It’s all about staying connected. Facebook is about me and my history. It’s about who a person is as a manifestation of their photos, friends and brand associations. Users craft a personal brand identity from the content they share and the way in which they interact.  It creates a personal archive comprised of various media types, allowing users to see their brand story evolving 
over time.  Food For Thought is Erwin Penland's thought leadership platform.   The platform itself has been extended into quarterly client sessions, internal agency training programs, research and marketing trend presentations.

1. Erwin Penland - Proprietary and Confidential
Putting Facebook in Perspective
ERWIN PENLAND PRESENTS
FOOD FOR THOUGHT
October 2013

2. Erwin Penland - Proprietary and Confidential
Facebook
94% of teens who are social media users have a
profile on Facebook.
Teens are migrating from Facebook to Twitter
to avoid the ever growing activity of adults.
26% of teen social media users were on Twitter.
That's more than double the 12% in 2011.
Facebook represents the largest social media
platform in terms of users, up 24% from 2012.
Facebook is the second most popular website
in the world (Google being number one).
The average user is connected to 80 pages,
including brands, groups and events.
If Facebook were a country it would be ranked
third in the world.
thestats
Age Group
18-29
Income
mostly
75k+
Ethnicity
mostly
white
Location
urban
Education
some
college
female
GenderPopulation
1.26billionBILLION
Source:
expandedramblings.com/index.php/by-the-numbers-17-amazing-facebook-stats

3. Erwin Penland - Proprietary and Confidential
&me my history
social
PRESENT FUTUREPAST
TIMELINE
It’s all about staying connected. Facebook is about me
and my history.
It’s about who a person is as a manifestation of their
photos, friends and brand associations.
Users craft a personal brand identity from the content
they share and the way in which they interact.
It creates a personal archive comprised of various
media types, allowing users to see their brand story
evolving over time.

4. Erwin Penland - Proprietary and Confidential
marketingtechblog.com/like-us-facebook
Fewer people are visiting brand pages (especially
move towards mobile), so the News Feed is
very important.
How success is measured: it’s about acquiring
Shares, Comments and Likes — in that order.
Consumers don’t always engage on brand pages,
however, 77% interact with brands by reading
their Facebook posts.
Just because they read, doesn’t mean they share:
Only 17% of consumers interact with brands by
sharing news stories and experiences from
the brand.
Consumers rarely post brand-related content
without a prompt: 13% interact with brands by
posting updates about the brand.
Brands rarely respond to wall posts made by
users: 95% of Facebook wall posts are not
answered by brands. This is a huge missed
opportunity for brands to engage
with consumers.
&Brands Facebook

5. Erwin Penland - Proprietary and Confidential
MTV is one of the top five brands on
Facebook, with 47.8 million likes.
They do a great job of sharing behind-the-
scenes content, using it to promote shows
about to air, driving TV viewership and
excitement.
This creates dialogue and conversation
between fans, deepening engagement.
Brands: MTV
Source: fanpagelist.com/category/brands

6. Erwin Penland - Proprietary and Confidential
Coca-Cola is winning on Facebook with 73.7
million Likes spreading the ‘happy Coke’
experience and core brand values through
whimsical, shareable posts.
Coke is one of the top five brands on
Facebook by number of Likes.
Their philosophy is quality over quantity,
encouraging fans to talk and engage by
posting questions, creating dialogue.
Brands: Coke
Source: fanpagelist.com/category/brands

7. Erwin Penland - Proprietary and Confidential
Red Bull is all about the content. They limit
to usually one or two updates per day and
never show the product; rather, the content
is the hero.
It fits with the brand’s overall strategy of
promoting itself as a lifestyle choice rather
than a simple energy drink.
Brands: Red Bull

8. Erwin Penland - Proprietary and Confidential
Food for Thought
Food For Thought is Erwin Penland's thought
leadership platform.
It began six years ago with a three-day annual
symposium celebrating the intersection of food,
creative thinking, entrepreneurialism and social
responsibility through events, discussions and of
course, dining.
The fully experiential gathering is crafted to inspire
dialogue and debate among prominent
entrepreneurs, business leaders and creative thinkers
from around the country – showcasing
how creativity is paramount to success in every
organization, and in fact, in life.
The platform itself has been extended into quarterly
client sessions, internal agency training programs,
research and marketing trend presentations.
For more information:
Joe Saracino
Chief Marketing Officer
Erwin Penland
joe.saracino@erwinpenland.com
Erwin Penland
erwinpenland.com
@erwinpenland on Twitter, Instagram and Vine
facebook.com/erwinpenland
Food for Thought Conference
foodforthoughtconference.com
@fftconference on Twitter
facebook.com/fftconference