wave social media quarterly q3 2010 (summary)

Wave: social media quarterly

Q3, 2010: the importance of being relevant

1st October 2010

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Contents

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Customer loyalty can help make a good campaign great

(Samsung, Pepsi, Milky Bar, Vitaminwater)

Targeted content can reach niche groups on mainstream sites

(Mercedes, Under Armour)

Successful social media marketing considers cultural norms

(Nissan, Ben and Jerry’s)

Appropriate, timely action benefits brands in times of crisis

(Dr Pepper, Apple, Kraft)

Highlights of social media marketing in Q3 2010

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Executive summary

Relevance is more important than big, bold creatives

(Diesel, Sony Ericsson, Louis Vuitton, Domino’s, Cadbury)

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About Wave:

• Wave: provides insight into the latest social media marketing – online, on RSS and Twitter and in weekly emails via the Wave: website

• This document provides an overview of some of the most interesting developments in social media marketing during Q3 2010

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1. Executive summary




Relevance is more important than big, bold creatives

• Q3 2010’s social media campaigns demonstrated the importance of relevance over innovative creatives

• For some brands, this meant large, compelling campaigns did well:

Cadbury, Diesel and Sony Ericsson used innovative creatives to hook consumers

• For others, simple Facebook or Twitter posting worked best:

Louis Vuitton and Domino’s built on prevailing fan perceptions to drive engagement




Customer loyalty can make a good campaign great

• Brands who attempted to make use of consumer loyalty to drive engagement in Q3 2010 had mixed results

• Some saw good results from playing on consumer loyalties in social media:

Samsung gained credibility by targeting customers of rival brands – whilst Vitaminwater’sexisting fans provided essential online support

• However, other brands saw a backlash when their campaigns diverged from consumers’ established preferences:

Pepsi Max lost a battle of brand loyalties against Coke Zero - and Milky Bar’s reinvention alienated existing fans




Targeted content can reach niche groups on mainstream sites

• Q3 2010’s digital campaigns demonstrated the need to balance mainstream reach with targeted content

• Mercedes’ Facebook activity highlighted the difficulties in using an existing community to reach new consumers:

Announcements of new products scarcely affected the lucrative potential owner segment

• Under Armour chose social media as the best way of reaching potential buyers:

Its “motivating” female-focused activity engaged many women on Facebook and YouTube




Successful social media marketing considers cultural norms

• International social media campaigns in Q3 2010 showed how important cultural norms are to consumer engagement:

Nissan’s international Leaf launch prompted very different reactions in the US and Japan – proving different geographies have different priorities

• Global brands who considered cultural differences in Q3 had good results:

Ben & Jerry’s reached out to French fans by giving them their own Facebook page, driving positive brand engagement in France




Appropriate, timely action benefits brands in times of crisis

• Q3’s social media crises demonstrated the importance of a good brand response to diffusing crisis situations

• Brands like Kraft, which took appropriate and timely action to resolve crises, were well received:

Other brands handled crises less well – being overly censorial (Apple) or too slow to give an inadequate response (Dr Pepper)

This only increased criticism, as consumers talked about how the crisis was handled as well as the crisis itself




2. Relevance is more important than big, bold creatives




‘ Very cool concept, love how integrated it is ’

Diesel: campaign buzz by association with core brand values

Key takeaways

Very positive consumer reaction to “awesome” viral ads

Buzz is predominantly about campaign, not Diesel products

Campaign drives association of Diesel with fun and cutting edge

Meaningful viral activity complements a brand’s core values, as with Diesel’s “Kick ass” campaign

About the campaign

Brand Diesel

Campaign Kicking Ass

Product Sneakers

Premise "Not made for running"

Agency Santo

Approach Integrated - social media, print, video

YouTube 313,432 views

Facebook 2,273 likes

Twitter 2,504 followers

‘ This might be the most ridiculous ad I've ever seen... ’

‘ This is a very odd campaign. Props for originality and unique images and concepts ’




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