El fan de Facebook para las principales marcas se valora en 174 dólares de media en 2013, un 28% más que en 2010. Zara ha quedado en primer lugar entre sus iguales, sólo superada por BMW y dos grandes retailers americanos (Walmart y Target). Cuando el consumo es frecuente disminuye el valor, como es el caso de Coca-Cola con 70 dólares.
http://www.alfonsogadea.com/
Over the past decade, the rise of social media has caused a huge shift in the way businesses interact with customers. Pharma, often thought of as a guarded industry when it comes to social, is upping its game and using social to reach a wide audience including patients and healthcare professionals.
The Ultimate Guide to using Social Media Media AnalyticsSocialmetrix
How to get insights from quantitative data to improve your
social media performance.
-How do you measure social media?
-How to use quantitative data to improve your Audience.
-How to use your social analytics to create a Content MKT Strategy for social media.
-How to use quantitative data to improve your engagement.
-How to get valuable insights from your Competitors Analytics.
-How to get valuable insights from your Campaign Analytics.
The Huffington Post began in 2005 as a blog that aggregated political content but expanded into other topics over time. It was successful due to its technological advantages like a sophisticated aggregating system, search optimization strategies, and social networking. By 2011, it was acquiring over 30 million monthly visits and was purchased by AOL for $351 million. The Huffington Post's search engine optimization strategy included techniques like using keywords, catchy headlines, and linking to drive traffic. It also implemented a social media optimization strategy using social networks, recommendations, and badges to create loyal readers and followers.
This document discusses the concept of "Deep Social" as the next phase of social media. Deep Social involves three key shifts for brands: 1) Moving from a marketing to a publisher mindset by becoming culturally relevant content creators, 2) Transforming superficial content into great stories and experiences to excite customers, and 3) Shifting from aimless connections to meaningful conversations and advocacy through precision targeting and bonding with customers. Examples are provided of brands implementing Deep Social strategies through insights, inspiration, innovation, precision targeting, and meaningful conversations to achieve business goals like increased revenue, engagement, and customer loyalty.
The Future of Marketing 2016: New Roles, and Trends Mathew Sweezey
2016 is almost here, and with it will come a host of new marketing challenges. To help prepare you I've crafted this presentation with
- New Data from Google on Marketing Moments
- New ideas on breaking though the noise
- New roles for the CMO and Demand Gen Teams
- New metrics for showing holistic marketing value
The presentation is created to inspire you, and help you see new ways to market in 2016. Please feel free to share this content, and reach out to me with any questions you may have. Best, Mat
Value of a Facebook Fan 2013: Summary of FindingsSyncapse
Brand marketers are sobering up and asking hard questions around the ROI of social marketing. Perhaps no question is asked more often than “What is the value of a Facebook brand Fan?” According to new Syncapse empirical research, the average value of brand Fans in key consumer categories has increased 28% to $174.17. Not only do they tend to be brand users first, they spend more, engage more, advocate more, and are more loyal. The significant and increasing value of a Facebook brand Fan affirms past social marketing investment and mandates deeper commitment and accountability in the future. Read the summary and download the full report on www.syncapse.com
Establishing a clear social media policy is important for providing direction to employees who engage on behalf of a brand in social media and for protecting the corporate reputation. Here are a few tips on how to effectively set up and implement your policy.
Over the past decade, the rise of social media has caused a huge shift in the way businesses interact with customers. Pharma, often thought of as a guarded industry when it comes to social, is upping its game and using social to reach a wide audience including patients and healthcare professionals.
The Ultimate Guide to using Social Media Media AnalyticsSocialmetrix
How to get insights from quantitative data to improve your
social media performance.
-How do you measure social media?
-How to use quantitative data to improve your Audience.
-How to use your social analytics to create a Content MKT Strategy for social media.
-How to use quantitative data to improve your engagement.
-How to get valuable insights from your Competitors Analytics.
-How to get valuable insights from your Campaign Analytics.
The Huffington Post began in 2005 as a blog that aggregated political content but expanded into other topics over time. It was successful due to its technological advantages like a sophisticated aggregating system, search optimization strategies, and social networking. By 2011, it was acquiring over 30 million monthly visits and was purchased by AOL for $351 million. The Huffington Post's search engine optimization strategy included techniques like using keywords, catchy headlines, and linking to drive traffic. It also implemented a social media optimization strategy using social networks, recommendations, and badges to create loyal readers and followers.
This document discusses the concept of "Deep Social" as the next phase of social media. Deep Social involves three key shifts for brands: 1) Moving from a marketing to a publisher mindset by becoming culturally relevant content creators, 2) Transforming superficial content into great stories and experiences to excite customers, and 3) Shifting from aimless connections to meaningful conversations and advocacy through precision targeting and bonding with customers. Examples are provided of brands implementing Deep Social strategies through insights, inspiration, innovation, precision targeting, and meaningful conversations to achieve business goals like increased revenue, engagement, and customer loyalty.
The Future of Marketing 2016: New Roles, and Trends Mathew Sweezey
2016 is almost here, and with it will come a host of new marketing challenges. To help prepare you I've crafted this presentation with
- New Data from Google on Marketing Moments
- New ideas on breaking though the noise
- New roles for the CMO and Demand Gen Teams
- New metrics for showing holistic marketing value
The presentation is created to inspire you, and help you see new ways to market in 2016. Please feel free to share this content, and reach out to me with any questions you may have. Best, Mat
Value of a Facebook Fan 2013: Summary of FindingsSyncapse
Brand marketers are sobering up and asking hard questions around the ROI of social marketing. Perhaps no question is asked more often than “What is the value of a Facebook brand Fan?” According to new Syncapse empirical research, the average value of brand Fans in key consumer categories has increased 28% to $174.17. Not only do they tend to be brand users first, they spend more, engage more, advocate more, and are more loyal. The significant and increasing value of a Facebook brand Fan affirms past social marketing investment and mandates deeper commitment and accountability in the future. Read the summary and download the full report on www.syncapse.com
Establishing a clear social media policy is important for providing direction to employees who engage on behalf of a brand in social media and for protecting the corporate reputation. Here are a few tips on how to effectively set up and implement your policy.
Social media marketing planning guide for 2016Prayukth K V
The document provides guidance for social media marketing planning in 2016. It begins with a look back at trends from 2015, such as the continued growth of video consumption and user-generated content. It also discusses trends that will likely continue in 2016, such as increasing emphasis on real-time content sharing, influencer marketing, and shorter paths to purchase through social platforms. The document then provides tips and considerations for social marketers to focus on in 2016, such as benchmarking competitors' campaigns, investing in social analytics, and prioritizing community engagement over follower counts.
120 Awesome Marketing Stats, Charts and GraphsHubSpot
http://www.HubSpot.com/charts - Over 120 marketing charts and graphs based on original research and data from a variety of sources, including analysis of our 6,500 business customers, surveys with hundreds of businesses responding, and dozens of top-notch publications like MarketingSherpa, eMarketer, Pew Research, McKinsey, and more. To download a free copy of your own, please visit http://hubspot.com/charts
Healthcare is undergoing a transformation. Consumers want to make informed choices and take control of their lives, and pharma companies must be ready to meet their needs. This means building a new healthcare ecosystem that places the patient at its center, with the “person” fully engaged in his or her own healthcare. But with this move to person-centric healthcare, payers and providers are no longer the main decision makers.
