A look at the main concerns of young mothers in Singapore, Malaysia and Indonesia when buying baby formula - Social media listening case study (May 2015)
To succeed, marketers need to KNOW their customers.
> 5 hours are spent on the internet every day in Malaysia, Indonesia, Thailand, Vietnam and the Philippines and over 50% of the APAC population uses social media regularly.
This is where they express emotions, aspirations and concerns about brands.
We capitalise on the rich insights obtained from social media big data to help marketers make data-driven decisions.
Their comments, pictures, ratings and posts help to understand brand perceptions in a powerful way. Data is publicly available, and with the help of a social media listening tool and some analysis, it's possible to assess a brand's reputation in a few days or hours.
In this case study, we wanted to analyze the infant formula industry in Singapore, Indonesia and Malaysia, and get insights about the customers usage, concerns and aspirations.
This is an industry where trust and perception of product quality is crucial but can be affected
in many ways: rumors and scandals, marketing tricks on packaging, recommendations by doctors, etc. The health authorities recommend breastmilk instead of baby formula, so when and why are moms going against that recommandation? Competition is tight with brands such as Dumex Mamil, Dumex Dugro, Nestlé NAN, SGM, Friso, Dutch Lady, Similac, Enfamil, Enfagrow, etc. Which brands are moms trusting the most for their babies?
To all these questions we can find an answer by diving into the conversation happening daily in forums, blogs, comments, facebook, twitter, youtube, instagram, media and more...
The result is this case study we ran from March 18th to May 19th, 2015, simulataneously in Singapore, Indonesia and Malaysia, with country analysts in each of these markets.
We'll do more of these case studies to analyze different industries in Singapore and South-East Asia as we go.
For feedback and inquiries, please contact us at hello@agencetesla.com or visit us at www.teslainsights.com
Impact of Celebrity endorsement on Consumer Buying BehaviourSanober Khan
This document provides a research report on the impact of celebrity endorsement on consumer buying behavior. It begins with an introduction and background on the topic. The objectives are to explore consumer perceptions of celebrity endorsed brands and the influence on buying intentions. The methodology section outlines the research design, sample, variables, and plan for data analysis. Key terms are defined such as celebrity endorsement, purchase intention, and consumer buying behavior. The literature review supports the idea that celebrity endorsements increase brand awareness and recall, and consumers aspire to emulate their favorite celebrities. The report aims to understand how celebrity endorsements impact Pakistani consumers' brand and purchase decisions.
The document discusses how shopper behavior is changing due to time constraints and lifestyle changes. It analyzes different shopper need states and how retailers can adapt merchandising and store layout to satisfy these evolving needs. Key insights include that cleanliness, selection, and convenience are very important to shoppers. The beverage category can be organized into different consumer need states that retailers should clearly message to drive shopper conversion.
Presentation on Consumer Buying Behavior for a Smart Phone: A study on young...Sushanka Malakar
This is a research report on Consumer Buying Behavior for a Smart Phone:
A study on young generation in Kolkata
I am bba final year student and this is my final year project
I hope it can help you all
Thank you...
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
A Marketing Research Proposal for Michael Kors (March 2016)Ashley Peterson
This Marketing Research Proposal was developed for IMC 611 - Marketing Research & Analysis at West Virginia University.
The research proposal was developed to bring Michael Kors a greater understanding of its core customer’s way of thinking to drive future brand strategies focused on rebuilding loyalty and, in turn, driving sales to back to where they used to be prior to MK and similar brands becoming more widely available to the masses and losing their "cool factor".
Brand equity refers to the value added to a product or service by its brand name. There are four main dimensions of brand equity: brand awareness and associations in consumers' minds, influence on purchase behavior, impact on market position and financial performance, and the monetary value of the brand as an asset. Brand equity is created through strong, favorable, and unique brand associations related to the brand's awareness, perceived quality, loyalty, and other attributes. Measuring these dimensions can provide an assessment of a brand's relative strength and equity.
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
Impact of Celebrity endorsement on Consumer Buying BehaviourSanober Khan
This document provides a research report on the impact of celebrity endorsement on consumer buying behavior. It begins with an introduction and background on the topic. The objectives are to explore consumer perceptions of celebrity endorsed brands and the influence on buying intentions. The methodology section outlines the research design, sample, variables, and plan for data analysis. Key terms are defined such as celebrity endorsement, purchase intention, and consumer buying behavior. The literature review supports the idea that celebrity endorsements increase brand awareness and recall, and consumers aspire to emulate their favorite celebrities. The report aims to understand how celebrity endorsements impact Pakistani consumers' brand and purchase decisions.
The document discusses how shopper behavior is changing due to time constraints and lifestyle changes. It analyzes different shopper need states and how retailers can adapt merchandising and store layout to satisfy these evolving needs. Key insights include that cleanliness, selection, and convenience are very important to shoppers. The beverage category can be organized into different consumer need states that retailers should clearly message to drive shopper conversion.
Presentation on Consumer Buying Behavior for a Smart Phone: A study on young...Sushanka Malakar
This is a research report on Consumer Buying Behavior for a Smart Phone:
A study on young generation in Kolkata
I am bba final year student and this is my final year project
I hope it can help you all
Thank you...
Brand Tracking Studies
What is brand tracking?
Why brand tracking?
Whom to track
When to track
What to track
Brand attributes
Case study iphone 5
Brand Matrices
Model for Brand Tracking
Why brand tracking studies fail
References
A Marketing Research Proposal for Michael Kors (March 2016)Ashley Peterson
This Marketing Research Proposal was developed for IMC 611 - Marketing Research & Analysis at West Virginia University.
The research proposal was developed to bring Michael Kors a greater understanding of its core customer’s way of thinking to drive future brand strategies focused on rebuilding loyalty and, in turn, driving sales to back to where they used to be prior to MK and similar brands becoming more widely available to the masses and losing their "cool factor".
Brand equity refers to the value added to a product or service by its brand name. There are four main dimensions of brand equity: brand awareness and associations in consumers' minds, influence on purchase behavior, impact on market position and financial performance, and the monetary value of the brand as an asset. Brand equity is created through strong, favorable, and unique brand associations related to the brand's awareness, perceived quality, loyalty, and other attributes. Measuring these dimensions can provide an assessment of a brand's relative strength and equity.
Workshop to help brand leaders write brand plans that everyone in the organization can follow. Case Study, using fictional “Gray’s Cookies” brand to complete a Brand Plan, which is the final stage of our overall Beloved Brands planning process.
School assignment : present a brand then create a new product and the correspondig communication plan.
