Wave social media quarterly q3 2010 (summary)

Wave: social media quarterly Q3, 2010: the importance of being relevant 1st October 2010

Contents 1 Executive summary 4 Relevance is more important than big, bold creatives 2 (Diesel, Sony Ericsson, Louis Vuitton, Domino’s, Cadbury) 10 Customer loyalty can help make a good campaign great 3 (Samsung, Pepsi, Milky Bar, Vitaminwater) 16 Targeted content can reach niche groups on mainstream sites 4 (Mercedes, Under Armour) 21 Successful social media marketing considers cultural norms 5 (Nissan, Ben and Jerry’s) 24 Appropriate, timely action benefits brands in times of crisis 6 (Dr Pepper, Apple, Kraft) 27 7 Highlights of social media marketing in Q3 2010 31 Page 2 of 36 October October 2010 1st 2009 Proprietary and confidential. All rightsAll rights reserved Proprietary and confidential. reserved Page 2 October 2009 Proprietary and confidential. All rights reserved

About Wave: • Wave: provides insight into the latest social media marketing – online, on RSS and Twitter and in weekly emails via the Wave: website • This document provides an overview of some of the most interesting developments in social media marketing during Q3 2010 Page 3 of 36 October October 2010 1st 2009 Proprietary and confidential. All rightsAll rights reserved Proprietary and confidential. reserved Page 3 October 2009 Proprietary and confidential. All rights reserved

1. Executive summary Page 4 of 36 October October 2010 1st 2009 Proprietary and confidential. All rightsAll rights reserved Proprietary and confidential. reserved Page 4 October 2009 Proprietary and confidential. All rights reserved

Relevance is more important than big, bold creatives • Q3 2010’s social media campaigns demonstrated the importance of relevance over innovative creatives • For some brands, this meant large, compelling campaigns did well:  Cadbury, Diesel and Sony Ericsson used innovative creatives to hook consumers • For others, simple Facebook or Twitter posting worked best:  Louis Vuitton and Domino’s built on prevailing fan perceptions to drive engagement Page 5 of 36 October October 2010 1st 2009 Proprietary and confidential. All rightsAll rights reserved Proprietary and confidential. reserved Page 5 October 2009 Proprietary and confidential. All rights reserved

Customer loyalty can make a good campaign great • Brands who attempted to make use of consumer loyalty to drive engagement in Q3 2010 had mixed results • Some saw good results from playing on consumer loyalties in social media:  Samsung gained credibility by targeting customers of rival brands – whilst Vitaminwater’s existing fans provided essential online support • However, other brands saw a backlash when their campaigns diverged from consumers’ established preferences:  Pepsi Max lost a battle of brand loyalties against Coke Zero - and Milky Bar’s reinvention alienated existing fans Page 6 of 36 October October 2010 1st 2009 Proprietary and confidential. All rightsAll rights reserved Proprietary and confidential. reserved Page 6 October 2009 Proprietary and confidential. All rights reserved

Targeted content can reach niche groups on mainstream sites • Q3 2010’s digital campaigns demonstrated the need to balance mainstream reach with targeted content • Mercedes’ Facebook activity highlighted the difficulties in using an existing community to reach new consumers:  Announcements of new products scarcely affected the lucrative potential owner segment • Under Armour chose social media as the best way of reaching potential buyers:  Its “motivating” female-focused activity engaged many women on Facebook and YouTube Page 7 of 36 October October 2010 1st 2009 Proprietary and confidential. All rightsAll rights reserved Proprietary and confidential. reserved Page 7 October 2009 Proprietary and confidential. All rights reserved

Successful social media marketing considers cultural norms • International social media campaigns in Q3 2010 showed how important cultural norms are to consumer engagement:  Nissan’s international Leaf launch prompted very different reactions in the US and Japan – proving different geographies have different priorities • Global brands who considered cultural differences in Q3 had good results:  Ben & Jerry’s reached out to French fans by giving them their own Facebook page, driving positive brand engagement in France Page 8 of 36 October October 2010 1st 2009 Proprietary and confidential. All rightsAll rights reserved Proprietary and confidential. reserved Page 8 October 2009 Proprietary and confidential. All rights reserved

Appropriate, timely action benefits brands in times of crisis • Q3’s social media crises demonstrated the importance of a good brand response to diffusing crisis situations • Brands like Kraft, which took appropriate and timely action to resolve crises, were well received:  Other brands handled crises less well – being overly censorial (Apple) or too slow to give an inadequate response (Dr Pepper)  This only increased criticism, as consumers talked about how the crisis was handled as well as the crisis itself Page 9 of 36 October October 2010 1st 2009 Proprietary and confidential. All rightsAll rights reserved Proprietary and confidential. reserved Page 9 October 2009 Proprietary and confidential. All rights reserved

2. Relevance is more important than big, bold creatives Page 10 of 36Octoberst2009 Proprietary and confidential. All rightsAll rights reserved 1 October 2010 Proprietary and confidential. reserved Page 10 October 2009 Proprietary and confidential. All rights reserved

Meaningful viral activity complements a brand’s core values, as with Diesel’s “Kick ass” campaign Key takeaways Very positive consumer reaction to “awesome” viral ads Buzz is predominantly about campaign, not Diesel products Campaign drives association of Diesel with fun and cutting edge Diesel: campaign buzz by association About the campaign with core brand values Brand Diesel ‘ Very cool concept, love Campaign Kicking Ass how integrated it is ’ Product Sneakers Premise "Not made for running" Agency Santo ‘ This might be the most Approach Integrated - social media, print, video ridiculous ad I've ever seen... ’ YouTube 313,432 views Facebook 2,273 likes ‘ This is a very odd campaign. Twitter 2,504 followers Props for originality and unique images and concepts ’ Page 11 of 36Octoberst2009 Proprietary and confidential. All rightsAll rights reserved 1 October 2010 Proprietary and confidential. reserved Page 11 October 2009 Proprietary and confidential. All rights reserved

For a free copy of the full report, speak to your WaveMetrix contact Or contact us: Tel: +44 207 681 6257 Email: info@wavemetrix.com Page 12 of 36Octoberst2009 Proprietary and confidential. All rightsAll rights reserved 1 October 2010 Proprietary and confidential. reserved Page 12 October 2009 Proprietary and confidential. All rights reserved

Wave social media quarterly q3 2010 (summary)

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