Potential of Facebook to Brazil

Dennis Yu CEO, Blitzlocal dennis@blitzlocal.com Facebook.com/blitzlocal @dennisyu

22/07/2011

Facebook Worldwide

•  Over 750,000,000 active users •  50% log on any given day •  Over 30,000,000,000 pieces of content

shared each month •  70% of Facebook users are outside the United

States •  Every month, over 250,000,000 engage with

Facebook on an external site

Usage and Influence of Facebook

•  Average user visits 40 times a month

•  1 in 4 have made a purchase via a brand’s Facebook Page

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Reccomendations using Facebook

41%  

64%  

55%  

Have  Asked  Friends  Before   Say  Likely  to  Use  for  Local  Businesses,  Resturants  or  

Events  

Say  Likely  to  Use  on  Travel  

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Facebook is Growing Rapidly Across the World

12/10  

6/11  

United  States   Indonesia   United  Kingdom   Turkey   India  

147m  users  

150m  users  

32m  users  

38m  users  

27m  users  30m  users  

24m  users  

30m  users  

16m  users  

27m  users  

*Fans  by  millions  

Facebook in Brazil

•  Brazil has gone from 11 million users to 21 million users on Facebook in the last six months.

•  Brazil is the fastest growing population on Facebook at 6.79% (that’s 1,441,804 new users a week!)

•  29.8% of Brazilian online users are on Facebook

hOp://www.checkfacebook.com/  

11  million  

21  million  

Fastest growing Facebook Population

Privalia Fans By Country

There are 251,520 interests for Privalia Brasil

Average Facebook User Has

229 Facebook friends

People from high school

Extended family

Coworkers

College friends

Immediate family

People from voluntary groups

Neighbors

22% 12%

10% 9%

8% 7%

2%

Source : Pew Research Center’s Internet & American Life Project

Top US Brands on Facebook 38,574,387  Fans   30,286,205  Fans  

25,681,041  Fans  23,988,096  Fans  

22,987,774  Fans  

Top Brand Pages

1st Peixe Urbano 2nd Havaianas USA (American page) 3rd L’Oreal Paris NONE of these pages top at even 750,000 fans

Top Pages Overall

The top Brazillian page Ricardo Kakả, is ranked 124th on the Facebook page Leader board with 10,229,976 fans

Followed by Paulo Coelho ranked 259th

with 6,171,019 Fan count taken this morning

Top 10 pages in Brazil

Are… Ricardo Kaka, Paulo Coelho, Ronaldinho, Luciano Huck, Sepultura, The Alchemist, Robinho, Ayrton Senna, SC Corinthians Paulista, Adriana Lima

8 are people, 1 is a book, 1 is a sports team The top brand Piexe Urbano… is ranked 14th

sniff*  

sniff*  

Avg. CTR of ads to non-fans COLD

TARGETING VS. FANS!

.05%

Avg. CTR of ads to fans

.35%

Fan Count

Source of Fans

Fan Conversions

Engagement Per Post

Reach

Influenceable Audience

Impressions

Engagement Rate

Clicks

Shares

Emails Collected

Downloads

Brazil vs USA

Brazil Avg CPC: $0.60 CPC cost declining* Avg CPM: $0.26

USA Avg CPC: $1.19 CPC cost rising Avg CPM: $0.50

Brazil ranked 28th in the world for CPC, but is 9th in number of Facebook users

*over  the  past  6  months    hOp://www.socialbakers.com/facebook-­‐staWsWcs  

Influence

200 Friends on Facebook

Twitter follower 60 followers on Twitter

1 5 5 5 5

YouTube subscriber

Post 5 times a day

10

200 Friends on Facebook

Twitter follower

60 followers on Twitter

YouTube subscriber

50 subscribers on YouTube

Post 5 times a day TOTAL

User A 11

User B 21

User C 11

User D 11

50 subscribers on YouTube

POINTS

Engagement

Liking a Facebook page

Giving an email address

Following on Twitter

1 5 5 5 5

Subscribing a YouTube channel

Making a purchase

10

Liking a Facebook Page

Giving an email address

Following on Twitter

Subscribing a YouTube channel

Active user Making a purchase TOTAL

User A 16

User B 11

User C 6

User D 21

Active user

POINTS

See Who Is Saying What, Where

The Wall Doesn’t Reach Fans EdgeRank suppresses 99.8% of wall posts

How Do You Get Seen?

