Unlocking Brand Growth with Social Communities
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1. The document discusses the value of brand communities for increasing marketing effectiveness and efficiency. It notes that brand communities can increase earned media value, improve crisis management, and increase brand relevance. 2. It provides tips for building successful brand communities, noting they require focus on people engagement, energy or interactions, and influence within networks. Data on 12 food and beverage brands in Indonesia found they varied in their social media strengths. 3. The document concludes with recommendations for food and beverage brands to improve their social media performance, such as increasing posting frequency, engaging with fans, and curating user-generated content to develop brand communities.
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Unlocking Brand Growth with Social Communities
- 2. 0 5 10 15 20 Facebook Twitter Instagram $16 B +42% $2.0B +62% $600M* +250% * $1.5 B in 2016 $25 B Social Adspend Market in 2015 – Huge Growth eMarketer
- 3. Enormous Social Media Source 1 Billion Active Social Accounts in APAC 3.8bn 1bn Active Social accounts 1.4bn Internet users 4bn Population of APAC Mobile connections We Are Social
- 4. Most Important Social Marketing Objectives
- 5. STATSIT’s Uniquely filters relevant conversations Near-real time Large samples Digitally native Deliver unique insights Proven methods Tell brand story SOCIAL LISTENING MARKET RESEARCH Data observations mostly Rigid methodologies Weak business understanding Expensive and time consuming Large samples are costly Weak social understanding SOCIAL INTELLIGENCE
- 6. STATSIT Helps Navigate the whole Marketing Cycle plan engagemeasure discover Marketing Mix Execution Plan Your Value Proposition Delivery Effectively Understand Consumers Monitor Effectiveness in Near-Real Time
- 8. Unlocking brand growth with social communities
- 9. 1. Value of brand communities 2. Key forces of successful communities 3. A way to systematically get results 4. The right Energy determines short and long term outcomes in social 5. Six things you can do right now to improve your marketing results with social 6. First findings of the F&B community research [Here to talk about]
- 10. “The people out in the marketplace who embrace the values of the brand, as customers and/or purchase influencers, are the brand's true “owners”” Blade Creative Branding [a Brand Community in social or elswhere]
- 11. Drivebrandvaluewithsocial intelligence The Value of Brand Communities
- 12. ✓ Increase marketing effect of great customer experiences ✓ Increase efficiency of crisis management ✓ Increase earned media value ✓ Increase overall marketing efficiency ✓ Increase brand relevance ✓ Increase market research efficiency
- 13. Average earned media value of every $1 invested into paid media of an influencer program is $6.85 and engagement 3.4% eMarketer
- 14. 16% of online conversations by Chinese mothers are about purchasing. Mostly these are about offline purchases before the buying decision is made STATSIT
- 15. up37times bigger up6days longer When influencers are involved, the crisis situation is significantly longer and bigger in volume of conversations CIC, Social@Ogilvy
- 16. Pepsi’s Facebook is currently hijaked by activists asking PepsiCo to stop buying palm oil from its Indonesian suppliers who are to blame for the forest burns and haze. No Fans have stepped in to help
- 18. “On a scale from strong attraction to strong rejection, 90% of brands sit around a point that might be labelled weakly positive” MillwardBrown, 2015
- 19. Nearly half of those who described themselves as highly loyal to a brand, were no longer loyal a year later NPD Group
- 20. 1 in 4 customers would switch to a different provider on the basis of a single negative experience Thunderhead
- 21. Target Group ChatterN=5,000 Youth (18-35yo) 380k conversations per month Brand 1.2%0.02%0.006% STATSIT If this is the the relative relevance of food and beverage, then how about other categories… F&BComp
- 22. At the same time, this is what the usual brand message looks like… Promotional Discount driven No story 1 - way
