Webinar: Using social media in a 'brandless' category

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Digital communications is today's leading marketing force, owing to the fact that consumers have candid conversations about brands online. Yet, it is more challenging to derive insights in a category where there are excessive brands, or where the category overpowers the brands, making it virtually 'brandless'. Illustrated by a butter/margarine case study and stepping back to cover some fundamentals of social media research, Sourabh will reveal how to revitalize your digital communications with greater effectiveness in such a scenario.

For more information about our SKIM webinars, please visit http://www.skimgroup.com/webinars

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  • We have the big fish big pond scenario. And the little fishes out there too.What should you do if your brand is small or if you are in a category that is brandless
  • What do we mean by brandless?It is perhaps more intuitive to do social media studies with brands: Coke to Toyota, these are very clearly soft drinks and cars. We define brandless as being in a category where the product is more prevalent to its brands.
  • What c
  • E.g. sourabh tweets about a baking experience, without mentioning a brand name. A simple twitter search of margarine shows that it is indeed ‘brandless’ – one does not know which brands are being used. As such, what are margarine manufacturers to do?
  • Online privacyBetrayal of age via conversationsLocation statistics
  • 1. Specification of products, brands, key words and themes2. Internet scanning, variable and key word coding, and sentiment calibration on a 5 point Likert scale3. Choices entail brand maps, quantified associations, trigger identification, personas, etc.
  • What do we mean by brandless?It is perhaps more intuitive to do social media studies with brands: Coke to Toyota, these are very clearly soft drinks and cars. We define brandless as being in a category where the product is more prevalent to its brands.
  • Local brands in Brazil are more passionately spoken ofAcross countries, Hershey’s and Twix are polarized in perceptions, while KitKat is neutralAcross countries, social media data in the US is more negative, while in Brazil it is more positive for this categoryThe less Positive / Less Passionate quadrant is not ideal. Snickers is advised to drive up the positive conversations before incentivizing more passionate mentions.
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  • Continue to emphasize key health benefits (low fat, low calories), but strengthen taste perceptionsFocus on bringing in salty, tasty and fresh attributes to product and messagingPosition margarine to align with consumers’ usage and perceptionsMake breakfasts and/or baking central to consumer targeted messagingEmphasize personal and individual use, seconded by whole family consumptionEmphasize ease of use due to lack of greasiness and supreme texture compared to other spreads
  • This study enlightens on consumer behavior in the category - Butter is generally talked about with positivity and passion, owing to its taste benefits, usage and association with happiness. Margarine is disliked due to poor taste and a debate over natural ingredients and true health benefitsConsumers often compare the different products in the category; primarily butter to margarine, but also other oils and spreadsConsumers focus on product attributes, primarily taste and health They are thus relatively less brand loyal than other product categories, and identify no clear category leader
  • The key elements from the brand identity that your brand owns are your “triggers”– in the sense that it has more mentions than expected and also that it does not share this elements as strengths with other brands.You can use these to create claims for your study like we have here (in blue)You can use it to add validation stamps (non greasy) or ads to your online platforms (communities)Position margarine to align with consumers’ usage and perceptionsMake breakfasts and/or baking central to consumer targeted messagingEmphasize personal and individual use, seconded by whole family consumptionEmphasize ease of use due to lack of greasiness and supreme texture compared to other spreads
  • Webinar: Using social media in a 'brandless' category

