cimigo social media monitoring for mind exchange 15 1-13
TRANSCRIPT
Social media and your consumers: Whispers? Shouts?
Influence? So what?
Brand giants favour digital
Brand owners including Procter & Gamble, Unilever and Kellogg's are ramping up their digital
expenditure, in the belief this approach offers greater effectiveness and provides cost savings.
Unilever: "We've really made a step change in that area and that gives us not only effectiveness in
spending, but it gives us also a much better connection to our consumers," Paul Polman, Unilever's
CEO.
Procter & Gamble: "We're quickly moving more and more of our businesses into digital," Bob
McDonald, its CEO, said. "We find that the return on investment of the advertising, when properly
designed, when the big idea is there, can be much more efficient."
As an example of this, McDonald's pointed to Old Spice's "Smell Like a Man, Man" campaign, which
yielded 1.8bn impressions, and also cited the rising importance of platforms such as Google and
Facebook.
Kellogg: "What you can't see ... is the shift of our spending in recent years to digital media," said
Ronald Dissinger, its CFO. "This shift has allowed us to partially offset inflation and increase
effectiveness at the same time. We've done a lot of work measuring the optimisation of our mix."
General Mills: "In 2012, many marketers will start with content as a way to engage their best
customers and grow their business versus advertising," said Mark Addicks, the company's CMO.
"They will realize the power of content to enhance the brand experience, deliver the brand's purpose
and extend the opportunities for the brand to serve.
Data sourced from Seeking Alpha/Forbes; additional content by Warc staff
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Social media sentiment analysis
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Lots of information and word of mouth related
to different products and brands are already
available on the web in an easy-to-access form.
This can be cleverly used to enrich our insights :
• To explore new trends and shifts, track key influencers, as well as fine tune the survey design for ongoing programmes.
• To obtain feedback on a wide range of options,
broadening and deepening our competitive intelligence.
• To enrich research findings.
This Cimigo approach captures the sentiment and nuances of what people are
talking about, because you get the best of both worlds, automated analysis
combined with real people reading, digesting and analysing the context.
Social media analysis
IFT Sugars in Malaysia
Mentions of Dutch Lady and Fonterra Brands in
last 30 days (March 14 – April 14)
Consistent online chatter
Mentions of Dutch Lady and Fonterra Brands
in last 30 days (March 14 – April 14)
Share of digital voice: Dutch Lady and Fonterra
Brands in last 30 days (March 14 – April 14)
Anmum 70% share of online voice
Mentions by Media type: Dutch Lady and Fonterra
Brands in last 30 days (March 14 – April 14)
Blogs, Twitter and Facebook dominate conversation
Top Influencers in the blog media: Dutch Lady and
Fonterra Brands in last 30 days (March 14 – April 14)
Top blog influencer – top shown over the page
1st influence
2nd influence
Tweet examples
Blog discussion and comment examples
Anmum TVC on YouTube – limited views
Really, how intimate do we have to get with these (damn)
consumers? Are there mere whispers or are they shouting
about my brand?
What influence do they have? Do I need to be listening? Do
I need to be part of the dialogue? Should I be starting
conversations or merely replying? Do I need a social media
manager?
Everyone is talking about social media – how can I use it?
1. Listening
2. Engagement
3. Brand tracking
4. Product development insights (e.g. baby care, beauty)
5. Risk management
6. Digital engagement campaign performance
7. Product/event launch tracking performance
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Really, how intimate do we have to get with these consumers?
Most brands should be listening to understand what is being said, by whom
and where. Some verticals generate a lot of brand specific mentions, other
less so.
Depends on vertical, customer involvement in category and whether you are
driving an online conversation.
Most FMCG brands monitoring only when you have specific decision points or
KPIs.
1. You or your competitor has PR crisis.
2. Pre-post measurement of serious digital engagement campaign.
3. Major launch or event.
4. You operate in a ‘dark’ market and use digitally heavily.
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Really, how intimate do we have to get with these consumers?
Banks
Telco providers
Beauty
Property
Airlines
Auto
Smart phones
Baby care / formula
Health / pharma
Many FMCG brands
Digital engagement campaigns
Dark market
Product launch / event
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High category involvement
Low category involvement
Low digital
effort
High digital
effort
What influence do they have?
Very important! Influence and reputation are critical
factors.
A 16 y.o. tweeting to 53 friends that they hate your new
product won’t kill your brand, but a blogger with a 100,000
followers can do some damage.
Or a lot of good… Be sure to know your influencers…
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Should I be starting conversations or merely replying?
What’s your strategy?
Customer support? Social as a sales channel? Social for brand
building? Social part of an integrated campaign?
There’s no “1 size fits all” rule.
If you do engage, start small.
It might be “social” but you need detailed processes and
structure to make sure it works.
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Do I need to be part of the dialogue?
• Don’t jump in and start “engagement”.
• Listen first, understand the conversations.