Academic discipline : Communication schedule
School : INSEEC Paris (France) - 2013
Consumer buying behaviour for laptop’sNitesh Wadia
The document summarizes the stages of the consumer buying process. It discusses the key stages as:
1) Problem recognition, where a consumer identifies an unmet need. An example is a student needing a laptop for college assignments.
2) Information search, where the consumer searches for information about products that could meet their need. This includes internal memory and external sources like friends.
3) Evaluation of alternatives, where the consumer evaluates different products based on criteria like price, quality and features. The student evaluates laptop brands.
4) Purchase decision, where the consumer decides on a product, brand, store. The student chooses an HP laptop.
5) Post-purchase evaluation, where the consumer is satisfied and
The document discusses how social media research can provide insights into the baby products industry. It notes that parents frequently use the internet and social media to discuss child-rearing issues, share experiences and reviews of products. Online communities worldwide represent a valuable resource for discovering parents' needs and preferences, which can inform innovation. The document provides statistics on mothers' internet and social media usage and spending on baby goods. It suggests that social media research methods like netnography and social media mining can offer understanding of topics, sentiments and trends discussed by parents online.
This document discusses brand mantras and core brand values. It is authored by Prof. Sameer Mathur, who has a Ph.D. and M.S. in Marketing from the Indian Institute of Management, Lucknow. The document defines core brand values as concepts or phrases that characterize the most important dimensions of a brand's mental map. It also defines brand mantras as short three- to five-word phrases that capture the essence or spirit of a brand's positioning and values. The document provides guidance on designing an effective brand mantra using a descriptive modifier, brand function, and emotional modifier.
This document provides a strategic brand management analysis of Kellogg's Sultana Bran cereal in the New Zealand market. It includes research findings from consumer surveys, an analysis of Kellogg's branding elements and marketing strategies, and recommendations. The surveys found that while Kellogg's is recognized, Sanitarium Weet-Bix is preferred by most consumers as a filling breakfast option. Kellogg's faces challenges in New Zealand in terms of brand awareness, price competitiveness compared to Weet-Bix, and packaging design. The analysis provides insights into how Kellogg's can strengthen its brand strategy for the New Zealand consumer.
This document discusses the concept of "behavior brands" and how brands need to shift from simply communicating messages to taking meaningful actions that demonstrate their values. It provides examples of brands like I LOHAS water and Nestle that have become more engaging by focusing on behaviors that help consumers. The document also discusses how a new generation, referred to as "Gen B", values brands that act according to their stated purposes and priorities, not just talk about them. It advocates that brands develop "blueprints" focused on actions and behaviors to engage this new generation of consumers.
Brand personality provides an emotional identity for brands and encourages emotional consumer responses. It reflects how consumers feel about a brand rather than factual attributes. Consumers perceive brands on human personality dimensions like sincerity, excitement, competence, sophistication, and ruggedness. Red Bull's brand personality is defined by excitement - it uses spirited, imaginative, daring and up-to-date marketing that associates with athletes and music events. Saffola Oats projects sincerity by portraying an honest, family-oriented brand for all ages and budgets that is natural and conducive to well-being.
Starbucks aims to increase customer engagement through its digital platforms. Its objectives include increasing mobile app usage and capitalizing on customer engagement through its website and social media. Starbucks performs well on some platforms like Twitter but can improve engagement on others like YouTube. Compared to competitors like Tim Hortons and McDonald's, Starbucks lacks a country-specific website and presence on some channels. Recommendations include engaging more with audiences, improving website speed, adding language options, and creating a Canada-specific YouTube channel to better connect with customers.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
This campaign from Subaru aims to amplify the environmental friendliness of the Crosstrek and Ascent models by offering a year-long national park pass to buyers. The campaign looks to create a sense of community among Subaru owners through the tagline "Love Your Subacru" and strategies like direct mail inserts, influencer partnerships, and digital advertising. Research showed that targeting generation Z on platforms like YouTube and emphasizing Subaru's eco-friendly values aligned with the client's goals of improving car buying experiences and maintaining their welcoming brand attitude.
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
In this presentation, we will introduce you to the concept of Brand Planning. This presentation will help you to know and learn the factors and strategies involved in building a brand and help it to succeed. We will also discuss FMCG, service marketing, brand share and brand lifecycle.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
The survey analyzed Starbucks customers' experiences and satisfaction levels. Key findings included:
- Respondents found prices expensive but were satisfied with service speed, customer service, and quality.
- Most buy cold drinks/food weekly or monthly and spend $5-10.
- Starbucks is seen as trustworthy and conveniently located.
- The one area for improvement is lowering prices to better satisfy college-aged customers.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
This document discusses various ways that brands can leverage secondary associations to build brand equity through three main strategies: creating strong favorable associations, reinforcing existing associations, and creating positive responses if existing associations fail. It provides examples of leveraging associations through company affiliations, country of origin, co-branding, celebrity endorsements, sponsored events, and endorsements from third-party sources. The case study examines how the brand Lifebuoy leveraged its association with Bangladeshi cricket star Shakib Al Hasan to promote its "Khelbe Tiger, Jitbe Tiger" campaign during the 2019 World Cup.
This document discusses key aspects of developing an effective brand strategy, including establishing a brand vision, positioning, contract, and communication plan. It provides examples of brand visions, positions, and contracts for well-known brands like Disney, Walmart, FedEx, McDonald's, Apple, Google, and Toyota. The document also outlines metrics for measuring return on brand investment, such as brand awareness, contract fulfillment, customer acquisition and loyalty, financial value, and price premium.
Tesla Insights : What is social media listening and how to get actionable cus...Tesla Insights
Big data is the buzzword of the last few years, and the amount of available data is expected to grow exponentially in the next few years. What is big data? There are many types of data: sensors data, internet of things data, activity data, photos/pictures and conversation data. With social media listening, we are analysing the huge amount of conversation data.
People are more and more expressive online, on social media.
On Facebook: 41 000 posts every second. 1.8 million likes.Twitter: 278 000 tweets347 new blog posts3600 photos every second on Instagram
We can learn from what they love, what they hate, what they need, their behavior, even how they feel...
In this presentation, we show you the methodology to clear up the noise and find the relevant data to answer your questions.
We also show you the results and the type of actionable insights you can find with a few case studies we have conducted recently, about telecommunication brands in Singapore, banks in Singapore, infant formula brands in Indonesia, Malaysia and Singapore, and the SEA Games in Singapore.
This document provides an overview of key concepts for using social media effectively for business purposes. It discusses the 5 W's - who, what, when, where, and why. For each W, it provides examples and suggestions. Some key points covered include understanding customer personas, creating valuable content, choosing the right social media platforms, developing a content schedule, and being aware of potential pitfalls. The overall message is on strategically using social media to engage customers and achieve business goals like increasing awareness, engagement, and sales.
