Cimigo on Social Media

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Cimigo on Social Media

  1. 1. 1  
  2. 2. 2     Richard  has  spent  the  last  sixteen   years  in  Vietnam  assis5ng  in  the   development  and  building  of   numerous  brands  to  achieve   leadership  posi5ons.       Richard  is  a  UK  na5onal  and  resides  in   HCMC  with  his  Vietnamese  wife  and   their  children.       Richard  founded  Cimigo  in  2003  and   today  has  offices  across  eight   countries  in  Asia.   2   Richard  Burrage,  Cimigo  
  3. 3. 3  
  4. 4. 4  
  5. 5. Men5ons  of  Dutch  Lady  and  Fonterra  Brands  in  last   30  days  (March  14  –  April  14)   Consistent  online  chaPer   5  
  6. 6. Share  of  digital  voice:    Dutch  Lady  and  Fonterra   Brands  in  last  30  days  (March  14  –  April  14)   Anmum  70%  share  of  online  voice   6  
  7. 7. Men5ons  by  Media  type:  Dutch  Lady  and  Fonterra  Brands  in   last  30  days  (March  14  –  April  14)   Blogs,  TwiPer  and  Facebook  dominate  conversa5on   7  
  8. 8. Top  Influencers  in  the  blog  media:  Dutch  Lady  and  Fonterra   Brands  in  last  30  days  (March  14  –  April  14)   Top  blog  influencer  –  top  shown  over  the  page   8  
  9. 9. 1st  influence   9  
  10. 10. 2nd  influence   10  
  11. 11. Tweet  examples   11  
  12. 12. Blog  discussion  and  comment  examples   12  
  13. 13. Anmum  TVC  on  YouTube  –  limited  views   13  
  14. 14. 14  
  15. 15. 1.  Listening   2.  Engagement   3.  Brand  tracking   4.  Product  development  insights  (e.g.  baby  care,  beauty)   5.  Risk  management   6.  Digital  engagement  campaign  performance   7.  Product/event  launch  tracking  performance   15   Everyone  is  talking  about  social  media  –  how  can  I  use  it?  
  16. 16.   Most  brands  should  be  listening  to  understand  what  is  being  said,  by  whom  and   where.  Some  ver5cals  generate  a  lot  of  brand  specific  men5ons,  other  less  so.     Depends  on  ver5cal,  customer  involvement  in  category  and  whether  you  are   driving  an  online  conversa5on.     Most  FMCG  brands  monitoring  only  when  you  have  specific  decision  points  or  KPIs.   1.  You  or  your  compe5tor  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.   How  in5mate  do  we  have  to  get  with  these  consumers?   16  
  17. 17. Banks   Telco  providers   Beauty   Property   Airlines   Auto   Smart  phones   Baby  care  /  formula   Health  /  pharma   Many  FMCG  brands   Digital  engagement   campaigns   FMCG  brands   Dark  market   Product  launch  /   event   High  category  involvement   Low  category  involvement   Low  digital     effort   High  digital     effort   17  
  18. 18.   Very  important!  Influence  and  reputa5on  are  cri5cal  factors.       A  16  y.o.  twee5ng  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…     What  influence  do  they  have?   18  
  19. 19.   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.     Should  I  be  star5ng  conversa5ons  or  merely  replying?   19  
  20. 20. Do  I  need  to  be  part  of  the  dialogue?   •  Don’t  jump  in  and  start  “engagement”.   •  Listen  first,  understand  the  conversa5ons.   •  See  what  your  compe5tors  are  doing.   •  Fake  men5ons  and  blogs  posts  are  a  bad  idea.   •  Genuine  engagement  can  be  powerful.   •  Engagement  won’t  work  for  every  brand.   20  
  21. 21. •  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.   Do  I  need  a  social  media  manager?   21  
  22. 22. 22   The  world’s  first  golden  ice  cream   now  is  available  in  Indonesia  
  23. 23. Thousands  of  “Magnum”  men5ons  occurred  between  July-­‐October,   highlighted  by  two  peaks.  Who  were  the  top  influencers  of  each  peak?   23   10,000 Magnum Mentions 1.8 Mio Total Reach Peak  1  (Aug  19-­‐20)   6,269 Magnum Mentions 3.9 Mio Total Reach Peak  2  (Sep  30-­‐Oct  1)   Actual  number  of  “Magnum”  men5ons  per  day  from  July-­‐October  2012   *Nearly  100%  men5ons  came  from  TwiPer  
