The document is a presentation about using social media research to develop actionable strategies for chocolate brands. It discusses how social media monitoring can provide insights into brand perceptions, competitive landscapes, key consumer groups, and effective platforms. These insights can then be used to make recommendations around positioning, communication campaigns, and marketing approaches to drive positive conversations and perceptions online. The presentation emphasizes how understanding online brand buzz and sentiment across different social networks can help align marketing strategies and manage brands more effectively.

1. Your chocolate. Your fans. Your strategy.
Social Media Research made actionable.
Sourabh Sharma Scott Garrison
Consumer Products Today’s webinar host
SKIM Webinar | May 10, 2012

2. 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
3 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

3. 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
4 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

4. Background

5. Social Social
Classic Media Media
Research Monitoring Research
6 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

6. Focus:
Hershey’s
(Snickers)
United States (English) Brazil (Portuguese)
7 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

7. Objective: Use social media conversations about
brands to generate insights
Communication
Campaigns
Consumers Triggers
Perceptions
8 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

8. 1. Design Study 2. Fieldwork: Internet 3. Output and
(specify key words) scanning Analysis
sssourabh
@ Kit Kat
rainy new york morning
@ Passion – 5(6) andPositive got hit by a
@
almost
@ Male (age)
@ Anticipation cabTwitter thank God for
@
:( but
@ Desire snickers!! #yum #love
25 minutes ago
Getting ready for our
#socialmedia #webinar!
1 hour ago
9 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

9. Competitive Consumer
Landscape Persona
Actionable
Recommendations
Perceived Platform
Brand Identity Effectiveness
your chocolate your fans your strategy
10 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

10. Competitive Consumer
Landscape Persona Actionable
Perceived Brand Platform Recommendations
Identity Effectiveness
your chocolate your fans your strategy
You can use online brand perceptions
to discern your brand’s competitive
environment

11. Rebrand Sustain
Increasing Passion (communication, development,
packaging, etc.) brand equity
Reposition your Revitalize your
brand brand
(communication, line extension, etc.)
Increasing Positivity of Sentiment
12 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

12. Garoto
Toblerone
Butterfinger
Increasing Passion
Increasing Passion
KitKat Lacta KitKat
Twix
Hershey's
Twix Snickers Hershey’s
Increasing Positivity of Sentiment Increasing Positivity of Sentiment
Size of Bubble: Volume of conversations
Sentiment: Continuum of negative to positive perceptions/sentiment
Passion: Conversations that are extreme
13 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

13. 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
14 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

14. 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?
15 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

15. 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
16 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

16. 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
17 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

17. Competitive Consumer
Landscape Persona Actionable
Perceived Brand Platform Recommendations
Identity Effectiveness
your chocolate your fans your strategy
If you understand your perceived
brand identity, you can use it to
leverage your brand’s strengths

18. Toblerone
Butterfinger
Increasing Passion
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
19 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

19. 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
20 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

20. 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
22 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

21. 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
23 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

22. 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
24 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

23. Appreciation symbolizes gratefulness…
“That stack of Hershey’s “The last time I recall
bars is calling my name! eating a Hershey’s bar,
Thank you Hershey’s! “ it tasted dreadful.”
Blogger Google Buzz user
November 2010 July 2011
“I open the wrapper and I’m immediately
“Thanks to Hershey’s,
greeted by a smell of vomit. I take a bit
I’m feeling 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
25 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

24. Competitive Consumer
Landscape Persona Actionable
Perceived Brand Platform Recommendations
Identity Effectiveness
your chocolate your fans your strategy
It is important to understand the
characteristics of your users and what
platform generates the most conversations
26

25. “I’m
celebrating my
18th birthday in
Times
Square!”
IP tracking Allusion to demographics
Publicly available
geographic data in verbatims
demographic data
27 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

26. 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 Twix Largest youth
48% 52% 67% 25%
segment
Kitkat 47% 53% Kitkat 64% 31%
Largest
Butterfinger 40% 60% proportion of Butterfinger 60% 29%
females
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
28 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

27. 40%
Driven by
Hershey's blogs
Snickers Driven by
20% Facebook
0%
29 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

28. 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)
30 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

29. 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
31 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

30. Competitive Consumer
Landscape Persona Actionable
Perceived Brand Platform Recommendations
Identity Effectiveness
your chocolate your fans your strategy
Social media truly allows you to
develop actionable recommendations
for your brand
32

31. Communication
Consumers Perceptions Triggers
Campaigns
CANDY
+
SNACK
+
DAIRY
33 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

32. A sleek, stylish and
conscientious
chocolate bar,
triggers Hershey’s
guarantees your true
appreciation and
drives anticipation,
especially around
the holiday seasons.
34 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

33. Rebrand Sustain
Increasing Passion
Increasing Passion
Hershey's
Reposition Revitalize
Increasing Positivity of Sentiment Increasing Positivity of Sentiment
35 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

34. Revitalize
Develop indulgent and taste driven
development messaging, and introduce humor to
evoke happiness.
Long run: develop tasty, seasonal
flavors, given success in
promotions over holidays.
36 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

35. Conclusions
37

36. Purchase
Positive
Leverage
Conversations
Market
Brand Marketing and
perception Align Brand Recommend
analysis Management Positive
Perceptions
Identify
38 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

37. 39 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

38. 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
40 SKIM Webinar May 10, 2012 | “Your chocolate. Your fans. Your strategy. Social Media Research made actionable.”

39. contact us or follow us online!
Sourabh Sharma Scott Garrison
s.sharma@skimgroup.com s.garrison@skimgroup.com
+1 201 963 8430 +1 201 963 8430