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Rules of engagement in FMCG - What can we learn from conversations taking place on Facebook, YouTube & Twitter?

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Rules of engagement in FMCG by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of …

Rules of engagement in FMCG by InSites Consulting. What can we learn from conversations taking place on Facebook, YouTube & Twitter? Engaging consumers is key, brands try to win the hearts of consumers through social media. What can we learn from those experiences across brands?

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  • 1. Brands try to win the What can Engaging hearts of we learnconsumers from those is key consumers experiences through social across brands? media
  • 2. We went on a safari
  • 3. Goal:Identifying what is driving consumers to engage in brandedconversations across social mediaAbout this study:We collected branded conversations on the 3 big social media:Facebook, Twitter, YouTube • Over 2 million online conversations • More than 300 brands included in our study • We applied social media netnography to identify the rules of consumer engagement • Results were presented in March
  • 4. What we learnt
  • 5. Engagement is no free ride: content management andstrategy are key for engagementMany more positive conversations than negativeconversationsPeople do not always talk about your brand, often theyjust love or hate a product
  • 6. 1 YouTube? The new television channel? Instant feedback broadcasting… Companies tend to not only broadcast their commercials on TV, but to also upload them directly on YouTube which leads to additional exposure. Asking their help in spreading the commercial is very effective! Contrary When it comes to true love, things to TV, viewers are far less passive. can get complicated and, sometimes, You get direct feedback on the a little painful. Liking this ad as your execution, content and brand fit of the favourite Super Bowl spot, though? Much easier. (11739 comments). (By commercial. Pepsi Max).
  • 7. 2 Webcare and offline consumer care complement each other Within the FMCG sector, it is best practice that companies readily reply on their social media pages to customers complaints.“Oh no! We’re very sorry that Moreover, they are quick to openlyhappened, Anjuli. We never want ourfans to have a less than perfect apologize to these customers. Disappointedexperience. Please give us a call at1-800-468-1714 or go to customers are very often pointed towards ahttp://bit.ly/eZcaVV so we can get external link or telephone number.some more info about this.”
  • 8. 3 Humour works And this across all social media channels One of the main pillars of traditional advertising is that funny commercials work. And this is also the case on social media. ‘Joke of the day’ is one of the most popular topics on Facebook pages. Jokes or funny one-liners are easily re-tweeted on Twitter. Also on YouTube we found that movies commented as being funny were often given a higher YouTube rating.
  • 9. 4 Free always works This is not only valid for free products or service, but also for free content or experiences In FMCG, online sampling & couponing are very popular! Don’t talk about the money! When brand fans talk about money, it is almost always in a negative tone, and often about the (supposed) bad practices of companies. Free stuff is used as a powerful mechanism to increase the number of fans or likes.
  • 10. 5 Evoking curiosity It is contagious Spreading a rumour will help you evoke attention for the actual content. Rumours are contagious and are therefore easily re-tweeted and liked. Ben&Jerry’s mentioned on the Saturday live show that their new ‘Schweddy Balls’ ice cream flavour was going to be launched. The rumour was spread through a television show and was immediately picked up on social media.
  • 11. 6 Gamification Reckitt Benckiser is very active on their Facebook page and regularly offers fans games to enjoy, in the process engaging their fans and probably creating new ones. One of these games is called Urban Thrill and invites fans to perform all sorts of stunts and climb heights.“Check the wrapper of your favouriteCrunch bar to receive a promotional code “Perform stunts, climb new heights, feel the pace! We havefor the Nestle Gold Rush Game and enter launched our new free-running game - UrbAN THRILL! Play nowby clicking on the Nestle Gold Rush and enter into the prize draw to win a flight for 2 to destination ofPromotion tab on the left. You can also visit your choice worth up to £2,000. Spread the word and share thisapps.facebook.com/nestlegoldrush to enter. game with all your friends”.Good luck!”
  • 12. 7 Social media, the new website? Not a good strategy if you want to reach engagement““I really love it!! But I have a question.My best friend lives in Italy. Some consumers use social media as aI recommended her to buy it too, butwhere exactly can she find replacement of the companies’ websites.this product in Milan?” (Comment on the Tactical questions do not lead toofficial Facebook page of CrestWhitestrips) engagement. Keep your website as the main source for“Do you have an e-mail address I can practical information about your product &contact you with? I havesome questions I would like to ask you. service.Please reply! Thank you” (Comment onthe official Gatorade Facebook page)
  • 13. 8 Treat them as colleagues Consumers love to know the people behind the brand Much more successful than simply uploading a TV commercial on YouTube is a ‘behind-the-scenes’, something not shown on TV.A very successful video with almost 1.7 million viewers and many positivecomments. But why? It shows a true ‘behind-the-scenes’ of a supermarket chainin South Korea trying to innovatively enlarge its market share by introducing easy,comfortable, digital grocery shopping: ‘a new way of getting your groceries’.Showing something new, something innovative, is appreciated!
  • 14. 9 Be one of them Don’t forget about the small things in lifeBrands need to be a friend. They need to act as a person, paying attention also to the small thingsin daily life. It is a crucial element to stress that you consider your consumer as an equal.You should think broader than just your brand and product. Especially on Facebook fan pages orYouTube people like to talk about what they are interested in in general. On many pages, musicand sports are very popular themes. Especially for brand in a low involvement product strategy, thisseems to be the way to go. Understanding the digital lifestyle of your target is key! Family and friends of online fans also need to “I use your product to make chicken be taken into account. Making the members enchiladas... It is a great recipe that my family happy massively increases the chances of loves, even though they are very picky eaters. I have been a long time fan and consumer, thank brand fans posting positive messages on you for sponsoring our soaps :).”- The role of social media. family. On the Campbell’s Facebook page
  • 15. 10 When consumers take over Consumer collaborationActive co-creation and competitions are very popular onsocial media. Consumers feel empowered to control anddetermine the future of their brandsSometimes collaboration is the only option. 45% of Facebook brand pages are owned byconsumers across sectors
  • 16. Thank you!@InSitesmarketing@insites-consulting.comhttp://www.facebook.com/insitesconsultinghttp://www.slideshare.net/InSitesConsulting
  • 17. Research teamAnnelies Verhaeghe Martijn Huisman +32 9 269 1406 +31 10 742 10 34 annelies@insites-consulting.com martijnH@insites-consulting.com @annaliezze http://be.linkedin.com/in/martijnhuisman86 http://be.linkedin.com/in/anneliesverhaeghe
  • 18. Want to know more aboutresearch within theFMCG sector? Filip De Boeck Business Director FMCG +1 646 386 9852 filip@insites-consulting.com