The document summarizes the key findings of a study on the impact of social media exposure on sales and brand perception. The study tracked 400 restaurant consumers over 5,295 interactions with 5 brands across various media channels. It found that:
1. Social media exposure was directly linked to increases in sales, especially when integrated with other channels like PR, TV or OOH advertising.
2. Integration of social media with other channels had the most consistent impact on sales and consumption.
3. Among the 20 channels analyzed, social media was one of the top drivers of impact on spending and consumption.
Does Investing in Social Media create business value?
This paper from Ogilvy shows a study of the impact of exposure to social media on sales and brand perception.
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
In the latest Wall Street Journal webinar presented by Ogilvy's Social@Ogilvy team, Thomas Crampton, Brian Giesen, and John Stauffer give an in depth look at the newest social trend - Facebook Commerce - and how it can play an integral part in any business strategy.
Does Investing in Social Media create business value?
This paper from Ogilvy shows a study of the impact of exposure to social media on sales and brand perception.
The ‘Future of Mobile’ focuses in on location based services and the opportunities mobile presents for brands at the point-of-sale.
This is part of Mindshare's ongoing Future Of... research programme which explores the development of the media and technological landscape, and assesses the likely impact on advertisers and media businesses.
In the latest Wall Street Journal webinar presented by Ogilvy's Social@Ogilvy team, Thomas Crampton, Brian Giesen, and John Stauffer give an in depth look at the newest social trend - Facebook Commerce - and how it can play an integral part in any business strategy.
JitterJam Social Marketing Case Study: JetboilJitterJam
Jetboil is a leading manufacturer of fast and light-weight outdoor cooking systems. By using JitterJam's social marketing platform, Jetboil has doubled their Facebook fans and increased their Twitter followers by 16x. Jetboil also created a multi-channel campaign through JitterJam to engage their consumers directly with their brand. Learn how JitterJam has helped Jetboil heat up consumer engagement that resulted in consumers opting-in to Jetboil’s communications through e-mail, social and mobile channels.
Think about engaging your customers on the topics they are most passionate about. Incorporate your brand into passion points consumers care about. Plus, a couple of quick tips on locating superfans from a Marketing Hackathon Amber spoke at in April 2012.
Online Makeover: As Technology Changes, So Should Your Web SiteChris Gee
Online Makeover: As Technology Changes, So Should Your Web Site. Article from PR News dated September 20, 2010 featuring Chris Gee, Managing Director of Proof Integrated Communications.
Driving Traffic to Your Mobile Apps & SitesDMIMarketing
Many Brands, Businesses and Mobile Developers make the mistake of developing and launching their apps without planning how to reach their target audience.
Booz Co Campaigns Capabilities Social Media Viewpointcvollmer10
Booz & Company viewpoint by Christopher Vollmer and Karen Premo focusing on the capabilities companies require to drive social social media success
Social media marketing investments are increasing day by day but many of the marketers do not know how to evaluate their performance. I just gathered a few good articles with good examples. I hope you like it.
At our #SocialCloud on Monday 3rd June 2013, Dirk Singer presented his thoughts on Social ROI and where he feels it fits with current commercial activity.
JitterJam Social Marketing Case Study: JetboilJitterJam
Jetboil is a leading manufacturer of fast and light-weight outdoor cooking systems. By using JitterJam's social marketing platform, Jetboil has doubled their Facebook fans and increased their Twitter followers by 16x. Jetboil also created a multi-channel campaign through JitterJam to engage their consumers directly with their brand. Learn how JitterJam has helped Jetboil heat up consumer engagement that resulted in consumers opting-in to Jetboil’s communications through e-mail, social and mobile channels.
Think about engaging your customers on the topics they are most passionate about. Incorporate your brand into passion points consumers care about. Plus, a couple of quick tips on locating superfans from a Marketing Hackathon Amber spoke at in April 2012.
Online Makeover: As Technology Changes, So Should Your Web SiteChris Gee
Online Makeover: As Technology Changes, So Should Your Web Site. Article from PR News dated September 20, 2010 featuring Chris Gee, Managing Director of Proof Integrated Communications.
Driving Traffic to Your Mobile Apps & SitesDMIMarketing
Many Brands, Businesses and Mobile Developers make the mistake of developing and launching their apps without planning how to reach their target audience.
