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Bulmers: Putting a Value on a Fan case study

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Bulmers: Putting a Value on a Fan case study

  1. 1. Bulmers: Putting a Value on a Fan social we are
  2. 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. 3. Here’s how it happened… social we are
  4. 4. We’ve been Bulmers’ Strategic Social Media Agency since October 2011
  5. 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. 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. 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. 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. 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. 10. The value of social media is a hotly debated topic in the boardroom social we are
  11. 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. 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. 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. 14. Here’s how we worked it out… social we are
  15. 15. We formed two “cells” of cider drinkers social we are
  16. 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. 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. 18. What did we find from our research? social we are
  19. 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. 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. 21. but what is a fan of the Bulmers’ Facebook page actually worth? social we are
  22. 22. How we calculated the value of a fan….
  23. 23. We looked at fans and non-fans separately, identifying Bulmers drinkers in each group How we calculated the value of a fan….
  24. 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. 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. 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. 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. 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. 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. 30. So each Facebook fan is worth £3.82/week = £200/year to Bulmers social we are
  31. 31. Since then… social we are
  32. 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. 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. 34. So will the value of a fan increase with the increased engagement on the page? £200 ? social we are
  35. 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

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