beyond likes: quantifying brand love
DESCRIPTION
The Facebook Like is probably the most common metric used by brand managers, and ironically one of the least useful. We've developed a methodology which looks at a hierarchy of engaged behaviours, and gives us a powerful yet simple way to visualise how well we’re doing at motivating fans to move from each stage in the hierarchy to the next.TRANSCRIPT
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Beyond Likes:
Brand Love
Quantifying
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Your fans may ‘like’ your page…
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But do they love your
brand?
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Engagement rate shows us the proportion of fans interacting with
your content
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Engagement rate = likes + comments + shares
reach
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But surely someone who shares your
content loves your brand more
than someone who just
comments?
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BRAND LOVE FRAMEWORK
INTRODUCING THE
using social behaviours as an indicator of brand love
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BRAND LOVE: SOCIAL BEHAVIOURS
RESPONDING
HAND RAISING
CREATING
SHARING
CONSUMINGBR
AN
D L
OV
E
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BRAND LOVE: SOCIAL BEHAVIOURS
RESPONDING
HAND RAISING
CREATING
SHARING
CONSUMINGBR
AN
D L
OV
E
As people move up the triangle, their behaviours
are more involved
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BRAND LOVE: SOCIAL BEHAVIOURS
RESPONDING
HAND RAISING
CREATING
SHARING
CONSUMING
Creating content for the brand = highest level of brand love
BR
AN
D L
OV
E Sharing the brand’s content with their networks
Doing something, liking, commenting or replying to content
Liked the page, followed the account etc. Lowest form of engagement
Actually seeing the content
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BRAND LOVE: SOCIAL BEHAVIOURS
RESPONDING
HAND RAISING
CREATING
SHARING
CONSUMINGBR
AN
D L
OV
E At the top of the triangle your fans become advocates
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BRAND LOVE: SOCIAL BEHAVIOURS
RESPONDING
HAND RAISING
CREATING
SHARING
CONSUMING
ADVOCACY: FANS ARE ACTIVELY SPREADING THE WORD OF THE BRAND
BR
AN
D L
OV
E
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Shez PiraniSocial Media Analyst
@shezpirani
Mike PhillipsPlanner
@imjustmike
&
QUESTIONS? Get in touch