School assignment : present a brand then create a new product and the correspondig communication plan.
Academic discipline : Communication schedule
School : INSEEC Paris (France) - 2013
Consumer buying behaviour for laptop’sNitesh Wadia
The document summarizes the stages of the consumer buying process. It discusses the key stages as:
1) Problem recognition, where a consumer identifies an unmet need. An example is a student needing a laptop for college assignments.
2) Information search, where the consumer searches for information about products that could meet their need. This includes internal memory and external sources like friends.
3) Evaluation of alternatives, where the consumer evaluates different products based on criteria like price, quality and features. The student evaluates laptop brands.
4) Purchase decision, where the consumer decides on a product, brand, store. The student chooses an HP laptop.
5) Post-purchase evaluation, where the consumer is satisfied and
The document discusses how social media research can provide insights into the baby products industry. It notes that parents frequently use the internet and social media to discuss child-rearing issues, share experiences and reviews of products. Online communities worldwide represent a valuable resource for discovering parents' needs and preferences, which can inform innovation. The document provides statistics on mothers' internet and social media usage and spending on baby goods. It suggests that social media research methods like netnography and social media mining can offer understanding of topics, sentiments and trends discussed by parents online.
This document discusses brand mantras and core brand values. It is authored by Prof. Sameer Mathur, who has a Ph.D. and M.S. in Marketing from the Indian Institute of Management, Lucknow. The document defines core brand values as concepts or phrases that characterize the most important dimensions of a brand's mental map. It also defines brand mantras as short three- to five-word phrases that capture the essence or spirit of a brand's positioning and values. The document provides guidance on designing an effective brand mantra using a descriptive modifier, brand function, and emotional modifier.
This document provides a strategic brand management analysis of Kellogg's Sultana Bran cereal in the New Zealand market. It includes research findings from consumer surveys, an analysis of Kellogg's branding elements and marketing strategies, and recommendations. The surveys found that while Kellogg's is recognized, Sanitarium Weet-Bix is preferred by most consumers as a filling breakfast option. Kellogg's faces challenges in New Zealand in terms of brand awareness, price competitiveness compared to Weet-Bix, and packaging design. The analysis provides insights into how Kellogg's can strengthen its brand strategy for the New Zealand consumer.
This document discusses the concept of "behavior brands" and how brands need to shift from simply communicating messages to taking meaningful actions that demonstrate their values. It provides examples of brands like I LOHAS water and Nestle that have become more engaging by focusing on behaviors that help consumers. The document also discusses how a new generation, referred to as "Gen B", values brands that act according to their stated purposes and priorities, not just talk about them. It advocates that brands develop "blueprints" focused on actions and behaviors to engage this new generation of consumers.
Brand personality provides an emotional identity for brands and encourages emotional consumer responses. It reflects how consumers feel about a brand rather than factual attributes. Consumers perceive brands on human personality dimensions like sincerity, excitement, competence, sophistication, and ruggedness. Red Bull's brand personality is defined by excitement - it uses spirited, imaginative, daring and up-to-date marketing that associates with athletes and music events. Saffola Oats projects sincerity by portraying an honest, family-oriented brand for all ages and budgets that is natural and conducive to well-being.
Starbucks aims to increase customer engagement through its digital platforms. Its objectives include increasing mobile app usage and capitalizing on customer engagement through its website and social media. Starbucks performs well on some platforms like Twitter but can improve engagement on others like YouTube. Compared to competitors like Tim Hortons and McDonald's, Starbucks lacks a country-specific website and presence on some channels. Recommendations include engaging more with audiences, improving website speed, adding language options, and creating a Canada-specific YouTube channel to better connect with customers.
This is our brand management training workshop on brand positioning. Your brand positioning statement defines the target market, consumer benefits, both functional and emotional, as well as support points.
Intro to Branding & Brand management - ElkottabMuhammad Omar
it's my material for the training workshop of "Intro to Branding & Brand Management" that has been held among other 7 workshops of #elkottab training event organized by E3langi.com in November 2014
These slides are from our brand management training program. With our Brand Plan training, we will show you how to come up with the vision, purpose, goals, analysis, key issues, strategies, execution plans and measurements.
At Beloved Brands, we help brands find growth and we make brand leaders smarter.
This campaign from Subaru aims to amplify the environmental friendliness of the Crosstrek and Ascent models by offering a year-long national park pass to buyers. The campaign looks to create a sense of community among Subaru owners through the tagline "Love Your Subacru" and strategies like direct mail inserts, influencer partnerships, and digital advertising. Research showed that targeting generation Z on platforms like YouTube and emphasizing Subaru's eco-friendly values aligned with the client's goals of improving car buying experiences and maintaining their welcoming brand attitude.
Branding affects consumers’ evaluation (also: the sensory perception)
→ Brands make decision making process easier for consumers
→ High Influence of brands on Consumer Behaviour, if a company was able to…
- Apply good brand strategy
- Build up a strong brand equity
→ Not only positive influence, brand can also have negative influence
In this presentation, we will introduce you to the concept of Brand Planning. This presentation will help you to know and learn the factors and strategies involved in building a brand and help it to succeed. We will also discuss FMCG, service marketing, brand share and brand lifecycle.
To know more about Welingkar School’s Distance Learning Program and courses offered, visit:
http://www.welingkaronline.org/distance-learning/online-mba.html
The survey analyzed Starbucks customers' experiences and satisfaction levels. Key findings included:
- Respondents found prices expensive but were satisfied with service speed, customer service, and quality.
- Most buy cold drinks/food weekly or monthly and spend $5-10.
- Starbucks is seen as trustworthy and conveniently located.
- The one area for improvement is lowering prices to better satisfy college-aged customers.
Read our story on how to write a brand plan:
https://beloved-brands.com/2012/06/24/brand-plan/
Help for the Brand Manager with tips on how to write a brand plan, including vision, mission, strategies, tactics, execution, and the overall writing and flow of the plan.
Secondary Brand Association - Leveraging Secondary Brand Associations to Buil...TanveerHossainRayvee
This document discusses various ways that brands can leverage secondary associations to build brand equity through three main strategies: creating strong favorable associations, reinforcing existing associations, and creating positive responses if existing associations fail. It provides examples of leveraging associations through company affiliations, country of origin, co-branding, celebrity endorsements, sponsored events, and endorsements from third-party sources. The case study examines how the brand Lifebuoy leveraged its association with Bangladeshi cricket star Shakib Al Hasan to promote its "Khelbe Tiger, Jitbe Tiger" campaign during the 2019 World Cup.