Booz Co Campaigns Capabilities Social Media Viewpointcvollmer10
Booz & Company viewpoint by Christopher Vollmer and Karen Premo focusing on the capabilities companies require to drive social social media success
Social media marketing investments are increasing day by day but many of the marketers do not know how to evaluate their performance. I just gathered a few good articles with good examples. I hope you like it.
At our #SocialCloud on Monday 3rd June 2013, Dirk Singer presented his thoughts on Social ROI and where he feels it fits with current commercial activity.
Fluent: The Razorfish Social Influence Marketing ReportRazorfish
Fluent: The Razorfish Social Influence Marketing Report. This report touches on how Social Influence Marketing encompasses every part of marketing and every dimension of an organization. A survey with 1,000 consumers plus six months worth of conversational data serve as the backbone of the findings in this report. We also introduce the SIM score, a simple but groundbreaking index for the social web.
A presentation entitled Integrated Social Media: Business Impact Study 2011, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference. The presentation explores the impact that social media has on sales. Presenters included Irfan Kamal- SVP, Digital/Social at Ogilvy & Dr. Walter Carl- Founder and Chief Research Officer at ChatThreads.
ChatThreads-Ogilvy Integrated Social Media Business Impact Study 2011ChatThreads
The full presentation of our ARF Audience Measurement 6.0 presentation on Integrated Social Media Business Impact for the Quick Service Restaurant Category.
Similar to Ogilvy socialmedia sales impact study (20)
Презентация исследовательской компании Salt (www.salt-research.com)
Содержание:
- Образование и карьера
- Семейные ценности
- Развлечения и поведение в digital
- Потребительское поведение
22 октября
Докладчик: Екатерина Курносова
Содержание:
- Аудитория российского интернета
- Потенциал роста интернета
- Проникновение, динамика, интенсивность использования устройств
- Онлайн-активность по устройствам
- Топ сайты (desktop и mobile трафик)
- Браузер vs. приложения
- Мобильная реклама
Справедливая доля digital в медиа-миксе. Основные работающие инструменты в di...Mitya Voskresensky
Презентация AdWatch Isobar
Выступление Марии Дмитриевой на круглом столе, организованном Российской Ассоциацией Фармацевтического Маркетинга, компанией Аарон Ллойд Медиа и коммуникационной группой Dentsu Aegis Network Russia
Elevating Tactical DDD Patterns Through Object CalisthenicsDorra BARTAGUIZ
After immersing yourself in the blue book and its red counterpart, attending DDD-focused conferences, and applying tactical patterns, you're left with a crucial question: How do I ensure my design is effective? Tactical patterns within Domain-Driven Design (DDD) serve as guiding principles for creating clear and manageable domain models. However, achieving success with these patterns requires additional guidance. Interestingly, we've observed that a set of constraints initially designed for training purposes remarkably aligns with effective pattern implementation, offering a more ‘mechanical’ approach. Let's explore together how Object Calisthenics can elevate the design of your tactical DDD patterns, offering concrete help for those venturing into DDD for the first time!
The Art of the Pitch: WordPress Relationships and SalesLaura Byrne
Clients don’t know what they don’t know. What web solutions are right for them? How does WordPress come into the picture? How do you make sure you understand scope and timeline? What do you do if sometime changes?
All these questions and more will be explored as we talk about matching clients’ needs with what your agency offers without pulling teeth or pulling your hair out. Practical tips, and strategies for successful relationship building that leads to closing the deal.
Essentials of Automations: The Art of Triggers and Actions in FMESafe Software
In this second installment of our Essentials of Automations webinar series, we’ll explore the landscape of triggers and actions, guiding you through the nuances of authoring and adapting workspaces for seamless automations. Gain an understanding of the full spectrum of triggers and actions available in FME, empowering you to enhance your workspaces for efficient automation.
We’ll kick things off by showcasing the most commonly used event-based triggers, introducing you to various automation workflows like manual triggers, schedules, directory watchers, and more. Plus, see how these elements play out in real scenarios.
Whether you’re tweaking your current setup or building from the ground up, this session will arm you with the tools and insights needed to transform your FME usage into a powerhouse of productivity. Join us to discover effective strategies that simplify complex processes, enhancing your productivity and transforming your data management practices with FME. Let’s turn complexity into clarity and make your workspaces work wonders!
