Social Media Research Made Actionable

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A case study based on how to extract insights and develop actionable strategies solely from social media

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Social Media Research Made Actionable

  1. 1. Your chocolate. Your fans. Your strategy. Social Media Research made actionable. Sourabh Sharma Scott Garrison Consumer Products Today’s webinar hostSKIM Webinar | May 10, 2012
  2. 2. 90% of people trust online peer Over 30% of the world’s recommendations population is under 30. (delivered by 3 billion search 96% of them are active queries) on a social network. Only 14% trust advertisements Wikipedia has over 15 million articles…studies show it’s more accurate than Encyclopedia Britannica 78% of these articles are non-English3 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  3. 3. 90% of people trust online peer Over 30% of the world’s recommendations population is under 30. (delivered by 3 billion search 96% of them are active queries) The unbiased social media context is a Only 14% trust advertisements on a social network. valuable source of information. It WILL influence brand marketing decisions. Wikipedia has over 15 million articles…studies show it’s more accurate than Encyclopedia Britannica 78% of these articles are non-English4 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  4. 4. Background
  5. 5. Social Social Classic Media Media Research Monitoring Research6 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  6. 6. Focus: Hershey’s (Snickers) United States (English) Brazil (Portuguese)7 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  7. 7. Objective: Use social media conversations about brands to generate insights Communication Campaigns Consumers Triggers Perceptions8 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  8. 8. 1. Design Study 2. Fieldwork: Internet 3. Output and (specify key words) scanning Analysis sssourabh @ Kit Kat rainy new york morning @ Passion – 5(6) andPositive got hit by a @ almost @ Male (age) @ Anticipation cabTwitter thank God for @ :( but @ Desire snickers!! #yum #love 25 minutes ago Getting ready for our #socialmedia #webinar! 1 hour ago9 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  9. 9. Competitive Consumer Landscape Persona Actionable Recommendations Perceived Platform Brand Identity Effectiveness your chocolate your fans your strategy10 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  10. 10. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategyYou can use online brand perceptionsto discern your brand’s competitiveenvironment
  11. 11. Rebrand Sustain Increasing Passion (communication, development, packaging, etc.) brand equity Reposition your Revitalize your brand brand (communication, line extension, etc.) Increasing Positivity of Sentiment12 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  12. 12. Garoto Toblerone Butterfinger Increasing Passion Increasing Passion KitKat Lacta KitKat Twix Hersheys Twix Snickers Hershey’s Increasing Positivity of Sentiment Increasing Positivity of Sentiment Size of Bubble: Volume of conversations Sentiment: Continuum of negative to positive perceptions/sentiment Passion: Conversations that are extreme13 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  13. 13. Hershey’s packaging for 70 KitKat squirrels Valentines % of Conversations that are Positive Hershey’s “Have a break” special 60 Halloween commercial special edition 50 40 30 20 Snickers Negativity towards used as “too KitKat “chunky” 10 much sugar” Anger over Twix product benchmark commercial 0 Time Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Snickers Hersheys Butterfinger KitKat Toblerone Twix14 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  14. 14. SNACK Toblerone 100% 80% Snack 60% CANDY Candy Snickers 40% KitKat 20% Dairy Twix 0% Hersheys Snickers Kitkat Toblerone Butterfinger Twix DAIRY / CANDY Butterfinger Snickers’ : is it really a snack?15 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  15. 15. Strategy: Satisfying Buzz: A candy, and a benchmark for snack high sugar McDonalds Fruit & Maple Oatmeal: Healthier than an Egg McMuffin? Examiner.com, Health Section, January 2011 “High fructose corn “What is healthier a Snickers “Snickers satisfies. “I’ve eaten “Feeling like such a syr-YUM-p – while I bar or a toast with butter like Eat one snickers Snickers before fatty eating a certainly like 5 inches? They’re both before your big lift.” track practice!“ snickers” chocolate, I will mostly sugar and fat. Forum comment Facebook user Facebook user always pick sour Neither is healthy.” April 2011 April 2011 September 2010 candy over the Forum post Snickers bar.” December 2010 Blogger November 201016 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  16. 16. Marketing Listening to Brand Management Consumers Management “The Snickers Halloween commercial is creepy.” Twitter user November 2010 “I wonder how they cast people to be in a Snickers commercial, do they just drive by the Rescue Mission & pick up some guys?” Facebook user November 201017 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  17. 17. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategyIf you understand your perceivedbrand identity, you can use it toleverage your brand’s strengths
