It’s no wonder Facebook is going through the roof, in terms of advertiser interest, when studies like The Facebook Factor:
Quantifying The Impact Of A Facebook Fan On Brand Interactions from Forrester deliver confirmations like the following:
- Facebook fans are much more likely to purchase, consider, and recommend brands. Forrester tested against four brands –
Best Buy, Coca-Cola, BlackBerry, and Walmart — and found that a Facebook fan has a significantly higher probability of brand interaction. “Smartphone owners who are Facebook fans of BlackBerry, for example, are 5.6 times more likely to have made a purchase from BlackBerry in the past 12 months than non-fans, with everything else held equal. And Facebook fans of Best Buy are about twice as likely to purchase from and recommend Best Buy. In the case of Coca-Cola, even though 71% of online Americans purchase the product,
Facebook fans have a probability of 95% of doing so.“
- Facebook “fandom” has the largest impact on purchase. For Best Buy, being a Facebook fan meant you were 5.3 times more likely to buy than would a non-fan. And fans were far more likely to recommend the brand, too.
- The value in your Facebook fan base is in their willingness to recommend. Facebook fans of each brand were much more likely to recommend them than non-fans. BlackBerry owners who were Facebook fans had an 87% probability of recommending BlackBerry to a friend or relative, while a BlackBerry owner who doesn’t engage with the brand on Facebook had a 44% likelihood. And they were three times as likely to recommend BlackBerry as were non-fan smartphone owners.
In other words, marketing via Facebook is incredibly powerful. It’s why the Lead Generation Machine was created: to let marketers, big and small, leverage social media channels for their extraordinary ability to drive loyalty, conversation and evangelism around their brand and products.