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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.
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 p a r k . c o m
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?
...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)
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 p a r k . c o m
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
attri butes, actions and attitudes of this at-the-ready audience. Fans par-
ticipate in surveys and interactive forums without ever leaving the site.
The resulting insights are tracked over time and can be used to inform
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.
globalpark social insight
connectFacebook Fanpage
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 p a r k . c o m
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.
your
brandfacebook
fans
insider access
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 p a r k . c o m
Marketing metrics: Understanding Facebook fans
by measuring the differences in KPIs
Willingness to recommend
Likability
Purchase Intention
Customer Lifetime Value
Customer Satisfaction
Category Spending
Customer Profit
Loyality
Regular target group
Facebook Fan Base
Added value of Facebook fans
Interaction begets understanding, and Social Insight Connect
allows companies to build both quantitative and qualitative
insights to help understand individuals and market segments.
In compiling and measuring fan profile data, common brand in-
dicators – likely to recommend, customer satisfaction, purchase
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.
The key is understanding
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 p a r k . c o m
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.
Engage individual fans
based on their profile
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 p a r k . c o m
BRAND ADVISORS
Testing the market before launching new products,
marketing campaigns or regional expansions are a
common market research activity. Now, you can
leverage Facebook fans as an at-the-ready
audience to provide feedback or even spark
innovation. With Social Insight Connect you not
only engage with fans, but create value through
insights – often with unprecedented response rates
and rapid turnaround.
BRAND ADVOCATES
Enthusiastic and influential individuals are among
the most valuable fans. In addition to profile infor-
mation, you can identify them by tracking online
activity to measure the impact of their posts or
recommendations. This group can become highly
credible in promoting your brand - for example,
in targeted social media campaigns or a mix of
online and offline promotions to extend reach
and reputation.
Creative Critical
Enthusiastic Influential
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 p a r k . c o m
DECISION-MAKER CHECK LIST:
Does your brand have a Facebook page and “fans”?
Do you want to be more active in the Social Web?
Are you uncertain about who your fans are
and how valuable they are for your brand?
Do you lack information about whether fans actually
buy your product?
Would you like an instant opinion from your customers
on product plans or new advertising campaigns?
Is one of your marketing goals to identify
market shapers and influencers?
enterprise feedback suiteglobalpark ag / / manage what matters
Social Insight Connect: Part of the enterprise feedback platform
Social Insight Connect is a solution within Globalpark’s Enterprise
Feedback Suite: an integrated platform to manage communities,
panels and surveys across channels and devices (including mobile).
Organizations apply it to engage with their target audiences and
glean insights that inform future interactions, product development
and business strategy. It is an open platform that can integrate with
third-party systems, to feed business processes or aggregate data
from disparate sources.
Germany
Globalpark aG (headquarters)
kalscheurener strasse 19a
50354 coloGne-huerth
phone: +49 2233 7933 6
Great Britain
Globalpark uk ltd.
19-21 Great tower street, 1st Floor
london ec3r 5ar
phone: +44 20 7403 3900
United StateS of america
Globalpark, Inc.
299 broadway, 19th Floor
new york, ny 10007
phone: +1 646 597 6725
aUStria
Globalpark ÖsterreIch Gmbh
wasserGasse 25
1030 VIenna
phone: +43 1715 0289 11
About Globalpark
Globalpark provides panel community and survey software that en-
ables organizations to manage what matters across the enterprise.
By capturing feedback and tracking behaviour of customers, em-
ployees and partners, they gain insights that drive better business
decisions. By identifying and empowering influential advocates,
they build reputation and extend reach.
Founded in 1999, Globalpark software is German-engineered and
globally-tested by leading brands and top market research insti-
tutes, including: Continental, Daimler, General Mills, GfK, IDG,
Nintendo, Sony, TNS and Warner Music. Globalpark is staffed
by renowned research pioneers, with offices across the US, UK,
Germany and Austria.
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