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Bulmers: Putting a Value on a Fan
social
we
are
We worked with market research agency TNS
and the team at Bulmers to work out the exact
monetary value of a fan of the Bulmers Facebook page
social
we
are
Here’s how it happened…
social
we
are
We’ve been Bulmers’ Strategic Social Media
Agency since October 2011
We’ve delivered a community management strategy
that conveys Bulmers’ colourful 125 year history
as a cider pioneer and that it stands for the
anticipation of a classic time with great friends
We delivered a content calendar of status updates,
photo & video content as well as fan giveaways
and competitions. This kept interest high within our
fanbase, and helped sustain engagement rates
A highlight of our strategy was to bring the history
of Bulmers to life through the Facebook Timeline.
We did this on the day Timeline was released and
the Bulmers page was best-in-class from the off
This Facebook strategy has delivered
brilliant engagement rates
0
0.5
1
1.5
2
2.5
3
3.5
+66.9%
Average daily ‘People
Talking About This’
score on Facebook
social
we
are
This Facebook strategy has delivered
brilliant engagement rates
0
0.5
1
1.5
2
2.5
3
3.5
+66.9%
Average daily ‘People
Talking About This’
score on Facebook
but what was this engagement actually worth
to Bulmers?
social
we
are
The value of social media is
a hotly debated topic in the boardroom
social
we
are
I think we should
spend more on
social this year
The value of social media is
a hotly debated topic in the boardroom
social
we
are
I think we should
spend more on
social this year
Well Dave, I’m
looking at our
Facebook page
and frankly I’m
struggling to see
the point
The value of social media is
a hotly debated topic in the boardroom
social
we
are
I think we should
spend more on
social this year
Well Dave, I’m
looking at our
Facebook page
and frankly I’m
struggling to see
the point
LOL. Like, totally
– what’s the
bottom line man?
The value of social media is
a hotly debated topic in the boardroom
social
we
are
Here’s how we worked it out…
social
we
are
We formed two “cells” of cider drinkers
social
we
are
The first “cell” consisted of 241 fans
of the Bulmers Facebook page who
agreed to complete a survey on a
tab installed on the Facebook page
social
we
are
The second cell was a “control cell”
of 198 cider drinkers who were
recruited by market research firm
TNS to answer the same survey
social
we
are
What did we find from our research?
social
we
are
Source 	
  Q7.	
  P4W	
  Cider	
  Brands	
  
Base 	
  Facebook	
  fans	
  n=241;	
  control	
  cell	
  n=198	
  
Fans of the Bulmers Facebook page consume
more of the brand than the control
social
we
are
This chart shows Bulmers winning in terms of
overall brand preference amongst fans
4.2
3.3
3.1
2.4
2.1
3.6 3.6
2.9
2.5 2.5
Bulmers fans
Control cell
social
we
are
but what is a fan of the Bulmers’ Facebook page
actually worth?
social
we
are
How we calculated the value of a fan….
We looked at fans and non-fans separately,
identifying Bulmers drinkers in each group
How we calculated the value of a fan….
We looked at fans and non-fans separately,
identifying Bulmers drinkers in each group
We worked out many servings of Bulmers they claim to have drunk
over the past week both on and off trade.
How we calculated the value of a fan….
We looked at fans and non-fans separately,
identifying Bulmers drinkers in each group
We worked out many servings of Bulmers they claim to have drunk
over the past week both on and off trade.
We took the average retail value of each serving and multiplied this by the
amount of servings sold to identify the weekly spend for each group
How we calculated the value of a fan….
We looked at fans and non-fans separately,
identifying Bulmers drinkers in each group
We worked out many servings of Bulmers they claim to have drunk
over the past week both on and off trade.
We took the average retail value of each serving and multiplied this by the
amount of servings sold to identify the weekly spend for each group
We then subtracted the “non-fans” weekly spend from the “Facebook fans”
weekly spend to calculate the value of a fan
How we calculated the value of a fan….
Fans claimed weekly
spend on Bulmers
We looked at fans and non-fans separately,
identifying Bulmers drinkers in each group
We worked out many servings of Bulmers they claim to have drunk
over the past week both on and off trade.
We took the average retail value of each serving and multiplied this by the
amount of servings sold to identify the weekly spend for each group
We then subtracted the “non-fans” weekly spend from the “Facebook fans”
weekly spend to calculate the value of a fan
How we calculated the value of a fan….
Non-fans claimed
weekly spend on
Bulmers
Fans claimed weekly
spend on Bulmers
-
We looked at fans and non-fans separately,
identifying Bulmers drinkers in each group
We worked out many servings of Bulmers they claim to have drunk
over the past week both on and off trade.
We took the average retail value of each serving and multiplied this by the
amount of servings sold to identify the weekly spend for each group
We then subtracted the “non-fans” weekly spend from the “Facebook fans”
weekly spend to calculate the value of a fan
How we calculated the value of a fan….
Non-fans claimed
weekly spend on
Bulmers
Fans claimed weekly
spend on Bulmers
The weekly
incremental value
of a Bulmers fan
£3.82
- =
We looked at fans and non-fans separately,
identifying Bulmers drinkers in each group
We worked out many servings of Bulmers they claim to have drunk
over the past week both on and off trade.
We took the average retail value of each serving and multiplied this by the
amount of servings sold to identify the weekly spend for each group
We then subtracted the “non-fans” weekly spend from the “Facebook fans”
weekly spend to calculate the value of a fan
How we calculated the value of a fan….
So each Facebook fan is worth
£3.82/week = £200/year
to Bulmers
social
we
are
Since then…
social
we
are
More people are talking about Bulmers
0
0.5
1
1.5
2
2.5
3
3.5
+66.9%
Average daily ‘People
Talking About This’
score on Facebook
social
we
are
And the reach of the conversation
has more than doubled
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
+128.8%
Average daily organic
reach on Facebook
social
we
are
So will the value of a fan increase with the
increased engagement on the page?
£200 ?
social
we
are
“What impressed us the most about We Are Social was
their strategic process and dedication to research and
analysis as an essential underpinning of all social
media activity”
“This understanding means not only great evaluation
but fantastic creative and a brilliant experience for our
online consumers”
“We are really excited about working with We Are
Social in 2012 and beyond”
Douglas Cook, Brand Manager for Bulmers at Heineken
social
we
are

