Using social media in a "brandless" category
•Als PPTX, PDF herunterladen•
2 gefällt mir•770 views
Digital communications is today's leading marketing force, owing to the fact that consumers have candid conversations about brands online. Yet, it is more challenging to derive insights in a category where there are excessive brands, or where the category overpowers the brands, making it virtually 'brandless'. Illustrated by a butter/margarine case study and stepping back to cover some fundamentals of social media research, Sourabh will reveal how to revitalize your digital communications with greater effectiveness in such a scenario.
Empfohlen
Weitere ähnliche Inhalte
Mehr von FIG or out
Mehr von FIG or out (16)
Kürzlich hochgeladen
Kürzlich hochgeladen (20)
Using social media in a "brandless" category
- 1. Using social media in a “brandless” category Improving digital communications through effective and actionable social media research Sourabh Sharma Communication & Social Media Research Expert Abigail Joffre Today’s Webinar Host #SKIMwebinar Share your thoughts online:
- 2. SKIM Webinar “Using social media in a “brandless” category” Blog • sssourabh.com • Facebook Page Professional • LinkedIn • Carbonmade Portfolio Social • Facebook • Twitter • Google+ • Lookbook Photo / Video • Tumblr • Flickr • Instagr.am • Vine • Pinterest • Gentlemint • Dudepins Ideas • Formspring • Stumbleupon 2
- 3. SKIM Webinar “Using social media in a “brandless” category”4 of people trust online peer recommendations 90% trust advertisements 14%
- 4. SKIM Webinar “Using social media in a “brandless” category”5 social media users believe twitter influences purchases 2 of 3 of people follow brands on social media 50% of social media users post brand related content 46%
- 5. SKIM Webinar “Using social media in a “brandless” category”6
- 6. SKIM Webinar “Using social media in a “brandless” category”7 what if I am brandless
- 7. SKIM Webinar “Using social media in a “brandless” category” SKIM conducted “fieldwork” (web scraping) across the social media universe on the spreads category, focusing on butter and margarine for a period of 1 year 8 Discover what you can learn about the overall category Understand how to impact digital communications Develop actionable recommendations for margarine producers
- 8. Background How things came about
- 9. SKIM Webinar “Using social media in a “brandless” category” Classic Research Social Media Monitoring Social Media Research 10
- 10. SKIM Webinar “Using social media in a “brandless” category”11 sssourabh sssourabh tried to make my favorite American cheesecake in New York a bit more healthy by using margarine in the frosting. #bitter #cake 25 minutes ago Getting ready for our #webinar! 1 hour ago
- 11. The social media research method How things came about
- 12. SKIM Webinar “Using social media in a “brandless” category” Publicly available demographic data IP tracking geographic data Allusion to demographics in verbatims “Using real butter to make my 25th birthday cake for my party in Miami!” 13
- 13. SKIM Webinar “Using social media in a “brandless” category”14 1. Design Study 2. Fieldwork Internet Scraping and Coding 3. Customized analysis and output
- 14. SKIM Webinar “Using social media in a “brandless” category” • Author • Date • Location • Hashtags • Context • Emotions • Personality 15 1. Design Study sssourabh sssourabh tried to make my favorite American cheesecake in New York a bit more healthy by using margarine in the frosting. #bitter #cake 25 minutes ago Getting ready for our #webinar! 1 hour ago
- 15. SKIM Webinar “Using social media in a “brandless” category”16 2. Fieldwork Internet Scraping and Coding • Very Positive • Positive • Neutral • Negative • Very Negative Sentiment • Location • Demographics • Psycographics • Usage context • Decision making Consumer • Words • Emoticons • Associations Emotions
- 16. SKIM Webinar “Using social media in a “brandless” category”17 Social Media Research Campaign effectiveness Competitive comparisons Netnography and psychographics Supplement traditional research Find product flaws quickly Innovation and ideation 3. Customized analysis and output
- 17. In spreads, it’s all about usage Who talks about brands?
