REPLISE

PERFORMANCE

MONITOR COLMAN’S MUSTARD

IN SOCIAL MEDIA

CONTENTS – PERFORMANCE MONITOR

1. ABOUT THE RESEARCH

2. BRAND ANALYSIS

– COLMAN’S MUSTARD

• MENTIONS

• MENTION TYPES

• SEASONALITY

• DAY OF WEEK, TIME OF DAY

• SENTIMENT

• TOPIC CLUSTERS

• CONVERSATION CLOUD

• AGE GROUPS

• USER SEGMENTATION

• TOP INFLUENCERS

• TOP AMBASSADORS

3. COMPETITOR ANALYSIS

• MENTIONS

• SENTIMENT OF COMPETITORS

• TOPIC CLUSTERS OF COMPETITORS

• SENTIMENT OF TOPICS

• BRAND ASSET ANALYSIS – HEINZ

4. METHODOLOGY

ABOUT THE RESEARCH

ABOUT THE RESEARCH

4

PERFORMANCE MONITOR

Performance Monitor is a holistic analysis of brand’s social media performance with a focus on

evaluating the marketing activity’s impact.

The study provides a multi-perspective analysis looking at the result of your and your

competitors marketing campaigns in the social media space.

The research helps to understand which elements, messages have gained most traction or

where there is room for improvement.

By downloading the research Replise’s Performance Monitor report you receive a mustard brand

analysis. Colman’s performed best in terms of share of buzz, engagement, tonality and contextual

relevance versus their competitors (Maille, Sainsbury’s, Tesco, Heinz) in owned and earned social

media assets. The study also helps to know owned topics, channels and brand values in the social

media community about mustard consumption.

This sample report’s aim is to introduce and illustrate the specifications, content and

representation of performance monitor reports. The officially ordered study examines wider

context (more keywords, more brands, etc.) therefore may provide deeper analysis. This is only

a sample report and contains some invalid data.

PERFORMANCE MONITOR

5

When to use?

• Independently evaluate the impact of your

marketing campaigns is the social media

space.

• Understand which elements, messages have

gained most traction or where there is room for

improvement.

• When using or creating benchmarks to

measure ROI.

Addressed questions:

• How has your brand performed in terms of share of buzz, engagement, tonality and contextual relevance

versus your competitors in owned and earned social media assets.

• What are the owned topics, channels and brand values in the social media community?

• How do factors like weather, traffic, ATL campaigns, events, etc. influence user behaviour?

Quantitative

Qualitative

PERFORMANCE MONITOR

6

Project Flow

• Brief to define brand, competior and

consumer space and data on campaign

objectives and activity.

• Defintion of performance markers and

custom search queries to inform tool-based

and/or manual data collection requirements

• Spam cleansing based on research director

instruction

• A representative statistical sample is drawn,

if volume requires and coding instructions

are determined

• Min. two trained coders process data sets to

ensure intercoder reliability per language

• Senior staff generates widgets and required

cross tables

• Qualiative insights are leveraged to enrich

analysis.

The Performance monitor study is completed

within 8 days from comissioning

Estimate based on a maximum sample of 1000

analyzed mentions from one market.

BRAND ANALYSIS

COLMAN’S MUSTARD

MENTIONS

8

0

50

100

150

200

250

4/1

/13

4/4

/13

4/7

/13

4/1

0/1

3

4/1

3/1

3

4/1

6/1

3

4/1

9/1

3

4/2

2/1

3

4/2

5/1

3

4/2

8/1

3

5/1

/13

5/4

/13

5/7

/13

5/1

0/1

3

5/1

3/1

3

5/1

6/1

3

5/1

9/1

3

5/2

2/1

3

5/2

5/1

3

5/2

8/1

3

5/3

1/1

3

6/3

/13

6/6

/13

6/9

/13

6/1

2/1

3

6/1

5/1

3

6/1

8/1

3

6/2

1/1

3

6/2

4/1

3

6/2

7/1

3

6/3

0/1

3

Mentions of Colman's mustard Total: 13.061

Mentions

68%

20%

5% 5% 1% 1%

Channel distribution of Colman's mustard mentions Total: 13.061

Facebook blog forum news Twitter video

Channel analysis of Colman’s mustard mentions

Most mentions related to mustard came up on

Facebook. On blogs just 20% of the users revealed

their opinion.

