Table of Contents
- The People Champions: The Heart of Innocent’s Social Media
- The Playbook: Guiding Principles for Engaging Content
- Training and Escalation: Balancing Authenticity with Sensitivity
- Conclusion:
Innocent Smoothies is well-known for its off-the-cuff and reactionary social media presence, particularly on Twitter. In a recent interview with the CMO of Innocent Smoothies, Kirsty Hunter, shared insights into how their social media team works to create engaging and authentic content. This blog post will provide an overview of their approach and the key elements that contribute to their success.
The People Champions: The Heart of Innocent’s Social Media
Innocent Smoothies employs a group of “people champions” who are responsible for engaging with their audience on social media, particularly on Twitter. These individuals are highly skilled in maintaining the brand’s tone of voice and responding to various topics and conversations. They are the driving force behind Innocent’s authentic and spontaneous online presence.
The Playbook: Guiding Principles for Engaging Content
Despite the seemingly casual and unscripted nature of their content, Innocent Smoothies follows a tight playbook to guide their social media interactions. This playbook ensures that the people champions are aligned with the brand’s values and messaging while providing enough freedom for them to engage in authentic conversations with their audience.
Training and Escalation: Balancing Authenticity with Sensitivity
To uphold the brand’s reputation and manage the online community effectively, Innocent Smoothies invests in thorough training for their people champions. This training enables them to navigate sensitive topics and maintain the desired tone of voice when interacting with the audience.
When conversations veer into sensitive or controversial territory, there is an escalation process in place to address these issues. This approach allows Innocent Smoothies to maintain authenticity in their social media presence while ensuring that they manage their reputation and community responsibly.
Conclusion:
Innocent Smoothies’ social media success stems from their unique approach, which combines authentic and spontaneous interactions with a structured playbook and thorough training for their people champions. By striking this delicate balance, Innocent has created an engaging and memorable online presence that resonates with their audience.