Guest Post by: Jo Stratmann
When it comes to FMCG brands, social media mostly consists of having some kind of Facebook or a Twitter presence to raise brand awareness and spread word-of-mouth.
Taking social media on a step further, here are 3 things for FMCG brands to think about as part of their social media activity:
1. Social media discount vouchers
According to market research company Chadwick Martin Bailey, one in four consumers state that coupons are the primary reason to become fans of FMCG brands on Facebook. So there is a clear opportunity to drive an increase in sales in-store through distributing coupons on social networking sites. Consumer goods shopping
Couponstar, a leading FMCG specialist digital coupon/voucher service provider, has launched “Social Bricks” – a suite of solutions enabling FMCG brands and retailers to securely distribute printable-coupons to consumers through social networks like Facebook and Twitter.
Social Bricks enable FMCG brands to offer their Facebook “fans” or Twitter followers the opportunity to print coupons which they subsequently redeem at major supermarkets and convenience stores. Social Bricks is powered by Couponstar’s secure coupon technology ensuring that brands can tap into the benefits of social media without worrying that their offers will be distributed uncontrollably.
2. Identifying influencers online
Given the nature of FMCG products they are often discussed online in forums and discussion areas like MumsNet or TopTips (which actually sells advertising space to FMCG brands).
If FMCG brands can identify their social media influencers in forums or other relevant discussion areas, and then successfully engage with them, they can collaborate to produce goods which appeal directly to their needs and requirements. In turn, the influencers will endorse the product, encouraging more people “like them” to purchase from the range.
3. Using real people to engage online
FMCG brands, particularly confectionery, cereals and other food products that are aimed at children, often come under fire in online discussions for their sugar and salt content or their general lack of nutritional value.
Rather than shying away from using social media, FMCG brands need to dive in and justify the value of their product and their presence in the marketplace. This shouldn’t be left to a work experience person or someone junior in the team; quite the opposite in fact. The more senior the person, the more knowledge they will have about the product, the marketplace and the direction things are heading, which will lead to better engagement with consumers and a more informed discussion.
You may like to see how Greg Peterson, the MD of Kelloggs, is working with NetMums to respond to comments about Kellogs Choc n’Roll cereal and their cereal range as a whole.
Original Post: http://www.freshnetworks.com/blog/2011/02/3-things-fmcg-brands-consider-social-media/
