Präsentation der result gmbh zum Thema The Effects of facebook Communication on Brand Perception

812 views
768 views

Published on

The Effects of facebook
Communication on Brand Perception - Eine Case Study der result gmbh. MArkenwahrnehmung auf facebook am Beispiel vetins.

0 Comments
1 Like
Statistics
Notes
  • Be the first to comment

No Downloads
Views
Total views
812
On SlideShare
0
From Embeds
0
Number of Embeds
43
Actions
Shares
0
Downloads
12
Comments
0
Likes
1
Embeds 0
No embeds

No notes for slide

Präsentation der result gmbh zum Thema The Effects of facebook Communication on Brand Perception

  1. 1. The Effects of facebook Communication on Brand Perception Case Study: Facebook Account Veltins 15 March 2011 Matthias Busse, Associate Director, result gmbh, Cologne1 von 40 15.03.2011
  2. 2. Objectives of our Case StudyThe impact of facebook Communication on Brand Perception - Example Beer Brand Overall: How does this type of web-based communication affect the perception of a brand? Does a facebook account generate brand sympathy or brand affinity? Does it generate additional buying intention? Does it influence the perception of a brand‘s functional and emotional benefits? Does success (impact and influence) depend on the degree of affinity a customer already has?2 von 40 15.03.2011
  3. 3. Study Design3 von 40 15.03.2011
  4. 4. Research Design (2)Untertitel der PräsentationTitel der Präsentation Before Contact with Stimulus After Here: Facebook Account „Veltins Design Bottle“ Using „Like“ Button for a period of 3 weeks Receiving 22 Posts within 3 weeksEvaluation of 10 Evaluation of 10different beer different beerbrands incl. Veltins brands incl. VeltinsGeneral behaviour Evaluation ofand habits Veltins‘ Facebookconcerning online Account First step Second step Third step 4 von 40 15.03.2011
  5. 5. Details Recruiting: via Online Access Panel Fieldwork: 13.01. – 21.01. (Before) 04.02. – 22.02. (After) Sample Size: n=160 (Before) n=100 (After) Length of questionnaire: 12 Minutes Target Group 100% Consumer of beer or beer-mix 100% No reactance regarding Veltins 100% Own Facebook Account Number of Posts 22 in 3 weeks5 von 40 15.03.2011
  6. 6. Test Stimulus: FB Account - Veltins (Design Bottle)6 von 40 15.03.2011
  7. 7. Two examples for Veltins Posts During Our TestVeltins does not talk too much about drinking beer... Veltins features: „Cassette Tape Art“ on Flickr Valentines-Surprise: Win a dinner with your sweetheart7 von 40 15.03.2011
  8. 8. Results Part I: Evaluation of the facebook account8 von 40 15.03.2011
  9. 9. Functional profile of Veltins facebook account (1)Account especially conveys up-to-dateness and fits to the brand VeltinsThe facebook account of Veltins... Top 2 ... fits Veltins ... is modern ... is up-to-date ... creates curiosity ... is surprisingly little about beer ... fortunately thinks outside the box ... is funny ... is entertaining 0% 20% 40% 60% 80%Question: Please think of the Veltins facebook account and tell us how much you agree with every statement.n=100 9 von 40 15.03.2011
  10. 10. Functional profile of Veltins‘ facebook account (2)Stimulating an appetite for the product itself is not top rated here...The Veltins facebook account... Top 2 ... fully utilizes the opportunities of facebook ... is capable ... creates an appetite for a Veltins beer ... dares to adress improper topics ... is boring ... posts too much ... is annoying 0% 20% 40% 60% 80%Question: Please think of the Veltins facebook account and tell us how much you agree with every statement.n=100 10 von 40 15.03.2011
  11. 11. Evaluation of the facebook Account53 Percent top two box means „acceptance“. Respondents liked the account. „Very good“ 1 12 2 41 3 33 4 10 „Not good at all“ 5 4 Top Two 53% Mean 2,45Question: Overall: How would you evaluate the facebook account as a whole?n=100 11 von 40 15.03.2011
