A case study showcase Nestle China ice-cream brand - Five Rams about their media strategy, engagement, and measurement.

1. M E A S U R E M E N T O F
S O C I A L M E D I A A N D
E N G A G E M E N T
N E S T L E C H I N A A N D F I V E R A M S
S N O W WA N G N O V 1 8 2 0 1 5

2. G U A N G Z H O U / C A N T O N C I T Y 75 mi northwest from Hong Kong
54 million population of the agglomeration
Long history as an important port

3. A B O U T F I V E R A M S
Canton city’s 1st ice cream brand.
60+ years of history
Rams are the lucky animals to Cantonese
Nestle’s acquisition of Five Rams in 1990s
Mainstream price

4. Nostalgia
Old style packaging, old flavors, ex. Taro & Vanilla
"Taste of Home", "Familiar Roads", and "Canton (Guangzhou) Time.”
“Made in Canton” Campaign

5. “Going social is not a choice, as
people are constantly on social
media. We have to keep up with
changing consumer behavior.”
Senior marketing manager of Nestlé China’s ice cream division
48 vs 29.2
Social Savvies
Techno-graphics® Score

6. Weibo
(Twitter)
2 Main Social Media Platforms
2012
2014
“Going social is not a choice, as
people are constantly on social
media. We have to keep up with
changing consumer behavior.”
15% yearly growth

7. Three Stages:
Stage 1: Measure Volume
Stage 2: Measure Engagement
Stage 3: Measure Business Outcomes
Number —> Emotion —> Behavior
M E A S U R E M E N T
Social Listening Agency
Digital Agency

8. - Marketing goal: collect fans.
- Patterned with Ogilvy to track the
marketing results.
Social platforms and agencies were able
only to provide metrics that based on
volume, such as:
- number of fans,
- number of comments and shares.
S TA G E O N E - M E A S U R E V O L U M E

9. S TA G E T W O - M E A S U R E E N G A G E M E N T
—> how often the customers interactive with the brand online
—> positive/ negative comments
—> # of event participators
—> # self-identified community members
—> changed brand perception
I F Y O U W E R E T H E L E A D E R ,
H O W W O U L D Y O U M E A S U R E T H E E N G A G E M E N T ?
C A N E N G A G E M E N T B E M E A S U R E D ?
HOW?

10. T H E N E W LY C R E AT E D E N G A G E M E N T R AT E M E T R I C .
S TA G E T W O - M E A S U R E E N G A G E M E N T
Q U A N T I T Y O F E N G A G E M E N T W I T H M E T R I C S S U C H A S I M P R E S S I O N S .
Q U A L I T Y O F E N G A G E M E N T W I T H N E T S E N T I M E N T R AT E .
B U Z Z S H A R E O F O R G A N I C D I S C U S S I O N .
1
2
3
4

11. I M P R E S S I O N S F O L L O W E R S T O TA L T W E E T E R S1

12. N E T S E N T I M E N T R AT E2
( P O S T I T I V E - N E G AT I V E )
( P O S I T I V E + N E G AT I V E )

13. B U Z Z S H A R E O F O R G A N I C D I S C U S S I O N .3

14. E N G A G E M E N T R AT E M E T R I C ( 2 0 1 3 ) .

15. Less Chinese Twitter, More WeChat
Nestlé measures social’s contribution
to sales via a QR code.
S TA G E 3 - M E A S U R E B E H AV I O R &
B U S I N E S S I N C O M E

16. P R O B L E M S ?
New
Not everyone scans the QR code.
It’s hard to distinguish organic buzz and
campaign generated buzz.
The measurement of engagement is still
based on numbers.

17. P O S S I B L E S O L U T I O N S ?
How does Five Rams improve the QR code scanning rate?
What other measurements can be added to measure Five Rams
marketing performance?
What other solutions Five Rams can do to improve its customer
engagement?

19. One Media, One Measurement
switch medias when necessary. Create new measure for new medias.
Create measurement based on marketing goals.
Chooses the right social marketing objectives
engagement is the right metric for a more matured brand like Five Rams, while brand
awareness is more important for a newer brand.
TA K E AWAY S
Uses measurement results to constantly improve social performance.
Leverages social insights with social measurement.
knows the best time to post and adjusts its posting time accordingly to
improve engagement rates.

20. Q U E S T I O N S ?
Thank You
Reference:
Case Study: Nestlé China Raises The Social Media Measurement Bar For Its Ice Cream Brands
https://www.nestle.com.cn/dat/documents/2013/forrester_icecream.pdf