- 23. Our brand is not really that important in our customer’s life. People tend to change their minds all the time. In order to become more relevant, our brand needs to consistently aspire to connect with relevant people’s values and lifestyle. Embrace that our brand can inspire, but has no real control. The best marketing sells with stories [Our Brand’s Social Media Mantra]
- 24. Drivebrandvaluewithsocial intelligence Key Forces of Successful Communities
- 25. LG TOSBF SOCIAL EQUITY BRAND POWER MSFT SSNLF AAPL GOOG PC INTCDELL SNE Researching successful communities since 2011 STATSIT
- 29. Reach is an enabler and is not really a challenge for most brands. Organic reach gone down, is not a punishment by the gods of social media, it’s a message that people want better content
- 31. Energy Approving Post likes Favourites Interacting Comments Replies Advocating Shares Retweets Y Q W C
- 32. While most discussions are on products, positive emotional connection appears to be the key component in the ecosystem evolving from 1-way (brand leading) to 2-way (consumer leading)
- 33. But before being able to engineer the right Energy, we have to understand what drives the audience STATSIT, N=10,000 parents in Indonesia, text mining FunctionalEmotional Gasoline 70%30% Tickets Wife/Husband Safety VouchersChild Holiday Book Qurban Baldness Food House improvement Motorbikes
- 34. 2 2 3 7 9 10 17 25 26 29 32 34 36 70 94 Look: Litter Look: Package Feel Liquid absorbation Flushability Dust creation Stacking Clumpability Change interval Price Disposal / Recycling Acceptance and suitability Transport, Storage, Weight Material Odor …and if an key decision factor analysis can be done for the cat litter category, there is a good chance its doable for you STATSIT, N=674
- 35. After the audience and category has been examined, its time to experiment. In order to expect engagement and affinity, one has to contribute to real conversation
- 36. …and really engaging with your audience pays back There was a 39 times likeliness, that a brand advocate will continue advcoating, once Intel reacted upon the branded tweet STATSIT
- 37. VS This is how app 80% of the social conversations for a brand sponsorship campaign looked like … And these are the kind that showed to drive relevance and brand equity STATSIT Or if you’re not generating the right kind of Energy then a campaign might not even achieve the desired sales
- 38. Video offers great storytelling options and according to latest research, is the organically most reaching form of content
- 39. Start listening Establish presence Engage with people Curate user generated content Advocacy program Curate other content Become a brand- publisher Investment/Return Audience understanding It seems many low hanging and low-cost opportunities have been left largely untouched. Before producing content, one should find out if there is content already produced by customers that you can curate. Before expecting a community to engage, one should engage themselves. Lowest hanging opportunities Brand’s Social Journey
- 41. Z N M Influence Network Friends of engagers Followers of engagers Affinity with brand Fans
- 42. Attracting influencers organically, happens like with any other consumer experience – they are drawn to dedicated communities, great products and services. However, brand advocates should be systematically incentivised to spread the word, economically or psychologically
- 43. Inviting 33 influencers to a sponsored event delivered 16x more engagement for the brand than H&M’s own branded social channels STATSIT
- 44. While also non-communal users are important, the Communal users (eg Fans) are the real drivers of the 2- way eco-system and help to increase brand Influence [Fan – a behaviour advocating a brand with conviction]
- 45. Product update by Chobani Doesn’t look promotional, though it is Seems caring and honest Here is what can happen when you have a healthy brand community with Fans
- 46. Consumer 1 R&D idea Consumer 2 offers a solution, no- one notices… Brand acknowledges feedback Consumer 1 explains a bit more A Ranter steps in to stir the mood Consumer 1 provides more evidence on idea
- 47. Consumer 1 explaines idea further… Ranter doesn’t stop… Consumer 1 seems irritated, explains more politely. By now has given a lot of detail Consumer 3 offers again a solution Consumer 4 basically acknowledges purchase intent of Consumer 1’s idea The Ranter keeps on Ranting Consumer 5 acknwoledges Chobani as a brand and products