So what does this mean for today’s marketers?
In this exclusive Social On Us webinar we discuss:
- Where marketing is failing to address healthcare concerns
- How “big data” is a change-driver for a new healthcare ecosystem
- New opportunities for predictive and preventative medical intervention
- Impact of digital healthcare on patient privacy
Social Insights on the Telecommunications Industry Brandwatch
In our latest report, Social Insights on the Telecommunication Industry, we outline the industry’s leaders in social media, examine key customer service issues, and briefly discuss some of the many other ways that telecommunication businesses can use social intelligence to support their business.
This is an overview of research conduced to help businesses understand the impact content has on the experience of the consumer, and the importance of content in increasing life time customer value.
We kick off the summit with a look back on the 15 digital marketing trends of 2020. We're going back a year to see how we did - were they a hit or a miss? This time around, that’s not an exercise for the faint-hearted – a global pandemic, enforced lockdowns and the deepest recession in living memory were not exactly high on the marketing world’s agenda when we published the 2020 Digital Marketing Trends. However, there is only one constant for marketers these days: everything changes.
Facebook introduced 5 new reaction emojis - angry, sad, wow, haha and love - to allow users to express more nuanced responses to posts. This provides both opportunities and challenges for brands. It offers more audience engagement and insight into sentiment, but brands must also consider how to address negative reactions and adjust their strategies and measurement frameworks for the increased emotional data. Reactions also have implications for how other social platforms approach user interactions.
The document discusses how influence marketing can be used to leverage trusted third-party endorsements and increase a brand's customer touchpoints. It outlines how the consumer purchase journey is no longer linear but circular, with customers gathering information from many sources. Influence marketing can impact search engine results by providing third-party content from influencers across blogs, reviews, social media and more to gain customer trust. This will require brands to shift marketing budgets from traditional advertising to relationship-building and influence marketing programs.
The document summarizes key findings from a 2012 study on women's use of social media. Over 2,000 women were surveyed about their habits and opinions regarding blogs, Facebook, Twitter, Pinterest and other platforms. Some of the main findings include: 1) Women trust blogs the most to provide reliable information and advice, with 98% of active blog readers reporting they trust blogs. 2) Blogs have the highest rate of driving purchases, with 87% of women reporting making a purchase based on a blog recommendation. 3) While Facebook is mainly used for socializing, blogs are preferred for tasks like finding product information, reviews and making purchase decisions.
The 8 Success Criteria For Facebook Page Marketing Jeremiah Owyang
This document outlines 8 success criteria for Facebook page marketing based on research and input from 34 organizations. It analyzes 30 brand pages across 6 industries based on these criteria. Key findings include:
1. Brands scored lowest on setting community expectations, peer interactions, advocacy and calls to action.
2. Retail brands scored highest overall while luxury hotels and regulated industries scored lowest.
3. Most brands failed to set clear rules and purpose for their pages, risking community backlash.
User-Generated Content (UGC) could be described as online word-of mouth, one of the most trustworthy sources of information. So how are brands using it and who's doing it well? And should UGC be a part of your content strategy?
Social Media around the World 2012 (by InSites Consulting)InSites Consulting
This document provides a summary of key insights from a large consumer survey on the status of social media in 19 countries. It finds that the social media landscape is stable, with Facebook close to universal awareness and over 7 in 10 internet users belonging to at least one social network. Mobile is accelerating social media usage, with over half of users having smartphones. Consumers connect with a limited set of around 10 brands on average. There is significant opportunity for brands to optimize conversations by combining building reach through first-dimension strategies with second-dimension collaboration approaches.
The senior care buyer has undergone massive change over the past few years. With infinite access to media, and infinite connectivity we must understand the new foundations for relating to the modern buyer.
Bus 271, Caroline Taylor, Social Media AdvertisingCarolineTaylor86
Social media usage and advertising on platforms like Instagram, Facebook, and YouTube has significantly increased in recent years. Advertisers have taken notice of the growing audiences on social media and have shifted marketing budgets from traditional channels to digital. It is estimated that advertisers will spend over $56 billion on social media networks by 2022 due to the cost-effectiveness and ability to target specific demographics. As social media usage continues rising, especially among younger generations, the future of advertising will remain focused on social media marketing strategies.
The survey of over 5,500 social media users across 11 countries found that while most (84%) follow brands on social media, true brand promoters who are extremely likely to recommend brands make up only 19% of respondents. Promoters differ from more passive "sharers" in that they actively and regularly follow brands, interact directly with brands to give feedback, and are more influenced to purchase products mentioned by friends online. Top brands promoters recommend vary by country but include Apple, Samsung, Nike, L'Oreal and Dove, while local telecom and cable providers often made the "unlikely to recommend" list.
2016 is quickly approaching and so we took the opportunity to pull together some thoughts on where social media in China is...and what's going to be important next year.
Using emerging media data to drive marketing campaigns - 22 march 2011Ron Jacobs
Ron Jacobs presented on using emerging media data to drive marketing campaigns. He discussed how marketers can capture behaviors from digital and social media to identify influencers and understand consumers. Social media marketing differs from direct marketing in being more conversational and transparent. Marketers need to show accountability and effectiveness through key performance indicators aligned with business goals. Social media is generating large amounts of data that can provide insights if analyzed properly.
This document discusses the importance of understanding your digital audience before developing content strategies. It identifies three groups - 1% who create content, 9% who share it, and 90% who consume it. The key is to focus content on influencers, engage advocates to spread the message, and listen to enthusiasts. Success requires precision - build communities, develop narratives, analyze data on conversations and audiences, determine the right channels and use of paid social. Audience segmentation using analytics informs the best content, targeting, and storytelling approach to break through clutter online.
Social Media and the Future of Small and Medium Sized Business #SMBsDr. William J. Ward
This document discusses how social media is impacting small and medium sized businesses (SMBs). It notes that SMBs contribute significantly to the economy by creating many new jobs. The document highlights that the digital divide is closing rapidly as social media adoption increases. It also discusses how social media can improve communication, collaboration and productivity. Several infographics are presented that show how SMBs are using social media platforms like LinkedIn, Facebook and Twitter to engage customers, drive sales and acquire new business. The benefits of social media marketing for SMBs include increased exposure, customer engagement and word of mouth referrals.
Facebook Zero: Considering Life After the Demise of Organic ReachOgilvy Consulting
Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time. With the impending end of organic reach, what are the consequences for marketers and others who use Facebook to connect with their communities? How can brands and corporates get the most from Facebook in the future? Is Facebook still a driver of “earned” conversation and word of mouth? Or is it just a straightforward paid channel? How should communities approach content and engagement going forward?
