Mobile and Social Media Marketing Report: Unilever's Performance

This report provides a comprehensive analysis of Unilever's social media presence, performance, and digital marketing strategies. It begins with an introduction to Unilever, a global consumer goods company, and its history. The report then explores Unilever's social media channels, including Facebook, Instagram, LinkedIn, Twitter, Pinterest, YouTube, TikTok, WhatsApp, Facebook Messenger, WeChat, QQ and Qzone, Sina Weibo, Reddit, Quora, and Medium. It delves into Unilever's marketing budget, target market, and social media metrics, such as traffic generation, audience demographics, engagement rates, and cost per click. The report also examines Unilever's overall social media performance, providing insights into its strengths and areas for improvement. The report concludes with a discussion of how Unilever integrates social media into its product development and consumer engagement strategies, emphasizing the importance of listening to consumer feedback and co-creation. The report is a valuable resource for understanding Unilever's digital marketing approach and provides insights into the use of social media in the FMCG industry.

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Assignment Cover Sheet
Qualification Module Number and Title
Higher Diploma in Digital Marketing Mobile and Social Media
Marketing
Student Name & No. Assessor
P.R. Sachinda Sudharaka Udayasiri
(CL/HDDM/01/09)
Navoda Kariyawasam
Hand out date Submission Date
Assessment type
Portfolio
Duration/Length of
Assessment Type
4500 words
Weighting of Assessment
100%
Learner Declaration
I, P.R. Sachinda Sudharaka Udayasiri <CL/HDDM/01/09> , certify that the work
submitted for this assignment is my own and research sources are fully
acknowledged.
Marks Awarded
First assessor
IV marks
Agreed grade
Signature of the assessor Date

FEEDBACK FORM
INTERNATIONAL COLLEGE OF BUSINESS & TECHNOLOGY
Module Name Mobile and Social Media Marketing
Assessment No. DM42220
Name of the Assessor Navoda Kariyawasam
Student Name and Registration Number P.R. Sachinda Sudharaka Udayasiri
(CL/HDDM/01/09)
Learning Criteria Comments by the Assessor Marks
offered
Areas to improve
Total Marks

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Contents
Company introduction..........................................................................................................................2
Company History..................................................................................................................................3
Task 1....................................................................................................................................................4
1.1 Social media presence................................................................................................................5
1.2 Overview of Unilever's performance........................................................................................7
Task 2....................................................................................................................................................8
2.1 Social media Channels...............................................................................................................8
2.1.1 Facebook..............................................................................................................................9
2.1.3 Instagram............................................................................................................................9
2.1.3 LinkedIn............................................................................................................................10
2.1.4 Twitter...............................................................................................................................10
2.1.5 Pinterest.............................................................................................................................10
2.1.6 YouTube............................................................................................................................11
2.1.7 TikTok...............................................................................................................................11
2.1.8 WhatsApp..........................................................................................................................12
2.1.9 Facebook Messenger.........................................................................................................12
2.1.10 WeChat............................................................................................................................12
2.1.11 QQ and Qzone.................................................................................................................13
2.1.12 Sina Weibo.......................................................................................................................13
2.1.13 Reddit...............................................................................................................................14
2.1.14 Quora...............................................................................................................................14
2.1.15 Medium............................................................................................................................14
2.2 Marketing Budget....................................................................................................................15
2.3 Target market..........................................................................................................................16
Task 3..................................................................................................................................................17
3.1 Social media metrics................................................................................................................17
3.1.1 Traffic Generation............................................................................................................17
3.1.2 Who Is Visiting?................................................................................................................17
3.1.3 Who Is Coming Back?......................................................................................................18
3.1.4 Where Are They Coming From?.....................................................................................18
3.1.5 Snap Thru Rate.................................................................................................................18
3.1.6 Transformation Rate........................................................................................................19
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3.1.7 Cost Per Click...................................................................................................................19
3.1.8 Cost Per Lead....................................................................................................................19
3.1.9 Social Metrics....................................................................................................................19
3.1.10 Assembling It All.............................................................................................................20
References..........................................................................................................................................21
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Company introduction
Unilever is a global organization, framed of Anglo-Dutch parentage that claims a
considerable lot of the world's shopper item marks in nourishments, refreshments, cleaning
specialists and individual consideration items. Unilever utilizes about 180,000 individuals
and had overall income of nearly €40 billion out of 2005.
