Aus cham social media presentation 11 12-13

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Aus Charm Social Media Presentation by Joe Wheller

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Aus cham social media presentation 11 12-13

  1. 1. Whispers & Shouts Social Media Presentation AusCham 11th December 2013
  2. 2. Brand giants favour digital  Brand owners including Procter & Gamble, Unilever and Kellogg's are ramping up their digital expenditure, in the belief this approach offers greater effectiveness and provides cost savings. Unilever: "We've 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, Unilever's CEO. Procter & Gamble: "We're 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, McDonald's pointed to Old Spice's "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 can't 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. We've 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 company's CMO. "They will realize the power of content to enhance the brand experience, deliver the brand's purpose and extend the opportunities for the brand to serve. 2
  3. 3. Social media analysis Social media sentiment 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. Consistent online chatter Mentions of Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14) 4
  5. 5. Mentions of Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14) 5
  6. 6. Anmum 70% share of online voice Share of digital voice: Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14) 6
  7. 7. Blogs, Twitter and Facebook dominate conversation Mentions by Media type: Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14) 7
  8. 8. 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) 8
  9. 9. 1st influence 9
  10. 10. 2nd influence 10
  11. 11. Tweet examples 11
  12. 12. Anmum TVC on YouTube – limited views 12
  13. 13. Was this a whisper or a shout? 13
  14. 14. 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 14
  15. 15. Introduction The world’s first golden ice cream now is available in Indonesia Source: http://www.unilever.co.id/MediaRelation/siaran-pers/2012/magnumgold.aspx 15
  16. 16. TVC – Magnum Gold  TVC link: http://bit.ly/U64xdI CAROLINE CORREA BENICIO DEL TORO 16
  17. 17. Magnum Gold Symphony A live concert broadcasted on local TV station (Trans TV), starring top artists 17
  18. 18. 3 KG gold giveaway  The hunt for gold coins (10 grams each) totaling up to 3 KG, held in three big cities in Indonesia  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. 18
  19. 19. The digital efforts from within… TWITTER FACEBOOK http://twitter.com/mymagnumID http://www.facebook.com/Magnum OFFICIAL WEBSITE http://mymagnum.co.id 19
  20. 20. Thousands of “Magnum” mentions occurred between July-October, highlighted by 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 Mentions Magnum Mentions 1.8 Mio Total Reach 3.9 Mio Total Reach *Nearly 100% mentions came from Twitter Actual number of “Magnum” mentions per day from July-October 2012 20
  21. 21. Though Peak 2 had lesser mentions, the top influencers have a bigger follower base, hence wider reach Peak 1 Peak 2 MYMAGNUMID 29,431 ALANLANALAN 23,693 TRANSTV_CORP ADDIEMS 658,703 270,721 BISMAROCKERS 19,455 MEMES605 ALFAMARTKU 19,442 MARISCHKAPRUE 111,439 MISSSHARENA 108,623 BENJOSHUA_R 106,446 ZAKASUNTARA ARNEEEST 15,781 14,383 128,935 SHEBENK_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 - NICKYXOIX 60,021 IBAYLAH - 8,605 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. 21
  22. 22. 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: Any mentions on MAGNUM GOLD? Any considerations to try the product? Any indication of buying the product? Any mentions on consuming the product? 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?
  23. 23. Overall sentiment More than 60% sentiment of each peak was positive, with lesser negative sentiment in the 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 more than 1,000 followers (N=565) Based on sample of authors with more than 1,000 followers (N=437) 23
  24. 24. 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 64 100 Magnum Gold 68 67 TVC 18 10 18 5 20 92 15 Taste 71 10 Consideration 14 75 18 Purchase Intention 16 72 38 Consumption 20 17 2 79 9 Magnum Café 3 Price 3 Availability 2 36 Nutrition & Health 1 38 11 6 33 15 56 27 40 Positive 28 7 33 57 13 Neutral 50 Negative 24
  25. 25. 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 25
  26. 26. 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 (%) Brand Awareness Sentiment (%) 65 100 Magnum Gold 62 51 Symphony Consumption Taste 5 Consideration 4 Magnum Café 3 Price 1 8 5 TVC 10 47 9 Purchase Intention 23 61 14 9 27 77 24 7 29 73 36 Trans TV 27 30 45 100 33 13 54 89 5 5 55 20 36 9 80 Positive Neutral Negative 26
  27. 27. 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 10 28 54 2 45 8 72 13 71 47 33 Peak 1 Peak 2 Positive Peak 1 Neutral Peak 2 Negative 27
  28. 28. Peak 2: negative sentiments on TVC related to product One of the top influencer for the negative sentiment was retweeted by others more than 2,000 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 28
  29. 29. 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 29
  30. 30. Retweets of the top influencers’ negative sentiment reached a peak in Oct 3, but slowed down afterwards. Taste Sentiments (%) Based on rolling sample of authors ranked by number of followers (N=100 for each day) N= 100 200 47 300 40 400 500 600 700 800 900 1,000 1,100 46 44 41 41 42 41 42 40 14 13 14 12 13 13 14 14 60 15 13 10 30 Sep 30 40 45 40 42 45 47 45 47 44 46 Oct 1 Oct 2 Oct 3 Oct 4 Oct 5 Oct 6 Oct 7 Oct 8 Oct 9 Oct 10 Positive Neutral Negative 30
  31. 31. Was this a whisper or a shout? 31
  32. 32. Raises some important questions about social media… Are you in a brand or a category/sector that people shout about or not? Do the people who do talk have any influence or not? Do I just need to be listening or do I need to be part of the dialogue? Should I be starting conversations or merely replying? Do I need a social media manager? 32
  33. 33. Everyone is talking about social media – how can I use it? 1. 2. 3. 4. 5. 6. 7. Listening Engagement Brand tracking Product development insights (e.g. baby care, beauty) Risk management Digital engagement campaign performance Product/event launch tracking performance 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! 33
  34. 34. Part About Cimigo
  35. 35. Starting 10 years ago in HCMC & HK we’ve expanded to... India Hong Kong IndonesiaVietnam ChinaSingapore Philippines We now have the privilege of representing 3 billion customers 35
  36. 36. From seven main cities in Vietnam… 36
  37. 37. Cimigo’s extensive set of resources and expertise... 5 Call Centres 110 Full-time staff Online Panels 45 Consultants Face-to-face 12 Qualitative Specialists 650 Fieldworkers …put the consumer into the boardroom to deliver consumer-rooted growth 37
  38. 38. Cimigo delivers a full range of services to ensure your business remains connected to your consumers 1. Consulting Services Motivational research Market scoping and segmentation Concept testing New product development Brand positioning Market tracking Product optimisation 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 38
  39. 39. Cimigo for Brand Value And for stronger consumer engagement & intelligence. vietnam@cimigo.com @cimigovietnam www.facebook.com/cimigovietnam www.linkedin.com/company/cimigo 39
  40. 40. We look forward to talking with you. cimigo.com The Voice of the Customer

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