Kaushansky Case Study


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Kaushansky Case Study

  1. 1. Coca-Cola Social Media Listening & Insights Test Case<br />Cake & Havas Digital<br />-Part of the Havas Media Group-<br />August 24, 2011<br />
  2. 2. The Assignment<br />Perform a 6-month listening study for 3 Coke brands (Coke Zero, Dasani, and Vitamin Water) including approach, findings and actionable results<br />Approach <br />Overview of your approach, analytical methodology to social listening and proprietary tools<br />Listening<br />Overview of the analysis, highlight and describe the top (3) findings for each brand and how your team arrived at them<br />Insights<br />Overview of the top (3) top-line strategic, actionable insights that align with each finding and rationale<br />
  3. 3. Content<br />Team, Tools & Methodology, Execution<br />Coke Zero<br />Dasani Plantbottle<br />vitaminwater stur-d<br />Coca-Cola and Cake / Havas<br />
  4. 4. Content<br />Team, Tools & Methodology, Execution<br />Coke Zero<br />Dasani Plantbottle<br />vitaminwater stur-d<br />Coca-Cola and Cake / Havas<br />
  5. 5. Team, Tools & Methodology, Execution<br />Principles of good Social Listening & Analysis <br />Define your objective<br />Know what to look for? keep your eye on the ball<br />Select the right tools for the job <br />Requires a deeper understanding how social tools collection data<br />Keyword mastership<br />Query simulations necessary to perfect the query for each brand<br />Timely Response<br />Access response strategy – other data needs? (<br />Scalable Insights<br />Use statistics to identify important trends otherwise difficult to find<br />.<br />
  6. 6. Team, Tools & Methodology, Execution<br />8 Step Social Analysis Process<br />Define<br />Interpret<br />Determine Impact (ROI)<br />.<br />
  7. 7. Team, Tools & Methodology, Execution<br />The need to collect data<br />Define<br />Interpret<br />Determine Impact (ROI)<br />
  8. 8. Team, Tools & Methodology, Execution<br />Arriving at insights from a sea of data, the criteria<br />Topical – a searched topic is significant if the keywords combinations appear as a theme more than 15% of the time for topics with 1,000+ mentions.<br />Trend – a searched topic (keywords) or topic derivatives appear as a theme 2+ consecutive months (an obvious linear presence).<br />Sentiment – automated sentiment is consistent across multiple social channels (Twitter, Blogs, FB, etc) and statistical samples are verified via human review.<br />Paid Media Impact – lagged correlation of media spend and social conversations (greater than ~0.50).<br />Paid to Earned – logarithmic function of (total mentions divided by total online media in thousands). Anything greater than 2.0 is considered efficient. <br />
  9. 9. Team, Tools & Methodology, Execution<br />Social Listening Tools – Sysomos is good, but not perfect <br />Our challenges:<br />Separate the noise – common multi-word descriptions (e.g. Zero, Water, etc)<br />Sentiment engine – marked as neutral if the mention length is too small<br />Not unique – does not provide unique records<br />Precise Spelling – relies only on precise spelling, no plural or wildcat searching<br />Sparse demographic data – no predictive model to decompose mentions<br />Query criteria varies by media – query size is limited for certain media<br />
  10. 10. Content<br />Team, Tools & Methodology, Execution<br />Coke Zero<br />Dasani Plantbottle<br />vitaminwater stur-d<br />Coca-Cola and Cake / Havas<br />
  11. 11. Coke Zero Approach<br />Data sourced from Sysomos.<br />Manual data comparison with web.<br />Data search expanded with campaign keywords and phrases. <br />Sysomos Heartbeat Tags: Coke Zero<br />cokezero OR "coke zero" OR "coca cola zero"~3 OR "coca-cola zero"~3 OR ((coke OR coca) AND ("NCAA March Madness" OR "show your team spirit in real time"))<br />Sysomos Heartbeat Tags: Competitor<br />"Pepsi Max"<br />*Manual search data revealed exhaustive capture of Coke Zero campaigns, therefore no additional queries were mined. <br />
