1. Bulmers: Putting a Value on a Fan
social
we
are

2. We worked with market research agency TNS
and the team at Bulmers to work out the exact
monetary value of a fan of the Bulmers Facebook page
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3. Here’s how it happened…
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4. We’ve been Bulmers’ Strategic Social Media
Agency since October 2011

5. We’ve delivered a community management strategy
that conveys Bulmers’ colourful 125 year history
as a cider pioneer and that it stands for the
anticipation of a classic time with great friends

6. We delivered a content calendar of status updates,
photo & video content as well as fan giveaways
and competitions. This kept interest high within our
fanbase, and helped sustain engagement rates

7. A highlight of our strategy was to bring the history
of Bulmers to life through the Facebook Timeline.
We did this on the day Timeline was released and
the Bulmers page was best-in-class from the off

8. This Facebook strategy has delivered
brilliant engagement rates
0
0.5
1
1.5
2
2.5
3
3.5
+66.9%
Average daily ‘People
Talking About This’
score on Facebook
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are

9. This Facebook strategy has delivered
brilliant engagement rates
0
0.5
1
1.5
2
2.5
3
3.5
+66.9%
Average daily ‘People
Talking About This’
score on Facebook
but what was this engagement actually worth
to Bulmers?
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10. The value of social media is
a hotly debated topic in the boardroom
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11. I think we should
spend more on
social this year
The value of social media is
a hotly debated topic in the boardroom
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are

12. I think we should
spend more on
social this year
Well Dave, I’m
looking at our
Facebook page
and frankly I’m
struggling to see
the point
The value of social media is
a hotly debated topic in the boardroom
social
we
are

13. I think we should
spend more on
social this year
Well Dave, I’m
looking at our
Facebook page
and frankly I’m
struggling to see
the point
LOL. Like, totally
– what’s the
bottom line man?
The value of social media is
a hotly debated topic in the boardroom
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are

14. Here’s how we worked it out…
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15. We formed two “cells” of cider drinkers
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16. The first “cell” consisted of 241 fans
of the Bulmers Facebook page who
agreed to complete a survey on a
tab installed on the Facebook page
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17. The second cell was a “control cell”
of 198 cider drinkers who were
recruited by market research firm
TNS to answer the same survey
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18. What did we find from our research?
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19. Source
Q7.
P4W
Cider
Brands
Base
Facebook
fans
n=241;
control
cell
n=198
Fans of the Bulmers Facebook page consume
more of the brand than the control
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are

20. This chart shows Bulmers winning in terms of
overall brand preference amongst fans
4.2
3.3
3.1
2.4
2.1
3.6 3.6
2.9
2.5 2.5
Bulmers fans
Control cell
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21. but what is a fan of the Bulmers’ Facebook page
actually worth?
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are

22. How we calculated the value of a fan….

23. We looked at fans and non-fans separately,
identifying Bulmers drinkers in each group
How we calculated the value of a fan….

24. We looked at fans and non-fans separately,
identifying Bulmers drinkers in each group
We worked out many servings of Bulmers they claim to have drunk
over the past week both on and off trade.
How we calculated the value of a fan….

25. We looked at fans and non-fans separately,
identifying Bulmers drinkers in each group
We worked out many servings of Bulmers they claim to have drunk
over the past week both on and off trade.
We took the average retail value of each serving and multiplied this by the
amount of servings sold to identify the weekly spend for each group
How we calculated the value of a fan….

26. We looked at fans and non-fans separately,
identifying Bulmers drinkers in each group
We worked out many servings of Bulmers they claim to have drunk
over the past week both on and off trade.
We took the average retail value of each serving and multiplied this by the
amount of servings sold to identify the weekly spend for each group
We then subtracted the “non-fans” weekly spend from the “Facebook fans”
weekly spend to calculate the value of a fan
How we calculated the value of a fan….

27. Fans claimed weekly
spend on Bulmers
We looked at fans and non-fans separately,
identifying Bulmers drinkers in each group
We worked out many servings of Bulmers they claim to have drunk
over the past week both on and off trade.
We took the average retail value of each serving and multiplied this by the
amount of servings sold to identify the weekly spend for each group
We then subtracted the “non-fans” weekly spend from the “Facebook fans”
weekly spend to calculate the value of a fan
How we calculated the value of a fan….

28. Non-fans claimed
weekly spend on
Bulmers
Fans claimed weekly
spend on Bulmers
-
We looked at fans and non-fans separately,
identifying Bulmers drinkers in each group
We worked out many servings of Bulmers they claim to have drunk
over the past week both on and off trade.
We took the average retail value of each serving and multiplied this by the
amount of servings sold to identify the weekly spend for each group
We then subtracted the “non-fans” weekly spend from the “Facebook fans”
weekly spend to calculate the value of a fan
How we calculated the value of a fan….

29. Non-fans claimed
weekly spend on
Bulmers
Fans claimed weekly
spend on Bulmers
The weekly
incremental value
of a Bulmers fan
£3.82
- =
We looked at fans and non-fans separately,
identifying Bulmers drinkers in each group
We worked out many servings of Bulmers they claim to have drunk
over the past week both on and off trade.
We took the average retail value of each serving and multiplied this by the
amount of servings sold to identify the weekly spend for each group
We then subtracted the “non-fans” weekly spend from the “Facebook fans”
weekly spend to calculate the value of a fan
How we calculated the value of a fan….

30. So each Facebook fan is worth
£3.82/week = £200/year
to Bulmers
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31. Since then…
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32. More people are talking about Bulmers
0
0.5
1
1.5
2
2.5
3
3.5
+66.9%
Average daily ‘People
Talking About This’
score on Facebook
social
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are

33. And the reach of the conversation
has more than doubled
0
20,000
40,000
60,000
80,000
100,000
120,000
140,000
160,000
+128.8%
Average daily organic
reach on Facebook
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34. So will the value of a fan increase with the
increased engagement on the page?
£200 ?
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35. “What impressed us the most about We Are Social was
their strategic process and dedication to research and
analysis as an essential underpinning of all social
media activity”
“This understanding means not only great evaluation
but fantastic creative and a brilliant experience for our
online consumers”
“We are really excited about working with We Are
Social in 2012 and beyond”
Douglas Cook, Brand Manager for Bulmers at Heineken
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we
are