Relevance

TM

Social Media Analysis & Report
Fresh Summit 2013
Introduction
71 percent of all U.S. adults are online. 72 percent of online adults are
social networking site users1. Soci...
Fresh Summit Topic Cloud
An interesting look at the topics that were fueling the most
influential conversations around Fres...
Fresh Summit Social Channel Velocity
Across all the social and online media channels, October 18 was
the peak for Fresh Su...
Social Channel Velocity Comparison
Comparison: 2013 versus 2012, total daily mentions. 2013 showed far
more activity in th...
Fresh Summit Social Channel Summary
Like last year, Twitter was the dominant social channel for conversations
around Fresh...
Fresh Summit Voices
Brands dominated the Twitter conversation at Fresh Summit. Twitter influence
is all about impressions a...
Fresh Summit Voices
Bloggers and the trade are other contributors to the social conversation
around Fresh Summit. This yea...
Fresh Summit Global Mentions Map
Unsurprisingly the U.S. contributed the most to the conversation, but
there was a broad i...
Summary
Twitter was again the dominant force behind the social conversation around
Fresh Summit and by a substantial margi...
Copyright
© MJR Creative Group 2013
For more information about MJR Creative Group and Relevance by MJR please contact us:
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MJR Relevance: Fresh Summit 2013 Social Media Analysis & Report

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71 percent of all U.S. adults are online. 72 percent of online adults are social networking site users1. Social networking is a part of everyday life and a part of the social fabric of modern society. It is also an increasingly important part of every marketer’s toolkit. Whether it’s a retailer inviting consumers to Like them on Facebook, a brand retweeting a loyal fan’s recipe on Twitter, or a producer connecting with growers through a group on LinkedIn, people are constantly interacting with brands on social media. Furthermore, the common refrain that social media only works for consumer-focused companies is misguided at best, and irrational at worst. B2B companies are made of people – people that engage in social media, people who develop relationships – people who make business decisions.

Social media is an increasingly important conduit for businesses to get found by and engage with potential buyers on the web. 93% of marketers plan to maintain or increase social media ad spending in 2014.2 When broken down by channel, 47 percent of advertisers say that they will be increasing their spend in social media ads, with 46 percent maintaining current budget levels. On the flip side, this means that just seven percent will be decreasing their spend on social media advertising, which is a strong testament to the perceived value of this medium. The produce industry continues to lag behind in the adoption and integration of social media platforms and tools, even as grocery retailers turn in ever increasing numbers to social media to fuel connections with consumers.

At this year’s Fresh Summit conference session Creating Fruit and Veggie Passion, Bolthouse Farms’ CEO Jeff Dunn called on the produce industry to recognize that its primary competition is junk food, and the failure to fight that battle is having a drastic effect on the health of America. To compete, fresh produce needs to start marketing at a high sophistication level equal to that of the CPG brands, as well as increasing their marketing spend to gain the attention of the consumer. Harnessing the power of social media for marketing and business intelligence will be a critical component to winning that battle.

– Bradley Fitzhenry
Brand Manager, MJR Creative Group
November 21, 2013



1 Joanna Brenner, Pew Internet Project, Pew Research Center, August 5, 2013.

2 Emarketer: Social, Video Sites Will See Big Boosts in US Advertiser Spending, http://www.emarketer.com/Article/Social-Video-Sites-Will-See-Big-Boosts-US-Advertiser-Spending/1010300, October 15, 2013.

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MJR Relevance: Fresh Summit 2013 Social Media Analysis & Report

