Top global brands on Facebook- Fan engagement highest in emerging markets (infographic)

16/05/2012

Just days before the most anticipated initial public offering in history, new data looks at how powerful the 901 million-member Facebook platform is for big brands looking to expand their global footprint and penetrate emerging markets. The study, from social media analytics provider Socialbakers, found that Kraft had the fastest growing brands globally, with three products (Halls, Trident and Chiclets) in the top 5 movers.

Global Facebook Brands

The study also found that emerging markets were the highest for fan engagement. Mirroring global investment trends to BRIC countries the fastest moving market for brands is Brazil, which has 4 of the top 5 fastest rising global brands - Halls (157 fold growth), Trident (61x), L’Oreal (19x) and Chicklets.

Global fast facts:

Facebook’s Emerging Markets

• Mirroring global investment trends to BRIC countries the fastest moving market for brands is Brazil, which has 4 of the top 5 fastest rising global brands - Halls, Trident, L’Oreal and Chicklets.
• The US and UK still have the largest population penetration on Facebook at 51% and 49% respectively.
• Brazil and India have the largest market potential with just 23% and 4% population penetration respectively, despite having the 2nd and 3rd largest fan counts in the world.
• The UK falls out of the top 5 for size with the US, Brazil, India, Indonesia, Mexico ahead for fan numbers.

Biggest Brands in the World on Facebook

• Beverage brands occupy 3 of the biggest brands spots on Facebook in the World
• Telecoms brands are big in growing Facebook markets, with Vodafone the biggest brand in India, Blackberry in the top two in Indonesia and Mexico and Nokia top of the charts in Turkey.

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Biggest Brands in the World on Facebook

• Beverage brands occupy 3 of the biggest brands spots on Facebook in the World

• Telecoms brands are big in growing Facebook markets, with Vodafone the biggest brand in India, Blackberry in the top two in Indonesia and Mexico and Nokia top of the charts in Turkey.

Kraft Tops the List of Fastest Moving Brands

Three of the top five Fastest Moving Global Brands come from the Kraft family. The company’s Halls, Trident and Chiclets lines made major gains over the past year, boosted by strong audience engagement in Brazil (the second-largest Facebook audience). L’Oreal Paris Brazil and AXE Indonesia (Unilever) round out the Top Five.

Consumer Goods Win Big Around the World

Consumer Packaged Goods (CPGs) have emerged as industry leaders on the global scale, with half of the Top 10 Fastest Movers falling into this category. CPGs also dominate in key growth markets. In Brazil, the most engaged brands are CPGs, and in the United Kingdom, Cadbury Crème Egg and Cadbury Wispa rank in the top two. In France, M&Ms boasts the highest engagement rate of any brand in the nation.

Socialbakers CEO Jan Rezab commented: “CPGs have historically been early adopters of social media in well-saturated markets, so it only makes sense that they leverage this strategy to dominate in these high-growth markets as well.”

Mobile/Telecom Move the Needle in Emerging Markets

Mobile brands have also made big moves among the top 10 Countries, as well as in some smaller, yet highly engaged markets. As the proliferation of mobile devices continues to permeate virtually every corner of the globe, carriers and device manufacturers are leveraging this momentum to engage audiences and expand their reach.

BlackBerry, which has fallen behind the pack in the U.S. mobile market, is among the top three brands in Mexico and Indonesia. Samsung and Nokia top the leaderboard in Turkey and Mexico, while regional player Vodafone has by far more fans and higher engagement than any other brand in India.

Fan Engagement Highest Among Emerging Markets

It’s no surprise that, among the top 10 brands, the overwhelming majority of Facebook fans hail from the U.S. However, fans in emerging markets are much more actively engaged—a metric that proves to be very valuable in gaining international traction. Indonesia, Mexico and the Philippines rank in the top three in Engagement Rate. Meanwhile, four of the top five Fastest Moving Brands saw their biggest gains in the booming market of Brazil.

In its exclusive look at global Facebook brand engagement data, Socialbakers’ analysis not only highlights the social network’s exploding international reach but also how the world’s biggest brands are tapping into the social economy to build international momentum. The data examines the Engagement Rate (ER)* of brands—a clear measure of brand engagement—in the top 10 countries with the largest Facebook user base.

“Facebook is clearly giving social-savvy companies unprecedented access to build dynamic relationships and grow revenue in key markets,” said Rezab. “It can be incredibly time-consuming and difficult to go to market in new regions with a localized website or microsite, even for some of the world’s biggest companies. And even then, you’ve still got a static presence that fails to truly engage your target audience. Facebook eliminates that barrier to entry by providing a well-entrenched and steadily-growing platform.”

“Engagement is the core of the social economy—people buy what their friends buy and recommend,” Rezab said. “Simply having a lot of fans isn’t the answer to building a strong social economy presence—they must be active. Growing that engagement and viral reach is the key to success, especially in international markets.”

Socialbakers’ proprietary social analytics platform helps social marketers uncover actionable insights to measure the effectiveness and drive campaign ROI across all major social networks, including Twitter, Facebook, YouTube, LinkedIn and Google+.

Facebook IPO imminent

Facebook will close the books on its mammoth $10.6 billion initial public offering Tuesday, according to a source familiar with the deal.

The No. 1 social network is scheduled on Thursday to price its shares, which begin trading on Friday. It has stopped taking orders for the IPO two days ahead of schedule.

The IPO is already oversubscribed, which is why the social network is closing its books earlier than expected.

No decision has been made about raising the proposed offer price for Facebook shares, which are being offered at $28 to $35 each, said the source, who asked not to be identified because discussions with the company are private. If the price range is increased, it will likely be done after final orders come in Tuesday. Given the size of the IPO, the deal's underwriters are likely to be very cautious about raising the price range, the source said.

A host of Wall Street banks are underwriting Facebook's offering, with Morgan Stanley, JPMorgan and Goldman Sachs serving as leads.

A larger version of this infographic and complete analysis is available here.

Source: http://analytics.socialbakers.com/.

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