expon 2011 - dennis yu - potential of facebook to brazil
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O palestrante Dennis Yu no Expon 2011 fala sobre Potential of Facebook to BrazilTRANSCRIPT
Potential of Facebook to Brazil
Dennis Yu CEO, Blitzlocal [email protected] 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
X2
h"p://www.onlinemarke1ng-‐trends.com/2011/03/facebook-‐commerce-‐numbers-‐behind-‐sales.html
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
h"p://www.onlinemarke1ng-‐trends.com/2011/06/us-‐facebook-‐usage-‐insights-‐10-‐facts-‐you.html
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
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