This document provides an empirical review of the value of a Facebook fan conducted by Syncapse in June 2010. It examines five key factors that contribute to Facebook fan value: product spending, brand loyalty, propensity to recommend, brand affinity, and earned media value. The study analyzed these factors for 20 top brands and found that on average, Facebook fans spend $71.84 more per year on products, are 28% more loyal, and 41% more likely to recommend products than non-fans. However, the value of individual fans can vary widely depending on factors like how actively they engage. The document concludes that brands should seek to reduce variability among fans while moving more fans to the higher-value, active end of the spectrum
Value of a Facebook Fan: An Empirical ReviewSyncapse
This document provides an empirical review of the value of a Facebook fan conducted by Syncapse in June 2010. It finds that on average, Facebook fans are worth $136.38 annually to brands based on their increased spending, loyalty, recommendations, brand affinity, and earned media value compared to non-fans. However, fan value varies widely between brands and even individual fans, from $0 to over $300. The best fans are more active and provide more recommendations than average fans. Understanding these differences is important for maximizing fan value and marketing returns from Facebook.
Social media marketing planning guide for 2016Prayukth K V
The document provides guidance for social media marketing planning in 2016. It begins with a look back at trends from 2015, such as the continued growth of video consumption and user-generated content. It also discusses trends that will likely continue in 2016, such as increasing emphasis on real-time content sharing, influencer marketing, and shorter paths to purchase through social platforms. The document then provides tips and considerations for social marketers to focus on in 2016, such as benchmarking competitors' campaigns, investing in social analytics, and prioritizing community engagement over follower counts.
120 Awesome Marketing Stats, Charts and GraphsHubSpot
http://www.HubSpot.com/charts - Over 120 marketing charts and graphs based on original research and data from a variety of sources, including analysis of our 6,500 business customers, surveys with hundreds of businesses responding, and dozens of top-notch publications like MarketingSherpa, eMarketer, Pew Research, McKinsey, and more. To download a free copy of your own, please visit http://hubspot.com/charts
Healthcare is undergoing a transformation. Consumers want to make informed choices and take control of their lives, and pharma companies must be ready to meet their needs. This means building a new healthcare ecosystem that places the patient at its center, with the “person” fully engaged in his or her own healthcare. But with this move to person-centric healthcare, payers and providers are no longer the main decision makers.
So what does this mean for today’s marketers?
In this exclusive Social On Us webinar we discuss:
- Where marketing is failing to address healthcare concerns
- How “big data” is a change-driver for a new healthcare ecosystem
- New opportunities for predictive and preventative medical intervention
- Impact of digital healthcare on patient privacy
Social Insights on the Telecommunications Industry Brandwatch
In our latest report, Social Insights on the Telecommunication Industry, we outline the industry’s leaders in social media, examine key customer service issues, and briefly discuss some of the many other ways that telecommunication businesses can use social intelligence to support their business.
This is an overview of research conduced to help businesses understand the impact content has on the experience of the consumer, and the importance of content in increasing life time customer value.
We kick off the summit with a look back on the 15 digital marketing trends of 2020. We're going back a year to see how we did - were they a hit or a miss? This time around, that’s not an exercise for the faint-hearted – a global pandemic, enforced lockdowns and the deepest recession in living memory were not exactly high on the marketing world’s agenda when we published the 2020 Digital Marketing Trends. However, there is only one constant for marketers these days: everything changes.
Facebook introduced 5 new reaction emojis - angry, sad, wow, haha and love - to allow users to express more nuanced responses to posts. This provides both opportunities and challenges for brands. It offers more audience engagement and insight into sentiment, but brands must also consider how to address negative reactions and adjust their strategies and measurement frameworks for the increased emotional data. Reactions also have implications for how other social platforms approach user interactions.
The document discusses how influence marketing can be used to leverage trusted third-party endorsements and increase a brand's customer touchpoints. It outlines how the consumer purchase journey is no longer linear but circular, with customers gathering information from many sources. Influence marketing can impact search engine results by providing third-party content from influencers across blogs, reviews, social media and more to gain customer trust. This will require brands to shift marketing budgets from traditional advertising to relationship-building and influence marketing programs.
The document summarizes key findings from a 2012 study on women's use of social media. Over 2,000 women were surveyed about their habits and opinions regarding blogs, Facebook, Twitter, Pinterest and other platforms. Some of the main findings include: 1) Women trust blogs the most to provide reliable information and advice, with 98% of active blog readers reporting they trust blogs. 2) Blogs have the highest rate of driving purchases, with 87% of women reporting making a purchase based on a blog recommendation. 3) While Facebook is mainly used for socializing, blogs are preferred for tasks like finding product information, reviews and making purchase decisions.
The 8 Success Criteria For Facebook Page Marketing Jeremiah Owyang
This document outlines 8 success criteria for Facebook page marketing based on research and input from 34 organizations. It analyzes 30 brand pages across 6 industries based on these criteria. Key findings include:
1. Brands scored lowest on setting community expectations, peer interactions, advocacy and calls to action.
2. Retail brands scored highest overall while luxury hotels and regulated industries scored lowest.
3. Most brands failed to set clear rules and purpose for their pages, risking community backlash.
User-Generated Content (UGC) could be described as online word-of mouth, one of the most trustworthy sources of information. So how are brands using it and who's doing it well? And should UGC be a part of your content strategy?
Social Media around the World 2012 (by InSites Consulting)InSites Consulting
This document provides a summary of key insights from a large consumer survey on the status of social media in 19 countries. It finds that the social media landscape is stable, with Facebook close to universal awareness and over 7 in 10 internet users belonging to at least one social network. Mobile is accelerating social media usage, with over half of users having smartphones. Consumers connect with a limited set of around 10 brands on average. There is significant opportunity for brands to optimize conversations by combining building reach through first-dimension strategies with second-dimension collaboration approaches.
The senior care buyer has undergone massive change over the past few years. With infinite access to media, and infinite connectivity we must understand the new foundations for relating to the modern buyer.
Bus 271, Caroline Taylor, Social Media AdvertisingCarolineTaylor86
Social media usage and advertising on platforms like Instagram, Facebook, and YouTube has significantly increased in recent years. Advertisers have taken notice of the growing audiences on social media and have shifted marketing budgets from traditional channels to digital. It is estimated that advertisers will spend over $56 billion on social media networks by 2022 due to the cost-effectiveness and ability to target specific demographics. As social media usage continues rising, especially among younger generations, the future of advertising will remain focused on social media marketing strategies.
The survey of over 5,500 social media users across 11 countries found that while most (84%) follow brands on social media, true brand promoters who are extremely likely to recommend brands make up only 19% of respondents. Promoters differ from more passive "sharers" in that they actively and regularly follow brands, interact directly with brands to give feedback, and are more influenced to purchase products mentioned by friends online. Top brands promoters recommend vary by country but include Apple, Samsung, Nike, L'Oreal and Dove, while local telecom and cable providers often made the "unlikely to recommend" list.
2016 is quickly approaching and so we took the opportunity to pull together some thoughts on where social media in China is...and what's going to be important next year.
Using emerging media data to drive marketing campaigns - 22 march 2011Ron Jacobs
Ron Jacobs presented on using emerging media data to drive marketing campaigns. He discussed how marketers can capture behaviors from digital and social media to identify influencers and understand consumers. Social media marketing differs from direct marketing in being more conversational and transparent. Marketers need to show accountability and effectiveness through key performance indicators aligned with business goals. Social media is generating large amounts of data that can provide insights if analyzed properly.