GDG Cloud Southlake #33: Boule & Rebala: Effective AppSec in SDLC using Deplo...James Anderson
Effective Application Security in Software Delivery lifecycle using Deployment Firewall and DBOM
The modern software delivery process (or the CI/CD process) includes many tools, distributed teams, open-source code, and cloud platforms. Constant focus on speed to release software to market, along with the traditional slow and manual security checks has caused gaps in continuous security as an important piece in the software supply chain. Today organizations feel more susceptible to external and internal cyber threats due to the vast attack surface in their applications supply chain and the lack of end-to-end governance and risk management.
The software team must secure its software delivery process to avoid vulnerability and security breaches. This needs to be achieved with existing tool chains and without extensive rework of the delivery processes. This talk will present strategies and techniques for providing visibility into the true risk of the existing vulnerabilities, preventing the introduction of security issues in the software, resolving vulnerabilities in production environments quickly, and capturing the deployment bill of materials (DBOM).
Speakers:
Bob Boule
Robert Boule is a technology enthusiast with PASSION for technology and making things work along with a knack for helping others understand how things work. He comes with around 20 years of solution engineering experience in application security, software continuous delivery, and SaaS platforms. He is known for his dynamic presentations in CI/CD and application security integrated in software delivery lifecycle.
Gopinath Rebala
Gopinath Rebala is the CTO of OpsMx, where he has overall responsibility for the machine learning and data processing architectures for Secure Software Delivery. Gopi also has a strong connection with our customers, leading design and architecture for strategic implementations. Gopi is a frequent speaker and well-known leader in continuous delivery and integrating security into software delivery.
Dev Dives: Train smarter, not harder – active learning and UiPath LLMs for do...UiPathCommunity
💥 Speed, accuracy, and scaling – discover the superpowers of GenAI in action with UiPath Document Understanding and Communications Mining™:
See how to accelerate model training and optimize model performance with active learning
Learn about the latest enhancements to out-of-the-box document processing – with little to no training required
Get an exclusive demo of the new family of UiPath LLMs – GenAI models specialized for processing different types of documents and messages
This is a hands-on session specifically designed for automation developers and AI enthusiasts seeking to enhance their knowledge in leveraging the latest intelligent document processing capabilities offered by UiPath.
Speakers:
👨🏫 Andras Palfi, Senior Product Manager, UiPath
👩🏫 Lenka Dulovicova, Product Program Manager, UiPath
Accelerate your Kubernetes clusters with Varnish CachingThijs Feryn
A presentation about the usage and availability of Varnish on Kubernetes. This talk explores the capabilities of Varnish caching and shows how to use the Varnish Helm chart to deploy it to Kubernetes.
This presentation was delivered at K8SUG Singapore. See https://feryn.eu/presentations/accelerate-your-kubernetes-clusters-with-varnish-caching-k8sug-singapore-28-2024 for more details.
Encryption in Microsoft 365 - ExpertsLive Netherlands 2024Albert Hoitingh
In this session I delve into the encryption technology used in Microsoft 365 and Microsoft Purview. Including the concepts of Customer Key and Double Key Encryption.
Le nuove frontiere dell'AI nell'RPA con UiPath Autopilot™UiPathCommunity
In questo evento online gratuito, organizzato dalla Community Italiana di UiPath, potrai esplorare le nuove funzionalità di Autopilot, il tool che integra l'Intelligenza Artificiale nei processi di sviluppo e utilizzo delle Automazioni.
📕 Vedremo insieme alcuni esempi dell'utilizzo di Autopilot in diversi tool della Suite UiPath:
Autopilot per Studio Web
Autopilot per Studio
Autopilot per Apps
Clipboard AI
GenAI applicata alla Document Understanding
👨🏫👨💻 Speakers:
Stefano Negro, UiPath MVPx3, RPA Tech Lead @ BSP Consultant
Flavio Martinelli, UiPath MVP 2023, Technical Account Manager @UiPath
Andrei Tasca, RPA Solutions Team Lead @NTT Data
PHP Frameworks: I want to break free (IPC Berlin 2024)Ralf Eggert
In this presentation, we examine the challenges and limitations of relying too heavily on PHP frameworks in web development. We discuss the history of PHP and its frameworks to understand how this dependence has evolved. The focus will be on providing concrete tips and strategies to reduce reliance on these frameworks, based on real-world examples and practical considerations. The goal is to equip developers with the skills and knowledge to create more flexible and future-proof web applications. We'll explore the importance of maintaining autonomy in a rapidly changing tech landscape and how to make informed decisions in PHP development.