- 18. SKIM Webinar “Using social media in a “brandless” category”20 of butter conversations mention brands 2% of margarine conversations mention brands 9%
- 19. SKIM Webinar “Using social media in a “brandless” category”21 brandless
- 20. SKIM Webinar “Using social media in a “brandless” category”22 Butter Margarine General Cooking Baking Frying Grilling Roasting Recipes “I use it for everything except baking. Butter is the only thing that will do when baking.” Community Post, July 2012 “I really think butter vs. margarine in baking is more texture than taste. Butter seems to give a better chew to cookies than margarine does.” Forum Comment, July 2012 usage
- 21. SKIM Webinar “Using social media in a “brandless” category”23 Butter Margarine Kitchen Personal Use Fastfood Restaurants Discount Stores Hotels Casual Dining“Ruth Chris Steakhouse has the best steaks - maybe because they are sizzling in butter” Blog, June 2012 “Fresh butter on fresh bread in my kitchen – the best way to eat it.” Blog, March 2012 location context
- 22. SKIM Webinar “Using social media in a “brandless” category”24 dig deeper
- 23. I love my butter, but not my margarine Fact or fiction?
- 24. SKIM Webinar “Using social media in a “brandless” category”26 LoveHate Dislike Like IncreasingPassion Increasing Positivity of Sentiment Sentiment: Continuum of negative to positive perceptions/sentiment Passion: Conversations that are extreme
- 25. SKIM Webinar “Using social media in a “brandless” category”27 Margarine Butter Sentiment: Continuum of negative to positive perceptions/sentiment Passion: Conversations that are extreme Size of Bubble: Volume of conversations IncreasingPassion Increasing Positivity of Sentiment
- 26. The taste versus health debate Let’s debate
- 27. SKIM Webinar “Using social media in a “brandless” category” Taste Health 29 Best for me! Healthy and Tasty Yummy! Tasty, not Healthy Why bother? Neither Healthy nor Tasty Good for me! Healthy, not Tasty Taste: Continuum of negative to positive perceptions of taste Health: Continuum of negative to positive perceptions of health
- 28. SKIM Webinar “Using social media in a “brandless” category”30 Margarine Butter Taste: Continuum of negative to positive perceptions of taste Health: Continuum of negative to positive perceptions of health Size of Bubble: Volume of conversations Taste Health
- 29. What stands out about these spreads?
- 30. SKIM Webinar “Using social media in a “brandless” category” Butter Margarine Tasty Salty Fresh taste Sweet Spicy 32 Moderate Strength Moderate Weakness Neutral Weakness Strength Increasingorderof importancebybuzz Increasing Volume of Buzz “Ohh the disappointment when you realize the butter you bought isn't salted. :'( #RuinedCrumpets.” Twitter User, May 2012 “You could use margarine if you like, but personally I think butter is the best option (in terms of taste) ” Youtube Recipe, June 2012 taste
- 31. Using social media in a “brandless” category
- 32. SKIM Webinar “Using social media in a “brandless” category” Butter Margarine Small sized Color Use at hot temperatures Texture Ease of use Large sized Greasiness Use at cold temperatures 34 Increasingorderof importancebybuzz Increasing Volume of Buzz Moderate Strength Moderate Weakness Neutral Weakness Strength “I love that my margarine stays soft in the fridge!” Blog, December 2011 “My butter was rancid after just a couple of days and this wasn't even the summer time when the ambient temperature would turn it into goo!” Community, March 2012 functional
- 33. The frequent chatters and followers But who is “talking”?
- 34. SKIM Webinar “Using social media in a “brandless” category”36 45% 43% 55% 57% Margarin e Butter Male Female Gender Age 4% 52% 50% 41% 39% 5% 7% Margarin e Butter < 18 18-34 35-65 >65
- 35. SKIM Webinar “Using social media in a “brandless” category”37 0% 20% 40% Butter Margarine
- 36. SKIM Webinar “Using social media in a “brandless” category”38 They talk mostly on forums and blogs They talk about taste elements It is consumed in the household by men, alongside the entire family It is used in cooking and frying (especially to fry snacks) Young and middle aged consumers talk about butter It is used during breakfast or as toppings at other mealtimes (e.g. on meats, burgers) It evokes emotions of happiness butter
- 37. SKIM Webinar “Using social media in a “brandless” category”39 They talk mostly on forums, blogs and online communities They often talk about it as a substitute to butter, and compare to other oils too It is consumed by individuals, or by members of a household They focus on areas of both taste and health Young and middle aged consumers talk about margarine Health issues include healthy meals, menu offerings, and weight loss Concerns include the debate of natural ingredients It is used in cooking, especially baking It is used most often for breakfast, mainly on toast margarine
- 38. what do we take away?
