Strategic Insights on Building a B2B Social Media Presence for a Major Global Beverage Player
Industry: FMCG
Market: Europe
Language: English
Methodologies: Audience Analysis & Segmentation, Competitor Analysis, Content Analysis, Audit of Academic Research, Stakeholder Interviews
Challenge:
As part of a transformational initiative to digitalise B2B operations in Europe, a leading multinational beverage company was considering developing a social media presence to serve its B2B clients.
The company hoped to understand:
• Which social platforms offer the most appropriate format for communications with their audience.
• How these audiences should be engaged and informed.
• The implications for a move to social platforms in terms of customer expectations, resourcing, servicing levels and content propagation.
• What has worked for other FMCG companies and what pain points should be anticipated.
This case study shows how our mixed-methods approach helped a major FMCG beverage brand explore the value, and assess the pros and cons, of a B2B marketing strategy to bolster its B2B client base, with a focus on developing a social media presence.
