In Hot Pursuit: What Makes People Want to Follow a Brand?

IN HOT PURSUIT: WHAT MAKES Without a doubt, a positive online brand experience creates loyal customers. As several studies have discovered, the majority of consumers who engage PEOPLE WANT with a brand in the digital space-whether by participating in a contest or by "liking" a brand on Facebook-tend to not only purchase the products, but also TO FOLLOW make recommendations to their friends and family. A BRAND? WHAT ARE TOP REASONS PEOPLE FOLLOW BRANDS? OTHER (PERCENT OF RESPONDENTS) OTHER SERVICE, SUPPORT OR PRODUCT NEWS 0.7% SERVICE, SUPPORT 0.7% OR PRODUCT NEWS 5% 3.5% CURRENT CUSTOMER CURRENT CUSTOMER INTERESTING OR ENTERTAINING CONTENT 23.5% 32.9% INTERESTING OR ENTERTAINING CONTENT 18.2% 22.7% FACEBOOK / FRIENDS ARE FANS OF THE BRAND TWITTER MYSPACE FRIENDS ARE FANS OF THE BRAND 6.2% 6.3% SPECIAL OFFERS/ DEALS SPECIAL OFFERS/ DEALS 43.5% 36.9% HOW MANY BRANDS DO THEY FOLLOW ON FACEBOOK? (PERCENT OF RESPONDENTS) 212.01% 53.47% 21.2% 213.32% 2-5 5-10 10 or more WHAT HAPPENS WHEN PEOPLE FOLLOW A BRAND? (PERCENT OF RESPONDENTS) NEVER SOMETIMES USUALLY ALWAYS CONSIDER THE BRAND WHEN IN THE MARKET FOR THE PRODUCT BUY THE PRODUCT OR SERVICE FROM THE BRAND 34.41% 40.90% 22.69% 2.99% 36.66% 42.89% 1746% FACEBOOK FACEBOOK 1.96% 26.67% 47.75% 23.92% 3.14% 31.379% 45.88% 29.61% TWITTER TWITTER RECOMMEND THE BRAND TO OTHERS 3.99% 33.92% 39.15% 22.94% FACEBOOK 2.75% 30.98% 36.86% 29.41% TWITTER AN OVERWHELMING MAJORITY ARE INFLUENCED BY THEIR ONLINE EXPERIENCE (PERCENT OF RESPONDENTS) GETTING ACTIVE WITH A BRAND 23.6% 24% Percent of people who Percent of those who produced content in order to participate in a contest held by a brand 70% have downloaded a branded app on their mobile device Percent of those who participated in a brand-sponsored contest or sweepstakes HAS AN ONLINE EXPERIENCE EVER INFLUENCED WHETHER OR NOT TOP 5 MOST POPULAR BRANDS YOU BOUGHT A PRODUCT/SERVICE ON FACEBOOK AND TWITTER* FROM A BRAND? (PERCENT OF RESPONDENTS) FANS (FACEBOOK) FOLLOWERS (TWITTER) facebook. 40,473,731 97.09% 2.91% 982,396 YES NO 33.329.803 You Tube 2.778,491 26,844,055 Coca-Cola 278.667 DisNEp 22,992,857 122,548 21,918,865 1,472,601 "AS OF MAY 17, 2011. Created By COLUMN FIVE satisfaction SOURCES: • •

In Hot Pursuit: What Makes People Want to Follow a Brand?

shared by GeeGrl on Mar 22
Followers on social networks like Facebook and Twitter often translate to loyal customers for brands. A positive brand experience online leads to more sharing and engagement and, as a result, more bu...


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