Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.
expect great answersChocolate Covered ConversationsSocial Media Research Made ActionableSourabh SharmaSocial Media Researc...
Blog                     Photo    •   sssourabh.com        •   Tumblr    •   Facebook Page        •   Flickr              ...
90% of people trust online peer                                       Over 30% of the world’s           recommendations   ...
90% of people trust online peer                                         Over 30% of the world’s             recommendation...
Why social media research?
Choice modeling            Ethnography             Focus group       In depth interview                                   ...
Social       Social    Classic    Media        Media    Research   Monitoring   Research7
“Marketers and researchers      strive to uncover the most     current and candid thoughts        of consumers… social    ...
“Brands must respond to undercurrents of        discontentment or waning loyalty”9
90% of people trust online peer                     Over 30% of the world’s      The unbiased social media context is a   ...
Chocolate Covered Conversations
Objective: Use social media conversations about     brands to generate insights                                           ...
Objective: Use social media conversations about     brands to generate insights13
Social Media Research Methodology
“I‟m                                                celebrating my                                                18th bir...
3. Customized analysis     1. Design Study   2. Fieldwork                                            and output16
1. Design Study     Specification of products /      brands / key words and              themes                           ...
2. Fieldwork                                sssourabh                    misty new york morning                    and I h...
2. Fieldwork                    • Very Positive                                           Consumer       • Words          ...
3. Customized analysis and           output                                 Campaign                                      ...
Competitive      Consumer      Landscape         Persona                                         Actionable               ...
Competitive       Consumer                           Landscape          Persona           Actionable                      ...
Hershey’s                                                                                                             pack...
Competitive       Consumer                          Landscape          Persona           Actionable                       ...
Is volume (of                  Is monitoring for positive or     conversation) an               negative conversations eno...
Sustain     Increasing Passion                           Rebrand                                                 brand equ...
Toblerone                          Increasing Passion                                                                     ...
Competitive       Consumer                               Landscape          Persona           Actionable                  ...
I am positioning my product as      ___. Is this how it is perceived?     Are consumers identifying with my brand’s positi...
SNACK                                                                                  Toblerone     100%     80%         ...
Strategy: Satisfying                             Buzz: A candy, and a benchmark for                   snack               ...
Marketing        Listening to     Brand Management                     Consumers                        Management        ...
Competitive       Consumer                             Landscape          Persona           Actionable                    ...
There is just so much being said online.     How can I get my head around it?       How can I go deeper than the       sur...
Conscious and                                                                                     subconscious            ...
Functional                                                    benefits           Hersheys   Snickers   Toblerone         T...
Emotional                                               benefits      Hersheys   Snickers   Toblerone          Twix      K...
Personality                                                   elements                                                    ...
Appreciation symbolizes gratefulness…              “That stack of Hershey‟s                       “The last time I recall ...
Trust builds a solid reputation…         “To my secret admirer, if you‟d         like to give me chocolates, I‟d          ...
Competitive       Consumer                           Landscape          Persona           Actionable                      ...
Who is talking about me online?                  Can I identify anything about                  shopping behavior?        ...
Gender                                                   Age                                                   Large      ...
40%           Hersheys           Snickers     20%     0%44
They purchase it                                               in grocery or                      Their children          ...
They purchase it at fast food                                                joints or vending machines     Guys between 1...
Competitive       Consumer                                      Landscape          Persona           Actionable           ...
Now what?48
Communication     Consumers   Perceptions   Triggers                                            Campaigns                 ...
A sleek, stylish and                    conscientious                      chocolate     triggers                    bar, ...
A no frills honest                    nutty chocolate     triggers      bar, Snickers‟ is                       known for ...
Rebrand                    Sustain     Increasing Passion                                                                 ...
development                                                         Reposition (Recommunicate)                Revitalize  ...
Conclusions: use social media research?
Purchase                                                       Positive                                          Leverage ...
56
Social media: an honest and „real-time‟ view of your brand.                              Use It                           ...
Further reading         http://www.skimgroup.com/publication-socialmediaresearch-quirks58
contact us or follow us online!Sourabh SharmaSocial Media Research Experts.sharma@skimgroup.com    @sssourabh    @skimgrou...
About SKIM     • Cutting-edge research agency since 1979     • Committed to providing great answers in marketing     • Ack...
Upcoming SlideShare
Loading in …5
×

