Description
Analysis of the brand Facebook in detail. It covers the history of facebook along with its features and analysis. It tells you the uses, advantages and marketing of Facebook.
1/19/13
‘Fuh-get Blackboard... do it on Facebook!’
Evolution
1/19/13
Demographics
1/19/13
Demographics
Gender Age
1/19/13
Demographics
% of online social media posts mentioning the network
12 10 8 6 4 2 0
1/19/13
Trends
1/19/13
When it comes to social networking, is more always better?
Needs
1/19/13
When it comes to social networking, is more always better?
Needs (contd.)
1/19/13
$
1/19/13
Growth
•
100 million users are logging in at least once a day More than four million users are becoming fans of Facebook’s public profile pages every day 24 million “pieces of content” were being shared per month 660,000 developers from more than 180 countries have built
•
•
•
1/19/13
Market Research Analysis
•
Conducted a survey of 116 people across varied age groups Objective of the survey: To gauge the appeal of Facebook To find out how is it different to people from other networking sites To know the brand loyalty of
•
1.
2.
1/19/13 3.
Market Research Findings
•
Male to Female Ratio:
1/19/13
Market Research Findings
•
Age groups of people surveyed:
1/19/13
Market Research Findings
•
Occupation
1/19/13
Market Research Findings
•
How people spend their idle time:
1/19/13
Market Research Findings
•
Awareness of Social Networking sites:
1/19/13
Market Research Findings
•
Account in which of the social networking sites:
1/19/13
Market Research Findings
•
Facebook user since how long:
1/19/13
Market Research Findings
•
Frequency of logging into Facebook:
1/19/13
Market Research Findings
•
Preference order of Facebook:
1/19/13
Market Research Findings
•
Preference order of Orkut:
1/19/13
•Preference order for LinkedIn:
Market Research Findings
•
Preference order for LinkedIn:
1/19/13
Market Research Findings
•
Reasons for logging into Facebook:
Primary reason found as ‘Connecting to People’
1/19/13
Market Research Findings
•
Reasons for logging into Facebook:
Secondary reason found as ‘For exciting Applications’
1/19/13
Market Research Findings
•
Applications people are most well acquainted with:
1/19/13
Market Research Findings
•
Word Association for Facebook:
1/19/13
Competition Analysis
1/19/13
Competition Analysis (contd)…
1/19/13
SWOT Analysis
1/19/13
•
To increase its user base by inducing new users to create accounts and existing users to log in more frequently
Marketing objective of Facebook
Lot of market yet to be explored
1/19/13
Market Segmentation
•
Age Group-12-17, 18-25, 26-35, 35-55 Social status and lifestyleOutgoing, trendy, business networking, introverts etc. Income- There should be affordability on the part of the user to be able to access internet on a regular basis in order to spend leisure time
•
•
1/19/13
Target Market
•
Need to capture the need for social networking in everyone, right from a businessman to a housewife, right from a teenager to a mature adult Target kids, students, young adults and adults It should act like a mass product which has something to offer to everyone
•
•
1/19/13
Positioning of Facebook
•
Current positioning: “Facebook helps you connect and share with the people in your life” Proposed positioning statement:
•
“Facebook is not just another social networking site. If you are a student, it can help you in knowledge 1/19/13
4 P’s
1/19/13
Products..
