Beyond likes: Quantifying brand love
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The Facebook Like is probably the most common metric used by brand managers, and ironically one of the least useful. We've developed a methodology which looks at a hierarchy of engaged behaviours, and gives us a powerful yet simple way to visualise how well we’re doing at motivating fans to move from each stage in the hierarchy to the next.
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Beyond likes: Quantifying brand love
- 2. Your fans may ‘like’ your page…
- 3. But do they love your brand?
- 4. Engagement rate shows us the proportion of fans interacting with your content
- 5. Engagement rate = likes + comments + shares reach
- 6. But surely someone who shares your content loves your brand more than someone who just comments?
- 7. BRAND LOVE FRAMEWORK INTRODUCING THE using social behaviours as an indicator of brand love
- 8. BRAND LOVE: SOCIAL BEHAVIOURS RESPONDING HAND RAISING CREATING SHARING CONSUMING BRANDLOVE
- 9. BRAND LOVE: SOCIAL BEHAVIOURS RESPONDING HAND RAISING CREATING SHARING CONSUMING BRANDLOVE As people move up the triangle, their behaviours are more involved
- 10. BRAND LOVE: SOCIAL BEHAVIOURS RESPONDING HAND RAISING CREATING SHARING CONSUMING Creating content for the brand = highest level of brand love BRANDLOVE Sharing the brand’s content with their networks Doing something, liking, commenting or replying to content Liked the page, followed the account etc. Lowest form of engagement Actually seeing the content
- 11. BRAND LOVE: SOCIAL BEHAVIOURS RESPONDING HAND RAISING CREATING SHARING CONSUMING BRANDLOVE At the top of the triangle your fans become advocates
- 12. BRAND LOVE: SOCIAL BEHAVIOURS RESPONDING HAND RAISING CREATING SHARING CONSUMING ADVOCACY: FANS ARE ACTIVELY SPREADING THE WORD OF THE BRAND BRANDLOVE
- 13. Shez Pirani Social Media Analyst @shezpirani Mike Phillips Planner @imjustmike & QUESTIONS? Get in touch