Social Media & FMCGs: 4 Steps to Success!
10
XPLAIN.co Created By Steps to Success! FMCGs SOCIAL MEDIA AND
Transcript of Social Media & FMCGs: 4 Steps to Success!
XPlaiNco
Created By
Steps to SuccessFMCGsSoCial
Media and
Introduction
How Social Media influence purchase decisions
Challenges and opportunities
4 ways to use Social Media for FMCG
(common practices)
1 Engage with your fans
2 Create experiences
3 Tell a story
4 Build an interest community
Conclusion
XPLAINco 4 Steps to Success
ContentsBy Kyriaki Iatropouli
XPLAIN
4 Steps to Success
XPlaiNco
ldquo75 of people donrsquot accept advertisements as truth but 90 believe Brand recommendations from friendsrdquo
How Social Media influence purchase decisionsWith Social Media and Word of Mouth playing such a critical role in the purchase decision process no Brand can abstain from Social Networks any more Especially for FMCG Brands competition is growing fast with many of them having already realised the power of the medium and strategised their
efforts Pepsi Lays Red Bull Oreo Skittles Dove Trident Mountain Dew AXE are only a few of them which have built big strong active communities on Facebook and other Social Networks As your competition is taking advantage of this huge opportunity it is no longer realistic to stay out of the game
You may think ldquoWho wants to connect with a ketchup Brand on Facebookrdquo Although Social Media for FMCGs looks like a big challenge it is actually a big opportunity because on Social Media a ketchup Brand can become the most interesting Brand to connect to It is not easy for a low-cost fast-moving
product with huge competition to stand out but Social Media provides Brands with this opportunity to build a human face and character and create bonds with customers so when they are in front of a supermarket shelf with ten different ketchup Brands they pick the one they feel connected to
Challenges and opportunities
Simon Sinek
XPLAIN
4 Steps to Success
XPlaiNco
4 steps to successPeople choose between similar products from different Brands the one that matches most their profile style way of living and thinking So the first thing to do on Social Media is to let consumers know why you do what you do Then create your Brandrsquos human character based on who you are who you are talking to and what you are talking about In other words create your own story which will be revealed through your everyday interactions with your customers
ldquoPeople donrsquot buy what you do they buy why you do itrdquo
ldquo84 of Millennials report that User Generated Content influences their purchasing decisionsrdquo
4 Steps to Success
XPlaiNco
How a FMCG Brand engages with consumers is one of the biggest challenges Of course a ketchup Brand is not possible to write about ketchup everyday So what are you going to talk about If you have done your exercise above and you have defined the ldquoWhy You Do Itrdquo things are much easier for you Letrsquos see a few examples of Brands with strong characters on Social MediaEach of these Brands have a content strategy in place tailored to their target audience and character Their posts are written in a way that fuels interactions and conversationSkittles for example have a unique strategy Most of their posts are funny lines posted as simple status updates which sound almost random but they work amazingly because they give fans the opportunity to joke and have fun together At Oreo they have found a creative way to use their cookies in their posts Besides they are not afraid to say what they stand for and even publish provocative posts sometimes Pepsirsquos posts are more in-line with their audiencersquos real life interests such as sports music and gadgets On the
other hand Procter amp Gamblersquos posts are meant to trigger emotionsA targeted and well-thought content strategy is a critical step for an engaged and active Brand community The best content in the world though will have no impact if the overall approach is not truly Social Successful Brands on Social Media engage with their fans on a daily basis taking part in conversations and answering their questions because they realise that these interactions are eventually part of the overall customer experience
1 Engage with your fans Pepsi
Procter ampGamble
4 Steps to Success
XPlaiNco
Social Media have given to consumers the power to influence each otherrsquos purchase decisions by supporting their favourite Brands sharing customer experiences - good or bad writing reviews of products and eventually
controlling the online reputation of Brands Word of Mouth has now become more influential than ever and people demand better Brand experiences Good news is that Social Media enable Brands to offer them
2 Create experiences
bullInstant customer support (answering questions resolving issues)bullListening and valuing feedbackbullParticipating in conversationsbullRewarding loyal fans
Examples Innocent Drinks value their fansrsquo ideas for new smoothies and use them to create new flavours
Skittles reward their loyal fans who send their photos with the product by posting them on their timeline and declaring them ldquoFans of the weekrdquo
Skittles
innocent
drinks
4 Steps to Success
XPlaiNco
Who doesnrsquot love stories From our childhood and throughout our lives we love to listen make and share stories This is where the popularity of Social Networks lies Not only we like to get told stories but we also relate to them Each of us have our own experiences goals dreams expectations and we prefer to relate to people and things that have similar stories to ours For example think of a movie or a song When it reminds you of your own experiences you enjoy it much more You relate to it
It is the same with Brands We buy the ones we feel closer to our beliefs and style So the story of a Brand differentiates it from competition and helps people relate to it and its values
Ideas for great storiesa The ldquoWhy You Do Itrdquo is your ultimate storyWhy and how was your Brand startedWhat makes it different Who are the people behind the Brand What does it stand for Who is it for
b Create inspirational storiesHow does your Brand make peoplersquos lives betterHow can it inspire people
c Share your customersrsquo stories Customers often share their experiences with a product or Brand on the Brandrsquos pageUse them as part of your story by sharing them on your accounts
Tell a story3
4 Steps to Success
XPlaiNco
Make your video go viral
1 Make a video that you would really like to share with your friends The videos that go viral are usually surprising funny or touching 2 Upload it on as many video sharing sites as possible3 Start sharing it and ask friends and colleagues to do the same4 Send it to bloggers and media
Tools and Platforms
The best way to tell a story is to visualise it Social Media allows you to share high quality photographs images and videos Besides Facebookrsquos timeline is designed for narratives and Twitter is a big challenge for creativity - can you tell a story in 140 characters
Instagram and Vine are great tools for visualising storiesInstagram A photo-sharing appsocial network that enables users to take photos apply digital filters to them share them with the Instagram community and also post them on other Social Networks such as Facebook or TwitterVine A mobile app acquired by Twitter which enables users to create videos of maximum 6 seconds length and post them to Social Networks
Examples Red Bull is a Brand built on stories You can see it in their TV commercials Facebook posts videos events Their Facebook page is a good example of how every post can be a story
