kaushansky case study

Coca-Cola Social Media Listening & Insights Test Case

Cake & Havas Digital-Part of the Havas Media Group-

August 24, 2011

The Assignment

• Perform a 6-month listening study for 3 Coke brands (Coke Zero, Dasani, and Vitamin Water) including approach, findings and actionable results

• Approach – Overview of your approach, analytical methodology to social

listening and proprietary tools

• Listening– Overview of the analysis, highlight and describe the top (3)

findings for each brand and how your team arrived at them

• Insights– Overview of the top (3) top-line strategic, actionable insights that

align with each finding and rationale

Content

1. Team, Tools & Methodology, Execution2. Coke Zero3. Dasani Plantbottle4. vitaminwater stur-d5. Coca-Cola and Cake / Havas

Team, Tools & Methodology, ExecutionPrinciples of good Social Listening & Analysis

1. Define your objective– Know what to look for? keep your eye on the ball

2. Select the right tools for the job – Requires a deeper understanding how social tools collection data

3. Keyword mastership– Query simulations necessary to perfect the query for each brand

4. Timely Response– Access response strategy – other data needs? (

5. Scalable Insights– Use statistics to identify important trends otherwise difficult to find

Team, Tools & Methodology, Execution

8 Step Social Analysis Process

1 •Plan – Understand objectives/KPIs, create queries

2 •Implement – Optimize and refine queries & tags through simulation*

3 •Track – Listen and trend in real-time

4 •Validate - Compare volume / sentiment results through alt sources

5 •Interpret – Analyze data and attribute to paid and owned activity**

6 •Act - Define brand, media, social, implications in real-time

7 •Scale – Devise measurement systems prior to implementation

8 •Measure ROI– Track KPIs in real-time and optimize***

Define

Interpret

Determine Impact (ROI)


Data Collection

Sysomos

Kantar

Google

Hitwise

Real-Time Snapshot

Flightdeck

SysomosMap

Radian6

Trend Analysis

SysomosHeartbeat

Google Trends

Net Promoter Score

Attribution Analysis

Artemis

SAS

Interpretation

Statistical Modeling

Competitive Research

Human Review

Recommendation

Human Review

Define Interpret Determine Impact (ROI)

The need to collect data


Arriving at insights from a sea of data, the criteria

1. Topical – a searched topic is significant if the keywords combinations appear as a theme more than 15% of the time for topics with 1,000+ mentions.

2. Trend – a searched topic (keywords) or topic derivatives appear as a theme 2+ consecutive months (an obvious linear presence).

3. Sentiment – automated sentiment is consistent across multiple social channels (Twitter, Blogs, FB, etc) and statistical samples are verified via human review.

4. Paid Media Impact – lagged correlation of media spend and social conversations (greater than ~0.50).

5. Paid to Earned – logarithmic function of (total mentions divided by total online media in thousands). Anything greater than 2.0 is considered efficient.


Social Listening Tools – Sysomos is good, but not perfect

Our challenges:

1. Separate the noise – common multi-word descriptions (e.g. Zero, Water, etc)

2. Sentiment engine – marked as neutral if the mention length is too small

3. Not unique – does not provide unique records

4. Precise Spelling – relies only on precise spelling, no plural or wildcat searching

5. Sparse demographic data – no predictive model to decompose mentions

6. Query criteria varies by media – query size is limited for certain media

Content


Coke Zero Approach

cokezero OR "coke zero" OR "coca cola zero"~3 OR "coca-cola zero"~3 OR ((coke OR coca) AND ("NCAA March Madness" OR "show your team spirit in real time"))

Sysomos Heartbeat Tags: Coke Zero

"Pepsi Max"

Sysomos Heartbeat Tags: Competitor

1. Data sourced from Sysomos.2. Manual data comparison with web.3. Data search expanded with campaign keywords and phrases.

*Manual search data revealed exhaustive capture of Coke Zero campaigns, therefore no additional queries were mined.

Coke Zero events are content rich opportunitiesFindings – Events

•Events draw mass awareness though do not translate to brand opinion and sentiment (e.g. NASCAR and NCAA Madness). The lack of content stems long tail conversations. Moreover, Mid-America male demographic have limited potential to engage online or influence conversations.

