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Leveraging Social Media Intelligence




           September 2011




Copyright 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                                   2
Copyright 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                                   3
Copyright 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                                                      4
Copyright 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 insights
Challenges                                    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.


                                                                                                                                               7
Copyright 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


                                                                                                              9
Copyright 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



                                                                                                                             10
Copyright 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 Care


Source: 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 Care


Source: 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/forums
manufacturer who                                                                                           recognize the online
                                                                                                           presence of Auto
generated significant                                                                                      Manufacturer and praise the
buzz during launch of                                                                                      Company for their efforts.
its new small car in
India wanted to                                                  Tracked customer service                  •Current and prospective
monitor online                                             issues/resolutions/responses through            owner issues resolved
conversations                                  2                dashboard workflow feature                 faster, limiting customer
                                                                                                           service complaints and
• The objective was to                                                                                     negative online
identify issues being                                                                                      commentary.
discussed & engage
with consumers facing
difficulties with their
                                               Customer service reps engaged with online consumers via
products
                                                 social media and email to discuss and resolve issues.
                                               3
                                                         Resolutions ranged from dealership repairs
                                                   to sending requested brochures/information to owners.



                                                                                                                                         13
Copyright 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                                       14
Copyright 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




                                                                                                             15
Copyright 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 issue
A water purifier maker
  observes a surge in                                                                                         ▪ Customer complaints on
                                               1                                                                automated dashboard in
 complaints on online
forums regarding non-                                                                                           real time were routed to
  availability of filters                                                                                       customer response team
that 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.



                                                                                                                                             16
Copyright 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                                             17
Copyright 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          Blogs




Analyzed on Global CGM including Facebook pages, Twitter and Forums                                                    18
Copyright 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

                                                                                                                                                                                                   20
Copyright 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

                                                                                                                  21
Copyright 2011 NM Incite. Confidential and proprietary.
Thanks!




Copyright 2011 NM Incite. Confidential and proprietary.

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Metrics and Social Media - Walking the Talk - from Buzz to Brand Health

  • 1. Leveraging Social Media Intelligence September 2011 Copyright 2011 NM Incite. Confidential and proprietary.
  • 2. > • Key Indian Social Media Usage Stats • The Social Media Framework • How Brands have used Social Media Intelligence • Metrics for Social Media Equity 1
  • 3. 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 2 Copyright 2011 NM Incite. Confidential and proprietary.
  • 4. 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 3 Copyright 2011 NM Incite. Confidential and proprietary.
  • 5. 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 4 Copyright 2011 NM Incite. Confidential and proprietary.
  • 6. • Key Indian Social Media Usage Stats > • The Social Media Strategy Framework • How Brands have used Social Media Intelligence • Metrics for Social Media Equity 5
  • 7. 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.
  • 8. Organizations face three challenges when trying to drive value from social media insights Challenges 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. 7 Copyright 2010 NM Incite. Confidential and proprietary.
  • 9. • Key Indian Social Media Usage Stats • The Social Media Strategy Framework > • How Brands have used Social Media Intelligence • Metrics for Social Media Equity 8
  • 10. 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 9 Copyright 2011 NM Incite. Confidential and proprietary.
  • 11. 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 10 Copyright 2010 NM Incite. Confidential and proprietary.
  • 12. 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 Care Source: Indian Blogs and Forums from Last 1 year 11 Copyright 2010 NM Incite. Confidential and proprietary.
  • 13. 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 Care Source: Indian Blogs and Forums from Last 1 year 12 Copyright 2010 NM Incite. Confidential and proprietary.
  • 14. 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/forums manufacturer who recognize the online presence of Auto generated significant Manufacturer and praise the buzz during launch of Company for their efforts. its new small car in India wanted to Tracked customer service •Current and prospective monitor online issues/resolutions/responses through owner issues resolved conversations 2 dashboard workflow feature faster, limiting customer service complaints and • The objective was to negative online identify issues being commentary. discussed & engage with consumers facing difficulties with their Customer service reps engaged with online consumers via products social media and email to discuss and resolve issues. 3 Resolutions ranged from dealership repairs to sending requested brochures/information to owners. 13 Copyright 2011 NM Incite. Confidential and proprietary.
  • 15. 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 14 Copyright 2011 NM Incite. Confidential and proprietary.
  • 16. 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 15 Copyright 2011 NM Incite. Confidential and proprietary.
  • 17. Customer Service Social media findings Situation Conducts a social media diagnostic to understand the Impact scope and scale of the issue A water purifier maker observes a surge in ▪ Customer complaints on 1 automated dashboard in complaints on online forums regarding non- real time were routed to availability of filters customer response team that 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. 16 Copyright 2011 NM Incite. Confidential and proprietary.
  • 18. 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 17 Copyright 2011 NM Incite. Confidential and proprietary.
  • 19. 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 Blogs Analyzed on Global CGM including Facebook pages, Twitter and Forums 18 Copyright 2011 NM Incite. Confidential and proprietary.
  • 20. • Key Indian Social Media Usage Stats • The Social Media Strategy Framework • How Brands have used Social Media Intelligence > • Metrics for Social Media Equity 19
  • 21. 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 20 Copyright 2011 NM Incite. Confidential and proprietary.
  • 22. 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 21 Copyright 2011 NM Incite. Confidential and proprietary.
  • 23. Thanks! Copyright 2011 NM Incite. Confidential and proprietary.