Dove also uses video to tell inspiring stories to women such as their latest Real Beauty Sketches The surprising and emotional factors used in these videos make them spread quickly and go viral
4 Steps to Success
XPlaiNco
If all the above - content engagement experiences and stories - combined around an interest which relates to the Brand and its fans then a strong connection can develop between them which enables the creation of a strong community Think of your target group what are they passionate about and how can your Brand relate to it Even further how can your Brand help them experience and enjoy their passion
ExamplesNike has created big active communities around sports By integrating Social Networking features to their actual products they have made sports a more social experience enabling their community members to interact with each other regarding their training Apart from their main Facebook page Nike has also created Nike Football and Nike Basketball pages so fans who are passionate for one of these sports can express their passion on a dedicated page
Pepsirsquos Refresh Project brought together people who were passionate about good causes that could bring positive impact to the world The campaign was a huge success resulting a billion media impressions in the first three months
Pepsi also focuses on music and brings together people who are passionate about mixing tunes discovering new tracks and sharing music with their friends
4 Build an interest community
ConclusionAt the moment the fastest growing Branded Facebook pages according to Social Bakers belong to FMCG Brands If you have not jumped inyet this is the right time to do itThe above tips and practices canhelp you develop your strategyThe only thing you need is a passionate team with fresh ideas
Sounds challengingWe Are Here To Help You
4 Steps to Success
XPlaiNco
W xplaincoM letsrockxplainco
ReadMoRe
bull The Seven Deadly Social Media Sinsbull 6+1 Tips for Great Stories on Social mediabull Social media Marketing - what works for FMCGrsquosbull Best Tips on How to Make it to your Fansrsquo News Feedbull Do you Hangout with your Customers on Google+
Contact usFor a Unique Social Media experience
XPLAINco
x_plain
linkedincomcompanyxplain
plusgooglecomsXPLAIN
slidesharenetXPLAIN
+
Writ
ten
by K
yria
ki Ia
trop
ouli
Introduction
How Social Media influence purchase decisions
Challenges and opportunities
4 ways to use Social Media for FMCG
(common practices)
1 Engage with your fans
2 Create experiences
3 Tell a story
4 Build an interest community
Conclusion
XPLAINco 4 Steps to Success
ContentsBy Kyriaki Iatropouli
XPLAIN
4 Steps to Success
XPlaiNco
ldquo75 of people donrsquot accept advertisements as truth but 90 believe Brand recommendations from friendsrdquo
How Social Media influence purchase decisionsWith Social Media and Word of Mouth playing such a critical role in the purchase decision process no Brand can abstain from Social Networks any more Especially for FMCG Brands competition is growing fast with many of them having already realised the power of the medium and strategised their
efforts Pepsi Lays Red Bull Oreo Skittles Dove Trident Mountain Dew AXE are only a few of them which have built big strong active communities on Facebook and other Social Networks As your competition is taking advantage of this huge opportunity it is no longer realistic to stay out of the game
You may think ldquoWho wants to connect with a ketchup Brand on Facebookrdquo Although Social Media for FMCGs looks like a big challenge it is actually a big opportunity because on Social Media a ketchup Brand can become the most interesting Brand to connect to It is not easy for a low-cost fast-moving
product with huge competition to stand out but Social Media provides Brands with this opportunity to build a human face and character and create bonds with customers so when they are in front of a supermarket shelf with ten different ketchup Brands they pick the one they feel connected to
Challenges and opportunities
Simon Sinek
XPLAIN
4 Steps to Success
XPlaiNco
4 steps to successPeople choose between similar products from different Brands the one that matches most their profile style way of living and thinking So the first thing to do on Social Media is to let consumers know why you do what you do Then create your Brandrsquos human character based on who you are who you are talking to and what you are talking about In other words create your own story which will be revealed through your everyday interactions with your customers
ldquoPeople donrsquot buy what you do they buy why you do itrdquo
ldquo84 of Millennials report that User Generated Content influences their purchasing decisionsrdquo
4 Steps to Success
XPlaiNco
How a FMCG Brand engages with consumers is one of the biggest challenges Of course a ketchup Brand is not possible to write about ketchup everyday So what are you going to talk about If you have done your exercise above and you have defined the ldquoWhy You Do Itrdquo things are much easier for you Letrsquos see a few examples of Brands with strong characters on Social MediaEach of these Brands have a content strategy in place tailored to their target audience and character Their posts are written in a way that fuels interactions and conversationSkittles for example have a unique strategy Most of their posts are funny lines posted as simple status updates which sound almost random but they work amazingly because they give fans the opportunity to joke and have fun together At Oreo they have found a creative way to use their cookies in their posts Besides they are not afraid to say what they stand for and even publish provocative posts sometimes Pepsirsquos posts are more in-line with their audiencersquos real life interests such as sports music and gadgets On the
other hand Procter amp Gamblersquos posts are meant to trigger emotionsA targeted and well-thought content strategy is a critical step for an engaged and active Brand community The best content in the world though will have no impact if the overall approach is not truly Social Successful Brands on Social Media engage with their fans on a daily basis taking part in conversations and answering their questions because they realise that these interactions are eventually part of the overall customer experience
1 Engage with your fans Pepsi
Procter ampGamble
4 Steps to Success
XPlaiNco
Social Media have given to consumers the power to influence each otherrsquos purchase decisions by supporting their favourite Brands sharing customer experiences - good or bad writing reviews of products and eventually
controlling the online reputation of Brands Word of Mouth has now become more influential than ever and people demand better Brand experiences Good news is that Social Media enable Brands to offer them
2 Create experiences
bullInstant customer support (answering questions resolving issues)bullListening and valuing feedbackbullParticipating in conversationsbullRewarding loyal fans
Examples Innocent Drinks value their fansrsquo ideas for new smoothies and use them to create new flavours
Skittles reward their loyal fans who send their photos with the product by posting them on their timeline and declaring them ldquoFans of the weekrdquo
Skittles
innocent
drinks
4 Steps to Success
XPlaiNco
Who doesnrsquot love stories From our childhood and throughout our lives we love to listen make and share stories This is where the popularity of Social Networks lies Not only we like to get told stories but we also relate to them Each of us have our own experiences goals dreams expectations and we prefer to relate to people and things that have similar stories to ours For example think of a movie or a song When it reminds you of your own experiences you enjoy it much more You relate to it
