Why is Social Media Important? CPG & Food Industries

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Keynote Presentation at NFRA CPG Food CEO Conference, Naples, Florida …

Keynote Presentation at NFRA CPG Food CEO Conference, Naples, Florida
National Frozen and Refrigerated Food Association Conference

Prepared by @LeeBogner, Founder + CMIO @LeeBogner.com Group | former CIO | Chief Information Officer and Head of Social Media Business Unit at NY digital agency,
Former eCommerce Chief / GM at buybuyBaby.com [#2 baby retailer, eCommerce and stores, omni-channel retailer] - End-to-end eCommerce strategy and operations management
Former CIO/CMO at Real Savvy Media [now DisneyFamily.com/Parenting] - end-to-end Digital Content and Media firm
Contact Lee at 347-871-4533 | LeeBogner@LeeBogner.com | www.LeeBogner.com

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Transcript

  • 1. MAD MEN
  • 2. DALE CARNEGIE MAD MEN
  • 3. 62% ONE DIGITALDEAL ACTIVITY 2010 GMA Report
  • 4. Shoppermarketers areexperimentingwith a broad setof deal-relatedvehicles 2010 GMA Report
  • 5. providing greater targeting than traditional coupons and circulars and offer new collaboration opportunities.2010 GMA Report
  • 6. Shopping SOCIAL
  • 7. Shopping SOCIAL
  • 8. Shopping SOCIAL
  • 9. Food has ALWAYS been Social
  • 10. Food and recipes/cooking are #3 and#5 blog-related topics among women
  • 11. NOT a Conversation
  • 12. 14-25* minutes on Facebook
  • 13. 44* minutes a day
  • 14. DOING BEING
  • 15. Build Brands through PARTICIPATION “Something you Buy” “Something you Trust” “Something you Want”“Something you Prefer” “Something you Love” “Something you Participate In”
  • 16. SOCIAL MEDIA ENGAGEMENT
  • 17. #1
  • 18. #2
  • 19. #3
  • 20. #4
  • 21. #5
  • 22. #6
  • 23. OBJECTIVES, then TacticsIMPACT 1 2 3 4 5 6 7 8 MONTHS
  • 24. National Frozen & Refrigerated Foods Association1,758 Facebook Fans405 members inLinkedIn GroupCorporate and ConsumerWebsites and EmailNewslettersFacebook Features:Sweeps, Recipes,Cooking VideosCASE STUDY
  • 25. American Egg Board84,724 Facebook Fans2,548 Twitter Followers2,528 YouTube ViewsFacebook Features:Games, Causes, Recipes,Videos, Events, PollsCASE STUDY
  • 26. Cattlemen’s Beef Board2,308 Facebook Fans628 Twitter Followers3,433 YouTube ViewsUtilizes Facebook,Twitter, YouTube, RSSand LinkedInSeparates consumersites from producer sitesCASE STUDY
  • 27. Grocery Manufacturers Assoc.248 Facebook Fans394 Twitter FollowersDoes not utilize YouTubeNo consumer-facingwebsiteFacebook Features:FDA, Food Pricing,Recycling, Safety, Health/NutritionCASE STUDY
  • 28. National Pork Board215 Facebook Fans2,992 Twitter Followers13,082 YouTube ViewsCorporate Sites:Job postings andindustry newsConsumer Sites:Recipes, announcements,demonstrationsCASE STUDY
  • 29. Eggo Waffles14,287 Facebook FansCause-Related CampaignsCompany Page on LinkedIn“Share 1,000,000Breakfasts”Little Social Media OutsideOf FB & Corporate SiteCASE STUDY
  • 30. TombStone Pizza (Nestle)187,054 Facebook Fans3,011 YouTube ViewsSpecial Features:Special offers, polls,product talk“What do you want onyour TombStone?”RSS FeedsSome Technical IssuesCASE STUDY
  • 31. Land O’ Lakes2,978 Facebook Fans625 Twitter Followers1,109 YouTube ViewsConsumer WebsiteServes As Access PointRecipes Are Focal Point –Tweets, Demos, Blog PostsCASE STUDY