Aus Charm Social Media Presentation by Joe Wheller

1. Whispers & Shouts
Social Media Presentation
AusCham
11th December 2013

2. 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.
2

3. Social media analysis
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.
3

4. Consistent online chatter
Mentions of Dutch Lady and Fonterra Brands in
last 30 days (March 14 – April 14)
4

5. Mentions of Dutch Lady and Fonterra Brands
in last 30 days (March 14 – April 14)
5

6. Anmum 70% share of online voice
Share of digital voice: Dutch Lady and Fonterra
Brands in last 30 days (March 14 – April 14)
6

7. Blogs, Twitter and Facebook dominate conversation
Mentions by Media type: Dutch Lady and Fonterra
Brands in last 30 days (March 14 – April 14)
7

8. Top blog influencer – top shown over the page
Top Influencers in the blog media: Dutch Lady and
Fonterra Brands in last 30 days (March 14 – April 14)
8

9. 1st influence
9

10. 2nd influence
10

11. Tweet examples
11

12. Anmum TVC on YouTube – limited views
12

13. Was this a whisper or a shout?
13

14. 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
14

15. Introduction
The world’s first golden ice cream
now is available in Indonesia
Source: http://www.unilever.co.id/MediaRelation/siaran-pers/2012/magnumgold.aspx
15

16. TVC – Magnum Gold
 TVC link: http://bit.ly/U64xdI
CAROLINE CORREA
BENICIO DEL TORO
16

17. Magnum Gold Symphony
A live concert broadcasted on local TV station (Trans TV), starring top artists
17

18. 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.
18

19. The digital efforts from within…
TWITTER
FACEBOOK
http://twitter.com/mymagnumID
http://www.facebook.com/Magnum
OFFICIAL WEBSITE
http://mymagnum.co.id
19

20. Thousands of “Magnum” mentions occurred between July-October, highlighted
by two peaks. Who were the top influencers of each peak?
Peak 1 (Aug 19-20)
Peak 2 (Sep 30-Oct 1)
10,000
6,269
Magnum
Mentions
Magnum
Mentions
1.8 Mio
Total
Reach
3.9 Mio
Total
Reach
*Nearly 100% mentions came from Twitter
Actual number of “Magnum” mentions per day from July-October 2012
20

21. Though Peak 2 had lesser mentions, the top influencers have a bigger follower
base, hence wider reach
Peak 1
Peak 2
MYMAGNUMID
29,431
ALANLANALAN
23,693
TRANSTV_CORP
ADDIEMS
658,703
270,721
BISMAROCKERS
19,455
MEMES605
ALFAMARTKU
19,442
MARISCHKAPRUE
111,439
MISSSHARENA
108,623
BENJOSHUA_R
106,446
ZAKASUNTARA
ARNEEEST
15,781
14,383
128,935
SHEBENK_BENK
13,263
DEWA_KLASIK
80,830
AGILWCK
12,433
DIRASUGANDI
75,820
DINDUTSS
11,288
SKYRAMADHAN
67,091
TIGAWAT
10,252
MYTRANSTWEET
60,927
ASSJERUK
-
NICKYXOIX
60,021
IBAYLAH
-
8,605
7,951
MYMAGNUMID
53,998
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.
21

22. 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:
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?
Price:
Any mentions on the price of the product?

23. Overall sentiment
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 (%)
Peak 2 Sentiment (%)
Based on sample of authors with
more than 1,000 followers (N=565)
Based on sample of authors with
more than 1,000 followers (N=437)
23

24. Peak 1: content & sentiment
Out of all mentions of Magnum, 67% mentions were on “Magnum Gold”, and 38% talked
about the TVC which were mostly positive.
Content (%)
Sentiment (%)
Brand Awareness
64
100
Magnum Gold
68
67
TVC
18
10
18
5
20
92
15
Taste
71
10
Consideration
14
75
18
Purchase Intention
16
72
38
Consumption
20
17
2
79
9
Magnum Café
3
Price
3
Availability
2
36
Nutrition & Health
1
38
11
6
33
15
56
27
40
Positive
28
7
33
57
13
Neutral
50
Negative
24