This document discusses the importance of understanding your digital audience before developing content strategies. It identifies three groups - 1% who create content, 9% who share it, and 90% who consume it. The key is to focus content on influencers, engage advocates to spread the message, and listen to enthusiasts. Success requires precision - build communities, develop narratives, analyze data on conversations and audiences, determine the right channels and use of paid social. Audience segmentation using analytics informs the best content, targeting, and storytelling approach to break through clutter online.
Social Media and the Future of Small and Medium Sized Business #SMBsDr. William J. Ward
This document discusses how social media is impacting small and medium sized businesses (SMBs). It notes that SMBs contribute significantly to the economy by creating many new jobs. The document highlights that the digital divide is closing rapidly as social media adoption increases. It also discusses how social media can improve communication, collaboration and productivity. Several infographics are presented that show how SMBs are using social media platforms like LinkedIn, Facebook and Twitter to engage customers, drive sales and acquire new business. The benefits of social media marketing for SMBs include increased exposure, customer engagement and word of mouth referrals.
Facebook Zero: Considering Life After the Demise of Organic ReachOgilvy Consulting
Organic reach of the content brands publish in Facebook is destined to hit zero. It’s only a matter of time. With the impending end of organic reach, what are the consequences for marketers and others who use Facebook to connect with their communities? How can brands and corporates get the most from Facebook in the future? Is Facebook still a driver of “earned” conversation and word of mouth? Or is it just a straightforward paid channel? How should communities approach content and engagement going forward?
This document provides an empirical review of the value of a Facebook fan conducted by Syncapse in June 2010. It examines five key factors that contribute to Facebook fan value: product spending, brand loyalty, propensity to recommend, brand affinity, and earned media value. The study analyzed these factors for 20 top brands and found that on average, Facebook fans spend $71.84 more per year on products, are 28% more loyal, and 41% more likely to recommend products than non-fans. However, the value of individual fans can vary widely depending on factors like how actively they engage. The document concludes that brands should seek to reduce variability among fans while moving more fans to the higher-value, active end of the spectrum
Value of a Facebook Fan: An Empirical ReviewSyncapse
This document provides an empirical review of the value of a Facebook fan conducted by Syncapse in June 2010. It finds that on average, Facebook fans are worth $136.38 annually to brands based on their increased spending, loyalty, recommendations, brand affinity, and earned media value compared to non-fans. However, fan value varies widely between brands and even individual fans, from $0 to over $300. The best fans are more active and provide more recommendations than average fans. Understanding these differences is important for maximizing fan value and marketing returns from Facebook.
This document provides an empirical review of the value of a Facebook fan conducted by Syncapse in June 2010. It finds that on average, Facebook fans are worth $136.38 annually to brands based on their increased spending, loyalty, recommendations, brand affinity, and earned media value compared to non-fans. However, fan value varies widely between brands and even individual fans, from $0 to over $300. The best fans are more active and provide more recommendations than average fans. Understanding these differences is important for maximizing fan value and marketing returns from Facebook.
This document provides an empirical review of the value of a Facebook fan conducted by Syncapse in June 2010. It examines the value of Facebook fans across five key contributors: product spending, brand loyalty, propensity to recommend, brand affinity, and earned media value. The study analyzed data from over 4,000 consumers who were fans of 20 top brands on Facebook. It found that on average, Facebook fans spend $71.84 more per year on products, are 28% more loyal to brands, and are 41% more likely to recommend products than non-fans. However, the value varies significantly between individual fans and brands. The average annual value of a Facebook fan across all brands studied is $136.38, but can
This document provides an empirical review of the value of a Facebook fan conducted by Syncapse in June 2010. It examines five key factors that contribute to Facebook fan value: product spending, brand loyalty, propensity to recommend, brand affinity, and earned media value. The study analyzed these factors for 20 top brands and found that on average, Facebook fans spend $71.84 more per year on products, are 28% more loyal, and 41% more likely to recommend products than non-fans. However, fan value varies widely between brands and individual fans. The document provides data on these factors for each brand to demonstrate the differences in fan value.
2011 6 7 mindshare digital po v global vs. local facebook pagesMindshare
The document discusses the debate around whether brands should take a global or local approach to their social media presence, particularly on Facebook pages. It finds that while global pages can attract many fans, local pages generally have higher fan engagement as they provide more relevant, local content. The most important metric for a brand's social media strategy is fan engagement, not just the number of fans. Ultimately, the best approach depends on a brand's unique objectives, nature, resources, and technology capabilities.
2º oleada del estudio "The power of Like" elaborado por la compañia ComScore en colaboración con Facebook en el que se analiza el impacto e influencia que tiene esta red social para los intereses de empresas y marcas. (inglés)
The document outlines a framework for how brands can maximize the impact of their social marketing programs on Facebook by focusing on fan reach, engagement, and amplification in order to deliver brand exposure at scale and drive measurable marketing ROI. It also provides case studies that demonstrate how concentrated social media campaigns can significantly amplify the reach of earned media exposure and drive increased purchase behavior. Finally, the document establishes benchmarks for how leading brands perform in terms of key metrics like fan reach and amplification ratios.
The Power of_Like - How Social Marketing WorksBoris Loukanov
ANDREW LIPSMAN VP, Marketing, comScore
GRAHAM MUDD, Head of Measurement Partnerships, Facebook
Carmela Aquin, Senior Marketing Manager, comScore
Patric Kemp, Senior Data Analyst, comScore
The document summarizes research from comScore and Facebook on how social media marketing works. Some key findings include:
- Brands can maximize the impact of their social marketing programs on Facebook by focusing on fan reach, engagement, and amplification to Friends of Fans through both earned and paid content.
- Leading brands typically achieve an earned amplification ratio of 0.5-2x, extending the reach of their earned media to Friends of Fans. This can be increased by optimizing fan reach and engagement and supplementing with paid ads.
- Targeted social media campaigns can significantly amplify the reach of earned media and drive increased awareness and purchase behavior among exposed fans and friends.
- Exposure to
The document outlines a framework for how brands can maximize the impact of their social marketing programs on Facebook by focusing on fan reach, engagement, and amplification in order to deliver brand exposure at scale and drive measurable marketing ROI. It also provides case studies that demonstrate how concentrated social media campaigns can significantly amplify the reach of earned media exposure and drive increased purchase behavior. Finally, the document establishes benchmarks for how leading brands perform in terms of key metrics like fan reach and amplification ratios.
The document outlines a framework for how brands can maximize the impact of their social marketing programs on Facebook by focusing on fan reach, engagement, and amplification in order to deliver brand exposure at scale and drive measurable marketing ROI. It also provides case studies that demonstrate how concentrated social media campaigns can significantly amplify the reach of earned media exposure and drive increased purchase behavior. Finally, the document establishes benchmarks for how leading brands perform on key metrics like amplification ratio.
- Branded content on Facebook reaches far more people through unpaid impressions in the Newsfeed than through visits to brand pages. Users are 40-150 times more likely to see branded content in their Newsfeed than on a brand's page.
- There are two key audiences for branded content on Facebook - fans of the brand and friends of those fans. While fans are easier to directly reach, friends of fans typically represent a much larger potential audience, sometimes over 100 times larger than the fan base.
