Social Media For the FMCG Industry- FMCG and social media
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1 Analysis of the eight most valuable Swiss brands* in the FMCG industry: How do they use social media? FMCG AND SOCIAL MEDIA *Interbrand (2009) December 2010
Social Media For the FMCG Industry- FMCG and social media
FMCG Companies In The Social Media Era Need To Pay Close Attention To Their Customers With the power of social media at their disposal, the behavior of consumers in the FMCG market has changed permanently. Shoppers use social media to research products and prices, review options, seek recommendations, etc. FMCG companies who are implementing a social media strategy need to listen closely to consumers to find out how they can strengthen bonds between brands and customers. In an insightful look at the opportunities for FMCG companies in the era of social media marketing, Brands must engage with their market, reach out to customers, find out their needs, and directly connect with them. Marketing activities should be a part of customers’ lives: connect with them wherever they go, ask questions, and get ideas.
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FMCG AND SOCIAL MEDIADecember 2010 Analysis of the eight most
valuable *Interbrand Swiss brands* in the FMCG industry: (2009) How
do they use social media? 1
TABLE OF CONTENTS An introduction to Social Media in the FMCG
industry..........................pag. 3 Best and worst
practices.....pag. 20
Methodology...........................................pag. 4
Conclusions...............................pag. 21
Nescaf......................................................pag.
5-6
Nestl.........................................................pag.
7-8
Lindt...........................................................pag.
9-10 Nespresso.................................................pag.
11-12
Migros........................................................pag.
13-14
Coop............................................................pag.
15-16
Ricola..........................................................pag.
172 Ovomaltine...............................................pag.
18-19
An introduction to social media in the FMCG industry FMCG (fast
moving consumer goods) is a A company should always keep in mind
that in category of products characterized by frequent a social
media perspective CUSTOMERS are the purchase and usually low price.
We consider center of the world. It is about their value FMCG those
like food, toiletry, and so on. system, not the companies. As a
brand, what you absolutely want to avoid is the idea of
commoditization, which basically When it comes to social media,
FMCG means having a category of products companies rely on an
approach based on considered all the same, with price and only
experience and entertainment for the price as the discriminating
variable. customers. But this does not mean taking them FMCG
companies have therefore always tried to for stupids. Customers
must perceive quality be more creative and innovative than the
rest. content. Being simplistic is not he same as The entire
discipline of marketing, for example, being clear. People hate to
be treated as idiots. owns a lot to FMCS. If it might be easy to
Increasingly, FMCG companies are shifting to market an innovative,
wonderful laptop, the social media platforms to gain competitive
same does not apply to some common washing advantages. There was a
time in which brands powder, or a bar of chocolate that looks (and
seemed to be the de_initive solution to avoid maybe is) exactly as
one thousand of other commoditization of products. Now branding is
ones. And maybe it even costs more. not enough. There is a need of
something more. That is why many FMCG saw a huge Social media might
be a good platform from opportunity in Social Media. where to
start. Going there because everybody else is going is not a good
reason. Social media are THE TREND increasingly becoming an
essential tool to Weve moved away from TV and print establish
contacts with customers and be able towards online t o e n g a g e
a n d m a i n t a i n a va l u a b l e Leone Ashby, skincare brand
manager for Kao. relationship. This is the trend FMCG companies are
Several are the advantages offered: following. The expectation is
that we will - Better understanding of customers; witness a
steadily growth of investments on - Possibility of collecting real
and valuable social media, with an exponential growth of feedback;
relevance of social media platforms. - Immediacy and speed of
communication; - Possibility of getting a rich understanding FMCG
still rely very much on traditional of problematic issues, or bad
WOM (word strategies (consider that more than 60% of the of mouth)
before it is too late; budget expenditures are invested on TV -
Communicate events, promotions, special campaigns)*, but social
media are growing fast, offers, new launches; and are opening a
world of opportunities. - ENGAGE PEOPLE in an emotional way;
Nevertheless, they need to be well integrated - Generate buzz,
viral, and advocates (the into a consistent and holistic marketing
best kind of advertising that a company strategy. As a standalone
social media will just may desire, because it is among peers and
mean very little. thus more credible); - Give people something to
talk about, * Smith, Nicola, 2010. FMCG brands, Newmediaage,
January 7. making them feel important.
