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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	
  
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
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	
  
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	
  
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.	
  
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
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.
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
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.
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?”	
  
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.
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.	
  
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
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)
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.
Social Media For the FMCG Industry- FMCG and social media
Social Media For the FMCG Industry- FMCG and social media
Social Media For the FMCG Industry- FMCG and social media
Social Media For the FMCG Industry- FMCG and social media
Social Media For the FMCG Industry- FMCG and social media
Social Media For the FMCG Industry- FMCG and social media
Social Media For the FMCG Industry- FMCG and social media

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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.