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PRESENTADO POR:
FLAVIA MAGGI – VP Account Developer, Ipsos Perú
BENOIT TRANZER – Global Brand Health Tracking Leader, Ipsos Francia
JOSÉ VEGA – Brand Heath Tracking Director, Ipsos Perú
RECALCULANDO…
EL PODER DE LAS REDES SOCIALES
Y SU IMPACTO EN LAS MARCAS
1. Introducción
2. Social Media Buzz and the Impact on Brands
3. Y tu Perú también
4. Preguntas y Respuestas
CONTENIDO
© Ipsos | COVID-19 RECALCULANDO
SOCIAL MEDIA BUZZ AND THE IMPACT ON BRANDS
3 ‒
Benoit Tranzer
Global Brand Health Tracking Leader
Ipsos Francia
THE POTENTIAL
OF SOCIAL DATA IS
ENORMOUS
The question is, how do we
exploit this rich source of data
to its full potential and derive
the right insights that will drive
growth for your brands?
5 ‒ © Ipsos | Brand Signals | Dec 2020
© Ipsos | | November 2020
FOMOFEAR OF MISSING OUT Anxiety that an exciting or
interesting event may currently be happening elsewhere.
You have likely experienced the fear of
missing critical consumer insights that will
impact your business. Social Listening
Platforms have been great for collecting
consumer data, yet struggle to surface
actionable insights.
6 ‒ © Ipsos | Brand Signals | Dec 2020
© Ipsos | Brand Signals | Dec 2020© Ipsos | Brand Signals | Dec 20207 ‒
THE POWER OF
SOCIAL AND SURVEY TO
DRIVE BRAND GROWTH
© Ipsos | Brand Signals | Dec 20208 ‒
QUESTIONS ANSWERED WITH SOCIAL INTELLIGENCE
9 ‒
How are my brand
activation's being spoken
about online?
Are there any social
media spikes I need to
manage for?
Which brands are gaining
momentum in social?
What can I learn from
competitors?
What is my social brand
identity?
© Ipsos | Brand Signals | Dec 2020
© Ipsos | Brand Signals | Dec 2020© Ipsos | Brand Signals | Dec 2020
BRAND SIGNALS CASE STUDIES
Leverage social media
for awarenessUK | TELCO
Understand the Viral
Potential UK | FMCG
Take market share to
become leaderINDIA | AUTOMOTIVE
Detect early signs of
consumption trends CANADA | ALCOHOL
Flexible always on social solution allows you to
quickly monitor specific brands, topics or
campaigns as they arise. Allowing you to
understand the in-market response.
Provide richer insights not available from
survey alone. Understands the immediate
impact of significant activations and threats.
Take in the bigger picture from a more holistic
lens. Sometimes the answer is not always on
the surface.
Quickly build social media benchmarks
confirmed by brand KPIs to use as reference
against previous launches and/or competitor
launches.
10
‒
© Ipsos | Brand Signals | Dec 2020
LEVERAGE SOCIAL MEDIA FOR AWARENESS
11 ‒
#1Launch of 5G in the UK
© Ipsos | Brand Signals | Dec 2020
© Ipsos | Brand Signals | Dec 202012 ‒
Source: Synthesio. P12M data, Country: UK, Language: English and Language Not Detected, EARNED Media Only.
FIRST NETWORK PROVIDER
TO LAUNCH 5G IN THE UK
A spike in mentions
highlights an area
for our attention:
Network coverage,
data and speed and
5G.
This coincides with
the brands 5G
launch
VOLUME OF BRAND MENTIONS BY KPI
May launches their 5G service in 6
major cities with 10 more being
added throughout the year
BRAND KPI MENTIONS TIMELINES
© Ipsos | Brand Signals | Dec 2020
© Ipsos | Brand Signals | Dec 202013 ‒
VIDEO LAUNCH 5G
© Ipsos | Brand Signals | Dec 2020
LEVERAGE SOCIAL MEDIA FOR AWARENESS
FIRST NETWORK
PROVIDER TO LAUNCH 5G
IN THE UK
BRAND KPI MENTIONS TIMELINESBRAND KPI MENTIONS AWARENESS OF
BRAND OFFERING 5G
HAS THE FASTEST
NETWORK
TOP KEY NEGATIVE WORDS MENTIONED FOR OWNED CONTENT (MAY) NEGATIVE POSTS
WIN MARKET SHARE AND LEAD THE CATEGORY
© Ipsos | Brand Signals | Dec 202015 ‒
Hyundai success story in India
#2
© Ipsos | Brand Signals | Dec 202016 ‒
Source: Synthesio. P12M data, Country: UK, Language: English and Language Not Detected, EARNED Media Only.
