Times are changing, and so is your customers’ focus. Audience fragmentation and diversification in customer needs are posing a challenge for brands, who do not only need to personalize their content, but also meet their audiences where they are. For that reason, it is vital for brands to find new ways to engage with their audience through highly interactive and seamless digital experiences. Taking a close look at Pernod Ricard's success stories of its brands like Absolut Vodka, Jameson, Havana Club, and Beefeater, this webinar will help you navigate the challenges of multi-channel campaign planning. Focusing on the FMCG industry this webinar will help you uncover: - Strategies for effective cross-channel social media optimization. - How to ensure brand consistency across channels and teams. - How to engage with an increasingly diverse audience. Watch full webinar here: https://www.falcon.io/webinars/cross-channel-strategy/

1. How to Optimize Your Marketing
Strategy in Times of Change
#FalconEd

2. #FalconEd
Your Presenters.
Lina Trujillo
Media Manager
Pernod Ricard
Roberto Lago Mortensen
Community Marketing Manager
Falcon.io

3. Today’s Agenda.
1. The current social media landscape
2. Strategies for effective cross-channel social media optimization
3. Overcoming the main challenges for FMCG
4. Q&A

4. (Housekeeping)
Rules Help Control the Fun!
- Monica Geller
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duration of the webinar.
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and use #FalconEd to participate.
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feedback upon exiting the webinar.

5. The Social Media Media
Landscape in 2020
Learn, adapt & overcome.
1. Content overload
2. Shortened attention spans
3. Increased competition
4. Growing social communities
5. Changing consumer needs
6. Audience fragmentation
7. Rise of new platforms
8. Emerging challenges (COVID-19)

6. Cast your vote on-screen.

7. CROSS-CHANNEL SOCIAL
MEDIA OPTIMIZATION
A strategic outlook.

8. SELECTING YOUR GOALS
What do you want to achieve?

9. Specific: Your goals should be clear, simple and defi ned.
Measurable: Every goal needs a metric attached to it.
Attainable: Are these goals achievable with your current resources?
Relevant: Are these goals relevant to the overarching business objectives?
Timely: Every goal needs a time frame.
💡SMART Goals.

10. Set-up Your Social Media Goals. 🎯
Awareness
Consideration
Purchase
Advocacy
🙋
🤔
💸
🎤
Goals can be split into two categories: brand awareness and revenue-generating.

11. The Pernod Ricard 5 C’s: The brand/campaign C will help you
frame your activation from the beginning to end.
Connect:
I want consumers to
become aware of
brands.
Convince
I want consumers to
engage with
brands.
Convert
I want consumers
to take specific
actions (ex. email
magazine) with
brands.
Consume
I want consumers
to purchase
brands.
Continue
I want consumers to
become
"advocates" for
brands.
Successful Brand
Pernod Ricard’s Case.

12. • GOAL: Increase awareness
Channel
• Instagram feed
performs well
• Instagram Stories
performs well
• Facebook feed performs
less than Instagram.
(However, it is critical to
promote brands in all
the channels)
Content
• 3S
oSimple
oStraightforward
oStrong
• Expressive
oBottles
oLogos
• No text is needed
• Viral contents
Formats
• Picture
• Video
Paid
• Reach and frequency
method
• Partner with influencers
who reach a number of
consumers
Organic
• On the go content
• Brand or campaign very
visible
KPI
• Impression
• Reach
• CPM
• Video views
• Thruview
• thrueplay
CONNECT
Frame your activation / campaign
Pernod Ricard’s Case.

13. The C Goal KPI
Connect Increase awareness Impressions. Reach, CPM
Convince Increase engagement Actions. CPA. ER, total engagement
Convert Increase traffic Link click, CPLC, conversion rate
Consume Increase purchase Number of purchase, COP
Continue Increase advocacy Participants, viewers, UGC
It’s all 100% correlated
Pernod Ricard’s Case.

14. At Ballantine’s we think there’s no right or wrong way to enjoy whisky
– it’s yours to drink it How You Like. That’s the message we want our
MATES to remember when drinking Finest, encouraging them to
experiment and mix – ultimately staying true to their own taste.
Our open - minded attitude will help recruit a new generation of
whisky drinkers by breaking down the barriers to drinking it.
We want to spread this attitude with a brand spirit campaign
through contents on social media.
C O N F I D E N T I A LG L O B A L M E D I A H U B
C O N T E X T

15. C O N F I D E N T I A LG L O B A L M E D I A H U B
D E T A I L S
W H E N W H E R E W H O
1 June 2019
–
30 June 2019
Peru (main cities)
Colombia
Argentina
Uruguay
UK
Young Millennials
(aspiring socials)
B U D G E T
GBP 60,000

16. C O N F I D E N T I A LG L O B A L M E D I A H U B
O B J E C T I V E S
C O N N E C T
LINK CLICKS
Drive the young millennials to
amplify their How You Like digital
experience to the campaign
website
Landing page visits
VIDEO VIEWS
Increase awareness of How You Like
campaign in the young millennials
audience for UK, AR, PE & UY
Total ThruView
Cost per ThruView
CPM
C O N V E R T

17. SELECTING THE RIGHT
AUDIENCE
Who are you talking to?

18. Know Your Audience.
To thrive in social and drive your strategy, you have to know people and how to interact with
them (it’s a two-way street!). Things to considering when selecting your audience(s):
• What matters to them?
• What moves them?
• What inspires them to act and make changes to their lives?
And now the ultimate question: How can you use this information to ignite conversations?

19. C O N F I D E N T I A LG L O B A L M E D I A H U B
Young Millennials Argentina
Interests of audience based on Brief and FB Analysis.

