social media research made actionable

SKIM Webinar | May 10, 2012

Sourabh Sharma

Consumer Products

Scott Garrison

Today’s webinar host

Your chocolate. Your fans. Your strategy.

Social Media Research made actionable.

SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

90% of people trust online peer

recommendations

(delivered by 3 billion search

queries)

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-English

Over 30% of the world’s

population is under 30.

96% of them are active

on a social network.

3


90% of people trust online peer

recommendations

(delivered by 3 billion search

queries)

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-English

Over 30% of the world’s

population is under 30.

96% of them are active

on a social network. The unbiased social media context is a

valuable source of information.

It WILL influence brand marketing decisions.

4

Background


Classic Research

Social Media Monitoring

Social Media Research

6


United States (English) Brazil (Portuguese)

7

Focus:

Hershey’s

(Snickers)


Objective: Use social media conversations about brands to generate insights

8

Perceptions

Consumers Triggers

Communication

Campaigns

SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.” 9

@ Kit Kat

@ Passion – 5(6)

@ Anticipation

@ Desire

@ Positive

@ Male (age)

@ Twitter

1. Design Study

(specify key words)

2. Fieldwork: Internet scanning

3. Output and Analysis

sssourabh

rainy new york morning

and almost got hit by a

cab :( but thank God for

snickers!! #yum #love 25 minutes ago

Getting ready for our

#socialmedia #webinar!

1 hour ago

10

your chocolate your fans your strategy

Competitive

Landscape

Perceived

Brand Identity

Consumer

Persona

Platform

Effectiveness

Actionable

Recommendations


You can use online brand perceptions

to discern your brand’s competitive

environment

Competitive

Landscape

Perceived Brand

Identity

Consumer

Persona

Platform

Effectiveness

Actionable

Recommendations



Incre

asin

g P

assio

n

Increasing Positivity of Sentiment

Sustain

brand equity

Rebrand (communication, development,

packaging, etc.)

Reposition your

brand (communication, line extension, etc.)

Revitalize your

brand


Snickers

Hershey's

Butterfinger

KitKat

Twix

Toblerone

Hershey’s

Garoto

KitKat Lacta

Twix

Size of Bubble: Volume of conversations

Sentiment: Continuum of negative to positive perceptions/sentiment

Passion: Conversations that are extreme

Incre

as

ing

Pa

ss

ion


Incre

as

ing

Pa

ss

ion


13


0

10

20

30

40

50

60

70

Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug

Snickers Hersheys Butterfinger KitKat Toblerone Twix

14

Time

KitKat squirrels

“Have a break”

commercial

Negativity towards

KitKat “chunky”

product Anger over Twix

commercial

% o

f C

on

ve

rsa

tio

ns

th

at

are

Po

sit

ive

Hershey’s

packaging for

Valentines

special Hershey’s

Halloween

special edition

Snickers

used as “too

much sugar”

benchmark


CANDY

Snickers

KitKat

Twix

DAIRY /

CANDY

Butterfinger

SNACK

Toblerone

0%

20%

40%

60%

80%

100%

Hersheys Snickers Kitkat Toblerone Butterfinger Twix

Snack

Candy

Dairy

Snickers’ : is it really a snack?


McDonald's Fruit & Maple Oatmeal: Healthier than an Egg McMuffin?

Examiner.com, Health Section, January 2011

“What is healthier a Snickers

bar or a toast with butter like

5 inches? They’re both

mostly sugar and fat.

Neither is healthy.”

Forum post

December 2010

Strategy: Satisfying

snack

Buzz: A candy, and a benchmark for

high sugar

“High fructose corn

syr-YUM-p – while I

certainly like

chocolate, I will

always pick sour

candy over the

Snickers bar.”

Blogger

November 2010

“I’ve eaten

Snickers before

track practice!“

Facebook user

April 2011

“Snickers satisfies.

Eat one snickers

before your big lift.”

Forum comment

April 2011

“Feeling like such a

fatty eating a

snickers” Facebook user

September 2010


“The Snickers Halloween

commercial is creepy.” Twitter user

November 2010

Brand Management Marketing

Management

Listening to Consumers

“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 2010

If you understand your perceived

brand identity, you can use it to

leverage your brand’s strengths

Competitive

Landscape

Perceived Brand

Identity

Consumer

Persona

Platform

Effectiveness

Actionable

Recommendations



Snickers

Hershey's

Butterfinger

KitKat

Twix

Toblerone

Size of Bubble: Volume of conversations

Sentiment: Continuum of negative to positive perceptions/sentiment

Passion: Conversations that are extreme

Incre

as

ing

Pa

ss

ion


19


Emotional benefits

Functional benefits

Personality elements

A human characteristic

used to describe the

brand.

Dr Jennifer Aaker

The desired efficacy

of a product.

The way the brand makes

the consumer feel.

