SlideShare a Scribd company logo
1 of 32
Download to read offline
A project for the
            WFA DIGITAL NETWORK
               March 2011




The value
of a fan?
This is an abridged
public version of
learnings
prepared for the
World Federation of
Advertisers.
Full report is available on request
to WFA members:
http://www.wfanet.org/en
Some background
        • Challenge posed by WFA’s Digital Network
            • MB & Dynamic Logic agreed to help
   • Not about an arbitrary $ figure for media/ sales value
   • All about how to build brand and optimise fan pages
• Bespoke reports already with participants – this report is an
     abridged overview of findings for industry learning
     • Many thanks to all WFA members who took part
Unique two phase research project:
     combining two perspectives

        Phase 1                   Phase 2


Marketers                    Brand Fans
• How are they approaching   • How and why are they
  the use of social media?     using brand fan pages?
• What do they expect from   • Are fan pages improving
  social media?                brand opinions? How?
WFA members’ view: brand
  value over business metrics
What do you consider to be “the value of a fan”?

                                                               85%


                                                           85%


                                                         80%


                                                   75%


                                          50%


                                        45%


                             15%
From liking
  to love:
 How fan
pages build
  brands
96% spending
      more on social
Time and money versus expectation?
But unsure about
   the returns
Social media fan base ROI?
Fans already outspend non-fans by over 4x. The
fan page challenge is to deepen the relationship
                    Fans                                 Non-Fans
                           4%             Bonding            1%


                      62%                Advantage         19%

                      67%               Performance        31%


                      83%                Relevance         37%


                     100%                Presence          50%


                     13.4%             Share of wallet     2.8%
Source: Brandz, 2010 global database
Qualitative learning about
how to engage is available
Listening is key to success
       Ignoring social             Thoughtfully integrated          Jumping on
           media,                        program                   bandwagon —
    staying out of game                                           "must be there"




• Less relevant/current              • Ability to listen to   • Consumers see right
     and trustworthy                  consumers and            through this — and it
    • Complete loss of             understand their needs         kills credibility
   control (consumers                • Consumers co-own       • Traditional marketing
   define the brand by                  the brand and          approaches alienate
       themselves)                        evangelize               consumers


Source: Firefly Language of Love
Phase Two:
Learning from our
brands’ fans
• 24 fan pages from large
  companies
• Categories included
  confectionery, alcoholic and
  non-alcoholic drinks, personal
  care and telecommunications
• US, UK, Australia, France,
  Germany and Sweden plus
  some global
Phase Two:
Methodology

                Wall post:
           "Dear BRAND fans,
             your opinion is
            important to us!
         Please help us improve
         this page by answering
           our short 5 minute
                 survey."
We spoke mainly                             Visitors 5%

to existing fans...
                                           Fans 95%
Virtually all page visitors
completing our surveys
were registered fans.
                                          Fan Tenure (%)
                               More than a year     9
They had typically been             7-12 months     11
registered for 3-4                   4-6 months           20

months.                              2-3 months                32
                              Less than a month           19
                               Registered today     9
First thing
we learned:
Size matters!

But it certainly
isn’t everything…
Bigger fan pages generally rated better
But number of fans doesn’t tell the whole story

    High                                               Correlation:
                                                          0.28
     FanIndex Rating




   Low
                       0   500,000     1,000,000   1,500,000
                                     # of Fans
The FanIndex rating is a composite
measure

                                      Recommendation
      Overall opinion                    likelihood
     “Very favourable”                 “Very likely”


                           FanIndex
                            Rating

                                      Attention to brand
      Revisit likelihood                    posts
       “Very likely”                  “Pay a lot of attention,
                                       read them regularly”
We diagnose drivers of the FanIndex rating
and then assess impact on brand measures

    Fan page                              Impact on
    attributes                           brand equity


                             Impact on
   Fan page       FanIndex
                               brand
    content        Rating      appeal


    Benefits of                           Impact on
    being a fan                          engagement
Starting with
the basics:
Trust is a
must have
Most pages we assessed are
delivering well on trust
               Fan page attributes (agree strongly) %


               Easy to use and navigate                       55

      Trustworthy source of information                  48

                  Clear and uncluttered              45

              Fun and engaging content              43

                     Useful information             42

                          Stylish design        39

            Wide variety of information        37

                    New and innovative        36

           Information I was looking for      35
The Language of Love has taught us:
maintain trust through transparency
                                   Transparency


                                                  Expertise
                    Authenticity




               Familiarity                             Likeability
                                   Trust


Source: Firefly Language of Love
Key
differentiators:

Variety,
innovation
and style
Appear as
news, never     They must provide me
                  with information,

advertising.       good knowledge
                 about the brand so
                that I could share that
                  with friends like an
                        ‘expert’
                       -Male, 19

Keep them
guessing
about what
comes next...
Fans most value news & information;
also contests and offers
                              Fan Page Benefits (Top Box) %

                    Latest news about the brand                                    62%

                       New product information                                     61%

                        Contests and giveaways                                58%

     Sales, discounts, coupons and special offers                            55%

              Allows me to show I like the brand                       47%
      Enjoy reading other people’s thoughts and
                        ideas
                                                                   45%

       Access to free downloads and virtual gifts                41%

       I enjoy feeling part of a brand community           34%

        Allows me share my thoughts and ideas             32%

                    It gives me a sense of status   13%
Another key
differentiator:

A sense of
community
There’s no
silver bullet
How you best
build appeal
will depend
on brand
personality &
objectives
Last but
certainly
not least:

Post
regularly!
More frequent posts tend to result in a better
FanIndex rating
                      High




                             3             2                     1
    FanIndex Rating




                                                                     Correlation:
                                                                        0.46

                             4


                      5




                      0          10   20        30          40         50           60   70
                      Low                      # of Posts
Checklist                    Contests/
                             Giveaways
                                                         New
                                                        product
                                   Expected               info
     Fun                                                   Expected
 Differentiator

