SOCIAL MEDIA STRATEGY IMPORTERS KIT SOCIAL MEDIA GUIDELINES This kit is here to help you to build your social media strategy locally. It gives you an idea of what MONIN EMEIA area is up to both on Facebook and Instagram. You may get inspiration from it but don’t forget to adapt to your market. Nevertheless, MONIN aims to build a strong global and consistent brand. To reach this objective, we should all respect these visual and editorial guidelines. MAIN MESSAGES TO SHARE WITH THE COMMUNITY, MONIN IS: 1- AN INSPIRING FRENCH GOURMET BRAND 2- A WIDE RANGE OF NATURAL & CREATIVE FLAVOURS 3- INTERNATIONALLY TRUSTED 4- COMMITTED TO LOCAL STAKEHOLDERS BEST PRACTICES FOR POSTING MONIN Jasmine syrup captures the heady fragrant flavour of this night blooming flower to enhance your Spritzer! Try it out, you won’t be disappointed. Drink responsibly. #monin #moninside#WorldC ocktailDay #spritzer TONE OF VOICE The tone should be professional, passionate yet approachable. Precision and refinement 👌 When details enhance the cocktail experience. What’s your favorite personal finishing touch? Drink responsibly. #monin #moninspiring #bartenderlife EMOJIS Emojis should be used where sensible and not distracting. These should not be overused (1 emoji max. per caption). FIRST COMMENT Recipe instruction that conveys easy-of-use and versatility should be integrated into the first comment of the post. MOOD BOARD MONIN Studio, as a laboratory of creation, must be the core of content creations. It allows short stories and experiences to be created, to be shared in community. We try, we taste, we assemble. It is an abundance of colours and perspectives in both human and product terms. EDITORIAL ON MONIN FLAVOURS, FOR AN ENDLESS CREATIVITY SHARING THE MONIN PREMIUM FLAVOURS, INGREDIENTS AND AROMAS. HIGHLIGHT THE DIVERSITY OF TASTES. ON BETTER TOGETHER INTERACTIVE CONTENTS THAT GIVE TIPS ABOUT MONIN PRODUCTS AND INNOVATIONS. MAKE SURE TO HAVE LINKS WITH THE WEBSITE TO GENERATE TRAFFIC THROUGH FACEBOOK. This document is strictly confidential © Matter Paris GUIDELINES INSTAGRAM / Use #monin #moninspiring on every Instagram post / Write short and attractive caption / Adapt the themes and messages to the news of your market / Do not use more than 5 # in the same caption / Refer to the Excel document in Moninside to choose relevant # / Always write MONIN in capital letters / Post only qualitative content / Post regularly to keep in touch with your audience GUIDELINES FACEBOOK / Post regularly to keep in touch with your audience / Built your advertising campaign and audiences with the Facebook Ad Manager / Keep an eye to monin.com to adapt your post, to the website news / Use visual assets (photo and videos) on Facebook / Do not add more than 20% of text on an image on Facebook TAKE CARE OF YOUR AUDIENCE / Comply with all applicable local laws when referring to alcoholic drinks / Clearly advocate responsibility by using “Drink Responsibly”, “Drink Smart”... / Do not depict anyone younger than your local permissible targeted age group / Do not encourage excessive drinking / Do not showcase consumption of alcoholic beverages as contributing to success / Representation of characters must be an effective professional function (bartenders/baristas) YOUR ACCOUNT NEW MONIN INSTAGRAM PAGE INSTAGRAM / Name: MONIN Country (eg: MONIN Europe) / Username: @monin_country (eg: @monin_europe) / Website: Refer to MONIN local website (eg: www.monin.com/emea) / Profile picture: Use the black MONIN Panache logo on white background Note : Do not add your country name under the MONIN logo / Profile bio : With over 200 natural & creative flavours, MONIN has become the trusted brand of choice among bartenders and baristas worldwide. #monin #moninspiring NEW MONIN FACEBOOK ACCOUNT FACEBOOK / Name: MONIN / Page picture: Use the black MONIN Panache logo on / Username: @MoninCountry (eg: @MoninFrance) white background / Category: Food & Beverage Company Note : Do not add your country name under the MONIN logo / Website: Refer to your local website (eg: https://www.monin.com/fr) / Page story : “As the trusted brand of choice among bartenders and / About : MONIN is the world’s leading producer of the finest flavored baristas worldwide, MONIN is the leader in premium flavourings for syrups, gourmet sauces and fruit smoothie and cocktail mixes cocktails, coffees, culinary applications and more. From a large range of available. With over 200 products from premium and authentic syrups to fruit preparations, gourmet sauces and beverage concentrates, ingredients, MONIN ensures ultimate taste and creativity. more than 200 flavours are available to create extraordinary food and beverages. Find recipes inspiration, product information, tips and more at / Global Pages : once created, note your Page ID (available in the Monin.com today” “About” section), and transfer it to your MONIN local contact. Thus, your local page will be linked to the global one. Learn more about Global Pages here. / Profile cover : use same than @Monin.Official SHOOTING SHOOTING GUIDELINES These guidelines are here to help you to create your own content (photos and videos). It gives you an idea of how MONIN EMEIA is creating assets to animate our websites, as well as social media. Don’t forget that each visual can feed the MONIN social networks. It is therefore necessary that the photo can be cut in square format and Instagram Story format (1080 x1920px). You can also access to a wide library of photos and videos on Moninside. It is continuously fed with new content : verify if anything similar is available before allocating resources on shootings. If you own the rights of the content, please share with MONIN team to feed the library for other markets. PHOTOS GENERAL GUIDELINES / Before taking a picture, get inspiration to create