wave social media quarterly q3 2011 (wavemetrix) -oct11

8/3/2019 Wave Social Media Quarterly Q3 2011 (Wavemetrix) -OCT11

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Wave: social media quarterly

Q3, 2011: The

benefits and limits ofa social mediafanbase

6th October 2011


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Page 2 October 2009 Proprietary and confidential. All rights reserved


Page 2 6th October 2011 Proprietary and confidential. All rights reserved

12

34

5

Contents

6

Aligning new campaigns or products with an original fanbase(Nike, Old Spice, Pizza Hut)

When social media backfires (Amex, Microsoft, Easyjet)

Trendwatch: Going live with social media (Burberry, Dominos)

4

9

13

17

21

Executive summary

Crowd-sourcing through social media (Colgate, Nandos,UNIQLO)


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About Wave

Wave: provides insight into the latest social media marketing online, onRSS and Twitter and in weekly emails via the Wave: website

This document provides an overview of some of the most interestingdevelopments in social media marketing during Q3 2011

It follows on from previous quarterly summaries released by WaveMetrix:

Q3 2010

Q4 2010

Q1 2011

Q2 2011

Our Luxury Brands guide to Social media is also available
http://wave.wavemetrix.com/wave/all/rss.xmlhttp://twitter.com/http://wave.wavemetrix.com/http://marketing.wavemetrix.com/Wave_social_media_quarterly_Q3_2010.pdfhttp://marketing.wavemetrix.com/Wave_social_media_quarterly_-_Q4_2010.pdfhttp://marketing.wavemetrix.com/Wave_social_media_quarterly_Q1_2011.pdfhttp://marketing.wavemetrix.com/Wave_social_media_quarterly_Q2_2011.pdfhttp://marketing.wavemetrix.com/1103_Luxury_social_media_summary_v1.pdfhttp://marketing.wavemetrix.com/1103_Luxury_social_media_summary_v1.pdfhttp://marketing.wavemetrix.com/Wave_social_media_quarterly_Q2_2011.pdfhttp://marketing.wavemetrix.com/Wave_social_media_quarterly_Q1_2011.pdfhttp://marketing.wavemetrix.com/Wave_social_media_quarterly_-_Q4_2010.pdfhttp://marketing.wavemetrix.com/Wave_social_media_quarterly_Q3_2010.pdfhttp://wave.wavemetrix.com/http://twitter.com/http://wave.wavemetrix.com/wave/all/rss.xml


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1. Executive summary


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Crowdsourcing via social media can get consumersinvolved, but needs to be linked to product

Brands are increasingly turning tosocial media to crowdsourcecampaign ideas:

Colgates Smile campaign used photosuploaded by fans to create outdooradvertising posters

NandosNoise campaign was created

from fans uploading the sound thatreminds them of eating Nandos

UNIQLO also use their fanbase tocrowdsource online advocacy:

A select group of fans calledUNIQLOvers are used to promote thebrand online

Whilst Colgate and UNIQLOsuccessfully rally their fans,Nandos campaign is perceived asconfusing as it is not sufficientlylinked to the products


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Brands should consider their original fanbase whenre-branding or launching new goods via social media

Many brands use social media toannounce new products or test anew brand image:

However, successful brands involveoriginal fans in the re-branding ratherthan forcing it upon

Pizza Hut and Nike met resistance

from their original fanbase on socialmedia platforms:

Pizza Hut used their Indian Facebook fansto test a new brand image based ondifferent types of dishes

Nike re-launched a limited edition of MAGsneakers via Facebook, but regular fans

felt excluded by the extortionate price

In contrast, Old Spice involved fansin choosing between two Old Spiceguys, creating positive engagement


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Some social media content can backfire, by givingonline users an opportunity to undermine the brand

Certain brands, including Microsoft,Easyjet and AmEx have sufferedfrom a social media backlash:

The easy-to-share nature of social mediacontent means it can spread at enormousspeed, which is usually an advantage, butcan also backfire in certain cases

Easyjet and Microsoft were criticisedby social media users for makingattack ads directed at competitors:

