Daedalus consumer engagement on facebook

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Daedalus consumer engagement on facebook

  1. 1. 1Consumer Engagement on Facebook– the Romanian Perspective
  2. 2. Agenda 2 • Methodology • The Landscape • The Triggers • The Turn-Offs • Lessons Learned
  3. 3. 3Methodology
  4. 4. Methodology 4 Who? When? What? How? 600 Internet January Online users, 2013 Survey interviews using 18-55 y.o. Daedalus cities > Online 50k, logged consumer on Facebook panel in P6M
  5. 5. 5The Landscape
  6. 6. Interactions with brands on Facebook 6 How many brands do they follow? Older users (44-55 y.o.), full time employees, high income, are less 39% likely to have a page Liked 13% 48% N=401 Younger users, students and those from Moldova have Liked more None At least one Cannot approximate pages than the average How many brands? 12 brands N*=157*Base: Respondents who live in the city and are Facebook users who can approximate the number of brand pages they like (extreme values were excluded)SN 7. Approximately how many brands do you have in your list of friends, for how many did you Like on Facebook?
  7. 7. Top industries having engaged visitors on Facebook 7 N*=349 % Clothes - brands or stores 12.3 Cosmetics/Personal care 11.2 Media / Entertainment 9.7 Consumer goods stores 7.2 IT&C 6.9 Carbonated soft drinks 5.7 Food (including sweets) 5.2 Beer 4.9 Auto 4.0 Coffee or mixes 2.9 Electronic/Home appliances stores 2.9 Detergents & home care products 2.6 Newspapers and magazines 2.6 Non-alcoholic beverages (excluding carbonated soft drinks) 0.9 Banks & financial services 0.6 Petrol stations / Gas 0.3 Pharmacies 0.3*Base: Respondents who live in the city, are Facebook users and liked a brandSN 11. Which is the Facebook brand page you enter most often?
  8. 8. 8Consumer interaction with their most visited brand on FacebookPassive/ Low Did it at leastinvolvement N*=308 once a week ** % % I entered on the brand’s page 4.2 11.4 27.6 25.6 31.2 56.8 I gave like to an article posted by brand 12.0 18.2 28.9 19.8 21.1 40.9 I shared an article 33.8 21.4 21.1 13.0 10.7 23.7 I told someone face to face/on the 34.1 19.5 22.7 14.0 9.7 23.7 phone about something on the page I took part to an 41.9 22.4 16.9 9.1 9.7 18.8 offer/promotion/online contest I posted a comment 57.8 14.9 12.3 8.4 6.5 14.9 I bought products in order to participate to a promotion/ contest 54.5 20.1 11.4 6.8 13.9 on the Facebook page 7.1 6.8 2.6 I posted/loaded a picture/video 75.6 10.4 7.1 4.5 took part offline to a I 5.2 charitable/volunteer action/ along 81.5 8.8 1.9 4.5 with other brand’s fans 2.6 NeverActive/ High Only onceinvolvement Once every 2-3 times a week Once a week Several times a week*Base: Respondents who live in the city, are Facebook users and mentioned their most visited brandpage**T2B: 4.Once a week+5. Several times a weekSN 12. Approximately, how often did you make these activities on the Facebook page of BRAND, in the past month?
  9. 9. Consumer interaction with brands on Facebook - by industries 9 Media / Entertaiment Enter the page, Cosmetics/Personal 2.40 Give Like, care Tell others, Share content 2.20 Clothes - brands or stores (monthly frequency)** FMCG INTENSITY 2.00 Give Like, Comment, Purchase Enter online products for IT&C*** promotions Enter page, promotion 1.80 Tell others, UGC 1.60 Other industries*** Activities performed more often than the average ***Treat data with caution due to small base size 1.40 4.20 4.40 4.60 4.80 5.00 5.20 5.40 5.60 DIVERSITY (average number of different activities)**Last month’s average number of different interactions with most often visited brand’s page – on a scale from 1 to 8**Last month’s average frequency of interaction with most often visited brand’s page, on a scale from 0 through 12 times a monthSN 11. Which is the Facebook brand page you enter most often? SN 12. Approximately, how often did you make these activities on the Facebook page of BRAND, in the past month?
  10. 10. 10Consumer interaction with brands on Facebook - by demographics 2.60 45-55 y.o. 2.50 Full-time employee Employer*** 2.40 Low education 25-34 y.o. Other non-working 2.30 Male High education (monthly frequency)** INTENSITY 2.20 Female 2.10 Share more Share less Medium Education 2.00 35-44 y.o. Part-time 18-24 y.o. 1.90 employee*** Pupil/Student 1.80 Activities performed more/less often than the average ***Treat data with caution due to small base size 1.70 4.00 4.20 4.40 4.60 4.80 5.00 5.20 5.40 DIVERSITY (average number of different activities)**Last month’s average number of different interactions with most often visited brand’s page – on a scale from 1 to 8**Last month’s average frequency of interaction with most often visited brand’s page, on a scale from 0 through 12 times a monthSN 11. Which is the Facebook brand page you enter most often? SN 12. Approximately, how often did you make these activities on the Facebook page of BRAND, in the past month?
  11. 11. 11The Triggers
