The Fiscal CliffBRAND COMMITMENT SCORE IN ACTIONTwitter Hash Tag #Fiscalcliff                                   Follow us ...
How do national financial                  crises impact my brand?                                                        ...
Objectives1. Understand how the fiscal cliff impacted brandcommitment2. Determine the level of shareability around fiscalc...
Context          “90% of the data in the world            today has been created in    the last two years alone.”         ...
How do we get customers to buy our product,share our message and advocate for our brand?
How do we get customers to buy our product,share our message and advocate for our brand?  Product commitment score (PCS) p...
How do we get customers to buy our product,share our message and advocate for our brand?  Product commitment score (PCS) p...
How do we get customers to buy our product,share our message and advocate for our brand?  Product commitment score (PCS) p...
How do we get customers to buy our product,share our message and advocate for our brand?  Product commitment score (PCS) p...
You Have A Score But What Does It Mean?    Scores + human-led analysis          Strategy recommendations
Methodology                   MainstreamHigh-End   Value                Social Media   Blogs   Forums   Behavior   Attitud...
Lets Get the Preliminary Stuff Out of the Way…THE FISCAL CLIFF AT A GLANCE
As You Can Imagine, There Were A LOT of Conversations, MostlyStemming from the US but with Volumes in APAC and EMEA  In th...
So There Was A lot of Buzz…BUT HOW DID THE FISCAL CLIFFAFFECT BRAND CONVERSATIONS?
Retail Apparrel: Higher-end brands lose brand commitment in times offinancial uncertainty    High volume/ Low commitment  ...
McDonald’s Is The Only Brand We Looked At Whose Brand Commitment Rose From Q4 2011 To Q4 2012Brands                    201...
SO WHAT DIDMCDONALDS DORIGHT?
Ramped up the Dollar Menu   Aligned with people’soptions and messaging       changing values and priorities
Rising Brand Commitment Score correlates to Increased Sales                         60Brand Commitment Score              ...
Inaction leads to lower brand commitment in a time of financial crisisSO…YOU NEED TO TAKE ACTIONBUT WHAT ACTION TO TAKE WI...
Determine the fiscal cliff’s level ofshareability among the public todetermine if specific messaging makessense
Are People REALLY sharing things about the Fiscal Cliff?                                    All Up Buzz (Vol)   CRS Conver...
So we figured out that the fiscal cliff is on the minds of a lot of people…HOW ABOUT INDIVIDUALS IN THESOCIAL MEDIA REALM?
In the month of December 2012 there were               737,956        conversations around the “Fiscal Cliff”67% of those ...
Four Distinct Personas                                                    Emotional                                       ...
The Whiner                     Emotional                                 Focused on the big pictureFocused on the  Individ...
The Revolutionary                            Emotional                                        Focused on the big pictureFo...
The Taxpayer                       Emotional                                   Focused on the big pictureFocused on the  I...
The Debater                      Emotional                                  Focused on the big pictureFocused on the  Indi...
That’s a lot of information…LET’S SOME IT ALL UP
What Have We Learned Today?              Monitor brand commitment to keep a              constant pulse on brand health so...
Thank you!ANY QUESTIONS?CAMERON PLOMMEREMAIL ME: CPLOMMER@SDL.COMJUSTIN KISLEEMAIL ME: JKISLE@SDL.COM
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Using Real-time Metrics to Mitigate Brand Crisis - Fiscal Cliff Case Study

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Webinar presented by analysts Justin Kisle and Cameron Plommer on the effects of the Fiscal Cliff Crisis on Fortune 500 brands

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Using Real-time Metrics to Mitigate Brand Crisis - Fiscal Cliff Case Study

