For Marketing Leadership Professionals

Case Study: Nestlé China Raises The Social Media Measurement Bar For Its Ice Cream Brands

    Why Read This Report

    Marketers in China are struggling to effectively measure their investments in social media. Most of them are still at the early-maturity stage of social media measurement — focusing on basic volume-based metrics or simple qualitative proxies of engagement. Nestlé China's ice cream division has successfully tackled the social media measurement challenge by gradually increasing the sophistication of its measurement approach over the past few years. This case study illustrates how the Nestlé ice cream marketing team went through three different stages of social media measurement maturity. It will help marketers understand how best to approach their social media measurement strategy and implementation in China.
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    TABLE OF CONTENTS

    • Nestlé Develops Social Measurement In Three Stages
    • What Drives Social Media Measurement Success At Nestlé Ice Cream
    • RECOMMENDATIONS

      Social Marketers In China Need To Refine Their Measurement Approach
    • Supplemental Material
    • Related Research Documents