Objectives for a hypothetical FMCG brand on Twitter

In a January blog post on Mashable, Jennifer van Grove wrote about 40 brands currently active on Twitter (“40 of the Best Twitter Brands and the People Behind Them”). It’s a worthwhile read. What’s interesting is that not a single FMCG brand makes the list.

This made me wonder. Is Twitter not a space that can be useful for marketers of fast-moving consumer packaged goods? I started to think what the possible objectives for an FMCG brand on Twitter might be. This is what I came up with. Some are somewhat specific to FMCG brands, but most aren’t.

Let me know what you think. And tell me others that occur to you.

I’ve framed the objectives with reference to women, since women generally are the decision makers about most packaged goods brands for the home.

  • Nurture strong relationships with women through dialogue, personal connection and conversation and by providing our brand with a human face and voice.
  • Drive commitment and loyalty among expanding numbers of women through the growing group of socially active individuals using Twitter and other social media platforms.
  • Multiply connections with our brand through relevant content that generates retweets and other viral actions.
  • Listen and understand how women truly feel about our brand and products through the immediate, real-time and truthful expressions and interactions that Twitter encourages.
  • Meet, connect with and acknowledge our brand’s most passionate users with an eye to further energizing their active endorsement of the brand.
  • Generate good-will, buzz and positive word of mouth through our brand’s efforts to engage, respond and share in real time on Twitter.
  • Identify, discuss and resolve issues or negative word-of-mouth immediately as these arise — for example, questions regarding sustainability, safety of ingredients or materials, product problems or dissatisfaction with performance, questions about usage instructions, etc.
  • Build awareness of promotions, price offers, events and other initiatives more effectively through pro-active opt-in of brand Followers on Twitter and through those Followers spreading the word to their personal online connections and communities on Twitter and elsewhere online.
  • Build awareness and drive traffic to other brand locations online, e.g. web site, Facebook page, etc.
  • Ultimately – generate increased sales and market share through women’s increased commitment, loyalty, appreciation and love for the brand and the people behind it.

5 Comments

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5 responses to “Objectives for a hypothetical FMCG brand on Twitter

  1. Sue

    Interesting that fmcg brands so under-represented. Why do you think that is?

    I’ve got an idea for you…see Extrawurst!

    • Stephen Rothman

      Sue, I suspect it’s inertia. They are used to mass media, which still, works relatively well for them. And they are uncomfortable with media whose ROI doesn’t fit traditional definitions. What do you think?

  2. Andrew

    I would expand on your 8th bullet point. One of Twitter’s strengths is its very temporal nature. It can be used to communicate very timely (and targeted) tactical sales/promotion messaging. This strategy can aid in moving longer-standing inventory, increasing sales in off-peak periods, or even to blunt highly localized competitive intrusion.

  3. Stephen Rothman

    Andrew, agree. Tactical rather than strategic, and I was thinking more in terms of strategic objectives (although indeed I actually never specified in the post).

  4. Sue

    I think inertia is right. I also can imagine it’s related to the age of the brand, its usage situation and who the bulk of the users are. I can see it being more embraced by and working better for a soft drink brand than one of the old warhorses in the category of household goods.

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