Hyundai India
launched their new
SUV (Hyundai Venue)
in May 2019.
Venue became an
instant success,
taking a significant
amount of market
share away from
Suzuki Brezza.
INSTANT SUCCESS FOR HYUNDAI VENUE IN INDIA
© Ipsos | Brand Signals | Dec 2020
A successful launch thanks to a successful activation of mainstream & social media
Jan'19 - Apr '19
May '19 - Mar '20
Suzuki Brezza Brand 2 Brand 3 Brand 4 Brand 5 Hyundai Venue
MARKET SHARE WITHIN THE SUV SEGMENT
© Ipsos | Brand Signals | Dec 202017 ‒
Source: Synthesio. P12M data, Country: UK, Language: English and Language Not Detected, EARNED Media Only.
© Ipsos | Brand Signals | Dec 2020
VENUE’S MULTIPLE OPTIONS RELATED TO ENGINE & CONNECTIVITY RESONATED WITH THE AUDIENCE, CREATING CLOSENESS
KEY POSITIVE SENTIMENT ATTRIBUTES OF HYUNDAI VENUE
DETECT EARLY SIGNS OF CONSUMPTION TRENDS
Alcohol consumption during C-19 in Canada
#3
© Ipsos | Brand Signals | Dec 202018 ‒
19 ‒
DOES THIS LOOK FAMILIAR?
Category usage is increasing
at rates we’ve never seen- Astute Ipsos Researcher
SOCIAL HELPS US TO UNDERSTAND WHAT’S UNDER THE HOOD...
47%49%
53%56%
59%
Jan'20 Feb'20 Mar'20 Apr'20 May'20
Research Study Quant: Frequency of Alcohol Daily
Consumption Rate
-1000
0
1000
2000
3000
4000
5000
6000
7000
8000
9000
10000
# o
f M
en
tion
s
Neutral Negative Positive Unassigned Total Mentions
Ipsos Social Intelligence:Social Discussion Related to Alcohol
… Social helped us to understand increasing alcohol consumption would start to decline, ahead of in-market tracking and sales!
© Ipsos | Brand Signals | Dec 202020 ‒
© Ipsos | Brand Signals | Dec 2020 21 ‒ © Ipsos | Brand Signals | Dec 2020
UNDERSTAND THE VIRAL POTENTIAL OF A CAMPAIGN
Campaign’s visibility for this FMCG brand
extended thanks to buzz generated through
social media
#4
© Ipsos | Brand Signals | Dec 2020
UNDERSTAND THE VIRAL POTENTIAL OF A CAMPAIGN
EDCHUP SOCIAL MENTIONS BRAND CLOSENESS AMONGST THOSE WHO HAVE SEEN / NOT SEEN
CAMPAIGN
TV and Digital Branded Recognition
significantly higher vs. Ipsos Norm
1600+
Social media mentions
of the Edchup campaign
CAMPAIGN RECOGNITION AND SOCIAL MENTIONS CAMPAIGN INTERACTIONS ACROSS OWNED AND EARNED CONTENT
93%
7%
Ed x Heinz TK Caviar
Heinz 150 Heinz Beanz Muzeum
5,969,641 views
102,000 likes
3,471 Comments
28M interactions with
Campaign content
across owned and
earned channels.
Tomato Edchup arrived at work this
morning so I’m happy to have bought a
bottle!
