1. Social media and your consumers: Whispers? Shouts?
Influence? So what?

2. Brand giants favour digital
 Brand owners including Procter & Gamble, Unilever and Kellogg's are ramping up their digital
expenditure, in the belief this approach offers greater effectiveness and provides cost savings.
Unilever: "We've really made a step change in that area and that gives us not only effectiveness in
spending, but it gives us also a much better connection to our consumers," Paul Polman, Unilever's
CEO.
Procter & Gamble: "We're quickly moving more and more of our businesses into digital," Bob
McDonald, its CEO, said. "We find that the return on investment of the advertising, when properly
designed, when the big idea is there, can be much more efficient."
As an example of this, McDonald's pointed to Old Spice's "Smell Like a Man, Man" campaign, which
yielded 1.8bn impressions, and also cited the rising importance of platforms such as Google and
Facebook.
Kellogg: "What you can't see ... is the shift of our spending in recent years to digital media," said
Ronald Dissinger, its CFO. "This shift has allowed us to partially offset inflation and increase
effectiveness at the same time. We've done a lot of work measuring the optimisation of our mix."
General Mills: "In 2012, many marketers will start with content as a way to engage their best
customers and grow their business versus advertising," said Mark Addicks, the company's CMO.
"They will realize the power of content to enhance the brand experience, deliver the brand's purpose
and extend the opportunities for the brand to serve.
 Data sourced from Seeking Alpha/Forbes; additional content by Warc staff
2

3. Social media sentiment analysis
Social media analysis
Lots of information and word of mouth related
to different products and brands are already
available on the web in an easy-to-access form.
This can be cleverly used to enrich our insights :
• To explore new trends and shifts, track key
influencers, as well as fine tune the survey
design for ongoing programmes.
• To obtain feedback on a wide range of options,
broadening and deepening our competitive
intelligence.
• To enrich research findings.
This Cimigo approach captures the sentiment and nuances of what people are
talking about, because you get the best of both worlds, automated analysis
combined with real people reading, digesting and analysing the context.
3

4. IFT Sugars in Malaysia

5. Consistent online chatter
Mentions of Dutch Lady and Fonterra Brands in
last 30 days (March 14 – April 14)

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

7. Anmum 70% share of online voice
Share of digital voice: Dutch Lady and Fonterra
Brands in last 30 days (March 14 – April 14)

8. Blogs, Twitter and Facebook dominate conversation
Mentions by Media type: Dutch Lady and Fonterra
Brands in last 30 days (March 14 – April 14)

9. Top blog influencer – top shown over the page
Top Influencers in the blog media: Dutch Lady and
Fonterra Brands in last 30 days (March 14 – April 14)

10. 1st influence

11. 2nd influence

12. Tweet examples

13. Blog discussion and comment examples

14. Anmum TVC on YouTube – limited views

15. Really, how intimate do we have to get with these (damn)
consumers? Are there mere whispers or are they shouting
about my brand?
What influence do they have? Do I need to be listening? Do
I need to be part of the dialogue? Should I be starting
conversations or merely replying? Do I need a social media
manager?

16. Everyone is talking about social media – how can I use it?
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
16

17. Really, how intimate do we have to get with these consumers?
 Most brands should be listening to understand what is being said, by whom
and where. Some verticals generate a lot of brand specific mentions, other
less so.
 Depends on vertical, customer involvement in category and whether you are
driving an online conversation.
 Most FMCG brands monitoring only when you have specific decision points or
KPIs.
1. You or your competitor 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.
17

18. Really, how intimate do we have to get with these consumers?
High category involvement
Airlines
Banks
Auto
Telco providers
Smart phones
Beauty
Baby care / formula
Property
Health / pharma
Low digital High digital
effort effort
Digital engagement
campaigns
Many FMCG
brands Dark market
Product launch /
event
Low category involvement
18

19. What influence do they have?
 Very important! Influence and reputation are critical
factors.
 A 16 y.o. tweeting 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…
19

20. Should I be starting conversations or merely replying?
 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.
20

21. Do I need to be part of the dialogue?
• Don’t jump in and start “engagement”.
• Listen first, understand the conversations.
• See what your competitors are doing.
• Fake mentions and blogs posts are a bad idea.
• Genuine engagement can be powerful.
• Engagement won’t work for every brand.
21

22. Do I need a social media manager?
• 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.
22

23. Magnum Gold Indonesia Launch

24. Background and objectives
 Unilever Wall’s officially launched Magnum Gold, the newest variant of
Magnum on September 13, 2012. Much effort was put into their
marketing activities, including:
– Airing TVC starring Oscar winner Benicio Del Toro
– Magnum Gold Symphony, a live concert broadcasted on local TV
– Gold Rush competition, a real gold giveaway conducted in 3 cities
– Online activation through website, Twitter, and Facebook
 Key research objectives:
– Demonstrate power of social media research by:
• Identifying buzz volume
• Understanding opinion of consumers and identifying key influencers
• Identifying and monitoring issues
24

25. Introduction
The world’s first golden ice cream
now is available in Indonesia
Source: http://www.unilever.co.id/MediaRelation/siaran-pers/2012/magnumgold.aspx
25

26. TVC – Magnum Gold
 TVC link: http://bit.ly/U64xdI
CAROLINE CORREA BENICIO DEL TORO
26

27. Magnum Gold Symphony
A live concert broadcasted on local TV station (Trans TV), starring top artists
ADDIE MS SLANK DEWI SANDRA
Twilite Orchestra Conductor Rock band Singer/model
XO IX (EXTRAORDINARY NINE) DIRA SUGANDI SAMMY SIMORANGKIR VINA PANDUWINATA
Boyband (newcomer) Singer Singer Singer
27

28. 3 KG gold giveaway
 The hunt for gold coins (10 grams each) totaling up to 3 KG, held in three big
cities in Indonesia:
– Bandung: 19-21 October 2012, at Bandung Supermall
– Surabaya: 2-4 November 2012, at Surabaya Townsquare
– Jakarta: 16-18 November 2012, at Central Park Mall
 How it was done:
– Mall visitors paid IDR 25,000 in exchange for an entry ticket into Magnum Gold
arena and Magnum Gold ice cream
– Visitors then entered a gold vault to take one of many random boxes available in a
shape of a gold bar. Those who were lucky will find real gold jewelry in a form of
necklaces, pendants, rings, bracelets and earrings.
28

29. The digital efforts from within…
TWITTER FACEBOOK
http://twitter.com/mymagnumID http://www.facebook.com/Magnum
OFFICIAL WEBSITE
http://mymagnum.co.id
Just how big was the
digital brand buzz,
and what was it
about?
29

30. Step 1: Scrape key words
How big was the Magnum buzz on the Internet?
We scraped the Internet for mentions on “Magnum”

31. Thousands of “Magnum” mentions occurred between July-October, highlighted
by two peaks. Who were the top influencers of each peak?
Peak 1 (Aug 19-20) Peak 2 (Sep 30-Oct 1)
10,000 6,269
Magnum Magnum
Mentions 1.8 Mio Mentions 3.9 Mio
Total Total
Reach Reach
*Nearly 100% mentions came from Twitter
Actual number of “Magnum” mentions per day from July-October 2012 31

32. Though Peak 2 had lesser mentions, the top influencers have a bigger follower
base, hence wider reach
Peak 1 Peak 2
MYMAGNUMID 29,431 TRANSTV_CORP 658,703
ALANLANALAN 23,693 ADDIEMS 270,721
BISMAROCKERS 19,455 MEMES605 128,935
ALFAMARTKU 19,442 MARISCHKAPRUE 111,439
ZAKASUNTARA 15,781 MISSSHARENA 108,623
ARNEEEST 14,383 BENJOSHUA_R 106,446
SHEBENK_BENK 13,263 DEWA_KLASIK 80,830
AGILWCK 12,433 DIRASUGANDI 75,820
DINDUTSS 11,288 SKYRAMADHAN 67,091
TIGAWAT 10,252 MYTRANSTWEET 60,927
ASSJERUK 8,605 NICKYXOIX 60,021
IBAYLAH 7,951 MYMAGNUMID 53,998
- In Peak 1, the effort of spreading the buzz was mostly done by MYMAGNUMID who had the biggest
follower base. The other 10,000 mentions were contributed by twitizens with lesser followers.
- In Peak 2, though only 6,269 mentions, the top influencers included artists performing on Magnum
Gold Symphony who had a wider follower base, even more than MYMAGNUMID.
32

33. Step 2: Add depth to the buzz
What was the buzz about?
We quantified the findings by applying manual coding to extract and
group mentions by content and sentiments (positive, neutral, negative)

34. 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: Any mentions on MAGNUM GOLD?
Consideration: Any considerations to try the product?
Purchase Intent: Any indication of buying the product?
Consumption:
Any mentions on consuming the product?
Nutrition & Health: Are there any content about nutrition and/or health?
What about the product taste or flavor?
Any mentions on distribution, stock or availability?
Is the overall sentiment of the mention positive, neutral or negative?
Price: Any mentions on the price of the product?

35. Overall sentiment
More than 60% sentiment of each peak was positive, with lesser negative sentiment in
the 2nd peak. What was the buzz all about, and who were the top influencers?
Peak 1 Sentiment (%) Peak 2 Sentiment (%)
Based on sample of authors with Based on sample of authors with
more than 1,000 followers (N=565) more than 1,000 followers (N=437)
35

36. Peak 1: content & sentiment
Out of all mentions of Magnum, 67% mentions were on “Magnum Gold”, and 38% talked
about the TVC which were mostly positive.
Content (%) Sentiment (%)
Brand Awareness 100 64 20 16
Magnum Gold 67 68 18 14
TVC 38 72 10 18
Consumption 18 75 5 20
Purchase Intention 15 92 17
Taste 10 71 2 28
Consideration 9 79 6 15
Magnum Café 3 11 33 56
Price 3 27 40 33
Availability 2 36 7 57
Nutrition & Health 1 38 13 50
Positive Neutral Negative 36

37. Peak 1: sentiments on TVC related to product
“Darn!!! I thought it was a new
movie trailer, turned out it was
Magnum Gold’s commercial!!
But I guess it’s cool”
Followers: 7,508
Sentiment: Positive
“The Magnum commercial is
too exaggerating. I thought it
was a real movie”
Followers: 6,170
Sentiment: Negative
37

38. Peak 2: content & sentiment
36% of peak 2 contained more than 70% positive mentions on Magnum Gold Symphony.
The TVC was still talked about, but more than half was negative.
Content (%) Sentiment (%)
Brand Awareness 100 65 27 7
Magnum Gold 51 62 29 9
Symphony 36 73 27
Trans TV 24 77 23
Consumption 14 61 10 30
Taste 9 47 8 45
Purchase Intention 5 100
TVC 5 33 13 54
Consideration 4 89 5 5
Magnum Café 3 55 36 9
Price 1 20 80
Positive Neutral Negative 38

39. For TVC and Taste, the negative sentiments increased in Peak 2.
How impactful were the top influencers for this negative sentiment?
TVC Sentiments (%) Taste Sentiments (%)
18
28
10 45
54 2
8
13
72 71
47
33
Peak 1 Peak 2 Peak 1 Peak 2
Positive Neutral Negative
39

40. Peak 2: negative sentiments on TVC related to product
One of the top influencer for the negative sentiment was retweeted by others more than
2,000 times. How severe was the impact, and how long did this last?
“False hope is like Magnum
Gold. The commercial is cool
but the taste is bad. Agree?”
Followers: 80,830
Sentiment: Negative
“Buying Magnum Ice Cream =
stupidity. How much does it
cost anyway? Why is the
commercial so over the top
(exaggerating)…”
Followers: 20,050
Sentiment: Negative
40

41. Step 3: Monitor discussions on taste
We scraped the internet for key words regarding taste and manually
coded representative samples on each day from Sep 30 onwards, to
understand whether the negative sentiment continued

42. It turns out that the mentions on Magnum taste slowed down in the next days.
Did the negative sentiments simmer as well?
Actual number of “Magnum” mentions per day from September 30-November 9 42

43. Retweets of the top influencers’ negative sentiment reached a peak in Oct 3, but
slowed down afterwards.
Taste Sentiments (%)
Based on rolling sample of authors ranked
by number of followers (N=100 for each day)
N= 100 200 300 400 500 600 700 800 900 1,000 1,100
40 46 44 41 41 42 41 42 40
47
60
15 14 12 13 13 14 14
13 14 13
10
45 40 42 45 47 45 47 44 46
40
30
Sep 30 Oct 1 Oct 2 Oct 3 Oct 4 Oct 5 Oct 6 Oct 7 Oct 8 Oct 9 Oct 10
Positive Neutral Negative
43

44. Step 4: Addressing Taste concerns
Sensory work is being under taken to investigate and overcome the
taste issue.

45. Conclusion
 Learning from Magnum Gold activation…
A wider reach and heightened product awareness was achieved by Magnum
Gold’s online activation which included positive Influencers with an increased
follower base. Clearly Influence matters! The opposite was demonstrated by
a negative influencer who posted negative comments on product taste in the
hours and days that followed.
 Identify issues early in launch
Taste has an issue (whether resolved through marketing or product
development) that needs to be investigated to enable momentum through
repeat purchase is built.
 How can social media analysis help your brand?
It enables you to take control and take action to fix any problems before any
negative buzz gets bigger. You may not own the conversation but you can
influence it!
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46. Cimigo – The Voice of the Consumer