Forums, news, Twitter and videos were not very

popular, but provided interesting insights about

preferences of the users. Major part of the users was

talking about the meals they consume mustard. These

conversations took mostly place on forums, but

Facebook played an important role as well.

Characteristic for Facebook posts was the high

proportion of games and sweepstakes as well. The topic

of quality and special mustards appeared in most cases

on blogs.

Spike analysis of Colman’s mustard mentions

1. 22.05.2013: Colman's campaign on Facebook for

valuable prices and mustard related gifts.

2. 27.05.2013: Users shared their favourite dishes in

forumtopics, most recipes contained various types of

mustard and the most mentioned brand was

Colman's.

3. 06.04.2013: Light spring salad recipes, made with

Colman's mustard. Users, mainly women started to

prepare to bikini season.

1 2 3

MENTION TYPES

9

Own 62%

Shared 38%

Types of Colman's mustard mentions Total: 13.061

In case of own mentions major part of the

users was reflecting on meals eaten with

mustard or tastes of different brands and types.

Another significant part of the posts was related

to the subtopic of meals: meat.

Users discussed why they beloved mustard with

different types of meat (for example because of

the flavor, provides savor ect.) and how the

preferred to use it.

Shared contents were mostly pictures of meals,

courses containing mustard or the adverbs/

commercial material of the observed brands.

Interesting fact is, that shares were

characteristic for the age group 14-18 and the

different brand own channels.

SEASONALITY

10

5623 5920

5030

3500 3000

4890

7965

4244

3420 3201

4450

5640 5690

0

1000

2000

3000

4000

5000

6000

7000

8000

9000

06.2012 07.2012 08.2012 09.2012 10.2012 11.2012 12.2012 01.2013 02.2013 03.2013 04.2013 05.2013 06.2013

Seasonality in Colman’s mustard mentions

1. 2.

1.

1.

Colman’s mustard is often mentioned during summer months, because it’s one of the most necessary

condiment of barbecue parties and fresh summer salads. Summer diets are using rather mustard

instead of fatty mayonnaise or sugary ketchup.

Christmas feasts caused the highest peak in the examined one year time span. Users often shared

their Christmas recipes and cooking tricks with mustard. 2.

DAY OF WEEK, TIME OF DAY

11

The most active days in Colman’s mustard mentions

• Wednesday and Thursday were the most

active weekdays in Colman’s mustard

mentions, users started to plan their

weekend lunches and diners in the

middle of the week.

• Sunday is more active on weekends,

cooks reported about their creations,

wrote blogposts or commented in the

gastronomy related forums.

The most active hours of posting about Colman’s mustard

• Nights are less active to posting about

Colman’s mustard. The activity rises in

the hours of breakfast and reaches it’s

peak at lunchtime.

• Dinnertime is also an active period of

mustard mentions, but at about 10:00 PM

the activity starts to decrease.

SENTIMENT

12

Negative 20%

Neutral 50%

Positive 30%

Sentiment of Colman's mustard Total: 13.061

Top negative topics

Topic Description

Availability Some users didn’t find Colman's products

in supermarkets.

Taste By some complaints the taste of Colman's

mustard powder is too spicy.

Packaging Users consider packaging (for example

lids) unwieldy.

Price Users would like more discounts or even

loyalty program.

Top positive topics

Topic Description

Usage

By positive opinions, Colman's mustard

products are versatile and able to use in

so many ways.

Size The size of Colman's products are perfect

and fits in every fridge.

Quality

Users are satisfied with the quality of

Colman's products, what is considered as

quite reliable.

Consistence

Colman's products are perfect in

sandwitches, salads and warm dishes

because of their smooth consistency.

TOPIC CLUSTERING

13

Topic Description

Usage

Consumers use mustard mostly in sandwitches, light salads or roast meats. The popularity of mustard mash

potatoes are surprising. The most popular meat types are ham and chicken, mustard completes the neutral taste

meats very well. Mustard is an excellent condiment during diets, for example instead of mayonnaise or sugary

ketchup. Home remedies for cold or lime scale removal are the most mentioned unusual uses of mustard.

