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June 14, 2016
The Skinny on Social Media Monitoring at Mondelez
Introduction
Rebecca LombardoDirector of Strategic Services
Tracx@mediachick76
Nazli AttaranSenior Manager of NA
Consumer Conversations Mondelēz International
@Oneandonlynaz
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Join the conversation on Twitter
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Take Time to Listen
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Take time to listen to how consumers discuss your brands across social channels
Identify positive conversations around your brand which you can consider amplifying
Identify issues or causes for concern
What Metrics to Pay Attention to
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What is Social Reach?
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What is Social Reach?
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Fans Don’t Drive Business Results
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Fans aren’t what drive business results
Fans Don’t Drive Business Results
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Fans 1% of total sales
Fans spend two times more than non-fans
Fans Don’t Drive Business Results
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Fans 1% of total sales
Fans spend two times more than non-fans
Types of Media
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Owned
Paid
Earned
Reach and Frequency - Considerations
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Here are some core considerations on reach and frequency, most applicable to Facebook:
You may drive most of your reach through a small number of high reach days
Campaign Continuity
Targeting Target broadly, not a narrow SVC
Reach ✔ ✔Frequency ✔ ✔
Optimization CPM (cost per thousand)
Budgets Potentially large increases
The Role of Earned and Owned Media
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Digital Actions
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Social Influencers
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• Working with social influencers is different from a traditional paid media solution
• It usually involves authentically working with their interests, not just forcing them to post out your standard brand messaging
Measuring Success for Mondelēz Brands
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Reach
Resonance
Reaction
Oreo Thins
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Oreo Thins
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Oreo Thins
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• Always-on paid social support
• Custom targeting segmentation
• Key Alliances – Facebook, Twitter, Instagram
Oreo Thins
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• Team up with a lifestyle site to seed product endorsement and extend awareness
• Ability to create authentic content, staying true to the voice of the influencer with strong production capabilities
• Targeted scale, mass reach
Influencers
Reports
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Metric Results
Insight Results
Metric Results
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Campaign Continuity
Launched in July 2015
Total Reach – Paid and Organic
Insight Results
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Summary
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Take time to listen before any launch
Understand your metrics for success
Determine frequency during campaign and in the continuity phase
Identify areas of opportunity before and after launch
Takeaways
Takeaways
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• Know your brand and your consumers
• Set campaign goals before the product launch
• Identify what metrics you will need to measure – what matters for your brand
• Use a tool to listen to your consumer on social and measure those metrics
• Learn from what you are hearing and respond/adapt accordingly
Thank youwww.tracx.com [email protected]@tracx
