Value of a FACEBOOK Fan: BOSCH Power Tools

VALUE OF A FACEBOOK FAN CASE STUDY: BOSCH POWER TOOLS GLOBALPARK 1 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. AGENDA 1. Bosch Professional Power Tools 2. Social Media Activities 3. Facebook Fan page „Bosch Profi Elektrowerkzeuge“ 4. Social Insight Connect by Globalpark 5. KPIs / Results 6. Learning & Recommendations 2 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. 1 BOSCH PROFESSIONAL POWER TOOLS EUROPE 3 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. 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. 4 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. REAL BOSCH! – THE COMMERCIAL http://www.youtube.com/watch?v=fiR-pnAnGqo 5 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. 1 2 SOCIAL MEDIA ACTIVITIES 6 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. 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. 7 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. SOCIAL MEDIA ACTIVITIES Product Evaluation Newsletter Bob Forum Innovation Ideas Pro News Surveys 8 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. SOCIAL MEDIA ACTIVITIES 9 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. 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% 10 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. 1 2 3 FACEBOOK FAN PAGE „BOSCH PROFI ELEKTROWERKZEUGE“ 11 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. 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 fans 12 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. 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 Community 13 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. 1 2 3 4 SOCIAL INSIGHT CONNECT BY GLOBALPARK 14 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. 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 15 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. GET TO KNOW YOUR FANS. THEN WORK WITH THEM. 16 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. WHAT IS SOCIAL INSIGHT CONNECT? Brand community on Facebook Seamlessly integrated, part of the fan page Purpose: Marketing controlling and development User experience: Facebook app 17 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. 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 insights 18 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. PROMOTE THE APP Fans can apply for Bosch Power Tool tests Tests are communicated by wall postings, supported by Facebook ads 19 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. PROMOTE THE APP The Power Tool test program is explained on the fan page To participate fans gave to install app and register 20 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. REGISTRATIONS AND PERMISSIONS User permission for continued interaction 21 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. „IT FEELS LIKE FACEBOOK“ The fan feels like he never leaves Facebook Next step: Fan applies for tool testing 22 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. ASK THE RIGHT QUESTIONS Who are my Facebook fans? Which craft? Apprentice, journey level, foreman? How many colleagues? ... 23 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. ASK THE RIGHT QUESTIONS What do the they think about Bosch? Marketing KPIs, Position in brand funnel: Awareness First Choice Purchase Recommendation 24 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. BUILD USER PROFILES Combines Facebook profile and survey data Work with relevant subgroups (e.g. apprentices) 25 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. 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 insights 26 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. 1 2 3 4 5 KPIS / RESULTS 27 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. 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? 28 01.09.2011 Value of a Facebook Fan Globalpark. Manage what matters. 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.