The document summarizes findings from a survey of 600 Romanian internet users about their engagement with brands on Facebook. It finds that younger users and students have liked more brand pages than average. The top reasons for liking pages are already being a fan of the brand and wanting updates on new products. Frequent posting and disappointing promotions or products are the main reasons users unlike pages. Lessons highlight the need to engage different age groups appropriately and maintain high quality relevant content to keep users engaged.

1. 1
Consumer Engagement on Facebook
– the Romanian Perspective

2. Agenda 2
• Methodology
• The Landscape
• The Triggers
• The Turn-Offs
• Lessons Learned

3. 3
Methodology

4. Methodology 4
Who? When? What? How?
600 Internet January Online
users, 2013 Survey interviews
using
18-55 y.o.
Daedalus
cities >
Online
50k, logged
consumer
on Facebook panel
in P6M

5. 5
The Landscape

6. Interactions with brands on Facebook 6
How many brands do they follow?
Older users (44-55 y.o.), full time
employees, high income, are less
39% likely to have a page Liked
13%
48%
N=401
Younger users, students and those
from Moldova have Liked more
None At least one Cannot approximate pages than the average
How many brands?
12
brands
N*=157
*Base: Respondents who live in the city and are Facebook users who can approximate the number of brand pages they like (extreme values were excluded)
SN 7. Approximately how many brands do you have in your list of friends, for how many did you Like on Facebook?

7. Top industries having engaged visitors on Facebook 7
N*=349
%
Clothes - brands or stores 12.3
Cosmetics/Personal care 11.2
Media / Entertainment 9.7
Consumer goods stores 7.2
IT&C 6.9
Carbonated soft drinks 5.7
Food (including sweets) 5.2
Beer 4.9
Auto 4.0
Coffee or mixes 2.9
Electronic/Home appliances stores 2.9
Detergents & home care products 2.6
Newspapers and magazines 2.6
Non-alcoholic beverages (excluding
carbonated soft drinks) 0.9
Banks & financial services 0.6
Petrol stations / Gas 0.3
Pharmacies 0.3
*Base: Respondents who live in the city, are Facebook users and liked a brand
SN 11. Which is the Facebook brand page you enter most often?

8. 8
Consumer interaction with their most visited brand on Facebook
Passive/ Low Did it at least
involvement N*=308 once a week **
% %
I entered on the brand’s page 4.2
11.4 27.6 25.6 31.2 56.8
I gave like to an article posted by brand 12.0 18.2 28.9 19.8 21.1 40.9
I shared an article 33.8 21.4 21.1 13.0 10.7 23.7
I told someone face to face/on the
34.1 19.5 22.7 14.0 9.7 23.7
phone about something on the page
I took part to an
41.9 22.4 16.9 9.1 9.7 18.8
offer/promotion/online contest
I posted a comment 57.8 14.9 12.3 8.4
6.5 14.9
I bought products in order to
participate to a promotion/ contest 54.5 20.1 11.4
6.8
13.9
on the Facebook page 7.1
6.8
2.6
I posted/loaded a picture/video 75.6 10.4 7.1
4.5
took part offline to a
I
5.2
charitable/volunteer action/ along 81.5 8.8
1.9 4.5
with other brand’s fans 2.6
Never
Active/ High Only once
involvement Once every 2-3 times a week
Once a week
Several times a week
*Base: Respondents who live in the city, are Facebook users and mentioned their most visited brand
page
**T2B: 4.Once a week+5. Several times a week
SN 12. Approximately, how often did you make these activities on the Facebook page of BRAND, in the past month?

9. Consumer interaction with brands on Facebook - by industries 9
Media / Entertaiment
Enter the page, Cosmetics/Personal
2.40 Give Like, care
Tell others,
Share content
2.20 Clothes - brands or
stores
(monthly frequency)**
FMCG
INTENSITY
2.00 Give Like,
Comment,
Purchase Enter online
products for IT&C*** promotions
Enter page, promotion
1.80 Tell others,
UGC
1.60
Other industries*** Activities performed
more often than the
average
***Treat data with caution due to small base size
1.40
4.20 4.40 4.60 4.80 5.00 5.20 5.40 5.60
DIVERSITY
(average number of different activities)*
*Last month’s average number of different interactions with most often visited brand’s page – on a scale from 1 to 8
**Last month’s average frequency of interaction with most often visited brand’s page, on a scale from 0 through 12 times a month
SN 11. Which is the Facebook brand page you enter most often? SN 12. Approximately, how often did you make these activities on the Facebook page of BRAND, in the past month?

10. 10
Consumer interaction with brands on Facebook - by demographics
2.60
45-55 y.o.
2.50
Full-time employee
Employer***
2.40 Low education
25-34 y.o.
Other non-working
2.30
Male High education
(monthly frequency)**
INTENSITY
2.20
Female
2.10 Share more
Share less
Medium Education
2.00
35-44 y.o.
Part-time
18-24 y.o.
1.90 employee***
Pupil/Student
1.80 Activities performed
more/less often than
the average
***Treat data with caution due to small base size
1.70
4.00 4.20 4.40 4.60 4.80 5.00 5.20 5.40
DIVERSITY
(average number of different activities)*
*Last month’s average number of different interactions with most often visited brand’s page – on a scale from 1 to 8
**Last month’s average frequency of interaction with most often visited brand’s page, on a scale from 0 through 12 times a month
SN 11. Which is the Facebook brand page you enter most often? SN 12. Approximately, how often did you make these activities on the Facebook page of BRAND, in the past month?

