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.
Social media has changed. A lot.
So how should brands now approach it? Here we introduce our new POV on social media, called Deep Social, and discuss what it means for brands. We cover:
- The (new) consumer mindset
- What is Deep Social? And how do I get there?
- Why Ogilvy?
- Where are you now? A diagnostic
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.
Social media has changed. A lot.
So how should brands now approach it? Here we introduce our new POV on social media, called Deep Social, and discuss what it means for brands. We cover:
- The (new) consumer mindset
- What is Deep Social? And how do I get there?
- Why Ogilvy?
- Where are you now? A diagnostic
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.
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.
Consumers rely on an ever-increasing number of touchpoints to guide them through the purchasing process. In this eBook, you'll learn how influence marketing can impact search marketing and third-party brand content, to provide more trusted points of brand information for consumers. This eBook is essential for anyone working at the strategic or executional level in influence marketing, social media, or search marketing.
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
Social Media around the World 2012 report by InSites Consulting (data collected by SSI and translations by No Problem). The full reports offers 5 eye-catching insights on the status of social media and more than 2.000 facts & figures about social media in 19 countries. Topics cover main adoption and usage, interactions of consumers with brands, impact of branded conversations, evolution of mobile and the opportunities for structural collaboration between consumers and brands. For more information contact Marketing@InSites-Consulting.com.
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.
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
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.
Keynote presentation for the #SocialTools15 conference in San Francisco - October 27 & 28. The focus is using data and analytics to drive more effective storytelling and content strategy.
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?
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.
Consumers rely on an ever-increasing number of touchpoints to guide them through the purchasing process. In this eBook, you'll learn how influence marketing can impact search marketing and third-party brand content, to provide more trusted points of brand information for consumers. This eBook is essential for anyone working at the strategic or executional level in influence marketing, social media, or search marketing.
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
Social Media around the World 2012 report by InSites Consulting (data collected by SSI and translations by No Problem). The full reports offers 5 eye-catching insights on the status of social media and more than 2.000 facts & figures about social media in 19 countries. Topics cover main adoption and usage, interactions of consumers with brands, impact of branded conversations, evolution of mobile and the opportunities for structural collaboration between consumers and brands. For more information contact Marketing@InSites-Consulting.com.
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.
For many brands, collecting likes and fostering engagement by any means necessary is a sign of a successful social media program. But if you dig deeper into these metrics, what do they actually mean? What is driving the actions? Are they taken by true brand advocates? Are the engagements contributing to the business’s bottom line?
A recent study conducted in partnership with SurveyMonkey has uncovered valuable insights into how to cultivate advocacy. With over 5,000 respondents from 11 countries, the results map how to build relevance and trust and drive forward a brand, business, and reputation around the globe.
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.
Keynote presentation for the #SocialTools15 conference in San Francisco - October 27 & 28. The focus is using data and analytics to drive more effective storytelling and content strategy.
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?
Quotes from THE VALUE OF A FACEBOOK FAN: AN EMPIRICAL REVIEW.
"Value is reflected not simply by the action of being a 'fan' but rather the value of the audience."
"A fan base is a self-segmented group of highly valuable customers."
"Facebook fans reported spending $71.84 more per year than non fans."
"Facebook fans are more loyal to the fanned brand than non-fans."
"68% of Facebook Fans indicate they are very likely to recommend a product."
"The Average Value of a Fan is $136.38."
"Monetary value of fans varies dramatically. Some are intensely active while others are totally inactive."
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 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
Brief proposal describing a methodology to improve market share from an implant manufacturing company, based on a composed formula sell in + sell out, aimed to clinicians and taking in account patient's preferences ('patient's journey').
Alfonso Gadea (presented in Straumann's HQ, Basel, Switzerland)
Foro Vacolba - El Mundo de Castilla y León - Proceso de compraAlfonso Gadea
Resumen con las principales conclusiones del #ForoVacolba, organizado por @Vacolba con El Mundo de Castilla y León en Valladolid sobre "El proceso de decisión de compra. Adaptarse o morir".
Vacolba, compañía de origen y con sede en Valladolid, es un partner de negocio orientado a la venta en internet, que opera desde el año 2006 como distribuidor oficial de Movistar de ámbito nacional.
Dossier corporativo de la empresa Vacolba con información de interés relativa a la empresa @Vacolba
Vacolba, compañía de origen y con sede en Valladolid, es un partner de negocio orientado a la venta en internet, que opera desde el año 2006 como distribuidor oficial de Movistar de ámbito nacional.
Planimedia - Partner de Ventas - Online + VozAlfonso Gadea
Planimedia® es un partner de ventas con un modelo que multiplica el ratio de conversión para un porcentaje de usuarios que buscan online, en PC y móvil, y prefieren una compra asistida.
