Erwin Penland - Proprietary and Confidential

Putting Facebook in Perspective

ERWIN PENLAND PRESENTS

FOOD FOR THOUGHTOctober 2013

Erwin Penland - Proprietary and Confidential

Facebook94% of teens who are social media users have a profile on Facebook.

Teens are migrating from Facebook to Twitter to avoid the ever growing activity of adults.

26% of teen social media users were on Twitter. That's more than double the 12% in 2011.

Facebook represents the largest social media platform in terms of users, up 24% from 2012.

Facebook is the second most popular website in the world (Google being number one).

The average user is connected to 80 pages, including brands, groups and events.

If Facebook were a country it would be ranked third in the world.

the statsAge Group

18-29

Income

mostly75k+

Ethnicity

mostlywhite

Location

urban

Education

somecollege

femaleGenderPopulation

1.26 billionBILLION

Source: expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats

Erwin Penland - Proprietary and Confidential

&me my history

social

PRESENT FUTUREPAST

TIMELINE

It’s all about staying connected. Facebook is about me and my history.

It’s about who a person is as a manifestation of their photos, friends and brand associations.

Users craft a personal brand identity from the content they share and the way in which they interact. 

It creates a personal archive comprised of various media types, allowing users to see their brand story evolving over time. 

Erwin Penland - Proprietary and Confidential

marketingtechblog.com/like-us-facebook

Fewer people are visiting brand pages (especially move towards mobile), so the News Feed is very important.

How success is measured: it’s about acquiring Shares, Comments and Likes — in that order.

Consumers don’t always engage on brand pages, however, 77% interact with brands by reading their Facebook posts.

Just because they read, doesn’t mean they share: Only 17% of consumers interact with brands by sharing news stories and experiences from the brand.

Consumers rarely post brand-related content without a prompt: 13% interact with brands by posting updates about the brand.

Brands rarely respond to wall posts made by users: 95% of Facebook wall posts are not answered by brands. This is a huge missed opportunity for brands to engage with consumers.

&Brands Facebook

Erwin Penland - Proprietary and Confidential

MTV is one of the top five brands on Facebook, with 47.8 million likes.

They do a great job of sharing behind-the-scenes content, using it to promote shows about to air, driving TV viewership and excitement.

This creates dialogue and conversation between fans, deepening engagement.

Brands: MTV

Source: fanpagelist.com/category/brands

Erwin Penland - Proprietary and Confidential

Coca-Cola is winning on Facebook with 73.7 million Likes spreading the ‘happy Coke’ experience and core brand values through whimsical, shareable posts.

Coke is one of the top five brands on Facebook by number of Likes.

Their philosophy is quality over quantity, encouraging fans to talk and engage by posting questions, creating dialogue.

Brands: Coke

Source: fanpagelist.com/category/brands

Erwin Penland - Proprietary and Confidential

Red Bull is all about the content. They limit to usually one or two updates per day and never show the product; rather, the content is the hero.

It fits with the brand’s overall strategy of promoting itself as a lifestyle choice rather than a simple energy drink. 

Brands: Red Bull

Erwin Penland - Proprietary and Confidential

Food for ThoughtFood For Thought is Erwin Penland's thought leadership platform.  

It began six years ago with a three-day annual symposium celebrating the intersection of food, creative thinking, entrepreneurialism and social responsibility through events, discussions and of course, dining.  

The fully experiential gathering is crafted to inspire dialogue and debate among prominent entrepreneurs, business leaders and creative thinkers from around the country – showcasing how creativity is paramount to success in every organization, and in fact, in life.  

The platform itself has been extended into quarterly client sessions, internal agency training programs, research and marketing trend presentations.

For more information:Joe SaracinoChief Marketing OfficerErwin Penlandjoe.saracino@erwinpenland.com

Erwin Penlanderwinpenland.com@erwinpenland on Twitter, Instagram and Vinefacebook.com/erwinpenland

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