 Feedback  

Visibility  Fans  

Ads  

User

User Profile

Like the Page

Fan Page Points Based Game

Home Page

3  

4  

6  7  

2  

5  

Post Quality Score

News feed Suggestions

1  

Friends

Newsfeed Optimization

Facebook Home Page

User

Like It

Interact with the Fan Page

Perfect Ad

Fan Page

2  

Facebook Open Graph

Connections Likes

Interests

Extrapolate user data

Location Facebook Ad Generator

Facebook Ad Multiplier

Facebook Ad Optimizer

+1  3  

4  

1  

+2   +3  

5  

6  

7  

8  9  

10  Bad  

Good  

Good  

+90%  CTR  

11  

User Profile Page 12  

Friends Ad >> Good/Bad?

Facebook Optimization

Grand Openings

CTR And CPC by Industry

Ads burnout in days  

More Peer Pressure!

200 Impressions, 80 People, 6 Cents

Importance Of Like Buttons When users like something on Facebook, it publishes a full

news feed story on their wall

Impact of Facebook Like Buttons

Vostu Game Developers

2,262  994  

4,342  

11,403  

1,665  

Fans  

Percentage of Adidas Fans Who are Brazilian

1.02%  

0.65%  

0%  0.12%  

0.94%   0.94%  

0.15%  

Adidas  Running  

Adidas  Originals  

Adidas  Baseball  

Adidas  Basketball  

Adidas  Neo   Adidas  Football  

Adidas  Soccer  

Don’t Miss Out!

Ricardo Kakả with over 10,000,000 fans wears Adidas

+ 27,900 Brazilians are Interested in Adidas

= Missed Opportunity

Competitive Targeting

Education and Workplace Targeting

Education level impacts CTR

Running Google Ads to Your Facebook Page

Leveraging Existing Customer Care Agents  

Using Fans as Customer Care  

Sponsored Stories  Like  Story  

Page  Post  Story  

Engagement Apps

•  Foreign brands with a presence in Brazil, like Havaiinanas USA and L’Oreal Paris Brazil, tend to use engagement apps

Of the few Brazilian based brands in the top 50 only Saraiva online uses engagement apps

Collecting Email via apps

Fan Targeting

Non-Fan Targeting

Friend of Fan Targeting

ads

What’s Showing This Week?

Ads should be valued recommendations, rather than mass blast marketing

Email Notification Pre-made ad campaign

More details

Engagement Rate

==   ==  On Off ==  ==  ==   ==  On Off

Face-o! Quiz Scoring Spin Wheel Gifting

Reveal

Badge

Coupons

Email

Donate

Website Email List PPC

Nominate

Tra"c

Engagement

Reviews

E-Commerce

App Chaining  

App Developers

•  - A market place for business applications on Facebook, including user r reviews and payments service

•  - Facebook apps and widgets with simple free-form customization

•  - Apps for Facebook and Twitter, with emphasis on viral features

•  •  - Customized apps for social marketing and managing

Pre-made tools

Ad Multiplication

ads

Images

Images

Images

Images

Images  

Ad Copy

Ad Copy

Ad Copy

Ad Copy

Ad Copy

Interest  TargeWng  

Interest  TargeWng  

Interest  TargeWng  

Interest  TargeWng  

Interest  TargeWng  

Unique  Ad  Combos  

See What is Working and What Needs Work

Takeaway Points

•  Fan Engagement

•  Integration of Techniques

•  Tracking Progress

Thank You

Dennis Yu CEO, Blitzlocal dennis@blitzlocal.com @dennisyu