a universe around your drink. / The picture should NOT contain too many elements, try to broadcast just one recipe / product into a picture / If you are taking a picture of a gesture, opt for a focus on the technique / Be careful of the light: no saturation, clear light, better to do pictures at the morning light / Lighting and composition: always well-lit with contrast and a sense of depth of field / Be careful of the aesthetic and cleanliness of the elements (fingerprints on the glass…), create a nice garnish on your drink / Element of brand recognition (MONIN POS, bottles, cup / glasses, jigger, latte pen…) should be discreet SHOOTING INTENTIONS - DRINKS FINALISED DRINK SHOT 1. Against dive / even top shot if necessary 2. Importance of depth of focus 3. Full size and focus shooting 4. Discreet MONIN recognition elements (syrup bottles, jigger, spoon, shaker, glass, barmat, no apron…) 5. Luminosity : all photos must be bright, play on the blur in the background to add perspective 6. Harmonize colors of background and drink SHOOTING INTENTIONS - DRINKS DETAIL FOCUSED SHOT 1. Focus can be made on the garnish, glassware, the final touch ! 2. Showcase that details are important 3. Importance of depth of focus 4. Luminosity : all photos must be bright, play on the blur in the background to add perspective 5. Harmonize colors of background and drink SHOOTING INTENTIONS - GESTURE GESTURE SHOT 1. Highlight the importance of gesture while creating a drink 2. Importance of depth of focus 3. Showcase that details are important 4. Blur face and arms can appear on the picture 5. Play with the bar accessories and ingredients that helped to prepare the drink + discreet MONIN recognition elements (glass, barmat, no apron please…) 6. Luminosity : all photos must be bright, play on the blur in the background to add perspective 7. Harmonize colors of background and drink SHOOTING INTENTIONS – PRODUCTS PRODUCTS AND TOOLS SHOT 1. Full size and focus shooting 2. Importance of depth of focus 3. Against dive / even top shot if necessary 4. Always shoot full bottles 5. Make sure the label is readable 6. Play on the ingredients related to the product(s) 7. MONIN recognition elements (syrup bottles, jigger, spoon, shaker, glass, barmat, no apron…) 8. Luminosity : all photos must be bright, play on the blur in the background to add perspective 9. Harmonize colors of background and products VIDEOS GENERAL GUIDELINES MUSIC LENGTH / use: atmospheric, upbeat and dynamic music - 30/45sec: products, range, portraits, places, / don’t use: techno sounds, copies of famous music how tos, recipes - 2min: influencers, presentation concept FORMAT - 4/5 min: documentary, history (not recommended) / landscape: Youtube, website, online advertising / square: social media ANIMATION TEXT / portrait: social media / if inserting animation text: only use ROBOTO typeface / animations effects are free NB: please send to trade marketer for approval before last edit VIDEOS GENERAL GUIDELINES INTRO SCREEN END SCREEN Choice 1: PORTFOLIO Only 1 possible choice: If the subject is: product / range -> adapt the range logo - black background - panache logo sized to 1/3 of the screen, centred Choice 2: ACTIVATION - website link monin.com in white typeface If the subject is : recipes/how to/portrait/place/events etc... - social media icons in white typeface - adapt the range logo to its product - #MONINSPIRING in capitals in white typeface - colour of logo : brown - transparent label - sub-title in Light - text in capitals and in brown - title of the video in Light under the line INFLUENCE INFLUENCE STRAT’ AS PREDOMINANTLY B2B BRAND MONIN SHOULD COLLABORATE IN INFLUENCE WITH RECOGNIZED AND LEGITIMATE PROFESSIONAL ACTORS 3 TYPES OF INFLUENCERS 1/ IG influential and international accounts specialized in Mixology/baristas 2/ Top bartenders/baristas 3/ Top bars in EMEIA zone CONCEPTS Recipe creation with Instagram influencers Mystery box SOCIAL PAID SOCIAL PAID GENERAL GUIDELINES The importance of assigning budget to every post ? Importers should get help from a local digital agency on campaigns if you don’t have the resources inhouse. Objective 0,05 cts per engagement. Budget 30-50€ per post Audience lookalike OBJECTIVE #1 Engagement & community Boost Instagram and Facebook posts engagement thanks to ads. Assign a budget to every Facebook or Instagram post. Test various Facebook audiences in order to select the most effective one. Use Saved or Lookalike audiences. Saved: audiences built on Facebook users interests and characteristics. Large target. Very good reach. Variable engagement. Objective 0,08 cts per engagement. Budget 30€ per post Audience Saved & lookalike Lookalike: similar audience based on a custom audience. Examples of custom audiences include people on your email list, website visitors, and Facebook / Instagram users who engage with your video or Facebook page posts. Medium target. Very good engagement. Normal reach. OBJECTIVE #2 Conversion Implement Facebook & Instagram dark campaign in order to increase the MONIN social-selling strike force in France. Objective 0,30 cts per engagement. Budget 540€ per campaign (per month) Audience custom & lookalike Country France Lead conversion Facebook & Instagram ads in accordance with the brand trade action place. Be active every month and test various formats (image, carousel, catalog…) depending on the product(s) highlighted. Custom: audiences that allow to retarget past website visitors and people who have engaged with your content or app. Small target. Good engagement. Low reach. Lookalike: similar audience based on a custom audience. Examples of custom audiences include people on your email list, website visitors, and Facebook / Instagram users who engage with your video or Facebook page posts. Very good engagement, normal reach.