The document summarizes research conducted to determine the monetary value of a Facebook fan for the Bulmers cider brand. The study found that Bulmers fans consume significantly more Bulmers cider and have a more favorable view of the brand compared to non-fans. By calculating the incremental cider purchases of fans versus non-fans, the study estimated the weekly value of a Bulmers fan to be £3.82, equivalent to an annual value of £198.64 based on 80 additional bottles purchased per year by fans. Subsequent metrics showed increases in people talking about the brand and reach on Facebook, suggesting the value of a fan may increase over time.
페이스북 마케팅을 진행하는 최신의 솔루션. 라이크미.
페이스북에서 좋아요를 얻고, 브랜드 페이지에 팬을 모으고, 진성 사용자들과 바이럴을 나누는 플랫폼.
견적서, 광고 단가 Negotiation 이 필요 없는, 100% 시스템화된 페이스북 광고 플랫폼.
http://artesophy.com/likeme/
흐리게 보일 경우 다운로드 받아 보시면 됩니다.
Value of a Facebook Fan 2013: Summary of FindingsSyncapse
Brand marketers are sobering up and asking hard questions around the ROI of social marketing. Perhaps no question is asked more often than “What is the value of a Facebook brand Fan?” According to new Syncapse empirical research, the average value of brand Fans in key consumer categories has increased 28% to $174.17. Not only do they tend to be brand users first, they spend more, engage more, advocate more, and are more loyal. The significant and increasing value of a Facebook brand Fan affirms past social marketing investment and mandates deeper commitment and accountability in the future. Read the summary and download the full report on www.syncapse.com
This is the twelfth in a series of presentations using statistics and stories to show how the media world is evolving from day to day.
Written by Dan Calladine, Head of Media Futures, Carat Global Management
dan.calladine[at]carat.com
www.carat.com
www.vizeum.com
www.iprospect.com
www.isobar.com
www.aemedia.com
A snapshot of internet, social media, and mobile use in every country in the world. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
페이스북 마케팅을 진행하는 최신의 솔루션. 라이크미.
페이스북에서 좋아요를 얻고, 브랜드 페이지에 팬을 모으고, 진성 사용자들과 바이럴을 나누는 플랫폼.
견적서, 광고 단가 Negotiation 이 필요 없는, 100% 시스템화된 페이스북 광고 플랫폼.
http://artesophy.com/likeme/
흐리게 보일 경우 다운로드 받아 보시면 됩니다.
Value of a Facebook Fan 2013: Summary of FindingsSyncapse
Brand marketers are sobering up and asking hard questions around the ROI of social marketing. Perhaps no question is asked more often than “What is the value of a Facebook brand Fan?” According to new Syncapse empirical research, the average value of brand Fans in key consumer categories has increased 28% to $174.17. Not only do they tend to be brand users first, they spend more, engage more, advocate more, and are more loyal. The significant and increasing value of a Facebook brand Fan affirms past social marketing investment and mandates deeper commitment and accountability in the future. Read the summary and download the full report on www.syncapse.com
This is the twelfth in a series of presentations using statistics and stories to show how the media world is evolving from day to day.
Written by Dan Calladine, Head of Media Futures, Carat Global Management
dan.calladine[at]carat.com
www.carat.com
www.vizeum.com
www.iprospect.com
www.isobar.com
www.aemedia.com
A snapshot of internet, social media, and mobile use in every country in the world. This report is part of a suite of reports brought to you by We Are Social and Hootsuite - read the other reports for free at http://www.slideshare.net/wearesocialsg/presentations
Quotes from THE VALUE OF A FACEBOOK FAN: AN EMPIRICAL REVIEW.
"Value is reflected not simply by the action of being a 'fan' but rather the value of the audience."
"A fan base is a self-segmented group of highly valuable customers."
"Facebook fans reported spending $71.84 more per year than non fans."
"Facebook fans are more loyal to the fanned brand than non-fans."
"68% of Facebook Fans indicate they are very likely to recommend a product."
"The Average Value of a Fan is $136.38."
"Monetary value of fans varies dramatically. Some are intensely active while others are totally inactive."
Designing and Measuring Return on Engagement Debra Askanase
Numbers don't convert to Return on Engagement (ROE), so what does? This presentation reviews all as your social media strategy and activities for the highest ROE, based on the latest research. The presentation also covers an approach to ROE measurement.
Social media a luat locul mediilor tradiționale de marketare iar ZMOT, cunoscut și ca Zero Moment of Truth este cunoscut ca barometrul care dicteaza noile trenduri, kilometrul zero decizional.
