Avery Dennison Live Project: Social Media

StrategyAJOY INFANT RAJ

DIVIAN JEGAMSPIKENARD FELIX DEEPAK

PROBLEM STATEMENT• Goal 1 : customers engagement (creating awareness to general

public). • Goal 2 : employer branding (talent acquisition and show case of

culture)

Facebook Main Objective: Share pertinent information, build authority and credibility of the company in the minds of customers and prospective employees. 

1. Align with company values, promote social causes, post on effective use of green marketing

2. Global level interactions: Let the employees from different countries interact. Conduct events for them and reward them. Eg (selfie competition,

video competition)

3. Share Innovative ideas and resources which need not be exactly relevant to the company. The idea should be to educate. 

4. Setup an active forum to conduct discussions on latest technologies pertinent to the industry.

5. Co-branding with major clients. Share clients posts and make client share ours.

6. Organizing events on festival days pertinent to the state and country.

7. Use of FB advertising. Targeting the right audience

8. Reward the Global employee of the month, best new entrant, best team of Avery Dennison on FB. This gives social recognition.

9. Organize events that cater to employee health and benefits (A marathon, A walk) something that symbolizes that an employee’s health is very

critical to an organization.

Articulating content on Facebook 

1. Getting "likes" by adopting facebook advertising. Helps target right group by analysing the ideal

persona.

2. Very strong group page - eye catching content 

3. Scheduling posts is key

4. Posts that are crisp and have content that stop and make one think 

"Good campaign = high quality content + distribution "

LinkedIn • The primary step would be to upgrade the profile to a premium account.• It helps to connect and engage you with professionals who run businesses. They are your so called potential business

partners, thereby standing a chance to improve visibility and awareness• Through quality content, it is important to leverage industry experts to become a thought leader and an Influencer

which can help boost more traffic to the company’s LinkedIn profile.• Use of LinkedIn Showcase pages to create sub-pages for Avery Dennison’s company profile to be able to reach niche

communities and converse with potential customers of their products and services.• Showcase the work of those whose chosen profession is to make the world a better place• Ensuring the hard work of Team Members is appreciated on LinkedIn. This gives a sign of social respect for the

achievements employees have done. This will help employer branding as more • Basically through LinkedIn, you can connect to potential client businesses who could utilize our products and

services. By this, we can establish a wider reach among the companies in the labeling and packaging industry.• The above strategies would help Avery Dennison in the following ways1. HR: the amount of new hires at Avery Dennison touched by LinkedIn2. Brand: Basic KPI's including engagement rate, organic reach, company page visits and sentiment

Twitter• Identify the personality of the brand and give it a voice.• Mention customer who speak at a function, mentioned in famous journals. It’s

important to give them a shout out if it’s related to the business• Scheduling tweets is important. A tool like Hootsuite could be used.• Using Hootsuite, you can come to know if you’re on the right track through re-

tweets. If there have been clicks, you have done reasonably well with content engagement. • A need to identify a campaign that can go viral. For instance, the package boxes

of Avery Dennison can be put to use for another purpose like say growing plants, innovative designs using them, etc,. • Not to forget, the effective use of #AVY

Pinterest• Aligning pictures with Avery Dennison’s brand image• Strong visuals from blog articles can help boost views• Effective use of Info-graphics• To increase the likelihood of driving more traffic to your website, add

a link back to the page on the website where that image lives for every pin. If a photo is being uploaded, instead of pinning something live on the website, choose a link that makes sense, and include that in the pin's description.

Thank you