Online brand communities can deliver consumer engagement, loyalty and become a major force for driving revenue. We will be investigating how to evaluate your social community and how to systematically develop it for brand growth. I will be sharing our latest findings from a joint study with WFA (World Federation of Advertisers) and immediate steps you can take to improve your return on social. The small team in STATSIT has collected over hundreds of millions of social media conversations since 2008, manually classified around 200,000+ of them and conducted over 1,500 projects for over 170 brands.

1. Unlocking brand growth with
social communities

3. 1. The value and challenges of Social
2. Key elements of successful brand communities
3. A way to systematically get results
4. The right Energy determines short and long term outcomes in
social
5. Six things you can do now to improve your marketing results
using social
6. Findings of WFA and STATSIT F&B brand research
Here to talk about

4. “The people out in the marketplace who embrace the values
of the brand, as customers and/or purchase
influencers, are the brand's true “owners”
Blade Creative Branding
[a Brand Community in social or elswhere]

5. ✓ Increase marketing
effect of great customer
experiences
✓ Increase efficiency of
crisis management
✓ Increase earned media
value
✓ Increase overall
marketing efficiency
✓ Increase brand
relevance
✓ Increase market
research efficiency

6. Average earned media value of every 1$ invested into paid
media of an influencer program is 6.85$
eMarketer

7. up37times bigger
up6days longer
When influencers are involved, the
crisis situation is
significantly longer and
bigger in volume of
conversations
CIC, Social@Ogilvy

8. Drive brand value with social intelligenceChallenges with Social

9. Globally, the number of people using ad blocking sofware grew by
41% year over year (21.8 bln of ad revenue blocked)
PageFair, Adobe 2016

10. N=70, STATSIT 2016
Negative
15.7%
Neutral
34.3%
Positive
50.0%
Negative,
32.9%
Neutral,
54.3%
Positive,
12.9%
Consumers
44.3%Researcher and
Developers,
38.6%
Politics
11.4% Businesses
4.3%
Publishers
1.4%
Attitude towards Adblocking sofware
Attitude towards Publishers/Advertisers
People talking about Adblocking

11. “On a scale from strong attraction to strong rejection, 90% of
brands sit around a point that might be labelled
weakly positive”
MillwardBrown, 2015

12. Nearly half of those who described themselves as highly
loyal to a brand, were no longer loyal a year later
NPD Group

13. 1 in 4 customers would switch to a different provider on
the basis of a single negative experience
Thunderhead

14. Target Group
ChatterN=5,000 Youth (18-35yo)
380k conversations per month
Brand 1.2%0.02%0.006%
STATSIT
If this is the the relative relevance of food and
beverage, then how about other categories…
F&BComp

15. At the same time, this is what the usual brand message
looks like…
Promotional Discount driven No story 1 - way

16. Our brand is not really that important in our customer’s life.
People tend to change their minds all the time. In order to
become more relevant, our brand needs to consistently
aspire to connect with relevant people’s values and
lifestyle. Embrace that our brand can inspire, but has no
real control. The best marketing sells with stories
[Our Brand’s Social Media Mantra]

17. Key Forces of Social Communities

18. 462
336
292
188
112
26 24 21 20 4
22 21 22 19 27 19 22 18 8 16
Market Capitalization (bln USD in Dec 2013)
Average Influence Score of Followers (2013)
• Intel had the highest Influence Score for its followers, but the company size is dwarfed by Apple and Google. STATSIT’s further research
revealed that it is not just Influence, but People and Energy that play a significant role in the community of a successful brand
Source: Yahoo and STATSIT, SocialWorks method: N=3,000
Upon investigating commercially and socially successful brand
communities, we identified their common characteristics

19. People Energy Influence
Introducing SocialEcho – a systematic way to evaluate the
brand’s social efforts towards building a 2-way marketing ecosystem
SocialEcho

20. SocialEcho looks not only at engagement, channel performance
and what content works, but most importantly the kind of rapport
the brand content creates if it’s impactful

21. Drive brand value with social intelligencePeople

22. People
Involved
People
Engaged
People
X

23. Reach is important, but can be bought
A significant decrease in organic reach is not a punishment of the gods of
social media, but a message that people want
better content