Taste The most beloved flavouring is honey mustard, users love to consume this type mostly with chicken.

Availability In most cases, users buy mustard in supermarkets.

Price&Quality The topic of price and quality is common, users recommend mustard for each other by these criteria.

Usage 60%

Taste 15%

Price 10%

Quality 10%

Availability 5%

Topic clustering of Colman’s mustard mentions Total: 13061

CONVERSATION CLOUD

14

• In most cases users mentioned Colman's in relation with dishes and snacks.

• Ham, chicken are the most mentioned types of meats and mustard is excellent to flavour salads as

well.

AGE GROUPS

15

Young 70%

Elder 30%

Age groups in Colman's mustard mentions Total: 13.061

• Most mustar related mentions were written by the younger age-

group. Their most beloved topic was to find the best mustard for

sausages and hamburgers.

• The flavour and special brands were also wanted, Twitter users

often posted photos about their currently cooked mustard

dishes.

• The elder age group was less active, however they posted about

the alternative usage of mustard and by some reports mustard

brought back childhood memories for them.

40%

30%

30%

40%

5%

20%

25%

10%

Young

Elder

Topics by age groups

Usage

Quality&Price

Taste

Availability

USER SEGMENTATION

16

2365

1568

896

Fans

Addicts

Haters

User segments in Colman's mustard mentions

Segment Description Typical mentions

Fans

Major part of the users belonged to this group. These users were

speaking about mustard as an important part of their meal,

because of its flavoring role and the special taste.

“Eating honey and mustard chicken

by tesco is basically like having sex”

Addicts Some users were speaking about mustard with a lot of passion,

like they can’t have a single meal without mustard.

“You can never have too much

mustard on a sandwich”

Haters A few users spoke about mustard (and other sauces) as an

unnecessary part of the meal.

“Don’t know why they ruin the taste

by adding mustard”

TOP INFLUENCERS

17

TOP INFLUENCERS

USERS URL MENTIONS

1ACCIDENTALCHEF http://twitter.com/1accidentalchef/statuses/331501514449362944 55

1CHESHIRECHEESE http://twitter.com/1CheshireCheese/statuses/345788229536067584 17

5COTTMASON http://twitter.com/5cottmason/statuses/325738478472159232 12

ADAM_HOLT94 http://twitter.com/Adam_Holt94/statuses/347439824141176832 9

ADAMILSLEY http://twitter.com/adamilsley/statuses/351684468643332096 8

Facebook 31%

Twitter 36%

Forums 11%

Videos 15%

News 7%

Channel distribution of top Colman's influencers • Influencers are the most active on Twitter, because of common

picture shares. They often make photos about their currently

made mustard dishes.

• Facebook is the second channel type, because of common

recipe shares.

• Cooking videos are popular, the preparation of light salads,

chicken dishes or comfort foods are beloved by mustard

influencers.

• Forum users wrote mostly about recipes and the most beloved

mustard brands.

TOP AMBASSADORS

18

TOP AMBASSADORS

USERS URL MENTIONS

ADJYKRITIK http://twitter.com/adjykritik/statuses/345576748303396864 45

DELIBOB1 http://twitter.com/Delibob1/statuses/334273065116659712 23

DEVONWOODSMOKE http://twitter.com/devonwoodsmoke/statuses/330743778694553600 20

KOEY666 http://twitter.com/koey666/statuses/341802480134393856 17

KYLIEVIVA http://twitter.com/KylieViva/statuses/328844410416668672 10

Facebook 18%

Twitter 21%

Forums 18%

Videos 20%

News 23%

Channel distribution of top Colman's ambassadors

• Colman's ambassadors are represent themselves on every

channel type, in almost equal rate.

• Ambassadors wrote mostly positive critics about Colman's

and bloggers often used the brand’s products to cook healthy

dishes or recommended mustard instead of mayonnaise or

other sugary condiments.

• Some cooking related sites released PR articles about

Colman's brand new product range and it’s diverse usage.

COMPETITOR ANALYSIS

MENTIONS

20

Maille 28%

Colman's 22% Heinz

20%

Sainsbury 16%

Tesco 14%

Share of buzz – Competitor mustard brands Total: 60806

Mustard consumption

81%

Maille 5%

Colman's 4%

Heinz 4%

Sainsbury 3%

Tesco 3%

Share of voice – Mustard consumption and competitor mustard brands Total: 311448

• The most popular mustard brands were

mentioned in mostly equal rate.

• Maille is the most popular, mainly

because of it’s successful sweepstake.

• Heinz is the third brand, by users’

opinion, the brand is reliable and has

good quality.

• Sainsbury’s and Tesco’s private label

products are beloved as well, because of

their affordable price, fine taste and good

quality.

• Mustard consumption habits are often

discussed on the related social media

sites. Users mentioned brands in 19%

of mentions.

• Although certain mustard brands are

quite popular, the home made variety

of mustard is also beloved. This

caused that consumers didn’t connect

mustard consumption with brands in

every case.

THE SENTIMENT OF COMPETITORS

21

20%

30%

5%

40%

50%

50%

90%

50%

30%

20%

5%

10%

Maille

Heinz

Sainsbury

Tesco

The sentiment of competitor brand mentions Total: 47745

Negative

Neutral

Positive

Negative mentions

Brand Description

Maille Users complained about Maille’s short

expiration date.

Heinz Some consumers complained about Heinz’s

high price.

Sainsbury Sainsbury’s mustard products are too spicy.

Tesco The mustard of Tesco has unpractical

packaging.

Positive mentions

Brand Description

Maille Maille’s whole grain mustard is very

popular.

Heinz

Heinz mustard is very popular because of

it’s light taste and consumers mentioned

the brand as a basic condiment.

Sainsbury

Sainsbury’s mustard is beloved because of

it’s light taste and often used in

sandwiches or with neutral taste meats.

Tesco

Users praised the quality of Tesco’s

mustard, as well as its appetizing scent

and colour.

TOPIC CLUSTERS OF COMPETITORS

22

10%

20%

5%

15%

30%

20%

15%

25%

20%

30%

40%

15%

20%

10%

30%

20%

20%

20%

10%

25%

Maille

Heinz

Sainsbury

Tesco

Topic clusters in competitor mentions Total: 47745

Price

Quality

Taste

Usage

Availability

Brand Price Quality Taste Usage Availability

Maille Maille’s price is

compensated by it’s

fine taste and quality.

Every brand

has good and

reliable quality,

consumers

wrote satisfied

mentions about

this topic.

The whole grain type is

beloved because its savoury

taste. Consuming habits are

the same in the case of

every examined brand.

Users put mustard on

sandwiches, salads,

roast meats, as well as

hamburgers and hot

dogs. Sometimes real

mustard fans eat mustard

in its own, just for it’s

taste.

Users purchase the

products of these

brands mostly in

supermarkets.

Heinz The price of Heinz is

often considered too

high.

Heinz mustard’s mild taste is

beloved even by users who

are not really mustard fans.

Sainsbury Sainsbury’s mustard is

affordable.

Sainsbury mustard’s spicy

and strong taste is popular

among real mustard fans.

Tesco

The Tesco private label

mustard is much more

affordable than other

similar brands.

Users wrote the less about

Tesco mustard’s taste, but by

the few mentions users are

satisfied with the product’s

taste because of its mildness.

SENTIMENT OF TOPIC CLUSTERS

23

20%

10%

5%

10%

5%

50%

60%

90%

60%

70%

30%

30%

5%

30%

25%

Price

Quality

Taste

Usage

Availability

Sentiment of topic clusters Total: 47745

Negative

Neutral

Positive

Negative mentions

Topic Description

Price In some cases users complained because of pricey

mustard products.

Quality Some users had problems with short expiration

date.

Taste By some users the taste of some mustard products

are way too spicy.

Usage Some users wrote that not every mustard is able to

use on sandwiches or salads because of their sharp

taste.

Availability Some consumers didn’t find their favourite mustard

in shops and wrote angry comment.

Positive mentions

Topic Description

Price Despite of negative price-related mentions,

mustard is considered as one of the most

affordable condiments.

Quality Users are satisfied with the quality of mustard

products, and this leads to faithful brand fans.

Taste Mustard fans love to eat mustard with almost

everything, they like the freshening, savoury taste.

Usage Mustard is one of the most versatile condiments,

and it’s perfect substitution of mayonnaise or

ketchup during diets.

Availability Users were surprised because of the webshop

order opportunities of mustard brands.

PERFORMANCE DASHBOARD

24

Number of mentions

Colman’s 13601

Maille 17000

Heinz 12045

Sainsbury 10000

Tesco 8700

Sentiment

Negative Neutral Positive

Colman’s 20% 50% 30%

Maille 20% 50% 30%

Heinz 30% 50% 20%

Sainsbury 5% 90% 5%

Tesco 40% 50% 10%

Topics

Price Quality Taste Usage Availability

Colman’s 10% 10% 15% 60% 5%

Maille 10% 30% 20% 20% 20%

Heinz 20% 20% 30% 10% 20%

Sainsbury 5% 15% 40% 30% 10%

Tesco 15% 25% 15% 20% 25%

BRAND ASSET ANALYSIS - HEINZ

25

Games, apps Visual appearance Tone Style of posts

Facebook

( 416,963 likes)

Heinz is attracting user’s attention

with a variety of sweepstakes and

games. Such games are „clean

plate competition” or the “tomato

game”. Most apps of the company

are used for gaming, like “BlippAR”

or “Grow Your Own”.

The creators of the Facebook page use

a lot of illustrations: funny/ creative

pictures and photos. Hamburgers,

hotdogs, sausages, fries and other food

combined with ketchup and mustard are

the most frequent elements.

The tone is warm and familiar. The

pictures make the user want to have a

meal with friends or cook/ grill with their

family.

Most mentions are attracting the

users by asking about

experiences or to join a game.

Twitter

(2,688 followers)

No current competitions or games

appear, the site aims rather being

customer service.

The red background with several

“Heinz” logos is fitting the purpose of the

page. The posts are not illustrated and

very similar. Answers to customer

requests, questions and some general

inform texts.

The red background and the

homogeneous style/ appearance of the

mentions transmit a tone of impersonality

and give an impression of distance.

Most mentions are generated by

user’s remarks, which are

answered by “Heinz”. Users

mentions are often passionate

(upset or satisfied) and “Heinz’s”

posts are objective and

unpersonal.

Pinterest

(39 followers)

No current competitions, games or

apps appeared in the observed

timespan.

Creators of the site structured the

content by making different folders. The

folders style fit their content. So “Heinz

bottle lovers” is illustrated by nearly

empty bottles and son on.

The tone is basically friendly and warm.

As the topics are separated in different

folders the style per folder varies in some

way. (for example “Humour” and “Nos

recettes”.

Since Pinterest is mostly a

picture sharing page, the texts

related to the illustrations are not

long. In major part of the posts

just a short picture description is

given.

YouTube

(12 followers)

The firm shared some competitions

and advertised parallel an app for

playing a game ( Tomato Ketchup.

Watch & Win- sommer). The app

“Name for Fame” was very popular

among the users.

The visual appearance is very simple:

white background and the images

leading to the videos. The header of the

page shows a satisfied consumer in

natural environment.

As the structure and the colour is not

specially creative, the page give an

impression of clarity but distance at the

same time.

The shared content consists of

commercials, inform material

and games.

METHODOLOGY

METHODOLOGY

27

Replise’s „Performance monitor” product shows how has your brand performed in terms of share of buzz, engagement, tonality and

contextal relevance versus your competitors in owned and earned social media assets. Helps to know owned topics, channels and brand

values in the social media community better. The changes of user behavior caused by factors like weather, traffic, atl campaigns, events,

etc are also able to follow.

The method of research:

• Brief to define area of interest

• Setting keyword grid by the topic and generating data set. Keywords of the research:

• Spam cleansing, then explorative reading of discourse clusters till saturation

• Senior staff analyzes data and uses tool based widgets to identify discourse nodes and show quantitative results

• Assembling the report by the previously accepted template

• Time period: 2013 Q2

• Channels: Blogs, Forums, Twitter, Facebook, Videos, News sites

Topic Keywords Number of mentions

Colman’s mustard colman’s 13061

Maille maille 17000

Heinz heinz AND mustard 12045

Sainsbury sainsbury AND mustard 10000

Tesco tesco AND mustard 8700

INTELLIGENCE@REPLISE.COM

16/01/2014