social insight connect case study

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Globalpark. Manage what matters.

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03. August 2011

So they like us. Now what? What’s the value of Facebook-Fans?

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19.10.2011 Value of a Facebook Fan

1. The Brand “Bosch Power Tools” and it’s Social Media Activities

Globalpark. Manage what matters. 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.


Real Bosch! – the commercial

Value of a Facebook Fan 19.10.2011

Click at the picture to watch the spot

http://www.youtube.com/watch?v=fiR-pnAnGqo


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.




Bob Forum

Pro News

Surveys

Innovation Ideas

Product Evaluation Newsletter


KPIs Bob Community (MAT 05/2011)


Countries covered:

460.000 visitors

35.000 registrations

Activity level in Bob Forum: 3,9%

Going live 07/2011


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

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2. Who are our Facebook Fans? Does the Marketing Investment Pay Off?


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

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3. How to get Answers?


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:

Globalpark

Platformfor Business Insights

Profile Data

CRM BICRM BI

SocialFacebook,Brand Communities

Mobile Smart Phones, iPad

Online

LocalMoments of Truth


Get to know your fans. Then work with them.



What‘s Social Insight Connect?


Brand community on Facebook

Seamlessly integrated, part of the fan

page

Purpose: Marketing controlling and

development

User experience:

Facebook app


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


Promote the app


Fans can apply for Bosch Power Tool

tests

Tests are communicated by wall

postings, supported by Facebook ads


Promote the app


The Power Tool test program is

explained on the fan page

To participate fans gave to install

app and register


2. Registrations and permissions


User permission for continued

interaction


„It feels like Facebook“


The fan feels like he never leaves

Facebook

Next step: Fan applies for tool

testing




Who are my Facebook fans?

Which craft?

Apprentice, journey level,

foreman?

How many colleagues?

...




What do the they think about

Bosch?

Marketing KPIs,

Position in brand funnel:

Awareness

First Choice

Purchase

Recommendation


4. Build user profiles


Combines Facebook profile and

survey data

Work with relevant subgroups

(eg. apprentices)


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

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4. Results




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?


User Structure Facebook Page vs. Bob Community


Structure of business sectors

18%

27%

4%

8%

17%

4%

7%

18%

23%

6%

21% 21%

11%

15%

0%

5%

10%

15%

20%

25%

30%

Ge

ne

ral

co

nstr

uctio

n

Wo

od

wo

rkin

g

Ele

ctr

ica

l

insta

ll.

Sa

nita

ry /

he

atin

g

Pri

va

te

se

rvic

es

Ind

ustr

y

Pu

blic

se

cto

r

Facebook

Bob

Community

The Facebook page enables us to address wood

working target groups over proportionally.

Globalpark Online Research 18.04.-26.04.2011; Professionals; n=316


Overlap Facebook Fans vs. Bob Community Users


“Who is member of both channels?”

Overlap between both platforms is on a low level


Facebook

Fans

Bob

Community

Users 11%


Age Structure Facebook Fans vs. Bob Users



0%

10%

20%

30%

40%

up to 19 20-30 30-40 40-50 50+

Facebook

BobCommunity

Over proportional reach of younger

target group with Facebook

Globalpark. Manage what matters. 31 19.10.2011 Value of a Facebook Fan

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.

* As of 07/02/2011


Level of Recommendation


Would you definitely recommend Bosch Professional

Power Tools to a colleague?

100

217

234

0 50 100 150 200 250

Representative

average

Facebook

Bob Community

Index vs. average Craftsman

Recommendation of Bosch Blue within Facebook

fans and Bob more than 2 times vs. average craftsman!


Example: Involvement of Possible Multiplicators


Providing a test sample of the new

Boschhammer to FB fan „Florian“


Example: Selection of Qualified Power Tool Testers


Bosch promoter

Right craft

Creative answer

Most Facebook friends

Qualified tool testers


User Conversion on FB: Brand Page App Usage


User conversion (= 11.3%)

is on a high level

8,209

Facebook

fans

929

App

users

*

* As of 07/02/2011

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5. Learnings


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

Bosch


Links


Facebook Page: www.facebook.com/BoschProfiElektrowerkzeuge

Bob Community: www.bosch-profi-forum.de

http://www.facebook.com/BoschProfiElektrowerkzeuge

http://www.bosch-profi-forum.de/



