Value of a Facebook Fan: Syncapse Measurement Sciences Study

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Syncapse studied 20 brands who have successful Facebook fan pages in depth and gained the insight and opinions of 4,000 individuals. This deck summarizes the results.

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Value of a Facebook Fan: Syncapse Measurement Sciences Study

  1. 1. WHAT’S YOUR FACEBOOK FAN WORTH? Social Media Measurement September 14th 2010
  2. 2. SOCIAL MEDIA Social Media is growing. You know this. 945 million people going to social networking sites. Source: ComScore, Accessed Aug 30, 2010 2
  3. 3. FACEBOOK Over 500 Million people are active Facebook users. Most log in daily (65% connect before/after work/school) 3
  4. 4. FACEBOOK Brands are generating more consumer interest. 4
  5. 5. FACEBOOK So why does it still feel like this? 5
  6. 6. FACEBOOK 6
  7. 7. WHAT IS A FACEBOOK FAN WORTH?
  8. 8. WHAT IS A FACEBOOK FAN WORTH? 8
  9. 9. WHAT IS A FACEBOOK FAN WORTH? What drives Facebook Fan worth? Earned Reach, Drive Sales Through Increased Loyalty & Frequency & Impact Social Influence Decreased Churn 9
  10. 10. WHAT IS A FACEBOOK FAN WORTH? A study of 4,000 panelists across 20 brands. 10
  11. 11. WHAT IS A FACEBOOK FAN WORTH? Key fan value variables. Spend Acquisition Cost Loyalty Propensity to Recommend Brand Affinity Media Value 11
  12. 12. WHAT IS A FACEBOOK FAN WORTH? Average fan value is $136.38. 12
  13. 13. WHAT IS A FACEBOOK FAN WORTH? Fans spend and additional $71.84 on products for which they are fans, compared to non-fans. 13
  14. 14. WHAT IS A FACEBOOK FAN WORTH? Fans are 28% more likely than non-fans to continue using the product. 14
  15. 15. WHAT IS A FACEBOOK FAN WORTH? Propensity to Recommend. Fans are 41% more likely to recommend a product to their friends. 15
  16. 16. WHAT IS A FACEBOOK FAN WORTH? Brand Affinity. 81% of fans said they feel connection/empathy with the brand, compared to 39% of non-fans. 16
  17. 17. WHAT IS A FACEBOOK FAN WORTH? Are Pringles fans better fans then BlackBerry fans? 17
  18. 18. WHAT IS A FACEBOOK FAN WORTH? Smartphones and Potato Chips Value is different based on frequency of purchase and loyalty. 18
  19. 19. WHAT IS A FACEBOOK FAN WORTH? 19
  20. 20. WHAT IS A FACEBOOK FAN WORTH? Not all fans are the same. Variation is a reality that you need to discover for your base consumers. Some spend a lot. Others don’t. Some are relentless advocates. Others are reserved. Some are active. Others are mousepotatoes. 20
  21. 21. WHAT IS A FACEBOOK FAN WORTH? Success is a mid-term closed-loop plan. Segment Activate Optimize •  Identify Key Influencers •  A/B Test •  Identify Key Levers •  Segment High Value •  Segmented Campaigns •  Assess Relative Growth •  Establish Base Profiles •  Gather for Data •  (Re)Align Tactics •  Bi-Directional Conversation 21
  22. 22. SYNCAPSE Thank you. Toronto New York Suite 301 41 East 11th St. 20 Duncan St. 11th Floor Toronto, Ontario New York, NY CANADA USA M5H 3G8 10003 416.593.3773 212.669.3700 syncapseTO@syncapse.com syncapseNY@syncapse.com Portland London Suite 108 815 SW Second Ave. 12 Melcombe Place Suite 350 London Portland, OR United Kingdom USA NW1 6JJ 97204 503.320.6237 0203.178.5338 syncapsewest@syncapse.com syncapseUK@syncapse.com

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