  1. 1. Relevance TM Social Media Analysis & Report Fresh Summit 2013
  2. 2. Introduction 71 percent of all U.S. adults are online. 72 percent of online adults are social networking site users1. Social networking is a part of everyday life and a part of the social fabric of modern society. It is also an increasingly important part of every marketer’s toolkit. Whether it’s a retailer inviting consumers to Like them on Facebook, a brand retweeting a loyal fan’s recipe on Twitter, or a producer connecting with growers through a group on LinkedIn, people are constantly interacting with brands on social media. Furthermore, the common refrain that social media only works for consumer-focused companies is misguided at best, and irrational at worst. B2B companies are made of people – people that engage in social media, people who develop relationships – people who make business decisions. Social media is an increasingly important conduit for businesses to get found by and engage with potential buyers on the web. 93% of marketers plan to maintain or increase social media ad spending in 2014.2 When broken down by channel, 47 percent of advertisers say that they will be increasing their spend in social media ads, with 46 percent maintaining current budget levels. On the flip side, this means that just seven percent will be decreasing their spend on social media advertising, which is a strong testament to the perceived value of this medium. The produce industry continues to lag behind in the adoption and integration of social media platforms and tools, even as grocery retailers turn in ever increasing numbers to social media to fuel connections with consumers. At this year’s Fresh Summit conference session Creating Fruit and Veggie Passion, Bolthouse Farms’ CEO Jeff Dunn called on the produce industry to recognize that its primary competition is junk food, and the failure to fight that battle is having a drastic effect on the health of America. To compete, fresh produce needs to start marketing at a high sophistication level equal to that of the CPG brands, as well as increasing their marketing spend to gain the attention of the consumer. Harnessing the power of social media for marketing and business intelligence will be a critical component to winning that battle. – Bradley Fitzhenry Brand Manager, MJR Creative Group November 21, 2013 1 Joanna Brenner, Pew Internet Project, Pew Research Center, August 5, 2013. 2 Emarketer: Social, Video Sites Will See Big Boosts in US Advertiser Spending, http://www.emarketer.com/ Article/Social-Video-Sites-Will-See-Big-Boosts-US-Advertiser-Spending/1010300, October 15, 2013. This is the second Produce Industry Social Media Report powered by Relevance by MJR™. In this report we offer a snapshot of the impact of social media influence on the recent PMA 2013 Fresh Summit Conference and Expo in New Orleans, Louisiana. We explore the key social channels and chart the velocity of the social universe surrounding the event. We indexed, filtered and analyzed hundreds of thousands of social media conversations on Twitter, Facebook, blogs, and industry and mainstream media during the 30 day period of October 4– November 4, 2013. MJR Creative Group continues to document the growing influence of social media on the produce industry through the release of periodic reports and presentations at industry events around the country. We are excited at the opportunity we see for the brands, producers, growers, and trade organizations of the produce industry. We see tremendous advantage in creating deeper connections with consumers and suppliers, and we help our clients capitalize on the transformative effect of data analysis on produce marketing and corporate decision-making. Relevance TM
  3. 3. Fresh Summit Topic Cloud An interesting look at the topics that were fueling the most influential conversations around Fresh Summit. Relevance TM
  4. 4. Fresh Summit Social Channel Velocity Across all the social and online media channels, October 18 was the peak for Fresh Summit 2013 social activity, reflecting pre-expo excitement by exhibitors, trade media and bloggers. Fresh Summit event period Relevance TM
  5. 5. Social Channel Velocity Comparison Comparison: 2013 versus 2012, total daily mentions. 2013 showed far more activity in the days leading up to the actual event versus 2012. In the days before and after the event period, we also see an uptick in 2013’s conversations, however the difference was not pronouced. Fresh Summit event period Relevance TM
  6. 6. Fresh Summit Social Channel Summary Like last year, Twitter was the dominant social channel for conversations around Fresh Summit. Facebook showed a bit more traffic, with trade publications making up the balance of the online conversation. Relevance TM
  7. 7. Fresh Summit Voices Brands dominated the Twitter conversation at Fresh Summit. Twitter influence is all about impressions and Sunkist took center stage with nearly 400,000 impressions. The main event hastag #freshsummit was widely used, garnering just over 2 million impressions. Top 20 Most Influential Twitter Accounts ACCOUNT IMPRESSIONS ACCOUNT IMPRESSIONS ACCOUNT IMPRESSIONS 1. @sunkist 399,175 8. @publix 80,277 15. @bayonasusan 28,650 2. @marriottintl 233,312 9. @jennatelesca 74,217 16. @lilitheats 3. @pgrocer 195,735 10. @wegmans 58,124 17. @oceanmistfarms 4. @friedasproduce 133,074 11. @thepacker 38,900 18. @breauxart 20,040 5. @shockinglydlish 116,656 12. @melissasproduce 33,777 19. @lizwebber 20,040 6. @freshsummit 107,853 13. @ca_avocados 32,626 20. fruits_veggies 7. @sn_news 80,307 14. @greengiant 30,376 27,171 21,387 19,215 Top 20 Most Used Hashtags ACCOUNT IMPRESSIONS ACCOUNT IMPRESSIONS ACCOUNT IMPRESSIONS 2,076,368 8. #pma 15,257 15. #pnid 2,854 9. #goveggie 11,662 16. #apples 2,747 30,115 10. #powerofpurple 10,916 17. #goodtaste 2,684 4. #contest 28,650 11. #fruitsvegetables 10,183 18. #freshfoodrevolution 2,480 5. #teamfreshsummit 25,010 12. #innovation 5,969 19. #breastcancerawareness 2,004 6. #hellofuture 22,048 13. #produce 4,293 20. rdchat 7. #packaging 17,439 14. #ifps 3,896 1. #freshsummit 2. #nola 3. #freshproduce 243,565 1,798 Relevance TM