http://www.nma.co.uk/features/fmcg-brands/3008309.article The
following report deals with the social media strategies employed by
the eight Swiss most valuable brands in the FMCG industry
(Interbrand 2009). The analysis will be carried out on the basis of
their use of social media tools, social characteristics and
engagement level on the interested channels.3
METHODOLOGY followed in the report The goal of our report is to
analyse the usage of social percentage of replies to customer
complaints. For the media tools for the eight most valuable Swiss
brands in same reason as above, we only considered posts. the FMCG
industry (according to interbrand 2009). 4) Innovation: as an
indicator of innovation we Since Facebook is the only social media
which is computed the percentage of active users that supported by
all the companies, we used this platform as proposed service or
product improvements. Users a main base for our comparison. In
addition we also who are posting were considered being active.
analysed Twitter and YouTube as far as there were ofQicial 5) Brand
Engagement: we took the number of pages supported by the examined
brands. channels in which the company is present as an To cope with
the huge amount of available posts and indicator for brand
engagement. The indicators for comments, we decided to limit the
analysis to the time communication leadership have also a certain
span of one month, which was in our case November. explanatory
power for the brand engagement. Generalizations to longer periods
of time might be 6) Communication Leadership: here, we had a look
at possible, but we could not determine whether the the number of
posts by the company and we checked variables are constant over
time, or if they are deviating. if the company does offer free
content. We only considered the ofQicial pages, since it is where
7) Linking value: to evaluate the linking value the page the
companies try to moderate, inQluence and/or actively has for its
users, we calculated the percentage user support the conversation
with the consumers and posts which were answered by other users.
amongst them. 8) Other additional information: we observed which
Users are considered to be future, present or past page boxes were
available to users and if there were consumers of the brands, that
is why users are also called applications. consumers or customers
in this report. 9) General Goals: we tried to estimate the general
goal To evaluate the usage of social media, we tried to specify of
the speciQic pages. Of course this point is just a the variables
dialog, advocacy, support, innovation, general estimation and only
the company itself brand engagement, leadership and linking value
knows the real goal of their page. using the following indicators:
To analyse the other social media platforms, namely 1) Dialog: in
order to quantify the dialog between YouTube, Twitter, Flicker,
Migipedia, and discussion company and consumers, we counted the
number of forums we used the same framework as above but ofQicial
pages, the number of likes, the used applied it in a more
qualitative manner. Our analysis is languages, the number of
consumers posting and not so speciQic in those cases, but we
observe data in commenting. general. 2) Advocacy: to have a measure
for advocacy, we calculated the ratio of positive posts over
negative posts posted by users. We decided to only take posts into
consideration since it is the stronger expression of someones
opinion if he or she decides that that The brands are ordered
according to their opinion is worth a post. classification in the
study of the 3) Support: we calculated the percentage of company
Switzerland 40 most valuable brands elaborated by Interbrand (2009)
answers to direct questions posed by users and the 4
Nescaf is a brand of Nestl, representing with $ 12.753 millions
the most valuable brand of Switzerland and the worlds leading
coffee brand. Nescaf is known for its instant coffee. It provides a
large product range from the classic Nescaf stepping into
Cappuccinos, Latte Macchiatos and iced beverages. Besides instant
coffee, Nestl introduced Nescaf Dolce Gusto, which offers single
cup coffee machines with corresponding coffee capsules and Nescaf
Xpress including coffee to go, to be found in supermarkets and at
gas stations. Dialogue Nr. Of total ofQicial pages 1 Pages Nr of
likes 893.644 Pages Languages at least 7 Number of Posts on the
Wall 270 Number of comments on the wall 562 Advocacy Ratio of
positive messages over negative messages by users (only for 107/3 =
35.67 posts) Support % of answers to direct questions (only to
posts) 0% % of replies to customer complaints (only to posts) 0%
Innovation Absolut number of users that propose service/product
improvements 11 % of users that propose service/product
improvements 0,01% Brand Engagement/ Nr. of channels used 5 Social
presence Communication Number of Posts on the wall by the company 7
Leadership Number of comments on the wall by the company 3 offers
free content? Yes: Videos, Fotos Linking Value % of users who
discuss with their peers using the brand related social 16 of 270 =
6% media spaces Other additional What kind of boxes are available?