Insights – Content

•Use data to inform content and conversations! Events have opportunity to generate more engaging content to widen reach and serve sharable content to online influencers. Attract Coke racing fans to partake in interactive content so they can share their experience (e.g. Gaming and gaming-like content)

Rationale

Event provides the opportunity for pre, during, and post experiences to shared socially face-to-face and online! (e.g. Volvo Big East, Yahoo Scene, Vodafone F1 McLaren)

2011-01-01 2011-02-25 2011-04-21 2011-06-15 2011-08-090

500

1000

1500

2000

2500

Coke Zero Mentions

Social Networking Meets Basketball At Coke Zero

NCAA® March Madness® Social Arena

Coke Zero Facial Profiler Facebook Campaign

Coke Zero 400 Daytona International

Speedway

A love brand with potential risksFindings – Treat

•Loyalists are addicted! Drinkers treat themselves with Coke Zero. Its their coveted treat, a luxury reward! Part of a lifestyle (Midwesterners don’t drink coffee, they drink Coke Zero). Be aware, risks are forming around Aspartame (e.g. Blogs single-out Aspartame as unsafe). Loyalist are not jaded yet, though they do blog about weight management, health, and nutrition.

Insights – Health

•Aspartame not mainstream yet! But health issues may escalate so prepare for it with an alert system. Early-on issue-management and a process for reputation management will reduce negative impact (i.e. shouts and whispers)

Rationale

When unprepared, the bigger they are the harder they fall (e.g. KFC double down, Cadbury India Chocolate contamination)

“Originally Posted by pyramid I told you aspartame was no good for you: http://www.cbsnews.com/8301-504763_1...-10391704.html”http://www.genmay.com

“Aspartame Brain Cancer & the FDA Approval Process (Sugarfree Light Diet Coke Zero E951) Tube” http://weight-lossstory.blogspot.com

“Why dont you go and inject yourself with aspartame? Or drink some coke zero.”

Leverage buzz graph as early crisis warning

Key an eye on sentiment and tone for key issues

http://www.cbsnews.com/8301-504763_1...-10391704.html



http://www.genmay.com/

http://weight-lossstory.blogspot.com/

http://weight-lossstory.blogspot.com/

Increase spend efficiency by 20%Findings – Paid

•Current media spend falls flat on mentions, through some online media especially search stirs Coke Zero buzz. Coke Zero media/web is general, does not directly drive to social experiences. Pepsi Max optimizes Facebook by pushing all traffic to in-the-moment conversations. Brands that customize content for cross-channel distribution achieve engaged-reach.

Insights – 20%

•Paid media must feature more branded content to increase engagement and sharability. This will increase your paid-to-earned ratio by up to 20% through optimizing media mix. Be brave in testing new channels, formats, and touch points going beyond NASCAR with gaming.

Rationale

•Paid, earned, owned and shared media is a virtuous cycle. When branded content seeded online it increases branded search by X2.8 and improves online KPIs. (e.g. Wrigley 5-gum, Chase Facebook)

Coke Zero Pepsi Max -

1.00 2.00 3.00 4.00 5.00 6.00

Overall NPS Twitter NPS

Coke Zero Pepsi Max 1.95 2.00 2.05 2.10 2.15 2.20 2.25 2.30 2.35

2.08

2.32

Log -> Mentions to Online Media Spend $(000)

16%

31%

10%

43%

Coke Zero

BlogsForumsNewsTwitter

Content

1. Team, Tools, Methodology & Execution2. Coke Zero3. Dasani Plantbottle4. vitaminwater stur-d5. Coca-Cola and Cake / Havas

Dasani Plantbottle Approach

dasani OR "#dasani" OR "@dasani”

Sysomos Heartbeat Tags: Dasani *

"dasani plantbottle"~10

Sysomos Heartbeat Tags: Dasani and plantbottle

* ‘plantbottle’ very low mentioned items and had close to nil presence in the social space. Decision taken to use generic brand term “Dasani” . If we had only looked at ‘plantbottle’ we would be missing out on 20k mentions compared to 600 for the actual Plantbottle. Same approach was applied to

"Better Bottle" OR "Better By Design" OR "Dasani Green" OR "Green Bottle" OR "Plant Bottle" OR "Environmentally Friendly Bottle" OR "Eco Friendly" OR "Sustainable Bottle" OR "Lightweighted Bottle" OR "Up to 30% Plant Based Bottle" OR "100% Recyclable Bottle" OR "Innovative Bottle"

Sysomos Heartbeat Tags: bottle

Dasani is the better bottle Findings – Plantbottle

•Plantbottle lacks consumer awareness due to few mention. Discussions occur on specialized blogs and lack mainstream interest and participation. Consumers are clueless about the technology (e.g. how do you make a bottle from plants?) Partnerships with Heinz further confuse the story and questions the origin of the technology!

