Skip to Main Content
Access your saved content
Accenture’s latest report analyzes effective social media tactics to help consumer packaged goods (CPG) companies drive higher consumer engagement.
Many companies’ social media efforts are not designed to increase sales or even facilitate socializing. Fan pages and brand communities many times look more like broadcast vehicles than interactive social vehicles.
The bottom line is that companies may need to revisit their social media strategy to generate engagement and move from pure social listening capability to derive actionable insights across departments.
With a growing interest from CPG companies and retailers keen to listen to and engage with consumers through social media, Accenture analyzed the types of conversations initiated through social communities and consumers’ response to them. This report examines:
How effectively top CPG brands and retailers across the globe engage with consumers.
What CPG companies and retailers can learn from each other about social media effectiveness based on their engagement scores.
Different social media tactics (ads, surveys, contests and discounts) and message tone, style and length to gauge the effectiveness of each.
In the CPG industry, the traditional approach of relying heavily on retailer data or surveys to understand consumers’ expectations is not the only or most effective option anymore. CPG companies should add social media insights to that point-of-sale (POS) data for a more complete view of target consumers.
Here is what our report revealed:
Consumers engaged more actively with social media tactics focused on one CPG brand versus retailer posts focused on multiple CPG brands in their stores.
Campaigns focused on social and charitable causes created more conversation during holidays compared with posts offering a discount, requesting a survey response or making a general statement.
Working the holiday theme into brand posts proved effective. Holiday- , or Santa-themed, posts received a higher response than posts on other topics during the holiday season.
Campaigns with multimedia content such as high-quality video or clear product images were more effective than simple texts or photo posts.
An effective way to engage consumers is to make them part of the social media campaign, such as idea- or story-sharing and innovation sourcing.
Do not implement a discount campaign without being 100 percent ready to deliver on the promise.
If you run a social media campaign that could go viral, ensure you have a social media management system in place to deal with the amount of conversations that could occur.
For CPG brands, ensure you have a digital strategy that includes ideas for capitalizing on “earned media” resulting from your retail partners’ social media campaigns.
Incomplete campaigns or unplanned tactics are not effective. Irrelevant messages from a few brands resulted in zero “likes” or shared posts, therefore, wasting the opportunity to turn a social media post reader into a consumer or fan.
Be simple, genuine and relevant with social media posts. A concise, simple post will generate more engagement than a discount or coupon post, which is only applicable for some products and in some stores.
It is not as simple as scheduling five posts per recommendation per week and responding to comments. It requires a principled approach and a set of sophisticated tools.
Below are three key principles that can help CPG companies drive high performance in their social media efforts.
Use consumer insights to stay relevant: Advanced analytics can help combine social profile, behavioral and customer relationship management data (for known consumers) to create a much broader, accurate and timely view of the consumer and influencer networks. With this view, one can apply interest graph and intent analysis to determine content, incentives and call to actions that what will resonate with a target audience, directly and indirectly via word of mouth.
Bring science to the art of consumer engagement: Insights from big data can provide engagement recommendations for target audiences such as the best time of the day to engage, best media, or best tone and topic. This availability of near-real-time engagement data allows marketers to better focus their efforts, iterate faster and systematically amplify earned media.
Go from engagement optimization to ROI optimization: One needs to move a step further in the marketing funnel, beyond engagement, using the same data-driven mindset and techniques to optimize business outcomes. In practice, this means taking into account not only engagement scores, but also core key performance indicators tied to online sales, consumer lifetime value and consumer satisfaction.
April 23, 2013
Skip Footer Links