Define, Design, Measure: Ramping Up Your Facebook PageDebra Askanase
How Facebook looks at engagement through Edgerank, the latest research on how to design Facebook posts and actions for highest engagement, best practices for higher return on engagement, measuring ROE, and two case studies.
In association with The Wall Street Journal and GoToWebinar, Ogilvy's Asia-Pacific social media team presented this deck on how to use social networks for business.
Brand ambassadors or "superfans" are one of the most powerful ways to market your product or service. This is a presentation I've delivered at a few conferences. The slides describe the superfan program I created and currently manage for Boingo Wireless.
Social Media Marketing Educators Actually “Like” WebinarMDR
Move Beyond Simple Follows and Likes to Real Engagement
In this webinar, we share everything we know about creating authentic, loyal connections with educators from our experience in creating and growing the wildly successful WeAreTeachers and School Leaders Now social communities and channels.
You’ll get ‘news you can use’ to forge real relationships with educators using social marketing, like:
The pitfalls of selfie culture for brands
Why video content is an always, not a maybe
How influencers can supercharge your social strategy
The Do's and Don’ts on stock imagery
What does it take?
by Christine Klaehn
What is the value of social media to your organization and to your brand? There are many types of brands--personal brands, commercial brands, experiential brands. Every brand makes a promise and sometimes a brand is severely damaged when the promise is an over promise (insert Tiger Woods). And sometimes, with much advice and diligence and patience, a brand, over time, rebounds and regains trust and admiration from its audiences (insert Martha Stewart). These brands, however, are made of one voice. An educational institution is made up of a chorus of voices.
We challenge the timidity that exists around social media and explore the nature of an educational brand -- its strengths, challenges, and opportunities. The goal will be to create new ideas and approaches to create something much richer than communication: engagement.
Facebook ROI for brands - The value of fans, engagemend and conversationSocial Embassy
Research by Social Embassy - Facebook ROI for brands – a study that looks at the impact of brand engagement on Facebook in relation to brand commitment, brand preference, NPS and spend.
On Wednesday 3rd March 2021, Chief Strategy Officer Mobbie Nazir and Global Head of Research & Insight Paul Greenwood took attendees through the Digital 2021 report.
To read the full report, head over to wearesocial.com/digital-2021
Watch the webinar recording here: https://youtu.be/l9g2KOZ0kjg
To learn more about how to apply the takeaways from this presentation to your brand, get in touch with enquiries@wearesocial.net.
Quotes from THE VALUE OF A FACEBOOK FAN: AN EMPIRICAL REVIEW.
"Value is reflected not simply by the action of being a 'fan' but rather the value of the audience."
"A fan base is a self-segmented group of highly valuable customers."
"Facebook fans reported spending $71.84 more per year than non fans."
"Facebook fans are more loyal to the fanned brand than non-fans."
"68% of Facebook Fans indicate they are very likely to recommend a product."
"The Average Value of a Fan is $136.38."
"Monetary value of fans varies dramatically. Some are intensely active while others are totally inactive."
Designing and Measuring Return on Engagement Debra Askanase
Numbers don't convert to Return on Engagement (ROE), so what does? This presentation reviews all as your social media strategy and activities for the highest ROE, based on the latest research. The presentation also covers an approach to ROE measurement.
Social media a luat locul mediilor tradiționale de marketare iar ZMOT, cunoscut și ca Zero Moment of Truth este cunoscut ca barometrul care dicteaza noile trenduri, kilometrul zero decizional.
Define, Design, Measure: Ramping Up Your Facebook PageDebra Askanase
How Facebook looks at engagement through Edgerank, the latest research on how to design Facebook posts and actions for highest engagement, best practices for higher return on engagement, measuring ROE, and two case studies.
In association with The Wall Street Journal and GoToWebinar, Ogilvy's Asia-Pacific social media team presented this deck on how to use social networks for business.
Brand ambassadors or "superfans" are one of the most powerful ways to market your product or service. This is a presentation I've delivered at a few conferences. The slides describe the superfan program I created and currently manage for Boingo Wireless.
Social Media Marketing Educators Actually “Like” WebinarMDR
Move Beyond Simple Follows and Likes to Real Engagement
In this webinar, we share everything we know about creating authentic, loyal connections with educators from our experience in creating and growing the wildly successful WeAreTeachers and School Leaders Now social communities and channels.
