EL PODER DE LAS REDES SOCIALES Y SU IMPACTO EN LAS … · 2020. 12. 21. · EL PODER DE LAS REDES...

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

SOCIAL MEDIA BUZZ AND THE IMPACT ON BRANDS

Benoît Tranzer, Global BHT Lead

[email protected]

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.


© Ipsos | Brand Signals | Dec 2020© Ipsos | Brand Signals | Dec 20207 ‒

THE POWER OF

SOCIAL AND SURVEY TO

DRIVE BRAND GROWTH

https://youtu.be/lrvu6ALhipA

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

‒


LEVERAGE SOCIAL MEDIA FOR AWARENESS

11 ‒

#1Launch of 5G in the UK



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



VIDEO LAUNCH 5G


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


Hyundai success story in India

#2



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


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




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


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 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


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

http://twitter.com/edsheeran


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]



26

Q&A…

© Ipsos | COVID-19 RECALCULANDO27 ‒

Y TU PERÚ TAMBIÉN

Jose Miguel Vega

Brand Health Tracking

Service Line Leader


NOS ENFRENTAMOS A 2 NUEVAS REALIDADES Y 1

NO TAN NUEVA

Mayor exposición a redes de

comunicación

Mayor dispersión de grupos

Gran crisis económica


El confinamiento

trajo más

oportunidades

para los canales

de comunicación

digitales


+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


*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


LO CUAL ES ESPERABLE DADA LA ABUNDANCIA Y VARIEDAD DE OPCIONES QUE LO DIGITAL OFRECE

32 ‒


Es imprescindible entonces

tener siempre actualizado

nuestro conocimiento sobre el

qué y el cómo las personas

consumen los medios.


NUESTRA NATURALEZA GREGARIA HACE QUE TENGAMOS LA TENDENCIA A FORMAR PARTE DE UN GRUPO


60s – 70s 70s – 80s

80s – 90s 00s – 10s

10s

LOS GRUPOS SON MÁS DISPERSOS PERO TAMBIÉN MÁS IDENTIFICABLES


Y ADEMÁS, CADA INDIVIDUO PUEDE TENER CAUSAS QUE DEFENDER O APOYAR, QUE TRASCIENDEN A VIEJAS DICOTOMÍAS DEL TIPO POLÍTICO-ECONÓMICAS

36 ‒


Esto hace que la forma en

cómo lo transmitimos sea tanto

o más importante que el

mensaje en sí


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)


ESTO HACE QUE BUSQUEN Y CONSIDEREN MÁS MARCAS QUE ANTES

40

Jan Feb Mars May

5,4 6,2Jan 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)


La competencia será más dura

pues hay menos billeteras y

más competencia en el set

mental de las personas


Pero todo lo podemos superar teniendo a los aliados correctos

¿PREGUNTAS?

EL PODER DE LAS REDES SOCIALES Y SU IMPACTO EN LAS … · 2020. 12. 21. · EL PODER DE LAS REDES...

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