MRA Webinar on Social Media Research: Chocolate Covered Conversations
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Our social media research expert Sourabh Sharma was invited to give a webinar by the Marketing Research Association (MRA) on how to make social media research actionable
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MRA Webinar on Social Media Research: Chocolate Covered Conversations
- 1. expect great answers Chocolate Covered Conversations Social Media Research Made Actionable Sourabh Sharma Social Media Research Expert @sssourabh @skimgroup
- 2. Blog Photo • sssourabh.com • Tumblr • Facebook Page • Flickr • Instagr.am Professional • Pinterest • LinkedIn • Gentlemint • Carbonmade Portfolio • Dudepins Social Ideas • Facebook • Formspring • Twitter • Stumbleupon • Google+ • Lookbook 2
- 3. About SKIM Cutting-edge research agency since 1979 and committed to providing great answers in marketing Acknowledged strategic partner in pricing, communications, portfolio management and social media research Serving clients in consumer goods, including personal care, foods and cosmetics, alongside healthcare, consumer health, telecom and finance New York | San Francisco | Rotterdam | Geneva | London 3
- 4. 90% of people trust online peer Over 30% of the world’s recommendations population is under 30. (delivered by 3 billion search 96% of them are active queries) on a social network. 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 4
- 5. 90% of people trust online peer Over 30% of the world’s recommendations population is under 30. (delivered by 3 billion search 96% of them are active queries) The unbiased social media context is a Only 14% trust advertisements on a social network. valuable source of information. It WILL influence brand marketing decisions. Wikipedia has over 15 million articles…studies show it’s more accurate than Encyclopedia Britannica 78% of these articles are non-English 5
- 6. Why social media research?
- 7. Choice modeling Ethnography Focus group In depth interview Social Media Research Product testing Quantitative surveys Qualitative interviews Listen 7
- 8. Social Social Classic Media Media Research Monitoring Research 8
- 9. “Marketers and researchers strive to uncover the most current and candid thoughts of consumers… social media makes that possible like never before” … but with power comes responsibility 9
- 10. “Brands must respond to undercurrents of discontentment or waning loyalty” 10
- 11. 90% of people trust online peer Over 30% of the world’s The unbiased social media context is a recommendations population is under 30. (delivered by 3 billion search 96% of them are active valuable sourcesocial network. on a of information. queries) Only 14% trust advertisements It WILL influence brand marketing decisions. Wikipedia has over 15 million articles…studies show it’s more accurate You MUST capitalize on this. than Encyclopedia Britannica 78% of these articles are non-English 11
- 13. Objective: Use social media conversations about brands to generate insights Communication Consumers Perceptions Triggers Campaigns 13
- 14. Objective: Use social media conversations about brands to generate insights 14
- 15. Social Media Research Methodology
- 16. “I‟m celebrating my 18th birthday in Times Square!” Publicly available IP tracking Allusion to demographics demographic data geographic data in verbatims 16
- 17. 3. Customized analysis 1. Design Study 2. Fieldwork and output 17
- 18. 1. Design Study Specification of products / brands / key words and themes Receive: Listen: • Brands • Author • Categories • Date • Themes • Location • Ideas • Hashtags • Objectives • Context • etc. • Emotions • Personality • etc. 18
- 19. 2. Fieldwork sssourabh misty new york morning and I had to still walk to work. luckily I had my snickers!! #yum #love 25 minutes ago Getting ready for our #socialmedia #webinar! 1 hour ago 19
- 20. 2. Fieldwork • Very Positive Consumer • Words • Positive • Emoticons • Location • Neutral • Associations • Demographics • Negative • Psycographics • Very Negative • Usage context • Decision making Sentiment Emotions 20
- 21. 3. Customized analysis and output Campaign effectiveness Innovation and Competitive ideation comparisons Social Media Research Netnography Find product and flaws quickly psychographics Supplement traditional research 21
- 22. Competitive Consumer Landscape Persona Actionable Recommendations Perceived Platform Brand Identity Effectiveness your chocolate your fans your strategy 22
- 23. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategy Social media research goes beyond monitoring
