Tide Laundry Detergent: Brand Measurement and

Transcription

Powering insights through
social media listening
Tide Laundry Detergent:
Brand Measurement and
Tracker Results
A Social Media Research
Case Study
Some Some
of the of
concepts
contained
in this in
presentation
are theare
property
of Conversition
Strategies.
Duplication
or
the concepts
contained
this presentation
the property
of Conversition
Strategies.
Duplication
or dissemination of the information without express written consent is prohibited.
dissemination of the information without express written consent is prohibited.
Quality Data Collection
• Social media research requires extreme care during data
collection because brand names often have multiple uses
• Tide Data Collection
– Data were collected only if they contained the word “Tide” in
association with at least one relevant concept
• E.g., wash, laundry, detergent, powder, clean, soap, dirty, bleach, ultra,
procter, gamble, coldwater, high efficiency, dryer, smell, rinse, prewash
• Tide Data Rejection
– More than two hundred other criteria were still used to discard
data which met the inclusion criteria but were not relevant
• E.g., rip tide, stem the tide, turn the tide, tubes tide, ride the tide, tide
sports, tide me over, afternoon tide, English tide
• Competitive brands required similar care
– ‘Gain’ and ‘Cheer’ are common verbs that also required diligent
data quality work
Some of the concepts contained in this presentation are the property of Conversition Strategies. Duplication or dissemination of the information without express written consent is prohibited.
Quality Sentiment Analysis
• The sentiment system was fine-tuned for the laundry category
to ensure that the brand names being researched did not
inadvertently improve or worsen the sentiment scores
• Tide Stain Release: The word ‘stain’ could erroneously
lower the sentiment towards this SKU even if consumers
are satisfied with it. (e.g., Tide Stain Release works great
on all kinds of stains!)
• Tide Free & Gentle: The words ‘free’ and ‘gentle’ are
positive words which could improve the sentiment
towards this SKU even if consumers are dissatisfied with
it. (e.g., Tide Free & Gentle ruined my shirt.)
Key Market Research Measures
Top 2 Box Opinions of Tide (Jan 1 - June 30 2011)
Percent Top 2 Box
60
Purchasing
50
Different
New
40
Recommend
30
Caution: NonZero Scale
Trial
20
Purchasing
Jan-11
44.55
Feb-11
48.04
Mar-11
44.58
Apr-11
46.25
May-11
44.93
Jun-11
48.31
Different
25.56
32.35
25.78
27.72
31.3
31.91
New
54.29
54.7
45.73
52.85
47.54
46.94
Recommend
40.63
42.45
34.73
37.3
36.86
34
Trial
25.11
38.44
46.75
37.9
43.48
42.22
Tide N=13 581
• Positive opinions towards Purchasing showed the least movement during the time frame generating a min/max range of 3.8
points
• Different (flat), New (decrease), and Recommend (decrease) showed more volatility in the percentage of opinions which were
classified as positive with min/max ranges of 7 to 9 points
• The Trial measure showed the most volatility increasing from a low of 25% positive in January to a high of 46% positive in
March. This change will be considered in the following slides.
• Definitions: Variables reflect a collection of verbatims that discuss a specific topic
–
Purchasing – Buying, purchasing, or spending money on items; Different – Discussions of unique, different, dissimilar items; New –
New, debuting products; Recommend – Recommending, advocating, or endorsing products; Trial – Trying or sampling products
Key Emotion Measures
Top 2 Box Opinions of Tide (Jan 2011 to June 2011)
Percent Top 2 Box
60
50
40
Anger
30
Anticipation
20
Trust
10
Appreciation
0
•
•
•
•
Anger
Jan-11
9.56
Feb-11
9.76
Mar-11
8.21
Apr-11
6.23
May-11
8.82
Jun-11
8.47
Anticipation
34.65
40.97
38.92
47.06
36.12
33.33
Trust
28.8
19.75
27.52
31
26.79
29.89
Appreciation
41.99
52.25
44.31
42.55
46.02
47.98
Specific emotions towards the Tide brand remained fairly stable over the same time period
Appreciation showed a slight increase in February from 35% to 41%.
The percentage of positive opinions related to Trust showed a slight decline from 29% in January to 20% in
February, which subsequently rebounded to the normal trend
Definitions: Variables reflect a collection of verbatims that discuss a specific topic
–
Anger – Expressions of rage, argumentativeness, or complaints about products; Anticipation – looking forward to or aspiring
products; Trust – believing and feeling confident about products; Appreciation – expressions of liking, loving, enjoying a
product
The Purchase Cycle
Variable
Volume
Top 2 Box
Awareness
62,208
32.78
Interest
19,734
42.79
Desire
9,760
33.56
Action
7,877
43.54
Satisfaction
29,155
38.06
Recommend
2,520
34.88
Volume
Top 2 Box
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• Similar to the traditional purchase funnel measured by elicitation research (e.g., surveys), the
purchase cycle as measured by social media research outlines the volume and sentiment of
conversations related to various purchasing stages. Measurement of each component of the cycle is
dependant on whether consumers wish to discuss those particular stages.
• The nature of the internet is such that awareness is indicated by the mere mention of a brand name.
• Sentiment
– Highest among people sharing their interest in Tide (Like or dislike of the brand)
– Lowest among people discussing their need or desire for Tide
• Conversation volume
– Highest among people expressing their satisfaction with Tide (Aggregate Emotions)
– Lowest among people recommending Tide