    1. 1. Share your thoughts online: #SKIMwebinar Using social media in a “brandless” category Sourabh Sharma Abigail Joffre Communication & Today’s Webinar Host Social Media Research ExpertImproving digital communications through effective and actionable social media research
    2. 2. Blog Photo / Video • sssourabh.com • Tumblr • Facebook Page • Flickr • Instagr.am Professional • Vine • LinkedIn • Pinterest • Carbonmade Portfolio • Gentlemint • Dudepins Social • Facebook Ideas • Twitter • Formspring • Google+ • Stumbleupon • Lookbook2 SKIM Webinar “Using social media in a “brandless” category”
    3. 3. 90%of people trust online peer recommendations 14% trust advertisements4 SKIM Webinar “Using social media in a “brandless” category”
    4. 4. 2 of 3 social media users believe twitter influences purchases 50% of people follow brands on social media 46% of social media users post brand related content5 SKIM Webinar “Using social media in a “brandless” category”
    5. 5. 6 SKIM Webinar “Using social media in a “brandless” category”
    6. 6. what if I am brandless7 SKIM Webinar “Using social media in a “brandless” category”
    7. 7. SKIM conducted “fieldwork” (web scraping) across the social media universe on the spreads category, focusing on butter and margarine for a period of 1 year Discover what you can learn about the overall category Understand how to impact digital communications Develop actionable recommendations for margarine producers8 SKIM Webinar “Using social media in a “brandless” category”
    8. 8. How things came aboutBackground
    9. 9. Social Social Classic Media Media Research Monitoring Research10 SKIM Webinar “Using social media in a “brandless” category”
    10. 10. sssourabh sssourabh tried to make my favorite American cheesecake in New York a bit more healthy by using margarine in the frosting. #bitter #cake  25 minutes ago Getting ready for our #webinar! 1 hour ago11 SKIM Webinar “Using social media in a “brandless” category”
    11. 11. How things came aboutThe social media research method
    12. 12. “Using real butter to make my 25th birthday cake for my party in Miami!” IP tracking Allusion to demographics Publicly available geographic data in verbatims demographic data13 SKIM Webinar “Using social media in a “brandless” category”
    13. 13. 2. Fieldwork 3. Customized analysis and 1. Design Study Internet Scraping and Coding output14 SKIM Webinar “Using social media in a “brandless” category”
    14. 14. 1. Design Study sssourabh • Author sssourabh • Date tried to make my favorite American cheesecake in • Location New York a bit more healthy by using • Hashtags margarine in the frosting. #bitter #cake  • Context 25 minutes ago Getting ready for our #webinar! • Emotions 1 hour ago • Personality15 SKIM Webinar “Using social media in a “brandless” category”
    15. 15. 2. Fieldwork Internet Scraping and Coding • Very Positive Consumer • Words • Positive • Emoticons • Location • Neutral • Associations • Demographics • Negative • Psycographics • Very Negative • Usage context • Decision making Sentiment Emotions16 SKIM Webinar “Using social media in a “brandless” category”
    16. 16. 3. Customized analysis and output Campaign effectiveness Innovation and Competitive ideation comparisons Social Media Research Netnography Find product and flaws quickly psychographics Supplement traditional research17 SKIM Webinar “Using social media in a “brandless” category”
    17. 17. Who talks about brands?In spreads, it’s all about usage
    18. 18. 2%of butter conversations mention brands 9% of margarine conversations mention brands20 SKIM Webinar “Using social media in a “brandless” category”
    19. 19. brandless21 SKIM Webinar “Using social media in a “brandless” category”
    20. 20. usage General Cooking Baking “I use it for everything except baking. Butter is Frying the only thing that will do when baking.” Grilling Community Post, July 2012 Roasting Recipes “I really think butter vs. margarine in baking is more texture than taste. Butter seems to give a better chew to cookies than margarine does.” Butter Margarine Forum Comment, July 201222 SKIM Webinar “Using social media in a “brandless” category”
    21. 21. location context Kitchen Personal Use “Fresh butter on fresh bread in my Fastfood Restaurants kitchen – the best way to eat it.” Discount Stores Blog, March 2012 Hotels “Ruth Chris Steakhouse has the best Casual Dining steaks - maybe because they are sizzling in butter” Butter Margarine Blog, June 201223 SKIM Webinar “Using social media in a “brandless” category”
    22. 22. dig deeper24 SKIM Webinar “Using social media in a “brandless” category”
    23. 23. Fact or fiction?I love my butter, but not my margarine
    24. 24. Sentiment: Continuum of negative to positive perceptions/sentiment Increasing Passion Hate Love Passion: Conversations that are extreme Dislike Like Increasing Positivity of Sentiment26 SKIM Webinar “Using social media in a “brandless” category”
    25. 25. Sentiment: Continuum of negative to positive Increasing Passion Butter perceptions/sentiment Passion: Conversations that are extreme Size of Bubble: Volume of conversations Margarine Increasing Positivity of Sentiment27 SKIM Webinar “Using social media in a “brandless” category”
