Wildfire, the company recently acquired by Google, analysed 10,000 Facebook campaigns during the past nine months, from sweepstakes and contests to trivia and quizzes. Key findings included:
- For every 10 brand advocates who join a social campaign on Facebook, 13 new friends engage with the campaign, according to findings from a study released Monday identifying how these actions attract new customers
- It found that consumers sharing content and advocating brands generate on average 14 earned media impressions each. For each person who shares content, 14 additional people will learn about the campaign in their news feed
- The study highlights the importance of identifying and engaging a brand’s most influential fans. Brands that are highly effective at engaging sharers and advocates, via campaigns, see three times more interaction on pages compared with other brands when it comes to “likes,” shares and comments.