Facebook: The Power of “Like” Marketing

OKISSmetrics facebook A great feature of Facebook is that the messages you send have the potential to spread not just to fans but to friends of fans-known as the "multiplier effect." Let's take a look at a few Facebook fan pages and see how the multiplier effect might impact your marketing strategy. Data courtesy of businessinsider.com, and comscore.com. THE POWER OF "LIKE" MARKETING bing BING FACEBOOK FAN SEGMENTS 663 MILLION Relative sizes of Bing's Fan Page visitor segments. Non-fans THE MULTIPLIER EFFECT 232 MILLION The big promise of marketing on Facebook is that a marketing message won't just hit Friends of Fans one person, but their friends as well. It's that multiplier effect that gets marketers salivating. Additionally, third party validation (the friend) makes the marketing message more trusted and powerful. Case in point: Bing has 1.7 million fans. Each of those fans has an average of 136 friends, which boosts Bing's potential reach to about 232 million. Not too shabby. 1.7 MILLION Fans RELATIVE VISITATION FREQUENCY BY FAN SEGMENTS (AS A PERCENTAGE) Messages on Facebook can spread from friend to friend. If my friend is a fan of Starbucks, he might "like" one of their updates and I might see it in my news feed. That provides enormous marketing benefits, Friends of fans visit brand websites much more often than the average internet user. bing SOUTHWEST" COFFEE +230% +418% +165% +362% +33% +55% Friends of Fans Friends Avg. internet user Fans Avg. internet user Friends Fans Avg. internet user Fans of Fans of Fans VISITATION FREQUENCY The friends of facebook users which are fans of Starbucks visit Starbucks.com 230% (2.3x) more often than the average internet user. TREND IN MONTHLY UNIQUE VISITORS (U.S.) TO SOCIAL MEDIA SITES -160,000- Facebook has cemented itself as a powerful social marketing and advertising platform. In the U.S. alone, Facebook has Facebook approximately 160 million visitors each month-about 3 out of every 4 Internet users (as of July, 2011). Facebook represents the vast majority of U.S. social networking activity (about 90%). Myspace -140,000 Twitter 120,000 80,000 -20,000 6/2007 6/2008 3/2009 3/2010 3/2011 bing SOUTHWEST" VISITATION RATE OF SOUTHWEST.COM VISITATION RATE OF BING FAN SEGMENTS This chart below indicates how many people visited Southwest.com It's not enough for people to just visit your site. Do they use your product more? For Bing, the answer is yes, friends of fans perform more searches on Bing (as the chart below indicates). as a percentage of the total for each fan segment. For example, 12.4% of all Southwest fans have visited Southwest.com. 40.9 Total Internet 30,8 Fan 24.3 Friends of Fans 71 4.6 5.8 5.1. 5.3 6.1 2.6 2.8 2.6 2.7% 7.1% 12.4% Searches Segrches Searches Search per searcher per session per usage day usage days Friends Avg. internet user Fans of Fans OKISSmetrics DATA COURTESY OF @comScore, @businessinsider TRY KISSMETRICS FOR FREE KISSmetrics is a powerful web analytics solution that helps you make smarter business decisions. Start your FREE trial at kissmetrics.com/signup