Wall, Info, Photos, information Youtube, Twitter, Notes, Links,
Video, My Flickr, Discussions, Poll, Events Type of applications?
Youtube, Twitter, Flickr To learn what customers are talking about,
encourage customers to talk about the brand, adver7se, counter
rumours, handle complaints, promote new oers and compe77ons General
goals of the Nescaf gets a lot of people to engage themselves by
expressing themselves on the Nescaf Facebook page Facebook page.
But they do get hardly any ques7ons/complaints or ideas by their
customers, which would be good sources of informa7on. Nescaf also
fails to get customers to talk to each other. They are only pos7ng
but rarely answering to other users posts.
NESCAF OTHER Nescaf Dolce- Twitter Flickr YoutubeSOCIAL MEDIA
Gusto.ususers reached 353 pageviews/day Follower: 1150 Following
depends: found: Min: 87, 70 Max: 105039% of users active 45 posts
11 tweets Comments: depends on the video: minimum: 0 (and 2 likes
it, 0 dont), max: 57 (and 87 like it, 1 dont like comments)% of
positive WOM 12/45=26.67% 1-way communication..no depends on each
direct comments on the individual video page by others, all of them
were positive% of negative WOM 1/45=2.2% 0% depends on each
individua video% of users rceived reply 1/45=2.2% Nescaf retweeted
once No interaction% of users proposed solutions 7/45=15.56%
proposed 0% No interactionetc (co-creation) improvementNr. of
channels used 5 5 5 5brand manages communities Yes: Online
Community Retweets, special offers, Nescaf offers No direct contact
betweendirectly? information, provides photostreams, shows
employees and links to Nescaf videos favourite pictures that
consumers, only video were uploaded by dissemination, creative
members ads etc for people to send to their friends
themselvesoffers free content? Articles, Recipe pairings, RSS Feed
of Nescaf Only upload of pictures Commercial videos Coffee Style
Quiz, Polls, tweets by other members Special offersfree
entertainment No No No Advertising
Nestl S.A is the biggest company in the world in producing
consumer-packaged goods and offering a most diverse range of
products. The company was founded in 1866 in Switzerland, Vevey,
where is still based. As one of the leading wellness and nutrition
companies, Nestl has 6,000 brands present in different markets and
offers a range of products (such as coffee, bottled water,
chocolate, ice cream, frozen and refrigerated food, pet food etc.),
which are sold all around the world. In order to maintain its
brand, the company constantly innovates its product lines. source:
wikipedia Dialogue Nr. Of total ofQicial pages 1 Pages Nr of likes
149.618 Pages Languages 1-7 Number of Posts on the Wall 133 Number
of comments on the wall 237 Advocacy ratio of positive messages
over negative messages by users (only for 29/16 = 1,812 posts)
Support % of answers to direct questions (only to posts) 1 of 10 =
10% % of replies to customer complaints (only to posts) 0
Innovation Absolut number of users that propose service/product
improvements 1 out of 133 % of users that propose service/product
improvements 0,75 Brand Engagement/ Nr. of channels used 5 Social
presence Communication Number of Posts on the wall by the company 6
Leadership Number of comments on the wall by the company 3 offers
free content? Yes: photos Linking Value % of users who discuss with
their peers using the brand related social 27,30% media spaces
Other additional What kind of boxes are available? Wall, Info,
information Discussions, Notes, Boxes (Discussion Board, Favorite
Pages, Links) Type of applications? None General goals of the To
allow Nestle to make consumers aware of company news, product
innovation, and Facebook page special offers and to allow followers
a free space to share thoughts on the brand.
