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Some background g • Challenge posed by WFA’s Digital Network •
MB & Dynamic Logic agreed to help find out “so what?” • 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
Unique two phase research project: Unique two phase research
project: combining two perspectives Phase 1 Phase 2 Marketers Brand Fans• How are they approaching • How and why are they the use of social media? the use of social media? using brand fan pages? using brand fan pages?• What do they expect from • Are fan pages improving social media? brand opinions? How?
Listening is key to success Ignoring social Thoughtfully integrated
Jumping on media, program bandwagon — staying out of game "must be there"• Less relevant/current • Ability to listen to • Consumers see right and trustworthy consumers and through this — and it • Complete loss of understand their needs kills credibility control (consumers • Consumers co-own • Traditional marketing define the brand by the brand and approaches alienate themselves) evangelize consumersSource: Firefly Language of Love
We spoke mainly W k i l Visitors 5%to existing fans...
g Fans 95%Virtually all page visitors y p gcompleting our surveys were registered fans. Fan Tenure (%) More than a year 9They had typically been 7 12 months 7‐12 months 11registered for 3‐4 4‐6 months 20months. 2‐3 months 32 Less than a month Less than a month 19 Registered today 9
Most pages we assessed are Most pages we assessed aredelivering well on trust
F Fan page attributes (agree strongly) % tt ib t ( t l ) % Easy to use and navigate asy o use a d a ga e 55 Trustworthy source of information 48 Clear and uncluttered 45 Fun and engaging content 43 Useful information 42 Stylish design 39 Wide variety of information 37 New and innovative New and innovative 36 Information I was looking for 35
Fans most value news & information; Fans most value news &
information;also contests and offers F P Fan Page Benefits (Top Box) % B fit (T B ) % Latest news about the brand 62% New product information 61% Contests and giveaways 58% Sales, discounts, coupons and special offers l d d l ff 55% Allows me to show I like the brand 47% Enjoy reading other people’s thoughts and ideas 45% Access to free downloads and virtual gifts 41% I enjoy feeling part of a brand community 34% Allows me share my thoughts and ideas 32% It gives me a sense of status 13%
Checklist h kl Contests/ Giveaways
y New product product Expected info Fun Expected Differentiator Variety Community Differentiator DifferentiatorRegular R l posts Expected Off Offers Trustworthy Expected brand news Expected Innovation Interaction Differentiator Differentiator
Conclusions• Fans pages of all sizes can build equity and p g q
y engagement, but as expectations increase, brands have to keep pace• Check your page against our expected checklist 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 detrimental brand impact• Commit considerable resource: community managers?