eMarketer: How Facebook Brand Fans Interact Post ‘Like'

Originally posted in eMarketer

Fans will ‘like’ and share content, but will also ‘unlike’ a brand if they aren’t happy

Hoping to build engagement with their fans on Facebook, brands and companies chase after “likes.” But engagement means different things to different people, and consumers are open to several different ways to interact on the social site.

A January 2011 survey from Chadwick Martin Bailey and Constant Contact asked Facebook users who were fans of companies how they interact with brands on the site. Most (77%) read the content posted by a brand, but only 17% said they share information about the brand with others.

“The Evolution of Facebook Brand Fans” study, from DDB Worldwide and OpinionWay Research, went a little deeper. The survey, from July 2011, found that 83% of US Facebook users who have “liked” a brand have also clicked the “like” button for content published on a brand’s Facebook page. Worldwide, 80% had done the same. Other popular ways to engage included recommending friends also “like” the brand (60% in the US and 55% worldwide), taking information published by a brand and passing it to a friend (57% and 58%), posting content from a brand on a user’s wall (56% and 52%) and leaving comments on posts from the brand (53% and 50%).

Both of these studies show that Facebook users are engaged with companies’ brand pages and want to read content, share with friends and post brand content long after originally “liking” a page. But “unliking” is also a very real possibility. The DDB Worldwide and OpinionWay Research study also asked users why they might break up with a brand on Facebook.

Most of the responses related to the information brands provide, with 46% of both US and worldwide Facebook users saying they would unsubscribe from a brand page if the information was not interesting. Interestingly, worldwide users were more likely to unsubscribe if the brand itself was no longer of interest (49%), while US users were more sensitive if the brand posted information too often (46%).

Marketers know that building a Facebook page is not just about collecting “likes” but building relationships with these fans and getting them to share and discuss brand-related content. Fortunately, consumers are willing to do so if the content posted is relevant and interesting, and marketers can leverage that to keep pages growing.

New York Times: Accounts and People of Note in the Ad Industry

Originally published in the New York Times

Arnold Worldwide, Boston, opened an office in Shanghai. The office has 10 employees and there are plans to hire about 20 more by the end of the year. Arnold Worldwide is part of the Havas Worldwide division of Havas.

Sara Bamber and Paula Fedoris joined the New York office of DraftFCB, part of the Interpublic Group of Companies. Ms. Bamber becomes executive vice president and chief strategy officer at DraftFCB New York, succeeding Vita Harris, who was recently promoted to the new post of global chief strategy officer for DraftFCB. Ms. Bamber had been global head of strategy on the Coca-Cola account at SapientNitro, part of Sapient. Ms. Fedoris becomes executive vice president and chief analytics officer, a new post; she had most recently been senior vice president for strategic services at Digitas Health, part of the Digitas unit of the Publicis Groupe.

Julie Berger joined the Los Angeles office of Horizon Media as West Coast digital vice president and managing director. She succeeds Cheristy Bunyan, who left to take a marketing post in consulting at SocialTyze, Manhattan Beach, Calif. Ms. Berger had most recently been vice president and digital group account director at Initiative, part of the Mediabrands unit of the Interpublic Group of Companies.

Matt Broom, director for worldwide strategic partnerships at Doremus, New York, was promoted to a new post, president for international.

Autumn Callahan and Erica Harris joined Rawle Murdy Associates, Charleston, S.C. Ms. Callahan becomes traffic director; she had been assistant director for marketing at Kiawah Development Partners, Charleston. Ms. Harris becomes an account supervisor; she had been director for communications at Wings for Kids, Charleston.

Matthew Casselton and Gary Gonya joined Doner, Southfield, Mich., in new posts. Mr. Casselton becomes executive vice president and director for digital strategy; he had been director for digital strategy at Team Detroit, Dearborn, Mich., part of WPP. Mr. Gonya becomes senior vice president and director for account planning; he had been vice president and planning director at Leo Burnett, Chicago, part of the Publicis Groupe.

Colle & McVoy, Minneapolis, part of MDC Partners, hired five employees. They are: Kyle Johnson, a social media monitoring and Web analytics strategist; Colleen Marion, a new business manager; Melissa Meyer, an account director; Caitlin Roemhildt, an assistant account executive; and Tricia Schlaefer, an assistant account executive.

Digital and Direct, known as DAD, was acquired and absorbed by SapientNitro, part of Sapient, for £26 million, or about $41.7 million. The headquarters in London and offices in Amsterdam and Munich will become part of SapientNitro.