MIGROS OTHER SOCIAL MEDIA Youtube Flickr Linkedin Twitter
Dialogue users reached Depends: Min: 135; 23,739 Followers 3,140
Followers Max : 3773 % of users active Depends on the 15
activeinnovation. video: min comments: 0; max comments: 4; max
likes: 7; max dislikes: 1 Advocacy % of positive WOM All postivie -
only One way promotions or job communication only serve as a
platform for employees. changes listed - written by Nestle % of
negative WOM Support % of users rceived No interactivity, no No
interactivity, no No requests No interactivity, no reply answers
answers answers ADDITIONAL INFORMATION AND GENERAL STATISTICS:
Innovation % of users proposed No interactivity, so No
interactivity, so No interactivity, so No interactivity, so
solutions etc (co- no direct contact no direct contact no direct
contact no direct contact creation) with employees or with
employees or with employees or with employees or the brand the
brand the brand the brand Brand Engagement/ Nr. of channels used 2
1 1 1 Social presence Communication brand manages No direct
contact, No direct contact, Yes Yes - complete inform consumers
about future plans, products, results, production and R&D
activities. Leadership communities only video only company`s
control over tweets directly? dissemination for photo dissemination
consumers (they can for consumers send the videos to their friends)
FLICKR: 62 photo sets. Used to share companys photos about new
products, production lines, forums, etc. offers free content? Yes,
Videos Yes,Photos No RSS Feeds YOUTUBE: 149 subscribers, 4.598
channel views, 14 total uploaded videos, 12.815 total upload views.
Used to TWITTER: 3.140 followers, 14 tweets in November. Used to
display newsworthy company events and product LINKEDIN: 27.739
followers, 18.043 employees on it. Used to display company
information, history and to free entertainment Yes, Videos No
No
Lindt & Sprngli is recognized in the market for high
quality chocolate, offering a wide range of products in more than
100 countries all over the world. Founded in 1845, Lindt &
Sprngli currently counts six production sites in Europe, two in the
US and distribution and sales companies on four continents. Since
1986, the shares of Chocoladefabriken Lindt & Sprungli AG are
listed on the Swiss stock exchange. Dialogue Nr. Of total ofQicial
pages 14 Pages Nr of likes 682.240 Pages Languages 5 Number of
Posts on the Wall 71 Number of comments on the wall 415 Advocacy
ratio of positive messages over negative messages by users (only
for 62/1 posts) Support % of answers to direct questions (only to
posts) 0 of 0 % of replies to customer complaints (only to posts) 0
of 0 Innovation Absolut number of users that propose
service/product improvements 0 of 71 % of users that propose
service/product improvements 0% Brand Engagement/ Nr. of channels
used 5 Social presence Communication Number of Posts on the wall by
the company 9 Leadership Number of comments on the wall by the
company 0 offers free content? Yes: Photos, Events, Links to other
ofQicial pages Linking Value % of users who discuss with their
peers using the brand related social 0 media spaces Other
additional What kind of boxes are available? Wall,Info, Photos,
information Events, Notes, Worldwive Type of applications? no apps
available General goals of the Promote and advertise new products,
keep members updated, inform followers about Facebook page upcoming
events, share the latest news related to Lindt World.Lindt provides
fourteen ofQicial pages on Facebook, and six upcoming ones. Each
page refers to a speciQic country Lindt is present in. Share your
passion for chocolate is the motto for attracting users on
Facebook. The page that features the majority of the followers is
the Italian one. Page members are pretty active in writing posts on
the page wall. Their principal purpose is to share their positive
opinions about speciQic products. In fact, no negative comments are
present. The company doesnt reply to fans comments but is very
active in promoting new products through photo albums/posts and
upcoming events through an Event section.