Chocolate Covered Conversations

572 views

Published on

Understand how social media can be used to craft your brand's strategy, through a case study in the chocolate bars category

Published in: Business
  • Be the first to comment

  • Be the first to like this

Chocolate Covered Conversations

  1. 1. expect great answersChocolate Covered ConversationsSocial Media Research Made ActionableSourabh SharmaSocial Media Research Expert @sssourabh @skimgroup
  2. 2. Blog Photo • sssourabh.com • Tumblr • Facebook Page • Flickr • Instagr.am Professional • Pinterest • LinkedIn • Gentlemint • Carbonmade Portfolio • Dudepins Social Ideas • Facebook • Formspring • Twitter • Stumbleupon • Google+ • Lookbook2
  3. 3. 90% of people trust online peer Over 30% of the world’s recommendations population is under 30. (delivered by 3 billion search 96% of them are active queries) on a social network. Only 14% trust advertisements Wikipedia has over 15 million articles…studies show it’s more accurate than Encyclopedia Britannica 78% of these articles are non-English3
  4. 4. 90% of people trust online peer Over 30% of the world’s recommendations population is under 30. (delivered by 3 billion search 96% of them are active queries) The unbiased social media context is a Only 14% trust advertisements on a social network. valuable source of information. It WILL influence brand marketing decisions. Wikipedia has over 15 million articles…studies show it’s more accurate than Encyclopedia Britannica 78% of these articles are non-English4
  5. 5. Why social media research?
  6. 6. Choice modeling Ethnography Focus group In depth interview Social Media Research Product testing Quantitative surveys Qualitative interviews Listen6
  7. 7. Social Social Classic Media Media Research Monitoring Research7
  8. 8. “Marketers and researchers strive to uncover the most current and candid thoughts of consumers… social media makes that possible like never before” … but with power comes responsibility8
  9. 9. “Brands must respond to undercurrents of discontentment or waning loyalty”9
  10. 10. 90% of people trust online peer Over 30% of the world’s The unbiased social media context is a recommendations population is under 30. (delivered by 3 billion search 96% of them are active valuable sourcesocial network. on a of information. queries) Only 14% trust advertisements It WILL influence brand marketing decisions. Wikipedia has over 15 million articles…studies show it’s more accurate You MUST capitalize on this. than Encyclopedia Britannica 78% of these articles are non-English10
  11. 11. Chocolate Covered Conversations
  12. 12. Objective: Use social media conversations about brands to generate insights Communication Consumers Perceptions Triggers Campaigns12
  13. 13. Objective: Use social media conversations about brands to generate insights13
  14. 14. Social Media Research Methodology
  15. 15. “I‟m celebrating my 18th birthday in Times Square!” Publicly available IP tracking Allusion to demographics demographic data geographic data in verbatims15
  16. 16. 3. Customized analysis 1. Design Study 2. Fieldwork and output16
  17. 17. 1. Design Study Specification of products / brands / key words and themes Receive: Listen: • Brands • Author • Categories • Date • Themes • Location • Ideas • Hashtags • Objectives • Context • etc. • Emotions • Personality • etc.17
  18. 18. 2. Fieldwork sssourabh misty new york morning and I had to still walk to work. luckily I had my snickers!! #yum #love 25 minutes ago Getting ready for our #socialmedia #webinar! 1 hour ago18
  19. 19. 2. Fieldwork • Very Positive Consumer • Words • Positive • Emoticons • Location • Neutral • Associations • Demographics • Negative • Psycographics • Very Negative • Usage context • Decision making Sentiment Emotions19
  20. 20. 3. Customized analysis and output Campaign effectiveness Innovation and Competitive ideation comparisons Social Media Research Netnography Find product and flaws quickly psychographics Supplement traditional research20
  21. 21. Competitive Consumer Landscape Persona Actionable Recommendations Perceived Platform Brand Identity Effectiveness your chocolate your fans your strategy21
  22. 22. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategySocial media research goes beyondmonitoring
  23. 23. Hershey’s packaging for 70 KitKat squirrels Valentines % of Conversations that are Positive Hershey’s “Have a break” special 60 Halloween commercial special edition 50 40 30 20 Snickers Negativity towards used as “too KitKat “chunky” 10 much sugar” Anger over Twix product benchmark commercial 0 Time Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Snickers Hersheys Butterfinger KitKat Toblerone Twix23