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Bulmers: Putting a Value on a Fan case study

  • 1. Bulmers: Putting a Value on a Fan social we are
  • 2. We worked with market research agency TNS and the team at Bulmers to work out the exact monetary value of a fan of the Bulmers Facebook page social we are
  • 3. Here’s how it happened… social we are
  • 4. We’ve been Bulmers’ Strategic Social Media Agency since October 2011
  • 5. We’ve delivered a community management strategy that conveys Bulmers’ colourful 125 year history as a cider pioneer and that it stands for the anticipation of a classic time with great friends
  • 6. We delivered a content calendar of status updates, photo & video content as well as fan giveaways and competitions. This kept interest high within our fanbase, and helped sustain engagement rates
  • 7. A highlight of our strategy was to bring the history of Bulmers to life through the Facebook Timeline. We did this on the day Timeline was released and the Bulmers page was best-in-class from the off
  • 8. This Facebook strategy has delivered brilliant engagement rates 0 0.5 1 1.5 2 2.5 3 3.5 +66.9% Average daily ‘People Talking About This’ score on Facebook social we are
  • 9. This Facebook strategy has delivered brilliant engagement rates 0 0.5 1 1.5 2 2.5 3 3.5 +66.9% Average daily ‘People Talking About This’ score on Facebook but what was this engagement actually worth to Bulmers? social we are
  • 10. The value of social media is a hotly debated topic in the boardroom social we are
  • 11. I think we should spend more on social this year The value of social media is a hotly debated topic in the boardroom social we are
  • 12. I think we should spend more on social this year Well Dave, I’m looking at our Facebook page and frankly I’m struggling to see the point The value of social media is a hotly debated topic in the boardroom social we are
  • 13. I think we should spend more on social this year Well Dave, I’m looking at our Facebook page and frankly I’m struggling to see the point LOL. Like, totally – what’s the bottom line man? The value of social media is a hotly debated topic in the boardroom social we are
  • 14. Here’s how we worked it out… social we are
  • 15. We formed two “cells” of cider drinkers social we are
  • 16. The first “cell” consisted of 241 fans of the Bulmers Facebook page who agreed to complete a survey on a tab installed on the Facebook page social we are
  • 17. The second cell was a “control cell” of 198 cider drinkers who were recruited by market research firm TNS to answer the same survey social we are
  • 18. What did we find from our research? social we are
  • 19. Source  Q7.  P4W  Cider  Brands   Base  Facebook  fans  n=241;  control  cell  n=198   Fans of the Bulmers Facebook page consume more of the brand than the control social we are
  • 20. This chart shows Bulmers winning in terms of overall brand preference amongst fans 4.2 3.3 3.1 2.4 2.1 3.6 3.6 2.9 2.5 2.5 Bulmers fans Control cell social we are
  • 21. but what is a fan of the Bulmers’ Facebook page actually worth? social we are
  • 22. How we calculated the value of a fan….
  • 23. We looked at fans and non-fans separately, identifying Bulmers drinkers in each group How we calculated the value of a fan….
  • 24. We looked at fans and non-fans separately, identifying Bulmers drinkers in each group We worked out many servings of Bulmers they claim to have drunk over the past week both on and off trade. How we calculated the value of a fan….
  • 25. We looked at fans and non-fans separately, identifying Bulmers drinkers in each group We worked out many servings of Bulmers they claim to have drunk over the past week both on and off trade. We took the average retail value of each serving and multiplied this by the amount of servings sold to identify the weekly spend for each group How we calculated the value of a fan….
