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Pivot: Food and Social Media January 2013
 

Pivot: Food and Social Media January 2013

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The information aggregated below was gathered utilizing the social media ...

The information aggregated below was gathered utilizing the social media
benchmarking and intelligence tool Unmetric. The categories represented
are all verticals of the international commercial food and beverage community.
The four verticals are divided as such: beverages (both alcoholic
and non-alcoholic), restaurants (fast food, fast casual, and full service
establishments), health food and traditional packaged grocery foods. For
each vertical an analysis of branded Twitter and Facebook identities of the
top ten brands with the highest Unmetric score for the month of December,
2012, was conducted with data collected for each brand representing
actions and engagements that occurred between January 1st- January
31st, 2013.

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    Pivot: Food and Social Media January 2013 Pivot: Food and Social Media January 2013 Document Transcript

    • !""#$%&#()*+$,$-"./01$23#/0$435"*) 60&0*+$789:;<3$=/>")$?"&@3*3&.3$$A$$BBBC5/>")."&C."DE@""#F*35"*)
    • METHODOLOGYThe information aggregated below was gathered utilizing the social mediabenchmarking and intelligence tool Unmetric. The categories representedare all verticals of the international commercial food and beverage com-munity. The four verticals are divided as such: beverages (both alcoholicand non-alcoholic), restaurants (fast food, fast casual, and full serviceestablishments), health food and traditional packaged grocery foods. Foreach vertical an analysis of branded Twitter and Facebook identities of thetop ten brands with the highest Unmetric score for the month of Decem-ber, 2012, was conducted with data collected for each brand representingactions and engagements that occurred between January 1st- January31st, 2013. OCT 15-16, 2013 NY ® conference
    • ! I. BEVERAGES ON FACEBOOK ! U- NEW LIKES - % % BRANDS SCORE FAN COUNT JAN MALE FEMALE Smirnoff 79 8,940,039 6,829,454* 36% 64% Coca-Cola 69 59,031,853 1,509,894* 46% 54% Heineken 68 11,190,356 479, 990 92% 8% Red Bull 67 35,881,345 470,641 55% 45% Monster 20,970,016 270,662 56% 44% Energy 66 Drink Bud Light 62 5,328,942 87,854 53% 47% Dr. Pepper 62 14,202,402 399,955 40% 60% Brahma Fla 58 2,073,256 61, 363** 64% 36% Kingfisher 57 5,152,147 86, 246 84%*** 16%*** Budweiser 54 3,743,407 4,473** 66% 34% ! *higher than avg industry fan growth **below avg for fan growth ***demo info from India only Case Study #1: BrahmaWHA? The BrahmaFla Phenomenon ! Brahma beer isn’t a brand featured at very many bars in the United States, but it’s a leading beer brand in the world of Social. This Brazilian lager began to see major world success after becoming a subsidiary of AmBev — the recent conglomeration of InBev and Budweiser maker Anheuser-Busch. The mega brand AmBev could dedicate more revenue to the brand’s expansion and production, and that translated to some smart social campaigns that are taking the Latin American Soccer and Social worlds by storm. By mixing celebrity endorsement (J. Lo, Megan Fox), savvy ads and social engagement BramaFla added over 500,000 Brazilian fans in ! the last six months of 2012 alone. The question stands now, can they move into a global market with the same strategy. !! COMPARATIVE ANALYSIS! 1. Growth Rate Coca-Cola has the most fans in the United States whereas Smirnoff had the highest growth grate in the US ! 1
