checkinline facebook value study overview
DESCRIPTION
Overview of the CheckinLine Facebook Value Study. Value proposition, Example Charts, Pricing.TRANSCRIPT
Facebook Value StudyValue Proposition; Example Charts; Pricing
November, 2012
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Incentive CheckinLine
Engagement & Insight
+ =
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CheckinLine Solution• CheckinLine turns engagement, promotion and
reach into insight.
• It does this by virtually “camping out” for users who want access to a popular item (like a giveaway) and then grants access to those who deserve it most, by way of a daily ‘check-in’.
• These ‘check-ins’ create deep interactions between brand and passionate consumer; an opportunity to tap into their thoughts, preferences and opinions.
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Leverage the social graph
Leverage existing fans and recruit new ones…
CheckinLine runs as a simple Facebook competition application (with the ability to also run simultaneously via client websites)
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Value PropositionMapping the world’s perception of value…starting with Facebook.
Promotion
Basic Analytic
sReach
In-Depth interacti
ons
Research &
Insights
Targeted advertisi
ng
Existing Facebook Competitions
CheckinLine ✚
PERMIT REQUIRE
D
NO PERMIT
CheckinLine motivates users to return to a Facebook page multiple times (over 65% repeat visitation). Engaged users = Greater timeline & newsfeed penetration (refer: Facebook EdgeRank Formula)
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The Value Study
With what do users interact?
How do users interact?
What values drive user interaction?
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Focusing the investment in Facebook to areas that Social Media Users value…
In life, we all consider our decisions as a trade-off or balance…
“What am I going to get out of it vs. the amount of time or effort I need to put into it”
This is true when it comes to Facebook. With a huge array of competing information & entertainment, there
are elements that will encourage users to engage more, or to switch off
The concept of value helps us to identify the elements we need to include in our content to tip the BALANCE IN OUR FAVOUR – where users believe the content is
worth their time, and therefore will engage and act on what they have seen
What are the elements of our
content that users value?
Focus on the elements of high
value, make them want to engage
…and make them want to
share/like/comment on our content to share with others
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How do we determine the elements that drive greater perceived value in our content?
1 Measure social media engagement
Who are the users in the CheckinLine?How engaged with social media are they?What actions have they taken recently when it comes to brands, friends, social groups, etc.
2 Brand relationship
Thinking about a user’s recent activity…Who was it for, what did they do, why did they do it?How does this link to their current relationship with a brand?
3 Attributes that drive value
What are all the elements that may or may not be considered when sharing/liking/commenting?Which have the greatest impact at driving action?Measure across an 8-dimension value model
4 Profiling and understanding
How does this information look for leader and followers (Mavens)?Profiling the information to understand differences by sub segments in the market
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A snapshot of key, usable information from this value study
Findings can be analysed to understand where differences exist by category, brand types, content typeAdditional variations of the study can be accommodated on request
Hierarchy of factors driving engagement with content
Information resulting from the Facebook value study is designed to be simple, clear and immediately actionable – what are the areas I need to focus on with my social media activity to drive up user engagement?
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A snapshot of key, usable information from this value study
Findings can be analysed to understand where differences exist by category, brand types, content typeAdditional variations of the study can be accommodated on request
Understanding of segments in the marketWhat clusters of attitudes create sub-groups in the market?
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A snapshot of key, usable information from this value study
Findings can be analysed to understand where differences exist by category, brand types, content typeAdditional variations of the study can be accommodated on request
How do perceptions change by specific actions?
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Incentive CRM
Segmentation
Leads
Insight
Profiles
Merge Social with CRM
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Pricing
Essential App Standard Value Studynon-specific brand testing
$5,000 + GST
Premium App Custom Value Studyspecific brand testing
$8,000 + GST
Data Set Complete CSV $2,750 + GST
Analytics Services Additional Segmentation Quoted on request
[email protected] +61 417 323 809