- 24. Hershey’s packaging for 70 KitKat squirrels Valentines % of Conversations that are Positive Hershey’s “Have a break” special 60 Halloween commercial special edition 50 40 30 20 Snickers Negativity towards used as “too KitKat “chunky” 10 much sugar” Anger over Twix product benchmark commercial 0 Time Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Snickers Hersheys Butterfinger KitKat Toblerone Twix 24
- 25. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategy Discern your brand‟s competitive environment
- 26. Is volume (of Is monitoring for positive or conversation) an negative conversations enough? indicator of popularity? Who are my key competitors based on social media alone? 26
- 27. Sustain Increasing Passion Rebrand brand equity Reposition Revitalize Increasing Positivity of Sentiment 27
- 28. Toblerone Increasing Passion Butterfinger KitKat Hershey's Twix Snickers Increasing Positivity of Sentiment Size of Bubble: Volume of conversations Sentiment: Continuum of negative to positive perceptions/sentiment Passion: Conversations that are extreme 28
- 29. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategy Understand your perceived competitive positioning
- 30. I am positioning my product as ___. Is this how it is perceived? Are consumers identifying with my brand’s positioning? Which competitors are positioned like my brand? 30
- 31. SNACK Toblerone 100% 80% Snack 60% CANDY Candy Snickers 40% KitKat 20% Dairy Twix 0% Hersheys Snickers Kitkat Toblerone Butterfinger Twix DAIRY / CANDY Butterfinger Snickers‟ : is it really a snack? 31
- 32. Strategy: Satisfying Buzz: A candy, and a benchmark for snack high sugar McDonald's Fruit & Maple Oatmeal: Healthier than an Egg McMuffin? Examiner.com, Health Section, January 2011 “High fructose corn “What is healthier a Snickers “Snickers satisfies. “I‟ve eaten “Feeling like such a syr-YUM-p – while I bar or a toast with butter like Eat one snickers Snickers before fatty eating a certainly like 5 inches? They‟re both before your big lift.” track practice!“ snickers” chocolate, I will mostly sugar and fat. Forum comment Facebook user Facebook user always pick sour Neither is healthy.” April 2011 April 2011 September 2010 candy over the Forum post Snickers bar.” December 2010 Blogger November 2010 32
- 33. Marketing Listening to Brand Management Consumers Management “The Snickers Halloween commercial is creepy.” Twitter user November 2010 “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 33
- 34. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategy Delve into a consumer‟s subconscious for your perceived online brand identity
- 35. There is just so much being said online. How can I get my head around it? How can I go deeper than the surface of conversational themes? 35
- 36. Conscious and subconscious consumer The way the brand makes the consumer feel. perceptions Emotional Plutchik’s primary emotions benefits The desired efficacy of a product. Personality Functional elements benefits A human characteristic used to describe the brand. Dr Jennifer Aaker 36
- 37. Functional benefits Hersheys Snickers Toblerone Twix Kitkat Butterfinger Taste (Savor) New Increasing order of importance by buzz Strength Looks Good (Sight) Not too sweet Neutral Sound Weakness Price No mentions Feels Good (Sensation) Different Scent Increasing Volume of Buzz 37
- 38. Emotional benefits Hersheys Snickers Toblerone Twix Kitkat Butterfinger Appreciation Increasing order of importance by buzz Happiness Strength Anticipation Surprise Neutral Reputation Weakness Trust No mentions Energetic Caring Pride Increasing Volume of Buzz 38
- 39. Personality elements Hersheys Snickers Twix KitKat Butterfinger Toblerone Funny Generosity Increasing order of importance by buzz Kindness Conscientiousness Strength Intelligence Neutral Honesty Fashionable Weakness Creativity No mentions Exciting Sexy Agreeableness Determination Courage Mysterious Increasing Volume of Buzz 39
- 40. Appreciation symbolizes gratefulness… “That stack of Hershey‟s “The last time I recall bars is calling my name! eating a Hershey‟s Thank you Hershey‟s! “ bar, it tasted dreadful.” Blogger Google Buzz user November 2010 July 2011 “Thanks to “I open the wrapper and I‟m immediately Hershey‟s, I‟m feeling greeted by a smell of vomit. I take a bit better.“ and it TASTES like vomit.” Facebook user Noseeker Forum post December 2010 June 2011 “Just had three mini Hershey‟s. “Hershey‟s chocolate is gross. Milk Thanks for the motivation!.“ chocolate bars are gritty and taste weird.” Twitter user Yelp! Review December 2010 March 2011 … but lack of humor and poor taste perceptions lower happiness 40