  12. 12. Reasons for giving Like to a Facebook page 12 Top reasons users give Likes to brands % Is the brand I love/ I like it very much 51.6 I usually consume/use the products or Young persons and those more educated are driven services of this brands 46.1 more by this reason I wish to be informed on what new things this brand comes up with 36.4 I heard about a promotion / special offer it had back then 29.2 It had volunteer activities / a social/humanitarian campaign 27.2 It had an Ad on Facebook that caught my attention 17.8 Someone shared it with me 12.6 Happens to a lower extent in cities below 200k inhabitants It was in thecontacts list of my acquaintances/friends 10.6 It usually has interesting/entertaining games/applications 10.3 Other than these 0.9 N**=349**Base: Respondents who live in the city, are Facebook users and liked a brandSN 7. Approximately how many brands do you have in your list of friends, for how many did you Like on Facebook? SN 8. Which are the main reasons you gave Like to brands, onFacebook? I gave Like to a brand because…
  13. 13. 13The Turn-Offs
  14. 14. Facebook brands turn-offs 14 Give UnLike to a brand on Facebook No I didnt Older target are less UnLike brands know I aware that they can to a lower 45.0% can give UnLike brands extent UnLike 10.3% YesN*=349 44.7% Why do they give UnLike to brands? UnLike brands Those with high education are to a higher It posts too often 50.0 annoyed more by this brand extent behavior I didnt like it so much any longer Youth and smaller 44.2 urban dwellers react to I was disappointed with a a higher extent to poor 33.3 content. product/service I was disappointed with a promotion 20.5 It wasnt that popular anymore 10.9N**=156 Other than these 5.1*Base: Respondents who live in the city, are Facebook users and liked a brand**Base: Respondents who live in the city and are Facebook users who unliked a brandSN 9. Have you ever gave UnLike on Facebook page of a brand ? SN 10. Which are the main reasons you gave UnLike to brands on Facebook? I gave UnLike to a brand because…
  15. 15. What drives users away by reasons of giving Like (1) 15Deviations from Total Reasons for Liking Facebook pages I usually It usually has I wish to be consume/use I heard about a interesting/ informed on what Total the products I promotion / entertaining new things this Is the brand N*=156 or services of this brand comes up love/ I like it special offer it games/applicati brands with very much had back then ons N*=74 N*=63 N*=80 N*=49 N*=18!Reasons for UnLiking Facebook pages It posts too often 50.0 -2.7 0.8 -6.2 3.1 -11.1 I didnt like it so much 44.2 3.1 3.4 2.1 4.8 -16.4 any longer I was disappointed with a 33.3 7.2 1.6 6.7 3.4 -5.5 product/service I was disappointed with a 20.5 5.2 -1.5 3.3 12.2 12.8 promotion It wasnt that popular anymore 10.9 4.0 1.8 -4.6 -2.7 0.2 Other than these 5.1 -1.0 1.2 2.4 1.0 6.0*Base: Respondents who live in the city and are Facebook users who unliked a brand Treat data with caution due to small base size!  Significant  differences toward Total Sample (level of confidence 95%)SN 8. Which are the main reasons you gave Like to brands, on Facebook? SN 10. Which are the main reasons you gave UnLike to brands on Facebook?
  16. 16. What drives users away by reasons for giving Like (2) 16Deviations from Total Reasons for Liking Facebook pages It was in the It had volunteer It had an Ad on contacts list of my Someone shared activities / a Facebook that Total acquaintances/ it with me social/humanitarian caught my N*=156 friends N*=18! campaign attention N*=19! N*=43 N*=24!Reasons for UnLiking Facebook pages It posts too often 50.0 -2.6 5.6 -3.5 25.0 I didnt like it so much 44.2 -2.1 0.2 -2.3 -2.5 any longer I was disappointed with a 33.3 3.5 -16.6 1.6 -12.5 product/service I was disappointed with a 20.5 -10.0 -3.8 0.4 -3.8 promotion It wasnt that popular anymore 10.9 4.9 5.8 -1.6 1.6 Other than these 5.1 5.4 -5.1 -0.4 -5.1*Base: Respondents who live in the city and are Facebook users who unliked a brand Treat data with caution due to small base size!SN 8. Which are the main reasons you gave Like to brands, on Facebook? SN 10. Which are the main reasons you gave UnLike to brands on Facebook?
  17. 17. 17Lessons Learned
  18. 18. LESSONS LEARNED 18• There are two segments by age, to address differently: • young consumers that are easy to convince but easy to lose as well – focus on relevant content • older consumers, more difficult to reach but more loyal – use cross channel activities• Consumers connect with brands on Facebook mainly because they already love them and want to stay in touch with them. Therefore “noblesse oblige” – poor performance on Facebook may affect the brand equity• Quantity do not replace quality: high frequency posting may turn off the fans, especially when content is not very relevant• Best way to keep fans connected on Facebook is to involve them. CSR activities, product evaluation/design, games, etc. – are the type of activities that keep fans engaged
  19. 19. Thank You!

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