FMCG Companies In The Social Media Era Need To Pay Close Attention To Their Customers
With the power of social media at their disposal, the behavior of consumers in the FMCG market has changed permanently. Shoppers use social media to research products and prices, review options, seek recommendations, etc. FMCG companies who are implementing a social media strategy need to listen closely to consumers to find out how they can strengthen bonds between brands and customers. In an insightful look at the opportunities for FMCG companies in the era of social media marketing, Brands must engage with their market, reach out to customers, find out their needs, and directly connect with them. Marketing activities should be a part of customers’ lives: connect with them wherever they go, ask questions, and get ideas.
The Pixar Way: 37 Quotes on Developing and Maintaining a Creative Company (fr...
Social Media For the FMCG Industry- FMCG and social media
1. FMCG AND SOCIAL MEDIA
December 2010
Analysis of the eight most valuable
*Interbrand Swiss brands* in the FMCG industry:
(2009)
How do they use social media?
1
2. TABLE OF CONTENTS
An
introduction
to
Social
Media
in
the
FMCG
industry..........................pag.
3
Best
and
worst
practices.....pag.
20
Methodology...........................................pag.
4
Conclusions...............................pag.
21
Nescafè......................................................pag.
5-‐6
Nestlè.........................................................pag.
7-‐8
Lindt...........................................................pag.
9-‐10
Nespresso.................................................pag.
11-‐12
Migros........................................................pag.
13-‐14
Coop............................................................pag.
15-‐16
Ricola..........................................................pag.
17
2
Ovomaltine...............................................pag.
18-‐19
3. An introduction to social media
in the FMCG industry
FMCG
(fast
moving
consumer
goods)
is
a
A
company
should
always
keep
in
mind
that
in
category
of
products
characterized
by
frequent
a
social
media
perspective
CUSTOMERS
are
the
purchase
and
usually
low
price.
We
consider
center
of
the
world.
It
is
about
their
value
FMCG
those
like
food,
toiletry,
and
so
on.
system,
not
the
companies’.
As
a
brand,
what
you
absolutely
want
to
avoid
is
the
idea
of
commoditization,
which
basically
When
it
comes
to
social
media,
FMCG
means
having
a
category
of
products
companies
rely
on
an
approach
based
on
considered
all
the
same,
with
price
and
only
experience
and
entertainment
for
the
price
as
the
discriminating
variable. customers.
But
this
does
not
mean
taking
them
FMCG
companies
have
therefore
always
tried
to
for
stupids.
Customers
must
perceive
quality
be
more
creative
and
innovative
than
the
rest.
content.
Being
simplistic
is
not
he
same
as
The
entire
discipline
of
marketing,
for
example,
being
clear.
People
hate
to
be
treated
as
idiots.
owns
a
lot
to
FMCS.
If
it
might
be
easy
to
Increasingly,
FMCG
companies
are
shifting
to
market
an
innovative,
wonderful
laptop,
the
social
media
platforms
to
gain
competitive
same
does
not
apply
to
some
common
washing
advantages.
There
was
a
time
in
which
brands
powder,
or
a
bar
of
chocolate
that
looks
(and
seemed
to
be
the
de_initive
solution
to
avoid
maybe
is)
exactly
as
one
thousand
of
other
commoditization
of
products.
Now
branding
is
ones.
And
maybe
it
even
costs
more. not
enough.
There
is
a
need
of
something
more.
That
is
why
many
FMCG
saw
a
huge
Social
media
might
be
a
good
platform
from
opportunity
in
Social
Media.
where
to
start.
Going
there
because
everybody
else
is
going
is
not
a
good
reason.
Social
media
are
THE
TREND
increasingly
becoming
an
essential
tool
to
“We’ve
moved
away
from
TV
and
print
establish
contacts
with
customers
and
be
able
towards
online”
t o
e n g a g e
a n d
m a i n t a i n
a
va l u a b l e
Leone
Ashby,
skincare
brand
manager
for
Kao.
relationship.
This
is
the
trend
FMCG
companies
are
Several
are
the
advantages
offered:
following.
The
expectation
is
that
we
will
-‐ Better
understanding
of
customers; witness
a
steadily
growth
of
investments
on
-‐ Possibility
of
collecting
real
and
valuable
social
media,
with
an
exponential
growth
of
feedback; relevance
of
social
media
platforms.