24. Drive brand value with social intelligenceEnergy

25. Energy
Approving
Post likes
Favourites
Interacting
Comments
Replies
Advocating
Shares
Retweets
Y
Q W C

26. While most discussions are about products, positive
emotional connection appears to be the key component
in the ecosystem evolving from
1-way (brand leading) to 2-way (consumer leading)

27. But before being able to engineer the right Energy, we have
to understand what drives the audience within their environment
STATSIT, N=10,000 parents in Indonesia, any topic, text mining. One month’s data.
19%
5%
4% 4% 3% 3% 3% 3%
2% 2%
Gasoline Car Books Motorbike House Qurban Child Tickets Food Insurance
Mostly emotional
Mostly functional

28. 2
2
3
7
9
10
17
25
26
29
32
34
36
70
94
Look: Litter
Look: Package
Feel
Liquid absorbation
Flushability
Dust creation
Stacking
Clumpability
Change interval
Price
Disposal / Recycling
Acceptance and suitability
Transport, Storage, Weight
Material
Odor
… if key decision factors can be extracted from a cat litter
category’s conversations, it is likely possible for you
STATSIT’s SocialWorks, manual coding N=674

29. After the audience and category has been examined, it’s time to
engage.
In order to expect engagement and affinity from your customer,
one has to contribute first – as in the example of eBay.

30. “eBay found that by empowering group buying on social
media for gifts, their customers are four times more
likely to finish the purchase than otherwise.”

31. … engaging appropriately with your audience pays back even
if you’re not in eCommerce
STATSIT found there was a 39 times greater
likelihood that a brand advocate will continue advocating,
if a global technology manufacturer reacted to
a branded tweet

32. VS
This is what 80% of the
social conversations for a
brand sponsorship
campaign looked like. It did
not achieve a significant
sales effect
… And this kind of
conversation drives
relevance and brand
equity
If you’re NOT focusing on generating the right kind of Energy, the
campaign can have difficulties achieving the
desired sales effect

33. Formats change, but the fundamentals of marketing are the same.
Great storytelling sells. Video is currently the strongest format for organic reach.
It’s evolving quickly into short videos/animations (think GIF and iPhone live photos), augmented
reality and virtual reality

34. “To the companies and boards who are winding down the
marketing function whilst ramping up the digital and data
units….I say be careful. You are confusing marketing with tools,
channels and feedback loops.”
David Wheldon
Chief Marketing Officer

35. Start
listening
Platform
and
content
strategy
Establish
brand
presence
Engage
with
existing
customers
Curate
existing
UGC
Integrate
media with
curated
UGC
1st
integrated
campaign
Measure
ongoing
social
efforts
Always-on
strategy
Advocacy
program
Curate
other
content
Influencer
program
Become a
brand-
publisher
Right:
Audience
Message
Channel
Time
Brand’s Social Journey
…
from KPIs to ROI

36. Playing snakes and ladders won’t work.
There are several cost-effective strategies that deliver great value
a. Engaging with customers is cheaper than producing content
b. Curating content is cheaper than producing content
c. An advocacy program is cheaper than an influencer program

37. Drive brand value with social intelligenceInfluence

38. Z
N M
Influence
Network
Friends of engagers
Followers of engagers
Affinity with brands
Fans

39. Attracting influencers organically takes place as it does with
other consumer experiences – they are drawn to dedicated
communities, great products and services.
However, brand advocates should be systematically
rewarded for spreading the word
Content Sharing and Engagement = $$$ of social

40. STATSIT found that inviting 33 influencers to a sponsored event
delivered 16x more engagement for H&M than the brand’s own
branded social channels

41. While non-communal users are important, the
Communal users (Autocrats, Fans) are the real drivers
of the 2-way eco-system and help to increase brand
Influence
Fan – a behavior advocating a brand with conviction

42. Product update by Chobani saying they
are not delivering upon the original
brand promise of 0% fat, but its a range
from 0.25% - 0.5%
Seems caring and honest
This could attract a
mixed reaction...
Here is what can happen when you have a healthy brand
community with ample Fans

