Merging of Traditional Media, SEM and Social Marketing
I wrote last week on Brands and Social Media that 33% of Facebook users have become fans of brands.
That sort of number begs a follow-up question to be asked. What is the value of a Facebook fan? Well according to two companies called Syncapse and Hotspex, the average value of a Facebook fan for the twenty largest corporate brands on Facebook is $136.38. (see PDF of report).
Social media marketing has proven to be very successful for B2C marketing, but how is it for B2B marketing?
Not that good according to a study by lead generation provider LeadForce1. LeadForce1 looked at where visitors to B2B Websites from social media sites like Facebook, Twitter, LinkedIn and Wikipedia went.
There conclusion was that traffic from the top social media sites were generally uninterested in product or contact pages, suggesting they were not in the market for the company’s products or services.
Visitors from Facebook were most likely to check out a company’s “about” page or blog posts.
Following up on my post from earlier this week on Brands and Social Media and how social network users interact with brands.
At the end of that post I mentioned that my Twitter stream is full of people asking for brand recommendations and it seems that this is not that unusual. According to an April 2010 study by ROI Research, 33% of active Twitter users, at least once a week, share opinions about companies or products, while 32% make recommendations and 30% ask for them.
Social media has become such an important marketing channel for brands that it is not surprising to read that a February 2010 survey by Chadwick Martin Bailey showed that 33% of Facebook users have become fans of brands.
Read that again. A third of Facebook users have became fans of a brand. That is pretty amazing to me. And leads me to ask the obvious follow-up question: Why?
Well coupons are by far and away the most popular driver of brand interactions in social networks. After that, people say that learning about sales and new products is also a strong motivator for them to fan brands.
