Cimigo on social media - whispers, shouts, influence

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Richard has spent the last sixteen years in Vietnam assis5ng in the development and building of numerous brands to achieve leadership posi5ons.

Richard is a UK na5onal and resides in HCMC with his Vietnamese wife and their children.

Richard founded Cimigo in 2003 and today has offices across eight countries in Asia.

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Richard Burrage, Cimigo

Men5ons of Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)

Consistent online chaPer

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Share of digital voice: Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)

Anmum 70% share of online voice

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Men5ons by Media type: Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)

Blogs, TwiPer and Facebook dominate conversa5on

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Top Influencers in the blog media: Dutch Lady and Fonterra Brands in last 30 days (March 14 – April 14)

Top blog influencer – top shown over the page

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1st influence

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2nd influence

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Tweet examples

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Blog discussion and comment examples

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Anmum TVC on YouTube – limited views

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1. Listening 2. Engagement 3. Brand tracking 4. Product development insights (e.g. baby care, beauty) 5. Risk management

6. Digital engagement campaign performance

7. Product/event launch tracking performance

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Everyone is talking about social media – how can I use it?

Most brands should be listening to understand what is being said, by whom and where. Some ver5cals generate a lot of brand specific men5ons, other less so.

Depends on ver5cal, customer involvement in category and whether you are driving an online conversa5on.

Most FMCG brands monitoring only when you have specific decision points or KPIs. 1. You or your compe5tor has PR crisis.

2. Pre-‐post measurement of serious digital engagement campaign.

3. Major launch or event.

4. You operate in a ‘dark’ market and use digitally heavily.

How in5mate do we have to get with these consumers?

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Banks

Telco providers

Beauty

Property

Airlines

Auto

Smart phones

Baby care / formula

Health / pharma

Many FMCG brands

Digital engagement campaigns

FMCG brands

Dark market

Product launch / event

High category involvement

Low category involvement

Low digital effort

High digital effort

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Very important! Influence and reputa5on are cri5cal factors.

A 16 y.o. twee5ng to 53 friends that they hate your new product won’t kill your brand, but a blogger with a 100,000 followers can do some damage.

Or a lot of good… Be sure to know your influencers…

What influence do they have?

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What’s your strategy?

Customer support? Social as a sales channel? Social for brand building? Social part of an integrated campaign?

There’s no “1 size fits all” rule.

If you do engage, start small.

It might be “social” but you need detailed processes and structure to make sure it works.

Should I be star5ng conversa5ons or merely replying?

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Do I need to be part of the dialogue?

• Don’t jump in and start “engagement”.

• Listen first, understand the conversa5ons.

• See what your compe5tors are doing.

• Fake men5ons and blogs posts are a bad idea.

• Genuine engagement can be powerful.

• Engagement won’t work for every brand.

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• What’s your strategy? Do you just want more Facebook likes (and if so.. why??)

• Define what you want to achieve first, then look at resourcing, not vice versa.

• Set measurable targets, monitor, iterate and learn.

Do I need a social media manager?

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The world’s first golden ice cream now is available in Indonesia

Thousands of “Magnum” men5ons occurred between July-‐October, highlighted by two peaks. Who were the top influencers of each peak?

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10,000 Magnum Mentions 1.8 Mio

Total Reach

Peak 1 (Aug 19-‐20)

6,269 Magnum Mentions 3.9 Mio

Total Reach

Peak 2 (Sep 30-‐Oct 1)

Actual number of “Magnum” men5ons per day from July-‐October 2012 *Nearly 100% men5ons came from TwiPer

Though Peak 2 had lesser men5ons, the top influencers have a bigger follower base, hence wider reach

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29,431

23,693

19,455

19,442

15,781

14,383

13,263

12,433

11,288

10,252

8,605

7,951

MYMAGNUMID

ALANLANALAN

BISMAROCKERS

ALFAMARTKU

ZAKASUNTARA

ARNEEEST

SHEBENK_BENK

AGILWCK

DINDUTSS

TIGAWAT

ASSJERUK

IBAYLAH

Peak 1

658,703

270,721

128,935

111,439

108,623

106,446

80,830

75,820

67,091

60,927

60,021

53,998

TRANSTV_CORP

ADDIEMS

MEMES605

MARISCHKAPRUE

MISSSHARENA

BENJOSHUA_R

DEWA_KLASIK

DIRASUGANDI

SKYRAMADHAN

MYTRANSTWEET

NICKYXOIX

MYMAGNUMID

Peak 2

-‐ In Peak 1, the effort of spreading the buzz was mostly done by MYMAGNUMID who had the biggest follower base. The other 10,000 men5ons were contributed by twi5zens with lesser followers.

-‐ In Peak 2, though only 6,269 men5ons, the top influencers included ar5sts performing on Magnum Gold Symphony who had a wider follower base, even more than MYMAGNUMID.

Screenshot of manual coding example

Content: “Already tried MAGNUM GOLD. Yuck, for those who don’t like sweets don’t even try it.”

Product Awareness:

Consideration:

Purchase Intent:

Consumption:

Nutrition & Health:

Price:

Any men(ons on MAGNUM GOLD?

Any considera(ons to try the product?

Any indica(on of buying the product?

Any men(ons on consuming the product?

Are there any content about nutri(on and/or health?

What about the product taste or flavor?

Any men(ons on distribu(on, stock or availability?

Is the overall sen(ment of the men(on posi(ve, neutral or nega(ve?

Any men(ons on the price of the product?

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Content & sen5ment

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100

51

36

24

14

9

5

5

4

3

1

Brand Awareness

Magnum Gold

Symphony

Trans TV

Consumption

Taste

Purchase Intention

TVC

Consideration

Magnum Café

Price

65

62

73

77

61

47

100

33

89

55

27

29

27

23

10

8

13

5

36

20

7

9

30

45

54

5

9

80

Positive Neutral Negative

Exploring nega5ve reac5ons….

Content (%) SenMment (%)

Nega5vity towards TVC and taste are increasing

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72

33

71

47

10

13

2

8

18

54

28 45

Peak 1 Peak 2 Peak 1 Peak 2

Positive Neutral Negative

TVC SenMments (%) Taste SenMments (%)

Nega5ve sen5ments on TVC related to product

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“False hope is like Magnum Gold. The commercial is cool but the taste is bad. Agree?”

Followers: 80,830 Sen(ment: Nega(ve

“Buying Magnum Ice Cream = stupidity. How much does it cost anyway? Why is the commercial so over the top (exaggera(ng)…”

Followers: 20,050 Sen(ment: Nega(ve

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Vietnam Indonesia India

China Hong Kong

Philippines Singapore

3 billion customers We now have the privilege of represen5ng

Star5ng 9 years ago in HCMC & HK we’ve expanded to...

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From seven main ciMes

in Vietnam…

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Cimigo delivers a full range of services to ensure your business remains connected to your consumers

Mo5va5onal research Market scoping and segmenta5on

Concept tes5ng New product development

Brand posi5oning

1. Consul5ng Services Market tracking

Product op5misa5on Brand equity

Touch point management Customer loyalty

2. Research Services Ethnography

Accompanied shopping In-‐depth interviewing

Focus groups Vox pops

Telephone interviewing Street intercepts Mystery shopping On line surveys

Social media tracking

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consumer-‐rooted growth

Online Panels 45 Consultants

130 Full-‐5me staff

12 Qualita5ve Specialists

5 Call Centres

Face-‐to-‐face

…put the consumer into the boardroom to deliver

650 Fieldworkers

Cimigo’s extensive set of resources and exper5se...

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Cimigo for Brand Value And for stronger consumer engagement & intelligence.

www.facebook.com/CimigoVietnam

@cimigovietnam

www.linkedin.com/company/cimigo

www.chaocimigo.vn

Cimigo on social media - whispers, shouts, influence

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