- When brands focus on engaging their fans, they can benefit from significant additional exposure among the friends of those fans, exposure that often surpasses the reach among fans themselves.
Social media-marketing-2013-trends-and-best-practicesFlightpath
This document discusses best practices for social media marketing. It emphasizes that social media strategies should be platform-appropriate and integrated with other marketing efforts. It also stresses the importance of consistency, monitoring sentiment and trends, understanding consumer behavior on different platforms, and measuring social media performance through reporting. The overall message is that brands should adopt a comprehensive social media strategy rather than just isolated promotional tactics.
The document discusses research on the reach and frequency of branded content on Facebook. It finds that while counting brand mentions is important, the reach and frequency of impressions among audiences like fans and friends of fans is more important. Most branded content is consumed via the Facebook newsfeed rather than brand pages. Friends of fans, who are exposed to content through fan connections, represent a much larger potential audience for brands than fans alone. Understanding these audience segments can help brands better optimize their social media strategies.
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience. For top brands, friends of fans is typically 34 times larger than the fan base.
- Measuring the reach and frequency of branded content impressions, rather than just the number of impressions, provides more useful marketing insights for brands by indicating how widely content is spreading and being consumed. Understanding impressions among fans versus friends of fans allows optimization of social media strategies.
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience that often surpasses fans alone.
- Analyzing the reach and frequency of branded content, rather than just the number of mentions, provides more useful marketing insights for optimizing a brand's social media strategy and understanding its true impact.
- Branded content on Facebook can reach a large audience, including a brand's fans who explicitly follow the brand plus the friends of those fans.
- When brands focus on engaging their fans, they can significantly expose their content and messaging to the friends of fans, a much larger audience that often surpasses fans alone.
- Understanding the reach and frequency that branded content achieves among different audiences, like fans versus friends of fans, provides more useful marketing insights than just the volume of brand mentions.
The document discusses strategies for marketing dental implants in Spain. It analyzes market changes, business drivers for selling to dentists and patients, branding strategies, pricing considerations, and the use of social media. Key points include growing competition in the dental implant market, the need to improve the customer experience for dentists, understanding patients' purchase journeys and concerns about cost and benefits, using education and promotions to build the brand for patients, and the pressures of pricing in a recession environment.
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Value of a Facebook fan 2013
1. THE VALUE OF A FACEBOOK FAN 2013:
REVISITING CONSUMER BRAND
CURRENCY IN SOCIAL MEDIA
APRIL 2013
2. 27 West 22nd Street, Floor 7, New York, NY 10010 • 212-798-1414 • syncapse.com
Audience Relationship Management
ROBERT LAUFER
VP Research
Hotspex
MAX KALEHOFF
VP Product Marketing
Syncapse
MICHAEL SCISSONS
Founder & CEO
Syncapse
THE VALUE OF A FACEBOOK FAN 2013:
Revisiting Consumer Brand Currency in Social Media
Executive Summary
Facebook remains the dominant social network in Western markets, commanding the most users (1.06 billion)
and marketing investment ($5.09 billion in revenues). The past few years have been characterized by hype and a
competitive race to acquire the most Fan connections, but brand marketers are sobering up and asking hard ques-
tions around the ROI of social marketing. And perhaps no question is asked more often than “What is the value
of a Facebook brand Fan?” According to new Syncapse empirical research, the average value of brand Fans in
key consumer categories has increased 28% to $174.17. This effect is amplified considering the number of Fan
memberships for most brands in our study has doubled, tripled or more. The increase in average Fan value is driven
by Fans’ tendencies to be Super Consumers. Not only do they tend to be brand users first, they spend more, engage
more, advocate more, and are more loyal. The significant and increasing value of a Facebook brand Fan affirms
past social marketing investment and mandates deeper commitment and accountability in the future.
Contents:
3 Introduction
4 Background & Methodology
6 Findings
6 The Value Of A Fan: 2010 Vs. 2013
8 Fan Behavior: 2010 Vs. 2013
9 Brand Preferences & Attitudes: Fans Vs. Non-Fans
14 Reasons For Becoming A Fan
15 Outlook for Social Brand Marketing
16 Value Of A Fan - Syndicated Brand Tracking Study
About Syncapse
AUTHORED
BY
3. 37 West 22nd Street, Floor 7, New York, NY 10010 • 212-798-1414 • syncapse.com
Audience Relationship Management
INTRODUCTION
In 2010, Syncapse Corp. conducted a groundbreaking study in partnership with Hotspex Inc.: “The Value of a
Facebook Fan: An Empirical Review.” The study established a rigorous approach to valuating a Facebook Fan,
enabling consumer marketers and brand managers to better plan, execute and measure their return on
Facebook investment.
The 2010 study demonstrated conclusively that
Facebook Fans are an extremely valuable segment
of the Internet audience, and a valuable subset of
customers. They represent a significant opportunity
to increase revenue, brand value and loyalty. In
the fourth quarter of 2010, there were 610 million
monthly active users1
. By the fourth quarter of
2012, worldwide monthly active users increased
to 1.056 billion monthly active users. Moreover,
Facebook users have become more valuable, as
reflected in Facebook’s revenues, which increased
from $1.974 billion in 2010 to $5.089 billion, a
158% gain.
Not only has the volume of Facebook activity increased, so has the sophistication of brand interaction. Company
and brand pages on Facebook have evolved from static publishing venues (video-based ads, new product
announcements) to sprawling social communities. Pages and News Feeds have become hubs not only for
publishing content, but for sharing and amplifying messaging through paid media. Brand presence and investment
has proliferated, along with innovations in ad serving and targeting with products like Facebook Exchange and
partnerships with third-party, offline data providers. Meanwhile, Facebook’s Edgerank filtering algorithm has
defined the News Feed experience, while confirming Facebook as a pay-to-reach media channel, even for brands
attempting to message their own Fans.
It is in this new socialized environment that Syncapse, along with Hotspex, revisits our seminal study to ask: what is
the value of a Facebook Fan for consumer brands?
“The Value of a Facebook Fan 2013: Revisiting Consumer Brand Currency in Social Media” is the anchor
installment in a series of reports on the social consumer’s impact on marketing. We welcome public feedback to
advance our collective understanding.
1
Source: Facebook
Facebook Pulse 2012
Monthly Active Users: 1.056 B
Daily Active Users: 618 M
Mobile Monthly Active Users: 680 M
Mobile-Only Monthly Active Users: 157 M
REVENUES: $5.089 B
AVERAGE REVENUE PER USER: $5.32
Source: Facebook Investor Website; Monthly users are from December 2012
4. 47 West 22nd Street, Floor 7, New York, NY 10010 • 212-798-1414 • syncapse.com
Audience Relationship Management
BACKGROUND & METHODOLOGY
The 2013 study builds on the methodology introduced in the original 2010 study, while maintaining the integrity of
the original benchmarks. Enhancements include a rollup of brands into category views such as clothing & fashion,
fastfood and quick-service restaurants (QSRs), and mass merchandise retailers. Other enhancements include
measures of cross-media consumption, device usage, attitudes and emotional drivers of brands. The brands under
study in 2013 were selected based partly on their wide consumer adoption and Syncapse SynQ rating, a social
brand health index incorporating blended page performance metrics including Fan count, Fan growth, engaged
Fans and engaged Fan growth.
