Trend Report 2011: TV-Brands on Facebook

Trend Report 2011: TV-Brands on Facebook

BERLIN and HAMBURG, Germany, September 19, 2011/PRNewswire/ --

- Zucker.Kommunikation, Berlin, and Pilot, Hamburg, examined Facebook
profiles of German Top TV ad spenders

- Finding 1: Brands focus more on user dialog and service, activating
fans becomes more challenging

- Finding 2: Cross-Media linkage improved: The audience flow from TV to
Social Web is on the rise

Berlin-based PR agency Zucker.Kommunikation took the +10k downloads of
its latest Trend Report on slideshare as an opportunity for a makeover and
an English version of it. In cooperation with digital agencies Pilot and
buddybrand, the existing facebook profiles of the top 150 brands, in terms
of German Free-TV spendings in the first quarter of 2011, were examined.

Key results are:

- A radical shift towards dialog-centered communication
strategies has taken place
- A new, service-oriented approach in brand management has emerged
(Service Brand)
- Brands gained new fans massively (+22k), but lost significantly
in terms of user engagement (-70%)
- The share of users that is actively engaged with a brand rapidly
declined from 4.3 to 1.5%

The "Trend Report 2011" is the follow-up study of the analysis of large
tv ad spender brands conducted in May 2010.

The report can be downloaded at: Trend Report 2011:
http://slidesha.re/puZaee

About Zucker.Kommunikation

Zucker.Kommunikation (http://www.zucker-kommunikation.de) is one of the
leading, independent agencies for strategic brand public relations and
communication based in Berlin, Germany. Since 1998 Zucker.Kommunikation
provides its services to brands, corporations and institutions such as Altec
Lansing, Direct Line, Blumenbuero Holland, C1rca, Foot Locker, Fleurop,
Havaianas, Plantronics, PUMA and others. Both Matthias Bonjer and Oliver
Kottwitz are the owner-managers. In the current PR-Ranking by Gerhard A.
Pfeffer Zucker.Kommunikation comes in 5th among german lifestyle PR
agencies. http://zucker.newsroom.eu

Contact
Matthias Bonjer, m.bonjer@zucker-kommunikation.de
Zucker.Kommunikation GmbH
Torstrasse 107, 10119 Berlin
Tel: +49-30-247-587-0
Fax: +49-30-247-587-77

Source: Zucker.Kommunikation GmbH

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