1. Leveraging Social Media Intelligence
September 2011
Copyright 2011 NM Incite. Confidential and proprietary.

2. > • Key Indian Social Media Usage Stats
• The Social Media Framework
• How Brands have used Social Media Intelligence
• Metrics for Social Media Equity
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3. In case you still think it’s a fad – think
again
Only 8% of social 72% of Indian online
90 % of teenage
media users have users are active
social media users
NOT read product on social networking
visit orkut or
reviews online platforms
facebook everyday
in the past year
77% of users visited
31-40 year olds
the brand website
click on more ads on
after reading its
facebook than
review on social
than teenagers
Media sites
*Based on NM Incite Survey of Social Media Users in 2011 2
Copyright 2011 NM Incite. Confidential and proprietary.

4. In case you still think it’s not relevant to
brands – think again
25% of Indian
67% of online users
Facebook users
seek product reviews
follow at least
on social media
1 brand
2/3rd of Indians see brands Half of them see
that have a social media presence as social media as a
customer friendly, open to feedback, means for better
and innovative customer service
*Based on NM Incite Survey of Social Media Users in 2011 3
Copyright 2011 NM Incite. Confidential and proprietary.

5. Social Media: where it’s headed
Online consumers
Males and Younger in Tier 1 towns use social Durables and appliances
online consumers are media more frequently are more reliant on online
the most frequent than their Metro reviews but
users of social media counterparts but only non-durables will follow
barely suit
Apprehensions around Greater reassurance
privacy and ‘abusive around Privacy and Data
behavior’ are leading Security as well as User-
barriers friendliness are key needs
to social media adoption
*Based on NM Incite Survey of Social Media Users in 2011 4
Copyright 2011 NM Incite. Confidential and proprietary.

6. • Key Indian Social Media Usage Stats
> • The Social Media Strategy Framework
• How Brands have used Social Media Intelligence
• Metrics for Social Media Equity
5

7. Social Media Strategy Framework
Foundation Activation Evaluation
• Listen: • Monitor: • Measure Impact:
• Consumer category speak • Tonality • Numbers of consumers
• Reactions to Brand • Polarity to positioning talking and conversations
• Resonance of brand • Emerging Issues • Sentiment shifts
communication/activation • Opportunity identification • Proximity of brand
• Competitive Intelligence association
• Build/Engage: • Competitive comparison
• Identify • Brand advocacy Indicator
advocates/influencers • Post activation mind
• Isolate conversation drivers measures*
• Target list of sources • Post activation purchase
intent*
• Ideas and insights to incite
buzz • Post activation likeability and
disposition*
• Advisory to build capabilities
*Online survey with relevant target audience 6
Copyright 2011 NM Incite. Confidential and proprietary.

8. Organizations face three challenges when trying to drive
value from social media insights
Challenges Description Quotations
Lack of • Don’t know what information to ask “I don’t know what I don’t know, so its hard
1
familiarity with social media vendor to provide, nor for me to know what to ask for. I wish my
social media what to expect or how to use insights agency would come with recommendations
• Are unsure what types of actions to that I could at least evaluate”
take based on social insights -Market Insights, Global FMCG Co.
Existing social • Question the value and actionability of “I’m just not sure how valuable this is vis-à-
2 insights are not the data provided in current social media vis traditional market research, or if I can act
actionable outputs on it – its nice to know but nothing more”
-Brand Marketer, Mid-sized Automaker
Unsure how • Don’t know how to fit social listening “I have so many data sources, between my
3
social fits with insights into traditional brand planning traditional quant and qual research, and
other insight processes digital traffic and terms. Where does social
sources • Don’t know whom in the organization fit?”
should own social -Market Analytics, Large Telecom Co.
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Copyright 2010 NM Incite. Confidential and proprietary.

9. • Key Indian Social Media Usage Stats
• The Social Media Strategy Framework
> • How Brands have used Social Media Intelligence
• Metrics for Social Media Equity
8

10. How Brands are using Social Media Intelligence
Consumer and • Keep finger on pulse of consumer buzz about
Competitive insight own brand and its competitors
• Delve into issues creating a roadblock towards
Customer Acquisition purchase and increase acquisition by addressing
pain points
Campaign Assessment & • Assess impact of campaign and check if intended
Tracking message resonated with target audience
• Uncover and prioritize threats to brand image
Product Launch Tracking after launch of new product
• Identify customers in need of support; start
Customer Service outreach
• Monitor health of the brand and determine
Brand Tracking effectiveness of marketing programs
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Copyright 2011 NM Incite. Confidential and proprietary.

