Why is Social Media Important? Food Industry

MAD MEN

DALE CARNEGIE MAD MEN

62% ONE DIGITALDEAL ACTIVITY 2010 GMA Report

Shoppermarketers areexperimentingwith a broad setof deal-relatedvehicles 2010 GMA Report

providing greater targeting than traditional coupons and circulars and offer new collaboration opportunities.2010 GMA Report

Shopping SOCIAL

Food has ALWAYS been Social

Food and recipes/cooking are #3 and#5 blog-related topics among women

NOT a Conversation

14-25* minutes on Facebook

44* minutes a day

DOING BEING

Build Brands through PARTICIPATION “Something you Buy” “Something you Trust” “Something you Want”“Something you Prefer” “Something you Love” “Something you Participate In”

SOCIAL MEDIA ENGAGEMENT

OBJECTIVES, then TacticsIMPACT 1 2 3 4 5 6 7 8 MONTHS

National Frozen & Refrigerated Foods Association1,758 Facebook Fans405 members inLinkedIn GroupCorporate and ConsumerWebsites and EmailNewslettersFacebook Features:Sweeps, Recipes,Cooking VideosCASE STUDY

American Egg Board84,724 Facebook Fans2,548 Twitter Followers2,528 YouTube ViewsFacebook Features:Games, Causes, Recipes,Videos, Events, PollsCASE STUDY

Cattlemen’s Beef Board2,308 Facebook Fans628 Twitter Followers3,433 YouTube ViewsUtilizes Facebook,Twitter, YouTube, RSSand LinkedInSeparates consumersites from producer sitesCASE STUDY

Grocery Manufacturers Assoc.248 Facebook Fans394 Twitter FollowersDoes not utilize YouTubeNo consumer-facingwebsiteFacebook Features:FDA, Food Pricing,Recycling, Safety, Health/NutritionCASE STUDY

National Pork Board215 Facebook Fans2,992 Twitter Followers13,082 YouTube ViewsCorporate Sites:Job postings andindustry newsConsumer Sites:Recipes, announcements,demonstrationsCASE STUDY

Eggo Waffles14,287 Facebook FansCause-Related CampaignsCompany Page on LinkedIn“Share 1,000,000Breakfasts”Little Social Media OutsideOf FB & Corporate SiteCASE STUDY

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

Land O’ Lakes2,978 Facebook Fans625 Twitter Followers1,109 YouTube ViewsConsumer WebsiteServes As Access PointRecipes Are Focal Point –Tweets, Demos, Blog PostsCASE STUDY

http://paper.li	2392
http://www.weebly.com	631
http://wagnerway.wordpress.com	117
http://www.digitalbelfast.com	109
http://www.conseilsmarketing.fr	74
http://blog.websourcing.fr	25
http://twitter.com	21
http://www.lydiamarketingconsulting.com	16
http://www.stonepower.fr	9
http://www.linkedin.com	7
http://a0.twimg.com	6
http://www.conseilsmarketing.com	5
http://www.slideshare.net	3
http://digitalbelfast.com	3
http://devel.weebly.com	2
https://twitter.com	1
http://webcache.googleusercontent.com	1
http://feeds.feedburner.com	1
https://si0.twimg.com	1
http://www.twylah.com	1
http://kred.com	1

Why is Social Media Important? Food Industry

by Lee Bogner

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