Building an FMCG Social Brand - Part 3


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The consumer decision journey - post purchase experience and advocacy

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Building an FMCG Social Brand - Part 3

  2. 2. ABOUTA free copy of the full report will be available on1st March 2013.About This Report:• 31 Page Report• 20 best in class case studies• 14 Vital Questions to ask your business• FMCG brands benchmarked against Social Brands 100 methodology• 21 Trends identified HEADSTREAM.COM | FEBRUARY 2013
  3. 3. CUSTOMER DECISION JOURNEYThis white paper has been created by We have examined the social mediaHeadstream to assist FMCG marketers as marketing communication activity ofthey plan their strategies and budgets for FMCG brands globally over the past 122013. It provides a broad range of case months.studies working within the newConsumer Decision Journey model To provide structure to the FMCG social(below) to assist FMCG brands as they media activity explored, we haveconsider how social media can support segmented the examples featured intotheir business goals. three key phases of the consumer decision journey: • Initial consideration – Trigger • Active evaluation – Information gathering, shopping and buying • Post purchase experience and advocacy Consumer Decision Journey - McKinsey Solution 2010 HEADSTREAM.COM | FEBRUARY 2013
  4. 4. POST PURCHASE EXPERIENCE AND ADVOCACYOnce a product purchase has been made, the post purchase experience kicks in,and brands need to ensure they are supporting the consumer on a continuousjourney. Following a purchase it is not uncommon for consumers to use socialmedia such as forums and social networks to share and validate their recentpurchases.Savvy marketers are looking to join the conversation at this stage and providing anafter-sales experience that inspires loyalty, repeat purchases and keeps competitorproducts/services at bay is key. This brand presence should not be limited toonline, but consideration is given to blending the social web and physical worldtogether to create new experiences. HEADSTREAM.COM | FEBRUARY 2013
  5. 5. EXCLUSIVECONTENTAUGMENTED REALITYAND SOCIAL SHARINGBrands are increasingly using augmented reality to augment (overlay) real-world products withvirtual experiences, as a way of bringing packaging to life in more exciting and engaging ways.Starbucks for Valentine’s Day producedheart print coffee cups. Customers whodownloaded the Cup Magic iPhone app andplaced the cup within the phone’s vision,experienced the hearts coming to life withheart-shaped flower petals flying off of thecup.You could then send a video of the scene toyour loved one directly via Facebook. HEADSTREAM.COM | FEBRUARY 2013
  6. 6. EXCLUSIVE CONTENT –QR CODESFMCG brands are beginning to use QR codes on product packaging, creating morevisual and interactive experiences for customers. The experiences delivered in theform of functional, educational or pure entertainment content are delivered simplythrough customers pointing their smartphone at the QR code.Salanova, a salad company fromHolland, employed QR codes on their‘Salafresh’ product, which is a pottedsalad lettuce that enables you to growyour own salad in the kitchen. Whenconsumers scan the code, they aredirected to a mobile-friendly version ofthe site where they can find recipes,inspiration and other saladinformation and tips. HEADSTREAM.COM | FEBRUARY 2013
  7. 7. REWARD - ADVOCACYFor FMCG brands, social networks and location based networks can be an inexpensive way to generateearned media about product or brand at a specific location, with the opportunity to identify and form closerrelationships with loyal customers with rewards.For Starbucks, regular customers can ‘check-in’ usingFoursquare. The person with the most check-ins at aparticular store would earn the title of ‘Mayor’ and wouldbe rewarded with free coffee at that store. Moving beyondmonetary rewards, Starbucks provided rewards such asinvitations to special events and exclusive digital content.Diet Coke rewarded its loyal fans by offering them thechance to receive a 30-second party to celebrate the brand’s30th anniversary. People were invited to tweet@DietCokeUS and complete a task, such as completing asentence. Winners were thrown a short party and receiveda year’s supply of Diet Coke. HEADSTREAM.COM | FEBRUARY 2013
  8. 8. REPUTATION MANAGEMENTAn online reputation management strategy is not just about managing negativecomments and detractors within the online space, more importantly it forms part ofstrategic brand management. Monitoring, identifying, and influencing your onlinereputation within social space, can assist in developing new opportunities andbrand/product insights.Kellogg’s ran a UK taste test panel withonline site NetMums for its new ‘Choc ‘n’Roll’ cereal. Following the onlinefeedback on NetMums’ communityforums, Greg Peterson, the MD ofKellogg’s worked with the forum to notonly discuss their thoughts on ‘Choc ‘n’Roll’ but also to gather feedback andanswer questions on Kellogg’s cereal ingeneral. HEADSTREAM.COM | FEBRUARY 2013
  9. 9. SOCIAL GOODConsumers are scrutinising the value of brands based on the social good they do in the world.Successful brands currently doing social good are those who display authenticity with genuineintentions, forming part of their wider corporate social responsibility program. Consumers cansee right through brands that do social good as a PR exercise in hope of a quick win, resultingin a reputation management issue.Innocent drinks partnered with National Trustfor an on-pack promotion and social mediacampaign that aimed to increase the beepopulation. The ‘buy one get one bee’initiative was a push to help reduce thedisappearance of bees in the UK. Limitededition bottles helped introduce 2 millionhoneybees into Britain through its work.Alongside the promotion, Innocent providedThe National Trust with beehives for 40 UKsites and new beekeeper kits. HEADSTREAM.COM | FEBRUARY 2013
  10. 10. CROWDSOURCINGCustomer loyalty is predominantly down to trust. To develop trust within relationships, the key is to beopen and honest, which in business boils down to transparency.Our networked world fuelled by social media has led to like minds connecting on topics of interest. Forsavvy FMCG marketers, tapping into the thoughts and knowledge of like-minded communities has helpedwith current and future product development. On some occasions this has delivered tremendouscompetitive advantage.Heineken partnered with global ideas and inspirationwebsite ‘PSFK’ to set up the ‘Ideas Brewery’, aninnovation competition encouraging readers aroundthe world to reinvent their long-standing draughtbeer experience, packaging, sustainability andtransportation. The brand established the ‘IdeasBrewery, a campaign set up to challenge the currentnorms within the industry’. All ideas submitted werevoted upon by the community and finalists could wincash prizes as well as be invited to participate in anidea-enhancing workshop in Amsterdam.Through this initiative Heineken has the potential touse social to its fullest potential and create productsand services that have been created by thecommunity, for the community. HEADSTREAM.COM | FEBRUARY 2013
  11. 11. ABOUTFor your full copy of the free report This Report:• 31 Page Report• 20 best in class case studies• 14 Vital Questions to ask your business• FMCG brands benchmarked against Social Brands 100 methodology• 21 Trends identified HEADSTREAM.COM | FEBRUARY 2013