Social and Digital Media Changing Food Culture

MSLGROUP Americas:FOOD &BEVERAGESPECIALTY Food and beverage marketing and PR • Category leader in digital food and Offices nationwide nutrition communications Clients nationwide from farm to fork, Part of MSLGROUP, a top-five global consumer and industry focused PR and events marketing firm Registered Dietitians on staff; in-house culinary and nutrition Under the Publicis umbrella center © 2012 MSLGROUP P2

THE HARTMAN GROUP• Principal provider of global research • The Hartman Group is internationally on consumer culture, behaviors, trends recognized for breakthrough perspectives and demand and a leading advisor on emerging and evolving consumer on market strategy to the world’s behaviors in health and wellness, best-known brands sustainability and food culture© 2012 MSLGROUP P4

FEATURING DATA AND INSIGHTS FROM CLICKS & CRAVINGSA Hartman Group and MSLGROUP AMERICAS Syndicated Study In tandem with smart communications counsel, the Clicks & Cravings report is a powerful tool to help brands strategize their approach to social and digital media. CLICKS & CRAVINGS: The Impact of Social Technology on Food Culture© 2012 MSLGROUP P5

QUALITATIVE AND QUANTITATIVE STUDY Ethnographic, in-home studies • 25 studies in Seattle and Chicago • Diverse sample (generation, children, SM and food engagement) • $60,000+ HHI (excepting younger Millennials) • Visit followed social media fast and feast National online survey • December 2011; 1641 U.S. online adults, 18-64, nationally representative • Both users and non-users of social media What it isn’t • Analysis of web traffic and usage data • Review of best practices among food & beverage marketers© 2012 MSLGROUP P6

INDEX TRANSFORMING FOOD CULTURE An antidote to isolation “Someone like me” An architecture of influence The dominant source of food info Food discovery The path to and from purchase Influence and “real people” Deals and recipes© 2012 MSLGROUP P7

NEW MODES OF FOOD CULTURE ACQUISITION TRADITIONS TRANSACTIONS TECHNIQUES TABLE (meal planning) (shopping) (preparing) (eating)Media, travel, Online “research,” Video, recipe sites, Virtually break breadretailers, restaurants shopping and sharing blogs and our foodie through computersand brands introduce is part of pre-shop to friends are replacing and phones (oftenus to new tastes, post-shop experience mom and cookbooks without a table)cuisines & possibilities © 2012 MSLGROUP P8

NEW MODES OF FOODCULTURE ACQUISITION ALMOST HALF 40% Of consumers learn about Learn about food via food via social networking websites, apps or blogs sites, such as Twitter and Facebook • Used to discover new foods, share food experiences, and get advice about food© 2012 MSLGROUP P9

CROWDSOURCINGDISPLACINGMOMSOURCING Consumers formerly rely most heavily on mom and family traditions for meal planning Now search online for what to cook, without ever tasting or smelling© 2012 MSLGROUP P10

A DIGITAL EXPERIENCE OF FOOD • Digital food selection is less of a sensory experience • More of a visual and rational process “What’s on the “What’s in the “Show me the label?” recipe?” picture!”© 2012 MSLGROUP P11

OPPORTUNITIES FOR BRANDS• Rethink every assumption about food marketing • Don’t assume continuity of food traditions• The big changes we’re seeing can drive big shifts in market share – take risks now to exploit them• Plan for a remade market led by Millennials and the Connected Generation© 2012 MSLGROUP P12

INDEX Transforming food culture AN ANTIDOTE TO ISOLATION “Someone like me” An architecture of influence The dominant source of food info Food discovery The path to and from purchase Influence and “real people” Deals and recipes© 2012 MSLGROUP P13

INTIMACY IN ABSENTIA Contemporary life often finds us far from family and friends Social media turns isolation into creation • Loneliness motivates people to connect Food is a natural connector • Humans are inherently social eaters which makes social media and food a perfect pair© 2012 MSLGROUP P14

EATING ALONE, BUT TOGETHER 45% 39% When we 45% of all 39% of eat alone, we can adult meals consumers still be together are alone engage in social media while eating, often during lunch “There’s no dining table … We all eat on the couch with the TV, tablets, phones. We hang out all the time so it’s not like we have to talk and eat.” Social media is becoming our standby mealtime companion© 2012 MSLGROUP P15

