Valio is the market leader in dairy products in Finland. You can find Valio products in almost every household's refrigerators, including mine.
Brands in food & beverage industry gets discussed often on social media, because food is part of our every day lives. If I think about Valio products, I drink milk in the morning, spread butter on bread, and eat jogurt as snacks, amongst other things.
Consumers of Valio products often take pictures of their morning breakfast or food that they consider are delicious. Quite often on Twitter, consumers complain about how some products taste bad or about expiration dates and so on.
We analyzed Valio brand in Finnish language (we considered Valio to have much more conversation in local language than in English) for 4 weeks on social media platforms (Instagram, Facebook, and Twitter).
As you can see from the graph below, our analysis showed how potential impressions (visibility) is not always in sync with the conversation levels (posts and comments). One of the most simplest answer to this is because with a single post by a user who might have huge amount of followers, that single post would get lots of potential impressions. And just because you might have lots of conversations on the brand topic does not necessarily mean that you are getting loads of visibility.
Also, depending on whether the sentiment of brand's discussions is positive or not can have huge impact on sales revenue, especially in the food & beverage industry. How can you stay on top of all the discussions and make sure that negative posts do not go viral? How can you increase brand visibility without investing too much budget?
Whatever social media analytics tools you may be using, you need to re-evaluate some critical issues:
- Are you filtering out noise from sentiment analysis, in order to get true sentiment of your customers?
- Are you able to interpret sarcastic comments related to some photo posts?
- How many languages can you follow?
- Can you easily calculate the ROI of your social activities?
- Do you know precisely how social media activities correlate with sales performance?
I've written a more detailed blog on this topic, so check it out: "7 Reasons Why You Should Re-evaluate Your Existing Social Analytics Tools".
We also found some other interesting things related to Valio's social media presence, which is covered in full in our Case Study.
Companies operating in the food &beverage industry could gain some insights from this Analysis; how to increase brand awareness and visibility with the lowest amount of investment, keep the social discussions positive, and to base your marketing/social media strategy on accurate and clean data.
Hope you enjoy reading our analysis on Valio's social media activities, and if you have any questions, feel free to reach out!