This talk is aimed at encouraging a more independent approach to using PHP frameworks, moving towards a more flexible and future-proof approach to PHP development.
Smart TV Buyer Insights Survey 2024 by 91mobiles.pdf91mobiles
91mobiles recently conducted a Smart TV Buyer Insights Survey in which we asked over 3,000 respondents about the TV they own, aspects they look at on a new TV, and their TV buying preferences.
Transcript: Selling digital books in 2024: Insights from industry leaders - T...BookNet Canada
The publishing industry has been selling digital audiobooks and ebooks for over a decade and has found its groove. What’s changed? What has stayed the same? Where do we go from here? Join a group of leading sales peers from across the industry for a conversation about the lessons learned since the popularization of digital books, best practices, digital book supply chain management, and more.
Link to video recording: https://bnctechforum.ca/sessions/selling-digital-books-in-2024-insights-from-industry-leaders/
Presented by BookNet Canada on May 28, 2024, with support from the Department of Canadian Heritage.
Generative AI Deep Dive: Advancing from Proof of Concept to ProductionAggregage
Join Maher Hanafi, VP of Engineering at Betterworks, in this new session where he'll share a practical framework to transform Gen AI prototypes into impactful products! He'll delve into the complexities of data collection and management, model selection and optimization, and ensuring security, scalability, and responsible use.
Enhancing Performance with Globus and the Science DMZGlobus
ESnet has led the way in helping national facilities—and many other institutions in the research community—configure Science DMZs and troubleshoot network issues to maximize data transfer performance. In this talk we will present a summary of approaches and tips for getting the most out of your network infrastructure using Globus Connect Server.
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdfPeter Spielvogel
Building better applications for business users with SAP Fiori.
• What is SAP Fiori and why it matters to you
• How a better user experience drives measurable business benefits
• How to get started with SAP Fiori today
• How SAP Fiori elements accelerates application development
• How SAP Build Code includes SAP Fiori tools and other generative artificial intelligence capabilities
• How SAP Fiori paves the way for using AI in SAP apps
SAP Sapphire 2024 - ASUG301 building better apps with SAP Fiori.pdf
Ogilvy socialmedia sales impact study
1. Does investing
in social media
create business
value?
A study of the impact of exposure to social
media on sales and brand perception
Irfan Kamal Dr. Walter Carl
Senior Vice President Founder, Chief Research Officer
Ogilvy & Mather ChatThreads
2. Executive summary:
5 things you should know
Is exposure to social content—on online social sites like Facebook and Twitter—
effective in rapidly shaping brand perceptions or driving sales? To help answer
this question, Ogilvy and ChatThreads enlisted approximately 400 US restaurant
consumers who tracked and reported 5,295 touchpoints with five restaurant
brands across all major types of media. As part of the Ogilvy-ChatThreads Integrated
Social Media: Sales Impact Study 2011, we also collected pre- and post-exposure data on
their spending, consumption and brand perceptions.
What did we find?
1. Social media exposure is directly linked with increases in sales. Integrated social
media (social content + one or more other channels) exposure is linked with significant
increases in spend and consumption—for example, social media + PR exposure was
associated with a 17% spend increase compared to the prior week without these.
2. Integration matters. Exposure to social content was most consistently effective when
it was combined with exposure to other types of media channels.
3. Social media is a top driver of impact. Out of the 20 channels analyzed, social
media was No. 1 or No. 2 in magnitude of impact on spend and consumption.
4. Social media exposure is directly linked with changes in brand perception.
Social media by itself is particularly effective at rapidly impacting brand perception—
exposure to social media generated the largest impact on brand perception over a
short (one week) period of time.
5. Brand exposure in social media is low. Weekly social media exposure to brand
mentions was relatively low (24% of panel) vs. television branded exposure (69% of panel),
even in this selected high social media consumption group of consumers.
