Daedalus consumer engagement on facebook
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Transcript of Daedalus consumer engagement on facebook
1
Consumer Engagement on Facebook – the Romanian Perspective
2Agenda
• Methodology • The Landscape• The Triggers• The Turn-Offs• Lessons Learned
3
Methodology
4Methodology
Who?
600 Internet users,
18-55 y.o. cities >
50k, logged on Facebook
in P6M
When?
January 2013
What?
Survey
How?
Online interviews
using Daedalus
Online consumer
panel
5
The Landscape
6Interactions with brands on Facebook
SN 7. Approximately how many brands do you have in your list of friends, for how many did you Like on Facebook?
12brands
N*=157
*Base: Respondents who live in the city and are Facebook users who can approximate the number of brand pages they like (extreme values were excluded)
13%
48%
39%
None At least one Cannot approximate
N=401
How many brands do they follow?
Older users (44-55 y.o.), full time employees, high income, are less likely to have a page Liked
Younger users, students and those from Moldova have Liked more pages than the average
How many brands?
7Top industries having engaged visitors on Facebook
SN 11. Which is the Facebook brand page you enter most often?
N*=349%
12.3
11.2
9.7
7.2
6.9
5.7
5.2
4.9
4.0
2.9
2.9
2.6
2.6
0.9
0.6
0.3
0.3
Clothes - brands or stores
Cosmetics/Personal care
Media / Entertainment
Consumer goods stores
IT&C
Food (including sweets)
Beer
Auto
Coffee or mixes
Electronic/Home appliances stores
Detergents & home care products
Newspapers and magazines
Non-alcoholic beverages (excluding carbonated soft drinks)
Banks & financial services
Petrol stations / Gas
Pharmacies
Carbonated soft drinks
*Base: Respondents who live in the city, are Facebook users and liked a brand
8Consumer interaction with their most visited brand on Facebook
SN 12. Approximately, how often did you make these activities on the Facebook page of BRAND, in the past month?
4.2
12.0
33.8
34.1
41.9
57.8
54.5
75.6
81.5
11.4
18.2
21.4
19.5
22.4
14.9
20.1
10.4
8.8
27.6
28.9
21.1
22.7
16.9
12.3
11.4
6.8
5.2
25.6
19.8
13.0
14.0
9.1
8.4
6.8
4.5
2.6
31.2
21.1
10.7
9.7
9.7
6.5
7.1
2.6
1.9
Never
Only once
Once every 2-3 times a week
Once a week
Several times a week
I entered on the brand’s page
I posted a comment
I gave like to an article posted by brand
I posted/loaded a picture/video
I shared an article
I told someone face to face/on the phone about something on the page
I took part to an offer/promotion/online contest
I bought products in order to
participate to a promotion/ contest on the Facebook page
I took part offline to a
charitable/volunteer action/ along with other brand’s fans
N*=308%
Did it at least once a week **
%
*Base: Respondents who live in the city, are Facebook users and mentioned their most visited brandpage
**T2B: 4.Once a week+5. Several times a week
56.8
40.9
23.7
23.7
18.8
14.9
13.9
7.1
4.5
Passive/ Low involvement
Active/ High involvement
9Consumer interaction with brands on Facebook - by industries
SN 11. Which is the Facebook brand page you enter most often? SN 12. Approximately, how often did you make these activities on the Facebook page of BRAND, in the past month?
FMCG
Cosmetics/Personal care
Clothes - brands or stores
Media / Entertaiment
IT&C***
Other industries***
1.40
1.60
1.80
2.00
2.20
2.40
4.20 4.40 4.60 4.80 5.00 5.20 5.40 5.60
DIVERSITY(average number of different activities)*
IN
TEN
SITY
(m
onth
ly fre
quency)*
*
*Last month’s average number of different interactions with most often visited brand’s page – on a scale from 1 to 8
**Last month’s average frequency of interaction with most often visited brand’s page, on a scale from 0 through 12 times a month
***Treat data with caution due to small base size
Purchase products for promotion
Give Like, Comment, Enter online promotions
Enter the page,Give Like,Tell others,Share content
Enter page,Tell others,UGC
Activities performed more often than the average
10Consumer interaction with brands on Facebook - by demographics
SN 11. Which is the Facebook brand page you enter most often? SN 12. Approximately, how often did you make these activities on the Facebook page of BRAND, in the past month?
Male
Female
18-24 y.o.
25-34 y.o.
35-44 y.o.
45-55 y.o.