                   Variety                    Community
                  Differentiator              Differentiator
Regular
 posts
 Expected         Offers                        Trustworthy
                  Expected
                                                brand news
                                                        Expected
 Innovation           Interaction
 Differentiator         Differentiator
Conclusions
• Fans pages of all sizes can build equity and
  engagement, but as expectations increase, brands
  have to keep pace
• Check your page against our expected checklist
• Then differentiate by going the extra mile in a way
  which will achieve your specific brand objectives
• Post and comment frequently. Beware campaign
  mentality: fan pages that ‘go quiet’ can have a
  detrimental brand impact
• Commit considerable resource: community managers?
Further research
While this study has provided some fascinating initial
insights, there is still much to learn. Millward Brown and
Dynamic Logic hope in future to extend this work with
partners to explore areas such as:
• How responses to fan pages vary by category, country, user type
• How attitudes to fan pages change over time
• How attitudinal responses to fan pages link to behavioural and
  engagement metrics
• How fan page quality relates to efficiency of fan recruitment and
  retention
Further information
For further information about this study, please contact:
• WFA
  Rob Dreblow
  r.dreblow@wfanet.org
• Millward Brown/ Dynamic Logic
  Duncan Southgate
  Duncan.Southgate@millwardbrown.com
  Juan Manuel Hernandez
  JuanManuel.Hernandez@millwardbrown.com


Contact MB or DL to conduct your own bespoke fan page assessment

More Related Content

What's hot

The Big Questions of 2013
The Big Questions of 2013The Big Questions of 2013
The Big Questions of 2013Vivastream
 
The Big Questions of 2013
The Big Questions of 2013The Big Questions of 2013
The Big Questions of 2013Vivastream
 
Align Facebook With Your Business Objectives
Align Facebook With Your Business Objectives Align Facebook With Your Business Objectives
Align Facebook With Your Business Objectives Francesca Savoldi
 
Marcus Wareham - Facebook - 26 january 2011
Marcus Wareham -  Facebook - 26 january 2011Marcus Wareham -  Facebook - 26 january 2011
Marcus Wareham - Facebook - 26 january 2011CamillaWoodhouse
 
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...Digiday
 
Measuring Social ROI: The CIO's Role
Measuring Social ROI: The CIO's RoleMeasuring Social ROI: The CIO's Role
Measuring Social ROI: The CIO's RolePaul Gillin
 
Presentación de Gian Fulgoni en IAB Conecta 2012
Presentación de Gian Fulgoni en IAB Conecta 2012Presentación de Gian Fulgoni en IAB Conecta 2012
Presentación de Gian Fulgoni en IAB Conecta 2012IAB México
 
Viral Strategies Buzz Marketing
Viral Strategies Buzz MarketingViral Strategies Buzz Marketing
Viral Strategies Buzz MarketingEmakina
 
SingTel: Finding fans and keeping them loyal
SingTel: Finding fans and keeping them loyalSingTel: Finding fans and keeping them loyal
SingTel: Finding fans and keeping them loyalMiguel Bernas
 
Monetizing Social Media
Monetizing Social MediaMonetizing Social Media
Monetizing Social Mediayarbo1
 
Brand experience insights and case studies
Brand experience insights and case studiesBrand experience insights and case studies
Brand experience insights and case studiesJack Morton Worldwide
 
SingTel: Harnessing the Power of Digital Across Platforms
SingTel: Harnessing the Power of Digital Across PlatformsSingTel: Harnessing the Power of Digital Across Platforms
SingTel: Harnessing the Power of Digital Across PlatformsMiguel Bernas
 
Google Viet Nam Day
Google Viet Nam DayGoogle Viet Nam Day
Google Viet Nam DayCuong Pham
 
Digital Day 2011 - Reza - Digital Inspire
Digital Day 2011 - Reza - Digital InspireDigital Day 2011 - Reza - Digital Inspire
Digital Day 2011 - Reza - Digital InspireProximity BBDO Sweden
 

What's hot (18)

The Big Questions of 2013
The Big Questions of 2013The Big Questions of 2013
The Big Questions of 2013
 
The Big Questions of 2013
The Big Questions of 2013The Big Questions of 2013
The Big Questions of 2013
 
Align Facebook With Your Business Objectives
Align Facebook With Your Business Objectives Align Facebook With Your Business Objectives
Align Facebook With Your Business Objectives
 
Marcus Wareham - Facebook - 26 january 2011
Marcus Wareham -  Facebook - 26 january 2011Marcus Wareham -  Facebook - 26 january 2011
Marcus Wareham - Facebook - 26 january 2011
 
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...
House Party at DBS: All Earned Media is Not Created Equal: Winning Hearts, Mi...
 
Measuring Social ROI: The CIO's Role
Measuring Social ROI: The CIO's RoleMeasuring Social ROI: The CIO's Role
Measuring Social ROI: The CIO's Role
 
Presentación de Gian Fulgoni en IAB Conecta 2012
Presentación de Gian Fulgoni en IAB Conecta 2012Presentación de Gian Fulgoni en IAB Conecta 2012
Presentación de Gian Fulgoni en IAB Conecta 2012
 
Branding a social media perspective
Branding a social media perspectiveBranding a social media perspective
Branding a social media perspective
 
Viral Strategies Buzz Marketing
Viral Strategies Buzz MarketingViral Strategies Buzz Marketing
Viral Strategies Buzz Marketing
 
Measuring and Motivating Brand Advocates: The State of the Science
Measuring and Motivating Brand Advocates: The State of the ScienceMeasuring and Motivating Brand Advocates: The State of the Science
Measuring and Motivating Brand Advocates: The State of the Science
 
Trends Presentation for IMS
Trends Presentation for IMSTrends Presentation for IMS
Trends Presentation for IMS
 
SingTel: Finding fans and keeping them loyal
SingTel: Finding fans and keeping them loyalSingTel: Finding fans and keeping them loyal
SingTel: Finding fans and keeping them loyal
 
Monetizing Social Media
Monetizing Social MediaMonetizing Social Media
Monetizing Social Media
 
Brand experience insights and case studies
Brand experience insights and case studiesBrand experience insights and case studies
Brand experience insights and case studies
 
SingTel: Harnessing the Power of Digital Across Platforms
SingTel: Harnessing the Power of Digital Across PlatformsSingTel: Harnessing the Power of Digital Across Platforms
SingTel: Harnessing the Power of Digital Across Platforms
 
Google Viet Nam Day
Google Viet Nam DayGoogle Viet Nam Day
Google Viet Nam Day
 
Digital Day 2011 - Reza - Digital Inspire
Digital Day 2011 - Reza - Digital InspireDigital Day 2011 - Reza - Digital Inspire
Digital Day 2011 - Reza - Digital Inspire
 