1
3. Introduction
Although two-thirds of the online population is active in social media,1 there’s still uncertainty
among brands about the real return on investment from social media engagement.
That’s to be expected, given the rapid growth of the medium. Still, with an estimated
70% of brands on target to increase their social media budgets by more than 10% this year,2
there’s increasing pressure to understand just what the value of all these so-called fans and
followers really is.
Is there the potential for brands to drive improved revenue and/or preference by engaging
in these channels?
To answer that question, it’s useful to understand the impact of media mix—not
theoretically, but in practice. Many brands are talking about “owned, earned and paid”
media models, believing the combination must be stronger, but there’s little clear evidence
of that to date.
Some key questions faced by brands include:
• How does exposure to integrated social content impact key metrics such
as sales and brand perception?
• If integration matters, what are some of the channels to consider aligning?
• Are there situations where social content exposure works by itself?
2
4. Research
Research to date has been conflicting. We’ve seen survey data from Edison Research
showing the link between social networks and sales—24% of social network users cited
Facebook as an influence on their buying decisions.3
However, we’ve also seen evidence from Forrester The study, which ran in two
Research/GSI Commerce suggesting that less staggered time periods from
than 1% of website sales are driven by direct clicks January 20, 2011, to May 6, 2011,
from social networks.4 Which is it? Is social captured a total of 5,295 interactions
media really moving the needle on important with five different restaurants.
business measures or not?
To help move along our understanding of social media impact, Ogilvy, along with
BrandEncounter™ research platform provider ChatThreads, decided to design a study to
specifically address these questions. Our study was designed to look at the impact on sales
(and perceptions) of what consumers actually noticed at any point during the tracking
period—moving beyond direct clicks or opinions. We chose the Quick Service Restaurant
(QSR) category for two key reasons:
1. The higher frequency of purchases allowed us to capture changes in a relatively short
time period.
2. The existence of QSR multichannel media programs allowed us to look at the
interactions between more than 20 brand touchpoints, including social media, PR,
TV, print, radio and out of home (OOH).
We provided 404 US restaurant consumers with ChatThreads’ BrandEncounter™
touchpoint tracking tool to capture all of their interactions.
TOUCHPOINT EXAMPLES
LEGEND
SOCIAL OUT OF HOME
“[Wendy’s] facebook EXAMPLES EXAMPLES
post on my wall the
burger looks
good—‘Just a friendly
reminder that our “[McDonald’s] great billboards
burgers are made with a smiling face that spells
with 100% pure...’”
out outrageous values”
“Friends been out at
KFC and enjoyed a
“People that love taco bell are just delicious meal.
meal.”
”
blogging at their experience there and
people who work there are commenting
“[Subway’s] on how much their company is hiring
billboard because of the need for jobs.”
jobs.”
made me
want to buy it”
“This person really
loves KFC and goes
there weekly”
VISIT
Source: Ogilvy and ChatThreads.
It’s important to note that we specifically looked at changes in purchase, consumption and
attitudes. It’s not hard to imagine that fans of a brand spend more than non-fans, so
we were only interested in lifts over and above that baseline.
3
5. What we found:
Brand exposure—
TV dominates
Social media touchpoints in the QSR category are part of a larger paid, owned and earned
media landscape. TV advertisements dominate the paid media landscape. Sixty-nine percent
of consumers noticed a TV ad for one of the five brands during a seven-day period, with
TV ads representing 24% share of all touchpoints. The second most frequently noticed
paid media touchpoint was OOH, specifically billboard advertisements. Thirty-six percent
of consumers noticed a billboard ad for one of the five brands (7% share of the paid media
touchpoints). Twenty-four percent of consumers encountered a social media touchpoint—
defined as status updates, company brand pages, updates and feeds on Facebook and
Twitter, online videos on YouTube and other venues, blogs, online ratings and reviews—
during a seven-day period, representing 5% share of all touchpoints.
RELATIVE EXPOSURE TO DIFFERENT TOUCHPOINTS
Word of Mouth (WOM)
Out of Home (OOH)
TV
Social Media
Radio PR
Online Website Search Print
Source: Ogilvy and ChatThreads.
