FMCG brands are often some of the most innovative in their use of digital and social media but this great presentation from Helge Tennø shows the importance of staying ahead of the market. And of continuing to innovate what you are doing, to avoid becoming what he calls a Big Lazy Brand.
His presentation outlines five ways to market FMCG brands in social media:
- Use your marketing activities to impact how consumers feel about your brand, not just what they know about it
- Build direct connections with consumers, rather than letter retailers have this connection. Engage them and have a dialogue
- Use your marketing activities to be part of their life, from home to the office to the store where they finally make a purchase
- Remember that in social media it is about them and not just about you. This isn’t the place for a one-way conversation or for just telling them things. Ask questions and get ideas
- Don’t confuse social media with media, the two things are different and need different strategies and approaches
Tennø’s presentation reflects well on the need for brands to move from just thinking about campaigns in social media, to thinking about ways in which they can use it to engage consumers in a sustained manner. For FMCG firms, who often have little direct contact with their consumers, this is of critical importance. Viral videos and buzz can be great, but too often it can leave users remembering the video or the game, but not remembering the brand. Engagement, on an ongoing basis, sees greater return for the brand and is a more effective use of social media marketing.
The presentation is Required Reading this week at FreshNetworks for its great thinking and the number of case studies and examples that it uses. It also highlights what we think of as an over-riding consideration for social media marketing: Digital is not a silo, it needs to integrate with other online and offline activities.