Please Like Me
Please Like MePlease Like Me
Please Like Me
 

Viewers also liked

Value of a Facebook Fan
Value of a Facebook FanValue of a Facebook Fan
Value of a Facebook FanGarima Jain
 
The Social Media Scoreboard 2014: Understanding the Value and Impact of Fan E...
The Social Media Scoreboard 2014: Understanding the Value and Impact of Fan E...The Social Media Scoreboard 2014: Understanding the Value and Impact of Fan E...
The Social Media Scoreboard 2014: Understanding the Value and Impact of Fan E...WassermanMediaGroup
 
Email Marketing - MJ2 Marketing
Email Marketing - MJ2 MarketingEmail Marketing - MJ2 Marketing
Email Marketing - MJ2 MarketingMJ2 Marketing
 
USA Rugby Fan Engagement Prospectus
USA Rugby Fan Engagement ProspectusUSA Rugby Fan Engagement Prospectus
USA Rugby Fan Engagement ProspectusJacob Holweger
 
20 SOCIAL VIDEO TECHNIQUES THAT WILL IMPROVE YOUR FAN ENGAGEMENT
20 SOCIAL VIDEO TECHNIQUES THAT WILL IMPROVE YOUR FAN ENGAGEMENT20 SOCIAL VIDEO TECHNIQUES THAT WILL IMPROVE YOUR FAN ENGAGEMENT
20 SOCIAL VIDEO TECHNIQUES THAT WILL IMPROVE YOUR FAN ENGAGEMENTBurst Insights
 
The Spectrum of a Sports Fan
The Spectrum of a Sports FanThe Spectrum of a Sports Fan
The Spectrum of a Sports FanTalia McGill
 
Sponsorship in Sports Events - An NFL Perspective
Sponsorship in Sports Events - An NFL PerspectiveSponsorship in Sports Events - An NFL Perspective
Sponsorship in Sports Events - An NFL PerspectiveEventbrite UK
 
Sports Fan Development Institute Business Plan for Mark Cuban
Sports Fan Development Institute Business Plan for Mark CubanSports Fan Development Institute Business Plan for Mark Cuban
Sports Fan Development Institute Business Plan for Mark CubanGame Day Communications
 
So, What Does Raff Viton Do Anyway?
So, What Does Raff Viton Do Anyway?So, What Does Raff Viton Do Anyway?
So, What Does Raff Viton Do Anyway?Raphael Louis Vitón
 
10 Commandments of sponsorship and sports marketing
10 Commandments of sponsorship and sports marketing10 Commandments of sponsorship and sports marketing
10 Commandments of sponsorship and sports marketingEmanuele Venturoli ✔
 
Building A Sports Brand
Building A Sports BrandBuilding A Sports Brand
Building A Sports BrandKaran Sachdev
 
Webinar: Revolutionize your Business with an Insights Center of Excellence
Webinar: Revolutionize your Business with an Insights Center of ExcellenceWebinar: Revolutionize your Business with an Insights Center of Excellence
Webinar: Revolutionize your Business with an Insights Center of ExcellenceBrandwatch
 
Fan Engagement Study -- IMG Consulting
Fan Engagement Study -- IMG Consulting Fan Engagement Study -- IMG Consulting
Fan Engagement Study -- IMG Consulting Bret Werner
 
案例:山寨手机的蓝海战略
案例:山寨手机的蓝海战略案例:山寨手机的蓝海战略
案例:山寨手机的蓝海战略yanyuelong
 
Elan Presentation
Elan PresentationElan Presentation
Elan Presentationnnange
 
συναντηση υπουργειου εσωτερικων
συναντηση υπουργειου εσωτερικωνσυναντηση υπουργειου εσωτερικων
συναντηση υπουργειου εσωτερικωνATHANASIOS KAVVADAS
 

Viewers also liked (20)

Value of a Facebook Fan
Value of a Facebook FanValue of a Facebook Fan
Value of a Facebook Fan
 
The Social Media Scoreboard 2014: Understanding the Value and Impact of Fan E...
The Social Media Scoreboard 2014: Understanding the Value and Impact of Fan E...The Social Media Scoreboard 2014: Understanding the Value and Impact of Fan E...
The Social Media Scoreboard 2014: Understanding the Value and Impact of Fan E...
 
Email Marketing - MJ2 Marketing
Email Marketing - MJ2 MarketingEmail Marketing - MJ2 Marketing
Email Marketing - MJ2 Marketing
 
USA Rugby Fan Engagement Prospectus
USA Rugby Fan Engagement ProspectusUSA Rugby Fan Engagement Prospectus
USA Rugby Fan Engagement Prospectus
 
20 SOCIAL VIDEO TECHNIQUES THAT WILL IMPROVE YOUR FAN ENGAGEMENT
20 SOCIAL VIDEO TECHNIQUES THAT WILL IMPROVE YOUR FAN ENGAGEMENT20 SOCIAL VIDEO TECHNIQUES THAT WILL IMPROVE YOUR FAN ENGAGEMENT
20 SOCIAL VIDEO TECHNIQUES THAT WILL IMPROVE YOUR FAN ENGAGEMENT
 
The Spectrum of a Sports Fan
The Spectrum of a Sports FanThe Spectrum of a Sports Fan
The Spectrum of a Sports Fan
 
Sponsorship in Sports Events - An NFL Perspective
Sponsorship in Sports Events - An NFL PerspectiveSponsorship in Sports Events - An NFL Perspective
Sponsorship in Sports Events - An NFL Perspective
 
Sports Fan Development Institute Business Plan for Mark Cuban
Sports Fan Development Institute Business Plan for Mark CubanSports Fan Development Institute Business Plan for Mark Cuban
Sports Fan Development Institute Business Plan for Mark Cuban
 
So, What Does Raff Viton Do Anyway?
So, What Does Raff Viton Do Anyway?So, What Does Raff Viton Do Anyway?
So, What Does Raff Viton Do Anyway?
 