-‐ Immediacy
and
speed
of
communication;
-‐ Possibility
of
getting
a
rich
understanding
FMCG
still
rely
very
much
on
traditional
of
problematic
issues,
or
bad
WOM
(word
strategies
(consider
that
more
than
60%
of
the
of
mouth)
before
it
is
too
late;
budget
expenditures
are
invested
on
TV
-‐ Communicate
events,
promotions,
special
campaigns)*,
but
social
media
are
growing
fast,
offers,
new
launches; and
are
opening
a
world
of
opportunities.
-‐ ENGAGE
PEOPLE
in
an
emotional
way; Nevertheless,
they
need
to
be
well
integrated
-‐ Generate
buzz,
viral,
and
advocates
(the
into
a
consistent
and
holistic
marketing
best
kind
of
advertising
that
a
company
strategy.
As
a
standalone
social
media
will
just
may
desire,
because
it
is
among
peers
and
mean
very
little.
thus
more
credible);
-‐ Give
people
something
to
talk
about,
*
Smith,
Nicola,
2010.
FMCG
brands,
Newmediaage,
January
7.
making
them
feel
important. http://www.nma.co.uk/features/fmcg-‐brands/3008309.article
The
following
report
deals
with
the
social
media
strategies
employed
by
the
eight
Swiss
most
valuable
brands
in
the
FMCG
industry
(Interbrand
2009).
The
analysis
will
be
carried
out
on
the
basis
of
their
use
of
social
media
tools,
social
characteristics
and
engagement
level
on
the
interested
channels.
3
4. METHODOLOGY
followed in the report
The
goal
of
our
report
is
to
analyse
the
usage
of
social
percentage
of
replies
to
customer
complaints.
For
the
media
tools
for
the
eight
most
valuable
Swiss
brands
in
same
reason
as
above,
we
only
considered
posts.
the
FMCG
industry
(according
to
interbrand
2009).
4) Innovation:
as
an
indicator
of
innovation
we
Since
Facebook
is
the
only
social
media
which
is
computed
the
percentage
of
active
users
that
supported
by
all
the
companies,
we
used
this
platform
as
proposed
service
or
product
improvements.
Users
a
main
base
for
our
comparison.
In
addition
we
also
who
are
posting
were
considered
being
active.
analysed
Twitter
and
YouTube
as
far
as
there
were
ofQicial
5) Brand
Engagement:
we
took
the
number
of
pages
supported
by
the
examined
brands. channels
in
which
the
company
is
present
as
an
To
cope
with
the
huge
amount
of
available
posts
and
indicator
for
brand
engagement.
The
indicators
for
comments,
we
decided
to
limit
the
analysis
to
the
time
communication
leadership
have
also
a
certain
span
of
one
month,
which
was
in
our
case
November.
explanatory
power
for
the
brand
engagement.
Generalizations
to
longer
periods
of
time
might
be
6) Communication
Leadership:
here,
we
had
a
look
at
possible,
but
we
could
not
determine
whether
the
the
number
of
posts
by
the
company
and
we
checked
variables
are
constant
over
time,
or
if
they
are
deviating.
if
the
company
does
offer
free
content.
We
only
considered
the
ofQicial
pages,
since
it
is
where
7) Linking
value:
to
evaluate
the
linking
value
the
page
the
companies
try
to
moderate,
inQluence
and/or
actively
has
for
its
users,
we
calculated
the
percentage
user
support
the
conversation
with
the
consumers
and
posts
which
were
answered
by
other
users.
amongst
them.
8) Other
additional
information:
we
observed
which
Users
are
considered
to
be
future,
present
or
past
page
boxes
were
available
to
users
and
if
there
were
consumers
of
the
brands,
that
is
why
users
are
also
called
applications.
consumers
or
customers
in
this
report. 9) General
Goals:
we
tried
to
estimate
the
general
goal
To
evaluate
the
usage
of
social
media,
we
tried
to
specify
of
the
speciQic
pages.
