The Skinny on Social Media Monitoring at Mondelez
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This social media monitoring discussion explores how Mondelez monitors social media like a boss, and lessons learned from Oreo's new product launch - Oreo Thins. How did social media react to Oreo’s new product innovation? Find out how their team listened around their latest product innovation, Oreo Thins.
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The Skinny on Social Media Monitoring at Mondelez
- 1. June 14, 2016 The Skinny on Social Media Monitoring at Mondelez
- 2. Introduction Rebecca Lombardo Director of Strategic Services Tracx @mediachick76 Nazli Attaran Senior Manager of NA Consumer Conversations Mondelēz International @Oneandonlynaz #TracxWebinar
- 3. Join the conversation on Twitter #TracxWebinar
- 4. Take Time to Listen #TracxWebinar 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
- 5. What Metrics to Pay Attention to #TracxWebinar
- 6. What is Social Reach? #TracxWebinar
- 7. What is Social Reach? #TracxWebinar
- 8. Fans Don’t Drive Business Results #TracxWebinar Fans aren’t what drive business results
- 9. Fans Don’t Drive Business Results #TracxWebinar Fans 1% of total sales Fans spend two times more than non-fans
- 10. Fans Don’t Drive Business Results #TracxWebinar Fans 1% of total sales Fans spend two times more than non-fans
- 12. Reach and Frequency - Considerations #TracxWebinar 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
- 13. The Role of Earned and Owned Media #TracxWebinar
- 15. Social Influencers #TracxWebinar • 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
- 16. Measuring Success for Mondelēz Brands #TracxWebinar Reach Resonance Reaction
- 19. Oreo Thins #TracxWebinar • Always-on paid social support • Custom targeting segmentation • Key Alliances – Facebook, Twitter, Instagram
- 20. Oreo Thins #TracxWebinar • 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
- 22. Metric Results #TracxWebinar Campaign Continuity Launched in July 2015 Total Reach – Paid and Organic
- 24. Summary #TracxWebinar 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
- 25. Takeaways
- 26. Takeaways #TracxWebinar • 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
Hinweis der Redaktion
- I manage the North American consumer conversations team here at Mondelez International. Just a little history on Mondelez – In 2012, Kraft decided to split in two, spinning off its mature North American grocery business to create a global snack-food business. The larger global business–which includes Oreo, Cadbury, Wheat Thins, Trident gum, Sour Patch kids and several other brands–is named Mondelēz International. Part of my functions responsibilities at Mondelēz is Social Media Operations and reporting as well as other consumer touch points like as our contact center and our contact us website. I hope you’ll find the content interesting and helpful. I’m here to talk about social media reporting. We probably have various levels of expertise on the call today so I’ll be covering some basics and then talking about reporting. For anyone who pulls together or looks at social media reports, it’s also very important to understand paid media. So I’ll be covering that at a high level as well. So let’s begin!
- Before launching any social media accounts or program, it’s important to stop and consider the full operational implications. Take time to listen to how consumers discuss your brands across social channels, regardless of whether you chose to activate on those specific channels. Listening can help identify positive conversations around your brand which you can consider amplifying or being a part of. And it can also help identify issues or causes for concern. The trends may help identify your barriers to purchase, which is one of the key elements in the consumer’s journey at arriving to his or her purchase decision.
- All of us agree that social media listening and reporting is important, but what do we use to measure? There are half a dozen type of metrics, Posts, interactions, engagement, reach, Density, fans… The answer to what to report depends on what you’re trying to answer. If you’re trying to determine Insight based on noise, then the metrics such as posts and interactions make more sense. I’ll provide examples of this later in this webinar. BUT If you’re trying to determine if a piece of content or a campaign is a success, REACH is the most important metric.
- Let’s start by getting some clear definitions. What exactly is social media reach? Well like in any media channel, reach equals the total number of people who actually see your content. Organic reach is the number of our fans and their connections who naturally see any piece of content we post. Paid reach is the number of people who see content when we pay to promote it.
- Reach is not the same as fans or follower numbers and with a good paid media strategy, reach can be far higher, getting you infront of a large percentage of your total target audience and not just some percentage of your brand’s followers. Frequency is how often people see your content over a given period and it’s an important factor in your marketing success. When we look across the Mondelez business, insufficient reach is the single biggest reason digital marketing fails to have business impact. However great a digital activity, if only a small number of people see it, there will only be a small impact on sales. What about increasing the number of fans? Isn’t that important??
- The reality is that fans aren’t what drive business results. We know this based on research. In the early days of social media listening, one way to drive reach was to increase your fan base and hope that people would share your content. But now that we can pay to drive content to a targeted audience, fan base has become much less important in tracking social media metrics. The only time a large fan base helps, is for those new to the content or page with the fan base acting as endorsement.
- Facebook carried out a study of several consumer goods campaigns, using loyalty card data, to measure the impact on sales. These campaigns were all supported by paid media to ensure they drove meaningful reach to their target audience. The research showed that while on average fans do spend 2 times more than non fans, ultimately they’ll still only account for 1% of total sales.
- So however large your fan base, it will remain relatively small compared to the total audience it can reach via a platform like Facebook.
- As I said at the start of this webinar, before reporting on social media it’s important to learn the 3 types of media. Owned, Earned and Paid …. just to recap their definitions: Owned Media is the digital properties like social media sites Earned Media is Social comments, news stories or reviews. Paid Media is the sponsored content or paid social influencers. PAID is our focus in driving Reach.
