Ce diaporama a bien été signalé.
Nous utilisons votre profil LinkedIn et vos données d’activité pour vous proposer des publicités personnalisées et pertinentes. Vous pouvez changer vos préférences de publicités à tout moment.

Ramadan: Social Media Best Practices in the FMCG Industry

657 vues

Publié le

Best practices and practical tips to create successful Ramadan social media campaigns.

Publié dans : Médias sociaux
  • Soyez le premier à commenter

Ramadan: Social Media Best Practices in the FMCG Industry

  1. 1. RAMADAN SOCIAL BEST PRACTICES IN FMCG INDUSTRY
  2. 2. 5 Key Takeaways ▶ An average page from FMCG industry promoted 29% of content published during Ramadan 2016 ▶ 16% increase in share of promoted posts compared with the previous year lead to 44% growth in terms of Total Interactions in FMCG industry ▶ Number of FMCG brands adopting paid-only approach doubled in 2016 ▶ There was a 26% increase in total number of posts published by an average FMCG brand during Ramadan 2016 compared with the previous year ▶ Average share of videos nearly doubled during Ramadan 2016 in comparison with the previous year 02 Social media plays an important role in beginning the consumer’s purchasing journey. FMCG brands need to spend their budgets efficiently and effectively to get Fans engaging with their content. This is especially true during special sales events and the holy month of Ramadan. We analyzed 50 biggest FMCG Food and Beverage brands from the United Arab Emirates and Saudi Arabia on Facebook during Ramadan to discover the best social marketing techniques to help drive future revenue. Introduction
  3. 3. 03 RAMADAN 2016 BENCHMARKS IN FMCG INDUSTRY ON FACEBOOK COMMUNITY SIZE Total Fans 192 408 % Change vs Ramadan 2015 18% ACTIVITY Total Page Posts 24 % Change vs Ramadan 2015 26% ENGAGEMENT Total Interactions 20 565 % Change vs Ramadan 2015 44% PAID MEDIA Share of Promoted Posts 29% % Change vs Ramadan 2015 16% Sample: 50 biggest Facebook pages in FMCG industry in the United Arab Emirates and Saudi Arabia All benchmarks are based on average values
  4. 4. 04 INVESTMENT IN PROMOTED CONTENT IS ON THE RISE FMCG brands in the United Arab Emirates and Saudi Arabia increased share of promoted posts by 16% during Ramadan 2016 in comparison with the previous year. An average page promoted 29% of content during Ramadan 2016, while in 2015 share of promoted posts was at 25%. 26% of FMCG brands in the United Arab Emirates and Saudi Arabia did not promote any posts during Ramadan 2016; this represents a 21% decrease in Facebook pages relying on organic-only strategy compared with Ramadan 2015. On the other side, number of FMCG brands adopting paid-only approach (investing in 100% of posts) doubled in 2016. Sample: 50 biggest Facebook pages in FMCG industry in the United Arab Emirates and Saudi Arabia 25% 29% 23% 24% 25% 26% 27% 28% 29% 30% Ramadan 2015 Ramadan 2016 Average % Share of Promoted Posts 59% 67% 26% 24% 15% 9% 0% 20% 40% 60% 80% 100% Ramadan 2016 Ramadan 2015 Change in Promotion Strategy of FMCG Brands Promoting from 0% to 25% of all Posts Promoting from 25% to 75% of all Posts Promoting from 75% to 100% of all Posts
  5. 5. 05 PAID-ONLY STRATEGY DOES NOT GUARANTEE SUCCESS From our global research conducted on 6,274 pages on Facebook we found out that brands keep promoting more content, however, their Total Interactions remain relatively flat: Promoting 100% of content is a risky strategy, as it increases your chances of investing in under-performing posts, which can have serious consequences for your brand: ▶ 100% higher Cost per Click (CPC) ▶ Nearly 20% higher impression cost (CPM) ▶ 7x less viral ▶ 4x more negative feedback* 0 100 000 200 000 300 000 400 000 500 000 0% 10% 20% 30% 40% 50% AVG % of Promoted Posts AVG Page Interactions % of Average Promoted Posts vs. Average Page Interactions; 2014-2016 Do not promote 100% of your posts – evaluate organic performance of every piece of content first and only then invest in the best-performing posts to maximize Reach and Engagement KEY TAKEAWAY FOR YOUR BRAND FOR RAMADAN 2017 *Source: Socialbakers analysis of 400 000 Facebook posts by brand Pages in September and December 2015