  12. 12. Strategic Portfolio – Functional CompetenceIt becomes apparent that „creates an appetite“ is of highest importance Mean 0,8 high More creates an Keep appetite for a is entertaining creates curiosity Veltins is capable fits Veltins 0,6 is funny fully utilizes the is modern opportunities of is up-to-date facebook thinks outside the box 0,4 RELEVANCE (Correlation) Mean dares to adress improper topics 0,2 is surprisingly little about beer 0 posts too much Forget it Nice to have low -0,2 is annoying is boring 10% 20% 30% 40% 50% 60% low PERFORMANCE high (Top-Two-Box)Questions: Please think of the facebook account of Veltins and tell us how much you approve every statement. X Which of the following beer-brands would you buy at your next 10 buying-opportunities?n=100 12 von 40 15.03.2011
  13. 13. Results Part II: The effect on the brand Veltins13 von 40 15.03.2011
  14. 14. Effect on Sympathy - TotalPositive effect on Brand Sympathy +10 PP Shift -0,6 PP average shift 77 for 9 other brands 67 in % PRE POSTQuestion: Which of the following beer-brands are likeable to you?PRE: n=100 / POST n=100 14 von 40 15.03.2011
  15. 15. Effect on Brand Sympathy – Non Buyers vs. BuyersThere is a positive effect on Brand Sympathy. It increases in both groups equally. Utilization of Potential: 30% Utilization of Potential: 29% 90 86 48 26 in % Non-Buyers Non-Buyers Buyers Buyers PRE POST PRE POSTQuestion: Which of the following beer-brands are likeable to you?Non-Buyers: n=31 / Buyers n=69 15 von 40 15.03.2011
  16. 16. Effect on Brand Affinity - TotalNo effect on Brand Affinity PRE POST 1 15 19 2 40 34 3 32 32 4 11 11 5 2 4Top Two 55% 53% Mean 2,45 2,47 in %Question: Just like with people there are brands one feels personally close or distant towards. How close do you feel towards the following brands?Please answer on a scale from 1=“very close” to 5=“very distant” grading your opinion with the numbers in between.Before (Pre): n=100 / After (Post) n=100 16 von 40 15.03.2011
  17. 17. Effect on Brand Affinity – Non-Buyers vs. BuyersNo shifts concerning Brand Affinity in both groups NON-BUYERS BUYERS PRE POST PRE POST 1 15 19 2 26 19 40 34 3 45 52 32 32 4 23 23 11 11 5 6 6 2 4 in %Top Two 26% 19% 55% 53% Mean 3,1 3,2 2,2 2,2Question: Just like with people there are brands one feels personally close or distant towards. How close do you feel towards the following brands?Please answer on a scale from 1=“very close” to 5=“very distant” grading your opinion with the numbers in between.Before (Pre): n=100 / After (Post) n=100 17 von 40 15.03.2011
  18. 18. Impact on Brand Preference („Choice of 10“)20 percent share before contact with the account and 23 percent after PRE POST 8% 6% 5% 6% 4% 5% 6% 7% 23% 25% 20% 23% 4% 8% 8% 4% 12% 8% 7% 12%Question: Which of the following brands would you buy at your next 10 buying opportunities? You can choose the same brand any number of timesor you can choose different brands.PRE: n=100 / POST n=100 18 von 40 15.03.2011
  19. 19. Impact on Brand Preference („Choice of 10“)The Veltins account generates +3PP for Brand Preference. A small plus. PRE POST 20% 77% 23% 80% 9 other 9 other brands brandsQuestion: Which of the following brands would you buy at your next 10 buying opportunities? You can choose the same brand any number of timesor you can choose different brands.PRE: n=100 / POST n=100 19 von 40 15.03.2011
  20. 20. Impact on Functional Brand Benefits„Attractive bottle“ and „is entertaining“ are beeing pushed, but no powerful shift for „taste“ PRE POST ... tastes good ... a beer I like to drink with my friends ... appears likeable ... is a premium brand ... has an attractive bottle ... is a brand that fits me ... is entertaining ... conveys a lifestyle 0% 20% 40% 60% 80%Question: Here are some statements about beer-brands listed below. Please choose the beer-brands which, at your opinion, apply to the respectivestatement. You can choose several brands, a single brand or no brand.PRE: n=100 / POST n=100 20 von 40 15.03.2011
