Kaushansky Case Study
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Kaushansky Case Study

on

  • 850 views

 

Statistics

Views

Total Views
850
Views on SlideShare
850
Embed Views
0

Actions

Likes
0
Downloads
24
Comments
0

0 Embeds 0

No embeds

Accessibility

Categories

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment

Kaushansky Case Study Presentation Transcript

  • 1. Coca-Cola Social Media Listening & Insights Test Case
    Cake & Havas Digital
    -Part of the Havas Media Group-
    August 24, 2011
  • 2. The Assignment
    Perform a 6-month listening study for 3 Coke brands (Coke Zero, Dasani, and Vitamin Water) including approach, findings and actionable results
    Approach
    Overview of your approach, analytical methodology to social listening and proprietary tools
    Listening
    Overview of the analysis, highlight and describe the top (3) findings for each brand and how your team arrived at them
    Insights
    Overview of the top (3) top-line strategic, actionable insights that align with each finding and rationale
  • 3. Content
    Team, Tools & Methodology, Execution
    Coke Zero
    Dasani Plantbottle
    vitaminwater stur-d
    Coca-Cola and Cake / Havas
  • 4. Content
    Team, Tools & Methodology, Execution
    Coke Zero
    Dasani Plantbottle
    vitaminwater stur-d
    Coca-Cola and Cake / Havas
  • 5. Team, Tools & Methodology, Execution
    Principles of good Social Listening & Analysis
    Define your objective
    Know what to look for? keep your eye on the ball
    Select the right tools for the job
    Requires a deeper understanding how social tools collection data
    Keyword mastership
    Query simulations necessary to perfect the query for each brand
    Timely Response
    Access response strategy – other data needs? (
    Scalable Insights
    Use statistics to identify important trends otherwise difficult to find
    .
  • 6. Team, Tools & Methodology, Execution
    8 Step Social Analysis Process
    Define
    Interpret
    Determine Impact (ROI)
    .
  • 7. Team, Tools & Methodology, Execution
    The need to collect data
    Define
    Interpret
    Determine Impact (ROI)
  • 8. Team, Tools & Methodology, Execution
    Arriving at insights from a sea of data, the criteria
    Topical – a searched topic is significant if the keywords combinations appear as a theme more than 15% of the time for topics with 1,000+ mentions.
    Trend – a searched topic (keywords) or topic derivatives appear as a theme 2+ consecutive months (an obvious linear presence).
    Sentiment – automated sentiment is consistent across multiple social channels (Twitter, Blogs, FB, etc) and statistical samples are verified via human review.
    Paid Media Impact – lagged correlation of media spend and social conversations (greater than ~0.50).
    Paid to Earned – logarithmic function of (total mentions divided by total online media in thousands). Anything greater than 2.0 is considered efficient.
  • 9. Team, Tools & Methodology, Execution
    Social Listening Tools – Sysomos is good, but not perfect
    Our challenges:
    Separate the noise – common multi-word descriptions (e.g. Zero, Water, etc)
    Sentiment engine – marked as neutral if the mention length is too small
    Not unique – does not provide unique records
    Precise Spelling – relies only on precise spelling, no plural or wildcat searching
    Sparse demographic data – no predictive model to decompose mentions
    Query criteria varies by media – query size is limited for certain media
  • 10. Content
    Team, Tools & Methodology, Execution
    Coke Zero
    Dasani Plantbottle
    vitaminwater stur-d
    Coca-Cola and Cake / Havas
  • 11. Coke Zero Approach
    Data sourced from Sysomos.
    Manual data comparison with web.
    Data search expanded with campaign keywords and phrases.
