Do Facebook & Twitter work for Branding?

Juan Hernández Aguirán

94% of people who use Internet use it as an essential tool for searching information

In Spain 70% of people believe all the information that they read in Internet

People don’t believe in traditional publicity anymore

New Consumer TrendsNew Consumer Trends

Juan Hernández Aguirán *Study of AGOF (Germany)

Internet Users Trends*Internet Users Trends*

Internet = Solid Advertising Platform for Cosmetics

73,7% of Internet users are interested in Cosmetics

Cosmetics buyers use it for:

– Buying (18,3%)

– Searching information (39,9%)

48% of men are already interested in Cosmetics and parfums

78,5% of Internet users seduced by Cosmetics have between 14-49 years old

*Study of AGOF (Germany)

Internet Users Trends*Internet Users Trends*

TRADITIONAL MARKETINGvs.

SOCIAL ENGAGEMENT

Traditional Communication

MonologueUnidirectionalPushIntrusive

Traditional Communication

MonologueUnidirectionalPushIntrusive

Social Media ConversationBidirectional

PermisiveEngagement

Traditional Social

Social EngagementSocial Engagement

Traditional Social

We have two ears and one mouth to listen twice as much as we

Social Media Principle

Traditional Social

2.0 World2.0 World

Content pulled from Social MediaContent pulled from Social Media

World Map of Social Networks

Facebook is the number 1Facebook is the number 1

August 2008

January 2009

April 2009

July 2009

September 2009

December 2009

February 2010

June 2010

100 million

150 million

200 million

250 million

300 million

350 million

400 million

500 million

Facebook users growthFacebook users growth

Facebook USA Russia Japan Germany UK

500 million

308 million

141 million 127 million

81 million61 million

If Facebook was a country it would be the 3th in the

Facebook compared with countriesFacebook compared with countries

facebookfacebook

Facebook has more Page Views than the Facebook has more Page Views than the next 100 biggest Web Sites Togethernext 100 biggest Web Sites Together

• Average user has 130 friends• About 70% of Facebook users are outside the United States • There are more than 100 million active users currently

accessing Facebook through their mobile devices

*http://www.facebook.com/press/info.php?statistics

• 50% log on to Facebook in everyday

• Connected to 60 pages, groups and events

• Creates 70 pieces of content each month

The average facebook userThe average facebook user

75% of users are older than 25

82% of users are older than 25

Age distributionAge distribution

Who is in facebook?Who is in facebook?

• More than 250.000 websites integrated

• Top 100 websites have integrated with Facebook

Does facebook work for branding?Does facebook work for branding?

Customers

Employees

COMPANYFANS

Customers

Employees

COMPANYFANS

Customers

Employees

Communication

Interaction

COMPANYFANS

Customers

Employees

Communication

Interaction

SEGMENTATION

BRAND AWARENESS

IMPROVE BUSINESS

Communication

Engagement

SegmentationSegmentation

Promotion

Improve Business

Benefits of a facebook PageBenefits of a facebook Page

Communication

Engagement

SegmentationSegmentation

Promotion

Improve Business

EventsNews VideosLinksDiscussions…

HabitsHabitsInterests Interests Geography Geography Languages Languages DemographicDemographic Brand Awarenness

Influence in brands Attendance at eventsResponses to challenges

Increase fans, followers & friendsComments & Number of interactionsCustomer satisfactionVolume of customer feedback Visitor retentionWiki contributorsSuggestions Employees reached (for internal programs)

• Increase Purchase considerationPurchase consideration

• Increase Market shareMarket share

• Savings per customerSavings per customer assisted through direct social media interactions compared to other channels (e.g., call centers)

• Savings generated by enabling customers to connect connect with each otherwith each other

• Costs saved from not spendingnot spending on traditional media

• Job applicationsJob applications received

IDEASIDEAS FOR YOUR FOR YOUR

FACEBOOK PAGEFACEBOOK PAGE

InteractionInteraction

Upload your pictureUpload your picture

Opinions & SuggestionsOpinions & Suggestions

Sharing Sharing

Multimedia Multimedia

MaterialMaterial

Information about:Information about:

EventsEvents

Corporative NewsCorporative News

Social CommitmentSocial Commitment

Future projectsFuture projects

Global DataGlobal Data

NewnessNewness

Information about:Information about:

EventsEvents

largest

Make up

Corporative NewsCorporative News

Social CommitmentSocial Commitment

Global DataGlobal Data

New ProductsNew Products

yourself

seduction

The favourite Hollywood Stars Fashion Designer

Category EventsCategory Events

Who are you talking to?Who are you talking to?

CustomersCustomers WorkersWorkers

PublicPublicProfileProfile

Private Private ProfileProfile

Free CommunicationFree Communication• Feedback• Promotion

• Brand Awareness• Debate

CustomersCustomers WorkersWorkers

PublicPublicProfileProfile

Private Private ProfileProfile

Write your name and upload your pictureWrite your name and upload your picture

Avon xxx

Start writing and following Start writing and following peoplepeople

Avon xxx

People interested in your tweets will easily People interested in your tweets will easily find youfind you

Social Brand PrinciplesSocial Brand Principles

INTERACTION ADAPTATION LOYALTY

INCREASE SALES

Benefits from Social MediaBenefits from Social Media

Do Facebook & Twitter work for Branding?

Business

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