10 Commandments of sponsorship and sports marketing
10 Commandments of sponsorship and sports marketing10 Commandments of sponsorship and sports marketing
10 Commandments of sponsorship and sports marketing
 
Sports Fan Insights & Innovation
Sports Fan Insights & InnovationSports Fan Insights & Innovation
Sports Fan Insights & Innovation
 
Building A Sports Brand
Building A Sports BrandBuilding A Sports Brand
Building A Sports Brand
 
Webinar: Revolutionize your Business with an Insights Center of Excellence
Webinar: Revolutionize your Business with an Insights Center of ExcellenceWebinar: Revolutionize your Business with an Insights Center of Excellence
Webinar: Revolutionize your Business with an Insights Center of Excellence
 
Fan Engagement Study -- IMG Consulting
Fan Engagement Study -- IMG Consulting Fan Engagement Study -- IMG Consulting
Fan Engagement Study -- IMG Consulting
 
Slide share
Slide shareSlide share
Slide share
 
My school
My schoolMy school
My school
 
案例:山寨手机的蓝海战略
案例:山寨手机的蓝海战略案例:山寨手机的蓝海战略
案例:山寨手机的蓝海战略
 
Elan Presentation
Elan PresentationElan Presentation
Elan Presentation
 
OSPF Virtual Link
OSPF Virtual LinkOSPF Virtual Link
OSPF Virtual Link
 
συναντηση υπουργειου εσωτερικων
συναντηση υπουργειου εσωτερικωνσυναντηση υπουργειου εσωτερικων
συναντηση υπουργειου εσωτερικων
 

Similar to Value of a Fan

How to Get Fans to Spread Your Message
How to Get Fans to Spread Your MessageHow to Get Fans to Spread Your Message
How to Get Fans to Spread Your MessageDynamic Signal
 
25 ways to measure and analyze your social media marketing ROI
25 ways to measure and analyze your social media marketing ROI25 ways to measure and analyze your social media marketing ROI
25 ways to measure and analyze your social media marketing ROIMilena Regos
 
Social media & brand management
Social media & brand managementSocial media & brand management
Social media & brand managementMirza Shakeel
 
Power of C2C Recommendations for the Telecommunications Sector
Power of C2C Recommendations for the Telecommunications SectorPower of C2C Recommendations for the Telecommunications Sector
Power of C2C Recommendations for the Telecommunications SectorRewardStream Inc
 
Social Media Strategy And Metrics
Social Media Strategy And MetricsSocial Media Strategy And Metrics
Social Media Strategy And MetricsDarcy Bevelacqua
 
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Erica Campbell Byrum
 
Leveraging Social Media Marketing Trends in the Apartment Industry
Leveraging Social Media Marketing Trends in the Apartment Industry  Leveraging Social Media Marketing Trends in the Apartment Industry
Leveraging Social Media Marketing Trends in the Apartment Industry Erica Campbell Byrum
 
Wine Social Media and Mobile App Seminar in Blenheim
Wine Social Media and Mobile App Seminar in BlenheimWine Social Media and Mobile App Seminar in Blenheim
Wine Social Media and Mobile App Seminar in BlenheimBruce McGechan
 
Wine Social Media and Mobile App Seminar in Hunter Valley
Wine Social Media and Mobile App Seminar in Hunter ValleyWine Social Media and Mobile App Seminar in Hunter Valley
Wine Social Media and Mobile App Seminar in Hunter ValleyBruce McGechan
 
You've Created a Social Media Campaign - Now What? Measuring the success of s...
You've Created a Social Media Campaign - Now What? Measuring the success of s...You've Created a Social Media Campaign - Now What? Measuring the success of s...
You've Created a Social Media Campaign - Now What? Measuring the success of s...Fathom: A Digital Marketing Agency
 
The Power of C2C Recommendations for the Financial Services Sector
The Power of C2C Recommendations for the Financial Services SectorThe Power of C2C Recommendations for the Financial Services Sector
The Power of C2C Recommendations for the Financial Services SectorRewardStream Inc
 
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Erica Campbell Byrum
 
Webinar analytics & social roi
Webinar   analytics & social roiWebinar   analytics & social roi
Webinar analytics & social roiAlex Littlewood
 
Lisbon Facebook Marketing Workshop, part 1
Lisbon Facebook Marketing Workshop, part 1Lisbon Facebook Marketing Workshop, part 1
Lisbon Facebook Marketing Workshop, part 1Michael Leander
 
Pinterest promotions best practices webinar
Pinterest promotions best practices webinarPinterest promotions best practices webinar
Pinterest promotions best practices webinarAlex Littlewood
 
How to Build Your Brand with Content and Social Media by Susan Gunelius of Ke...
How to Build Your Brand with Content and Social Media by Susan Gunelius of Ke...How to Build Your Brand with Content and Social Media by Susan Gunelius of Ke...
How to Build Your Brand with Content and Social Media by Susan Gunelius of Ke...KeySplash Creative, Inc.
 
TapInfluence Co-founder Holly Hamann Presents "Why Influencer Marketing Matters"
TapInfluence Co-founder Holly Hamann Presents "Why Influencer Marketing Matters"TapInfluence Co-founder Holly Hamann Presents "Why Influencer Marketing Matters"
TapInfluence Co-founder Holly Hamann Presents "Why Influencer Marketing Matters"Rustin Banks
 
Local Business Publication Brand Expansion Strategies
Local Business Publication Brand Expansion StrategiesLocal Business Publication Brand Expansion Strategies
Local Business Publication Brand Expansion StrategiesDelphiCreativeConsulting
 
The Power of C2C Recommendations for the Retail Sector
The Power of C2C Recommendations for the Retail SectorThe Power of C2C Recommendations for the Retail Sector
The Power of C2C Recommendations for the Retail SectorRewardStream Inc
 

Similar to Value of a Fan (20)

Value of a fan
Value of a fanValue of a fan
Value of a fan
 
How to Get Fans to Spread Your Message
How to Get Fans to Spread Your MessageHow to Get Fans to Spread Your Message
How to Get Fans to Spread Your Message
 
25 ways to measure and analyze your social media marketing ROI
25 ways to measure and analyze your social media marketing ROI25 ways to measure and analyze your social media marketing ROI
25 ways to measure and analyze your social media marketing ROI
 
Social media & brand management
Social media & brand managementSocial media & brand management
Social media & brand management
 
Power of C2C Recommendations for the Telecommunications Sector
Power of C2C Recommendations for the Telecommunications SectorPower of C2C Recommendations for the Telecommunications Sector
Power of C2C Recommendations for the Telecommunications Sector
 
