Social

Networks
Caprabo
9th July 2010
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 “Spanish
companies
suffer in
Facebook”
9th July 2010
2
 Summary
1. Dimension of Social Networks.

2. Advertising investment in Spain 2009 and

prospects.

3. What is Social Network?

4. Social Networks in Spain.

5. Caprabo has a plan.

6. Conclusion.
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1. Dimension of Social Media

More than 1.800 million people use

Internet in the world.

In Spain, there are 20 million internet

users every month of which:

80% belong to a social network =

16 million
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60% log in every day = 10 million
 Is this a threat
or a opportunity
to companies?
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2. Advertising investment in
Spain 2009 and prospects
Growing use of social networks like
Facebook, Twitter or YouTube give
companies new opportunities to
advertise
Totaltheir brands2009
while
vs traditional
2004
investment
media decline:
Television -11,30%
Magazines -39,50%
Internet +592%
Other -9%
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2. Advertising investment in
Spain 2009 and prospects 100%

% conventional media
80%

60%

40%

20%

2010
0%
11 12 13 14 15 16 17 18 19 2020

Televisio Magazine Intern Radio Exterio

n s et r

According to this tendency Internet will

become the principal advertising media
for companies in the coming years. 7
However, some
companies see
social media as
a threat, why?
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3. What is Social Network?

The key factor is that the end user

have the power of communication in 9
social networks.
4. Social networks in Spain

The number of Facebook users in Spain has grown 999% in

2009, up from 7.9 million.
3rd country in the world in traffic: 14% use it to explain
consumer experience + 80% for business.
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Wait or act?

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Caprabo has a plan

30% of users who use social networking

remind the ads seen, 52% becomes a
brand follower, and 46% speak
favorably of them.

However, a mere 10% of companies

report they are using social networks in
their marketing plans.

Caprabo, after monitoring internet, has12

decided to use a “soft” approach, by
Caprabo has a plan
Corporate channel
328 results on Caprabo search
38 videos, 10 members, +6200 plays, …

Corporate channel
+1.800 results on Caprabo search
1.895 pictures
25.806 visits

www.twitter.com/caprabo
166 followers + 149 Tweets + 12 lists
First Spanish supermarket to have official presence
Topics: nutrition, babies, etc

www.facebook.com/caprabo
268 fans,
Topics: nutrition, babies, etc

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6. Conclusion
Social media is still an emerging reality,
but growth potential is unimaginable.
The way companies and consumers
interact is changing. Consumers are no
longer passive listeners.

Facebook, Twitter or YouTube give

companies new opportunities to
advertise their brands, gather consumer
data and gain valuable feedback, …
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Thank you!

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