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 PROOUCT NEWS 0,7% SERVICE, SUPPORT 0.7%O OR PROOUCT NEWS 5% 3.5% CURRENT CUSTOVER CURRENT CUSTOMER INTERESTING OR ENTERTAINING CONTEN 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) 12.01% 53.47% 21.2% 213.32% 5-10 10 or more 2-5 WHAT HAPPENS WHEN PEOPLE FOLLOW A BRAND? (PERCENT OF RESPONDENTS) NEVER SOVETIMES USUALLY ALWAYS CONSIDER THE BRAND WHEN IN THE MARKET FOR THE PRODUCT BUY THE PRODUCT OR SERVICE FROM THE BRAND 22.00 42.89 12460 296 34.41% 40.90% 2.00% 2.99% 36.66% FACEBOCK FACEBOOK 26.67 23.92 3.14% 31.376 29.01% 1.96 47.75 45.68% TWITTER TWITTER RECOMMEND THE BRAND TO OTHERS 3.996 33.92 39.156 22.94 FACEBOOK 2.75% 30.986 36,86% 20.41 TWITTER AN OVERWHELMING MAJORITY ARE INFLUENCED BY THEIR ONLINE EXPERIENCE (PERCENT OF RESPONDENTS) GETTING ACTIVE WITH A BRAND 23.6% 24% Percent of those who Percent of people who have downloaded a branded app on their mobile device 70% produced content in order to participate in a contest held by a brand 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 ON FACEBOOK AND TWITTER* YOU BOUGHT A PRODUCT/SERVICE FROM A BRAND? (PERCENT OF RESPONDENTS) FANS (FACEBOOK) FOLLOWERS (TWITTER) facebook. 40,473,731 97.09% 2.91% 982,396 YES You Tube 33,329,803 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. Created y COLUMN FIVE satisfaction SOURCES: Razorfish.com Econsultancy.com • SocialMediaToday.com