Analyzing Facebook Apps of Leading Brands

Analyzing Facebook Apps of Leading Brands SOCIAL OPT-IN Neolane analyzed the Facebook apps of 150 popular brand pages in the United States, United Kingdom, and France to understand how they use social opt-in. What is Social Opt-in? An app requiring certain Facebook profile information such as name, surname, birthday and email address in exchange for access. The social opt-in can, at the same time, be used to acquire opt-ins for other channels, including email. For example: newsletters. How are brands using it? Key findings from our analysis: Across the board, about 1 IN 4 FACEBOOK BRAND PAGES HAVE AN APP REQUIRING A SOCIAL OPT-IN FRANCE 28% 19% 24% UK - The CPG, Sports and Music industries have the most apps, but there are disparities in the top sectors by region: based on analysis of the top 20 overall apps 35% 41% 17% 17% CPG MUSIC CPG SPORTS SPORTS MUSIC E-COMMERCE CPG TELEVISION 12% 12% 17% 17% 14% Types of apps deployed: Service: access to content, creation of content, shopping and booking EXCLUSIVE CONTENT GAME CONTEST SERVICE FREE CONTENT COUPON QUIZ NEWSLETTER Top 3 app types used by region: FRANCE US UK 39% 32% 17% 41% 16% 14% 44% 19% 11% FAN GATING CONTENT IS A FRENCH SPECIALTY A fan gate is a request to "like" the Facebook page in order to access the app content % of apps behind a fan gate: 68% 19% 9% US FRANCE UK BRANDS ALL TRY TO GET THE BASICS OF CUSTOMER SEGMENTATION: OPT-IN, AGE, AND INTERESTS Top 3 pieces of information requested by Facebook page tab apps: EMAIL 20 80 100 if BIRTHDAY 20 60 80 100 O PAGE LIKES 40 60 80 100 20% of worldwide apps requiring login ask for. nothing all apps get what Facebook calls "public info" location, gender, age range, language The ratio of MAU (monthly active users of an app) /fan count of the page belonging to the app is a good indicator of the engagement Based on analysis of the top 20 overall apps Top 3 sectors with the highest app engagement FRANCE US UK SALE SALE 11.85% 8.23% 3.83% 2.88% 78% .6% 15.45% 3% 1.35% E-commerce Telecom Sport High Tech Telecom Sport Restaurant Television E-commerce 39,000 MAUS 1,002,000 fans 8,000 MAUS 7,800,000 fans 236,000 MAUS 21,200,000 fans 3.89% ENGAGEMENT RATIO L.0% ENGAGEMENT RATIO 1.12% ENGAGEMENT RATIO Social Opt-in Best Practices Offer clear value in exchange for information Set expectations and ask for only what you'll use Use direct social opt-In (vs. forms) Never vlolate trust Think cross-channel Learn more about Neolane Social Marketing: HTTP://BIT.LY/NEOSOCIAL Presented by: Ineolane marketing that delivers