This document discusses key aspects of developing an effective brand strategy, including establishing a brand vision, positioning, contract, and communication plan. It provides examples of brand visions, positions, and contracts for well-known brands like Disney, Walmart, FedEx, McDonald's, Apple, Google, and Toyota. The document also outlines metrics for measuring return on brand investment, such as brand awareness, contract fulfillment, customer acquisition and loyalty, financial value, and price premium.
Similar to A look at the main concerns of young mothers in Singapore, Malaysia and Indonesia when buying baby formula - Social media listening case study (May 2015)
Tesla Insights : What is social media listening and how to get actionable cus...Tesla Insights
Big data is the buzzword of the last few years, and the amount of available data is expected to grow exponentially in the next few years. What is big data? There are many types of data: sensors data, internet of things data, activity data, photos/pictures and conversation data. With social media listening, we are analysing the huge amount of conversation data.
People are more and more expressive online, on social media.
On Facebook: 41 000 posts every second. 1.8 million likes.Twitter: 278 000 tweets347 new blog posts3600 photos every second on Instagram
We can learn from what they love, what they hate, what they need, their behavior, even how they feel...
In this presentation, we show you the methodology to clear up the noise and find the relevant data to answer your questions.
We also show you the results and the type of actionable insights you can find with a few case studies we have conducted recently, about telecommunication brands in Singapore, banks in Singapore, infant formula brands in Indonesia, Malaysia and Singapore, and the SEA Games in Singapore.
This document provides an overview of key concepts for using social media effectively for business purposes. It discusses the 5 W's - who, what, when, where, and why. For each W, it provides examples and suggestions. Some key points covered include understanding customer personas, creating valuable content, choosing the right social media platforms, developing a content schedule, and being aware of potential pitfalls. The overall message is on strategically using social media to engage customers and achieve business goals like increasing awareness, engagement, and sales.
Infant formula : Focus on the main concerns of young mothers in Indonesia, Ma...Tesla Insights
This document analyzes conversations on social media in Singapore, Malaysia, and Indonesia regarding infant formula. It finds that while breastfeeding is widely recognized as most nutritious, moms feel guilty switching to formula due to lack of support and milk supply issues. People are skeptical of intelligence claims but trust doctors and experienced moms. Sanitary scandals severely damage brand reputations for a long time. The document recommends reassuring moms, addressing convenience concerns, substantiating brain claims with research, having crisis management strategies, and supporting moms who cannot breastfeed.
Old Spice was first introduced in 1937 and was purchased by Procter & Gamble in 1990. While following P&G's purpose and values, Old Spice has developed a comedic tone in its marketing, especially on social media. It has a large following across platforms like Facebook, Twitter, Instagram, and YouTube. Old Spice's strategy is to engage this young male audience through humorous content and respond interactively. While successful, it could improve loyalty by rewarding purchases and having more genuine conversations.
This presentation takes a look at the strengths and weaknesses of Old Spice in their social media campaigns. Social media outlets include Twitter, Facebook, and Youtube.
Making Metrics Matter: The Shift from Social Measurement to Analysis for InsightSpredfast
Metrics can be a marketer’s ally: they allow businesses to measure performance against specific initiatives and overall company goals. But assessing social success isn’t about measuring every metric available. By measuring what matters and using these insights to take action, smart marketers are refining their social strategy and building stronger social programs. Hear measurement best practices from brands that have tamed their data and unleashed real insights. Learn how you can shift your social reporting focus to save time and effort and hone in on insights that yield smarter (more successful) social marketing programs.
SheSpeaks 2015 Consumer Insight - Babycare SheSpeaks Inc.
SheSpeaks commissioned our Baby Care study with the goal of better understanding:
- What drives Moms' purchase intent
- How Moms are engaging in social & with Baby Care brands in social
- What causes mom to experiment & engage with new Baby Care brands and products
- What is the role of dads in today's decision-making processes
Social media platforms and how to use them.
Tips and trick on how to get more followers
Created for the Sunbed association and looking at the tanning market in particular. Facebook, Twitter, Instagram, Snapchat, Youtube and Vine
- Nearly all (97%) of the top 100 global brands have a Facebook page, and the majority (95%) actively post on their page at least once per week.
- The top brands have amassed over 1.1 billion Facebook fans collectively, with the average brand having 12 million fans. However, the top 5 brands skew this average with nearly 80 million fans each.
- Photos are the most successful type of content, making up 62% of posts but 77% of all user engagement. Links are being used more frequently than in the past.
This document provides a comparison of the social media marketing of Olay and Dove body care brands. It analyzes their histories, target segments, company goals, sentiment analysis on social media, and performance on websites, Facebook, Instagram, Twitter, and email. Overall, Dove outperforms Olay across most social media platforms, with higher engagement rates and a stronger online presence and messaging. The document declares Dove the winner of the social media brand comparison.
Is your brand welcome in social media? [research]Headstream
We commissioned in-depth, independent research into whether brands are welcome in social media, and how keen audiences are to accept and interact with them in these spaces.
SheSpeaks Baby Care: Consumer Insights 2019SheSpeaks Inc.
In 2019 SheSpeaks commissioned our Baby Care study with the goal of better understanding:
- What drives Moms' purchase intent
- How Moms are engaging in social & with Baby Care brands in social
- What causes mom to experiment & engage with new Baby Care brands and products
- What is the role of dads in today's decision-making processes
The following report details our findings.
The document provides a marketing roadmap for Leanani, a new cosmetics brand targeting teen girls. It outlines key sections including the large US beauty market opportunity, teen demographic trends focused on social media and value, major competitors in the space, and Leanani's unique selling propositions centered around affordable Japanese beauty products. The marketing strategy proposes exciting teen girls through influencer marketing, social media engagement, and a dedicated website and app. It includes plans for coupon ads, back to school campaigns, and innovative packaging design to attract young customers.
The document discusses how social media has empowered consumers and changed marketing strategies. It notes that consumers now trust peer recommendations over corporate messaging and use multiple media simultaneously. It recommends that companies listen to social media conversations, measure engagement, and actively engage consumers. It also provides examples of how social media monitoring can help with tasks like identifying influencers, tracking brand sentiment, and guiding successful campaigns.
5 Reasons You Should Avoid Social MediaScott Eggert
Not everybody should have contact with other. 5 Reasons You Should Avoid Social Media covers 5 postures that should be avoided through social media engagement. It serves as a great catalyst for conversation and helps organizations to rethink their potentially silo'd approach to social strategy.
This document discusses how companies can use social media for brand building. It provides statistics on social media usage and explains how the brand landscape has changed from traditional to more customized and collaborative approaches online. It then examines how social media can negatively impact brands if not used properly, and explores how companies can use social media for content marketing, personalized marketing, promotional marketing, and social marketing. Specific examples are given of how brands like Coca-Cola, Nike, McDonald's and Always have successfully utilized different social media platforms like Facebook, YouTube, Instagram and Twitter for these strategies.
