Facebook Page Insights & Analytics

Brand - Nestle KitKat Australia FBPage

Topic Intent :Scope :- Understand Australia Online and Facebook User Base / Demographics- Measure Facebook page success or engagement rate- Review performance of Nestle Australia – Kit Kat Facebook Page for past 1 year : Jan’14 – Feb 20 th 2015- Compare the performance with Competitor - Cadbury Dairy Milk Australia Facebook page - Reviewing Key Metrics around – Segmentation, Targeting, Content

Objective of session:- Compare Kitkat Face Book Page with Cadbury Dairy Milk Facebook Page- Summarize Findings and provide recommendation- Review the success and failures- Understand the learnings & Next Steps to improve Brand “ KitKat” in digital platforms

Expected outcome: - Provides a quick snapshot of activities on FB page for both pages

- Understand what worked and what didn’t work

- Visually review the good and bad Vs Competitor

- What best can be done based after comparing with one key competitor

Data Sources:

Fanpage Karma is an online tool for social media analytics and monitoring. It helps social media managers and agencies to engage fans better and reach a growing community in the social networks. Fanpage Karma provides free valuable insights on posting strategies and performance of social media profiles like Facebook, Twitter or YouTube.

Syndicate Data: Spitfire - Australia Demographic on online Users and Facebook Users

- Australia Digital Trend and Competitor Comparison Benchmark

Manual Data Preparation : • Segmentation : Reviewing the post headings for 128 post to allocate it to correct

Topic’s and Customer Intent

Period Analyzed : Jan 2014 to Feb 2015

Australian Online

• The average Australian spends a whopping 4 hours and 30 minutes on the internet each day!

• 69% of the population own a smart phone and 47% of homes have a tablet.

• 90% use it to search for information and 78% use it for product

• 38% of Australian households have four or more internet enabled Devices information

• Australia’s online advertising spendincreased 19.3% and outgrew traditional media channels in 2013

Source: Spitfire, Period : Feb 2014

• 9 million of them log in everyday toupdate their status, check what friends are doing and to engage with brands

• FMCG Tops the Facebook Users @ 11, 685, 344 Million

• Nearly every Australian on Facebook ‘likes’ and ‘follows’ an FMCG brand!

• Facebook remains the most dominant platform for social media overall. But usage amongst the young population is decreasing.

• Active use of Facebook is decreasing , with people liking and commenting less. Facebook users are becoming passive but facebook captured 54% of Social Media population in Australia.

Let’s Review Nestle KitKat FB Page Performance Trends

The analytical approach to measure performance is reviewing trends over a period across metrics and Competitors

579,389 93,299 16% 1.8%

Avg Fans Fan Growth Fan Growth %

Engagement Rate

Feb’2015

381,359 139,832 43% 1.1%

• Nestle : Huge growth in reach and Fan base but the engagement is low – Need a Solid Plan on content and schedule .

• Let’s do a quick comparison on Tactics with Top Competitor / Winner

FB Page Performance – Kitkat Vs Dairy Milk Trend / FY15

Next Steps based on Trend

Comparison - Facebook Page Results ( All period )

Page Interactions started from August 2010 Page Interactions started from December 2010

Key Takeaways : - DairyMilk FB Page is more active on Posts but on flip side, Service Level is Low ( Reply to Queries )- Kitkat FB page has lesser posts but a good service level aligned to our goal on Listening & Engage , which should increase the interactions in Long Run.

Source: Facebook Karma Period : Jan ‘14 to Feb ‘15

Deeper Understanding for Customers

Content is the Key for success – Know your customer

Engagement : Timely & Correct Information

Measure , Monitor and Test outcomes & actions

How Can we do Better ?

• Review Demographics

• Understand the population you are targeting on Campaigns

• Better segmentations results for ROI

• Review the contents and Key words

• Understand if we have posted content for all our audiences

• Are we using the right channels aligned to competitor

• Review how different post perform over time

• Optimal time to engage to get response

• Look at Competitor strategy on frequency

• Measure and correlate increase in traffic with overall Sales

• Set a Goal and make sure to monitor the achievement

• Traffic to Facebook Vs Traffic to Website

- Segment / Categorize your customer ( Slide 11 )1) Understand your user base and the Fan share % you enjoy in the market compared to competitor2) Review users demographical for deeper insights on targeting. 3) Device a content plan for Gender , Interest & Age

- Measure your Amplified & Applause Metrics Mix & Influence ( Slide 12 )1) We need to really understand the Post in FB page in past and categorize them under Topics and Value for Customer 2) Measure your Average Likes / Shares / Comment by Post 3) Summarize Learning on Contents / Topic’s from looking at 3 dimensional charts on cross influence & velocity.

