Social Insight Connect Case Study

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So they like us. Now what?
What’s the value of Facebook-Fans?
03. August 2011

1
Globalpark. Manage what matters.

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

2 19.10.2011 Value of a Facebook Fan

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

Click at the picture to watch the spot


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.



Product Evaluation Newsletter

Bob Forum

Innovation Ideas Pro News

Surveys


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%


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:
Social
Online Facebook,
Profile Data Brand Communities

Globalpark
Platform
for Business Insights
Local Mobile
Moments of Truth Smart Phones, iPad

CRM BI


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
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.

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


Overlap Facebook Fans vs. Bob Community Users

“Who is member of both channels?”

Bob
Facebook
Community 11% Fans
Users

Overlap between both platforms is on a low level



Age Structure Facebook Fans vs. Bob Users
40%

30%

20% Facebook

Bob
10%
Community

0%
up to 19 20-30 30-40 40-50 50+

Over proportional reach of younger
target group with Facebook



* As of 07/02/2011

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.


Level of Recommendation
Would you definitely recommend Bosch Professional
Power Tools to a colleague?

Bob Community 234

Facebook 217

Representative
average
100

0 50 100 150 200 250
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

8,209
929 *
Facebook
App
fans
users

* As of 07/02/2011

User conversion (= 11.3%)
is on a high level


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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


Social Insight Connect Case Study

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