Marketing Analysis Presentation Write-Up
Ben Bathman, Hayley Brinkman, Sarah O'Neill, Lauren Roland
14 May 2013
In this presentation is the analysis of how the two major social media companies Facebook Inc and Google Inc, market their brand names and to what extent the other is more successful in their marketing strategy. Facebook is an online social networking service, whose name stems from the colloquial name for the book given to students at the start of the academic year by some university administrations in the United States to help students get to know each other. Google+ (pronounced and sometimes written as Google Plus, sometimes abbreviated as G+ or GPlus) is a multilingual social networking and identity service owned and operated by Google Inc. Facebook’s Marketing disadvantages include the lack of traditional advertising or promotion and the lack of market segmentation. Google+ lacks the ability to appeal to other social media users and follows a un-traditional advertising/promotion strategy as well. Having the highest market share out of any social networking site, along with better integrated mobile and business friendly features, make Facebook more successful in its marketing than Google+.
Keywords: Facebook, Google, Google+, social media, marketing, marketing strategy, advertising, promotion, branding, social networking, market share, marketing mix,
Started as a social networking site for college students – expanded to anyone with a valid email address in 2006
Users of all ages – 18-29 year olds make up the majority of users
72% of users are female – 62% male
Facebook’s mission: To make the world more open and connected
Everyday people use the site for social purposes
Businesses use the site for marketing and advertising purposes
901 million active users using the site in 210 countries
$1 billion in mobile ad revenues
Advertisements in the Newsfeed both on the site and mobile app based on the pages ‘ you’ like – personalized advertising
Google+ is a social networking website created by web giant Google
Users can organize groups of their friends into “circles”
Users can “+1” things- similiar to Facebook “likes”
Second most used social media site- number one is Facebook
Demographics:Over 343 million active users as of Q4 2012 (IB Times), 60/40 percentage gender of users, 43% ages 18-29, 59% w/college degree, 48% single
Facebook Marketing Disadvantages and Advantages
-Facebook does no traditional advertising or promotion
-Lack of market segmentation: In 2006, when Facebook became open to all internet users, there was no change in site design. The same features were offered to every age group.
-International marketing: Facebook tries to market to as many countries as possible by making the site available in many different languages
-Promotion of site relies heavily on word of mouth or Viral Marketing, thus leading to more users joining the site
-Facebook markets not only to people looking for a personal profile, but also businesses who could benefit site’s features
-With the increased popularity/usage of smartphones in the digital age, Facebook has expanded more into the mobile world with new apps and the HTC Facebook phone.
Google Marketing Disadvantages and Advantages
-Main users are the Google loyal, still has a tight niche demographic of consumers
-Relatively new site, only being in operation since 2011. Lacks the market share that Facebook dominates (over 1 billion users)
-Social media sites are subject to trend and fad, relatively new/volatile industry, Google+ not as creatively integrated as Facebook
-Based off of previous Google social networking flops
-Advertising and Promotion is non-traditional and currently relies heavily on Viral Marketing...