Social Media for the CPG Industry
Use social to elevate your CPG brand
“We consider our relationship with The Social Element to be a partnership, with a proactive approach. The team keep our consumers at the forefront of all decisions, and have allowed us to move our business forward through their approach to social.”
Sr. Manager, Consumer Conversations, Mondelez
What Makes Social Media for CPG Different
Identify the right KPIs
In CPG, every dollar counts. With new competition and increased margin pressure, it’s crucial to be able to see the direct results that social brings! We gather meaningful data on how many customers come from which channels, whether they’re going to product locators, and at what rate that they’re converting – because that’s quite important, isn’t it?
We show you what’s working and what’s not. We’re not afraid to go back to the drawing board if it means we can bring you more sales and product awareness.
One-to-one community management
Your social engagement should mirror your consumer engagement. We work with CPG brands to ensure that they engage their customers at the right time and in the right places. For instance, we concentrate our community management efforts for alcohol brands when the product is being consumed, which means on nights and weekends, not from 9 to 5!
Personalized responses will make you stand out from the fray. For most CPG brands, canned responses are the norm. Provide a personalized response to a customer and you can ensure that your brand will be at the top of their mind the next time they’re at the store. When consumers feel connected to a brand, they are 74% more likely to buy from that brand over a competitor (Sprout Social 2019). It’s authentic human connections that set top CPG brands apart from the rest.
Drive engagement with strong brand authenticity
E-commerce has leveled the CPG playing field, allowing smaller brands to reach consumers in unprecedented ways.
With increased competition and rapidly evolving tastes, established CPG brands need to think on their feet to stay relevant. Today’s digital native is wary of authenticity. If they sense inconsistency, they’ll look elsewhere.
For us, social media isn’t just one of many functions of marketing. We believe that social needs to represent all aspects of a brand and for this reason, when we immerse ourselves into a brand, we learn the ins and outs of every function. We do this to adopt our clients’ voice and style, and be able to project a consistent and relatable social media presence.
How We Approach Social Media for CPG
Our strategy is to immerse ourselves in your brand and become an extension of your team. We go through employee training, learn the ins and outs of your brand, and integrate ourselves with your internal processes. We advocate for your voice to be heard among the competition.
Once we have a seat at the table, we dive deep into your goals, structure, and priorities to recommend social media strategies that get your product into customers’ shopping carts. But don’t take our word for it – explore our latest CPG industry case studies and insights to see how we can elevate your brand’s social media strategy.
Turn Customers into Evangelists
The CPG customer journey doesn’t end after checkout. According to a recent study, 71% of consumers who have had a good social media service experience with a brand are likely to recommend it to others.
A robust customer service experience is what turns customers into repeat customers, and repeat customers into advocates. Through human responses and delightful customer interactions, we can make you your customer’s go-to brand.
Read our case study on how we made Blue Moon one of the fastest beer brands to reply to customer inquiries.
Manage Social Media at Scale
CPG is all about outreach. Packaged goods have a wide audience, and so it’s crucial for CPG brands to get seen as much as possible. But when working across multiple countries, languages, and sub-brands, it can be challenging to maintain a consistent social media presence.
We wrote this white paper to illuminate the processes for a successful and scalable social media strategy. It starts with defining the structure of your global social media strategy and dives deep into the resources and cultural fluency needed to execute large-scale social media campaigns.
Rebuild Brand Affinity
Our client, a global alcohol brand, recognized that they were missing out on brand affinity and sales opportunities with consumers in FY’19. On social media platforms, where To Buy questions were left unanswered, and comments unengaged with.
Our first step to rebuild brand affinity was to perform a full audit of the opportunity. We moved away from copy and pasting of standard responses and performed Traffic Pattern Analysis to determine when community management should take place. After launching a pilot of this process on two of the brands, response time decreased to 3 hours and consumer responses increased by an astounding 7,700% (quarter over quarter)! We rolled out our strategy to the rest of the portfolio, which resulted in overall sentiment trending up 6% year over year, with 63% of all comments being positive.
By implementing a cross-functional, consumer-focused community engagement strategy, we were able to increase brand affinity and bring consumers closer to cart.