RETURN TO ALL ARTICLES

RSS Subscribe to RSS

POPULARRECENT
  1. New ways for people to discover your business with Nearby
  2. Facebook Offers Now Available Globally
  3. Lookalike Audiences: A New Way to Reach Potential Customers
  4. Logout Page offers high impact for brands on Facebook
  5. Introducing Graph Search: Help People Discover your Business
  1. Facebook Exchange in Desktop News Feed Moves Into Beta
  2. Promoted Page Likes Now Available Globally
  3. Announcing the Winners of the 2013 Facebook Studio Awards
  4. Announcing the UK Advisory Board
  5. Announcing a New Mobile Layout for Facebook Pages
Popular Tags

New research on the power of Facebook fans

New research on the power of Facebook fans

Last week at the Advertising Research Foundation (ARF) conference in New York, comScore and Facebook released The Power of a Like 2: How Social Marketing Works.

The initial comScore paper, The Power of a Like, highlighted that fans and their friends tend to be businesses’ highest-value customers, giving businesses a great opportunity to communicate with these top customers in an ongoing way.  It showed that relative to the average Internet user, fans are also heavy users of a brand’s products and marketing properties:
  • Bing fans conduct 58% more searches on Bing and friends of fans conduct 27% more searches
  • Southwest fans visit the Southwest website 5x more and friends of fans visit 2.5x more
In Power of a Like 2, comScore re-confirmed that fans and their friends are brands’ most valuable customers:
  • Best Buy fans spend 131% more in Best Buy stores and online 
  • Target fans spend 97% more
  • Amazon fans visit the site 5x more
But it also uncovered that marketing to fans and their friends on Facebook increases their purchase behavior. When looking at the impact of brand messages reaching fans and friends of fans, the study found that relative to a control group, in the four weeks after seeing brand messages on Facebook:
  • Starbucks fans and their friends overall bought at Starbucks 38% more frequently 
  • Target fans and their friends overall bought at Target 21% more frequently

Finally, the study also looked at the impact of reaching fans and friends of fans with ads and sponsored stories from the brand. The study found that relative to a control group, in the four weeks after seeing ads on Facebook: 

  • Fans and friends of fans of a major offline retailer bought 16% more frequently in store, and 56% more frequently online 
The study demonstrates that while fans are high-value customers, you can increase their value further by making sure they see your messages with ads and sponsored stories.

Tags: measurement    

Hide Comments

Comments: