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FEDEX SOCIAL VOICE 4/04/16
What’s in the box?
Table of contents
• Purpose
• Audience Personas
• Social Values, Personality & Tone
• Social Content Pillars
• Delivering the FedEx Social Voice & Tone
• Content Dos & Don’ts
Appendix
• Social Audience At-A-Glance
• Differentiators & Challenges
FedEx Social Media Mission Inspire love and preference for FedEx through active engagement in the relevant
social conversations of the day. Every word and pixel of our social media content,
including sponsored posts, should evoke a positive emotion, sparking a connection
with social audiences who yearn to share, like, comment and click-on.
PURPOSE
Identifying a brand’s social voice offers
a more thoughtful and scientific
approach to telling stories that are clear,
consistent and relevant across multiple
social media channels.
Our social brand voice guidelines set
the foundation for a strong and
consistent social identity, defined by a
clear communication tone and style.
Overview of Social Voice
This document provides the approved Social Voice and Visual ID guidelines which align with our
personality and values. This document, updated yearly, is intended to act as a guide for
consistency when communicating our FedEx story across social channels.
The subsequent Social Voice and Visual ID guidelines apply to developing the following types of
social content:
Copy, including hashtags
Images, including photography/stock images, use of animation and branding/logo
positioning
Videos
Paid/sponsored social posts
Social conversations with consumers and stakeholders
Campaigns, including but not limited to multi-pronged promotion based on marketing,
advertising and/or social initiatives
AUDIENCE PERSONAS
"It might sound ludicrous to write several posts per day, all directed to one person, but it’s a strategic decision that will make each post more
impactful. The idea is to pick the best representative of your target market(s), and write to them. This individual should mirror the demographics,
psychographics, lifestyle, shopping and browsing behavior and other features of your target audience(s). Then, once this person is selected, hold
them in your mind every time you compose a post.” -SocialTimes.com
About Audience Personas
Everything we do on social starts with our
audiences. Creating compelling content that
resonates and increases engagement starts with
knowing which audience we are trying to reach.
Our audience personas include: Demographic data
Interests
Online and social habits
Needs from our social content
Audience personas are built on a foundation of
art and science. Inputs include:
MRI market research data (U.S. info)
Audience data from social channels
Guidance from the social media team
Feedback from Brand and Legal teams
Audience Personas
Karen Ryan Dan
• She’s busy, juggling school aged kids and work, but that doesn’t stop her from
wanting to explore possibilities and try new things.
• She loves social media, posting pics, commenting, liking, sharing and
connecting with family and friends on Facebook and Twitter.
• She’s a smart shopper – she researches, reviews and buys everything she can
online, then repeats. She considers free shipping a ‘win’ and gets good use of
her Amazon Prime account. She makes her shipping decisions based on quality,
ease and efficiency.
• She keeps up with pop culture, news and sports from her laptop or tablet.
When the TV is on, she falls asleep to late night television like The Tonight
Show with Jimmy Fallon and wakes up to morning news shows like The Today
Show.
• She loves sharing snackable and trending content with her friends. She follows
us on Facebook and Pinterest, and is looking for trending content on Facebook
and Twitter that she can like and share.
Meet Karen in 60 seconds
The stats Karen is a 25-44 year old (51%), married (60%),
woman (54%). She’s a millennial or GenXer with kids
in elementary or middle school.
Meet Karen
Who she is and what she believes Karen is one busy woman. She feels stressed as she
juggles the demands of family and work. But that
doesn’t stop her from wanting to explore possibilities,
try new things, find unique experiences and continue
to travel. Vibrancy resonates with her.
Her digital life Out of all of our audiences, no one is more active on social than Karen. Her favorites are Twitter and
Pinterest, and she is more likely to actively consume and contribute on social channels. She posts pics,
she comments, she likes and she shares. Social media is her connection to family and friends, not so
much a place to try and find coupons or offers.
Karen is a smart shopper – she researches, reviews and buys everything she can online, then repeats.
She consider free shipping a ‘win’ and gets good use of her Amazon Prime account. She is likely to
share her own opinions about products and services. When it comes to purchasing and shipping
decisions, she needs the perfect match of quality and efficiency. Give her easy-to-understand resources
to expedite and solidify her confidence in FedEx.
When Karen is not posting on Twitter or adding items to her cart on Amazon, she’s keeping up with pop
culture, news and sports, while also checking in on her favorite blogs. She uses her laptop and tablet to
check her work and personal email, listen to music on Spotify and Google everything from healthiest
school lunches to the best 20-minute workout routines.
The media she loves
Karen goes online to get her news, typically from news outlets she deems ‘more sophisticated and
established’ such as CNN.com. She frequents technology news sites like Mashable as well as indulging
in home and self improvement content. She doesn’t read the newspaper, but will pickup a business or
finance magazine. On the weekend, she falls asleep to Saturday Night Live, and during the week, she
wakes up to the The Today Show.
Why she follows FedEx Karen likes to engage with our Facebook content, and
about 40 percent of our current fans match Karen’s
demographics. She also follows our Pinterest boards
given her interests in DIY, home décor, travel and her
yearn to try new things.
Engaging the Karen audience Karen wants culturally significant planned and real-time content that she can like and share because it is
relatable and ‘so her’. Catch Karen when she’s scrolling through her social feeds in trending moments,
with an emphasis on Facebook and Twitter.
• Work comes first for Ryan, which means his small business is top of mind
even on nights and weekends. He thinks risk taking is exciting and is bored
by routine.
• He’s the boss and likes to lead others.
• He chooses quality over price. He’s cultured and loves a night out to a good
dinner and a show, when he has the time.
• He uses social media to watch videos and connect with other professionals.
He’s online to respond to emails, pay the bills, check-in on the sports he
loves and answer his small business questions on WikiAnswers and
eHow.com.
• He’ll watch shows on subjects he is passionate about, from NOVA to The
Chew, and he’ll flip on Good Morning America during the weekdays. He’ll
also read up on small business and general business trends.
• He can be found following our Pinterest boards, and wants to be inspired by
reading about small business success stories and learn about tools and
resources to achieve his business goals on LinkedIn, Twitter and Pinterest.
Meet Ryan in 60 seconds
The stats Ryan is a 35-64 year old (75%), married (71%), man
(65%). He is a GenXer or Boomer who might have
children.
Meet Ryan
Who he is and what he believes Work comes first for Ryan. That means working
weekends and nights, prioritizing his small business over
his family at times. He’s extremely driven, finds risk
taking to be exciting and routine to be boring. He’s the
boss – leading others. He buys what he wants or needs
based on quality and not price. And when he does step
away from work, he enjoys being cultured – a night at a
good restaurant and a stroll through an art gallery or going
to see a show is what entertains him.
His digital life He uses a variety of social media platforms to watch videos and connect with other professionals. He
shops for products and services for his small business online, always has a browser open with his Gmail
and avoids using actual paper to pays his bills. When Google isn’t enough, he’ll routinely visit sites like
WikiAnswers and eHow.com to get answers to his small business questions. Educate Ryan with smart,
applicable and trending content that creatively solves his operational challenges and allows him to be
seen as an innovative small business owner.
The media he loves He’s a dual screener, watching TV while also scrolling through his smartphone. He loves sports, visiting
Nascar.com and CBSSports.com. He’ll pickup a newspaper to read the sports section, and is enthralled
when reading entrepreneur and small business focused online magazines like Entrepreneur or Inc. To
keep up with the business world at large, he’ll also read The Economist and Forbes.
He’ll watch shows on subjects he is passionate about, from NOVA to The Chew, and he’ll flip on Good
Morning America during the weekdays.
Why he follows FedEx With Ryan’s near singular focus on his small business, he
focuses on the potential of Pinterest for growing his
customer base. “How to” content resonates well with
small business owners like Ryan (and nearly 15 percent of
our current Pinterest audience is male).
Engaging the Ryan audience Ryan probably isn’t following us on LinkedIn or Twitter today, but we see targeting the small business
audience on both of these platforms as an engagement growth opportunity. Ryan wants to be inspired
by reading about small business success stories and learn about tools and resources to achieve his
business goals on LinkedIn, Twitter and Pinterest.
• Family comes first for Dan. He’s a private man who avoids confrontation, but
finds risk taking to be exhilarating.
• He has a ‘better than you’ attitude. He cares more about brand tags than price
tags, and is the guy who is the first to have the Apple Watch or 4K TV.
• He spends a lot of time on LinkedIn, but uses a mix of social platforms to
network with other professionals and keep tabs on the latest from friends and
family.
• Dan is a sports nut, staying up to date on his favorite teams on ESPN.com. He’ll
watch the Sunday news shows like Meet the Press, and if he can stay awake,
he’ll tune into Jimmy Kimmel Live or Saturday Night Live.