- 41. Trust builds a solid reputation and evokes surprise… “To my secret admirer, if you‟d like to give me chocolates, I‟d “Those mini snickers bars are just not big like a box of mini Snickers enough. I‟m still hungry!” please. Thank you!“ Product review comment Facebook user October 2010 February 2011 “Got mini Snickers bars & “God bless you for buying there was no information for Snickers last night. They are eyesight issues.” really doing the trick.“ Facebook user Twitter user February 2011 February 2011 “One day the store was giving out chocolate, and on another they were “Snickers… the best decision of giving away Twizzlers … because of that my life! I firmly believe this!“ the store sold fewer Snickers bars.” Facebook user Forum Comment March 2011 August 2011 … but low generosity and sizes are not preferred 41
- 42. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategy Identify your online consumers 42
- 43. Who is talking about me online? Can I identify anything about shopping behavior? What is the best social media platform for my marketing team to focus on? 43
- 44. Gender Age Large Smallest Hershey's 41% 59% proportion of Hershey's 47% 41% youth females segment Snickers 53% 47% Largest Snickers 60% 31% proportion of males Twix 48% 52% Twix 67% 25% Largest youth segment Kitkat 47% 53% Kitkat 64% 31% Butterfinger 40% 60% Butterfinger 60% 29% Toblerone 47% 53% Toblerone 63% 21% 0% 20% 40% 60% 80% 100% 0% 20% 40% 60% 80% 100% Male Female <18 18-34 35-64 >65 44
- 45. 40% Hershey's Snickers 20% 0% 45
- 46. They purchase it in grocery or Their children They talk mass retailers eat it in school mostly on blogs (US) It is mainly eaten by their men or their children Young and middle aged women talk They eat it at home about on holidays and They talk often on other occasions Twitter (Brazil) 46
- 47. They purchase it at fast food joints or vending machines Guys between 18 - 35 talk about Snickers It is for them or their friends They eat it during work They talk mostly on Facebook 47
- 48. Competitive Consumer Landscape Persona Actionable Perceived Brand Platform Recommendations Identity Effectiveness your chocolate your fans your strategy Social media allows you to develop actionable recommendations 48
- 49. Now what? 49
- 50. Communication Consumers Perceptions Triggers Campaigns CANDY + SNACK + DAIRY 50
- 51. A sleek, stylish and conscientious chocolate triggers bar, Hershey‟s guarantees your true appreciation and drives anticipation, especial ly around the holiday seasons. 51
- 52. A no frills honest nutty chocolate triggers bar, Snickers‟ is known for generating surprise with new flavors and sizes that you can trust for a solid taste. 52
- 53. Rebrand Sustain Increasing Passion Increasing Passion Snickers Hershey's Reposition Revitalize Increasing Positivity of Sentiment Increasing Positivity of Sentiment 53
- 54. development Reposition (Recommunicate) Revitalize Utilize promotions or larger portions Develop indulgent and taste driven for generous associations, in messaging, and introduce humor to seasonally changing artwork as a new evoke happiness. look. For the long run, develop tasty Work on lowering sugar perceptions seasonal flavors, given success in through product development or promotions over holidays. emphasis of other nutrition (e.g. nuts). 54
- 55. Conclusions: use social media research
- 56. Purchase Positive Leverage Conversations Market Brand Marketing and perception Align Brand Recommend analysis Management Positive Perceptions Identify 56
- 57. 57
- 58. Social media: an honest and „real-time‟ view of your brand. Use It Stand alone / Concept Campaign Netnography complementary generation effectiveness study Ultimately, another way to understand those who matter most: Your Consumers 58
- 59. Further reading http://www.skimgroup.com/publication-socialmediaresearch-quirks 59
- 60. contact us or follow us online! Sourabh Sharma Social Media Research Expert s.sharma@skimgroup.com @sssourabh @skimgroup linkedin.com/ facebook.com/ twitter.com/ youtube.com/ skimgroup.com company/skim skimgroup skimgroup skimvideos
Notas del editor
- Online privacyBetrayal of age via conversationsLocation statistics
- The selection of entries is triggered by Key words. In this case the word was Kit Kat. The other words mentioned in this entry, along with the twitter profile of this user, will trigger the categorization of this entry. The analysis of the categorization of a vast number of entries allowed us to analyze the context in which a brand like Kit Kat is mentioned along the period of one year. The data was cleaned by humans. While the attribution of an entry to a certain category is automated, the triggers of that category were defined by language specialists.
