Cimigo social media monitoring for mind exchange 15 1-13

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Cimigo social media monitoring for mind exchange 15 1-13

  1. 1. Social media and your consumers: Whispers? Shouts?Influence? So what?
  2. 2. Brand giants favour digital Brand owners including Procter & Gamble, Unilever and Kelloggs are ramping up their digital expenditure, in the belief this approach offers greater effectiveness and provides cost savings. Unilever: "Weve really made a step change in that area and that gives us not only effectiveness in spending, but it gives us also a much better connection to our consumers," Paul Polman, Unilevers CEO. Procter & Gamble: "Were quickly moving more and more of our businesses into digital," Bob McDonald, its CEO, said. "We find that the return on investment of the advertising, when properly designed, when the big idea is there, can be much more efficient." As an example of this, McDonalds pointed to Old Spices "Smell Like a Man, Man" campaign, which yielded 1.8bn impressions, and also cited the rising importance of platforms such as Google and Facebook. Kellogg: "What you cant see ... is the shift of our spending in recent years to digital media," said Ronald Dissinger, its CFO. "This shift has allowed us to partially offset inflation and increase effectiveness at the same time. Weve done a lot of work measuring the optimisation of our mix." General Mills: "In 2012, many marketers will start with content as a way to engage their best customers and grow their business versus advertising," said Mark Addicks, the companys CMO. "They will realize the power of content to enhance the brand experience, deliver the brands purpose and extend the opportunities for the brand to serve. Data sourced from Seeking Alpha/Forbes; additional content by Warc staff 2
  3. 3. Social media sentiment analysis Social media analysis Lots of information and word of mouth related to different products and brands are already available on the web in an easy-to-access form. This can be cleverly used to enrich our insights : • To explore new trends and shifts, track key influencers, as well as fine tune the survey design for ongoing programmes. • To obtain feedback on a wide range of options, broadening and deepening our competitive intelligence. • To enrich research findings.This Cimigo approach captures the sentiment and nuances of what people are talking about, because you get the best of both worlds, automated analysis combined with real people reading, digesting and analysing the context. 3
  4. 4. IFT Sugars in Malaysia
  5. 5. Consistent online chatter Mentions of Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)
  6. 6. Mentions of Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)
  7. 7. Anmum 70% share of online voice Share of digital voice: Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)
  8. 8. Blogs, Twitter and Facebook dominate conversationMentions by Media type: Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)
  9. 9. Top blog influencer – top shown over the page Top Influencers in the blog media: Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)
  10. 10. 1st influence
  11. 11. 2nd influence
  12. 12. Tweet examples
  13. 13. Blog discussion and comment examples
  14. 14. Anmum TVC on YouTube – limited views
  15. 15. Really, how intimate do we have to get with these (damn)consumers? Are there mere whispers or are they shouting about my brand?What influence do they have? Do I need to be listening? Do I need to be part of the dialogue? Should I be startingconversations or merely replying? Do I need a social media manager?
  16. 16. Everyone is talking about social media – how can I use it?1. Listening2. Engagement3. Brand tracking4. Product development insights (e.g. baby care, beauty)5. Risk management6. Digital engagement campaign performance7. Product/event launch tracking performance 16
  17. 17. Really, how intimate do we have to get with these consumers? Most brands should be listening to understand what is being said, by whom and where. Some verticals generate a lot of brand specific mentions, other less so. Depends on vertical, customer involvement in category and whether you are driving an online conversation. Most FMCG brands monitoring only when you have specific decision points or KPIs. 1. You or your competitor has PR crisis. 2. Pre-post measurement of serious digital engagement campaign. 3. Major launch or event. 4. You operate in a ‘dark’ market and use digitally heavily. 17
  18. 18. Really, how intimate do we have to get with these consumers? High category involvement Airlines Banks Auto Telco providers Smart phones Beauty Baby care / formula Property Health / pharma Low digital High digital effort effort Digital engagement campaigns Many FMCG brands Dark market Product launch / event Low category involvement 18
  19. 19. What influence do they have? Very important! Influence and reputation are critical factors. A 16 y.o. tweeting to 53 friends that they hate your new product won’t kill your brand, but a blogger with a 100,000 followers can do some damage. Or a lot of good… Be sure to know your influencers… 19