• He’s a FedEx loyalist and at least one of the following: An aviation geek, Denny
Hamlin fanatic or PGA Tour fan. Dan follows us on LinkedIn and should become
more of a focus on Facebook.
Meet Dan in 60 seconds
The stats Dan is a 35-64 year old (75%), married (71%), man
(58%). He is a GenXer or Boomer with kids.
Meet Dan
Who he is and what he believes Family comes first for Dan. He likes to keep private
and avoid confrontation, but finds risk taking to be
exhilarating. He’s not shy about showcasing his skills
and thinks highly of himself with a “better than you”
attitude. Dan enjoys the finer things in life and
considers himself sophisticated, paying more for
higher quality items and going out on the town for nice
meals and the arts.
He cares more about brand tags than price tags, and is
loyal to the brands he loves. He’s a spender who likes
to have material possessions, particularly to achieve a
higher social status. He’s the guy who is the first to
have the Apple Watch or 4K TV.
His digital life Dan lives the by the mantra of “it’s not what you know, but who you know” – he spends a lot of time
on LinkedIn, but uses a mix of social platforms to network with other professionals and keep tabs on
the latest from friends and family. Dan likes to hear from and read about people who share their
companies point of view and are willing to put a stake in the ground. Remind Dan why we are the best
in the shipping business – on the road, or in the air – with strategic thought leadership content.
The media he loves Dan is a sports nut, staying up to date on his favorite teams on ESPN.com. He tunes into the early
evening local news and watches Jimmy Kimmel Live and Saturday Night Live, if he can stay awake.
Why he follows FedEx As a FedEx loyalist and professional he is likely
currently following us on LinkedIn. He geeks out over
our aviation images on Instagram and checks in for
the latest on our sports sponsorship on Twitter.
Engaging the Dan audience There’s an opportunity to reach people in a similar age to Dan on Facebook as the platform tends to
skew older relative to other social channels. Dan likes to know a little bit about a lot of things. Empower
him to think about our company at happy hour and in the boardroom.
Overall Social Audiences*
Heaviest social user
Yearns for snackable,
trending content
Smart online shopper
Youngest of our
audiences
Small business comes first
Wants to be inspired
by other small business
success stories
Wants education on
resources to achieve
business goals
‘Better than you’ attitude
Chooses brand
tags over price tags
Wants to hear executives’
POV
Wants intriguing AVGeek
and sports sponsorship
content
Karen Dan
Ryan
Audience Commonalities
Above average income
Sophisticated demeanor
Interested in culture
Open minded
Not highly religious
Heavy internet/social media users
Heavy smartphone users
*Variations and sub-sets of audiences may exist based on paid social
media targeting capabilities across social channels.
Digging Deeper Into Our Audience Personas
Take the demographics information for what
it is:
For example…
…not all Karens are married (4
in 10 are not)
…Ryan can be a small
business owner who is a
plumber, but one out of three
Ryans are actual a Ryanne, a
woman who owns a bakery
…6 out of 10 Dans do not
have children
Paid social media targeting allows us to reach
sub-sets and variations of our core
audiences:
For example…
…millennial aged Karens
...U.S. East Coast based
Ryans
…female counterparts to Dan
Paid social media targeting capabilities vary
based on social channel and cost efficiencies
are effected by size of target audience. New
audiences can be reached through paid
targeting when core audiences and sub-sets
do not suffice (i.e. – freight drivers).
SOCIAL VALUES, PERSONALITY AND TONE
Social Values, Personality, Voice and Tone
Social Values The essence of who we are – our
deeply rooted beliefs
Our benefits, outlook and contributions as a brand on social
Social Personality How we act
Our actions on social are defined by
the six personality elements
Social Voice and Tone How we look and talk, based on our
social values and personality
Our social content should be
recognizable as sounding and
appearing like us
Social Values
Benefit Our benefit to those on social
media
Possibilities
We do our part to deliver on the potential of our customers’
possibilities, emotionally and functionally. We tell stories that show
how our world, from package handlers to planes to the purple promise,
and everything in between, makes our customers’ world better.
Outlook Our defining state of mind on
social media
Vibrant
We are dynamic, lively and authentic. Energy courses through every
word and pixel we post on social. We are upbeat and optimistic,
colorful in our word choices and imagery.
Contribution What we contribute to
the world on social media
Connectivity
We are the bridge between where our customers are and where they
want to go. We are the connective tissue between our products, our
people and the people we serve. We bring our customers into our
world while simultaneously contributing our perspective on the trends,
holidays and shared experiences that matter most to our customers
playing out on social everyday.