  21. 21. Impact on Functional Brand BenefitsBig shift for „authentic dialogue with its consumers“ PRE POST ... speaks my language ... reacts to their customers‘ wishes ... understands what is important to me ... is a beer you can find in trendy bars... is in an authentic dialogue with its consumers ... has an opinion beyond beer ... speaks in clear words ... demonstrates social commitment 0% 20% 40% 60% 80%Question: Here are some statements about beer-brands listed below. Please choose the beer-brands which, at your opinion, apply to the respectivestatement. You can choose several brands, a single brand or no brand.PRE: n=100 / POST n=100 21 von 40 15.03.2011
  22. 22. Positive Utilization of Potential – BuyersMany vital benefits have been improved! Negative ... I like to drink with my friends 31 Utilization of Potential ... has an attractive bottle 28 Postitve Utilization of Potential... is in an authentic dialogue with its consumers 27 ... is a beer you find in trendy bars 24 ... reacts to the wishes of the customers 19 ... speaks in clear words 15 ... has an opinion beyond beer 12 ... makes fun 10Question: Here are some statements about beer-brands listed below. Please choose the beer-brands which, at your opinion, apply to the respectivestatement. You can choose several brands, a single brand or no brand.PRE: n=100 / POST n=100 22 von 40 15.03.2011
  23. 23. Utilization of Potential PRE/POST – BuyersThe most important benefit „tastes good“ remains unaltered Negative ... speaks my language 9 Utilization of Potential ... demonstrates social engagement 9 Positive Utilization of ... is a brand that fits to me Potential 3 ... appears likeable 2 ... tastes good 0 ... conveys lifestyle 0 ... is a premium-brand 7 ... understands what‘s important for me 10Question: Here are some statements about beer-brands listed below. Please choose the beer-brands which, at your opinion, apply to the respectivestatement. You can choose several brands, a single brand or no brand.PRE: n=100 / POST n=100 23 von 40 15.03.2011
  24. 24. Positive Utilization of Potential – Non-BuyersThe account gives the brand „interaction“ and an open tonality Negative... is in an authentic dialogue with its consumers 18 Utilization of Potential ... speaks in clear words 14 Positive Utilization of ... has an opinion beyond beer 14 Potential ... reacts to the wishes of the customers 14 ... makes fun 12 ... speaks my language 11 ... understands what‘s important for me 7 ... tastes good 5Question: Here are some statements about beer-brands listed below. Please choose the beer-brands which, at your opinion, apply to the respectivestatement. You can choose several brands, a single brand or no brand.PRE: n=100 / POST n=100 24 von 40 15.03.2011
  25. 25. Utilization of Potential PRE/POST – Non-BuyersFrom the Non-Buyers perspective the Veltins Account fails to create a fascinating lifestyle Negative ... has an attractive bottle 4 Utilization of Potential ... is a brand that fits to me 4 Postitve Utilization of Potential ... appears likeable 4 ... demonstrates social engagement 3 ... is a beer you find in trendy bars 16 ... conveys lifestyle 16 ... is a premium-brand 18 ... I like to drink with my friends 33Question: Here are some statements about beer-brands listed below. Please choose the beer-brands which, at your opinion, apply to the respectivestatement. You can choose several brands, a single brand or no brand.PRE: n=100 / POST n=100 25 von 40 15.03.2011
  26. 26. Strategic Portfolio – Functional Brand BenefitsImportant and successfully improved: „reacts to the wishes...“. Deficit regarding „tastes good“. Mean 0,6 high More tastes good Keep is a brand that fits me has an attractive I like to drink with my reacts to their bottle friends is entertaining customers wishes appears likeable is a beer you can find speaks my language in trendy bars 0,4 Mean conveys a lifestyle RELEVANCE (Correlation) speaks in clear words understands what is is in an authentic important to me has an opinion dialogue with its beyond beer consumers is a premium-brand 0,2 demonstrates social commitment Forget it Nice to have low 0 -10% 0% 10% 20% 30% UTILIZATION OF POTENTIAL: high low (PRE → POST)Question: Here are some statements about beer-brands listed below. Please choose the beer-brands which, at your opinion, apply to the respectivestatement. You can choose several brands, a single brand or no brand. X Question: Which of the following beer-brands would you buy at your next10 buying-opportunities?PRE: n=100 / POST n=100 26 von 40 15.03.2011