• See what your competitors are doing.
• Fake mentions and blogs posts are a bad idea.
• Genuine engagement can be powerful.
• Engagement won’t work for every brand.
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Do I need a social media manager?
• What’s your strategy? Do you just want more Facebook
likes (and if so.. why??)
• Define what you want to achieve first, then look at
resourcing, not vice versa.
• Set measurable targets, monitor, iterate and learn.
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Magnum Gold Indonesia Launch
Background and objectives
Unilever Wall’s officially launched Magnum Gold, the newest variant of
Magnum on September 13, 2012. Much effort was put into their
marketing activities, including:
– Airing TVC starring Oscar winner Benicio Del Toro
– Magnum Gold Symphony, a live concert broadcasted on local TV
– Gold Rush competition, a real gold giveaway conducted in 3 cities
– Online activation through website, Twitter, and Facebook
Key research objectives:
– Demonstrate power of social media research by:
• Identifying buzz volume
• Understanding opinion of consumers and identifying key influencers
• Identifying and monitoring issues
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Introduction
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Source: http://www.unilever.co.id/MediaRelation/siaran-pers/2012/magnumgold.aspx
The world’s first golden ice cream
now is available in Indonesia
TVC – Magnum Gold
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TVC link: http://bit.ly/U64xdI
BENICIO DEL TORO CAROLINE CORREA
Magnum Gold Symphony
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ADDIE MS
Twilite Orchestra Conductor
SLANK
Rock band
DEWI SANDRA
Singer/model
XO IX (EXTRAORDINARY NINE)
Boyband (newcomer)
DIRA SUGANDI
Singer
SAMMY SIMORANGKIR
Singer
VINA PANDUWINATA
Singer
A live concert broadcasted on local TV station (Trans TV), starring top artists
3 KG gold giveaway
The hunt for gold coins (10 grams each) totaling up to 3 KG, held in three big
cities in Indonesia:
– Bandung: 19-21 October 2012, at Bandung Supermall
– Surabaya: 2-4 November 2012, at Surabaya Townsquare
– Jakarta: 16-18 November 2012, at Central Park Mall
How it was done:
– Mall visitors paid IDR 25,000 in exchange for an entry ticket into Magnum Gold
arena and Magnum Gold ice cream
– Visitors then entered a gold vault to take one of many random boxes available in a
shape of a gold bar. Those who were lucky will find real gold jewelry in a form of
necklaces, pendants, rings, bracelets and earrings.
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The digital efforts from within…
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http://twitter.com/mymagnumID
http://www.facebook.com/Magnum
http://mymagnum.co.id
OFFICIAL WEBSITE
Just how big was the
digital brand buzz,
and what was it
about?
Step 1: Scrape key words
How big was the Magnum buzz on the Internet?
We scraped the Internet for mentions on “Magnum”
Thousands of “Magnum” mentions occurred between July-October, highlighted
by two peaks. Who were the top influencers of each peak?
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10,000 Magnum
Mentions 1.8 Mio Total
Reach
Peak 1 (Aug 19-20)
6,269 Magnum
Mentions 3.9 Mio Total
Reach
Peak 2 (Sep 30-Oct 1)
Actual number of “Magnum” mentions per day from July-October 2012
*Nearly 100% mentions came from Twitter
Though Peak 2 had lesser mentions, the top influencers have a bigger follower
base, hence wider reach
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29,431
23,693
19,455
19,442
15,781
14,383
13,263
12,433
11,288
10,252
8,605
7,951
MYMAGNUMID
ALANLANALAN
BISMAROCKERS
ALFAMARTKU
ZAKASUNTARA
ARNEEEST
SHEBENK_BENK
AGILWCK
DINDUTSS
TIGAWAT
ASSJERUK
IBAYLAH
Peak 1
658,703
270,721
128,935
111,439
108,623
106,446
80,830
75,820
67,091
60,927
60,021
53,998
TRANSTV_CORP
ADDIEMS
MEMES605
MARISCHKAPRUE
MISSSHARENA
BENJOSHUA_R
DEWA_KLASIK
DIRASUGANDI
SKYRAMADHAN
MYTRANSTWEET
NICKYXOIX
MYMAGNUMID
Peak 2
- In Peak 1, the effort of spreading the buzz was mostly done by MYMAGNUMID who had the biggest
follower base. The other 10,000 mentions were contributed by twitizens with lesser followers.
- In Peak 2, though only 6,269 mentions, the top influencers included artists performing on Magnum
Gold Symphony who had a wider follower base, even more than MYMAGNUMID.
Step 2: Add depth to the buzz
What was the buzz about?
We quantified the findings by applying manual coding to extract and
group mentions by content and sentiments (positive, neutral, negative)
Screenshot of manual coding example
Content:
“Already tried MAGNUM GOLD. Yuck, for
those who don’t like sweets don’t even try
it.”
