top 10 fmcg brands and their social media strategies
DESCRIPTION
The inspiration for this slide deck was Do you know the top FMCG brands on Facebook? by socialbakers.com. In these slides, I look at the social media strategy of a couple of big (mainly U.S.) brands: Coca-Cola, Oreo, Red Bull, Skittles, Pringles, Monster Energy, Dr Pepper, Nutella, Ferrero Rocher, and Starburst. My main focus: what social media tactics and channels do they use? And what can we learn from their success cases and mistakes?TRANSCRIPT
FMCG & Social Media10+ inspiring brand efforts
What do social media have that other digital media haven’t got?
• larger user volumes• higher user
engagement • virality
Inspiration for these slides:
Careful: not all brands are “t-shirt brands”
1/10 Coca-Cola
UGC the Dusty & Michael story
2/10 Oreo
Communities: fan highlight
• social proof• engage, recognise & reward
Lil Wayne - Oreo: 1-0
Good example of social media mix
Trial & sampling
3/10 Red Bull
Fan bait freebie
More fan bait: real world scavenger hunt
Older example: treasure huntLindt Gold Bunny
Red Bull's event strategy
Includes “virtual” events
Social games
Recruitment through photo tagging
Web video
Red Bull Web TV
Facebook + Twitter
Fan Growth of Red Bull and Skittles
4/10 Skittles site in 2009
Skittles.com now: still crazy after all these years
UGC: “Upload to the rainbow”
@Skittles
Mobilising IRL:“Mob the rainbow”
Extending brand valuesKraft Noodlette
5/10 Pringles: PR vs social media
UGC: web video
Oversharers: site -> FB
Creativity in display ads:Pringles Can Hands
Sweepstakes sitewith a social media mix?
Social media ghost town
Anti-Pringles (?)Facebook Page (/Group)
Pringles' answer
6/10 Monster Energy: lifestyle in a can
@MonsterEnergy
Media mix
Monster Army
cf. Lady Gaga's Little Monsters
YouTube
7/10 Dr Pepper: Facebook Offers
Stunt:Chatroulette Cheerleader
Stunts as conversation startersTruckload of Wheat Thins
8/10 Nutella: local presence
Sweepstakes
5 Feb: World Nutella Day
“Nutella is a way of life”
World Nutella Day media mix
“We're not Ferrero”
Flickr Group pool
“Bring wine to the picnic”
9/10 Ferrero Rocher vs moderation
Ferrero Rocher on Valentine's Day: that's it ???
@ferrerofans
10/10 Starburst
Facebook Coupons
FB coupons + Twitter + blogs
Flash Coupon:free mentos - today only
Fan Bait Coupon:Sara Lee Deli Meat $3 off
Fan Bait Coupon+ charity combo
Buy + social awarenessInnocent Buy one get one bee
Coupons + invite a friend:Starbucks Ice Cream w/ a friend
Virtual currency + coupons:Jamba Juice “Feel good buck”
Birthday CouponsBulk Herb Store
Crowdsourcing:VitaminWater Flavor
Crowdsourcing:Walkers
Book: “The Conversity Model”
• “Making money with social media”
• Out in Feb-March 2011
• Versions: English, Dutch, ePub, Kindle
