Agent Wildfire - Social Media and The Food Industry

Sean Moffitt @SeanMoffitt Montreal, Quebec April 14, 2010 Social Media and The Food Industry A Presentation to: www.agentwildfire.com

We spend 14 minutes on Facebook everyday…

But we spend 44 minutes thinking about food each day…

The Top Trending Topic in Canada Yesterday on Twitter?

Key Point - You Don’t Have to Choose Sides, Social Media is not a Religion

“ The Sensitive New Age Social Media” Religion Type

“ The Never in a Million Years Traditionalist” Religion

Social Media = Smart Business

Big Caution – There is “ being social” and “doing social”

“ Being really social”

“ Not Being Social”

New Rules are in Play In Social Media

The New Customer Requirements

“ 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

Low Involvement? Doesn’t matter the size?

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

What Do We Know?

Interview 50 industry/social media experts
Study of 100 of the most engaged brands
McGraw-Hill (Dec, 2010)
@wikibrands

2 nd annual report
Survey of 300 Canadian marketers, media and executives
30 questions on new media, technology and customer culture

In business since 2004
Building online communities, word of mouth campaigns, influencer programs, buzz and social media
Canadian thought leader on new media

½ Dozen Reasons Why This is Important?

#1 - Engaged brands are winning.

Engaged Brand Value +18% Non-Engaged Brand Value -6% Interbrand 2010 Top Global Brand report

#2 – Social Media = Many Benefits

Brand Advocacy (Marketing)
Word of mouth
Referral/recommendation
Badging
Sales/traffic
Reduction in media budgets
Brand Perception (PR)
Awareness/exposure/SEO
Affinity
Empathy/respect
Lead industry conversation

Maker’s Mark Advocates

Molson Perception 2.0

Brand Content (Media/Customer Experience)
Co-innovation/solutions
User-generated Creative
User-generated content
Reviews/ratings
Brand Insight (Research and Innovation)
Idea stimulus
Beta-testing
Market research/polling
Industry/competitive intelligence

Doritos Content

Starbuck’s Insight

Brand Support (Customer service)
Customer service
Education/ advice
Value-add experience
Lead industry conversation
Brand Serendipity (HR)
Stories/Inspiration
Corporate social responsibility
Galvanize employees
Traditional media interest

Whole Foods Support

Pepsi Serendipity

How is Canadian Business using Social Media

#3 – It’s Where Your Audience Lives

Online Canadians are spending 18 hours online each week (higher than TV) We’re spending 82% more time on social networks than last year

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

Top Brand Facebook Pages – Canada #1 - Pepsi #2 - Canada Dry #3 – McDonald’s #4 – Dorito’s #7 – Red Bull #8 – Amp Energy

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

#4 – It will Keep Growing

Canadian Marketers plan on spending more/less in 2010:
More Less
Newspaper 5% 32%
Radio 5% 33%
TV 4% 37%
Magazines 3% 39%

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

Social Media Growth Estimations

Types of New Media Future Growth

#5 – We’re Not Very Good at It

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

#6 – Your Customers Want It

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

People mention :
7.6 food and dining brands
7.2 beverage (alcoholic and non-alcoholic) brands
… to friends/every week.

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..

Nike + -Members/Customers Values/Lifestyle/Desires

LANGUAGE & OUTREACH “ do I like this/can I identify with this?”

“ It doesn’t matter what you say, if I don’t like the way you’re saying it” James Cherkoff, Collaborate Marketing

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

Visual Outreach – Not Everyone is Equal

INCENTIVES & MOTIVATIONS “ what’s in it for me?”

Matching Incentive to Motivation

Better life/supporting cause
Challenge/competition
Creativity
Fun & enjoyment
Group effort/achievement
Learning
Satisfying curiosity
Wanting to make a better product
Meet people of similar interests
25 Community Incentives - Intrinsic “ How do I identify with, help the community”

Ability to join VIP circle
Access to exclusive channels
Access to exclusive resources
Chance for wider Fame
Recognition (peer & company)
Reputation building
Recognition by company
Reputation by peers
25 Community Incentives - Extrinsic “ How do I appear to others?”

Customer service
Information/advice
3rd party incentives
Customized/personalized treatment
Cash rewards
Non-monetary rewards
Discounts
Invitation to Events
Points accumulation
25 Community Incentives - Explicit “ What is my direct, tangible reward?”

Souplantation 45,000 Facebook fans, 12,000 twitterers

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 .

RULES “ what can/can’t I do here?”

Experience Facilitation
Legal & Ethical Concerns
Employee Policies
Ownership
Rules

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?”

Platform Choice - Criteria
Type of Software/Language
Cost & Time
Customization
Scalability & Usability
Security & Ownership

Platform Choices

Most inventive use of Twitter - Bakertweet

COMMUNITY MANAGEMENT “ who will lead the conversation?”

How to Avoid This…

Community/Brand Evangelists - Tasks

The Hero Community Manager – Nature Valley

The Collective Effort - Kashi

The Outsourced Effort – Philadelphia Cream Cheese

LIFE STAGE OF THE COMMUNITY “ when do we need to adapt?”

The Life Stage of a Community

METRICS, MEASUREMENT, INSIGHTS & ROI “ what do we measure and look for?”

- Traffic Pattern & Statistics - 75%
- Community Member Engagement - 74%
- Unique Number of Visitors - 72% - New Member Registration - 70%
- Member Satisfaction - 59% - Provide Feedback/Ideation for R&D - 49% - Number of Referrals by Members - 33% - Transition Lurkers into Active Members - 29%
- Impact of community on revenue - 27% - Mentions of Organization or Brand on other Community Sites - 27%
The Most Popular Community Metrics

CULTURE & ORGANIZATIONAL CHANGE “ how will we be changed?”

Bringing the Community Inside
First, MAIL – Monitor, Assess, Intercept, Lead
Build an internal team with support of outside experts; excite and anoint an executive champion
Celebrate community milestones/be changed by the contributions ; broadcast the process involved – over-communicate
Build clear lines of responsibility
Share data , any type of data with management

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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Agent Wildfire - Social Media and The Food Industry

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Agent Wildfire - Social Media and The Food Industry Presentation Transcript