why do people follow brands on facebook?

SOURCE RAZORFISH.COM, ECONSULTANY.COM & SOCIALMEDIATODAY.COM

I LIKE, I LIKE! IN PURSUIT OF…..?

WHY PEOPLE LIKE BRANDS ON FACEBOOK?


700 Million + Users,

We don’t need to say why we LOVE Facebook!


But the eternal question is

Why do people ‘Like’ & ‘Follow’ Brands on Social Networks?


Are Facebook Pages a feel good, number chase for brand managers?

Or are there any real concrete emotions & benefits for the brand? Let’s find out!!


INTERACTIONS + FEELINGS = BRANDS

INTERACTION HAS GONE ONLINE AND SO HAVE

BRAND EXPERIENCES!


A positive brand experience creates a loyal band of customers, Several researches have proved That brand which engage with their customers in the online space whether it is via an online

Contest or constant conversations on Facebook pages & twitter - tend not only to induce purchase, But also increase recommendation to friends an family


FANS LIKE YOU IN PURSUIT OF…


Special Offers & Deals 37%

Current Customers 33%

Other 1%

Service/ Sup-port or Product

News5%

Interesting/ Entertaining Content

18%

Friends are fans of Brand6%

WHY PEOPLE ‘LIKE’ BRANDS ON FACEBOOK?


37% - The majority of your fans come in search of a special deal or offer…..

Do you have one?


33% of your customers bring

in 6% of their network via recommendations!

How are you gratifying them?


While 18% are in interested in

entertaining content, 5% come via social search on products & news.

What after they ‘Like’ you? Do you have a plan?


Special Offers & Deals 43%

Current Customers 23%Other

1%

Service/ Support or Product News

3%

Interesting/ En-tertaining Content

23%

Friends are fans of Brand6%

Chart Title

WHY PEOPLE ‘FOLLOW’ BRANDS ON TWITTER?


UNLIKE FACEBOOK ON TWITTER

A whooping 47% of Followers are looking for deals…

Plan your offers/ deals in advance to keep the interest going


A mere 23% of your

existing customers bring about

6% of their network


And 23% of

users follow you for cool content, that they can re –tweet and promote themselves


AND HOW MANY BRANDS DO THEY ACTUALLY KEEP TRACK OF

1 2 to 5 5 to 10 10 or more

12

53.4

21.2

13.2

Nearly 53.4 % people follow 2 – 5 brands on Facebook & Twitter… Are you one of them?


WHAT HAPPENS AFTER

THE “LIKE” OR “FOLLOW”

ARE THOSE BRANDS CONSIDERED WHEN IN THE MARKET, SHOPPING FOR PRODUCTS OF A PARTICULAR CATEGORY?


NEVER 3%

SOMETIMES 29%

USUALLY 42%

ALWAYS 27%

PEOPLE WHO FOLLOW BRANDS ON FACEBOOK CONSIDER THEM BY 42% USUALLY WHEN SHOPPING FOR PRODUCTS OF A PARTICULAR CATEGORY

FROM THIS ANALYSIS WE REALIZE THAT 98% PEOPLE DO CONSIDER THE BRANDS THEY LIKE ON FACEBOOK WHILE IN THE MARKET


THIS NUMBER GOES UP ON TWITTER, WHERE 48% OF PEOPLE WHO FOLLOW BRANDS DO CONSIDER THEM WHILE MAKING A PURCHASE OF PRODUCTS IN A PARTICULAR CATEGORY

FROM THIS ANALYSIS WE REALIZE THAT 97% PEOPLE DO CONSIDER THE BRANDS THEYFOLLOW ON TWITTER WHILE IN THE MARKET

NEVER 2%

SOMETIMES 27%

USUALLY 48%

ALWAYS 24%


AND FINALLY DO THEY REALLY BUY?


NEVER SOMETIMES USUALLY ALWAYS

Series1 2.99 36.66 42.69 17.46

2.5

7.5

12.5

17.5

22.5

27.5

32.5

37.5

42.5

42% OF FACEBOOK USERS USUALLY BUY THE BRANDS THEY LIKE AND 17% ACTUALLY DO BUY!!


NEVER SOMETIMES USUALLY ALWAYS

Series1 3.14 31.37 45.88 29.61

2.5

7.5

12.5

17.5

22.5

27.5

32.5

37.5

42.5

47.5

THE GOOD NEWS IS 45% OF TWITTER USERS USUALLY BUY THE BRANDS THEY FOLLOW AND 29% ACTUALLY DO BUY!!


23.6% 24%

70%

WHAT’S THEIR ONLINE EXPERIENCE LIKE?...

DOWNLOAD A BRAND APP CO CREATE BRANDED CONTENT

EXPERIENCE THE BRAND VIACONTESTS & SWEEPSTAKES


TO CONCLUDE

SOCIAL MEDIA IS NOT ANOTHER ACCESSORY IN YOUR MARKETING PLAN!


IT IS THE CORE OF YOUR BRAND OUTFIT!


By Nipun Kapur Social Media Evangelist & Online Reputation Management Specialist

Managing Director DRAFTFCB Interactive card.ly/nipunkapur

http://card.ly/nipunkapur