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insights

Nausheen Ishtiaq

June 2011

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Facebook: What kind of communication?

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SOCIAL MEDIA: A CONVERSATION & RELATIONSHIP

PUSH DIALOGUE SOCIAL

DTC, TV, print 1-800 #¶s, email, SMS Facebook,Twitter  

ONE DIRECTION TWO DIRECTIONS EVERY DIRECTION

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Whats Social Media Marketing For?

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Selling Cases

44% use social media for word-of-mouth

recommendations on brands

73% find trustworthy information about

products through online communities

BabyCenter ³21st Century Mom´: June 2009

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Agenda

The Pakistani Social WHO

Catch, Connect, Close

Social Media Reporting

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The Social WHO

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Real connections in 4 key segmentsFriends Family

Work ColleaguesBrands

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The Pakistani

Social W

HO?

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Pakistanis on Facebook

Total Facebook Users?

5 million = 3% of total population and 26% of total online pop

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Pakistanis on Facebook

Total Facebook Users?

Biggest Age Segment?

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Age Segmentation in Pakistan

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Pakistanis on Facebook

Total Facebook Users?

Biggest Age Segment?

Male-Female Ratio?

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Gender Segmentation in Pakistan

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What do we know about our WHO?

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P&G Digital Survey

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Digital Survey

16 questions

Promoted through Facebook ads, Fan pages

(Pampers, Pantene, H&S) 624 responses

Male Female Ratio:

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Age Segmentation

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Respondents with Babies

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What did the Results Reveal about the WHO?

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Frequency of being Online

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Length of time spent online

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Whats the most active online age-group?

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Most Active Age Group: Frequency

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Most Active Age Group: Length of 

Online Stay

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Top Online Activities

1. Facebook

2. Google/Email

3. Youtube/chatting

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Top Online Time Slots

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Frequency of Facebook Usage

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Facebook Brands

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Reasons for Joining Brand Pages

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How did you come across the

Brand Page?

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What can Brands do more on

Facebook?

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Would you recommend a brand on

Facebook?

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Do you like using mobile to stay in

touch with Brands?

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How do you like staying in touch

with brands on mobile?

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Agenda

The Pakistani Social WHO

Catch, Connect, Close

Social Media Reporting

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Catch, Connect, Close

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Catch: Profile-based targeting

Location

Age/Birthday

Gender

Education

Workplace

Relationship

Sexual Preference

Language

Activities

Interests

Music

TV

Movies

Books

Groups

Applications

Connections

Status updates