CONNECTED EATING: FOIL TO ISOLATION 36% Texted with a friend or family member 29% Used a social networking site/app AT HOME 18% Used a social networking site/app AWAY FROM HOME DOMINANT REASONS: To stay in touch with friends and family & to relieve boredom© 2012 MSLGROUP P16

OPPORTUNITIES FOR BRANDS Dive deep and understand if there is a place for your brand at the table • Can mealtime present a chance to talk with your brand’s representatives? Offer consumers company at mealtime Invite consumers to share their meal experiences with communities© 2012 MSLGROUP P18

INDEX Transforming food culture An antidote to isolation “SOMEONE LIKE ME” An architecture of influence The dominant source of food info Food discovery The path to and from purchase Influence and “real people” Deals and recipes© 2012 MSLGROUP P19

WHAT DO PEOPLE LIKE METHINK AND DO? Consumers are tapping into each other’s expertise • Blogs, recipe forums and review sites appeal because they represent the knowledge and experiences of people “like me” KATIE • Gluten-free • Avid baker • Loves to entertain© 2012 MSLGROUP P20

PEOPLE “LIKE ME” Expertise and reliability are created through: MAX 384 friends RATINGS: When people FOLLOWERS: When people MENTIONS: When people approve of you listen to you talk about you© 2012 MSLGROUP P21

OPPORTUNITIES FOR BRANDS Recognize what you are not • Brands are not people • At best, they are connected to people or the brainchild of people • Find your people Like a real person, don’t just invite people to your house • Get involved in communities – like recipe sites where brands are welcome Give up some power and invite consumers to discuss your products • Sharing what they like and don’t like© 2012 MSLGROUP P24

INDEXAn architecture of influence Has emerged Transforming food culture An antidote to isolation “Someone like me” AN ARCHITECTURE OF INFLUENCE The dominant source of food info Food discovery The path to and from purchase Influence and “real people” Deals and recipes© 2012 MSLGROUP P25

THE SPECTATOR PASSIVE The Spectator Social media is life as lived today • Consumes content 384 friends • Socializes Julie is like most people Julie is a consumer of useful information, news, entertainment and good deals ACTIVE© 2012 MSLGROUP P27

THE DREAMER PASSIVE The Dreamer Active social media user • Consumes people • Curates content 1,100 friends Lisa is very social Lisa curates and pushes content to her social network that reflects her style & sensibilities ACTIVE© 2012 MSLGROUP P28

THE DOER PASSIVE The Doer Core in both food & social media • Creates content 7,000 friends • Inspires followers Natalie is a brand Natalie is well positioned to be the voice of other brands, if she really likes them ACTIVE© 2012 MSLGROUP P29

OPPORTUNITIES FOR BRANDS CONSUMER Segment communications by type but address the whole ecosystem of “referral” BRAND To be social on social media, know the actors, follow the INFLUENCER netiquette, and step into the flow of conversations REVIEW© 2012 MSLGROUP P30

INDEXAn architecture of the dominant source ofOnline media now influence Has emerged foodinformation Transforming food culture An antidote to isolation “Someone like me” An architecture of influence THE DOMINANT SOURCE OF FOOD INFO Food discovery The path to and from purchase Influence and “real people” Deals and recipes© 2012 MSLGROUP P31

TIME READING AND LEARNING ABOUT FOOD 46% Spend more time engaged online about food 31% Equally engaged with online and print about food 23% Spend more time engaged with print about food© 2012 MSLGROUP P32

MULTIPLE MEDIA REMAIN RELEVANT Food Resources Used in Past Year Food shows I watch on TV 31% Cookbooks 29% Coupons printed in newspapers or magazine 28% Recipe websites or phone apps 25% Printed magazines or newspapers 25% Coupons found online (not including 24% deals from Groupon, Living Social) Restaurant review websites or phone apps 17% Daily deals from Internet sites or apps 15% like Groupon or Living Social Food or beverage manufacturer websites or apps 13% Grocer websites or apps 13%Food blogs or online food-oriented websites or feeds 12% Staff, in-store demonstrations or 9% printed materials from a grocery Instructional videos online 7% © 2012 MSLGROUP P33

OPPORTUNITIES FOR BRANDS Don’t bet on any one medium at this point Gear strategy to generation, especially when it comes to print Track emergent channels like in-store apps • Do consumers want to talk with you while in store?© 2012 MSLGROUP P35

INDEXAn architecture of influence Has emergedSocial media is a FOODdiscovery medium Transforming food culture An antidote to isolation “Someone like me” An architecture of influence The dominant source of food info FOOD DISCOVERY The path to and from purchase Influence and “real people” Deals and recipes© 2012 MSLGROUP P36

