Consumers who are Facebook fans are more valuable to brands: On average, Facebook fans spend $71.84 more per year on brands they are fans of than consumers who are not fans, and they are 28% more likely than non-fans to continue using that brand, according to a study by Syncapse.
In addition, fans are 41% more likely than non-fans to recommend a fanned product to their friends.
Among 20 top Facebook brands studied,* the average annualized value of an individual fan is $136.38. The five measured variables that contribute to that value are product spending, brand loyalty, propensity to recommend, brand affinity, and earned media value:
Among the 20 top brands, McDonald's registered the largest variability in annualized spending between fans and non-fans, with fans reporting spending $159.79 more per year than non-fans.
In contrast, Oreo registered the lowest variability in spending between fans and non-fans, with fans reporting spending just $28.52 more per year than non-fans.
Looking for real-world examples of businesses achieving their social media marketing goals? Our 47-page case-study collection, Facebook Success Stories, shows you how to increase brand awareness, target specific markets, promote new products, and create communities that engage users. Also check out The State of Social Media Marketing, a 240-page original research report from MarketingProfs.
The study examined the top 20 brands for fan interaction and activity across four other categories, including brand loyalty, propensity to recommend, brand affinity, and value per fan.
- Brand Loyalty: Adidas had the highest variance of loyalty between fans and non-fans, with 42.5% of fans indicating a heightened likelihood of continued product use. Secret registered the lowest difference in loyalty, only 15.83% between the two groups.
- Propensity to Recommend: Gaming brand Playstation led in overall likelihood to recommend (81.4%) among brand fans, followed by Victoria's Secret (79.4%). Secret fans were the lowest likely to recommend (59.5%).
- Brand Affinity: 81% of fans said they feel connection and empathy with the brands they fan, compared with 39% of non-fans. Playstation registered the highest level of connection and empathy among brand fans (89.8%), followed by Nike (89.6%) and Adidas (87.8%).
- Value per Fan: McDonald's fans are the most valuable, with an annual value to the organization of $508.16. Such fans are frequent visitors to restaurants, highly loyal, and frequently referring, and they participate actively in their Facebook community.
On average, each McDonald's fan netted the organization $259.82. Oreo brand fans are the lowest-valued ($141.68), and each Oreo fan netted the organization a value of $60.60, on average.
*Nokia, BlackBerry, Motorola, Secret, Gillette, Axe, Dove, Victoria's Secret, Adidas, Nike, Coca-Cola, Oreo, Skittles, Nutella, Red Bull, Pringles, Playstation, Xbox, Starbucks, and McDonald's.
About the data: Data was collected from over 4,000 panelists across North America in June 2010 via online panel.
Take the first step (it's free).
You may also like:
- Set Your Marketing Ablaze: Ryan Stewart Talks Cannabis Marketing on Marketing Smarts [Podcast]
- Are Marketers Friends With Their Coworkers on Social Media?
- Top 5 Mistakes Companies Make on Instagram, and What to Do Instead
- The Work Life of a Social Media Manager [Infographic]
- Five Best-Practices for B2B Social Media Influencer Marketing