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Building an FMCG Social Brand - Part 2


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The consumer decision journey - active evaluation

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Building an FMCG Social Brand - Part 2

  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. ACTIVE EVALUATIONConsumer-driven marketing (e.g. Internet reviews, word-of-mouth,recommendations from friends and family, in-store interactions and recollections ofpast experiences) at the active evaluation stage is now more important than ever.Consumers have increased control of this process, actively ‘pulling’ and pushingcontent in the form of information to help themselves and others in the decisionmaking process.To ensure food and beverage brands do not miss out, marketers are looking toinfluence the consumer-driven touch points by joining the conversation at the rightmoment, and/or facilitating conversations by listening to questions and providingcontextually relevant information to influencers. HEADSTREAM.COM | FEBRUARY 2013
  5. 5. SOCIAL COUPONS & PROMOTIONSSales coupons and promotions have a very high rate of participation as people like to feel that they aregetting something for nothing. US market research company Chadwick Martin Bailey have found that one infour consumers say that their main reason for becoming fans of food and beverage brands on Facebook isfor vouchers.Both coupons and promotions can easily generate excitement amongst both new and existing customers.Marketers are using Facebook brand pages as a repository for coupons and promotions which can beexchanged for ‘likes’ or ‘shares’.Starburst announced via its Facebook page theirnew Starburst Morph confectionary, providingfree samples to the first four thousand fans whorequested the samples. an exchange for likes, Mentos produced abespoke ‘free Mentos’ tab whereby users couldprint off a coupon to redeem a free pack. HEADSTREAM.COM | FEBRUARY 2013
  6. 6. SOCIAL SAMPLINGBrands are using the social and sharing nature of the web to their advantage. Asopposed to transferring a sampling campaign online and hoping for interaction,social media provides a platform to connect with customers, facilitating connectionsand conversations boosting earned media potential.Starbucks invited its fans to share280,000 free pints of Starbucks icecream via its bespoke Facebook app.Through the application fans had theopportunity to surprise and delighttheir friends and family with free icecream, simply through data entry andcapture and social sharing. HEADSTREAM.COM | FEBRUARY 2013
  7. 7. FACEBOOK COMMERCEThe Facebook platform has allowed brands to move away from replicating existingcommerce experiences, to building experiences that take advantage of thecommunity and the social sharing functionality on the site.Rather than replicate a traditional webstore on the Facebook platform, HeinzTomato Ketchup used the site togenerate earned media and advocacy forits Balsamic Vinegar ketchup. An initialrun of 3,000 bottles were sold exclusivelythrough Facebook to build excitementaround the launch. The Facebookcommunity therefore had exclusiveaccess to trial the product before it wasavailable in store. HEADSTREAM.COM | FEBRUARY 2013
  8. 8. SOCIAL ADVERTISINGSavvy marketers are using social ads on both Facebook and Twitter platforms tohighlight brand content in an attempt to boost earned media around a productcampaign.Cadbury were amongst the first to use aPromoted Trend in relation to theOlympics in the UK. It ran a PromotedTrend 100 days out from the event,promoting its Olympics advent calendar.Cadbury claimed to have seen 10,000people tweeting about it on that day. HEADSTREAM.COM | FEBRUARY 2013
  9. 9. SOCIAL BRANDED ENTERTAINMENTBranded entertainment is simply communication that plays on people’s emotions. If the content providesvalue in the form of entertainment then it will generate conversations and earned media. For marketers theadvantage of branded entertainment is that you do not need huge budgets to reach an audience of millionsif the content delivers true value. Multi-channel branded entertainment that incorporates social media andengages an audience on a deeper level helps build a brand in the mind of the consumer.In support of the 2012 James Bond ‘Skyfall’ movie,Heineken created a piece of branded entertainmentin the form of a Facebook application. ‘Crack theCase’ invites aspiring 007s to step up and see what ittakes to become a secret agent. Players connectthrough Facebook to receive a personalisedexperience as you journey through the game helpingthe central character to crack the case. The rewardis not only a unique brand experience but videocontent that can be shared amongst personal socialgraph. HEADSTREAM.COM | FEBRUARY 2013
  10. 10. RANDOM ACTS OF KINDNESSRandom acts of kindness is quite simply carrying out a selfless act that looks toassist or cheer up an individual or group of people. From a brand’s perspective,employing random acts of kindness provides an opportunity to get closer toprospective or existing customer(s), in hope of achieving earned media by tappinginto their social/interest networks.Cadbury regularly issues bespokechocolate bars and treats to charities andcelebrities on Twitter who mentionCadbury, or chocolate. Many celebritiestweet pictures of themselves with theCadbury bars that is followed up by aretweet and response from the officialCadbury Twitter feed HEADSTREAM.COM | FEBRUARY 2013
  11. 11. INFLUENCER OUTREACHOne of the most popular forms of social media marketing is influencer outreach, which isessentially celebrity endorsement of a product. This tactic is akin to traditional PR but iseffective in generating awareness i.e. short-term spikes in earned media for a piece of contentand not in shifting behaviour.In what became a controversial campaign thatwas eventually cleared by the ASA, chocolatebar Snickers recruited a number of celebritieson Twitter to tweet out of character. Oneexample is Manchester United Footballer RioFerdinand tweeting about the joys of knitting.This caused a huge surge in followers tweetingabout his strange tweets. Several tweets laterit was revealed to be a marketing ploy bySnickers, the celebrities then tweeted a pictureof them with a Snickers bar, accompanied bythe text ‘you are not yourself when you’rehungry’. HEADSTREAM.COM | FEBRUARY 2013
  12. 12. 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