Over the past year I have conducted Social Media lecturing for the Digital Marketing Institute with a primary focus on explaining Facebook Marketing. During lectures I often use the “Engagement Pyramid” which demonstrates how a company can increase their broadcast reach through engagement.
The graphic above demonstrates the different values that can be found in different fans. It can act as a chart for business to gage the true values of their existing individual fans. But more importantly it can act as an engagement meter through which a brand can develop a customer from a Potential fan (no engagement) to a Super Fan (high Engagement).
1) The Potential Fan or “Friend of a Fan”
In Comscore’s article The Power of Like, an effort was made to put a value a potential fan or “a friend of a fan”. This potential customer has witnessed the company’s engagement of their facebook friend as their interaction appears in the friend’s newsfeed.
For this example let’s use Potential Fan Billy, Existing Fan Dave and the Brand/ Business Facebook page The Frank and Walters (no bias there!).
Let’s say Billy’s friend Dave is a fan of Frank and Walters Facebook page. The brand page posts a an entertaining picture and Dave responds by clicking like on the Frank and Walters’ Facebook post. This interaction is reported in Dave’s friends’ Newsfeeds (Edgerank permitting). The average Facebook user has 150 friends, many of whom see this interaction in their Newsfeed including Billy. According to Comscore, Billy is now 200% more likely to visit the Frank and Walter’s Website.
2) Engaged Fan
Billy is now encouraged by Dave’s interaction and becomes a fan of the Frank and Walters’ Facebook page. It is now up to the Frank and Walters’ content to further engage Billy with interesting content and earn some likes. Firstly, this engagement will lead to a higher Edge Rank ensuring Frank and Walters’ posts appear in Billy’s newsfeed and secondly, will lead to appearances in Billy’s friends’ newsfeeds leading to exposure to potential fans.
3) Advocate Fan (Ambassador Fan)
Frank and Walters’ Facebook page has successfully engaged Billy with interesting and shareable content, competitions and off-line events to the point where Billy is now an online advocate for Frank and Walters. Billy feels their content is worth sharing with friends and even recommends his friends like the page to enjoy the content.
4) Purchasing Fan
Supposing the Frank and Walters start selling T-shirts and CD’s through a Facebook Application. Billy feels an affinity with the brand, purchases these T-Shirts and shares the transaction on his page, gaining entry into the newsfeed of his friends. Many of these friends “like” the Frank and Walters’ page to investigate these T-Shirts for themselves.
5) Super Fan
The highest level of Facebook engagement is demonstrated by the Superfan whereby they give permission to the brand page to publish stories on their page. The Frank and Walters increase their engagement strategy with the use of Facebook applications from North Social which offer competitions and sweepstakes. While these applications offer extra interactions they require extra permissions from the fan. These permissions can be off-putting to fans concerned for their privacy, however, in Billy’s case his relationship with Frank and Walters is so developed that he is willing to give this permission. Billy gains “Super Fan” status by allowing this permission, he has made purchases from Frank and Walters and his activities have led to his friends becoming fans.
In the on-going effort to truly measure the value of a Facebook fan businesses must understand that all customers do not carry the same value. Some fans will like a page and become important brand ambassadors in their community. Other customers may like a page on a whim and then completely ignore all posts by the business. The distance between a brand ambassador and a brand ignorer depends on the level of engagement between the fan and the brand.
After all, liking a Facebook business page is easy, but engaging that fan is a completely different story. I hope you liked this blog post. Feel free to leave any comments or questions!