National Confectioners Association - Social Media and Confections

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

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


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



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'.”



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:



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


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


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


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)



The Rules of Endorsements Have Changed

Both Personas: Acceptable

Michael Phelps:
College Student

Michael Phelps:
Both Personas: Unacceptable
Spokesman



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



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)



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



From the Blogger’s Mouth

 Why do I blog? Why does anyone?
 Why does my blog matter?
 Why does the blogosphere matter?



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?



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?



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



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?



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.



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.



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



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


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