WE ARE WE AREN’T WHAT THAT MEANS
Optimistic Unassuming
We imagine a future full of possibilities and energetically plan for
tomorrow. Our positivity is contagious.
Genuine Aloof
We present ourselves without pretense, focusing on building authenticity
through honesty.
Creative Dismissive
We think with originality and inventiveness. Our storytelling brings to life
a unique flair that is thumb-stopping.
Dynamic Quiet
We radiate enthusiasm through passion, charisma and liveliness. Our
bright, colorful and upbeat character is easily recognizable.
Approachable Complex
We’re accessible; communicating with us is simple and straightforward.
Clever Quirky
We communicate with relatable and tasteful wit, humor and intellect.
Social Personality
Outlook
Sociability
Problem Solving
Energy
Status
Demeanor
Social Voice and Tone
WE ARE WE AREN’T WHAT THAT MEANS
Relatable &
Personable Corporate and Cold Write and create imagery like a person.
Vibrant Drab Words and imagery are active, vivid and colorful. We are radiant, upbeat and
constantly in motion, a bright spot in our audiences’ social feeds.
Authentic Contrived Capture real moments through storytelling, showcasing the best of reality.
Words and imagery feel natural, real and relatable.
Clean Overly Manipulated or
Staged
Arrange moments as they would look in real life, taking our audiences into
the scene.
Clever and Witty Demeaning or
Slapstick
Be humorous about situations or things instead of people. Humor should be
respectful and tasteful, bringing a smile to the faces of our audiences.
Boundary Pushers Risk Takers
We experiment with purpose, backed by insight. We stretch what’s possible
within social platforms to enhance the audience experience. We avoid highly
controversial subjects from politics to religion to polarizing celebrities.
Outlook
Sociability
Problem Solving
Energy
Status
Demeanor
SOCIAL CONTENT PILLARS
Social Content Pillars
We tell stories of how our products and services bridge the gap between where our customers are
and where they want to go. We bring to life that feeling when the box arrives at your doorstep.
We are more than just a shipping company. We are good citizens, innovators, aviation geeks,
packaging perfectionists and determined deliverers.
From Throwback Thursdays to National Boss’s Day, trending topics to celebrated holidays, we
create memorable, likeable, shareable, and most importantly, relevant imagery and copy.
Whether focusing on the points standings in the FedEx Cup, or cheering on Denny Hamlin as he
chases after the NASCAR Sprint Cup, the events, people and programs we sponsor enable us to
take part in the exciting moments our audiences are passionate about.
As the perfect shipping partners to those who embody the entrepreneurial spirit, we celebrate
small business successes and inspire the up and comers.
During the times of year we all mark on our calendars, we put extra emphasis on celebrating shared
experiences with our friends and family, and making possibilities a reality.
Connecting People And Products
The Window Into Our World
Making Moments That Matter
Purple Partners
The Shipper Of Main Street
Delivering On Possibilities
Delivery Manager, boxes as the subject, unboxing,
major life moments
Social responsibility (FedEx Cares, Purple Eagle), community,
aviation (AVGeeks, plane shots), innovation, earnings, Purple
Promise, events (NTDC), FWS FXG, Access, recruiting (hiring
messages, life at FedEx, FXE and FXG social recruiting)
Real-time trends (i.e. Bookstagram), weekly trends (#TBT,
Motivation Monday), Holidays/Days (i.e. National Cat Day)
FedEx Cup, FedEx racing, NFL Air & Ground,
FedEx St. Jude Classic
Small business spotlights, #SolutionsThatMatter
Winter holiday season, Valentine's Day, Mother's Day,
Father’s Day
DELIVERING THE FEDEX
SOCIAL VOICE AND TONE
Dynamically Packaged Poorly
Packaged
Predictably
Packaged
Expected, staged,
straightforward and
lacking any
creativity or
cleverness
Authentic, approachable, vibrant and clever,
embodying our social values, voice and tone
Improperly pushes
boundaries, often
contrived or ironic and
simply goes too far
Example for Karen
This box is pawesome. #NationalCatDay This is the before photo of shipping
Mr. Fuzzy. Happy #NationalCatDay!
Dynamically Packaged Poorly
Packaged
Predictably
Packaged
Example for Ryan
Shipping small business big time. #2015in5Words
Small business shipping with FedEx.
#2015in5Words
Shipping really sucks with UPS.
