Wave social media quarterly q3 2010 (summary)

Wave: social media quarterly
Q3, 2010: the
importance of being
relevant
1st October 2010

October 2009 Proprietary and confidential. All rights reserved
Page 2 October 2009 Proprietary and confidential. All rights reserved
Page 2 of 36 1st October 2010 Proprietary and confidential. All rights reserved
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Contents
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Customer loyalty can help make a good campaign great
(Samsung, Pepsi, Milky Bar, Vitaminwater)
Targeted content can reach niche groups on mainstream sites
(Mercedes, Under Armour)
Successful social media marketing considers cultural norms
(Nissan, Ben and Jerry’s)
Appropriate, timely action benefits brands in times of crisis
(Dr Pepper, Apple, Kraft)
Highlights of social media marketing in Q3 2010
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Executive summary
Relevance is more important than big, bold creatives
(Diesel, Sony Ericsson, Louis Vuitton, Domino’s, Cadbury)
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About Wave:
• Wave: provides insight into the latest social media marketing – online, on
RSS and Twitter and in weekly emails via the Wave: website
• This document provides an overview of some of the most interesting
developments in social media marketing during Q3 2010

1. Executive summary

Relevance is more important than big, bold creatives
• Q3 2010’s social media campaigns
demonstrated the importance of
relevance over innovative creatives
• For some brands, this meant large,
compelling campaigns did well:
 Cadbury, Diesel and Sony Ericsson used
innovative creatives to hook consumers
• For others, simple Facebook or Twitter
posting worked best:
 Louis Vuitton and Domino’s built on prevailing
fan perceptions to drive engagement

Customer loyalty can make a good campaign great
• Brands who attempted to make use of
consumer loyalty to drive engagement
in Q3 2010 had mixed results
• Some saw good results from playing on
consumer loyalties in social media:
 Samsung gained credibility by targeting
customers of rival brands – whilst Vitaminwater’s
existing fans provided essential online support
• However, other brands saw a backlash
when their campaigns diverged from
consumers’ established preferences:
 Pepsi Max lost a battle of brand loyalties against
Coke Zero - and Milky Bar’s reinvention
alienated existing fans

Targeted content can reach niche groups on
mainstream sites
• Q3 2010’s digital campaigns
demonstrated the need to balance
mainstream reach with targeted content
• Mercedes’ Facebook activity highlighted
the difficulties in using an existing
community to reach new consumers:
 Announcements of new products scarcely
affected the lucrative potential owner segment
• Under Armour chose social media as the
best way of reaching potential buyers:
 Its “motivating” female-focused activity engaged
many women on Facebook and YouTube

Successful social media marketing considers cultural
norms
• International social media campaigns in
Q3 2010 showed how important cultural
norms are to consumer engagement:
 Nissan’s international Leaf launch prompted very
different reactions in the US and Japan – proving
different geographies have different priorities
• Global brands who considered cultural
differences in Q3 had good results:
 Ben & Jerry’s reached out to French fans by
giving them their own Facebook page, driving
positive brand engagement in France

Appropriate, timely action benefits brands in times
of crisis
• Q3’s social media crises demonstrated
the importance of a good brand
response to diffusing crisis situations
• Brands like Kraft, which took appropriate
and timely action to resolve crises, were
well received:
 Other brands handled crises less well – being
overly censorial (Apple) or too slow to give an
inadequate response (Dr Pepper)
 This only increased criticism, as consumers
talked about how the crisis was handled as well
as the crisis itself

2. Relevance is more
important than big,
bold creatives

‘ Very cool concept, love
how integrated it is ’
Diesel: campaign buzz by association
with core brand values
Key takeaways
Very positive consumer reaction to “awesome” viral ads
Buzz is predominantly about campaign, not Diesel products
Campaign drives association of Diesel with fun and cutting edge
Meaningful viral activity complements a brand’s
core values, as with Diesel’s “Kick ass” campaign
About the campaign
Brand Diesel
Campaign Kicking Ass
Product Sneakers
Premise "Not made for running"
Agency Santo
Approach Integrated - social media, print, video
YouTube 313,432 views
Facebook 2,273 likes
Twitter 2,504 followers
‘ This might be the most
ridiculous ad I've ever seen... ’
‘ This is a very odd campaign.
Props for originality and unique
images and concepts ’

For a free copy of the full report,
speak to your WaveMetrix contact
Or contact us:
Tel: +44 207 681 6257
Email: info@wavemetrix.com

Wave social media quarterly q3 2010 (summary)

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Wave social media quarterly q3 2010 (summary)