- Review your past calendar and alignment to key events / Holidays ( Slide 13 )1) Draw a chart reviewing all campaigns & engagements across period Vs Competitor 2) Did we forget to engage when the customer had time , Did we Post before a holiday 3) Summarize Learning on Contents / Topic’s

- Review your communication Tools / Channels and Impact ( Slide 14 )1) Compare yourself with competitors strategy on Contents – Pictures , Videos, Links, Quiz.2) Number of Campaigns , Number of Post Vs Competitor3) Take the findings along for planning your current year – Always monitor competitor

- Review your max impact period – When to Post for better amplification ( Slide 15 )1) We should do this by Content , here we have only pictures so am taking a general approach on the analysis

- Key words plays a major role in reach and applause ( Slide 16 )1) Key Words are different for brand but let’s review the common words like Chocolate , Foods

Analysis Snapshot – What to Analyze

Australia Fan Share % and Identify your fan location / Details

Kitkat FB Fan; 297421;

25%

902579; 75%

KitKA T F ace B ook F an S h are %

Dairy Milk FB Fan;

617904; 51%

582096; 49%

KitKA T F ace B ook F an S h are %

67% 33%

75%

25%

98.2% fans interact only Once with this Page and 1.8 2 times

98% fans interact only Once with this Page and rest 3 % interact 3x times

Brand Awareness

in FB

Insights on Post Topics/ Intent : ( Jan’14 – Feb’15)Manually tagged 128 post to identify the relevancy to ensure we address the issue of Targeting.

Key Learnings :• We are doing a wonderful job in engaging Fans on Topics like food

idea and getting a higher share of responses from Female Fans• Overall we are doing very poor in engaging Fans in Family and Sports

though we receive maximum number of likes in Family• On the Content launched, we were able to engage the fans up to 59%.

Out of which there are more interactions on Fun Post followed by Questioning

• Higher % of Emotional tags received in Family post which is as expected. But overall Fan response for Emotional is only 8%

• Similarly, Holiday/Wishes content received only 8% response from fans out of which Fan community leads the response numbers

• On Facebook, people are more interactive on Fun Posts, followed by Food Ideas

• The page has good share of 33% male Fans, Sports Topic should be really touched upon with Australian Open, World Cup Cricket & Rugby.

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Misc

Average Comments

Ava

ilabl

e Li

kes

Food , Posts - 21

Products , Posts - 10

Fun , Posts - 42

Family , Posts - 9

Questions? , Posts - 20

Community , Posts - 23

Ave

rage

Sha

red

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140

Average Comments

Ava

ilabl

e Sh

ared

Emotional , Posts - 10

Interactive , Posst - 76

Information, Posts - 28

Quiz , Posts - 4

Wishes , Posts - 10

Campaigns Launched with Theme’s Best Topic Vs engagements

Topic's Food Ideas Fun Post Product Fan Community Misc Question Family Sport Total Mix by Value for Fan %Value for Fan

Information 4 2 5 12 1 3 1 - 27 21%Interactive 17 33 5 3 - 14 2 2 76 59%Emotional - 3 - 1 - - 6 - 10 8%

Quiz - 1 - 2 - 1 - - 4 3%Holiday / Wishes - 3 - 5 - 2 - - 10 8%

Misc - - - - - - - - 1 1%Total 21 42 10 23 1 20 9 2 128

Mix by Topic - % 16% 33% 8% 18% 1% 16% 7% 2%

Key Insights :• Food Ideas post was maximum liked and shared with

some good interactions• Most important Topics which the fan really look

forward to in FB Page is products, New Products and updates. We see maximum likes , comments

• Family post plays a good role with some good likes but the most receives minimum comment or doesn't get shared. Emotional Connect –high Avg likes

• Fun post are the most engaging and interactive post in the page with good amount of likes and gets shared. We should include more .

• Open Questions are not very much engaging so but we need to look at the content since the likes are low with limited comments or shared.

Value for Fan Vs engagements

Key Insights :• Interactive Post are the most welcomed under

topics like Food, Questions, Fun Post but we should also focus build interactive content on Sports and Festive Topics

• Emotional Post plays a role in getting more reach with maximum likes and comments creating more brand awareness.

