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

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Webinar/
Timing is Everything: Using SMM To Be Two Steps Ahead of the Consumer
© 2014 Brandwatch.com
Natalie Meehan
Marketing Insights Analyst
natalie@brandwatch.com |
@natalie_katem
James Lovejoy
Content Researcher
jamesl@brandwatch.com | @ja_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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Don’t be shy/
We’d love your participation
• Ask questions in the
session chat
• Tweet about our
discussion
@brandwatch
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Slides and a recording of the webinar will
be made available after the event

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Timing it right:
Cordials

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Many things affect consumer interest
• World events
• The seasons
• Sponsorship
deals

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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
Jen Clarke @jensized
London 2012 @London2012
427 RETWEETS | 53 FAVORITES
$100,000,000 well spent?
My phone just erased
everything it had in it and
rebooted. One
of the sickest feelings I’ve ever
had in my life!!!
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?
2
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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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We have the best intentions…
I’m so hungry but
definitely trying to
be healthy at the
moment!
#bikinibody
@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
ifunanya @missdebbycakes jill @beigeharry 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
Understanding the NEAR operator:
NEAR/x, NEAR/4, NEAR/15, NEAR/40
Ben Ainslie @AinslieBen
NEAR/xf
Outlining a sentence structure
Putting yourself in their mind

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Uncovering intention
When I go back to
school I need to
continue eating
healthy

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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
contact@brandwatch.com
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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