Post on 19-Aug-2014
description
A project for the WFA DIGITAL NETWORK
March 2011
The value of a fan?
This is an abridged public version of learningsprepared for the World Federation of Advertisers.
Full report is available on request to WFA members:http://www.wfanet.org/en
Some background• Challenge posed by WFA’s Digital Network
• MB & Dynamic Logic agreed to help
• Not about an arbitrary $ figure for media/ sales value
• All about how to build brand and optimise fan pages
• Bespoke reports already with participants – this report is an abridged overview of findings for industry learning
• Many thanks to all WFA members who took part
Marketers
•How are they approaching the use of social media?
•What do they expect from social media?
Brand Fans
•How and why are they using brand fan pages?
•Are fan pages improving brand opinions? How?
Phase 1 Phase 2
Unique two phase research project: combining two perspectives
What do you consider to be “the value of a fan”?
WFA members’ view: brand value over business metrics
85%
85%
80%
75%
50%
45%
15%
From liking to love: How fan
pages build brands
96% spending more on social
Time and money versus expectation?
But unsure about the returns
Social media fan base ROI?
Fans already outspend non-fans by over 4x. The fan page challenge is to deepen the relationship
Source: Brandz, 2010 global database
Share of wallet
62%
67%
83%
100%
Fans
4%
13.4%
Bonding
Advantage
Performance
Relevance
Presence
19%
31%
37%
50%
Non-Fans
1%
2.8%
Qualitative learning about how to engage is available
Ignoring social
media,
staying out of game
Jumping on
bandwagon —
"must be there"
Thoughtfully integrated
program
• Less relevant/current
and trustworthy
• Complete loss of
control (consumers
define the brand by
themselves)
• Ability to listen to
consumers and
understand their needs
• Consumers co-own
the brand and
evangelize
• Consumers see right
through this — and it
kills credibility
• Traditional marketing
approaches alienate
consumers
Listening is key to success
Source: Firefly Language of Love
Phase Two: Learning from our brands’ fans
• 24 fan pages from large companies
• Categories included confectionery, alcoholic and non-alcoholic drinks, personal care and telecommunications
• US, UK, Australia, France, Germany and Sweden plus some global
Phase Two: Methodology
Wall post:"Dear BRAND fans,
your opinion is important to us!
Please help us improve this page by answering
our short 5 minute survey."
We spoke mainly to existing fans...
Virtually all page visitors completing our surveys were registered fans.
They had typically been registered for 3-4 months.
9
19
32
20
11
9
Registered today
Less than a month
2-3 months
4-6 months
7-12 months
More than a year
Fan Tenure (%)
Visitors 5%
Fans 95%
First thing we learned:
Size matters!
But it certainly isn’t everything…
0 500,000 1,000,000 1,500,000
Bigger fan pages generally rated betterBut number of fans doesn’t tell the whole story
Fan
Ind
exR
atin
g
# of Fans
Low
High Correlation: 0.28
FanIndexRating
Overall opinion
“Very favourable”
Recommendation likelihood
“Very likely”
Revisit likelihood
“Very likely”
Attention to brand posts
“Pay a lot of attention, read them regularly”
The FanIndex rating is a composite measure
FanIndexRating
Fan pageattributes
Impact on brand equity
Impact on engagement
We diagnose drivers of the FanIndex ratingand then assess impact on brand measures
Benefits of being a fan
Fan pagecontent
Impact on brand appeal
Starting with the basics:
Trust is a must have
Fan page attributes (agree strongly) %
35
36
37
39
42
43
45
48
55
Information I was looking for
New and innovative
Wide variety of information
Stylish design
Useful information
Fun and engaging content
Clear and uncluttered
Trustworthy source of information
Easy to use and navigate
Most pages we assessed are delivering well on trust
Trust
Transparency
Authenticity
Familiarity Likeability
Expertise
The Language of Love has taught us:maintain trust through transparency
Source: Firefly Language of Love
Key differentiators:
Variety, innovation and style
Appear as news, never advertising.
Keep them guessing about what comes next...
They must provide me with information, good knowledge
about the brand so that I could share that
with friends like an ‘expert’
-Male, 19
Fan Page Benefits (Top Box) %
Fans most value news & information;
13%
32%
34%
41%
45%
47%
55%
58%
61%
62%
It gives me a sense of status
Allows me share my thoughts and ideas
I enjoy feeling part of a brand community
Access to free downloads and virtual gifts
Enjoy reading other people’s thoughts and ideas
Allows me to show I like the brand
Sales, discounts, coupons and special offers
Contests and giveaways
New product information
Latest news about the brand
also contests and offers
Another key differentiator:
A sense of community
There’s no silver bullet
How you best build appeal will depend on brand personality & objectives
Last but certainly not least:
Post regularly!
More frequent posts tend to result in a better FanIndex rating
123
5
4
Fan
Ind
exR
atin
g
# of PostsLow
High
Correlation: 0.46
0 10 20 30 40 50 60 70
Checklist
Regular posts
Expected Trustworthy brand news
Expected
New product
infoExpected
OffersExpected
Contests/ Giveaways
Expected
InteractionDifferentiator
VarietyDifferentiator
InnovationDifferentiator
CommunityDifferentiator
FunDifferentiator
Conclusions• Fans pages of all sizes can build equity and
engagement, but as expectations increase, brands have to keep pace
• Check your page against our expected checklist
• Then differentiate by going the extra mile in a way which will achieve your specific brand objectives
• Post and comment frequently. Beware campaign mentality: fan pages that ‘go quiet’ can have a detrimental brand impact
• Commit considerable resource: community managers?
Further researchWhile this study has provided some fascinating initial insights, there is still much to learn. Millward Brown and Dynamic Logic hope in future to extend this work with partners to explore areas such as:
• How responses to fan pages vary by category, country, user type
• How attitudes to fan pages change over time
• How attitudinal responses to fan pages link to behavioural and engagement metrics
• How fan page quality relates to efficiency of fan recruitment and retention
Further informationFor further information about this study, please contact:
• WFA Rob Dreblowr.dreblow@wfanet.org
• Millward Brown/ Dynamic Logic Duncan SouthgateDuncan.Southgate@millwardbrown.comJuan Manuel Hernandez JuanManuel.Hernandez@millwardbrown.com
Contact MB or DL to conduct your own bespoke fan page assessment