Of
course
this
point
is
just
a
the
variables
“dialog”,
“advocacy”,
“support”,
“innovation”,
general
estimation
and
only
the
company
itself
“brand
engagement”,
“leadership”
and
“linking
value”
knows
the
real
goal
of
their
page.
using
the
following
indicators:
To
analyse
the
other
social
media
platforms,
namely
1) Dialog:
in
order
to
quantify
the
dialog
between
YouTube,
Twitter,
Flicker,
Migipedia,
and
discussion
company
and
consumers,
we
counted
the
number
of
forums
we
used
the
same
framework
as
above
but
ofQicial
pages,
the
number
of
“likes”,
the
used
applied
it
in
a
more
qualitative
manner.
Our
analysis
is
languages,
the
number
of
consumers
posting
and
not
so
speciQic
in
those
cases,
but
we
observe
data
in
commenting. general.
2) Advocacy:
to
have
a
measure
for
advocacy,
we
calculated
the
ratio
of
positive
posts
over
negative
posts
posted
by
users.
We
decided
to
only
take
posts
into
consideration
since
it
is
the
stronger
expression
of
someone’s
opinion
if
he
or
she
decides
that
that
The brands are ordered according to their
opinion
is
worth
a
post. classification in the study of the
3) Support:
we
calculated
the
percentage
of
company
“Switzerland 40 most valuable brands”
elaborated by Interbrand (2009)
answers
to
direct
questions
posed
by
users
and
the
4
5. Nescafé
is
a
brand
of
Nestlé,
representing
with
$
12.753
millions
the
most
valuable
brand
of
Switzerland
and
the
world’s
leading
coffee
brand.
Nescafé
is
known
for
its
instant
coffee.
It
provides
a
large
product
range
from
the
classic
Nescafé
stepping
into
Cappuccinos,
Latte
Macchiatos
and
iced
beverages.
Besides
instant
coffee,
Nestlé
introduced
Nescafé
Dolce
Gusto,
which
offers
single
cup
coffee
machines
with
corresponding
coffee
capsules
and
Nescafé
Xpress
including
coffee
to
go,
to
be
found
in
supermarkets
and
at
gas
stations.
Dialogue Nr.
Of
total
ofQicial
pages 1
Pages
Nr
of
likes 893.644
Pages
Languages at
least
7
Number
of
Posts
on
the
Wall 270
Number
of
comments
on
the
wall 562
Advocacy Ratio
of
positive
messages
over
negative
messages
by
users
(only
for
107/3
=
35.67
posts)
Support %
of
answers
to
direct
questions
(only
to
posts) 0%
%
of
replies
to
customer
complaints
(only
to
posts) 0%
Innovation Absolut
number
of
users
that
propose
service/product
improvements 11
%
of
users
that
propose
service/product
improvements 0,01%
Brand
Engagement/ Nr.
of
channels
used 5
Social
presence
Communication
Number
of
Posts
on
the
wall
by
the
company 7
Leadership
Number
of
comments
on
the
wall
by
the
company 3
offers
free
content? Yes:
Videos,
Fotos
Linking
Value %
of
users
who
discuss
with
their
peers
using
the
brand
related
social
16
of
270
=
6%
media
spaces
Other
additional
What
kind
of
boxes
are
available? Wall,
Info,
Photos,
information Youtube,
Twitter,
Notes,
Links,
Video,
My
Flickr,
Discussions,
Poll,
Events
Type
of
applications? Youtube,
Twitter,
Flickr
To
learn
what
customers
are
talking
about,
encourage
customers
to
talk
about
the
brand,
adver7se,
counter
rumours,
handle
complaints,
promote
new
offers
and
compe77ons
General
goals
of
the
Nescafé
gets
a
lot
of
people
to
engage
themselves
by
expressing
themselves
on
the
Nescafé
Facebook
page
Facebook
page.
But
they
do
get
hardly
any
ques7ons/complaints
or
ideas
by
their
customers,
which
would
be
good
sources
of
informa7on.
Nescafé
also
fails
to
get
customers
to
talk
to
each
other.
They
are
only
pos7ng
but
rarely
answering
to
other
user's
posts.