Brands And Customer Care – The All New Social Media HotlineDigital Vidya
Care about how to leverage 'Brands And Customer Care – The All New Social Media Hotline'. You will find this deck presented by Harshita Pande Joshi during Webinar for Digital Vidya. Interested in attending similar Webinar Live? Register Now at http://www.digitalvidya.com/webinars/
This session was presented at the 2010 Original BootCamp Conference to give their Team an overview of social media and why they should not be afraid of it.
Similar to A look at the main concerns of young mothers in Singapore, Malaysia and Indonesia when buying baby formula - Social media listening case study (May 2015) (20)
Lily Ray - Optimize the Forest, Not the Trees: Move Beyond SEO Checklist - Mo...Amsive
Lily Ray, Vice President of SEO Strategy & Research at Amsive, explores optimizing strategies for sustainable growth and explores the impact of AI on the SEO landscape.
Breaking Silos To Break Bank: Shattering The Divide Between Search And SocialNavah Hopkins
At Mozcon 2024 I shared this deck on bridging the divide between search and social. We began by acknowledging that search-first marketers are used to different rules of engagement than social marketers. We also looked at how both channels treat creative, audiences, bidding/budgeting, and AI. We finished by going through how they can win together including UTM audits, harvesting comments from both to inform creative, and allowing for non-login forums to be part of your marketing strategy.
I themed this deck using Baldur's Gate 3 characters: Gale as Search and Astarion as Social
Efficient Website Management for Digital Marketing ProsLauren Polinsky
Learn how to optimize website projects, leverage SEO tactics effectively, and implement product-led marketing approaches for enhanced digital presence and ROI.
This session is your key to unlocking the secrets of successful digital marketing campaigns and maximizing your business's online potential.
Actionable tactics you can apply after this session:
- Streamlined Website Management: Discover techniques to streamline website development, manage day-to-day operations efficiently, and ensure smooth project execution.
- Effective SEO Practices: Gain valuable insights into optimizing your website for search engines, improving visibility, and driving organic traffic to your digital assets.
- Leverage Product-Led Marketing: Explore strategies for incorporating product-led marketing principles into your digital marketing efforts, enhancing user engagement and driving conversions.
Don't miss out on this opportunity to elevate your digital marketing game and achieve tangible results!
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A look at the main concerns of young mothers in Singapore, Malaysia and Indonesia when buying baby formula - Social media listening case study (May 2015)
1. Infant Formula
A look at the main concerns of young
mothers in Singapore, Indonesia and
Malaysia.
Tesla Insights May 2015
2. PURCHASE DECISION PROCESS
Tesla Insights May 2015
NEED
• Impossibility for
some mothers to
exclusively feed the
baby with breast milk
due to : no time
because of work, little
breast milk production,
death, disease,
separation,
physiologic problems.
INFO
SEARCH
Sources:
• Media (TV,
advertising)
• Experts
• Family/friends
• Parenting forums
• Social media
ALTERNATIVES
EVALUATION.
Key decision factors:
• Recommendation from people they
trust (doctors, relatives, moms)
• Nutrition content : must be as close
as possible to the known substance of
breast milk
• Price : higher price is perceived as
higher quality
• Perceived product quality (influenced
by the origin (foreign vs local) and
price)
• Trust (possible safety / hallal issues?)
• Benefits & claims (growth,
intelligence…)
PURCHASE
PURCHASE
EVALUATION
Suitable & baby
preference
3. KEY CHALLENGES FOR INFANT
FORMULA BRANDS IN SEA
BABY MILK BATTLE
Important competition:
• How do brands are compared to competitors? What is the perception of one brand vs another brand?
• What is the perception about breast milk in the country?
(eg: the recent ban of advertising for infant formula in China is highly supported by the population in
Indonesia, with 25K shares on Facebook).
Trust and perception of product quality is crucial, but can be affected in different ways:
• Rumors and scandals about the nutritional content of the products.
(eg: Cadbury recent case in Malaysia with procin protein repoted in the products went viral as the country
is majority muslim ; Dumex recalls infant milk formula in Singapore in 2013 for precautionary measure).
It’s important to counter any misreportation and viral spreading of false information as quickly as possible.
• Claims and labels: marketing tricks skepticism is high. What are acceptable marketing claims and
communication ways?
• Mothers rely a lot on recommendations, by their doctors, experts or other moms online. Who are your top
influencers, where do mothers seek information?
You can answer all these questions using social media intelligence.
Tesla Insights May 2015
4. LISTEN TO YOUR CUSTOMERS IN SEA
Go where they talk the most : on social media.
Time spent on social media (in hours, per day, January 2015)
Source: We Are Social
3.5 hours/day spent on
social media in Malaysia
2.9 hours/day spent on
social media in Indonesia
2.5 hours/day spent on
social media in Singapore
BABY MILK BATTLE
Tesla Insights May 2015
5. METHODOLOGY
For this case study, we have listened to the
most influential conversations about the main
infant formula brands in Singapore,
Indonesia and Malaysia for 2 months
(March 19th to May 19th), on all platforms :
Websites, Facebook, Twitter, Youtube,
Instagram, Blogs, Media, Forums.
We are using the latest social media
listening technology, to gather all the
conversations which are scanned by our
dedicated analysts in each of these countries
to verify relevancy and analyse the sentiment.
Limitation: social networks privacy settings.
We are not able to listen to private
conversations (What’s App, Facebook).
BABY MILK BATTLE
Tesla Insights May 2015
7. • There was 590 mentions between the 19th of March to the 19th of May (2 months) about infant formula
brands.
• We can notice 2 peaks for the brand Friso : both are due to marketing efforts of Friso (#frisomoment
contest on 8th of April and the Friso Experience roadshow around 8th of May).
HOW MUCH DO SINGAPOREANS SPEAK ABOUT
INFANT FORMULA BRANDS?
Tesla Insights May 2015
8. HOW MUCH DO SINGAPOREANS SPEAK ABOUT
INFANT FORMULA BRANDS?
Tesla Insights May 2015
9. • 82.2% of the conversation happens on social media, mainly on Facebook and mainly on the Facebook
pages of the brands. 6 mentions come from Instagram and 32 from Twitter.
• 14.2% of the conversation happens on the good old forums and on micro-blogging websites, mainly
when people are looking for advice and recommendations. So, that’s an interesting channel to watch! The
most used forums and websites are Yahoo! Answers and Hardwarezone. The brands are also discussed,
but less, on Baby Forum.
