skimspiration 2012: social media research | butter-margarine case study
TRANSCRIPT
expect great answers
Using social media in a brandless category
Improving digital communications through effective and actionable social media research
SKIMspiration | 2012 #SKIMspiration
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of people trust online peer recommendations 90% trust advertisements 14%
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social media users believe twitter influences purchases 2 of 3
of people follow brands on social media 50%
of social media users post brand related content 46%
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what if I am
brand less
SKIM conducted “fieldwork” (web scraping) across the social media universe on
the spreads category, focusing on butter and margarine for a period of 1 year
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Discover what you can learn about the overall
category
Understand how to impact digital communications
Develop actionable recommendations for
margarine producers
How things came about: background
Classic Research
Social Media Monitoring
Social Media Research
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sssourabh
sssourabh
tried to make my favorite
American cheesecake in
Rotterdam a bit more
healthy by using
margarine in the frosting.
#bitter #cake 25 minutes ago Getting ready for
#SKIMSPIRATION!
1 hour ago
The social media research method
Publicly available
demographic data
IP tracking
geographic data
Allusion to demographics
in verbatims
“Using real butter
to make my 25th
birthday cake for
my party in
Miami!”
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1. Design Study 2. Fieldwork
Internet Scraping and Coding
3. Customized analysis and output
• Author
• Date
• Location
• Hashtags
• Context
• Emotions
• Personality
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1. Design Study
sssourabh
sssourabh
tried to make my favorite
American cheesecake in
Rotterdam a bit more
healthy by using
margarine in the frosting.
#bitter #cake 25 minutes ago Getting ready for
#SKIMSPIRATION!
1 hour ago
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2. Fieldwork
Internet Scraping and
Coding
• Very Positive
• Positive
• Neutral
• Negative
• Very Negative
Sentiment
• Location
• Demographics
• Psycographics
• Usage context
• Decision making
Consumer • Words
• Emoticons
• Associations
Emotions
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Social Media Research
Campaign effectiveness
Competitive comparisons
Netnography and
psychographics
Supplement traditional research
Find product flaws quickly
Innovation and ideation
3. Customized analysis and
output
In spreads, it’s all about usage
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of butter conversations mention brands 2% of margarine conversations mention brands 9%
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brand less
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Butter Margarine
General Cooking
Baking
Frying
Grilling
Roasting
Recipes
N (butter) = 17032
N (margarine) = 532
“I use it for everything except baking. Butter is
the only thing that will do when baking.”
Community Post, July 2012
“I really think butter vs. margarine in baking is
more texture than taste. Butter seems to give a
better chew to cookies than margarine does.”
Forum Comment, July 2012
usage
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Butter Margarine
Kitchen
Personal Use
Fastfood Restaurants
Discount Stores
Hotels
Casual Dining
N (butter) = 12148
N (margarine) = 677
“Ruth Chris Steakhouse has the best
steaks - maybe because they are
sizzling in butter”
Blog, June 2012
“Fresh butter on fresh bread in my
kitchen – the best way to eat it.”
Blog, March 2012
location context
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dig
deeper
I love my butter, but not my margarine
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Love Hate
Dislike Like Inc
rea
sin
g P
as
sio
n
Increasing Positivity of Sentiment
Sentiment:
Continuum of negative to positive
perceptions/sentiment
Passion:
Conversations that are extreme
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Margarine
Butter
Sentiment:
Continuum of negative to positive
perceptions/sentiment
Passion:
Conversations that are extreme
Size of Bubble:
Volume of conversations
N (butter) = 125148
N (margarine) = 8094
Inc
rea
sin
g P
as
sio
n
Increasing Positivity of Sentiment
The taste versus health debate
Ta
ste
Health
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Best for me! Healthy and Tasty
Yummy! Tasty, not Healthy
Why bother? Neither Healthy nor Tasty
Good for me! Healthy, not Tasty
Taste:
Continuum of negative to positive
perceptions of taste
Health:
Continuum of negative to positive
perceptions of health
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Margarine
Butter
Taste:
Continuum of negative to positive
perceptions of taste
Health:
Continuum of negative to positive
perceptions of health
Size of Bubble:
Volume of conversations
N (butter) = 10015
N (margarine) = 3677
Ta
ste
Health
What stands out about these spreads?
