1/2

Role of brand: Provide useful & interesting information. Role of user: Get and like information.

Friend Brands Interaction Strategy

Interaction Rate

3,7%

1/4

Role of Facebook: Way to get in touch.

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

Push strategy

Role of Facebook: Channel for all who want to know more.

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

Sender Brands

Interaction Rate

5,5%

Role of brand: Listen, ask, talk, connect, interact. Role of user: Valuable/appreciated partner.

Interaction Rate

4,3%

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

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And a different “weight” of interactions. Passive Brands No strategy

1/8

Sender Brands Push strategy Lightweight

Midweight

Heavyweight

69,5%

23,0%

7,5%

Interaction Rate

Interaction Rate

0,3% Host Brands Pull strategy

1/8

Lightweight

Midweight

Heavyweight

76,2%

20,2%

3,6%

1/2

3,7% Friend Brands Interaction Strategy

1/4

Lightweight

Midweight

Heavyweight

43,5%

50,4%

6,0%

Interaction Rate

Interaction Rate

5,5%

4,3% Fans/Likes Growth Rate: Increase of fans/likers per week

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As well as different fans/likers growth rates. Passive Brands No strategy

1/8

Fans/Likers Growth Rate

As attractive as brand.

Host Brands Pull strategy

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

+4,0%

1/8 Fans/Likers Growth Rate

+2,2%

Sender Brands Push strategy

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

Friend Brands Interaction Strategy

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

1/2

Fans/Likers Growth Rate

+7,7%

1/4 Fans/Likers Growth Rate

+2,0%

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

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Passive Brands No strategy

1/8

Interaction Rate

Fans/Likers Growth Rate

0,3%

+4,0%

(Ă˜ 4,3%)

(Ă˜ 3,2%)

1/4

Just for the Burger King AlphaGriller campaign. reported by

Nothing but the KIK logo.

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Sender Brands Push strategy

Interaction Rate

Fans/Likers Growth Rate

3,7%

+7,7%

(Ø 4,3%)

Interaction Rate

7,8% Fans/Likers

+ 4,6%

1/2

All about Telekom: events, ads, corporate issues …

(Ø 3,2%)

Targobank: All about HSV (and nothing else) Interaction Rate

7,2%

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Fans/Likers

+ 2,4% NEXT10 Preview: Brands, TV and Facebook.

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Product information Events

Various sources of interesting news

Events

Offers on website Corporate information

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New ad campaign

Competitions on website16 NEXT10 Preview: Brands, TV and Facebook.


Bitburger competitions Interaction Rate

5,8%

Interaction Rate

Fans/Likers

5,4%

+ 1,4%

Fans/Likers

+ 2,4%

Host Brands Pull strategy

Interaction Rate

5,5% (Ø 4,3%)

reported by

1/8

Pictures & movies of BMW cars cars cars …

Fans/Likers Growth Rate

+2,2% (Ø 3,2%)

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Interaction Rate

9,6%

Fans/Likers

+ 2,2%

Questions around “Fiat Autoliebe”. Ads and new cars.

Friend Brands Interaction Strategy

Interaction Rate

21,3%

Broad offer, a lot of input. Clear focus on dialogue.

Fans/Likers

+ 3,6%

reported by

Interaction Rate

4,3% (Ø 4,3%)

1/4 Fans/Likers Growth Rate

+2,0% (Ø 3,2%)

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Key Insights. >  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!

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Appendix: Fan/Likers Growth and Interaction Rate. Brand

Fan/Likers Growth %

*Joined Facebook

67

7,1

11/2009

6,5%

ING-DiBa

366

8.106

114

1,4

12/2009

5,8%

Jever

22.077

22.617

540

2,4

10/2009

5,4%

KiK

Burger King

503

510

7

1,4

08/2009

0%

Coca-Cola Deutschland

967

1.005

38

3,9

02/2009

2,8%

L‘Oréal Deutschland

Deutsche Telekom

2.355

2.463

108

4,6

07/2009

7,8%

Douglas

1.993

2.285

292

14,7

12/2009

Dove MAN+CARE

299

299

0

0

Dr. Oetker Ofenfrische

257

281

24

Dr. Oetker Steinofen Tradizionale

549

555

FIAT

536

1&1 Bitburger BMW

Gilette Venus Hornbach Total Average

Fans/ Likers 12.03.

Fans/ Likers 18.03.

945

1.012

7.992

Fan/ Likers Growth

Fan/Likers Growth

Fan/Likers Growth %

*Joined Facebook

375

9

2,5

10/2009

4,3%

285

285

0

0

04/2010

10,9%

173

173

0

0

11/2009

0%

2.550

2.641

91

3,6

11/2009

21,3%

272

327

55

20,2

03/2010

2,5%

McDonald‘s

6.096

6.626

530

8,7

02/2010

2,7%

2,2%

Nokia Homebase

8.052

8.415

363

4,5

08/2008

6,6%

03/2010

3,0%

O2

4.536

4.736

200

4,4

08/2009

0,1%

9,3

01/2010

1,1%

Postbank

233

337

104

44,6

06/2009

5,6%

6

1,1

02/2010

3,1%

Syoss

1.494

1.623

129

8,6

03/2009

0,4%

548

12

2,2

10/2009

9,9%

Targobank

677

693

16

2,4

02/2010

7,2%

89

100

11

12,4

03/2010

0%

18.980

19.054

74

0,4

04/2009

0,7

805

854

49

6,1

05/2009

3,2%

Vodafone

9.936

10.048

112

1,1

02/2009

4,9%

3.578

3.691

114

3,2

4,3%

Total Average

3.578

3.691

144

3,2

* Base: First Posting/Oldest Profile Picture

reported by

Interaction Rate

supported by

Brand

Lindt

Axe

Fans/ Likers 12.03.

Fans/ Likers 18.03.

Interaction Rate

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

NEXT10 Preview: Brands, TV and Facebook.

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Thank you! For all who want to know more: Christiane Wenhart

Matthias Bonjer

c@musiolmunzingersasserath.com

m.bonjer@zucker-kommunikation.de

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Facebook, Brands and TV in Germany NEXT 10 Preview  
Facebook, Brands and TV in Germany NEXT 10 Preview  

We wanted to know: What do the big “TV brands” actually do on Facebook (as biggest social network)?

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