WHERE DO SINGAPOREANS SPEAK ABOUT
INFANT FORMULA?
Tesla Insights May 2015
10. • 295 mentions (50% of all mentions) come from the very active facebook page of Friso. Not only they
have almost 60.000 fans and they are posting an interesting content every day, but they are also
answering every comment from the fans.
• Enfagrow and Dumex have as well active facebook page with lots of conversations happening.
• The facebook page of TheAsianParent, followed by almost 130.000 people, has mentioned twice Enfamil
and once Similac. That gives a very good visibility for the brands.
They have shared one article about nutrition for babies, where they advise Enfamil :
http://sg.theasianparent.com/proper-nutrition-for-kids-with-enfamil/.
WHERE DO SINGAPOREAN SPEAK ABOUT
INFANT FORMULA ON FACEBOOK?
Tesla Insights May 2015
11. Most of the conversation came from Friso and Enfagrow Facebook page and interactions with their
customers about recent campaigns and contests, including vouchers to be redeemed at Fairprice.
The price is discussed a lot as well.
WHAT PEOPLE SAY ABOUT INFANT FORMULA
BRANDS?
Tesla Insights May 2015
12. UNDERSTAND PEAKS OF CONVERSATIONS
Friso has created conversation around its brand at a very crucial moment in that industry: Mothers Day (11/05), with a special
exchange action on a roadshow and a surprise gift to 200 moms. While the surprise gift got a few thank you from the moms,
the roadshow action raised 76 comments, including lots of questions and complains because people were not always
allowed to exchange their tins. This would have been avoided if Friso had explained the limitations of the activation properly in
the post, avoiding disappointment.
Tesla Insights May 2015
13. MOTHER’S DAY DUMEX CAMPAIGN
Dumex has also celebrated Mothers Day.
They have created a photo contest which gathered more than 100
participants.
They asked to comment, like & share. This is a bit painful for the
participant but sharing is a good way to increase the visibility of
the brand, and the virality of the contest.
Tesla Insights May 2015
14. FOCUS ON #FRISOMOMENT CAMPAIGN
The hashtag #FrisoMoment from their ongoing photo contest
got 23 mentions, spread equally during the period.
This is not that much but as people are sharing their pictures on
social media to get votes, this means a lot of visibility for the
brand.
Tesla Insights May 2015
15. HOW SINGAPOREANS TALK ABOUT BRANDS?
Most of the mentions of the brands are neutral.
• Enfamil : 43% of the mentions are positive but the brand has very few mentions (6 mentions)
• Similac : 14% of the mentions are positive and the exact same number of mentions are negative (9
mentions).
• Most of the mentions from Friso, Dumex, Enfagrow are neutral because they are about campaigns,
contests, roadshows and other marketing efforts.
Tesla Insights May 2015
16. WHERE DO SINGAPOREANS TALK NEGATIVELY
ABOUT BRANDS?
It’s interesting to see that most of the negative comments about brands are posted on forums or blogs,
and none of them on social media.
Indeed, followers of Facebook pages are by definition fans of the brands. They mainly use that page to
interact with the brand, participate in contests or ask questions about activations.
Forums and blogs are where the recommendations and reviews happen.
Tesla Insights May 2015
17. LET’S HAVE A DEEPER LOOK AT THE NEGATIVE
MENTIONS
Negative comments
are mainly focusing on
the increasing price
of some products,
especially Similac and
Friso.
Tesla Insights May 2015
18. LET’S WATCH AT THE SWITCHERS AND
RECOMMENDATIONS
People are regularly looking
for advice online and
comparing brands, whether
they want to switch from
breastfeeding to formula, or
wether they want to switch
from one brand to another
because their baby is not
doing well with one of
them.
Similac is the most
recommended brand, and
Similac Soy or Enfamil
Gentlease are recommended
when gas problems or lactose
intolerence.
Tesla Insights May 2015
19. • Half of the conversation about Friso is about
marketing campaigns.
• 11% of the conversation is about
roadshows and events.
• 5% are about distribution but retailers are
mostly mentioned when vouchers have to be
redeemed.
• 4% are about price.
• 3% are comparing Friso with its
competitors.
[BRAND FOCUS] WHAT PEOPLE SAY
ABOUT FRISO ?
Tesla Insights May 2015
20. • A few influencers have talked about Friso,
especially the new campaign, « Yes Experiment »,
targeting Malaysia only: SG Breaking News tweeted
to its 3.820 followers, and SingaporeAdvertising
tweeted to its 326 followers.
• BQ.SG Bargain Queen twitter account is publishing
about the last roadshows and contests.
[BRAND FOCUS] WHO IS TALKING
ABOUT FRISO ?
Tesla Insights May 2015
21. RECOMMENDATIONS
1 Watch for switchers!
- Whether they are switching from breastfeeding to infant formula or from
one to anohter brand, it’s interesting to understand why they are
switching to impact your message and future campaigns.
- If your customers consider switching to another brand than yours, you can
take that opportunity to advise them to another product of your range
(eg: switch to stage 2) or other advises to use the product better.
- Switchers are talking on forums and micro-blogging platforms, so don’t
forget to keep an eye on these platforms as well !
- Create an online persona for the brand. Be helpful to your customers or
prospects, answer their questions and direct them to your blog to get a
more detailed answer.
Tesla Insights May 2015
22. RECOMMENDATIONS
3 Avoid negative interactions
- Be clear in your communications with the fans when creating contests,
to avoid disappointment and complains.
2 Increase your visibility!
- Most brands are only using Facebook to communicate, but they are not
present at all on Twitter, which is a channel used a lot by Singaporean
young adults (300.000 accounts in Singapore, 45% of users between 18
and 29 years old).
- Reward your ambassadors on important moments, as Friso has done on
Mothers Day, and they will share in positive terms with their community.
Tesla Insights May 2015
24. • There were 1098 mentions between 19th of March 2015 to the 19th of May 2015 (2 months) about infant
formula brands in internet and we reviewed 541 mentions.
• We can notice 1 peak each for the brand SGM (22/03) and Friso (12/05)
• SGM reached that peak due to their roadshow activity on Kuningan and Brebes. They managed to
receive a lot of media coverage, especialy online news portal.
• Friso reached that peak due to their chat consultation in their facebook fanpage. We captured 41
questions from parents about their children nutritional issue
HOW MUCH DO INDONESIAN SPEAK ABOUT
INFANT FORMULA BRANDS?
Tesla Insights May 2015
25. HOW MUCH DO INDONESIASPEAK ABOUT
INFANT FORMULA BRANDS?
Tesla Insights May 2015
26. HOW INDONESIANS TALK ABOUT BRANDS?
Most of the mentions of the brands are neutral.
