How the Food Industry is Using Social Media
WOMM = Word of Mouth Marketing WOMM Traditional Advertising Social Media Marketing
<ul><li>PUSH  to get the word out to an entire group of potential customers in order to hit who may be currently intereste...
Today’s WOMM gives  Consumers a big voice…  and Brands a great opportunity.
Happy customers are powerful endorsements…
Consumers have always been credible,  they just didn’t always have such reach…
Interaction instead of glazed eyeballs
LOFT’s Response
Community  +  Promotion Community Promotion
<ul><li>Every conversation can be  </li></ul><ul><li>brand building, promotional,  </li></ul><ul><li>public relations, mar...
Give them what they want
Why WOMM is great for Food <ul><li>We’re always hungry! </li></ul><ul><li>People love to talk about food… </li></ul><ul><l...
People Eat all the Time
People love to talk about eating...
It’s all subjective
Food is easy to give away
Lots of influencers
<ul><li>Do the research </li></ul><ul><li>Set the strategy </li></ul><ul><li>Creative is still king </li></ul><ul><li>Inte...
What are they saying?
Where are they saying it?
Research the competition
Find the influencers
<ul><li>Do the research </li></ul><ul><li>Set the strategy </li></ul><ul><li>Creative is still king </li></ul><ul><li>Inte...
National Chicken Council <ul><li>Goals </li></ul><ul><ul><li>Build relationships directly with consumers </li></ul></ul><u...
Strategy <ul><li>Drive traffic to Facebook Fan Page & Web Site </li></ul><ul><li>Find online influencers, build relationsh...
Drive Traffic to Fan Page & Web Site <ul><li>Search for people tweeting “need recipe” or “chicken recipe” or “ideas for di...
Driving Public Relations
An Audience Who’s Listening to Us
An Audience Who’s Listening to Us
Results <ul><li>13 million total impressions since Feb. ‘09 </li></ul><ul><li>1,545,096 (est) recipe impressions </li></ul...
The shrimp industry... <ul><li>Wishes they had a Facebook page with 25,000 fans on it </li></ul>
<ul><li>Do the research </li></ul><ul><li>Set the strategy </li></ul><ul><li>Creative is still king </li></ul><ul><li>Inte...
Strong, Consistent, Creative
Clever Enough to go Viral
 
<ul><li>Do the research </li></ul><ul><li>Set the strategy </li></ul><ul><li>Creative is still king </li></ul><ul><li>Inte...
Domino’s Integration
 
Traditional Gets  Leveraged Online
Traditional Gets  Leveraged Online
Old Spice Puts it All Together <ul><li>It started with the Superbowl ad </li></ul>
Leveraged Months Later for  Great Social Media  Integration
Research Strategy Creative Integration
 
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"How the food industry is using social media" The Cyphers Agency presentation for The National Chicken Council Annual Meeting

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This is a presentation that Dave Cyphers and Andrew Krebs-Smith from The Cyphers Agency gave to the National Chicken Conference, hosted by the National Chicken Council. We spoke about how to leverage tools like facebook and twitter for the food industry, but more importantly we spoke about the larger context that you need to have to effectively use these tools.

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  • Introduce Dave Background on Cyphers Introduce andrew We&apos;re not here to sell you on social media. We&apos;re assuming you&apos;ve heard plenty about the benefits, and about what some other companies have done correctly and incorrectly in social media. We&apos;re here to show you not just why the food industry specifically benefits from social media and word of mouth marketing, but also how companies are doing it, and how you can do it.
  • [list concepts] I&apos;ll highlight these concepts with some examples...
  • One of our clients is Strayer University. Part of our strategy involved giving Strayer students an outlet for their discussions or comments. Facebook is a huge part of that strategy. You can see how people are looking for a place to talk about Strayer. These comments are completely unsolicited. The best part is when the happy students respond to the angry students.
  • Build equity in the relationship so they trust you and allow you to speak to them often. Here we use the NCC twitter account to give recipes to people that are wondering aloud what they should have for dinner
  • Why this worked: - transparency - Interaction - listening So...why does word of mouth marketing work in the food industry?
  • The twitter account doesn’t just talk about chick-fil-a all the time. promotion is sparse - focus is on interacting with people
  • [list concepts] I&apos;ll highlight these concepts with some examples...
  • What value does the chicken council have to people? Information. We find people looking for the type of information that is on the website. This includes people looking for recipes, people looking for cooking ideas, tips for a meal, people with questions about chicken, etc.
  • Shrimp industry COULD be telling people: - where to buy safe shrimp - shrimp is still safe to eat - what the seafood industry is doing to combat the spill - what to write their congresspeople.
  • Email, Facebook, Twitter
  • YouTube, Outdoor, Ambient All are delivering the overall brand experience, through messages tailored to the different audiences
  • YouTube, Outdoor, Ambient All are delivering the overall brand experience, through messages tailored to the different audiences
  • "How the food industry is using social media" The Cyphers Agency presentation for The National Chicken Council Annual Meeting

