sstarcom mediavest group, supermarket uk: a very social christmas

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Supermarket UK: A Very Social Christmas

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Shoppers who engage with a supermarket brand on social media are twice as likely to shop there this Christmas.

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Page 1: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

Supermarket UK:A Very Social Christmas

Page 2: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

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The battle for attention at Christmas has reached epic proportions• In a severe economic downturn, the pressure upon supermarkets this

Christmas to compete with each other over customers is huge.

• Last year the top six supermarkets spent over £69m on media support for their Christmas campaigns – with similar levels indicated for this year.

0

5,000,000

10,000,000

15,000,000

20,000,000

25,000,000

Door Drops

Direct Mail

Internet

Radio

Outdoor

TV

Source: AdDynamix

£

Page 3: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

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Facebook fans

Twitter followers

YouTube - total channel views 0

100,000

200,000

300,000

400,000

500,000

600,000

Asda Co-op

Morrison’sSainsbury’s

TescoWaitrose

But the key battle grounds are increasingly social spaces

Source: Google, Facebook, Twitter, Dec ‘11

No. of channel views / fans / followers

Page 4: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

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The issue: the contest has been conducted without knowing what has been working or who is winning -

what is the value of a fan?

Page 5: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

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We have benchmarked brand performance in social spaces

Supermarkets are investing significant sums into social marketing, but often without knowing if it will translate into sales

Tesco have acquired the most Facebook fans through a strategy of investing in expensive ‘reach blocks’ (owning every ad slot on the Facebooknewsfeed page for the day) – but will they be able to keep this large audience engaged?

The Waitrose audience has grown more organically, attracted by rich video content –are those consumers more loyal?

Starcom MediaVest Group’s Social Media Behaviour Index (SMBI) is the first significant, robust quantitative study to benchmark brand performance in the social space and answer those questions.

The SMBI demonstrates that Waitrose is more successful at engaging people on their social sites and that these consumers are more likely to convert into shoppers and advocates than visitors to any other supermarket page.

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Page 7: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

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Page 8: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

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on the opportunity a brand has to increase brand actions through social media engagement

Page 9: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

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on the opportunity a brand has to increase brand actions through social media engagement

As SMBI takes account of many differing factors, it is never seen as a positive or negative, rather as a

bespoke measure of the strength of relationship between content and its influence on consumer

behaviour. So the higher the SMBI score the more opportunities have been identified to improve

influence and lower the score, the less opportunity because the brand is already doing well here.

Page 10: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

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Page 11: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

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6 supermarket brands

1500 supermarket sampleChristmas shopping intentions surveyed in November 2011

Page 12: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

TOP FINDINGS

Page 13: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

43%

87%

SMBI across all supermarket brands

People who are active on a Supermarket Facebook page are 2x more likely to shop there this Christmas than those who just view a page

Shop at store this Christmas

Page 14: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

36%

89%

SMBI across all supermarket brands

That’s even more true on YouTube

Shop at store this Christmas

Page 15: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

92%

93%

Any twitter engagement is a strong sign of brand commitment

Shop at store this Christmas

Follow

Tweet about

Likely to:

Page 16: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

At Christmas the value of a supermarket social action is greater than the retail category norm

Likely to visit only + do a brand action

Likely to do a social media action + a brand action

Retailers43%

82% 191200Supermarkets

at Christmas 43%87%

Likely to visit only + do a brand action Likely to do a social media action + a brand action

Page 17: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

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Likely to : Shop here this Christmas (Brand Action)

Visit only 30% 32% 35% 38% 42% 59%

Do a social media action

87% 76% 84% 85% 83% 92%

SMBI – a measure of opportunity: The higher the SMBI score, the greater the opportunity to increase brand action through social media engagement

Waitrose has a low SMBI, indicating that site visitors are already highly engaged – the brand is currently performing

the best on the social media engagement scale

Page 18: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

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Likely to : Recommend the brand (Brand Action)

