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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?
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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