Insights – Information

•Tell the story in a concise, interactive, and simple-way for people to endorse. Plainly tell your consumer this bottle is good! Use infotainment to take ownership of Plantbottle and drive category movement which attracts brands like Heinz, and others. Don’t let Heinz run with the story. Tell your story very simply, repeatedly with a CTA.

Rationale

Infotainment educates, its worth sharing. Shared content creates positive endorsements and viral reach (e.g. Tom’s shoes, Ben and Jerry’s Sundae) “Heinz is using their PlantBottle technology

in their 20 oz Ketchup bottles coming to US store shelves this July. The Heinz PlantBottle will contain up to 30% plant-based PET plastic material”

Plantbottle

“Okay one more time. Does ANYONE know what type of plants #Coke is using? That info is nowhere to be found!”

“One of my friends is tending to their garden right now. They watered the plants with a dasani bottle”

“Things go better with plants”

Dasani, tap water explainedFindings – Tap Water

•Associations between Dasani and tap water pose negative effects on the consumer. Dasani’s brand attributes are unrecognized, keyword associations point to Aquafina. Price-point in question about bottled tap water, echoed further by lack of awareness regarding water purification.

Insights – Clarify

•Keep message clear around purification and promote your brand attributes, or risk market share to Aquafina (which holds the strongest word association to the Dasani brand). Sponsor events with conviction central to the brand attributes. Prepare to address and respond to mis-information since bottled “tap” water is susceptible for being the poster-child of waste”.

Rationale

Clear, confident, and relevant stories = viral clarity (e.g. Evian roller-babies, Evian Kylie, Dos Equis)

Dasani Aquafina

(10.00)

(5.00)

-

5.00

10.00

15.00

20.00

6.50

14.00

Overall NPS Twitter NPS

“I'll have to drink that Dasani bottled water?”

“Dasani and Aquafina are straight out of Tap Water and the chemicals you...”

“I love Fiji and evian. But dasani Poland springs etc All just the same as tap”

High Scoresaquafina 1.0000 drink 0.8447 tap 0.8342 bottle 0.8303 aquafina 0.8289 aquafina 0.8163

Dasani

Wor

d As

socia

tions

Low Scoresrecyclable 0.1240 purified 0.1163 forestry 0.0775 gallon 0.0711 carton 0.0628 geyser 0.0465

Dasani

Wor

d As

socia

tions

Influencers tell your story with authorityFindings – Earned

•Conversations are dominated by Twitter and Blogs though weak on consumer sentiment. Events matter but are not consistent in nature (e.g. ½ marathon, Chilli, Glee, etc.) and Dasani’s web experiences high bounce rate – likely due to lack of relevant content. Watch out for Aquafina, which has a strong influencer strategy and drives to engaged online experiences with minimal spend.

Insights – Influencers

•This category requires authority to believe! Sustainability validates brands – active brands in sustainability and CSR “perform” (sentiment, advocacy, purchase). Build your relationships with key influencers to promote your message in shared media driving to your owned and ultimately sales. A clear and conscious message worth sharing.

Rationale

Earned and owned media builds credible and ethical brands, organically! (e.g. Havas Sustainable Futures Global research, ExxonMobil)

16% 3%6%

76%

Dasani

Blogs ForumsNews Twitter

Dasani Half Marathon New PlantBottle Packaging On Store Shelves

Leafy FashionTLC’s Chilli signs Dasani

01/01/1101/31/1103/02/1104/01/1105/01/1105/31/1106/30/110

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0

20

4060

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120

Dasani - MentionsDasani - Search (Google Search Index)

Dasani Aquafina

1.31

3.68


Content

1. Team, Tools, Methodology & Execution2. Coke Zero3. Dasani Plantbottle4. vitaminwater stur-d5. Coca-Cola and Cake / Havas

vitaminwater stur-d Approach

"vitaminwater stur-d"~10 OR "vitamin water stur-d"~10 OR "vitaminwaterzero stur-d"~10 OR (vitaminwater AND ("in case it's ever cloudy" OR "you're up"))