    Sysomos Heartbeat Tags: Coke Zero
    cokezero OR "coke zero" OR "coca cola zero"~3 OR "coca-cola zero"~3 OR ((coke OR coca) AND ("NCAA March Madness" OR "show your team spirit in real time"))
    Sysomos Heartbeat Tags: Competitor
    "Pepsi Max"
    *Manual search data revealed exhaustive capture of Coke Zero campaigns, therefore no additional queries were mined.
  • 12. Coke Zero events are content rich opportunities
    Coke Zero 400 Daytona International Speedway
    Social Networking Meets Basketball At Coke Zero NCAA® March Madness® Social Arena
    Coke Zero Facial Profiler Facebook Campaign
  • 13. A love brand with potential risks
    “Originally Posted by pyramid I told you aspartame was no good for you: http://www.cbsnews.com/8301-504763_1...-10391704.html”
    http://www.genmay.com
    “Aspartame Brain Cancer & the FDA Approval Process (Sugarfree Light Diet Coke Zero E951) Tube”
    http://weight-lossstory.blogspot.com
    “Why dont you go and inject yourself with aspartame? Or drink some coke zero.”
    Key an eye on sentiment and tone for key issues
    Leverage buzz graph as early crisis warning
  • 14. Increase spend efficiency by 20%
  • 15. Content
    Team, Tools, Methodology & Execution
    Coke Zero
    Dasani Plantbottle
    vitaminwater stur-d
    Coca-Cola and Cake / Havas
  • 16. Dasani Plantbottle Approach
    Sysomos Heartbeat Tags: Dasani *
    dasani OR "#dasani" OR "@dasani”
    Sysomos Heartbeat Tags: Dasani and plantbottle
    "dasani plantbottle"~10
    Sysomos Heartbeat Tags: bottle
    "Better Bottle" OR "Better By Design" OR "Dasani Green" OR "Green Bottle" OR "Plant Bottle" OR "Environmentally Friendly Bottle" OR "Eco Friendly" OR "Sustainable Bottle" OR "Lightweighted Bottle" OR "Up to 30% Plant Based Bottle" OR "100% Recyclable Bottle" OR "Innovative Bottle"
    * ‘plantbottle’ very low mentioned items and had close to nil presence in the social space. Decision taken to use generic brand term “Dasani” . If we had only looked at ‘plantbottle’ we would be missing out on 20k mentions compared to 600 for the actual Plantbottle. Same approach was applied to
  • 17. Dasani is the better bottle
    Plantbottle
    “Okay one more time. Does ANYONE know what type of plants #Coke is using? That info is nowhere to be found!”
    “One of my friends is tending to their garden right now. They watered the plants with a dasani bottle”
    “Things go better with plants”
    “Heinz is using their PlantBottle technology in their 20 oz Ketchup bottles coming to US store shelves this July. The Heinz PlantBottle will contain up to 30% plant-based PET plastic material”
  • 18. Dasani, tap water explained
    “Dasani and Aquafina are straight out of Tap Water and the chemicals you...”
    “I love Fiji and evian. But dasani Poland springs etc All just the same as tap”
    “I'll have to drink that Dasani bottled water?”
  • 19. Influencers tell your story with authority
    Dasani Half Marathon
    New PlantBottle Packaging On Store Shelves
    Leafy Fashion
    TLC’s Chilli signs Dasani
  • 20. Content
    Team, Tools, Methodology & Execution
    Coke Zero
    Dasani Plantbottle
    vitaminwater stur-d
    Coca-Cola and Cake / Havas
  • 21. vitaminwater stur-d Approach
    Sysomos Heartbeat Tags: vitaminwater stur-d
    "vitaminwater stur-d"~10 OR "vitamin water stur-d"~10 OR "vitaminwaterzero stur-d"~10 OR (vitaminwater AND ("in case it's ever cloudy" OR "you're up"))
    Sysomos Heartbeat Tags: vitaminwater (generic term used due to low volume of vitaminwater stur-d)
    vitaminwater OR "vitamin water" OR vitaminwaterzero
    Sysomos Heartbeat Tags: Sobe Lifewater
    "Sobe Lifewater"~4
    Sysomos Heartbeat Tags: events