John Domas will join Y&R as chief executive and country manager for Y&R Poland, Warsaw, effective on Oct. 1. He succeeds Beata Monka, who left to join Canal+ Cyfrowy, a Polish media company, as president and chief executive. Mr. Domas had been partner and chief executive at the Big Idea Group.

Nan-Kirsten Forte joined Travel Ad Network, New York, as chief executive. She assumes the post from Brian Silver, who continues as president and will lead a new division, travel publisher and advertiser services. Ms. Forte had been executive vice president for brand development and chief innovation officer at WebMD.

Function(x), New York, controlled by Robert F. X. Sillerman, hired seven employees. They are Brad Elders, head of media sales; Lisa Failla, head of talent; Robert Koshar, head of advertising operations; Jason Reindorp, head of communications; John Small, head of corporate strategy and development; Chris Stephenson, chief marketing officer; and Pete Thomas, head of analytics.

Christine Gimber joined Chadwick Martin Bailey, Boston, as account executive for the financial services practice. She had most recently been global account manager at Gartner, Boston.

GolinHarris, Chicago, part of the Interpublic Group of Companies, named a new worldwide leadership team as part of reorganization plans. Gary Rudnick, who had duties that included leading the Midwest region, becomes president for the Americas. Also, Jonathan Hughes and Matt Neale, co-leaders of European operations, become presidents for international. Messrs. Rudnick, Hughes and Neale report to Fred Cook, chief executive.

Kandace Hudspeth joined McCann New York in a new post, executive strategy partner for creative technology, leading the digital and social strategy practice. She had been global strategy manager on the I.B.M. account at Euro RSCG 4D, part of the Euro RSCG Worldwide unit of Havas Worldwide, which is owned by Havas. McCann New York is the flagship office of McCann Erickson Worldwide, part of the McCann Worldgroup division of the Interpublic Group of Companies.

Lopez Negrete Communications, Houston, hired two executives. Gustavo Foldvari becomes group planning director in the strategic planning unit, a new post; he had been international planning director and worldwide director for mind, mood and moments at DraftFCB, part of the Interpublic Group of Companies. Luis Vargas becomes executive group account director on the Wal-Mart account, succeeding Frank Sendra, who is now working in new-business development. Mr. Vargas had been director for neighborhood marketing and merchandise at Winn-Dixie Stores.

Kathy Ofsthun, a senior project manager at Chadwick Martin Bailey, Boston, was promoted to account director for the retail research practice.

Darryl Ohrt joined Carrot Creative, Brooklyn, in a new post, chief creative officer. He had held the fanciful title of prime minister of awesome at Humongo, Danbury, Conn., which he founded as Plaid and was subsequently acquired by the Source Marketing unit of MDC Partners.

Ron Plante joined GMC, Atlanta, formerly Gospel Music Channel, in a new post, senior vice president for research. He had been running his own research consultancy, RCp Research, and before that worked for television companies like Lifetime, NBC and Star TV.

Paul Rostkowski joined Varick Media Management, New York, part of MDC Partners, as president. He succeeds Neeraj Kochhar, who is now managing director for digital media at Integrated Media Solutions, which is also owned by MDC. Mr. Rostkowski had been chief revenue officer at LucidMedia Networks.

Colleen Soriano joined Universal McCann, New York, in a new post, senior vice president and United States director for digital communications. She had been senior partner for engagement planning at MEC, part of the GroupM unit of WPP. Universal McCann is part of the Mediabrands division of the Interpublic Group of Companies.

Clyfford Still Museum, Denver, named Cactus, Denver, to provide marketing and advertising services for the museum, which is to open on Nov. 18. Spending has not been determined.

Amy Stratton joined Rocket Red, Dallas, in a new post, director for client services. She had been account director at Group 360 Worldwide, Plano, Tex.

Vibrant, New York, opened operations in the Asian-Pacific market through a partnership with Avid Media, Sydney, Australia, which is led by Pamela Phelan, a former Vibrant executive.

Jason Wagenheim rejoined Condé Nast Publications, New York, part of Advance Publications, as publisher of Glamour magazine. He assumes duties from Bill Wackermann, who continues as executive vice president and publishing director at Condé Nast, overseeing Glamour and other magazines like Bon Appétit. Mr. Wagenheim had been publisher of Entertainment Weekly, New York, part of the Time Inc. unit of Time Warner, and before that worked at Condé Nast magazines like Condé Nast Traveler and Vanity Fair.

Katie Whitmore joined MicroMass Communications, Cary, N.C., as business development research associate. She had been a marketing associate at Grubb & Ellis/Thomas Linderman Graham.

World of DTC Marketing: As consumers age there is a shift to health & wellness

Originally published on World of DTC Marketing

Article by Richard M.