Sysomos Heartbeat Tags: vitaminwater stur-d

"Sobe Lifewater"~4

Sysomos Heartbeat Tags: Sobe Lifewater

Sysomos Heartbeat Tags: vitaminwater (generic term used due to low volume of vitaminwater stur-d)

vitaminwater OR "vitamin water" OR vitaminwaterzero

(vitaminwater OR "hydration lounge" OR "riverside lounge") AND ("Warped Tour" OR "Camp Woodward" OR "gansevoort" OR "hood games" OR "all things summer" OR "uncapped live" OR "summer solstice stretch" OR "zero sip" OR "southside skatepark" OR "longworth's" OR "inspired fashion show" OR "handbag designer" OR "poolside fashion" OR "the roots picnic" OR "movement 2011" OR "presents" OR "design challenge" OR "extreme trick" OR "aganation.com" OR "silent disco")

Sysomos Heartbeat Tags: events

Glaceau OR "Stur-D" OR "Summer x games" OR "Summer x" OR "X games 17" OR "Billy marks" OR "Vitaminwater action sport viewing party" OR "Espn zone and vitaminwater" OR ("Discovery channel" AND vitaminwater) OR "Summer x athletes lounge" OR "L.A. Live" OR "Los angeles" OR LA OR "Action sports" OR "Stur-D" OR "Summer x games" OR "Summer x" OR "X games 17" OR "Billy marks" OR "viewing party" OR "Espn zone" OR vitaminwater OR "Discovery channel" OR "athletes lounge" OR "L.A. Live" OR "Ben snowden" OR bmx OR Skateboard OR Skate OR "Derek tracey" OR "Aaron hemoki" OR "Shark week" OR Brando OR "Nokia theatre" OR Hydration OR "Uncapped live" OR "Winter x games" OR "Winter x" OR "X games 15" OR "X games fifteen" OR "real snow" OR "Billy marks" OR "Vitaminwater action sport viewing party" OR "Espn zone and vitaminwater" OR ("Discovery channel" AND vitaminwater) OR "athlete support" OR "Espn zone" OR "craveonline.com"

Sysomos Heartbeat Tags: x-games

Innovative and Fun CommunicationFindings - Communications

•Innovation scores high! Drives sentiment and reach. Though web experience is great for social it lacks shareable content and misses on issues relating to sugar, flavor, replenishment, and hydration. Innovation amplifies brand equity and translates to massive blogged reach, for stunts like the interactive bus stop (e.g. Top blog 3 reached 20MM – Mashable, Engaget and Cultofmac). Facebook left to fend for itself, Twitter lacks CTAs, and some YouTube clips have less favorable view ratios.

Insights – Innovations

•Innovative marketing needs to be replicated across all social channels and communities to establish ongoing relationships with target audience. Partner with influential blogs and emerging technologies with authority to leverage: RFID, in-store display, online, and OOH tech. All of it with humor, personality and WOW factor.

Rationale

Innovation and humor is infectious! (e.g. Sainsburys Pollack/Colin, Burberry Bejing Hologram show)

vitaminwater has mass appeal, target accordinglyFindings – Product

•vitaminwater owns all the buzz. Stur-D is viewed as a flavor with low mentions. Viewed as a health-food substitute though concern around calories is evident. There’s abundance of chatter around refreshment, hydration, sport-drink and the use of it as a recovery drink, a hangover cure (start off the day right, or start off the night before heading out on the town). So many flavors, fans are overwhelmed

Insights – Mass Appeal

•Product appeal spans across a broad range of lifestyle activities. Introduce lifestyle specific sharable content to address the needs of your audience base. Evolve from self-selection to intentional targeting. Flavors are custom crafted, match flavors-to-personalities within social, web and media.

