20110826
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Facebook has reached 1 trillion page views, making it the first online service to reach that milestone. Steve Jobs resigned as CEO of Apple after a medical leave of absence. Facebook is killing its "Places" check-in feature and focusing on a new location-based product called "Nearby." The presentation covered topics including the growth of Facebook usage in Asia, the rise of mobile and its impact on digital consumption, how brands are using Facebook, and the role of cats in social media.
20110826
- 1. Speakers@ThomasCramptonAPAC DirectorOgilvy@JohnStaufferRegional Director, Hong KongOgilvy
- 3. Need advice?The Social@ team is at your service, but we need:Involvement early in the process A clear briefSufficient time to respondEmail: thomas.crampton@ogilvy.comjohn.stauffer@ogilvy.com
- 4. Steal This Deck part II plus, Cats in Social Media
- 5. Social Digest: Week of August 22Facebook’s 1 TrillionFacebook has reached one trillion page views, the first online service to ever reach that mark. The second closest, YouTube, is far behind with 100 billion page views.Facebook has 870 million unique visitors and reaches 46.9 percent of all internet users.Reference:http://www.zdnet.com/blog/facebook/facebook-is-first-with-1-trillion-page-views-according-to-google/3009Steve Jobs Resigns as CEOSteve Jobs, co-founder and two-time CEO of Apple, resigned on Wednesday. The resignation comes after a lengthy medical leave of absence that ultimately led the innovator to the decision that he would not be able to meet his duties and expectations as Apple’s CEO. Tim Cook, formerly the COO of the company, will take Jobs’ place as the head of the company. Reference: http://mashable.com/2011/08/24/breaking-steve-jobs-resigns-from-apple/Facebook Kills Off “Places”One year after the launch of Places, Facebook has decided to kill off the “check-in” feature and focus on a new location-based product to be named “Nearby.” While check-ins will remain a part of the product, they will not be emphasized; rather people will focus more on what they are doing at each locution with thoughts, photos, etc. There has been no remarks on how this change will affect Facebook Deals.Reference: http://techcrunch.com/2011/08/23/facebook-location-tagging//1,000,000,000,000
- 6. AGENDAMobile RevolutionFacebook NationFeline FascinationBrand Perceptions
- 7. AGENDAMobile RevolutionFacebook NationFeline FascinationBrand Perceptions
- 8. Globally, borders are being replaced by connections70%75050%300of FB users reside outside of US million + usersreturn dailymillion via mobileSource: Facebook, “Ogilvy Workshop,” 24 August 2011
- 9. Asia’s 4th Largest Nation*Hong KongGlobalFacebookRank237161718192527343549555891110August 2011 Global Facebook PopulationIndonesia IndiaPhilippinesThailandMalaysiaTaiwanAustraliaPakistanJapanSouth KoreaHong KongSingaporeNew ZealandVietnamChinaBrunei39.5 Million21-35 Million* With 179 million users, only China, India, and Indonesia have a larger population in Asia than Facebook11-20 MillionSingapore1 – 10 MillionFewer than one MillionData: Facebook, SocialBakers, August 2011; Flag: Soft Icons
- 10. Nearly 1 out of 4 Facebook users is from AsiaPortion of online population on FacebookHong KongPortion of total population on Facebook50%Indonesia*PhilippinesHong KongBruneiSingapore MalaysiaThailandTaiwan Australia New ZealandIndiaPakistan South KoreaVietnamJapan China 132%88%78%69%69%68%67%66%62%61%41%28%10%8%4%0.12%*Indonesia shows more than 100%because Facebook data is morerecent than Internet population dataData: August 2011, Ogilvy 360DI, World Bank, Social BakersMore than 50%25%Singapore0%More than 20%Less than20%
- 11. Facebook is a destinationTime Spent Each Month(Facebook is a destination, not a portal or starting point)6 hrs, 36 mins2 hrs, 22 mins 2 hrs, 20 mins Source: Nielsen Online monthly time spent, US figures, April 20112 hrs, 20 mins 1 hr, 19 mins
- 12. The Facebookfunnel1.6xlift in brand recall2xlift in message awareness4Xlife in purchase intentAwarenessOpinionConsiderationPreferencePurchaseAdvocacySource: Facebook, “Ogilvy Workshop,” 24 August 2011
- 13. 13Facebookmarketing modelRelationshipsMediaBusinessSource: Facebook, “Ogilvy Workshop,” 24 August 2011
- 14. Case study: Air AsiaResults:600,000tickets sold in one day2MediaRelationships13BusinessSteps to Develop:1Built community with Publishing & MediaAppsCampaign promoting special fare offerwith video like and event ads23Future: Integrate Facebook into booking operationsSource: Facebook, “Ogilvy Workshop,” 24 August 2011
- 15. The FacebooktoolboxPagesLocationPlatformAdsCreate a Social & Participatory Experience Drive Awareness, Advocacy, & CommunityMake Connections & Enable 2-Way DialogueDigital to Real LifeMeasurement: Provide robust tools for understanding the value of Facebook Pages, Ads, and Platform and continually improve and iterate on those metricsSource: Facebook, “Ogilvy Workshop,” 24 August 2011
- 16. HK FacebookdemographicsAgeGenderFastest growing demoSource: Facebook internal data, May 2011
- 17. AGENDAMobile RevolutionFacebook NationFeline FascinationBrand Perceptions
- 18. PC becoming less relevantSource: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011
