National Confectioners Association - Social Media and Confections

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Pete Snyder and Jon Eick presented at the National Confectioners State of the Industry conference in March 2009.

Pete Snyder and Jon Eick presented at the National Confectioners State of the Industry conference in March 2009.

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  • 1. Pete Snyder Jonathan Eick Founder and CEO Online Brand Manager, Public Affairs NCA 2009 State of the Industry Conference © 2009 | New Media Strategies www.newmediastrategies.net
  • 2. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing Right Now: Skittles is Experimenting Where to go from here: Excitement! - Sustain Impressive! - Converse - Integrate Tweets in 24 hours: 13,000 Abuse of the system; no filters? Launch Day 2 Day 3 Future? Critiques from Bloggers: “Does Skittles control the @Skittles account? Nope!” “Does Skittles actively participate in discussions on Twitter? Nope!” © 2009 | New Media Strategies “Does Mars, Inc., its parent company participate on Twitter? Nope!” www.newmediastrategies.net
  • 3. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing Right Now: Thousands are Buzzing on Twitter Chocolate: 226,000 tweets Sprite: 10,000 tweets Reese’s Peanut Butter Cups: 1,500 tweets Cadbury: 7,000 tweets Gummy Bears: 2,000 tweets Jelly Belly: 1,200 tweets Cheetos: 6,000 tweets Pepsi: 31,000 tweets © 2009 | New Media Strategies www.newmediastrategies.net
  • 4. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing Right Now: Your Products are Being Defined at the Point of Research “Obesity risk… consuming large quantities of dark chocolate in an attempt to protect against cardiovascular disease has been described as 'cutting off one's nose to spite one's face'.” © 2009 | New Media Strategies www.newmediastrategies.net
  • 5. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing New Media Strategies  NMS is the industry leader and pioneer in social media marketing and measurement  Over 1,500 campaigns across 60 industries executed by our team of nearly 100 employees  Employ an integrated, three-pronged approach to the online space on behalf of our clients: © 2009 | New Media Strategies www.newmediastrategies.net
  • 6. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing Media Consumption in 2003 Undivided Skim Paper during Attention Background TV News during dinner Morning Talk Shows Check Headlines Radio During ride State of Mind home AM Radio TV on in background Media Morning Lunch Midday Commute Evening Time Out * Source: National Journal Group, Washington in the Information Age © 2009 | New Media Strategies www.newmediastrategies.net
  • 7. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing Media Consumption Today Read Undivided Search the Check News and before bed Attention Mobile at Web Watch email sitcoms during dinner stoplights YouTube Skim email or Hulu Skim blogs & at lunch Morning Facebook TV Radio during commute Radio during State of Mind drive Scan Late-Night emails Email & social networking Glance at magazines Weather Watch Online TV in office lobby Emails before bed Media Morning Lunch Midday Commute Evening Time Out * Source: National Journal Group, Washington in the Information Age © 2009 | New Media Strategies www.newmediastrategies.net
  • 8. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing At the Same Time: Increased Participation, Creation, Platforms  People are:  Creating more media  Seeking out more media  Accessing more platforms  Social Technologies are:  Lowering the barrier to entry  Closing the asymmetry of information gap  Enabling human nature to play out in warp speed watch listen define create share © 2009 | New Media Strategies www.newmediastrategies.net
  • 9. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing The Human Element is Back “We're moving away from 'users,' 'customers,' and 'shoppers.' Social media is bringing back the human element to all digital interaction.” - ReadWriteWeb (January 2009) © 2009 | New Media Strategies www.newmediastrategies.net
  • 10. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing The Rules of Endorsements Have Changed Both Personas: Acceptable Michael Phelps: College Student Michael Phelps: Both Personas: Unacceptable Spokesman © 2009 | New Media Strategies www.newmediastrategies.net
  • 11. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing A New Kind of Market Intelligence  Tropicana Packaging  Made a big change  Reactions were not favorable  Tropicana listened  Tropicana changed their strategy Brand-Driven Decision Consumer-Driven Decision © 2009 | New Media Strategies www.newmediastrategies.net
  • 12. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing Kogi Korean Leverages Twitter  Kogi Korean BBQ Taco Truck  Posts to Twitter when/where it will be  Shares photos of fresh dishes  Creates anticipation and loyalty  Praise and coverage from dozens of bloggers and prestigious media outlets: (e.g., New York Times, Financial Times, Los Angeles Times, Wall Street Journal “Independent Street” Blog) © 2009 | New Media Strategies www.newmediastrategies.net
  • 13. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing Comcast Listens, Responds Through Twitter  Comcast  Allows for bidirectional customer service (listen and respond)  Is now publicly accountable for their customer service  Has over 25,000 tweets and 9,000 followers  Receives media attention and praise for their efforts  Power Twitter user shares recent experience:  Comcast didn’t show for appointment  Customer tweeted this; received immediate response over Twitter “From that moment on,  Hour later, receives phone call it was the best  Sets up new installation  Follow-up phone call after the installation customer experience  Shares story with hundreds of influencers I’ve had in my life.” - Twitterer, 1300 followers © 2009 | New Media Strategies www.newmediastrategies.net