MarketingProfs: Facebook Brand Fans More Likely to Recommend, Buy Products

Originally Published on MarketingProfs

Nearly six in ten (56%) Facebook users who "like" brands on the social networking site say they are more likely to recommend a brand to friends after becoming a fan, compared with one-third (36%) of brand fans who say they're not likely to do so, according to a study by Constant Contact and Chadwick Martin Bailey.

Below, additional findings from a study by Constant Contact and Chadwick Martin Bailey, which explores how Facebook users who are friends of brands interact with those brands on Facebook.

Buying Behaviors of Fans

More than one-half of brand fans say they're more likely to buy products for many of the brands (16%) or a few of the brands (35%) they "like" on Facebook, compared with 41% who say they're not likely to do so.

Interestingly, brand fans age 50+ are more likely than adults overall to buy more products for at least a few brands (44% vs. vs. 35%).

Brand Content

Facebook users clearly have their preferences on brand communications: 69% of brand fans say they want to hear from some brands more often than others, whereas 31% prefer to hear from all the brands they "like" with equal frequency.

Interestingly, 45% of brand fans say most of the content they receive "is the same."

Interaction With Brands on Facebook

Most (77%) brand fans interact with brands via brand posts, newsfeeds, and offers posted by the brand, whereas 17% share experiences and news stories about the brand with other Facebook users and 13% create their own posts about the brand.

Reasons for "Liking" Brands

Most (58%) brand fans say they "like" a brand on the social site because they are a customer and nearly an equal proportion (57%) become a fan to receive discounts and promos.

Exclusivity is key for many people: 31% of brand fans "like" brands to gain access to exclusive content, while 31% do so to be the first to receive information about the brand.

Other key findings: 

• Only 15% of brand fans say they have "unliked" a brand, whereas 76% have never done so with fans under age 35 the most likely to "unlike" a brand, according to the study.

• 78% of people who "like" brands on Facebook "like" fewer than 10 brands with roughly 33% liking 1-2 brands.

About the data: Findings are from a survey of 1,491 consumers age 18 and older, conducted online via CMB Consumer Pulse in January 2011.

AllFacebook: Are Facebook Fans Useful? Study Says Yes

Originally Published on AllFacebook

Brand managers should become big fans of Facebook fans, according to the results of a new study from Constant Contact and Chadwick Martin Bailey.

The companies analyzed the Facebook habits of 1,491 consumers 18 and older from across the United States, and it found that respondents were more likely to recommend brands to their friends after becoming fans themselves, and that they were more likely to purchase products or services from brands after becoming fans.

The study also found that Facebook is the preferred social platform for interacting with brands, topping Twitter and LinkedIn.

The 10 takeaways from the report, provided by Constant Contact and Chadwick Martin Bailey:

• Consumers interact with their favorite brand on Facebook far more than other social networks;

• 56 percent of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook;

• 51 percent of consumers said they are more likely to buy a product since becoming a fan on Facebook;

• 52 percent of those who go online said that they spend at least one hour per week on Facebook;

• 76 percent of consumers said they have never “unliked” a brand on Facebook;

• 77 percent of consumers said they interact with brands on Facebook primarily through reading posts and news feeds;

• 78 percent of consumers who like brands on Facebook said they like fewer than 10 brands;

• 58 percent of consumers said they like a brand on Facebook because they are a customer;

• 45 percent of consumers said they spend most of their time on Facebook in the news feed; and

• 69 percent of consumers said they want to hear from some brands on Facebook more than others.

Elaborating further on the point mentioned above about Facebook being the preferred platform, it actually finished second, to “none of these,” which was the choice of 59 percent of respondents when asked how they interact with their favorite brands. Facebook was picked by 34 percent, followed by: online community forums or bulletin boards (9 percent), Twitter (4 percent), blogs (4 percent), other (2 percent), LinkedIn (1 percent), and Myspace (1 percent).

There was also a fairly even distribution when respondents were asked how many brands they liked on Facebook, with 33 percent saying one or two, 25 percent answering three or four, 20 percent saying 5-9, and 22 percent going with 10 or more.

When asked why they became fans of brands in the first place, 58 percent of respondents said they were already customers of the company, while 57 percent were eyeing discounts and promotions, 41 percent said they wanted to show support for and spread word about the brand, and 31 percent each answered that they wanted to be the first to get information, and that they wanted access to exclusive content.

Readers, how would you have answered some of the study’s questions about your Facebook behavior when it comes to brand pages?

Article by David Cohen.

Mashable: How Consumers Interact With Brands on Facebook [STUDY]

Originally published on Mashable

People interact with their favorite brands on Facebookfar more than on any other  social network, according to a recent study of online consumer behavior.