    • !2. Conversations: Smirnoff has the most people talking about them as percentage of their fan base; Redbull had the lowest percentage of conversations by fans The following are conversations about each brand as a percentage of their fans for this period: CONVERSATION % !"#$%&( ))*++( ,$-."-(/0-( )1*23( ,4567#87$(( 3*23( ,45(9#:.;( 3*)<( =7#%7>7%( )*<<( ?$*(@7AA7$( )*1+( B#%:#8.7$( 1*3)( C&D-EC&0-( 1*)<( F&%8;7$(G%7$:H( 1*1I( ?$#%>( J75(,400( K*L<( 3. Posts by Fans: Coca-Cola had the greatest number of posts by fans and redbull had the least (posts by ADMIN was negligible w/ exception of BrahmaFla at 95) FAN POSTS Coca-Cola 3665 Heineken 2035 Kingfisher 1936 Monster 1283 Dr. Pepper 1146 BrahmaFla 1141 Bud Light 781 Budweiser 487 Smirnoff 104 Red Bull 0 **Note: Fans are not permitted to post on Red Bull’s Wall 2
    • ! Posts by admins: ADMIN POSTS BrahmaFla 95 Monster 18 Dr Pepper 16 Heineken 15 Kingfisher 15 Red Bull 13 Budweiser 9 Bud Light 7 Coca-Cola 5 Smirnoff 4 4. Shares: Brahma Fla had the greatest number of shares at 638,770; Bud Light is second: 88, 281; Monster is third at 51, 874 (others are negligible) 5. Engagement: According to Unmetric’s algorithm, Budweiser scores best with fan engagement ENGAGEMENT SCORE Budweiser 242 BrahmaFla 188 Bud Light 168 Dr. Pepper 92 Monster 65 Red Bull 59 Heineken 33 Kingfisher 31 Coca-Cola 30 Smirnoff 0 **Note: Smirnoff did NOT engage in any posts initiated by FansII. BEVERAGES ON TWITTER U- FOLLOWER NEW BRANDS SCORE COUNT FOLLOWERS FOLLOWBACK % @CocaCola 83 672,098 15,098* 10.2%** @dogfishbeer 80 113,951 3,320 1.3% @newbelgium 78 141,038 7,902 10.8% 3
    • ! @redbull 77 899,275 26, 399 4.8% @pepsi 73 1,087,543 5,616 4.1% @MonsterEnergy 62 462,016 24,733 .13% @Skinnygirl 57 52, 928 756 .1% @drpepper 53 112,795 1,323 30.6% @Gatorade 53 122, 411 2,286 4.8% @Heineken 52 55,681 -130*** .2%*Average follower increase during time period: 518 **Avg Followback % 13.9% ***net lossCOMPARATIVE ANALYSIS 1. Frequency of Tweets • CocaCola tweets the greatest number of times and the nature of their tweets are generally replies. Coca Cola tweets 3250 times, 3225 are replies • Monster has the greatest number of retweets: 76 and the greatest number of proactive tweets: 160 2. Timing On average, 45% of tweets were between 12pm and 6pm 4
    • ! Case Study #2: Pepsi: Listen Now Pack on Fans ! Pepsi, constantly battling competitor Coca-Cola, launched a global music campaign — including tie-ins with various NFL teams for “party anthems” — in April, 2012, to bolster their fan base. As part of its global campaign “Live for Now,” the brand encouraging tweets using the @Pepsi handle or the hashtag #PepsiMusicNOW. Each tweeter was issued free Amazon MP3 as reward. The total campaign saw and over –all increase of 400,000 new fans, with over 121,000 fans in the first week of ! the campaign. ! Hundreds of free Amazon songs ! 