Social Media in the Packaging Industry


Published on

Published in: Social Media, Technology, Business
  • Be the first to comment

No Downloads
Total views
On SlideShare
From Embeds
Number of Embeds
Embeds 0
No embeds

No notes for slide

Social Media in the Packaging Industry

  1. 1. Social Media & Packaging
  2. 2. What is Social Media? DUMB? | Social Media & Packaging
  3. 3. OK. Really, What is Social Media? According to Wikipedia, Social media is simply a way for people to connect and share ideas and information online. ! It’s not just Facebook.
 It includes: magazines, Internet forums, weblogs, social blogs, microblogging, wikis, social networks, podcasts, photographs or pictures, video, rating and social bookmarking. Technologies include blogging, picture-sharing, vlogs, wall-posting, music-sharing, crowdsourcing and voice over IP… ! All of the above is social media. | Social Media & Packaging
  4. 4. Gospel According to Pew “93% of marketers plan to maintain or increase social media ad spending in 2014.” “73% of online adults now use social networking sites.” “42% of online adults now use multiple social networking sites.” Pew Research Center is a nonpartisan fact tank that informs the public about the issues, attitudes and trends shaping America and the world. It conducts public opinion polling, demographic research, media content analysis and other empirical social science research. | Social Media & Packaging
  5. 5. Popular Social Media Channels Facebook is still the dominant social networking platform, but a striking number of users are now diversifying onto other platforms. Your brand or product needs to consider those “other” platforms. ! • Pinterest holds particular appeal to female users (women are four times as likely as men to be Pinterest users)
 • LinkedIn is especially popular among college graduates and internet users in higher income households
 • Twitter and Instagram have particular appeal to younger adults, urban dwellers, and non-whites. There is substantial overlap between Twitter and Instagram user bases. | Social Media & Packaging
  6. 6. What Does This Mean For Your Industry?
  7. 7. Food and Social Media Here’s a great example of a brand using social media on a few different levels. Knowing that… women control 80% of U.S. spending, Walmart went after a unique segment that marketers like to call “mom bloggers.” Minimal investment was required but a lot of ROI was gained. | Social Media & Packaging
  8. 8. Food and Social Media The Produce Mom ! Lori Taylor, prolific “Mommy Blogger” who works as a brand ambassador and is regarded as a big influencer in her space. She’s using her blog and social networks as a tool for the brands she supports and for advertisers who sponsor her. | Social Media & Packaging
  9. 9. Food and Social Media Blueberry Demand Up ! “Nearly 60% are likely to purchase blueberries based on information they’ve seen on social media channels.” ! This vertical is just starting to use social media and the impact is significant. ! source: | Social Media & Packaging
  10. 10. Food and Social Media Earl’s Organic ! “In part because of its increasing social media activities and community involvement, the company recently has seen its biggest growth in 10 years,” said owner Earl Herrick. ! source: | Social Media & Packaging
  11. 11. Food and Social Media Produce for Better Health Foundation (PBH) ! Recently celebrating 200K likes on Facebook - they offer tips on how to live healthy. ! Stellar numbers! | Social Media & Packaging
  12. 12. Why is Packaging So Important? Scott Morris, professor and director of the University of Illinois packaging program, says: ! “Packaging is vitally important because it is the link between the object inside and the virtual world that brands would like consumers to visit.” Photo: | Social Media & Packaging
  13. 13. The Status Quo These days, simply slapping a Facebook icon or a QR Code on your product is not going to cut it. Social media done well is part of a broader strategy. Let’s look at some examples in the coming slides of campaign-based execution done well on packaging… | Social Media & Packaging
  14. 14. Today’s “Campaign-Based” Packaging It’s changing, folks. Here’s a Sunkist campaign that is running through May 21, 2014. Bright colors on their packaging with a social media campaign/contest direct people to a website where they can enter to win a week’s stay at a Biggest Loser Resort. | Social Media & Packaging
  15. 15. Today’s “Campaign-Based” Packaging Halos and Opal Apples ! Leveraging Twitter to for live tweet chats, partnering with “Mommy Bloggers” to educate the public on health and nutrition - tying it back to their brand directly. | Social Media & Packaging
  16. 16. Today’s “Campaign-Based” Packaging Again, Halos using packaging to direct people to where parents/kids can download the new Halos Game on their iPhone or Android device. | Social Media & Packaging
  17. 17. Today’s “Campaign-Based” Packaging Target’s Top Pinned on Pinterest ! This was a photo I recently took at Target. Here, they have a Point of Purchase display that is directs store visitors to their Pinterest page. Once there, they can read about the item and choose buy it online. | Social Media & Packaging
  18. 18. Today’s “Campaign-Based” Packaging Here’s an example of some cool packaging on a wine label that, again, considered the whole story - print, digital, web, and mobile. | Social Media & Packaging
  19. 19. Today’s “Campaign-Based” Packaging ! Stephen Colbert and Wonderful Pistachios ! Super Bowl Ad, seeded throughout social media prior to game day. ! #getcrackinamerica | Social Media & Packaging
  20. 20. Tomorrow’s “Real-Time” Packaging Up until now, we looked at the way packaging has used social media in the past, and we looked at some really cool campaign-based packaging ideas which tied in larger marketing campaigns. 
 Can it get any more futuristic than that? Yes. Check out this ‘real-time news’ example. | Social Media & Packaging
  21. 21. That’s All For Now…
  22. 22. Let’s Recap • Social media is here to stay. ! • It is a powerful way to connect with customers, for customers to connect with one another and to share information. Social media is a growing part of people’s everyday lives — your brand can be as well. ! • Cultivating partnerships with online influencers like Mommy Bloggers is becoming an effective strategy in the produce industry. ! • Smart social media goes beyond just putting a Facebook or Twitter logo on your packaging this is about engaging customers. ! • Develop an end-to-end campaign strategy that includes traditional and digital components ! • The future looks really, really cool in this space! ! ! ! ! | Social Media & Packaging
  23. 23. Questions? Copyright © Multi Marketing Corp 2014 ! For more information about Multi Marketing Corp and our social media capabilities, please contact us: ! Multi Marketing Corp ! 2033 North Fine Ave. | Fresno, CA | 93727 559.454.9400 Eric Burgess Director, Social Media ! Twitter: @ericburgess LinkedIn: Email: | Social Media & Packaging