The smoothie company topped the Headstream 2012 Social Brands 100 list, which aims to provide a “robust benchmark” of social performance across different sectors and companies, from technology to fast moving consumer goods (FMCG).
It praised Innocent for its innovative and entertaining approach to communications, having a strong brand spirit and engaging with people on a one-to-one level.
Other food and beverage companies that made the top 20 were Cadbury, ranked 7th, Lurpak and Red Bull, sharing 13th place and Cravendale was 19th.
Further down the line were Tetley, ranked 24th, Marmite, 34th, Walkers Crisps, 89th, Ribena, 96th, and Tropicana in 98th place.
Marmite, Walkers and Tropicana
Joe McEwan, communities manager at Innocent, said the key to Innocent’s success has been a consistent tone of voice. Its voice was natural, honest, and engaging – making social activity feel like a natural extension of the company’s personality.
There has also been an increasingly strategic approach, with a dedicated in-house team, recognising that social media and networking should be integrated across the business more formally, while maintaining a healthy degree of spontaneity.
McEwan told FoodManufacture.co.uk: “Our Facebook, Twitter, Instagram, Pinterest and blog are used to promote the brand as a whole, and each of our products equally.
“Ultimately, we hope that people will see what we do on social media, enjoy it, and then – later in the week when faced with a choice in the supermarket between us and our competitors – they'll remember what we did with a smile and pick up our product.”
The Social Brands 100, now in its second year, seeks better analytics and measurement of social media’s effectiveness. The rankings are based on a crowd-sourced nomination process on Twitter, followed by independent judging.
Headstream said in its top 100 report that this year, brands with the skill and will to engage with individuals on a one-to-one basis stood out.
Creating value
Also, successful social media strategies include focusing on creating value for people and communities rather than simply sending messages. It also highlighted the power of listening and being timely, agile and responsive to make the most of emerging conversations.
Meanwhile the two main drivers of the next generation of social media are technology and sophisticated data, according to Tom Chapman, head of innovation for Lawton Communications Group – part of Headstream.
One key trend is physical objects or products interacting with consumers as if they have a personality.
He gave the example of bottled sports drinks designed to access users’ social profiles to remind them when they next need to hydrate and provide health advice tailored specifically to that person.
Chapman added: “Take it a step further, and if we allow multiple products that we consume on a regular basis access to our social profiles, they will communicate with one another and manage our daily lives.”
To listen to FoodManufacture.co.uk’s exclusive podcast with Wilfred Emmanuel Jones, founder of the Black Farmer brand, about how he uses social media, click here.
Food and drink firms in the hot 100
- Cadbury…………………………...7th
- Lurpak and Red Bull………….joint 13th
- Cravendale……………………….19th
- Tetley ………………………………24th
- Marmite…………………………….34th
- Walkers Crisps………………….89th
- Ribena………………………………96th
- Tropicana…………………………98th
Source: Headstream 2012 Social Brands 100 list