  12. 12. Coke Zero events are content rich opportunities<br />Coke Zero 400 Daytona International Speedway<br />Social Networking Meets Basketball At Coke Zero NCAA® March Madness® Social Arena<br />Coke Zero Facial Profiler Facebook Campaign<br />
  13. 13. A love brand with potential risks<br />“Originally Posted by pyramid I told you aspartame was no good for you: http://www.cbsnews.com/8301-504763_1...-10391704.html”<br />http://www.genmay.com<br />“Aspartame Brain Cancer & the FDA Approval Process (Sugarfree Light Diet Coke Zero E951) Tube” <br />http://weight-lossstory.blogspot.com<br />“Why dont you go and inject yourself with aspartame? Or drink some coke zero.”<br />Key an eye on sentiment and tone for key issues<br />Leverage buzz graph as early crisis warning<br />
  14. 14. Increase spend efficiency by 20%<br />
  15. 15. Content<br />Team, Tools, Methodology & Execution<br />Coke Zero<br />Dasani Plantbottle<br />vitaminwater stur-d<br />Coca-Cola and Cake / Havas<br />
  16. 16. Dasani Plantbottle Approach<br />Sysomos Heartbeat Tags: Dasani *<br />dasani OR "#dasani" OR "@dasani”<br />Sysomos Heartbeat Tags: Dasani and plantbottle<br />"dasani plantbottle"~10<br />Sysomos Heartbeat Tags: bottle<br />"Better Bottle" OR "Better By Design" OR "Dasani Green" OR "Green Bottle" OR "Plant Bottle" OR "Environmentally Friendly Bottle" OR "Eco Friendly" OR "Sustainable Bottle" OR "Lightweighted Bottle" OR "Up to 30% Plant Based Bottle" OR "100% Recyclable Bottle" OR "Innovative Bottle"<br />* ‘plantbottle’ very low mentioned items and had close to nil presence in the social space. Decision taken to use generic brand term “Dasani” . If we had only looked at ‘plantbottle’ we would be missing out on 20k mentions compared to 600 for the actual Plantbottle. Same approach was applied to <br />
  17. 17. Dasani is the better bottle <br />Plantbottle<br />“Okay one more time. Does ANYONE know what type of plants #Coke is using? That info is nowhere to be found!”<br />“One of my friends is tending to their garden right now. They watered the plants with a dasani bottle”<br />“Things go better with plants”<br />“Heinz is using their PlantBottle technology in their 20 oz Ketchup bottles coming to US store shelves this July. The Heinz PlantBottle will contain up to 30% plant-based PET plastic material”<br />
  18. 18. Dasani, tap water explained<br />“Dasani and Aquafina are straight out of Tap Water and the chemicals you...”<br />“I love Fiji and evian. But dasani Poland springs etc All just the same as tap”<br />“I'll have to drink that Dasani bottled water?” <br />
  19. 19. Influencers tell your story with authority<br />Dasani Half Marathon<br />New PlantBottle Packaging On Store Shelves<br />Leafy Fashion<br />TLC’s Chilli signs Dasani<br />
  20. 20. Content<br />Team, Tools, Methodology & Execution<br />Coke Zero<br />Dasani Plantbottle<br />vitaminwater stur-d<br />Coca-Cola and Cake / Havas<br />
  21. 21. vitaminwater stur-d Approach<br />Sysomos Heartbeat Tags: vitaminwater stur-d <br />"vitaminwater stur-d"~10 OR "vitamin water stur-d"~10 OR "vitaminwaterzero stur-d"~10 OR (vitaminwater AND ("in case it's ever cloudy" OR "you're up"))<br />Sysomos Heartbeat Tags: vitaminwater (generic term used due to low volume of vitaminwater stur-d)<br />vitaminwater OR "vitamin water" OR vitaminwaterzero<br />Sysomos Heartbeat Tags: Sobe Lifewater<br />"Sobe Lifewater"~4<br />Sysomos Heartbeat Tags: events<br /> (vitaminwater OR "hydration lounge" OR "riverside lounge") AND ("Warped Tour" OR "Camp Woodward" OR "gansevoort" OR "hood games" OR "all things summer" OR "uncapped live" OR "summer solstice stretch" OR "zero sip" OR "southside skatepark" OR "longworth's" OR "inspired fashion show" OR "handbag designer" OR "poolside fashion" OR "the roots picnic" OR "movement 2011" OR "presents" OR "design challenge" OR "extreme trick" OR "aganation.com" OR "silent disco")<br />Sysomos Heartbeat Tags: x-games <br />Glaceau OR "Stur-D" OR "Summer x games" OR "Summer x" OR "X games 17" OR "Billy marks" OR "Vitaminwater action sport viewing party" OR "Espn zone and vitaminwater" OR ("Discovery channel" AND vitaminwater) OR "Summer x athletes lounge" OR "L.A. Live" OR "Los angeles" OR LA OR "Action sports" OR "Stur-D" OR "Summer x games" OR "Summer x" OR "X games 17" OR "Billy marks" OR "viewing party" OR "Espn zone" OR vitaminwater OR "Discovery channel" OR "athletes lounge" OR "L.A. Live" OR "Ben snowden" OR bmx OR Skateboard OR Skate OR "Derek tracey" OR "Aaron hemoki" OR "Shark week" OR Brando OR "Nokia theatre" OR Hydration OR "Uncapped live" OR "Winter x games" OR "Winter x" OR "X games 15" OR "X games fifteen" OR "real snow" OR "Billy marks" OR "Vitaminwater action sport viewing party" OR "Espn zone and vitaminwater" OR ("Discovery channel" AND vitaminwater) OR "athlete support" OR "Espn zone" OR "craveonline.com"<br />
  22. 22. Innovative and Fun Communication<br />
  23. 23. vitaminwater has mass appeal, target accordingly<br />Vitamin Water Vs Stur-D<br />
  24. 24. Coke Brands Events<br />Events researched –vitaminwater has a ton!<br />Coke Zero<br />vitaminwater<br />Dasani<br />
  25. 25. Millions of fans online and offline<br />“The fashion shows<br />“X-game 1/30/2011”<br />Vitamin water Winter X Games 15 party in the vertical at mt. hood meadows<br />Stur-D skate park take over and Vitamin water and vice present uncapped live<br />
  26. 26. Summary <br />FINDINGS<br />INSIGHTS<br />RATIONALE<br />
  27. 27. Content<br />Team, Tools & Methodology, Execution<br />Coke Zero<br />Dasani Plantbottle<br />vitaminwater stur-d<br />Coca-Cola and Cake / Havas<br />
  28. 28. Optimize your Media & Strive for ROI<br />ROI & Efficiency<br />ROI opportunity<br />Combine real-time social insights with actionable in-market media <br />Leverage media optimization to address key audience with branded communication<br />Scalable, timely, and real-time<br />Purchase Funnel Prioritization<br /><ul><li>Coke Zero : Engagement
  29. 29. Dasani : Awareness
  30. 30. Vitamin Water : Engagement</li></ul>Awareness<br />“Expected improvement through social & media optimization”<br />+<br />Engagement<br />+<br />Loyalty<br />=<br />Market share<br />
  31. 31. Advancing automated tool set to deliver ROI<br />Vision for the ROI of Social Media<br />12 years experience in creating the most shared brand experiences online, and face to face –with evidence<br />v1.0 = Social monitoring & analysis<br />v2.0 = Social + digital<br />v3.0 = Social + digital + 3rd party data<br />v4.0 = The ROI calculator*<br />* Havas research study Q4 2011: Impact of social on POE and the mix rations ve return<br />April 2011<br />July 2011<br />Nov. 2011<br />Feb. 2012<br />ROI of social media through impact analysis upon paid, owned, earned and shared media. Impressions and Expressions.<br />
  32. 32. Thank you. <br />Questions & Answers<br />
  33. 33. Team, Tools & Methodology, Execution<br />Artemis—Havas Proprietary Marketing Planning Optimization Tool<br />Cross channel data storage at the consumer level, real-time performance reporting, and advanced analysis to deliver data-driven planning recommendations and optimization solutions. <br />
  34. 34. Team, Tools & Methodology, Execution<br />The Flightdeck—Havas Proprietary Real-time Aggregation and Display of Online Mentions and Conversations<br />Real time aggregation and display of online mentions and buzz. Customized with earned media (inc. Sysomos Heatbeart API + Klout), owned media (SN profiles API’s), paid media (Artemis, DART, API’s), shared media module integration.<br />