121,000 new Fans in one weeks! !III. RESTAURANTS/CAFES ON FACEBOOK U- FAN NEW LIKES - % %BRANDS SCORE COUNT JAN MALE FEMALE Starbucks 68 33,628,177 241,826 * 30% 70% McDonald’s 63 27,236,604 410,004 38% 62% Taco Bell 61 9,732,120 110,546 42% 58% Subway 61 20,438,436 792 37% 63% Applebee’s 57 3,826,252 134,092 30% 70% Buffalo Wildwings 54 9,941,153 75,797 47% 53% Pizza Hut 48 10,047,738 203,666 38% 62 % The Cheesecake 3,373,615 73,017 20% 80% 46 Factory Dunkin Donuts 46 8,349,215 35,630 34% 66% Texas Roadhouse 46 1,831,804 26,899 27 % 73%* above avg 32,051COMPARATIVE ANALYSIS 1. Growth Rate Starbucks has the most fans whereas Subway had the highest growth rate 2. Conversations Applebee’s has the most people talking about them as percentage of fans; Starbucks has the lowest percentage of people talking about them 5
    • ! PTAT as a % Applebees 7.5 The Cheesecake Factory 4.23 Texas Roadhouse 2.07 Dunkin Donuts 1.76 Taco Bell 1.66 Pizza Hut 1.29 Subway 1.24 Buffalo Wildwings 1.14 McDonalds 0.88 Starbucks 0.583. Posts by Fans: Taco Bell had the most posts by Fans; McDonald’s had the least FAN POSTS ADMIN POSTS Taco Bell 2162 Buffalo Wild Wings 56 Starbucks 2102 Applebees 54 Buffalo Wildwings 1732 Dunkin Donuts 50 Pizza Hut 1528 Pizza Hut 50 Applebees 1417 The Cheesecake Dunkin Donuts 1253 Factory 33 Subway 1200 McDonalds 27 The Cheesecake Taco Bell 21 Factory 732 Subway 18 Texas Roadhouse 373 Starbucks 0 McDonalds 0 Texas Roadhouse 0 **Note: McDonald’s doesn’t permit fans to post.4. Engagement Scores: According to Unmetric methodologies/formulas, Texas Roadhouse engaged best with fans and earned a score of 304, Pizza Hut Performed lowest at a score of 28 ENGAGEMENT SCORE Texas Roadhouse 304 Applebees 247 The Cheesecake Factory 216 Taco Bell 189 6
    • ! Starbucks 106 McDonalds 70 Dunkin Donuts 53 Subway 46 Buffalo Wildwings 45 Pizza Hut 28 Case Study #3: Walking the Good PR/Bad PR line ! ! ! When Applebee’s waitress Chelsea Welch posted a picture of a receipt from a low-tipping customer to the popular social sharing site Reddit, the image went viral and Applebee’s fired Welch. The Internet revolted, but what effect did the event have on Applebee’s social account? Well, as the adage goes, “no press is bad press.” In the week following the incident, Applebee’s lost 43 Facebook fans, but gained 2,204 new Twitter followers. ! 5344 upvotes of bad PR on Reddit ! -43 FB Fans ! ! 2204 new Twitter followers 5. Shares: (negligible)IV. RESTAURANTS/CAFES ON TWITTER U- FOLLOWER NEW BRANDS SCORE COUNT FOLLOWERS FOLLOWBACK % @Subway 73 1,004,091 73,509 3.5 %* @Starbucks 72 3,391,619 70,080 2.4 % @McDonalds 71 947,383 68,304 1.2% @Applebees 61 86,080 18, 747 57.5% @TacoBell 61 339,838 20,927 Inconsequential % @pizzahut 59 160,089 6,035 22% @Whataburger 55 85, 974 10, 522 47% @ChipotleTweets 54 162,831 3,733 .17% @JimmyJohns 53 147,338 9,804 4.2% @DunkinDonuts 51 202,094 9,045 27.5 % 7
    • !* lower than the avg 9.7%COMPARATIVE ANALYSIS 1. Frequency of Tweets Applebees tweets the greatest number of times and the nature of their tweets are generally replies. Applebees tweeted 13780 times, 13406 are replies For this vertical, the number of practive tweets and retweets were all 2% or less of total tweets and thus negligible 2. Timing On average, 47% of tweets were between 12pm and 6pm; TacoBell however tweets 32% of the time between the hours of 12am-6am. 3. Content The majority of Chipotle’s and Whataburger reply tweets are Brand Apologies: 8