  20. 20. Should I be starting conversations or merely replying? What’s your strategy? Customer support? Social as a sales channel? Social for brand building? Social part of an integrated campaign? There’s no “1 size fits all” rule. If you do engage, start small. It might be “social” but you need detailed processes and structure to make sure it works. 20
  21. 21. Do I need to be part of the dialogue?• Don’t jump in and start “engagement”.• Listen first, understand the conversations.• See what your competitors are doing.• Fake mentions and blogs posts are a bad idea.• Genuine engagement can be powerful.• Engagement won’t work for every brand. 21
  22. 22. Do I need a social media manager?• What’s your strategy? Do you just want more Facebook likes (and if so.. why??)• Define what you want to achieve first, then look at resourcing, not vice versa.• Set measurable targets, monitor, iterate and learn. 22
  23. 23. Magnum Gold Indonesia Launch
  24. 24. Background and objectives Unilever Wall’s officially launched Magnum Gold, the newest variant of Magnum on September 13, 2012. Much effort was put into their marketing activities, including: – Airing TVC starring Oscar winner Benicio Del Toro – Magnum Gold Symphony, a live concert broadcasted on local TV – Gold Rush competition, a real gold giveaway conducted in 3 cities – Online activation through website, Twitter, and Facebook Key research objectives: – Demonstrate power of social media research by: • Identifying buzz volume • Understanding opinion of consumers and identifying key influencers • Identifying and monitoring issues 24
  25. 25. IntroductionThe world’s first golden ice cream now is available in Indonesia Source: http://www.unilever.co.id/MediaRelation/siaran-pers/2012/magnumgold.aspx 25
  26. 26. TVC – Magnum Gold TVC link: http://bit.ly/U64xdI CAROLINE CORREA BENICIO DEL TORO 26
  27. 27. Magnum Gold SymphonyA live concert broadcasted on local TV station (Trans TV), starring top artists ADDIE MS SLANK DEWI SANDRA Twilite Orchestra Conductor Rock band Singer/model XO IX (EXTRAORDINARY NINE) DIRA SUGANDI SAMMY SIMORANGKIR VINA PANDUWINATA Boyband (newcomer) Singer Singer Singer 27
  28. 28. 3 KG gold giveaway The hunt for gold coins (10 grams each) totaling up to 3 KG, held in three big cities in Indonesia: – Bandung: 19-21 October 2012, at Bandung Supermall – Surabaya: 2-4 November 2012, at Surabaya Townsquare – Jakarta: 16-18 November 2012, at Central Park Mall How it was done: – Mall visitors paid IDR 25,000 in exchange for an entry ticket into Magnum Gold arena and Magnum Gold ice cream – Visitors then entered a gold vault to take one of many random boxes available in a shape of a gold bar. Those who were lucky will find real gold jewelry in a form of necklaces, pendants, rings, bracelets and earrings. 28
  29. 29. The digital efforts from within… TWITTER FACEBOOK http://twitter.com/mymagnumID http://www.facebook.com/Magnum OFFICIAL WEBSITE http://mymagnum.co.id Just how big was the digital brand buzz, and what was it about? 29
  30. 30. Step 1: Scrape key wordsHow big was the Magnum buzz on the Internet?We scraped the Internet for mentions on “Magnum”
  31. 31. Thousands of “Magnum” mentions occurred between July-October, highlightedby two peaks. Who were the top influencers of each peak? Peak 1 (Aug 19-20) Peak 2 (Sep 30-Oct 1) 10,000 6,269 Magnum Magnum Mentions 1.8 Mio Mentions 3.9 Mio Total Total Reach Reach *Nearly 100% mentions came from Twitter Actual number of “Magnum” mentions per day from July-October 2012 31
  32. 32. Though Peak 2 had lesser mentions, the top influencers have a bigger followerbase, hence wider reach Peak 1 Peak 2 MYMAGNUMID 29,431 TRANSTV_CORP 658,703 ALANLANALAN 23,693 ADDIEMS 270,721BISMAROCKERS 19,455 MEMES605 128,935 ALFAMARTKU 19,442 MARISCHKAPRUE 111,439 ZAKASUNTARA 15,781 MISSSHARENA 108,623 ARNEEEST 14,383 BENJOSHUA_R 106,446SHEBENK_BENK 13,263 DEWA_KLASIK 80,830 AGILWCK 12,433 DIRASUGANDI 75,820 DINDUTSS 11,288 SKYRAMADHAN 67,091 TIGAWAT 10,252 MYTRANSTWEET 60,927 ASSJERUK 8,605 NICKYXOIX 60,021 IBAYLAH 7,951 MYMAGNUMID 53,998- In Peak 1, the effort of spreading the buzz was mostly done by MYMAGNUMID who had the biggest follower base. The other 10,000 mentions were contributed by twitizens with lesser followers.- In Peak 2, though only 6,269 mentions, the top influencers included artists performing on Magnum Gold Symphony who had a wider follower base, even more than MYMAGNUMID. 32
  33. 33. Step 2: Add depth to the buzzWhat was the buzz about?We quantified the findings by applying manual coding to extract andgroup mentions by content and sentiments (positive, neutral, negative)
  34. 34. Screenshot of manual coding example Content: “Already tried MAGNUM GOLD. Yuck, for those who don’t like sweets don’t even try it.”Product Awareness: Any mentions on MAGNUM GOLD? Consideration: Any considerations to try the product? Purchase Intent: Any indication of buying the product? Consumption: Any mentions on consuming the product?Nutrition & Health: Are there any content about nutrition and/or health? What about the product taste or flavor? Any mentions on distribution, stock or availability? Is the overall sentiment of the mention positive, neutral or negative? Price: Any mentions on the price of the product?