11. 11
The Triggers

12. Reasons for giving Like to a Facebook page 12
Top reasons users give
Likes to brands
%
Is the brand I love/ I like it very much 51.6
I usually consume/use the products or Young persons and those more educated are driven
services of this brands 46.1 more by this reason
I wish to be informed on what new
things this brand comes up with 36.4
I heard about a promotion /
special offer it had back then 29.2
It had volunteer activities / a
social/humanitarian campaign 27.2
It had an Ad on Facebook that caught
my attention
17.8
Someone shared it with me 12.6 Happens to a lower extent in cities below 200k
inhabitants
It was in thecontacts list of my
acquaintances/friends 10.6
It usually has interesting/entertaining
games/applications 10.3
Other than these 0.9
N**=349
**Base: Respondents who live in the city, are Facebook users and liked a brand
SN 7. Approximately how many brands do you have in your list of friends, for how many did you Like on Facebook? SN 8. Which are the main reasons you gave Like to brands, on
Facebook? I gave Like to a brand because…

13. 13
The Turn-Offs

14. Facebook brands turn-offs 14
Give UnLike to a brand on
Facebook
No I didn't Older target are less
UnLike brands know I aware that they can
to a lower
45.0% can give UnLike brands
extent UnLike
10.3%
Yes
N*=349 44.7%
Why do they give UnLike to
brands?
UnLike brands
Those with high education are
to a higher
It posts too often 50.0 annoyed more by this brand
extent behavior
I didn't like it so much any longer Youth and smaller
44.2
urban dwellers react to
I was disappointed with a a higher extent to poor
33.3 content.
product/service
I was disappointed with a
promotion 20.5
It wasn't that popular anymore 10.9
N**=156 Other than these
5.1
*Base: Respondents who live in the city, are Facebook users and liked a brand
**Base: Respondents who live in the city and are Facebook users who unliked a brand
SN 9. Have you ever gave UnLike on Facebook page of a brand ? SN 10. Which are the main reasons you gave UnLike to brands on Facebook? I gave UnLike to a brand because…

15. What drives users away by reasons of giving Like (1) 15
Deviations from Total
Reasons for Liking Facebook pages
I usually It usually has
I wish to be
consume/use I heard about a interesting/
informed on what
Total the products I promotion / entertaining
new things this Is the brand
N*=156 or services of this brand comes up love/ I like it special offer it games/applicati
brands with very much had back then ons
N*=74 N*=63 N*=80 N*=49 N*=18!
Reasons for UnLiking Facebook pages
It posts too often 50.0 -2.7 0.8 -6.2 3.1 -11.1
I didn't like it so much 44.2 3.1 3.4 2.1 4.8 -16.4
any longer
I was disappointed with a
33.3 7.2 1.6 6.7 3.4 -5.5
product/service
I was disappointed with a
20.5 5.2 -1.5 3.3 12.2 12.8
promotion
It wasn't that popular anymore 10.9 4.0 1.8 -4.6 -2.7 0.2
Other than these 5.1 -1.0 1.2 2.4 1.0 6.0
*Base: Respondents who live in the city and are Facebook users who unliked a brand Treat data with caution due to small base size!
 Significant

differences toward Total Sample (level of confidence 95%)
SN 8. Which are the main reasons you gave Like to brands, on Facebook? SN 10. Which are the main reasons you gave UnLike to brands on Facebook?

16. What drives users away by reasons for giving Like (2) 16
Deviations from Total
Reasons for Liking Facebook pages
It was in the It had volunteer It had an Ad on
contacts list of my Someone shared activities / a Facebook that
Total acquaintances/ it with me social/humanitarian caught my
N*=156 friends N*=18! campaign attention
N*=19! N*=43 N*=24!
Reasons for UnLiking Facebook pages
It posts too often 50.0 -2.6 5.6 -3.5 25.0
I didn't like it so much 44.2 -2.1 0.2 -2.3 -2.5
any longer
I was disappointed with a
33.3 3.5 -16.6 1.6 -12.5
product/service
I was disappointed with a
20.5 -10.0 -3.8 0.4 -3.8
promotion
It wasn't that popular anymore 10.9 4.9 5.8 -1.6 1.6
Other than these 5.1 5.4 -5.1 -0.4 -5.1
*Base: Respondents who live in the city and are Facebook users who unliked a brand Treat data with caution due to small base size!
SN 8. Which are the main reasons you gave Like to brands, on Facebook? SN 10. Which are the main reasons you gave UnLike to brands on Facebook?

17. 17
Lessons Learned

18. LESSONS LEARNED 18
• There are two segments by age, to address differently:
• young consumers that are easy to convince but easy to lose as well – focus on
relevant content
• older consumers, more difficult to reach but more loyal – use cross channel
activities
• Consumers connect with brands on Facebook mainly because they already love
them and want to stay in touch with them. Therefore “noblesse oblige” – poor
performance on Facebook may affect the brand equity
• Quantity do not replace quality: high frequency posting may turn off the
fans, especially when content is not very relevant
• Best way to keep fans connected on Facebook is to involve them. CSR
activities, product evaluation/design, games, etc. – are the type of activities that
keep fans engaged

19. Thank You!