eMarketing

Brand fans make Facebook a social marketing vehicle
Facebook is a Social Marketing Vehicle, organisations use facebook to make a lot of publicity. They can sensitize a lot of peolple with normals options. Many people use Facebook every day and like that his organisations are sure to touch a lot of consumers. With facebook they are sure to touch consumers wich are target. Consumers can be fan of brands and follow all news products during all the year.

It is a unit of branded content that is delivered by four main vehicles:

• Page Publishing
• Stories about friends
• Sponsored stories
• Ads with social

Many types of Facebook users

• Fans: These are users who directly "likes" a certain brand, affinity for the brand
• Friends of Fans: These are users who are not explicitly stated that they "likes" the brand
• Non-Fans: These are users who have no connection with a particular brand

Social media audience analysis

• Demographic Analysis

For example: "Starbucks actually has a fairly young demographic profile for its Fans with more than 40 percent under the age of 25, and 18-24 year olds accounting for more than a quarter of all Fans (26.5 percent)"

• Behavioral Analysis

November 12, 2012

Friends of Fans: Extending the Social Influence of Fans

A research proved that friends of Fan represent an important audience
For instance, for the top 100 brand pages, 34 friends of fan can be reached for every fan
Friends of fans represent an audience bigger than the fan base.
Marketers need to reach friend of fan for many reasons (brand building or increasing consumption).

Brands can also take advantage of these users’ social proximity to Fans to deliver stories about those Fans’ interest and engagement with their brand.

Reaching Consumers at Scale with Branded Content

Most of the time, we attach less importance to social medias than other media channels that deliver branded content at scale. A research shows that in certain cases it could warrant such consideration given its ability to deliver impressions comparable with that of other digital ad campaigns. Most marketers would agree that while media is bought and sold on an impression basis, their true goal is to reach people – particulary those in their target demographic.

Social Media Reach, Frequency & GRPs

We should attach more importance to social medias, given its ability to deliver impressions comparable with other digital ad campaigns. Facebook provides the opportunity to deliver brand impressions with social context.
Measuring the impact of these brand impressions enables brands to realize the value of social media as an integral component of the marketing –mix. Social media brand impressions must be quantified and translated into traditional media planning variables.

• reach
• frenquency
• GRP (GRP: Gross rating point, it measure advertising impact)

Facebook Offers Global Marketing Channel for Brands

The most common questions that arise in evaluating social media efforts are “What is a Fan worth?” and “What is the return on my social media investment?” Answering such queries must begin with quantifying the value of a Fan, which we might consider in the following ways:

• Increasing engagement and loyalty among Fans
• Generating incremental purchases among Fans
• Positively influencing Friends of Fans

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