It is the same with Brands We buy the ones we feel closer to our beliefs and style So the story of a Brand differentiates it from competition and helps people relate to it and its values
Ideas for great storiesa The ldquoWhy You Do Itrdquo is your ultimate storyWhy and how was your Brand startedWhat makes it different Who are the people behind the Brand What does it stand for Who is it for
b Create inspirational storiesHow does your Brand make peoplersquos lives betterHow can it inspire people
c Share your customersrsquo stories Customers often share their experiences with a product or Brand on the Brandrsquos pageUse them as part of your story by sharing them on your accounts
Tell a story3
4 Steps to Success
XPlaiNco
Make your video go viral
1 Make a video that you would really like to share with your friends The videos that go viral are usually surprising funny or touching 2 Upload it on as many video sharing sites as possible3 Start sharing it and ask friends and colleagues to do the same4 Send it to bloggers and media
Tools and Platforms
The best way to tell a story is to visualise it Social Media allows you to share high quality photographs images and videos Besides Facebookrsquos timeline is designed for narratives and Twitter is a big challenge for creativity - can you tell a story in 140 characters
Instagram and Vine are great tools for visualising storiesInstagram A photo-sharing appsocial network that enables users to take photos apply digital filters to them share them with the Instagram community and also post them on other Social Networks such as Facebook or TwitterVine A mobile app acquired by Twitter which enables users to create videos of maximum 6 seconds length and post them to Social Networks
Examples Red Bull is a Brand built on stories You can see it in their TV commercials Facebook posts videos events Their Facebook page is a good example of how every post can be a story
Dove also uses video to tell inspiring stories to women such as their latest Real Beauty Sketches The surprising and emotional factors used in these videos make them spread quickly and go viral
4 Steps to Success
XPlaiNco
If all the above - content engagement experiences and stories - combined around an interest which relates to the Brand and its fans then a strong connection can develop between them which enables the creation of a strong community Think of your target group what are they passionate about and how can your Brand relate to it Even further how can your Brand help them experience and enjoy their passion
ExamplesNike has created big active communities around sports By integrating Social Networking features to their actual products they have made sports a more social experience enabling their community members to interact with each other regarding their training Apart from their main Facebook page Nike has also created Nike Football and Nike Basketball pages so fans who are passionate for one of these sports can express their passion on a dedicated page
Pepsirsquos Refresh Project brought together people who were passionate about good causes that could bring positive impact to the world The campaign was a huge success resulting a billion media impressions in the first three months
Pepsi also focuses on music and brings together people who are passionate about mixing tunes discovering new tracks and sharing music with their friends
4 Build an interest community
ConclusionAt the moment the fastest growing Branded Facebook pages according to Social Bakers belong to FMCG Brands If you have not jumped inyet this is the right time to do itThe above tips and practices canhelp you develop your strategyThe only thing you need is a passionate team with fresh ideas
Sounds challengingWe Are Here To Help You
4 Steps to Success
XPlaiNco
W xplaincoM letsrockxplainco
ReadMoRe
bull The Seven Deadly Social Media Sinsbull 6+1 Tips for Great Stories on Social mediabull Social media Marketing - what works for FMCGrsquosbull Best Tips on How to Make it to your Fansrsquo News Feedbull Do you Hangout with your Customers on Google+
Contact usFor a Unique Social Media experience
XPLAINco
x_plain
linkedincomcompanyxplain
plusgooglecomsXPLAIN
slidesharenetXPLAIN
+
Writ
ten
by K
yria
ki Ia
trop
ouli
XPLAIN
4 Steps to Success
XPlaiNco
ldquo75 of people donrsquot accept advertisements as truth but 90 believe Brand recommendations from friendsrdquo
How Social Media influence purchase decisionsWith Social Media and Word of Mouth playing such a critical role in the purchase decision process no Brand can abstain from Social Networks any more Especially for FMCG Brands competition is growing fast with many of them having already realised the power of the medium and strategised their
efforts Pepsi Lays Red Bull Oreo Skittles Dove Trident Mountain Dew AXE are only a few of them which have built big strong active communities on Facebook and other Social Networks As your competition is taking advantage of this huge opportunity it is no longer realistic to stay out of the game
You may think ldquoWho wants to connect with a ketchup Brand on Facebookrdquo Although Social Media for FMCGs looks like a big challenge it is actually a big opportunity because on Social Media a ketchup Brand can become the most interesting Brand to connect to It is not easy for a low-cost fast-moving
product with huge competition to stand out but Social Media provides Brands with this opportunity to build a human face and character and create bonds with customers so when they are in front of a supermarket shelf with ten different ketchup Brands they pick the one they feel connected to
Challenges and opportunities
Simon Sinek
XPLAIN
4 Steps to Success
XPlaiNco
4 steps to successPeople choose between similar products from different Brands the one that matches most their profile style way of living and thinking So the first thing to do on Social Media is to let consumers know why you do what you do Then create your Brandrsquos human character based on who you are who you are talking to and what you are talking about In other words create your own story which will be revealed through your everyday interactions with your customers
ldquoPeople donrsquot buy what you do they buy why you do itrdquo
ldquo84 of Millennials report that User Generated Content influences their purchasing decisionsrdquo
4 Steps to Success
XPlaiNco
How a FMCG Brand engages with consumers is one of the biggest challenges Of course a ketchup Brand is not possible to write about ketchup everyday So what are you going to talk about If you have done your exercise above and you have defined the ldquoWhy You Do Itrdquo things are much easier for you Letrsquos see a few examples of Brands with strong characters on Social MediaEach of these Brands have a content strategy in place tailored to their target audience and character Their posts are written in a way that fuels interactions and conversationSkittles for example have a unique strategy Most of their posts are funny lines posted as simple status updates which sound almost random but they work amazingly because they give fans the opportunity to joke and have fun together At Oreo they have found a creative way to use their cookies in their posts Besides they are not afraid to say what they stand for and even publish provocative posts sometimes Pepsirsquos posts are more in-line with their audiencersquos real life interests such as sports music and gadgets On the
