Snacks & Beverage Twitter Toolkit: Executive Summary

Objectives:
1. Promote awareness of the company’s Snacks & Beverage capabilities through social strategies that drive
reach as measured by [social measurement options]
2. Drive action to learn more about the company’s capabilities and thought leadership through social
strategies that drive engagement as measured by [social measurement options]
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Secondary Research: To understand the Snacks & Beverage industry holistically, first, the company’s website,
Twitter and the Content Hub were examined to review materials available to prospects/current clients for an external
view and understanding of the company. Next, four competitors were each looked at to see the type of content that
was produced about Snacks & Beverages on each website and Twitter feed. Several external and internal insights
were gained from this secondary research.
1. Each of the company’s competitors have Food, Snacks and Beverages grouped together in one category
throughout their marketing and advertising efforts.
2. Despite the high followership of each competitors’ Twitter account, their tweets do not yield a high
response rate through likes and retweets, internally and externally.
3. On all platforms, the competitor’s corporate voice becomes prominently evident to the audience with a
serious tone and high-end vernacular.
Primary Research: Based on the secondary research listed above, a deeper dive into the company’s potential and
current capabilities was necessary to understand the most recent goals of the Snacks & Beverage vertical. The leader
and business development support staff for Snacks & Beverages, were interviewed.
[Insights removed due to confidentiality]
To show others that the company understands this importance of a “non-transactional” relationship, the
company needs to be socially responsive to content on Twitter. To accomplish that, ten response categories were
chosen to monitor and comment on (with prior approval) through various social listening platforms and interviews
conducted above. The 10 categories were determined based on the top ten trending industry news headline topics.
By adding the company perspective to developing trends, it shows others that the company is competently listening
to what’s going on in the industry. Ultimately, the company should be able to provide concrete examples of how the
company has been able to build relationships and emotional tries through existing content.

Goal: Keeping competitors in mind, while incorporating thoughts from the Snacks & Beverage team, how does the
company leverage Twitter to make an audience connection, while still marketing a snack or beverage to showcase
the company’s capabilities?

Recommendations using Look, Listen, Learn:

Look, Listen, Learn – This strategy is a way to ensure the company is the leader in industry news and knowledge.
1. Look: Look at trending industry topics falling into the ten predetermined categories.
2. Listen: Show prospects/clients that the company is listening to what is going on in the industry through
Twitter content.
3. Learn: 1) The company needs to learn about the most important industry topics to better serve clients. 2)
Allow Twitter audience to learn about the company’s capabilities by driving them to previous
examples/content on the company website.
Recommendations –
 Utilize the Look, Listen, Learn strategy in all content development
 Highlight the company’s fun, creative tone throughout all Twitter content, which will set the company apart
from the boring, monotonous voice of competitors.
 Promote capabilities through unique insights, perspectives and necessary thought-starters shown in Twitter
content
 Drive audience to previous examples/content on company website
 Strictly focus on 10 of the most relevant areas in the Snacks & Beverage industry having all Twitter content
reflect that for consistent messaging.

Execution and Conclusion: Based on the research, goal and above recommendations, the company needs to utilize
Twitter as a response tool to insert relevant perspective using a fun and creative tone to set ourselves apart from
competitors. Whenever possible, use previously produced content and interactivity to drive followers to the website
and case studies. Use the following categories as focus areas for response, this will ensure the most relevant industry
topics are consistently touched on. *Subject to change by industry sector leaders*
1. National Days – Cultural Moments
2. Best Practices of Competitors (event launches, stunts)
3. Technology and its role in the industry
4. Health-Conscious Snacks & Beverages – Ex: Low Sugar Content (nutritional value)
5. Product & Ingredient Diversity – Ex: Agave vs. Honey
6. Food and Drink Safety
7. Future Supermarkets
8. Sustainability
9. Awards/Recognitions
10. Big Ketchum (Ex: Cannes)

Example Tactic: Using the Look, Listen, Learn strategic approach, develop content with a similar footprint to the
attached document. For example, to show the company’s followership that the company is up-to-date on industry
trends and consider adding perspective to a relevant industry article published. This article found may fall under the
Health-Conscious Snacks & Beverages response category for the “Look” portion of the strategic approach. Develop
a playful tweet to reflect the article’s content and add in a point of view on the topic. For consistency purposes on
Twitter, use “#SnackOnThat” for snack-related articles and “#SipOnThat” for beverage-related articles. The insight,
perspective, or thought-starter provided in tweet will be the “Listen” component of the strategic strategy. This will
show the company’s followership that the company is listening to what is going on in the industry. Link the original
article in the tweet for followers to learn about the trend/topic more thoroughly from industry experts; this will finish
the strategic approach with the “Learn” step.

Next Steps: Looking immediately into the future, the company can focus on putting a face to the Snacks and
Beverage team. The company’s Twitter can focus on revealing industry leader and team to the Twitter through
“#SnackAttacks.” During this time, the Snacks & Beverage team can decide on permanent response categories,
amending the ones listed above.
Once the Snacks & Beverage vertical has further refined its goals, live videos and Twitter polls could be
implemented in the future. Live videos could be recorded to show off the execution of a marketing event or stunt.
This gives followers the opportunity to interact with the stunt first-hand, while the company can show off its
capabilities. All Twitter research shows that tweets should have an image or link in a tweet to garner response and
interest. The company’s Twitter account should be no different. Twitter polls are great content to drive interactivity
between the company and followers.