In their BlogWell presentation, Solo Cup's Director of Communications, Angie Gorman, and Manager of External Communications & Social Media, Mark Baxter, share how they are driving engagement on Facebook with their brand.

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2. Engaging
Solo Cup Customers
on Facebook
November 2011
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3. Solo Consumer Products
• Facebook page in place for one year now
• Growth initially slow and engagement
one-way
• Fan base has tripled in last six months,
engagement increasing
Here’s how.

4. Providing Marketing Support
2010. How could we:
• Support Solo’s consumer products in the face
of decreasing marketing budgets, digital-only
advertising and no new product news
• Integrate with ongoing Consumer marketing
calendar to extend reach of digital advertising
• Reinforce and grow a target audience

5. Communications Strategy
Official Solo Facebook page launched Sept. 2010
• Engage with and build an online community
– Solo’s target audience already on Facebook (moms,
women age 25-44)
• Differentiate Solo Cup products from
competition (i.e., not all cups are Solo cups)
• Heighten awareness
of total product
portfolio and
generate trial

6. Getting Started
First Six Months (Sept 2010-March 2011)
• Adding 1,000 +/- fans per month
• 5,394 monthly active users
• 9,483 people like this
• Limited comments and engagement
• Vast majority of fan acquisition via couponing
• Heavy reliance on agency partner to create content
and moderate the page
How to kick start fan growth and engagement?
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7. Kick-Starting Growth
Beginning in March 2011:
• Engage fans with improved relevance and
frequency of content updates
• Reward fans with ‘sneak peeks’ and regular
couponing instead of one-off attempts
• Entertain fans with relevant
gaming
• Interact with fans with DAILY
moderation and commentary
• Offer fans easy ways to find,
refer and purchase Solo products

8. Solo’s Voice
• Be fun and social through compelling and engaging
content
• Be inquisitive of fans’ opinions and activities
• Be inviting and open to ideas and comments
• Be nimble with programs that can adapt to consumer
response
• Be Solo by using the red cup equity but reinforcing the
portfolio
• Be authentic and real without being too commercial or
pushy
• Use coupon learnings to ensure year-round engagement

9. Content Planning
Three pillars:
• Increase seasonal engagement, with relevant,
interesting posts on company news, sustainability
information, fun polls and surveys
• Build loyalty with couponing, unexpected rewards
and ‘sneak peeks’ of new designs and products as
launched
• Create relevant, differentiating gaming to keep
fans involved

10. Content Planning
First pillar:
• Establish content around seasonal drivers,
parallel with marketing promotion calendar
– Establish Seasonality around key ‘use occasions’:
BBQs, Tailgates, Holidays
– Add relevant general postings and commentary
around annual holidays and events
– Target couponing on relevant basis around
seasons and occasions, with limited offers

11. Solo’s Facebook Calendar
Q1 Q2 Q3 Q4
Backyards & BBQs
Tailgate with Solo
Holidays w Solo
Facebook Game
Solo News – KAB, Innovation, Anniversary
Ongoing General Posts – Holidays, Tips, Links
Solo Saver’ Active Coupon App
Solo Storefront Facebook Imbed Integration
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12. Seasonal Content Planning
BBQ/Summer Tailgating /Fall Holiday/Winter
May-July August-November November-January
Seasonal Fan Summer Party Photos Tailgate Photos Holiday Pictures
Submissions BBQ Photos Party Tips Holiday Party Hosting Tips
Summer BBQ/Party Tailgate Recipes Holiday Recipes
Recipes
Coupon Offer • Limited couponing in each season to invite fan engagement
Seasonal • BBQ Recipes & How-To’s • Tailgating Recipes & How- • Eco-Forward Focus
“Use Occasion” • Picnicking Tips To’s • Holiday Entertaining
Content • Beach/Poolside Snacks • Hosting Watch Parties Tips
• Fan Surveys & Polls • Football Trivia/Scores • New Years Resolutions
• Fan Surveys & Polls • Fan Surveys & Polls
Product Focus: Heavy Product Focus: Football Cup, Product Focus: BARE by
Duty, Solo Squared Solo Squared, Heavy Duty Solo, Heavy Duty
Ongoing Wall BARE Product Advisory Board Content, Company News, New Products, Solo
Communication Anniversary Year, Minor Holidays, News related to seasons
& Moderation

13. Seasonal Engagement
Seasonal Example: Backyards & Solo (May – August)
• Photo submissions re: ‘Backyard BBQ’
– Share pix of how they use Solo to get Solo coupon
– Create album of ‘BBQ’ photos
– Reward submissions, but limit the coupon offer
• BBQ game & interaction
– Create Solo ‘PLINQO’ game
– Offer gift cards to monthly high scores
– ‘Fangate’ the page to spur page growth
• Survey and engage fans on their BBQ plans, likes and ideas
• Link to Solo Store and e-Vite for Solo-themed party invitations
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14. April 2011

15. Reaction To Our Posts
• March/April Timeframe
– Most popular posts: Likes:
• Bare Board: St. Patty’s green tips 23
• KAB Phoenix story 9
• KAB NYC story 20
• Brigade link 11
• Solocup.com website 230
• CNN story 31
• Happy Earth Day 16
• Craft ideas 125
• COUPONS 000s

16. Couponing Strategy
Second pillar:
• Engage and build our
online community via
controlled, relevant
couponing activation
in return for user-
generated content

17. Couponing Strategy
• Like us first
for access
to special
coupons
• A reward
for fans
when they
participate

18. Couponing Strategy
• Re-skinned
for a new
use
occasion

19. Plinqo™: Solo’s Facebook Game
Third pillar:
• Differentiate Solo
products from the
competition (i.e.,
not every cup is a
Solo cup) with
seasonal, relevant
Facebook-housed
game featuring Solo
Squared cups &
Heavy Duty plates

20. Plinqo™: Solo’s Facebook Game

21. Plinqo™: Solo’s Facebook Game

22. Plinqo™: Solo’s Facebook Game

23. Plinqo™: Solo’s Facebook Game

24. Plinqo Game Winners

25. Solo’s Profile Pic

26. Surveys & Polls
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27. ‘Sneak Peeks’

28. Solo’s Store

29. Where Are We Today?
Current Stats
• 31,200 people like this (up from 9,500 in March)
• 19,000 monthly active users (up from 5,400)
• Substantially increased engagement
No longer a one-way conversation
• Fans talking with us
• Fans talking with other fans
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30. Activity & Metrics
• 31,200 fans (625 talking about us)
• 19,000 monthly active users
• Destinations: Wall, Coupon tab, Game
• Top referrers: Coupon sites, Solo website &
search engines
• Game: 800 visits/month; visitors view
about 3 pages each visit, stay on the site
average 5 minutes
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31. Next Steps
• Continued Facebook engagement and relevance
• Foodservice B2B social media integration via
Twitter, LinkedIn
• Corporate HR engagement via Facebook ‘Careers’
page
• Development and integration of holistic ‘digital
media strategy’
• Improved monitoring of social conversations and
influencers strategy
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32. Solo Cup Company
Thank You!
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