#brandwatchtips 
1 
Webinar/ 
Timing is Everything: Using SMM To Be Two Steps Ahead of the Consumer 
© 2014 Brandwatch.com...
#brandwatchtips 
2 
© 2014 Brandwatch.com 
Coming Up 
• The importance of timing 
• Understanding seasonal trends 
• Using...
#brandwatchtips 
3 
© 2014 Brandwatch.com 
Don’t be shy/ 
We’d love your participation 
• Ask questions in the 
session ch...
#brandwatchtips 
4 
© 2014 Brandwatch.com 
Timing it right: 
Cordials
#brandwatchtips 
5 
© 2014 Brandwatch.com 
Many things affect consumer interest 
• World events 
• The seasons 
• Sponsors...
#brandwatchtips 
6 
© 2014 Brandwatch.com 
Celebrities. We love them.
#brandwatchtips 
7 
© 2014 Brandwatch.com 
But maybe your money is best spent 
elsewhere… 
Samsung paid LeBron 
James $100...
#brandwatchtips 
8 
That sound you heard was 
everyone at Samsung 
facepalming simultaneously 
© 2014 Brandwatch.com 
Jen ...
#brandwatchtips 
9 
© 2014 Brandwatch.com 
Ultimate Facepalm 
Because sometimes even a Double Facepalm doesn’t cut it
#brandwatchtips 
10 
© 2014 Brandwatch.com 
Seasonal fails
#brandwatchtips 
11 
Don’t try and sell winter products in summer 
© 2014 Brandwatch.com
#brandwatchtips 
12 
© 2014 Brandwatch.com 
Cordial market leaders
#brandwatchtips 
13 
© 2014 Brandwatch.com 
When are they leading the conversation? 
2 
1 
1. Ribena – Spent 5m on adverti...
#brandwatchtips 
14 
© 2014 Brandwatch.com 
A tactical release
#brandwatchtips 
15 
© 2014 Brandwatch.com 
Big brands aren’t mentioned in December 
Experimental consumers 
Analyze chatt...
#brandwatchtips 
16 
© 2014 Brandwatch.com 
Using year-on-year analysis = BIG WIN 
• The leading 3 brands can do much more...
#brandwatchtips 
17 
© 2014 Brandwatch.com 
Seasonal Trends: 
The Frappuccino
#brandwatchtips 
18 
© 2014 Brandwatch.com 
The Frappuccino: Campaigning on time 
Goal 
• Starbucks to emphasize the Frapp...
#brandwatchtips 
19 
© 2014 Brandwatch.com 
Sustained success
#brandwatchtips 
20 
A closer look at branding a summer beverage 
• 320,000+ mentions 
• The Frappuccino 
referenced as a ...
#brandwatchtips 
21 
© 2014 Brandwatch.com 
Feeling hungry?
#brandwatchtips 
22 
© 2014 Brandwatch.com 
Looking at the micro-picture 
When measuring the 
timeline of consumer 
activi...
#brandwatchtips 
23 
© 2014 Brandwatch.com 
We have the best intentions… 
I’m so hungry but 
definitely trying to 
be heal...
#brandwatchtips 
24 
There’s an inclined audience, ready & willing 
Just got back from Notting 
Hill Carnival! I need slee...
#brandwatchtips 
25 
So, are health food vendors taking advantage? 
© 2014 Brandwatch.com
#brandwatchtips 
26 
© 2014 Brandwatch.com 
Nope.
#brandwatchtips 
27 
© 2014 Brandwatch.com 
Social media efforts need to align with 
consumer activity 
#Tip: Don’t waste ...
#brandwatchtips 
28 
Target those with an intent to use your product 
• Go granular and look into the micro 
© 2014 Brandw...
#brandwatchtips 
29 
© 2014 Brandwatch.com 
Getting the Data
#brandwatchtips 
30 
Digging Deep: How to Collect, Analyze and 
Interpret Social Data 
© 2014 Brandwatch.com 
• Uncovering...
#brandwatchtips 
31 
© 2014 Brandwatch.com 
Uncovering intention to eat healthy 
When I go back to 
school I need to 
cont...
#brandwatchtips 
32 
© 2014 Brandwatch.com 
How to uncover intention 
When I go back to 
school I need to 
continue eating...
#brandwatchtips 
33 
© 2014 Brandwatch.com 
Uncovering intention 
When I go back to 
school I need to 
continue eating 
he...
#brandwatchtips 
34 
© 2014 Brandwatch.com 
Scan by hour, day, week or month
#brandwatchtips 
35 
© 2014 Brandwatch.com 
Compare the social media chatter around 
multiple Queries
#brandwatchtips 
36 
© 2014 Brandwatch.com 
Export data to excel for custom analysis
#brandwatchtips 
37 
© 2014 Brandwatch.com 
Q & A
#brandwatchtips 
38 
Read more in our food and beverage report: 
© 2014 Brandwatch.com 
brandwatch.com/report-food-beverag...
#brandwatchtips 
39 
© 2014 Brandwatch.com 
Find more content here: 
brandwatch.com/blog 
contact@brandwatch.com 
facebook...
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Timing is Everything: Using SMM to be Two Steps Ahead of the Consumer

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Do you know when the best time to reach your target audience online is?