- 19. Mobile a major driverSource: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011
- 20. Share of traffic by deviceSource: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011
- 21. Mobile platforms driving trafficSource: comScore “Beyond The PC: How Digital Consumption is Evolving,” 19 July 2011
- 22. Mobile advertising on the riseSource: InMobi Mobile Insights Report, April 2011
- 23. Mobile impressionsSource: InMobi Mobile Insights Report, April 2011
- 24. Increasing mobile ad requestsSource: InMobi Mobile Insights Report, April 2011
- 25. AGENDAMobile RevolutionFacebook NationFeline FascinationBrand Perceptions
- 26. Most noticed digital brandsWhich of the following brands have you seen advertising via digital media?Source: Asia’s Top Digital Brands, June 2011 – TNS (across Asia); n=504
- 27. Most recognized digital effortsWhich of the following types of digital media have you seen being used by brands?Source: Asia’s Top Digital Brands, June 2011 – TNS (across Asia); n=13,191
- 28. Digital efforts driving interestTo what extent did digital media from a brand increase your interest in that brand?Significantly increased interest Somewhat increased interest Didn’t increase interestTop 2 Boxes83.8%93.7%85.6%85.5%81.7%78.8%75.9%Source: Asia’s Top Digital Brands, June 2011 – TNS (across Asia); n=13,191
- 29. In China, Chinese brands are leading the way in digitalIn China, 12 out of the top 20 brands are Chinese, a 71% increase from last year with only 7 Chinese brands.
- 30. Chinese brands are also motivating consumers to act with 13 of the top 20 motivating digital advertisers being Chinese brands.Source: Asia’s Top Digital Brands, June 2011 – TNS
- 31. AGENDAMobile RevolutionFacebook NationFeline FascinationBrand Perceptions
- 32. Cats and social mediaHangoutsMessagingGamingNetworking
- 33. Cats vs Dogs
- 35. Feline digital homeMessaging, profiles, forums, photo sharing, video uploading, friending, and blogging are the standard social features that are on the site. The 3,515 members
- 36. 1,044 photos, 3,705 comments, and 725 forum posts in the past day
- 37. 6 years old
- 38. Outposts on Facebook and TwitterYouTube: Meet Maru
- 39. The iPhone App: Catpaint
- 40. Cats: A Theoretical Framework
- 41. Cats: A Theoretical Frameworkvs
- 42. Cats: A Theoretical Framework
- 43. Thank you!
Editor's Notes
- #12: Ads on Facebook are likely to be seen because:People spend a lot of time on Facebook, using it as a destination rather than a starting point to go elsewhere on the webAds with Friends attract attention, as evidenced by the fact that Nielsen has found that Ads with Friends improve brand recall, message awareness, and purchase intentFacebook Ads and Sponsored Stories fit seamlessly into the broader Facebook experience (e.g. Event Ads look like Events and Sponsored Stories contain the same info that is found in the News Feed); this helps the ads to become integrated into the experience rather than just an ignored sidebar
- #15: Link to video case study: https://www.facebook.com/video/video.php?v=817768857491Goals:Establish a community of Air Asia flyersSell ticketsHow:Established a Facebook Page in order to start building relationships with Air Asia flyersDeveloped a “100M Guests Flown” low fair promotion and used video like and event engagement ads to promote in local language (Malaysia, Indonesia and Thailand). Started the media two days before the launch of the promotion to begin to acquire fans and prep them for the low fare sale. The event ad made it easy to share the offer with friends. The also socialized the offer on their Page and encourages discussion ad sharing of the promotion via a star wars themed video teaser.In the future they are working on integrating FB into their booking operations Results600K seats sold (to confirm)Continuing to use Facebook as a customer service tool. For example they used their Page to inform people about flight changes during the volcanic eruptions in 2010
- #19: Singapore ranks second among markets studied for share of traffic from non-computer devices (5.9%). Non-computer devices account for similar shares of traffic in Malaysia (3.6%) and Hong Kong (3.5%).4.3% of traffic in Australia and 3.4% of traffic in India came from non-computer devices as well.
- #20: Tablets drive 42% of non-computer traffic in Hong Kong – the highest percentage for tablet share of non-computer traffic seen across the markets in this study.
- #21: 4% of total traffic in Singapore came from mobile devices2.4% of total traffic in Malaysia came from mobile devices1.9% of total traffic in Hong Kong came from mobile devices
- #22: The share of non-computer traffic coming from iPhones in Singapore (51.9%) is highest among the 15 markets we’ve studied.14.8% of non-computer traffic in Malaysia still comes from feature phones, compared to only 1.5% in Singapore and 1.7% in Hong Kong
- #28: http://www.tnsglobal.com.hk/published_research_use/Asia%27s%20Top%20Digital%20Brands.pdf
- #29: http://www.tnsglobal.com.hk/published_research_use/Asia%27s%20Top%20Digital%20Brands.pdf
- #30: http://www.tnsglobal.com.hk/published_research_use/Asia%27s%20Top%20Digital%20Brands.pdf