Low education
Medium Education
High education
Employer***Full-time employee
Part-time employee***
Pupil/Student
Other non-working
1.70
1.80
1.90
2.00
2.10
2.20
2.30
2.40
2.50
2.60
4.00 4.20 4.40 4.60 4.80 5.00 5.20 5.40
*Last month’s average number of different interactions with most often visited brand’s page – on a scale from 1 to 8
**Last month’s average frequency of interaction with most often visited brand’s page, on a scale from 0 through 12 times a month
***Treat data with caution due to small base size
DIVERSITY(average number of different activities)*
IN
TEN
SITY
(m
onth
ly fre
quency)*
*
Share more
Activities performed more/less often than the average
Share less
11
The Triggers
12Reasons for giving Like to a Facebook page
SN 7. Approximately how many brands do you have in your list of friends, for how many did you Like on Facebook? SN 8. Which are the main reasons you gave Like to brands, onFacebook? I gave Like to a brand because…
Top reasons users give Likes to brands
%
N**=349
51.6
46.1
36.4
29.2
27.2
17.8
12.6
10.6
10.3
0.9
Is the brand I love/ I like it very much
I usually consume/use the products or services of this brands
I wish to be informed on what new things this brand comes up with
I heard about a promotion / special offer it had back then
It had volunteer activities / a
social/humanitarian campaign
It had an Ad on Facebook that caught my attention
Someone shared it with me
It was in the contacts list of my acquaintances/friends
It usually has interesting/entertaining
games/applications
Other than these
**Base: Respondents who live in the city, are Facebook users and liked a brand
Young persons and those more educated are driven more by this reason
Happens to a lower extent in cities below 200kinhabitants
13
The Turn-Offs
14
Yes
44.7%
No
45.0%
I didn't
know I
can give UnLike
10.3%
Facebook brands turn-offs
SN 9. Have you ever gave UnLike on Facebook page of a brand ? SN 10. Which are the main reasons you gave UnLike to brands on Facebook? I gave UnLike to a brand because…
N*=349
*Base: Respondents who live in the city, are Facebook users and liked a brand
**Base: Respondents who live in the city and are Facebook users who unliked a brand
Give UnLike to a brand on Facebook
UnLike brands to a lower extent
UnLike brands to a higher extent
Older target are less aware that they can UnLike brands
N**=156
50.0
44.2
33.3
20.5
10.9
5.1
It posts too often
I didn't like it so much any longer
I was disappointed with a product/service
I was disappointed with a promotion
It wasn't that popular anymore
Other than these
Why do they give UnLike to brands?
Those with high education are annoyed more by this brand behavior
Youth and smaller urban dwellers react to a higher extent to poor content.
15What drives users away by reasons of giving Like (1)
50.0
44.2
33.3
20.5
10.9
5.1
SN 8. Which are the main reasons you gave Like to brands, on Facebook? SN 10. Which are the main reasons you gave UnLike to brands on Facebook?
-2.7
3.1
7.2
5.2
4.0
-1.0
Deviations from Total
I usually
consume/use the products or services of this
brandsN*=74
TotalN*=156
I wish to be informed on what
new things this
brand comes up with
N*=63
Is the brand I love/ I like it
very muchN*=80
I heard about a
promotion / special offer it
had back then N*=49
It usually has interesting/
entertaining games/applicati
onsN*=18!
0.8
3.4
1.6
-1.5
1.8
1.2
-6.2
2.1
6.7
3.3
-4.6
2.4
3.1
4.8
3.4
12.2
-2.7
1.0
-11.1
-16.4
-5.5
12.8
0.2
6.0
It posts too often
I didn't like it so much any longer
I was disappointed with a product/service
I was disappointed with a promotion
It wasn't that popular anymore
Other than these
Significant differences toward Total Sample (level of confidence 95%)
Treat data with caution due to small base size!*Base: Respondents who live in the city and are Facebook users who unliked a brand
Reasons for Liking Facebook pages
Rea
son
s fo
r U
nLi
kin
gFa
ceb
oo
k p
ages
16What drives users away by reasons for giving Like (2)
50.0
44.2
33.3
20.5
10.9
5.1
SN 8. Which are the main reasons you gave Like to brands, on Facebook? SN 10. Which are the main reasons you gave UnLike to brands on Facebook?
-2.6
-2.1
3.5
-10.0
4.9
5.4
Deviations from Total
It was in the contacts list of my
acquaintances/friendsN*=19!
TotalN*=156
Someone shared it with me
N*=18!
It had volunteer activities / a
social/humanitarian campaign
N*=43
It had an Ad on Facebook that
caught my attention N*=24!
5.6
0.2
-16.6
-3.8
5.8
-5.1
-3.5
-2.3
1.6
0.4
-1.6
-0.4
25.0
-2.5
-12.5
-3.8
1.6
-5.1
Treat data with caution due to small base size!*Base: Respondents who live in the city and are Facebook users who unliked a brand
It posts too often
I didn't like it so much any longer
I was disappointed with a product/service
I was disappointed with a promotion
It wasn't that popular anymore
Other than these
Reasons for Liking Facebook pages
Rea
son
s fo
r U
nLi
kin
gFa
ceb
oo
k p
ages
17
Lessons Learned
18LESSONS LEARNED
• There are two segments by age, to address differently:
• young consumers that are easy to convince but easy to lose as well – focus on
relevant content
• older consumers, more difficult to reach but more loyal – use cross channel
activities
• Consumers connect with brands on Facebook mainly because they already love
them and want to stay in touch with them. Therefore “noblesse oblige” – poor
performance on Facebook may affect the brand equity
• Quantity do not replace quality: high frequency posting may turn off the
fans, especially when content is not very relevant
• Best way to keep fans connected on Facebook is to involve them. CSR
activities, product evaluation/design, games, etc. – are the type of activities that
keep fans engaged
Thank You!