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

3

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

25

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

26

TVC link: http://bit.ly/U64xdI

BENICIO DEL TORO CAROLINE CORREA

Magnum Gold Symphony

27

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

TWITTER

http://www.facebook.com/Magnum

FACEBOOK

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

32

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?

39

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.

43

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