Wave Social Media Quarterly Q2 2011

8/3/2019 Wave Social Media Quarterly Q2 2011

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Wave: social media quarterly

Q2, 2011: Keeping

up with consumerinterests and needsvia social media

7th July 2011


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Page 2 October 2009 Proprietary and confidential. All rights reserved


Page 2 7th July 2011 Proprietary and confidential. All rights reserved

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Contents

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Tailoring mobile marketing to meet consumer needs (Reebok,Lynx, Nespresso, H&M, New Look)

Meeting the challenges of super-size Facebook pages(McDonalds, Snickers, Frito-Lay)

Trendwatch: Crowd-sourcing (Bombay Sapphire)

Trendwatch: mobile marketing (Illumination EntertainmentsHop movie)

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Executive summary

Using social media to raise awareness of a brandscorporate social responsibility (Levis, Body Shop, Budweiser)

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About Wave

Wave: provides insight into the latest social media marketing online, onRSS and Twitter and in weekly emails via the Wave: website

This document provides an overview of some of the most interestingdevelopments in social media marketing during Q2 2011

It follows on from the Q3 2010 , Q4 2010 and Q1 2011 quarterly summaryreports previously released by WaveMetrix

Our Luxury Brands guide to Social media is also available
http://wave.wavemetrix.com/wave/all/rss.xmlhttp://twitter.com/http://wave.wavemetrix.com/http://marketing.wavemetrix.com/Wave_social_media_quarterly_Q3_2010.pdfhttp://marketing.wavemetrix.com/Wave_social_media_quarterly_-_Q4_2010.pdfhttp://marketing.wavemetrix.com/Wave_social_media_quarterly_Q1_2011.pdfhttp://marketing.wavemetrix.com/1103_Luxury_social_media_summary_v1.pdfhttp://marketing.wavemetrix.com/1103_Luxury_social_media_summary_v1.pdfhttp://marketing.wavemetrix.com/Wave_social_media_quarterly_Q1_2011.pdfhttp://marketing.wavemetrix.com/Wave_social_media_quarterly_-_Q4_2010.pdfhttp://marketing.wavemetrix.com/Wave_social_media_quarterly_Q3_2010.pdfhttp://wave.wavemetrix.com/http://twitter.com/http://wave.wavemetrix.com/wave/all/rss.xml


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1. Executive summary


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Brands are using social media to highlight theircharitable efforts

In a world where consumers areincreasingly interested in thecorporate social responsibility ofbrands, social media can be aneffective way of highlighting yourethical efforts

Brands are turning to social mediato promote their CSR:

Unilever uses health tips to create anethical image in one of its targetmarkets, Brazil

Levis uses Facebook to engageconsumers with its eco-friendly

Water


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Mobile apps can bring a brand into everyday life,but marketers must be wary of excluding people

Brands like Reebok and Lynx havesuccessfully integrated themselvesinto everyday life by allowingconsumers to share content aroundexercise plans and nights out

Other brands such as Nespresso,H&M and New Look have releasedmobile shopping experiences

Many appreciate that these appsmake their lives easier, but issueswith functionality and availabilitycan result in consumers feelingexcluded by the brand


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Simple community management can keep largefanbases entertained and on-topic

During Q2, 2011, Wavemetrixanalysedsuper-size Facebookpages which offer a unique challengedue to the size and diversity of theirconstituents

Snickers and McDonalds use largelysimple posts which keep consumerson-topic and positive

Frito-Lay tried a rather moreelaborate approach with a Facebooklike World Record attempt:

This resulted in massive engagement with1,571,000 likes gained in a day

However, a limited supply of giveawayproducts and technical difficulties meantconsumer complaints overshadowed theirother efforts


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Crowd-sourcing is an effective way of positioningyour brand as a creative entity

Facebook communities can betapped to provide inspiration forcreatives and get consumersinvolved in the production process

This report looks at one casestudy as an introduction to crowd-sourcing which will be investigatedfurther in our Q3 2011 summary

Consumers are intrigued andattracted by the interesting crowd-sourcing concept:

In our case study, Bombay Sapphireenhanced their creative image bymaking a 3D projection from consumersubmissions which was praised as a

beautiful and amazing project


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2. Using social media

to raise awarenessof a brandscorporate socialresponsibility


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Page 10 October 2009 Proprietary and confidential. Al l rights reserved