Understanding the Value of a Fan
Facebook brand pages and promotions continue to blossom, despite an ongoing struggle to understand Fan
impact. To understand, benchmark and improve long-term business value of Facebook investments, marketers must
understand the measureable differences between users who have ‘liked’ or Fanned a brand versus those who have
not. Value is reflected not simply by the action of being a Fan, but by the added value of Fan spend and other
key values.
Deriving Fan Value: Methodology
Identifying differences in behaviors and motivation between Fans and non-Fans is key to understanding the value of
a Fan to a brand. Syncapse has identified and isolated these factors, and has associated them with key factors that
drive shareholder value. These factors are widely identified as fundamental to both short-term and long-term sales
performance and have been tested across multiple organizations to confirm their importance.
BRANDS INCLUDED IN THE VALUE OF A FACEBOOK FAN 2013 STUDY
5. 57 West 22nd Street, Floor 7, New York, NY 10010 • 212-798-1414 • syncapse.com
Audience Relationship Management
Based on the valuation model developed by Syncapse, the survey research for this study was conducted by Hotspex
and consisted of a 25-minute survey using its online panel. Data were collected from over 2,000 panelists residing
in the U.S. in late January and early February 2013. Respondents self-identified as Fans by indicating which
brands they have ‘liked’ on Facebook. Next, information on past and projected future behavior was collected both
at the category level and at the individual brand level. Data for Brand Affinity were collected using Hotspex’s
PersonaSphere™, a proprietary tool to measure the emotional drivers of marketing stimuli.
Most metrics and definitions in the 2013 study used the exact methodologies of the initial 2010 study. Based on
lessons learned, Syncapse enhanced its method of capturing consumer brand spend during a 12 month period.
This affected the value calculation of some brands but averages are comparable from one study wave to the other.
FACTORS OF SYNCAPSE FAN VALUE CALCULATION
1. PRODUCT SPENDING:
The difference in spending
habits on each brand within
the category
2. LOYALTY:
The consumer intention to
keep purchasing the brand
in the future
3. PROPENSITY TO
RECOMMEND:
Probability and propensity
for word-of-mouth
recommendations
to lead to future sales
4. MEDIA VALUE:
Efficiencies of earned
reach and frequency via
the Facebook platform
5. ACQUISITION COST:
Efficiency of Fans in enticing
others to participate and drive
organic membership
6. BRAND AFFINITY:
The perceived personality or
the emotional draw felt by
Fans towards their brands
6. 67 West 22nd Street, Floor 7, New York, NY 10010 • 212-798-1414 • syncapse.com
Audience Relationship Management
FINDINGS
The Value of a Fan: 2010 Vs. 2013
Brands for both the 2010 and 2013 studies were among the top global brands in terms of Facebook Fan counts.
In 2010, the brand pages often had a few million Fans each. Brands selected for the 2013 study had well over
15 million Fans and some popular brand pages, like McDonalds, have well over 25 million. Coca-Cola has over
60 million! Many brands even have separate or multiple page listings to support international or multi-lingual
pages. As an example, Nike has several pages including Nike (12 million Fans), Nike Football (17 million), Nike
Basketball (4 million) and Nike Cricket (2 million). BMW Cars has over 13 million Fans, BMW X5 has 1.2 million,
BMW India has 1.5 million and BMW Egypt has over 750,000.
KEY FINDING:Average Fan value in consumer brands category increased 28% to $174.17 in
2013 versus 2010, while Fan counts have doubled or even tripled in 2013.
Even a slight increase in the value of an average Fan is magnified by the increase in Fan volume. In 2010, the
average value of a Fan across all brands under study was $136.38. Using a cross-section of brands that are
directly comparable from 2010 to 2013 (so excluding the luxury vehicle BMW and mass merchandisers Walmart
and Target), the average value of a Fan has risen to $174.17 in 2013. Despite the overall increase in Fan value
from the initial study, some brands have experienced a decline in Fan value. Part of the explanation for this decline
lies in the ubiquity of the affected brands, as explained in more detail below.
APPLY FAN VALUE TO MARKETING STRATEGY
Understanding current Fans and the factors that influence their value is as important as ever for better
planning, execution and measurement. Brands first must determine and weight the factors that matter
most to their unique bottom line, and then deploy those factors across existing marketing models, with
strategies and execution following suit. Benchmarking and tracking is critical for daily optimization as
well as long-term understanding of cause-and-effect.
Brands also must rally all marketing stakeholders – from internal departments to agencies – around
factors of Fan value. Doing so is a prerequisite for effective social marketing at scale. One-off tactics
that stray from core value factors tend to fall short in both near-term impact and long-term contribution,
and often go unmeasured.
BRAND
MANDATE
7. 77 West 22nd Street, Floor 7, New York, NY 10010 • 212-798-1414 • syncapse.com
Audience Relationship Management
KEY FINDING: Brands with smaller retail prices have comparatively smaller Fan values.
Brands with smaller retail prices or products that have a frequent repeat purchase cycle have smaller Fan values.
This is evidenced in the soft drink category (Coca-Cola: $70.16 or Dr. Pepper: $73.58) and with confectionaries
(Oreo: $75.97 or Skittles: $104). Categories with higher retail prices, or higher category purchases, have higher
Fan values, as seen with brands from the added categories in 2013: the mass merchandise retailers (Target:
$618.53 or Walmart: $834.76) and luxury vehicles (BMW: $1,613.11).
CAPITALIZE ON A SCALABLE PRESENCE, EVERYDAY
Lower-priced and transactional product categories with frequent purchase cycles often depend on
higher reach and frequency of messaging. While average Fan value is lower for such categories, high
Fan memberships represent important opportunities for maintaining everyday presence at scale, sensing
user needs and wants, and introducing relevant triggers to buy.
BRAND
MANDATE
Value Of A Fan: Across Brands 2013
$1613.11
$834.76
$618.53
VALUE OF A FAN
(NEW BRANDS 2013)
AVG : $174.17
Source: Syncapse 2013
8. 87 West 22nd Street, Floor 7, New York, NY 10010 • 212-798-1414 • syncapse.com
Audience Relationship Management
Fan Behavior: 2010 Vs. 2013
Our 2010 study validated that a Fan base is a self-segmented group of highly valuable customers. We have found
that they are much more than that in 2013! Not only do Fans spend more on the brands they Fan, they spend
more within the category as well. This over-index in spend is not merely an artifact of income, as Fans do not have
significantly higher incomes than non-Fans.
KEY FINDING: Users of brands who also are Fans are more receptive to those brands versus
users who are not Fans.
Facebook brand Fans:
• Are 80% more likely than non-Fans to be brand users.
• Spend 43% more in respective categories versus non-Fans, despite not having a higher income.
• 18% more satisfied with their brands than are non-Fan users.
• 11% more likely to continue using the brands than are non-Fan users.
USE FAN CONNECTIONS TO AMPLIFY POSITIVE ATTRIBUTES
It is beneficial to convert users to Fans because it allows brands to reinforce messaging, amplify the
experience and extend a halo of positivity. For example, a new BMW car buyer will feel great after
receiving the keys; feel even better after viewing a Facebook photo of herself driving off the dealer
lot; and feel even better when her friends Like and comment on that post. Or consider a Fan of Oreo
who admires the brand, but gets thrilled and more engaged when asked by the brand which version is
better, Double Stuff or Regular.