How about the best time of year to start your campaign?

In these webinar slides, we’ll be talking about the importance of seasonality and timing when it comes to social media marketing, using some real case studies from our recent food and beverage research report to highlight:

- How to discover and take advantage of seasonal trends
- Using year-on-year comparisons to optimize campaign planning
- The benefits of understanding when your audience is online

The slides also also include a short demo of how you can use a social media monitoring platform like Brandwatch to discover seasonal trends and optimum times for your campaigns and social activities.

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Timing is Everything: Using SMM to be Two Steps Ahead of the Consumer

  1. 1. #brandwatchtips 1 Webinar/ Timing is Everything: Using SMM To Be Two Steps Ahead of the Consumer © 2014 Brandwatch.com Natalie Meehan Marketing Insights Analyst natalie@brandwatch.com | @natalie_katem James Lovejoy Content Researcher jamesl@brandwatch.com | @ja_lovejoy
  2. 2. #brandwatchtips 2 © 2014 Brandwatch.com Coming Up • The importance of timing • Understanding seasonal trends • Using Y-o-Y analysis to optimize campaigns • Aligning your social strategy with your audience • Demonstration of tips and tricks!
  3. 3. #brandwatchtips 3 © 2014 Brandwatch.com Don’t be shy/ We’d love your participation • Ask questions in the session chat • Tweet about our discussion @brandwatch #brandwatchtips Slides and a recording of the webinar will be made available after the event
  4. 4. #brandwatchtips 4 © 2014 Brandwatch.com Timing it right: Cordials
  5. 5. #brandwatchtips 5 © 2014 Brandwatch.com Many things affect consumer interest • World events • The seasons • Sponsorship deals
  6. 6. #brandwatchtips 6 © 2014 Brandwatch.com Celebrities. We love them.
  7. 7. #brandwatchtips 7 © 2014 Brandwatch.com But maybe your money is best spent elsewhere… Samsung paid LeBron James $100,000,000 to be the face of the Galaxy Note 3
  8. 8. #brandwatchtips 8 That sound you heard was everyone at Samsung facepalming simultaneously © 2014 Brandwatch.com Jen Clarke @jensized London 2012 @London2012 427 RETWEETS | 53 FAVORITES 28 RETWEETS | 18 FAVORITES $100,000,000 well spent? My phone just erased everything it had in it and rebooted. One of the sickest feelings I’ve ever had in my life!!! LeBron James @KingJames London 2012 @London2012 427 RETWEETS | 53 FAVORITES 498 RETWEETS | 1,065 FAVORITES
  9. 9. #brandwatchtips 9 © 2014 Brandwatch.com Ultimate Facepalm Because sometimes even a Double Facepalm doesn’t cut it
  10. 10. #brandwatchtips 10 © 2014 Brandwatch.com Seasonal fails
  11. 11. #brandwatchtips 11 Don’t try and sell winter products in summer © 2014 Brandwatch.com
  12. 12. #brandwatchtips 12 © 2014 Brandwatch.com Cordial market leaders
  13. 13. #brandwatchtips 13 © 2014 Brandwatch.com When are they leading the conversation? 2 1 1. Ribena – Spent 5m on advertising their new ‘no added sugar’ product 2. Robinsons chatter always peaks in April, when international tennis event Wimbledon is in the news
  14. 14. #brandwatchtips 14 © 2014 Brandwatch.com A tactical release
  15. 15. #brandwatchtips 15 © 2014 Brandwatch.com Big brands aren’t mentioned in December Experimental consumers Analyze chatter YoY and identify the best times to release campaigns to create the biggest splash
  16. 16. #brandwatchtips 16 © 2014 Brandwatch.com Using year-on-year analysis = BIG WIN • The leading 3 brands can do much more • Historical data gives brands the edge • Analyze peaks and lulls to identify gaps in the market –releasing a hot cordial campaign could create massive impact for one of the big three.
  17. 17. #brandwatchtips 17 © 2014 Brandwatch.com Seasonal Trends: The Frappuccino
  18. 18. #brandwatchtips 18 © 2014 Brandwatch.com The Frappuccino: Campaigning on time Goal • Starbucks to emphasize the Frappuccino as a summer beverage • Capture the “summer” beverage market Campaign • Half-priced Frappuccinos (#frappuccinohappyhour) • Promoted at stores, website & social media channels
