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ROADMAP

STAGE 2

b) Nurture & Grow
Continued

A&P Deployment

The importance of social media as a communication channel for your brand cannot be
overestimated. It has a levelling impact, making peers of all participants. It is accessible to all and
very economical to create your presence. So what makes the diference between a following of
500 and a following of 500,000? While A-list celebrities can have an advantage over most, other
social media ‘magnets’ and brands have grown their base of fans more organically and you can
learn from their strategies.

What follows are four keys rules drawn from the successes of great brands & celebrities in the
current social media landscape. They all endeavour to build a loyal fan base by rewarding fans
for their advocacy. They drive consumers to your brand and encourage them to bring friends and
colleagues along to join your base of followers. You can leverage these rules to increase your
inluence in a way that can create powerful awareness and brand engagement levels for your
launch as well as on an ongoing basis.

1. Produce authentic & engaging content:
You must provide quality content. It can be used to present your own content as a thought
leader through your brand story, or to articulate a clear point of view on relevant cultural
topics for your target consumer. The other aspect of generating content can be referred to as
‘other people’s content’ or ‘OPC’. This can be obtained from your followers & fans themselves
or generated through other experts in the drinks category.

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