Visit only 7% 7% 7% 10% 17% 17%

Do a social media action

81% 73% 65% 71% 79% 72%

The effect of active involvement on recommendation is even more strongly pronounced

Waitrose do have a huge opportunity to increase brand advocacy – and site visits alone won’t achieve that

without further engagement

Page 19: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

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Likely to:Average

Play a game 39% 40% 44% 37% 38% 34% 39%

Enter a competition 61% 54% 59% 61% 56% 54% 58%

Watch a/another video 59% 36% 49% 50% 41% 52% 48%

Post a positive comment

45% 38% 48% 50% 44% 52% 46%

Share page 35% 28% 41% 35% 34% 42% 36%

Follow on Twitter 16% 10% 18% 14% 23% 31% 19%

Post a tweet on Twitter 13% 7% 16% 10% 21% 24% 15%

Average 38% 30% 39% 37% 38% 41% 37%

The brand social action table

Waitrose visitors are most likely to take a further social action

Page 20: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

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Waitrose’s strong page engagement: content that makes consumers think and feel

Overall Ranking

60%

53%

47%

46%

45%

42%

Page 21: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

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Waitrose, 52%

Tesco, 18%

Sainsbury’s, 10%

ASDA, 9%

M&S4%

Waitrose’s strong Facebook page is most likely to poach from Tescos

Of those who said that they would be more likely to shop at Waitrose after visiting their page, only half already showed a preference for Waitrose.

48% had a different preference before interacting with the Waitrose page.

Morrisons, 3%

Co-op, 1%

% Supermarket preference before interacting with Waitrose Facebook

Page

Page 22: SStarcom MediaVest Group, Supermarket UK:  A Very Social Christmas

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How Waitrose gets it right

1. Extensive use of video, with quality, engaging content – easy to share

2. A conversation – not a broadcast. Prominent and responsive ‘Ask our Experts’ section.

3. Helpful tools and advice - like the interactive planner for the perfect festive feast – ‘sticky’ content that encourages return visits

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Supermarkets must include social media in their marketing mix if they are to gain attention this Christmas

People who are active on a Supermarket Facebook page are 2x more likely to shop at that store this Christmas than those who just view the page

Of the major platforms twitter activity converts best to shopping intention

Waitrose is the most successful at engaging people on their social sites and converting social visitors into shoppers

The success of Waitrose social marketing is most likely to poach from Tesco. Sainsbury’s and ASDA should also be targets.

The key to social media marketing success is in driving behaviour – actions are proven to have a significantly greater effect on intention to shop than liking, visiting or fandom alone

Site content needs to be engaging using interactivity and quality video content. It needs to be relevant and useful and engage consumers in a two-way conversation. Content should also be ‘portable’ i.e. Easy to pass on.

Quality content will ensure the site is ‘sticky’ –visitors return – and they share the content within their networks. Most importantly it will encourage deeper actions, proven to drive brand preference and intention to shop.

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About Starcom MediaVest Group and Supermarket UKSupermarket UK is an industry-wide series of studies into the changing values and behaviours of shoppers to the big six supermarkets – Tesco, ASDA, Waitrose, Sainsbury’s, Morrisons and Co-Op. It will investigate the effect of societal changes - including the economy, new technologies and social media - on supermarket consumer behaviour, and examine trends for the future. This report is the second in a series - a third phase of research will be released in Q1 and will culminate in a full report to be published later in 2012.

Starcom MediaVest Group (SMG) is a global leader in communications strategy, media buying and management, response media, internet and digital communications. SMG operates two separate agencies under the group banner –MediaVest and Starcom– each built around a distinct focus and expertise set, representing global brands such as Proctor & Gamble, Samsung and Honda.

SMG is part of Publicis Groupe, the world’s second largest media counsel and buying group, the world’s third largest communications group and a the world’s leading supplier of media services to FMCG brands.

We can help plan, design, activate and measure your social media and integrated campaigns. Get in touch to discover your brand’s SMBI.