    (vitaminwater OR "hydration lounge" OR "riverside lounge") AND ("Warped Tour" OR "Camp Woodward" OR "gansevoort" OR "hood games" OR "all things summer" OR "uncapped live" OR "summer solstice stretch" OR "zero sip" OR "southside skatepark" OR "longworth's" OR "inspired fashion show" OR "handbag designer" OR "poolside fashion" OR "the roots picnic" OR "movement 2011" OR "presents" OR "design challenge" OR "extreme trick" OR "aganation.com" OR "silent disco")
    Sysomos Heartbeat Tags: x-games
    Glaceau OR "Stur-D" OR "Summer x games" OR "Summer x" OR "X games 17" OR "Billy marks" OR "Vitaminwater action sport viewing party" OR "Espn zone and vitaminwater" OR ("Discovery channel" AND vitaminwater) OR "Summer x athletes lounge" OR "L.A. Live" OR "Los angeles" OR LA OR "Action sports" OR "Stur-D" OR "Summer x games" OR "Summer x" OR "X games 17" OR "Billy marks" OR "viewing party" OR "Espn zone" OR vitaminwater OR "Discovery channel" OR "athletes lounge" OR "L.A. Live" OR "Ben snowden" OR bmx OR Skateboard OR Skate OR "Derek tracey" OR "Aaron hemoki" OR "Shark week" OR Brando OR "Nokia theatre" OR Hydration OR "Uncapped live" OR "Winter x games" OR "Winter x" OR "X games 15" OR "X games fifteen" OR "real snow" OR "Billy marks" OR "Vitaminwater action sport viewing party" OR "Espn zone and vitaminwater" OR ("Discovery channel" AND vitaminwater) OR "athlete support" OR "Espn zone" OR "craveonline.com"
  • 22. Innovative and Fun Communication
  • 23. vitaminwater has mass appeal, target accordingly
    Vitamin Water Vs Stur-D
  • 24. Coke Brands Events
    Events researched –vitaminwater has a ton!
    Coke Zero
    vitaminwater
    Dasani
  • 25. Millions of fans online and offline
    “The fashion shows
    “X-game 1/30/2011”
    Vitamin water Winter X Games 15 party in the vertical at mt. hood meadows
    Stur-D skate park take over and Vitamin water and vice present uncapped live
  • 26. Summary
    FINDINGS
    INSIGHTS
    RATIONALE
  • 27. Content
    Team, Tools & Methodology, Execution
    Coke Zero
    Dasani Plantbottle
    vitaminwater stur-d
    Coca-Cola and Cake / Havas
  • 28. Optimize your Media & Strive for ROI
    ROI & Efficiency
    ROI opportunity
    Combine real-time social insights with actionable in-market media
    Leverage media optimization to address key audience with branded communication
    Scalable, timely, and real-time
    Purchase Funnel Prioritization
    • Coke Zero : Engagement
    • 29. Dasani : Awareness
    • 30. Vitamin Water : Engagement
    Awareness
    “Expected improvement through social & media optimization”
    +
    Engagement
    +
    Loyalty
    =
    Market share
  • 31. Advancing automated tool set to deliver ROI
    Vision for the ROI of Social Media
    12 years experience in creating the most shared brand experiences online, and face to face –with evidence
    v1.0 = Social monitoring & analysis
    v2.0 = Social + digital
    v3.0 = Social + digital + 3rd party data
    v4.0 = The ROI calculator*
    * Havas research study Q4 2011: Impact of social on POE and the mix rations ve return
    April 2011
    July 2011
    Nov. 2011
    Feb. 2012
    ROI of social media through impact analysis upon paid, owned, earned and shared media. Impressions and Expressions.
  • 32. Thank you.
    Questions & Answers
  • 33. Team, Tools & Methodology, Execution
    Artemis—Havas Proprietary Marketing Planning Optimization Tool
    Cross channel data storage at the consumer level, real-time performance reporting, and advanced analysis to deliver data-driven planning recommendations and optimization solutions.
  • 34. Team, Tools & Methodology, Execution
    The Flightdeck—Havas Proprietary Real-time Aggregation and Display of Online Mentions and Conversations
    Real time aggregation and display of online mentions and buzz. Customized with earned media (inc. Sysomos Heatbeart API + Klout), owned media (SN profiles API’s), paid media (Artemis, DART, API’s), shared media module integration.