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Social Media Strategy for the Consumer Packaged Goods Industry
 

Social Media Strategy for the Consumer Packaged Goods Industry

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The consumers you’re targeting are overwhelmed with a huge selection of products and many buying factors. How will your CPG brand stand out?

The consumers you’re targeting are overwhelmed with a huge selection of products and many buying factors. How will your CPG brand stand out?

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    Social Media Strategy for the Consumer Packaged Goods Industry Social Media Strategy for the Consumer Packaged Goods Industry Document Transcript

    • COMMUNITY EBOOK / MARCH 2012 / www.radian6.com / 1 888 6radian Social Media Strategy for the Consumer Packaged Goods IndustryCopyright © 2012 - Radian6 Technologies
    • CPG Industry Ebook CPG Industry Ebook / 2012 SOCIAL MEDIA STRATEGY FOR THE CONSUMER PACKAGED GOODS INDUSTRY Introduction Chapter 5: How Do I Start Listening? Chapter 1: What Is Social Media? Chapter 6: Where Did it Start? How Do I Start Engaging? Where Do you Start? Chapter 7: Chapter 2: How Do I Start to Measure, How Do I Get Started in Social Media? Analyze & Report? Social Etiquette Chapter 8: Social Sites What Are The Key Social Media Chapter 3: Opportunities For CPG? How Do I Train My Staff for White Paper: Social Media? Managing Your Social Media Campaigns Chapter 4: within the Radian6 Engagement Console What Does a Social Media Monitoring Case Study: Platform Do? Radian6 Accepts the Beachbody Challenge to Monitor its Shape on the Social Web www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 3 Introduction The consumers you’re targeting are overwhelmed with a huge selection of products and many buying factors. How will your CPG brand stand out? In this ebook, you’ll learn how your brand can connect with your prospects and customers. Here are some of the things we’ll cover: • ● How to avoid “The Three Ds” that could cost you customers, or your job. • ● How often you can talk about yourself without driving your customers away. • ● How to use social media to gain valuable competitive intel. • ●  our simple phrases that can get you through nearly any difficult social media situation. F • ● Five things you should be listening for to get real business value from social media. Social media provides CPG brands with a unique opportunity to engage with customers that did not exist ten years ago. Traditionally, CPG brands have used mass media one- way communication channels, such as television and print, to market their products to customers, but with the rise of social media, this landscape has changed dramatically. Consumers now research their purchasing decisions, big and small, online, seeking out review sites, turning to friends on social networks, and reaching out to brands directly. Successful CPG brands are meeting today’s consumer by establishing a social presence, directly engaging their customers, sharing helpful content and learning their customers’ needs and interests. Want to: • ●  hare the mission or story behind your brand? S • ● Learn what new products or improvements your customers would like to see? • ● Engage your fans and followers with exclusive content and rewards? • ● Find which brands stack up as your largest competitors? • ● Identify influencers to watch? • ● Keep a finger on industry trends? Our ebook will provide you with the framework you need for your social media strategy. Let’s get started! www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 4 Chapter 1 WHAT IS SOCIAL MEDIA? Where Did it Start? In the business world, we’ve seen memos transformed to email, conference calls morphed into virtual meetings, and sticky notes go digital. The way we do business has changed rapidly. Just as the amount of information we’re able to access has increased exponentially since the dawn of the Internet, our personal and professional connectivity has increased significantly since the introduction of social networking. Social networking is no longer just a personal means of keeping in touch with family and friends. Companies use social media on a daily basis for everything from marketing and advertising to client care and feedback. The social web is fundamentally changing the practice and culture of how CPG brands do business. It’s shifted how CPG brands communicate within their own walls and with customers. It’s also given customers a voice for feedback, opinion, discussion, and collaboration that’s never been heard before. Where Do you Start? Your CPG brand may already have a social media strategy of some kind, even if it’s simply listening. Maybe you were prepared when your boss said it was time to get serious about social media. Perhaps you’re still waiting for that conversation to take place. Regardless of where you are at, you’re probably full of questions. What do you do to tie your social media activities to your bottom line objectives? How can you make sure your social media presence is as effective as possible in helping you reach your goals? Step one? Breathe! Let’s begin or refresh your social media journey by talking about how you can get started using common social media platforms and the etiquette that goes along with it. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 5 Chapter 2: HOW DO I USE SOCIAL MEDIA EFFECTIVELY? Social media covers a variety of communication technologies. It can be a lot to take in, so before we discuss how to use these from a business perspective for a CPG brand, let’s spend some time making sure that you are comfortable using these platforms and engaging effectively online. Social Etiquette Before you start to look at the social networks, think about online etiquette. It will help you to make your experience even more successful. For starters, we probably all remember that big poster board from elementary school listing the rules for proper etiquette in the classroom: “We say please and thank you.” “We use our indoor voices.” “We treat others the way we would like to be treated.” These were posted as reminders and were referenced whenever we fell off track. In terms of etiquette, not much changes over the course of our lives. Being polite and respectful to others is still Social Etiquette 101. Having proper etiquette on the social web means being aware of your audience, understanding how they communicate, and being a valuable, welcoming contributor to the community. There are three main points to keep in mind to exhibit proper etiquette. They are: • ● Reciprocation - Go beyond give and take. A good rule of thumb is to promote others more than you promote yourself, such as Chris Brogan’s 12:1 ratio. • ● Respect - Add value, be helpful, and show appreciation. People want to interact with and buy from companies that treat them with respect. • ● Reliability - Since social networks, for the most part, are public, always put reliability in the forefront, whether you’re an individual or a business. Identify the people behind the handle and/or include what days and times your account is active so your customers know who they’re talking to and when they can expect a response. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 6 Now that you have the three points, how do you execute them? Think back to those elementary roots. • ●  conversations because you’re interested in the subject and have something to Join add, not because you have an agenda to advertise your CPG brand. • ●  aying hello and goodbye when you jump online and off is a nice way to alert your S connections when you’re available to chat. No one likes to be left hanging in the middle of a conversation. If you do this consistently, your community will come to know when they can expect you to be available. • ● ntroduce yourself and others. Anytime you friend, follow or engage with people I who may not know you, it is always a good idea to introduce yourself and share basic information about who you are and where you are from. You can also make introductions between other members in your community. • ● ay please and thank you. If you want to share someone’s content, ask politely. If S someone has shared yours, thank them. Though you may not be able to respond to every comment on your blog or Facebook page, you can take a moment to respond to a few and perhaps make a general statement thanking everyone who shared your content. • ● f your social circle is large, there are probably people in it who you don’t know as I well as others. Set some time aside each week to expand your connections and manage your following/follower ratio. It’s okay to step outside your comfort zone and expand your horizons when it comes to connecting. Not everyone you connect with has to be like-minded. Diversity breeds inspiration. The Three Ds Whether you are using social media for personal or professional purposes, take some time to familiarize yourself with The Three Ds. Remembering what they stand for should help you steer clear of potentially disastrous situations. • ● Disclosure - Steer clear of disclosing trade secrets or intellectual property. This could cost you your job and give your competitors an unfair advantage. • ● Defamation - Do not make false statements about someone that could potentially cause economic consequences. • ● Discrimination - It should go without saying not to discriminate. Remember, the social web is a public place so your voice is amplified. For more detailed and in depth looks at proper social media etiquette across platforms, check out these great posts: An Insider’s Guide to Social Media Etiquette by Chris Brogan The Ultimate Social Media Etiquette Handbook by Tamera Weinberg Do we Need to Revisit our Settings for Trust and Transparency? by Valeria Maltoni www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 7 Social Sites Once you feel comfortable with how you will be speaking on social sites, you’ll need to know a little more about the sites themselves and how to use each one. Let’s cover some of the major sites you’ll encounter and how to use them. Twitter If you’re already on Twitter, you know it’s more than just talking about what you had for breakfast. It can be used as a form of “conference call IM,” facilitating the exchange of news, ideas and information to supplement in-person, industry-related conversations. In many ways, it has become the equivalent to having another phone on your desk. If you’re just getting started on Twitter, you’re probably a bit overwhelmed. Here are a few pointers to simplify your experience: • ● When setting up your profile, use your real name and a profile picture, or include the real names of the people who are tweeting on behalf of your CPG brand. It lets your followers know that there’s a real person(s) behind the profile. Craft a bio as a way to introduce yourself or your CPG brand the same way you would in person. • ● earch Twitter for people you know or topics that interest you to see what people are S saying. Follow accounts related to your industry. As you get more followers, check out the people they’re following. That’s the most organic way to build your network. • ● reat Twitter like a conversation. Start with 30 minutes, twice a day. The best way T to build relationships and a community on Twitter is to participate. Spend some time sitting back and listening, then join the conversation. LinkedIn LinkedIn is the virtualized and interactive version of that pile of business cards on your desk. True, it’s home to your online “resume,” but it’s also a mechanism to demonstrate your expertise and share in the expertise of others, make business connections, and help connect others in your network with each other. So here’s our down-and-dirty guidebook for LinkedIn: • ● Use a real photo. The real you. • ●  hare your goals more than your daily tasks. Focus on what makes you and your S abilities different from the next person with the same title. • ●  re you a blogger by night? A passionate public speaker? Share that too! A • ● Connect! Find connections, request them and watch your network grow. • ●  sk for recommendations from those who know your work and display them on your A profile. Offer to write recommendations for those whose work you’re familiar with. • ●  oin the conversation! Check the LinkedIn Answers section for opportunities to J lend your expertise. Join relevant groups and contribute content and questions. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 8 Facebook Often more of a personal social network than a business one, there’s no denying Facebook’s reach and popularity, and it can be a comfortable way to get acquainted with what it means to participate in social networks. • ●  emember: Social networks are searchable, and you never know who might come R knocking at your virtual door. Use a picture that you’d be proud to show off in public. Set privacy settings to ensure the public sees only what you want shared publicly. • ●  ou can choose who you’d like to connect to. Some people prefer to keep their Y connections to people they know personally. Check in once a day or so to catch up with friend requests and peek at the “people you may know” sidebar, just to see who you could say hello to. • ●  acebook has a lot of applications. Choose wisely as they are a reflection of you and F how you spend your time. • ● f you’re thinking of starting a group, this is where a business can make good use I of Facebook. However, Facebook groups need to be nurtured and tended to by the people who build them. Group members are looking for dialogue, interaction, and discussion. As a CPG brand, consider taking your group discussion a level above your brand, and give your fans, friends and loyal customers some meaty topics to digest and discuss. Blogging Blogging is such a ubiquitous form of media today, but people are still intimidated by starting a blog. Do you have something to say? Do you want to share your thoughts, interests, and ideas? Are you keen on others weighing in on what you have to say? If so, starting a blog may be a great idea. Our getting-started philosophy: learn on the job. • ●  he very best way to learn about blogging is to read. Read lots of blogs, both inside T and outside your interest area. Pay special attention to things like tone, writing style, and how writers organize information. Try Google Reader to aggregate your blogs and make it easier to organize them. • ●  hare your voice by commenting on blogs. The authors want to know that they’re S writing something of interest to their community. Ready to start writing? • ●  et a goal, such as three posts a week. They don’t have to be mammoth. Focus on S getting comfortable with the medium. Talk about what you know. Get feedback and ideas from across your organization. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 9 • ●  cribble down post ideas when you have them. Start post drafts and save them S unfinished. You can always come back to them later when inspiration strikes. If you get a burst of writing done, schedule your posts in advance. • ● Share. Ask questions. Get people talking. You’re a conversation catalyst. • ●  taying plugged into the comments on your blog is important. Commentors like to S know that you’re listening and paying attention to their contributions. How often and how deeply you respond is up to you, but it’s polite to respond when someone take the time to provide feedback. • ●  ink to the posts that have inspired your writing. Point your readers to more L resources relevant to your topic. Disclose relationships you have that may have bearing on the opinions you write about (especially if you’re being paid to do so; it’s the law now). If you’re including other people’s work, make sure to attribute it. Once you’ve got a handle on the different sites, you may be wondering how you can start training your staff to use social media both for personal use and for your CPG brand. Let’s dive into training! www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 10 Chapter 3: HOW DO I TRAIN MY STAFF FOR SOCIAL MEDIA? Training your staff on how to use social media can be a daunting task. Since social networking and the concept of social business are relatively new, many people entrenched in the world of CPG are still learning how they can best use the medium. When you start thinking about training your staff, you may notice that their experience falls into the following areas: Digital Native: They’ve grown up in a highly digital world and are very comfortable with using online platforms and learning new ones. Savvy Technologist: While not having grown up with them, they feel comfortable using most online social platforms and digital tools. These people approach new platforms with caution and often let others fumble around before joining in. Reluctant User: They are aware of the digital world and social media but hesitate to explore and dive into the digital space. They do not think about or use digital tools more than necessary and generally resist incorporating these tools into their lives. Digital Contrarian: They are averse to the digital world. They’ve probably heard of social networking but they think it’s a bunch of piffle, and they’ll use email only for work purposes and rarely in their personal lives. These folks prefer traditional methods like phone calls. Digital Newbie: Unlike the digital contrarian, the digital newbie isn’t opposed to the digital world as much as they are simply unaware of it. Their life and day-to-day activities go on just fine without any digital intervention, and they don’t see the need to change their habits or behavior. Knowing that all these different digital archetypes exists within your organization is an important step. Even though not all of them may be as excited or involved in your social media process, they should all at least have the overall understanding so they feel comfortable with the space. This will help when you start building the framework of your training program. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 11 Training Program Prep and Framework When starting to plan your training framework, you can go one of two ways: you can involve your staff in initial discussions about their understanding of social media and how they would like to use it, or you can keep all those initial discussions to your management team. Either way, talking through your strategy is the right place to start. With these discussions you’ll want to establish a few different things: • ● Who within each team is going to be using social media? • ●  ill there be a single point person to oversee department social media activities or W will everyone have an even distribution of tasks? • ● Which tasks will each team be assigned? • ●  hat level of comprehension does each team member have in regard to the W business use of social media? The findings you glean from these meetings should give you a clear view of the various user levels you must accommodate and inform you about how people are feeling about your CPG brand’s social media plan. So, you’ve gathered all the information you can about the current levels of social media adoption and understanding within your CPG brand. Use that information to your advantage. The folks within your organization who are enthusiastic about social media could be a great help in planning and launching your CPG brand’s training program. Social Media Training Team Create a cross-functional social media training team that can coordinate training courses and employee benchmarking and be a resource to answer questions and provide constructive feedback. They can - and should - tweak the training program as necessary. When the time finally comes to begin building your training program, you’ll need to make sure it includes: • ●  learly-stated purposes for the CPG brand’s adoption of social media and the C training program • ● Clear goals and measurable objectives for each piece of the program • ●  ifferent course levels to account for different levels of understanding with multiple D opportunities for achievement • ● Tactical how-to training, as well as conceptual training and example scenarios • ●  esting or benchmarking to gauge the progress of employees as they move through T the program • ● A review process to assess the effectiveness of the program www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 12 Developing a successful team takes time and effort. Remind yourself that you’re developing future social media rockstars. While the people are crucial, so is technology. A social media monitoring platform is a tool your team will utilize on a daily basis. Let’s take a deeper look at this technology in the next chapter. Now that your team is ready, you need a technology platform. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 13 Chapter 4: WHAT DOES A SOCIAL MEDIA MONITORING PLATFORM DO? Social media listening, tracking, monitoring and engagement tools allow CPG brands to employ a social media strategy and understand the impact of their efforts. This enables organizations to become Socially-Engaged Enterprises, with the power to understand and gain insights about social media through metrics, measurement, sentiment and analytics reporting. Social Media Monitoring A social media monitoring platform allows you to view relevant conversations happening around your brand and products in real time. Analyzing these conversations will yield valuable intel and provide the data needed to create key reports for management. Social media monitoring is beneficial not only for discovering public sentiment surrounding your CPG brand, but also for dealing with customer service crises and benchmarking your competitors. The insights gleaned from social media monitoring and engagement can help you reach out to a whole new audience and enhance your online profile. How Does this Sync up with Social Media Marketing? With the rise of the social web, social media marketing is changing how you interact with your customers. Instead of clamouring for your customers’ attention, it’s up to you to draw them in with educational, entertaining, and intriguing content. Take your messaging to where your customers are gathering online. Make the switch from traditional marketing to a format that allows for increased interaction with your customers, ensuring you’re engaging with them at the point of need. Adapt content and messaging based on what people are talking about on the social web. Monitor public sentiment to gain a better understanding of how your latest campaign is faring in the marketplace. Once you’ve harnessed the potential of the social web, your options are limitless. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 14 Social Media Strategy The key to a successful social media strategy is to align it with existing business objectives, as well as existing sales, marketing and customer service strategies. In addition to defining how your CPG brand will accomplish its business objectives using social media, your social media strategy should cover the policies and procedures you need to best interact with your consumers online. These include everything from publishing frequency to handling negative feedback. Your social media strategy ensures that you’re not only available via social media, but consistent in your interactions with customers and prospects. A social media monitoring platform can improve your efficacy by: • ●  caling your mountain of mentions. These platforms cull through data based on a S number of algorithms so you don’t have to! • ● Tracking trends. Over time, you’ll start to see trends emerge as you view the data. • ●  ightening your load when it comes to reporting. Platforms can aggregate your data L so you can simply pull the information you need. • ● etting information to those who need it most. Log in and grab the data - it’s that G easy. You can often segment by different user settings or admin rights. Social media monitoring platforms provide the opportunity to get to know your community inside and out – when you’ve got an indicator of their preferences, you’re better suited to give them a richer experience in the future. The discovery process gives you insight into many areas, including who is most influential in conversations surrounding your CPG brand. These loyal supporters are instrumental in spreading your message even further throughout the social web. As we’ll discuss in the next few chapters, a strong social strategy starts with listening and extends through engagement. • ●  istening - Get tuned in to all of the important conversations surrounding your L brand, the CPG industry, and your competitors. • ●  ngaging - Reach out to your customers and use their feedback to enhance your E services. Be a part of the conversation. • ●  easuring, analyzing, and reporting - Extract meaning by measuring your results. M Tracking and analyzing discussions will help you continually enhance your social media strategy. Let’s take a closer look at these steps in the next chapter. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 15 Chapter 5: HOW DO I START LISTENING? It’s important to understand the impact information gathered from social media could have on your work. Listening to the conversations around your brand, industry, and competitors can give you valuable insight when it comes to your social media strategy. Listening – or social media monitoring – involves searching for the key words and phrases used online to discuss your CPG brand, industry, and competitors. Listening is about harnessing the conversations that matter to your business and extracting the information that helps you decide how, where, and when to engage with your community. Listening: The Ws Why Listening is Important: A sound listening strategy forms the cornerstone of a sustainable, scalable social media strategy. It helps you understand what’s being said, where it’s happening, and what kind of volume you’re dealing with. Consider listening the initial research phase before crafting or implementing a social media strategy, and an ongoing temperature gauge that helps you to adjust your continued activities. What to Listen For: As you start with a monitoring program, the potential can be overwhelming. So much information, so many sites, and all of it moving by at the speed of light. Start with a tiered system that takes you from brand-centered listening to competitive listening to industry-wide listening (we include more specifics on these below). Within these categories, you can organize and prioritize conversations by classifying them into relevant buckets, including: • ● Complaints • ● Compliments • ● Questions • ● Leads and Inquiries • ● Opportunity Conversations www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 16 Where to Listen: The answer to this question is different for every CPG brand. The important place to start is casting the net wide. Use a tool or set of tools that will help you sweep the entirety of the social web to help you find the conversations that matter to you. As you sort through the posts and discussions you find, you’ll be able to sort out where the relevant discussions are happening and what media types you need to pay attention to. Although they are the primary social networks for the CPG industry, social media isn’t just about Twitter and Facebook. It’s about the function of online social communication, which is to more easily share, create, and distribute content. That means that for some industries, the best places to interact are forums and message boards. For others, it’s LinkedIn or niche online communities. The searches you undertake as part of your listening program will help you focus your efforts, uncover discussion and dialogue, and help you understand where you should be spending your time and effort to engage the communities you care about. Who Should Do It? As you embark on a listening program, the first question is often “So, who’s responsible for doing this?” To answer that question, you need to ask yourself: • ● hat’s the central focus of our social media participation? Customer service? W Marketing? Product ideas? • ● o we have dedicated human resources for this or does it have to be part of an D existing role? • ●Is there someone on our team already interested in this? Front-line listening as part of a “listening grid” – a workflow system of routing and sharing the intelligence gathered from a monitoring program – can be a dedicated role or part of many. But at its best, listening is wired into many roles and functions in an organization. Much like having a telephone on every person’s desk, equipping employees and departments with their own listening tools and stations means that they can integrate social media information and intelligence into the work they’re already doing. They can use the tools in the ways that support their jobs and treat social media as a new line of communication from your CPG brand to the outside world and back again. Listening: The How So, brass tacks time. How do we build listening programs in all of the right buckets? What do we search for? www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 17 Brand: In the brand bucket, you’ll want to concentrate your searches around terms, words, and phrases that are directly related to your CPG brand. You can go broad or narrow, but in general, you’ll want to develop a stack of keywords and phrases that reflect: • ● Your company name • ● Your brands, business units, or product offerings • ● Names of specialized services you offer such as rewards programs • ● Names or terms around specific campaigns • ● Key stakeholders in your organization • ● Nicknames, abbreviations, or misspellings of any of the above The general thread here is that it’s the terms that will help you understand whether people are talking about you or not. If they’re not, that’s intelligence in itself. If they are, you’ll want to know if it’s positive, critical, or indifferent, as all of those things will help frame your future strategy. Industry: Industry listening is proactive. It’s intended to help you understand the larger landscape that surrounds your CPG brand, the conversations that are above and around your brand. It’s not about you, but rather understanding how you might fit into the larger profile of your industry on the social web. Here, you might search for: • ● Terms related to products and the CPG industry that are not brand specific • ● Phrases that define the markets you serve • ● Larger industry keywords or categories • ● Professional organizations you belong to or that fit your business profile • ● Names of thought leaders in the CPG industry By listening, you can learn about overarching perceptions of your markets or your business purpose. You can also identify and locate conversations that aren’t about your company, but where you can engage and communicate expertise, meet new people, and establish your online presence as a resource and authority, without a focus on sales or marketing. Competitors: Competitive intelligence used to be limited to expensive reports from business intelligence companies or whatever information you could glean through your network of acquaintances, friends, and contacts. The social web has brought a new dimension to competitive analysis and put a wealth of information at your fingertips. You can look for: • ● Names of competitive CPG brands, products, and services • ● Stakeholders in those companies www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 18 • ● Buzz around competitive campaigns or promotions • ● Nicknames, misspellings, or misspellings of any of these If folks are talking online, they’re sharing information about your competition: who they’re hiring, who just left, and what new product they’re coming out with. They’re communicating what your competition isn’t doing, which presents all sorts of opportunities for you. And it can pinpoint emerging crises or buzz swells that you might want to be aware of for your own purposes. The same unfiltered, fast moving, and open information that’s out there about YOU is out there about THEM. Pay attention. Your listening program will set the tone for the rest of your social media activities, so fine tune each piece of it to ensure you’re listening in the places that are most relevant to your CPG brand and to the conversations that have the most potential impact. Once you’ve got this part of your strategy solidified, it’s time to tackle engagement. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 19 Chapter 6: HOW DO I START ENGAGING? Engagement is often seen as the holy grail of a listening and monitoring program. For many CPG brands, it’s a natural evolution, but for some, it’s more complicated. Engagement has become a hot-button term for something that really is more fundamental in its marketing need: gaining and holding the attention of customers and prospects through regular brand-to-community interaction. Engagement usually means talking directly with your target audience, but the method and depth of engagement is individual for each company. If you get someone engaged with the messages you’re putting out there, they’ll buy what you’re selling, and, if you’ve done it right, come back for more. Engagement: The Ws The social web has made it easy for people to share their opinions about everything to everybody, making it harder for brands to break through those opinions. In the best cases of online sharing, brands are being stewarded by their loyal fans and long-time customers; in the worst cases, CPG brands are losing business because people are sharing negative opinions that are deterring possible prospects from taking that next step to buy. Most of those negative cases can be turned positive if the CPG brand takes steps to show they care about their customers’ and prospects’ experiences with them. That can be done through direct interaction, acting on customer feedback collected either passively or actively, or making sure the purchasing cycle for people is as easy and positive as possible. What to Say: “What do we say?” is often the hardest question to answer, largely due to the fear that letting people speak on behalf of your brand could create problems like mixed messages, the spreading of inaccurate information, or even legal issues. There are basic comments you can make to reassure people you’re listening to them without causing problems for your brand, including: • ● We’re sorry. • ● Thank you. • ● How can we help? • ● We’re listening and we hear you. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 20 Despite common fears about responding to negative comments, addressing those mentions openly with an eye to calming the issue can turn a potentially sour situation into an opportunity to create a loyal brand fan, much like what your support team members do on a daily basis, but via social channels. Where to Engage: Figuring out where you should be engaging starts with looking at where your audience currently exists. Whether your audience is active in only a few places or very social in many, you’ll be able to identify exactly where that audience is through your listening strategy. Keep in mind that you shouldn’t put effort or resources into interacting on big social networks if that’s not where your audience happens to be. Software companies, for example, are often mentioned on support forums or communities, thus showing a much larger portion of customer activity than, say, Facebook. Just because certain social networks are more popular than others – or even more popular than other types of media – doesn’t mean your market is there. Do your research before you commit to engaging on a particular network. The audience of one CPG brand may, in fact, not be frequenting all of the same social networks as the fans from another CPG brand, for example. Who (Internally) Should Engage and Who You Should Engage With: There’s a good chance some of your workforce is already out there on the social web talking with your customers. Identify these folks, not to make examples of their behavior, but to bring them into the fold and gain an understanding of how and why they choose to interact online. Embrace their passion, feedback, and buy-in, and work with them to create a more structured and effective engagement strategy. Depending on your goals for social media involvement, you might want to engage with a few different types of people, including: • ● Customers with inquiries in need of support • ● Brand evangelists • ● Brand detractors • ● CPG industry veterans and influencers Interact first with just one group to gauge what kind of time and resources your engagement strategy will require to succeed. Add more groups when you feel you’re ready and able. Engagement: The How So, how do we build a solid engagement strategy? How do we start talking? www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 21 Brand: When it comes to speaking on behalf of your brand, the possibilities for engagement are seemingly endless. From saying thank you for a positive mention to calming down an angry customer who’s thinking of switching to your rival, the one thing to remember is there is no right, industry-standard way to engage – the right engagement for you is defined by the goals you set for your social media program. Don’t leave your team hanging. Establish guidelines for engagement that give those engaging on the frontlines the freedom to be themselves while still properly representing your CPG brand. Industry: Getting involved in the conversation surrounding the CPG industry is essential for establishing your brand as not only a thought leader but also as a helpful CPG brand that truly cares about its community. At the end of the day, you’re providing a service that solves a deep human problem. Sharing your knowledge about how to solve that problem without a focus on selling will engender trust among your customers. You’ll want to spend a certain amount of time being reactive to your community first, catching up with their direct mentions of you before delving into industry discussions. But when you’re ready, creating and adding to conversation threads will provide a wealth of perspective to both your CPG brand and community. Some conversations you might want to get involved in include: • ● General questions about the services and special campaigns your CPG brand offers. • ● Requests for opinions on a subject matter your CPG brand can share expertise in. • ● Detracting commentary about why a service you provide is not useful. • ●  onversations about specific professional roles, where team members can grow C their own educations. Competitors: Competitive engagement isn’t about interjecting yourself into conversations about your competitors carte blanche. However, it can be useful to help you highlight points of differentiation and allows you to reach out to people interested in products when it naturally makes sense. Competitive engagement can also be used to stay on top of industry happenings like mergers and acquisitions, as well as help protect and build your CPG brand through ongoing interaction with people who mention you as well as your competitors. Many would say that engagement is the most important aspect of a social media strategy – it gives you the chance to get involved with your customers, potential customers, www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 22 and greater industry community in ways that weren’t previously available via traditional business communication channels. From market research to community assistance, engagement gets you tuned into what your market really needs from a CPG brand like yours and allows you to build relationships that carry into repeat business and referrals. Those are the ultimate successes. Now that you’re listening and engaging in conversations on the social web, you’re probably becoming interested in really tracking what’s being said. Maybe you’re even ready to work some of your results into your social media strategy. Although the idea of tracking millions of conversations can be daunting, the next chapter is here to help. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 23 Chapter 7: HOW DO I START TO MEASURE, ANALYZE AND REPORT? Just as putting together a list of items makes your customers’ shopping experience more organized and efficient, you’re going to need to chart your course to define the objectives and key performance metrics that will show you if you’re really making the most of the social web (as it relates to your goals, of course). To get where you’re going, you need to know where you’ve been and where you want to be, and this is where that charted course comes in handy. Measurement: The Ws Measuring the progress of your social media program isn’t an option – it’s a business necessity. Social media is a business channel, just like direct mail and other traditional communication and marketing channels, but unlike many traditional methods, social media unlocks the door to instantaneous, two-way dialog, creating a new level of necessary measurement. While traditional metrics still matter, it’s essential that you select highly relevant and measurable objectives specific to your social media program to make sure your efforts are indeed providing strategic and financial value. What to Measure: Are you familiar with the phrase, “You are what you eat?” This principle holds true with social media. Define your Key Performance Indicators (KPIs) carefully, because you will become what you measure. Understand what your brand wants to accomplish and what market you want to target to determine the metrics that are relevant to your brand. It’s important you establish both qualitative and quantitative measurements for your goals because both matter in providing a holistic view of the progress of your social media program. And while you’re at it, don’t settle for measuring only outputs and outtakes, either. Impact, especially in terms of ROI, is determined by measuring outcomes (the quantifiable changes in attitude, behavior and opinion). If you only measure superficial results such as number of followers or fans, your social media and engagement strategy will also remain at that level. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 24 Here are some metrics to help you brainstorm what you might want to measure and why: Revenue and Business Development • ● % Repeat Business • ● % Customer Retention • ● Transaction Value • ● Referrals • ● Net New Leads • ● Cost Per Lead • ● Conversions from Community Activity and Engagement • ● Members • ● Posts/Threads • ● Comments or Ideas • ● Inbound Links • ● Tags, Votes, Bookmarks • ● Active Profiles • ● Referrals • ● Post Frequency/Density Cost Savings • ● Issue Resolution Time • ● % of Issues Resolved Online • ● Account Turnover • ● Employee Turnover • ● Hiring/Recruiting • ● Training Costs • ● New Product Ideas • ● Development Cycle Time • ● Product/Service Adoption Rate Value Awareness and Influence • ● Brand Loyalty/Affinity • ● Media Placements • ● Share of Conversation • ● Sentiment of Posts • ● Net Promoter Score • ● Interaction with Content • ● Employee Social Graphs www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 25 How to Measure: Go beyond measuring traditional web analytics that provide data about channel use and begin layering on metrics that explore audience behavior and engagement found within social media analytics. Having a hypothesis to start from will help you pinpoint which non- traditional metrics you should be tracking. For instance, “We think that an increase in blog subscribers over six months will correlate with an increase in online purchases,” or, “Post activity on our help forum will decrease call center costs” are strong hypotheses to get started measuring and benchmarking. Build your goals and objectives based on these hypotheses, and measure against them to see if you’re on the right track. The beauty about setting a baseline with your hypothesis is that you have a roadmap to keep you on track; you’ll know exactly where you stand at all times and course correct in real-time as you track changes in the level of content and customer engagement. Brand: Measuring engagement around your brand can help you understand if your messages are resonating with your intended community or whether there’s a disconnect between how your CPG brand is presenting itself and how your community perceives you. To gain insight on just how well your brand is perceived on the social web, begin measuring: • ● everberation: The total volume of inbound linking and generations of retweeting R of a post. • ● epetition: The average times per month a source inbound links/retweets your content. R • ● ctivation: The monthly total of new sources that have shared your positive content. A • ●Engagement: The amount of repeat commenting and length of those comments. Industry: Keep your finger on the pulse of your industry to spot emerging trends and topics of interest that can help you drive content creation or product and service improvements and ideas. By tracking the trends of your industry, you’ll also be able to find out who the key players are and get early insights into the new voices in the industry, and you can apply all these insights to help mold your outreach, engagement, and future business strategies. To see which sorts of topics and issues are gaining traction in the CPG industry, begin measuring: • ● Exuberance: The monthly count of testimonials and positive posts. • ● Attention Span: The average span of time a post is commented on and retweeted, or shared on Twitter. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 26 • ● Resonance: The total volume of “in sync” conversation around an idea. • ● Potential: The monthly comparison of declared need and estimated revenue from successful referrals. Competitors: Competitive intelligence can clue you into rumors and insights about your competitors’ business moves, how their customers perceive them, and help you identify unmet needs of the crowds. This information will also help you establish if you’re ahead of the social media game, behind the curve, or somewhere in the middle. Benchmarking your competition on the social web can help you clarify how your social strategy should emerge and evolve, too. To get a handle on how you’re comparing in the competitive landscape, begin measuring: • ● Conversation: The total monthly relative share of conversation versus competitors. • ● Infatuation: The score of the relative direction of inbound and outbound links/tweets between sources. • ● Bucket Volume: The monthly count comparison of post types (i.e., complaints, referrals, etc.). Measurement, as a practice, should already be wired into your organization – if it’s not, take the time to figure out why that’s the case and how you can remedy that situation before embarking on your journey into social media. The most important truth to keep in mind about measuring any business initiative, be it social media or a traditional marketing/customer service/sales program, is that the metrics you select to track your progress must relate directly to your goals. There is no template or best way to measure anything, but the information we’ve shared here should get you started brainstorming which metrics make the most sense for tracking your social media program. Analysis Defining the measurement that you are going to use for your social media program can be different from the stage where you are analyzing those results against your business objectives. The thing to keep in mind is that analysis takes time and you’ll need to benefit from some others who are already doing great work in the space. Share the Knowledge We’re not talking about exposing internally sensitive or trademarked information here, but rather methods and metrics that have been found to work well in the social space. If we are sharing this information, we can start to learn from each other in a collaborative www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 27 environment. Collaboration can be done through conferences, white papers, or councils. Perhaps you have an idea for a Twitter chat for collaborating ideas? Check first to see if it already exists, and if not, be the leader! Try, Try Again There will be metrics and methods used that will seem very promising, but, at the end of the day, won’t work in the social space. Instead of getting frustrated, we need be able to take an objective view to discuss what works, what doesn’t work and where to go from there. If you want to see this in action, just take a look at the search engine results for “What is Social Media ROI?”