Syncapse studied 20 brands who have successful Facebook fan pages in depth and gained the insight and opinions of 4,000 individuals. This deck summarizes the results.
9. WHAT IS A FACEBOOK FAN WORTH?
What drives Facebook Fan worth?
Earned Reach, Drive Sales Through Increased Loyalty &
Frequency & Impact Social Influence Decreased Churn
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10. WHAT IS A FACEBOOK FAN WORTH?
A study of 4,000 panelists across 20 brands.
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11. WHAT IS A FACEBOOK FAN WORTH?
Key fan value variables.
Spend Acquisition
Cost
Loyalty Propensity to
Recommend
Brand Affinity Media Value
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12. WHAT IS A FACEBOOK FAN WORTH?
Average fan value is $136.38.
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13. WHAT IS A FACEBOOK FAN WORTH?
Fans spend and additional $71.84 on products
for which they are fans, compared to non-fans.
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14. WHAT IS A FACEBOOK FAN WORTH?
Fans are 28% more likely than non-fans to
continue using the product.
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15. WHAT IS A FACEBOOK FAN WORTH?
Propensity to Recommend.
Fans are 41% more likely to recommend a product to their friends.
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16. WHAT IS A FACEBOOK FAN WORTH?
Brand Affinity.
81% of fans said they feel connection/empathy with the brand, compared
to 39% of non-fans.
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17. WHAT IS A FACEBOOK FAN WORTH?
Are Pringles fans better fans then BlackBerry fans?
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18. WHAT IS A FACEBOOK FAN WORTH?
Smartphones and Potato Chips
Value is different based on frequency of purchase and loyalty.
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20. WHAT IS A FACEBOOK FAN WORTH?
Not all fans are the same. Variation is a reality that
you need to discover for your base consumers.
Some spend a lot. Others don’t.
Some are relentless advocates.
Others are reserved.
Some are active.
Others are mousepotatoes.
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21. WHAT IS A FACEBOOK FAN WORTH?
Success is a mid-term closed-loop plan.
Segment Activate Optimize
• Identify Key Influencers • A/B Test • Identify Key Levers
• Segment High Value • Segmented Campaigns • Assess Relative Growth
• Establish Base Profiles • Gather for Data • (Re)Align Tactics
• Bi-Directional Conversation
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22. SYNCAPSE
Thank you.
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