6. NESCAFÉ OTHER Nescafé Dolce- Twitter Flickr Youtube
SOCIAL MEDIA Gusto.us
users reached 353 pageviews/day Follower: 1150 Following depends: found: Min: 87,
70 Max: 105039
% of users active 45 posts 11 tweets Comments: depends on
the video: minimum: 0
(and 2 likes it, 0 don’t),
max: 57 (and 87 like it, 1
don’t like comments)
% of positive WOM 12/45=26.67% 1-way communication..no depends on each
direct comments on the individual video
page by others, all of
them were positive
% of negative WOM 1/45=2.2% 0% depends on each
individua video
% of users rceived reply 1/45=2.2% Nescafé retweeted once No interaction
% of users proposed solutions 7/45=15.56% proposed 0% No interaction
etc (co-creation) improvement
Nr. of channels used 5 5 5 5
brand manages communities Yes: Online Community Retweets, special offers, Nescafé offers No direct contact between
directly? information, provides photostreams, shows employees and
links to Nescafé videos favourite pictures that consumers, only video
were uploaded by dissemination, creative
members ads etc for people to send
to their friends themselves
offers free content? Articles, Recipe pairings, RSS Feed of Nescafé Only upload of pictures Commercial videos
Coffee Style Quiz, Polls, tweets by other members
Special offers
free entertainment No No No Advertising
7. Nestlé
S.A
is
the
biggest
company
in
the
world
in
producing
consumer-‐packaged
goods
and
offering
a
most
diverse
range
of
products.
The
company
was
founded
in
1866
in
Switzerland,
Vevey,
where
is
still
based.
As
one
of
the
leading
wellness
and
nutrition
companies,
Nestlé
has
6,000
brands
present
in
different
markets
and
offers
a
range
of
products
(such
as
coffee,
bottled
water,
chocolate,
ice
cream,
frozen
and
refrigerated
food,
pet
food
etc.),
which
are
sold
all
around
the
world.
In
order
to
maintain
its
brand,
the
company
constantly
innovates
its
product
lines.
source: wikipedia
Dialogue Nr.
Of
total
ofQicial
pages 1
Pages
Nr
of
likes 149.618
Pages
Languages 1-‐7
Number
of
Posts
on
the
Wall 133
Number
of
comments
on
the
wall 237
Advocacy ratio
of
positive
messages
over
negative
messages
by
users
(only
for
29/16
=
1,812
posts)
Support %
of
answers
to
direct
questions
(only
to
posts) 1
of
10
=
10%
%
of
replies
to
customer
complaints
(only
to
posts) 0
Innovation Absolut
number
of
users
that
propose
service/product
improvements 1
out
of
133
%
of
users
that
propose
service/product
improvements 0,75
Brand
Engagement/ Nr.
of
channels
used 5
Social
presence
Communication
Number
of
Posts
on
the
wall
by
the
company 6
Leadership
Number
of
comments
on
the
wall
by
the
company 3
offers
free
content? Yes:
photos
Linking
Value %
of
users
who
discuss
with
their
peers
using
the
brand
related
social
27,30%
media
spaces
Other
additional
What
kind
of
boxes
are
available? Wall,
Info,
information Discussions,
Notes,
Boxes
(Discussion
Board,
Favorite
Pages,
Links)
Type
of
applications? None
General
goals
of
the
To
allow
Nestle
to
make
consumers
aware
of
company
news,
product
innovation,
and
Facebook
page special
offers
and
to
allow
followers
a
free
space
to
share
thoughts
on
the
brand.
8. MIGROS OTHER SOCIAL MEDIA Youtube Flickr Linkedin Twitter
Dialogue users reached Depends: Min: 135; 23,739 Followers 3,140 Followers
Max : 3773
% of users active Depends on the 15 active
innovation.
video: min
comments: 0; max
comments: 4; max
likes: 7; max dislikes:
1
Advocacy % of positive WOM All postivie - only One way
promotions or job communication only
serve
as
a
platform
for
employees.
changes listed - written by Nestle
% of negative
WOM
Support % of users rceived No interactivity, no No interactivity, no No requests No interactivity, no
reply answers answers answers
ADDITIONAL
INFORMATION
AND
GENERAL
STATISTICS:
Innovation % of users proposed No interactivity, so No interactivity, so No interactivity, so No interactivity, so
solutions etc (co- no direct contact no direct contact no direct contact no direct contact
creation) with employees or with employees or with employees or with employees or
the brand the brand the brand the brand
Brand Engagement/ Nr. of channels used 2 1 1 1
Social presence
Communication brand manages No direct contact, No direct contact, Yes Yes - complete
inform
consumers
about
future
plans,
products,
results,
production
and
R&D
activities.
