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© 2014 Brandwatch.com
Webinar/Timing is Everything: Using SMM To Be Two Steps Ahead of the Consumer
Marketing Insights Analyst
[email protected] | @natalie_katem
Natalie MeehanContent Researcher
[email protected] | @ja_lovejoy
James Lovejoy
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Coming Up
• The importance of timing
• Understanding seasonal trends
• Using Y-o-Y analysis to optimize campaigns
• Aligning your social strategy with your audience
• Demonstration of tips and tricks!
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© 2014 Brandwatch.com3
Don’t be shy/We’d love your participation
• Ask questions in the session chat
• Tweet about our discussion
@brandwatch
#brandwatchtips
Slides and a recording of the webinar will be made available after the event
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Timing it right:Cordials
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• World events
• The seasons
• Sponsorship deals
Many things affect consumer interest
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Celebrities. We love them.
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But maybe your money is best spent elsewhere…
Samsung paid LeBron James $100,000,000 to be the face of the Galaxy Note 3
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That sound you heard was
everyone at Samsung
facepalming simultaneously
London 2012 @London2012427 RETWEETS | 53 FAVORITES
Jen Clarke @jensized
28 RETWEETS | 18 FAVORITES
My phone just erased
everything it had in it and
rebooted. One
of the sickest feelings I’ve
ever
had in my life!!!
$100,000,000 well spent?
London 2012 @London2012427 RETWEETS | 53 FAVORITES
LeBron James @KingJames
498 RETWEETS | 1,065 FAVORITES
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Ultimate Facepalm
Because sometimes even a Double Facepalm doesn’t cut it
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Seasonal fails
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Don’t try and sell winter products in summer
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Cordial market leaders
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When are they leading the conversation?
1. Ribena – Spent 5m on advertising their new ‘no added sugar’ product
2. Robinsons chatter always peaks in April, when international tennis event Wimbledon is in the news
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A tactical release
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Big brands aren’t mentioned in December
Experimental consumers
Analyze chatter YoY and identify the best times to release campaigns to create the biggest splash
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Using year-on-year analysis = BIG WIN
• The leading 3 brands can do much more
• Historical data gives brands the edge
• Analyze peaks and lulls to identify gaps in the market –releasing a hot cordial campaign could create massive impact for one of the big three.
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Seasonal Trends: The Frappuccino
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The Frappuccino: Campaigning on time
Goal
• Starbucks to emphasize the Frappuccino as a summer beverage
• Capture the “summer” beverage market
Campaign
• Half-priced Frappuccinos (#frappuccinohappyhour)
• Promoted at stores, website & social media channels
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Sustained success
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A closer look at branding a summer beverage
• 320,000+ mentions
• The Frappuccino referenced as a “summer” item
• Timely positioning: capturing the summer beverage seasonal market
24%
2%
5%
37%
32%
DD Coolatta DQ Blizzard McD McFlurry Starbucks Frappuccino Wendy's Frosty
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Feeling hungry?
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Looking at the micro-picture
When measuring the timeline of consumer activity, looking at the micro picture is just as important as the bigger picture
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I’m so hungry but
definitely trying
to
be healthy at the
moment!
#bikinibody
We have the best intentions…
@natalie_katem
We’re most likely to tweet about our intentions to eat healthily at 3pm and 9pm
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There’s an inclined audience, ready & willing
Just got back from Notting Hill Carnival! I
need sleep and healthy food!
what should I have for breakfast tomorrow im
gonna start eating really healthy not healthy but really healthy this time yeahhhhhhhhhhh
Hmmm what should I eat for lunch today!!
Want to be healthy but also want warm food in
this weather
jill @beigeharryifunanya @missdebbycakes Shelley Miller @sendibo16
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So, are health food vendors taking advantage?
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Nope.
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Social media efforts need to align with consumer activity
#Tip: Don’t waste time finding safe options to eat or grow hungry at your desk! What #gf grub will you
bring 2morrow?Udi’s Gluten Free
@udisglutenfree
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Target those with an intent to use your product
• Go granular and look into the micro picture
• Monitor timings to research and to plan campaigns
• Align your social media efforts with an inclined audience to maximize ROI
How did we do it?
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Getting the Data
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Digging Deep: How to Collect, Analyze and Interpret Social Data
• Uncovering Intention
• Outlining a sentence structure in a Query
• Breaking data down by week, day and hour
• Creating timelines with multiple Queries
• Exporting data
• Custom analysis
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Uncovering intention to eat healthy
When I go back
to school I need
to continue
eating healthy
Jordan @Jay_Smoove32
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How to uncover intention
When I go back
to school I need
to continue
eating healthy
London 2012 @London2012427 RETWEETS | 53 FAVORITES
Ben Ainslie @AinslieBen103 RETWEETS | 41 FAVORITES
Understanding the NEAR operator:
NEAR/x, NEAR/4, NEAR/15, NEAR/40
NEAR/xf
Outlining a sentence structure
Putting yourself in their mindJordan @Jay_Smoove32
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Uncovering intention
When I go back
to school I need
to continue
eating healthy
Jordan @Jay_Smoove32
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Scan by hour, day, week or month
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Compare the social media chatter around multiple Queries
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Export data to excel for custom analysis
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Q & A
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Read more in our food and beverage report:
brandwatch.com/report-food-beverage/
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