Rationale

Amplify advocacy, segmented by product range through behavioral targeting. What flavor are you? Creating millions of Likes. (e.g. Charles Schwab, Volvo, and Choice Hotels)

Vitamin Water Vs Stur-D

19%

16%

10%

56%

BlogsForumsNewsTwitter

Coke Brands Events

Date Event/Sponsor Occurance Geo Code/ Location Figures2/7/11 Coke Zero Facial Profiler Facebook Campaign 1.00 Online The app attracted over 150,000 users in its first month

3/14/11 Social Networking Meets Basketball At Coke Zero NCAA® March Madness® Social Arena 1.00 Online4/2/11 Coke Zero Countdown at the NCAA Men’s Final Four 1.00 Houston, TX

5/30/11 Vitamin Water: Cannes Video Contest 2011 1.00 Cannes, France6/30/11 Coke Zero 400 Daytona International Speedway 1.00 Daytona, FL

Date Event/Sponsor Geo Code/ Location Figures1/29/2011 Vitaminwater winter jam at the piazza Philadelphia, PA1/30/2011 Vitaminwater Winter X Games 15 party in the vertical at mt. hood meadows Parkdale, OR2/12/2011 4th annual big air competition at PNS presented by vitaminwater Lawrenceburg, IN2/27/2011 Vitamin Water Facebook Campaign Online3/19/2011 Stur-D skatepark take over Peoria, AZ4/9/2011 Vitaminwater and vice present uncapped live Minneapolis, MN

4/15/2011 Vitaminwater presents the detroit music awards Detroit, MI4/27/2011 Two.one.five presents the future of music & technology featuring RJD2 Philadelphia, PA4/29/2011 Vitaminwater AGANATION.com online open Online4/29/2011 Schaeffer eye center crawfish boil Birmingham, AL4/30/2011 Vitaminwater presents “silent disco” Rochester, NY5/6/2011 Vitaminwater design challenge Portland, OR5/7/2011 Xtreme trick - hydrated by vitaminwater Chadds Ford, PA5/7/2011 Vitaminwater inspired fashion show Baton Rouge, LA

5/12/2011 Vitaminwater presents: inspiration by design fashion show & competition Chicago, IL5/18/2011 Inspired by vitaminwater fashion show Denver, CO5/25/2011 NXTLVL wednesday's @ longworth's presented by vitaminwater Cincinnati, OH5/27/2011 Vitaminwater uncapped LIVE: detroit Detroit, MI5/28/2011 Vitaminwater main stage at movement 2011 Detroit, MI5/30/2011 Vitamin Water: Cannes Video Contest 2011 Cannes, France6/2/2011 Vitaminwater and The FADER present: uncapped LIVE! houston Houston, TX6/4/2011 The roots picnic hydrated by vitaminwater Philadelphia, PA6/9/2011 Inspired by vitaminwater fashion show Raleigh, NC6/9/2011 Vitaminwater uncapped live san francisco San Francisco, CA6/9/2011 Poolside fashion show Minneapolis, MN

6/15/2011 Independent handbag designer awards New York,NY6/16/2011 Vitaminwater zero and houston magazine present: inspired fashion show Houston, TX6/16/2011 Vitaminwater and the fader present uncapped live Philadelphia, PA6/17/2011 Inspired by vitaminwater fashion show at the slc fashion stroll Salt lake city, UT6/17/2011 Ragnar relay wasatch back Park City, UT6/22/2011 Summer music festival at northrop Minneapolis, MN6/22/2011 Inspired by vitaminwater fashion show: new jersey Hoboken, NJ6/25/2011 Southside skatepark young guns amateur skateboard competition Houston, TX6/25/2011 Vitaminwater zero sip in style Pittsburgh, PA6/30/2011 Vitaminwater and the fader present uncapped live: detroit Detroit, MI

Date Event/Sponsor Geo Code/ Location Figures2/18/2011 Dasani Half Marathon Myrtle Beach, SC3/28/2011 Kenya Open Golf Tournament Nairobi, Kenya

4/4/2011 The Coca-Cola Company's New PlantBottle Packaging On Store Shelves Nationwide Today Nationwide4/17/2011 TLC’s Chilli signs with Coca-Cola’s Dasani for campaign to tout beauty secrets Nationwide4/14/2011 DASANI Blue Crew Rewarded 1,000 Atlanta Residents for Random Acts of Greenness Atlanta, GA4/23/2011 Dasani Throws Leafy Fashion Show With Glee’s Matthew Morrison to Celebrate New PlantBottle Packaging Los Angeles, CA5/5/2011 Lambesis Introduces Innovative DASANI Campaign

Coke Zero

vitaminwater

Dasani

Events researched – vitaminwater has a ton!

