Beiersdorf: Saving Time and Resources while Getting Great Results

At Beiersdorf, social media analytics used to take too much time. The German personal care company, which boasts brands such as Nivea and Labello, began its social marketing rollout in 2008 but staff soon found that compiling reports for worldwide brands was an arduous process.

Customer image

“It is extremely valuable to get an insight how Nivea is comparing not only to our competition but also to a general industry that we turn to get inspiration.”

Matthias Ihnken
Head of Digital

At Beiersdorf, social media analytics used to take too much time. The German personal care company, which boasts brands such as Nivea and Labello, began its social marketing rollout in 2008 but staff soon found that compiling reports for worldwide brands was an arduous process.

“For us it was very challenging to understand how our individual pages, which are handled by local marketing management, are actually performing,” says Matthias Ihnken, Beiersdorf’s Head of Digital. “We could see the fan count, we could see the ‘talking about’ rate, but we couldn't see the whole insight. Aggregated global reporting was time consuming and it was missing the full in-depth view on quantity and quality of social engagement,” Ihnken says.

Ihnken and his team knew what they wanted: from the beginning, “our goal was to build a sustainable strategy to really engage with our consumers.”

Beiersdorf has achieved this strategy with help from Socialbakers Analytics.

“Socialbakers really helped us get an aggregated view on how we’re performing worldwide on our Facebook pages,” Ihnken says.

Since beginning to use Socialbakers Analytics for Beiersdorf brands, Ihnken has seen a 50- to 60-percent decrease in the time it takes his team members to report data. Now, it’s much easier for his team to compile an in-depth report on their social marketing progress and distribute recommendations and hard data to individual marketing teams and top-level management.

“Socialbakers added a qualitative level, a more in-depth view beyond the simple fan count,” Ihnken says. “We now have a benchmark to compare our 60 markets and the Facebook pages for Nivea. We can see how consumers are engaging and how our posts are being received.”

In addition to saving time, Socialbakers Analytics has made Ihnken’s team more efficient. “Socialbakers helps us understand the consumer response rates across our about 150 Facebook pages,” he says. His team can also compare performance across countries and evaluate how local marketing teams respond to consumer requests.

Using Socialbakers benchmarking, Ihnken has been able to satisfy himself and his managers when he asks this question: “Are we delivering the best in class?”

Quick Facts

  • Using Socialbakers Analytics since October, 2012
  • Headquarters in Hamburg, Germany
  • More than 16,000 employees
  • Controlled by Tchibo Holding AG
  • Beiersdorf brands include Nivea, Labello, Eucerin and Elastoplast

Challenges

  • Track performance over more than 150 Facebook pages across 60 markets
  • Get an aggregated view of how brands are performing worldwide
  • Measure how well local marketing teams are responding to consumer needs
  • Make reporting data to management easier

Advantages

With Socialbakers Analytics, Beiersdorf can:

  • Decrease the time needed to compile reports for management
  • Implement a sustainable strategy
  • Evaluate local marketing teams
  • Benchmark within the industry

Stop scratching the surface.

Get smarter with the Socialbakers Marketing Suite!

Request a Demo
Socialbakers recognized in Enterprise Social Media Suites based on user reviews Socialbakers recognized in Mid-Market Social Media Analytics based on user reviews

High Performer & Leader
Social Media Suites, Social Media Management
and Social Media Monitoring, Social Media Analytics Category

G2 Crowd

Users love Socialbakers on G2 Crowd

Users Love Us Award

G2 Crowd

Market Leader

Market Leader

Featured Customers

5 of 5 Stars User Reviews 5 of 5 Stars User Reviews

5 of 5 Stars User Reviews & Top 20 Most
Popular Social Media Marketing Software

Capterra