other hand Procter amp Gamblersquos posts are meant to trigger emotionsA targeted and well-thought content strategy is a critical step for an engaged and active Brand community The best content in the world though will have no impact if the overall approach is not truly Social Successful Brands on Social Media engage with their fans on a daily basis taking part in conversations and answering their questions because they realise that these interactions are eventually part of the overall customer experience
1 Engage with your fans Pepsi
Procter ampGamble
4 Steps to Success
XPlaiNco
Social Media have given to consumers the power to influence each otherrsquos purchase decisions by supporting their favourite Brands sharing customer experiences - good or bad writing reviews of products and eventually
controlling the online reputation of Brands Word of Mouth has now become more influential than ever and people demand better Brand experiences Good news is that Social Media enable Brands to offer them
2 Create experiences
bullInstant customer support (answering questions resolving issues)bullListening and valuing feedbackbullParticipating in conversationsbullRewarding loyal fans
Examples Innocent Drinks value their fansrsquo ideas for new smoothies and use them to create new flavours
Skittles reward their loyal fans who send their photos with the product by posting them on their timeline and declaring them ldquoFans of the weekrdquo
Skittles
innocent
drinks
4 Steps to Success
XPlaiNco
Who doesnrsquot love stories From our childhood and throughout our lives we love to listen make and share stories This is where the popularity of Social Networks lies Not only we like to get told stories but we also relate to them Each of us have our own experiences goals dreams expectations and we prefer to relate to people and things that have similar stories to ours For example think of a movie or a song When it reminds you of your own experiences you enjoy it much more You relate to it
It is the same with Brands We buy the ones we feel closer to our beliefs and style So the story of a Brand differentiates it from competition and helps people relate to it and its values
Ideas for great storiesa The ldquoWhy You Do Itrdquo is your ultimate storyWhy and how was your Brand startedWhat makes it different Who are the people behind the Brand What does it stand for Who is it for
b Create inspirational storiesHow does your Brand make peoplersquos lives betterHow can it inspire people
c Share your customersrsquo stories Customers often share their experiences with a product or Brand on the Brandrsquos pageUse them as part of your story by sharing them on your accounts
Tell a story3
4 Steps to Success
XPlaiNco
Make your video go viral
1 Make a video that you would really like to share with your friends The videos that go viral are usually surprising funny or touching 2 Upload it on as many video sharing sites as possible3 Start sharing it and ask friends and colleagues to do the same4 Send it to bloggers and media
Tools and Platforms
The best way to tell a story is to visualise it Social Media allows you to share high quality photographs images and videos Besides Facebookrsquos timeline is designed for narratives and Twitter is a big challenge for creativity - can you tell a story in 140 characters
Instagram and Vine are great tools for visualising storiesInstagram A photo-sharing appsocial network that enables users to take photos apply digital filters to them share them with the Instagram community and also post them on other Social Networks such as Facebook or TwitterVine A mobile app acquired by Twitter which enables users to create videos of maximum 6 seconds length and post them to Social Networks
Examples Red Bull is a Brand built on stories You can see it in their TV commercials Facebook posts videos events Their Facebook page is a good example of how every post can be a story
Dove also uses video to tell inspiring stories to women such as their latest Real Beauty Sketches The surprising and emotional factors used in these videos make them spread quickly and go viral
4 Steps to Success
XPlaiNco
If all the above - content engagement experiences and stories - combined around an interest which relates to the Brand and its fans then a strong connection can develop between them which enables the creation of a strong community Think of your target group what are they passionate about and how can your Brand relate to it Even further how can your Brand help them experience and enjoy their passion
ExamplesNike has created big active communities around sports By integrating Social Networking features to their actual products they have made sports a more social experience enabling their community members to interact with each other regarding their training Apart from their main Facebook page Nike has also created Nike Football and Nike Basketball pages so fans who are passionate for one of these sports can express their passion on a dedicated page
Pepsirsquos Refresh Project brought together people who were passionate about good causes that could bring positive impact to the world The campaign was a huge success resulting a billion media impressions in the first three months
Pepsi also focuses on music and brings together people who are passionate about mixing tunes discovering new tracks and sharing music with their friends
4 Build an interest community
ConclusionAt the moment the fastest growing Branded Facebook pages according to Social Bakers belong to FMCG Brands If you have not jumped inyet this is the right time to do itThe above tips and practices canhelp you develop your strategyThe only thing you need is a passionate team with fresh ideas
Sounds challengingWe Are Here To Help You
4 Steps to Success
XPlaiNco
W xplaincoM letsrockxplainco
ReadMoRe
bull The Seven Deadly Social Media Sinsbull 6+1 Tips for Great Stories on Social mediabull Social media Marketing - what works for FMCGrsquosbull Best Tips on How to Make it to your Fansrsquo News Feedbull Do you Hangout with your Customers on Google+
Contact usFor a Unique Social Media experience
XPLAINco
x_plain
linkedincomcompanyxplain
plusgooglecomsXPLAIN
slidesharenetXPLAIN
+
Writ
ten
by K
yria
ki Ia
trop
ouli
Simon Sinek
XPLAIN
4 Steps to Success
XPlaiNco
4 steps to successPeople choose between similar products from different Brands the one that matches most their profile style way of living and thinking So the first thing to do on Social Media is to let consumers know why you do what you do Then create your Brandrsquos human character based on who you are who you are talking to and what you are talking about In other words create your own story which will be revealed through your everyday interactions with your customers
ldquoPeople donrsquot buy what you do they buy why you do itrdquo
ldquo84 of Millennials report that User Generated Content influences their purchasing decisionsrdquo
4 Steps to Success
XPlaiNco
How a FMCG Brand engages with consumers is one of the biggest challenges Of course a ketchup Brand is not possible to write about ketchup everyday So what are you going to talk about If you have done your exercise above and you have defined the ldquoWhy You Do Itrdquo things are much easier for you Letrsquos see a few examples of Brands with strong characters on Social MediaEach of these Brands have a content strategy in place tailored to their target audience and character Their posts are written in a way that fuels interactions and conversationSkittles for example have a unique strategy Most of their posts are funny lines posted as simple status updates which sound almost random but they work amazingly because they give fans the opportunity to joke and have fun together At Oreo they have found a creative way to use their cookies in their posts Besides they are not afraid to say what they stand for and even publish provocative posts sometimes Pepsirsquos posts are more in-line with their audiencersquos real life interests such as sports music and gadgets On the
