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Value of a Facebook Fan

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Garima Jain
Garima Jain

This presentation looks at and evaluates two studies that assign a monetary value to a Facebook fan. It critiques the two approaches, and looks at how to value a Facebook fan.

BildungTechnologieBusiness
1 von 6
How much is a Facebook fan really worth?
Fan value- $136.38 Additional dollars expected from a Facebook fan vs a Facebook user who is not a fan
Fan value- $3.60 1:1 ratio- impressions for every post 1M impressions x 2 posts x 30 days = 60M impressions 60M impressions / 1000 x $5 CPM = $300,000 * Assumption: 2 posts a day, every single day
Value based on impressions ,[object Object]
Social media  engagement and relationship buildingMain premise: ,[object Object]
Great variability in type of fan is there any meaning to the $ 136.38?,[object Object]

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Value of a Facebook Fan

  • 1. How much is a Facebook fan really worth?
  • 2. Fan value- $136.38 Additional dollars expected from a Facebook fan vs a Facebook user who is not a fan
  • 3. Fan value- $3.60 1:1 ratio- impressions for every post 1M impressions x 2 posts x 30 days = 60M impressions 60M impressions / 1000 x $5 CPM = $300,000 * Assumption: 2 posts a day, every single day
  • 4.
  • 5.
  • 6.
  • 7. One blogger aptly pointed out:
  • 8. More critical question should be “how can you make a fan more valuable for your brand?”
  • 9. Intangible nature of facebook relationships- important to move fans up the “value” ladder brand advocates
  • 10. Fan has no value, its how they are engaged on Facebook that holds value$3.60, $136.38 or something else?
  • 11. THANK YOU! Any questions?

Hinweis der Redaktion

  1. Surveyed 4000 people- following top 20 brands (Nokia, blackberry, coke, Mcdonalds etc)Fans spend approx 71.84$ more than non-fans28% of Fans are returning customers41% of Fans suggest a product more often than non-fans68% of Fans suggest products regularlyThe worth of a Fan varies dramatically
  2. Critical question-Augie Ray, Senior analyst of social computing at Forrester- an independent research company