Social Media Strategy And Metrics
Social Media Strategy And MetricsSocial Media Strategy And Metrics
Social Media Strategy And Metrics
 
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
 
Leveraging Social Media Marketing Trends in the Apartment Industry
Leveraging Social Media Marketing Trends in the Apartment Industry  Leveraging Social Media Marketing Trends in the Apartment Industry
Leveraging Social Media Marketing Trends in the Apartment Industry
 
Wine Social Media and Mobile App Seminar in Blenheim
Wine Social Media and Mobile App Seminar in BlenheimWine Social Media and Mobile App Seminar in Blenheim
Wine Social Media and Mobile App Seminar in Blenheim
 
Wine Social Media and Mobile App Seminar in Hunter Valley
Wine Social Media and Mobile App Seminar in Hunter ValleyWine Social Media and Mobile App Seminar in Hunter Valley
Wine Social Media and Mobile App Seminar in Hunter Valley
 
You've Created a Social Media Campaign - Now What? Measuring the success of s...
You've Created a Social Media Campaign - Now What? Measuring the success of s...You've Created a Social Media Campaign - Now What? Measuring the success of s...
You've Created a Social Media Campaign - Now What? Measuring the success of s...
 
The Power of C2C Recommendations for the Financial Services Sector
The Power of C2C Recommendations for the Financial Services SectorThe Power of C2C Recommendations for the Financial Services Sector
The Power of C2C Recommendations for the Financial Services Sector
 
Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy Foundations of a Successful Social Media Strategy
Foundations of a Successful Social Media Strategy
 
Webinar analytics & social roi
Webinar   analytics & social roiWebinar   analytics & social roi
Webinar analytics & social roi
 
Lisbon Facebook Marketing Workshop, part 1
Lisbon Facebook Marketing Workshop, part 1Lisbon Facebook Marketing Workshop, part 1
Lisbon Facebook Marketing Workshop, part 1
 
Pinterest promotions best practices webinar
Pinterest promotions best practices webinarPinterest promotions best practices webinar
Pinterest promotions best practices webinar
 
How to Build Your Brand with Content and Social Media by Susan Gunelius of Ke...
How to Build Your Brand with Content and Social Media by Susan Gunelius of Ke...How to Build Your Brand with Content and Social Media by Susan Gunelius of Ke...
How to Build Your Brand with Content and Social Media by Susan Gunelius of Ke...
 
TapInfluence Co-founder Holly Hamann Presents "Why Influencer Marketing Matters"
TapInfluence Co-founder Holly Hamann Presents "Why Influencer Marketing Matters"TapInfluence Co-founder Holly Hamann Presents "Why Influencer Marketing Matters"
TapInfluence Co-founder Holly Hamann Presents "Why Influencer Marketing Matters"
 
Local Business Publication Brand Expansion Strategies
Local Business Publication Brand Expansion StrategiesLocal Business Publication Brand Expansion Strategies
Local Business Publication Brand Expansion Strategies
 
The Power of C2C Recommendations for the Retail Sector
The Power of C2C Recommendations for the Retail SectorThe Power of C2C Recommendations for the Retail Sector
The Power of C2C Recommendations for the Retail Sector
 

More from Kantar

BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...Kantar
 
BrandZ™ Top 50 Most Valuable UK Brands 2017
BrandZ™ Top 50 Most Valuable UK Brands 2017BrandZ™ Top 50 Most Valuable UK Brands 2017
BrandZ™ Top 50 Most Valuable UK Brands 2017Kantar
 
The Power of Digital in Brand Building in South Africa
The Power of Digital in Brand Building in South AfricaThe Power of Digital in Brand Building in South Africa
The Power of Digital in Brand Building in South AfricaKantar
 
Keeping Your Cool
Keeping Your CoolKeeping Your Cool
Keeping Your CoolKantar
 
Future of Tracking: Transforming how we do it not what we do
Future of Tracking: Transforming how we do it not what we doFuture of Tracking: Transforming how we do it not what we do
Future of Tracking: Transforming how we do it not what we doKantar
 
Winning with Video in a Multiscreen World
Winning with Video in a Multiscreen WorldWinning with Video in a Multiscreen World
Winning with Video in a Multiscreen WorldKantar
 
AdReaction Gen X, Y and Z - Engaging across generations
AdReaction Gen X, Y and Z - Engaging across generationsAdReaction Gen X, Y and Z - Engaging across generations
AdReaction Gen X, Y and Z - Engaging across generationsKantar
 
The Lifeblood of Luxury Brand Success
The Lifeblood of Luxury Brand SuccessThe Lifeblood of Luxury Brand Success
The Lifeblood of Luxury Brand SuccessKantar
 
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 Years
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 YearsBrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 Years
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 YearsKantar
 
The Power of Corporate Brand from BrandZ
The Power of Corporate Brand from BrandZThe Power of Corporate Brand from BrandZ
The Power of Corporate Brand from BrandZKantar
 
BrandZ Top 100 Most Valuable Chinese Brands 2016
BrandZ Top 100 Most Valuable Chinese Brands 2016BrandZ Top 100 Most Valuable Chinese Brands 2016
BrandZ Top 100 Most Valuable Chinese Brands 2016Kantar
 
#Gettingmediaright With Millward Brown
#Gettingmediaright With Millward Brown#Gettingmediaright With Millward Brown
#Gettingmediaright With Millward BrownKantar
 
THE UK Stars OF 2015’s Christmas Advertising - Infographic
THE UK Stars OF 2015’s Christmas Advertising - InfographicTHE UK Stars OF 2015’s Christmas Advertising - Infographic
THE UK Stars OF 2015’s Christmas Advertising - InfographicKantar
 
Ad Receptivity: An Inconvenient Truth
Ad Receptivity:  An Inconvenient TruthAd Receptivity:  An Inconvenient Truth
Ad Receptivity: An Inconvenient TruthKantar
 
Drive More Brand Spend Into Digital
Drive More Brand Spend Into DigitalDrive More Brand Spend Into Digital
Drive More Brand Spend Into DigitalKantar
 
How Technology And New Platforms Are Changing Brand Communications
How Technology And New Platforms Are Changing Brand CommunicationsHow Technology And New Platforms Are Changing Brand Communications
How Technology And New Platforms Are Changing Brand CommunicationsKantar
 
