Digitalization has long since found its way into the car trade and is having a lasting impact on the industry. But where do we currently stand? At the moment, the industry is
-
Torben Ullmann
Social Media: That's what a fan is worth
A study commissioned by Syncapse investigated the quantifiable benefits that fans on Facebook have for brands. The researchers found that a Facebook fan has an average value of $174.17 for a brand. The study analyzed product purchases, recommendation, media value, brand loyalty, acquisition costs and brand consistency.
The study shows that the value of a fan varies depending on the brand. The front-runner in the fashion sector, for example, is the Spanish clothing chain Zara with 405.54 US dollars per fan. H&M, also from the apparel sector, comes in at 306.08 US dollars. The automotive sector also performs well. The front-runner among the brands represented on Facebook is the car manufacturer BMW with a fan value of 1613.11 US dollars.
It is the behaviour of the fans that makes them so valuable: three-quarters of the fans forward special offers or their own brand recommendations in their network and let their own purchase decisions be influenced by the publications on the Facebook pages. A direct comparison between fans and non-fans showed clear differences. For example, in 2011 Facebook fans of the sporting goods manufacturer Nike spent 205 dollars on products from the sporting goods manufacturer, while non-fans only spent around 86 dollars. Adidas is no exception: fans of the site bought sports equipment for around 126 dollars, non-fans for only around 74 dollars.
sources: computerweek.com; syncapse.com; internetworld.com
Any more questions? Would you like more information? We look forward to hearing from you.
Feel free to contact us today to discuss your challenges and to learn more about whether Automanager is the right tool for you.
Our tip
On trend
Recommended articles
Digital transformation is not just a buzzword, but is now common practice in many German car dealerships, e.g. in the form of apps for your employees. From the
Vehicle management in the car dealership of the 21st century is a challenge for many car dealers. Between the sharing economy and online platforms, the traditional car dealership is faced with the task of managing its
The car trade is changing. Digitalization has reached the heart of our society and the use of software solutions in car dealerships is no longer a dream of the future!
Dealers have no other choice - they have to deal with used car exchanges. However, the search for a suitable provider is often difficult.