other hand Procter amp Gamblersquos posts are meant to trigger emotionsA targeted and well-thought content strategy is a critical step for an engaged and active Brand community The best content in the world though will have no impact if the overall approach is not truly Social Successful Brands on Social Media engage with their fans on a daily basis taking part in conversations and answering their questions because they realise that these interactions are eventually part of the overall customer experience
1 Engage with your fans Pepsi
Procter ampGamble
4 Steps to Success
XPlaiNco
Social Media have given to consumers the power to influence each otherrsquos purchase decisions by supporting their favourite Brands sharing customer experiences - good or bad writing reviews of products and eventually
controlling the online reputation of Brands Word of Mouth has now become more influential than ever and people demand better Brand experiences Good news is that Social Media enable Brands to offer them
2 Create experiences
bullInstant customer support (answering questions resolving issues)bullListening and valuing feedbackbullParticipating in conversationsbullRewarding loyal fans
Examples Innocent Drinks value their fansrsquo ideas for new smoothies and use them to create new flavours
Skittles reward their loyal fans who send their photos with the product by posting them on their timeline and declaring them ldquoFans of the weekrdquo
Skittles
innocent
drinks
4 Steps to Success
XPlaiNco
Who doesnrsquot love stories From our childhood and throughout our lives we love to listen make and share stories This is where the popularity of Social Networks lies Not only we like to get told stories but we also relate to them Each of us have our own experiences goals dreams expectations and we prefer to relate to people and things that have similar stories to ours For example think of a movie or a song When it reminds you of your own experiences you enjoy it much more You relate to it
It is the same with Brands We buy the ones we feel closer to our beliefs and style So the story of a Brand differentiates it from competition and helps people relate to it and its values
Ideas for great storiesa The ldquoWhy You Do Itrdquo is your ultimate storyWhy and how was your Brand startedWhat makes it different Who are the people behind the Brand What does it stand for Who is it for
b Create inspirational storiesHow does your Brand make peoplersquos lives betterHow can it inspire people
c Share your customersrsquo stories Customers often share their experiences with a product or Brand on the Brandrsquos pageUse them as part of your story by sharing them on your accounts
Tell a story3
4 Steps to Success
XPlaiNco
Make your video go viral
1 Make a video that you would really like to share with your friends The videos that go viral are usually surprising funny or touching 2 Upload it on as many video sharing sites as possible3 Start sharing it and ask friends and colleagues to do the same4 Send it to bloggers and media
Tools and Platforms
The best way to tell a story is to visualise it Social Media allows you to share high quality photographs images and videos Besides Facebookrsquos timeline is designed for narratives and Twitter is a big challenge for creativity - can you tell a story in 140 characters
Instagram and Vine are great tools for visualising storiesInstagram A photo-sharing appsocial network that enables users to take photos apply digital filters to them share them with the Instagram community and also post them on other Social Networks such as Facebook or TwitterVine A mobile app acquired by Twitter which enables users to create videos of maximum 6 seconds length and post them to Social Networks
Examples Red Bull is a Brand built on stories You can see it in their TV commercials Facebook posts videos events Their Facebook page is a good example of how every post can be a story
Dove also uses video to tell inspiring stories to women such as their latest Real Beauty Sketches The surprising and emotional factors used in these videos make them spread quickly and go viral
4 Steps to Success
XPlaiNco
If all the above - content engagement experiences and stories - combined around an interest which relates to the Brand and its fans then a strong connection can develop between them which enables the creation of a strong community Think of your target group what are they passionate about and how can your Brand relate to it Even further how can your Brand help them experience and enjoy their passion
ExamplesNike has created big active communities around sports By integrating Social Networking features to their actual products they have made sports a more social experience enabling their community members to interact with each other regarding their training Apart from their main Facebook page Nike has also created Nike Football and Nike Basketball pages so fans who are passionate for one of these sports can express their passion on a dedicated page
Pepsirsquos Refresh Project brought together people who were passionate about good causes that could bring positive impact to the world The campaign was a huge success resulting a billion media impressions in the first three months
Pepsi also focuses on music and brings together people who are passionate about mixing tunes discovering new tracks and sharing music with their friends
4 Build an interest community
ConclusionAt the moment the fastest growing Branded Facebook pages according to Social Bakers belong to FMCG Brands If you have not jumped inyet this is the right time to do itThe above tips and practices canhelp you develop your strategyThe only thing you need is a passionate team with fresh ideas
Sounds challengingWe Are Here To Help You
4 Steps to Success
XPlaiNco
W xplaincoM letsrockxplainco
ReadMoRe
bull The Seven Deadly Social Media Sinsbull 6+1 Tips for Great Stories on Social mediabull Social media Marketing - what works for FMCGrsquosbull Best Tips on How to Make it to your Fansrsquo News Feedbull Do you Hangout with your Customers on Google+
Contact usFor a Unique Social Media experience
XPLAINco
x_plain
linkedincomcompanyxplain
plusgooglecomsXPLAIN
slidesharenetXPLAIN
+
Writ
ten
by K
yria
ki Ia
trop
ouli
4 Steps to Success
XPlaiNco
How a FMCG Brand engages with consumers is one of the biggest challenges Of course a ketchup Brand is not possible to write about ketchup everyday So what are you going to talk about If you have done your exercise above and you have defined the ldquoWhy You Do Itrdquo things are much easier for you Letrsquos see a few examples of Brands with strong characters on Social MediaEach of these Brands have a content strategy in place tailored to their target audience and character Their posts are written in a way that fuels interactions and conversationSkittles for example have a unique strategy Most of their posts are funny lines posted as simple status updates which sound almost random but they work amazingly because they give fans the opportunity to joke and have fun together At Oreo they have found a creative way to use their cookies in their posts Besides they are not afraid to say what they stand for and even publish provocative posts sometimes Pepsirsquos posts are more in-line with their audiencersquos real life interests such as sports music and gadgets On the
