Syncapse studied 20 brands who have successful Facebook fan pages in depth and gained the insight and opinions of 4,000 individuals. This deck summarizes the results.

1. WHAT’S YOUR FACEBOOK FAN
WORTH?
Social Media Measurement
September 14th 2010

2. SOCIAL MEDIA
Social Media is growing. You know this.
945 million
people
going to social networking sites.
Source: ComScore, Accessed Aug 30, 2010
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3. FACEBOOK
Over 500 Million people are active
Facebook users. Most log in daily
(65% connect before/after work/school)
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4. FACEBOOK
Brands are generating more consumer interest.
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5. FACEBOOK
So why does it still feel like this?
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6. FACEBOOK
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7. WHAT IS A FACEBOOK
FAN WORTH?

8. WHAT IS A FACEBOOK FAN WORTH?
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9. WHAT IS A FACEBOOK FAN WORTH?
What drives Facebook Fan worth?
Earned Reach, Drive Sales Through Increased Loyalty &
Frequency & Impact Social Influence Decreased Churn
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10. WHAT IS A FACEBOOK FAN WORTH?
A study of 4,000 panelists across 20 brands.
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11. WHAT IS A FACEBOOK FAN WORTH?
Key fan value variables.
Spend Acquisition
Cost
Loyalty Propensity to
Recommend
Brand Affinity Media Value
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12. WHAT IS A FACEBOOK FAN WORTH?
Average fan value is $136.38.
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13. WHAT IS A FACEBOOK FAN WORTH?
Fans spend and additional $71.84 on products
for which they are fans, compared to non-fans.
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14. WHAT IS A FACEBOOK FAN WORTH?
Fans are 28% more likely than non-fans to
continue using the product.
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15. WHAT IS A FACEBOOK FAN WORTH?
Propensity to Recommend.
Fans are 41% more likely to recommend a product to their friends.
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16. WHAT IS A FACEBOOK FAN WORTH?
Brand Affinity.
81% of fans said they feel connection/empathy with the brand, compared
to 39% of non-fans.
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17. WHAT IS A FACEBOOK FAN WORTH?
Are Pringles fans better fans then BlackBerry fans?
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18. WHAT IS A FACEBOOK FAN WORTH?
Smartphones and Potato Chips
Value is different based on frequency of purchase and loyalty.
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19. WHAT IS A FACEBOOK FAN WORTH?
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20. WHAT IS A FACEBOOK FAN WORTH?
Not all fans are the same. Variation is a reality that
you need to discover for your base consumers.
Some spend a lot. Others don’t.
Some are relentless advocates.
Others are reserved.
Some are active.
Others are mousepotatoes.
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21. WHAT IS A FACEBOOK FAN WORTH?
Success is a mid-term closed-loop plan.
Segment Activate Optimize
• Identify Key Influencers • A/B Test • Identify Key Levers
• Segment High Value • Segmented Campaigns • Assess Relative Growth
• Establish Base Profiles • Gather for Data • (Re)Align Tactics
• Bi-Directional Conversation
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22. SYNCAPSE
Thank you.
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