Post on 23-Jan-2015
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Richard has spent the last sixteen years in Vietnam assis5ng in the development and building of numerous brands to achieve leadership posi5ons.
Richard is a UK na5onal and resides in HCMC with his Vietnamese wife and their children.
Richard founded Cimigo in 2003 and today has offices across eight countries in Asia.
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Richard Burrage, Cimigo
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Men5ons of Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)
Consistent online chaPer
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Share of digital voice: Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)
Anmum 70% share of online voice
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Men5ons by Media type: Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)
Blogs, TwiPer and Facebook dominate conversa5on
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Top Influencers in the blog media: Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)
Top blog influencer – top shown over the page
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1st influence
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2nd influence
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Tweet examples
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Blog discussion and comment examples
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Anmum TVC on YouTube – limited views
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1. Listening 2. Engagement 3. Brand tracking 4. Product development insights (e.g. baby care, beauty) 5. Risk management
6. Digital engagement campaign performance
7. Product/event launch tracking performance
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Everyone is talking about social media – how can I use it?
Most brands should be listening to understand what is being said, by whom and where. Some ver5cals generate a lot of brand specific men5ons, other less so.
Depends on ver5cal, customer involvement in category and whether you are driving an online conversa5on.
Most FMCG brands monitoring only when you have specific decision points or KPIs. 1. You or your compe5tor has PR crisis.
2. Pre-‐post measurement of serious digital engagement campaign.
3. Major launch or event.
4. You operate in a ‘dark’ market and use digitally heavily.
How in5mate do we have to get with these consumers?
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Banks
Telco providers
Beauty
Property
Airlines
Auto
Smart phones
Baby care / formula
Health / pharma
Many FMCG brands
Digital engagement campaigns
FMCG brands
Dark market
Product launch / event
High category involvement
Low category involvement
Low digital effort
High digital effort
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Very important! Influence and reputa5on are cri5cal factors.
A 16 y.o. twee5ng to 53 friends that they hate your new product won’t kill your brand, but a blogger with a 100,000 followers can do some damage.
Or a lot of good… Be sure to know your influencers…
What influence do they have?
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What’s your strategy?
Customer support? Social as a sales channel? Social for brand building? Social part of an integrated campaign?
There’s no “1 size fits all” rule.
If you do engage, start small.
It might be “social” but you need detailed processes and structure to make sure it works.
Should I be star5ng conversa5ons or merely replying?
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Do I need to be part of the dialogue?
• Don’t jump in and start “engagement”.
• Listen first, understand the conversa5ons.
• See what your compe5tors are doing.
• Fake men5ons and blogs posts are a bad idea.
• Genuine engagement can be powerful.
• Engagement won’t work for every brand.
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• What’s your strategy? Do you just want more Facebook likes (and if so.. why??)
• Define what you want to achieve first, then look at resourcing, not vice versa.
• Set measurable targets, monitor, iterate and learn.
Do I need a social media manager?
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The world’s first golden ice cream now is available in Indonesia
Thousands of “Magnum” men5ons occurred between July-‐October, highlighted by two peaks. Who were the top influencers of each peak?
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10,000 Magnum Mentions 1.8 Mio
Total Reach
Peak 1 (Aug 19-‐20)
6,269 Magnum Mentions 3.9 Mio
Total Reach
Peak 2 (Sep 30-‐Oct 1)
Actual number of “Magnum” men5ons per day from July-‐October 2012 *Nearly 100% men5ons came from TwiPer
Though Peak 2 had lesser men5ons, the top influencers have a bigger follower base, hence wider reach
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29,431
23,693
19,455
19,442
15,781
14,383
13,263
12,433
11,288
10,252
8,605
7,951
MYMAGNUMID
ALANLANALAN
BISMAROCKERS
ALFAMARTKU
ZAKASUNTARA
ARNEEEST
SHEBENK_BENK
AGILWCK
DINDUTSS
TIGAWAT
ASSJERUK
IBAYLAH
Peak 1
658,703
270,721
128,935
111,439
108,623
106,446
80,830
75,820
67,091
60,927
60,021
53,998
TRANSTV_CORP
ADDIEMS
MEMES605
MARISCHKAPRUE
MISSSHARENA
BENJOSHUA_R
DEWA_KLASIK
DIRASUGANDI
SKYRAMADHAN
MYTRANSTWEET
NICKYXOIX
MYMAGNUMID
Peak 2
-‐ In Peak 1, the effort of spreading the buzz was mostly done by MYMAGNUMID who had the biggest follower base. The other 10,000 men5ons were contributed by twi5zens with lesser followers.
-‐ In Peak 2, though only 6,269 men5ons, the top influencers included ar5sts performing on Magnum Gold Symphony who had a wider follower base, even more than MYMAGNUMID.
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:
Price:
Any men(ons on MAGNUM GOLD?
Any considera(ons to try the product?
Any indica(on of buying the product?
Any men(ons on consuming the product?
Are there any content about nutri(on and/or health?
What about the product taste or flavor?
Any men(ons on distribu(on, stock or availability?
Is the overall sen(ment of the men(on posi(ve, neutral or nega(ve?
Any men(ons on the price of the product?
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Content & sen5ment
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100
51
36
24
14
9
5
5
4
3
1
Brand Awareness
Magnum Gold
Symphony
Trans TV
Consumption
Taste
Purchase Intention
TVC
Consideration
Magnum Café
Price
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62
73
77
61
47
100
33
89
55
27
29
27
23
10
8
13
5
36
20
7
9
30
45
54
5
9
80
Positive Neutral Negative
Exploring nega5ve reac5ons….
Content (%) SenMment (%)
Nega5vity towards TVC and taste are increasing
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72
33
71
47
10
13
2
8
18
54
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Peak 1 Peak 2 Peak 1 Peak 2
Positive Neutral Negative
TVC SenMments (%) Taste SenMments (%)
Nega5ve sen5ments on TVC related to product
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“False hope is like Magnum Gold. The commercial is cool but the taste is bad. Agree?”
Followers: 80,830 Sen(ment: Nega(ve
“Buying Magnum Ice Cream = stupidity. How much does it cost anyway? Why is the commercial so over the top (exaggera(ng)…”
Followers: 20,050 Sen(ment: Nega(ve
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Vietnam Indonesia India
China Hong Kong
Philippines Singapore
3 billion customers We now have the privilege of represen5ng
Star5ng 9 years ago in HCMC & HK we’ve expanded to...
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From seven main ciMes
in Vietnam…
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Cimigo delivers a full range of services to ensure your business remains connected to your consumers
Mo5va5onal research Market scoping and segmenta5on
Concept tes5ng New product development
Brand posi5oning
1. Consul5ng Services Market tracking
Product op5misa5on 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
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consumer-‐rooted growth
Online Panels 45 Consultants
130 Full-‐5me staff
12 Qualita5ve Specialists
5 Call Centres
Face-‐to-‐face
…put the consumer into the boardroom to deliver
650 Fieldworkers
Cimigo’s extensive set of resources and exper5se...
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Cimigo for Brand Value And for stronger consumer engagement & intelligence.
www.facebook.com/CimigoVietnam
@cimigovietnam
www.linkedin.com/company/cimigo
www.chaocimigo.vn
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