#2015in5Words
Dynamically Packaged Poorly
Packaged
Predictably
Packaged
The number of FedEx packages shipped
during this holiday season would wrap
around the earth twice.
#HowTheHolidaysArrive
We ship so many packages during the
holiday season that Mrs. Santa Claus is
reconsidering her marriage.
#BetterThanSanta #HowTheHolidaysArrive
Example for Dan
The number of packages we ship this
holiday season would basically make
earth the biggest Christmas ornament of
all time. #HowTheHolidaysArrive
Dynamically Packaged Poorly
Packaged
Predictably
Packaged
CONTENT DOS & DON’TS
1. Purpose Behind the Post Does your post hit on at least one of
our three social values, three of our
personality elements and one of our
social content pillars? If not, reconsider
why the post is necessary.
Always give our audience a call to
action, with relevant links when
applicable.
Top 6 Writing Tips For FedEx Social
2. First Person Write like you talk
Use “we,” “us,” “our company” or
“our team members” and avoid,
whenever possible, speaking in third
person i.e. “FedEx,” “FedEx team
members,” etc.
Social enables us to connect with our
audiences on a more human level.
2. Short and Smart Just because you have 140
characters doesn’t mean you need to
use all of them.
Think of the intent behind every
word and keep in mind the short
attention spans of our online
audiences.
See social post guidelines for
channel specific character count
recommendations.
Brand owned hashtags should only
be created after justification through
social listening and in conjunction
with an amplification plan, as
unnecessary hashtags add to
character counts.
4. Complimenting Visuals Keep in mind the visuals associated with
it, enhancing the story without stepping
on the imagery.
Complement visuals and vice versa.
5. Active voice Writing should be clear and concise,
with a strong and precise verb where
the subject of a sentence performs
the action.
6. FedEx lingo When in doubt, refer to the brand guidelines.
Consistency, such as using the term “team members” instead of “employees,”
remains applicable on social. But don’t confuse this with using stiff corporate or
legal jargon.
Internal abbreviations or long-winded business speak should be avoided.
Less than 100 characters 1200px W x 1200px H
Social Post Guidelines (for optimal engagement)
Dimensions Character Counts
1024px W x 512px H
800px W x 800px H
735px H x adjusted H
1200px W x 1200px H
1600px W x 1200px H
Less than 70 characters; 140 characters max Copy + Link: less than 118 characters
Copy + Image: less than 116 characters
Copy + Link + Image: less than 92 characters
Less than 150 characters
Less than 250 characters
Less than 140 characters
Less than 200 characters
Visual ID for FedEx
Visual ID for FedEx
Style and feel Convey a clean, vibrant and realistic style and feel through simple imagery that is not contrived.
Eye-catching Unique and innovative visuals make people stop scrolling through their social feeds and positively engage.
Proper composition When staging or editing a visual, consider composition techniques such as the Rule of Thirds, linear
perspective lines, contrast, framing and negative space.
Relevant Use current visual trends that align with brand attributes when appropriate.
Our logo If our logo appear in imagery on branded planes, trucks, boxes, etc., it is not necessary to include our logo a
second time, as all content lives on branded pages.
E
G
A
F
A – Witty copy
B –Include hashtag(s) to enhance searchability
and insert content into relevant conversations
C – Showcase branding in imaginative,
innovative ways – our products, people and
services are a part of lifestyle focused images,
but not overtly so
D – Showcase the best of reality
E – Include dynamic, interesting subject spots
F – Show movement
G – Highlight linear perspective lines to draw
the viewers eye to the focus point
H – Experiment with different perspectives and
lens when appropriate with content
D
C
B
Content Dos
H
E
G
F
A – Write relatable copy
B – Use social analytics to determine most
popular hashtags for holidays
C – Use vibrant colors and incorporate
brand colors when possible
D – Compose items in the scene to create
a clean but realistic look
E – Follow current visual trends that align
with brand attributes
F – Follow Rule of Thirds composition
technique, when possible
G - Build in “white space” (not literally
white) for the viewers eye to rest
D
C
A
Content Dos
B
A – Write with a specific audience
in mind (Dan)
B – Include a call to action if
possible
C – Use appropriate partner
handle(s)
D – Make video eye-catching and
immersive
E – Embed video in the social
platform for an easier user
experience and better
performance metrics
E
D
From tee to green, tell us what you think
will happen at the #FedExCup
@playofffinale.
