Using Real-time Metrics to Mitigate Brand Crisis - Fiscal Cliff Case Study
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![Page 1: Using Real-time Metrics to Mitigate Brand Crisis - Fiscal Cliff Case Study](https://reader034.fdocuments.in/reader034/viewer/2022051515/5538333c4a79597a748b46ea/html5/thumbnails/1.jpg)
The Fiscal Cliff
BRAND COMMITMENT SCORE IN ACTION
Twitter Hash Tag #Fiscalcliff
Follow us @SDLSocial
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How do national financial crises impact my brand?
Fiscal Cliff $800 billion* taken out of the U.S. economy
Source: http://www.forbes.com/sites/rickungar/2012/11/10/the-fiscal-cliff-explained/2/
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1. Understand how the fiscal cliff impacted brand commitment 2. Determine the level of shareability around fiscal cliff content
3. Understand audience segments talking about the fiscal cliff and determine what drove engagement and sharing among these groups
Objectives
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The challenge is analyzing
and making sense of the vast
dataset that is available...
“90% of the data in the world
today has been created in
the last two years alone.” Source: IBM/bigdata
Context
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How do we get customers to buy our product, share our message and advocate for our brand?
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How do we get customers to buy our product, share our message and advocate for our brand?
Product commitment score (PCS) predicts likelihood to buy
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How do we get customers to buy our product, share our message and advocate for our brand?
Product commitment score (PCS) predicts likelihood to buy
Customer relevance score (CRS) predicts likelihood to share
![Page 8: Using Real-time Metrics to Mitigate Brand Crisis - Fiscal Cliff Case Study](https://reader034.fdocuments.in/reader034/viewer/2022051515/5538333c4a79597a748b46ea/html5/thumbnails/8.jpg)
How do we get customers to buy our product, share our message and advocate for our brand?
Product commitment score (PCS) predicts likelihood to buy
Customer relevance score (CRS) predicts likelihood to share
Brand commitment score (BCS) predicts likelihood to advocate
![Page 9: Using Real-time Metrics to Mitigate Brand Crisis - Fiscal Cliff Case Study](https://reader034.fdocuments.in/reader034/viewer/2022051515/5538333c4a79597a748b46ea/html5/thumbnails/9.jpg)
How do we get customers to buy our product, share our message and advocate for our brand?
Product commitment score (PCS) predicts likelihood to buy
Customer relevance score (CRS) predicts likelihood to share
Brand commitment score (BCS) predicts likelihood to advocate
![Page 10: Using Real-time Metrics to Mitigate Brand Crisis - Fiscal Cliff Case Study](https://reader034.fdocuments.in/reader034/viewer/2022051515/5538333c4a79597a748b46ea/html5/thumbnails/10.jpg)
You Have A Score But What Does It Mean?
Scores + human-led analysis
Strategy recommendations
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Fiscal Cliff
Brands Affected
High-End Value
Shareability
Mainstream News
Social Media Blogs Forums
Audience Understanding
Behavior Attitudes
Methodology
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THE FISCAL CLIFF AT A GLANCE Lets Get the Preliminary Stuff Out of the Way…
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In the month of December 2012 there were
737,956 conversations around the “Fiscal Cliff”
97% 2% 1% >1% >1%
As You Can Imagine, There Were A LOT of Conversations, Mostly Stemming from the US but with Volumes in APAC and EMEA
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BUT HOW DID THE FISCAL CLIFF AFFECT BRAND CONVERSATIONS?
So There Was A lot of Buzz…
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Retail Apparrel: Higher-end brands lose brand commitment in times of financial uncertainty
Brands 2011 BCS
2012 BCS
% Change
Walmart
52.04 51.45 -1.1%
Forever 21
67.43 60.58 -10.2%
Nordstrom
54.38 46.77 -14.0%
X[BAR CHART’
High volume/ Low commitment
conversations
Action: Drive advocacy – stimulate
conversation
Strong players: Committed clients
Action: Retain and reward
0
20000
40000
60000
80000
100000
120000
140000
160000
0 5 10 15 20 25 30 35 40 45 50 55 60 65 70 75 80 85 90 95 100
Nordstrom
Walmart
Forever 21
Low level engagement
Action: Drive sharing conversations
and create a strong brand story
Niche/Emerging: Committed heartland
Action: Retain and drive advocacy/
Conversation through community
engagement
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McDonald’s Is The Only Brand We Looked At Whose Brand Commitment Rose From Q4 2011 To Q4 2012
Brands 2011 BCS 2012 BCS % Change
Walmart 52.04 51.45 -1.10%
Forever 21 67.43 60.58 -10.20%
Nordstrom 54.38 46.77 -14.00%
Budweiser 51.41 48.19 -6.30%
Patrón 51.94 47.91 -7.80%
McDonald’s 53.9 55.5 +3.00%
These brands stayed on their normal strategy, whereas McDonald’s took action
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SO WHAT DID MCDONALD'S DO RIGHT?
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Ramped up the Dollar Menu options and messaging
Aligned with people’s changing values and priorities
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Rising Brand Commitment Score correlates to Increased Sales
40
45
50
55
60
Oct-12 Nov-12 Dec-12
• Declining sales in 2.2% in October. • Brand commitment rose by 4 points, corresponding to a 2.4%
increase in sales and a 1.3% increase in stock. • BCS remained elevated in December as sales remained on par
with November 2012 levels
Bra
nd
Co
mm
itm
ent
Sco
re
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SO…YOU NEED TO TAKE ACTION BUT WHAT ACTION TO TAKE WITH WHAT MESSAGING STRATEGY?
Inaction leads to lower brand commitment in a time of financial crisis
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Determine the fiscal cliff’s level of shareability among the public to determine if specific messaging makes sense
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Are People REALLY sharing things about the Fiscal Cliff?
0%
10%
20%
30%
40%
50%
60%
0
20000
40000
60000
80000
100000
120000
Co
mm
itm
ent
Co
nve
rsio
n R
ate
Vo
lum
e o
f co
nve
rsat
ion
s
All Up Buzz (Vol) CRS Conversations (Vol) Commitment Conversion Rate (%)
YES!!!! The Majority of social media conversations around the fiscal cliff were sharing conversations were users re-tweeted content, recommended content, or forwarded content from another medium.
* Commitment conversion rate = % of conversations that are linked to brand affinity
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HOW ABOUT INDIVIDUALS IN THE SOCIAL MEDIA REALM?
So we figured out that the fiscal cliff is on the minds of a lot of people…
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In the month of December 2012 there were
737,956 conversations around the “Fiscal Cliff”
67% of those conversations were from individual social
media posters – just like you!
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Emotional
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Clinical
Four Distinct Personas
The Whiner
The Revolutionary
The Taxpayer The Debater
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Emotional
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The Whiner
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Emotional
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The Revolutionary
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Emotional
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The Taxpayer
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The Debater
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LET’S SOME IT ALL UP That’s a lot of information…
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What Have We Learned Today?
Monitor brand commitment to keep a constant pulse on brand health so you can course correct in REAL Time
By monitoring major events with the customer relevancy score you can determine which conversations you need to be a part of
Creating personas increases your ability to craft targeted messaging based on the audience you care most about
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ANY QUESTIONS? CAMERON PLOMMER EMAIL ME: [email protected] JUSTIN KISLE EMAIL ME: [email protected]
Thank you!