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) ОТНER SERVICE, SUPPORT OR PRGOUCT NEWS 0,7% SERVICE, SUPPORT 0.7%O 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 6.2% TWITTER MYSPACE FRIENDS ARE FANS OF THE BRAND 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% 13.32% 2-5 5-10 10 or more WHAT HAPPENS WHEN PEOPLE FOLLOW A BRAND? (PERCENT OF RESPONDENTS) NEVER SOMETIMES USUALLY ALIWAYS CONSIDER THE BRAND WHEN IN THE MARKET FOR THE PRODUCT BUY THE PRODUCT OR SERVICE FROM THE BRAND 2% 34.41 40.90% 22.69 36.66% 1746 2.99% 42.89% 6 FАСCоск FACEBOOK 1.96 26.67% 47.75% 23.92 3.14% 31.37% 45.68% 29.619% 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 have downloaded a branded app on their mobile device Percent of those who produced content in order to participate in a contest held by a brand 70% 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 FACEBOK) FOLLOWERS (TWITTER) facebook. 40,473,731 97.09% 2.91% 982,396 YES NO 33 329 ВОз You Tube 2,778,491 Coca-Cola 26,844,055 278,667 22,992,857 122,548 21.918.865 1,472,601 "AS OF MAY 17, 2011. satisfaction Createdy COLUMN FIVE SOURCES: Razorfish.com · Econsultancy.com • SocialMediaToday.com