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Wave: social media quarterly
Q3, 2011: The
benefits and limits ofa social mediafanbase
6th October 2011
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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.xml8/3/2019 Wave Social Media Quarterly Q3 2011 (Wavemetrix) -OCT11
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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-007918/3/2019 Wave Social Media Quarterly Q3 2011 (Wavemetrix) -OCT11
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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
Click here for full story and analysis
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-008198/3/2019 Wave Social Media Quarterly Q3 2011 (Wavemetrix) -OCT11
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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
Click here for full story and analysis
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-007988/3/2019 Wave Social Media Quarterly Q3 2011 (Wavemetrix) -OCT11
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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
Click here for full story and analysis
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-008088/3/2019 Wave Social Media Quarterly Q3 2011 (Wavemetrix) -OCT11
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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
Click here for full story and analysis
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-008228/3/2019 Wave Social Media Quarterly Q3 2011 (Wavemetrix) -OCT11
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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!
Click here for full story and analysis
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-008038/3/2019 Wave Social Media Quarterly Q3 2011 (Wavemetrix) -OCT11
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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!
Click here for full story and analysis
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-008288/3/2019 Wave Social Media Quarterly Q3 2011 (Wavemetrix) -OCT11
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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
Click here for full story and analysis
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-008048/3/2019 Wave Social Media Quarterly Q3 2011 (Wavemetrix) -OCT11
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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
Click here for full story and analysis
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-008238/3/2019 Wave Social Media Quarterly Q3 2011 (Wavemetrix) -OCT11
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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
Click here for full story and analysis
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-008258/3/2019 Wave Social Media Quarterly Q3 2011 (Wavemetrix) -OCT11
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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
Click here for full story and analysis
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-008018/3/2019 Wave Social Media Quarterly Q3 2011 (Wavemetrix) -OCT11
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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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