  24. 24. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategyDiscern your brand‟scompetitive environment
  25. 25. Is volume (of Is monitoring for positive or conversation) an negative conversations enough? indicator of popularity? Who are my key competitors based on social media alone?25
  26. 26. Sustain Increasing Passion Rebrand brand equity Reposition Revitalize Increasing Positivity of Sentiment26
  27. 27. Toblerone Increasing Passion Butterfinger KitKat Hersheys Twix Snickers Increasing Positivity of Sentiment Size of Bubble: Volume of conversations Sentiment: Continuum of negative to positive perceptions/sentiment Passion: Conversations that are extreme27
  28. 28. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategyUnderstand your perceivedcompetitive positioning
  29. 29. I am positioning my product as ___. Is this how it is perceived? Are consumers identifying with my brand’s positioning? Which competitors are positioned like my brand?29
  30. 30. SNACK Toblerone 100% 80% Snack 60% CANDY Candy Snickers 40% KitKat 20% Dairy Twix 0% Hersheys Snickers Kitkat Toblerone Butterfinger Twix DAIRY / CANDY Butterfinger Snickers‟ : is it really a snack?30
  31. 31. Strategy: Satisfying Buzz: A candy, and a benchmark for snack high sugar McDonalds Fruit & Maple Oatmeal: Healthier than an Egg McMuffin? Examiner.com, Health Section, January 2011 “High fructose corn “What is healthier a Snickers “Snickers satisfies. “I‟ve eaten “Feeling like such a syr-YUM-p – while I bar or a toast with butter like Eat one snickers Snickers before fatty eating a certainly like 5 inches? They‟re both before your big lift.” track practice!“ snickers” chocolate, I will mostly sugar and fat. Forum comment Facebook user Facebook user always pick sour Neither is healthy.” April 2011 April 2011 September 2010 candy over the Forum post Snickers bar.” December 2010 Blogger November 201031
  32. 32. Marketing Listening to Brand Management Consumers Management “The Snickers Halloween commercial is creepy.” Twitter user November 2010 “I wonder how they cast people to be in a Snickers commercial, do they just drive by the Rescue Mission & pick up some guys?” Facebook user November 201032
  33. 33. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategyDelve into a consumer‟s subconscious for yourperceived online brand identity
  34. 34. There is just so much being said online. How can I get my head around it? How can I go deeper than the surface of conversational themes?34
  35. 35. Conscious and subconscious consumer The way the brand makes the consumer feel. perceptions Emotional Plutchik’s primary emotions benefits The desired efficacy of a product. Personality Functional elements benefits A human characteristic used to describe the brand. Dr Jennifer Aaker35
  36. 36. Functional benefits Hersheys Snickers Toblerone Twix Kitkat Butterfinger Taste (Savor) New Increasing order of importance by buzz Strength Looks Good (Sight) Not too sweet Neutral Sound Weakness Price No mentions Feels Good (Sensation) Different Scent Increasing Volume of Buzz36
  37. 37. Emotional benefits Hersheys Snickers Toblerone Twix Kitkat Butterfinger Appreciation Increasing order of importance by buzz Happiness Strength Anticipation Surprise Neutral Reputation Weakness Trust No mentions Energetic Caring Pride Increasing Volume of Buzz37
  38. 38. Personality elements Hersheys Snickers Twix KitKat Butterfinger Toblerone Funny Generosity Increasing order of importance by buzz Kindness Conscientiousness Strength Intelligence Neutral Honesty Fashionable Weakness Creativity No mentions Exciting Sexy Agreeableness Determination Courage Mysterious Increasing Volume of Buzz38
  39. 39. Appreciation symbolizes gratefulness… “That stack of Hershey‟s “The last time I recall bars is calling my name! eating a Hershey‟s Thank you Hershey‟s! “ bar, it tasted dreadful.” Blogger Google Buzz user November 2010 July 2011 “Thanks to “I open the wrapper and I‟m immediately Hershey‟s, I‟m feeling greeted by a smell of vomit. I take a bit better.“ and it TASTES like vomit.” Facebook user Noseeker Forum post December 2010 June 2011 “Just had three mini Hershey‟s. “Hershey‟s chocolate is gross. Milk Thanks for the motivation!.“ chocolate bars are gritty and taste weird.” Twitter user Yelp! Review December 2010 March 2011 … but lack of humor and poor taste perceptions lower happiness39