Is It The Death Or Rebirth Of Digital Advertising?
Is It The Death Or Rebirth Of Digital Advertising?Is It The Death Or Rebirth Of Digital Advertising?
Is It The Death Or Rebirth Of Digital Advertising?Kantar
 
Insights2020: Driving Customer-Centric Business Growth
Insights2020: Driving Customer-Centric Business Growth Insights2020: Driving Customer-Centric Business Growth
Insights2020: Driving Customer-Centric Business Growth Kantar
 
Millward Brown AdReaction: Video Creative in a Digital World Global Report
Millward Brown AdReaction: Video Creative in a Digital World Global ReportMillward Brown AdReaction: Video Creative in a Digital World Global Report
Millward Brown AdReaction: Video Creative in a Digital World Global ReportKantar
 
The top media trends that consumers don’t even know about
The top media trends that consumers don’t even know aboutThe top media trends that consumers don’t even know about
The top media trends that consumers don’t even know aboutKantar
 

More from Kantar (20)

BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...
BrandZ Top 50 Most Valuable UK Brands 2017 by Martin Guerrieria, Global Brand...
 
BrandZ™ Top 50 Most Valuable UK Brands 2017
BrandZ™ Top 50 Most Valuable UK Brands 2017BrandZ™ Top 50 Most Valuable UK Brands 2017
BrandZ™ Top 50 Most Valuable UK Brands 2017
 
The Power of Digital in Brand Building in South Africa
The Power of Digital in Brand Building in South AfricaThe Power of Digital in Brand Building in South Africa
The Power of Digital in Brand Building in South Africa
 
Keeping Your Cool
Keeping Your CoolKeeping Your Cool
Keeping Your Cool
 
Future of Tracking: Transforming how we do it not what we do
Future of Tracking: Transforming how we do it not what we doFuture of Tracking: Transforming how we do it not what we do
Future of Tracking: Transforming how we do it not what we do
 
Winning with Video in a Multiscreen World
Winning with Video in a Multiscreen WorldWinning with Video in a Multiscreen World
Winning with Video in a Multiscreen World
 
AdReaction Gen X, Y and Z - Engaging across generations
AdReaction Gen X, Y and Z - Engaging across generationsAdReaction Gen X, Y and Z - Engaging across generations
AdReaction Gen X, Y and Z - Engaging across generations
 
The Lifeblood of Luxury Brand Success
The Lifeblood of Luxury Brand SuccessThe Lifeblood of Luxury Brand Success
The Lifeblood of Luxury Brand Success
 
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 Years
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 YearsBrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 Years
BrandZ Top 100 Most Valuable Global Brands - Key Lessons over 11 Years
 
The Power of Corporate Brand from BrandZ
The Power of Corporate Brand from BrandZThe Power of Corporate Brand from BrandZ
The Power of Corporate Brand from BrandZ
 
BrandZ Top 100 Most Valuable Chinese Brands 2016
BrandZ Top 100 Most Valuable Chinese Brands 2016BrandZ Top 100 Most Valuable Chinese Brands 2016
BrandZ Top 100 Most Valuable Chinese Brands 2016
 
#Gettingmediaright With Millward Brown
#Gettingmediaright With Millward Brown#Gettingmediaright With Millward Brown
#Gettingmediaright With Millward Brown
 
THE UK Stars OF 2015’s Christmas Advertising - Infographic
THE UK Stars OF 2015’s Christmas Advertising - InfographicTHE UK Stars OF 2015’s Christmas Advertising - Infographic
THE UK Stars OF 2015’s Christmas Advertising - Infographic
 
Ad Receptivity: An Inconvenient Truth
Ad Receptivity:  An Inconvenient TruthAd Receptivity:  An Inconvenient Truth
Ad Receptivity: An Inconvenient Truth
 
Drive More Brand Spend Into Digital
Drive More Brand Spend Into DigitalDrive More Brand Spend Into Digital
Drive More Brand Spend Into Digital
 
How Technology And New Platforms Are Changing Brand Communications
How Technology And New Platforms Are Changing Brand CommunicationsHow Technology And New Platforms Are Changing Brand Communications
How Technology And New Platforms Are Changing Brand Communications
 
Is It The Death Or Rebirth Of Digital Advertising?
Is It The Death Or Rebirth Of Digital Advertising?Is It The Death Or Rebirth Of Digital Advertising?
Is It The Death Or Rebirth Of Digital Advertising?
 
Insights2020: Driving Customer-Centric Business Growth
Insights2020: Driving Customer-Centric Business Growth Insights2020: Driving Customer-Centric Business Growth
Insights2020: Driving Customer-Centric Business Growth
 
Millward Brown AdReaction: Video Creative in a Digital World Global Report
Millward Brown AdReaction: Video Creative in a Digital World Global ReportMillward Brown AdReaction: Video Creative in a Digital World Global Report
Millward Brown AdReaction: Video Creative in a Digital World Global Report
 
The top media trends that consumers don’t even know about
The top media trends that consumers don’t even know aboutThe top media trends that consumers don’t even know about
The top media trends that consumers don’t even know about
 

Recently uploaded

Objectives n learning outcoms - MD 20240404.pptx
Objectives n learning outcoms - MD 20240404.pptxObjectives n learning outcoms - MD 20240404.pptx
Objectives n learning outcoms - MD 20240404.pptxMadhavi Dharankar
 
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITWQ-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITWQuiz Club NITW
 
Mythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITWMythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITWQuiz Club NITW
 
Transaction Management in Database Management System
Transaction Management in Database Management SystemTransaction Management in Database Management System
Transaction Management in Database Management SystemChristalin Nelson
 
Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...
Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...
Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...HetalPathak10
 
MS4 level being good citizen -imperative- (1) (1).pdf
MS4 level   being good citizen -imperative- (1) (1).pdfMS4 level   being good citizen -imperative- (1) (1).pdf
MS4 level being good citizen -imperative- (1) (1).pdfMr Bounab Samir
 
Indexing Structures in Database Management system.pdf
Indexing Structures in Database Management system.pdfIndexing Structures in Database Management system.pdf
Indexing Structures in Database Management system.pdfChristalin Nelson
 