Tide SKU Satisfaction
60
40
20
0
T2B
Tide Ultra
Tide SR
Tide HEW
Tide Liquid
Tide To Go
Tide
Tide Powder
Tide F&C
57.73
55.21
47.57
46
37.82
37.32
27.85
27.67
• As a high-level brand, about 37% of verbatims about Tide were
positive
• However, Tide Ultra generated the most positive mentions (58%
were positive) while Tide Free & Clear generated the fewest
positive mentions (28% were positive)
Tide vs Laundry Category Norms
% of Verbatims in
Bottom 2 Box
12
10
% of Verbatims in
Neutral Box
60
9.92
9.88
8
50
% of Verbatims in
Top 2 Box
50
48.56
44.87
41.52
45.25
40
40
30
6
30
4
20
2
10
20
0
10
0
Tide
Norm
0
Tide
Norm
Tide
Norm
Tide N=13 581 Laundry Category Norm N=27 832, Jan 1 – June 30, 2011
• Compared to laundry category norms in the online space, Tide
generated a greater percentage of complacent viewpoints
– Tide products generated similar B2B scores, but 3.3% more neutral
scores, and 3.3% fewer T2B scores.
Trended Tide vs Norms
55
50
45
40
35
30
Jan-11
Feb-11
Tide Neutral
Mar-11
Norm Neutral
Apr-11
Tide Top 2
May-11
Norm Top 2
• In February 2011, sentiment for Tide deviated from trend
– Sentiment shifted to be more in line with category norms
– Sentiment became more positive
• However, trends returned to normal in March
February Promotion
60
55
50
45
40
35
30
Jan-11
Feb-11
Tide Aggregate Emotions
Feb 1 – Feb 28 2011
Mar-11
Tide Coupon
Apr-11
May-11
Tide Giveaways
• The increase in positive sentiment
during February was the result of a
promotional campaign which gave
away thousands of full size bottles of
Tide Stain Release Spray
• Sentiment increased as much as 12
points from January to February
Scent Ownership
50
40
30
20
10
0
Scent
Gain
45.22
Cheer
41.67
Rockin' Green
37.75
Tide
34.38
All
32.56
Dreft
29.23
Jan 1 – June 30 2011
• During the 6 month time frame of January to June of 2011, Gain
detergent owned the scent proposition, a highly touted feature in
their marketing campaigns
• The percentage of Tide verbatims that were positive towards the
scent was ten points lower (Gain=45% vs Tide=34%)
Coldwater Ownership
50
40
30
20
10
0
Cold
All
Rockin' Green
Gain
Tide
Dreft
39.02
34.77
31.63
30.07
22.83
Jan 1 – June 30 2011
• During the 6 month time frame of January to June of 2011, All
detergent owned the coldwater proposition
• The percentage of Tide verbatims that were positive towards
towards this feature was nine points lower (All=39% vs Tide=30%)
Cleanliness Ownership
60
50
40
30
20
10
0
Cleanliness
Cheer
Gain
Tide
All
Rockin' Green
Dreft
54.38
51.92
43.42
39.16
36.39
28.4
Jan 1 – June 30 2011
• During the 6 month time frame of January to June of 2011, Cheer
detergent owned the cleanliness proposition
• The percentage of Tide verbatims that were positive towards this
feature was eleven points lower (Cheer=54% vs Tide=43%)
Competitive Brand Map
Positive
Recommendations
Positive Purchasing
70
Purex
Positive Purchasing (T2B)
• Though Tide benefits
from the highest
volume of social media
conversations, it does
not differentiate from
various other laundry
brands
• Purex and Gain
generate the most
positive conversations
related to
recommendations and
purchasing
60
Gain
50
Clorox
Category
Norm
Rockin’ Green
Dreft
40
All
Oxyclean
Tide
30
25
30
35
40
45
Positive Recommendations (T2B)
50
55
Jan 1 – June 30 2011
Co-branding Opportunities
June 26 – June 30 2011
•
•
•
Co-branding opportunities should first consider brands for which Tide consumers
have positive sentiment
Home care brands that are most relevant to Tide consumers include Charmin,
Cascade, and Duracell
Personal care brands that Tide consumers have positive emotions towards include
Old Spice, Tampax, and Pantene
• People join social networks
based on their needs and
interests. This results in
localized trends in opinions
towards products.
• Discussions about Tide were
more positive on the
DiaperSwappers forum
– Tide was seen as an excellent
product for cleaning diapers and
eradicating odours
• Discussions were far more
negative on Facebook
– A hoax about samples of Tide
containing anthrax poison was
widely shared on Facebook
between January 4 and 10th and
subsequently was forgotten
Located Based Strategies
Diaperswappers Forum
774
Google Buzz
95
Tumble
103
6012
Babycenter.com
254
Facebook
96
Livejournal
693
Twitter
-60%
-40%
-20%
Positive
0%
20%
Negative
Jan 1 – June 30 2011
40%
Summary and Conclusions
• Results
– Trial increased from a low of 25% positive in January to a high of 46% positive in March
– Tide Ultra generated the most positive mentions (58%) while Tide Free & Clear generated
the fewest positive mentions (28%)
– Compared to norms, Tide generated more complacent viewpoints
– Important laundry features owned by competitors included Scent (Gain), Coldwater (All),
and Cleanliness (Cheer)
– Tide remains undifferentiated from other laundry brands
• Conclusions
– Though Tide is generally considered to be the leading brand, it is not apparent in the online
space
– Promotions do improve sentiment, but afterwards, sentiment reverts to below norms
– Tide does not own several important claims including scent, coldwater effectiveness, and
cleanliness
– Tide may have become a complacent brand, one which consumers expect to work well.
Therefore, they may not be surprised or motivated when it does work well.
Thank You
For more information, please email us at hello@conversition.com
Facebook.com/Conversition
Facebook.com/Tweetfeel
Twitter.com/Conversition
Twitter.com/Tweetfeeldotcom

Tide Laundry Detergent: Brand Measurement and

Transcription

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