11. Scanning the Social Media Universe for Skincare
Acne captures close to a fourth of Greater scope for Acne to participate
overall buzz for Skincare in the conversation on Skin Care
Homemade remedies still ahead of
products to combat oily skin Skin care brands need to capitalize
on consumer interest in solutions by
energizing their presence on social
Brand linked recommendations are media
still low as an overall proportion of
buzz
Within the buzz for acne, prevention
tips are the next most discussed
topic after home remedies
The role of ‘expert advisor’ is still
sought after and unfulfilled
Face serum’ an emerging solution
area
Amongst Neutrogena, C&C, Clearasil
and Garnier Face Wash, Neutrogena
is ahead of the pack Neutrogena’s ‘buzz’ worthiness is
poised to provide greater leverage to
the brand offline
Clean and Clear Manages to attract
greater positive buzz
10
Copyright 2010 NM Incite. Confidential and proprietary.

12. Aggregate Buzz Volume: Skin Care Topics
9000
8000 Drivers of Skin Care Buzz
7626
7000
Modifying Skin complexion 45%
6000
5000 Homemade remedies 25%
4000
3528
Products to combat oily skin 20%
Number of Messages
Number of Messages
3000
2000 1817
Brand recommendations 10%
1000
Percent of Skin Care Messages
138
0
Anti-Aging Acne Oily Skin Skin Care
Source: Indian Blogs and Forums from Last 1 year 11
Copyright 2010 NM Incite. Confidential and proprietary.

13. Aggregate Buzz Volume: Acne Topics
9000
8000 7626 Drivers of Acne Buzz
7000
Home-made remedies 42%
6000
Acne prevention tips 33%
5000
Brand recommendations 25%
4000
3528
Number of Messages
Number of Messages
3000 Referrals to beauty blogs 8%
2000 1817
Recommendations for face
8%
serum
1000
Percent of Acne Messages
138
0
Anti-Aging Acne Oily Skin Skin Care
Source: Indian Blogs and Forums from Last 1 year 12
Copyright 2010 NM Incite. Confidential and proprietary.

14. Product Launch Tracking
Situation Auto company created a customized dashboard for Impact
1 customer service reps. Alerts set up to notify Reps of
•A leading MNC all postings mentioning customer service issues •Members of auto-
automaker relating to their new vehicle. enthusiast sites/forums
manufacturer who recognize the online
presence of Auto
generated significant Manufacturer and praise the
buzz during launch of Company for their efforts.
its new small car in
India wanted to Tracked customer service •Current and prospective
monitor online issues/resolutions/responses through owner issues resolved
conversations 2 dashboard workflow feature faster, limiting customer
service complaints and
• The objective was to negative online
identify issues being commentary.
discussed & engage
with consumers facing
difficulties with their
Customer service reps engaged with online consumers via
products
social media and email to discuss and resolve issues.
3
Resolutions ranged from dealership repairs
to sending requested brochures/information to owners.
13
Copyright 2011 NM Incite. Confidential and proprietary.

15. Despite strong response to launch, emerging safety issues were
identified
Sentiment Analysis • Positive Themes:
• Value for money
• Can give Competing MNC
Automaker a run for its money
• “Will give Large Indian Brand
sleepless nights”
Mixed
Positive • Recommended to new car buyers
30%
35%
• Mixed Opinion Themes:
• Great car, but horrible design
• Compromised on the fittings
No Opinion • Would rather wait for hatchback
Negative • You get what you pay for
20%
15% • Not a car for the “enthusiast”
Data from Indian social media sites (blogs, forums, traditional media) excluding twitter 14
Copyright 2011 NM Incite. Confidential and proprietary.

16. The car’s resemblance to an earlier model with safety issues
prompts accusations of product dumping
“I have no doubt that the Launched sedan is nothing but a rebadged Previously launched sedan.
What the MNC carmaker wont say is the previously launched sedan production was stopped since
it did not meet US and Europe crash test standards.”
forums.bharat-rakshak.com, December 2, 2010
“The MNC carmaker could have used a less than 10 year old platform to save on costs. Even the
engine seems downgraded from the previously launched sedan from the specs that a fellow BHPian
posted. So, definitely mixed feelings about the effort from this MNC carmaker - seems regressive in
many ways”
www.team-bhp.com/forum, December 19, 2010
“MNC carmaker’s dumping policy for India: launched sedan is updated version of Japanese
carmaker’s previously launched sedan which was a basic car”
bsmotoring.com, November 27, 2010
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Copyright 2011 NM Incite. Confidential and proprietary.