You’ll get ‘news you can use’ to forge real relationships with educators using social marketing, like:
The pitfalls of selfie culture for brands
Why video content is an always, not a maybe
How influencers can supercharge your social strategy
The Do's and Don’ts on stock imagery
What does it take?
by Christine Klaehn
What is the value of social media to your organization and to your brand? There are many types of brands--personal brands, commercial brands, experiential brands. Every brand makes a promise and sometimes a brand is severely damaged when the promise is an over promise (insert Tiger Woods). And sometimes, with much advice and diligence and patience, a brand, over time, rebounds and regains trust and admiration from its audiences (insert Martha Stewart). These brands, however, are made of one voice. An educational institution is made up of a chorus of voices.
We challenge the timidity that exists around social media and explore the nature of an educational brand -- its strengths, challenges, and opportunities. The goal will be to create new ideas and approaches to create something much richer than communication: engagement.
Facebook ROI for brands - The value of fans, engagemend and conversationSocial Embassy
Research by Social Embassy - Facebook ROI for brands – a study that looks at the impact of brand engagement on Facebook in relation to brand commitment, brand preference, NPS and spend.
On Wednesday 3rd March 2021, Chief Strategy Officer Mobbie Nazir and Global Head of Research & Insight Paul Greenwood took attendees through the Digital 2021 report.
To read the full report, head over to wearesocial.com/digital-2021
Watch the webinar recording here: https://youtu.be/l9g2KOZ0kjg
To learn more about how to apply the takeaways from this presentation to your brand, get in touch with enquiries@wearesocial.net.
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1. Putting a value on a Facebook fan
The IAB Great British Social Media Festival
we are social
2. A lot of us here will buy into this
we are social
3. But for some social is still a hotly debated topic
I think we should
spend more on
social this year
Well Dave, I’m
looking at our
Facebook page
and frankly I’m
LOL. Like, totally struggling to see
– what’s the the point
bottom line man?
we are social
4. Research has been done in the past
Buy
More likely to buy from Facebook
at least one brand since
Twitter
becoming a fan/follower
Recommend
More likely to recommend at Facebook
least one brand since
Twitter
becoming a fan/follower
Why Social Media Matters to Your Business, Chadwick Martin Bailey
March 2010
a Facebook fan is worth
$3.60 a year in media value alone Vitrue
April 2010
and an average of
$136.38 when other factors like spend and recommendation are factored in
Syncapse
June 2010
we are social
5. But we really wanted to answer this question
What is the actual monetary
value of a Facebook fan for
Bulmers as a brand?
we are social
7. Approach
Bulmers Facebook fans Control cell
Recruited via tab installed on the Sub-sample of cider drinkers via
Bulmers Facebook Page TNS panel to allow comparison
(241 in total) (198 in total)
• Each group took part in a 10 minute online interview
• Results in this presentation represent the first stage of the study which may
include subsequent tracking to understand if value and commitment are
building over time and measure the extent of the reward from continued
investment
we are social
8. A few considerations
We recruited Bulmers fans through the Bulmers fan page, therefore:
• Fans recruited in this manner may be biased towards the Bulmers brand, as
they are conscious of taking part in a survey for the brand
• Fans that respond are more likely to be active fans, and may result in a
sample of more brand/page loyalists than the average Facebook fan
• Almost all fans were interviewed on a single day, and the promptness of
response from the fans may have resulted in a sample overrepresented with
heavy Facebook users
we are social
10. Bulmers fans consume significantly more v
regular Bulmers drinkers who are not fans
• Plus significantly more likely to have consumed Bulmers No. 17; the focus of
our 2011 marketing campaign.
we are social
11. Overall brand preference is also higher
+17%
Bulmers fans
-8% Control cell
+7%
-5%
we are social
12. 12
They also have a significantly more
favourable view of the brand
Bulmers amongst fans
(P4W Bulmers)
Bulmers amongst fans
Bulmers amongst
control (P4W Bulmers)
Bulmers amongst
Taste better Would Higher opinion Brands you Spark good Prepared to pay control
recommend to would like to be times with more for
others seen drinking mates
we are social
14. Calculating the value of a fan
Look at fans and non-fans separately, identifying the regular
Bulmers drinkers in each group
vs.
How many serving of each Bulmers flavour do they claim to have
drunk over the past week (both on- and off-trade)?
Use the average retail value of each serving to identify
the spend for each group = £
Take the difference between the two values to work out the
incremental value of a Bulmers fan = £
Weekly Annual
incremental value incremental value 80 Bottles
of a Bulmers fan of a Bulmers fan extra a year
£3.82 £198.64
we are social
This is about turning a simple fan into one that is more engaged with the page (i.e. – an advocate) We need supporting data on how that ’s done, and how people identify with brand pages [diagram on cycle of engagement maybe?]