  40. 40. Trust builds a solid reputation… “To my secret admirer, if you‟d like to give me chocolates, I‟d “Those mini snickers bars are just not big like a box of mini Snickers enough. I‟m still hungry!” please. Thank you!“ Product review comment Facebook user October 2010 February 2011 “Got mini Snickers bars & “God bless you for buying there was no information for Snickers last night. They are eyesight issues.” really doing the trick.“ Facebook user Twitter user February 2011 February 2011 “One day the store was giving out chocolate, and on another they were “Snickers… the best decision of giving away Twizzlers … because of that my life! I firmly believe this!“ the store sold fewer Snickers bars.” Facebook user Forum Comment March 2011 August 2011 … but low generosity and sizes are not preferred40
  41. 41. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategy Identify your online consumers41
  42. 42. Who is talking about me online? Can I identify anything about shopping behavior? What is the best social media platform for my marketing team to focus on?42
  43. 43. Gender Age Large Smallest Hersheys 41% 59% proportion of Hersheys 47% 41% youth females segment Snickers 53% 47% Largest Snickers 60% 31% proportion of males Twix 48% 52% Twix 67% 25% Largest youth segment Kitkat 47% 53% Kitkat 64% 31% Butterfinger 40% 60% Butterfinger 60% 29% Toblerone 47% 53% Toblerone 63% 21% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Male Female <18 18-34 35-64 >6543
  44. 44. 40% Hersheys Snickers 20% 0%44
  45. 45. They purchase it in grocery or Their children They talk mass retailers eat it in school mostly on blogs (US) It is mainly eaten by their men or their children Young and middle aged women talk They eat it at home about on holidays and They talk often on other occasions Twitter (Brazil)45
  46. 46. They purchase it at fast food joints or vending machines Guys between 18 - 35 talk about Snickers It is for them or their friends They eat it during work They talk mostly on Facebook46
  47. 47. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategy Social media allows you to develop actionable recommendations47
  48. 48. Now what?48
  49. 49. Communication Consumers Perceptions Triggers Campaigns CANDY + SNACK + DAIRY49
  50. 50. A sleek, stylish and conscientious chocolate triggers bar, Hershey‟s guarantees your true appreciation and drives anticipation, especial ly around the holiday seasons.50
  51. 51. A no frills honest nutty chocolate triggers bar, Snickers‟ is known for generating surprise with new flavors and sizes that you can trust for a solid taste.51
  52. 52. Rebrand Sustain Increasing Passion Increasing Passion Snickers Hersheys Reposition Revitalize Increasing Positivity of Sentiment Increasing Positivity of Sentiment52
  53. 53. development Reposition (Recommunicate) Revitalize Utilize promotions or larger portions Develop indulgent and taste driven for generous associations, in messaging, and introduce humor to seasonally changing artwork as a new evoke happiness. look. For the long run, develop tasty Work on lowering sugar perceptions seasonal flavors, given success in through product development or promotions over holidays. emphasis of other nutrition (e.g. nuts).53
  54. 54. Conclusions: use social media research?
  55. 55. Purchase Positive Leverage Conversations Market Brand Marketing and perception Align Brand Recommend analysis Management Positive Perceptions Identify55
  56. 56. 56
  57. 57. Social media: an honest and „real-time‟ view of your brand. Use It Stand alone / Concept Campaign Netnography complementary generation effectiveness study Ultimately, another way to understand those who matter most: Your Consumers57
  58. 58. Further reading http://www.skimgroup.com/publication-socialmediaresearch-quirks58
  59. 59. contact us or follow us online!Sourabh SharmaSocial Media Research Experts.sharma@skimgroup.com @sssourabh @skimgroup linkedin.com/ facebook.com/ twitter.com/ youtube.com/ skimgroup.com company/skim skimgroup skimgroup skimvideos
  60. 60. About SKIM • Cutting-edge research agency since 1979 • Committed to providing great answers in marketing • Acknowledged strategic partner in pricing, communications, portfolio management and social media research • Serving clients in consumer goods, including personal care, foods and cosmetics, alongside healthcare, consumer health, telecom and finance • Offices in New York, San Francisco, Rotterdam, Geneva and London60

×