Plutchik’s primary emotions

20

Conscious and

subconscious

consumer

perceptions


Hersheys Snickers Toblerone Twix Kitkat Butterfinger

Taste (Savor)

New

Looks Good (Sight)

Not too sweet

Sound

Price

Feels Good (Sensation)

Different

Scent

22

Functional benefits

Incre

asin

g o

rde

r o

f im

po

rta

nce

by b

uzz

Increasing Volume of Buzz

Strength

Weakness

Neutral

No mentions


Hersheys Snickers Toblerone Twix Kitkat Butterfinger

Appreciation

Happiness

Anticipation

Surprise

Reputation

Trust

Energetic

Caring

Pride

23

Incre

asin

g o

rde

r o

f im

po

rta

nce

by b

uzz

Strength

Weakness

Neutral

No mentions

Emotional benefits



Hersheys Snickers Twix KitKat Butterfinger Toblerone

Funny

Generosity

Kindness

Conscientiousness

Intelligence

Honesty

Fashionable

Creativity

Exciting

Sexy

Agreeableness

Determination

Courage

Mysterious

24

Incre

asin

g o

rde

r o

f im

po

rta

nce

by b

uzz

Personality elements

Strength

Weakness

Neutral

No mentions



“That stack of Hershey’s

bars is calling my name!

Thank you Hershey’s! “

Blogger

November 2010

“The last time I recall

eating a Hershey’s bar,

it tasted dreadful.”

Google Buzz user

July 2011

“I open the wrapper and I’m immediately

greeted by a smell of vomit. I take a bit

and it TASTES like vomit.”

Noseeker Forum post

June 2011

“Thanks to Hershey’s,

I’m feeling better.“

Facebook user

December 2010

“Just had three mini Hershey’s.

Thanks for the motivation!.“

Twitter user

December 2010

“Hershey’s chocolate is gross. Milk

chocolate bars are gritty and taste weird.”

Yelp! Review

March 2011

Appreciation symbolizes gratefulness…

… but lack of humor and poor taste perceptions lower happiness

26

It is important to understand the

characteristics of your users and what

platform generates the most conversations

Competitive

Landscape

Perceived Brand

Identity

Consumer

Persona

Platform

Effectiveness

Actionable

Recommendations


Publicly available

demographic data

IP tracking

geographic data

Allusion to demographics

in verbatims

“I’m

celebrating my

18th birthday in

Times

Square!”

27 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”


47%

40%

47%

48%

53%

41%

53%

60%

53%

52%

47%

59%

0% 20% 40% 60% 80% 100%

Toblerone

Butterfinger

Kitkat

Twix

Snickers

Hershey's

Male Female

63%

60%

64%

67%

60%

47%

21%

29%

31%

25%

31%

41%

0% 20% 40% 60% 80% 100%

Toblerone

Butterfinger

Kitkat

Twix

Snickers

Hershey's

<18 18-34 35-64 >65

Largest

proportion of

females

Largest

proportion of

males

Smallest

youth

segment

Largest youth

segment

Gender Age Large

proportion of

females


0%

20%

40%

Hershey's

Snickers

Driven by

blogs

Driven by

Facebook

30

They talk

mostly on blogs

(US)

They talk often on

Twitter (Brazil)

They purchase it

in grocery or

mass retailers

It is mainly

eaten by their

men or their

children

They eat it at home

on holidays and

other occasions

Their children

eat it in school

Young and middle

aged women talk

about


31

Guys between 18 -

35 talk about

Snickers

They talk mostly on

Facebook

They purchase it at fast food

joints or vending machines

It is for them or

their friends

They eat it

during work


Social media truly allows you to

develop actionable recommendations

for your brand

32

Competitive

Landscape

Perceived Brand

Identity

Consumer

Persona

Platform

Effectiveness

Actionable

Recommendations



CANDY

+

SNACK

+

DAIRY

Perceptions Consumers Triggers Communication

Campaigns


triggers

A sleek, stylish and

conscientious

chocolate bar,

Hershey’s

guarantees your true

appreciation and

drives anticipation,

especially around

the holiday seasons.


Hershey's

Incre

as

ing

Pa

ss

ion


35

Sustain Rebrand

Reposition Revitalize Incre

as

ing

Pa

ss

ion



Revitalize

Develop indulgent and taste driven

messaging, and introduce humor to

evoke happiness.

Long run: develop tasty, seasonal

flavors, given success in

promotions over holidays.

development

37

Conclusions


Marketing and

Brand

Management

Brand

perception

analysis

Positive

Conversations

Positive

Perceptions

Ali

gn

Levera

ge

Mark

et

Purchase

Recommend

Identify


Social media: an honest and ‘real-time’ view of your brand. Use It

40

Concept

generation Netnography

Campaign

effectiveness

Stand alone /

complementary

study

Ultimately, another way to understand those who matter most:

Your Consumers

contact us or follow us online!

Sourabh Sharma

[email protected]

+1 201 963 8430

Scott Garrison

[email protected]

+1 201 963 8430

http://www.facebook.com/skimgroup

http://www.twitter.com/skimgroup

http://www.linkedin.com/company/skim

http://www.youtube.com/skimvideos

mailto:[email protected]

mailto:[email protected]

social media research made actionable

Business