CHAPTER 6 EVALUATION
6.5 Discussion and Additional Data
engagement degree. In other words, if fan page manager can engage the introvert leader and stimulate them to pass the information, introvert leader’s influence power to his neighbors may not be lower than a famous person.
Table 6.10 Descriptive statics of user engagement from the article source
Based on our case study result, too much interaction that belong to “inward interaction.”
It causes the difficulty on crawling and analyzing data. However, the exposure of article caused by the inward interaction is very clear. After the “inward sharing” being happened, the behavior on the article were increased (See Figure 6.11).
6.5 Discussion and Additional Data
In this section, we are going to discuss the main findings about our concept and system according to the interviews with entrepreneurs and the case study. We interview 4 groups of entrepreneurs (See Appendix C) but only three of them are managing Facebook fan page, and the findings are shown on the following table (See Table 6.11). Our three entrepreneurs are Vocals, Ming Shi Fang and Wonder Workshop.
Descriptive Statistics
If you are interested in “cultural & creative” store, which kinds of source appeals to you?
N Min. Max. Mean. Std. Deviation
Post from fan page 32 1 5 2.63 0.976
Post forwarded by friend form fan page 32 2 5 3.50 0.880
Post forwarded by friend form fan page with their comments
32 2 5 4.03 0.740
Post forwarded by famous person form fan page
32 1 5 3.53 0.983
Post forwarded by famous person form fan page with their comments
32 1 5 4.03 1.062
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(a) Discussion of the interviews
When they were engaged doing the experiments, they cannot accurately tell the differences between introvert leaders and extrovert leaders, so they generally referred to opinion leaders.
Table 6.11 The summary of the entrepreneurs’ suggestion and opinion
Entrepreneur Opinion and Suggestion
Vocals
https://www.facebook.co m/vocals.tw
They had an experiment of “opinion leader” who came to visit. It brought a lot of exposure to their fan page, but its influence is limited to a single article exposure, no sustained influence to let fan page have significant long-term benefits. They are interested in the method of quantifying introvert leaders, and desire to have more specific information to assist them to engage introvert leaders.
Ming Shi Fang
https://www.facebook.co m/MingShiFang
Based on their observation, there is an existing
“opinion leaders A” in their fan page. Whenever “opinion A” forwards Ming Shi Fang’s article, the reach of article will increase a lot and the counts of “like” and “response”
on the article will also have a significant rising. But they cannot decide what types of articles may attract opinion leader to forward the article. They suggested us that we can improve the system to be able to do more on strengthening the function of assisting fan page manager to design the article which may attract introvert leaders.
Wonder Workshop
https://www.facebook.co m/wonderwenchuang
They have a lot of marketing experience, including the joint product with celebrity. However, past experience tells them that the advertising marketing business entrusted
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to the ad agents to perform will have more efficiency. After using our service, they hope we can add “one click service”, to contact with the introvert leaders we found and the system can provide an acceptable price at both sides to ask the introvert leaders to assist forwarding the article.
As Table 6.11, the entrepreneur subjects gave our system some practical recommendations.
They want to have direct contact methods opinion leaders, they think that if a reasonable price can reduce the waiting time on trivia is acceptable. But I think the reason this part is that these entrepreneur are from e-commerce revenue model, so they want customers better. If the store belongs to business entities, they may be willing to invest the time to develop the Fan Page Image.
(b) Discussion of the case study
Figure 6.15 Effect of campaign launching on the flow of fans
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We launched the campaign during 7/5 to 7/13. However, through Figure 6.15 bottom, we found that we lost fans more than those newly acquired on the number of fans. However, in the upper half of Figure 6.15, a, b, c three lines are the behaviors of like, response and share. The sum of a, b and c imply the total interaction the Vocals fan page. And we can see that after the July 5, there are more interactions on Vocals fan page even though we lost more fans from Vocals fan page. For this situation, we infer some explanations:
1. Vocals fan page is focusing on young people, and Ming Shi Fang fan page is focusing on mature women. Our joint campaign is to solicit slogan for Min Shi Fang’s new product on Vocals fan page. It might make the existing fans on Vocals fane page feel uncomfortable.
2. Continuation of the first point, the third day after the campaign began, we put an article with health information. It might make the existing fans on Vocals fan page have an uncomfortable feeling once again.
3. The last two articles back to the music information content, the reach effect of those two articles are higher than the previous, and it eases the loosing of customers’ rate.
For these reasons, we believe that when businesses want to joint campaign we need to comply with two rules:
1. When the target customer bases are too different between the two Facebook fan pages, the design of the above article content still need to take into account the feelings of the existing customer base.
2. Besides campaign information, we still need to post some articles that the existing customers expect.
In short, we spent a lot of time in the system building and also the face to face questionnaires to collect information, to reduce the chances of invalid questionnaires. In
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addition, the controlled experiments for business users each group spent more than two hours just for making the system closer to user’s needs. Rather than the current social marketing implementation method, focusing on only exposure, we propose a new way to enhance target customer engagement through the interaction between introvert leader and fan, allowing customers to absorb information deeper.
Figure 6.15 Differentiation between exiting approach and our approach of eWOM In Figure 6.15, we can see that the exiting approach is focusing on only article exposure;
however, our approach not only gains the article exposure, but also develops our customer engagement through the introvert leaders and its inward interaction with fans. The main inward interaction on Facebook is message in private message box between two people. In Table 6.10, we have found that a person would more preferred to receive the information from their friends rather than fan page directly; so through the introvert leader’s influence to their friends, we are
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able to improve the article exposure as well as develop the customer engagement for business fan page.
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This research presents the new community marketing thinking. Through the system display, it let users understand the views of the value brought from the introvert leaders in social marketing field. In addition to supporting the theory, this study also provides a case study and the discovery of the practical aspects of the operation should be noted that for the Facebook fan page marketing.
7.1 Contributions
We use the concept of customer engagement to explore social networking ecosystem, and define the introvert leaders to break the boundaries. We rigorously define the opinion leaders’
engagement degree of different types of articles through the questionnaire, thereby strengthening the relationship between business and introvert leaders.
(1) The CTaipei engagement site with new media marketing managing function
We embed the new media marketing managing functions in CTaipei engagement site, not only for the general users can search featured stores through imagery, business users can also use the imagery looking for cooperation alliance for launching the joint campaign and manage the campaign through integrated new media managing functions on CTaipei engagement site.
During the campaign, business users can monitor and adjust their marketing strategy instantly.
(2) Identify the engagement factor of introvert leaders
After the analysis of the questionnaires, we identified what type of articles and content will attract introvert leaders more. In Table 6.10 we can also see that there is the same indirect engagement degree between “fan page to friend to target customer” and “fan page to famous