Leadership communities only video only company`s control over tweets
directly? dissemination for photo dissemination
consumers (they can for consumers
send the videos to
their friends)
FLICKR:
62
photo
sets.
Used
to
share
company’s
photos
about
new
products,
production
lines,
forums,
etc.
offers free content? Yes, Videos Yes,Photos No RSS Feeds
YOUTUBE:
149
subscribers,
4.598
channel
views,
14
total
uploaded
videos,
12.815
total
upload
views.
Used
to
TWITTER:
3.140
followers,
14
tweets
in
November.
Used
to
display
newsworthy
company
events
and
product
LINKEDIN:
27.739
followers,
18.043
employees
on
it.
Used
to
display
company
information,
history
and
to
free entertainment Yes, Videos No No
9. Lindt
&
Sprüngli
is
recognized
in
the
market
for
high
quality
chocolate,
offering
a
wide
range
of
products
in
more
than
100
countries
all
over
the
world.
Founded
in
1845,
Lindt
&
Sprüngli
currently
counts
six
production
sites
in
Europe,
two
in
the
US
and
distribution
and
sales
companies
on
four
continents.
Since
1986,
the
shares
of
Chocoladefabriken
Lindt
&
Sprungli
AG
are
listed
on
the
Swiss
stock
exchange.
Dialogue Nr.
Of
total
ofQicial
pages 14
Pages
Nr
of
likes 682.240
Pages
Languages 5
Number
of
Posts
on
the
Wall 71
Number
of
comments
on
the
wall 415
Advocacy ratio
of
positive
messages
over
negative
messages
by
users
(only
for
62/1
posts)
Support %
of
answers
to
direct
questions
(only
to
posts) 0
of
0
%
of
replies
to
customer
complaints
(only
to
posts) 0
of
0
Innovation Absolut
number
of
users
that
propose
service/product
improvements 0
of
71
%
of
users
that
propose
service/product
improvements 0%
Brand
Engagement/ Nr.
of
channels
used 5
Social
presence
Communication
Number
of
Posts
on
the
wall
by
the
company 9
Leadership
Number
of
comments
on
the
wall
by
the
company 0
offers
free
content? Yes:
Photos,
Events,
Links
to
other
ofQicial
pages
Linking
Value %
of
users
who
discuss
with
their
peers
using
the
brand
related
social
0
media
spaces
Other
additional
What
kind
of
boxes
are
available? Wall,Info,
Photos,
information Events,
Notes,
Worldwive
Type
of
applications? no
apps
available
General
goals
of
the
Promote
and
advertise
new
products,
keep
members
updated,
inform
followers
about
Facebook
page upcoming
events,
share
the
latest
news
related
to
Lindt
World.
Lindt
provides
fourteen
ofQicial
pages
on
Facebook,
and
six
upcoming
ones.
Each
page
refers
to
a
speciQic
country
Lindt
is
present
in.
“Share
your
passion
for
chocolate”
is
the
motto
for
attracting
users
on
Facebook.
The
page
that
features
the
majority
of
the
followers
is
the
Italian
one.
Page
members
are
pretty
active
in
writing
posts
on
the
page
wall.
Their
principal
purpose
is
to
share
their
positive
opinions
about
speciQic
products.
In
fact,
no
negative
comments
are
present.
The
company
doesn’t
reply
to
fans’
comments
but
is
very
active
in
promoting
new
products
through
photo
albums/posts
and
upcoming
events
through
an
“Event”
section.
10. Dialogue users reached Follower: 945, Following 924 74 registered users, 3492
(visualisations ???) channel visualizations,
703557 total loading
visualizations
% of users active 113 tweets in November (84 Comments: depends on the
of them as answer) video: minimum: 1 (and 3
likes it, 0 don’t), max: 277
(and 896 like it, 23 don’t like
comments)
Advocacy % of positive WOM 1-way communication..no depends on the video
direct comments on the page
by others (all anwers referred
actively to positive tweets)
% of negative WOM 1-way communication..no none
direct comments on the page
by others (no answers
referred to negative tweets)
Support % of users rceived reply The only information given: No interactivity so no
84 answers in 1 month, but answers
no info on how many asked
Innovation % of users proposed no answers to improvement No interactivity, so no direct
solutions etc (co-creation) suggestions contact with employees or
the brand
Brand Engagement/Social Nr. of channels used 3 3
presence
Communication Leadership brand manages communities they use to ask questions to page created recently
directly? followers about specific (13/08/2010), just video
products taste or the “lindt” posting, promoting trend
meaning for them. In setter Roger Federer
addition, they answer to
followers’ opinions about
products and suggest trying
other products.
offers free content? no Videos
free entertainment no no
YOUTUBE:
recently
opened.
The
channel
still
lacks
of
information
since
it
is
gaining
subscribers
day
by
day.
The
company
uses
the
channel
for
sharing
the
several
commercials
they
make.
Users
tend
to
comment
positively
on
each
posted
video.
No
negative
comments
were
found.
TWITTER:
the
social
platform
the
company
mostly
exploits.
The
ofQicial
page
“Lindt
USA”
features
945
followers.
The
ofQicial
language
is
English.
The
company
uses
Twitter
differently
from
Facebook.
Apparently,
there
are
page
administrators
that
actively
monitor
page
evolvement,
as
followers
seem
very
active
in
asking
product
related
questions
directly
to
the
company.
Replies
are
quite
immediate
and
there
is
high
interaction
between
the
two
parties.
In
addition
to
this,
administrators
are
use
to
ask
brand
perception
feelings
and
opinions
to
followers
such
as
“What
is
everyone
planning
on
cooking
and
baking
for
Thanksgiving
this
year?”,
“We
would
like
to
know:
What
does
Lindor
mean
to
you?”,
“What
do
you
like
best
about
our
Intense
Orange
Excellence
bar?”
11. Nespresso
is
a
brand
of
the
multinational
Nestlè
that
produces
premium
quality
coffee
capsules
and
coffee
machines
(with
a
form
of
tie-‐in).
Nespresso,
whose
revenues
have
been
of
2.77
billion
CHF
during
2009,
has
built
its
fame
by
introducing
a
new
class
product
promoted
with
very
consistent
marketing
strategies
and
substantial
investments.
A
heavy
usage
of
celebrity
endorsement,
together
with
the
idea
of
a
stylish,
reQined
and
exclusive
product
(even
we
are
in
the
FMGC
category),
contributed
to
the
strength
of
the
brand
worldwide.
Dialogue Nr.
Of
total
ofQicial
pages 1
Pages
Nr
of
likes 628.613
Pages
Languages 1
ofQicial
and
other
8
Number
of
Posts
on
the
Wall 650
general,
6
corporate
Number
of
comments
on
the
wall around
1400
Advocacy Ratio
of
positive
messages
over
negative
messages
by
users
(only
550/20
=
27,5
for
posts)
Support %
of
answers
to
direct
questions
(only
to
posts) 13
of
66
=
20%
%
of
replies
to
customer
complaints
(only
to
posts) 50%
Innovation Absolut
number
of
users
that
propose
service/product
more
than
30
improvements
%
of
users
that
propose
service/product
improvements 5%
Brand
Nr.
of
channels
used 3
Engagement/
Social
presence
Communication
Number
of
Posts
on
the
wall
by
the
company 650
general,
6
corporate
Leadership
Number
of
comments
on
the
wall
by
the
company 27
offers
free
content? Yes:
Videos,
Fotos,
Pools
Linking
Value %
of
users
who
discuss
with
their
peers
using
the
brand
related
around
16%
social
media
spaces
Other
additional
What
kind
of
boxes
are
available? Wall,Info,
Coffee
types,
information Fotos,
Videos
(youtube),
House
rules,
Kazaar
event,
Twitter,
discussions,
Pools,
Events
Type
of
applications? No
Apps
available
Nespresso’s
facebook
provides
contents
and
information,
engages
fans,
produces
a
dynamic
General
goals
of
two-‐ways
communication
by
fostering
the
dialogue
in
a
familiar
atmosphere.
Insipire
people
the
Facebook
with
discussions
about:
new
tastes
of
coffee
capsules,
tv
advertisements,
and
new
places,
or
page consumption
occasions.
People
are
generally
enthusiast
about
the
product
and
its
conceps.
Get
insights
and
ideas
(5%
of
comments
are
toward
innovative).Nurture
strong
attachment
showed
by
clients.
Support
should
be
improved.