Millions of fans online and offlineFindings – Events

•Event are really cool! Event listing achieve significant mentions, positive sentiment and drive branded search discovery. The features are a huge hit though the content is one-way, not as engaging, making sharing not as high as we would expect, poses limited bragging rights.

Insights – Interactivity

•Events scale and connect with hip TA. Focus on giving them things to share and interact with! Irrespective of physical attendance focus on interaction and replicate the virtual experience “not everyone will go but everyone will know”, through online interaction, web-streaming and legacy. Showcase innovative communication at events that is liked and shared.

Rationale

Social experiences create word-of-mouth and word-of-mouse. Social bridges online and offline. (e.g. ExxonMobil F1 Russia, Havianas, SXSW)

Vitamin water Winter X Games 15 party in the vertical at mt. hood meadows

Stur-D skate park take over and Vitamin water and vice present uncapped live

01/01

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01/09

/11

01/17

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01/25

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02/02

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02/10

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02/18

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02/26

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03/06

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03/14

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03/22

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03/30

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04/07

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04/15

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04/23

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/110

20406080

100120

0

1000

2000

3000

4000

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Vitamin Water- Total Online ($000) Vitamin Water - Mentions

“The fashion shows“X-game 1/30/2011”

01/01/11 01/23/11 02/14/11 03/08/11 03/30/11 04/21/11 05/13/11 06/04/11 06/26/110

50010001500200025003000350040004500

0

20

40

60

80

100

120

Vitamin Water - MentionsVitam Water - Search (Google Search Index)X Games - Search (Google Search Index)

Vitamin Water SoBe Life Water

-

0.50

1.00

1.50

2.00

2.50 2.21

0.81


FIN

DIN

GS

INSI

GH

TSR

ATIO

NA

LE

Events

Events draw mass awareness

High awarenessLow opinionLow sentimentMale/MW mentionsLow sharing

Treat

Loyal addicts (f)AspartameWeight managementHealthNutrition

Diet mentions (f)Calorie=blogs (f)Aspartame=news

Paid

$ >mentions lowOptimization okSearch to discoverPaid content-lessPepsi drives to Facebook

+ Content

+Data to inform content and conversations+Opportunity for engaging content +Engagement+ Interactive+ Gaming+ Social events+ endorsers

- Health

+ A loved brand- Aspartame not mainstream (yet)- Health issue may escalate (prepare for it with alert system)

+ 20%

+Paid media must feature more branded content to increase engagement and. Sharability

+Paid to include brand & content (gaming & events)+Improve paid to earned ratio with social sharing / Facebook

Opportunity for pre, during, and

post experiences

Volvo Big East sponsorship,

Yahoo! Scene, Vodafone F1

McLaren

“Bigger they are, harder they fall”

Issue Mgmt. reduces crisis

(shouts + whispers)

KFC Double Down, Cadbury India

Chocolate contamination

Paid, earned, own & shared =

virtuous cycle

Shared content increases search

(x2.8) & CTR

Wrigley Five Gum, Chase Facebook

Plantbottle

Plantbottle lacks consumer awareness due to few mentions

Very low mentions (600 vs 20k)91% blogs + news Poor awarenessLow sentimentHigh confusionHeinz on YouTube

Tap Water

Associations pose negative effects on the consumer Pricepoint in question

Tap + chems = neg‘Costly’ mentionsPurification = ?Waste mentionsDasani USP unclearAquafina positive

Earned

Twitter and Blogs dominate Weak on consumer sentiment.

Twitter 75% Blogs16%Events matter, but in-consistentHigh bounce rateAF high earned to paid ration

+ Information

+Tell the story in a concise, interactive, and simple way for people to endorse+Infotainment to take ownership of Plantbottle

- Fake science- Confusing technology- Unclear story+ Video can work + Infographic opp.

