Lowering of entry barriers (such as the need for a sales force, access to channels and physical assets) and the geographical widening of the market due to the internet have brought about increasing competition. In combination with lower switching costs, easier access to information about products and suppliers and increased choice customer loyalty is hard to achieve.
The increasing ineffectiveness of TV advertising due to the shift of consumer attention to the internet, the ability, within new media, to control advertising consumption and the decrease in audience size is bringing about a progressive shift of advertising spending online.
Facebook is, by far, the most popular social network in the MENA (Middle East and north Africa) region, used by nearly twice as many internet users as Twitter, its nearest rival. More than 90 percent of Internet users are on Facebook in five of the six countries covered in this study. Only inQatar is Facebook used by fewer than three-quarters of those on the internet (70 percent), driven by very low use among Qatari nationals. Only one-third of Qatari citizens use Facebook, and they are considerably more likely to use Instagram (46 percent) and as likely to use Twitter as Facebook (37 percent and 36 percent, respectively). Facebook has much more popularity among expats living in Qatar (75 percent Arab, 85 percent Asian, and 87 percent Western expats). Facebook use is equally strong across nationalities in Saudi Arabia and the United Arab Emirates, although slightly lower among Asian expats overall. Among social network users, Facebook is consistently the most appealing to all sub-groups in the overall population, as well as across all levels of education.
But When it comes to brand utilising this medium- What does liking a brand page on facebook mean? Forcing people to ‘like’ your fb page might not be a reasonable of getting eye balls to your business. This has been a flawed way of brand engagement since Facebook implemented the Brand pages.
The limited consumer engagement with brands on Facebook suggests there is may be a disconnect between the reasons why consumers actually “like” a brand and the reasons brands think consumers are “liking” their page. In fact the CMO Council asked Facebook users about their “expectations” when “liking” a brand on Facebook, and not surprisingly the top expectation was to be eligible for an “exclusive offer”.
A study of UK eCommerce retailers showed only 3% of website traffic came from social networks, with search and promotional emails driving greater traffic. This is on top of study after study showing that people “Like” brand and corporate pages mainly to find out about specials, get discounts, updates, and so on. For the most part, consumers aren’t looking to chat with you. They want coupons.
Many cosmetic companies are realising this and are already giving out free samples on their facebook page,and interact with consumers on a regular basis; Clinique and MAC Cosmetics to name a few.
According to Ehrenberg-Bass Institute, only 1% of Facebook fans actually interact with branded pages. The study looked at Facebook metrics for the top 200 brands, and through an examination of activities such as “likes,” comments, posts and shares, the research group found nothing substantial to link a brand’s Facebook presence with loyalty. This really is no surprise when you think about it. As a consumer, being forced to “like” a company’s page simply to view the contents and engage is not only limiting, but also audacious. Many companies fail to understand where they stand on social media sites.
According to AdAge, among 10 so-called passion brands, like Harley-Davidson and Tiffany & Co., the average engagement was just 0.66 percent. Even for those who had a higher level, like 1 or 2 percent, the findings still represent a struggle.
It was also found that the highest engagement was in alcohol, cars, cosmetics and electronics. The lowest was in confectionery, fast-moving consumer goods (such as laundry products), retailers, and software, social platforms and apps.
“The significance here lies in the very tiny rate of engagement across all brands in a big sample,” industry analyst Karen Nelson-Field told the website in an email. “So, yes, we could say that Brand A (at 1 percent) gets twice as much engagement as Brand B (at 0.5 percent), but that’s like saying, ‘You have 50 cents, I have $1, so I am twice as rich as you.'”
The most important the goal is to find your social audience, learn where they live online, understand THEIR goals in those locations, and develop enticing social offers.
What does liking a brand page on Facebook mean?
Lowering of entry barriers (such as the need for a sales force, access to channels and physical assets) and the geographical widening of the market due to the internet have brought about increasing competition. In combination with lower switching costs, easier access to information about products and suppliers and increased choice customer loyalty is hard to achieve.
The increasing ineffectiveness of TV advertising due to the shift of consumer attention to the internet, the ability, within new media, to control advertising consumption and the decrease in audience size is bringing about a progressive shift of advertising spending online.
Facebook is, by far, the most popular social network in the MENA (Middle East and north Africa) region, used by nearly twice as many internet users as Twitter, its nearest rival. More than 90 percent of Internet users are on Facebook in five of the six countries covered in this study. Only inQatar is Facebook used by fewer than three-quarters of those on the internet (70 percent), driven by very low use among Qatari nationals. Only one-third of Qatari citizens use Facebook, and they are considerably more likely to use Instagram (46 percent) and as likely to use Twitter as Facebook (37 percent and 36 percent, respectively). Facebook has much more popularity among expats living in Qatar (75 percent Arab, 85 percent Asian, and 87 percent Western expats). Facebook use is equally strong across nationalities in Saudi Arabia and the United Arab Emirates, although slightly lower among Asian expats overall. Among social network users, Facebook is consistently the most appealing to all sub-groups in the overall population, as well as across all levels of education.
But When it comes to brand utilising this medium- What does liking a brand page on facebook mean? Forcing people to ‘like’ your fb page might not be a reasonable of getting eye balls to your business. This has been a flawed way of brand engagement since Facebook implemented the Brand pages.
The limited consumer engagement with brands on Facebook suggests there is may be a disconnect between the reasons why consumers actually “like” a brand and the reasons brands think consumers are “liking” their page. In fact the CMO Council asked Facebook users about their “expectations” when “liking” a brand on Facebook, and not surprisingly the top expectation was to be eligible for an “exclusive offer”.
A study of UK eCommerce retailers showed only 3% of website traffic came from social networks, with search and promotional emails driving greater traffic. This is on top of study after study showing that people “Like” brand and corporate pages mainly to find out about specials, get discounts, updates, and so on. For the most part, consumers aren’t looking to chat with you. They want coupons.
Many cosmetic companies are realising this and are already giving out free samples on their facebook page,and interact with consumers on a regular basis; Clinique and MAC Cosmetics to name a few.
According to Ehrenberg-Bass Institute, only 1% of Facebook fans actually interact with branded pages. The study looked at Facebook metrics for the top 200 brands, and through an examination of activities such as “likes,” comments, posts and shares, the research group found nothing substantial to link a brand’s Facebook presence with loyalty. This really is no surprise when you think about it. As a consumer, being forced to “like” a company’s page simply to view the contents and engage is not only limiting, but also audacious. Many companies fail to understand where they stand on social media sites.
According to AdAge, among 10 so-called passion brands, like Harley-Davidson and Tiffany & Co., the average engagement was just 0.66 percent. Even for those who had a higher level, like 1 or 2 percent, the findings still represent a struggle.
It was also found that the highest engagement was in alcohol, cars, cosmetics and electronics. The lowest was in confectionery, fast-moving consumer goods (such as laundry products), retailers, and software, social platforms and apps.
“The significance here lies in the very tiny rate of engagement across all brands in a big sample,” industry analyst Karen Nelson-Field told the website in an email. “So, yes, we could say that Brand A (at 1 percent) gets twice as much engagement as Brand B (at 0.5 percent), but that’s like saying, ‘You have 50 cents, I have $1, so I am twice as rich as you.'”
The most important the goal is to find your social audience, learn where they live online, understand THEIR goals in those locations, and develop enticing social offers.
