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

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© 2014 Brandwatch.com

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

Marketing Insights Analyst

[email protected] | @natalie_katem

Natalie MeehanContent Researcher

[email protected] | @ja_lovejoy

James Lovejoy

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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!

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© 2014 Brandwatch.com3

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

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© 2014 Brandwatch.com© 2014 Brandwatch.com

Timing it right:Cordials

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• World events

• The seasons

• Sponsorship deals

Many things affect consumer interest

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Celebrities. We love them.

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But maybe your money is best spent elsewhere…

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

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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

ever

had in my life!!!

$100,000,000 well spent?


LeBron James @KingJames

498 RETWEETS | 1,065 FAVORITES

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Ultimate Facepalm

Because sometimes even a Double Facepalm doesn’t cut it

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Seasonal fails

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Don’t try and sell winter products in summer

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Cordial market leaders

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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

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A tactical release

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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

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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.

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Seasonal Trends: The Frappuccino

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The Frappuccino: Campaigning on time

Goal

• 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

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Sustained success

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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

24%

2%

5%

37%

32%

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

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Feeling hungry?

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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

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I’m so hungry but

definitely trying

to

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

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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

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So, are health food vendors taking advantage?

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Nope.

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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

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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?

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Getting the Data

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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

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Uncovering intention to eat healthy

When I go back

to school I need

to continue

eating healthy

Jordan @Jay_Smoove32

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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

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Uncovering intention

When I go back

to school I need

to continue

eating healthy

Jordan @Jay_Smoove32

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Scan by hour, day, week or month

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Compare the social media chatter around multiple Queries

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Export data to excel for custom analysis

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Q & A

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Read more in our food and beverage report:

brandwatch.com/report-food-beverage/

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Find more content here:brandwatch.com/blog

[email protected]

facebook.com/brandwatch

@brandwatch

plus.google.com/+brandwatch1

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

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