A
C B
Content Dos
C
D
A
B
A – Audience(s) not considered B – Copy does not elicit an emotion C – People are staged/posed D – Rule of thirds not considered E – Image feels cluttered and unappealing
C
E
Content Don’ts
Here are some tips from FedEx on how
to keep your kids safe this Halloween:
at.fedex.com/X0HdX
C
E
A
B
A – Third person is used (i.e. FedEx vs. us) B – Copy is corporate and unassuming C – Appropriate hashtag based on analytics not applied (i.e. #Halloween vs. Halloween) D – Whimsical and cartoon like graphic does not have a clean, relatable or authentic feel E – Unapproved fonts
D
Content Don’ts
C
A
B
A – Long form posts are acceptable in some circumstances, but attempt to keep to 100 characters or less on Facebook B – No call to action but a link is shared C – Dark/poor lighting D – Person cropped out, but shoulder can still be seen
D
Content Don’ts
A A – Too many calls to action B – Third person instead of first person C – Video not embedded natively on Facebook
B
Content Don’ts
C
CHECKLIST
Identify target audience(s) and appropriate channels
Ensure your post meet at least one social value and at least three personality
elements
Confirm purpose of your post ladders up to at least one social content pillar
Verify post abides by voice, tone, copy and image dos and don’ts
Use at least one relevant hashtag, but not more than two
Include an explicit or implied call to action
Make sure each post has at least one image or video
Test all shortened links to ensure they direct to the intended site/content
Check for spelling and grammatical errors
Secure appropriate approvals – brand and legal
Optimize scheduling for peak engagement dates and times per platform
Social Post Checklist
APPENDIX
Audience Personas At-A-Glance
The Stats • Female – 54%
• 25 – 44 (Millennial & GenXer) – 51%
• Married – 60%
• Mom with elementary/middle school aged kids
Who she is • She’s busy, juggling school-aged kids and work
• She loves getting ideas for new things to try from social
media – you can find her posting pics, commenting, liking and
sharing on Facebook and Twitter
• She’s a smart shopper – she researches, reviews and buys
everything she can online, making good use of her Amazon
Prime account
• She keeps up with pop culture, news and sports from her
laptop or tablet while listening to Spotify
Karen and FedEx Social
Needs • She makes her shipping decisions based on quality, ease and
efficiency
• Create snackable and trending content that she wants to
share with her friends
The Stats • Male – 58%
• 35-64 (GenXer & boomer) – 75%
• Married – 71%
• May be a dad
Who he is • Family comes first for Dan
• He has a ‘better than you’ attitude - He cares more about
brand tags than price tags
• He spends a lot of time on LinkedIn, but uses a mix of
social platforms to connect with other professionals,
friends and family
• He is a sports nut, staying up to date on his favorite teams
on ESPN.com
Dan and FedEx social
Needs • He values our executives’ point of view through
strategic thought leadership content
• Keep him engaged with intriguing AVgeek and sports
sponsorship content
The Stats • Male – 65%
• 35-64 (GenX & Boomers) – 75%
• Married – 71%
• May be a dad – but he’s the least likely to have kids of our 3
audience personas
Who he is • Ryan’s small business comes first, including nights and
weekends
• He thinks risk taking is exciting
• He chooses quality over price
• He uses social media to watch videos and connect with
other professionals
• He’s online to check his Gmail, pay the bills, look at sports
scores and discover small biz tips on eHow.com
Ryan and FedEx social
Needs • He wants to be inspired by reading about small business
success stories
• Educate him about tools and resources to achieve his
business goals
KAREN RYAN DAN
What sets us apart as a company and through our social content? These differentiators help us rise above
the noise on social.
Differentiators
Business differentiators We invented overnight shipping
We offer faster shipping than competitors (in
many categories)
We’re passionate people who believe in the
Purple Promise
We have visually distinct branding
Social differentiators We are relevant to social audiences in the
moment
We have a clever, dynamic and approachable
personality
We maintain unique and long-standing
sponsorships
What obstacles must we overcome as a company and through our social content? These challenges should be kept in mind
when creating social content – and in some circumstances, seen as opportunities.
Business challenges We exist in a time of shipping parity where customers
don’t care if their package arrives from FedEx or a
competitor
We are not as globally dominant as UPS
We routinely deal with safety related crises and
questionable shipping issues (i.e. package mishandling,
shark fins, etc.).
47
Challenges
Social media challenges We have decentralized channels (FedEx Office and
regions)
We live in a cluttered social media environment
We have limited (but growing) resources to
address customer service response time
We are limited in the use of small business
customer spotlighting, without showcasing
favoritism