Dialogue users reached Follower: 945, Following 924 74
registered users, 3492 (visualisations ???) channel visualizations,
703557 total loading visualizations % of users active 113 tweets in
November (84 Comments: depends on the of them as answer) video:
minimum: 1 (and 3 likes it, 0 dont), max: 277 (and 896 like it, 23
dont like comments) Advocacy % of positive WOM 1-way
communication..no depends on the video direct comments on the page
by others (all anwers referred actively to positive tweets) % of
negative WOM 1-way communication..no none direct comments on the
page by others (no answers referred to negative tweets) Support %
of users rceived reply The only information given: No interactivity
so no 84 answers in 1 month, but answers no info on how many asked
Innovation % of users proposed no answers to improvement No
interactivity, so no direct solutions etc (co-creation) suggestions
contact with employees or the brand Brand Engagement/Social Nr. of
channels used 3 3 presence Communication Leadership brand manages
communities they use to ask questions to page created recently
directly? followers about specic (13/08/2010), just video products
taste or the lindt posting, promoting trend meaning for them. In
setter Roger Federer addition, they answer to followers opinions
about products and suggest trying other products. offers free
content? no Videos free entertainment no noYOUTUBE: recently
opened. The channel still lacks of information since it is gaining
subscribers day by day. The company uses the channel for sharing
the several commercials they make. Users tend to comment positively
on each posted video. No negative comments were found. TWITTER: the
social platform the company mostly exploits. The ofQicial page
Lindt USA features 945 followers. The ofQicial language is English.
The company uses Twitter differently from Facebook. Apparently,
there are page administrators that actively monitor page
evolvement, as followers seem very active in asking product related
questions directly to the company. Replies are quite immediate and
there is high interaction between the two parties. In addition to
this, administrators are use to ask brand perception feelings and
opinions to followers such as What is everyone planning on cooking
and baking for Thanksgiving this year?, We would like to know: What
does Lindor mean to you?, What do you like best about our Intense
Orange Excellence bar?
Nespresso is a brand of the multinational Nestl that produces
premium quality coffee capsules and coffee machines (with a form of
tie-in). Nespresso, whose revenues have been of 2.77 billion CHF
during 2009, has built its fame by introducing a new class product
promoted with very consistent marketing strategies and substantial
investments. A heavy usage of celebrity endorsement, together with
the idea of a stylish, reQined and exclusive product (even we are
in the FMGC category), contributed to the strength of the brand
worldwide. Dialogue Nr. Of total ofQicial pages 1 Pages Nr of likes
628.613 Pages Languages 1 ofQicial and other 8 Number of Posts on
the Wall 650 general, 6 corporate Number of comments on the wall
around 1400 Advocacy Ratio of positive messages over negative
messages by users (only 550/20 = 27,5 for posts) Support % of
answers to direct questions (only to posts) 13 of 66 = 20% % of
replies to customer complaints (only to posts) 50% Innovation
Absolut number of users that propose service/product more than 30
improvements % of users that propose service/product improvements
5% Brand Nr. of channels used 3 Engagement/ Social presence
Communication Number of Posts on the wall by the company 650
general, 6 corporate Leadership Number of comments on the wall by
the company 27 offers free content? Yes: Videos, Fotos, Pools
Linking Value % of users who discuss with their peers using the
brand related around 16% social media spaces Other additional What
kind of boxes are available? Wall,Info, Coffee types, information
Fotos, Videos (youtube), House rules, Kazaar event, Twitter,
discussions, Pools, Events Type of applications? No Apps available
Nespressos facebook provides contents and information, engages
fans, produces a dynamic General goals of two-ways communication by
fostering the dialogue in a familiar atmosphere. Insipire people
the Facebook with discussions about: new tastes of coffee capsules,
tv advertisements, and new places, or page consumption occasions.
People are generally enthusiast about the product and its conceps.
Get insights and ideas (5% of comments are toward
innovative).Nurture strong attachment showed by clients. Support
should be improved.