• Information is the most important for Fans so we should do more product related post like competitors to get them a feel as special feel to know it first

• Wishes and Festive needs focus we are not engaging enough on holidays.

• On Quiz, we can do better with Interactive Apps and Games.

Value Name ,Number of Post Topic Name ,Number of Post

Jan’14 Feb’14 Mar’14 Apr’14 May’14 Jun’14 Jul’14 Aug’14 Sep’14 Oct’14 Nov’14 Dec’14 Jan’14 Feb’14

Total Post

Australia Day

Good Friday, Easter,Anzac Day Chritsmas New Year

Holiday

Activity-Aus Open Tennis- Asia Cup Soccer

- Formula One- Women Cricket WC Oceania HandballField Hockey

Posts from Jan ‘14 To Feb 15 – CadburyDairyMilk Vs Kit Kat FB Page Holidays and Key Sports Events

Key Points :

• Interactions looks lower compared to Cadbury during Key Months

- Interactions was very much aligned to Cadbury till Jul’14

- September till November’14 very less interactions or post seen as per data.

- Overall Engagement looks lower for past 6 months compared to Cadbury.

What we can Do:

- We need to finalize a calendar with other key dates, Events & celebrations.

- One master calendar for Events in FB and the strategic content plan.

- A game aligned with the sports event we are targeting, will add a twist. We should engage the fans with activities

Cadbury Vs Kitkat Page Contents : Jan 14 – Feb14

1. We really need to compare individual Campaigns to differentiate post by Fan Vs Post by Kitkat engagements to understand the reason behind the low engagement.2. Cadbury is very active in FB comparatively, with huge fan base. So traffic on posts to be increased.

Kitkat Page Contents : Jan 14 – Feb14

1.The last Video posted in Kitkat FB Page was in June 2014 so the engagement methods are stale. We need to plan a Mix of activities /Content / Channels.2. One offer posting was done in November, which shows some good reaction so need more campaigns with promotions.

Cadbury Contents : Jan 14 – Feb14

1. Cadbury : post per fan and interactions are high since the team keeps engaging Fans with alternate contents like Video and Pictures

2. No offers or promotions seen in Cadbury page after Jan 2014

Content Type Used and Interaction Level :

Total Posts Avg. Reactions Best Day to Post

Monday 33 2088.3 26%

Tuesday 23 1305.2 18%

Wednesday 18 1608.6 14%

Thursday 30 1722.2 23%

Friday 14 643.1 11%

Saturday 3 255.3 2%

Sunday 7 1438.3 5%

Total Posts Avg. Reactions Best Day To Post

Monday 49 3512.2 17%

Tuesday 37 1090.4 13%

Wednesday 42 1567.4 15%

Thursday 47 2257.1 16%

Friday 39 1992.6 14%

Saturday 36 1479 13%

Sunday 38 2551.4 13%

Best Day in a Week to Engage your Fans or Launch a Campaign

Key Insights :1. Monday Morning and Thursday’s are the best day to launch a

campaign for maximum attention2. Promotions should be launched on Thursday morning and

Sunday’s for maximum interaction3. Kitkat looks aligned but the number of interactions need to be

increased.4. Cadbury launches all Video Campaigns and Questions on

Thursday

Top Key Words used in your Campaigns

Dairymilk+

KitKat

Best Engagement Methods Used by Competitors

“Co – Branded Campaigns with other key brands where

Fans are highly engaged”

- Cadbury initiated such programs to enable customers by posting the same campaign in Cadbury page like Snacks

with Movie Tickets

Providing Promotions or offers to Influencers or dedicated /

Active fans in FB Page

- Co-Owning campaigns with your Fan Ambassador

• 43 % increase in Fan Base compared to Competitor

• Very strong brand presence online with optional engagements

• Amazing Service Levels with replies for all major comments

• Sentimental analysis will be a Good value add to understand CRM

• We have lesser engagement compared to competitors

• Number of campaigns are lesser compared to Competitors

• Mix on Contents and Engagements are not dynamic

• More Analytics around digital will help re-position

• We have unique Fan base who are very much brand loyals but Cadbury also got some people who like Nestle

• We can re-strategies on content quickly to increase engagements since we had a quiet period from Sep 14

Address hot Topic’s :• What is Halal Standards on Food to

bring some positive comments or utilise FB features to hide it directly

• Product Availability is a big question so we used start communition once we have a new retailer or partner.

• Plan a long term strategy on contents

SWOT Analysis

Thank You