Both EasyjetsTo Fly. To Save attackagainst British Airways and Microsofts

Gmail Man! spoof ended up generatingnegativity towards the brand creating theadvert

AmEx also suffered a social mediabacklash after tweeters used theircharity hashtag to undermine thebrand


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Trendwatch: Going live with social media

Some brands have achieved apositive response from onlinefollowers after sharing exclusive orcontroversial material

Burberry pioneer giving Twitterfollowers the first images of theirSS12 catwalk show:

Although allowing Twitter users to be thefirst to comment on the new collection isa risky strategy, Twitter followersresponded positively and their feeling ofexclusivity became stronger

Dominos Pizza chose to streamlive comments from consumers ona billboard in Times Square:

Although some of the customercomments were negative, Dominosgained approval for its brave move


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2. Crowd-sourcing

through socialmedia


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I love my Colgate smileshopping

Key takeaways

Encouraging Facebook fans to share their personalexperiences through social media successfully linksproduct and usage

This translates into an increase in the proportion ofpurchase discussion in the weeks after the campaign

Colgates Smile campaign uses crowdsourcing toget consumers talking about purchase

About the campaign

Brand Colgate

Approach Colgate encouraged its social mediausers to upload pictures of their

Colgate Smile to the brandsFacebook page. These were thencollated to create outdoor advertisingposters

Facebook 46,000 likes

Thanks for this greatcoupon. We love Colgate! I bought Colgate on myshopping trip today

Click here for full story and analysis

Colgate: % purchase buzz by week

Smile campaign increasespurchase discussion
http://wave.wavemetrix.com/content/colgate-show-combine-digital-outdoor-advertising-maximise-impact-00791http://wave.wavemetrix.com/content/colgate-show-combine-digital-outdoor-advertising-maximise-impact-00791http://wave.wavemetrix.com/content/colgate-show-combine-digital-outdoor-advertising-maximise-impact-00791http://wave.wavemetrix.com/content/colgate-show-combine-digital-outdoor-advertising-maximise-impact-00791


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I have no idea whatNando's is, but ReggieWatts is cool!

Key takeaways

Nandos crowdsourcing initiative seen as fun, butsome consumers find it does not evoke the Nandosbrand for them

54% of buzz around the brand is negative asconsumers say they have no idea what Nandos is

Nandos Noise use of crowdsourcing confusescertain users, leading to negative brand buzz

About the campaign

Brand Nandos

Approach Nandos Noise campaign promptedusers to upload the sound they makewhen eating Nandos food. Thecampaign was launched on YouTubewith a video of comedian Reggie Watts

making the first Nandos Noises

YouTube 230,000 viewsI don't do any of thosethings when someonesays Nando's


Nandos Noise : % buzz by sentimentfor each topic

Confusingcampaignleads tonegative

branddiscussion
http://wave.wavemetrix.com/content/nando-s-demonstrates-benefits-and-pitfalls-adopting-crowdsourcing-campaign-00819http://wave.wavemetrix.com/content/nando-s-demonstrates-benefits-and-pitfalls-adopting-crowdsourcing-campaign-00819http://wave.wavemetrix.com/content/nando-s-demonstrates-benefits-and-pitfalls-adopting-crowdsourcing-campaign-00819http://wave.wavemetrix.com/content/nando-s-demonstrates-benefits-and-pitfalls-adopting-crowdsourcing-campaign-00819


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I once was a fool, then Istart wearing a UNIQLOEvanglion Tshirt, now I stilldon't have girls but I am abit more chic

Key takeaways

UNIQLOs approach of relying on select Facebookmembers called UNIQLOvers to spread brand loveand recommendations achieves a positive impact

45% of UNIQLOvers recommend UNIQLOs productsand brands, more than double that of general

consumers

UNIQLO crowdsources online advocacy from itsUNIQLOvers on Facebook

About the campaign

Brand UNIQLO

Approach UNIQLO has a worldwide Facebookpage alongside regional ones which isdescribed as a page for UNIQLO fansby UNIQLO fans where UNIQLOversact as brand evangelists

