UK mums in digital?

This case study has been republished from original posts on LinkedIn by Tom Benton and Emmanuelle Grimbert


We’re always challenged to understand our consumer better and as consumer behaviour is changing so rapidly, we work hard to keep up. This rapidly changing behaviour is closely reported in the marketing press meaning that one day you are reading about the demise of Facebook and the next day its surge in usage; and the coverage of new channels, platforms and apps puts pressure upon digital marketers to see the wood through the trees.Have you got a strategy for Periscope? For WhatsApp? For Telegram?

The pace of evolution in this landscape made us realise we need our own view on Digital at Danone so we can keep abreast of consumer behaviour in a meaningful way for our brands and mission. Working with one of our key partners, Marketing Sciences Unlimited, we’ve been investing in Reflected Life, a digital panel to help us track these behaviours and better understand them. Traditional surveys absolutely still have a role in our insights, but as technologies have developed so must the insights we can gain from them. The added richness of behavioural data really is invaluable in helping us understand our consumers and their actual cross-device online behaviour. We’re also working to identify just how many parents are using which apps and how quickly they are taking them up – this is helping us to develop our channel strategy iteratively.

The original article can be read here

What we’ve found

1. Facebook is a quiet 18 a day habit


The decline in Facebook growth and usage is widely reported, however our panel tracking shows us that mums and mums-to-be are still looking at Facebook 18 times a day, on average, meaning our presence there is still critical

2. Instagram is hitting 1 in 3 UK mums


Instagram has shown the most significant growth of any platform across the board and is being used by mums 6 times a day

3. Snapchat is growing


Particularly amongst a slightly younger age group, we can see significant growth in ‘dark social’ with Snapchat leading this.

4. WhatsApp


Following the trend in increased usage for ‘dark social’, mums and mums-to-be over-index in WhatsApp use with approximately half using it and accessing it 10 times a day

As we move forward with Reflected Life, as our data set develops and the panel grows, we will become better and better equipped to understand the digital journey of our parents and mums to be. By gathering continuous data, we are equipped with unique insights about how people use digital devices in their everyday lives and can constantly learn from it as a result; but even in its early stages, this capability has the power to revolutionise our digital planning and strategic capability, and enables us to put our consumers first, communicating with them in the right way and format, at the right time.

The original article by Tom Benton can be read here

The evolution of the social landscape


Over the past 10 years or so, we have seen a dramatic shift in terms of consumer behaviour resulting from the way in which people use mobile; specifically mums and mums to be, which we can see from our panel research, Reflected Life. With phones as extensions of our hands, a culture of immediacy has been born and nowhere is this expectation made more manifest than in social.

Over time consumer expectations have shifted hugely in terms of what they expect from brands on social. There was a time when consumers were happy simply to be part of brand conversations, now they expect a lot more. And whereas once a consumer would only be able to approach a brand via a phone number or email, now the effort required to speak to a brand is much lower and expectations are much higher. Social channels are often seen as primary customer service channels and consumers expect the immediacy of the channel to be reflected in the immediacy of the service they receive. Alongside this, brands need to understand that most consumer conversations are no longer in the public domain so our approach to social needs to be flexible enough to meet consumer demand in the channels where consumers are spending their time.

How we’ve had to adapt


At Danone Nutricia Early Life Nutrition, we realised that our social media management model was not working optimally for our audience who use their phones to access social media at different points in the day to other audiences – when they are up late at night feeding, or when they’ve finally managed to get their kids in bed.

With that in mind, we have changed the focus of our social to be more in line with our audience’s needs; a shift from moderation to social customer care and conversation. Brands like ours should look to create engagement and valuable conversations at every consumer touchpoint; quite often these mums just need someone to talk to or a resolution to their problem quickly and effectively. We have managed to create a shift in the delivery of our social media management by working with a team of mums for social media management working 6am to midnight, 7 days a week which covers 97% of all our social conversations within these hours. Using mums to speak to mums has created a step change in terms of empathy and resolution, and creates a much more positive experience for our online communities. Having this level of community management support on our channels means we are able to create a much more real-time experience for mums – our average response time across all our brand channels is around 20 minutes.

How marketing will continue to evolve and the challenges that presents

Given the rate of change we are seeing every day, the complexity of marketing is only going to keep increasing. The job of being a marketer in 2016 is more complicated than it was 5 years ago; the proliferation of channels and technologies has forced us all to evolve.

In the same way the rise of mobile has created a shift in consumer expectations via social, that same rise has also made brands sit up and take notice at the output of branded content which now comes from consumers. In many instances, user generated content is exceeding brand content as creator-culture continues to grow. This means brands must understand their place in these conversations and work to create the right relationships with consumers, and marketers must accept that they may not be able to have the same level of control over their brands as they once did.

The original article by Emmanuelle Grimbert can be read here

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