    • ! Chipotle: 249 of 359 Whataburger: 64 of 79 (most other brands don’t tweet enough for these results to be at all significant <10 tweets)V. HEALTH FOOD ON FACEBOOK U- FAN NEW LIKES - % % BRANDS SCORE COUNT JAN MALE FEMALE InnocentDrinks 37 318,151 11,037 18% 82%* Fage 36 1,077,009 11,586 16% 84% Udi’sGluten 978,756 53,722 17% 83% 34 Free Foods Kettle Brand 297,955 35,649 -** -** 33 Chips Vitamin Water 33 3,749,706 28,129 35% 65% Cocoberry 32 2,005,958 54,199 59% 41% Vita Coco 421,287 13,685 30% 70% 31 Coconut Water Bird’s Eye 559,390 154,651 -** _** 31 Vegetables Morning Star 183,937 48,472 10% 90% 30 Farms Smart Balance 30 220,881 37,765 11 % 89% * based on UK **unavailableCOMPARATIVE ANALYSIS 1. Growth Rate: vitamin water has the most fans, Birds Eye Vegetables had the highest growth rate 2. Conversations: as percentage of fans CONVERSATION % Innocent Drinks 17.41 Morning Star Farms 7.02 Kettle Brand Chips 6.88 Vitamin Water 6.69 Vita Coco Coconut Water 6.69 Birds Eye Vegtebales 6.3 Smart Balance 6.05 9
    • ! Fage 4.1 Udis Gluten Free Foods 3.4 Cocoberry 1.713. Posts: Udi’s had the most fan posts at 600 (didn’t include the others because they were all around 200 or less). Cocoberry had the most admin posts at 133. FAN POSTS ADMIN POSTS Udis Gluten Free Foods 600 CocoBerry 133 Fage 245 Innocent Drinks 73 Birds Eye Vegetables 234 viatminwater 43 MorningStar Farms 208 Udis Gluten Free Foods 34 Innocent Drinks 201 Vita Coco Nut Water 33 Kettle Brand Chips 197 MorningStar Farms 31 vitaminwater 171 Birds Eye Vegetables 28 Smart Balance 108 Fage 27 Vita Coco Nut Water 101 Kettle Brand Chips 24 Cocoberry 0 Smart Balance 23 10
    • ! 4. Engagement Scores: ENGAGEMENT SCORE Innocent Drinks 196 Fage 160 Kettle Brand Chips 150 Vita Coco Coconut Water 127 Udis Gluten Free Foods 98 Smart Balance 95 Morning Star Farms 68 Birds Eye Vegtebales 23 Cocoberry 13 Vitamin Water 2 5. Shares: Innocent Drinks had the greatest number of shares: 40, 922; Fage was second at 15,182; Udi’s Gluten Free was third at 13, 685; (the others were inconsequential [or non existent] in terms of relative comparative analysis)VI. HEALTH FOODS ON TWITTER 11
    • ! U- FOLLOWER NEW BRANDS SCORE COUNT FOLLOWERS FOLLOWBACK % Innocent Drinks 65 109,929 8,786 18.2%* Chobani 57 51,607 1,738 9.6% Wheat Thins 49 63,126 289 19.3% ClifBar 45 106,641 183 .21% Udi’s Gluten Free 41 46,775 1,114 18.7% TropicanaOJ 38 28,816 289 - Fresh and Easy 38 17,657 256 13.4% Fage USA 37 51,883 839 2.1% Vitamin Water 35 55,378 -394 % Stonyfield 25, 621 1,394 72.6% 33 Organic* above avg 13.9%COMPARATIVE ANALYSIS 1. Follower Growth Innocentdrinks has the most followers and the highest growth. Stonyfield follows the most as a % of people who follow them. 2. Frequency: Chobani has the greatest number of tweets at 7270, the majority of which are replies: 6,887 and 359 retweets; Udi’s Gluten free has the greatest number of proactive tweets at 197 3. Timing: on average, 43% of tweets are between 12-6pm. 12
