Our friend and colleague at Asia Emotion, Alastair Gordon, shares his thoughts on consumer’s emotional response in light of the ongoing powdered milk contamination debacle.
Read the story here – http://wp.me/p2HbFd-iC
For more on emotional response to advertising, check out www.asiaemotion.com
When a crisis breaks, every minute counts. Early intervention can prevent the spread of salacious gossip, misinformation and guesswork by the under-informed.
Cimigo has an industry-leading social media tracking unit based in Asia which can be mobilised from the earliest stages of a communications crisis across multiple territories and in any language. Tracking levels of chatter, sentiment, verbatim quotes on the issues and offering strcutured analysis and actionable insights we can help brands mitigate disasters and even turn them to their advantage. In today’s world of instantaneous communications, the greatest communicators are likely to be the winners, while those who remain silent are judged by the masses.
The image above shows the first three days of “chatter” around the issue of the contamination of milk powder sold into the supply chain by Fonterra. Our system tracks the number of mentions by the hour and can be reported back to brands on a day-to-day basis, showing which brands end up tainted and which manage their communications effectively. An essential measure in a multi billlion dollar and highly emotional category in Asia.
If your brand is involved in the powdered milk category in Asia, contact us at firstname.lastname@example.org to see how we can help to avert a disaster by being well informed.