Horngren’s Cost Accounting A Managerial Emphasis, Canadian 9th edition soluti...
Wearesocial tns bulmers
1. Putting a value on a Facebook fan
The IAB Great British Social Media Festival
we are social
2. A lot of us here will buy into this
we are social
3. But for some social is still a hotly debated topic
I think we should
spend more on
social this year
Well Dave, I’m
looking at our
Facebook page
and frankly I’m
LOL. Like, totally struggling to see
– what’s the the point
bottom line man?
we are social
4. Research has been done in the past
Buy
More likely to buy from Facebook
at least one brand since
Twitter
becoming a fan/follower
Recommend
More likely to recommend at Facebook
least one brand since
Twitter
becoming a fan/follower
Why Social Media Matters to Your Business, Chadwick Martin Bailey
March 2010
a Facebook fan is worth
$3.60 a year in media value alone Vitrue
April 2010
and an average of
$136.38 when other factors like spend and recommendation are factored in
Syncapse
June 2010
we are social
5. But we really wanted to answer this question
What is the actual monetary
value of a Facebook fan for
Bulmers as a brand?
we are social
7. Approach
Bulmers Facebook fans Control cell
Recruited via tab installed on the Sub-sample of cider drinkers via
Bulmers Facebook Page TNS panel to allow comparison
(241 in total) (198 in total)
• Each group took part in a 10 minute online interview
• Results in this presentation represent the first stage of the study which may
include subsequent tracking to understand if value and commitment are
building over time and measure the extent of the reward from continued
investment
we are social
8. A few considerations
We recruited Bulmers fans through the Bulmers fan page, therefore:
• Fans recruited in this manner may be biased towards the Bulmers brand, as
they are conscious of taking part in a survey for the brand
• Fans that respond are more likely to be active fans, and may result in a
sample of more brand/page loyalists than the average Facebook fan
• Almost all fans were interviewed on a single day, and the promptness of
response from the fans may have resulted in a sample overrepresented with
heavy Facebook users
we are social
10. Bulmers fans consume significantly more v
regular Bulmers drinkers who are not fans
• Plus significantly more likely to have consumed Bulmers No. 17; the focus of
our 2011 marketing campaign.
we are social
11. Overall brand preference is also higher
+17%
Bulmers fans
-8% Control cell
+7%
-5%
we are social
12. 12
They also have a significantly more
favourable view of the brand
Bulmers amongst fans
(P4W Bulmers)
Bulmers amongst fans
Bulmers amongst
control (P4W Bulmers)
Bulmers amongst
Taste better Would Higher opinion Brands you Spark good Prepared to pay control
recommend to would like to be times with more for
others seen drinking mates
we are social
14. Calculating the value of a fan
Look at fans and non-fans separately, identifying the regular
Bulmers drinkers in each group
vs.
How many serving of each Bulmers flavour do they claim to have
drunk over the past week (both on- and off-trade)?
Use the average retail value of each serving to identify
the spend for each group = £
Take the difference between the two values to work out the
incremental value of a Bulmers fan = £
Weekly Annual
incremental value incremental value 80 Bottles
of a Bulmers fan of a Bulmers fan extra a year
£3.82 £198.64
we are social
This is about turning a simple fan into one that is more engaged with the page (i.e. – an advocate) We need supporting data on how that ’s done, and how people identify with brand pages [diagram on cycle of engagement maybe?]
