Author(s) : Andrew Lipsman. Graham Mudd.Mike Rich. Sean Bruich.
How brands reach and influence Fans through social Media marketing?
Most brand marketers would like to know if their presence into social media can generate ROI. The research issue of the collaboration between comScore Social Essentials and Facebook Analysis can help these markets to answer this question through depth analysis.
So, how social media brand impressions reach Fans and Friends throughout Facebook, as opposed to just on brand Fan pages?
The study profiles three major brands – Starbucks, Southwest Airlines, and Microsoft Bing – to show the impact of these impressions on Fans and Friends and help illustrate how brands today need to be thinking about their social marketing initiatives.
Introduction.
Facebook is an incredible communication platform. Nowadays, this social media account 160 millions visitors each month worldwide.
Why Incredible? By the fact that the frequency of the interaction between fans and brand are very high. it had registered 125 billion "friend connections" as of March 31 and 3.2 billion "likes" and comments! (By liking, brand followers can affirmatively express their interest in a particular brand)
And also Facebook is proposing different way to pay (by paying advertising) , Earned (buzz tools sharing…) and Owned media ( own content creation).
But if Facebook effectively invented «marketing social media ", it became determining to measure the real profits.
Hypothesis:
It is easily for brands to generate ROI by having fans on their pages.
Being a brand’s fan lead directly the users to purchase more products of this brand on the physical store, and on the internet.
I decided to sum up 4 information that I found interesting and relevant!
First of all, I’d like to give you some figures about the capacity of Facebook to generate Roi.
Fans of « Best Buy », an American retail store, spend 131% more on the Best buys stores than a normal user
The announcement of Starbucks on Facebook leads a purchase incidence superior to 38% for Starbucks’s fans and their friends in 4 week of exposure.
The announcements of Targets lead a purchase incidence superior to 21% for Targets’s fans and their friends in 4 week of exposure.
Then on this study we learn that:
Optimize Facebook individual’s homepage rather than the page of Facebook
The largest per cent of users’ time is spent on the individual’s homepage which features the Newpages– within Brand’s page and applications.
So the homepage is the place where companies have more chance to increase their visibility of their messages. Also Newfeed offers the greatest opportunity to reach and engage with current and potential customers.
2. the necessary to Target Friends of fans for increasing the virality
The acquisition of new fans does not have to be only concerns of the brands.In fact, Friends of fan of a page are a potential very interesting for increasing the exposure of a brand on facebook
If companies publish a content enough attractive to be share by the fans with their friends, it can reach a new largest audience. The shared content become viral and facilitate the increasing of the visibily of a page.
3. Create interesting content for fans
Its necessary to answer these questions :
What’s informations which is the more interesting?
What are products that companies can promote on social media ?
For answering these questions, it is important for brands to know who are their fans. That’s can be realized by a demographic study and an analysis of behavior.
Conclusion:
Fan does not generate necessary ROI. Companies must have an aim, conceive its campaigns, execute it , set the users in center and measure with precision the results. From there, Facebook generate ROI for brands
Author : Comscore Inc.
Date: July 26, 2011
Bibliographic references: Research of Comscore Inc "The Power of Like 2"
ComScore is an Internet analytics company providing marketing data and analytics to many of the world’s largest enterprises, agencies, and publishers