    1. 1. How the Food Industry is Using Social Media
    2. 2. WOMM = Word of Mouth Marketing WOMM Traditional Advertising Social Media Marketing
    3. 3. <ul><li>PUSH to get the word out to an entire group of potential customers in order to hit who may be currently interested in your product or service. </li></ul><ul><li>PULL to draw visitors to your website when they are actively seeking your product or service. </li></ul>Online Offline PUSH Ambassadors Street Teams Product Testers Events Partnerships Flash Mobs Meetups PULL Pay per click Directory Listings Directory Ads Link Building SEO Traditional Print Broadcast Outdoor Ambient Media Direct Marketing Public Relations Blogs Podcasts Mobile messaging Email campaigns Contests RSS feeds Social networking Online Offline
    4. 4. Today’s WOMM gives Consumers a big voice… and Brands a great opportunity.
    5. 5. Happy customers are powerful endorsements…
    6. 6. Consumers have always been credible, they just didn’t always have such reach…
    7. 7. Interaction instead of glazed eyeballs
    8. 8. LOFT’s Response
    9. 9. Community + Promotion Community Promotion
    10. 10. <ul><li>Every conversation can be </li></ul><ul><li>brand building, promotional, </li></ul><ul><li>public relations, market research, </li></ul><ul><li>customer service… </li></ul><ul><li>All at once. </li></ul>Truly Listen to the Customer
    11. 11. Give them what they want
    12. 12. Why WOMM is great for Food <ul><li>We’re always hungry! </li></ul><ul><li>People love to talk about food… </li></ul><ul><li>More opinions than facts </li></ul><ul><li>Easy, low-cost giveaways / promotions </li></ul><ul><li>Explosion of (easy to reach) online influencers and audiences </li></ul>
    13. 13. People Eat all the Time
    14. 14. People love to talk about eating...
    15. 15. It’s all subjective
    16. 16. Food is easy to give away
    17. 17. Lots of influencers
    18. 18. <ul><li>Do the research </li></ul><ul><li>Set the strategy </li></ul><ul><li>Creative is still king </li></ul><ul><li>Integration is everything </li></ul>“ Social Media” a new WOMM tool, but still just another tool.
    19. 19. What are they saying?
    20. 20. Where are they saying it?
    21. 21. Research the competition
    22. 22. Find the influencers
    23. 23. <ul><li>Do the research </li></ul><ul><li>Set the strategy </li></ul><ul><li>Creative is still king </li></ul><ul><li>Integration is everything </li></ul>“ Social Media” a new WOMM tool, but still just another tool.
    24. 24. National Chicken Council <ul><li>Goals </li></ul><ul><ul><li>Build relationships directly with consumers </li></ul></ul><ul><ul><ul><li>Public Relations to promote chicken </li></ul></ul></ul><ul><ul><ul><li>Potential for Crisis Communications </li></ul></ul></ul><ul><ul><ul><li>Potential for Market Research </li></ul></ul></ul><ul><li>Objectives </li></ul><ul><ul><li>Garner 1,000,000 recipe impressions </li></ul></ul><ul><ul><li>Create relationships with 5 prominent food/chicken bloggers </li></ul></ul><ul><ul><li>Create active Facebook community of 10,000 + members </li></ul></ul><ul><ul><li>Increase website traffic </li></ul></ul>
    25. 25. Strategy <ul><li>Drive traffic to Facebook Fan Page & Web Site </li></ul><ul><li>Find online influencers, build relationships </li></ul><ul><li>Deliver interesting content </li></ul><ul><ul><li>(To grow and maintain an engaged audience) </li></ul></ul>
    26. 26. Drive Traffic to Fan Page & Web Site <ul><li>Search for people tweeting “need recipe” or “chicken recipe” or “ideas for dinner” </li></ul><ul><ul><li>Send them recipes from eatchicken.com </li></ul></ul><ul><li>Targeted Facebook Advertising Drives Fan Base Growth </li></ul><ul><ul><li>Post recipes and chicken-related information from eatchicken.com </li></ul></ul>
    27. 27. Driving Public Relations
    28. 28. An Audience Who’s Listening to Us
    29. 29. An Audience Who’s Listening to Us
    30. 30. Results <ul><li>13 million total impressions since Feb. ‘09 </li></ul><ul><li>1,545,096 (est) recipe impressions </li></ul><ul><li>26 Blogger relationships </li></ul><ul><li>26,000 + Facebook Fans </li></ul><ul><li>1,300 + Twitter Followers </li></ul><ul><li>5,000 + interactions </li></ul>
    31. 31. The shrimp industry... <ul><li>Wishes they had a Facebook page with 25,000 fans on it </li></ul>
    32. 32. <ul><li>Do the research </li></ul><ul><li>Set the strategy </li></ul><ul><li>Creative is still king </li></ul><ul><li>Integration is everything </li></ul>“ Social Media” a new WOMM tool, but still just another tool.
    33. 33. Strong, Consistent, Creative
    34. 34. Clever Enough to go Viral
    35. 36. <ul><li>Do the research </li></ul><ul><li>Set the strategy </li></ul><ul><li>Creative is still king </li></ul><ul><li>Integration is everything </li></ul>“ Social Media” a new WOMM tool, but still just another tool.
    36. 37. Domino’s Integration
    37. 39. Traditional Gets Leveraged Online
    38. 40. Traditional Gets Leveraged Online
    39. 41. Old Spice Puts it All Together <ul><li>It started with the Superbowl ad </li></ul>
    40. 42. Leveraged Months Later for Great Social Media Integration
    41. 43. Research Strategy Creative Integration

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