Innocent Drinks Social Media Benchmarking

Richard von Kaufmann // Concepting Director // 28.09.2012

• Smoothie fruit drinks

• Kids smoothies and drinks

• Veg pots

• Started 1999

Esittely

Esittely (verkkosivu)

• Banner icons (also links)

• Fold line (stuff above is visible immediately)

• Newsletter sign up

• Logo (also a mascot)

• Stories from our blogs

• Contact us with social media icons

• Jobs

• Main menu navigation

• Sliding banners

• Other links

Verkkosivu

✓ Clear layout

✓ Friendly and inviting

✓ Clear and fresh (reflecting brand values)

✓ Multichannel social media links

• Social media badges below the fold

-

http://www.innocentdrinks.co.uk/

Sosiaaliset mediat

✓ Diverse and suitable use of social media channels

• /innocent.drinks • @innocentdrinks • /innocentdrinks

• /innocentsmoothies

• user/innocentdrinksltd • /wiki/Innocent_Drinks

• photos/innocentdrinks • /company/24177?trk=tyah

Facebook✓ Light hearted tone of voice reflects brand

values

✓ Community engagement: sharing customer photos, competitions, partner photos

✓ Authentic: being personal and admitting mistakes

✓ Informative: top tips about startups and eating

http://www.facebook.com/innocent.drinks

Facebook-kommentointia✓ Cute posts get lots of

engagement

✓ Responsive to customer feedback

✓ Responding quickly to potential negative feedback

✓ Customers are telling the story for them

- One post about Richard Reed (co-founder) appearing in TV show provoked some minor reaction about Innocent ownership. But community defended them.

Facebook Extra✓ Fun photos

✓ App Tabs: competitions, games, videos

✓ Links to other social media channels: Instagram, Pinterest

Blogi

✓ Clean branding

✓ Integration into website helps SEO

✓ Promotes charity work

✓ Community member stories

✓ Top Tips

• Blog used more to build up their expert credibility rather than repeat stuff already being shared on Facebook

- Could add posts profiling the work of different employees throughout the organization — human and good for HR.

http://www.innocentdrinks.co.uk/blog

LinkedIn

- No HR tab providing recruitment information

- No Product tab (very easy to add)

✓ Basic page

✓ Employee Insights

✓ 3,103 Followers

http://www.linkedin.com/company/24177?trk=tyah

Twitter

✓ Authentic: admitting mistakes

✓ Reusing content

✓ Competition updates

✓ Fans re-telling the story

✓ @UraFazerilla tili

✓ Nicely customized

✓ News updates: products, competitions, etc

✓ Cross-referencing and sharing content from blog and Facebook

✓ Fun images and jokey stuff

✓ Cross-promotion with Club Penguin and BeYourOwnBoss TV show

✓ Community input

✓ Direct engagement from owner

https://twitter.com/innocentdrinks

Tweetstats

TweetStats Cloud

YouTube✓ Own branded channel

✓ Nearly 1 million views

✓ High production values (lots of ads) mixed with user generated content

✓ Featured Playlists

- Some user submitted videos can be very poor quality

http://www.youtube.com/user/innocentdrinksltd

Pinterest✓ Makes additional use of their colourful images

✓ Improves exposure by increasing sharablity

http://pinterest.com/innocentdrinks/

Instagrid

✓ Makes additional use of Instagram users’s colourful images

✓ Improves exposure

http://instagrid.me/innocentsmoothies/

Wikipedia

✓ Good favourable text

✓ Reinforces the company “story”

✓ Highly probably big boost due to BBC television show

37 050 kävijää (30pv)

http://en.wikipedia.org/wiki/Innocent_Drinks

Muuta

✓ Co-marketing activity with Club Penguin kids social networking site

✓ Generating considerable earned-media with participation of Innocent co-founder Richard Reed in BBC TV programme “Be your own boss”

Muuta

✓ The brand had a fresh friendly marketing approach and tone of voice right from the start

✓ Ranked #1 in Social Brands 100 (2012)

✓ Always encouraged and provided ways for people to get in touch

✓ Social media activity was an extension of what they have always done (e.g. friendly dialogue on packaging)

✓ Freedom to experiment, make mistakes and learn.

http://www.socialbrands100.com/

YleiskatsausSocial media service Social stats Post writers /

frequency Content

Facebook Fans: 293,104 Innocent Team (1-3 posts per day) fun images, news updates, competitions, cross linking to blog

TwitterTwiittejä: 13,056Seuraa: 17,973Seuraajia: 77,833

Innocent Team, co-founder Richard Reed, community members (39 tweets per day)

news updates (product, competitions, etc), fun stuff, cross linking to blog

LinkedIn Seuraajia: 3,103 none Employee profiles

Wikipedia 37,050 lukijaa kuukaudessa Säännöllinen history, products, product recall, advertising claims charitable donations

YouTubeTilaajia: 1,107Videoita katsottu: 988 810Suosituin video: ?

Innocent Team, community fans adverts, competition promotions, fan videos

Blogs Not available 3 primary writers, mixed staff charity work, health tips, fun stuff

Pinterest Seuraajia: 654Seuraa: 34 Mixed input, 7 Boards, 121 Pins images used throughout their social

media activity