Upload
retelur
View
219
Download
0
Embed Size (px)
Citation preview
8/3/2019 Wave Social Media Quarterly Q2 2011
1/26
Wave: social media quarterly
Q2, 2011: Keeping
up with consumerinterests and needsvia social media
7th July 2011
8/3/2019 Wave Social Media Quarterly Q2 2011
2/26
Page 2 October 2009 Proprietary and confidential. All rights reserved
Page 2 October 2009 Proprietary and confidential. All rights reserved
Page 2 7th July 2011 Proprietary and confidential. All rights reserved
1
2
3
4
5
Contents
6
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)
4
9
14
18
22
28
Executive summary
Using social media to raise awareness of a brandscorporate social responsibility (Levis, Body Shop, Budweiser)
31
8/3/2019 Wave Social Media Quarterly Q2 2011
3/26
Page 3 October 2009 Proprietary and confidential. All rights reserved
Page 3 October 2009 Proprietary and confidential. All rights reserved
Page 3 7th July 2011 Proprietary and confidential. All rights reserved
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.xml8/3/2019 Wave Social Media Quarterly Q2 2011
4/26
Page 4 October 2009 Proprietary and confidential. All rights reserved
Page 4 October 2009 Proprietary and confidential. All rights reserved
Page 4 7th July 2011 Proprietary and confidential. All rights reserved
1. Executive summary
8/3/2019 Wave Social Media Quarterly Q2 2011
5/26
Page 5 October 2009 Proprietary and confidential. All rights reserved
Page 5 October 2009 Proprietary and confidential. All rights reserved
Page 5 7th July 2011 Proprietary and confidential. All rights reserved
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
8/3/2019 Wave Social Media Quarterly Q2 2011
6/26
Page 6 October 2009 Proprietary and confidential. All rights reserved
Page 6 October 2009 Proprietary and confidential. All rights reserved
Page 6 7th July 2011 Proprietary and confidential. All rights reserved
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
8/3/2019 Wave Social Media Quarterly Q2 2011
7/26
Page 7 October 2009 Proprietary and confidential. All rights reserved
Page 7 October 2009 Proprietary and confidential. All rights reserved
Page 7 7th July 2011 Proprietary and confidential. All rights reserved
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
8/3/2019 Wave Social Media Quarterly Q2 2011
8/26
Page 8 October 2009 Proprietary and confidential. All rights reserved
Page 8 October 2009 Proprietary and confidential. All rights reserved
Page 8 7th July 2011 Proprietary and confidential. All rights reserved
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
8/3/2019 Wave Social Media Quarterly Q2 2011
9/26
Page 9 October 2009 Proprietary and confidential. All rights reserved
Page 9 October 2009 Proprietary and confidential. All rights reserved
Page 9 7th July 2011 Proprietary and confidential. All rights reserved
2. Using social media
to raise awarenessof a brandscorporate socialresponsibility
8/3/2019 Wave Social Media Quarterly Q2 2011
10/26
Page 10 October 2009 Proprietary and confidential. Al l rights reserved
Page 10 October 2009 Proprietary and confidential. Al l rights reserved
Page 10 7th July 2011 Proprietary and confidential. All 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-007868/3/2019 Wave Social Media Quarterly Q2 2011
11/26
Page 11 October 2009 Proprietary and confidential. Al l rights reserved
Page 11 October 2009 Proprietary and confidential. Al l rights reserved
Page 11 7th July 2011 Proprietary and confidential. All rights reserved
Nice gesture never theless GO LEVIS
Key takeaways
Levis is able to enhance its charitable image andgenerate engagement with the product by promotingits Water
8/3/2019 Wave Social Media Quarterly Q2 2011
12/26
Page 12 October 2009 Proprietary and confidential. Al l rights reserved
Page 12 October 2009 Proprietary and confidential. Al l rights reserved
Page 12 7th July 2011 Proprietary and confidential. All rights reserved
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
Click here for full story and analysis
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-007688/3/2019 Wave Social Media Quarterly Q2 2011
13/26
Page 13 October 2009 Proprietary and confidential. Al l rights reserved
Page 13 October 2009 Proprietary and confidential. Al l rights reserved
Page 13 7th July 2011 Proprietary and confidential. All rights reserved
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!!!!!