17. Customer Service
Social media findings
Situation Conducts a social media diagnostic to understand the Impact
scope and scale of the issue
A water purifier maker
observes a surge in ▪ Customer complaints on
1 automated dashboard in
complaints on online
forums regarding non- real time were routed to
availability of filters customer response team
that must be replaced offline
every 6 months.
Sentiment analysis reveals ▪ Label/Tag/Assign issue for
that poor after-sales service follow up
2 and non-availability of a vital
part due to distribution
issues was a significant ▪ On-ground reps able to
driver for negative buzz target irate customers and
prevent switching to
Identifies top sources of competitors
complaints to help customer
3
response team identify the
most visible sites and guide
response efforts.
16
Copyright 2011 NM Incite. Confidential and proprietary.

18. Poor after-sales service identified as key driver of negativity
towards the brand
Sentiments Drivers of Negative Sentiment
45% 43%
Positive, 5% 40%
35% 33%
30%
25%
20%
Neutral, 44% 14%
15%
Negative, 49 10%
5% 5% 5% 5%
% 5%
0%
Mixed, 3%
Analyzed on Global CGM including Facebook pages, Twitter and Forums 17
Copyright 2011 NM Incite. Confidential and proprietary.

19. Identification of top sources of negative buzz enables customer
response team to prioritize their outreach efforts
Top sites generating Negative Buzz for Brand
• Reviews on mouthshut.com
Top Sites Messages Category
were among most influential
mouthshut.com 46 Boards comments about the brand.
twitter.com 29 Micro Blogs • Customers who were
consumercourtforum.in 17 Boards dissatisfied with brand’s
customer service department
consumercourt.in 13 Boards
go to consumer-court related
techenclave.com/forums 5 Boards forums to share their
smilewidabha.com 2 Blogs experience and seek guidance
waterpurifiersinindia.com 2 Blogs for problem they are facing.
blog.calgaryitsupport.ca 2 Blogs
copperstripper.wordpress.com 1 Blogs
amudhu.com 1 Blogs
Analyzed on Global CGM including Facebook pages, Twitter and Forums 18
Copyright 2011 NM Incite. Confidential and proprietary.

20. • Key Indian Social Media Usage Stats
• The Social Media Strategy Framework
• How Brands have used Social Media Intelligence
> • Metrics for Social Media Equity
19

21. The Myth vs. Reality of Facebook Fans
Fans Fans All CGM Buzz Facebook buzz Positive Buzz
Buzz Volume
Millions Thousands
5 3.25% 141.0 150.0
4.02
4 135.0
120.0
4
105.0
3
1.08% 11.36%
17.85% 90.0
3 2.34
17.54%
2.26 76.5
2.10 2.09 13.04% 75.0
2 71.1 1.82 17.48% 14.04%
20.5% 0% 60.0
45.9 1.50 1.42
2 1.33
1.22 45.0
34.6
29.2 23.6 40.1
1
22.0 30.0
17.1
10.6
1 15.0
20.8 3.2 1.9 4.9 4.9
0.4 0.7 2.0 0.0
0.0
India
Tata
PlayUp
Indians
club
Mumbai
Docomo
Fastrack
Zoozoos
Vodafone
Kingfisher
Axe Angels
Pepsi India
Pizza Hut
Celebrations
Shoppers Stop
Time Period: Last 1 year Buzz = Blogs, Boards, excl. Facebook pages, September 2010 – August 2011
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Copyright 2011 NM Incite. Confidential and proprietary.

22. Social Media Brand Equity: Decoding Social Success
Brand Social Score
Level of Incidence Quality
Presence Engagement
• Level of Incidence: Number of unique authors that talk
about the brand
• Presence: Presence on each social media platform
• Engagement: Volume of messages for a brand Following Sentiment
• Sentiment: Net sentiment of a brand
• Followers: Number of Facebook Fans and Twitter
Followers
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Copyright 2011 NM Incite. Confidential and proprietary.

23. Thanks!
Copyright 2011 NM Incite. Confidential and proprietary.