O palestrante Dennis Yu no Expon 2011 fala sobre Potential of Facebook to Brazil

1. Potential of
Facebook to Brazil
22/07/2011
Dennis Yu
CEO, Blitzlocal
dennis@blitzlocal.com
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
X2
• 1 in 4 have made a
purchase via a brand’s
Facebook Page
h"p://www.onlinemarke1ng-­‐trends.com/2011/03/facebook-­‐commerce-­‐numbers-­‐behind-­‐sales.html

4. Reccomendations using Facebook
64%
55%
41%
Have
Asked
Friends
Before
Say
Likely
to
Use
for
Local
Say
Likely
to
Use
on
Travel
Businesses,
Resturants
or
Events
h"p://www.onlinemarke1ng-­‐trends.com/2011/06/us-­‐facebook-­‐usage-­‐insights-­‐10-­‐facts-­‐you.html

5. Facebook is Growing Rapidly Across
the World
150m
users
147m
users
12/10
6/11
38m
users
32m
users
30m
users
30m
users
27m
users
27m
users
24m
users
16m
users
United
States
Indonesia
United
Kingdom
Turkey
India
*Fans
by
millions

6. Facebook in Brazil
• Brazil has gone from 11 million users
21
million
to 21 million users on Facebook in
the last six months.
• Brazil is the fastest growing
11
million
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/

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 22%
Extended family 12%
Coworkers 10%
College friends 9%
Immediate family 8%
People from voluntary groups 7%
Neighbors 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
sniff*
14th sniff*

14. COLD
TARGETING
.05%
Avg. CTR of ads to non-fans
.35%
VS. FANS!
Avg. CTR of ads to fans

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 USA
Avg CPC: Avg CPC:
$0.60 $1.19
CPC cost declining* CPC cost rising
Avg CPM: Avg CPM:
$0.26 $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 10
200 Friends on Twitter follower 60 followers on YouTube 50 subscribers Post 5 times
Facebook Twitter subscriber on YouTube a day
200 Friends Twitter 60 followers YouTube 50 subscribers Post 5 times a
on Facebook follower on Twitter subscriber on YouTube day
TOTAL
User
11
A
User
21
B
User
11
C
User
11
D

19. Engagement
POINTS
1 5 5 5 5 10
Liking a Giving an email Following on Subscribing a Active user Making a
Facebook page address Twitter YouTube purchase
channel
Liking a Giving an Subscribing
Following Active Making a
Facebook email a YouTube TOTAL
on Twitter user purchase
Page address channel
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?
Ads
Feedback
Fans
Visibility

23. Newsfeed Optimization
4
Fan Page Points 5
Based Game
Post Quality Score
3
Like the Page
News feed Suggestions
7
2
User Profile 6
Home Page
Friends
1
User

24. Facebook Optimization
Extrapolate
user data
4
Interact with 5
the Fan Page
Connections
Likes
3
Like It +1
+2
+3
Facebook Open
Graph Interests
Fan Page Location 6
Facebook
Ad Generator
2
User
12
User Profile Page
7
Facebook
Ad Multiplier
1
8
9
Facebook Bad
10
Facebook
Home Page Good
11
Perfect Ad Ad Optimizer
Good
Ad >> Good/Bad?
Friends
+90%
CTR

25. Grand Openings

28. CTR And CPC by Industry

30. Ads burnout in days

32. More Peer Pressure!

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
11,403
Fans
4,342
2,262
1,665
994

37. Percentage of Adidas Fans Who are Brazilian
1.02%
0.94%
0.94%
0.65%
0.12%
0.15%
0%
Adidas
Adidas
Adidas
Adidas
Adidas
Neo
Adidas
Adidas
Running
Originals
Baseball
Basketball
Football
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

39. Competitive Targeting

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. What’s Showing This Week?
Fan
Targeting
Non-Fan
Targeting
Friend of Fan
Targeting
Ads should be valued recommendations, rather than mass blast
marketing
ads

50. Engagement Rate
Email Notification On Off
Pre-made ad campaign On Off
More
details

51. App Chaining
Tra c Website Email List PPC
Engagement Face-o Quiz Scoring Spin Wheel Gifting
Nominate Reveal Coupons
Reviews
Badge Email
E-Commerce
Donate

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
Interest
Images Ad Copy
TargeWng
Interest
Images Ad Copy TargeWng
Interest
Unique
Ad
Images Ad Copy TargeWng
Combos
Interest
Images Ad Copy TargeWng
Interest
Images
Ad Copy TargeWng
ads

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
dennis@blitzlocal.com
@dennisyu