other hand Procter amp Gamblersquos posts are meant to trigger emotionsA targeted and well-thought content strategy is a critical step for an engaged and active Brand community The best content in the world though will have no impact if the overall approach is not truly Social Successful Brands on Social Media engage with their fans on a daily basis taking part in conversations and answering their questions because they realise that these interactions are eventually part of the overall customer experience
1 Engage with your fans Pepsi
Procter ampGamble
4 Steps to Success
XPlaiNco
Social Media have given to consumers the power to influence each otherrsquos purchase decisions by supporting their favourite Brands sharing customer experiences - good or bad writing reviews of products and eventually
controlling the online reputation of Brands Word of Mouth has now become more influential than ever and people demand better Brand experiences Good news is that Social Media enable Brands to offer them
2 Create experiences
bullInstant customer support (answering questions resolving issues)bullListening and valuing feedbackbullParticipating in conversationsbullRewarding loyal fans
Examples Innocent Drinks value their fansrsquo ideas for new smoothies and use them to create new flavours
Skittles reward their loyal fans who send their photos with the product by posting them on their timeline and declaring them ldquoFans of the weekrdquo
Skittles
innocent
drinks
4 Steps to Success
XPlaiNco
Who doesnrsquot love stories From our childhood and throughout our lives we love to listen make and share stories This is where the popularity of Social Networks lies Not only we like to get told stories but we also relate to them Each of us have our own experiences goals dreams expectations and we prefer to relate to people and things that have similar stories to ours For example think of a movie or a song When it reminds you of your own experiences you enjoy it much more You relate to it
It is the same with Brands We buy the ones we feel closer to our beliefs and style So the story of a Brand differentiates it from competition and helps people relate to it and its values
Ideas for great storiesa The ldquoWhy You Do Itrdquo is your ultimate storyWhy and how was your Brand startedWhat makes it different Who are the people behind the Brand What does it stand for Who is it for
b Create inspirational storiesHow does your Brand make peoplersquos lives betterHow can it inspire people
c Share your customersrsquo stories Customers often share their experiences with a product or Brand on the Brandrsquos pageUse them as part of your story by sharing them on your accounts
Tell a story3
4 Steps to Success
XPlaiNco
Make your video go viral
1 Make a video that you would really like to share with your friends The videos that go viral are usually surprising funny or touching 2 Upload it on as many video sharing sites as possible3 Start sharing it and ask friends and colleagues to do the same4 Send it to bloggers and media
Tools and Platforms
The best way to tell a story is to visualise it Social Media allows you to share high quality photographs images and videos Besides Facebookrsquos timeline is designed for narratives and Twitter is a big challenge for creativity - can you tell a story in 140 characters
Instagram and Vine are great tools for visualising storiesInstagram A photo-sharing appsocial network that enables users to take photos apply digital filters to them share them with the Instagram community and also post them on other Social Networks such as Facebook or TwitterVine A mobile app acquired by Twitter which enables users to create videos of maximum 6 seconds length and post them to Social Networks
Examples Red Bull is a Brand built on stories You can see it in their TV commercials Facebook posts videos events Their Facebook page is a good example of how every post can be a story
Dove also uses video to tell inspiring stories to women such as their latest Real Beauty Sketches The surprising and emotional factors used in these videos make them spread quickly and go viral
4 Steps to Success
XPlaiNco
If all the above - content engagement experiences and stories - combined around an interest which relates to the Brand and its fans then a strong connection can develop between them which enables the creation of a strong community Think of your target group what are they passionate about and how can your Brand relate to it Even further how can your Brand help them experience and enjoy their passion
ExamplesNike has created big active communities around sports By integrating Social Networking features to their actual products they have made sports a more social experience enabling their community members to interact with each other regarding their training Apart from their main Facebook page Nike has also created Nike Football and Nike Basketball pages so fans who are passionate for one of these sports can express their passion on a dedicated page
Pepsirsquos Refresh Project brought together people who were passionate about good causes that could bring positive impact to the world The campaign was a huge success resulting a billion media impressions in the first three months
Pepsi also focuses on music and brings together people who are passionate about mixing tunes discovering new tracks and sharing music with their friends
4 Build an interest community
ConclusionAt the moment the fastest growing Branded Facebook pages according to Social Bakers belong to FMCG Brands If you have not jumped inyet this is the right time to do itThe above tips and practices canhelp you develop your strategyThe only thing you need is a passionate team with fresh ideas
Sounds challengingWe Are Here To Help You
4 Steps to Success
XPlaiNco
W xplaincoM letsrockxplainco
ReadMoRe
bull The Seven Deadly Social Media Sinsbull 6+1 Tips for Great Stories on Social mediabull Social media Marketing - what works for FMCGrsquosbull Best Tips on How to Make it to your Fansrsquo News Feedbull Do you Hangout with your Customers on Google+
Contact usFor a Unique Social Media experience
XPLAINco
x_plain
linkedincomcompanyxplain
plusgooglecomsXPLAIN
slidesharenetXPLAIN
+
Writ
ten
by K
yria
ki Ia
trop
ouli
4 Steps to Success
XPlaiNco
Social Media have given to consumers the power to influence each otherrsquos purchase decisions by supporting their favourite Brands sharing customer experiences - good or bad writing reviews of products and eventually
controlling the online reputation of Brands Word of Mouth has now become more influential than ever and people demand better Brand experiences Good news is that Social Media enable Brands to offer them
2 Create experiences
bullInstant customer support (answering questions resolving issues)bullListening and valuing feedbackbullParticipating in conversationsbullRewarding loyal fans
Examples Innocent Drinks value their fansrsquo ideas for new smoothies and use them to create new flavours
Skittles reward their loyal fans who send their photos with the product by posting them on their timeline and declaring them ldquoFans of the weekrdquo
Skittles
innocent
drinks
4 Steps to Success
XPlaiNco
Who doesnrsquot love stories From our childhood and throughout our lives we love to listen make and share stories This is where the popularity of Social Networks lies Not only we like to get told stories but we also relate to them Each of us have our own experiences goals dreams expectations and we prefer to relate to people and things that have similar stories to ours For example think of a movie or a song When it reminds you of your own experiences you enjoy it much more You relate to it
It is the same with Brands We buy the ones we feel closer to our beliefs and style So the story of a Brand differentiates it from competition and helps people relate to it and its values