  24. 24. Though  Peak  2  had  lesser  men5ons,  the  top  influencers  have  a  bigger  follower  base,   hence  wider  reach   24   29,431   23,693   19,455   19,442   15,781   14,383   13,263   12,433   11,288   10,252   8,605   7,951   MYMAGNUMID   ALANLANALAN   BISMAROCKERS   ALFAMARTKU   ZAKASUNTARA   ARNEEEST   SHEBENK_BENK   AGILWCK   DINDUTSS   TIGAWAT   ASSJERUK   IBAYLAH   Peak  1   658,703   270,721   128,935   111,439   108,623   106,446   80,830   75,820   67,091   60,927   60,021   53,998   TRANSTV_CORP   ADDIEMS   MEMES605   MARISCHKAPRUE   MISSSHARENA   BENJOSHUA_R   DEWA_KLASIK   DIRASUGANDI   SKYRAMADHAN   MYTRANSTWEET   NICKYXOIX   MYMAGNUMID   Peak  2   -­‐  In  Peak  1,  the  effort  of  spreading  the  buzz  was  mostly  done  by  MYMAGNUMID  who  had  the  biggest  follower   base.  The  other  10,000  men5ons  were  contributed  by  twi5zens  with  lesser  followers.     -­‐  In  Peak  2,  though  only  6,269  men5ons,  the  top  influencers  included  ar5sts  performing  on  Magnum  Gold   Symphony  who  had  a  wider  follower  base,  even  more  than  MYMAGNUMID.  
  25. 25. 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: Consideration: Purchase Intent: Consumption: Nutrition & Health: Price: Any  men(ons  on  MAGNUM  GOLD?   Any  considera(ons  to  try  the  product?   Any  indica(on  of  buying  the  product?   Any  men(ons  on  consuming  the  product?   Are  there  any  content  about  nutri(on  and/or  health?   What  about  the  product  taste  or  flavor?   Any  men(ons  on  distribu(on,  stock  or  availability?   Is  the  overall  sen(ment  of  the  men(on  posi(ve,  neutral  or  nega(ve?   Any  men(ons  on  the  price  of  the  product?   25  
  26. 26. Content  &  sen5ment   26   100 51 36 24 14 9 5 5 4 3 1 Brand Awareness Magnum Gold Symphony Trans TV Consumption Taste Purchase Intention TVC Consideration Magnum Café Price 65 62 73 77 61 47 100 33 89 55 27 29 27 23 10 8 13 5 36 20 7 9 30 45 54 5 9 80 Positive Neutral Negative Exploring  nega5ve  reac5ons….   Content  (%)   SenMment  (%)  
  27. 27. Nega5vity  towards  TVC  and  taste  are  increasing   27   72 33 71 47 10 13 2 8 18 54 28 45 Peak 1 Peak 2 Peak 1 Peak 2 Positive Neutral Negative TVC  SenMments  (%)   Taste  SenMments  (%)  
  28. 28. Nega5ve  sen5ments  on  TVC  related  to  product   28   “False  hope  is  like  Magnum  Gold.   The  commercial  is  cool  but  the   taste  is  bad.  Agree?”   Followers:  80,830   Sen(ment:  Nega(ve   “Buying  Magnum  Ice  Cream  =   stupidity.  How  much  does  it  cost   anyway?  Why  is  the  commercial   so  over  the  top  (exaggera(ng)…”   Followers:    20,050   Sen(ment:  Nega(ve  
  29. 29. 29  29  
  30. 30. 30   Vietnam  Indonesia   India   China   Hong  Kong   Philippines   Singapore   3  billion  customers   We  now  have  the  privilege  of  represen5ng   Star5ng  9  years  ago  in  HCMC  &  HK   we’ve  expanded  to...  
  31. 31. 31   From  seven   main  ciMes  in  Vietnam…    
  32. 32. 32   Cimigo  delivers  a  full  range  of  services  to  ensure  your   business  remains  connected  to  your  consumers   Mo5va5onal  research   Market  scoping  and  segmenta5on   Concept  tes5ng     New  product  development   Brand  posi5oning   1.  Consul5ng  Services   Market  tracking   Product  op5misa5on   Brand  equity   Touch  point  management   Customer  loyalty   2.  Research  Services     Ethnography   Accompanied  shopping   In-­‐depth  interviewing   Focus  groups   Vox  pops   Telephone  interviewing   Street  intercepts   Mystery  shopping   On  line  surveys   Social  media  tracking  
  33. 33. 33   consumer-­‐rooted  growth   Online  Panels   45  Consultants   130  Full-­‐5me  staff   12  Qualita5ve  Specialists   5  Call  Centres   Face-­‐to-­‐face   …put  the  consumer  into  the  boardroom  to  deliver     650  Fieldworkers   Cimigo’s  extensive  set  of  resources  and  exper5se...  
  34. 34. 34   Cimigo  for  Brand  Value   And  for  stronger  consumer  engagement  &   intelligence.   www.facebook.com/CimigoVietnam   @cimigovietnam   www.linkedin.com/company/cimigo   www.chaocimigo.vn  
  35. 35. 35  35  

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