- While volume share and interaction effects show competitors from a sales perspetive, the correlations based on sentiment offer a more consumer-rich benchmark for judging your brand’s true competitor.
- Should we say here that this is what usually really falls under the ‘tracking”. And that a great way to use these data is to say you can use them for understanding competitive interactions (that would be more for the delivery, to go into the notes)
- While volume share and interaction effects show competitors from a sales perspetive, the correlations based on sentiment offer a more consumer-rich benchmark for judging your brand’s true competitor.
- Note that this framework is based on online conversations.Positivity of sentiment simply refers to a continuum of comments that are either positive or negative (like vs. dislike, etc.)Passion refers to the intensity of these comments (e.g. love vs. like)
- Note that this framework is based on online conversations.Positivity of sentiment simply refers to a continuum of comments that are either positive or negative (like vs. dislike, etc.)Passion refers to the intensity of these comments (e.g. love vs. like)
- While volume share and interaction effects show competitors from a sales perspetive, the correlations based on sentiment offer a more consumer-rich benchmark for judging your brand’s true competitor.
- Snickers is mostly seen as a candy, despite their latest communication efforts trying to align the brand with the idea of a snack.
- Besides brand management (successful sizing and line extensions), marketing management (promotions and pricing), buzz management is critical to modern marketing
- Lower buzz brands are overall neutral, while Hershey’s and Snickers succeed with sight and new appeal, respectively
- Snickers cannot afford to have a weakness in the top 3 Emotional benefits. Hersheys key promotional campaign is “Hershey’s is bliss” or “Hershey’s is happiness” in 2010 and 2011. Strangely, it scores as weak in our graph. Explanation? The communication materials are “activating” customers?
- Generosity and Kindness are the two personality elements left to explore for the top 3 buzz brands. For Snickers, kindness just does not fit with what they want to communicate. For Hershey’s and Twix both areas are available.
- Interesting to see that brands with a typical male sector direction, like snickers, are 50 / 50 when it comes to social media fans.
- Need to refer to objectives and answer them.
- The key elements from the brand identity that your brand owns are your “triggers”– in the sense that it has more mentions than expected and also that it does not share this elements as strengths with other brands.
- The key elements from the brand identity that your brand owns are your “triggers”– in the sense that it has more mentions than expected and also that it does not share this elements as strengths with other brands.
- Local brands in Brazil are more passionately spoken ofAcross countries, Hershey’s and Twix are polarized in perceptions, while KitKat is neutralAcross countries, social media data in the US is more negative, while in Brazil it is more positive for this categoryThe less Positive / Less Passionate quadrant is not ideal. Snickers is advised to drive up the positive conversations before incentivizing more passionate mentions.
- A honest, trustworthy and reputable candy whose forte is simple and raw advertising. Snickers can generate surprise with new product launches and campaigns. The recommendation is that Snickers should lead the conversation online into the generous size of the product or try bigger packs. Use the honesty , reputation and trust characteristics to lead the communication in this market.
- The analysis of your brand’s social media space can allow you to align and inspire your marketing management in order to leverage the potential of your campaigns to generate positive conversations and perceptions and respective offline growth.