Facebook 333,000 likes

I have this T-shirt! It'sthe cooolest


UNIQLO: % advocacy by type of user

UNIQLOvers generatemore than double the

proportion of advocacycompared to other users
http://wave.wavemetrix.com/content/uniqlo-fans-fans-approach-facebook-engagement-demonstrates-how-crowdsource-brand-00798http://wave.wavemetrix.com/content/uniqlo-fans-fans-approach-facebook-engagement-demonstrates-how-crowdsource-brand-00798http://wave.wavemetrix.com/content/uniqlo-fans-fans-approach-facebook-engagement-demonstrates-how-crowdsource-brand-00798http://wave.wavemetrix.com/content/uniqlo-fans-fans-approach-facebook-engagement-demonstrates-how-crowdsource-brand-00798


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3. Aligning new

campaigns orproducts with anoriginal fanbase


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Key takeaways

Pizza Huts re-positioning campaign on Facebook failsto achieve the desired effect as Indian fans appearhappy with the brands current image

Only 7% of buzz reflects the new brand values ofnew age and vintage, showing the low level of

consumer interest for the new Pizza Hut attributes

Pizza Huts attempt to launch a new image inIndia met with preference for status quo

About the campaign

Brand Pizza Hut

Approach Pizza Hut in India used theirFacebook page to launch a re-positioning campaign. They showpictures of their new products

including cocktails, pasta dishes andskewers, and ask their Facebook fansif they see these new dishes as more

new age or vintage

Facebook 1.3 million likes

Only the people who havenever been to Pizza Hut willsay that its a foolishadvertisement


Pizza Hut: % buzz by brand attribute

93% dontassociate

with any ofthe new Pizza

Hut brandattributes

Boring....I thought it would behumorous
http://wave.wavemetrix.com/content/pizza-hut-india-facebook-fans-prefer-status-quo-despite-attempted-brand-repositioning-00808http://wave.wavemetrix.com/content/pizza-hut-india-facebook-fans-prefer-status-quo-despite-attempted-brand-repositioning-00808http://wave.wavemetrix.com/content/pizza-hut-india-facebook-fans-prefer-status-quo-despite-attempted-brand-repositioning-00808http://wave.wavemetrix.com/content/pizza-hut-india-facebook-fans-prefer-status-quo-despite-attempted-brand-repositioning-00808


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Man I wish I can getthese but this cost morethan my moms car!

Key takeaways

Nikes charity re-launch of the MAGs is negativelyreceived by the brands Facebook fans, rather thansparking nostalgia, due to their expensive price

Although the campaign enhances Nikes caring image,it leads 66% to reject the brands aspirational image

as they feel it does not cater for regular fans

Nikes launch of expensive new sneakersrejected by social media fanbase

About the campaign

Brand Nike

Approach Nike used its social media page onFacebook to re-launch the MAG,featured in Back to the Future II,with the proceeds intended forcharity. However, the high price

point of the new limited editionMAGs makes old fans feel sidelined

Facebook 5 million likes

No way would areasonable person buyshoes at 75K Thats crazy - Nikeshould do a release forthe regular people


MAGs have anegativeimpact of

Nikesaspirational

image

Nike: % buzz by sentiment for mainbrand attributes
http://wave.wavemetrix.com/content/launch-nike-back-future-shoe-futuristic-failure-frustrated-footwear-fans-feel-fo-00822http://wave.wavemetrix.com/content/launch-nike-back-future-shoe-futuristic-failure-frustrated-footwear-fans-feel-fo-00822http://wave.wavemetrix.com/content/launch-nike-back-future-shoe-futuristic-failure-frustrated-footwear-fans-feel-fo-00822http://wave.wavemetrix.com/content/launch-nike-back-future-shoe-futuristic-failure-frustrated-footwear-fans-feel-fo-00822


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Bring back Isaiah!!!!!

Key takeaways

Old Spices invitation for consumers to participate inchoosing the Old Spice guy generates high levels ofengagement

Consumers are negative towards the new Mr Spiceguy, suggesting he is not in line with expectations of

the brand

Fans react negatively to the new Old Spice guy, butare pleased to participate in choosing the winner

About the campaign

Brand Old Spice

Approach Old Spice orchestrated a bake-offbetween the original Old Spice guyIsaiah and Fabio, a newlyintroduced Old Spice guy

YouTube 540,000 views

As if there could everbe a doubt as to who is

the most manly of men?I mean seriously...Fabio?I don't think so!


