Removing Research Friction

Research Asia Interactive 2017Tin-tin Siapno

Head of Marketing Communications

Nestle Hong Kong Ltd.

22 June 2017

Free Data

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1. Google Analytics

3

Website Interactions

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Affinity

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Acquisition

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2. Facebook Insights

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Demographic of Fans

Facebook Overview

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Page Level Statistics

Fan base (as of 30 April 2017): 23,214

New Fans to Page: +72

Change in Fan Base: +0.31%

Peak of Daily Engaged User: 642 (14 Apr)

KPI - Avg Daily Engaged User: 93*

(KPI: 1.8-2.2% of fan base = 417-510)* This may be due to few number of posts published in Apr.

Post Level Statistics

No. of Posts uploaded to Wall: 5 (2 with ad)

No. of People Reached: 6,469

KPI - Organic Reach %: 9.37%

(KPI: 26-30%)

KPI - Avg Organic Post Engagement: 64

(KPI: 100)* Most Net Likes: Apr 14

** Most Likes appear on the page and adverts

Facebook Page Insights

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3. YouTube Insights

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Demographics

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Audience Retention

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Watch Time

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Traffic Source

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4. Social Listening

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Social Listening

NDG:

A post on Review33.com asked for any discount sale of NDG capsules

in Wan Chai district. Viewers commented on capsules found in Yata but

with no special discount. Online purchase was also suggested.

Recyclable Nespresso & NDG capsules sale online was also suggested

but viewer friendly commented that he had not tried and there was no

quality guarantee. A last viewer said the use of coffee machines with

customized capsules was sake of convenience and use of recyclable

capsules was against the benefit of these coffee machines. http://www.review33.com/food/index.php?topic=11170221114423&item=&page=1

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Social Listening – Research Tool

“Did you have tofu?” was a post on Baby Kingdom by a pregnant woman

in her first trimester. Most mothers said yes although not necessary

everyday. Overall comment on tofu was nutritious and fit for pregnant

woman’s diet. Most important was a balanced diet and should consider

skipping cheese, sashimi and ice cream as these might contained

germs. A last comment was suggestion to consult a Chinese doctor and

understood about the body temperament, saying what was good for

majority might not be good for others as each had different physical

condition.

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Information Overload

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Only track metrics that matter

Sales

CTRCPM

impressionsLikes

Shares

Target AudienceBased on your Objective

and

Discover

Share

Purchase

KPI Drive – Metrics to

Asses

After the campaign

If you achieved

marketing objective that

was set

Watch – Lead

Indicators

During the course of the

campaign

Whether you are

achieving your marketing

objectives

1. Effective Reach –

opportunity to

see/hear or

experience

2. Resonance – get

attention and trigger a

positive change

3. Action – generate a

response

4. Business results

Paid Data

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Nestle Conversations

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Types of Research – Online and Offline

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Consumer

U&A and BHT

Ideation and NPD

Shopping Behaviour

Communications

- Concepts

- Videos

- Digital Posts

In-home

visits and

FGDs

Pre- and Post-

campaign evaluation

Social Media Impact

Product Satisfaction

Panelist Profile

Panelist

Count as

of March :

3,727

16%

84%

Gender

Male Female

4%

11%

45%

35%

5%

54+

45-54

35-44

25-34

15-24

Age

20%

80%

Maritial Status

Single Married

8%

6%

14%

25%

41%

5%

50,000 +

40,000 - 49,999

30,000 - 39,999

20,000 -29,999

10,000 - 19,999

Below 10,000

Personal Monthly Income

21%

11%

15%

19%

17%

13%

3%

60,000 +

50,000 -59,999

40,000 - 49,999

30,000 - 39,999

20,000 -29,999

10,000 - 19,999

Below 10,000

Household Monthly Income

24%76%

Work Status

Non-working

Working (FT or PT)

P3M Product Usage

Infant Milk Powder

37%

Baby Food23%

Cat Food9%

Dog Food7%

RTD tea

78%

RTD coffee

47%

Soluble Coffee

45%

Coffee Machine

24%

Chocolate

80%

Confectionary

59%

Base: 2016 Q4 U&A Survey (n=596)

One question

survey

Newsletter

Nestle Online Community Panel

Newsletter

Ad Space available.

Sharing previous survey results to

consumers.

Key Takeaways

1. Google Analytics, Facebook Insights, YouTube Insights, comments and

forums are all free real-time data you can use.

2. Mine data you can get from your existing assets to get to know your

consumers, success of your campaign, and help you make decisions.

3. Watch the right metrics based on your KPIs

4. If you have the money, the manpower, having a panel can create that 2-

way conversation with your consumers

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Removing Research Friction

Research Asia Interactive

Tin-tin Siapno

Head of Marketing Communications

Nestle Hong Kong Ltd.

22 June 2017