  8. 8. Fresh Summit Voices Bloggers and the trade are other contributors to the social conversation around Fresh Summit. This year PMA’s field-to-fork bloggers themselves were far more engaged and top our list. Fresh produce marketing agencies MJR Creative Group and DMA Solutions returned in the top 5 this year. Top 5 Influential Blog Authors AUTHOR Top 5 Influential Trade Publications SITE AUTHOR SITE 1. Lee Mannering fieldtofork.pma.com 1. Grocery Headquarters 2. Kathy Means fieldtofork.pma.com 2. The Packer 3. Megan Zweig thecore.dma-solutions.com 3. Supermarket News supermarketnews.com mjrcg.com 4. The Produce News theproducenews.com smartblogs.com 5. Progressive Grocer progressivegrocer.com 4. Bradley Fitzhenry 5. Amy Sung groceryheadquarters.com thepacker.com Relevance TM
  9. 9. Fresh Summit Global Mentions Map Unsurprisingly the U.S. contributed the most to the conversation, but there was a broad international presence overall. Due to location identification limitations, the numbers seen here likely underrepresent social participation outside of North America. Italy and Germany were second and third, respectively. United States Italy 1,063 109 Germany 49 Ecuador 23 Canada 10 United Kingdom 10 Netherlands 9 Switzerland 6 Australia 5 New Zealand 3 Mexico 2 Brazil 2 France 2 Hong Kong 1 People’s Republic of China 1 Sweden 1 Ukraine 1 Relevance TM
  10. 10. Summary Twitter was again the dominant force behind the social conversation around Fresh Summit and by a substantial margin. The dramatic activity spike in the two days before the show demonstrates the brand, blogger, and event host enthusiam for the event leading up to the opening of the expo floor. Conversations take a precipitous drop once the show floor opens, reflecting the divided attention of both exhbitors and attendees. influence ranking results saw the PMA push to the top, reflecting the success of their determined efforts to gain more share of voice around their own event. SmartBlog, the blog from Smart Brief who partnered closely with the PMA this year made the top five as well. The other two spots were held by marketing firms MJR Creative Group and DMA Solutions whose client portfolios include many fresh produce brands and associations. Fresh Summit definitely has an international audience but we don’t see a proportional social media presence by the international exhibitors and attendees. Part of this is likely due to technical limitations in determining location. We suspect the actual numbers of international volume to be in the range of 10-15 percent higher than is being reported. We expected more. While there was more social media activity around Fresh Summit 2013 over the prior year, with over 1,100 exhibitors and 21,000 attendees, the potential exists for a truly phenomenal exchange of information, opinion, images, and video that can transform the Fresh Summit experience and push the industry forward into the future of marketing. The PMA invested more in social media activites around the show with mixed success. The PMA successfully brought the #freshsummit hashtag to the fore, scoring over two million impressions, a big improvement over last year. In contrast, their contingent of food bloggers (#teamfreshsummit) did not create much in additional lift, lacking any obvious support from PMA themselves to draw people towards the blogger activity online. Brands performed slightly better overall, but we saw the bulk of the activity coming from the same voices – who also tend to be the most successful consumer brands. We hope 2014 is the year fresh produce makes its voice heard in the social media conversation around Fresh Summit, and we challenge the fresh produce industry to accept the challenge put forth by Jeff Dunn of Bolthouse Farms: adopt the marketing methods and sophistication of junk food competitors, and truly connect with consumers. The Top 20 Twitter influencers are ranked using the Relevance by MJR™ algorithm that weighs post frequency, follower count, engagement, and content relevancy. Brands were the big winners this year aided by their often large follower counts. We are encouraged by the increased participation in social media by fresh produce brands, and feel that this trend will continue and fresh produce begins to follow the lead set by retailer and CPG enthusiasm for social media’s connections to consumers. The other ranking lists in the Report also used the Relevance by MJR™ algorithm for evaluation. There was a change this year in the influencer makeup of industry publications. Fresh produce trade publications found themselves having to share attention with the grocery retail trades, reflecting the coninuing rise of importance of fresh produce to the retail chains. Blog Relevance TM
  11. 11. Copyright © MJR Creative Group 2013 For more information about MJR Creative Group and Relevance by MJR please contact us: MJR Creative Group mjrcg.com 1114 N. Fulton Ave. Fresno, CA 93728 hello@mjrcg.com 559.499.1930
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