Presentation at On The Edge Reading, 24th September 2014. How to inspire a meaningful connection with your community – an innocent drinks story with Joe McEwan, Head of Digital and Communities at Innocent Drinks Having developed world-class community engagement since 2007, Joe’s leadership has helped cement innocent’s reputation as one of the few brands that truly understands how to connect with consumers. As Head of Digital & Communities Joe oversees the creation of all of innocent’s digital and social content and directs outstanding consumer contact, ensuring the company maintains an open, honest and interesting line of communication with the people who buy its products. Topic: How to inspire a meaningful connection with your community – an innocent drinks story Joe tells the inspiring story of the innocent brand from West London start up fourteen years ago to its position as number one smoothie brand in Europe today, demonstrating that a willingness to communicate openly and naturally with consumers at every touch point is key to building an engaged community of consumers. - The secrets behind innocent’s success at engaging consumers - How to implement and sustain an outstanding customer-engagement strategy - How to combine the online vs offline interaction for optimal results - Top 5 community development lessons that can be transferred across any industry

1. Looking after the guys who pay our wages
Joe McEwan
Head of Digital & Communities
@joemacyouwon

8. we were social before social media

16. Village fete snap

19. some things we’ve learned

20. some things we’ve learned
keep it human

23. Our peaches & apricots smoothies claims to be new
for summer. It’s definitely not summer. Whoops.
We’re getting the packaging changed as we type.
Sorry for any confusion.

24. They’re cupcakes, you muppet.

25. some things we’ve learned
show you’re listening

27. Consumer Update
Highlights from all of our contact channels
channels

28. 3rd best-selling
recipe
“So impressed that some real human took the trouble to hand-write the
card that came with the token. In this world of machinery it is really
refreshing to find somewhere that still values the personal touch.”

29. Some of you mentioned that it was a bit
tricky getting into our veg pots so we’ve
made the tab on the lid much easier to
open. Thanks for your feedback – do
please keep it coming.

30. Today is Blue Monday, the most depressing day of the
year. Thankfully, it isn't real and was just invented by
someone in marketing.

31. Today is Blue Monday, the most depressing day of the
year. Thankfully, it isn't real and was just invented by
someone in marketing.

32. Today is Penguin Awareness Day. We’re doing
our bit. Are you?

33. some things we’ve learned
try new things

37. Happy Mother’s Day

38. Just in case it needs saying, there are no traces of horse in any of
our products. You might find a bit of zebra though. Wait, hang on,
that’s a barcode. No need to panic.

39. First day of lent today. We’re giving up
pictures.

46. The latest in Apple technology

47. We’re recognised as a leading social media brand
• No. 1 FMCG brand for the third year in a row
• No. 1 brand overall in 2012
• Only brand to have placed in the top 10 every year (7th - 2011, 1st - 2012, 6th - 2013)
“In an ever-changing social landscape, Innocent maintains a flexible and creative approach
underpinned by a clear understanding of the spirit of the brand, passion for the product, and a desire
to engage with people on a one-to-one level.”
Social Brands 100, 2012

48. Keep it human
Show you’re listening
Try new things

49. Thanks for listening
Joe McEwan
@joemacyouwon