Click here for full story and analysis
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-007828/3/2019 Wave Social Media Quarterly Q2 2011
14/26
Page 14 October 2009 Proprietary and confidential. Al l rights reserved
Page 14 October 2009 Proprietary and confidential. Al l rights reserved
Page 14 7th July 2011 Proprietary and confidential. All rights reserved
3. Tailoring mobilemarketing to meetconsumer needs
8/3/2019 Wave Social Media Quarterly Q2 2011
15/26
Page 15 October 2009 Proprietary and confidential. Al l rights reserved
Page 15 October 2009 Proprietary and confidential. Al l rights reserved
Page 15 7th July 2011 Proprietary and confidential. All rights reserved
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
Facebook 390,000 likes
Thanks. I need all thehelp I can get Going to start my newregime straight away
Click here for full story and analysis
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-007578/3/2019 Wave Social Media Quarterly Q2 2011
16/26
Page 16 October 2009 Proprietary and confidential. Al l rights reserved
Page 16 October 2009 Proprietary and confidential. Al l rights reserved
Page 16 7th July 2011 Proprietary and confidential. All rights reserved
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
Click here for full story and analysis
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-007628/3/2019 Wave Social Media Quarterly Q2 2011
17/26
Page 17 October 2009 Proprietary and confidential. Al l rights reserved
Page 17 October 2009 Proprietary and confidential. Al l rights reserved
Page 17 7th July 2011 Proprietary and confidential. All rights reserved
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
Click here for full story and analysis
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--007668/3/2019 Wave Social Media Quarterly Q2 2011
18/26
Page 18 October 2009 Proprietary and confidential. Al l rights reserved
Page 18 October 2009 Proprietary and confidential. Al l rights reserved
Page 18 7th July 2011 Proprietary and confidential. All rights reserved
4. Meeting thechallenges of
super-sizeFacebook pages
8/3/2019 Wave Social Media Quarterly Q2 2011
19/26
Page 19 October 2009 Proprietary and confidential. Al l rights reserved
Page 19 October 2009 Proprietary and confidential. Al l rights reserved
Page 19 7th July 2011 Proprietary and confidential. All rights reserved
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!
Click here for full story and analysis
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-007768/3/2019 Wave Social Media Quarterly Q2 2011
20/26
Page 20 October 2009 Proprietary and confidential. Al l rights reserved
Page 20 October 2009 Proprietary and confidential. Al l rights reserved
Page 20 7th July 2011 Proprietary and confidential. All rights reserved
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
Facebook 2,100,000 likes
Wow I freaking love Snickers,Yummy!
Click here for full story and analysis
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-007818/3/2019 Wave Social Media Quarterly Q2 2011
21/26
Page 21 October 2009 Proprietary and confidential. Al l rights reserved
Page 21 October 2009 Proprietary and confidential. Al l rights reserved
Page 21 7th July 2011 Proprietary and confidential. All rights reserved
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
Facebook 2,160,000 likes
Im having problemsgetting it to load and whenit finally did it did not tellme if it went through Doesnt work
Click here for full story and analysis
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-007798/3/2019 Wave Social Media Quarterly Q2 2011
22/26
Page 22 October 2009 Proprietary and confidential. Al l rights reserved
Page 22 October 2009 Proprietary and confidential. Al l rights reserved
Page 22 7th July 2011 Proprietary and confidential. All rights reserved
6. Trendwatch:Crowd-sourcing
8/3/2019 Wave Social Media Quarterly Q2 2011
23/26
Page 23 October 2009 Proprietary and confidential. Al l rights reserved
Page 23 October 2009 Proprietary and confidential. Al l rights reserved
Page 23 7th July 2011 Proprietary and confidential. All rights reserved
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
Facebook 50,000 likes
Super concept!
Fantastic night, greatcocktails, very beautifulprojection!!!
Click here for full story and analysis
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-007848/3/2019 Wave Social Media Quarterly Q2 2011
24/26
Page 24 October 2009 Proprietary and confidential. Al l rights reserved
Page 24 October 2009 Proprietary and confidential. Al l rights reserved
Page 24 7th July 2011 Proprietary and confidential. All rights reserved
Further details
8/3/2019 Wave Social Media Quarterly Q2 2011
25/26
Page 25 October 2009 Proprietary and confidential. Al l rights reserved
Page 25 October 2009 Proprietary and confidential. Al l rights reserved
Page 25 7th July 2011 Proprietary and confidential. All rights reserved
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
8/3/2019 Wave Social Media Quarterly Q2 2011
26/26
Page 26 October 2009 Proprietary and confidential. Al l rights reservedPage 26 7th July 2011 Proprietary and confidential. All rights reserved
For more information:
+44 (0)207 681 6257
Read our regular social mediaarticles on the Wave: site. Here youcan also subscribe to our weeklynewsletter
Follow us on Twitter, or via RSS
mailto:[email protected]://wave.wavemetrix.com/http://twitter.com/wavemetrixhttp://feeds.feedburner.com/WaveMetrixhttp://feeds.feedburner.com/WaveMetrixhttp://twitter.com/wavemetrixhttp://wave.wavemetrix.com/mailto:[email protected]