Facebook Chat Profile Pages Inbox Friends
Updated Privacy Controls Facebook Ads
Networks
1/19/13
Pricing
•
CPC or CPM campaign Like Google Adwords, you set your own budget
•
1/19/13
Country USA UK Canada Turkey France Italy Australia Colombia Chile Spain Argentina Venezuela
Facebook users 30/12/08 42,078,960 14,937,810 10,862,040 7,394,340 6,587,240 5,585,700 4,330,040 3,632,760 4,153,020 2,596,080 2,255,300 1,874,220 897,040
Place
Facebook users 17/03/09 55,329,460 17,765,160 11,655,980 9,957,180 8,742,900 8,678,000 5,152,960 4,508,960 4,341,240 3,948,300 3,353,280 2,578,540 2,236,380
% growth Dec 08 Mar 09 31.5% 19% 7.3% 25.5% 32.7% 55.4% 19% 24.1% 4.5% 52.1% 48.7% 37.6% 149.3%
1/19/13
Indonesia
Place
Country Sweden Denmark Belgium Mexico Norway Germany Hong Kong Switzerland India Greece South Africa Finland Egypt Facebook users 30/12/08 1,696,700 1,776,260 1,655,940 1,440,640 1,456,140 1,255,480 1,458,520 1,122,900 1,071,280 999,580 920,200 918,940 822,560 850,420 Facebook users 17/03/09 2,097,840 2,093,900 2,043,380 1,932,940 1,884,800 1,772,380 1,683,980 1,391,220 1,367,560 1,360,620 1,227,220 1,131,580 1,125,900 1,069,260 % growth Dec 08 Mar 09 23.6% 17.9% 23.4% 34.2% 29.4% 41.2% 15.5% 23.9% 27.7% 36.1% 33.4% 23.1% 36.9% 25.7%
1/19/13
Malaysia
Promotion
• •
• •
Facebook’s success is coming from branded display advertising with premium CPMs • $125 million brand ads Facebook's ad deal with
•
• Methods Revenue • $500 million
1/19/13
$150 million
Present Marketing Strategies of Facebook
q
Applications Groups
q
Click to edit Master subtitle style
q
Paid Groups Targeted Ads
q
1/19/13
New Marketing Strategies
•
The all new Facebook Enhanced Security Customized Homepage & easy to use
•
•
•
New themes & make your own themes
1/19/13
made easy
Even they can use it
1/19/13
made easy
1/19/13
Even Gattu can use it
Facebook’s Reunion campaign you remember when Do
was the last time you were sent out of the class ??
Catch up on old times
Reunion of 1988-89 Batch Bombay Scottish
1/19/13
Sponsoring Reality shows
•
Sponsoring the new generation “it” program Facebook Presents MTV Roadies
•
Unedited footage and gossips available on facebook communities and blogs
1/19/13
1/19/13
Heal The Planet
•
Tie up with GREENPEACE to form online communities
•
Spread awareness and encourage offline participation for GREENPEACE
•
Asking environmental experts to write blogs in the joint
1/19/13
Corporate Tie-Up
•
Tie up with Bennett, Coleman & Co. (Teach India) Ad Space Contract to be included in the tie up.
•
1/19/13
•
Tie up with Tier 2 city universities Conducting Career counseling lectures
•
1/19/13
FX Mafia Wars Gaming
•
Association with XBOX to create Mafia Wars Game
•
Promoting the application as a gaming competition
•
Competition to be held in all metros and finals in Mumbai
1/19/13
'Facebook- Say it all!'
•
Please share because we care First of a kind service to address personal problems of users
•
•
Marketing this application through online, print and outdoor media
1/19/13
1/19/13
The NewBiz Facebook
•
Exclusive business networking site B2B and B2C New business user interface
• •
1/19/13
Pen pal is back on Facebook
•
Make new friends in every continent Our application helps you find friends of similar interests worldwide
•
•
Make your own circle of friends
1/19/13
Get a friend and win a smile
1/19/13
Blogging
•
Official communities where famous personalities can write their thoughts
•
Creating a BlogSpot Articles of renowned authors and writers on this blog
•
1/19/13
Financial Projections
Marketing Strategies Setting up of new Sales offices of Facebook in metro cities New version of FB Facebook Agony Aunt Sponsorship for Roadies Facebook's Reunion campaigns New Biz Facebook Corporate Partnerships Knowledge initiative National level game competition 1/19/13
Projected Expenditure 5,25,00,000.00 2,00,00,000.00 24,00,000.00
10,00,00,000.00 50,00,000.00 5,00,00,000.00 15,00,00,000.00 2,00,00,000.00 2,00,00,000.00
Financial ProjectionsImpact of Marketing strategies
1/19/13
Contingency Plan
•
12 lakhs new users will be added by 2012
Year Tier I + 15-30 Tier II + 15- 30+ Age age group 30 age group Group 1.2 3 2 0.75 1.5 0.75 0.2 0.8 0.4 Biz-Biz
End of 2010 End of 2011 End of 2012
0.2 0.8 0.6
(Figures
are in Lakhs)
•
Management will review each years result and take corrective action as needed
1/19/13
•
Sufficient capital cushion is maintained
Thank YoU
1/19/13
doc_703672584.pptx
Analysis of the brand Facebook in detail. It covers the history of facebook along with its features and analysis. It tells you the uses, advantages and marketing of Facebook.