12. Dialogue users reached Follower: 6266, Following 864 registered users,
1053 1.555.187 channel
visualizations, 509.530 total
loading visualizations
% of users active 16 tweets in November (15 Comments: depends on the
of them as answer) video
Advocacy % of positive WOM 1-way communication..no depends on the video
direct comments on the page
by others
% of negative WOM 1-way communication..no depends on the video
direct comments on the page
by others
Support % of users rceived reply The only information given: No interactivity so no
16 tweets, 15 of them answers
answers.
Innovation % of users proposed no co-creation, just Strong interactivity
solutions etc (co-creation) informational answers;
generally about flavors, and
shops availability
Brand Engagement/Social Nr. of channels used 3 3
presence
Communication Leadership brand manages communities it works mostly as a customer No, not directly, no direct
directly? care arm. Topic of the contact between employees
discussions are generally and consumers, only video
about flavors, and shops dissemination, creative ads
availability etc for people to send to their
freinds themselves
offers free content? RSS Feeds Yes, Video, and editing
possibilty
free entertainment No Creative advertising, high
impact visual design,
possibility of editing, see
director's cut, see backstage
YOUTUBE:
creativity
and
a
strong
user-‐centered
perspective.
It
is
possible
to
sneak
a
peak
on
the
historical
tv
advertising
featuring
celebrities
like
George
Clooney,
but
it
is
also
possible
to
put
oneself
into
the
director’s
shoes.
The
user
can
see
director’s
cut,
choose
which
sequence
of
scenes
could
Qit
the
best
for
the
campaign,
and
even
create
its
own
spot
by
editing
different
visual
pieces
together.
All
this
is
offered
in
a
very
dynamic
and
graphically
impacting
website.
The
user
has
the
sensation
to
be
providing
a
useful
opinion.
TWITTER:
a
customer
care
arm.
Tweets
are
limited
(only
632
up
to
the
end
of
November
2010).
The
size
of
followers
is
limited
as
well
if
compared
with
Facebook).
Most
relevant
topics
are:
location
of
Nespresso’s
shops
and
availability
of
coffee
Qlavor.
13. Migros
is
a
cooperative
that
was
founded
in
Switzerland
in
1925
(Zürich)
and
that
is
divided
into
different
regions
(Bern,
Basel,
East-‐Switzerland,
Ticino,
Aare,
Geneva,
Luzern,
Neuenburg-‐
Freiburg,
Wallis,
Waadt
,
Zürich)
that
operate
independently
from
one
another.
Migros
is
traditionally
the
biggest
supermarketchain
in
Switzerland,
followed
by
Coop,
although
Coop
has
overcome
Migros
when
looking
only
at
the
traditional
sales
in
supermarkets,
but
when
you
take
into
account
that
Migros
owns
several
other
brands
from
different
sectors
(Generali
(insurances),
Globus
(high-‐end
retail),
Fitnessparks,
Golf
Parks….)
then
Migros
still
is
the
largest
retail
brand
in
Switzerland.The
brand
has
traditionally
encompassed
values
such
as
swissness,
sustainability,
fair
prices
and
tradition.
Dialogue Nr.
Of
total
ofQicial
pages 1
Pages
Nr
of
likes 25809
Pages
Languages 1
corporate,
3
in
the
comments
Number
of
Posts
on
the
Wall 85
Number
of
comments
on
the
wall 213
Advocacy Ratio
of
positive
messages
over
negative
messages
by
users
(only
for
19/14
=
1.357
posts)
Support %
of
answers
to
direct
questions
(only
to
posts) 31
of
37
=83.78%
%
of
replies
to
customer
complaints
(only
to
posts) 16
of
17
=
94.12%
Innovation Absolut
number
of
users
that
propose
service/product
improvements 9
of
85
%
of
users
that
propose
service/product
improvements 10,58%
Brand
Engagement/ Nr.
