Whispers & Shouts

Social Media PresentationAusCham11th December 2013

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.

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Social media sentiment analysis

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

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Mentions of Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)

Consistent online chatter

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Mentions of Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)

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Share of digital voice: Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)

Anmum 70% share of online voice

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Mentions by Media type: Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)

Blogs, Twitter and Facebook dominate conversation

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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

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1st influence

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2nd influence

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Tweet examples

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Anmum TVC on YouTube – limited views

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Was this a whisper or a shout?

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 TOROCAROLINE CORREA

Magnum Gold Symphony

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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

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

Thousands of “Magnum” mentions occurred between July-October, highlighted by two peaks. Who were the top influencers of each peak?

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10,000MagnumMentions 1.8 Mio

TotalReach

Peak 1 (Aug 19-20)

6,269MagnumMentions 3.9 Mio

TotalReach

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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MYMAGNUMID

ALANLANALAN

BISMAROCKERS

ALFAMARTKU

ZAKASUNTARA

ARNEEEST

SHEBENK_BENK

AGILWCK

DINDUTSS

TIGAWAT

ASSJERUK

IBAYLAH

29,431

23,693

19,455

19,442

15,781

14,383

13,263

12,433

11,288

10,252

8,605

7,951

Peak 1TRANSTV_CORP

ADDIEMS

MEMES605

MARISCHKAPRUE

MISSSHARENA

BENJOSHUA_R

DEWA_KLASIK

DIRASUGANDI

SKYRAMADHAN

MYTRANSTWEET

NICKYXOIX

MYMAGNUMID

658,703

270,721

128,935

111,439

108,623

106,446

80,830

75,820

67,091

60,927

60,021

53,998

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.

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

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Brand Awareness

Magnum Gold

TVC

Consumption

Purchase Intention

Taste

Consideration

Magnum Café

Price

Availability

Nutrition & Health

100

67

38

18

15

10

9

3

3

2

1

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

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Brand Awareness

Magnum Gold

Symphony

Trans TV

Consumption

Taste

Purchase Intention

TVC

Consideration

Magnum Café

Price

100

51

36

24

14

9

5

5

4

3

1

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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Peak 1 Peak 2 Peak 1 Peak 2

72

33

71

47

10

13

2

8

18

54

28

45

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: 80,830Sentiment: Negative

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“Buying Magnum Ice Cream = stupidity. How much does it cost anyway? Why is the commercial so over the top (exaggerating)…”

Followers: 20,050Sentiment: 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?

It turns out that the mentions on Magnum taste slowed down in the next days. Did the negative sentiments simmer as well?

29Actual 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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Sep 30 Oct 1 Oct 2 Oct 3 Oct 4 Oct 5 Oct 6 Oct 7 Oct 8 Oct 9 Oct 10

3040 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

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

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Was this a whisper or a shout?

Are you in a brand or a category/sector that people shout about or not?

Do the people who do talk have any influence or not?

Do I just need to be listening or do I need to be part of the dialogue?

Should I be starting conversations or merely replying? Do I need a social media manager? 

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Raises some important questions about social media…

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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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!

Part

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