Dialogue users reached Follower: 6266, Following 864 registered
users, 1053 1.555.187 channel visualizations, 509.530 total loading
visualizations % of users active 16 tweets in November (15
Comments: depends on the of them as answer) video Advocacy % of
positive WOM 1-way communication..no depends on the video direct
comments on the page by others % of negative WOM 1-way
communication..no depends on the video direct comments on the page
by others Support % of users rceived reply The only information
given: No interactivity so no 16 tweets, 15 of them answers
answers. Innovation % of users proposed no co-creation, just Strong
interactivity solutions etc (co-creation) informational answers;
generally about avors, and shops availability Brand
Engagement/Social Nr. of channels used 3 3 presence Communication
Leadership brand manages communities it works mostly as a customer
No, not directly, no direct directly? care arm. Topic of the
contact between employees discussions are generally and consumers,
only video about avors, and shops dissemination, creative ads
availability etc for people to send to their freinds themselves
offers free content? RSS Feeds Yes, Video, and editing possibilty
free entertainment No Creative advertising, high impact visual
design, possibility of editing, see directors cut, see
backstageYOUTUBE: creativity and a strong user-centered
perspective. It is possible to sneak a peak on the historical tv
advertising featuring celebrities like George Clooney, but it is
also possible to put oneself into the directors shoes. The user can
see directors cut, choose which sequence of scenes could Qit the
best for the campaign, and even create its own spot by editing
different visual pieces together.All this is offered in a very
dynamic and graphically impacting website. The user has the
sensation to be providing a useful opinion. TWITTER: a customer
care arm. Tweets are limited (only 632 up to the end of November
2010). The size of followers is limited as well if compared with
Facebook). Most relevant topics are: location of Nespressos shops
and availability of coffee Qlavor.
Migros is a cooperative that was founded in Switzerland in 1925
(Zrich) and that is divided into different regions (Bern, Basel,
East-Switzerland, Ticino, Aare, Geneva, Luzern, Neuenburg-Freiburg,
Wallis, Waadt , Zrich) that operate independently from one another.
Migros is traditionally the biggest supermarketchain in
Switzerland, followed by Coop, although Coop has overcome Migros
when looking only at the traditional sales in supermarkets, but
when you take into account that Migros owns several other brands
from different sectors (Generali (insurances), Globus (high-end
retail), Fitnessparks, Golf Parks.) then Migros still is the
largest retail brand in Switzerland.The brand has traditionally
encompassed values such as swissness, sustainability, fair prices
and tradition. Dialogue Nr. Of total ofQicial pages 1 Pages Nr of
likes 25809 Pages Languages 1 corporate, 3 in the comments Number
of Posts on the Wall 85 Number of comments on the wall 213 Advocacy
Ratio of positive messages over negative messages by users (only
for 19/14 = 1.357 posts) Support % of answers to direct questions
(only to posts) 31 of 37 =83.78% % of replies to customer
complaints (only to posts) 16 of 17 = 94.12% Innovation Absolut
number of users that propose service/product improvements 9 of 85 %
of users that propose service/product improvements 10,58% Brand
Engagement/ Nr. of channels used 5 Social presence Communication
Number of Posts on the wall by the company 19 Leadership Number of
comments on the wall by the company 64 offers free content? Yes:
Videos, Fotos Linking Value % of users who discuss with their peers
using the brand related social 35 of 85 = 41.17% media spaces Other
additional What kind of boxes are available? Wall,Info, information
Christmas, Fotos, Videos, Notes Type of applications? No Apps
available General goal of the To learn what customers are talking
about, counter rumours, handle complaints, promote Facebook page:
new offers and competitions
MIGROS OTHER SOCIAL MEDIA Migipedia Twitter Weihnacht
YoutubeDialogue users reached 21140 pageviews/day Follower: 477,
Following 469 1917 daily pageviews depends: found: Min: 87, Max:
105039 % of users active 5714 users/month 50 tweets in November (21
of them as 1742 monthly users Comments: depends on the answer)
video: minimum: 0 (and 1 likes it, 0 dont), max: 57 (and 144 like
it, 6 dont like comments)Advocacy % of positive WOM 14/287, or
14/36 evaluative 1-way communication..no direct depends on the
video comments comments on the page by others (4 of 21 answers
referred actively to a positive tweet) % of negative WOM 22/287, or
22/36 evaluative 1-way communication..no direct depends on the
video comments comments on the page by others (5 of 21 answers
referred to negative tweets)Support % of users rceived reply 8/287,
but 100% of direct Migros gave 21 answers in 1 month, but No
interactivity so no answers questions no info on how many
askedInnovation % of users proposed 24/287 proposed improvements,
5/21 were answers to improvement No interactivity, so no direct
solutions etc (co- 146/287 had new product ideas suggestions
contact with employees or the creation) brandBrand Engagement/ Nr.