4
6. What we found:
Social media and sales—
integration matters
We looked at the change in purchase and consumption of food before and after the brand
interaction reporting period. The following are key findings from our analysis of the data:
Social media, particularly when combined with OOH, PR or TV exposure, is associated
with significant sales (purchase and consumption) changes. The following are the major
social media impacts on sales that were identified during this study:
• People who were exposed to social media + PR (across the entire category) increased
their spending by 17% over the previous week
• People who were exposed to social media + TV (for Wendy’s) were twice as likely
to buy more than they did the previous week
• People who were exposed to social media (for KFC) were seven times more likely to
spend more than they did the previous week
• Social media + OOH exposure (across the entire category) was linked to a 1.5× higher
likelihood of increase in how much people spent or bought
One of our most interesting observations was that exposure to multiple channels
was most often associated with sales impact. In four out of five cases with significant
associations, consumers were exposed to multiple channels. The specific exposure
combinations that were associated with sales impact were social media plus OOH (twice),
social media plus PR, and social media plus TV.
SOCIAL MEDIA IMPACT ON SALES
+17% increase LEGEND
in spend (category) SOCIAL
1.5x greater TV
likelihood of increase in spend PR
or consumption (category)
2x greater
OOH
likelihood of increase in
consumption (Wendy’s)
7x greater
likelihood of increase in consumption (KFC)
Source: BrandEncounter™ QSR tracker.
5
7. What we found:
Social media and
brand perception—social
media works rapidly
In contrast to the interaction effects with traditional media driving purchase and consumption
behavior, brand perception and brand favorability over the short time period studied were
largely driven by social media touchpoints on their own.
When it comes to shifting brand favorability rapidly, social media appears strongest.
Of the significant results around shifting brand perception, only one in four involved
traditional media in addition to social media. Social media was largely responsible for
shifting perceptions of brand favorability, “best value” and “great dining experience.”
This is probably due to the short time period (seven days) for reporting—but it confirms
that social media can have a rapid impact on attitudes. Other media, including television,
are expected to have a longer-term impact.
The following are the major social media impacts on brand perception and favorability
that were identified during this study:
• People encountering KFC social media touchpoints demonstrated a 250% increase
in their perception of KFC as a “great dining experience”
SOCIAL MEDIA IMPACT ON BRAND PERCEPTION
“a great dining brand “best value” “a great dining
experience” favorability for the money experience”
250% 5x 45% −220%
increase increase increase decrease
People encountering KFC Brand favorability for Also, among those exposed Conversely, consumers
social media touchpoints people exposed to to McDonald’s social who were exposed to social
demonstrated a 250% McDonald’s social touchpoints, there was a media and public relations
increase in their perception touchpoints increased five 45% increase in their touchpoints for Taco Bell
of KFC as a “great dining times over the change in perception that McDonald’s had a 220% LOWER shift
experience” people not exposed provided the “best value” in their perceptions of Taco
for the money Bell as providing a “great
dining experience”
Source: Ogilvy and ChatThreads.
6
8. • Brand favorability for people exposed to McDonald’s social touchpoints increased five
times over the change in people not exposed
• Also, among those exposed to McDonald’s social touchpoints, there was a 45%
increase in their perception that McDonald’s provided the “best value” for the money
• Conversely, consumers who were exposed to social media and public relations
touchpoints for Taco Bell had a 220% LOWER shift in their perceptions of Taco Bell
as providing a “great dining experience”
The Taco Bell case was driven by the social sharing of controversial news stories about the
ingredients used in Taco Bell’s meat products in Q1 2011.
There was also evidence that social media and OOH (specifically, billboard ads) led to a 2.6×
higher shift in the perception that Subway “tastes great,” but due to only 4.5% of consumers
encountering this combination of Subway touchpoints we treat this result as directional.
7
9. Practical implications:
7 ways to use the findings
1. Increase customer and prospect exposure to engaging social content. We know
social content exposure has business impact, but actual exposure is remarkably low,
even in a social media savvy audience. Increasing exposure to social content should
impact sales and brand perception.
2. Integrate your media for maximum impact. Consider online-, search- and place-
based ads that tie into the themes that are resonating in social media.
3. When evaluating sales impact of social content, look beyond just direct clicks.
Think of ways to track how exposure has an impact on both online and offline sales:
for example, with surveys, loyalty program tracking or coupons.