43. Instead…Consumer1 posts a
R&D idea
Brand acknowledges feedback
Consumer1 explains more
A Ranter steps in to stir the mood
Consumer1 provides more evidence on
idea

44. Consumer1 explains idea further…
Ranter doesn't stop…
Consumer1 seems irritated, explains
more politely. By now has given a lot
of detail
Consumer2 offers an alternative
Consumer3 acknowledges
Consumer1’s idea
The Ranter keeps on Ranting
Consumer4 acknowledges Chobani as
a brand and products

45. 1. Evaluate your current strategy by People, Energy and Influence. It’s likely
that Energy will need the biggest focus
2. Engage with your audience in real conversations. Don’t be afraid of your own
customers
3. Consistently attract and incentivise Fan behavior
4. Find smart ways to curate user-generated content; almost everyone’s activity
levels can be significantly higher
5. Be ready to respond within the first 8 hours of a crisis in branded social
channels in order to derive cost savings from crisis management and digital
6. Find out your audience’s emotional, rational and key decision making
drivers for producing great content
6 things you can do now to get better results in social

46. Unlocking brand growth
for F&B brands

47. Step 1: 12 leading F&B brands in Indonesia were chosen
Step 2: Although all relevant social platforms were observed, Twitter and Facebook
proved to be the most universally active for brands, and thus were of primary focus. By
default the most recently published data was used, gathered prior to August 2015
Step 3: N=2,400 consumer conversations were manually classified using STATSIT’s
SocialWorks method (N=200 per brand). Messages from the brand were not included
People Energy Influence SocialEcho

48. AQUA beats other F&B brands with a slight margin in the
SocialEcho score, but reaches only half of its potential
15.5
15.4
15.2
11.8
9.8
9.6
8.6
8.4
6.5
5.8
5.2
4.9
AQUA
Indomie
Coca-Cola
Snickers
Bango
Mizone
Wall's
Buavita
Nissin
Enfamil
Frisian Flag
Koko Krunch
max 30
F&B industry average

49. Every brand has their weaknesses and strengths
6.6
6.1
5.4
5.4
3.4
3.2
2
1.7
0.5
0.5
0.2
0.1
Coca-Cola
Indomie
Aqua
Mizone
Nissin
Wall's
Bango
Buavita
Enfamil
Snickers
Koko Krunch
Frisian Flag
6.1
4.7
4.4
3.6
3.2
3.1
3.1
2.9
2.6
2.6
2.1
0.7
Snickers
Coca-Cola
Bango
Indomie
Koko Krunch
Wall's
Aqua
Buavita
Frisian Flag
Enfamil
Mizone
Nissin
6.9
5.7
5.2
3.9
3.8
3.4
2.7
2.4
2.4
2.2
2.2
1.6
Aqua
Indomie
Snickers
Coca-Cola
Buavita
Bango
Enfamil
Nissin
Frisian Flag
Wall's
Mizone
Koko Krunch
People InfluenceEnergy
max 10 max 10 max 10
F&B industry
average
F&B industry
average
F&B industry
average

50. Facebook is more communal than Twitter
• The conversations were strongly brand- (not audience) driven
• Only Coca-Cola and Koko showed a significant amount of independent, communal activity
N=1284
0% 2% 2% 3%
4%
5% 6% 7% 7%
9%
14%
16%
Wall's Nissin Indomie Snickers Buavita Bango Frisian Flag Enfamil Aqua Mizone Coca-Cola Koko
% of communal behavior

51. Few brands actually trying to drive community rapport
• The dominance of brands (not audience) was even more overwhelming onTwitter than it was on Facebook
• The only small exceptions to this were Aqua, Coca-Cola and Bango – all within the best placed in the
complete ranking
0% 0% 0% 0% 0% 0% 0% 0% 0%
1%
2%
5%
Enfamil Mizone Nissin Buavita Indomie Wall's Snickers Frisian Flag Koko Coca-Cola Aqua Bango
N=1116
% of communal behavior

