Consumer Psychology for a Digital Age

Heineken – Q: How Much are our Facebook Fans Worth? A: 80 Extra Bottles a Year Each ($25.8M)

So the 83,812 Facebook fans of Heineken’s leading UK cider brand Bulmers each consume 80 bottles more per year than average (non-fan) adopters.

Or £198.64 (US $308.99) more revenue per fan per year.  That’s a cool $25.8 million extra coming in from the brand’s Facebook fans.

That’s the finding of a new study by market research company TNS, along with social media pioneers We Are Social.  In a simple controlled study (comparing reported consumption among adopters (fans vs. non fans (in a TNS panel)), TNS found that consumers connecting with Bulmers via Facebook were more valuable than average customers.

Research biases notwithstanding, some may take this as evidence of the value of social media – or that Facebook marketing pays off – encouraging people to buy more.  Of course it is nothing of the kind (the most parsimonious explanation is that people who consume more are simply more likely to connect with the brand on Facebook).

But what the study does show is that Facebook may have significant potential as a useful targeting tool for heavy/valuable users (propensity to (re)purchase/recommend).  Facebook is a flypaper for brand fans. Therein lies its value.

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Today’s article is sponsored by Milyoni: The Leader in Social Entertainment
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Comments (4):

  1. Jay chou

    September 19, 2012 at 10:32

    Yes, I totally agree with your point of view. Since Facebook has become one of the most powerful tools for interaction among people from various fields, we are no longer isolated from each other on the internet. Among the various factors, fans’ number and likes are the most essential ones of determining users’ power of influence, the latter one even being placed more importance by users for commercial purpose. Regular means of getting facebook likes involve gathering up interesting topics, stories and pictures to enhance relationship with the fans, which is tough and time consuming. My site has been engaged in social service for years and focusing on providing guaranteed facebook likes to meet clients for various purposes. We assure to offer you the best quality with the lowest price. If you are unsatisfied with our service, 100% money back is also guaranteed. For more information, please refer to http://www.purchasefblikes.com.

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