Rubbish is money! Gorecycle

Key takeaways

Unilever Brazil launched a campaign promoting thebenefits of healthy living and the improvements itsproducts can bring to consumerslives

The Cado gesto conta campaign positions Unileveras caring, relevant and ethical in one of its

target emerging markets

By stimulating conversation on health, Unileverbuilds up an ethical brand image in Brazil

About the campaign

Brand Unilever Brazil

Approach TheCado gesto conta campaigninvolved Unilevers creating adedicated Brazilian Facebook pagepromoting the benefits its productscan bring to consumers wellbeing, aswell as providing health andnutritional tips to its consumers

Facebook 73,000 likes

The most interestingconversation I have seen

since I joined Facebook Good health brings smiles

Click here for full story and analysis

Unilever Brazil: % buzz by brand value

79% of consumerssee Unilever as anethical company
http://wave.wavemetrix.com/content/unilever-s-ethical-campaign-engages-brasilians-health-and-nutrition-00786http://wave.wavemetrix.com/content/unilever-s-ethical-campaign-engages-brasilians-health-and-nutrition-00786http://wave.wavemetrix.com/content/unilever-s-ethical-campaign-engages-brasilians-health-and-nutrition-00786http://wave.wavemetrix.com/content/unilever-s-ethical-campaign-engages-brasilians-health-and-nutrition-00786


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Nice gesture never theless GO LEVIS

Key takeaways

Levis is able to enhance its charitable image andgenerate engagement with the product by promotingits Water


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Lets hope all the hardwork we put in makes adifference

Key takeaways

Regular updates on Facebook draw attention toBody Shops involvement with charities andemphasise the brands ethical heritage

Consumers respond that they are proud of thoseinvolved and say well done for their fantastic

work on the Stop Sex Trafficking petition

Body Shop uses social media to burnish its ethicalcredentials

About the campaign

Brand Body Shop

Approach Used their UK Facebook page toregularly update consumers on theprogress of the Stop Sex Traffickingcampaign to collect as many petitionsignatures as possible, 735,889 in

total

Facebook 55,000 likes Fantastic. Well done to allwho went!!! Such animportant cause and afantastic way to get peopleinvolved


Body Shop: Top words used on BodyShop Facebook page

Posters wish Body Shopluck with their brilliant

work
http://wave.wavemetrix.com/content/body-shop-uses-social-media-bolster-its-ethical-credentials-00768http://wave.wavemetrix.com/content/body-shop-uses-social-media-bolster-its-ethical-credentials-00768http://wave.wavemetrix.com/content/body-shop-uses-social-media-bolster-its-ethical-credentials-00768http://wave.wavemetrix.com/content/body-shop-uses-social-media-bolster-its-ethical-credentials-00768


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My best buds are helpingsave the earth

Key takeaways

In an industry where brands can face socialresponsibility challenges, Budweisers Grow Onecampaign helps build up its ethical reputation

Consumers reacting to the Grow One campaign aremuch more likely to discuss Budweisers social

responsibility than those responding to general posts

With a simple campaign, Budweiser builds up itsCSR in an industry where it can challenging

About the campaign

Brand Budweiser

Approach Budweiser launched the Grow Onecampaign with a dedicated Facebooktab, in which they encouraged fansto stop shaving and save water

Facebook 1,050,000 likes So I can drink Bud and helpthe earth, HELL YEAH! Keep up the goodwork!!!!!


Budweiser: % social responsibility bypost type

21% see Budweiserscampaign as socially

responsible
http://wave.wavemetrix.com/content/budweiser-s-grow-one-campaign-improves-brand-s-socially-responsible-image-male-f-00782http://wave.wavemetrix.com/content/budweiser-s-grow-one-campaign-improves-brand-s-socially-responsible-image-male-f-00782http://wave.wavemetrix.com/content/budweiser-s-grow-one-campaign-improves-brand-s-socially-responsible-image-male-f-00782http://wave.wavemetrix.com/content/budweiser-s-grow-one-campaign-improves-brand-s-socially-responsible-image-male-f-00782


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3. Tailoring mobilemarketing to meetconsumer needs


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Yay! I kept my promise

Key takeaways

Apps which allow people to communicate with theirsocial group in an everyday setting, like an exerciseregime, allow a brand to incorporate itself in daily life

The Promise keeper app leads three quarters ofpeople to think Reebok is a fun brand and a great

exercise partner

Reebok Promise Keeper shows apps can be usedto ingrain the brand in consumers everyday lives

