Metrics and Social Media - Walking the Talk - from Buzz to Brand Health
Leveraging Social Media Intelligence September 2011Copyright 2011 NM Incite. Confidential and proprietary.
> • Key Indian Social Media Usage Stats • The Social Media Framework • How Brands have used Social Media Intelligence • Metrics for Social Media Equity 1
In case you still think it’s a fad – think again Only 8% of social 72% of Indian online 90 % of teenage media users have users are active social media users NOT read product on social networking visit orkut or reviews online platforms facebook everyday in the past year 77% of users visited 31-40 year olds the brand website click on more ads on after reading its facebook than review on social than teenagers Media sites *Based on NM Incite Survey of Social Media Users in 2011 2Copyright 2011 NM Incite. Confidential and proprietary.
In case you still think it’s not relevant to brands – think again 25% of Indian 67% of online users Facebook users seek product reviews follow at least on social media 1 brand 2/3rd of Indians see brands Half of them see that have a social media presence as social media as a customer friendly, open to feedback, means for better and innovative customer service *Based on NM Incite Survey of Social Media Users in 2011 3Copyright 2011 NM Incite. Confidential and proprietary.
Social Media: where it’s headed Online consumers Males and Younger in Tier 1 towns use social Durables and appliances online consumers are media more frequently are more reliant on online the most frequent than their Metro reviews but users of social media counterparts but only non-durables will follow barely suit Apprehensions around Greater reassurance privacy and ‘abusive around Privacy and Data behavior’ are leading Security as well as User- barriers friendliness are key needs to social media adoption *Based on NM Incite Survey of Social Media Users in 2011 4Copyright 2011 NM Incite. Confidential and proprietary.
• Key Indian Social Media Usage Stats> • The Social Media Strategy Framework • How Brands have used Social Media Intelligence • Metrics for Social Media Equity 5
Social Media Strategy Framework Foundation Activation Evaluation• Listen: • Monitor: • Measure Impact: • Consumer category speak • Tonality • Numbers of consumers • Reactions to Brand • Polarity to positioning talking and conversations • Resonance of brand • Emerging Issues • Sentiment shifts communication/activation • Opportunity identification • Proximity of brand • Competitive Intelligence association • Build/Engage: • Competitive comparison • Identify • Brand advocacy Indicator advocates/influencers • Post activation mind • Isolate conversation drivers measures* • Target list of sources • Post activation purchase intent* • Ideas and insights to incite buzz • Post activation likeability and disposition* • Advisory to build capabilities*Online survey with relevant target audience 6 Copyright 2011 NM Incite. Confidential and proprietary.
Organizations face three challenges when trying to drive value from social media insightsChallenges Description Quotations Lack of • Don’t know what information to ask “I don’t know what I don’t know, so its hard 1 familiarity with social media vendor to provide, nor for me to know what to ask for. I wish my social media what to expect or how to use insights agency would come with recommendations • Are unsure what types of actions to that I could at least evaluate” take based on social insights -Market Insights, Global FMCG Co. Existing social • Question the value and actionability of “I’m just not sure how valuable this is vis-à- 2 insights are not the data provided in current social media vis traditional market research, or if I can act actionable outputs on it – its nice to know but nothing more” -Brand Marketer, Mid-sized Automaker Unsure how • Don’t know how to fit social listening “I have so many data sources, between my 3 social fits with insights into traditional brand planning traditional quant and qual research, and other insight processes digital traffic and terms. Where does social sources • Don’t know whom in the organization fit?” should own social -Market Analytics, Large Telecom Co. 7Copyright 2010 NM Incite. Confidential and proprietary.
• Key Indian Social Media Usage Stats • The Social Media Strategy Framework> • How Brands have used Social Media Intelligence • Metrics for Social Media Equity 8
How Brands are using Social Media Intelligence Consumer and • Keep finger on pulse of consumer buzz about Competitive insight own brand and its competitors • Delve into issues creating a roadblock towards Customer Acquisition purchase and increase acquisition by addressing pain points Campaign Assessment & • Assess impact of campaign and check if intended Tracking message resonated with target audience • Uncover and prioritize threats to brand image Product Launch Tracking after launch of new product • Identify customers in need of support; start Customer Service outreach • Monitor health of the brand and determine Brand Tracking effectiveness of marketing programs 9Copyright 2011 NM Incite. Confidential and proprietary.
