Havas Sports & Entertainment’s FANS.PASSIONS.BRANDS Music Study

 

Selon l’étude Fans.Passions.Brands, menée en mai dernier par Havas Sports & Entertainment auprès de 18.000 personnes (13+) issues de 17 pays, dont la Belgique, parmi les 98% de la population mondiale qui écoutent de la musique, quasiment les trois-quarts considèrent que les partenariats musicaux renforcent l’image de marque. 70% pensent qu’ils permettent aux marques de se différencier et 62% disent que de tels partenariats les motivent à essayer les produits et services des marques concernées.

 

Si la musique est universelle, sa consommation diffère en fonction de ses origines culturelles, de son éducation ou encore de sa sensibilité… Chacun vit sa propre expérience que l’étude de Havas S&E segmente en cinq profils :

 

 > The Mixologist : 24% de la population mondiale

 

Ils sont considérés comme les fers de lance du “Shuffle Age”. Ils sont 76% à se considérer comme des experts et passent d’un genre à l’autre, sans distinction. Toujours connectés, la musique les accompagne tout le temps. Ils sortent beaucoup et sont avides de concerts.

 

> The Vocalist : 23% de la population mondiale

 

Pour eux, la musique est une passion, presqu’une une science, qui s’apprend et se pratique. 73% adorent chanter plus ou moins régulièrement et 32% jouent d’un instrument. On les retrouve notamment, dans une proportion importante, en Chine.

 

> The Collector : 20% de la population mondiale

La musique qu’ils écoutent est liée à leur identité, elles ne font qu’un. Dès les premières notes de leurs chansons préférées, 72% se sentent transportés dans un souvenir marquant de leur vie. On retrouve ce profil d’individus dans la même proportion dans tous les pays.

 

 > The Listener : 19% de la population mondiale

 

89% d’entre eux préfèrent écouter leur musique chez eux. A la page des dernières tendances musicales grâce à leur entourage (ou leurs enfants), on les retrouve particulièrement en France, au Royaume-Uni et en Allemagne.

 

> The Groupie : 14% de la population mondiale

 

Ils incarnent la catégorie de fans inconditionnels et sont 38% à le revendiquer. En complète immersion lors des concerts, ils sont prêts à tout pour obtenir un selfie. Ils se laissent souvent captiver par les télé-crochets. On retrouve particulièrement ce profil en Amérique Latine.

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More Brand Fans Say They’re Loyal Followers – eMarketer

More Brand Fans Say They’re Loyal Followers – eMarketer.

Early research on becoming a fan of brands on Facebook or a follower on Twitter indicated that social media users with brand connections were more loyal and more likely to say they would buy the brand’s products than average. Over the past year, those kinds of connections have become more common, and many brands have grown their fan pages and Twitter followings significantly.

Longitudinal data from ROI Research suggests that growth has not diluted the power of social media connections, which still have a link with customer loyalty.

In 2010, 32% of US social network users told the research firm they were at least somewhat more loyal to brands they were fans of on Facebook. This year, that percentage ticked up slightly, to 34%.

US Social Network Users Who Are More Loyal to Companies or Products They Are Fans of on Facebook, 2010 & 2011 (% of respondents)

Similarly, 40% of respondents in 2010 said they were more loyal to brands they followed on Twitter, rising to 46% this year. There was also a significant drop in the number of users who disagreed with that claim, from 21% to 13%.

US Social Network Users Who Are More Loyal to Companies or Products They Are Followers of on Twitter, 2010 & 2011 (% of respondents)

At least half of Twitter and Facebook users said they had become more likely to talk about, recommend or purchase a company’s products after they began following the company on social media. And Twitter users showed a greater level of engagement than Facebook users across all these metrics, as well as in willingness to link to an ad for the product or attend a sponsored event.

Still, many users might want less communication from brands. More than 40% of social network users told ROI Research that brands should communicate with fans only once or twice a month, and another 26% thought weekly communication was sufficient. Only 10% of respondents wanted to hear from brands at least daily.

What Brand Marketers Expect from Social Media Followers – eMarketer

via What Brand Marketers Expect from Social Media Followers – eMarketer.

Brands place value on insights and loyalty, not spending

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How much is a brand fan worth? It’s a question some social media marketers have been asking for a while, but research suggests many are moving on from the search for a hard number.

According to a July 2010 survey of social media marketers byMillward Brown and Dynamic Logic, the most valuable aspects of social media brand fans go beyond anything with an immediate monetary value. Increased short-term and long-term spend on the brand were the bottom two results.

At the top of the list were the fan’s value as a source of insight and increased loyalty overall. Advocacy and engagement were also important to at least three-quarters of respondents.

 

Value of a Facebook Fan According to Marketers Worldwide, July 2010 (% of respondents)

 

This suggests that, despite the real need for return on social media marketing investments, marketers are largely not worrying aboutputting an exact dollar value on each Facebook fan or Twitter follower—as if such an amount could be accurate. And they are keeping in mind some of the less-obvious qualities of brand fans, like as a source of market research.

Still, these soft metrics can leave marketers unsure about their returns. Half of respondents to the Millward Brown/Dynamic Logic survey were uncertain about how much they were getting out of their investment in a social media fan base.

 

Social Media Fan ROI According to Marketers Worldwide, July 2010 (% of respondents)

 

Less than a quarter thought ROI was good. Difficulties with these measures mean some marketers are still not trying to answer the question.

“The business question always comes up, but nobody can figure this out,” Maria Yap, director of product management at Abobe, told eMarketer about proving ROI for the company’s Facebook page. “For me, it’s about the value to the customer. I understand why companies want to focus on the business goals, but I put that aside. Let’s experiment. Let’s see what being here brings.”

IKEA Fans … the real brand fans

 

IKEA Fans … the real brand fans

 

Written by Nicole Niemann on August 12th, 2009

What will happen if you as a brand don’t create an online social hotspot for your fans? What about a space where your brand fans can gather and you can facilitate them with the latest news about your products? A spot where fans can generate their own ideas or follow the discussions around your brand? IKEA did not seize this opportunity, but their fans fans did!

ikea_fans

IKEA fans personalized the IKEA experience and created their own spot online; here you can follow or join the latest discussions about IKEA, its furniture, kitchens etc.

You can see the latest blog posts, stories about IKEA online and they even have the IKEApedia!

Very nicely done and you wonder whether this is a missed opportunity by IKEA. Did they forget about their fans or did IKEA leave it up to its fans to create their own social hotspot? Wouldn’t it have been better to facilitate their fans with all materials available by IKEA?