About the campaign

Brand Reebok

Approach Reebok Promise Keeper app makespeople commit to exercise goalswhich are then shared with theirentire social network to try andmotivate them to fulfil targets


Thanks. I need all thehelp I can get Going to start my newregime straight away


74% ofpeople think

Reebok isfun and anexercisepartner

Reebok Promise Keeper: % discussionby brand value
http://wave.wavemetrix.com/content/reebok-introduce-social-motivation-their-promise-keeper-app-00757http://wave.wavemetrix.com/content/reebok-introduce-social-motivation-their-promise-keeper-app-00757http://wave.wavemetrix.com/content/reebok-introduce-social-motivation-their-promise-keeper-app-00757http://wave.wavemetrix.com/content/reebok-introduce-social-motivation-their-promise-keeper-app-00757


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Great idea. Be reallyinteresting to see how itworks out

Key takeaways

By enabling sharing through an app, Lynx is able tobuild up a fun stand-alone branded community whichsuccessfully engages its target segment, men

Lynxs app effectively engages men by allowing themto share content from a night out with their friends

By catering to consumer interests, Lynx Streammanages to create a branded sharing platform

About the campaign

Brand Lynx

Approach Lynxs Stream App allows users toshare videos, photos and statusupdates from a night out withanyone they are socially connected

to via their mobile phoneFacebook 340,000 likes

Looks like it could be prettycool to me


Lynx Stream: % responses by gender

49% ofresponsesare from

men

Cracking night with the boys
http://wave.wavemetrix.com/content/lynx-stream-mobile-app-acts-successful-sharing-platform-male-consumers-00762http://wave.wavemetrix.com/content/lynx-stream-mobile-app-acts-successful-sharing-platform-male-consumers-00762http://wave.wavemetrix.com/content/lynx-stream-mobile-app-acts-successful-sharing-platform-male-consumers-00762http://wave.wavemetrix.com/content/lynx-stream-mobile-app-acts-successful-sharing-platform-male-consumers-00762


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Awesome. I want it!

Key takeaways

While mobile shopping is well received, marketersneed to be aware of consumers feeling displeasedand excluded by unavailability and technical issues

Positivity towards these brands mobile shoppingapps is stunted by consumer complaints about

technical problems and that they cannot get them

If apps are not widely available or have technicalissues it can mean consumers feel excluded

About the campaign

Brand Nespresso, H&M, New Look

Approach All of these brands created mobileshopping experiences which allowusers to browse and purchaseitems through their phone

Your link takes me to an errorpage Why only for iPhone, whatswrong with Android


Mobile shopping: % sentiment by app

Between 28%to 41% of

peoplerespond

negatively to

these brandedapps becauseof platform

specificavailability

and technicalproblems
http://wave.wavemetrix.com/content/nespresso-app-relaunch-shows-disadvantage-single-platform-approach--00766http://wave.wavemetrix.com/content/nespresso-app-relaunch-shows-disadvantage-single-platform-approach--00766http://wave.wavemetrix.com/content/nespresso-app-relaunch-shows-disadvantage-single-platform-approach--00766http://wave.wavemetrix.com/content/nespresso-app-relaunch-shows-disadvantage-single-platform-approach--00766


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4. Meeting thechallenges of

super-sizeFacebook pages


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BOTH BOTH BOTH BOTH

Key takeaways

Simple polls, such as the one comparing McDonaldsproducts, can keep discussion focused on a brandsproducts

Analysis shows that consumers respond almostentirely with product buzz when answering the

McDonalds poll

McDonalds uses simply constructed poll to keepFacebook discussion focussed on product

About the campaign

Brand McDonalds

Approach McDonalds asked its large Facebookcommunity which of its productsthey preferred, the Big Mac or theQuarter Pounder with cheese, andthe Big Mac came out on top

Facebook 8,800,000 likes

Big Macs are so good

None, full of rubbish!