20. C O N F I D E N T I A LG L O B A L M E D I A H U B
A U D I E N C E
Spirit world
Interests local + global
Young Millennials Argentina
Interests of audience based on Brief and FB Analysis.

21. C O N F I D E N T I A LG L O B A L M E D I A H U B
A U D I E N C E
21
Jameson Graduate Programme
Objectives.
• PRIMARY OBJECTIVE: Registrations
PRIMARY OBJECTIVE: Registrations
‣ Achieve a high number of high-calibre graduate
registrations for the Jameson Graduate program.
Key Performance Indicators:
‣ Number of Registrations: 500 direct leads generated by
the campaign
SECONDARY OBJECTIVE: Traffic
‣ Drive traffic to the website with a niche target: Irish
students 18-26yo (graduated/alumni of University)
Key Performance Indicators:
‣ Number of Clicks: 80.4K
‣ Cost per Click: 0.42 €
‣ CTR: 0.50%
* benchmark last campaign results

22. C O N F I D E N T I A LG L O B A L M E D I A H U B
22
University Interests Retargeting
Jameson Graduate Programme
Audiences.

23. DEFINING YOUR
CONTENT STRATEGY
First steps.

24. What to Consider?
- Tone of voice.
- Number of characters for the post/comment.
- Size and number of images for the post.
- Text, link post or picture post formats for images and videos.
- Times when social communities are most active.
- Posting frequency.
- Tapping into the local communities.
- Content differentiation on each network

25. CHOOSING THE RIGHT
NETWORK
Where do we post?

26. One Size Does Not Fit All.
Aspects to consider when selecting the right
channels for your strategy:
- What are your social media strategy objectives?
- What channels are your target audience using?
- What channels are your competitors using?
- What kind of content do you want to create?
- How many channels can you manage?

27. Select the social
networks that
BEST define your
target group.

35. MEASURING RESULTS
Power your decisions with data.

36. Translate your Goals to Social Media KPIs.
Awareness
Are people seeing your
brand, your products
or your message?
Example KPIs:
• Reach
• Impressions
• Fan/follower growth
• Video views
• Posting volume
Consideration
Do people like and
care about what you
have to say?
Example KPIs:
• Engagement rate
• Likes, comments,
shares, saves
Purchase
Do people want to
drink the Kool-aid and
buy your products?
Example KPIs:
• Clicks
• Conversions
Advocacy
Are they talking about
your brand or your
products - and is it
positive?
Example KPIs:
• Mentions
• Hashtags
• Sentiment
• Share of voice

37. Measure
Your Performance

38. Measure Your Performance

39. Measure Your Performance

40. Measure Your Performance

41. Measure Your Performance

42. Measure Your Performance

50. OVERCOMING THE
CHALLENGES
Knowledge is power.

51. How to cope with rapid
change?

52. Always remember to analyze the
specific situation for your
country/brand before proceeding
with brand communication
during turbulent periods.

53. How to Cope With Rapid Change?
Steps to succeed:
1. Analyse the state of you brands 2. Check global Data 3. Look at the trends:

54. 4. Look into the Do’s and Don’ts (BLM example)
Do’s
• Do take an impassioned, serious tone
• Do focus on specific action your brand has/can/will take
• Do focus on how your actions help the community
• Do consider favoring imagery that demonstrates inclusivity
• Do consider and proactively prepare for any negative reaction
• Do alert the communications team regarding negative statements
Don’ts
• Do not push media on BLM content
• Do not inject levity or hollow optimism
• Do not be vague about your actions
• Do not speak up if you do not have a right to do so
• Do not engage critics in a public forum (comments)
How to Cope With Rapid Change?
Steps to succeed:

55. 5. Find your WOW
How to Cope With
Rapid Change?
Steps to succeed:

56. Account ER Reach
Jameson Global 6.43% 940.022
Jameson Spain 6.30% 70.805
Jameson Italy 5.62% 82.335
Jameson Germany 4.31% 35.637
Jameson US 4.06% 10.264.451
Jameson IR 6.39% 548.831
Jameson Uruguay 2.60% 28.801
Calendar year 2019 IG data, example for Jameson Global + 6 Markets
Source: Falcon.io data
Consolidated accounts have better results
than local accounts
- Global channels are more powerful and
impactful than locals, and we can prove this
by the ER.
- Local content, native language, stories or
other barriers to close accounts are not
making a big difference, and driving
significant engagement or reach (reach its
media driven) for local accounts.
Ensuring Brand Consistency.

57. Ensuring Brand Consistency.
CONTENT
ACCOUNTABILITY
SECURITY
PERFORMANCE
Less duplication
Encourages consistency
Less content production
Less chance of mistakes
No local organic necessity
Greater visibility of brand & content
One single view of metrics
Higher following base and across all the world
Higher and consolidate investment on one channel
No pages forgotten or dormant
No new pages to remove, merge or create
Full ownership of accounts
Handles & passwords protection
INNOVATION
Faster and easier implementation of new
formats, technology or platforms
GLOBAL
ACCOUNTS /
LOCALIZED
MEDIA

58. 1. Cross-Channel strategies are the way to go.
2. Clearly define your goals: It is crucial to align your SoMe
strategy to broader business objectives.
3. Content is key and so is the way you structure it. Get
your team rallying around content.
4. Performance tracking: Measure, review and optimize.
5. Constantly refine and re-evaluate your strategy.
Key Takeaways.
#FalconEd

59. Book a Falcon demo
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60. #FalconEd
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August 6 - What Every Social Media Manager Learned from Healthcare (This Year)

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