- 39. SKIM Webinar “Using social media in a “brandless” category”41 Develop perceptions of saltiness, tastiness and freshness, with a creamy texture. Target by usage types. A healthy option with low fat and low calories, which is non-greasy and easy to use. Substitute to butter/oils depending on messaging medium.
- 40. SKIM Webinar “Using social media in a “brandless” category” Extreme preference behavior Comparative behavior Product overpowers brand 42
- 41. SKIM Webinar “Using social media in a “brandless” category”43 A creamy texture for cookies that taste perfect - every time you bake! A healthy way to start the day for you and your family The best thing to put on toast for a healthy breakfast. Keep your cake tasty without the calories Join our online community for tasty recipes and healthy tips!
- 42. It works Use social media
- 43. SKIM Webinar “Using social media in a “brandless” category”45 Branded or brandless You can learn from your consumers.
- 44. SKIM Webinar “Using social media in a “brandless” category” Big brand or small brand, social media will tell you a story. Listen. 46 Concept and claims generation Netnography Campaign / launch effectiveness Stand alone social media research study Quantitative study validation / complementary study
- 45. Using social media in a “brandless” category 47 Sourabh Sharma Communication & Social Media Research Expert s.sharma@skimgroup.com @sssourabh Abigail Joffre Today’s Webinar Host a.joffre@skimgroup.com @InAbbyLand Sign up for more of our spring webinars! http://www.skimgroup.com/webinars Share your thoughts online: #SKIMwebinar
Hinweis der Redaktion
- We have the big fish big pond scenario. And the little fishes out there too.What should you do if your brand is small or if you are in a category that is brandless
- What do we mean by brandless?It is perhaps more intuitive to do social media studies with brands: Coke to Toyota, these are very clearly soft drinks and cars. We define brandless as being in a category where the product is more prevalent to its brands.
- What c
- E.g. sourabh tweets about a baking experience, without mentioning a brand name. A simple twitter search of margarine shows that it is indeed ‘brandless’ – one does not know which brands are being used. As such, what are margarine manufacturers to do?
- Online privacyBetrayal of age via conversationsLocation statistics
- 1. Specification of products, brands, key words and themes2. Internet scanning, variable and key word coding, and sentiment calibration on a 5 point Likert scale3. Choices entail brand maps, quantified associations, trigger identification, personas, etc.
- What do we mean by brandless?It is perhaps more intuitive to do social media studies with brands: Coke to Toyota, these are very clearly soft drinks and cars. We define brandless as being in a category where the product is more prevalent to its brands.
- Local brands in Brazil are more passionately spoken ofAcross countries, Hershey’s and Twix are polarized in perceptions, while KitKat is neutralAcross countries, social media data in the US is more negative, while in Brazil it is more positive for this categoryThe less Positive / Less Passionate quadrant is not ideal. Snickers is advised to drive up the positive conversations before incentivizing more passionate mentions.
- \\
- .
- Continue to emphasize key health benefits (low fat, low calories), but strengthen taste perceptionsFocus on bringing in salty, tasty and fresh attributes to product and messagingPosition margarine to align with consumers’ usage and perceptionsMake breakfasts and/or baking central to consumer targeted messagingEmphasize personal and individual use, seconded by whole family consumptionEmphasize ease of use due to lack of greasiness and supreme texture compared to other spreads
- This study enlightens on consumer behavior in the category - Butter is generally talked about with positivity and passion, owing to its taste benefits, usage and association with happiness. Margarine is disliked due to poor taste and a debate over natural ingredients and true health benefitsConsumers often compare the different products in the category; primarily butter to margarine, but also other oils and spreadsConsumers focus on product attributes, primarily taste and health They are thus relatively less brand loyal than other product categories, and identify no clear category leader
- The key elements from the brand identity that your brand owns are your “triggers”– in the sense that it has more mentions than expected and also that it does not share this elements as strengths with other brands.You can use these to create claims for your study like we have here (in blue)You can use it to add validation stamps (non greasy) or ads to your online platforms (communities)Position margarine to align with consumers’ usage and perceptionsMake breakfasts and/or baking central to consumer targeted messagingEmphasize personal and individual use, seconded by whole family consumptionEmphasize ease of use due to lack of greasiness and supreme texture compared to other spreads