of channels used 5 5 5 5Social presenceCommunication brand manages
Yes: Forum somehow retweets, special offers, info indirectly, no
direct contact, but No, not directly, no directLeadership
communities directly? dissemination, responses and reactive to
competition: user generated contact between employees and tweets by
others content on the site to engage consumers, only video other
users and build dissemination, creative ads etc community; people
can share for people to send to their their singing via twitter and
freinds themselves facebook with friends offers free content?
Youtube spots; what is RSS Feeds User generated content: singing
Yes, Videos (Ads) Migipedia Video silent night", free recepies,
special offers etc free entertainment Youtube spots No Singing
competition (people Creative advertising singing silent night on
their webcam and upload it to make the largest choir in the
world)
Coop is the second-largest retail group in Switzerland. Close
to its customers and organized in Qive sales regions, Coop operates
over 1,800 stores and has a workforce of approximately 53,000. Coop
is the clear market leader in environmentally friendly and
fair-trade products. Coop is also well known for its free weekly
magazine called Coopzeitung (in German), Coopration (in French) and
Cooperazione (in Italian), read by 3,3 million people. Dialogue Nr.
Of total ofQicial pages 1 Pages Nr of likes 4.398 Pages Languages 3
Number of Posts on the Wall 48 Number of comments on the wall 26
Advocacy Ratio of positive messages over negative messages by users
(only for 5/1 = 5 posts) Support % of answers to direct questions
(only to posts) 6 of 7 = 85,7% % of replies to customer complaints
(only to posts) 2 of 2 = 100% Innovation Absolut number of users
that propose service/product improvements 1 % of users that propose
service/product improvements 1 of 48 = 2% Brand Engagement/ Nr. of
channels used Social presence Communication Number of Posts on the
wall by the company 15 Leadership Number of comments on the wall by
the company 10 offers free content? Yes: Videos, Fotos, Games
Linking Value % of users who discuss with their peers using the
brand related social 5 of 48 = 10.4% media spaces Other additional
What kind of boxes are available? Wall,Info, information
Wochen-Quiz, Fotos, Videos Type of applications? No Apps available
General goal of the Promote news in Coopzeitung and get customers
involved in competitions and quizes. Facebook page Provide
customers the opportunity to chat about Coop and Qind like-minded
people.ANOMALY: There is no ofcial public Coop page in Facebook.
The data above refer to Coopzeitung (a free weeklymagazine
published by Coop) which is also available online.
Coop blog Twitter Youtube 1 channel since November 10, 2010
Dialogue users reached* 9% Follower: 4, Following 1 "Channel Views:
176 Total Upload Views: 219" % of users active 52000 users/month 0
0 comments Advocacy % of positive WOM - - - % of negative WOM - - -
Support % of users rceived - - No interactivity so no reply answers
Innovation % of users proposed - - No interactivity, so no
solutions etc (co- direct contact with creation) employees or the
brand Brand Engagement/ Nr. of channels used 4 4 4 Social presence
Communication brand manages Yes, Coop every month Leadership
communities directly? write an average of 5 post, but there arent
comments posted by users average of 5 post, but - No, not directly,
no No, not directly, no there arent comments direct contact between
direct contact between posted by users" employees and employees and
consumers, only video consumers, only video about a Coop mini about
a Coop mini