Dynamic Logic - Facebook Fan Index Case Study
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The case study evaluates the effectiveness of Johnson's Baby's Facebook fan page, primarily focusing on the demographics, perceived value, and relationship enhancement with the brand. The findings indicate a well-liked community that successfully provides useful and trustworthy information, although there is room for improvement in brand prominence. As a result of the insights gained, the page was rebranded and experienced significant growth while maintaining high community engagement.
Dynamic Logic - Facebook Fan Index Case Study
- 1. a fan page effectiveness case study: optimizing a well-loved community
- 2. CHALLENGE APPROACH FINDINGS INSIGHTS OUTCOME Client Challenge In Australia, J&J set out to understand the brand value of their tightly-knit Johnson’s Baby Facebook fan page community. In the process we looked to answer a few key questions: 1) Who are Johnson’s Baby fans? 2) What value do they see in the fan page? 3) Is the fan page improving their relationship with the brand? 4) How could the fan page be improved further?
- 3. CHALLENGE APPROACH FINDINGS INSIGHTS OUTCOME Our Approach Dynamic Logic uses a proprietary FanIndex methodology. Respondents are recruited via Facebook fan page wall posts, inviting them to a 5-minute survey. Fieldwork for this study was carried out across a one-month period and a total of 133 survey respondents were recruited. Based on our sample, we found that most fans are women 25-34 who are regular Johnson’s Baby buyers. Female 100 % Wall post: "Dear Johnson’s Baby fans, <25 10 your opinion is important to 25-34 74 us! Please help us improve this page by answering our short 5 35+ 16 minute survey." Bought last 49 Buy regularly, not 30 last
- 4. CHALLENGE APPROACH FINDINGS INSIGHTS OUTCOME Our Findings The fan page is well-liked, frequently revisited and achieves an above average FanIndex. Most of its success is due to the usefulness, trustworthiness and variety of the information available to fans. Brand posts about new products are particularly popular and the input from other fans in the community help make this page stand out. The page strikes a nice balance of the brand talking to the community and the community talking to each other. 55% Overall opinion Recommend Useful info 42% “Very favourable” “Very likely” 52% Trustworthy 52% (51% norm) 49% (48% norm) 47% FanIndex Varied info 44% 38% rating J&J's Baby 103 Norm (100 norm) Posts about new 68% products 56% Revisit likelihood Attentiveness 68% “Very likely” “A lot” Contests & giveaways 67% 70% (65% norm) 45% (41% norm) 42% Posts by other fans 31% “I love that I can ask other “I like latest news and updates on JOHNSON'S® products parents anything and get a (the bubble bath for example) and also friendship, knowledge broad conversation going.” and advice from the fan base and other parents!!”
- 5. CHALLENGE APPROACH FINDINGS INSIGHTS OUTCOME Research Insights The fan page is clearly building the % Increase in Opinion of Johnson’s Baby perception that Johnson’s Baby offers useful advice. However, it is not Is useful with tips and advice from other mums 64% building other brand equity metrics or 42% Offers something different purchase intent as well as we see 48% with most other fan pages due to Is a brand I love 40% 47% restrained branding. 39% Is the most popular 41% J&J's Baby Recommendation: maintain the Is of a better quality 36% 44% Norm strong community feel but increase Is setting trends 35% brand prominence so that users don’t 46% forget who is supporting the page. Is worth paying more for 20% 30% Likely to buy Johnson's Baby in 44% the future 50%
- 6. CHALLENGE APPROACH FINDINGS INSIGHTS OUTCOME Business Outcome Following the research findings, there were three major outcomes: The positive findings encouraged ongoing investment and support of the page To address the brand prominence issue, the page was subsequently rebranded from “More Loving Moments with JOHNSON’s Baby” “Johnson’s Baby Australia” The rebranded page more than tripled in size, but still retained high levels of interaction and the same strong community feel