Agent Wildfire - Social Media and The Food Industry

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Sean Moffitt's keynote presentation for Infopresse, Montreal
www.agentwildfire.com
http://www.spreadslikewildfire.com/

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  • 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
  • Agent Wildfire - Social Media and The Food Industry

    1. 1. Sean Moffitt @SeanMoffitt Montreal, Quebec April 14, 2010 Social Media and The Food Industry A Presentation to: www.agentwildfire.com
    2. 2. We spend 14 minutes on Facebook everyday…
    3. 3. But we spend 44 minutes thinking about food each day…
    4. 4. The Top Trending Topic in Canada Yesterday on Twitter?
    5. 6. Key Point - You Don’t Have to Choose Sides, Social Media is not a Religion
    6. 7. “ The Sensitive New Age Social Media” Religion Type
    7. 8. “ The Never in a Million Years Traditionalist” Religion
    8. 9. Social Media = Smart Business
    9. 10. Big Caution – There is “ being social” and “doing social”
    10. 11. “ Being really social”
    11. 12. “ Not Being Social”
    12. 13. New Rules are in Play In Social Media
    13. 14. The New Customer Requirements
    14. 15. “ 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
    15. 16. MASS MARKETING DIRECT MARKETING SOCIAL INFLUENCE MARKETING A Culture Change is Required
    16. 17. Low Involvement? Doesn’t matter the size?
    17. 18. 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%
    18. 19. 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
    19. 20. What Do We Know?
    20. 21. <ul><li>Interview 50 industry/social media experts </li></ul><ul><li>Study of 100 of the most engaged brands </li></ul><ul><li>McGraw-Hill (Dec, 2010) </li></ul><ul><li>@wikibrands </li></ul>
    21. 22. <ul><li>2 nd annual report </li></ul><ul><li>Survey of 300 Canadian marketers, media and executives </li></ul><ul><li>30 questions on new media, technology and customer culture </li></ul>
    22. 23. <ul><li>In business since 2004 </li></ul><ul><li>Building online communities, word of mouth campaigns, influencer programs, buzz and social media </li></ul><ul><li>Canadian thought leader on new media </li></ul>
    23. 24. ½ Dozen Reasons Why This is Important?
    24. 25. #1 - Engaged brands are winning.
    25. 26. Engaged Brand Value +18% Non-Engaged Brand Value -6% Interbrand 2010 Top Global Brand report
    26. 27. #2 – Social Media = Many Benefits
    27. 28. <ul><li>Brand Advocacy (Marketing) </li></ul><ul><li>Word of mouth </li></ul><ul><li>Referral/recommendation </li></ul><ul><li>Badging </li></ul><ul><li>Sales/traffic </li></ul><ul><li>Reduction in media budgets </li></ul><ul><li>Brand Perception (PR) </li></ul><ul><li>Awareness/exposure/SEO </li></ul><ul><li>Affinity </li></ul><ul><li>Empathy/respect </li></ul><ul><li>Lead industry conversation </li></ul>
    28. 29. Maker’s Mark Advocates
    29. 30. Molson Perception 2.0
    30. 31. <ul><li>Brand Content (Media/Customer Experience) </li></ul><ul><li>Co-innovation/solutions </li></ul><ul><li>User-generated Creative </li></ul><ul><li>User-generated content </li></ul><ul><li>Reviews/ratings </li></ul><ul><li>Brand Insight (Research and Innovation) </li></ul><ul><li>Idea stimulus </li></ul><ul><li>Beta-testing </li></ul><ul><li>Market research/polling </li></ul><ul><li>Industry/competitive intelligence </li></ul>
    31. 32. Doritos Content
    32. 33. Starbuck’s Insight
    33. 34. <ul><li>Brand Support (Customer service) </li></ul><ul><li>Customer service </li></ul><ul><li>Education/ advice </li></ul><ul><li>Value-add experience </li></ul><ul><li>Lead industry conversation </li></ul><ul><li>Brand Serendipity (HR) </li></ul><ul><li>Stories/Inspiration </li></ul><ul><li>Corporate social responsibility </li></ul><ul><li>Galvanize employees </li></ul><ul><li>Traditional media interest </li></ul>
    34. 35. Whole Foods Support
    35. 36. Pepsi Serendipity
    36. 37. How is Canadian Business using Social Media
    37. 38. #3 – It’s Where Your Audience Lives