    26. 26. Let’s debateThe taste versus health debate
    27. 27. Taste: Continuum of negative to positive perceptions of taste Yummy! Best for me! Health: Continuum of negative to positive Tasty, not Healthy Healthy and Tasty perceptions of health Taste Why bother? Good for me! Neither Healthy nor Tasty Healthy, not Tasty Health29 SKIM Webinar “Using social media in a “brandless” category”
    28. 28. Taste: Continuum of negative to positive perceptions of taste Butter Health: Continuum of negative to positive perceptions of health Taste Size of Bubble: Volume of conversations Margarine Health30 SKIM Webinar “Using social media in a “brandless” category”
    29. 29. What stands out about these spreads?
    30. 30. taste Butter Margarine importance by buzz Increasing order of Tasty Strength “You could use margarine if Moderate Strength Salty you like, but personally I think Fresh taste Neutral butter is the best option (in Moderate Weakness terms of taste) ” Sweet Weakness Youtube Recipe, June 2012 Spicy “Ohh the disappointment when Increasing Volume of Buzz you realize the butter you bought isnt salted. :( #RuinedCrumpets.” Twitter User, May 201232 SKIM Webinar “Using social media in a “brandless” category”
    31. 31. Using social media in a “brandless” category
    32. 32. functional Butter Margarine Small sized “I love that my margarine Color importance by buzz Increasing order of Strength stays soft in the fridge!” Use at hot temperatures Moderate Strength Blog, December 2011 Texture Neutral Ease of use Moderate Weakness Large sized Weakness “My butter was rancid after Greasiness just a couple of days and this wasnt even the Use at cold temperatures summer time when the ambient temperature Increasing Volume of Buzz would turn it into goo!” Community, March 201234 SKIM Webinar “Using social media in a “brandless” category”
    33. 33. But who is “talking”?The frequent chatters and followers
    34. 34. Gender Age Butter 43% 57% Butter 4% 50% 39% 7% Margarin Margarin 45% 55% 52% 41% 5% e e Male Female < 18 18-34 35-65 >6536 SKIM Webinar “Using social media in a “brandless” category”
    35. 35. 40% Butter 20% Margarine 0%37 SKIM Webinar “Using social media in a “brandless” category”
    36. 36. butter It evokes emotions of happiness It is used in cooking and frying (especially to fry snacks) Young and middle They talk mostly onaged consumers talk forums and blogs It is consumed in the about butter household by men, alongside the entire family They talk about taste It is used during breakfast elements or as toppings at other mealtimes (e.g. on meats, burgers)38 SKIM Webinar “Using social media in a “brandless” category”
    37. 37. margarine Concerns include the debate of They focus natural ingredients on areas of both taste and health It is used inYoung and middle They talk mostly cooking, especiallyaged consumers on forums, blogs baking talk about and online margarine communities Health issues include healthy meals, menu It is consumed by individuals, or by offerings, and members of a weight loss household They often talk about it as a substitute to It is used most butter, and often for compare to other breakfast, mainly oils too on toast39 SKIM Webinar “Using social media in a “brandless” category”
    38. 38. what do we take away?
    39. 39. A healthy option with Develop perceptions low fat and low of calories, which is saltiness, tastiness non-greasy and easy and freshness, with to use. Substitute to a creamy texture. butter/oils depending Target by usage on messaging types. medium.41 SKIM Webinar “Using social media in a “brandless” category”
    40. 40. Extreme preference behavior Comparative behavior Product overpowers brand42 SKIM Webinar “Using social media in a “brandless” category”
    41. 41. Join our online A creamy texture for community for cookies that taste tasty recipes perfect - every time you and healthy bake! tips! Keep your cake tasty A healthy way to start the day without the calories for you and your family The best thing to put on toast for a healthy breakfast.43 SKIM Webinar “Using social media in a “brandless” category”
    42. 42. Use social mediaIt works
    43. 43. Branded or brandless You can learn from your consumers.45 SKIM Webinar “Using social media in a “brandless” category”
    44. 44. Quantitative study Stand alone validation / Netnography social media Concept and complementary Campaign / research study claims study launch generation effectiveness Big brand or small brand, social media will tell you a story. Listen.46 SKIM Webinar “Using social media in a “brandless” category”
    45. 45. Share your thoughts online: #SKIMwebinar Using social media in a “brandless” category Sourabh Sharma Abigail Joffre Communication & Today’s Webinar Host Social Media Research Expert a.joffre@skimgroup.com s.sharma@skimgroup.com @InAbbyLand @sssourabh Sign up for more of our spring webinars! http://www.skimgroup.com/webinars47

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