Syncapse Corp.

Syncapse Corp.

June 11, 2010 10:30 ET

Powerful New Research Reveals Value of Facebook for Marketers

Syncapse launches significant new findings that shed light on the importance of Facebook audiences to a company's bottom line

NEW YORK, NEW YORK--(Marketwire - June 11, 2010) - Syncapse, a global leader in social technology, today announced the results of a study that clearly outlines the value of Facebook marketing efforts for brand marketers and agencies.

The study identifies and explains the significance of five key factors that marketers must consider when measuring the business value of their Facebook fans. The five factors include product spending, brand loyalty, willingness to recommend, brand affinity and earned media value.

Key findings from the study:

Product Spending: Facebook Fans spend, on average, $71.84 more than non-fans over a two-year period
Brand Loyalty: Facebook fans are 28 per cent more likely to continue using a brand than consumers who are not fans on Facebook
Willingness to Recommend: 68 per cent of fans are 'very likely' to recommend a product to family and friends (as opposed to 28 per cent of non-fans)
Brand Affinity: 81 per cent of fans feel a connection to the brand (versus only 39 per cent of non-fans)

Incorporating all of the above factors, the average value of a Facebook fan is $136.38 to an organization.

The white paper is the result of quantitative research conducted online among 4,000 panelists across twenty of the leading brands on Facebook. The study, conducted in June, 2010, was powered by Hotspex Market Research in conjunction with Syncapse's propriety SocialTRAC™ technology. Findings were analyzed contrasting fans and non-fans for twenty of the top brands on Facebook to arrive at conclusions on how marketers can best measure the long-term business value of social membership.

The full version of the white paper is available at: http://www.syncapse.com/media/syncapse-value-of-a-facebook-fan.pdf

QUOTE

"Marketers around the world are struggling to understand the ROI of Facebook marketing. Our goal is to help organizations build models that help quantify how their marketing efforts affect the bottom line. The research findings released today support the value that many of our clients are seeing through their investment on the Facebook platform. The findings provide a fact-based methodology towards improving an organization's view of their financial performance via this critical marketing channel," said Michael Scissons, President and CEO, Syncapse Corp.

About Syncapse Corp.

Syncapse Corp. is a global leader in the areas of community building, technology solutions, and digital measurement. Founded in 2007, Syncapse Corp. has offices in Toronto, New York, London and Portland. Syncapse works with Fortune 500 companies and global media agencies to reinvent how organizations use social media to their competitive advantage. To learn more visit http://www.syncapse.com.

About Hotspex

Founded over 10 years ago, Hotspex is changing the marketing world's understanding of the 'why behind the buy' through highly engaging online surveys that pinpoint emotion – the hidden truth – that drives human behaviour. Across 18 countries, decision-makers from leading manufacturers, retailers and service providers continue to rely on us for our insights, innovation and technology. Engaged consumers, by the millions, have their say in shaping products and experiences through our Take-a-survey; Plant-a-tree program.

Contact Information