  27. 27. Impact on Emotional Brand BenefitsThe brand gets younger and more innovative PRE POST ... in-style ... young ... authentic ... open-minded ... innovative ... trendy ... honest ... trustworthy 0% 20% 40% 60% 80%Question: Now we will talk about characteristics which to some extent apply to a beer-brand. Please select the brands, that in your opinion apply tothe respective characteristics. You can choose several brands, a single brand or no brand.Before: n=100 / After n=100 27 von 40
  28. 28. Impact on Emotional Brand BenefitsMost improved emotional benefit is „interactive“ PRE POST ... humorous ... interactive ... spontaneous ... committed ... appreciative ... social ... generous ... old ... boring 0% 20% 40% 60% 80%Question: Now we will talk about characteristics which to some extent apply to a beer-brand. Please select the brands, that in your opinion apply tothe respective characteristics. You can choose several brands, a single brand or no brand.Before: n=100 / After n=100 28 von 40
  29. 29. Willingness to Continue Following Veltins55% of Veltins buyers have been convinced to stay in touch with the Veltins FB account NON-BUYERS BUYERS 29% 25% don’t know don’t know Yes 23% Yes 55% No No 20% 48%Question: Will you continue following the Facebook-account of Veltins?Non-Buyers: n=31 / Buyers n=69 29 von 40 15.03.2011
  30. 30. Summary30 von 40 15.03.2011
  31. 31. Key Results – Strengths The effect, the FB account has on Veltins‘ brand perception matches other means of advertising in as such as it has profound strengths as well as weaknesses. The account is perceived as suiting the brand and conveys a modern image of Veltins (Design Bottle). The FB account succeeds in making the brand sympathetic. There is no increase in affinity and only a slight increase in buying intention. But, whether FB accounts in general are actually suitable for improving these kind of KPI’s has not been proved as yet. The FB account provides the brand with those attributes, the account itself as well as the medium from which it derives stand for: being modern, young and up to date. The account excels in conveying a general willingness for open dialogue with the “fan”. According to our relevance analysis the willingness to “react to the consumers’ wishes” is particularly important. The strong promotion of this functional benefit represents a brilliant feature of the account.31 von 40 15.03.2011
  32. 32. Key Results – Challenges The actual weakness of the account is its incapability to paint a fascinating picture of the product’s consumption. The important statement “creates an appetite for Veltins” finds little consent. Obviously, a FB account cannot deliver the taste of a beer. However, it is apparent how important all consumption-oriented brand benefits are for the performance of a fast moving consumer good (like Veltins) on facebook. Presumably, consumption-oriented communication on facebook represents one of the greatest challenges for future FB accounts of many different FMCG brands.32 von 40 15.03.2011
  33. 33. Two different worlds? World of FB Account World of stimulating sales33 von 40 15.03.2011
  34. 34. Thank You! Matthias Busse Tel. 0221/952971-310 matthias-busse@result.de result gmbh Subbelrather Straße 15 50823 Köln Tel. 0221/952971-0 Fax 0221/952971-396 mail@result.de www.result.de34 von 40
  35. 35. ExplanationUtilitzation of potential means: „Realised Gain“ divided by „Win Potential“ Utilization of Potential: 30%100% 74 Win Potential = 74 PP Remaining Potential = 52 PP 48 Realised Gain = 22 PP 26 Brand Status=26 PP Calculation Utilization of Potential: Non-Buyers Non-Buyers (22 : 74) x 100 = 30 PRE POSTQuestion: Which of the following beer-brands are likeable to you?Non-Buyers: n=31 / Buyers n=69 35 von 40 15.03.2011

×