Ideas for great storiesa The ldquoWhy You Do Itrdquo is your ultimate storyWhy and how was your Brand startedWhat makes it different Who are the people behind the Brand What does it stand for Who is it for
b Create inspirational storiesHow does your Brand make peoplersquos lives betterHow can it inspire people
c Share your customersrsquo stories Customers often share their experiences with a product or Brand on the Brandrsquos pageUse them as part of your story by sharing them on your accounts
Tell a story3
4 Steps to Success
XPlaiNco
Make your video go viral
1 Make a video that you would really like to share with your friends The videos that go viral are usually surprising funny or touching 2 Upload it on as many video sharing sites as possible3 Start sharing it and ask friends and colleagues to do the same4 Send it to bloggers and media
Tools and Platforms
The best way to tell a story is to visualise it Social Media allows you to share high quality photographs images and videos Besides Facebookrsquos timeline is designed for narratives and Twitter is a big challenge for creativity - can you tell a story in 140 characters
Instagram and Vine are great tools for visualising storiesInstagram A photo-sharing appsocial network that enables users to take photos apply digital filters to them share them with the Instagram community and also post them on other Social Networks such as Facebook or TwitterVine A mobile app acquired by Twitter which enables users to create videos of maximum 6 seconds length and post them to Social Networks
Examples Red Bull is a Brand built on stories You can see it in their TV commercials Facebook posts videos events Their Facebook page is a good example of how every post can be a story
Dove also uses video to tell inspiring stories to women such as their latest Real Beauty Sketches The surprising and emotional factors used in these videos make them spread quickly and go viral
4 Steps to Success
XPlaiNco
If all the above - content engagement experiences and stories - combined around an interest which relates to the Brand and its fans then a strong connection can develop between them which enables the creation of a strong community Think of your target group what are they passionate about and how can your Brand relate to it Even further how can your Brand help them experience and enjoy their passion
ExamplesNike has created big active communities around sports By integrating Social Networking features to their actual products they have made sports a more social experience enabling their community members to interact with each other regarding their training Apart from their main Facebook page Nike has also created Nike Football and Nike Basketball pages so fans who are passionate for one of these sports can express their passion on a dedicated page
Pepsirsquos Refresh Project brought together people who were passionate about good causes that could bring positive impact to the world The campaign was a huge success resulting a billion media impressions in the first three months
Pepsi also focuses on music and brings together people who are passionate about mixing tunes discovering new tracks and sharing music with their friends
4 Build an interest community
ConclusionAt the moment the fastest growing Branded Facebook pages according to Social Bakers belong to FMCG Brands If you have not jumped inyet this is the right time to do itThe above tips and practices canhelp you develop your strategyThe only thing you need is a passionate team with fresh ideas
Sounds challengingWe Are Here To Help You
4 Steps to Success
XPlaiNco
W xplaincoM letsrockxplainco
ReadMoRe
bull The Seven Deadly Social Media Sinsbull 6+1 Tips for Great Stories on Social mediabull Social media Marketing - what works for FMCGrsquosbull Best Tips on How to Make it to your Fansrsquo News Feedbull Do you Hangout with your Customers on Google+
Contact usFor a Unique Social Media experience
XPLAINco
x_plain
linkedincomcompanyxplain
plusgooglecomsXPLAIN
slidesharenetXPLAIN
+
Writ
ten
by K
yria
ki Ia
trop
ouli
4 Steps to Success
XPlaiNco
Who doesnrsquot love stories From our childhood and throughout our lives we love to listen make and share stories This is where the popularity of Social Networks lies Not only we like to get told stories but we also relate to them Each of us have our own experiences goals dreams expectations and we prefer to relate to people and things that have similar stories to ours For example think of a movie or a song When it reminds you of your own experiences you enjoy it much more You relate to it
It is the same with Brands We buy the ones we feel closer to our beliefs and style So the story of a Brand differentiates it from competition and helps people relate to it and its values
Ideas for great storiesa The ldquoWhy You Do Itrdquo is your ultimate storyWhy and how was your Brand startedWhat makes it different Who are the people behind the Brand What does it stand for Who is it for
b Create inspirational storiesHow does your Brand make peoplersquos lives betterHow can it inspire people
c Share your customersrsquo stories Customers often share their experiences with a product or Brand on the Brandrsquos pageUse them as part of your story by sharing them on your accounts
Tell a story3
4 Steps to Success
XPlaiNco
Make your video go viral
1 Make a video that you would really like to share with your friends The videos that go viral are usually surprising funny or touching 2 Upload it on as many video sharing sites as possible3 Start sharing it and ask friends and colleagues to do the same4 Send it to bloggers and media
Tools and Platforms
The best way to tell a story is to visualise it Social Media allows you to share high quality photographs images and videos Besides Facebookrsquos timeline is designed for narratives and Twitter is a big challenge for creativity - can you tell a story in 140 characters
Instagram and Vine are great tools for visualising storiesInstagram A photo-sharing appsocial network that enables users to take photos apply digital filters to them share them with the Instagram community and also post them on other Social Networks such as Facebook or TwitterVine A mobile app acquired by Twitter which enables users to create videos of maximum 6 seconds length and post them to Social Networks
Examples Red Bull is a Brand built on stories You can see it in their TV commercials Facebook posts videos events Their Facebook page is a good example of how every post can be a story
Dove also uses video to tell inspiring stories to women such as their latest Real Beauty Sketches The surprising and emotional factors used in these videos make them spread quickly and go viral
4 Steps to Success
XPlaiNco
If all the above - content engagement experiences and stories - combined around an interest which relates to the Brand and its fans then a strong connection can develop between them which enables the creation of a strong community Think of your target group what are they passionate about and how can your Brand relate to it Even further how can your Brand help them experience and enjoy their passion
ExamplesNike has created big active communities around sports By integrating Social Networking features to their actual products they have made sports a more social experience enabling their community members to interact with each other regarding their training Apart from their main Facebook page Nike has also created Nike Football and Nike Basketball pages so fans who are passionate for one of these sports can express their passion on a dedicated page