SOCIAL MEDIA DISCOVERS Food topics most interested in when using social networking sites New restaurants to try 37% Restaurants to avoid 26% Meal planning (e.g., new recipes to make) 25%New types of foods or beverages to try (such as ingredients, cuisines) 22% New brands of foods or beverages to try 21% Nutrition and ingredients 20% Foods or beverages to avoid 17% Alerts about food safety (e.g., product recall) 14% © 2012 MSLGROUP P37

OPPORTUNITIES FOR BRANDS Join the consumer journey and share your discoveries Reveal a steady stream of welcome information Tie your brand to restaurant discoveries Beware and prepare for product safety scares in social media© 2012 MSLGROUP P38

INDEX is of influence path to and fromAn architecturea FOODSocial media transforms the Has emergeddiscoverypurchase medium Transforming food culture An antidote to isolation “Someone like me” An architecture of influence The dominant source of food info Food discovery THE PATH TO AND FROM PURCHASE Influence and “real people” Deals and recipes© 2012 MSLGROUP P39

“RESEARCH” BEFORE TRYING OR BUYING We use social media to mitigate risk • To get the best value and make the most informed decisions • We assess opinions from review websites, online forums, and personal networks • Decisions based on the number of stars, reviews and caliber of comments© 2012 MSLGROUP P41

RANT OR RAVE AFTERWE’VE EATEN & SHOPPED We add our experiences and opinions to the user-generated review process • Usually when we’re really upset or really impressed “I love this juice!” “The worst!”© 2012 MSLGROUP P42

EXAMPLE: LEIGH BUYS A GRILL• Pre-shop experience: • Broadly queried Facebook friends about grills • Read reviews on multiple retail websites • Joined 20,000+ followers of Weber on Twitter • Became a member of an online grill forum© 2012 MSLGROUP P43

EXAMPLE: LEIGH BUYS A GRILL Leigh Scott• Post-shop experience: Salmon from AllRecipes.com; it had 5 stars and over 100,000 people saved it. So, obviously it • Posted pictures of the grill on was really good! Facebook • Posted pictures of the grill’s first meal from her husband’s birthday party Leigh loves the new grill and her new salmon recipe and now her 500+ Facebook friends know about it too!© 2012 MSLGROUP P45

OPPORTUNITIES Think about more closely integrating shopper marketing with social media functions • Consumers have closer ties to stores • Could better account for the full circle of purchase engagement Win points with the extraordinary • Dependable and predictable doesn’t win raves Manage negative issues within microseconds • Should big brands now manage issues with 24/7 situation rooms?© 2012 MSLGROUP P46

INDEXAn architecture of influence Has emergedSocial media is a FOODInfluence is accordeddiscovery mediumTO “Real People” Transforming food culture An antidote to isolation “Someone like me” An architecture of influence The dominant source of food info Food discovery The path to and from purchase INFLUENCE AND “REAL PEOPLE” Deals and recipes© 2012 MSLGROUP P47

INFLUENCE STARTS WITH A PERSON Consumers prefer to hear from people who eat food, not entities who sell it Social Media makes consumers savvy • They don’t tolerate artificiality in voice or motive© 2012 MSLGROUP P48

INFLUENCE TRACKS TO INTIMACY Most influential on purchasing a new brand of food or beverage A close friend recommended it online 36% A friend other than a close friend recommended it 30% It got high ratings from lots of people like me 20% including people I am on a social network with It got high ratings from lots of people like me online, but nobody I know 17%A food writer or commentator recommended it 14% A food manufacturer that makes things 13% that I like recommended it A food retailer that sells things that I like recommended it 11% No one I know recommended it, but trying it would give me a great story to share 7% None of these 19% F18a. Which of these would be likely to lead you to consider purchasing a new brand of food or beverage you havent tried before in the following situations? n=1,641© 2012 MSLGROUP P50

WHAT IS REAL? Real is Relevant (quality) • Exceptional product that delivers on its promise consistent with company’s mission Has a Face (narrative) • Distinct personality or actual person(s) with a coherent message Has Friends (opinions) • Other real people, like you, talk for you and recommend you© 2012 MSLGROUP P51

WHAT IS REAL? Real Shares (knowledge) • Offers information, humor, beauty, soulfulness and generosity Is Like-able (shared values) • Reflects shared values, interests, health concerns and aspirations Reveals Itself (transparency) • Stories of struggles, mishaps and revelations show character and demonstrate integrity© 2012 MSLGROUP P52