1/19/13
‘Fuh-get Blackboard... do it on Facebook!’
Evolution
1/19/13
Demographics
1/19/13
Demographics
Gender Age
1/19/13
Demographics
% of online social media posts mentioning the network
12 10 8 6 4 2 0
1/19/13
Trends
1/19/13
When it comes to social networking, is more always better?
Needs
1/19/13
When it comes to social networking, is more always better?
Needs (contd.)
1/19/13
$
1/19/13
Growth
•
100 million users are logging in at least once a day More than four million users are becoming fans of Facebook’s public profile pages every day 24 million “pieces of content” were being shared per month 660,000 developers from more than 180 countries have built
•
•
•
1/19/13
Market Research Analysis
•
Conducted a survey of 116 people across varied age groups Objective of the survey: To gauge the appeal of Facebook To find out how is it different to people from other networking sites To know the brand loyalty of
•
1.
2.
1/19/13 3.
Market Research Findings
•
Male to Female Ratio:
1/19/13
Market Research Findings
•
Age groups of people surveyed:
1/19/13
Market Research Findings
•
Occupation
1/19/13
Market Research Findings
•
How people spend their idle time:
1/19/13
Market Research Findings
•
Awareness of Social Networking sites:
1/19/13
Market Research Findings
•
Account in which of the social networking sites:
1/19/13
Market Research Findings
•
Facebook user since how long:
1/19/13
Market Research Findings
•
Frequency of logging into Facebook:
1/19/13
Market Research Findings
•
Preference order of Facebook:
1/19/13
Market Research Findings
•
Preference order of Orkut:
1/19/13
•Preference order for LinkedIn:
Market Research Findings
•
Preference order for LinkedIn:
1/19/13
Market Research Findings
•
Reasons for logging into Facebook:
Primary reason found as ‘Connecting to People’
1/19/13
Market Research Findings
•
Reasons for logging into Facebook:
Secondary reason found as ‘For exciting Applications’
1/19/13
Market Research Findings
•
Applications people are most well acquainted with:
1/19/13
Market Research Findings
•
Word Association for Facebook:
1/19/13
Competition Analysis
1/19/13
Competition Analysis (contd)…
1/19/13
SWOT Analysis
1/19/13
•
To increase its user base by inducing new users to create accounts and existing users to log in more frequently
Marketing objective of Facebook
Lot of market yet to be explored
1/19/13
Market Segmentation
•
Age Group-12-17, 18-25, 26-35, 35-55 Social status and lifestyleOutgoing, trendy, business networking, introverts etc. Income- There should be affordability on the part of the user to be able to access internet on a regular basis in order to spend leisure time
•
•
1/19/13
Target Market
•
Need to capture the need for social networking in everyone, right from a businessman to a housewife, right from a teenager to a mature adult Target kids, students, young adults and adults It should act like a mass product which has something to offer to everyone
•
•
1/19/13
Positioning of Facebook
•
Current positioning: “Facebook helps you connect and share with the people in your life” Proposed positioning statement:
•
“Facebook is not just another social networking site. If you are a student, it can help you in knowledge 1/19/13
4 P’s
1/19/13
Products..