- Here are some core considerations on Targeting, Reach, Frequency, optimization and budget… most applicable to Facebook. During a campaign it’s important to target broadly….although social media channels can allow us to pin point a very specific consumer, a campaign should be about reaching consumers at meaningful scale. Overall we recommend spending as much of your media budget on media Reach and as little on the creation of the content itself. Having said that as the content is going to be seen by millions of consumers, it’s important to ensure that it’s high quality. One way that becomes possible is that you’ll probably need fewer executions than you think….and only as many as you can afford to promote. Even on a platform like Facebook, this would typically be no more than 1 post per week. The recommended length of a campaign is 6-8 weeks….though you may drive most of your reach through a small number of high reach days. The goal is to optimize our media on a cost per thousand basis and not cost per click basis. While this isn’t always the case it’s a good rule of thumb. Ultimately we‘re NOT trying to drive consumers to a new destination (by clicking) but instead try to get in FRONT of as many of them as possible. High unique reach is a bigger priority than high frequency. ‘Continuity’ or ‘always on’ is also important but with less number of frequency, no more than 2-4 post per month. While social channels typically are cost affective, the high volume reach goal can come at a price. BUT thinking of social media as a business changing channel can potentially mean large increases in the budget required.
- So what role does earned and owned media play? Owned refers to the people who see content on your pages and channels…and earned content is the reach gained as people share your content. Typically however earned and owned will only be a small additional percentage on top of paid reach and we shouldn’t rely on them. Earned and Owned are a great source for qualitative data used for social listening, not quantitative metrics that may define your brand or campaign success.
- Engagement has been used as a primary measure of social media activity. Engagement as you know refers to active actions such as Likes/Shares/Comments, also known as Digital actions. WE want people to be mentally engaging with our brands but that’s not the same as needing people to click on our content. We CAN engage consumers by THEM just them seeing our content. Digital actions should not be used as a key measure for our campaigns or our brands success or failure. It’s tempting to rely on digital actions because there’s so much data available. But the reality is that digital actions don’t overall correlate with sales. Just because the data is there, doesn’t make it valuable to track and assume success with high numbers.
- Social influencers as part of your overall paid media campaign is also an important driver to increasing REACH. Influencers with extremely large social followings, can get millions of views, on any content they produce. Working with influencers usually involves authentically working with their interests, not just forcing them to post out your standard brand messaging. Teaming up with influencers allows us to benefit from their scale.
- A couple of years ago, we introduced a new framework to measure success for Mondelez brands. We focused on Reach and ask whether we are achieving the right levels of reach and frequency to achieve our business goals. Then we looked at Resonance, whether the activity is positively impacting the brand metrics and wider perceptions. Digital actions, like engagement, will give you some indication of this…but typically we should carry out a post campaign research survey to truly monitor this. Finally we looked at Reaction – Does it result in an uplift in sales, ROI and other business metrics? This can be hard to model, but specific tests and research opportunities are available in the market and you should engage your consumer research team for assistance. This is a simplified model of the most important metrics in social media tracking. Now I’d like to share an example of a paid media campaign and the results.
- In July 2015, we introduced OREO Thins to drive incremental growth. We describe it as a “classic Oreo taste in a thin and crispy texture”. We positioned OREO Thins for success by investing BIG behind the launch and supported a three-SKU platform launch in 2015. Oreo Thins Chocolate Sandwich Cookies, the Golden and the Mint. The significant investment focused on driving awareness and trial and reaching new adult consumers. With HUGE results to date, OREO Thins has driven additional household penetration for the brand.
- Our mission was to get to those consumers who left us in childhood and have them revaluate Oreo and try and get them to experience the new side of Oreo…. Oreo thins plan at launch included, TV, Social, Digital, Influencer and PR. For the purpose of this webinar, we will focus on examples of what Mondelez used for Social and Influencers.
- For social we used ‘Always on’ paid support, custom targeting and teamed up with Facebook, Twitter and Instagram to get the message out. The content was bold, visual and attention grabbing.
- We also teamed up with a lifestyle site to seed product endorsement and extend awareness. We wanted to make sure the content was authentic and stayed true to the voice of the influencer. We targeted big with a mass reach.
- So what were the results? How do we report success - As I mentioned previously, the type of analysis to determine social media results depends on the business question. Metric results, mainly REACH results is tied to business results….On the other hand, Insight results help dig further on opportunities and trends. The insight Results is an added layer of detail needed to ensure you’re going the right direction with your brand and your content. Let’s review some top level results based on these 2 types of reports
- As you recall from the reach and frequency pages earlier in the webinar, the optimal campaign is 6-8 weeks followed by a continuity phase with less frequency in content. Also known as ‘Always on’ . This chart shows the total number of reach, paid and organic over time. Another metric that we should add to the metric results on this slide is the cost per thousand rate. The cost per thousand REACH will allow you to compare previous or future campaign results for your brand. To develop a similar result chart, please work with your tracx account manager.
- The insight results or qualitative results can be the most interesting…while there is not necessarily a direct correlation with posts and interaction volume and sales, it’s a good source to find out some “whys”. There was a low level doubt brewing within the social space about Oreo thins delivering on taste. However, once launched and trial began, consumers shifted their perception. The insight on why we launched was because regular Oreo wasn’t right for these adult consumers…we felt that Oreo thins was someone who likes regular Oreos but wants a lighter texture……But based on the listening results show us a different story around “feeling less guilty”…even though we did not want to market it that way. The point of this slide is that the posts and interactions data is extremely rich with insight.
- In summary, It’s important that you take the time to listen to the conversations before and after a campaign launch Really understand the metrics for success like Reach and Cost per thousand. It’s also important to understand how paid media works and why it’s important. Depending on your role, you’ll need to determine the frequency during the campaign and in the continuity phase. And finally Identify areas of opportunity before and after launch by listening. Thanks for your time everyone, I hope this has been helpful.
- Rebecca will present this slide