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Social Media for the Confectionery Industry
 

Social Media for the Confectionery Industry

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How candy companies can use social media to build business, from New Product Development to retail merchandising. Presented at the 65th annual PCMA Industry Conference, April 2011.

How candy companies can use social media to build business, from New Product Development to retail merchandising. Presented at the 65th annual PCMA Industry Conference, April 2011.

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    Social Media for the Confectionery Industry Social Media for the Confectionery Industry Presentation Transcript

    • Using Social Media To SweetenConfectionery Industry GrowthPete Healy, VP Account PlanningGyroHSR CincinnatiPMCA 65th Annual Conference | Apr 2011
    • The Tour1. The Value Of Social Media for Confectionery Manufacturers2. The Current Social Media Landscape3. Opportunities for Confectionery Product Development4. Implications for Consumer-Driven Brand Engagement5. Leveraging Social Media From Concept To Cash Register6. Integration Into Business Strategies7. ROI Considerations8. Summary 2
    • Social Media: Why It Matters 3
    • Social Media: Why It Matters 4
    • Social Media: Why It Matters 5
    • The Social Media Landscape 6
    • The Social Media Landscape 7
    • The Social Media Landscape 8
    • The Social Media Landscapehttp://www.briansolis.com/2009/03/conversation-prism-v20/ 9
    • The Social Media Landscape Four key sites: Facebook, Twitter, YouTube, LinkedIn 295 million users (US only) 10
    • Social Media Landscape: Facebook • 525MM+ users worldwide • 135MM+ US • 18-24yrs = 25%; 25-34yrs = 25%; 35- 44yrs = 20% • Avg user on 25min per day 11
    • Social Media Landscape: Twitter • 190MM worldwide • 90MM in US (up from 12MM in 2009) • 45% of users >35yrs (avg 39yrs) • HH income: 30% >$100k, 58% >$60k 12
    • Social Media Landscape: Youtube • 2 billion views per day • 30% (600 MM) in US • Facebook users watch 46.2yrs of YouTube video per day • Auto-share tweet  7 new YouTube user sessions 13
    • Social Media Landscape: Linkedin • 95MM+ users worldwide • 45MM+ users in US • Avg user age: 41 • Avg HH income: $110k/yr • 64% male 14
    • Social Media Landscape: MySpace • 45MM+ users in US (down from 65MM in 2009) • 56% F; 44% 18-34yrs • 46% < $60k/yr HH income 15
    • Social Media Landscape: Ningwww.Ning.com 16
    • Social Media Landscape: Flickr >4.5 billion images 17
    • Social Media Landscape: Blogs • Estimated 80,000 blogs created every day • >110MM blogs now online 18
    • Social Media Landscape: Forums Online forums self-select inquisitive, engaged people. 19
    • www.fiskateers.com 20
    • Social Media Landscape Conversationalists: • 56% Female (more than any other group) • 70% F are >30yrs (but still among youngest groups) Josh Bernoff & Charlene Li, Forrester, Jan 2010 http://forrester.typepad.com/groundsw ell/2010/01/conversationalists-get- onto-the-ladder.html 21
    • But why?Remember bowling leagues?… 22 22
    • Social Media Principle #1We want to belong. 23
    • Social Media Principle #2 We increasingly connect to brands through and with other people. 24
    • Social Media Principle #3 We look to the best brands much like friends. 25
    • Social Media Principle #4 Each of us is a brand champion— sometimes in unexpected ways. 26
    • Social Media Amplification 27
    • Social Media Amplification 28
    • Opportunities 29
    • Opportunities 30
    • Challenges 31
    • Challenges 32
    • Back To Opportunities 33
    • Intel http://www.ehomeupgrade.com/2010/09/08/intel-seeks- your-ideas-for-the-ultimate-home-communication-device/ 34
    • Starbucks Ideastorm 35
    • Starbucks Ideastorm 36
    • SM + Consumer Brand Engagement 37
    • SM + Consumer Brand Engagement 38
    • SM + Consumer Brand Engagement 39
    • SM + Consumer Brand Engagement 40
    • SM + Consumer Brand Engagement 41
    • SM + Consumer Brand Engagement 42
    • SM + Consumer Brand Engagement 43
    • SM + Consumer Brand Engagement 44
    • SM + Consumer Brand Engagement 45
    • Ruiz Foods 46
    • Ruiz Foods 47
    • Ruiz Foods 48
    • Ruiz Foods 49
    • From Concept To Cash Register 50
    • Corazonas Snacks 51
    • Corazonas Snacks 52
    • Corazonas Snacks 53
    • Corazonas Snacks 54
    • SM Leverage: Product Innovation • GoogleAlerts to scan trends in analogous categories • LinkedInGroups to track technical discussions (globally) • Facebook to solicit consumer ideas or feedback (similar to Starbucks) 55
    • SM Leverage: Marketing • Facebook to engage consumers • Twitter to promote & report real-time • Flickr to share & invite CGC • YouTube to share & invite CGC • Google Analytics to track • Mobile apps to personalize & deliver 56
    • SM Leverage: Sales & Trade Support • LinkedInto deliver added-value info to channel partners or customers • Twitter for real-time updates on store demos or other promo events 57
    • SM Leverage: Customer Service • Addictomatic to scan consumer sentiment or response to events • Twitteror Facebook to engage, resolve, project 58
    • Social Media + Business Integration 59
    • Social Media + Business Integration • Engage consumers openly and authentically • Recognize and reward fans • Optimize opportunities to support and/or promote retail trade customers • Inform those interested about the company’s community-focused programs or events • Represent the best of the industry 60
    • Social Media + Business Integration 61
    • Social Media + Business Integration 62
    • ROI Considerations 63
    • Table Stakes 64
    • No Sleight Of Hand, Please 65
    • A New Look to the Funnel 66
    • Add Mobility to the Mix 67
    • The Result: Social Media Marketing 68
    • Social Media Marketing 69
    • Social Media Marketing 70
    • Thank you! 71
    • Using Social Media To SweetenConfectionery Industry GrowthPete Healy, VP Account PlanningGyroHSR CincinnatiPMCA 65th Annual Conference | Apr 2011 72
    • Supplemental Information 73
    • Twitter Users Are Strong Networkershttp://socialmediatoday.com/dirktherabbit/166377/why-should-brands-bother-twitter-table-says-why 74
    • Social Media Statistics: 2010Nielsen, Jan 2010http://blog.nielsen.com/nielsenwire/global/led-by-facebook-twitter-global-time-spent-on-social-media-sites-up-82-year-over-year/ 75
    • Social Media Statistics: 2010India Business Blog, 2/01/10http://trak.in/tags/business/2010/02/01/social-media-statistics-facebook-twitter-flickr-linkedin/ 76
    • Social Media Statistics: 2010Resource Shelf (UK), Feb 2010http://www.resourceshelf.com/2010/02/11/a-collection-of-new-statistics-about-social-networking-mobile-and-internet-traffic/ 77
    • Social Media Statistics: 2010Resource Shelf (UK), Feb 2010http://www.resourceshelf.com/2010/02/11/a-collection-of-new-statistics-about-social-networking-mobile-and-internet-traffic/ 78