DDB Paris & Opinionway Facebook Study Results
DDB Paris in collaboration with Opinionway have released a new social data study on Facebook, probing the extent of consumer engagement on the platform and questioning whether Google+ will, in fact, trump Facebook in providing feedback to marketers and galvanizing consumer followings. The quantitative online survey drew its findings from as many as 1,528 Facebook users ranging in age from 18-60 years old in six countries including France, Germany, Malaysia, Turkey, the United Kingdom, and the United States. As Google+ ads a social layer to its display advertising, many are skeptical of Facebook’s capacity to ensure comparable consumer engagement for marketers.
DDB’s study reveals that more than half of the Facebook users polled across six different countries were fans of at least one brand. Simultaneously, in spite of the introduction of Google+, Neilsen and Comscore reports indicate that Facebook’s following is burgeoning here in the U.S. However, overall, fewer brands are being followed and there are fewer recommendations to Facebook friends, both of which would indicate valuable engagement for the brand. Therefore, the study is a larger interrogation into how marketers should gauge consumers’ responsiveness and receptivity to their brands on social media and whether volume, engagement, or both are the most valuable indicators of a successful social media marketing initiative.
Other findings in “The Evolution of Facebook Brand Fans” include:
- Geo-location programs such as Facebook Places can create privacy concerns but when geo-location is about exclusive offers or special discounts, the negative perception of geo-location diminishes dramatically.
- Facebook founder Mark Zuckerberg’s often stated belief that privacy is not a social norm today is a major problem for countries that question the legality of automatic facial recognition and tagging.
- Seventy-five percent of those surveyed said they are concerned about how Facebook may use their personal data.
- Facebook is more effective at driving brand sales via a brand’s website than on Facebook itself.
- Fifty percent of respondents said they might make a purchase directly on Facebook. But about 50 percent also do not trust Facebook enough to leave their credit card details.