Facebook Chat Profile Pages Inbox Friends
Updated Privacy Controls Facebook Ads
Networks
1/19/13
Pricing
•
CPC or CPM campaign Like Google Adwords, you set your own budget
•
1/19/13
Country USA UK Canada Turkey France Italy Australia Colombia Chile Spain Argentina Venezuela
Facebook users 30/12/08 42,078,960 14,937,810 10,862,040 7,394,340 6,587,240 5,585,700 4,330,040 3,632,760 4,153,020 2,596,080 2,255,300 1,874,220 897,040
Place
Facebook users 17/03/09 55,329,460 17,765,160 11,655,980 9,957,180 8,742,900 8,678,000 5,152,960 4,508,960 4,341,240 3,948,300 3,353,280 2,578,540 2,236,380
% growth Dec 08 Mar 09 31.5% 19% 7.3% 25.5% 32.7% 55.4% 19% 24.1% 4.5% 52.1% 48.7% 37.6% 149.3%
1/19/13
Indonesia
Place
Country Sweden Denmark Belgium Mexico Norway Germany Hong Kong Switzerland India Greece South Africa Finland Egypt Facebook users 30/12/08 1,696,700 1,776,260 1,655,940 1,440,640 1,456,140 1,255,480 1,458,520 1,122,900 1,071,280 999,580 920,200 918,940 822,560 850,420 Facebook users 17/03/09 2,097,840 2,093,900 2,043,380 1,932,940 1,884,800 1,772,380 1,683,980 1,391,220 1,367,560 1,360,620 1,227,220 1,131,580 1,125,900 1,069,260 % growth Dec 08 Mar 09 23.6% 17.9% 23.4% 34.2% 29.4% 41.2% 15.5% 23.9% 27.7% 36.1% 33.4% 23.1% 36.9% 25.7%
1/19/13
Malaysia
Promotion
• •
• •
Facebook’s success is coming from branded display advertising with premium CPMs • $125 million brand ads Facebook's ad deal with
•
• Methods Revenue • $500 million
1/19/13
$150 million
Present Marketing Strategies of Facebook
q
Applications Groups
q
Click to edit Master subtitle style
q
Paid Groups Targeted Ads
q
1/19/13
New Marketing Strategies
•
The all new Facebook Enhanced Security Customized Homepage & easy to use
•
•
•
New themes & make your own themes
1/19/13
made easy
Even they can use it
1/19/13
made easy
1/19/13
Even Gattu can use it
Facebook’s Reunion campaign you remember when Do
was the last time you were sent out of the class ??
Catch up on old times
Reunion of 1988-89 Batch Bombay Scottish
1/19/13
Sponsoring Reality shows
•
Sponsoring the new generation “it” program Facebook Presents MTV Roadies
•
Unedited footage and gossips available on facebook communities and blogs
1/19/13
1/19/13
Heal The Planet
•
Tie up with GREENPEACE to form online communities
•
Spread awareness and encourage offline participation for GREENPEACE
•
Asking environmental experts to write blogs in the joint
1/19/13
Corporate Tie-Up
•
Tie up with Bennett, Coleman & Co. (Teach India) Ad Space Contract to be included in the tie up.
•
1/19/13
•
Tie up with Tier 2 city universities Conducting Career counseling lectures
•
1/19/13
FX Mafia Wars Gaming
•
Association with XBOX to create Mafia Wars Game
•
Promoting the application as a gaming competition
•
Competition to be held in all metros and finals in Mumbai
1/19/13
'Facebook- Say it all!'
•
Please share because we care First of a kind service to address personal problems of users
•
•
Marketing this application through online, print and outdoor media
1/19/13
1/19/13
The NewBiz Facebook
•
Exclusive business networking site B2B and B2C New business user interface
• •
1/19/13
Pen pal is back on Facebook
•
Make new friends in every continent Our application helps you find friends of similar interests worldwide
•
•
Make your own circle of friends
1/19/13
Get a friend and win a smile
1/19/13
Blogging
•
Official communities where famous personalities can write their thoughts
•
Creating a BlogSpot Articles of renowned authors and writers on this blog
•
1/19/13
Financial Projections
Marketing Strategies Setting up of new Sales offices of Facebook in metro cities New version of FB Facebook Agony Aunt Sponsorship for Roadies Facebook's Reunion campaigns New Biz Facebook Corporate Partnerships Knowledge initiative National level game competition 1/19/13
Projected Expenditure 5,25,00,000.00 2,00,00,000.00 24,00,000.00
10,00,00,000.00 50,00,000.00 5,00,00,000.00 15,00,00,000.00 2,00,00,000.00 2,00,00,000.00
Financial ProjectionsImpact of Marketing strategies
1/19/13
Contingency Plan
•
12 lakhs new users will be added by 2012
Year Tier I + 15-30 Tier II + 15- 30+ Age age group 30 age group Group 1.2 3 2 0.75 1.5 0.75 0.2 0.8 0.4 Biz-Biz
End of 2010 End of 2011 End of 2012
0.2 0.8 0.6
(Figures
are in Lakhs)
•
Management will review each years result and take corrective action as needed
1/19/13
•
Sufficient capital cushion is maintained
Thank YoU
1/19/13
doc_703672584.pptx