  • 26. We looked at fans and non-fans separately, identifying Bulmers drinkers in each group We worked out many servings of Bulmers they claim to have drunk over the past week both on and off trade. We took the average retail value of each serving and multiplied this by the amount of servings sold to identify the weekly spend for each group We then subtracted the “non-fans” weekly spend from the “Facebook fans” weekly spend to calculate the value of a fan How we calculated the value of a fan….
  • 27. Fans claimed weekly spend on Bulmers We looked at fans and non-fans separately, identifying Bulmers drinkers in each group We worked out many servings of Bulmers they claim to have drunk over the past week both on and off trade. We took the average retail value of each serving and multiplied this by the amount of servings sold to identify the weekly spend for each group We then subtracted the “non-fans” weekly spend from the “Facebook fans” weekly spend to calculate the value of a fan How we calculated the value of a fan….
  • 28. Non-fans claimed weekly spend on Bulmers Fans claimed weekly spend on Bulmers - We looked at fans and non-fans separately, identifying Bulmers drinkers in each group We worked out many servings of Bulmers they claim to have drunk over the past week both on and off trade. We took the average retail value of each serving and multiplied this by the amount of servings sold to identify the weekly spend for each group We then subtracted the “non-fans” weekly spend from the “Facebook fans” weekly spend to calculate the value of a fan How we calculated the value of a fan….
  • 29. Non-fans claimed weekly spend on Bulmers Fans claimed weekly spend on Bulmers The weekly incremental value of a Bulmers fan £3.82 - = We looked at fans and non-fans separately, identifying Bulmers drinkers in each group We worked out many servings of Bulmers they claim to have drunk over the past week both on and off trade. We took the average retail value of each serving and multiplied this by the amount of servings sold to identify the weekly spend for each group We then subtracted the “non-fans” weekly spend from the “Facebook fans” weekly spend to calculate the value of a fan How we calculated the value of a fan….
  • 30. So each Facebook fan is worth £3.82/week = £200/year to Bulmers social we are
  • 32. More people are talking about Bulmers 0 0.5 1 1.5 2 2.5 3 3.5 +66.9% Average daily ‘People Talking About This’ score on Facebook social we are
  • 33. And the reach of the conversation has more than doubled 0 20,000 40,000 60,000 80,000 100,000 120,000 140,000 160,000 +128.8% Average daily organic reach on Facebook social we are
  • 34. So will the value of a fan increase with the increased engagement on the page? £200 ? social we are
  • 35. “What impressed us the most about We Are Social was their strategic process and dedication to research and analysis as an essential underpinning of all social media activity” “This understanding means not only great evaluation but fantastic creative and a brilliant experience for our online consumers” “We are really excited about working with We Are Social in 2012 and beyond” Douglas Cook, Brand Manager for Bulmers at Heineken social we are

Editor's Notes

  1. Bulmers Facebook fansRecruited via tab installed on the Bulmers Facebook Page(241 in total)Control cellSub-sample of cider drinkers via TNS panel to allow comparison(198 in total)Results in this document represent the first stage of the study which may include subsequent tracking dips to understand if value and commitment are building over time and measure the extent of which the continued investment is rewarded
  2. Bulmers Facebook fansRecruited via tab installed on the Bulmers Facebook Page(241 in total)Control cellSub-sample of cider drinkers via TNS panel to allow comparison(198 in total)Results in this document represent the first stage of the study which may include subsequent tracking dips to understand if value and commitment are building over time and measure the extent of which the continued investment is rewarded