  18. 18. Toblerone Butterfinger Increasing Passion KitKat Hersheys Twix Snickers Increasing Positivity of Sentiment Size of Bubble: Volume of conversations Sentiment: Continuum of negative to positive perceptions/sentiment Passion: Conversations that are extreme19 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  19. 19. Conscious and subconscious consumer The way the brand makes the consumer feel. perceptions Emotional Plutchik’s primary emotions benefits The desired efficacy of a product. Personality Functional elements benefits A human characteristic used to describe the brand. Dr Jennifer Aaker20 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  20. 20. Functional benefits Hersheys Snickers Toblerone Twix Kitkat Butterfinger Taste (Savor) New Increasing order of importance by buzz Strength Looks Good (Sight) Not too sweet Neutral Sound Weakness Price No mentions Feels Good (Sensation) Different Scent Increasing Volume of Buzz22 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  21. 21. Emotional benefits Hersheys Snickers Toblerone Twix Kitkat Butterfinger Appreciation Increasing order of importance by buzz Happiness Strength Anticipation Surprise Neutral Reputation Weakness Trust No mentions Energetic Caring Pride Increasing Volume of Buzz23 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  22. 22. Personality elements Hersheys Snickers Twix KitKat Butterfinger Toblerone Funny Generosity Increasing order of importance by buzz Kindness Conscientiousness Strength Intelligence Neutral Honesty Fashionable Weakness Creativity No mentions Exciting Sexy Agreeableness Determination Courage Mysterious Increasing Volume of Buzz24 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  23. 23. Appreciation symbolizes gratefulness… “That stack of Hershey’s “The last time I recall bars is calling my name! eating a Hershey’s bar, Thank you Hershey’s! “ it tasted dreadful.” Blogger Google Buzz user November 2010 July 2011 “I open the wrapper and I’m immediately “Thanks to Hershey’s, greeted by a smell of vomit. I take a bit I’m feeling better.“ and it TASTES like vomit.” Facebook user Noseeker Forum post December 2010 June 2011 “Just had three mini Hershey’s. “Hershey’s chocolate is gross. Milk Thanks for the motivation!.“ chocolate bars are gritty and taste weird.” Twitter user Yelp! Review December 2010 March 2011 … but lack of humor and poor taste perceptions lower happiness25 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  24. 24. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategy It is important to understand the characteristics of your users and what platform generates the most conversations26
  25. 25. “I’m celebrating my 18th birthday in Times Square!” IP tracking Allusion to demographics Publicly available geographic data in verbatims demographic data27 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  26. 26. Gender Age Large Smallest Hersheys 41% 59% proportion of Hersheys 47% 41% youth females segment Snickers 53% 47% Largest Snickers 60% 31% proportion of males Twix Twix Largest youth 48% 52% 67% 25% segment Kitkat 47% 53% Kitkat 64% 31% Largest Butterfinger 40% 60% proportion of Butterfinger 60% 29% females Toblerone 47% 53% Toblerone 63% 21% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Male Female <18 18-34 35-64 >6528 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  27. 27. 40% Driven by Hersheys blogs Snickers Driven by 20% Facebook 0%29 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  28. 28. They purchase it in grocery or Their children They talk mass retailers eat it in school mostly on blogs (US) It is mainly eaten by their men or their children Young and middle aged women talk They eat it at home about on holidays and They talk often on other occasions Twitter (Brazil)30 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  29. 29. They purchase it at fast food joints or vending machines Guys between 18 - 35 talk about Snickers It is for them or their friends They eat it during work They talk mostly on Facebook31 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  30. 30. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategy Social media truly allows you to develop actionable recommendations for your brand32
  31. 31. Communication Consumers Perceptions Triggers Campaigns CANDY + SNACK + DAIRY33 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  32. 32. A sleek, stylish and conscientious chocolate bar, triggers Hershey’s guarantees your true appreciation and drives anticipation, especially around the holiday seasons.34 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  33. 33. Rebrand Sustain Increasing Passion Increasing Passion Hersheys Reposition Revitalize Increasing Positivity of Sentiment Increasing Positivity of Sentiment35 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  34. 34. Revitalize Develop indulgent and taste driven development messaging, and introduce humor to evoke happiness. Long run: develop tasty, seasonal flavors, given success in promotions over holidays.36 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  35. 35. Conclusions37
  36. 36. Purchase Positive Leverage Conversations Market Brand Marketing and perception Align Brand Recommend analysis Management Positive Perceptions Identify38 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  37. 37. 39 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  38. 38. Social media: an honest and ‘real-time’ view of your brand. Use It Stand alone / Concept Campaign Netnography complementary generation effectiveness study Ultimately, another way to understand those who matter most: Your Consumers40 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”
  39. 39. contact us or follow us online! Sourabh Sharma Scott Garrison s.sharma@skimgroup.com s.garrison@skimgroup.com +1 201 963 8430 +1 201 963 8430

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