Butter Margarine
Tasty
Salty
Fresh taste
Sweet
Spicy
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Moderate Strength
Moderate Weakness
Neutral
Weakness
Strength
Inc
rea
sin
g o
rde
r o
f
imp
ort
an
ce
by b
uzz
Increasing Volume of Buzz “Ohh the disappointment when
you realize the butter you
bought isn't salted. :'(
#RuinedCrumpets.”
Twitter User, May 2012
“You could use margarine if
you like, but personally I think
butter is the best option (in
terms of taste) ”
Youtube Recipe, June 2012
taste
Butter Margarine
Nutrition & Vitamins
Healthy
Diet Friendly
Low Fat
Organic
Calories
Sodium
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Inc
rea
sin
g o
rde
r o
f
imp
ort
an
ce
by b
uzz
Increasing Volume of Buzz
Moderate Strength
Moderate Weakness
Neutral
Weakness
Strength “A major advantage of
margarine is that it is
cholesterol free.”
Reddit, June 2012
“Butter is natural, and
will obviously have more
vitamins and nutrition
than its fake substitutes.”
Blog, Jan 2012
health
Butter Margarine
Small sized
Color
Use at hot temperatures
Texture
Ease of use
Large sized
Greasiness
Use at cold temperatures
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Inc
rea
sin
g o
rde
r o
f
imp
ort
an
ce
by b
uzz
Increasing Volume of Buzz
Moderate Strength
Moderate Weakness
Neutral
Weakness
Strength
“I love that my margarine
stays soft in the fridge!”
Blog, December 2011
“My butter was rancid after
just a couple of days and
this wasn't even the
summer time when the
ambient temperature
would turn it into goo!”
Community, March 2012
functional
the frequent chatters and followers
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45%
43%
55%
57%
Margarine
Butter
Male Female
Gender Age
4%
52%
50%
41%
39%
5%
7%
Margarine
Butter
< 18 18-34 35-65 >65
N (butter) = 42322
N (margarine) = 2138
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0%
20%
40%
Butter
Margarine
N (butter) = 125107
N (margarine) = 8094
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They talk mostly on
forums and blogs
They talk about taste
elements
It is consumed in the
household by men,
alongside the entire
family
It is used in cooking
and frying (especially
to fry snacks)
Young and middle
aged consumers talk
about butter
It is used during breakfast
or as toppings at other
mealtimes (e.g. on meats,
burgers)
It evokes emotions of
happiness
butter
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They talk mostly
on forums, blogs
and online
communities
They often talk
about it as a
substitute to butter,
and compare to
other oils too
It is consumed by
individuals, or by
members of a
household
They focus
on areas of
both taste
and health Young and middle
aged consumers
talk about
margarine Health issues
include healthy
meals, menu
offerings, and
weight loss
Concerns include
the debate of
natural ingredients
It is used in
cooking, especially
baking
It is used most
often for breakfast,
mainly on toast
margarine
what do we take away?
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Develop perceptions
of saltiness,
tastiness and
freshness, with a
creamy texture.
Target by usage
types.
A healthy option with
low fat and low
calories, which is
non-greasy and easy
to use. Substitute to
butter/oils depending
on messaging
medium.
Extreme preference behavior
Comparative behavior
Product overpowers brand
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A creamy texture for
cookies that taste
perfect - every time you
bake!
A healthy way to start the day
for you and your family
The best thing to put on toast for a healthy breakfast.
Keep your cake tasty
without the calories
Join our online
community for
tasty recipes
and healthy
tips!
use social media research hereafter
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Branded or brandless
You can learn from your consumers.
Big brand or small brand, social media will tell you a story.
Listen.
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Concept and
claims
generation
Netnography Campaign /
launch
effectiveness
Stand alone
social media
research study
Quantitative study
validation /
complementary
study
contact us or follow us online!
SKIM | Social Media
Sourabh Sharma
Social Media Research Expert
+ 201 953 8430
@sssourabh
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Mario Coelho
Project Manager
+ 44 203 586 7239
#SKIMspiration
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