Scanning the Social Media Universe for Skincare Acne captures close to a fourth of Greater scope for Acne to participate overall buzz for Skincare in the conversation on Skin Care Homemade remedies still ahead of products to combat oily skin Skin care brands need to capitalize on consumer interest in solutions by energizing their presence on social Brand linked recommendations are media still low as an overall proportion of buzz Within the buzz for acne, prevention tips are the next most discussed topic after home remedies The role of ‘expert advisor’ is still sought after and unfulfilled Face serum’ an emerging solution area Amongst Neutrogena, C&C, Clearasil and Garnier Face Wash, Neutrogena is ahead of the pack Neutrogena’s ‘buzz’ worthiness is poised to provide greater leverage to the brand offline Clean and Clear Manages to attract greater positive buzz 10Copyright 2010 NM Incite. Confidential and proprietary.
Aggregate Buzz Volume: Skin Care Topics 9000 8000 Drivers of Skin Care Buzz 7626 7000 Modifying Skin complexion 45% 6000 5000 Homemade remedies 25% 4000 3528 Products to combat oily skin 20% Number of Messages Number of Messages 3000 2000 1817 Brand recommendations 10% 1000 Percent of Skin Care Messages 138 0 Anti-Aging Acne Oily Skin Skin CareSource: Indian Blogs and Forums from Last 1 year 11 Copyright 2010 NM Incite. Confidential and proprietary.
Aggregate Buzz Volume: Acne Topics 9000 8000 7626 Drivers of Acne Buzz 7000 Home-made remedies 42% 6000 Acne prevention tips 33% 5000 Brand recommendations 25% 4000 3528 Number of Messages Number of Messages 3000 Referrals to beauty blogs 8% 2000 1817 Recommendations for face 8% serum 1000 Percent of Acne Messages 138 0 Anti-Aging Acne Oily Skin Skin CareSource: Indian Blogs and Forums from Last 1 year 12 Copyright 2010 NM Incite. Confidential and proprietary.
Product Launch Tracking Situation Auto company created a customized dashboard for Impact 1 customer service reps. Alerts set up to notify Reps of•A leading MNC all postings mentioning customer service issues •Members of auto-automaker relating to their new vehicle. enthusiast sites/forumsmanufacturer who recognize the online presence of Autogenerated significant Manufacturer and praise thebuzz during launch of Company for their efforts.its new small car inIndia wanted to Tracked customer service •Current and prospectivemonitor online issues/resolutions/responses through owner issues resolvedconversations 2 dashboard workflow feature faster, limiting customer service complaints and• The objective was to negative onlineidentify issues being commentary.discussed & engagewith consumers facingdifficulties with their Customer service reps engaged with online consumers viaproducts social media and email to discuss and resolve issues. 3 Resolutions ranged from dealership repairs to sending requested brochures/information to owners. 13Copyright 2011 NM Incite. Confidential and proprietary.
Despite strong response to launch, emerging safety issues were identified Sentiment Analysis • Positive Themes: • Value for money • Can give Competing MNC Automaker a run for its money • “Will give Large Indian Brand sleepless nights” Mixed Positive • Recommended to new car buyers 30% 35% • Mixed Opinion Themes: • Great car, but horrible design • Compromised on the fittings No Opinion • Would rather wait for hatchback Negative • You get what you pay for 20% 15% • Not a car for the “enthusiast”Data from Indian social media sites (blogs, forums, traditional media) excluding twitter 14Copyright 2011 NM Incite. Confidential and proprietary.
The car’s resemblance to an earlier model with safety issues prompts accusations of product dumping “I have no doubt that the Launched sedan is nothing but a rebadged Previously launched sedan. What the MNC carmaker wont say is the previously launched sedan production was stopped since it did not meet US and Europe crash test standards.” forums.bharat-rakshak.com, December 2, 2010 “The MNC carmaker could have used a less than 10 year old platform to save on costs. Even the engine seems downgraded from the previously launched sedan from the specs that a fellow BHPian posted. So, definitely mixed feelings about the effort from this MNC carmaker - seems regressive in many ways” www.team-bhp.com/forum, December 19, 2010 “MNC carmaker’s dumping policy for India: launched sedan is updated version of Japanese carmaker’s previously launched sedan which was a basic car” bsmotoring.com, November 27, 2010 15Copyright 2011 NM Incite. Confidential and proprietary.
