7 million of fans and Coca Cola in addition of 11

Facebook, Twitter and others as new marketing tool Two recent studies provide clues on how to make these new communication channels more efficient and increase its "social business". The most recent, "Discover Digital" of TNS Sofres provides a picture of the (quite different) expectations of French and Chinese Internet users. Useful comparative to keep in mind before to address them. Point common to users of the two countries, social networks represent one-quarter of time spent on the Internet. But the French were on average more "friends" (96) than Chinese (67) and State 4 "friendly" marks against only 2 for the Chinese.

The main difference concerns the report to the trade marks. The French seem to particularly refractory to the interaction with them since 47 of them are "invasive" in their mail, 42 boxes when they watch a video and 32 when they go on social networks. Nothing of the kind in China, where the presence of marks is accepted without any problem for 52 of people who consult their mails and 84 of those who surf. Another disparity: 60 of French Internet users are "inactive" vis à vis of trademarks, that is, they don't read or don't write comments on brands, while the proportion of inactive falls to 37 in China.

Motivation to join the community of a trademark, hunting for specific offers and promotions is cited by 50 to 46 of Chinese and French, but envy receive additional mark information is put forward as 22 of the French while it is by 53 of Chinese. Overall, believe the authors of the study, Pierre Gomy (Director of digital development brand and communication) and Serene Wong, CEO of TNS China, the French have a vision undercover Internet as a working tool and facilitator of life, while the Chinese are more "involved" and put Internet in the heart of their life.

Made public last fall, the DDB study conducted in six countries (1) shows the power of Facebook and its ability to generate business for brands. Recall of facts and figures: of the approximately 500 million registered on Facebook, more than 400 million are considered active and half of them connect every day. Starbucks has more than 13.7 million of "fans" and Coca Cola in addition of 11.8 million, knowing that every day, 20 million people reported as "fans" of a page. Nothing surprising in these conditions that 80,000 sites and e-shops to have a page on the giant social networks, or more than 250 applications of mark have each more than a million of active users per month-l' "average" user leaving at the same time 25 comments on trade marks.

"fans" are young (average age 31 years) and follow averaged 9 marks. Facebook is perceived as entertainment for 49 and 43 go there several times a day. By becoming a "fan", consumers expect 95 exclusive treatment, and are ready in Exchange (94) to become the spokesperson for brands and to recommend them (92).

DDB warned however: this state of grace may not last. For 36 of the "fans" are already unsubscribed from a page, and this figure is growing with the maturity of the market. Especially, the marks must improve what she give their fans in terms of exclusive offers, of content quality and frequency floor outlets.