Boston, MA November 2, 2010- With more than 500 million people on Facebook worldwide, brands and businesses are highly focused on creating memorable experiences and keeping their Facebook “Fans” engaged. Fan Pulse, a new offering from Boston-based market research firm Chadwick Martin Bailey and powered by Brand Networks’ Social Survey Application, an application on the Facebook Platform, enables businesses to better understand the needs and expectations of their Fans by conducting research in their Fans’ News Feed. The result is a deeper understanding of the “Fan” experience and insight into potential improvements to their Facebook Page and overall Facebook marketing strategy.
“Our clients understand the value of social media, and particularly Facebook in helping them engage their customers and reinforce their brands,” says Judy Melanson, vice president at Chadwick Martin Bailey. “As the number of people interacting with brands on Facebook continues to grow, our clients have been looking for help in understanding how well their content aligns with their Fans’ needs. Utilizing Brand Networks’ unique technology, Fan Pulse gives our clients’ Marketing and Digital Teams the ability to find out more about how well they’re doing and what Fans want in the future. “
Unlike other market research methodologies that require Fans to leave Facebook in order to provide feedback, Fan Pulse leverages Brand Networks’ Social Survey application to enable completion of a survey in their News Feed without ever leaving their Personal Profile. This increases the likelihood of participation and enhances the user experience.
Fan Pulse provides brands with a deeper understanding of Fans’ expectations and preferences by asking about a variety of topics such as; Facebook usage behaviors in general (frequency, activities), motivations for becoming a Fan/liking a page, general communication preferences such as type, volume, or even reactions to potential new content ideas/programs/applications.
“We’re thrilled to partner with Chadwick Martin Bailey on this offering,” says Jamie Tedford, CEO of Brand Networks. “Our Social Survey application bundled with the smart, strategic and analytical resources at CMB makes Fan Pulse a unique and powerful solution. Marketers that embrace customer insight and leverage the ease of News Feed applications in their Facebook marketing efforts will be rewarded with greater Fan loyalty, evangelism and incremental sales.”
About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain and grow their customer base. In 2009 CMB was listed on the Honomichl Top 50 and continues to demonstrate thought leadership at numerous conferences worldwide. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables. www.cmbinfo.com
About Brand Networks
Brand Networks is a leading Social Solutions company with headquarters in Boston and a Social Application Studio is in Rochester, NY. Their clients include Sperry Top-Sider, Warner Brothers, and Monster.com to name a few. And they are proud to have been named a “Preferred Developer Consultant” by Facebook.
By traditional definitions, Brand Networks is equal parts strategic consultancy, creative boutique, web development shop, and media agency. In the evolving social media vernacular, Brand Networks helps clients recruit, engage and reward networks of Fans, friends and followers. In addition to Social Survey, Brand Networks other Social Solutions include: Social PIX, Social Slideshow, Social Screening, and Social Quiz. Most recently, Brand Networks has launched a new offering called “GO” which is a promotions platform for Facebook Places. www.brandnetworksinc.com
Facebook® is a registered trademark of Facebook Inc.
New consumer research from Chadwick Martin Bailey and iModerate Research Technologies explores the how, what and why behind the Social Sharing phenomenon
Boston, MA September 28, 2010- A recent study from Chadwick Martin Bailey and iModerate Research Technologies found that close to half (49%) of consumers share content online at least once a week, with the vast majority being shared through e-mail (86%) and Facebook (49%).
This shows that even with all the buzz around social media, email is still a key component to any online marketing initiative. Still for those 18-34, the use of the two methods are already close to even while for those 35 and over, email is still the primary way they share content online (93%).
“Social media has opened up new opportunities for marketers to amplify their brand, build loyalty and connect with consumers,” says Jeff McKenna, senior consultant at Chadwick Martin Bailey. “Creating relevant, sharable content needs to be part of the overall marketing strategy, as it is an important vehicle for Word of Mouth advertising.”
When it comes to deciding what to share, entertainment value tops the list. The research found that 72% of people share because they find something interesting or entertaining, much more than thinking about what recipients might value (58%). Give consumers a reason to laugh and you’ll give them a reason to share, 58% say they share content online to get a laugh.
John LoGioco Vice President from Outbrain, a leading content recommendation engine adds:
“Content marketing has become a key strategy to many digital marketers. Our experience shows that readers prefer content that is interesting, and look at the source of the content (organic vs. branded) as secondary. As long as the content is interesting to the reader, they are likely to click, have a positive experience and therefore, more likely to share it within their social circle.”
In terms of sharing branded vs. unbranded content, 58% said it doesn’t really matter, with 14% saying they are more likely to share branded content, and 10% are actually less likely to share content that is branded. In consumers’ own words:
“Who makes the content is not as important to my choice to share as is the relevance to the person I would be sending it to…” Male, age 30-34
“I don’t care who makes it or where it comes from. I care about the content” Male, age25-29
“If I find the info useful I will share it no matter if it’s homemade or branded” Female, age 18-24
About This Research
An executive summary report with additional findings from this study is available as a free download from Chadwick Martin Bailey. Data was collected from 1,504 adults (aged 18 and over) via a nationally representative online survey questionnaire within the United States by Chadwick Martin Bailey the week of August 23rd. In addition iModerate Research Technologies conducted one-on-one discussions to more fully contextualize their social media behaviors.
About Chadwick Martin Bailey
Chadwick Martin Bailey is a Boston-based custom market research firm who works with many of the most successful companies and best known brands in the world to help them acquire, maintain, and grow their customer base. In 2009, they were listed on the Honomichl Top 50 and continue to demonstrate their thought leadership at numerous conferences worldwide. Chadwick Martin Bailey focuses on using leading-edge research techniques to collect and translate the data into simple, business decision-focused deliverables. www.cmbinfo.com
About iModerate Research Technologies
iModerate Research Technologies listens, connects and digs deeper with consumers online to provide the research story organizations need to win in the marketplace. Years of research and development by veteran field experts, as well as analytical specialists, produced the concept, methodology and software that have allowed iModerate to help Fortune 500 companies, large and boutique research firms and prominent organizations strengthen their research results. Focused on providing customized qualitative solutions, iModerate is broadening online research capabilities by delivering essential qualitative insight. iModerate is based in Denver, Colorado. For more information please visit www.imoderate.com