ebuzzing präsentierte beim Social Media Club Hamburg (kurz: SMCHH) zum Thema "Is your Fan Page worth anything?"

1. Is your Fan Page Worth
Anything?

2. We spread branded content
through social media by
leveraging a global
audience of over...
800m+
unique users
per month
Using Social Video Advertising,
Facebook Fan Recruitment and
Sponsored Conversations, we
have created campaigns for
more than
2,000clients
40,000Influential blogs, vertical social networks,
Facebook applications, social games and
mobile apps, providing an explosive mix of
INFLUENCE
REACH
ENGAGEMENT
Who we are

3. Intangible
Value
Brand Equity, Audience
Data, Product Feedback,
engagement, gaining
product ambassadors
Tangible Value
Direct sales, traffic generation,
media equivalent value
How Much Fan Juice Do You Have?

5. Measure the
Fan Juice!

6. 1. Direct
Action
Tracking

7. Acuitis Case Study – Eyewear Chain
> 350
Participants
8300
votes
5000
Fans recruited
Phase 1:
Facebook Casting

8. Acuitis Case Study – Eyewear Chain
Over 125
Attendees
37 sales
Generated At event
>4000€
Gross Margin Generated
Phase 2: In-store Fan
Discount Event +
Casting Results

9. 2. Media
Value

10. Media Value Calculator – Beta Release Feb. 2012

11. Taste the
Fan Juice!

12. 3. Audience
Data

14. With our L.E.A.D tool we analyse 3Bn+ data points from
the Social Graph to determine interest affinity and
engagement in order to recruit the highest quality
fans for you
Blogger
network
Leveraging.Engagement.Affinity.Data

15. Philips LEAD
Tiramisu
Hyundai
Olive Oil

16. Infiniti LEAD
Pampers
Tabasco
Carlsberg

17. 4. Co-Creation
& Product
Feedback

18. Aubade
Leading Lingerie
brand
Used Facebook
competition to
source content for
their “Lessons in
Seduction Guide”

19. Vitamin Water
Vitamin Water
Used Facebook app
to source Flavor,
name, packaging for
new product

20. Yves Rocher
Cosmetics
Blogger & Facebook
feedback about
scent of a new
product, led to rapid
modification of
product

21. 5. Fans to
Ambassadors

22. Fan to Ambassador
Value-
Exchange
Transparency,
perks in exchange
for
sharing/recomme
nding
Measure
Impact
Net Promoter
Score or
Proprietary
Measurement
Engage
Contact privately
to involve start the
“conversion”
process
Identify
The Superfans
based on
engagement

25. Thank you !
Questions?

26. Brand Awareness ✓✓✓ ✓= Emerging
✓✓= Confirmed
✓✓✓= Powerhouse
Existing Fan Base ✓✓ ✓= 0-25K
✓✓= 25K-100K
✓✓✓= >100K
Content / Application ✓ ✓= Basic Contest
✓✓= Attractive prize/Innovative engagement
✓✓✓= Unique content/extraordinary prizes
FB creatives ✓✓ ✓= Few options imposed by client
✓✓= Ability to recommend some images
✓✓✓= Full control
Targeting Criteria ✓ ✓= Very specific demographic & geo-targeting
✓✓= Wide group with some delimitations
✓✓✓= Only country level
Geographic Market(s) ✓✓✓ ✓= High competition (UK, Germany)
✓✓= Medium competition (France)
✓✓✓= Low competition (Italy, Spain)
Campaign Timing vs.
volume
✓✓ ✓= Small volume, short time
✓✓= Mid/Large volume (>30K) short time
✓✓✓= Large volume, long time
Pricing Methodology for Fan Campaigns