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Introduction:How Social Media influence purchase decisionsChallenges and opportunities4 ways to use Social Media for FMCG(common practices):1. Engage with your fans2. Create experiences3. Tell a story4. Build an interest communityConclusionXPLAIN.co4 Steps to SuccessContentsBy Kyriaki Iatropouli
XPLAIN4 Steps to SuccessXPlaiN.co“75% of peopledon’t acceptadvertisementsas truth but 90%believe Brandrecommendationsfrom friends”How Social Media influence purchase decisionsWith Social Media and Word of Mouth playingsuch a critical role in the purchase decisionprocess, no Brand can abstain from SocialNetworks any more. Especially for FMCGBrands, competition is growing fast, withmany of them having already realised thepower of the medium and strategised theirefforts. Pepsi, Lays, Red Bull, Oreo, Skittles,Dove, Trident, Mountain Dew, AXE are onlya few of them which have built big, strong,active communities on Facebook and otherSocial Networks. As your competition is takingadvantage of this huge opportunity, it is nolonger realistic to stay out of the game.You may think “Who wants to connect with aketchup Brand on Facebook?”.AlthoughSocialMedia for FMCGs looks like a big challenge,it is actually a big opportunity, because onSocial Media a ketchup Brand can becomethe most interesting Brand to connectto. It is not easy for a low-cost, fast-movingproduct, with huge competition, to standout but Social Media provides Brands withthis opportunity: to build a human face andcharacter and create bonds with customersso, when they are in front of a supermarketshelf with ten different ketchup Brands, theypick the one they feel connected to.Challenges and opportunities
Simon SinekXPLAIN4 Steps to SuccessXPlaiN.co4 steps to successPeoplechoosebetweensimilarproductsfromdifferentBrands, the one that matches most their profile, style,way of living and thinking. So, the first thing to doon Social Media is to let consumers know why youdo what you do. Then, create your Brand’s humancharacter based on who you are, who you are talkingto and what you are talking about. In other words,create your own story, which will be revealed throughyour everyday interactions with your customers.“People don’tbuy what youdo; they buywhy you do it.”“84% of Millennialsreport that UserGenerated Contentinfluences theirpurchasing decisions.”
4 Steps to SuccessXPlaiN.coHow a FMCG Brand engages withconsumersisoneofthebiggestchallenges.Of course, a ketchup Brand is not possible towrite about ketchup everyday. So what areyou going to talk about? If you have doneyour exercise above and you have definedthe “Why You Do It”, things are much easierfor you. Let’s see a few examples of Brandswith strong characters on Social Media:Each of these Brands have a content strategyin place, tailored to their target audience andcharacter. Their posts are written in a waythat fuels interactions and conversation.Skittles,for example, have a unique strategy.Most of their posts are funny lines, posted assimple status updates, which sound almostrandom, but they work amazingly becausethey give fans the opportunity to joke andhave fun together. At Oreo, they have founda creative way to use their cookies in theirposts. Besides,they are not afraidto saywhatthey stand for and even publish provocativeposts sometimes, Pepsi’s posts are more in-line with their audience’s real life interests,such as sports, music and gadgets. On theother hand, Procter & Gamble’s posts aremeant to trigger emotions.A targeted and well-thought contentstrategy is a critical step for an engaged andactive Brand community. The best contentin the world, though, will have no impactif the overall approach is not truly Social.Successful Brands onSocial Media engagewith their fans on a daily basis, takingpart in conversations and answering theirquestions, because they realise that theseinteractions are eventually part of the overallcustomer experience.1. Engage with your fansPepsiProcter &Gamble
4 Steps to SuccessXPlaiN.coSocial Media have given to consumers thepower to influence each other’s purchasedecisionsbysupportingtheirfavouriteBrands,sharing customer experiences - good or bad,writing reviews of products and, eventually,controlling the online reputation of Brands.Word of Mouth has now become moreinfluential than ever and people demandbetter Brand experiences. Good news is thatSocial Media enable Brands to offer them:2. Create experiences•Instant customer support (answering questions, resolving issues)•Listening and valuing feedback•Participating in conversations•Rewarding loyal fansExamples:Innocent Drinksvalue theirfans’ ideas for new smoothiesand use them to create newflavours.Skittles reward their loyalfans who send their photos withthe product by posting themon their timeline and declaringthem “Fans of the week”:Skittlesinnocentdrinks
4 Steps to SuccessXPlaiN.coWho doesn’t love stories? From our childhood and throughout our lives, we love to listen, makeand share stories. This is where the popularity of Social Networks lies. Not only we like to gettold 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. Forexample, think of a movie or a song. When it reminds you of your own experiences, you enjoy itmuch 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 ofa Brand differentiates it from competition and helps people relate to it and its values.Ideas for great stories:a.The “Why You Do It” is your ultimate story:Why and how was your Brand started?What 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 people’s lives better?How can it inspire people?c. Share your customers’ storiesCustomers often share their experiences with a product or Brand on the Brand’s page.Use them as part of your story, by sharing them on your accounts.Tell a story3.