of
channels
used 5
Social
presence
Communication
Number
of
Posts
on
the
wall
by
the
company 19
Leadership
Number
of
comments
on
the
wall
by
the
company 64
offers
free
content? Yes:
Videos,
Fotos
Linking
Value %
of
users
who
discuss
with
their
peers
using
the
brand
related
social
35
of
85
=
41.17%
media
spaces
Other
additional
What
kind
of
boxes
are
available? Wall,Info,
information Christmas,
Fotos,
Videos,
Notes
Type
of
applications? No
Apps
available
General
goal
of
the
To
learn
what
customers
are
talking
about,
counter
rumours,
handle
complaints,
promote
Facebook
page:
new
offers
and
competitions
14. MIGROS OTHER SOCIAL MEDIA Migipedia Twitter Weihnacht Youtube
Dialogue users reached 21140 pageviews/day Follower: 477, Following 469 1917 daily pageviews depends: found: Min: 87, Max:
105039
% of users active 5714 users/month 50 tweets in November (21 of them as 1742 monthly users Comments: depends on the
answer) video: minimum: 0 (and 1 likes
it, 0 don’t), max: 57 (and 144
like it, 6 don’t like comments)
Advocacy % of positive WOM 14/287, or 14/36 evaluative 1-way communication..no direct depends on the video
comments comments on the page by others (4 of 21
answers referred actively to a positive
tweet)
% of negative WOM 22/287, or 22/36 evaluative 1-way communication..no direct depends on the video
comments comments on the page by others (5 of 21
answers referred to negative tweets)
Support % of users rceived reply 8/287, but 100% of direct Migros gave 21 answers in 1 month, but No interactivity so no answers
questions no info on how many asked
Innovation % of users proposed 24/287 proposed improvements, 5/21 were answers to improvement No interactivity, so no direct
solutions etc (co- 146/287 had new product ideas suggestions contact with employees or the
creation) brand
Brand Engagement/ Nr. of channels used 5 5 5 5
Social presence
Communication brand manages Yes: Forum somehow… retweets, special offers, info indirectly, no direct contact, but No, not directly, no direct
Leadership communities directly? dissemination, responses and reactive to competition: user generated contact between employees and
tweets by others content on the site to engage consumers, only video
other users and build dissemination, creative ads etc
community; people can share for people to send to their
their singing via twitter and freinds themselves
facebook with friends
offers free content? Youtube spots; what is RSS Feeds User generated content: singing Yes, Videos (Ads)
Migipedia Video silent night", free recepies,
special offers etc
free entertainment Youtube spots No Singing competition (people Creative advertising
singing silent night on their
webcam and upload it to make
the largest choir in the world)
15. Coop
is
the
second-‐largest
retail
group
in
Switzerland.
Close
to
its
customers
and
organized
in
Qive
sales
regions,
Coop
operates
over
1,800
stores
and
has
a
workforce
of
approximately
53,000.
Coop
is
the
clear
market
leader
in
environmentally
friendly
and
fair-‐trade
products.
Coop
is
also
well
known
for
its
free
weekly
magazine
called
Coopzeitung
(in
German),
Coopération
(in
French)
and
Cooperazione
(in
Italian),
read
by
3,3
million
people.
Dialogue Nr.
Of
total
ofQicial
pages 1
Pages
Nr
of
likes 4.398
Pages
Languages 3
Number
of
Posts
on
the
Wall 48
Number
of
comments
on
the
wall 26
Advocacy Ratio
of
positive
messages
over
negative
messages
by
users
(only
for
5/1
=
5
posts)
Support %
of
answers
to
direct
questions
(only
to
posts) 6
of
7
=
85,7%
%
of
replies
to
customer
complaints
(only
to
posts) 2
of
2
=
100%
Innovation Absolut
number
of
users
that
propose
service/product
improvements 1
%
of
users
that
propose
service/product
improvements 1
of
48
=
2%
Brand
Engagement/ Nr.
of
channels
used
Social
presence
Communication
Number
of
Posts
on
the
wall
by
the
company 15
Leadership
Number
of
comments
on
the
wall
by
the
company 10
offers
free
content? Yes:
Videos,
Fotos,
Games
Linking
Value %
of
users
who
discuss
with
their
peers
using
the
brand
related
social
5
of
48
=
10.4%
media
spaces
Other
additional
What
kind
of
boxes
are
available? Wall,Info,
information Wochen-‐Quiz,
Fotos,
Videos
Type
of
applications? No
Apps
available
General
goal
of
the
Promote
news
in
Coopzeitung
and
get
customers
involved
in
competitions
and
quizes.
Facebook
page Provide
customers
the
opportunity
to
chat
about
Coop
and
Qind
like-‐minded
people.
ANOMALY: There is no official public Coop page in Facebook. The data above refer to Coopzeitung (a free weekly
magazine published by Coop) which is also available online.