    • ! 4. Replies: Innocentdrinks had the greatest number of brand apology reply tweets with 21 of 81 replies (this graph is not very interesting nor informative as reply tweets were minimal for brands)VII. PACKAGED FOODS ON FACEBOOK U- SCOR FAN NEW LIKES - % % BRANDS E COUNT JAN MALE FEMALE Oreo 62 31,771,609 403,744* 37% 63% Skittles 61 24,368,443 209,576 33% 67% Pringles 57 22,570,858 300,877 44% 56% Trident 57 8,759,921 4,221,406 31% 69% Reese’s 53 10,332,892 122,596 38% 62 % Cadbury 51 3,133,285 81,161 55% 45% M&M Green 49 4,187,812 37,673 -** -** Kit Kat 49 14,719,984 368,153 31% 69% Nutella 48 17,057,901 156,546 29% 71% Starburst 48 11,836,216 106,739 40% 60% * above the avg 60,778 ** unavailableCOMPARATIVE ANALYSIS 1. Growth Rate: Oreo had the most fans; Trident had the highest growth rate 2. Conversations: Trident had the most people talking about them as a % of fans; The following is convo as a percentage of fans: CONVO % Trident 22.53 Cadbury 11.22 M&Mgreen 2.49 Kit Kat 2.15 Reeses 1.17 Skittles 0.59 Oreo 0.58 Pringles 0.51 Starburst 0.39 Nutella 0.36 13
    • !3. Posts: Pringles had the most posts by fans: 738; Oreo a close second at 673. Nutella the least: 0; Cadbury had the most posts by admin at 115: ADMIN POSTS FAN POSTS Cadbury 115 Pringles 738 Pringles 44 Oreo 673 Trident 44 Cadbury 623 Skittles 43 Skittles 505 Reeses 29 M&M 464 M&M 28 Kit Kat 345 Oreo 26 Trident 330 Kit Kat 10 Reeses 270 Starburst 9 Starburst 127 Nutella 0 Nutella 04. Engagement: ENGAGEMENT SCORE Cadbury 221 M&Mgreen 204 Reeses 85 Oreo 61 Starburst 59 Skittles 42 Nutella 41 14
    • ! Pringles 10 Kit Kat 9 Trident 4 5. Shares: Cadbury had the greatest number of shares: 283,207; M&M had the second greatest number of shares at 64,510; Reese’s was third with 40,206; others negligibleVIII. PACKAGED FOODS ON TWITTER U- FOLLOWER NEW BRANDS SCORE COUNT FOLLOWERS FOLLOWBACK % CadburyUK 52 124,487 894 3.9 % Ben & Jerry’s 50 86,763 2,365 57.8% Betty Crocker 43 61,745 749 55.4 % Skittles 41 61,316 6,795 .39% Pillsbury 39 34,641 604 32.9% M&M (Green) 38 54,138 -416 .51% Oreo 35 75, 199 954 .01% Fritolay 35 39,861 490 11.2% Kraft 34 44,640 873 13.8% Orville 23,822 10,245 2.1% 33 RedenbachersCOMPARATIVE ANALYSIS 1. Followers CadburyUK has the most followers and OrvillePopcorn had the highest growth rate 2. Frequency: Pillsbury has the most tweets, the majority of which are replies (total: 488 Replies: 295) ; mmsgreen has the fewest with a total of 10; 87 of 88 Skittles tweets were proactive. 15
    • !3. Timing: Most tweets happen between 12pm-6pm4. Replies: CadburyUK has the highest percentage of brand apologies at 30% of reply tweets Case Study # 4: OREO Sheds Some Light on Effective Social Engagement Despite being 100 years old, Kraft’s Oreo is “staying young” through the use of social media. Sarah Hoffstetter, president of 360i Foods, says the key is to ensure that social campaigns remain conversational and are specific to the various social settings where the product is being consumed. Kraft’s lead digital marketer, Beth Reilly, seconds this point in saying: For Kraft, “The single biggest opportunity is in social — fostering different languages and cultures,” Reilly said. ‘We have more than 24 million fans talking about Oreo in 100 countries.’” Oreo has 32 million FB likes. During the Super Bowl 2013, Oreo monopolized the moment of the infamous blackout by immediately Instagraming, Tweeting and Facebooking a photo of their cookie with the caption: ‘You Can Still Dunk in the Dark.’ This clever branding of a real-time event received over 15,000 retweets and 20,000 Facebook likes. In three days following the post, OREO attracted 25,704 new Facebook fans and 11,471 new Twitter fans. ! 1 post ! 15,000 retweets ! 25,000 new likes! ! 16