ROI from owned social media for FMCG brands
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http://checkthis.com/socialmedia This is the table of content of the thesis I wrote to be graduated from Solvay Brussels School of Economics and Management. If you want to get the full pdf, contact me by email (sg@live.be)
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ROI from owned social media for FMCG brands
- 1. TABLE OF CONTENT “ROI FROM OWNED SOCIAL MEDIA FOR FMCG BRANDS IN SMALL AND MEDIUM COUNTRIES (CASE OF BELGIUM) To contact me : sg@live.be http://www.twitter.com/stevegoudsmit http://www.linkedin.com/pub/steve-goudsmit/37/760/ba3 THESIS P r é s e n t é e n v u e d e l ' o b t e n t i o n d u M a s t e r e n I n g é n i e u r d e g e s t i o n , f i n a l i t é s p é c i a l i s é e ROI from owned social media for FMCG brands in Belgium Steve Goudsmit A n n é e a c a d é m i q u e 2 0 1 1 -‐ 2 0 1 2
- 2. Table of content 1. Introduction .......................................................................................................................................... 1 2. Current landscape from an ROI perspective .......................................................................... 3 2.1 Fast moving consumer goods ................................................................................................ 3 2.2 Social media .................................................................................................................................. 3 2.3 Categorization of the different social media’s ................................................................ 4 2.4 Categorization of the consumer in social media’s ........................................................ 5 2.5 Evolution of media audiences and patterns through the time ................................ 7 2.6 Paid-‐Owned-‐Earned evolution ............................................................................................. 8 2.7 International & Belgian figures for social media ....................................................... 10 2.8 Listening ...................................................................................................................................... 12 3. Integrating the owned media activities into a process ................................................... 14 4. Listening in social media .............................................................................................................. 15 4.1 Listening’s scope ...................................................................................................................... 15 4.2 Objectives of listening ............................................................................................................ 16 4.3 Statistics about listening ....................................................................................................... 18 4.4 Largest service providers ..................................................................................................... 19 5. Investing in owned social media campaigns ....................................................................... 21 5.1 Reasons for investing ............................................................................................................. 21 5.2 Reasons for an unsuccessful social media campaign ............................................... 22 5.3 Consumers’ reasons for using social media’s .............................................................. 23 5.4 Social media integration in a company .......................................................................... 25 5.5 Attitude towards social media integration and measurement ............................ 26 5.6 Statistics about social media metrics .............................................................................. 27 5.7 Different metrics ...................................................................................................................... 28 5.8 Engagement and word-‐of-‐mouth ...................................................................................... 29 5.9 Common erroneous beliefs ................................................................................................. 31 6. Methodology ...................................................................................................................................... 34 6.1 Global Methodology ................................................................................................................ 34 6.2 Methodology for the listening ............................................................................................ 36 6.2.1 Selection of a consistent sample ............................................................................... 36 6.2.2 Selected platforms .......................................................................................................... 37 6.2.3 Limitations and drawbacks of listening ................................................................ 38 6.3 Methodology for the ROI of owned social media advertising .............................. 40 6.3.1 Selected platforms .......................................................................................................... 40 6.3.2 Time consideration ........................................................................................................ 41 6.3.3 Views counting ................................................................................................................. 41 6.3.4 Cost per mille (CPM) ...................................................................................................... 41 6.3.5 Link between CPM and ROI ........................................................................................ 43 6.3.6 Links with offline investments .................................................................................. 44 6.3.7 Owned media and customer-‐generated media (CGM) .................................... 44 6.3.8 Frequency & reach .......................................................................................................... 45 6.3.9 Tipping point principle ................................................................................................. 45 7. ROI of listening exercises ............................................................................................................. 47 7.1 Analysis ........................................................................................................................................ 47 7.2 Learnings about listening ..................................................................................................... 50 8. Results of owned social media advertising (ROI) ............................................................. 54 vi
- 3. 8.1 Analysis ........................................................................................................................................ 54 8.1.1 YouTube analysis ............................................................................................................ 54 8.1.2 Twitter analysis ............................................................................................................... 56 8.1.3 Facebook analysis ........................................................................................................... 57 8.1.4 Traditional vs. social media ........................................................................................ 58 8.2 Learnings ..................................................................................................................................... 60 8.2.1 Landscape overview ...................................................................................................... 60 8.2.2 YouTube learnings .......................................................................................................... 62 8.2.3 Twitter learnings ............................................................................................................. 64 8.2.4 Facebook learnings ......................................................................................................... 65 8.2.5 Robustness test ................................................................................................................ 68 8.2.6 Social media mix and comparison with traditional media (TV) ................. 70 8.2.7 Social media mix and comparison with most consulted news websites 73 9. Conclusions ........................................................................................................................................ 74 10. Bibliography ................................................................................................................................... 79 vii
- 4. Appendices Appendix 1: Comparison and insights from the different interviews ...................... 86 Appendix 2: Examples of questions used in interviews ................................................. 88 Appendix 3: Facebook different types of ad ........................................................................ 90 Appendix 4: Facebook mixture of friends/brands news ............................................... 91 Appendix 5: YouTube owned vs. CGM channel .................................................................. 92 Appendix 6: Social media activity of local brands social media activity ................. 93 Appendix 7: Volume of useful statement .............................................................................. 95 Appendix 8: Evaluation of the biggest listening services providers ....................... 115 Appendix 9: Data’s related to presence on YouTube ..................................................... 116 Appendix 10: One idea was taken over by McKinsey & Company ........................... 129 viii
- 5. Table of figures Figure 1 – Classification of social medias ..................................................................................... 4 Figure 2 – Categorization of the consumer in social medias ................................................ 5 Figure 3 – Evolution of power in the advertising area ........................................................... 7 Figure 4 – Paid, owned and earned media ............................................................................... 10 Figure 5 – Social media integration into a process ................................................................ 14 Figure 6 – Share of conversation between 2 brands ............................................................ 17 Figure 7 – Segmentation of listening platforms ...................................................................... 19 Figure 8 – Attitudes toward social media integration ......................................................... 26 Figure 9 – Attitudes toward social media measurement .................................................... 27 Figure 10 – Impact of advocacy on campaigns’ effectiveness .......................................... 31 Figure 11 – E-‐commerce websites per country ...................................................................... 35 Figure 12 – Brands selected for owned social media ROI analysis ................................ 36 Figure 13 – Brands selected for the listening ROI analysis ............................................... 37 Figure 14 – Brands’ mentions on Social Mention and Google Blogs .............................. 38 Figure 15 – Cost per mille per media .......................................................................................... 42 Figure 16 – Curve before reaching the tipping point ........................................................... 46 Figure 17 – Verbatim analysis ........................................................................................................ 48 Figure 18 – Listening investment per brand ............................................................................ 50 Figure 19 – Focus group costs per region ................................................................................. 52 Figure 20 – Typical YouTube videos analysis for a brand channel ................................ 55 Figure 21 – Number of views traditional vs. social medias ............................................... 59 Figure 22 – YouTube investment per brand ............................................................................ 62 Figure 23 – Twitter investment per brand ............................................................................... 64 Figure 24 – Facebook investment per brand ........................................................................... 65 Figure 25 – Facebook and CPM: strengths and weaknesses ............................................. 68 Figure 26 – Robustness test ............................................................................................................ 69 Figure 27 – Share of voice social media vs. traditional media (1) .................................. 70 Figure 28 – Share of voice social media vs. traditional media (2) .................................. 71 Figure 29 – Comparison online news websites and social media views ..................... 73 ix