I HAVE EDCHUP I BOUGHT EDCHUP IM
SO HAPPY I HAVE EDCHUP
You know you’ve made something out of your life when you
get a Ketchup named after you! Well done @edsheeran, you
saucy devilSeen Not Seen
2nd
Closest
Not SeenSeen
© Ipsos | Brand Signals | Dec 202024 ‒
KEY TAKE AWAY: INTEGRATING SOCIAL INSIGHTS HELPS YOU TO…
Be more CLOSELY
CONNECTED to how
your brand is
experienced and
perceived
Identify
OPPORTUNUITIES
for future brand
growth
Provide EARLY
ALERTS around
brand performance
Identify category
DISRUPTIONS and
competitive
THREATS
THANK
YOU
#BRANDSIGNALS
Benoît Tranzer, Global BHT Lead, [email protected]
25 ‒ © Ipsos | Brand Signals | Dec 2020
© Ipsos | Brand Signals | Dec 2020
26
Q&A…
© Ipsos | COVID-19 RECALCULANDO27 ‒
Y TU PERÚ TAMBIÉN
Jose Miguel Vega
Brand Health Tracking
Service Line Leader
© Ipsos | Brand Signals | Dec 202028 ‒
NOS ENFRENTAMOS A 2 NUEVAS REALIDADES Y 1
NO TAN NUEVA
Mayor exposición a redes de
comunicación
Mayor dispersión de grupos
Gran crisis económica
© Ipsos | Brand Signals | Dec 2020© Ipsos | Brand Signals | Dec 202029 ‒
El confinamiento
trajo más
oportunidades
para los canales
de comunicación
digitales
© Ipsos | Brand Signals | Dec 2020© Ipsos | Brand Signals | Dec 202030 ‒
+42% Ha crecido la
exposición a
medios respecto
al 2018
Promedio Total medios
+31%
Tradicionales
+72%
Digitales
Fuente: Estudio multicliente “Consumo de medios 2020”
– Ipsos Perú
Promedio de tiempo de exposición diaria declarado
© Ipsos | Brand Signals | Dec 202031 ‒
*No incluye medios incorporados para la medición 2020 como TikTok,
plataformas de streaming, TV On-Demand, etc
+15pp2018 2020
Los medios
digitales ganan
más, quitándole
share a los
tradicionales
© Ipsos | Brand Signals | Dec 2020
LO CUAL ES ESPERABLE DADA LA ABUNDANCIA Y VARIEDAD DE OPCIONES QUE LO DIGITAL OFRECE
32 ‒
© Ipsos | Brand Signals | Dec 202033 ‒
Es imprescindible entonces
tener siempre actualizado
nuestro conocimiento sobre el
qué y el cómo las personas
consumen los medios.
© Ipsos | Brand Signals | Dec 202034 ‒
NUESTRA NATURALEZA GREGARIA HACE QUE TENGAMOS LA TENDENCIA A FORMAR PARTE DE UN GRUPO
© Ipsos | Brand Signals | Dec 202035 ‒
60s – 70s 70s – 80s
80s – 90s 00s – 10s
10s
LOS GRUPOS SON MÁS DISPERSOS PERO TAMBIÉN MÁS IDENTIFICABLES
© Ipsos | Brand Signals | Dec 2020
Y ADEMÁS, CADA INDIVIDUO PUEDE TENER CAUSAS QUE DEFENDER O APOYAR, QUE TRASCIENDEN A VIEJAS DICOTOMÍAS DEL TIPO POLÍTICO-ECONÓMICAS
36 ‒
© Ipsos | Brand Signals | Dec 202037 ‒
Esto hace que la forma en
cómo lo transmitimos sea tanto
o más importante que el
mensaje en sí
© Ipsos | Brand Signals | Dec 2020
© Ipsos | Brand Signals | Dec 2020
UNA DE LAS MÁS FUERTES CRÍSIS ECONÓMICAS DE LA HISTORIA
39 ‒
INGRESOS
EFICIENCIA
DE GASTO Las personas
buscarán marcas
cuyo desembolso
sea más eficiente (no necesariamente
más baratas)
© Ipsos | Brand Signals | Dec 2020
ESTO HACE QUE BUSQUEN Y CONSIDEREN MÁS MARCAS QUE ANTES
40
Jan Feb Mars May
5,4 6,2Jan Feb Mars May
5,0 5,2Jan Feb Mars May
2,6 3,6Jan Feb Mars May
2,3 2,5
FMCG Healthcare Finance Telecom
NÚMERO PROMEDIO DE MARCAS COMPRADAS O CONSIDERADAS
Source : Brand Value Creator (BVC) database (1000+ cases in 2020 – FMCG 396, Healthcare 82, Financial 65, Telecom 61 cases)
© Ipsos | Brand Signals | Dec 202041 ‒
La competencia será más dura
pues hay menos billeteras y
más competencia en el set
mental de las personas
© Ipsos | Brand Signals | Dec 202042 ‒
Pero todo lo podemos superar teniendo a los aliados correctos
¿PREGUNTAS?