4.9.24 Social Capital and Social Exclusion.pptx
4.9.24 Social Capital and Social Exclusion.pptx4.9.24 Social Capital and Social Exclusion.pptx
4.9.24 Social Capital and Social Exclusion.pptxmary850239
 
CLASSIFICATION OF ANTI - CANCER DRUGS.pptx
CLASSIFICATION OF ANTI - CANCER DRUGS.pptxCLASSIFICATION OF ANTI - CANCER DRUGS.pptx
CLASSIFICATION OF ANTI - CANCER DRUGS.pptxAnupam32727
 
4.9.24 School Desegregation in Boston.pptx
4.9.24 School Desegregation in Boston.pptx4.9.24 School Desegregation in Boston.pptx
4.9.24 School Desegregation in Boston.pptxmary850239
 
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptxBIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptxSayali Powar
 
An Overview of the Calendar App in Odoo 17 ERP
An Overview of the Calendar App in Odoo 17 ERPAn Overview of the Calendar App in Odoo 17 ERP
An Overview of the Calendar App in Odoo 17 ERPCeline George
 
4.11.24 Poverty and Inequality in America.pptx
4.11.24 Poverty and Inequality in America.pptx4.11.24 Poverty and Inequality in America.pptx
4.11.24 Poverty and Inequality in America.pptxmary850239
 
ARTERIAL BLOOD GAS ANALYSIS........pptx
ARTERIAL BLOOD  GAS ANALYSIS........pptxARTERIAL BLOOD  GAS ANALYSIS........pptx
ARTERIAL BLOOD GAS ANALYSIS........pptxAneriPatwari
 
How to Manage Buy 3 Get 1 Free in Odoo 17
How to Manage Buy 3 Get 1 Free in Odoo 17How to Manage Buy 3 Get 1 Free in Odoo 17
How to Manage Buy 3 Get 1 Free in Odoo 17Celine George
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...Nguyen Thanh Tu Collection
 
How to Fix XML SyntaxError in Odoo the 17
How to Fix XML SyntaxError in Odoo the 17How to Fix XML SyntaxError in Odoo the 17
How to Fix XML SyntaxError in Odoo the 17Celine George
 
31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...
31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...
31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...Nguyen Thanh Tu Collection
 

Recently uploaded (20)

Objectives n learning outcoms - MD 20240404.pptx
Objectives n learning outcoms - MD 20240404.pptxObjectives n learning outcoms - MD 20240404.pptx
Objectives n learning outcoms - MD 20240404.pptx
 
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITWQ-Factor General Quiz-7th April 2024, Quiz Club NITW
Q-Factor General Quiz-7th April 2024, Quiz Club NITW
 
Mythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITWMythology Quiz-4th April 2024, Quiz Club NITW
Mythology Quiz-4th April 2024, Quiz Club NITW
 
Transaction Management in Database Management System
Transaction Management in Database Management SystemTransaction Management in Database Management System
Transaction Management in Database Management System
 
Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...
Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...
Satirical Depths - A Study of Gabriel Okara's Poem - 'You Laughed and Laughed...
 
MS4 level being good citizen -imperative- (1) (1).pdf
MS4 level   being good citizen -imperative- (1) (1).pdfMS4 level   being good citizen -imperative- (1) (1).pdf
MS4 level being good citizen -imperative- (1) (1).pdf
 
Mattingly "AI & Prompt Design: Large Language Models"
Mattingly "AI & Prompt Design: Large Language Models"Mattingly "AI & Prompt Design: Large Language Models"
Mattingly "AI & Prompt Design: Large Language Models"
 
Indexing Structures in Database Management system.pdf
Indexing Structures in Database Management system.pdfIndexing Structures in Database Management system.pdf
Indexing Structures in Database Management system.pdf
 
4.9.24 Social Capital and Social Exclusion.pptx
4.9.24 Social Capital and Social Exclusion.pptx4.9.24 Social Capital and Social Exclusion.pptx
4.9.24 Social Capital and Social Exclusion.pptx
 
CLASSIFICATION OF ANTI - CANCER DRUGS.pptx
CLASSIFICATION OF ANTI - CANCER DRUGS.pptxCLASSIFICATION OF ANTI - CANCER DRUGS.pptx
CLASSIFICATION OF ANTI - CANCER DRUGS.pptx
 
4.9.24 School Desegregation in Boston.pptx
4.9.24 School Desegregation in Boston.pptx4.9.24 School Desegregation in Boston.pptx
4.9.24 School Desegregation in Boston.pptx
 
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptxBIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
BIOCHEMISTRY-CARBOHYDRATE METABOLISM CHAPTER 2.pptx
 
An Overview of the Calendar App in Odoo 17 ERP
An Overview of the Calendar App in Odoo 17 ERPAn Overview of the Calendar App in Odoo 17 ERP
An Overview of the Calendar App in Odoo 17 ERP
 
4.11.24 Poverty and Inequality in America.pptx
4.11.24 Poverty and Inequality in America.pptx4.11.24 Poverty and Inequality in America.pptx
4.11.24 Poverty and Inequality in America.pptx
 
ARTERIAL BLOOD GAS ANALYSIS........pptx
ARTERIAL BLOOD  GAS ANALYSIS........pptxARTERIAL BLOOD  GAS ANALYSIS........pptx
ARTERIAL BLOOD GAS ANALYSIS........pptx
 
How to Manage Buy 3 Get 1 Free in Odoo 17
How to Manage Buy 3 Get 1 Free in Odoo 17How to Manage Buy 3 Get 1 Free in Odoo 17
How to Manage Buy 3 Get 1 Free in Odoo 17
 
Faculty Profile prashantha K EEE dept Sri Sairam college of Engineering
Faculty Profile prashantha K EEE dept Sri Sairam college of EngineeringFaculty Profile prashantha K EEE dept Sri Sairam college of Engineering
Faculty Profile prashantha K EEE dept Sri Sairam college of Engineering
 
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...
BÀI TẬP BỔ TRỢ TIẾNG ANH 11 THEO ĐƠN VỊ BÀI HỌC - CẢ NĂM - CÓ FILE NGHE (GLOB...
 
How to Fix XML SyntaxError in Odoo the 17
How to Fix XML SyntaxError in Odoo the 17How to Fix XML SyntaxError in Odoo the 17
How to Fix XML SyntaxError in Odoo the 17
 
31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...
31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...
31 ĐỀ THI THỬ VÀO LỚP 10 - TIẾNG ANH - FORM MỚI 2025 - 40 CÂU HỎI - BÙI VĂN V...
 

