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Social Insight Connect Case Study

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What’s the value of Facebook fans? So they like us. Now what? We at Globalpark know what to do!

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Social Insight Connect Case Study

  1. 1. 1 2 3 4 5 So they like us. Now what? What’s the value of Facebook-Fans? 03. August 20111 Globalpark. Manage what matters.
  2. 2. 1 2 3 4 5 1. The Brand “Bosch Power Tools” and it’s Social Media Activities2 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  3. 3. Bosch Professional Power Tools Europe Manufacturer of professional power tools Market leader in Europe Covering 40 countries in Europe including Russia Target group: Professional users in different business sectors in craft & industry Building sector Electrical installation Sanitary / heating Woodworking Etc.3 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  4. 4. Real Bosch! – the commercial Click at the picture to watch the spot4 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  5. 5. Social Media Activities Market research results Bosch: Recommendation from a colleague is one of the key purchase drivers for power tools Most important buying criteria behind personal experience with a power tool! Main target of social media activities: Increase level of recommendation amongst users.5 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  6. 6. Social Media Activities Product Evaluation Newsletter Bob Forum Innovation Ideas Pro News Surveys6 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  7. 7. Social Media Activities7 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  8. 8. KPIs Bob Community (MAT 05/2011) Countries covered: Going live 07/2011 460.000 visitors 35.000 registrations Activity level in Bob Forum: 3,9%8 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  9. 9. Facebook Fan Page | Pilot Germany 05/2010: Implementation of fan page “Bosch Profi- Elektrowerkzeuge” Two targets in focus: Generate occasions for fans to recommend the brand to other professionals Bring brand closer to younger target groups (e.g. vocational schools) Status 31.01.2011: approx. 4.000 fans9 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  10. 10. 1 2 3 4 5 2. Who are our Facebook Fans? Does the Marketing Investment Pay Off?10 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  11. 11. Facebook is an investment. Does it pay off? Who are our Facebook fans? Is there a difference in user structure in comparison to Bob Community? Are we able to reach younger target groups via Facebook (especially vocational schools)? What’s the value of a Facebook fan based on our brand funnel in comparison to a Bob user? Can we manage to get permissions? Research in both channels: a) Facebook b) Bob Brand Community11 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  12. 12. 1 2 3 4 5 3. How to get Answers?12 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  13. 13. That‘s Globalpark. Web-based software for Business Insights since 1999 Offices in Germany, Austria, UK, USA Methods: Questions, online interviews, interaction Use cases: Market-, opinion- and consumer intelligence Social CRM and brand ambassador development Globalpark insight platform: Social Online Facebook, Profile Data Brand Communities Globalpark Platform for Business Insights Local Mobile Moments of Truth Smart Phones, iPad CRM BI13 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  14. 14. Get to know your fans. Then work with them.14 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  15. 15. What‘s Social Insight Connect? Brand community on Facebook Seamlessly integrated, part of the fan page Purpose: Marketing controlling and development User experience: Facebook app15 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  16. 16. Getting results in 6 steps 1. Promote the app 2. Fans register and give permissions 3. Ask the right questions 4. Build profiles 5. Evaluate results 6. Act on insights16 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  17. 17. Promote the app Fans can apply for Bosch Power Tool tests Tests are communicated by wall postings, supported by Facebook ads17 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  18. 18. Promote the app The Power Tool test program is explained on the fan page To participate fans gave to install app and register18 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  19. 19. 2. Registrations and permissions User permission for continued interaction19 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  20. 20. „It feels like Facebook“ The fan feels like he never leaves Facebook Next step: Fan applies for tool testing20 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  21. 21. 3. Ask the right questions Who are my Facebook fans? Which craft? Apprentice, journey level, foreman? How many colleagues? ...21 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  22. 22. 3. Ask the right questions What do the they think about Bosch? Marketing KPIs, Position in brand funnel: Awareness First Choice Purchase Recommendation22 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  23. 23. 4. Build user profiles Combines Facebook profile and survey data Work with relevant subgroups (eg. apprentices)23 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  24. 