Old Spice: response to the Mano a Manoby Old Spice guy

New OldSpice guygenerates

morenegativityfrom fans
http://wave.wavemetrix.com/content/new-old-spice-guy-fabio-rejected-fans-lacking-appeal-former-old-spice-guy-isaiah-00803http://wave.wavemetrix.com/content/new-old-spice-guy-fabio-rejected-fans-lacking-appeal-former-old-spice-guy-isaiah-00803http://wave.wavemetrix.com/content/new-old-spice-guy-fabio-rejected-fans-lacking-appeal-former-old-spice-guy-isaiah-00803http://wave.wavemetrix.com/content/new-old-spice-guy-fabio-rejected-fans-lacking-appeal-former-old-spice-guy-isaiah-00803


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4. When social media

backfires


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Well I suppose itscheaper to take the mickeyout of BA than think up yourown stuff, but you are justgiving BA free advertising

Key takeaways

Although described as a bit of fun, the responses tothe spoof were critical of Easyjet and mostlysupportive towards British Airways

This shows that the difficulty of addressing just oneisolated group through social media can cause attackads to backfire

Easyjets attempt to poke fun at British Airwayson Facebook backfires

About the campaign

Brand Easyjet

Approach Easyjet issued a spoof version ofBritish Airways To Fly, to Servecampaign with a new one saying ToFly, to Save posted on Facebook

Facebook 65,000 likes I am so sick of Easyjet'shidden charges that we areall paying an extra 30 to flyBA when we go skiing thisyearHow bitchy, Easyjet!


Easyjet: sentiment of responses toEasyjet spoof by brand

Easyjet ends

up with morenegativityabout its ownbrand afterthe spoof
http://wave.wavemetrix.com/content/easyjets-attempt-poke-fun-british-airways-new-ad-campaign-backfires-00828http://wave.wavemetrix.com/content/easyjets-attempt-poke-fun-british-airways-new-ad-campaign-backfires-00828http://wave.wavemetrix.com/content/easyjets-attempt-poke-fun-british-airways-new-ad-campaign-backfires-00828http://wave.wavemetrix.com/content/easyjets-attempt-poke-fun-british-airways-new-ad-campaign-backfires-00828


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Key takeaways

Microsofts leaked GmailMan! video leads to a higherproportion of negativity than Gmail at 74%, as userscriticise Microsofts childish approach

This highlights the lack of control brands have oversocial media, as the easy-sharing nature prevents

Microsoft from stopping the backlash

The online backlash against Microsoft Gmail Manvideo highlights the risks of social media

About the campaign

Brand Microsoft

Approach An internal video created byMicrosoft with the intention ofpromoting their new Office 365email offering was leaked onlineand broadcast on video sharing

sites like YouTubeYouTube 108,000 views

I find this approach to be ratherchildish


Microsoft: % buzz by discussion topic

Microsoftsad generates

more

negativityfor their ownbrand

We use Gmail for ourbusiness and it is clean ofany ads

I'm gonna go buy aSnickers!!
http://wave.wavemetrix.com/content/microsoft-s-petty-attack-ad-backfires-00804http://wave.wavemetrix.com/content/microsoft-s-petty-attack-ad-backfires-00804http://wave.wavemetrix.com/content/microsoft-s-petty-attack-ad-backfires-00804http://wave.wavemetrix.com/content/microsoft-s-petty-attack-ad-backfires-00804


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Authenticity #fail forAmerican Express andunfortunately the PrincesTrust #amexbeinspired

Key takeaways

AmExsBe Inspired charity campaign backfired asdistrusting customers used the hashtag to underminethe brand

Consumers respond negatively, saying AmEx is astealing and exploitative brand. This again

illustrates the risks inherent in social media

AmExsself-serving charity campaign isridiculed by Tweeters hijacking the hashtag

About the campaign

Brand American Express

Approach AmEx has invited Twitter users toshare the things that inspire themand has promised to donate 50p tothe Prince's Trust for every tweet orretweet containing the hashtag