  19. 19. #brandwatchtips 19 © 2014 Brandwatch.com Sustained success
  20. 20. #brandwatchtips 20 A closer look at branding a summer beverage • 320,000+ mentions • The Frappuccino referenced as a “summer” item • Timely positioning: capturing the summer beverage seasonal market © 2014 Brandwatch.com 24% 2% 5% 37% 32% DD Coolatta DQ Blizzard McD McFlurry Starbucks Frappuccino Wendy's Frosty
  21. 21. #brandwatchtips 21 © 2014 Brandwatch.com Feeling hungry?
  22. 22. #brandwatchtips 22 © 2014 Brandwatch.com Looking at the micro-picture When measuring the timeline of consumer activity, looking at the micro picture is just as important as the bigger picture
  23. 23. #brandwatchtips 23 © 2014 Brandwatch.com We have the best intentions… I’m so hungry but definitely trying to be healthy at the moment! #bikinibody @natalie_katem We’re most likely to tweet about our intentions to eat healthily at 3pm and 9pm
  24. 24. #brandwatchtips 24 There’s an inclined audience, ready & willing Just got back from Notting Hill Carnival! I need sleep and healthy food! © 2014 Brandwatch.com what should I have for breakfast tomorrow im gonna start eating really healthy not healthy but really healthy this time yeahhhhhhhhhhh Hmmm what should I eat for lunch today!! Want to be healthy but also want warm food in this weather ifunanya @missdebbycakes jill @beigeharry Shelley Miller @sendibo16
  25. 25. #brandwatchtips 25 So, are health food vendors taking advantage? © 2014 Brandwatch.com
  26. 26. #brandwatchtips 26 © 2014 Brandwatch.com Nope.
  27. 27. #brandwatchtips 27 © 2014 Brandwatch.com Social media efforts need to align with consumer activity #Tip: Don’t waste time finding safe options to eat or grow hungry at your desk! What #gf grub will you bring 2morrow? Udi’s Gluten Free @udisglutenfree
  28. 28. #brandwatchtips 28 Target those with an intent to use your product • Go granular and look into the micro © 2014 Brandwatch.com picture • Monitor timings to research and to plan campaigns • Align your social media efforts with an inclined audience to maximize ROI How did we do it?
  29. 29. #brandwatchtips 29 © 2014 Brandwatch.com Getting the Data
  30. 30. #brandwatchtips 30 Digging Deep: How to Collect, Analyze and Interpret Social Data © 2014 Brandwatch.com • Uncovering Intention • Outlining a sentence structure in a Query • Breaking data down by week, day and hour • Creating timelines with multiple Queries • Exporting data • Custom analysis
  31. 31. #brandwatchtips 31 © 2014 Brandwatch.com Uncovering intention to eat healthy When I go back to school I need to continue eating healthy Jordan @Jay_Smoove32
  32. 32. #brandwatchtips 32 © 2014 Brandwatch.com How to uncover intention When I go back to school I need to continue eating healthy Understanding the NEAR operator: NEAR/x, NEAR/4, NEAR/15, NEAR/40 London 2012 @London2012 427 RETWEETS | 53 FAVORITES Ben Ainslie @AinslieBen 103 RETWEETS | 41 FAVORITES NEAR/xf Outlining a sentence structure Putting yourself in their mind Jordan @Jay_Smoove32
  33. 33. #brandwatchtips 33 © 2014 Brandwatch.com Uncovering intention When I go back to school I need to continue eating healthy Jordan @Jay_Smoove32
  34. 34. #brandwatchtips 34 © 2014 Brandwatch.com Scan by hour, day, week or month
  35. 35. #brandwatchtips 35 © 2014 Brandwatch.com Compare the social media chatter around multiple Queries
  36. 36. #brandwatchtips 36 © 2014 Brandwatch.com Export data to excel for custom analysis
  37. 37. #brandwatchtips 37 © 2014 Brandwatch.com Q & A
  38. 38. #brandwatchtips 38 Read more in our food and beverage report: © 2014 Brandwatch.com brandwatch.com/report-food-beverage/
  39. 39. #brandwatchtips 39 © 2014 Brandwatch.com Find more content here: brandwatch.com/blog contact@brandwatch.com facebook.com/brandwatch @brandwatch plus.google.com/+brandwatch1

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