4. Monitor social media closely. Identify and respond to negative WOM or press.
The study shows these negative discussions do impact brand perception.
5. Use social experiences to drive changes in brand perception. The data demonstrate
that social content can change your brand’s image. Incorporate social content into
branding programs and track perception metrics.
6. Plan social content in a way that has the best chance to bring out the brand
qualities you want emphasized. Create your conversation starters and other
engagement tactics to help bring out the types of messages and discussion that will
reinforce your brand’s core attributes and promises.
7. Keep social content fresh, and allow for authentic self-expression. There was lively
discussion on many of the brand social media presences, both negative and positive.
8
10. Methodology details
For this study, Ogilvy and ChatThreads selected five large QSR brands with active social
media presences: KFC, McDonald’s, Subway, Taco Bell and Wendy’s.
ChatThreads’ BrandEncounter™ platform was used to collect and analyze the data.
BrandEncounter™ enlists consumers armed with their mobile phones to report brand
encounters and reactions immediately, at the time of experience. Over a period of seven
days, participants report the brand, type of touchpoint (e.g., saw billboard, saw TV ad,
saw print ad, heard a radio ad, read a news article, spoke to a friend, noticed Facebook
status update, visited brand page, read a Tweet, etc.), and consumer sentiment about the
touchpoint. Consumers submit any type of encounter and are not limited to a prescribed
list. All submissions are automatically time- and date-stamped. Participants also have the
option of adding pictures and notes to the data. Pre- and post-surveys are conducted for
consumers to measure changes in behavior and intentions.
Four hundred and four US consumers participated on a rolling seven-day basis, submitting
5,295 touchpoints between 1/20/11 and 5/6/11 (two staggered time periods). This study
was designed to look exclusively at the immediate impact of exposures: participants
tracked their exposure during a seven-day period, and provided pre- and post-data on
their consumption and spend. Participants were screened for three criteria: 1) having a
favorable view of at least one of the five QSR brands; 2) making recent QSR visits (at least
a few times per month); and 3) being active on at least two social media venues in the past
month (for example, visiting Facebook, reading a blog post or viewing a YouTube video).
Seventy-five percent were a brand fan or follower of at least one QSR brand, while 25%
comprised a control group matched for favorability, QSR visits, and social media activity
but were not fans/followers of any QSR brands.
Participant demographics were as follows:
• Female: 67%
• Median age: 34
• Had annual household incomes less than $50,000: 47%
• Geographic distribution: South: 38%; Midwest: 24%; West: 20%; Northeast: 18%
• Had mobile phone with a data plan that allowed them to connect to the Internet and
send emails: 79%
• Had unlimited SMS/text messaging plan: 80%
To minimize the impact of QSR brand fans or followers who already spend more
than others, we looked specifically at the relationship between touchpoint exposure and
pre- and post-changes in purchase (consumption, spend). Thus, we only report results
for lifts over and above a consumer’s baseline level of purchase and consumption activity.
We looked at a short time frame (one week) to focus in on the immediate impact of the
touchpoints, and only report statistically significant results (95% confidence interval, p < 0.05).
9
11. References
1. Nielsen: “By the end of 2008, social networking had overtaken email in terms of worldwide
reach. According to the study, 66.8% of Internet users across the globe accessed
‘member communities’ last year, compared to 65.1% for email.” Reported by Mashable,
http://www.mashable.com/2009/03/09/social-networking-more-popular-than-email.
2. Seventy percent plan to increase their social media budget by more than 10%
this year, according to a poll from Effie Worldwide, Inc. and Mashable.
http://www.mashable.com/2011/04/19/marketers-social-media-spend. Also,
according to a November 2010 survey of business executives around the globe
by StrongMail, nearly two-thirds of companies will increase spending on
email marketing, and 57% will put more dollars toward social media marketing.
Search took a distant third place, with 41% of respondents indicating they would
spend more. Reported at: http://www.emarketer.com/Article.aspx?R=1008135.
3. “The Social Habit II: The Edison Research/Arbitron Internet and Multimedia Study 2011,”
Edison Research/Arbitron, 2011.
4. “The Purchase Path of Online Buyers,” Forrester Research/GSI Commerce, March 16, 2011.
10