facebook Brand Positioning

Group Assignment

facebook CEO’s

Mark Zuckerberg Mark Elliot Zuckerberg (born May 14, 1984) is an American computer programmer and Internet entrepreneur. He is best known as one of five co-founders of the social networking website Facebook. As of April 2013, Zuckerberg is the chairman and chief executive of Facebook, Inc. and his personal wealth, as of July 2014, is estimated to be $33.1 billion. Mark Zuckerberg receives a one-dollar salary as CEO of Facebook

Sheryl Sandberg Sheryl Kara Sandberg born August 28, 1969 is an American technology executive, activist, and author. As of August 2013, she is the chief operating officer of Facebook. In June 2012, she was elected to the board of directors by the existing board members[becoming the first woman to serve on Facebook's board.

facebook Login Page

Social Media login trends

facebook usage by age group

How people use facebook ?

Business Model

facebook Positioning Statement

Give people the power to share and make the world more open and connected. People use Facebook to stay connected with friends and family, to discover what’s going on in the world, and to share and express what matters to them.

Brand Positioning – facebook

• Brand Essence (“Heart & Soul”) – Stay connected

• Brand Promise (unique & compelling benefit) –

Every feature required to stay connected /

updated

• Service Category (competitive frame of

reference) – Social Media (Profile, Share,

updates, message etc.)

Brand Positioning - facebook

Competitive frame of reference : Information sharing tool, photo sharing, messaging, micro blogging, media for advertisement Facebook’s competition: Google +, Linked In, Twitter, Yelp, Groupon, Tumblr, Instagram, Whatsapp, Snapchat, Pheed, Mark’s Response "We face significant competition in almost every aspect of our business, including from companies such as Google, Microsoft, and Twitter, which offer a variety of Internet products, services, content, and online advertising offerings, as well as from mobile companies and smaller Internet companies that offer products and services that may compete with specific Facebook features,"

facebook Positioning Primary data (Survey Results)

93% of people have Facebook account

Target Group for survey :

Working professionals of all genders, age between 20-40

years

60% of people use facebook everyday

Satisfied Customers Facebook feature satisfaction

Features Brand percent Very

Satisfied Neutral

Not Satisfied

Profile upload Facebook 67% 40% 27% 33%

Connect with people Facebook 60% 60% 20% 20%

Wall Facebook 53% 27% 33% 40%

Blogs Facebook 33% 7% 33% 60%

News updates Facebook 33% 33% 20% 47%

Fan Pages Facebook 40% 33% 7% 60%

Groups Facebook 60% 27% 33% 40%

Links (shopping, matrimony, social causes etc) Facebook 33% 20% 13% 67%

Games Facebook 33% 13% 13% 74%

Messaging Facebook 53% 27% 27% 46%

Live Chat Facebook 47% 40% 20% 40%

Gifts Facebook 33%

Professional Works LinkedIn 40%

Job search LinkedIn 60%

facebook Positioning Primary data (POP’s & POD’s)

facebook Positioning

facebook Perception:

Perception Feedback : Stay Connected, Social Networking, news,

Entertainment, Knowing friend’s status, In touch with friends, Timepass, maintain long distance friendship, Old, Lost Friends and Family

Perception/Positioning Statement : Facebook is tool to stay connected with friends & family (existing, old, not in touch), passing time & getting updates of friends, news.

facebook SWOT Analysis

•Enormous user base

•Validity of advertising is recognised

•The site provides information about and support for marketing processes and metrics

•Numerous marketing activities already available and continuous focus on improving

• International penetration

• Large number of companies already using it for advertising

• Lack of website customisation

•Metrics to measure the full effects of your Facebook marketing campaign do not yet exist

•Minimum age of 13 (although not strictly adhered to by members)

• Its popularity among consumers alone gives it high potential for future development from both FB administrators and creative marketers

•Time and greater understanding will bring new metrics to gauge effectiveness of marketing on Facebook

• Sell directly through Facebook

•The sheer quantity of competing social networking sites

•Resistance of some nations and governments to e.g. Facebook is banned in China

• Large quantity of Facebook ads may overwhelm customers (31% of all online ads in the US are now on Facebook)

•Privacy issues

Strength Weakness

Opportunity Threat

Is Facebook Losing attention ?

• Emergence of innovative social platforms (Pinterest, Google+ and other visually enhanced platforms)

• Increase in negative sentiments (violence, hatred, politically motivated issues, more commercial & less social)

• User behavioural & psychological issues • Increase in irrelevant content • Spam Content/ User profile • High commercial advertising marketplace

Recommendation

• Tapping business in emerging economies • Target business having no online presence • Should start professional network (Brand

Extension) • Should focus on strong content filtration • Streamline and optimize relevant brand stories • Authentication of user profile

Thanks