Product Spending: Facebook Fans spend, on average, $71.84 more than non-fans over a two-year period

Brand Loyalty: Facebook fans are 28 per cent more likely to continue using a brand than consumers who are not fans on Facebook

Willingness to Recommend: 68 per cent of fans are ‘very likely’ to recommend a product to family and friends (as opposed to 28 per cent of non-fans)

Brand Affinity: 81 per cent of fans feel a connection to the brand (versus only 39 per cent of non-fans)

Earned Media Value: Incorporating all of the above factors, the average value of a Facebook fan is $136.38 to an organization

Here is a quick recap of the formula used to calculate the valuation:

1M impressions x 2 posts x 30 days = 60M impressions
60M impressions / 1000 x $5 CPM = $300,000
$300,000 x 12 months = $3.6M
$3.6M / 1M fans = $3.60

Using this same formula, I did some quick research and found 10 high profile brands and calculated their fan value. You will be surprised and some of the results:

• Coca Cola – $0.96 cents (5.3M fans and posted 16x in the last month)
• Youtube – $1.92 (4.8M fans and posted 32x last month)
• Pringles – $.030 (3.1M fans and posted 5x last month)
• Adidas – $2.40 (2.7M fans and posted 40x in the last month. Also sharing links to their e-commerce store so one would assume that their fan value is much higher)
• Red Bull – $1.14 (2.5M fans and posted 19x in the last month)
• Starbucks – $1.20 (6.8M fans and posted 20x in the last month)
• Pizza Hut – $0.30 (1.2M fans and posted 5x in the last month)
• McDonalds – $0.24 (2.1M fans and posted 4x in the last month
• NBA – $8.22 (2.1M fans and postes 137x in the last month; but this makes sense since it’s the Playoffs.  I am sure the value of fans decreases in the off season)
• PUMA – $0.84 (1.5M fans and posted 14x in the last month

Now for those of you who are deficient in math like myself, you will notice that the value of each fan is solely based on the assumed $5 CPM and the frequency of monthly posts.  The value doesn’t change if you have 50,000 fans or 6,000,000 fans.

Also, in analyzing each of each of these fan pages, I am most impressed with the NBA.  They are doing polls, asking questions, posting videos; wallpaper downloads, linking to their e-commerce store, and their fans are extremely engaged.

If you work for a brand and have a stagnant fan page or if you are thinking about launching one; here are few pointers which might be useful.

Disclosure: Starbucks is an Edelman client.

Both projects were in support of the Core i7 launch, from a pure social media perspective. The first is Mass Animation; a Facebook application that brings together animators from around the world to work collaboratively in the creation of a professional 3-D quality animated film, titled “Live Music”.

Basically, the way it works is that animators can choose to download different scenes “or shots” that are categorized as being easy, medium or hard.  Then, they have to download Maya software, animate their shots, upload back to the application where the community can vote.

Each week during the animation, which officially launches tomorrow November 17th, Dell will be giving away a new DELL Studio XPS™ desktop computer powered by the Intel® Core™ i7 processor to the animator with the most votes. For the Grand Prize winners, each animator whose shot gets selected by the director to be in the final short will receive an on-screen credit and $500. Here is a link to the app and Facebook fan page.

The second is Digital Drag Race.  The Digital Drag Race (DDR) is a chance for leading designers and rich media experts in the industry to face off and showcase their skills in a digital design challenge. Pre-selected designers will be given the same computers loaded with the same software and design assets and race against the clock in a timed, design challenge. When the challenge is completed, three judges will decide on the winner. There will also be an opportunity for other designers to submit their own videos using the same design assets. You can meet the racers here; and we also created a bloggers toolbox for those who are interested in writing about the project. I will be contributing the DDR blog over the next few months.

Check out this promo video.

I will also be writing about both programs on the Intel consumer blog, Inside Scoop. Oh, and feel free to write about any of these two programs and let me know when you do. I’ll be sure to spread the link love from the Intel blog and highlight your posts.

I am a huge movie buff and have been waiting for this movie to come out in the theatres, so it caught my attention pretty quickly.  What was interesting was the comment field right underneath.  So I thought to myself … wow, this is pretty cool; an embedded multimedia advertisement with comments visible to users’ network of friends.

I left a comment or two (as you can see) but I didn’t notice it in my feed.  Nonetheless, I did see a comment from a friend of mine Daniel Riveong who said, “Dear Facebook: Commenting on ads is a sure way to get trolls. Have you seen YouTube comments?”  He is exactly right.  I wonder if advertisers are going to monitor these comments and pull ads if any “questionable” comments arise.

It’s nice to see that advertisers are starting to understand the importance of conversations and engagement.  Buying a social or display ad in a social network is only part of it; and commenting on ads is definitely a step in the right direction.

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As most of you know, I am working on the Media Literacy project for the Social Media Club. It’s a collaborative effort to create a library of resources that consolidate “introduction to social media” content in an effort to help those who are new to social media get all the information they need, in one place. So, if you know of any presentations, classes, discussions, cartoons, videos, blog posts etc…, please add it here.

Also, I will be attending BlogWorld this year and speaking on two different panels (September 19 – not sure the title of the panel and September 20 – Beyond Blogging: Stories & Social Media Lessons Learned in the Real World).  If you are going to this event and we haven’t met in person, this is our chance. : )