Dentsu Inc. and Allied Architects Support Customer Conversion of Potential Fan Base Using SNS

Dentsu Inc. and Allied Architects have jointly developed 'Monipura Fan to Fan powered by D-hints', a one-stop service for cultivating fan customers using Facebook.

This service integrates Dentsu Inc.'s open innovation & co-creation platform "D-hints"*1 with Allied Architects' Facebook marketing platform "Monipura for Facebook"*2. It builds a unique fan community where "fan customers" nurture "potential customers." It strengthens engagement through the "resonance" between consumers, where "fans cultivate fans."

Specifically, it identifies "fan customers" (consumers already fans of the company) and "interested customers" (consumers interested in the company but not yet fans) through surveys from over 1 million "Monipura for Facebook" users and users who have already "liked" the company's Facebook page. It then builds a community on D-hints where these two groups interact. By fostering exchanges over a set period, it aims to convert the potential fan base into customers.

*1 "D-hints" is
An open innovation & co-creation platform provided by Dentsu Inc. since 2012. It enables the collection of ideas for product/business development and operational improvements from thousands or tens of thousands of participants, deepening target insights about consumers, and launching campaigns that deeply engage target audiences. It has a proven track record of implementation with major corporations, local governments, universities, and others.

※2 "Monipura for Facebook" is
A Facebook marketing platform service for corporations provided by Allied Architects since 2011. It offers numerous apps enabling campaigns such as sweepstakes, photo contests, sampling, and popularity polls on Facebook. To date, it has been utilized for Facebook marketing by over 500 companies, primarily major corporations.

[Implementation Concept for Monipla Fan to Fan powered by D-hints]
Targeting Monipla's Facebook user base and existing fans of client companies' Facebook pages, it identifies "fan customers" and "interested customers" through surveys and invites them to fan communities built on D-hints. By facilitating opinion exchange, the process of transforming "interested customers" into "fan customers" is measured and verified based on data, which is then reflected in community management design. Repeating this flow aims to expand the community itself, identify factors that convert potential fans into customers, and connect this to effective promotional activities.

Dentsu Inc. News Release: http://www.dentsu.co.jp/news/release/2013/pdf/2013138-1225.pdf