A rapid social media benchmark particularly highlight how Innocent actively involves their community in content creation.

1. Innocent Drinks
Social Media Benchmarking
Richard von Kaufmann // Concepting Director // 28.09.2012

2. • Smoothie fruit drinks
• Kids smoothies and drinks
• Veg pots
• Started 1999
Esittely

3. Esittely (verkkosivu)
• Banner icons
(also links)
• Fold line (stuff
above is
visible
immediately)
• Newsletter sign up
• Logo (also a mascot)
• Stories from our blogs
• Contact us
with social
media icons
• Jobs
• Main menu navigation
• Sliding banners
• Other links

4. Verkkosivu
✓ Clear layout
✓ Friendly and inviting
✓ Clear and fresh (reflecting
brand values)
✓ Multichannel social media
links
• Social media badges below the fold
-
http://www.innocentdrinks.co.uk/

5. Sosiaaliset mediat
✓ Diverse and suitable use of
social media channels
• /innocent.drinks • @innocentdrinks • /innocentdrinks
• /innocentsmoothies
• user/innocentdrinksltd • /wiki/Innocent_Drinks
• photos/innocentdrinks • /company/24177?trk=tyah

6. Facebook
✓ Light hearted tone of voice reflects brand
values
✓ Community engagement: sharing customer
photos, competitions, partner photos
✓ Authentic: being personal and admitting
mistakes
✓ Informative: top tips about startups and
eating
http://www.facebook.com/innocent.drinks

7. Facebook-kommentointia
✓ Cute posts get lots of
engagement
✓ Responsive to customer
feedback
✓ Responding quickly to
potential negative feedback
✓ Customers are telling the story
for them
- One post about Richard Reed
(co-founder) appearing in TV
show provoked some minor
reaction about Innocent
ownership. But community
defended them.

8. Facebook Extra
✓ Fun photos
✓ App Tabs: competitions,
games, videos
✓ Links to other social media
channels: Instagram,
Pinterest

9. Blogi
✓ Clean branding
✓ Integration into website helps SEO
✓ Promotes charity work
✓ Community member stories
✓ Top Tips
• Blog used more to build up their
expert credibility rather than
repeat stuff already being shared
on Facebook
- Could add posts profiling the work
of different employees throughout
the organization — human and good
for HR.
http://www.innocentdrinks.co.uk/blog

10. LinkedIn
- No HR tab providing recruitment
information
- No Product tab (very easy to add)
✓ Basic page
✓ Employee Insights
✓ 3,103 Followers
http://www.linkedin.com/company/24177?trk=tyah

11. Twitter
✓ Nicely customized
✓ News updates: products,
competitions, etc
✓ Cross-referencing and sharing
content from blog and Facebook
✓ Fun images and jokey stuff
✓ Cross-promotion with Club
Penguin and BeYourOwnBoss TV
show
✓ Community input
✓ Direct engagement from owner
https://twitter.com/innocentdrinks

12. Tweetstats

13. TweetStats Cloud

14. YouTube
✓ Own branded channel
✓ Nearly 1 million views
✓ High production values (lots of ads)
mixed with user generated content
✓ Featured Playlists
- Some user submitted videos
can be very poor quality
http://www.youtube.com/user/innocentdrinksltd

15. Pinterest
✓ Makes additional use of their colourful images
✓ Improves exposure by increasing sharablity
http://pinterest.com/innocentdrinks/

16. Instagrid
✓ Makes additional use of Instagram
users’s colourful images
✓ Improves exposure
http://instagrid.me/innocentsmoothies/

17. Wikipedia
✓ Good favourable text
✓ Reinforces the company “story”
✓ Highly probably big boost due to
BBC television show
37 050 kävijää (30pv)
http://en.wikipedia.org/wiki/Innocent_Drinks

18. Muuta
✓ Co-marketing activity with Club
Penguin kids social networking site
✓ Generating considerable earned-
media with participation of
Innocent co-founder Richard Reed
in BBC TV programme “Be your own
boss”

19. Muuta
✓ The brand had a fresh friendly
marketing approach and tone of voice
right from the start
✓ Ranked #1 in Social Brands 100 (2012)
✓ Always encouraged and provided ways
for people to get in touch
✓ Social media activity was an
extension of what they have always
done (e.g. friendly dialogue on
packaging)
✓ Freedom to experiment, make
mistakes and learn.
http://www.socialbrands100.com/

20. Yleiskatsaus
Social media service Social stats
Post writers /
frequency
Content
Facebook Fans: 293,104 Innocent Team (1-3 posts per day)
fun images, news updates, competitions,
cross linking to blog
Twitter
Twiittejä: 13,056
Seuraa: 17,973
Seuraajia: 77,833
Innocent Team, co-founder Richard Reed,
community members (39 tweets per day)
news updates (product, competitions,
etc), fun stuff, cross linking to blog
LinkedIn Seuraajia: 3,103 none Employee profiles
Wikipedia 37,050 lukijaa kuukaudessa Säännöllinen
history, products, product recall,
advertising claims charitable donations
YouTube
Tilaajia: 1,107
Videoita katsottu: 988 810
Suosituin video: ?
Innocent Team, community fans
adverts, competition promotions, fan
videos
Blogs Not available 3 primary writers, mixed staff charity work, health tips, fun stuff
Pinterest
Seuraajia: 654
Seuraa: 34
Mixed input, 7 Boards, 121 Pins
images used throughout their social
media activity