52. Mizone the most brand- and lifestyle-driven
N=1284
71%
12%
64%
98%
59%
65% 68%
64%
71%
95%
58%
32%
29%
88%
36%
2%
41%
35% 32%
36%
29%
15%
42%
68%
Enfamil Mizone Aqua Coca-Cola Nissin Buavita Indomie Wall's Snickers Frisian Flag Bango Koko
Brand Product

53. Different platforms need a slightly different approach
N=1116
30%
4%
39%
8%
69% 71%
20%
93%
46%
82%
87%
100%
56%
93%
61%
92%
31% 29%
80%
7%
54%
18%
13%
Enfamil Mizone Aqua Coca-Cola Nissin Buavita Indomie Wall's Snickers Frisian Flag Bango Koko
Product Brand

54. Type
FA
Fans
advocate
brand with
conviction
and show
a level of
affinity
Type
RA
Ranters
share
experiences
driven by
impulse and
emotion
Type
RE
Reactors
react upon
messages
without
much
conviction
or emotion
Type
DE
Deal Hunters
seek for the
best offers,
discounts and
competitions
Type
AU
Autocrats
use brand
words as
their lingo
The social fabric of archetypes
Communal and
loyal
Communal and
positive
Communal and
negative
Not communal,
silent majority
Not communal,
ego driven

55. • Indomie benefits from widespread popularity in the country for years, but their social content can be greatly improved to
capitalise on that phenomena
• The share of fans and a good SocialEcho score seemed to be connected, but outliers, like Coke with 4% on Twitter, occurred as
well
52%
34%
34%
32%
20%
15%
11%
8%
6%
5%
4%
2%
Indomie
Aqua
Bango
Buavita
Coca-Cola
Wall's
Mizone
Frisian Flag
Koko
Snickers
Nissin
Enfamil
Share of Fan Behaviour
N=1186
38%
26%
18%
18%
11%
7%
4%
4%
3%
2%
0%
0%
Snickers
Indomie
Aqua
Buavita
Frisian Flag
Bango
Coca-Cola
Nissin
Mizone
Wall's
Enfamil
Koko
N=1284

56. 3.1
6.9
5.4
max 10
15.5
Max 30
RE
69%
FA
18% DE
1%
Best score for
friends/followers in
People
2x bigger share of
Fans than Twitter
- People: reach FB 2mil+, Twitter reach of 250,665
- Energy: great variety of content, frequent videos (17%), but brand not conversing
- Influence: best influence from observed brands, avg Twitter follower’s followers 124,000
Opportunities:
- Real brand engagement with Fans is almost missing
- Utilise brand’s social projects in content, to gain longer term effect of branding
- Utilise existing customer UGC to personalise the brand image
- Consider increasing post frequency to increase engagement (currently 0.5 per day)

57. 4.7
3.9
6.6
max 10
15.2
Max 30
- People: significant reach, FB at 2mil+, Twitter at 202,980
- Energy: Coke ID campaign generates authentic consumer-generated conversations
- Energy: Coke engages itself casually, creating a positive associations
Opportunities:
- Increase frequency -> start curating and amplifying consumer generated content
- Develop ways for Fans to become part of something more meaningful
RE
89%
FA
4%
20% more effective in
likes / favourites. 75%
less effective in
generating Energy
Driver of People score

58. What did we learn while doing this?
ü Having talked to dozens of brand managers, it is clear that
the industry needs one simple, yet comprehensive metric to
measure a brand’s social efforts vs competitors, across all
channels
ü Most brand marketers still struggle with showing value. We
believe too much emphasis is put on reach and general
engagement, rather than creating the right Energy (like the most
commercially successful brands do)
ü Social is continuously changing, thus SocialEcho is far more
developed in 2016 and will continue to evolve

59. People InfluenceEnergy
SocialEcho with actionable recommendations
Over 30 metrics about location, timing, emotion, network reach, share of fans and more
Recommendations
Analysis
Mismatch of audience
Optimal message timing
Channel priority
Audience interests
Engaging content examples
Balance of topics
Engagement opportunities
Emotional tone
Balance of product vs other topics
Posting frequency
Best case content examples
Influencers to work with
Partners to work with

60. Drive brand value with social intelligence
Thank you
siimulation