using social media in a "brandless" category
DESCRIPTION
Digital communications is today's leading marketing force, owing to the fact that consumers have candid conversations about brands online. Yet, it is more challenging to derive insights in a category where there are excessive brands, or where the category overpowers the brands, making it virtually 'brandless'. Illustrated by a butter/margarine case study and stepping back to cover some fundamentals of social media research, Sourabh will reveal how to revitalize your digital communications with greater effectiveness in such a scenario.TRANSCRIPT
Using social media in a “brandless” category
Improving digital communications through effective and actionable social media research
Sourabh Sharma
Communication &
Social Media Research Expert
Abigail Joffre
Today’s Webinar Host
#SKIMwebinar
Share your thoughts online:
2 SKIM Webinar “Using social media in a “brandless” category”
Blog
• sssourabh.com
• Facebook Page
Professional
• Carbonmade Portfolio
Social
• Google+
• Lookbook
Photo / Video
• Tumblr
• Flickr
• Instagr.am
• Vine
• Gentlemint
• Dudepins
Ideas
• Formspring
• Stumbleupon
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of people trust online peer recommendations90%trust advertisements14%
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social media users believe twitter influences purchases2 of 3
of people follow brands on social media50%of social media users post brand related content46%
6 SKIM Webinar “Using social media in a “brandless” category”
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what if I am
brandless
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SKIM conducted “fieldwork” (web scraping) across the social media universe on the spreads category, focusing on butter and margarine for a period of 1 year
Discover what you can learn about the overall category
Understand how to impact digital communications
Develop actionable recommendations for margarine producers
Background
How things came about
SKIM Webinar “Using social media in a “brandless” category”
Classic Research
Social MediaMonitoring
Social Media Research
10
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sssourabh
sssourabh
tried to make my favorite American cheesecake in New York a bit more healthy by using margarine in the frosting. #bitter #cake 25 minutes agoGetting ready for our
#webinar!1 hour ago
The social media research method
How things came about
SKIM Webinar “Using social media in a “brandless” category”
Publicly available demographic data
IP tracking geographic data
Allusion to demographics in verbatims
“Using real butter to make my 25th birthday cake for
my party in Miami!”
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1. Design Study2. Fieldwork
Internet Scraping and Coding3. Customized analysis and
output
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• Author
• Date
• Location
• Hashtags
• Context
• Emotions
• Personality
1. Design Study
sssourabh
sssourabh
tried to make my favorite American cheesecake in New York a bit more healthy by using margarine in the frosting. #bitter #cake 25 minutes agoGetting ready for our
#webinar!1 hour ago
16 SKIM Webinar “Using social media in a “brandless” category”
2. Fieldwork
Internet Scraping and Coding
• Very Positive • Positive• Neutral • Negative• Very Negative
Sentiment
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Social Media
Research
Campaign effectiveness
Competitive comparisons
Netnography and
psychographics
Supplement traditional research
Find product flaws quickly
Innovation and ideation
3. Customized analysis and output
In spreads, it’s all about usage
Who talks about brands?
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of butter conversations mention brands 2%of margarine conversations mention brands 9%
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brandless
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Butter Margarine
General Cooking
Baking
Frying
Grilling
Roasting
Recipes
“I use it for everything except baking. Butter is the only thing that will do when baking.”
Community Post, July 2012
“I really think butter vs. margarine in baking is more texture than taste. Butter seems to give a better chew to cookies than margarine does.”
Forum Comment, July 2012
usage
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Butter Margarine
Kitchen
Personal Use
Fastfood Restaurants
Discount Stores
Hotels
Casual Dining“Ruth Chris Steakhouse has the best
steaks - maybe because they are sizzling in butter”
Blog, June 2012
“Fresh butter on fresh bread in my kitchen – the best way to eat it.”
Blog, March 2012
location context
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dig deeper
I love my butter, but not my margarine
Fact or fiction?
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LoveHate
Dislike LikeIncr
easi
ng
Pa
ssio
n
Increasing Positivity of Sentiment
Sentiment: Continuum of negative to positive perceptions/sentiment
Passion: Conversations that are extreme
SKIM Webinar “Using social media in a “brandless” category”27
Margarine
Butter
Sentiment: Continuum of negative to positive perceptions/sentiment
Passion: Conversations that are extreme
Size of Bubble: Volume of conversations
Incr
easi
ng
Pa
ssio
n
Increasing Positivity of Sentiment
The taste versus health debate
Let’s debate
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Tast
e
Health
Best for me!Healthy and Tasty
Yummy!Tasty, not Healthy
Why bother?Neither Healthy nor Tasty
Good for me!Healthy, not Tasty
Taste: Continuum of negative to positive perceptions of taste
Health: Continuum of negative to positive perceptions of health
SKIM Webinar “Using social media in a “brandless” category”30
Margarine
Butter
Taste: Continuum of negative to positive perceptions of taste
Health: Continuum of negative to positive perceptions of health
Size of Bubble: Volume of conversationsTa
ste
Health
What stands out about these spreads?