BRAND
MANDATE
9. 97 West 22nd Street, Floor 7, New York, NY 10010 • 212-798-1414 • syncapse.com
Audience Relationship Management
Brand Preferences Attitudes: Fans Vs. Non-Fans
KEY FINDING: Brand Fans are super consumers.
Before comparing brand preferences and attitudes of Fans and non-Fans, it is important to understand fundamental
behavioral differences. For example, Fans are much more active in social media, with two-thirds of brand Fans also
being a Fan of more than 10 brand pages at any given time. Conversely, almost two thirds of brand users that are
non-Fans have Fanned 10 or less brand pages. On average, three quarters of Fans are likely to share good brand
experiences and share promotions and discounts with their Facebook friends. On the other hand, almost two-thirds
of Fans are likely to share a bad brand experience.
DELIGHT YOUR EXISTING FANS AND USERS
Brand Fans tend to be users and they are your evangelists. They like being appreciated and nurtured,
and they want to talk about your brand and share their opinion. Small, everyday actions can go a long
way. Therefore, you should prioritize your marketing investment by first making this segment happy. Use
existing customer touch points – i.e., microsites, product packaging, time of purchase, and customer
service interactions – to convert brand users into Fans. Then segment, communicate and engage based
on their needs and wants.
BRAND
MANDATE
Social Media Habits of Facebook Brand Fans Vs. Non-Fans
METRIC / MEASUREMENT (2013)
Average # of hours on Facebook per week
Social Media Importance [8-10 on 10-pt scale]
Ways in Which Social Media is Important
To research products / services under
consideration to purchase
To share information with others
To connect with brands I like
NON-FANS FANS
11 hours 6 hours
42 % 15 %
39 % 14 %
66 % 52 %
51 % 13 %
Source: Syncapse 2013
10. 107 West 22nd Street, Floor 7, New York, NY 10010 • 212-798-1414 • syncapse.com
Audience Relationship Management
KEY FINDING: Fans spend more than non-Fans.
Excluding BMW and the Mass Merchandise category, Fans spend approximately $116 more per year than non-
Fans in their respective categories. The clothing-fashion category had the biggest difference with Fans reporting that
they spend approximately $257 more per year than non-Fans. Coca-Cola and Xbox are least likely to benefit from
differences ($29 and $24 difference respectively).
GIVE YOUR FANS REASONS TO SPEND
For many brands, 20% of customers represent 80% of revenues, and that 20% segment often indexes
highly within a brand’s Fan membership. Therefore, brands must identify who are their customers
among Fans and score them. The better you can isolate key customer segments, the more relevant your
messaging can be to drive loyalty and introduce the best offers to spend more.
BRAND
MANDATE
Average Spend: 2013
FANS
NON-FANS
DIFFERENCES: $116FANS $255NON-FANS $139
Source: Syncapse 2013
11. 117 West 22nd Street, Floor 7, New York, NY 10010 • 212-798-1414 • syncapse.com
Audience Relationship Management
KEY FINDING: Fans advocate more.
On average, 85% of Facebook Fans are likely to recommend the brand compared to 60% of non-Fans. Among
Fans, Disney (93%) had the highest percent of Fans that are likely to recommend, followed by Dr. Pepper (92%),
Xbox (91%) and Nike (90%), with Levi’s, Coca-Cola and Oreo very close behind. Notably, these top brands also
received high non-Fan likelihood to recommend scores, with 68% of non-Fans indicating they would were likely to
recommend the brand. The likelihood to recommend among Fans for BMW, Blackberry, Monster, McDonalds and
Walmart are among the lowest and also are the lowest for non-Fans.
Overall impression and likelihood to purchase measures follow a similar pattern as likelihood to recommend.
The beverages / soft drinks, sporting and confectionary categories received the highest overall impression and
purchase intent scores among Fans. At the brand level, Levi’s outperforms all other brands as 95% of Fans have a
very strong impression of the brand compared to 75% of non-Fans, and 89% of Fans would purchase the brand
next time they are shopping compared to 70% of non-Fans. Notably, WalmartMart and Target receive considerably
lower overall impression scores among Fans and non-Fans, however purchase intent is on par with the Levi’s brand.
2
Note: average spend for 2010 includes all brands under study. Average spend in 2013 excludes brands from newly-added categories (mass merchandisers, luxury vehicles)
CO-CREATE WITH YOUR FANS
Brand managers should interact with customers on Facebook to understand first-hand what they’re
passionate about, to solicit their input, and to enable a feeling of ownership. This co-creation not only
increases their vested interest in the brand, it delivers some of the most enticing and shareable brand
experiences. Conversely, brands should avoid chasing illusive “influencers” -- who tend to be unfamiliar
with the brand, have no vested interest, are skeptical and are far from being converted. While Fans
tend to be more loyal and intend to spend more, having them as Fans enables you to combat inevitable
category promiscuity by reinforcing positive brand attributes and delivering relevant purchase triggers.
BRAND
MANDATE
Spending Satisfaction Advocacy Among Fans Vs. Non-Fans
METRIC / MEASUREMENT (2013)
$ Average spend ( P12M ) ( Fans2
)
Likelihood to Recommend [ 8-10 on 10-pt scale ]
Overall Impression [ 8-10 on 10-pt scale ]
Likelihood to Purchase [ 4-5 on 5-pt scale ]
Current Users of the brand
Overall Satisfaction (current users only) [ 8-10 on 10-pt scale ]
Likelihood to Continue Using
( current users only ) [ 8-10 on 10-pt scale ]
NON-FANS FANS
$255
85%
87%
88%
78%
87%
91%
$139
60%
61%
60%
43%
74%
82%
Source: Syncapse 2013
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Audience Relationship Management
KEY FINDING: Brands with high equity or longevity in the marketplace have lower Fan value.
Examples where high brand equity lowers relative Fan value include Coca-Cola, Xbox, Nike and Walmart.
Purchase and recommendation intent among non-Fans of these brands are disproportionally high compared to
non-Fans of other brands resulting in smaller spending gaps between their respective Fans and non-Fans. The
phenomenon is also apparent in brands with high emotional connections, i.e., Coca-Cola. Xbox and Nike also
have very positive personality profiles among Fans and non-Fans alike. These brands over-index at being inspiring,
interesting and fun. Essentially, non-Fans appreciate these brands as well, thus lowering overall Fan value.
KEY FINDING: Brands with polarized profiles tend to have higher value Fans.
Larger noticeable differences between Fans and non-Fans on core brand metrics such as intended usage, overall
impression and personality drivers reflect a polarized view of certain brands. Fans become high frequency users
and loyalists, whereas non-Fans become disenchanted consumers, sometimes brand detractors. This occurs in
brands such as BlackBerry, Monster Energy Drink, Skittles and Target. Non-Fans of these brands under-index on
either personality profiles or core metrics such as purchase intent and overall impression. Brand perceptions can be
more negative among non-Fans. For example: BlackBerry is seen as out-of-date and unfashionable, while Monster
Energy Drink is seen as pretentious.
