Top 10 FMCG brands and their social media strategies

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The inspiration for this slide deck was Do you know the top FMCG brands on Facebook? by socialbakers.com. In these slides, I look at the social media strategy of a couple of big (mainly U.S.) brands: Coca-Cola, Oreo, Red Bull, Skittles, Pringles, Monster Energy, Dr Pepper, Nutella, Ferrero Rocher, and Starburst. My main focus: what social media tactics and channels do they use? And what can we learn from their success cases and mistakes?

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Top 10 FMCG brands and their social media strategies

  1. FMCG & Social Media10+ inspiring brand efforts
  2. What do social media have thatother digital media haven’t got?• larger user volumes• higher user engagement• virality
  3. Inspiration for these slides:
  4. Careful: not all brands are “t-shirt brands”
  5. 1/10 Coca-Cola
  6. UGCthe Dusty & Michael story
  7. 2/10 Oreo
  8. Communities: fan highlight• social proof• engage, recognise & reward
  9. Lil Wayne - Oreo: 1-0
  10. Good example ofsocial media mix
  11. Trial & sampling
  12. 3/10 Red Bull
  13. Fan bait freebie
  14. More fan bait:real world scavenger hunt
  15. Older example: treasure hunt Lindt Gold Bunny
  16. Red Bulls event strategy
  17. Includes “virtual” events
  18. Social games
  19. Recruitmentthrough photo tagging
  20. Web video
  21. Red Bull Web TV
  22. Facebook + Twitter
  23. Twitter
  24. Fan Growth of Red Bull and Skittles
  25. 4/10 Skittles site in 2009
  26. Skittles.com now: still crazy after all these years
  27. UGC: “Upload to the rainbow”
  28. @Skittles
  29. Mobilising IRL:“Mob the rainbow”
  30. Extending brand values Kraft Noodlette
  31. 5/10 Pringles:PR vs social media
  32. UGC: web video
  33. Oversharers: site -> FB
  34. Creativity in display ads: Pringles Can Hands
  35. Sweepstakes sitewith a social media mix?
  36. Social media ghost town
  37. Anti-Pringles (?)Facebook Page (/Group)
  38. Pringles answer
  39. 6/10 Monster Energy: lifestyle in a can
  40. @MonsterEnergy
  41. Media mix
  42. Monster Army
  43. cf. Lady Gagas Little Monsters
  44. YouTube
  45. 7/10 Dr Pepper:Facebook Offers
  46. Stunt:Chatroulette Cheerleader
  47. Stunts as conversation starters Truckload of Wheat Thins
  48. 8/10 Nutella: local presence
  49. Sweepstakes
  50. 5 Feb: World Nutella Day
  51. “Nutella is a way of life”
  52. World Nutella Day media mix
  53. “Were not Ferrero”
  54. Flickr Group pool
  55. “Bring wine to the picnic”
  56. 9/10 Ferrero Rocher vs moderation
  57. Ferrero Rocher on Valentines Day: thats it ???
  58. @ferrerofans
  59. 10/10 Starburst
  60. Facebook Coupons
  61. FB coupons + Twitter + blogs
  62. Flash Coupon:free mentos - today only
  63. Fan Bait Coupon:Sara Lee Deli Meat $3 off
  64. Fan Bait Coupon+ charity combo
  65. Buy + social awarenessInnocent Buy one get one bee
  66. Coupons + invite a friend:Starbucks Ice Cream w/ a friend
  67. Virtual currency + coupons:Jamba Juice “Feel good buck”
  68. Birthday Coupons Bulk Herb Store
  69. Crowdsourcing:VitaminWater Flavor
  70. Crowdsourcing: Walkers
  71. Book: “The Conversity Model” • “Making money with social media” • Out in Feb-March 2011 • Versions: English, Dutch, ePub, Kindle
  72. c.willaerts@sanoma-magazines.be http://www.conversity.be

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