Activating a Social Media Strategy to Drive Brand Leadership

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A Global Fortune 100 CPG company’s brand that provides best-in-class care to customers worldwide is specifically committed to better understanding the passions, needs, priorities and emotions of …

A Global Fortune 100 CPG company’s brand that provides best-in-class care to customers worldwide is specifically committed to better understanding the passions, needs, priorities and emotions of mothers and babies all over the world. Striving to connect with these key customers on a more intimate, knowledgeable level, the company’s China team engaged NM Incite to analyze social media. They recognized that social media serves as a powerful tool for deeply engaging customers and understanding their needs, wants and pain points. The results exposed new insights that the brand could apply to its marketing, advertising and engagement strategies in one of the biggest and fastest growing global markets.

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  • 1. A CTIVATING A S OCIAL M EDIA S TRATEGY TO D RIVE B RAND L EADERSHIP FOR GLOBAL SUCCESS STORY FORTUNE 100 CPG COMPANY segments were currently discussing the products the most online, SUMMARY: A Global Fortune 100 CPG company’s brand and to identify nuances in mom’s needs based on her stage along that provides best-in-class care to customers worldwide is the pregnancy/parenting journey, NM Incite mapped the brand’s specifically committed to better understanding the passions, offline customer segments to online discussion and analyzed the needs, priorities and emotions of mothers and babies all over social media conversations of these key audience groups across the world. Striving to connect with these key customers on a hundreds of social media platforms. more intimate, knowledgeable level, the company’s China team engaged NM Incite to analyze social media. They recognized NM Incite collected and evaluated mothers’ online discussion along that social media serves as a powerful tool for deeply engaging each stage of the pregnancy/parenting journey: customers and understanding their needs, wants and pain points. pregnant The results exposed new insights that the brand could apply to its marketing, advertising and engagement strategies in one of new mom (birth to 1 year old) the biggest and fastest growing global markets. experienced mom (1 year to 3 years old) The analysis profiled a mom’s journey online – her emotional state, basic needs, intimate concerns about caring for her baby andCALL TO ACTION herself, and the drivers of sentiment toward specific baby care/The Global Fortune 100 CPG company’s team in China needed mommy care items.a way to comprehensively assess how their brand was doingin the Chinese market among mothers. The team wanted to A PPROACH S TAGE 2: S OCIAL L ISTENING D IAGNOSTIC &build strategies to increase their customer base and customer E NGAGEMENT P ROGRAM D EVELOPMENTengagement, positively grow their brand health and drive sales. Armed with a deep understanding of the journey throughRecognizing the potential of social media to deliver specific, organic pregnancy to new mom to experienced mom, NM Incite conductedcustomer insights in real time, and knowing that there are over a deep-dive social listening campaign to identify opportunities300 million social media users in China, approximately 12 million for the brand to leverage social to drive business and marketingof those being mothers, the team decided that analyzing online objectives, and engage customers through social media. Thediscussions and engaging with moms through social media offered comprehensive listening campaign had a number of specifica ripe opportunity to pursue their goals. objectives that would help develop an engagement program:To understand how the social media landscape in China could be Uncover nuances in the specific needs and concerns of eachleveraged to drive the brand goals, NM Incite launched a two-stage customer segment to help the brand identify gaps in marketsocial media initiative that first provided advanced research and offerings and to allow the brand to effectively engage eachinsights, and then recommended initiatives to address customer audience group.needs in differentiated, meaningful ways. For the first analysis, NM Identify opportunities for product enhancements and newIncite’s global CPG research experts collected and analyzed clean, product development based on customer needs, passionsmarket-specific social media data through the proprietary My and pain points.BuzzMetrics platform. To develop the recommended initiatives, a Benchmark the brand’s positioning in the Chinese marketseries of steps were taken, from ideation to program road-mapping. relative to competitors.A PPROACH S TAGE 1: M APPING M OM ’ S J OURNEY T HROUGHS OCIAL M EDIA IMPACTFirst, to understand which of the brand’s existing offline customer The category and brand-level research not only revealed sentiment
  • 2. NM INCITE SUCCESS STORY | ACTIVATING A SOCIAL MEDIA STRATEGYabout the brand’s products and competitors, but also revealed CONCLUSIONthe hot, trending topics of baby care discussion among mothers.The findings illustrated the share of overall discussion related In response to the findings exposed through the initiative, NMto specific brands, which allowed the brand to compare online Incite recommended a strategic social media roadmap to provideshare of discussion with offline market share (Figure). In addition the Global Fortune 100 CPG company’s brand with the on-goingto providing meaningful data about the brand and the unmet opportunity to…needs of the customer segments in the Chinese market, the data Increase their audience by strategically engaging momsalso revealed white space areas of opportunity. For example, the following the mapping of each parenting stage.research identified discussion among Chinese moms about mythssurrounding body changes and product remedies. This helped the Reinforce the brand’s positioning as an “authority” bybrand define a digital education social media platform to deepen addressing mothers’ needs and educating/dispelling myths.customer engagement on the topic. Drive product sales and consumer recommendations by understanding the hot topics of discussion and appropriatelyFIGURE: BRAND’S PERCENT OF OFFLINE MARKET SHARE VS. engaging moms on these topics, reinforcing positive brandPERCENT OF ONLINE BUZZ SHARE equity. Capture deep consumer insights to identify early trends, strengthen marketing, messaging and defensive branding, and in the future provide guidance for new product innovation through consistent, high quality social media research. While Brand A holds the most market share, their online buzz share A CTION : B UILDING C OMMUNITIES is low, revealing a huge Following the NM Incite study, the Global Fortune 100 company’s opportunity to increase brand launched a branded presence on a popular microblog. buzz share to further They created an environment that will increase the number increase offline market of consumers exposed to their brand, create a positive brand share. experience fostered by knowledge sharing and will become a forum for recommendations and positive purchase decision drivers. Community initiatives will target engaging and emotionally connecting with mothers at each life stage.Furthermore, combining the findings from the listening analysis G LOBAL O UTLOOKwith a deeper understanding of the mother’s life stage drove the With access to a truly global, high quality data set, analyst teambrand to start creating positive online consumer experiences for and strategy experts, this social media initiative will be applied toeach target group. Specifically, the analysis uncovered the stage of more of the company’s markets to discover high-value insightsthe pregnancy journey where there are the greatest opportunities and to create a social media strategy with a distinctive valuefor increasing the brand’s discussion and positive sentiment. proposition for sustained brand leadership. About NM Incite Global Fortune 1000 marketers rely on NM Incite solutions to discover emerging, industry-specific consumer insights and build relevant, differentiated and emotionally engaging brands. NM Incite is a joint venture between Nielsen and McKinsey & Company, bringing to bear deep expertise in measurement science and management consulting. As one of the largest global leaders in applying social media to solve marketing problems, NM Incite operates in over 30 markets, including the United States, Canada, United Kingdom, Germany, China, India, Japan and Australia.NM INCITE 770 Broadway, New York, NY 10003855.888.6904 contact@nmincite.com nmincite.com