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Do you know when the best time to reach your target audience online is? How about the best time of year to start your campaign? In these webinar slides, we’ll be talking about the importance of seasonality and timing when it comes to social media marketing, using some real case studies from our recent food and beverage research report to highlight: - How to discover and take advantage of seasonal trends - Using year-on-year comparisons to optimize campaign planning - The benefits of understanding when your audience is online The slides also also include a short demo of how you can use a social media monitoring platform like Brandwatch to discover seasonal trends and optimum times for your campaigns and social activities.
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© 2014 Brandwatch.com
Webinar/Timing is Everything: Using SMM To Be Two Steps Ahead of the Consumer
Marketing Insights Analyst
[email protected] | @natalie_katem
Natalie MeehanContent Researcher
[email protected] | @ja_lovejoy
James Lovejoy
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© 2014 Brandwatch.com
Coming Up
• The importance of timing
• Understanding seasonal trends
• Using Y-o-Y analysis to optimize campaigns
• Aligning your social strategy with your audience
• Demonstration of tips and tricks!
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Don’t be shy/We’d love your participation
• Ask questions in the session chat
• Tweet about our discussion
@brandwatch
#brandwatchtips
Slides and a recording of the webinar will be made available after the event
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Timing it right:Cordials
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© 2014 Brandwatch.com
• World events
• The seasons
• Sponsorship deals
Many things affect consumer interest
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© 2014 Brandwatch.com
Celebrities. We love them.
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© 2014 Brandwatch.com
But maybe your money is best spent elsewhere…
Samsung paid LeBron James $100,000,000 to be the face of the Galaxy Note 3
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© 2014 Brandwatch.com
That sound you heard was
everyone at Samsung
facepalming simultaneously
London 2012 @London2012427 RETWEETS | 53 FAVORITES
Jen Clarke @jensized
28 RETWEETS | 18 FAVORITES
My phone just erased
everything it had in it and
rebooted. One
of the sickest feelings I’ve
ever
had in my life!!!
$100,000,000 well spent?
London 2012 @London2012427 RETWEETS | 53 FAVORITES
LeBron James @KingJames
498 RETWEETS | 1,065 FAVORITES
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Ultimate Facepalm
Because sometimes even a Double Facepalm doesn’t cut it
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© 2014 Brandwatch.com
Seasonal fails
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Don’t try and sell winter products in summer
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Cordial market leaders
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When are they leading the conversation?
1. Ribena – Spent 5m on advertising their new ‘no added sugar’ product
2. Robinsons chatter always peaks in April, when international tennis event Wimbledon is in the news
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A tactical release
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Big brands aren’t mentioned in December
Experimental consumers
Analyze chatter YoY and identify the best times to release campaigns to create the biggest splash
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Using year-on-year analysis = BIG WIN
• The leading 3 brands can do much more
• Historical data gives brands the edge
• Analyze peaks and lulls to identify gaps in the market –releasing a hot cordial campaign could create massive impact for one of the big three.
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Seasonal Trends: The Frappuccino
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The Frappuccino: Campaigning on time
Goal
• Starbucks to emphasize the Frappuccino as a summer beverage
• Capture the “summer” beverage market
Campaign
• Half-priced Frappuccinos (#frappuccinohappyhour)
• Promoted at stores, website & social media channels
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Sustained success
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A closer look at branding a summer beverage
• 320,000+ mentions
• The Frappuccino referenced as a “summer” item
• Timely positioning: capturing the summer beverage seasonal market
24%
2%
5%
37%
32%
DD Coolatta DQ Blizzard McD McFlurry Starbucks Frappuccino Wendy's Frosty
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Feeling hungry?
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Looking at the micro-picture
When measuring the timeline of consumer activity, looking at the micro picture is just as important as the bigger picture
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I’m so hungry but
definitely trying
to
be healthy at the
moment!
#bikinibody
We have the best intentions…
@natalie_katem
We’re most likely to tweet about our intentions to eat healthily at 3pm and 9pm
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There’s an inclined audience, ready & willing
Just got back from Notting Hill Carnival! I
need sleep and healthy food!
what should I have for breakfast tomorrow im
gonna start eating really healthy not healthy but really healthy this time yeahhhhhhhhhhh
Hmmm what should I eat for lunch today!!
Want to be healthy but also want warm food in
this weather
jill @beigeharryifunanya @missdebbycakes Shelley Miller @sendibo16
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So, are health food vendors taking advantage?
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Nope.
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Social media efforts need to align with consumer activity
#Tip: Don’t waste time finding safe options to eat or grow hungry at your desk! What #gf grub will you
bring 2morrow?Udi’s Gluten Free
@udisglutenfree
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Target those with an intent to use your product
• Go granular and look into the micro picture
• Monitor timings to research and to plan campaigns
• Align your social media efforts with an inclined audience to maximize ROI
How did we do it?
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Getting the Data
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Digging Deep: How to Collect, Analyze and Interpret Social Data
• Uncovering Intention
• Outlining a sentence structure in a Query
• Breaking data down by week, day and hour
• Creating timelines with multiple Queries
• Exporting data
• Custom analysis
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Uncovering intention to eat healthy
When I go back
to school I need
to continue
eating healthy
Jordan @Jay_Smoove32
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How to uncover intention
When I go back
to school I need
to continue
eating healthy
London 2012 @London2012427 RETWEETS | 53 FAVORITES
Ben Ainslie @AinslieBen103 RETWEETS | 41 FAVORITES
Understanding the NEAR operator:
NEAR/x, NEAR/4, NEAR/15, NEAR/40
NEAR/xf
Outlining a sentence structure
Putting yourself in their mindJordan @Jay_Smoove32
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Uncovering intention
When I go back
to school I need
to continue
eating healthy
Jordan @Jay_Smoove32
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© 2014 Brandwatch.com
Scan by hour, day, week or month
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Compare the social media chatter around multiple Queries
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Export data to excel for custom analysis
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Q & A
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© 2014 Brandwatch.com
Read more in our food and beverage report:
brandwatch.com/report-food-beverage/
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Find more content here:brandwatch.com/blog
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