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    Doritos Doritos Presentation Transcript

    • Doritos Case Study Monitoring period: 14 September – 8 October 2011All data within this report was gathered via saidWot. Doritos is not a current or past client. Author: Hulya Balikci
    • The Impact 183 mentions were posted about Doritos locally. All derived from Social Media. More specifically, Twitter. www.saidwot.com
    • The audience60% 40% www.saidwot.com
    • Their feelings 44 Positive reactions | 121 Neutral comments 18 Negative reactionsThis is especially great for a brand like Doritos. New and exciting flavours are what the brand is known for, thus finding out whether people like certain flavours is far easier when conducted through ORM. www.saidwot.com
    • What they saidThe creator of Doritos died; Jersey Shore jokes were made; Comfort eating tweets were sent; and most loved Doritos’ flavours were mentioned. www.saidwot.com
    • Its reach45 000 people were exposed to a Doritos tweet (free advertising value per tweet: R47) www.saidwot.com
    • Its reputation Local coverage onlyOverall reputation of 1.7 (Not bad!) This tweet made its rounds on the 21st www.saidwot.com
    • People Doritos, they really do…What people say, how they react tochange, what they feel about a brand, are all saidonline. It’s an unadulteratedenvironment, where freedom ofspeech is exercised to its full extent. www.saidwot.com
    • … In particularMost loved flavours can easily be tracked www.saidwot.com
    • ConversationsTwitter starts conversations, spreads campaigns & generates brand awareness. If executed properly. www.saidwot.com
    • Conversations Huge disconnect in online chatter around Doritos.CPT - GreenRSA - BluePTA - RedJHB - BlackBLO - YellowDBN - BrownRUS - PinkELO – Orange Colours correspond to the locations of where the mentions were received. The size of bubble = Klout score. Bigger bubbles indicate tweets from individuals with high Klout scores. www.saidwot.com
    • Suggestions Create more conversations between people . Connect people to the brand. Reward loyalists. Use Twitter and Facebook to communicate campaigns. Respond to tweets/comments about the brand. Interact with brand loyalists. Eliminating negative comments is difficult, but not impossible. www.saidwot.com
    • In conclusion Currently there isn’t much conversation around the brand; creating buzzwill counteract that. Taking the brand online and encouraging people to talk about the brand will increasecoverage. More coverage means more people are exposed to a campaign at a fraction of the costof advertising. Online campaigns are awesome because they have the ability to spread like wildfire; if they’regood. Building relationships with loyalists should be a priority. It increases the love onefeels for a brand. www.saidwot.com
    • Who we are! AppendixAll information for Doritos was gathered via our own ORM tool, saidWot.Links:www.twitter.com/saidwotormwww.saidwot.com/contact-ushttp://wiki.gephi.org/index.php/ForceAtlasOther case studies can be found on:http://www.saidwot.com/about-saidwot/case-studies South Africa: United States: Tel: +27 11 021 8740 Tel: +00 (1) 704 450 2403 Email: infosa@saidwot.com Email: infous@saidwot.com Web: www.saidwot.com www.saidwot.com