Unilever is a double recorded organization comprising of UnileverNV in Rotterdam,
Netherlands and Unilever PLC in London, England. This course of action is like that of Reed
Elsevier and that of Royal Dutch Shell before their brought together structure. Both Unilever
organizations have similar chiefs and adequately work as a solitary business. The current
non-chief Chairman of Unilever N.V. what's more, PLC is Michael Treschow while Patrick
Cescau is Group Chief Executive, who will resign toward the finish of 2008. Mr Paul Polman
will succeed Patrick Cescau as Group Chief Executive. The organization is generally
recorded on the world's stock trades.
Unilever is a British-Dutch global partnership that claims a significant number of the world's
buyer item marks in nourishments, drinks, cleaning specialists and individual consideration
items.
Unilever is a double recorded organization comprising of Unilever N.V. in Rotterdam,
Netherlands and Unilever PLC in London, United Kingdom.
This course of action is like those of Reed Elsevier and Royal Dutch Shell before their
brought together structures. Both Unilever organizations have similar chiefs and viably work
as a solitary business. The current non-chief Chairman of Unilever N.V. what's more, PLC is
Michael Treschow while Paul Polman is Group Chief Executive.
Unilever's fundamental worldwide rivals incorporate Nestlé and Procter and Gamble. They
likewise face rivalry in nearby markets or item goes from organizations, for example,
Beiersdorf, ConAgra, Danone, General Mills, Henkel, Mars, Inc., Pepsico, Reckitt Benckiser
and S. C. Johnson and Son.
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Company History
Unilever was established on 1 January 1930 by Antonius Johannes Jurgens, Samuel van nook
Bergh and William Hulme Lever, second Viscount Leverhulme.
The amalgamation of the tasks of British cleanser creator Lever Brothers, William Hulme
Lever and Dutch margarine maker Margarine Unie, Anton Jurgens en Samuel van nook
Bergh, a merger as palm oil was a significant crude material for the two margarines and
cleansers and could be imported all the more productively in bigger amounts.
The underlying gathering of palm oil was from the British Uniliverst Africa, from where
news reports seen back in England shoUniliverd the laborers abroad in good conditions. In
1911 the organization got a concession for 750,000 hectares of timberland in Belgian Congo,
for the most part south of Bandundu, where an arrangement of constrained work worked. The
auxiliary of Lever was named "Huileries du Congo Belge". During the incredible
despondency in the thirties, the Huileries pointedly diminished the expense for assembled oil
nuts, while the administration of Belgian Congo emphatically expanded tax assessment. This
brought about social distress in 1931, which are known as the Revolution of the Pende, in
which in the long run in excess of 400 individuals from the Pende-clan were murdered.
During the 1930s the Unilever business developed and new pursuits were propelled in Africa
and Latin America. In 1972 Unilever bought A&W Restaurants' Canadian division yet
offered its offers through an administration buUnilevert to previous A&W Food Services of
Canada CEO Jefferson J. Mooney in July 1996.By 1980 cleanser and palatable fats
contributed only 40% of benefits, contrasted and a unique 90%. In 1984 the organization
purchased the brand Brooke Bond (creator of PG Tips tea).
In 1987 Unilever reinforced its situation on the planet healthy skin showcase by getting
Chesebrough-Ponds, the producer of Ragú, Pond's, Aqua-Net, Cutex Nail Polish, and
Vaseline. In 1989 Unilever purchased Calvin Klein Cosmetics, Fabergé, and Elizabeth
Arden, yet the last was later sold (in 2000) to FFI Fragrances.