Value of a Fan

  • 1. A project for the WFA DIGITAL NETWORK March 2011 The value of a fan?
  • 2. This is an abridged public version of learnings prepared for the World Federation of Advertisers. Full report is available on request to WFA members: http://www.wfanet.org/en
  • 3. Some background • Challenge posed by WFA’s Digital Network • MB & Dynamic Logic agreed to help • Not about an arbitrary $ figure for media/ sales value • All about how to build brand and optimise fan pages • Bespoke reports already with participants – this report is an abridged overview of findings for industry learning • Many thanks to all WFA members who took part
  • 4. Unique two phase research project: combining two perspectives Phase 1 Phase 2 Marketers Brand Fans • How are they approaching • How and why are they the use of social media? using brand fan pages? • What do they expect from • Are fan pages improving social media? brand opinions? How?
  • 5. WFA members’ view: brand value over business metrics What do you consider to be “the value of a fan”? 85% 85% 80% 75% 50% 45% 15%
  • 6. From liking to love: How fan pages build brands
  • 7. 96% spending more on social Time and money versus expectation?
  • 8. But unsure about the returns Social media fan base ROI?
  • 9. Fans already outspend non-fans by over 4x. The fan page challenge is to deepen the relationship Fans Non-Fans 4% Bonding 1% 62% Advantage 19% 67% Performance 31% 83% Relevance 37% 100% Presence 50% 13.4% Share of wallet 2.8% Source: Brandz, 2010 global database
  • 10. Qualitative learning about how to engage is available
  • 11. Listening is key to success Ignoring social Thoughtfully integrated Jumping on media, program bandwagon — staying out of game "must be there" • Less relevant/current • Ability to listen to • Consumers see right and trustworthy consumers and through this — and it • Complete loss of understand their needs kills credibility control (consumers • Consumers co-own • Traditional marketing define the brand by the brand and approaches alienate themselves) evangelize consumers Source: Firefly Language of Love
  • 12. Phase Two: Learning from our brands’ fans • 24 fan pages from large companies • Categories included confectionery, alcoholic and non-alcoholic drinks, personal care and telecommunications • US, UK, Australia, France, Germany and Sweden plus some global
  • 13. Phase Two: Methodology Wall post: "Dear BRAND fans, your opinion is important to us! Please help us improve this page by answering our short 5 minute survey."
  • 14. We spoke mainly Visitors 5% to existing fans... Fans 95% Virtually all page visitors completing our surveys were registered fans. Fan Tenure (%) More than a year 9 They had typically been 7-12 months 11 registered for 3-4 4-6 months 20 months. 2-3 months 32 Less than a month 19 Registered today 9
  • 15. First thing we learned: Size matters! But it certainly isn’t everything…
  • 16. Bigger fan pages generally rated better But number of fans doesn’t tell the whole story High Correlation: 0.28 FanIndex Rating Low 0 500,000 1,000,000 1,500,000 # of Fans
  • 17. The FanIndex rating is a composite measure Recommendation Overall opinion likelihood “Very favourable” “Very likely” FanIndex Rating Attention to brand Revisit likelihood posts “Very likely” “Pay a lot of attention, read them regularly”
  • 18. We diagnose drivers of the FanIndex rating and then assess impact on brand measures Fan page Impact on attributes brand equity Impact on Fan page FanIndex brand content Rating appeal Benefits of Impact on being a fan engagement
  • 20. Most pages we assessed are delivering well on trust Fan page attributes (agree strongly) % Easy to use and navigate 55 Trustworthy source of information 48 Clear and uncluttered 45 Fun and engaging content 43 Useful information 42 Stylish design 39 Wide variety of information 37 New and innovative 36 Information I was looking for 35
  • 21. The Language of Love has taught us: maintain trust through transparency Transparency Expertise Authenticity Familiarity Likeability Trust Source: Firefly Language of Love
  • 23. Appear as news, never They must provide me with information, advertising. good knowledge about the brand so that I could share that with friends like an ‘expert’ -Male, 19 Keep them guessing about what comes next...
  • 24. Fans most value news & information; also contests and offers Fan Page Benefits (Top Box) % Latest news about the brand 62% New product information 61% Contests and giveaways 58% Sales, discounts, coupons and special offers 55% Allows me to show I like the brand 47% Enjoy reading other people’s thoughts and ideas 45% Access to free downloads and virtual gifts 41% I enjoy feeling part of a brand community 34% Allows me share my thoughts and ideas 32% It gives me a sense of status 13%
  • 26. There’s no silver bullet How you best build appeal will depend on brand personality & objectives
  • 28. More frequent posts tend to result in a better FanIndex rating High 3 2 1 FanIndex Rating Correlation: 0.46 4 5 0 10 20 30 40 50 60 70 Low # of Posts
  • 29. Checklist Contests/ Giveaways New product Expected info Fun Expected Differentiator Variety Community Differentiator Differentiator Regular posts Expected Offers Trustworthy Expected brand news Expected Innovation Interaction Differentiator Differentiator
  • 30. Conclusions • Fans pages of all sizes can build equity and engagement, but as expectations increase, brands have to keep pace • Check your page against our expected checklist • Then differentiate by going the extra mile in a way which will achieve your specific brand objectives • Post and comment frequently. Beware campaign mentality: fan pages that ‘go quiet’ can have a detrimental brand impact • Commit considerable resource: community managers?
  • 31. Further research While this study has provided some fascinating initial insights, there is still much to learn. Millward Brown and Dynamic Logic hope in future to extend this work with partners to explore areas such as: • How responses to fan pages vary by category, country, user type • How attitudes to fan pages change over time • How attitudinal responses to fan pages link to behavioural and engagement metrics • How fan page quality relates to efficiency of fan recruitment and retention
  • 32. Further information For further information about this study, please contact: • WFA Rob Dreblow r.dreblow@wfanet.org • Millward Brown/ Dynamic Logic Duncan Southgate Duncan.Southgate@millwardbrown.com Juan Manuel Hernandez JuanManuel.Hernandez@millwardbrown.com Contact MB or DL to conduct your own bespoke fan page assessment