  6. 6. 06 VIDEO IS BECOMING A KEY PART OF SOCIAL STRATEGY There was a 26% increase in total number of posts published by an average FMCG brand during Ramadan 2016 compared with the previous year. An average page included in this analysis published 24 posts during Ramadan 2016. This is in line with posting strategy of global brands, that tend to publish 4 Facebook posts per week on average. Considering the overall trend of brands decreasing volume of content published on Facebook, we expect FMCG brands to continue publishing around 3-5 posts per week during Ramadan in 2017, increasing share of promoted posts, rather than sheer volume of content. “I see video as a mega trend, same order as mobile” – this quote from Facebook CEO Mark Zuckerberg during Q4 2016 earnings call is a clear indicator that video content will continue to play bigger & bigger role for the platform in the upcoming years. Diversification of Facebook video formats (Facebook Live, 360 videos, VR) will further amplify this trend. FMCG brands in the United Arab Emirates and Saudi Arabia are clearly taking this into consideration, as average % share of video posts nearly doubled during Ramadan 2016 in comparison with 2015: 15% of all posts published by an average page included in the analysis was represented by videos. 8% 15% 0% 2% 4% 6% 8% 10% 12% 14% 16% Ramadan 2015 Ramadan 2016 Average % of Videos 19 24 0 5 10 15 20 25 30 Ramadan 2015 Ramadan 2016 Average Number of Posts Sample: 50 biggest Facebook pages in FMCG industry in the United Arab Emirates and Saudi Arabia
  7. 7. 07 TOP 5 FMCG BRANDS ON FACEBOOK IN TERMS OF TOTAL INTERACTIONS DURING RAMADAN 2016 127 952 Total Interactions 103 706 Total Interactions 98 250 Total Interactions 90 609 Total Interactions 82 428 Total Interactions Sample: 50 biggest Facebook pages in FMCG industry in the United Arab Emirates and Saudi Arabia Bostani Al Islami Foods Fakieh Poultry Farms aani&dani Indomie KSA Reactions Comments Shares
  8. 8. LEARNING FROM LEADERS: INDOMIE KSA 1 2 3 Top Content from Indomie KSA 54 467 Interactions 3 771 Interactions 3 187 Interactions 08 Indomie KSA published significantly more content than an average FMCG page during Ramadan 2016: with 74 posts in total, the brand was posting nearly 2 pieces of content per day on average during this time period (only 4% of these posts were promoted) Indomie KSA drove Engagement with its community primarily through contests, encouraging fans to answer questions related to the holy month of Ramadan to win various prizes; this led to the brand achieving the biggest number of comments (39,870) received from users among all FMCG brands included in the analysis Click on the image to view content on Facebook
  9. 9. LEARNING FROM LEADERS: AANI&DANI Top Content from aani&dani 1 2 3 78 928 Interactions 22 076 Interactions 126 Interactions 09 Aani & Dani was the second most engaging FMCG brand in terms of Total Interactions during Ramadan 2016 thanks to a highly successful promoted post announcing a special new product from the chocolatier, which generated 76% of Total Interactions received by Aani & Dani during Ramadan 2016 Overall, Aani & Dani’s content strategy revolved around high-quality visuals (91% of page’s content was represented by photos) of signature brand’s chocolates and cakes Click on the image to view content on Facebook
  10. 10. LEARNING FROM LEADERS: FAKIEH POULTRY FARMS Top Content from Fakieh Poultry Farms 1 2 3 67 537 Interactions 14 914 Interactions 14 300 Interactions 10Click on the image to view content on Facebook Fakieh Poultry Farms published 21 posts during Ramadan 2016 with 62% of content represented by photos and 38% by links All links published by Fakieh Poultry Farms led to brand’s YouTube videos with majority of them being cooking recipes; Fakieh Poultry Farms could have generated more Engagement from this type of content by uploading it directly on Facebook: from Socialbakers’ research we know that Facebook native videos have become the main driver of Reach and Engagement for brands in the past few years
  11. 11. RECOMMENDATIONS FOR RAMADAN 2017 ▶ Do not promote your every post during Ramadan 2017 - evaluate organic performance of every piece of content first and only then invest in the best- performing posts to maximize Reach and Engagement ▶ Video should be a vital part of your content strategy on Facebook – think about how you can leverage various formats (Native videos, Live videos, 360 videos) to drive Engagement with your community ▶Need inspiration for video content? Check out Socialbakers’ Facebook Native Video Trends report for the FMCG Food industry in the Middle East ▶ Competitive analysis is crucial for your success during Ramadan – look into the strategy of your competitors (how active they are; what is their share of promoted posts; what type of content generates the best results for them, etc.) to optimize your own performance 11
  12. 12. In today’s social media landscape, every marketer needs to understand their performance in a competitive context. It is crucial to optimize your performance and continually improve it over time. Socialbakers Suite gives marketers the competitive insights they need to create the most effective and thorough social media strategy possible – from content creation and execution to analysis and optimization. It is also essential to report to your stakeholders and management about the results of your social media success. With a tool like Socialbakers Suite, everything you need to succeed is in your hands. Conclusion

×