In 1996 Unilever bought Helene Curtis Industries, giving the organization "an amazing new
nearness in the United States cleanser and antiperspirant showcase". The buy presented to
Unilever the Suave and Finesse hair-care item brands and Degree antiperspirant brand.
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Task 1
1.1 Social media presence
The FMCG mammoth, which burned through £148m in 2009 on promoting for brands
including Lynx, Magnum and Pot Noodle, is to coordinate internet-based life into item
advancement and understanding after a preliminary with men's aroma Lynx Twist in the UK
and the US.
Unilever's move features a pattern among publicists to make welcome just online networks to
increase more noteworthy comprehension of buyer suppositions.
The organization propelled Lynx Twist in December in the wake of utilizing a bespoke online
network to include clients from the beginning of the item improvement process. It will
presently apply this methodology across different segments, for example, flavorful
nourishments and haircare.
David Cousino, buyer showcasing bits of knowledge worldwide classification chief at
Unilever, said brands ought to be seeking on the web networks for development just as for
picking up purchaser understanding. "In the event that Unilever see what's going on the web,
not simply on the informal organizations, the purchaser has a voice as at no other time and
brands need to listen more. Regardless of whether a brand wouldn't like to draw in with
customers on that level, it will be compelled to," he said.
Cousino said different classes at Unilever that have enthusiastic client gatherings, including
appetizing nourishments, frozen yogurt and haircare, were at that point utilizing networks as
an approach to source imagination. "There are two different ways of doing it. Unilever could
trust that something will turn out badly and afterward utilize the network to fix it, yet why not
influence the imaginative capacity in the network that is as of now out there?"
Unilever utilized co-creation office Face's online Unilever network Headbox to source a little
group from around the globe who made the thought for the two-section Twist aroma.
It utilized the online network to do statistical surveying and conversations with an enormous
number of Unilever users before choosing the last 16 to go through about fourteen days in
New York building up the best thoughts.
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Unilever has recently tried Face's female 'mind bubble' network for brands, for example, Surf
and Comfort. In future it will create networks custom fitted to brands.
UK retailer New Look propelled its own client network site, MyLook, in July 2008. It utilizes
this network to pick up feelings on choices over the business including item improvement and
promoting. Late models incorporate picking which famous people should front dress extents,
seen with the ongoing reach advanced by Girls Aloud star Kimberley Walsh, and what
structures ought to be on its store card.
Oliver Lucas, head of brand arranging and client understanding at New Look, said there's a
gigantic open door for brands to exploit co-creation, yet a few organizations are put off by
disarray about the degree of venture.
"There's disarray about where it fits, what it's for and who runs it," he said. "It requires a great
deal of asset since it'll possibly work if the network is continually revived with content so
clients are given motivation to return."
This week five UK organizations are collaborating to dispatch the Co-Creation Hub, a group
for actualizing the take-up of network into all phases of showcasing planning. The center
point will incorporate Face, advertisement office Farm, media office Opticom, online
networking office Thrudigital, and brand structure office Touch of Mojo.
Andrew Needham, establishing accomplice of Face and gathering overseeing accomplice of
Tangible Group London, said brands need to consolidate customers in promoting arranging.
"The Co-Creation Hub perceives that internet based life isn't just another channel yet has on a
very basic level changed the manner in which customers interface with brands," he said. "We
need a more communitarian, versatile and ceaseless model of promoting, one dependent on
the standard of getting things done with individuals not at them."
The offices will cooperate by coordinating their specialties on work for customers as and
when required. Thrudigital made a site for ASOS in November that ordered online remark
about the brand continuously (nma 19 November 2009) and will presently work with
different offices in the Hub to incorporate bits of knowledge increased through web-based
life observing administrations into other advertising disciplines.
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Charles Dalton-Moore, originator of Thrudigital, stated, "Co-creation is tied in with putting
clients at the core of the advancement procedure by including them at the most punctual
conceivable stage."
