This week we will take a look at another brand that is owning the social space and that is Frito-Lay. This brand has invested in making connections with their audiences through Twitter, Facebook, and a snack-chat blog. Each space is specifically aimed at updating and involving the Frito-Lay audience through various expertise efforts. Lets take a better look together!
The Frit0-Lay Facebook account has over 2 million likes and over 8,000 people talking about the page. To the righthand side of the page there is a listing of all the pages liked by the brand, which includes all Frito-Lays products, such as Doritos, Tostitos, Ruffles, and Lays. In my opinion, Facebook posts were not over done or too dry. Frito-Lay is able to effectively remain relevant through appropriate Facebook posts that relate to their various products. Connections made through each post include true or false questions and audience prompts to click like or head to the Frito-Lay Twitter account. There is a photo album for Facebook friends to view the nominees and winners of their recent Twitter campaign for the Frito-Lay Chippy Awards. Categories for these awards included tastiest chip flavor, best dip, and favorite classic Frito-Lay snack.
The Frito-Lay Twitter account has almost 8,ooo tweets, follows over 4,000 accounts, and has over 40,000 followers. Their Twitter account is updated regularly and includes many noted audience connections. Frito-Lay tweets include links to their company blog titled “Snack Chat,” numerous retweets and brand hashtags. The social campaign for the Frito-Lay Chippy Awards was run and promoted specifically for their Twitter audience. These connections allowed for audiences to choose what products they wanted to win in the Chippy Awards. They also included 2 well-known bloggers from Twitter to co-host the awards with them, making sure their message was appropriately represented in the Twiitter-verse. Other effective connections made were through hashtag usage for both the brand and multiple brand products. Frito-Lay hashtags include #FritoLayNoms and specific to picking a new Lays flavor, #savechickenandwaffles #savegarlicbread and #savesiricha.
Also, Frito-Lay is up to speed with their social connections outside of Facebook and Twitter through maintaing a dynamic company blog titled “Snack Chat”. Although the blog was only updated 3 times in the past week it is cohesively linked to their Twitter and Facebook page, yet still contains new information for loyal blog readers. The company is able to provide in-depth information on the blog because it is able to highlight the wide variety of products the brand offers, like Doritos and Tostitos. It is the least updated in comparison to Twitter and Facebook but is still necessary to continue updating the audience with information pertaining to what Frito-Lay does.
Overall Frito-Lay has managed to cohesively link their social media pages all together, yet still provide audiences with information tailored to that specific outlet. What I mean is that while both Twitter and Facebook posts are similar when promoting company events, like the Chippy Awards, both provide a variety of efforts make connections with their audiences. The Frito-Lay brand has been able to put consumer connections at the core of their values, and this really shines through within their brand message. The connections being made with audiences through Frito-Lays are necessary to continue to remain relevant in a world where we are faced with numerous brands seeking our attention and loyalty. Frito-Lay has found a fun, yet simple, way to effectively reach their audiences and connect. A job well done Frito-Lay. Until next time….
What an interesting campaign! Sounds like Frito-Lay has successfully aligned their organizational goals with their social media activity. I think this is an exemplar company that has a constant brand message. Their consumer brand loyalty is a testament to their efforts.