DEALS & THE REAL DEAL • Transactional relationships promote trial and re-trial • Personal relationships are more durable and valuable Strictly Transactional Personal Relationship (lowest price  substitutable) (real people  loyalty) An effective social “Like” in order to receive media strategy “Like” & “Friend” to build real coupons and deals relationships with real people© 2012 MSLGROUP P53

TRANSACTIONAL RELATIONSHIPS Benefits of coupons & deals • Consumers want to save money • Easy way for people to take notice • Opportunity for low-risk sampling • Stimulates trial and re-trial • Engenders appreciation and curiosity Drawbacks • Savings don’t necessarily equal loyalty • Deals hold more appeal than product • No guarantee people will pay full price later • Creates fickle and conditional consumers© 2012 MSLGROUP P54

PERSONAL RELATIONSHIPS Benefits of building real relationships • Builds a personal and emotional relationship with your brand • Brand becomes a marker of identity and self- expression, which translates into real loyalty Drawbacks • Needs a Real Person or People to be the face of the brand • Can’t control the conversation© 2012 MSLGROUP P55

OPPORTUNITIES Stay relevant by listening to what consumers want and giving it to them Use an engaging and consistent voice and tone Engender trust and credibility with reviews Enrich consumers lives and give them value beyond product and savings Aspire to be a likeable brand that’s a talisman of identity and aspiration – but don’t kid yourself Use personal stories to help establish intimacy and trust with consumers© 2012 MSLGROUP P56

INDEXAn architecture of influenceSocial media is a FOODInfluence is accordedConsumers welcome two Has emergeddiscovery mediumTO “Real People”things from companies:Deals and recipes Transforming food culture An antidote to isolation “Someone like me” An architecture of influence The dominant source of food info Food discovery The path to and from purchase Influence and “real people” DEALS AND RECIPES© 2012 MSLGROUP P57

ARE BRANDS WINNING FRIENDS ONLINE? Of Facebook users “like” a food or beverage 52% company or brand to get discounts or coupons • If a deal is really good, consumers will use social media to share it • Consumers want to maximum value with minimal marketing clutter • They will quickly sever relationships that fail to deliver© 2012 MSLGROUP P58

PEOPLE HAVE “FRIENDS”WHO # FRIENDS WHO ARE THE FRIENDS? PURPOSEMost consumers 200-300 • Friends & family • Intimacy • Acquaintances • Keeping currentIndividual 1000+ • Friends & family • IntimacyBrands/Bloggers • Acquaintances • Keeping current • Loyal followers • Brand building • Fans • Relevance • Shared Values© 2012 MSLGROUP P59

BUSINESSES HAVE “LIKES”What # Likes Who are the likes? Purpose & MeaningBig Brand Person Mark Bittman 36,016 • Home cooks • Knowledge • Food involved fans • Shared ValuesWhat # Likes Who are the likes? Purpose & MeaningSmall/Local Brand Molly Moon 5,376 • Customers • Updates on flavors/products Blue Bottle Coffee 11,045 • Supporters • Shared Values • Personally identityWhat # Likes Who are the likes? Purpose & MeaningRetailer Starbucks 26,589,185 • Customers • Recipes and tips Whole Foods 767,000 • Store events and savings Target 7,933,025 • Consumers share experiencesWhat # Likes Who are the likes? Purpose & MeaningCPG Brand Cheerios 589,422 • Consumers • Coupons and saving Heinz Ketchup 890,000 • Recipes Coca Cola 36,6000,000 © 2012 MSLGROUP P60

OPPORTUNITIES FOR BRANDS Satisfy and feed the giveaway beast but engage consumers while inducing them Occasionally offer extraordinary deals that are highly sharable Balance deals with recipes – the latter is a more intimate basis for a relationship Find ways to emulate small and local brands • Origin stories • Internal champions and experts with a face and a voice Don’t act like an FSI in social circles!© 2012 MSLGROUP P61

CONTACTS Steve Bryant Director, Food and Beverage MSLGROUP Americas Steve.Bryant@mslgroup.com 206.313.1588 Blaine Becker Senior Director, Marketing & Business Relations, the Hartman Group blaine@hartman-group.com 425.452.0818 ex. 124© 2012 MSLGROUP P62

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Social and Digital Media Changing Food Culture

by MSLGROUP on Jun 20, 2012

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