The study, conducted by Constant Contact and research firm Chadwick Martin Bailey, analyzed the behavior of 1,491 consumers ages 18 and older throughout the United States and revealed a number of details about how people interact with brands on the world’s largest social network.

When it comes to “Liking” brands on Facebook, the reasons are varied, but for the most part, respondents said they “Like” a brand on Facebook because they are a customer (58%) or because they want to receive discounts and promotions (57%).

Being a fan, for the most part, is a rather passive activity. A whopping 77% of consumers said they interact with brands on Facebook primarily through reading posts and updates from the brands.

A measly 17% of respondents said they interact with brands by sharing experiences and news stories with others about the brand, and only 13% of respondents said they post updates about brands that they Like.

The study also pointed to a number of encouraging stats for businesses, including:

• 56% of consumers said they are more likely to recommend a brand to a friend after becoming a fan on Facebook

• 51% of consumers said they are more likely to buy a product since becoming a fan on Facebook

• 78% of consumers who “Like” brands on Facebook said they “Like” fewer than ten brands

Contrary to another study published in February that stated that 81% of consumers have either “unliked” or removed a company’s posts from their Facebook News Feed, this study reports that 76% of consumers said they have never “unliked” a brand on Facebook.

For brands looking to make the biggest impact on Facebook, it is essential to share compelling content, minimize marketing messages and refrain from overwhelming readers with too frequent updates.

View the complete study here: 10 Quick Facts You Should Know About Consumer Behavior on Facebook

Article by Erica Swallow

Technorati: Tweet, Follow or Get Out of the Way

Originally published on Technorati

With over a 50 percent increase in growth since the beginning of 2011, Twitter is reinforcing its importance in social media marketing.

According to Dick Costolo, Twitter's CEO, Twitter boasts 100 million active users daily, meaning they log into the platform at least once a month and 50 million users log in every day.

Small business owners should take these numbers very seriously. According to the 2011 inbound marketing report done by HubSpot, an online marketing software company, 42 percent of companies said they have acquired a customer through Twitter. 

Your customers all use Twitter in a different way. According to Costolo, a lot of people log into Twitter but don't necessarily tweet. Many users simply follow, but most non-tweeters eventually move from consumption to production.

According to Chadwick Martin Bailey Research Technologies, 79 percent of Twitter followers are more likely to recommend the brands they follow.

For small business owners, whether the users move from consumption to production is irrelevant. The fact that 100 million users are on twitter following brands and celebrities they like is more than reason enough to become an active brand on Twitter.

Making your brand available to 100 million active users is a good use of resources.

With so many social media tools to choose from, it's important to recognize that you shouldn't try and do it all. Before you begin, define your goals on Twitter and whatever other social media platform you use for your business, this way you know what success looks like before you get started.

"A Small Business Guide to Success" is a good article to read for tips on how to begin using social media marketing for your small business.

For more information on how to use Twitter as part of your social media marketing mix, sign up to receive a free webinar on demand, that walks you through social media marketing for your small business.

Article Author: Mikaela Louve

People on the Move: Kathy Ofsthun Appointed Account Director

Originally published in Research Magazine

Consumer behaviour research firm Shoppercentric (UK) has hired Louise Lear as a director. Lear was previously a freelance qualitative researcher and before that worked for Research International and Synovate.

Kathy Ofsthun has joined Chadwick Martin Bailey (US) as an account director in the retail practice. She has spent 18 years in the research industry and worked with clients including Disney, the NFL, Converse and NBC Universal.

US customer acquisition firm Defender Direct has hired Valory Myers as marketing research director. She joins from Radius Global Market Research where she oversaw business development and account management initiatives for a range of clients.

Andy Buckley has been appointed head of research at consumer insight agency Join the Dots (UK). He joined the firm in 2008 and was previously in charge of the communities team.

Singapore-based recruitment agency Asia Research Recruitment as hired Wynne Cheng as a senior consultant. She previously worked in the research industry with Kantar Worldpanel in Taiwan and TNS-RI in China.

The UK Social Policy Association has named Sue Duncan, the country’s first ever chief government social researcher, as its new president. She is currently an independent social researcher and succeeds Nicholas Timmins in the role.

Jeff Simpson has been made SVP of retail and consumer brands at US-based targeted marketing agency Harte-Hanks. He will continue to oversee the marketing strategy and customer insight team at the firm.

In the US, MarketVision Research has promoted Allison Fulcher to research manager in the client services team and Greg Wurst to director of IT services.

Dulce Paredes has been appointed vice president of consumer insights and market research at Takasogo Flavours in the US. She was previously at Avon products where she led a global R&D consumer sciences group.