Product Awareness:
Consideration:
Purchase Intent:
Consumption:
Nutrition & Health:
Price:
Any mentions on MAGNUM GOLD?
Any considerations to try the product?
Any indication of buying the product?
Any mentions on consuming the product?
Are there any content about nutrition and/or health?
What about the product taste or flavor?
Any mentions on distribution, stock or availability?
Is the overall sentiment of the mention positive, neutral or negative?
Any mentions on the price of the product?
Overall sentiment
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More than 60% sentiment of each peak was positive, with lesser negative sentiment in
the 2nd peak. What was the buzz all about, and who were the top influencers?
Peak 1 Sentiment (%) Based on sample of authors with
more than 1,000 followers (N=565)
Peak 2 Sentiment (%) Based on sample of authors with
more than 1,000 followers (N=437)
Peak 1: content & sentiment
36
100
67
38
18
15
10
9
3
3
2
1
Brand Awareness
Magnum Gold
TVC
Consumption
Purchase Intention
Taste
Consideration
Magnum Café
Price
Availability
Nutrition & Health
64
68
72
75
92
71
79
11
27
36
38
20
18
10
5
1
2
6
33
40
7
13
16
14
18
20
7
28
15
56
33
57
50
Positive Neutral Negative
Out of all mentions of Magnum, 67% mentions were on “Magnum Gold”, and 38% talked
about the TVC which were mostly positive.
Content (%) Sentiment (%)
Peak 1: sentiments on TVC related to product
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“Darn!!! I thought it was a new
movie trailer, turned out it was
Magnum Gold’s commercial!!
But I guess it’s cool”
Followers: 7,508
Sentiment: Positive
“The Magnum commercial is
too exaggerating. I thought it
was a real movie”
Followers: 6,170
Sentiment: Negative
Peak 2: content & sentiment
38
100
51
36
24
14
9
5
5
4
3
1
Brand Awareness
Magnum Gold
Symphony
Trans TV
Consumption
Taste
Purchase Intention
TVC
Consideration
Magnum Café
Price
65
62
73
77
61
47
100
33
89
55
27
29
27
23
10
8
13
5
36
20
7
9
30
45
54
5
9
80
Positive Neutral Negative
36% of peak 2 contained more than 70% positive mentions on Magnum Gold Symphony.
The TVC was still talked about, but more than half was negative.
Content (%) Sentiment (%)
For TVC and Taste, the negative sentiments increased in Peak 2.
How impactful were the top influencers for this negative sentiment?
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72
33
71
47
10
13
2
8
18
54
28
45
Peak 1 Peak 2 Peak 1 Peak 2
Positive Neutral Negative
TVC Sentiments (%) Taste Sentiments (%)
Peak 2: negative sentiments on TVC related to product
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“False hope is like Magnum
Gold. The commercial is cool
but the taste is bad. Agree?”
Followers: 80,830
Sentiment: Negative
“Buying Magnum Ice Cream =
stupidity. How much does it
cost anyway? Why is the
commercial so over the top
(exaggerating)…”
Followers: 20,050
Sentiment: Negative
One of the top influencer for the negative sentiment was retweeted by others more than
2,000 times. How severe was the impact, and how long did this last?
Step 3: Monitor discussions on taste
We scraped the internet for key words regarding taste and manually
coded representative samples on each day from Sep 30 onwards, to
understand whether the negative sentiment continued
It turns out that the mentions on Magnum taste slowed down in the next days.
Did the negative sentiments simmer as well?
42 Actual number of “Magnum” mentions per day from September 30-November 9
Retweets of the top influencers’ negative sentiment reached a peak in Oct 3, but
slowed down afterwards.
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30 40 45 40 42 45 47 45 47 44 46
10
13 15
14 13 14 12 13 13 14 14
60 47
40 46 44 41 41 42 41 42 40
Sep 30 Oct 1 Oct 2 Oct 3 Oct 4 Oct 5 Oct 6 Oct 7 Oct 8 Oct 9 Oct 10
Positive Neutral Negative
Taste Sentiments (%) Based on rolling sample of authors ranked
by number of followers (N=100 for each day)
N = 100 200 300 400 500 600 700 800 900 1,000 1,100
Step 4: Addressing Taste concerns
Sensory work is being under taken to investigate and overcome the
taste issue.
Conclusion
Learning from Magnum Gold activation…
A wider reach and heightened product awareness was achieved by Magnum
Gold’s online activation which included positive Influencers with an increased
follower base. Clearly Influence matters! The opposite was demonstrated by
a negative influencer who posted negative comments on product taste in the
hours and days that followed.
Identify issues early in launch
Taste has an issue (whether resolved through marketing or product
development) that needs to be investigated to enable momentum through
repeat purchase is built.
How can social media analysis help your brand?
It enables you to take control and take action to fix any problems before any
negative buzz gets bigger. You may not own the conversation but you can
influence it!
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Cimigo – The Voice of the Consumer