1

Consumer Engagement on Facebook – the Romanian Perspective

2Agenda

• Methodology • The Landscape• The Triggers• The Turn-Offs• Lessons Learned

3

Methodology

4Methodology

Who?

600 Internet users,

18-55 y.o. cities >

50k, logged on Facebook

in P6M

When?

January 2013

What?

Survey

How?

Online interviews

using Daedalus

Online consumer

panel

5

The Landscape

6Interactions with brands on Facebook

SN 7. Approximately how many brands do you have in your list of friends, for how many did you Like on Facebook?

12brands

N*=157

*Base: Respondents who live in the city and are Facebook users who can approximate the number of brand pages they like (extreme values were excluded)

13%

48%

39%

None At least one Cannot approximate

N=401

How many brands do they follow?

Older users (44-55 y.o.), full time employees, high income, are less likely to have a page Liked

Younger users, students and those from Moldova have Liked more pages than the average

How many brands?

7Top industries having engaged visitors on Facebook

SN 11. Which is the Facebook brand page you enter most often?

N*=349%

12.3

11.2

9.7

7.2

6.9

5.7

5.2

4.9

4.0

2.9

2.9

2.6

2.6

0.9

0.6

0.3

0.3

Clothes - brands or stores

Cosmetics/Personal care

Media / Entertainment

Consumer goods stores

IT&C

Food (including sweets)

Beer

Auto

Coffee or mixes

Electronic/Home appliances stores

Detergents & home care products

Newspapers and magazines

Non-alcoholic beverages (excluding carbonated soft drinks)

Banks & financial services

Petrol stations / Gas

Pharmacies

Carbonated soft drinks

*Base: Respondents who live in the city, are Facebook users and liked a brand

8Consumer interaction with their most visited brand on Facebook

SN 12. Approximately, how often did you make these activities on the Facebook page of BRAND, in the past month?

4.2

12.0

33.8

34.1

41.9

57.8

54.5

75.6

81.5

11.4

18.2

21.4

19.5

22.4

14.9

20.1

10.4

8.8

27.6

28.9

21.1

22.7

16.9

12.3

11.4

6.8

5.2

25.6

19.8

13.0

14.0

9.1

8.4

6.8

4.5

2.6

31.2

21.1

10.7

9.7

9.7

6.5

7.1

2.6

1.9

Never

Only once

Once every 2-3 times a week

Once a week

Several times a week

I entered on the brand’s page

I posted a comment

I gave like to an article posted by brand

I posted/loaded a picture/video

I shared an article

I told someone face to face/on the phone about something on the page

I took part to an offer/promotion/online contest

I bought products in order to

participate to a promotion/ contest on the Facebook page

I took part offline to a

charitable/volunteer action/ along with other brand’s fans

N*=308%

Did it at least once a week **

%

*Base: Respondents who live in the city, are Facebook users and mentioned their most visited brandpage

**T2B: 4.Once a week+5. Several times a week

56.8

40.9

23.7

23.7

18.8

14.9

13.9

7.1

4.5

Passive/ Low involvement

Active/ High involvement

9Consumer interaction with brands on Facebook - by industries

SN 11. Which is the Facebook brand page you enter most often? SN 12. Approximately, how often did you make these activities on the Facebook page of BRAND, in the past month?

FMCG

Cosmetics/Personal care

Clothes - brands or stores

Media / Entertaiment

IT&C***

Other industries***

1.40

1.60

1.80

2.00

2.20

2.40

4.20 4.40 4.60 4.80 5.00 5.20 5.40 5.60

DIVERSITY(average number of different activities)*

IN

TEN

SITY

(m

onth

ly fre

quency)*

*

*Last month’s average number of different interactions with most often visited brand’s page – on a scale from 1 to 8

**Last month’s average frequency of interaction with most often visited brand’s page, on a scale from 0 through 12 times a month

***Treat data with caution due to small base size

Purchase products for promotion

Give Like, Comment, Enter online promotions

Enter the page,Give Like,Tell others,Share content

Enter page,Tell others,UGC

Activities performed more often than the average

10Consumer interaction with brands on Facebook - by demographics

SN 11. Which is the Facebook brand page you enter most often? SN 12. Approximately, how often did you make these activities on the Facebook page of BRAND, in the past month?

Male

Female

18-24 y.o.

25-34 y.o.

35-44 y.o.

45-55 y.o.

