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Are Facebook Pages Still Worth It In 2014?

By | Blog, Facebook, Research, Social Media, tools, Uncategorized, Webpage Monitoring | No Comments

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From occupying a dominant position just a few years ago, Facebook’s fan (business) pages have seen their ‘fan reach’ sink to an alarming low, leading to speculation of their impending demise. If you maintain your own business page, fan reach is defined as the percentage of your fans that see your post after its published on Facebook.

Fan reach falls drastically

From 2009 to 2010, Facebook’s fan reach on its business pages was at 20+ percent, with many pages enjoying record impression results. Since then, page administrators have seen severe drops in their fan reach, so much so that even with significant growth, it would take at least 2 years to recover. Here’s a brief timeline on the problem put together by Just Ask Kim.

  • 2 years ago: Fan reach falls to 16 percent, a reduction but not enough to worry about
  • 1 year ago: Fan reach falls yet again to 14 percent
  • 8 months ago: Fan reach drops to 12 percent
  • 4 months to present: Fan reach has dropped to an all time low of 9 percent, with several pages reporting lower impressions

Of course, the numbers above are simplifications meant to make the downward trend understandable. But, in any case, several marketers have been forced to rethink their strategies, in particular, just how much time and effort they should spend on their FB pages with the start of 2014.

Not all pages are equal

Facebook-paid-advertising

Yet despite the fatalistic attitudes of many online and social media marketers, a subset of Facebook pages have actually been spared from this shortfall in fan reach. Marketers who have allocated a stable budget for Facebook advertising and creating effective ads have not been affected as significantly. While fan reach has fallen across the board, the effects are less consequential because they have a funnel that capitalizes on their ad strategy.

In other words, those paying for ads on Facebook aren’t feeling the decrease in fan reach as much as the people relying on ‘free’ reach are.

 Cough up the money

Similar to how Google had shifted its attention to its paid advertisement system, Facebook is slowly making a compelling case for page owners to cough up the cash and protect themselves from dwindling fan reach. And if your plan is to do it on a long-term basis, you’ll have to come up with a strategy that funnels money out of your leads.

Facebook fan pages have gone from being a free way to market your brand on the world’s largest social network, to joining the ranks of paid media. Facebook is of course, well within its right to do this— and are using this to maximize their revenue.

It’s now up to marketers to respond to this paradigm shift.

No budget? Here’s what you can do.

Facebook-EdgeRank-Formula

Just Ask Kim has taken the liberty of outlining some measures you can take to improve your fan reach without having spend one cent.

  • Study the EdgeRank formula to figure out how Facebook rewards pages with more reach and what they ignore.
  • Use your fan list to your advantage. Use posts that encourage discussions among your fans to show signs of engagement on your page, which in turns increases EdgeRank, thereby letting more fans see your posts.

Do note that if you choose not to invest Facebook’s business pages for your brand, you’ll have to do more research and work. In any case, we here at Enform can help you achieve better results with your social media presence.

 

Mining Boom Killing Aussie Cars?

By | Automotive, Blog, Industry | No Comments

There’s plenty of hype surrounding the Australian mining boom and its effect on the economy, however, its effects go further than what most people think. The boom in the mining industry has also triggered significant changes across other sectors, more specifically, the automotive industry.

During the month of July 2012 there has been a reported 7 per cent growth in car sales compared to July last year, much of these sales is a result of the mining boom. Growth in the mining sector has triggered an increase in demand for SUVs and Utes (utility vehicles), so much so, that models, namely the Toyota Hilux, Nissan Navara, and Ford Ranger, now hold the top 3 spots in the top 10 list of automobile model sales.

Ute sales are especially strong in mining areas like Western Australia, Queensland and the Northern Territory, which are seeing a rise in demand by more than 15 per cent, 11 per cent, and 16 per cent respectively.

On the other hand, small car models like the Toyota Corolla and Mazda 3 occupy second and third place behind Hi-Lux when it comes to sales and popularity, falling behind by just 1000 units since May.

Local Brands See Slump

Sadly, once-popular cars from local brands have seen a decrease in sales by as much as 25 per cent in July compared to last year. The Holden Commodore for instance, is seeing a 25 per cent drop in sales compared to 2011, despite outselling the company’s small car model, Cruze, for the first time since March.

Similarly, the Ford Falcon, a full-size car manufactured locally in Australia, only sold 941 units this year, down by nearly 30 per cent from 2011. After cutting more than 400 local manufacturing jobs, suppliers also announced potentially proceeding without the Falcon in the future.

More Factors in Play Aside from Mining Boom

Another contributing factor to the increased demand for SUVs and light trucks is the enactment of learner and P plate legislation across many high-population states. The effect this legislation has had on the car market and even the automobile aftermarket is significant because states, like NSW, for instance, prohibit P plate drivers to driver high-power 6-cylinder vehicles, let alone a car with a turbocharged 4-cylinder or V8 engine.