Customer Service Social media findings Situation Conducts a social media diagnostic to understand the Impact scope and scale of the issueA water purifier maker observes a surge in ▪ Customer complaints on 1 automated dashboard in complaints on onlineforums regarding non- real time were routed to availability of filters customer response teamthat must be replaced offline every 6 months. Sentiment analysis reveals ▪ Label/Tag/Assign issue for that poor after-sales service follow up 2 and non-availability of a vital part due to distribution issues was a significant ▪ On-ground reps able to driver for negative buzz target irate customers and prevent switching to Identifies top sources of competitors complaints to help customer 3 response team identify the most visible sites and guide response efforts. 16Copyright 2011 NM Incite. Confidential and proprietary.
Poor after-sales service identified as key driver of negativity towards the brand Sentiments Drivers of Negative Sentiment 45% 43% Positive, 5% 40% 35% 33% 30% 25% 20% Neutral, 44% 14% 15% Negative, 49 10% 5% 5% 5% 5% % 5% 0% Mixed, 3%Analyzed on Global CGM including Facebook pages, Twitter and Forums 17Copyright 2011 NM Incite. Confidential and proprietary.
Identification of top sources of negative buzz enables customer response team to prioritize their outreach efforts Top sites generating Negative Buzz for Brand • Reviews on mouthshut.com Top Sites Messages Category were among most influential mouthshut.com 46 Boards comments about the brand. twitter.com 29 Micro Blogs • Customers who were consumercourtforum.in 17 Boards dissatisfied with brand’s customer service department consumercourt.in 13 Boards go to consumer-court related techenclave.com/forums 5 Boards forums to share their smilewidabha.com 2 Blogs experience and seek guidance waterpurifiersinindia.com 2 Blogs for problem they are facing. blog.calgaryitsupport.ca 2 Blogs copperstripper.wordpress.com 1 Blogs amudhu.com 1 BlogsAnalyzed on Global CGM including Facebook pages, Twitter and Forums 18Copyright 2011 NM Incite. Confidential and proprietary.
• Key Indian Social Media Usage Stats • The Social Media Strategy Framework • How Brands have used Social Media Intelligence> • Metrics for Social Media Equity 19
The Myth vs. Reality of Facebook Fans Fans Fans All CGM Buzz Facebook buzz Positive Buzz Buzz Volume Millions Thousands 5 3.25% 141.0 150.0 4.02 4 135.0 120.0 4 105.0 3 1.08% 11.36% 17.85% 90.0 3 2.34 17.54% 2.26 76.5 2.10 2.09 13.04% 75.0 2 71.1 1.82 17.48% 14.04% 20.5% 0% 60.0 45.9 1.50 1.42 2 1.33 1.22 45.0 34.6 29.2 23.6 40.1 1 22.0 30.0 17.1 10.6 1 15.0 20.8 3.2 1.9 4.9 4.9 0.4 0.7 2.0 0.0 0.0 India Tata PlayUp Indians club Mumbai Docomo Fastrack Zoozoos Vodafone Kingfisher Axe Angels Pepsi India Pizza Hut Celebrations Shoppers Stop Time Period: Last 1 year Buzz = Blogs, Boards, excl. Facebook pages, September 2010 – August 2011 20Copyright 2011 NM Incite. Confidential and proprietary.
Social Media Brand Equity: Decoding Social Success Brand Social Score Level of Incidence Quality Presence Engagement • Level of Incidence: Number of unique authors that talk about the brand • Presence: Presence on each social media platform • Engagement: Volume of messages for a brand Following Sentiment • Sentiment: Net sentiment of a brand • Followers: Number of Facebook Fans and Twitter Followers 21Copyright 2011 NM Incite. Confidential and proprietary.
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