Exponbrazilv9july222011 110729142100-phpapp01-140106191017-phpapp01
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- Facebook has over 750 million active users globally and is growing rapidly in Brazil, with the Brazilian population being the fastest growing on Facebook. - Brazilians are highly engaged on Facebook, with the average user visiting 40 times per month, and Facebook providing opportunities for brands to connect with potential customers and increase sales. - For brands to be successful on Facebook in Brazil, the document recommends focusing on growing a fan base, engaging users through apps and games, targeted advertising, and integrating Facebook strategies with other online marketing efforts.
Exponbrazilv9july222011 110729142100-phpapp01-140106191017-phpapp01
- 1. Potential of Facebook to Brazil 22/07/2011 Dennis Yu CEO, Blitzlocal [email protected] Facebook.com/blitzlocal @dennisyu
- 2. 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
- 3. 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
- 4. 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
- 5. Facebook is Growing Rapidly Across the World 12/10 6/11 150m users 147m users 38m users 32m users 30m users 27m users 30m users 24m users 27m users 16m users United States Indonesia United Kingdom Turkey India *Fans by millions
- 6. 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/ 21 million 11 million
- 7. Fastest growing Facebook Population
- 8. Privalia Fans By Country There are 251,520 interests for Privalia Brasil
- 9. 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
- 10. 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
- 11. 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
- 12. 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
- 13. 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*
- 14. Avg. CTR of ads to non-fans COLD TARGETING VS. FANS! .05% Avg. CTR of ads to fans .35%
- 15. Fan Count Reach Clicks Impressions Fan Conversions Source of Fans Emails Collected Shares Downloads Engagement Rate Engagement Per Post Influenceable Audience
- 17. 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
- 18. Influence POINTS 1 5 5 5 5 200 Friends on Facebook Twitter follower 60 followers on Twitter YouTube subscriber 10 Post 5 times a day 200 Friends on Facebook Twitter follower 60 followers on Twitter YouTube subscriber 50 subscribers on YouTube 50 subscribers on YouTube Post 5 times a day TOTAL User A 11 User B 21 User C 11 User D 11
- 19. Engagement POINTS 1 5 5 5 5 Liking a Facebook page Giving an email address Following on Twitter Subscribing a YouTube channel 10 Making a purchase Liking a Facebook Page Giving an email address Following on Twitter Subscribing a YouTube channel Active user Active user Making a purchase TOTAL User A 16 User B 11 User C 6 User D 21
- 20. See Who Is Saying What, Where
- 21. The Wall Doesn’t Reach Fans EdgeRank suppresses 99.8% of wall posts
- 22. How Do You Get Seen? Feedback Ads Fans Visibility
- 23. Newsfeed Optimization Like the Page User Profile User Fan Page Points Based Game Home Page 3 4 6 7 2 5 Post Quality Score News feed Suggestions 1 Friends
- 24. User Like It Facebook Home Page 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 3 +1 4 1 +2 +3 5 6 7 8 9 10 Bad Good Good +90% CTR 12 11 User Profile Page Friends Ad >> Good/Bad? Facebook Optimization
- 25. Grand Openings
- 28. CTR And CPC by Industry
- 30. Ads burnout in days
- 33. 200 Impressions, 80 People, 6 Cents
- 34. Importance Of Like Buttons When users like something on Facebook, it publishes a full news feed story on their wall
- 35. Impact of Facebook Like Buttons
- 36. Vostu Game Developers 2,262 994 4,342 11,403 1,665 Fans
- 37. 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
- 38. Don’t Miss Out! Ricardo Kakả with over 10,000,000 fans wears Adidas + 27,900 Brazilians are Interested in Adidas = Missed Opportunity
- 40. Education and Workplace Targeting
- 41. Education level impacts CTR
- 42. Running Google Ads to Your Facebook Page
- 43. Leveraging Existing Customer Care Agents
- 44. Using Fans as Customer Care
- 45. Sponsored Stories Like Story Page Post Story
- 46. Engagement Apps • Foreign brands with a presence in Brazil, like Havaiinanas USA and L’Oreal Paris Brazil, tend to use engagement apps
- 47. Of the few Brazilian based brands in the top 50 only Saraiva online uses engagement apps
- 48. Collecting Email via apps
- 49. 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
- 50. Engagement Rate Email Notification Pre-made ad campaign More details On Off On Off
- 51. Website Email List PPC Face-o! Quiz Scoring Spin Wheel Gifting Reveal Badge Coupons Email Donate Nominate Tra"c Engagement Reviews E-Commerce App Chaining
- 52. 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
- 53. Pre-made tools
- 54. 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
- 55. See What is Working and What Needs Work
- 56. Takeaway Points • Fan Engagement • Integration of Techniques • Tracking Progress
- 57. Thank You Dennis Yu CEO, Blitzlocal [email protected] @dennisyu