A deep dive into the social media habits and performance of Unilever
Unmetrical Analyze tracks over 100,000 brands.
Currently it tracks 121 Unilever social media profiles
Facebook Pages 72
Twitter Handles 20
Instagram Accounts 10
YouTube Channels 17
LinkedIn Accounts 2
Who wouldn't recollect an Ax or Dove advertisement from TV? The purchaser products
mammoth Unilever is ever-present in our day by day lives. With their enhanced scope of
items, they are probably the greatest high-roller on showcasing and media on the planet. The
changing computerized scene hasn't halted Unilever as they prevail with regards to
connecting with their crowds on social stages. Here is a 10,000-foot perspective on their key
measurements, top substance, and generally speaking internet-based life execution.
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1.2 Overview of Unilever's performance
A topline look at a few of Unilever's key metrics from the last month.
Facebook
 Total Fans 3,846,842
 Fans Gained 3,692
 Fans Growth 0.09%
Twitter
 Tweets 93
 Proactive Replies, Retweets
Instagram
 Avg. Engagement 0
 Likes 0
 Comments 0
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Task 2
2.1 Social media Channels
2.1.1 Facebook
Facebook is the most well-known informal community, with more than 2 billion individuals
utilizing it consistently.
From a business point of view, there are more than 80 million SMBs (little and medium-sized
organizations) utilizing Facebook Pages and more than 6 million utilizing the promoting
stage, as indicated by Facebook's 2018 second quarter profit call.
From an online networking promoting point of view, Facebook is the most significant
channel for both B2C (68%) and B2B (48%) advertisers.
Most sorts of substance function admirably on Facebook, including customary content,
pictures, and recordings, just as Live Videos and Stories. The key is to deliver quality
substance that empowers cooperation from clients.
Last, yet not least is the world's greatest internet based life stage. Facebook has a heap of
promoting highlights accessible to customers, including the Facebook channel, where updates
can be posted. Dynamic video retargeting efforts are profoundly successful on Facebook, and
paid promoting is routinely utilized by a large number of organizations around the globe.
With billions of clients, Facebook is the best web based life showcasing channel of all, and it
is developing quick.
Keep in mind, it's one thing utilizing a web-based life channel like Twitter, Facebook,
YouTube or LinkedIn, it's another understanding the rundown of the best internet based life
devices that Unilever ought to utilize. This incorporates examination based apparatuses,
observing and commitment alternatives, for example, Hootsuite and other mainstream web
based life instruments. The ought to be utilized related to Unilever favored online networking
channels to strike a chord with the correct message without fail!
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2.1.3 Instagram
Hot on the tail of Facebook is Instagram. In the course of recent years, the system has
surpassed built up channels like Twitter and LinkedIn, and now has more than 1 billion
clients. It's additionally the second most significant interpersonal organization for advertisers.
Instagram is a portable visual application, so it's essential to post top notch photographs and
recordings that feature customer's image in the most ideal manner. Be that as it may,
remember to utilize hashtags in inscriptions, as these likewise produce intrigue and
commitment.
An image is worth 1,000 words, and this generally famous photograph sharing stage does the
stunt without fail. Clients, customers, agents and participants routinely love to post photos of
their experience on Instagram. The hashtag choice is especially valuable, and clients can be
boosted with pools, giveaways, prizes, and other limited time offers.
2.1.3 LinkedIn
LinkedIn has advanced from a resume and pursuit of employment stage to an interpersonal
organization for experts. In spite of the fact that enrollment specialists despite everything
post-employment opportunities, people and organizations can share refreshes through posts
and articles. What's more, LinkedIn now has local video posts and Live video communicates.
LinkedIn is a mainstream stage for B2B advertisers on the grounds that the crowd includes
business experts from a differing scope of enterprises, a considerable lot of whom hold a
dynamic job.
2.1.4 Twitter
Content on Twitter is somewhat unique. In contrast to different channels, Twitter restrains
each tweet to 280 characters, so Unilever message must be on-point.
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