Other states in Australia have implanted similar rules, preventing many young car owners from driving vehicles normally popular with their demographic, resulting in a decrease in demand for go-fast and traditional performance bits for turbo 4s and V8s.

Many P-platers are turning to SUVs and light trucks to remain within the state engine guidelines whilst being able to enjoy the pleasure of optimising and customising their rides.

Opportunities Still Abound

Enform’s view is that so long as people continue to search for identity and individuality, the market for perosnalisation and customisation, regardless of vehicle type or platform, will only continue to grow despite shifting trends. This is the ongoing opportunity for the parts and accessories aftermarket as well as small cars like the Corolla and Mazda 3, to capitalise on the growth of larger car models.

Enform releases results of Australian automotive performance usomer survey 2009

By | Announcements, Automotive, Research | No Comments

Performance Survey

Enform has released the results of the Australian performance products usomer survey to help automotive performance brands better understand their customer and the rapidly changing market.  Enform targeted over 15,000 performance enthusiasts and industry participants and invited them to complete an online survey. 

 The survey covered the following issues:

  • sources of performance product information and research used
  • purchasing intentions including most likely buying channels
  • online sources used for researching or buying performance products
  • performance brands used in Australia, awareness and related Net Promoter Scores (NPS)*

Jim Gurieff, director of Enform says, “We believe the results of the survey have uncovered a great opportunity for any Australian automotive performance brand that is looking for export opportunities and more effective and efficient ways to market their products in the performance sector.”

 A highlight summary of the questions and answers can be downloaded here.

What is a Net Promoter Score or NPS*?

By | Comment, Research | No Comments

enform_nps_outline_page_1Enform Networks is not aligned with Satmetrix or Bain & Co though we value and use the NPS* system to help clients build better and stronger brands that can grow at a faster rate. Global research (including Australia) has shown that brands with the highest NPS in their sector consistently out perform their competitors in growth and financial performance.

 In a nut shell, NPS is a simple but remarkably effective new method for measuring customer loyalty. A higher NPS delivers more powerful and more vocal customer advocacy resulting in cascading brand referral independent of conventional marketing and promotional spend.

NPS provides a simple comparable measure of customer satisfaction and future business growth by looking at customer loyalty perception which is often different to performance perception. That is, a brand or company could be considered as a “can do better” in its delivery performance while still retaining an excellent NPS indicating a strong referral and recommendation base.

For this reason Enform places high value in NPS when planning and deploying usomer promotion and support campaigns to create and leverage the “Buzz”.

The web and social media turbochargers the speed and reach of any message.  It will therefore leverage and multiply the result toward the positive or negative.

Click the link to download a copy of our NPS Explained document enform_nps_outline1

 ® Net Promoter and NPS are registered trademarks of Bain & Company, Inc.,Fred Reichheld and Satmetrix Systems

Enform launches automotive performance products usomer survey 2009

By | Announcements, Automotive, Research | No Comments

Online survey

Its a good thing to know what your customers think and how they behave. We thought we’d try and help by launching an online global survey to ask usomers (customer or users) what they think and how they see the automotive performance industry and its brands.

If you’d like to help (or just have a rant) you can follow the link to the survey here and do it online, should only take a few minutes. And if you do, you go into the draw for a bunch of online shopping vouchers worth US$50.

Remember, they can’t help you if you don’t help them so get involved and enjoy the benefits.

Enform releases results of Australian Business Travel Survey 2009

By | Announcements, Research, Travel | No Comments
Enform Australian Business Travel Survey 2009

Enform Australian Business Travel Survey 2009

Enform Networks releases the results of Australia’s first comprehensive business travel survey covering brands, technology, emerging trends and the realities of a changed economic climate.

Enform targeted over 300 Australian based senior executives in the corporate sector who regularly travel and those who manage, administer and/or arrange corporate travel on behalf of the business.

The Enform Networks’ Business Travel Survey covered the following issues:

  • business travel management in the current economic climate
  • business and corporate travel trends in the current environment
  • sources of travel information and research used
  • technology, systems and how they relate to travel management
  • user and traveler preferences and priorities
  • business travel brands used in Australia, awareness and related Net Promoter Scores (NPS)*

*Net Promoter Score index – for more on this important consumer advocacy metric visit www.netpromoter.org

The linked en_biztravelsurvey2009_summary document provides details of the questions along with a short summary of key findings. Additional information is available upon request by contacting Enform Networks.

 

Enform Networks completes the Australian Business Travel Survey – 2009

By | Announcements, Research, Travel | No Comments

Enform Networks has just completed the first Australian Business Traveler Survey. The survey was conducted via a combination of web questionnaire and telephone follow-up  during April and May 2009. In conjunction with a leading Australian TMC, 300+ qualified respondents delivered answers to questions relating to;

  • Business travel management in the current economic climate
  • Business and corporate travel trends in the current environment
  • Sources of travel information and research used
  • Technology, systems and how they relate to travel management
  • User and traveller preferences and priorities
  • Business travel brands used in Australia, awareness and related Net Promoter Scores (NPS)*

We hope to have a summary of the results soon.