. Some articles discussing this topic are Social Media ROI for Idiots , 2011 Trending Topic: Social Media ROI, and How to Measure Social Media ROI. Believe in the Integrity of the Data Data doesn’t lie, but it can be misinterpreted. Make sure that no matter what you’re doing, you are letting the data speak for itself. Draw insights from your data, but don’t force the data to say anything that isn’t there. Sometimes as much as we want 1 + 1 to equal 3, it just isn’t meant to be. Reporting Keep in mind that, at some point in your social media journey, you may need to create a report that shows your progress. Don’t look at this as a daunting task; instead, think of something in life that we are all very familiar with and able to read: a report card. From kindergarten to high school and beyond, we’re all used to seeing our semester grades in an easy-to-read standard format. Whether it be the letter scale of A – F, a percentage,or a GPA, each of us could probably take someone else’s report card and understand whether they were doing well or needing improvement. Here’s what this can teach you about your own reporting. Grading Scale The point of a grading scale is to be able to compare your marks semester-over-semester and year after year. It also enables anyone familiar with the scales to jump right in and understand. This touches on the idea of standardization we’ve been talking about. We don’t have across-the-board standards in the social media industry yet, but you can still have a system that everyone internally is comfortable with so, no matter who you hand the report to, he or she will be able to understand it. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 28 Labels You would hate to confuse your English grade with your Math, which is why report cards have very clear labels. These are essential to a good report. From the proper date and time period to the labeling of information, these are all a must to make sure nothing in your report is misunderstood. Easy to Read Short and sweet is why parents love the one page format of a report card. In five minutes, they know exactly what’s going on with the most important parts of their children’s education. Here’s an inside secret: executives feel the same way about their CPG brands. Give them a report that’s short and hopefully sweet and they’ll love the five minute read. The Shifts Most report cards will show you how much you’ve improved or slipped, semester to semester. This is one of the most effective things to show on a report because these shifts are the bread and butter of progress. Teacher’s Comments “Johnny is progressing at an expected pace, but needs to pay more attention in class.” Even though some of us might have cringed seeing paragraphs of writing on our report cards, our teacher’s comments were great analysis points. Including comments like these on your reports will help to draw attention to what’s working and what’s not. Pass or Fail The part of the report most of us jumped right to the bottom to see: the pass or fail. This gave us a clear answer as to whether or not all the grades, notes, and shifts meant we were moving on or giving it another go. Incorporating a clear way to indicate whether or not your efforts and results line up with your business objectives is key to any report. Not only are you giving the “why,” but also the next steps; whether they are to move on to the next grade or take a step back and try it all over again. Now that you have the knowledge to leverage social media for your brand, let’s look at other CPG brands that have taken that path and succeeded in their social endeavors. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 29 Chapter 8: WHAT ARE THE KEY SOCIAL MEDIA OPPORTUNITIES FOR CPG? Hopefully the previous chapters have provided you with lots of helpful ideas on how you can use social media as a CPG brand to engage with your customers. We gave you a lot of material to digest, so let’s review what we’ve discussed today to make sure you have everything you need to deliver a new or renewed strategy. If you are already active in the social web, or are at least taking a peek at what your competitors are up to, likely you have noticed that no two CPG brands have identical social media strategies. With the possibilities as endless as the products on the shelves, the last thing we want to leave you feeling is overwhelmed. Let’s look at the key uses of social media for CPG brands like yours. • ● Customer service: directly responding to customer’s questions, complaints and inquiries via social media. • ● Crisis management: having your finger on the pulse of a crisis just as it unfolds or directly after it occurs and being able to respond, diffuse and assist quickly. • ●  ampaign or promotion management: the use of social media channels to spread C word about a contest/sale/exciting change that you want your community to hear about and participate in discussion about • ● Shopper loyalty: keeping your customers engaged and interested in the community you create and making it difficult for them to ever want to fall out of love with your CPG brand. • ●  eeping tabs on the competition: understanding the successes and failures of rival K CPG brands, and using this intel to earn more loyalty points for your CPG brand. We hope we have inspired you to find new ways to leverage social media for your CPG brand. Don’t feel as though you should dive in and attempt to hit all of the aforementioned use cases at once; instead, identify your top priority and begin there. Emphasize what makes your brand memorable or unique; tell your story and what you stand for; show your customers that you are listening; ask questions; share helpful content; be authentic; and most importantly, have fun! Once you’ve rolled out your new or improved strategy, don’t forget to come back and tell us all about it. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 30 White Paper: MANAGING YOUR SOCIAL MEDIA CAMPAIGNS WITHIN THE RADIAN6 ENGAGEMENT CONSOLE With the introduction of social media, marketing and PR campaigns have become more interactive than those carried out over traditional channels alone, such as television and print. Brands can monitor and engage with their fans and followers in real time and assess the success of their campaigns almost immediately. This changing landscape means that keeping organized and responding to mentions in a timely manner is extremely important. Let’s look at a few ways you can use the Radian6 engagement console to Manage Your Social Media Accounts Social media campaigns can focus on a single brand channel or be integrated across several. Through the engagement console, you can manage both your brand’s Facebook and Twitter accounts within the same application. You can also manage multiple Twitter accounts, if necessary. This allows you to respond to comments and questions from your fans and followers, as well as outpost your own content. When promoting your campaign, you might use both Facebook and Twitter to get the word out. The engagement console also allows you to outpost to multiple channels simultaneously, making managing your campaign outreach more efficient. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 31 Plan Your Workflow Before you launch your campaign, determine the post tags and source tags you will apply in the engagement console (you can build off of your brand’s existing playbook for this) and that you will use to assess your campaign’s results come reporting time. Create a unique post tag for your campaign (here, we used “campaignXYZ”) to identify mentions. This can be combined with existing source tags you might have, such as advocate, customer, influencer, etc. Capitalize Focus Your Efforts When tracking your campaigns, you will most likely get mentions across several media types. Whether you have one person managing your campaign engagement or many, you can focus your efforts to make your mentions more manageable. One way to prioritize is to dedicate separate stacks to different media types. For example, since Twitter mentions require a shorter response time than blogs or other media types, dedicate a stack solely to Micromedia so you can track and respond to them easily. You can also have one stack dedicated to Mainstream News mentions to see what kind of media coverage your campaign is receiving. In addition to prioritizing by media type, you can use a Topic Profile Trends stack to identify what topics are trending around your campaign. Just remember that the Topic Profile Trends will work best if you have a topic profile dedicated to your campaign rather than a keyword group set up within a larger topic profile. Here, we can see the topics currently trending around Small Business Saturday, which we covered in this post. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 32 Monitor Sentiment In addition to media type and trending topics, you might also want to prioritize mentions around your campaign based on sentiment, which is the overarching mood or tone of the post. If you have a topic profile set up around your campaign, be sure to include sentiment subjects in your configuration. You can then filter your mentions in the engagement console by sentiment and engage with them in real time. Filter by negative sentiment to see where your campaign is missing the mark or filter by positive sentiment to identify your advocates. Social media campaigns require a coordinated effort when it comes to promoting, listening, and engagement. The above suggestions are some of the ways you can use the engagement console to streamline your interactions with fans and followers, prioritize posts, and keep a finger on how your campaign is being received. www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 33 Case Study: RADIAN6 ACCEPTS THE BEACHBODY CHALLENGE TO MONITOR ITS SHAPE ON THE WEB! January is the time for fresh starts, new plans and great intentions – a time when we resolve to be our best self and set in motion the tactics to achieve it. A healthy, balanced lifestyle – with a renewed focus to lose weight, get in shape, become trim, sleek, slim and fit – is often at the top of the list. That’s exactly what makes this a busy time of year for Beachbody, a company that started almost 12 years ago, specializing in DVD-home fitness programs featuring online support, fitness gear, and supplements. Among the best selling programs are P90X, 10 Minute Trainer, Turbo Jam and Slim in 6 – brands which may be familiar through TV infomercials. Beachbody owner Carl Daikeler recognized early on the potential of infomercials to sell fitness. When he was just 24-years-old, he helped build the first infomercial network in the US viewed by 50 percent of all TV households in the country. In the mid 1990’s, he helped build an affiliate network of more than 100 radio and TV stations to promote fitness products. Now social media figures into the business plan. Daikeler has a blog where he discusses business ideas and customer success stories. It’s one of four featured on the website, with fitness advisors and trainers penning the other blogs. How Fit is the Social Web? Beachbody, including trainers and several product brands, is active on Facebook, Twitter, YouTube and Flickr. While these are new initiatives, Facebook fans for the P90X brand have reached 30,000. There’s also a blogger outreach program where fitness and mommy bloggers are offered a free fitness program and asked to blog honestly about the experience. Social Media is part of Beachbody’s strategy to proactively connect with customers and passively gauge its online reputation. Beachbody monitors mentions and conversations on the social web for most of its product brands. In fact, before it was anybody’s job to listen, a motivated employee was monitoring and took the initiative to alert the Customer Service VP what was being said to enable a response. That employee now has the only job in the company with ‘social media’ in the title! Pierre Abraham is the Social Media Specialist for www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies
    • CPG Industry Ebook February 2012 / Social Media Strategy for the Consumer Packaged Goods Industry 34 Beachbody and at that earliest point he was listening for disgruntled customers. Now he uses Radian6 to sort through and prioritize 26,000 mentions per month (and they’re all positive, he says!). Most mentions are about P90X – a favorite among celebrities like actors Demi Moore and Ashton Kutcher, singer Sheryl Crow, and professional athletes including Philadelphia Eagles football kicker David Akers. Akers started using P90X after a disappointing 2007 season to regain his strength and flexibility. He went on to break an NFL record for consecutive field goals in 2009. But that’s not the NFL record that would have earned his charitable Foundation $1Million dollars from Beachbody (the 2008 Beachbody challenge Akers accepted was to break the NFL record of a 64-yard field goal during a game). While that NFL achievement still eludes him, Akers is on his game and was selected to play in the Pro Bowl January 31st. Listening Creates Opportunity “Beachbody isn’t responding to just actors and actresses; Abraham is always on the look-out for influencers, too. Recently, the CTO of networking systems giant Cisco, Padmasree Warrior, mentioned on Twitter that she suspected Santa would give her P90X for Christmas instead of chocolates! Abraham quickly saw that she had more than a million followers, and jumped at the opportunity to respond with a word of encouragement. Warrior jovially reciprocated the connection from @Beachbody, creating the opportunity for her approximately 1.4 million followers to see the P90X brand, experience the personal outreach, hear the message, and learn that Beachbody is listening.” The Radian6 platform enables Abraham to track these connections over time and measure the success of word-of-mouth on the web – whether that’s tracking a rise in mentions after launching a new ad campaign or product, or seeing if a new contest builds attention and excitement. One of the strengths Abraham sites is the ability to save data so he can graph and analyze trends. He also likes the convenience of having one platform to easily track ten brands across the social web instead of using several tools then aggregating results manually. Beachbody is in the beginning phases of using social media, but its already informing and shaping the company’s business strategy. For Beachbody -- whether you measure results in 10 minutes or 90-day workouts -- 2010 is already shaping up to be a good year. Find us on the web: www.radian6.com Follow us on Twitter: www.twitter.com/radian6 Read the Blog: www.radian6.com/blog Author: Zoe Geddes-Zoltess Editor: Amanda Nelson Designers: Lise Hansen, Lindsay Vautour www.radian6.com / 1 888 6RADIAN 1 888 672-3426 / community@radian6.com / Copyright © 2012 Radian6 Technologies