An exception to this rule is Walmart, where non-Fans have a more negative view of the personality of the brand, yet
continue to shop there. Non-Fans perceive the brand to be unfriendly and insincere, yet purchase intent is still high.
INVEST IN SOCIAL TO REINFORCE BRAND LEADERSHIP
Why invest in a Facebook presence and Fan membership if a brand is strong on its own? Because
Facebook remains a highly valuable platform in which to sustain, reinforce and extend brand
leadership. No brand is ever immune to competitive threats or environmental changes. Nor is any
brand too perfect to benefit from opportunities for consumer intelligence, brand reinforcement and
potential new markets and audience segments.
BRAND
MANDATE
SEGMENT LOYALISTS VERSUS DETRACTORS
Adopt deliberate strategies that engage loyalists (your existing Facebook Fans) versus indifferent or
disenchanted users and prospects. Brands should engage loyalists first while approaching disengaged
disenchanted users according to their customer status and potential value. Importantly, brands should
not be shaken or swayed by negative feedback, as the most successful brands tend to polarize audi-
ences by standing for propositions that core customers care deeply about brand seems a minimum
criterion, if not a strong commitment to the brand’s usage before ‘liking’ a brand. Therefore, a question
is: when do users become Fans?
BRAND
MANDATE
14. 147 West 22nd Street, Floor 7, New York, NY 10010 • 212-798-1414 • syncapse.com
Audience Relationship Management
Reasons For Becoming A Fan
KEY FINDING: Fans tend to be brand users before they ‘Like’ a brand’s Facebook page.
Comparing timing of initial brand purchase with timing of becoming a Fan shows that consumers typically do not
Fan a brand without trying it first. In fact, most Fans are current brand users. On average, 80% of Fans currently use
the brand. The exception to this rule is the one brand that is not price accessible to all consumers: BMW, where the
usage rate for Fans is 36%, and 46% of BMW Fans have never owned or used the brand.
KEY FINDING: Personal expression trumps coupons as reasons for Fanning brands.
Among the brands we studied, Fanning is driven by two main reasons: 1) to get a coupon, a price discount or some
type of purchase rewards (cognitive/practical) or 2) to show their support for the brands they like and to receive
regular updates on their favorite brands (emotional/personal). Interestingly, on average, the emotional reasons
trump the practical ones as Fans are looking to express themselves through the brands they ‘like’ rather than
expecting price discounts and coupons from the brands that they would choose to purchase anyway.
FOCUS ON EXISTING USERS FIRST, PROSPECTS SECOND
Since being a user is a prerequisite to becoming a Fan (in most cases), brands should prioritize their
efforts on converting existing customers. This establishes stronger connections for ongoing messaging,
provides social opportunities to advocate and share positive brand experiences, and strengthens loyalty
and consumption. The second priority should be acquiring new Fans that are not users. Another reason
to establish a quality Facebook membership of existing users first is the inherent opportunities for high-
quality Fan acquisition of non-users through word-of-mouth promotion and lookalike modeling.
BALANCE TRANSACTIONAL OFFERS WITH BRAND ATTRIBUTES
Blindly implementing direct-response offers for Fan acquisition tactics can devalue a brand and result
in a lower-quality Fan membership. Given that personal expression trumps coupons as a reason for
becoming a Fan, brands should prioritize brand personality attributes when acquiring Fans, and deploy
transactional offers (like product trials) for your most valuable, existing Fans and users.
BRAND
MANDATE
BRAND
MANDATE
15. 157 West 22nd Street, Floor 7, New York, NY 10010 • 212-798-1414 • syncapse.com
Audience Relationship Management
OUTLOOK FOR SOCIAL BRAND MARKETING
Social Belongs at the Center of Marketing Strategy
Facebook Fans are a critical link in the Facebook marketing value chain. If nothing else, The Value of a Facebook
Fan 2013 study validate Facebook Fans as a self-selected customer segment – a result of the average value of a
Fan increasing 28% to $174.17, as well as the growth in the volume of brand Fans (often in the millions for major
brands). Fan value quickly becomes an ongoing, active and a lucrative target group that requires serious investment
and disciplined management.
Consequently, Facebook Fans and social media intelligence must be at the center of a brand’s overall marketing
strategy. The key to smarter marketing – including better planning, execution and measurement – lies in social
marketing and big data expertise, tools and infrastructure, and new marketing models that embrace social.
Business now is social.
Pay To Play
Facebook and Fan memberships offer new, unparalleled opportunities for audience targeting, messaging and
engagement. Facebook brand Fans spend 43% more in respective categories versus non-Fans, despite not having
a higher income. Meanwhile, 85% of brand Fans are likely to advocate the brand compared to 60% of non-Fans.
But reaching these preferred consumers comes at a cost: investment not only in owned and earned media, but in
paid media and subsequent coordination and optimization across all three formats. Many brands are investing
substantially in social marketing programs, quality content and community management – well into millions
annually. It can be irresponsible to skimp out on media amplification and then fail to achieve sufficient reach and
frequency of your target audiences.
Invest For A World With Social Search Mobile
Facebook recently announced “Graph Search,” which CEO Mark Zuckerberg positioned as a “pillar” alongside
Timeline and News Feed. Facebook is using “Friends” and their data to refine search results of people, businesses
and other entities within the Facebook database. As social search catches on, it will expand the engagement and
behavioral lock-in among Facebook users. Social search will increase relevance for things they’ve done in the past,
such as Like a restaurant, attend a concert, or purchase a certain automobile. One thing is certain: the quality of a
brand’s Facebook membership and engagement will have a direct, causal relationship on a brand’s visibility and
performance within Facebook search. Therefore brands must consider their Fan membership investments in context
of their larger Search Engine Optimization (SEO) strategies.
Additionally, our digital world is becoming “mobile first,” and Facebook and the broader social landscape is
leading the way. Therefore, mobile must become a core element in investing for brand success on Facebook
and beyond.
16. 167 West 22nd Street, Floor 7, New York, NY 10010 • 212-798-1414 • syncapse.com
Audience Relationship Management
VALUE OF A FAN - SYNDICATED BRAND TRACKING STUDY
Customized for each individual brand, Syncapse’s “Value Of Your Brand Fan” benchmark study and brand
tracker provides marketers with accurate and affordable answers to guide social and overall marketing investment
planning. Using the same methodology from “The Value of a Facebook Fan 2013” public study, brands gain a
deep understanding of the value of their Fans across core areas, including: Product Spending; Customer Loyalty;
Advocacy; Brand Affinity; and Media Value. It also provides benchmarks on competitors, content performance, and
Fan attitudinal and behavioral drivers. Finally, it sets the stage for ongoing brand tracking and insights into social
cause and effects. Visit www.syncapse.com to speak with a measurement specialist.
ABOUT SYNCAPSE
Syncapse is a technology-enabled services company that uses social media data to achieve smarter marketing
for the world’s most valuable brands. Anheuser-Busch InBev, Coca-Cola, Diageo, JP Morgan Chase, L’Oreal, Reckitt
Benckiser and others turn to Syncapse to understand their customer needs and improve performance.Visit
www.syncapse.com.