Beyond likes: Quantifying brand love

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The Facebook Like is probably the most common metric used by brand managers, and ironically one of the least useful.

We've developed a methodology which looks at a hierarchy of engaged behaviours, and gives us a powerful yet simple way to visualise how well we’re doing at motivating fans to move from each stage in the hierarchy to the next.

Published in: Business, Technology
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  • Hi Olly, I absolutely agree with your point but a consumer is more likely to upload a selfie if it is to a brand that they are happy to have an association with so an element of brand love is still in play. I would argue that although ego does take a role they are less likely to upload to a non-relevant brand that would not express or enhance who they were. There are obviously occasions where this is not true but social measurement is not an exact science so some assumptions need to be made. I guess another element that ties into this is sentiment - again difficult to take into account but looking at the pure stats. For me the best way of measuring this is by understanding a brand and the person most able to do this is the Community Manager. By nature of what they do they should have a general feeling of how the brand is performing.
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  • @imjustmike Yes I see, thanks. Agree that each brand is different and it can be like comparing apples and oranges. This is a far better way of framing 'engagement' as a metric though. Thanks for sharing.
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  • An absolutely valid point, Olly. What we tend to do is not to take any one month as indicative and instead use a rolling 12 month average. This helps to average out anomalies from any particular campaign. However, if a brand were to repeatedly encourage user creation based on ego boosting then it certainly would skew results - though arguably people that create content for brands like the brand more than those that don't, it may not be a fair way of judging across multiple brands. More an individual brand health tool than a comparison tool perhaps?
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  • This is really interesting My only question: How do you define content creation as Brand Love when personal ego has played such a huge role.

    For instance, if a makeup brand ran a 'Send us your selfie' campaign then by this reckoning, all the entrants by creating content for the brand therefore love the brand. However we cant ignore that ego has played a huge role in their participation, perhaps more so than their love for the brand.

    Therefore those brands that exploit ego better than others by this theory are deemed more loved than others, whereas in fact all we're seeing is an expression of individual ego with the brand as the vehicle.

    Thoughts?
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Beyond likes: Quantifying brand love

  1. 1. Beyond Likes: Brand Love Quantifying
  2. 2. Your fans may ‘like’ your page…
  3. 3. But do they love your brand?
  4. 4. Engagement rate shows us the proportion of fans interacting with your content
  5. 5. Engagement rate = likes + comments + shares reach
  6. 6. But surely someone who shares your content loves your brand more than someone who just comments?
  7. 7. BRAND LOVE FRAMEWORK INTRODUCING THE using social behaviours as an indicator of brand love
  8. 8. BRAND LOVE: SOCIAL BEHAVIOURS RESPONDING HAND RAISING CREATING SHARING CONSUMING BRANDLOVE
  9. 9. BRAND LOVE: SOCIAL BEHAVIOURS RESPONDING HAND RAISING CREATING SHARING CONSUMING BRANDLOVE As people move up the triangle, their behaviours are more involved
  10. 10. BRAND LOVE: SOCIAL BEHAVIOURS RESPONDING HAND RAISING CREATING SHARING CONSUMING Creating content for the brand = highest level of brand love BRANDLOVE Sharing the brand’s content with their networks Doing something, liking, commenting or replying to content Liked the page, followed the account etc. Lowest form of engagement Actually seeing the content
  11. 11. BRAND LOVE: SOCIAL BEHAVIOURS RESPONDING HAND RAISING CREATING SHARING CONSUMING BRANDLOVE At the top of the triangle your fans become advocates
  12. 12. BRAND LOVE: SOCIAL BEHAVIOURS RESPONDING HAND RAISING CREATING SHARING CONSUMING ADVOCACY: FANS ARE ACTIVELY SPREADING THE WORD OF THE BRAND BRANDLOVE
  13. 13. Shez Pirani Social Media Analyst @shezpirani Mike Phillips Planner @imjustmike & QUESTIONS? Get in touch

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