M E A S U R E M E N T O F S O C I A L M E D I A A N D E N G A G E M E N T

N E S T L E C H I N A A N D F I V E R A M S

S N O W W A N G N O V 1 8 2 0 1 5

G U A N G Z H O U / C A N T O N C I T Y 75 mi northwest from Hong Kong 54 million population of the agglomeration Long history as an important port

A B O U T F I V E R A M S

Canton city’s 1st ice cream brand.

60+ years of history

Rams are the lucky animals to Cantonese

Nestle’s acquisition of Five Rams in 1990s

Mainstream price

Nostalgia

Old style packaging, old flavors, ex. Taro & Vanilla

"Taste of Home", "Familiar Roads", and "Canton (Guangzhou) Time.”

“Made in Canton” Campaign

“Going social is not a choice, as

people are constantly on social

media. We have to keep up with

changing consumer behavior.”

Senior marketing manager of Nestlé China’s ice cream division

48 vs 29.2

Social Savvies

Techno-graphics® Score

Weibo (Twitter)

2 Main Social Media Platforms

2012

2014

“Going social is not a choice, as

people are constantly on social

media. We have to keep up with

changing consumer behavior.”

15% yearly growth

Three Stages:

Stage 1: Measure Volume

Stage 2: Measure Engagement

Stage 3: Measure Business Outcomes

Number —> Emotion —> Behavior

M E A S U R E M E N T

Social Listening Agency

Digital Agency

- Marketing goal: collect fans.- Patterned with Ogilvy to track the marketing results.

Social platforms and agencies were able

only to provide metrics that based on

volume, such as:

- number of fans,

- number of comments and shares.

S TA G E O N E - M E A S U R E V O L U M E

S TA G E T W O - M E A S U R E E N G A G E M E N T

—> how often the customers interactive with the brand online —> positive/ negative comments —> # of event participators —> # self-identified community members —> changed brand perception

I F Y O U W E R E T H E L E A D E R , H O W W O U L D Y O U M E A S U R E T H E E N G A G E M E N T ?

C A N E N G A G E M E N T B E M E A S U R E D ?

HOW?

T H E N E W LY C R E AT E D E N G A G E M E N T R AT E M E T R I C .

S TA G E T W O - M E A S U R E E N G A G E M E N T

Q U A N T I T Y O F E N G A G E M E N T W I T H M E T R I C S S U C H A S I M P R E S S I O N S .

Q U A L I T Y O F E N G A G E M E N T W I T H N E T S E N T I M E N T R AT E .

B U Z Z S H A R E O F O R G A N I C D I S C U S S I O N .

1

2

3

4

I M P R E S S I O N S F O L L O W E R S T O TA L T W E E T E R S1

N E T S E N T I M E N T R AT E 2

( P O S T I T I V E - N E G AT I V E ) ( P O S I T I V E + N E G AT I V E )

B U Z Z S H A R E O F O R G A N I C D I S C U S S I O N .3

E N G A G E M E N T R AT E M E T R I C ( 2 0 1 3 ) .

Less Chinese Twitter, More WeChat

Nestlé measures social’s contribution to sales via a QR code.

S TA G E 3 - M E A S U R E B E H AV I O R & B U S I N E S S I N C O M E

P R O B L E M S ?New

Not everyone scans the QR code.

It’s hard to distinguish organic buzz and campaign generated buzz.

The measurement of engagement is still based on numbers.

P O S S I B L E S O L U T I O N S ?

How does Five Rams improve the QR code scanning rate?

What other measurements can be added to measure Five Rams marketing performance?

What other solutions Five Rams can do to improve its customer engagement?

One Media, One Measurement switch medias when necessary. Create new measure for new medias.

Create measurement based on marketing goals.

Chooses the right social marketing objectives engagement is the right metric for a more matured brand like Five Rams, while brand

awareness is more important for a newer brand.

TA K E AWAY S

Uses measurement results to constantly improve social performance. Leverages social insights with social measurement. knows the best time to post and adjusts its posting time accordingly to improve engagement rates.

Q U E S T I O N S ?

Thank You

Reference: Case Study: Nestlé China Raises The Social Media Measurement Bar For Its Ice Cream Brands

https://www.nestle.com.cn/dat/documents/2013/forrester_icecream.pdf