This document discusses a study conducted by CheckinLine to determine the key factors that drive user engagement on Facebook. The study measured user engagement across different dimensions of perceived value. It analyzed how perceptions vary by user actions and attributes. The results provide insights into how brands can focus their social media activity to increase engagement. Pricing options are provided for the essential app, standard value study, premium custom study, and additional data and analytics services.

1. Facebook Value
Study
Value Proposition; Example Charts; Pricing
November, 2012

2. + =
Incentive CheckinLine Engagement & Insight
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3. CheckinLine Solution
• CheckinLine turns engagement, promotion and
reach into insight.
• It does this by virtually “camping out” for users who
want access to a popular item (like a giveaway)
and then grants access to those who deserve it
most, by way of a daily „check-in‟.
• These „check-ins‟ create deep interactions
between brand and passionate consumer; an
opportunity to tap into their thoughts, preferences
and opinions.
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4. Leverage the social graph
CheckinLine runs as a simple Facebook competition application
(with the ability to also run simultaneously via client websites)
Leverage existing fans and recruit new ones…
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5. Value Proposition
Mapping the world‟s perception of value…starting with Facebook.
Basic Analytics
interactions
Research &
advertising
Promotion
In-Depth
Targeted
Insights
Reach
PERMIT Existing
REQUIRE Facebook
D Competitions
NO CheckinLine
PERMIT ✚
CheckinLine motivates users to return to a Facebook page multiple times (over 65% repeat
visitation). Engaged users = Greater timeline & newsfeed penetration (refer: Facebook EdgeRank
Formula)
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6. The Value Study
What values drive
user interaction?
How do users
interact?
With what do users
interact?
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7. Focusing the investment in
Facebook to areas that Social
Media Users value…
In life, we all consider our decisions as a trade-off or
balance…
“What am I going to get out of it vs. the
amount of time or effort I need to put into it” What are the elements
of our content that users
value?
This is true when it comes to Facebook. With a huge
array of competing information & entertainment, there
are elements that will encourage users to engage more, Focus on the elements
or to switch off of high value, make
them want to engage
The concept of value helps us to identify the elements
we need to include in our content to tip the BALANCE IN …and make them want
OUR FAVOUR – where users believe the content is worth to share/like/comment
their time, and therefore will engage and act on what on our content to share
they have seen with others
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8. How do we determine the
elements that drive greater
perceived value in our content?
1 Measure 2 Brand 3 Attributes 4 Profiling and
social media relationship that drive understanding
engagement value
Who are the Thinking about a How does this
users in the user‟s recent What are all the information look
CheckinLine? activity… elements that for leader and
How engaged Who was it for, may or may not followers
with social what did they be considered (Mavens)?
media are they? do, why did when Profiling the
What actions they do it? sharing/liking/co information to
have they taken How does this mmenting? understand
recently when it link to their Which have the differences by sub
comes to current greatest impact segments in the
brands, friends, relationship with at driving market
social groups, a brand? action?
etc. Measure across
an 8-dimension
value model
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9. A snapshot of key, usable
information from this value study
Information resulting from the Facebook value study is designed to be simple, clear and
immediately actionable – what are the areas I need to focus on with my social media
activity to drive up user engagement?
Hierarchy of factors driving
engagement with content
Findings can be analysed to understand where differences exist by category, brand types,
content type
Additional variations of the study can be accommodated on request
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10. A snapshot of key, usable
information from this value study
Understanding of segments in
the market
What clusters of attitudes create
sub-groups in the market?
Findings can be analysed to understand where differences exist by category, brand types,
content type
Additional variations of the study can be accommodated on request
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11. A snapshot of key, usable
information from this value study
How do perceptions change
by specific actions?
Findings can be analysed to understand where differences exist by category, brand types,
content type
Additional variations of the study can be accommodated on request
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12. Merge Social with CRM
Profiles
Incentive CRM
Insight
Leads
Segmentation
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13. Pricing
Essential App Standard Value Study $5,000 + GST
non-specific brand testing
Premium App Custom Value Study $8,000 + GST
specific brand testing
Data Set Complete CSV $2,750 + GST
Additional
Analytics Services Quoted on request
Segmentation
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14. ben@checkinline.com +61 417 323
809