Neolane Analyzes Effectiveness of Facebook for Marketers
Conversational Marketing Provider Analyzes 150 Facebook Page Tab Applications
and Websites using Facebook Login in the United States and Europe
NEWTON, Mass. & TWICKENHAM, United Kingdom -- June 24, 2013
Conversational marketing technology provider Neolane today announced the
results of two studies aimed at exploring how marketers leverage Facebook. The
first analyzed page tab applications of the 150 most popular Facebook brand
pages in the United States, United Kingdom and France to understand how they
are using social opt-in capabilities. The second looked at a sample of 150
leading websites in the same regions to determine how they are implementing
Facebook Login, Facebook’s social sign-on solution. As marketers aim to drive
conversational marketing efforts, they are hungry for insight into how to
effectively leverage social media like Facebook to capture and enrich customer
data and ultimately increase customer engagement across communication
In the first study, Neolane explored how 150 leading brands in the U.S., U.K.
and France are utilizing social opt-in capabilities with their Facebook page
tab apps. A social opt-in is a mechanism where certain Facebook profile
information is required in exchange for access to a Facebook application, such
as a game, contest, survey, or access to exclusive content/deals. Often, the
social opt-in will also capture opt-ins for other channels, such as email.
Across the board, about one in four Facebook brand pages have an app requiring
a social opt-in, with France leading the pack (28 percent) followed by the
U.S. (24 percent) and U.K. (19 percent).
Additional findings from Neolane’s analysis include:
*Most Requested Data: Overall, the top three pieces of data requested by
Facebook page tab apps are email, birthday and likes. Email address
dominated, with percentage of apps requesting it varying from 50 percent
in the U.K. to 62 percent in the U.S. to 70 percent in France.
Interestingly, 20 percent of Facebook page tab apps worldwide require no
data, which means that many marketers are missing out on opportunities to
enrich their customer databases with valuable insight into consumer
interests and behavior.
*Most Popular Apps: Service apps, contests and games are the most popular
apps on Facebook today. Games ranked first in the U.S. (44 percent) and
France (39 percent) and second in the U.K. (16 percent), while services
dominated in the U.K. (41 percent) and ranked second in the U.S. (19
percent) and third in France (17 percent). Within each region, there
existed certain specialties, such as free content in the U.S. and fan
gating in France.
*Leading Industries: Consumer packaged goods (CPG) companies clearly use
social opt-in the most, with the industry ranking first in France (35
percent) and the U.S. (17 percent) and third in the U.K. (14 percent).
Sports, music and television are the next top users of social opt-in with
their Facebook page tab apps.
View the full report of Neolane’s analysis of Facebook page tab applications
and social opt-in usage:
The second study evaluated the usage of Facebook Login (formerly Facebook
Connect) on 150 leading websites in the U.S., U.K. and France. The social
sign-on solution allows visitors to log into websites or to complete forms in
just a few clicks, using their previously registered Facebook credentials.
Facebook Login is increasingly implemented on websites because consumers can
log in easily and brands get fresh, reliable data that they can use to better
understand their customers and deliver more personalized interactions across
Three main results from Neolane’s analysis of Facebook Login usage include:
*High Volumes: The volumes of monthly active users (MAUs), those who grant
access to their Facebook profile information, are range between 28,000 and
70,000, depending on industries. Websites in the media, entertainment,
sports and e-commerce industries drive the largest user volumes, having
twice as many users than other sectors with roughly 50,000 MAUs.
*Only Basic Data Requested: While the top three most requested pieces of
information are email address, birthday and location, “likes” or interests
declared on Facebook are rarely requested, with only 17 percent of the
sample. Overall, brands appear to be focusing on access to basic
information, which suggests they are missing opportunities to capture
high-value data that can be used to personalize user experiences across
*Certain Sectors Prevail: Facebook Login is very common today on media &
entertainment (54 percent of the sample) and e-commerce & retail websites
(19 percent). It is much less common on other websites, despite having
huge potential across the board to minimize friction in
View the full report of Neolane’s analysis of Facebook Login usage:
“With 1.1 billion users actively sharing details spanning all aspects of their
lives, Facebook is perhaps the largest, richest and most accurate database
ever,” said Stéphane Dehoche, president and CEO, Neolane. “While brands
continue to employ strategies to engage their community of fans, our analysis
reveals that they’re also increasingly leveraging Facebook to capture and
enrich customer data. With consumer expectations for relevant, personalized
experiences rising, marketers can’t afford to ignore this still largely
Neolane provides the only conversational marketing technology that empowers
organizations to build and sustain one-to-one lifetime dialogues, dramatically
increasing revenue and marketing efficiency. Born digital, withbest-in-class
email and inbound-outbound channel fusion capabilities architected into a
single code-based platform, marketers achieve results in record time. Neolane
is easy to use for both power and casual users, but powerful enough to drive
the most sophisticated marketing strategies. Future proof, Neolane has a track
record of enabling its customers to adapt to new customer engagement
challenges and exploit opportunities more quickly than their
competition.Neolane is used by more than 400 of the world’s leading companies
including Alcatel Lucent, barnesandnoble.com, Sears Canada, Sephora Europe and
Sony Music. Visit www.neolane.com and read our blog The Cross-Channel
Copyright © 2013 Neolane. All Rights Reserved. All other brand names, product
names, or trademarks belong to their respective holders.
PAN Communications for Neolane
Kyla Ruane, + 1 617-502-4300
Harris Communications (for Neolane U.K.)
Derek Harris, +44 (0) 1395 516 613
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