- 48. The Return of the Community
- 49. 1. Evaluate your current strategy by People, Energy and Influence. Its likely that Energy will need the biggest focus 2. Engage with your audience in real conversations. Don’t be afraid of your own customers 3. Consistently attract and incentivise Fan behaviour 4. Find smart ways to curate user generated content, almost everyone’s activity levels can be significantly higher 5. Be ready to respond within the first 8h of a crisis in branded social channels by senior executives, to show cost savings of doing crisis manegement and digital 6. Find out your audience’s emotional, rational and key decision making drivers for producing great content [6 things you can do now to get better results in social]
- 51. Unlocking brand growth for F&B brands
- 52. Step 1: Chose 12 leading F&B brands in Indonesia Step 2: Although all relevant social platforms where observed, Twitter and Facebook still proved to be the most universally active for brands, thus those two where of focus. By default most recently published data was used, before August 2015 Step 3: N=2,400 consumer conversations were manually classified using STATSIT’s SocialWorks method (N=200 per brand). Messages from the brand were not included People Energy Influence SocialEcho
- 53. AQUA beats other F&B brands with a slight margin in the SocialEcho score, but reaches only half of its potential 15.5 15.4 15.2 11.8 9.8 9.6 8.6 8.4 6.5 5.8 5.2 4.9 AQUA Indomie Coca-Cola Snickers Bango Mizone Wall's Buavita Nissin Enfamil Frisian Flag Koko Krunch max 30
- 54. Different brands had different strengths 6.6 6.1 5.4 5.4 3.4 3.2 2 1.7 0.5 0.5 0.2 0.1 Coca-Cola Indomie Aqua Mizone Nissin Wall's Bango Buavita Enfamil Snickers Koko Krunch Frisian Flag 6.1 4.7 4.4 3.6 3.2 3.1 3.1 2.9 2.6 2.6 2.1 0.7 Snickers Coca-Cola Bango Indomie Koko Krunch Wall's Aqua Buavita Frisian Flag Enfamil Mizone Nissin 6.9 5.7 5.2 3.9 3.8 3.4 2.7 2.4 2.4 2.2 2.2 1.6 Aqua Indomie Snickers Coca-Cola Buavita Bango Enfamil Nissin Frisian Flag Wall's Mizone Koko Krunch People InfluenceEnergy max 10 max 10 max 10
- 55. Type FA Fans advocate brand with conviction and show a level of affinity Type RA Ranters share experiences driven by impulse and emotion Type RE Reactors react upon messages without much conviction or emotion Type DE Deal Hunters seek for the best offers, discounts and competitions Type AU Autocrats use brand words as their lingo The social fabric revealed common brand community archetypes
- 56. 3.1 6.9 5.4 max 10 15.5 Max 30 - People: reach FB 2mil+, Twitter reach of 238,000 - Energy: great variety of content, frequent videos (17%) - Influence: best influence from observed brands, avg Twitter follower’s followers 124,000 Opportunities: - Real brand engagement with Fans is lacking - Publish posts more often, currently 0.5 per day RE 69% FA 18% DE 1%
- 57. 4.7 3.9 6.6 max 10 15.2 Max 30 - People: significant reach, FB at 2mil+ - Energy: Coke ID campaign generates authentic consumer generated conversations - Energy: Coke engages himself casually, creating a positive associations Opportunity: - Increase frequency -> start curating and amplifying consumer generated content - Develop ways for Fans to become part of something more meaningful RE 89% FA 4%
- 58. 3.6 5.7 6.1 max 10 15.4 Max 30 - People: significant reach, FB at 1.3mil+ - Energy: high share in Fans who are active, highest engagment from all brands (7%) - Energy: the highest # of posts per day from observed brands (10+) Opportunity: - Start experimenting with gifs/videos - Start curating and amplifying consumer generated content RE 65% FA 26% RA 3% AU 1%
- 59. - Facebook’s algorithm favours stories, not promotions - Use dark posts to split test content and increase engagement - Most recent research suggests there is no significant correlation between frequency of posts and negativity on the timeline - Developing great content, requires deep understanding of emotional and rational drivers - If your employees don’t want to share it, then maybe you should rethink the approach - The latest research suggests video is the most engaging type of posts, not pictures - Use Facebook for increasing interest and lead gen, but expect conversion elsewhere - Build email subscribers you have control over [Tips for improving your Facebook strategy]