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Engaging Solo Cup Customers

on Facebook

November 2011

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Solo Consumer Products

• Facebook page in place for one year now• Growth initially slow and engagement

one-way • Fan base has tripled in last six months,

engagement increasing

Here’s how.

Providing Marketing Support

2010. How could we: • Support Solo’s consumer products in the face

of decreasing marketing budgets, digital-only advertising and no new product news

• Integrate with ongoing Consumer marketing calendar to extend reach of digital advertising

• Reinforce and grow a target audience

Communications Strategy

Official Solo Facebook page launched Sept. 2010• Engage with and build an online community

– Solo’s target audience already on Facebook (moms, women age 25-44)

• Differentiate Solo Cup products from competition (i.e., not all cups are Solo cups)

• Heighten awarenessof total productportfolio andgenerate trial

Getting Started

First Six Months (Sept 2010-March 2011) • Adding 1,000 +/- fans per month• 5,394 monthly active users• 9,483 people like this • Limited comments and engagement • Vast majority of fan acquisition via couponing• Heavy reliance on agency partner to create content

and moderate the page

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How to kick start fan growth and engagement?

Beginning in March 2011:• Engage fans with improved relevance and

frequency of content updates • Reward fans with ‘sneak peeks’ and regular

couponing instead of one-off attempts• Entertain fans with relevant

gaming • Interact with fans with DAILY

moderation and commentary • Offer fans easy ways to find,

refer and purchase Solo products

Kick-Starting Growth

Solo’s Voice

• Be fun and social through compelling and engaging content

• Be inquisitive of fans’ opinions and activities • Be inviting and open to ideas and comments• Be nimble with programs that can adapt to consumer

response • Be Solo by using the red cup equity but reinforcing the

portfolio• Be authentic and real without being too commercial or

pushy• Use coupon learnings to ensure year-round engagement

Content Planning

Three pillars:• Increase seasonal engagement, with relevant,

interesting posts on company news, sustainability information, fun polls and surveys

• Build loyalty with couponing, unexpected rewards and ‘sneak peeks’ of new designs and products as launched

• Create relevant, differentiating gaming to keep fans involved

Content Planning

First pillar: • Establish content around seasonal drivers,

parallel with marketing promotion calendar– Establish Seasonality around key ‘use occasions’:

BBQs, Tailgates, Holidays– Add relevant general postings and commentary

around annual holidays and events – Target couponing on relevant basis around

seasons and occasions, with limited offers

Solo’s Facebook Calendar

Q1 Q2 Q3 Q4Backyards & BBQs

Tailgate with Solo

Holidays w Solo

Facebook Game

Solo News – KAB,

Innovation, Anniversary

Ongoing General Posts – Holidays, Tips, Links

Solo Saver’ Active Coupon App

Solo Storefront Facebook Imbed Integration

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BBQ/Summer May-July

Tailgating /FallAugust-November

Holiday/Winter November-January

Seasonal Fan Submissions

Summer Party PhotosBBQ Photos Summer BBQ/Party Recipes

Tailgate PhotosParty TipsTailgate Recipes

Holiday Pictures Holiday Party Hosting TipsHoliday Recipes

Coupon Offer • Limited couponing in each season to invite fan engagement

Seasonal “Use Occasion”Content

• BBQ Recipes & How-To’s• Picnicking Tips • Beach/Poolside Snacks • Fan Surveys & Polls

Product Focus: Heavy Duty, Solo Squared

• Tailgating Recipes & How-To’s

• Hosting Watch Parties • Football Trivia/Scores• Fan Surveys & Polls

Product Focus: Football Cup, Solo Squared, Heavy Duty

• Eco-Forward Focus• Holiday Entertaining

Tips • New Years Resolutions

• Fan Surveys & Polls

Product Focus: BARE by Solo, Heavy Duty

Ongoing WallCommunication & Moderation

BARE Product Advisory Board Content, Company News, New Products, Solo Anniversary Year, Minor Holidays, News related to seasons

Seasonal Content Planning

Seasonal Engagement

Seasonal Example: Backyards & Solo (May – August)• Photo submissions re: ‘Backyard BBQ’

– Share pix of how they use Solo to get Solo coupon – Create album of ‘BBQ’ photos – Reward submissions, but limit the coupon offer

• BBQ game & interaction – Create Solo ‘PLINQO’ game – Offer gift cards to monthly high scores – ‘Fangate’ the page to spur page growth

• Survey and engage fans on their BBQ plans, likes and ideas • Link to Solo Store and e-Vite for Solo-themed party invitations

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April 2011

Reaction To Our Posts

• March/April Timeframe – Most popular posts: Likes:

• Bare Board: St. Patty’s green tips 23• KAB Phoenix story 9 • KAB NYC story 20• Brigade link 11• Solocup.com website 230• CNN story 31• Happy Earth Day 16• Craft ideas 125• COUPONS 000s

Couponing Strategy

Second pillar: • Engage and build our

online community viacontrolled, relevant couponing activationin return for user-generated content

Couponing Strategy

• Like us first for access to special coupons

• A reward for fans when they participate

Couponing Strategy

• Re-skinned for a new use occasion

Plinqo™: Solo’s Facebook Game

Third pillar: • Differentiate Solo

products from the competition (i.e., not every cup is a Solo cup) with seasonal, relevant Facebook-housed game featuring Solo Squared cups & Heavy Duty plates

Plinqo™: Solo’s Facebook Game

Plinqo™: Solo’s Facebook Game

Plinqo™: Solo’s Facebook Game

Plinqo™: Solo’s Facebook Game

Plinqo Game Winners

Solo’s Profile Pic

Surveys & Polls

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‘Sneak Peeks’

Solo’s Store

Where Are We Today?

Current Stats• 31,200 people like this (up from 9,500 in March)• 19,000 monthly active users (up from 5,400) • Substantially increased engagement

No longer a one-way conversation • Fans talking with us• Fans talking with other fans

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Activity & Metrics

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• 31,200 fans (625 talking about us)• 19,000 monthly active users • Destinations: Wall, Coupon tab, Game • Top referrers: Coupon sites, Solo website &

search engines • Game: 800 visits/month; visitors view

about 3 pages each visit, stay on the site average 5 minutes

Next Steps

• Continued Facebook engagement and relevance• Foodservice B2B social media integration via Twitter,

LinkedIn • Corporate HR engagement via Facebook ‘Careers’

page • Development and integration of holistic ‘digital

media strategy’ • Improved monitoring of social conversations and

influencers strategy

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Solo Cup Company

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Thank You!

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