Monday, July 8, 2013

Social Media drives ROI for FMCG brands

The latest research from the IAB (Internet Advertising Bureau) shows 90% consumers would recommend a brand after interacting on social media.
The research focused on three brands, Heinz, Kettle and Twinings. It was conducted on behalf of the IAB’s Social Media Council and carried out by Marketing Sciences, measuring the impact of social media at various stages in the purchase funnel.

Four out of five consumers said they would be more inclined to buy a brand more often in the future after being exposed to a brand’s social media presence, while 83% of consumers exposed to social media would trial a brand’s product.
All three brands experienced uplift in sentiment after implementing their social media campaigns, Heinz 22%, Kettle 17% and Twinings 19%.
Given that all brands saw uplift in affinity and loyalty, the IAB research shows that, for every £1 spent in social media, a potential value of £3.34 could be generated. 


Measuring the ROI of social media continues to be a highly debated topic. The study showed social media is particularly effective in positively shifting attributes like sentiment, recommendation, propensity to trial new products and brand loyalty.
Driving loyalty
Social media helps to drive brand loyalty. Consumers who were exposed to Kettle’s social media, were more likely to recommend their products than those who were not. This was less likely to fluctuate over the eight week study period.
Frequency and relevancy is key
Heinz Beanz were promoting their new ‘snap pots’ among their other products during the study, they found that posting regularly about the new product drove greater likelihood to trial.
For Twinings, who also posts frequent, highly product-oriented content, those exposed to social media were significantly more likely to buy more Twinings products in the future than those who were not exposed to the brand’s social media activity.
Have a fan-centric strategy (great products don’t hurt either):
All three brands involved in the research have created a positive rapport with fans by offering timely, relevant content – often just beautifully photographed product shots.
“Because fans don’t just like, but love, the brands they choose to interact with, what people are often looking for is as simple as a lovely picture of the Heinz beans they love for breakfast, the Twinings tea they drink at elevenses, and a picture of the Kettle chips they snack on. It was wonderful to work with brands that don’t just have great social media presences but also great products” said Kristin Brewe, the IAB’s Director of Marketing & Communications and Chair of the Social Media Council.

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