Esto se traduce en un acortamiento del proceso de compra para una parte del target, aumento de la eficiencia y disminución de la pérdida de leads durante el customer journey.
www.planimedia.es
Mundo VUCA - Marcos Urarte (Pharos) para El Norte de CastillaAlfonso Gadea
El cambio no es algo nuevo. Todas las épocas han sido de cambio. Lo que caracteriza la nueva realidad es la velocidad del cambio. Es lo que caracteriza, según Marcos Urarte, un entorno VUCA: Volatility, Uncertainty, Complexity, Ambiguity. No es un concepto nuevo. El management lo ha tomado prestado del ejército americano y empieza a ser trendy - www.alfonsogadea.es
En España tenemos una farmacia por cada 2.186 habitantes, uno de los ratios más altos de Europa y muy lejos de países como Dinamarca (17.000 habitantes por Farmacia) o Suecia (5.000). En total suman más de 21.500 farmacias.
www.alfonsogadea.es
European Directory of Health Apps 2013 (European Commission Directorate General for Communications Networks, Content and Technology).
http://www.alfonsogadea.es/apps-salud-poniendo-orden/
Mobile Medical Applications Guidance for Industry and Food and Drug Administration Staff. September 25, 2013
http://www.alfonsogadea.es/apps-salud-poniendo-orden/
Hábitos digitales del médico iDoctus - SEMGAlfonso Gadea
En España el móvil es la principal plataforma de acceso a información médica para el 51% de los médicos y un 21% de los médicos ahorra más de 20 minutos al día gracias a la app profesional iDoctus.
http://www.alfonsogadea.es/espectro-apps-salud/
The consumerization of enterprise sales is already among us. B2B buyers are now mimicking consumer shopping behaviors.
http://www.alfonsogadea.es/b2b-is-the-new-b2c/
alfonsogadea.es
Los frescos son la categoría que básicamente diferencia a una enseña de distribución de otra. Mercadona pensó en su día que vendiéndolos en bandejas facilitaría la compra al cliente y aumentaría su eficiencia para ser más competitivo. La rectificación estratégica, sin embargo, va mucho más allá de tener fruta a granel y pescado directamente de la lonja. Juan Roig vio la oportunidad de trasladar esa eficiencia aguas arriba en la cadena de valor, integrando la cadena agroalimentaria y aumentando la productividad del sector primario nacional.
http://www.alfonsogadea.es/cadena-agroalimentaria-sostenible-mercadona/
Seguridad en la Información en Retail y Gran ConsumoAlfonso Gadea
En una tarde fría de un sábado de noviembre, Amanda necesita ropa de verano para sus próximas vacaciones en el Caribe. Empieza visitando el blog de Rita, una de las blogueras influyentes en el sector moda para conocer cuáles son las últimas tendencias...
Autor: Álvaro Arenas. Una publicación de la Fundación IE en colaboración con Ernst & Young. Director de proyecto: Alfonso Gadea
Orquestando el nuevo paradigma (informe cloud computing)Alfonso Gadea
Cada vez más organizaciones utilizan soluciones como la informática en la nube (cloud computing) para reducir el
gasto en TI, incrementar la rapidez de las implantaciones y garantizar un enfoque de negocio innovador. No obstante,
también están surgiendo dudas en torno a la seguridad, el cumplimiento y la privacidad.
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
The world of search engine optimization (SEO) is buzzing with discussions after Google confirmed that around 2,500 leaked internal documents related to its Search feature are indeed authentic. The revelation has sparked significant concerns within the SEO community. The leaked documents were initially reported by SEO experts Rand Fishkin and Mike King, igniting widespread analysis and discourse. For More Info:- https://news.arihantwebtech.com/search-disrupted-googles-leaked-documents-rock-the-seo-world/
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
What are the main advantages of using HR recruiter services.pdfHumanResourceDimensi1
HR recruiter services offer top talents to companies according to their specific needs. They handle all recruitment tasks from job posting to onboarding and help companies concentrate on their business growth. With their expertise and years of experience, they streamline the hiring process and save time and resources for the company.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
What is the TDS Return Filing Due Date for FY 2024-25.pdfseoforlegalpillers
It is crucial for the taxpayers to understand about the TDS Return Filing Due Date, so that they can fulfill your TDS obligations efficiently. Taxpayers can avoid penalties by sticking to the deadlines and by accurate filing of TDS. Timely filing of TDS will make sure about the availability of tax credits. You can also seek the professional guidance of experts like Legal Pillers for timely filing of the TDS Return.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
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USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Implicitly or explicitly all competing businesses employ a strategy to select a mix
of marketing resources. Formulating such competitive strategies fundamentally
involves recognizing relationships between elements of the marketing mix (e.g.,
price and product quality), as well as assessing competitive and market conditions
(i.e., industry structure in the language of economics).
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
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
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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
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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
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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
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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
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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
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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
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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
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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
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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
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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.
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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.