#AmexBeInspiredFacebook 220,000 likes

I'm inspired to tell AmericanExpress to go f*** itself

#amexbeinspired AmEx stealing people'shomes by use of chargingorders; exploitation ofsecured debt. Uninspiring.#amexbeinspired


AmEx: 50 most commonly used words inresponse to charity tweet

Amexs charity tweetreceived negatively by

some consumers
http://wave.wavemetrix.com/content/tweeters-ridicule-amex-s-self-serving-charity-campaign-hijacking-its-hashtag-00823http://wave.wavemetrix.com/content/tweeters-ridicule-amex-s-self-serving-charity-campaign-hijacking-its-hashtag-00823http://wave.wavemetrix.com/content/tweeters-ridicule-amex-s-self-serving-charity-campaign-hijacking-its-hashtag-00823http://wave.wavemetrix.com/content/tweeters-ridicule-amex-s-self-serving-charity-campaign-hijacking-its-hashtag-00823


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5. Trendwatch:Going live withsocial media


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Bold thinking from@Burberry - first ever#Tweetwalk this afternoon

Key takeaways

Burberry takes a more open approach to social mediathan other luxury brands by giving Twitter followers thevery first pictures of the SS12 catwalk

38% express feelings of exclusivity in response to theTweetwalk campaign, suggesting the initiative has apositive impact on the brands aspirational image

Burberry Tweetwalk: Giving social media fans livepreviews can increase feelings of exclusivity

About the campaign

Brand Burberry

Approach Burberry streamed live pictures onTwitter of their SS12 collectionbefore the models hit the runway,making their social media fans thefirst to see it

Twitter 555,000 followers

SS12 looks will be onTwitter before runway! Really impressed how@burberry has embraced@twitter. #tweetwalk


Burberry Tweetwalk: % buzz reflectingfollowers feelings of exclusivity

38% of Twitter saythe Tweetwalk madethem feel exclusive
http://wave.wavemetrix.com/content/burberry-successfully-enhances-excitement-and-exclusivity-surrounding-its-ss12-c-00825http://wave.wavemetrix.com/content/burberry-successfully-enhances-excitement-and-exclusivity-surrounding-its-ss12-c-00825http://wave.wavemetrix.com/content/burberry-successfully-enhances-excitement-and-exclusivity-surrounding-its-ss12-c-00825http://wave.wavemetrix.com/content/burberry-successfully-enhances-excitement-and-exclusivity-surrounding-its-ss12-c-00825


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Brave

Key takeaways

Dominos initiative of live streaming customer carecomments is perceived as brave by 12% of users

This suggests that taking the risk of having less controlover shared content can earn respect from consumersand increase their trust in a brand

Dominos: Sharing social media comments livecan increase trust in the brand

About the campaign

Brand Dominos

Approach Dominos Pizza shared a live streamof customer feedback comments ona giant billboard in Times Square

Facebook 3.9 million likes

Talk about a brave and boldmarketing campaign! Brilliant! Apparent honestyalways swayed peopleshearts


Dominos: % buzz by perception ofthe Times Square billboard

12% seeDominosinitiative

as brave
http://wave.wavemetrix.com/content/dominos-brave-social-media-move-wins-respect-consumers-00801http://wave.wavemetrix.com/content/dominos-brave-social-media-move-wins-respect-consumers-00801http://wave.wavemetrix.com/content/dominos-brave-social-media-move-wins-respect-consumers-00801http://wave.wavemetrix.com/content/dominos-brave-social-media-move-wins-respect-consumers-00801


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Further details


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We work withmany of theworlds leadingbrands

Our analysts canread, interpretand classifyevery customercomment, in anylanguage fromany social media

WaveMetrix is the global leader in buzz research

We are the only major socialmedia monitoring company tonot just capture buzz, butactually read it

Our analysts can read, interpretand classify every customercomment, in any language from

any social media

We work with many of theworlds leading brands

Our clients choose us becausewe dont just measure buzz, wehelp them understand and acton it


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wave social media quarterly q3 2011 (wavemetrix) -oct11

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