McDonald: % buzz by response type

91% of discussionis about product
http://wave.wavemetrix.com/content/mcdonald-s-shows-simple-facebook-posts-are-effective-keeping-discussion-topic-ma-00776http://wave.wavemetrix.com/content/mcdonald-s-shows-simple-facebook-posts-are-effective-keeping-discussion-topic-ma-00776http://wave.wavemetrix.com/content/mcdonald-s-shows-simple-facebook-posts-are-effective-keeping-discussion-topic-ma-00776http://wave.wavemetrix.com/content/mcdonald-s-shows-simple-facebook-posts-are-effective-keeping-discussion-topic-ma-00776


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Key takeaways

Snickerscommunity manager successfully engagesconsumers with humorous comments and YouTubevideos with the tagline youre hungry

Conversation on the Snickers page is largely positiveand, although it focuses on post content, it also leads

to very positive buzz around brand and product

Snickers shows fun, simple and light-heartedposts can effectively engage a large fan-base

About the campaign

Brand Snickers

Approach Snickers update their Facebookpage regularly with classic YouTubeclips and funny observations inorder to stimulate discussion ontheir Facebook page


Wow I freaking love Snickers,Yummy!


Snickers: % buzz by discussion topic

While discussion ofpost content has a

large amount ofneutral discussion,

consumers areextremely positiveabout brand and

product

This video has beenaround for a LONG time andALWAYS makes me laugh

I'm gonna go buy aSnickers!!
http://wave.wavemetrix.com/content/snickers-show-benefits-keeping-it-simple-00781http://wave.wavemetrix.com/content/snickers-show-benefits-keeping-it-simple-00781http://wave.wavemetrix.com/content/snickers-show-benefits-keeping-it-simple-00781http://wave.wavemetrix.com/content/snickers-show-benefits-keeping-it-simple-00781


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Very disappointed that Iwas here on time but youwere not so I didn't get thedeal

Key takeaways

Elaborate Facebook campaigns, such as Frito-laysworld record attempt, can result in mass consumerengagement with a brands page

However, consumers reacted very badly totechnical problems and to Frito-lay running out offree giveaway products

Frito-Lay: is it possible to have too manyFacebook fans?

About the campaign

Brand Frito-Lay

Approach Recently broke the world record fornumber of Facebook likes in a dayand offered 24,000 free bags ofcrisps to reward its Facebook fans


Im having problemsgetting it to load and whenit finally did it did not tellme if it went through Doesnt work


Frito-Lay: % buzz by discussion topic

75% ofdiscussion is onthe giveaway,but it is largely

negative
http://wave.wavemetrix.com/content/frito-lay-it-possible-have-too-many-facebook-fans-00779http://wave.wavemetrix.com/content/frito-lay-it-possible-have-too-many-facebook-fans-00779http://wave.wavemetrix.com/content/frito-lay-it-possible-have-too-many-facebook-fans-00779http://wave.wavemetrix.com/content/frito-lay-it-possible-have-too-many-facebook-fans-00779


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6. Trendwatch:Crowd-sourcing


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I LOVE IT! Amazingproject awesome event

Key takeaways

Bombay Sapphire asked its Facebook following to makesubmissions for a 3D light show. The best was thendisplayed on the side of a power station in London

By including consumers in the production process, theImagination campaign leads 46% of consumers to thinkthat the brand is creative

Bombay Sapphire: utilising Facebook for crowdsourcing can help gain a creative edge

About the campaign

Brand Bombay Sapphire

Approach Bombay Sapphires Imaginationcampaign used it Facebookcommunity to provide inspirationfor a 3D projection show atLondons Battersea Power Station


Super concept!

Fantastic night, greatcocktails, very beautifulprojection!!!


Bombay Sapphire: % creativebrand value by post type

Imaginationposts lead

consumers to

see BombaySapphire ascreative
http://wave.wavemetrix.com/content/bombay-sapphire-s-shows-using-crowdsourcing-campaigns-enhances-its-creative-imag-00784http://wave.wavemetrix.com/content/bombay-sapphire-s-shows-using-crowdsourcing-campaigns-enhances-its-creative-imag-00784http://wave.wavemetrix.com/content/bombay-sapphire-s-shows-using-crowdsourcing-campaigns-enhances-its-creative-imag-00784http://wave.wavemetrix.com/content/bombay-sapphire-s-shows-using-crowdsourcing-campaigns-enhances-its-creative-imag-00784


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Further details


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We work withmany of theworlds leadingbrands

Our analysts canread, interpretand classifyevery customercomment, in anylanguage fromany social media

WaveMetrix is the global leader in buzz research

We are the only major socialmedia monitoring company tonot just capture buzz, butactually read it

Our analysts can read, interpretand classify every customercomment, in any language from

any social media

We work with many of theworlds leading brands

Our clients choose us becausewe dont just measure buzz, wehelp them understand and acton it


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Wave Social Media Quarterly Q2 2011

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