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Creating A Social CPG Experience

Many brands are feeling the pressure to keep up with the times! It’s no longer sufficient to offer “one size fits all” content to consumers. So what’s the secret? Social networking seems to be the hot topic, so maybe that’s the ultimate solution. In this is day and age, it is essential for brands to embrace a practical and achievable action plan for their digital future.

Brands must ensure their content is not just clutter on the Web. Well-defined, relevant, fresh knowledge is a tremendous magnet for prospective consumers.  This may sound like preliminary Web 1.0 advice, but surprisingly, many brands still aren’t doing Web 1.0 correctly. So, that’s the first step — go from Content to Knowledge.

The next step is to extend value by creating community connections around the knowledge.  This aspect of the brand digital strategy is centered on people and their ability to connect to the things that are meaningful to them.  Interaction is the key ingredient of any community Web site and group forming can be a powerful exercise.  This is web 2.0 at its finest, not just social networking, but professional knowledge sharing.

Finally, the brand can extend to web 3.0+, relevant and semantic user experiences in an interactive marketplace. Brands can facilitate the knowledge, connections and business of its category. Consumers collaborating online, exchanging ideas, sharing and contributing knowledge.  Effective social strategic planning and measurement will lead to better ongoing results.

In summary…


Step 1: Knowledge (Web 1.0)
Strategy: Convert content to knowledge
Tactics:
* Harvest existing knowledge assets into central repository.
* Use analytics to determine which content is most popular. Analytics is a fantastic tool. With authentic social interaction you can learn about the tastes and demands of your members.
* Keep content easily accessible and fresh/current.
* Keep design/layout intuitive and consistent.


Step 2: Connections (Web 2.0)
Strategy: Turn member data into community of connections.
Tactics:
* Allow for user generated feedback to ensure content (knowledge) is meaningful: ratings, commenting.
* Facilitate collaboration and knowledge sharing through integrated professional networking solution with features including member profiles, messaging, groups and resources.
* Connect outside organization walls with Social Media (Facebook, Twitter, LinkedIn, YouTube, Flickr).


Step 3: Marketplace (Web 3.0+)
Strategy: Create a “community beacon” through relevant knowledge, connections and products.
Tactics:
* “Brand” all Content.
* Deliver Relevant/Targeted Content.
* Offer Personalized User Experiences.
* Distribute and Connect with Video, Mobile, RealTime.

This entry was posted on Friday, April 9th, 2010 at 3:34 pm and is filed under CPG, Engagement, Social Media Optimization, Social Media Strategy. You can follow any responses to this entry through the RSS 2.0 feed.

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