+ Clarity

+Clear message of purification and promote brand attributes

+ Clear message+ Purification+ Sample w/ stories- Market share (AF)- Speculation+ Real-time listen & optimize

+ Influencers

+Authority needed+Sustainability validates brand+Build relationships with influencers

+ Outreach strategy+ Twitter strategy+ More likes & shares+ Own media clearer+ Paid media to amplifies advocates

Infotainment educates and is worth sharing= endorsements +

reach

Tom’s Shoes, Ben and Jerry’s Sunday

in the Park

Clear, confident & relevant stories =

clarity

RT listening address RT issues

Evian Rollerbabies,

Evian Kylie, Dos Equis

Earned and own media optimization

creates fans and advocacy =

(defenders & amplifiers)

Havas Sustainable Futures, Havianas,

ExxonMobil

Comms

Innovative has high sentiment & reachSocial lacks sharable contentMisses on issues relating to sugar, flavor, replenishment, and hydration

TV ad fun & cool NA community management low (Facebook, Twitter), CN positive tweets/shareEvents drive low branded search

Product

vitaminwater owns buzz; Stur-D is viewed as a flavor with low mentions.A health-food substitute RefreshmentUltimate sports drinkParty recovery drink

99.6% VW mentions vs .4% stur-d (1 flavour)Calories concern lowLove / hate flavorsUltimate sports drinkParty recovery drinkOwn media range-less

Events

Event listing achieve significant mentionsPositive sentiment Drive branded search discovery

High awarenessPositive sentimentPositive TA reviewsFormant popularTwitter 72%, blogs 26%Sharing limitedLow online interactivityLow event CTA / shares

+ Innovation

+ Innovate all channels+ Test & trial, involve+ Partner with influential blogs+ Partner with blog & emerging technologies+ Use humor, personality and WOW factor

- Blog dialogue & LT authority

+ Mass Appeal

+Introduce lifestyle specific sharable content to address audience needs + Evolve from self-selection to intentional targeting

+ Audience range+ Recovery audience+ R/T messages work+ UGC rewards + Flavor segmenting- Sugar content

+ Interactivity

+Events scale and connect with hip TA+Focus on interconnectivity+Showcase innovative communications

-1 way (F2F & online)+ Scales due to coolness+ Event social currency- Event short lived - Spikes, not sustained+ Event innovations

Innovation and humor is infectious = efficient

media & comms

Innovation and comms penetrates skeptical

audiences

Sainsburys Pollack / Colin, Burberry Beijing

Hologram Fashion Show

Amplify advocacy segmented by range

= million of likes

Charles Schwab, Volvo, Choice Hotels

“Not everyone will go, but everyone will know /

interact online”

Social experiences creates WOM and WOW

Social bridges online & offline.

ExxonMobil, Havianas, South by South West

Summary

Content


ROI opportunity• Combine real-time social insights with actionable in-

market media • Leverage media optimization to address key audience

with branded communication• Scalable, timely, and real-time

Coke Zero Vitamin Water

Dasani Pepsi Max SoBe Life Water

Aquafina -

0.50

1.00

1.50

2.00

2.50

3.00

3.50

4.00

2.08 2.21

1.31

2.32

0.81

3.68

0.42 0.44

0.66

Log Fn of Mentions to Online Media Spend $(000)

Log -> Mentions to Online Media Spend $(000)Target improvement

“Expected improvement through social & media optimization”

Awareness

Engagement

Loyalty

Market share

+

+

=

Purchase Funnel Prioritization• Coke Zero : Engagement• Dasani : Awareness• Vitamin Water : Engagement

Optimize your Media & Strive for ROIROI & Efficiency

Advancing automated tool set to deliver ROI

12 years experience in creating the most shared brand experiences online, and face to face –with evidence

v1.0 = Social monitoring & analysis

v2.0 = Social + digital

v3.0 = Social + digital + 3rd party data

v4.0 = The ROI calculator*

* Havas research study Q4 2011: Impact of social on POE and the mix rations ve return

Vision for the ROI of Social Media

April 2011

July 2011

Nov. 2011

Feb. 2012

ROI of social media through impact analysis upon paid, owned, earned and shared media. Impressions and Expressions.

Thank you.

Questions & Answers


Cross channel data storage at the consumer level, real-time performance reporting, and advanced analysis to deliver data-driven planning recommendations and optimization solutions.

Artemis—Havas Proprietary Marketing Planning Optimization Tool


Real time aggregation and display of online mentions and buzz. Customized with earned media (inc. Sysomos Heatbeart API + Klout), owned media (SN profiles API’s), paid media (Artemis,

DART, API’s), shared media module integration.

The Flightdeck—Havas Proprietary Real-time Aggregation and Display of Online Mentions and Conversations

kaushansky case study

Business

cake havas

sysomos heartbeat

bottled tap

vitamin water

brand attributes

shared media

low mentions

post experiences