Facebook Facts:
World of Heineken 42 summer 2010
JOIN the H
The Dos Equis website encourages visitors to
follow the activities of The Most Interesting
Man in the World on Facebook
More than 400 million active users
Average user has 130 friends
Users spend over 500 billion minutes
per month on Facebook
The fastest-growing group on Facebook
is the over 55s
Average user is connected to 60 pages,
groups and events
Average user creates 70 pieces of
content each month
About 70% of Facebook users are
outside the US
There are more than 100 million active
users currently accessing Facebook
through their mobile devices
People that use Facebook on their
mobile devices are twice as active on
Facebook as non-mobile users
and Facebook, trigger a different response
from the consumer: "It's a switch from a
transaction-directed dialogue where you
talk at the consumer to relationship-directed
communication, in which information
flows in two directions," explains Sjoerd
Korsmit, Communication Strategist at
MediaPartners Group. "This is due to the
changing relationship between sender (the
company) and receiver (the target group).
Both can publish and express their opinion,
and therefore influence each other. This also
provides a valuable source of feedback for us
as a company."
Thanks to the Internet, an individual now has
the chance to meet and enter into a dialogue
with people who share the same interests all
over the world, cutting through geographical
borders. "This makes it the ideal medium
for us to develop a real fan base. The whole
concept of our product, beer, is centred
around the social experience. And this is
exactly what we did with our recent UEFA
Champions League sponsorship campaign,"
explains Tim Ellerton, International
Sponsorship Manager for Heineken. You can
read more about this in the 'Sponsoring the
Good Life' article on page 41.
NEW APPROACH TO MARKETING
"The nature of every marketer is to talk about
his product," continues Floris. "The brand is at
the centre of everything we communicated.
However, the way you communicate on social
networks is different. It's not the product
people want to talk about, but about their
interests and experiences. If you facilitate
that, they will appreciate you. So, being on
Facebook is not about selling our product,
but about the creation of a community of
people who love to share a 'beer moment' in
relation with Heineken. It's about initiating a
preference for our brand."
Furthermore, social media fits perfectly
well with Heineken's target audience of
cosmopolitan men of legal drinking age.
"Thanks to Facebook, we can stimulate the
discussion among our fans, and they spread
the word," adds Floris. "One of our most
successful posts on our Facebook page was
'Cheers, Salute, Prost... How do YOU say
it?' and within an hour, we had thousands
of replies and 'likes'. Even at the time when
there was no activity on our fan page, we
rapidly gathered a fan base of over 300,000
members. For Heineken, it's an incredible
competitive advantage!"
Dos Equis
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