• Enfamil: 100% of the mentions are positive but the brand only has 2 mentions.
• SGM: 15 mentions about the brands are positive and they have 26 negative mentions out of 257 mentions.
• Friso: Friso has 96 mentions and they were able to get 14 positive mentions and 8 negative mentions
• Bendera, Pediasure, Morinaga, S-26 and Nutrilon also receive quite good number of mentions. However,
Nutrilon, Morinaga and S-26 are the only three who receive positive mentions.
Tesla Insights May 2015
27. • 72.3% of the conversation happens on Twitter / Micro-Blogging.
• Many people talk about the topics on Social Network for 13.7%, especially in Facebook. Most of the
mentions are related with online consultation and competition. Please note that our system couldn’t reach
Facebook user which are private.
• 7.2% of the conversation happens on the good old forums, mainly when people are looking for advice
and recommendations. So, that’s an interesting channel to watch! As we expected Kaskus dominated the
discussion with 27 mentions followed by Yahoo! Answers Indonesia and Kompas Forum.
WHERE DO INDONESIAN SPEAK ABOUT
INFANT FORMULA?
Tesla Insights May 2015
28. SGM’s ROADSHOW GRAB MEDIA ATTENTION
At 12th of May, SGM’s Roadshow along with Journalist
association grab media attention. The news attracted
285 retweets and we captured 53 mentions about that.
The news certainly increase SGM’s online visibility
Tesla Insights May 2015
29. WHO ARE INFLUENCERS FOR THE INDUSTRY?
• Tribun Network assisted SGM with their coverage during
SGM’s Roadshow on Kuningan and Brebes. The news at
Tribun Network was retweeted for 285 times. It seems
that Tribun Network is a good influencer.
• Klikdokter website could be another influencer’s option.
As you can see below, they have 2.4 millions fans and
very active page.
Tesla Insights May 2015
30. FRISO’S LIVE CHAT CONSULTATION ON
FACEBOOK
Friso’s strategy with Live Chat
Consultation works really well. We
managed to capture 41 questions
from their likers. It certainly increase
their brand awareness
Tesla Insights May 2015
31. WHAT ARE THE QUESTIONS ASKED DURING
LIVE CHAT CONSULTATION
Friso’s live chat worked really well,
it was able to attract curious parent
to ask questions about their
children’s nutrition.
The result shows that people are
actively looking for nutritional
advice for their kids.
It could be an opportunity for
brands to be actively answering
questions from their
customers/potential customers.
Tesla Insights May 2015
32. FOCUS ON SGM and SGM’s
#BerduaJadiHebat
We managed to capture 22 mentions about SGM’s latest
Marketing Campaign #BerduaJadiHebat. It might not be much,
but it certainly increase brand visibility since it required the likers to
post their children’s photo. The campaign helped SGM to increase
engagement in their fanpage.
It seems to work really well, considering the number of participants
of the campaign.
SGM receive the most mentions (257 mentions) during the period of the time. In the following sections,
we will focus on SGM’s online presence.
Tesla Insights May 2015
33. WHERE DO INDONESIANS
EXPRESS THEIR OPINION ABOUT
SGM?
Close to 85% of SGM’s mentions came from Twitter (Micro-Blogging). Interestingly all negative mentions also
came from Twitter.
Forum such as Kaskus and Yahoo! Answers Indonesia generate productive discussion because most of
recommandation came from these two forums. Forums also generate 2 positive mentions for SGM.
Tesla Insights May 2015
34. WHAT ARE SOME NEGATIVE
MENTIONS ABOUT SGM
Out of 257 mentions there are 26 Negative mentions about the brand SGM. There are two kind of negative
mentions that we captured. There are couple of complains about product display and miss-pricing.
The other negative mentions are related with tendency of young people to make a joke about SGM’s
abbreviation. They tend to come up with name which might degrade the value of the brand.
Tesla Insights May 2015
35. WHAT ARE THE DISCUSSIONS?
From the screenshot on the left, we found that Price is a key factor before parents making any decision.
There are people who perceive higher price equal with higher quality. At the same time, there are people
who are actively searching for high quality product for a low price.
At the second screenshot, we could see there are many people who are actively searching for opinion
towards the most suitable product. Most of the answer usually will provide name of brand base on the
previous experience. SGM and Morinaga received 3 recommandations from 3 different people.
Tesla Insights May 2015
36. INTERESTING DISCUSSIONS ON
KASKUS
We picked up some interesting discussion on Kaskus. There are couple of Pet Lovers who actually feed or
recommend SGM product as nutrition replacement.
This discussion also shows how familiar people with the brand, so they feel comfortable using it for their
Pet.
Tesla Insights May 2015
37. WHAT PEOPLE SAY ABOUT SGM
• Marketing Campaign and Roadshows & Events dominated the talk about SGM for 56%.
• SGM’s campaign #BerduaJadiHebat certainly help the result
• Roadshow&Events able to receive a lot of mentions, due to Media Attention for SGM Roadshow to
Kuningan and Brebes
• 11.6% discussions are about distribution, with the name of the retailers mentioned by people
• Nutritional Content and Claims followed behind with 20 and 16 mentions
• Price, Safety Issues, Breast Milk Comparison and Competitors don’t receive any significant mentions,
since they only receive less than 10 mentions.
Tesla Insights May 2015
38. RECOMMENDATIONS
1 Watch for swing buyers!!
- Whether they are unsure about the quality or maybe the price, it is
important for you to understand their key decision factor to impact your
message and future campaign.
- Swing buyers are actively searching for answers on forums, so don’t forget
to keep an eye on these platforms as well!
- Creating Online Persona for the brand on forums will allow you to interact
with them and help them solve their issues.
2 Increase your visibility!
- Most of the mentions came from Twitter. Although most of the brands
already have twitter’s account, they haven’t used the full potential of
Twitter yet. Brands should spend more time in Twitter and actively
engage with their followers.
- Photo sharing campaign on Facebook works really well, however you
might want to consider Instagram as another platform.
- Live Chat also works really well for Friso. No harm to try.
Tesla Insights May 2015
39. RECOMMENDATIONS
3 Think Outside The Box
- It might be worth to conduct a research with Pet Lovers about their
nutrition choice for their pet, especially the small ones.
- For SGM, you can conduct competition for SGM abbreviation related with
the product, as we noticed a tendency to do that on Twitter. It could help the
brand generate Unique Marketing Message.
Tesla Insights May 2015
41. • There was 1100 mentions between the 19th of March to the 19th of May (2 months) about infant formula
brands in Malaysia.
• For the rest of the analysis, we will focus on the 624 more influential mentions during the same period.
