Timing is Everything: Using SMM to be Two Steps Ahead of the Consumer

Webinar/Timing is Everything: Using SMM To Be Two Steps Ahead of the Consumer

Marketing Insights Analyst

natalie@brandwatch.com | @natalie_katem

Natalie MeehanContent Researcher

jamesl@brandwatch.com | @ja_lovejoy

James Lovejoy

Coming Up

• The importance of timing

• Understanding seasonal trends

• Using Y-o-Y analysis to optimize campaigns

• Aligning your social strategy with your audience

• Demonstration of tips and tricks!

Don’t be shy/We’d love your participation

• Ask questions in the session chat

• Tweet about our discussion

@brandwatch

#brandwatchtips

Slides and a recording of the webinar will be made available after the event

Timing it right:Cordials

• World events

• The seasons

• Sponsorship deals

Many things affect consumer interest

Celebrities. We love them.

But maybe your money is best spent elsewhere…

Samsung paid LeBron James $100,000,000 to be the face of the Galaxy Note 3

That sound you heard was

everyone at Samsung

facepalming simultaneously

London 2012 @London2012427 RETWEETS | 53 FAVORITES

Jen Clarke @jensized

28 RETWEETS | 18 FAVORITES

My phone just erased

everything it had in it and

rebooted. One

of the sickest feelings I’ve

had in my life!!!

$100,000,000 well spent?

LeBron James @KingJames

498 RETWEETS | 1,065 FAVORITES

Ultimate Facepalm

Because sometimes even a Double Facepalm doesn’t cut it

Seasonal fails

Don’t try and sell winter products in summer

Cordial market leaders

When are they leading the conversation?

1. Ribena – Spent 5m on advertising their new ‘no added sugar’ product

2. Robinsons chatter always peaks in April, when international tennis event Wimbledon is in the news

A tactical release

Big brands aren’t mentioned in December

Experimental consumers

Analyze chatter YoY and identify the best times to release campaigns to create the biggest splash

Using year-on-year analysis = BIG WIN

• The leading 3 brands can do much more

• Historical data gives brands the edge

• Analyze peaks and lulls to identify gaps in the market –releasing a hot cordial campaign could create massive impact for one of the big three.

Seasonal Trends: The Frappuccino

The Frappuccino: Campaigning on time

• Starbucks to emphasize the Frappuccino as a summer beverage

• Capture the “summer” beverage market

Campaign

• Half-priced Frappuccinos (#frappuccinohappyhour)

• Promoted at stores, website & social media channels

Sustained success

A closer look at branding a summer beverage

• 320,000+ mentions

• The Frappuccino referenced as a “summer” item

• Timely positioning: capturing the summer beverage seasonal market

DD Coolatta DQ Blizzard McD McFlurry Starbucks Frappuccino Wendy's Frosty

Feeling hungry?

Looking at the micro-picture

When measuring the timeline of consumer activity, looking at the micro picture is just as important as the bigger picture

I’m so hungry but

definitely trying

be healthy at the

moment!

#bikinibody

We have the best intentions…

@natalie_katem

We’re most likely to tweet about our intentions to eat healthily at 3pm and 9pm

There’s an inclined audience, ready & willing

Just got back from Notting Hill Carnival! I

need sleep and healthy food!

what should I have for breakfast tomorrow im

gonna start eating really healthy not healthy but really healthy this time yeahhhhhhhhhhh

Hmmm what should I eat for lunch today!!

Want to be healthy but also want warm food in

this weather

jill @beigeharryifunanya @missdebbycakes Shelley Miller @sendibo16

So, are health food vendors taking advantage?

Social media efforts need to align with consumer activity

#Tip: Don’t waste time finding safe options to eat or grow hungry at your desk! What #gf grub will you

bring 2morrow?Udi’s Gluten Free

@udisglutenfree

Target those with an intent to use your product

• Go granular and look into the micro picture

• Monitor timings to research and to plan campaigns

• Align your social media efforts with an inclined audience to maximize ROI

How did we do it?

Getting the Data

Digging Deep: How to Collect, Analyze and Interpret Social Data

• Uncovering Intention

• Outlining a sentence structure in a Query

• Breaking data down by week, day and hour

• Creating timelines with multiple Queries

• Exporting data

• Custom analysis

Uncovering intention to eat healthy

When I go back

to school I need

to continue

eating healthy

Jordan @Jay_Smoove32

How to uncover intention

When I go back

to school I need

to continue

eating healthy

Ben Ainslie @AinslieBen103 RETWEETS | 41 FAVORITES

Understanding the NEAR operator:

NEAR/x, NEAR/4, NEAR/15, NEAR/40

NEAR/xf

Outlining a sentence structure

Putting yourself in their mindJordan @Jay_Smoove32

Uncovering intention

When I go back

to school I need

to continue

eating healthy

Jordan @Jay_Smoove32

Scan by hour, day, week or month

Compare the social media chatter around multiple Queries

Export data to excel for custom analysis

Read more in our food and beverage report:

brandwatch.com/report-food-beverage/

Find more content here:brandwatch.com/blog

contact@brandwatch.com

facebook.com/brandwatch

@brandwatch

plus.google.com/+brandwatch1

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