24. Getting results in 6 steps 1. Promote the app ✔ 2. Fans register and give permissions ✔ 3. Ask the right questions ✔ 4. Build profiles ✔ 5. Evaluate results 6. Act on insights24 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  25. 25. 1 2 3 4 5 4. Results25 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  26. 26. Facebook is an investment. Does it pay off? Who are our Facebook fans? Are we really addressing our target group? Is there a difference in user structure in comparison to Bob Community? Are we able to reach younger target groups via Facebook (especially vocational schools)? What’s the value of a Facebook fan based on our brand funnel in comparison to a Bob user? Can we manage get permissions?26 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  27. 27. User Structure Facebook Page vs. Bob Community Structure of business sectors 30% 27% 25% 23% 21% 21% 20% 18% 18% 17% 15% Facebook 15% 11% Bob 10% 8% 7% 6% Community 5% 4% 4% 0% working Industry construction Sanitary / Electrical Public services sector Private Wood heating install. General The Facebook page enables us to address wood working target groups over proportionally. Globalpark Online Research 18.04.-26.04.2011; Professionals; n=31627 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  28. 28. Overlap Facebook Fans vs. Bob Community Users “Who is member of both channels?” Bob Facebook Community 11% Fans Users Overlap between both platforms is on a low level Globalpark Online Research 18.04.-26.04.2011; Professionals; n=31628 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  29. 29. Facebook is an investment. Does it pay off? Who are our Facebook fans? Are we really addressing our target group? Is there a difference in user structure in comparison to Bob Community? Are we able to reach younger target groups via Facebook (especially vocational schools)? What’s the value of a Facebook fan based on our brand funnel in comparison to a Bob user? Can we manage get permissions?29 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  30. 30. Age Structure Facebook Fans vs. Bob Users 40% 30% 20% Facebook Bob 10% Community 0% up to 19 20-30 30-40 40-50 50+ Over proportional reach of younger target group with Facebook Globalpark Online Research 18.04.-26.04.2011; Professionals; n=31630 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  31. 31. * As of 07/02/2011 The representativeness of the sample with regard to age and sex were tested with a paired t-test. The true average age is within the 99% confidence interval, for sex the value is within the 95% confidence interval. For this reason, the findings from the sample can be applied to the whole fan community on Facebook.31 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  32. 32. Facebook is an investment. Does it pay off? Who are our Facebook fans? Are we really addressing our target group? Is there a difference in user structure in comparison to Bob Community? Are we able to reach younger target groups via Facebook (especially vocational schools)? What’s the value of a Facebook fan based on our brand funnel in comparison to a Bob user? Can we manage get permissions?32 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  33. 33. Level of Recommendation Would you definitely recommend Bosch Professional Power Tools to a colleague? Bob Community 234 Facebook 217 Representative average 100 0 50 100 150 200 250 Index vs. average Craftsman Recommendation of Bosch Blue within Facebook fans and Bob more than 2 times vs. average craftsman!33 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  34. 34. Example: Involvement of Possible Multiplicators Providing a test sample of the new Boschhammer to FB fan „Florian“34 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  35. 35. Example: Selection of Qualified Power Tool Testers Bosch promoter Right craft Creative answer Most Facebook friends Qualified tool testers35 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  36. 36. Facebook is an investment. Does it pay off? Who are our Facebook fans? Are we really addressing our target group? Is there a difference in user structure in comparison to Bob Community? Are we able to reach younger target groups via Facebook (especially vocational schools)? What’s the value of a Facebook fan based on our brand funnel in comparison to a Bob user? Can we manage get permissions?36 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  37. 37. User Conversion on FB: Brand Page  App Usage 8,209 929 * Facebook App fans users * As of 07/02/2011 User conversion (= 11.3%) is on a high level37 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  38. 38. 38 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  39. 39. 1 2 3 4 5 5. Learnings39 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  40. 40. Learnings Facebook is a relevant platform for Bosch Blue communications Reaching vocational schools Addressing users with high brand loyalty and buzz-potential The App „Real Bosch! Test now!“ based on Globalpark’s Social Insight Connect Sheds light in the dark of the Facebook fan base Enables test user recruitment in a very efficient way Generates new ideas and user insights for Bosch40 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.
  41. 41. Links Facebook Page: www.facebook.com/BoschProfiElektrowerkzeuge Bob Community: www.bosch-profi-forum.de41 19.10.2011 Value of a Facebook Fan Globalpark. Manage what matters.

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