Low education

Medium Education

High education

Employer***Full-time employee

Part-time employee***

Pupil/Student

Other non-working

1.70

1.80

1.90

2.00

2.10

2.20

2.30

2.40

2.50

2.60

4.00 4.20 4.40 4.60 4.80 5.00 5.20 5.40

*Last month’s average number of different interactions with most often visited brand’s page – on a scale from 1 to 8

**Last month’s average frequency of interaction with most often visited brand’s page, on a scale from 0 through 12 times a month

***Treat data with caution due to small base size

DIVERSITY(average number of different activities)*

IN

TEN

SITY

(m

onth

ly fre

quency)*

*

Share more

Activities performed more/less often than the average

Share less

11

The Triggers

12Reasons for giving Like to a Facebook page

SN 7. Approximately how many brands do you have in your list of friends, for how many did you Like on Facebook? SN 8. Which are the main reasons you gave Like to brands, onFacebook? I gave Like to a brand because…

Top reasons users give Likes to brands

%

N**=349

51.6

46.1

36.4

29.2

27.2

17.8

12.6

10.6

10.3

0.9

Is the brand I love/ I like it very much

I usually consume/use the products or services of this brands

I wish to be informed on what new things this brand comes up with

I heard about a promotion / special offer it had back then

It had volunteer activities / a

social/humanitarian campaign

It had an Ad on Facebook that caught my attention

Someone shared it with me

It was in the contacts list of my acquaintances/friends

It usually has interesting/entertaining

games/applications

Other than these

**Base: Respondents who live in the city, are Facebook users and liked a brand

Young persons and those more educated are driven more by this reason

Happens to a lower extent in cities below 200kinhabitants

13

The Turn-Offs

14

Yes

44.7%

No

45.0%

I didn't

know I

can give UnLike

10.3%

Facebook brands turn-offs

SN 9. Have you ever gave UnLike on Facebook page of a brand ? SN 10. Which are the main reasons you gave UnLike to brands on Facebook? I gave UnLike to a brand because…

N*=349

*Base: Respondents who live in the city, are Facebook users and liked a brand

**Base: Respondents who live in the city and are Facebook users who unliked a brand

Give UnLike to a brand on Facebook

UnLike brands to a lower extent

UnLike brands to a higher extent

Older target are less aware that they can UnLike brands

N**=156

50.0

44.2

33.3

20.5

10.9

5.1

It posts too often

I didn't like it so much any longer

I was disappointed with a product/service

I was disappointed with a promotion

It wasn't that popular anymore

Other than these

Why do they give UnLike to brands?

Those with high education are annoyed more by this brand behavior

Youth and smaller urban dwellers react to a higher extent to poor content.

15What drives users away by reasons of giving Like (1)

50.0

44.2

33.3

20.5

10.9

5.1

SN 8. Which are the main reasons you gave Like to brands, on Facebook? SN 10. Which are the main reasons you gave UnLike to brands on Facebook?

-2.7

3.1

7.2

5.2

4.0

-1.0

Deviations from Total

I usually

consume/use the products or services of this

brandsN*=74

TotalN*=156

I wish to be informed on what

new things this

brand comes up with

N*=63

Is the brand I love/ I like it

very muchN*=80

I heard about a

promotion / special offer it

had back then N*=49

It usually has interesting/

entertaining games/applicati

onsN*=18!

0.8

3.4

1.6

-1.5

1.8

1.2

-6.2

2.1

6.7

3.3

-4.6

2.4

3.1

4.8

3.4

12.2

-2.7

1.0

-11.1

-16.4

-5.5

12.8

0.2

6.0

It posts too often

I didn't like it so much any longer

I was disappointed with a product/service

I was disappointed with a promotion

It wasn't that popular anymore

Other than these

Significant differences toward Total Sample (level of confidence 95%)

Treat data with caution due to small base size!*Base: Respondents who live in the city and are Facebook users who unliked a brand

Reasons for Liking Facebook pages

Rea

son

s fo

r U

nLi

kin

gFa

ceb

oo

k p

ages

16What drives users away by reasons for giving Like (2)

50.0

44.2

33.3

20.5

10.9

5.1

SN 8. Which are the main reasons you gave Like to brands, on Facebook? SN 10. Which are the main reasons you gave UnLike to brands on Facebook?

-2.6

-2.1

3.5

-10.0

4.9

5.4

Deviations from Total

It was in the contacts list of my

acquaintances/friendsN*=19!

TotalN*=156

Someone shared it with me

N*=18!

It had volunteer activities / a

social/humanitarian campaign

N*=43

It had an Ad on Facebook that

caught my attention N*=24!

5.6

0.2

-16.6

-3.8

5.8

-5.1

-3.5

-2.3

1.6

0.4

-1.6

-0.4

25.0

-2.5

-12.5

-3.8

1.6

-5.1

Treat data with caution due to small base size!*Base: Respondents who live in the city and are Facebook users who unliked a brand

It posts too often

I didn't like it so much any longer

I was disappointed with a product/service

I was disappointed with a promotion

It wasn't that popular anymore

Other than these

Reasons for Liking Facebook pages

Rea

son

s fo

r U

nLi

kin

gFa

ceb

oo

k p

ages

17

Lessons Learned

18LESSONS LEARNED

• There are two segments by age, to address differently:

• young consumers that are easy to convince but easy to lose as well – focus on

relevant content

• older consumers, more difficult to reach but more loyal – use cross channel

activities

• Consumers connect with brands on Facebook mainly because they already love

them and want to stay in touch with them. Therefore “noblesse oblige” – poor

performance on Facebook may affect the brand equity

• Quantity do not replace quality: high frequency posting may turn off the

fans, especially when content is not very relevant

• Best way to keep fans connected on Facebook is to involve them. CSR

activities, product evaluation/design, games, etc. – are the type of activities that

keep fans engaged

Thank You!