Removing Research Friction - Marketing...
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Removing Research Friction
Research Asia Interactive 2017Tin-tin Siapno
Head of Marketing Communications
Nestle Hong Kong Ltd.
22 June 2017
Facebook Overview
9
Page Level Statistics
Fan base (as of 30 April 2017): 23,214
New Fans to Page: +72
Change in Fan Base: +0.31%
Peak of Daily Engaged User: 642 (14 Apr)
KPI - Avg Daily Engaged User: 93*
(KPI: 1.8-2.2% of fan base = 417-510)* This may be due to few number of posts published in Apr.
Post Level Statistics
No. of Posts uploaded to Wall: 5 (2 with ad)
No. of People Reached: 6,469
KPI - Organic Reach %: 9.37%
(KPI: 26-30%)
KPI - Avg Organic Post Engagement: 64
(KPI: 100)* Most Net Likes: Apr 14
** Most Likes appear on the page and adverts
Social Listening
NDG:
A post on Review33.com asked for any discount sale of NDG capsules
in Wan Chai district. Viewers commented on capsules found in Yata but
with no special discount. Online purchase was also suggested.
Recyclable Nespresso & NDG capsules sale online was also suggested
but viewer friendly commented that he had not tried and there was no
quality guarantee. A last viewer said the use of coffee machines with
customized capsules was sake of convenience and use of recyclable
capsules was against the benefit of these coffee machines. http://www.review33.com/food/index.php?topic=11170221114423&item=&page=1
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Social Listening – Research Tool
“Did you have tofu?” was a post on Baby Kingdom by a pregnant woman
in her first trimester. Most mothers said yes although not necessary
everyday. Overall comment on tofu was nutritious and fit for pregnant
woman’s diet. Most important was a balanced diet and should consider
skipping cheese, sashimi and ice cream as these might contained
germs. A last comment was suggestion to consult a Chinese doctor and
understood about the body temperament, saying what was good for
majority might not be good for others as each had different physical
condition.
18
KPI Drive – Metrics to
Asses
After the campaign
If you achieved
marketing objective that
was set
Watch – Lead
Indicators
During the course of the
campaign
Whether you are
achieving your marketing
objectives
1. Effective Reach –
opportunity to
see/hear or
experience
2. Resonance – get
attention and trigger a
positive change
3. Action – generate a
response
4. Business results
Types of Research – Online and Offline
24
Consumer
U&A and BHT
Ideation and NPD
Shopping Behaviour
Communications
- Concepts
- Videos
- Digital Posts
In-home
visits and
FGDs
Pre- and Post-
campaign evaluation
Social Media Impact
Product Satisfaction
Panelist Profile
Panelist
Count as
of March :
3,727
16%
84%
Gender
Male Female
4%
11%
45%
35%
5%
54+
45-54
35-44
25-34
15-24
Age
20%
80%
Maritial Status
Single Married
8%
6%
14%
25%
41%
5%
50,000 +
40,000 - 49,999
30,000 - 39,999
20,000 -29,999
10,000 - 19,999
Below 10,000
Personal Monthly Income
21%
11%
15%
19%
17%
13%
3%
60,000 +
50,000 -59,999
40,000 - 49,999
30,000 - 39,999
20,000 -29,999
10,000 - 19,999
Below 10,000
Household Monthly Income
24%76%
Work Status
Non-working
Working (FT or PT)
P3M Product Usage
Infant Milk Powder
37%
Baby Food23%
Cat Food9%
Dog Food7%
RTD tea
78%
RTD coffee
47%
Soluble Coffee
45%
Coffee Machine
24%
Chocolate
80%
Confectionary
59%
Base: 2016 Q4 U&A Survey (n=596)
Key Takeaways
1. Google Analytics, Facebook Insights, YouTube Insights, comments and
forums are all free real-time data you can use.
2. Mine data you can get from your existing assets to get to know your
consumers, success of your campaign, and help you make decisions.
3. Watch the right metrics based on your KPIs
4. If you have the money, the manpower, having a panel can create that 2-
way conversation with your consumers
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