Social Insight Connect allows companies to figure out who their Facebook "fans" are and in turn learn how to activate/engage them.

1. m a n a g e w h a t m a t t e r s
HOW CAN YOU CREATE VALUE
FROM FACEBOOK FANS?
Social Insight Connect is the first Facebook
application offering a new way to interact with,
understand and activate consumers.

2. ...there is no intrinsic value to a Facebook fan. … It is what companies
do with fans that creates value, not merely that a brand has fans.«
Augie Ray, Forrester Research Inc.
(forrester blog, what is the value of a facebook fan? zero!, july 8, 2010)
Having an authentic and engaging voice in social media is criti-
cal for most every organization these days. One of the first steps is
creating a Facebook page where consumers can go for information,
post their thoughts, and even “like” you, thereby becoming a fan.
But even for brands that have several thousands of fans, many
questions remain unanswered:
» Who are our Facebook fans?
» How do they compare with our target customer base?
» How can we interact with them to create value?
» How can we build sustainable, symbiotic relationships
with our fans?
e n t e r p r i s e f e e d b a c k s u i t e : : w w w. g l o b a l pa r k . c o m

3. Social Insight Connect: creating value –
and insights – from facebook fans
Social Insight Connect is a full-powered feedback platform that seamless-
ly integrates with Facebook. Using Social Insight Connect, marketing and
research teams have a private channel with consumers directly within
their fan page. Going far beyond quick polls, they can find out the
attributes, actions and attitudes of this at-the-ready audience. Fans par-
globalpark ticipate in surveys and interactive forums without ever leaving the site.
npage
Facebook Fa social insight The resulting insights are tracked over time and can be used to inform
connect
future interactions, product development and brand strategy.
More than social media monitoring: interaction
Instead of passively monitoring digital behavior and projected senti-
ment, Social Insight Connect provides a new way to interact with fans to
both understand and activate consumers.
An array of valuable feedback and interaction tools are available for co-
creation and ideation, concept testing, usage and attitude research, and
viral marketing. What’s more, it’s private. Access is controlled through a
Facebook application.
e n t e r p r i s e f e e d b a c k s u i t e : : w w w. g l o b a l pa r k . c o m

4. facebook your
fans brand
insider access
Social Insight Connect: like an exclusive club for fans
All (or selected) fans that install the app and agree to take part receive privileged access to an exclusive
area where they become more engaged with the brand and participate in activities that inform future
interactions and decisions.
What’s in it for the fans? Insider access. Social Insight Connect creates a “VIP Club” within a Facebook
page, where simple recognition is sometimes the best motivator.
e n t e r p r i s e f e e d b a c k s u i t e : : w w w. g l o b a l pa r k . c o m

5. Regular Facebook
target group Fan Base
Willingness to recommend
Likability
Purchase Intention
Customer Lifetime Value
Customer Satisfaction
Category Spending
Customer Profit
Loyality
Marketing metrics: Understanding Facebook fans Added value of
Facebook fans
by measuring the differences in KPIs
The key is understanding
Interaction begets understanding, and Social Insight Connect In compiling and measuring fan profile data, common brand in-
allows companies to build both quantitative and qualitative dicators – likely to recommend, customer satisfaction, purchase
insights to help understand individuals and market segments. intention – emerge, and provide a dashboard for marketing and
management teams. It provides another input to feed algorithms
that predict customer value scores and optimal brand actions –
making the profile of Facebook fans more tangible, actionable
and extendable.
e n t e r p r i s e f e e d b a c k s u i t e : : w w w. g l o b a l pa r k . c o m

6. Engage individual fans
based on their profile
Activating consumers
Social Insight Connect also helps brands activate consumers to help shape new products and marketing
campaigns, or even spark viral marketing activities and move product. Targeting specific individuals or
groups with activities that match their interests and abilities is critical to building mutually-beneficial
consumer relationships.
Typical groups may include ADVISORS: creative and critical fans, ideal for product innovation work-
shops; and ADVOCATES: especially enthusiastic and influential fans, who can be enabled to share
their joy.
e n t e r p r i s e f e e d b a c k s u i t e : : w w w. g l o b a l pa r k . c o m

7. Creative Enthusiastic
Critical Influential
BRAND ADVISORS BRAND ADVOCATES
Testing the market before launching new products, Enthusiastic and influential individuals are among
marketing campaigns or regional expansions are a the most valuable fans. In addition to profile infor-
common market research activity. Now, you can mation, you can identify them by tracking online
leverage Facebook fans as an at-the-ready activity to measure the impact of their posts or
audience to provide feedback or even spark recommendations. This group can become highly
innovation. With Social Insight Connect you not credible in promoting your brand - for example,
only engage with fans, but create value through in targeted social media campaigns or a mix of
insights – often with unprecedented response rates online and offline promotions to extend reach
and rapid turnaround. and reputation.
e n t e r p r i s e f e e d b a c k s u i t e : : w w w. g l o b a l pa r k . c o m

8. DECISION-MAKER CHECK LIST:
Does your brand have a Facebook page and “fans”? Social Insight Connect:
Do you want to be more active in the Social Web? Part of the enterprise feedback platform
Are you uncertain about who your fans are
Social Insight Connect is a solution within Globalpark’s Enterprise
and how valuable they are for your brand?
Feedback Suite: an integrated platform to manage communities,
Do you lack information about whether fans actually panels and surveys across channels and devices (including mobile).
buy your product? Organizations apply it to engage with their target audiences and
Would you like an instant opinion from your customers glean insights that inform future interactions, product development
on product plans or new advertising campaigns? and business strategy. It is an open platform that can integrate with
third-party systems, to feed business processes or aggregate data
Is one of your marketing goals to identify
market shapers and influencers? from disparate sources.
enterprise feedback suite
g l o b a l pa r k a g / / m a n a g e w h at m at t e r s
e n t e r p r i s e f e e d b a c k s u i t e : : w w w. g l o b a l pa r k . c o m

9. About Globalpark
Globalpark provides panel community and survey software that en- Founded in 1999, Globalpark software is German-engineered and
ables organizations to manage what matters across the enterprise. globally-tested by leading brands and top market research insti-
By capturing feedback and tracking behaviour of customers, em- tutes, including: Continental, Daimler, General Mills, GfK, IDG,
ployees and partners, they gain insights that drive better business Nintendo, Sony, TNS and Warner Music. Globalpark is staffed
decisions. By identifying and empowering influential advocates, by renowned research pioneers, with offices across the US, UK,
they build reputation and extend reach. Germany and Austria.
m a n a g e w h a t m a t t e r s
Germany Great Britain United StateS of america aUStria
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