Pepsirsquos Refresh Project brought together people who were passionate about good causes that could bring positive impact to the world The campaign was a huge success resulting a billion media impressions in the first three months
Pepsi also focuses on music and brings together people who are passionate about mixing tunes discovering new tracks and sharing music with their friends
4 Build an interest community
ConclusionAt the moment the fastest growing Branded Facebook pages according to Social Bakers belong to FMCG Brands If you have not jumped inyet this is the right time to do itThe above tips and practices canhelp you develop your strategyThe only thing you need is a passionate team with fresh ideas
Sounds challengingWe Are Here To Help You
4 Steps to Success
XPlaiNco
W xplaincoM letsrockxplainco
ReadMoRe
bull The Seven Deadly Social Media Sinsbull 6+1 Tips for Great Stories on Social mediabull Social media Marketing - what works for FMCGrsquosbull Best Tips on How to Make it to your Fansrsquo News Feedbull Do you Hangout with your Customers on Google+
Contact usFor a Unique Social Media experience
XPLAINco
x_plain
linkedincomcompanyxplain
plusgooglecomsXPLAIN
slidesharenetXPLAIN
+
Writ
ten
by K
yria
ki Ia
trop
ouli
4 Steps to Success
XPlaiNco
Make your video go viral
1 Make a video that you would really like to share with your friends The videos that go viral are usually surprising funny or touching 2 Upload it on as many video sharing sites as possible3 Start sharing it and ask friends and colleagues to do the same4 Send it to bloggers and media
Tools and Platforms
The best way to tell a story is to visualise it Social Media allows you to share high quality photographs images and videos Besides Facebookrsquos timeline is designed for narratives and Twitter is a big challenge for creativity - can you tell a story in 140 characters
Instagram and Vine are great tools for visualising storiesInstagram A photo-sharing appsocial network that enables users to take photos apply digital filters to them share them with the Instagram community and also post them on other Social Networks such as Facebook or TwitterVine A mobile app acquired by Twitter which enables users to create videos of maximum 6 seconds length and post them to Social Networks
Examples Red Bull is a Brand built on stories You can see it in their TV commercials Facebook posts videos events Their Facebook page is a good example of how every post can be a story
Dove also uses video to tell inspiring stories to women such as their latest Real Beauty Sketches The surprising and emotional factors used in these videos make them spread quickly and go viral
4 Steps to Success
XPlaiNco
If all the above - content engagement experiences and stories - combined around an interest which relates to the Brand and its fans then a strong connection can develop between them which enables the creation of a strong community Think of your target group what are they passionate about and how can your Brand relate to it Even further how can your Brand help them experience and enjoy their passion
ExamplesNike has created big active communities around sports By integrating Social Networking features to their actual products they have made sports a more social experience enabling their community members to interact with each other regarding their training Apart from their main Facebook page Nike has also created Nike Football and Nike Basketball pages so fans who are passionate for one of these sports can express their passion on a dedicated page
Pepsirsquos Refresh Project brought together people who were passionate about good causes that could bring positive impact to the world The campaign was a huge success resulting a billion media impressions in the first three months
Pepsi also focuses on music and brings together people who are passionate about mixing tunes discovering new tracks and sharing music with their friends
4 Build an interest community
ConclusionAt the moment the fastest growing Branded Facebook pages according to Social Bakers belong to FMCG Brands If you have not jumped inyet this is the right time to do itThe above tips and practices canhelp you develop your strategyThe only thing you need is a passionate team with fresh ideas
Sounds challengingWe Are Here To Help You
4 Steps to Success
XPlaiNco
W xplaincoM letsrockxplainco
ReadMoRe
bull The Seven Deadly Social Media Sinsbull 6+1 Tips for Great Stories on Social mediabull Social media Marketing - what works for FMCGrsquosbull Best Tips on How to Make it to your Fansrsquo News Feedbull Do you Hangout with your Customers on Google+
Contact usFor a Unique Social Media experience
XPLAINco
x_plain
linkedincomcompanyxplain
plusgooglecomsXPLAIN
slidesharenetXPLAIN
+
Writ
ten
by K
yria
ki Ia
trop
ouli
4 Steps to Success
XPlaiNco
If all the above - content engagement experiences and stories - combined around an interest which relates to the Brand and its fans then a strong connection can develop between them which enables the creation of a strong community Think of your target group what are they passionate about and how can your Brand relate to it Even further how can your Brand help them experience and enjoy their passion
ExamplesNike has created big active communities around sports By integrating Social Networking features to their actual products they have made sports a more social experience enabling their community members to interact with each other regarding their training Apart from their main Facebook page Nike has also created Nike Football and Nike Basketball pages so fans who are passionate for one of these sports can express their passion on a dedicated page
Pepsirsquos Refresh Project brought together people who were passionate about good causes that could bring positive impact to the world The campaign was a huge success resulting a billion media impressions in the first three months
Pepsi also focuses on music and brings together people who are passionate about mixing tunes discovering new tracks and sharing music with their friends
4 Build an interest community
ConclusionAt the moment the fastest growing Branded Facebook pages according to Social Bakers belong to FMCG Brands If you have not jumped inyet this is the right time to do itThe above tips and practices canhelp you develop your strategyThe only thing you need is a passionate team with fresh ideas
Sounds challengingWe Are Here To Help You
4 Steps to Success
XPlaiNco
W xplaincoM letsrockxplainco
ReadMoRe
bull The Seven Deadly Social Media Sinsbull 6+1 Tips for Great Stories on Social mediabull Social media Marketing - what works for FMCGrsquosbull Best Tips on How to Make it to your Fansrsquo News Feedbull Do you Hangout with your Customers on Google+
Contact usFor a Unique Social Media experience
XPLAINco
x_plain
linkedincomcompanyxplain
plusgooglecomsXPLAIN
slidesharenetXPLAIN
+
Writ
ten
by K
yria
ki Ia
trop
ouli
ConclusionAt the moment the fastest growing Branded Facebook pages according to Social Bakers belong to FMCG Brands If you have not jumped inyet this is the right time to do itThe above tips and practices canhelp you develop your strategyThe only thing you need is a passionate team with fresh ideas
Sounds challengingWe Are Here To Help You
4 Steps to Success
XPlaiNco
W xplaincoM letsrockxplainco
ReadMoRe
bull The Seven Deadly Social Media Sinsbull 6+1 Tips for Great Stories on Social mediabull Social media Marketing - what works for FMCGrsquosbull Best Tips on How to Make it to your Fansrsquo News Feedbull Do you Hangout with your Customers on Google+
Contact usFor a Unique Social Media experience
XPLAINco
x_plain
linkedincomcompanyxplain
plusgooglecomsXPLAIN
slidesharenetXPLAIN
+
Writ
ten
by K
yria
ki Ia
trop
ouli
