Building an FMCG Social Brand - Part 2

HEADSTREAM PRESENTS

BUILDING AN FMCG SOCIAL BRAND

A HEADSTREAM SOCIAL BRANDS 100 REPORT

PT.2 THE CONSUMER DECISION JOURNEY – ACTIVE EVALUATION

HEADSTREAM.COM | FEBRUARY 2013

ABOUT

HEADSTREAM.COM | FEBRUARY 2013

A free copy of the full report will be available on 1st March 2013.

About this Report:

• 31 Page Report• 20 best in class case studies• 14 Vital Questions to ask your business• FMCG brands benchmarked against Social

Brands 100 methodology• 21 Trends identified

HEADSTREAM.COM | FEBRUARY 2013

CUSTOMER DECISION JOURNEY

We have examined the social media marketing communication activity of FMCG brands globally over the past 12 months.

To provide structure to the FMCG social media activity explored, we have segmented the examples featured into three key phases of the consumer decision journey:

• Initial consideration – Trigger • Active evaluation – Information

gathering, shopping and buying • Post purchase experience and advocacy

This white paper has been created by Headstream to assist FMCG marketers as they plan their strategies and budgets for 2013. It provides a broad range of case studies working within the new Consumer Decision Journey model (below) to assist FMCG brands as they consider how social media can support their business goals.

Consumer Decision Journey - McKinsey Solution 2010

HEADSTREAM.COM | FEBRUARY 2013

ACTIVE EVALUATION

Consumer-driven marketing (e.g. Internet reviews, word-of-mouth, recommendations from friends and family, in-store interactions and recollections of past experiences) at the active evaluation stage is now more important than ever. Consumers have increased control of this process, actively ‘pulling’ and pushing content in the form of information to help themselves and others in the decision making process. To ensure food and beverage brands do not miss out, marketers are looking to influence the consumer-driven touch points by joining the conversation at the right moment, and/or facilitating conversations by listening to questions and providing contextually relevant information to influencers.

HEADSTREAM.COM | FEBRUARY 2013

SOCIAL COUPONS & PROMOTIONS

Sales coupons and promotions have a very high rate of participation as people like to feel that they are getting something for nothing. US market research company Chadwick Martin Bailey have found that one in four consumers say that their main reason for becoming fans of food and beverage brands on Facebook is for vouchers.

Both coupons and promotions can easily generate excitement amongst both new and existing customers. Marketers are using Facebook brand pages as a repository for coupons and promotions which can be exchanged for ‘likes’ or ‘shares’.

Starburst announced via its Facebook page their new Starburst Morph confectionary, providing free samples to the first four thousand fans who requested the samples.https://www.facebook.com/Starburst

In an exchange for likes, Mentos produced a bespoke ‘free Mentos’ tab whereby users could print off a coupon to redeem a free pack.https://www.facebook.com/MentosUS

HEADSTREAM.COM | FEBRUARY 2013

SOCIAL SAMPLING

Brands are using the social and sharing nature of the web to their advantage. As opposed to transferring a sampling campaign online and hoping for interaction, social media provides a platform to connect with customers, facilitating connections and conversations boosting earned media potential.

Starbucks invited its fans to share 280,000 free pints of Starbucks ice cream via its bespoke Facebook app. Through the application fans had the opportunity to surprise and delight their friends and family with free ice cream, simply through data entry and capture and social sharing.http://www.starbucksicecream.com/

HEADSTREAM.COM | FEBRUARY 2013

FACEBOOK COMMERCE

The Facebook platform has allowed brands to move away from replicating existing commerce experiences, to building experiences that take advantage of the community and the social sharing functionality on the site.

Rather than replicate a traditional web store on the Facebook platform, Heinz Tomato Ketchup used the site to generate earned media and advocacy for its Balsamic Vinegar ketchup. An initial run of 3,000 bottles were sold exclusively through Facebook to build excitement around the launch. The Facebook community therefore had exclusive access to trial the product before it was available in store. http://www.facebook.com/HeinzKetchup

HEADSTREAM.COM | FEBRUARY 2013

SOCIAL ADVERTISING

Savvy marketers are using social ads on both Facebook and Twitter platforms to highlight brand content in an attempt to boost earned media around a product campaign.

Cadbury were amongst the first to use a Promoted Trend in relation to the Olympics in the UK. It ran a Promoted Trend 100 days out from the event, promoting its Olympics advent calendar. Cadbury claimed to have seen 10,000 people tweeting about it on that day.

HEADSTREAM.COM | FEBRUARY 2013

SOCIAL BRANDED ENTERTAINMENT

Branded entertainment is simply communication that plays on people’s emotions. If the content provides value in the form of entertainment then it will generate conversations and earned media. For marketers the advantage of branded entertainment is that you do not need huge budgets to reach an audience of millions if the content delivers true value. Multi-channel branded entertainment that incorporates social media and engages an audience on a deeper level helps build a brand in the mind of the consumer.

In support of the 2012 James Bond ‘Skyfall’ movie, Heineken created a piece of branded entertainment in the form of a Facebook application. ‘Crack the Case’ invites aspiring 007s to step up and see what it takes to become a secret agent. Players connect through Facebook to receive a personalised experience as you journey through the game helping the central character to crack the case. The reward is not only a unique brand experience but video content that can be shared amongst personal social graph. https://www.facebook.com/heineken/app_448213661885294

HEADSTREAM.COM | FEBRUARY 2013

RANDOM ACTS OF KINDNESS

Random acts of kindness is quite simply carrying out a selfless act that looks to assist or cheer up an individual or group of people. From a brand’s perspective, employing random acts of kindness provides an opportunity to get closer to prospective or existing customer(s), in hope of achieving earned media by tapping into their social/interest networks.

Cadbury regularly issues bespoke chocolate bars and treats to charities and celebrities on Twitter who mention Cadbury, or chocolate. Many celebrities tweet pictures of themselves with the Cadbury bars that is followed up by a retweet and response from the official Cadbury Twitter feed https://twitter.com/CadburyUK.

HEADSTREAM.COM | FEBRUARY 2013

INFLUENCER OUTREACH

One of the most popular forms of social media marketing is influencer outreach, which is essentially celebrity endorsement of a product. This tactic is akin to traditional PR but is effective in generating awareness i.e. short-term spikes in earned media for a piece of content and not in shifting behaviour.

In what became a controversial campaign that was eventually cleared by the ASA, chocolate bar Snickers recruited a number of celebrities on Twitter to tweet out of character. One example is Manchester United Footballer Rio Ferdinand tweeting about the joys of knitting. This caused a huge surge in followers tweeting about his strange tweets. Several tweets later it was revealed to be a marketing ploy by Snickers, the celebrities then tweeted a picture of them with a Snickers bar, accompanied by the text ‘you are not yourself when you’re hungry’.

ABOUT

HEADSTREAM.COM | FEBRUARY 2013

For your full copy of the free report visitwww.headstream.com/social-brands

About This Report:

• 31 Page Report• 20 best in class case studies• 14 Vital Questions to ask your business• FMCG brands benchmarked against Social

Brands 100 methodology• 21 Trends identified