    38. 39. Online Canadians are spending 18 hours online each week (higher than TV) We’re spending 82% more time on social networks than last year
    39. 40. Scale – 14,252,000 Canadians Engagement – ½ log on everyday Age - 37% are over 35 years old Associations - 500,000 pages/5.3 billion fans Purchasers - 53% female Connected - Average 130 friends
    40. 41. Top Brand Facebook Pages – Canada #1 - Pepsi #2 - Canada Dry #3 – McDonald’s #4 – Dorito’s #7 – Red Bull #8 – Amp Energy
    41. 42. Scale – 3,000,000 Canadians (est.) Followers – 190 followers each (after 2 yrs) Influence - 0.7% of audience are followed by 1000+ users Experts -10% of audience is posting 90% of tweets
    42. 43. #4 – It will Keep Growing
    43. 44. <ul><li>Canadian Marketers plan on spending more/less in 2010: </li></ul><ul><li> More Less </li></ul><ul><li>Newspaper 5% 32% </li></ul><ul><li>Radio 5% 33% </li></ul><ul><li>TV 4% 37% </li></ul><ul><li>Magazines 3% 39% </li></ul>
    44. 45. Ching Ching $$$ There is a solid industry business case 79% of firms will be increasing investment in Web 2.0 technologies; only 6% will decrease. Source: Gartner, Sept 2009
    45. 46. Social Media Growth Estimations
    46. 47. Types of New Media Future Growth
    47. 48. #5 – We’re Not Very Good at It
    48. 49. 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
    49. 50. #6 – Your Customers Want It
    50. 51. 85% of people want companies engaging with their customers in social media 56% of people feel a stronger connection with those companies they interact with in social media
    51. 52. <ul><li>People mention : </li></ul><ul><li>7.6 food and dining brands </li></ul><ul><li>7.2 beverage (alcoholic and non-alcoholic) brands </li></ul><ul><li>… to friends/every week. </li></ul>
    52. 53. Food and recipes/cooking are #3 and #5 blog-related topics among women
    53. 54. The Recipe for Success? Technology? Design? Funding?
    54. 55. The Biggest Social Media Sins - Listening, Content and Focus
    55. 56. The FLIRT Model – A Recipe for Community Success
    56. 57. FOCUS – “ Why are we doing this/what are we doing?”
    57. 58. FOCUS– Marry All Parties’ Interests/Capabilities Two Big Axioms Social/member needs > Company needs Focus > Technology
    58. 59. 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..
    59. 60. Nike + -Members/Customers Values/Lifestyle/Desires
    60. 64. LANGUAGE & OUTREACH “ do I like this/can I identify with this?”
    61. 65. “ It doesn’t matter what you say, if I don’t like the way you’re saying it” James Cherkoff, Collaborate Marketing
    62. 67. Outreach - The Community Tentacles Community Portal Content Engine Blog/RSS Social Targeted Findability Visual Multimedia Updates Interesting- ness Conversation Collaboration Offline Direct Grassroots Outreach Badging Aggregation
    63. 68. Visual Outreach – Not Everyone is Equal
    64. 70. INCENTIVES & MOTIVATIONS “ what’s in it for me?”
    65. 71. Matching Incentive to Motivation
    66. 72. <ul><ul><ul><li>Better life/supporting cause </li></ul></ul></ul><ul><ul><ul><li>Challenge/competition </li></ul></ul></ul><ul><ul><ul><li>Creativity </li></ul></ul></ul><ul><ul><ul><li>Fun & enjoyment </li></ul></ul></ul><ul><ul><ul><li>Group effort/achievement </li></ul></ul></ul><ul><ul><ul><li>Learning </li></ul></ul></ul><ul><ul><ul><li>Satisfying curiosity </li></ul></ul></ul><ul><ul><ul><li>Wanting to make a better product </li></ul></ul></ul><ul><ul><ul><li>Meet people of similar interests </li></ul></ul></ul>25 Community Incentives - Intrinsic “ How do I identify with, help the community”
    67. 73. <ul><ul><ul><li>Ability to join VIP circle </li></ul></ul></ul><ul><ul><ul><li>Access to exclusive channels </li></ul></ul></ul><ul><ul><ul><li>Access to exclusive resources </li></ul></ul></ul><ul><ul><ul><li>Chance for wider Fame </li></ul></ul></ul><ul><ul><ul><li>Recognition (peer & company) </li></ul></ul></ul><ul><ul><ul><li>Reputation building </li></ul></ul></ul><ul><ul><ul><li>Recognition by company </li></ul></ul></ul><ul><ul><ul><li>Reputation by peers </li></ul></ul></ul>25 Community Incentives - Extrinsic “ How do I appear to others?”