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Butter Margarine
Tasty
Salty
Fresh taste
Sweet
Spicy
Moderate Strength
Moderate Weakness
Neutral
Weakness
Strength
Inc
rea
sin
g o
rde
r o
f im
po
rta
nc
e b
y b
uzz
Increasing Volume of Buzz“Ohh the disappointment when
you realize the butter you bought isn't
salted. :'( #RuinedCrumpets.”
Twitter User, May 2012
“You could use margarine if you like, but personally I think
butter is the best option (in terms of taste) ”
Youtube Recipe, June 2012
taste
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Butter Margarine
Nutrition & Vitamins
Healthy
Diet Friendly
Low Fat
Organic
Calories
Sodium
Inc
rea
sin
g o
rde
r o
f im
po
rta
nc
e b
y b
uzz
Increasing Volume of Buzz
Moderate Strength
Moderate Weakness
Neutral
Weakness
Strength “A major advantage of margarine is that it is
cholesterol free.”
Reddit, June 2012
“Butter is natural, and will obviously have more
vitamins and nutrition than its fake substitutes.”
Blog, Jan 2012
health
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Butter Margarine
Small sized
Color
Use at hot temperatures
Texture
Ease of use
Large sized
Greasiness
Use at cold temperatures
Inc
rea
sin
g o
rde
r o
f im
po
rta
nc
e b
y b
uzz
Increasing Volume of Buzz
Moderate Strength
Moderate Weakness
Neutral
Weakness
Strength
“I love that my margarine stays soft in the fridge!”
Blog, December 2011
“My butter was rancid after just a couple of days and this wasn't even the summer time when the ambient temperature
would turn it into goo!”
Community, March 2012
functional
The frequent chatters and followers
But who is “talking”?
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Margarine
Butter
45%
43%
55%
57%
Gender Age
Margarine
Butter
52%
50%
41%
39%
5%
7%4%
< 18 18-34 35-65 >65
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Forum
sBlo
gOth
er
Faceb
ook
Comm
unitie
s
Video
s
Revie
ws and
Rat
ings
Socia
l Med
ia N
ews
Micr
oblo
gs
Other
Soc
ial N
etwor
ks0%
20%
40%
Butter
Margarine
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They talk mostly on forums and blogs
They talk about taste elements
It is consumed in the household by men, alongside the entire
family
It is used in cooking and frying (especially
to fry snacks)
Young and middle aged consumers talk
about butter
It is used during breakfast or as toppings at other
mealtimes (e.g. on meats, burgers)
It evokes emotions of happiness
butter
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They talk mostly on forums, blogs
and online communities
They often talk about it as a
substitute to butter, and compare to
other oils too
It is consumed by individuals, or by
members of a household
They focus on areas of both taste and health
Young and middle aged consumers
talk about margarine Health issues
include healthy meals, menu offerings, and
weight loss
Concerns include the debate of
natural ingredients
It is used in cooking, especially
baking
It is used most often for breakfast,
mainly on toast
margarine
what do we take away?
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Develop perceptions of saltiness,
tastiness and freshness, with a creamy texture. Target by usage
types.
A healthy option with low fat and low
calories, which is non-greasy and easy to use. Substitute to butter/oils depending
on messaging medium.
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Extreme preference behavior
Comparative behavior
Product overpowers brand
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A creamy texture for cookies that taste
perfect - every time you bake!
A healthy way to start the day for you and your family
Non-greasy
The best thing to put on toast for a healthy breakfast.
Keep your cake tasty without the calories
Join our online community for tasty recipes and healthy
tips!
It works
Use social media
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Branded or brandless
You can learn from your consumers.
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Big brand or small brand, social media will tell you a story.
Listen.
Concept and claims
generation
NetnographyCampaign /
launch effectiveness
Stand alone social media
research study
Quantitative study validation / complementary
study
Using social media in a “brandless” category
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Sourabh Sharma
Communication &
Social Media Research Expert
@sssourabh
Abigail Joffre
Today’s Webinar Host
@InAbbyLand
Sign up for more of our spring webinars! http://www.skimgroup.com/webinars
Share your thoughts online:
#SKIMwebinar