  1. 1. The Fiscal CliffBRAND COMMITMENT SCORE IN ACTIONTwitter Hash Tag #Fiscalcliff Follow us @SDLSocial
  2. 2. How do national financial crises impact my brand? $800 billion* taken out of Fiscal Cliff the U.S. economySource: http://www.forbes.com/sites/rickungar/2012/11/10/the-fiscal-cliff-explained/2/
  3. 3. Objectives1. Understand how the fiscal cliff impacted brandcommitment2. Determine the level of shareability around fiscalcliff content3. Understand audience segments talking about thefiscal cliff and determine what drove engagementand sharing among these groups
  4. 4. Context “90% of the data in the world today has been created in the last two years alone.” Source: IBM/bigdata The challenge is analyzing and making sense of the vast dataset that is available...
  5. 5. How do we get customers to buy our product,share our message and advocate for our brand?
  6. 6. How do we get customers to buy our product,share our message and advocate for our brand? Product commitment score (PCS) predicts likelihood to buy
  7. 7. How do we get customers to buy our product,share our message and advocate for our brand? Product commitment score (PCS) predicts likelihood to buy Customer relevance score (CRS) predicts likelihood to share
  8. 8. How do we get customers to buy our product,share our message and advocate for our brand? Product commitment score (PCS) predicts likelihood to buy Customer relevance score (CRS) predicts likelihood to share Brand commitment score (BCS) predicts likelihood to advocate
  9. 9. How do we get customers to buy our product,share our message and advocate for our brand? Product commitment score (PCS) predicts likelihood to buy Customer relevance score (CRS) predicts likelihood to share Brand commitment score (BCS) predicts likelihood to advocate
  10. 10. You Have A Score But What Does It Mean? Scores + human-led analysis Strategy recommendations
  11. 11. Methodology MainstreamHigh-End Value Social Media Blogs Forums Behavior Attitudes News Brands Audience Shareability Affected Understanding Fiscal Cliff
  12. 12. Lets Get the Preliminary Stuff Out of the Way…THE FISCAL CLIFF AT A GLANCE
  13. 13. As You Can Imagine, There Were A LOT of Conversations, MostlyStemming from the US but with Volumes in APAC and EMEA In the month of December 2012 there were 737,956 conversations around the “Fiscal Cliff”97% 2% 1% >1% >1%
  14. 14. So There Was A lot of Buzz…BUT HOW DID THE FISCAL CLIFFAFFECT BRAND CONVERSATIONS?
  15. 15. Retail Apparrel: Higher-end brands lose brand commitment in times offinancial uncertainty High volume/ Low commitment Strong players: Committed clients conversations Action: Retain and reward Action: Drive advocacy – stimulate Brands 2011 2012 % conversation BCS BCS Change Walmart 160000 Walmart 52.04 51.45 -1.1% 140000 120000 Forever 21 100000 67.43 60.58 -10.2% 80000 X[BAR CHART’ Nordstrom 60000 Nordstrom 54.38 46.77 -14.0% 40000 Forever 21 20000 0 0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100 Low level engagement Niche/Emerging: Committed heartland Action: Drive sharing conversations Action: Retain and drive advocacy/ and create a strong brand story Conversation through community engagement
  16. 16. McDonald’s Is The Only Brand We Looked At Whose Brand Commitment Rose From Q4 2011 To Q4 2012Brands 2011 BCS 2012 BCS % ChangeWalmart 52.04 51.45 -1.10%Forever 21 67.43 60.58 -10.20%Nordstrom 54.38 46.77 -14.00%Budweiser 51.41 48.19 -6.30%Patrón 51.94 47.91 -7.80%McDonald’s 53.9 55.5 +3.00% These brands stayed on their normal strategy, whereas McDonald’s took action
  17. 17. SO WHAT DIDMCDONALDS DORIGHT?
  18. 18. Ramped up the Dollar Menu Aligned with people’soptions and messaging changing values and priorities
  19. 19. Rising Brand Commitment Score correlates to Increased Sales 60Brand Commitment Score 55 50 45 40 Oct-12 Nov-12 Dec-12 • Declining sales in 2.2% in October. • Brand commitment rose by 4 points, corresponding to a 2.4% increase in sales and a 1.3% increase in stock. • BCS remained elevated in December as sales remained on par with November 2012 levels
  20. 20. Inaction leads to lower brand commitment in a time of financial crisisSO…YOU NEED TO TAKE ACTIONBUT WHAT ACTION TO TAKE WITH WHATMESSAGING STRATEGY?
  21. 21. Determine the fiscal cliff’s level ofshareability among the public todetermine if specific messaging makessense
  22. 22. Are People REALLY sharing things about the Fiscal Cliff? All Up Buzz (Vol) CRS Conversations (Vol) Commitment Conversion Rate (%) 120000 60% Commitment Conversion Rate 100000 50% Volume of conversations 80000 40% 60000 30% 40000 20% 20000 10% 0 0%YES!!!! The Majority of social media conversations around the fiscalcliff were sharing conversations were users re-tweeted content,recommended content, or forwarded content from another medium.* Commitment conversion rate = % of conversations that are linked to brand affinity
  23. 23. So we figured out that the fiscal cliff is on the minds of a lot of people…HOW ABOUT INDIVIDUALS IN THESOCIAL MEDIA REALM?
  24. 24. In the month of December 2012 there were 737,956 conversations around the “Fiscal Cliff”67% of those conversations were from individual social media posters – just like you!
  25. 25. Four Distinct Personas Emotional The Revolutionary The WhinerFocused on the Individual Focused on the big picture The Taxpayer The Debater Clinical
  26. 26. The Whiner Emotional Focused on the big pictureFocused on the Individual Clinical
  27. 27. The Revolutionary Emotional Focused on the big pictureFocused on the Individual Clinical
  28. 28. The Taxpayer Emotional Focused on the big pictureFocused on the Individual Clinical
  29. 29. The Debater Emotional Focused on the big pictureFocused on the Individual Clinical
  30. 30. That’s a lot of information…LET’S SOME IT ALL UP
  31. 31. What Have We Learned Today? Monitor brand commitment to keep a constant pulse on brand health so you can course correct in REAL Time By monitoring major events with the customer relevancy score you can determine which conversations you need to be a part of Creating personas increases your ability to craft targeted messaging based on the audience you care most about
  32. 32. Thank you!ANY QUESTIONS?CAMERON PLOMMEREMAIL ME: CPLOMMER@SDL.COMJUSTIN KISLEEMAIL ME: JKISLE@SDL.COM
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