Early 2011 3sixtyfive started to set up several goals in the field of brand awareness, positioning and loyalty for food brand Grand’Italia with advertising agency Cooper + Cross.
A social media strategy was defined and the most important KPI’s were determined, based on a first zero measurement performed within the social web. Grand’Italia operates on a highly competitive market where every player is looking for attention. Starting point from the Social Brand Program is to make sure the pasta brand is relevant and has an effective presence within the social web 365 days a year.
Social Brand Scan
3sixtyfive started the social program with a Brand Scan, or zero measurement. With this scan 3sixtyfive researches the conversations regarding the brand which are taking place between consumers and where they are taking place (social hotspots). 3sixtyfive analyzes the social web regarding all domains, like the brand itself, products and services as well as competitors. Not only social networks are being analyzed: blogs, forums and news sites are also part of the research being done.
Some of the Social Brand Scan goals for Grand’Italia:
- Measuring the presence and buzz around the brand or topic related content within the social media landscape or the social web.
- Make a comparison of the share of buzz of Grand’Italia within social media with respect to competitors and similar organisations.
- Give important insights of consumers who can help with determining possible strategic choices, which have to be made.
One of the goals was to check into what extent the company was present within the social media landscape (share of voice) and to keep on monitoring this. With the Social Brand Scan 3sixtyfive can show Grand’Italia what consumers are talking about.
With this zero measurement there was a good foundation to set up a correct strategy. This is essential in order to set up a successful long-term social media-marketing program. This way your company can respond 365 days a year to conversations and/or discussions between consumers, but it is also possible to respond to questions being asked.
Influencer Identification & Dashboard
During the Social Hotspot & Influencer Identification 3sixtyfive researched which important influencers were active and where this happened. With the OIR (Online Influence Rating) you can identify the degree of influence of persons and social hotspots. In order to determine the strategy you can approach these influencers to say or blog more about your brand.
The OIR is based on 3 elements:
- Authority: In what way do the consumers see the influencer/hotspot as an authority? Is this entity reliable enough and is the influence opinion relevant?
- Audience: How big is the scope? How many supporters, likers and visitors does the influencer/ social hotspot own?
- Activity: How active is the influencer/ social hotspot online?
Most of the influencers that were identified were semi-professional cooks with a strong social presence and food bloggers. The hotspots turned out to be mostly recipe websites and woman-orientated websites. By keeping an active listening strategy, involving the influencers and showing products in cookbooks and cooking shows on television, Grand’Italia could be more in the spotlights, generate more positive buzz and gain trust on the social web.
3sixtyfive constantly monitors what is being said online and reports this back to Grand’Italia every week. Now the pasta producer exactly knows what to respond to where and when.
- 365days a year campaigning and interaction
- 11times more website visits
- 1,5times more growth than the category