    68. 74. <ul><ul><ul><li>Customer service </li></ul></ul></ul><ul><ul><ul><li>Information/advice </li></ul></ul></ul><ul><ul><ul><li>3rd party incentives </li></ul></ul></ul><ul><ul><ul><li>Customized/personalized treatment </li></ul></ul></ul><ul><ul><ul><li>Cash rewards </li></ul></ul></ul><ul><ul><ul><li>Non-monetary rewards </li></ul></ul></ul><ul><ul><ul><li>Discounts </li></ul></ul></ul><ul><ul><ul><li>Invitation to Events </li></ul></ul></ul><ul><ul><ul><li>Points accumulation </li></ul></ul></ul>25 Community Incentives - Explicit “ What is my direct, tangible reward?”
    69. 75. Souplantation 45,000 Facebook fans, 12,000 twitterers
    70. 76. 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 .
    71. 77. RULES “ what can/can’t I do here?”
    72. 78. <ul><li>Experience Facilitation </li></ul><ul><li>Legal & Ethical Concerns </li></ul><ul><li>Employee Policies </li></ul><ul><li>Ownership </li></ul>Rules
    73. 79. 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.
    74. 80. TOOLS & PLATFORM “ how and where does it work?”
    75. 81. Platform Choice - Criteria <ul><ul><li>Type of Software/Language </li></ul></ul><ul><ul><li>Cost & Time </li></ul></ul><ul><ul><li>Customization </li></ul></ul><ul><ul><li>Scalability & Usability </li></ul></ul><ul><ul><li>Security & Ownership </li></ul></ul>
    76. 82. Platform Choices
    77. 83. Platform Choices
    78. 85. Most inventive use of Twitter - Bakertweet
    79. 86. COMMUNITY MANAGEMENT “ who will lead the conversation?”
    80. 87. How to Avoid This…
    81. 88. Community/Brand Evangelists - Tasks
    82. 89. The Hero Community Manager – Nature Valley
    83. 90. The Collective Effort - Kashi
    84. 91. The Outsourced Effort – Philadelphia Cream Cheese
    85. 92. LIFE STAGE OF THE COMMUNITY “ when do we need to adapt?”
    86. 93. The Life Stage of a Community
    87. 94. METRICS, MEASUREMENT, INSIGHTS & ROI “ what do we measure and look for?”
    88. 95. <ul><li>- Traffic Pattern & Statistics - 75% </li></ul><ul><li>- Community Member Engagement - 74% </li></ul><ul><li>- Unique Number of Visitors - 72% - New Member Registration - 70% </li></ul><ul><li>- Member Satisfaction - 59% - Provide Feedback/Ideation for R&D - 49% - Number of Referrals by Members  - 33% - Transition Lurkers into Active Members - 29% </li></ul><ul><li>- Impact of community on revenue - 27% - Mentions of Organization or Brand on other Community Sites - 27% </li></ul>The Most Popular Community Metrics
    89. 96. CULTURE & ORGANIZATIONAL CHANGE “ how will we be changed?”
    90. 97. Bringing the Community Inside <ul><li>First, MAIL – Monitor, Assess, Intercept, Lead </li></ul><ul><li>Build an internal team with support of outside experts; excite and anoint an executive champion </li></ul><ul><li>Celebrate community milestones/be changed by the contributions ; broadcast the process involved – over-communicate </li></ul><ul><li>Build clear lines of responsibility </li></ul><ul><li>Share data , any type of data with management </li></ul>
    91. 99. Let’s Start Your Next Brand Conversation… Inquire: spreadtheword (at) agentwildfire.com Phone: 416-255-4500 URL: www.AgentWildfire.com Blogs: http ://BuzzCanuck.typepad.com/ http ://www.spreadslikewildfire.com/
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