That’s it – we have a number of ways to get in touch with us Link back to initial 3 objectives: Word of mouth is important Word of mouth can be orchestrated Agent Wildfire is canada’s word of mouth experts We’d really like to work with your brands and think there could be some interesting avenues in Questions Are there projects we can think about to exploit this as a competitive advantage for you Can we regroup when you’ve had a chance to digest
Sean Moffitt @SeanMoffitt Montreal, Quebec April 14, 2010 Social Media and The Food Industry A Presentation to: www.agentwildfire.com
“ Something you Buy” “ Something you Trust” “ Something you Want” “ Something you Prefer” “ Something you Love” “ Something you Participate In” Brand evolve - There’s a new currency on how to build brands
MASS MARKETING DIRECT MARKETING SOCIAL INFLUENCE MARKETING A Culture Change is Required
Regardless of company…social media brings business closer to the customer Percentage that believe they are delivering a positive customer experience - 80% Percentage of their customers who agree - 8%
Top Reasons – Why Now Social Media #1 The Need for Authenticity and Transparency -42% #2 The rise of social networks - 38% #3 Increasing role of wireless/mobile - 35% #4 Customers/people waning attention spans - 25% #5 Media fragmentation - 22% #6 Change in mass marketing effectiveness - 20% Agent Wildfire -The Buzz Report, April 2010
Business and marketing are lagging their customers Question: How familiar are you with the tools of social media? 71% of marketers are less/only equally familiar with the use of social media tools than their customers Source: com.motion Poll
Food and recipes/cooking are #3 and #5 blog-related topics among women
The Recipe for Success? Technology? Design? Funding?
The Biggest Social Media Sins - Listening, Content and Focus
The FLIRT Model – A Recipe for Community Success
FOCUS – “ Why are we doing this/what are we doing?”
FOCUS– Marry All Parties’ Interests/Capabilities Two Big Axioms Social/member needs > Company needs Focus > Technology
Area of Benefit “ what do you want to achieve?” Scale/Size of Collaboration “ how big will it be?” Depth of Collaboration “ how much member involvement is expected?” Exclusivity of Membership “ how open is your community?” FOCUS – What are we trying to build..
Souplantation Show your Pucker Face –400% increase in Facebook fans Guess How Many Strawberries –700 fan comments each time . Celebrate Salad –dozens of salad works of art. Where’s Sweetie? – In September, Sweetie travelled around the world, major blogger and traditional media buzz. What Are You Thankful For? –customers submitted their thankful thoughts, pictures and videos .
Coca Cola’s 10 Social Media RulesRules 1) Be Certified in the Social Media Certification Program. 2) Follow our Code of Business Conduct and all other Company policies. 3) Be mindful that you are representing the Company. 4) Fully disclose your affiliation with the Company. 5) Keep records. 6) When in doubt, do not post. 7) Give credit where credit is due and don’t violate others’ rights. 8) Be responsible to your work. 9) Remember that your local posts can have global significance. 10) Know that the Internet is permanent.
TOOLS & PLATFORM “ how and where does it work?”