Snacks & Beverages Twitter Toolkit: Executive Summary

Objectives:
1. Promote awareness of Ketchum’s Snack & Beverage capabilities through social strategies that drive reach
as measured by [social measurement options]
2. Drive action to learn more about Ketchum’s capabilities and thought leadership through social strategies
that drive engagement as measured by [social measurement options]
_____________________________________________________________________________________________
Secondary Research: To understand the Snacks & Beverages industry holistically, first, Ketchum’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, FleishmanHillard, Edelman, Weber Shandwick, and MSL Group
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 Ketchum’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.
3. On all platforms, the 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 Ketchum’s potential and
current capabilities was necessary to understand the post-pivot goals of the Snacks & Beverages vertical. Gabby
Low, Growth Capitan, and Courtney Perry, Managing Director of Snacks & Beverages, were interviewed.
Gabby Low spoke to how different Ketchum’s Snack & Beverage initiatives are compared to competition.
Ketchum inserts a snack or beverage into moments in time that create marketing stunts/events like no other. By
having these stunts, Ketchum can drive the conversation positively allowing the most current brand awareness and
messaging to be at the forefront of media coverage and conversation. Looking opportunistically, “national days,” or
cultural moments in time, can be capitalized on by tying previous company work to those moments, inserting
Ketchum’s name into the conversation in a fun and playful way.
Courtney Perry gave clear direction on the future branding of Snacks & Beverages moving forward post-
pivot. Ketchum knows how to make a cultural connection for Snacks and Beverage clients through ways brands
can leverage and manage culture. Ketchum wants others to know that this company understands the relationship
between snacks or beverages and consumers. It is not a transactional relationship. There is an emotional tie to
each brand for consumers can be viewed through Ketchum’s video, which is a great tool to reference throughout any
branding for Snacks & Beverages.
To show others that Ketchum 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 ten categories were determined based on the top ten trending industry news headline topics.
By adding the Ketchum perspective to developing trends, it shows others that we are competently listening to what’s
going on in the industry. Ultimately, Ketchum 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 & Beverages team, how does
Ketchum leverage Twitter to make an audience connection, while still marketing a snack or beverage to showcase
the company’s capabilities post-pivot?

Recommendations using Look, Listen, Learn:

Look, Listen, Learn – This strategy is a way to ensure Ketchum 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 Ketchum is listening to what is going on in the industry through
Twitter content.
3. Learn: 1) Ketchum needs to learn about the most important industry topics to better serve clients. 2) Allow
Twitter audience to learn about Ketchum’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 Ketchum’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 & Beverages industry having all Twitter
content reflect that for consistent messaging.

Execution and Conclusion: Based on the research, goal and above recommendations, Ketchum 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 Courtney Perry*
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 Ketchum’s followership that the company is up-to-date on industry trends,
consider adding perspective to a relevant industry article published. This article 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
Ketchum’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, Ketchum can focus on putting a face to the Snack and Beverage
team. Post-pivot, Ketchum Twitter can focus on revealing Courtney Perry and her team to the Twitter through
“#SnackAttacks.” During this time, the Snacks & Beverages team decide on permanent response categories,
amending the ones listed above.
Once the Snacks & Beverages vertical has more established post-pivots 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 Ketchum 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. Ketchum’s Twitter account should be no different. Twitter polls are great content to drive interactivity
between the company and followers.