Measuring The Value Of A Facebook Fan
Syncapse recently put their analysts, SocialTRAC, and
various panelists to work and figured out a smart way to assess the value of a
fan as it relates to 5 primary categories, including: 1) Product Spending, 2)
Brand Loyalty, 3) Propensity to Recommend, 4) Brand Affinity, and 5) Earned
Media Value.
Study: Only 1% of Facebook 'Fans' Engage With Brands
For a few years now, brands have been touting frothy
Facebook "like" numbers as evidence of their social-media acumen. But
how many of those fans are actually bothering to take part in conversation with
brands?
Fiskateers
The Craft Division of Fiskars Brands, a Finland-based 350+
year-old company, had very low brand loyalty since their products – crafting
tools and consumables – were “knocked-off” in China soon after they hit the
market, which put the squeeze on all the dollars Fiskars invested in R&D.
Plus, their brand research revealed that they were the “milk and saltine
crackers” of their industry… there wasn’t a high-emotional connection there.
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