4 Steps to SuccessXPlaiN.coMake your video go viral1. Make a video that you would really like toshare with your friends.The videos that go viralare usually surprising, funny or touching.2. Upload it on as many video sharing sites aspossible3.Startsharingitandaskfriendsandcolleaguesto do the same4. Send it to bloggers and mediaTools and Platforms:The best way to tell a story is to visualise it. Social Mediaallows you to share high quality photographs, imagesand videos. Besides, Facebook’s timeline is designed fornarratives and Twitter is a big challenge for creativity - canyou tell a story in 140 characters?InstagramandVinearegreattoolsforvisualisingstories:Instagram: A photo-sharing app/social network thatenables users to take photos, apply digital filters to them,share them with the Instagram community and also postthem on otherSocial Networks, such as Facebook orTwitter.Vine: A mobile app, acquired by Twitter, which enablesusers to create videos of maximum 6 seconds length andpost them to Social Networks.Examples:Red Bull is a Brand built on stories. Youcan see it intheirTV commercials, Facebookposts, videos, events. Their Facebook pageis a good example of how every post canbe a story.Dove also uses video to tell inspiringstories to women, such as their latestReal Beauty Sketches. The surprising andemotional factors used in these videosmake them spread quickly and go viral.
4 Steps to SuccessXPlaiN.coIf allthe above - content, engagement, experiences and stories - combined aroundan interest which relates to the Brand and its fans, then a strong connection candevelop between them, which enables the creation of a strong community.Think of your target group, what are they passionate about and how can yourBrand relate to it? Even further, how can your Brand help them experience andenjoy their passion?Examples:Nike has created big, active communities around sports. By integrating SocialNetworking features to their actual products, they have made sports a moresocial experience, enabling their community members to interact with eachother regarding their training. Apart from their main Facebook page, Nike hasalso created Nike Football and Nike Basketball pages, so fans who are passionatefor one of these sports can express their passion on a dedicated page.Pepsi’s Refresh Project brought together people who were passionate aboutgood causes that could bring positive impact to the world. The campaign was ahuge success, resulting a billion media impressions in the first three months.Pepsi also focuses on music and brings together people who are passionateabout mixing tunes, discovering new tracks and sharing music with their friends.4. Build an interest community
ConclusionAt the moment, the fastest growingBranded Facebook pages, accordingto Social Bakers, belong to FMCGBrands. If you have not jumped inyet, this is the right time to do it.The above tips and practices canhelp you develop your strategy.The only thing you need is apassionate team with fresh ideas!Sounds challenging?We Are Here To Help You!4 Steps to SuccessXPlaiN.coW: xplain.coM: firstname.lastname@example.orgREADMORE• The Seven Deadly Social Media Sins• 6+1 Tips for Great Stories on Social media• Social media Marketing - what works for FMCG’s• Best Tips on How to Make it to your Fans’ News Feed• Do you Hangout with your Customers on Google+?Contact us!For a Unique Social Media Experience!/XPLAIN.co/x_plainlinkedin.com/company/xplainplus.google.com/s/XPLAINslideshare.net/XPLAIN+WrittenbyKyriakiIatropouli