• The peak on 29th of April is mainly due to a higher activity from the community manager of the brand
Dumex, answering the questions of the fans.
HOW MUCH DO MALAYSIANS SPEAK ABOUT
INFANT FORMULA BRANDS?
Tesla Insights May 2015
42. Dumex dominates the conversation with 62.7% of the total mentions, but as we will see later there is a
lot of negative comments as well.
Dutch Lady and Friso also managed to create conversation in Malaysia during the period.
HOW MUCH DO MALAYSIANS SPEAK ABOUT
INFANT FORMULA BRANDS?
Tesla Insights May 2015
43. • 51.4% of the conversation happens on social media, mainly on Facebook and mainly on the
Facebook pages of the brands. Most of the mentions are from customers expressing their views,
seeking advice, or participating in online contests.
• 34.7% of the conversation happens on Twitter and blogging websites, mainly talking about deals
and freebies/giveaway.
• Conversation on forums made up of 7.5%. The most used forums are Yahoo! Answers Malaysia,
with 21 mentions, followed by Lowyat Forum and CariGold Forums.
WHERE DO MALAYSIANS SPEAK ABOUT
INFANT FORMULA?
Tesla Insights May 2015
44. • 237 mentions (38% of all mentions) come from the very active Dumex Dugro Facebook page. Not only
they have almost 129,841 fans and they are posting an interesting content every day and answering every
comments from the fans.
• Dumex Mamil and Dutch Lady Moms Club have also established an active facebook page with
considerable amount of conversations happening almost every day. That gives a very good visibility for the
brands.
• Other than the fan pages, Berita Harian Online, Oh! Media and Imam Muda are good influencers to
explore considering the huge numbers of fans following the pages.
WHERE DO MALAYSIAN SPEAK ABOUT
INFANT FORMULA : ON FACEBOOK?
(…)
Tesla Insights May 2015
45. 45
WHERE DO MALAYSIANS SPEAK ABOUT
INFANT FORMULA : ON TWITTER & BLOGS?
• Beside Facebook, there are 159 twitter accounts and 15 blogs talking about infant formula brands.
• Freebies Land Malaysia is sharing on free samples and freebies, either on Twitter or on their website.
• Most Twitter accounts or blogs are selling products, alerting their friends about promotions and
roadshows, or comparing the prices between different stores.
• The account Zhu M, with a high influence score, is making a joke about Dumex/Durex.
Tesla Insights May 2015
46. DUMEX: REACHING OUT TO THE AUDIENCE
Dumex Dugro has promoted 3 posts about its products
which managed to gather around 16,000 likes and 200
comments each.
But the impact was not as expected, as the
conversations were mostly negative, people
expressing their views on pricing, availability of
supply and lack of freebies.
This might be correlated with the increase of taxes which
happened on 1st of April and was highly criticized in the
country.
Tesla Insights May 2015
47. 48
HOW TO EFFECTIVELY CREATE VISIBILITY?
• Enfragrow A+ has created awareness during the Brain Expo 3 days event held on Mothers’ Day in Kuala
Lumpur. The Youtube video recorded on the event posted on the fanpage has attracted so far around
50,000 views, and the event has been shared by a few influencers as “AEON Retail Malaysia” (185k fans),
“My Child Malaysia” FB pages or the blog “Weekend Treat”.
• People on the Enfagrow facebook page are very enthusiast about this innovative event, perfectly planned
around Mothers Day, allowing for some moms&baby moments and pictures opportunities.
Tesla Insights May 2015
48. HOW MALAYSIANS TALK ABOUT BRANDS?
Most of the mentions of the brands are neutral.
• Dumex: 19% of the mentions are negative for Dumex Dugro and 21% for Dumex Mamil.
• Dutch Lady : 16 negative mentions and 11 positive mentions with total mentions of 113.
• We can notice the increase of negative mentions around the 1st of April, when the taxes increase was
implemented in the country.
Tesla Insights May 2015
49. ABOUT WHAT ARE NEGATIVE MENTIONS?
Majority of the negative comments
on Dumex Dugro and Dutch Lady
are mainly focusing on the
following topics:
1) Price issues
2) Availability of stocks
3) No free gifts or measurement
scoop, looking for trial pack or
sample
4) Formula not suitable
Malaysian customers are price
sensitive and therefore look out for
any giveaway of the products.
50
Tesla Insights May 2015
50. LOOK OUT FOR SWITCHERS AND
RECOMMENDATIONS
Consumers are regularly looking for advice
online and compare brands, whether they
want to switch from one brand to another
because their baby are not doing well with
one of them or not satisfied with the existing
brand, for example comparing the extra they
can get from other brand such as
measurement scoop in the packaging.
Besides facebook, it is also important to go
into the forum to fish out problems faced by
users and provide constructive answers.
Tesla Insights May 2015
51. RECOMMENDATIONS
1 Watch for switchers!
- Whether they are switching from breastfeeding to infant formula or from
one brand to another, it’s vital to understand the root cause of their
intention. These informations are crucial for further research on product
improvement and future marketing campaigns strategy.
- Switchers are actively visiting forums and twitters platforms, be watchful
on these platforms as well!
2 Increase your visibility!
- Brands are mainly using Facebook to communicate, despite Twitter being
actively used by Malaysian young adults. There were 159 twitter accounts
talking about various infant formula brand in Malaysia within the 2 months
period. Brands should explore on this alternative platform to maximise its
visibility in the market.
Tesla Insights May 2015
52. RECOMMENDATIONS
React to Market Sentiment !
- Throughout the 2 months analysis period, the highest number of mentions
recorded by Dumex was end of March to early April 2015 and majority are
negative mentions about price, asking for free gifts and discounts. This
was basically due to the effect of the implementation of GST on 1st April 2015
by Government of Malaysia.
- Infant formula is a price sensitive product as it is a necessities for family with
baby. As such, pricing is one of the main factor to consider especially for the
low to medium income group of population in Malaysia. Any negative
movement of price would create consumers’ dissatisfaction. Promoting products
on Facebook at that moment was risky, unless the brand came out with
promotions such as free gifts or discounts.
53
3
4 Capitalize on important moments
The event held by Enfragrow for Mother’s day was a success, allowing moms
and their children to spend some quality time together. They got compliments
on Facebook and asking for more similar event in future.
Tesla Insights May 2015
53. Thank you !
Let your customers decide your next move.
Go where they express emotions.
Let us help you refine the raw data into gold insights.
About Tesla Insights
We are offering actionable social media insights to help you connect with your customers main concerns, passions
and aspirations, in Asian markets.
Please do get in touch for more custom social media insights for your own needs:
www.teslainsights.com
insights@agencetesla.com