25. Peak 1: Sentiments on TVC related to product
“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
25

26. Peak 2: content & sentiment
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 (%)
Brand Awareness
Sentiment (%)
65
100
Magnum Gold
62
51
Symphony
Consumption
Taste
5
Consideration
4
Magnum Café
3
Price
1
8
5
TVC
10
47
9
Purchase Intention
23
61
14
9
27
77
24
7
29
73
36
Trans TV
27
30
45
100
33
13
54
89
5 5
55
20
36
9
80
Positive
Neutral
Negative
26

27. For TVC and Taste, the negative sentiments increased in Peak 2.
How impactful were the top influencers for this negative sentiment?
TVC Sentiments (%)
Taste Sentiments (%)
18
10
28
54
2
45
8
72
13
71
47
33
Peak 1
Peak 2
Positive
Peak 1
Neutral
Peak 2
Negative
27

28. Peak 2: negative sentiments on TVC related to product
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?
“False hope is like Magnum
Gold. The commercial is cool
but the taste is bad. Agree?”
Followers: 80,830
Sentiment: Negative
“Buying Magnum Ice Cream =
stupidity. How much does it
cost anyway? Why is the
commercial so over the top
(exaggerating)…”
Followers: 20,050
Sentiment: Negative
28

29. It turns out that the mentions on Magnum taste slowed down in the next days.
Did the negative sentiments simmer as well?
Actual number of “Magnum” mentions per day from September 30-November 9
29

30. Retweets of the top influencers’ negative sentiment reached a peak in Oct
3, but slowed down afterwards.
Taste Sentiments (%)
Based on rolling sample of authors ranked
by number of followers (N=100 for each day)
N=
100
200
47
300
40
400
500
600
700
800
900
1,000
1,100
46
44
41
41
42
41
42
40
14
13
14
12
13
13
14
14
60
15
13
10
30
Sep 30
40
45
40
42
45
47
45
47
44
46
Oct 1
Oct 2
Oct 3
Oct 4
Oct 5
Oct 6
Oct 7
Oct 8
Oct 9
Oct 10
Positive
Neutral
Negative
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31. Was this a whisper or a shout?
31

32. Raises some important questions about social media…
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?
32

33. Everyone is talking about social media – how can I use it?
1.
2.
3.
4.
5.
6.
7.
Listening
Engagement
Brand tracking
Product development insights (e.g. baby care, beauty)
Risk management
Digital engagement campaign performance
Product/event launch tracking performance
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!
33

34. Part
About Cimigo

35. Starting 10 years ago in HCMC & HK
we’ve expanded to...
India Hong Kong
IndonesiaVietnam
ChinaSingapore
Philippines
We now have the privilege of representing
3 billion customers
35

36. From seven
main cities
in Vietnam…
36

37. Cimigo’s extensive set of resources and expertise...
5 Call Centres
110 Full-time staff Online Panels
45 Consultants Face-to-face
12 Qualitative Specialists 650 Fieldworkers
…put the consumer into the boardroom to deliver
consumer-rooted growth
37

38. Cimigo delivers a full range of services to ensure your
business remains connected to your consumers
1. Consulting Services
Motivational research
Market scoping and
segmentation
Concept testing
New product development
Brand positioning
Market tracking
Product optimisation
Brand equity
Touch point management
Customer loyalty
2. Research Services
Ethnography
Accompanied shopping
In-depth interviewing
Focus groups
Vox pops
Telephone interviewing
Street intercepts
Mystery shopping
On line surveys
Social media tracking
38

39. Cimigo for Brand Value
And for stronger consumer engagement
& intelligence.
vietnam@cimigo.com
@cimigovietnam
www.facebook.com/cimigovietnam
www.linkedin.com/company/cimigo
39

40. We look forward to
talking with you.
cimigo.com
The Voice of the Customer