Report: New Survey Reveals the Top 20 Brands on Facebook by Loyalty
LoudDoor, a Facebook Insights Preferred Marketing Developer, introduced Brand Satisfaction, a new dashboard powered by over 1 million monthly survey responses. The largest market research of its kind, Brand Satisfaction tracks every major brand on Facebook and how likely Fans are to recommend those brands to friends or colleagues. Brand Satisfaction provides marketing and insights professionals with access to hundreds of demographic, behavioral and attitudinal details about audiences they follow. For its first study, Brand Satisfaction compiled millions of responses from Facebook Fans of over 15,000 Facebook pages to determine the Top 20 brands with the most loyal Fans.
The surprising survey findings reveal that a non-profit tops the list over brand stalwarts Facebook and Google:
1. St. Jude Children's Research Hospital
4. Walt Disney World
5. ALDI USA
7. Starbucks Frappuccino
8. Google Chrome
9. Duncan Hines
10. Adobe Photoshop
11. Tim Hortons
13. In-N-Out Burger
14. Dove Chocolates
19. Dollar Tree
20. AMC Theatre
"Demographic and behavioral data is the cornerstone to understanding a brand's Facebook audience and powering game-changing marketing decisions," says David Guy, CEO of LoudDoor, a leading research and audience targeting platform on Facebook. "Rather than relying on highly subjective social chatter or experimental 'listening' technologies, Brand Satisfaction does the hard work of asking brands' Fans directly about their attitudes, behaviors and motivations. We then package this powerful data in a simple dashboard interface to empower brands to harness their Facebook asset."
Starting January 1, 2013, Brand Satisfaction asked consumers to rate how likely they are to recommend a brand page they "like" on Facebook. Participants also completed a demographic, behavioral and attitudinal survey. Millions of anonymous responses are summarized in a user-friendly Brand Satisfaction insights dashboard currently in limited beta release.
Adds Guy, "We'll be conducting our study every month and releasing new brand insights and tips with the goal of making marketing professionals that Follow brands on the Brand Satisfaction platform the smartest people in the room about the brands they care about on Facebook."
Eligibility for the Brand Satisfaction Top-20 list requires that the brand page have at least 50,000 Fans and a minimum of 300 completed surveys on the brand. Rankings are based on the brands' Net Promoter Score which is calculated by the participants' likelihood to recommend the brand on a 0-10 scale. Respondents rating the brand at 9-10 are considered "Promoters," 7-8 are "Passives" and 0-6 are "Detractors." The percentage of Promoters is subtracted from the percentage of Detractors to determine the Net Promoter Score utilized to benchmark the Brand Satisfaction of Fans of a Facebook page.