  35. 35. Overall sentimentMore than 60% sentiment of each peak was positive, with lesser negative sentiment inthe 2nd peak. What was the buzz all about, and who were the top influencers? Peak 1 Sentiment (%) Peak 2 Sentiment (%) Based on sample of authors with Based on sample of authors with more than 1,000 followers (N=565) more than 1,000 followers (N=437) 35
  36. 36. Peak 1: content & sentiment Out of all mentions of Magnum, 67% mentions were on “Magnum Gold”, and 38% talked about the TVC which were mostly positive. Content (%) Sentiment (%) Brand Awareness 100 64 20 16 Magnum Gold 67 68 18 14 TVC 38 72 10 18 Consumption 18 75 5 20Purchase Intention 15 92 17 Taste 10 71 2 28 Consideration 9 79 6 15 Magnum Café 3 11 33 56 Price 3 27 40 33 Availability 2 36 7 57 Nutrition & Health 1 38 13 50 Positive Neutral Negative 36
  37. 37. Peak 1: sentiments on TVC related to product “Darn!!! I thought it was a new movie trailer, turned out it was Magnum Gold’s commercial!! But I guess it’s cool” Followers: 7,508 Sentiment: Positive “The Magnum commercial is too exaggerating. I thought it was a real movie” Followers: 6,170 Sentiment: Negative 37
  38. 38. Peak 2: content & sentiment 36% of peak 2 contained more than 70% positive mentions on Magnum Gold Symphony. The TVC was still talked about, but more than half was negative. Content (%) Sentiment (%) Brand Awareness 100 65 27 7 Magnum Gold 51 62 29 9 Symphony 36 73 27 Trans TV 24 77 23 Consumption 14 61 10 30 Taste 9 47 8 45Purchase Intention 5 100 TVC 5 33 13 54 Consideration 4 89 5 5 Magnum Café 3 55 36 9 Price 1 20 80 Positive Neutral Negative 38
  39. 39. For TVC and Taste, the negative sentiments increased in Peak 2.How impactful were the top influencers for this negative sentiment? TVC Sentiments (%) Taste Sentiments (%) 18 28 10 45 54 2 8 13 72 71 47 33 Peak 1 Peak 2 Peak 1 Peak 2 Positive Neutral Negative 39
  40. 40. Peak 2: negative sentiments on TVC related to productOne of the top influencer for the negative sentiment was retweeted by others more than2,000 times. How severe was the impact, and how long did this last? “False hope is like Magnum Gold. The commercial is cool but the taste is bad. Agree?” Followers: 80,830 Sentiment: Negative “Buying Magnum Ice Cream = stupidity. How much does it cost anyway? Why is the commercial so over the top (exaggerating)…” Followers: 20,050 Sentiment: Negative 40
  41. 41. Step 3: Monitor discussions on tasteWe scraped the internet for key words regarding taste and manuallycoded representative samples on each day from Sep 30 onwards, tounderstand whether the negative sentiment continued
  42. 42. It turns out that the mentions on Magnum taste slowed down in the next days.Did the negative sentiments simmer as well? Actual number of “Magnum” mentions per day from September 30-November 9 42
  43. 43. Retweets of the top influencers’ negative sentiment reached a peak in Oct 3, butslowed down afterwards. Taste Sentiments (%) Based on rolling sample of authors ranked by number of followers (N=100 for each day) N= 100 200 300 400 500 600 700 800 900 1,000 1,100 40 46 44 41 41 42 41 42 40 47 60 15 14 12 13 13 14 14 13 14 13 10 45 40 42 45 47 45 47 44 46 40 30 Sep 30 Oct 1 Oct 2 Oct 3 Oct 4 Oct 5 Oct 6 Oct 7 Oct 8 Oct 9 Oct 10 Positive Neutral Negative 43
  44. 44. Step 4: Addressing Taste concernsSensory work is being under taken to investigate and overcome thetaste issue.
  45. 45. Conclusion Learning from Magnum Gold activation… A wider reach and heightened product awareness was achieved by Magnum Gold’s online activation which included positive Influencers with an increased follower base. Clearly Influence matters! The opposite was demonstrated by a negative influencer who posted negative comments on product taste in the hours and days that followed. Identify issues early in launch Taste has an issue (whether resolved through marketing or product development) that needs to be investigated to enable momentum through repeat purchase is built. How can social media analysis help your brand? It enables you to take control and take action to fix any problems before any negative buzz gets bigger. You may not own the conversation but you can influence it! 45
  46. 46. Cimigo – The Voice of the Consumer

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