  • 14. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing From the Blogger’s Mouth  Why do I blog? Why does anyone?  Why does my blog matter?  Why does the blogosphere matter? © 2009 | New Media Strategies www.newmediastrategies.net
  • 15. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing Bloggers: Driving Stories and Creating a Narrative  Bloggers have the ability to break stories the mainstream media has missed  The cream rises to the top: content and freshness of story determines if it is ignored or catches fire  Mainstream media recognizes the power of blogs, treats bloggers as commentators, experts in their field  How to counter bad buzz – did Papa John’s adequately respond to the story? © 2009 | New Media Strategies www.newmediastrategies.net
  • 16. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing Recognizing the Benefits & Perils of the Blogosphere  Kraft Bagel-fuls  Announcement of new bagel pre-filled with cream cheese generates buzz in blogosphere  Questions arise – how could this possibly be good?  Further questions – does Kraft even hold a patent for the idea?  Kraft reaches out to change narrative, set record straight  End benefit of outreach? © 2009 | New Media Strategies www.newmediastrategies.net
  • 17. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing Recognizing the Benefits & Perils of the Blogosphere  Dairy Queen’s New Blog  You’ve decided to launch a blog. Will anyone know it exists?  Market to the community you are a part of  Why should I go to your blog? Create incentive to bring in readers, links © 2009 | New Media Strategies www.newmediastrategies.net
  • 18. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing Engaging Bloggers: A Win/Win Scenario  Blogger: Enhance reputation, gain inside access, improve accuracy of stories, attract new readers  Your Company: Get accurate information into the hands of interested consumers, tamp down negative stories  Increase allies and decrease opponents  Set the record straight  Google Searches: What will your customers find? © 2009 | New Media Strategies www.newmediastrategies.net
  • 19. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing 6 Blogger Outreach “Dos” • Do treat bloggers like journalists, meaning with respect and acknowledging their interests. • Do treat bloggers like advocates. They blog because of passion, not because it is a job. They have a strong perspective and don’t hide it. • Do get to know the blogger. If they know you, they are more likely to write what you want. • Do connect your pitch to other stories that they have written. If they know you read them, they are more likely to write what you want. • Do give bloggers breaking news. Bloggers crave breaking news and the traffic that usually comes with it. Breaking news makes people feel important and relevant. Traffic and prestige often translates directly into money in their pockets. • Do correct factual Inaccuracies. Bloggers will get facts wrong. Ask them in private to correct them. If they don’t, provide the correct information in the comments. © 2009 | New Media Strategies www.newmediastrategies.net
  • 20. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing 6 Blogger Outreach “Don’ts” • Don’t assume that bloggers have the same ethics and standards as reporters. They will not necessarily respect, or understand, attribution or background agreements. Most bloggers write as a passion, not as a profession. • Don’t send form letters or use blast emails. Sometimes form letters get posted online to embarrass communications and PR professionals. Instead, personalize your communications. • Don’t expect objectivity. Even when breaking news, bloggers are like columnists and will have a strong viewpoint. Find ways to use this to your advantage. • Don’t expect immediate action and/or response. Bloggers almost never work on deadlines. • Don’t use the same pitch with every blogger. Just as with journalists, bloggers have interests and angles they cover. Play to this. • Don’t expect them to care about your issue. Always look to create a reason, hook and incentive for them to post. © 2009 | New Media Strategies www.newmediastrategies.net
  • 21. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing Where We Go From Here  Social media is creating direct and human connections with you and the people who buy your products – be human back  There is an unprecedented amount of data being posted online every minute about your brand and your product from your customers – listen, tap into and respond to it  There is a danger to want to launch acute campaigns in the effort to create “buzz” and make your content go “viral” – strive to create an ongoing dialog and two-way conversation  Despite the buzz, it is less about the technology and the platforms, and more about about the people – just like in real life, it takes time, dedication and mutual respect to build a lasting relationship © 2009 | New Media Strategies www.newmediastrategies.net
  • 22. Right Now > NMS > The Big Picture > Case Studies > Food Blogger Insights > Closing Thank you. Questions? Pete Snyder Jon Eick Web: www.newmediastrategies.net Web: www.newmediastrategies.net Blog: www.newmediastrategies.net/blog Blog: http://sogoodblog.com/ Twitter: www.twitter.com/PeteSnyder Twitter: www.twitter.com/SoGoodBlog Email: pete@newmediastrategies.net Email: jeick@newmediastrategies.net Phone: (703) 253-0050 x 111 Phone: (703) 253-0050 x 165 © 2009 | New Media Strategies www.newmediastrategies.net