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Social Media Trends for the CPG Industry: GMA Survey Conclusions

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GMA's CPG Social Media Survey …

GMA's CPG Social Media Survey
• Respondent companies in general seem to still be grasping what, how, and who to get involved in social media
• Monitoring and Measuring social media is still a big question mark among CPG companies
• While the opportunity for ROI exists, most companies have yet to experience ROI

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  • 1. The GMA CPG Social Media Forum GMA Survey Findings:  Social Media Trends for the CPG Industry Jeanne Iglesias, Senior Director, Industry Affairs, GMA December 10, 2009
  • 2. The GMA CPG Social Media Forum Survey Design • Inspired by Julie Craven, VP, Corporate Communications, Hormel  Foods Corporation and Chair of the GMA Communications  Committee  • Multiple requests from GMA Members asking for industry  research and benchmarking on Social Media • Informal 14 question, 5 minute multiple choice and open ended  survey via survey monkey • 22 respondents
  • 3. The GMA CPG Social Media Forum Where is your company positioned (maven,  butterfly, selective or wallflower) the use of  social media? Where is your company positioned (maven, butterfly, selective or wallflower) the use of social media? Maven: Presence in a high number of social media channels; high engagement within those channels Butterfly: Low presence; High engagement Selective: High presence; 52.6% Low engagement Wallflower: Low presence; Low engagement
  • 4. The GMA CPG Social Media Forum Ownership of Social Media • 5 “other” responses  – Human Resources Who owns social media within your company? – Consumer Affairs/ Relations – Cross‐functional teams – Undetermined Marketing – Not assigned  Public Relations Consumer Affairs 70% Information Technology Communications
  • 5. The GMA CPG Social Media Forum Are you shifting resources from traditional  media to social media? Are you shifting resources from traditional media to social media? Yes No 63.6%
  • 6. The GMA CPG Social Media Forum Is social media generating funds or using  resources within your company?  • 11 of 22 responded that they are currently applying resources and are  working towards generating revenue but have not yet achieved that • Only 2 respondents indicated they are generating funds through the use  of social media “It's not an "or" answer.  We are using resources and generating some  funds.  Plus, we're finding the generation of goodwill and brand awareness is high from our social media efforts.” “using resources.  We are new to the social media world (few years under  our belt) and are embarking in a broader/more in depth way in 2010” “Social media is using resources within our company ‐ we do NOT  generate revenue from it”
  • 7. The GMA CPG Social Media Forum Twitter, Blogs, Facebook • When asked about use of the “big three” social media vehicles,  majority responded that they do not regularly use any of the three  to support their company and brands • Social Media Vehicles by use – 50% of respondents use facebook – 41% twitter  – 29% blog regularly
  • 8. The GMA CPG Social Media Forum Programs and Tools to Monitor & Measure  Social Media Do you have a program in place to monitor and report on consumer generated content about your company or brands? – 54% do not have a program in place to monitor and report on consumer  generated content What tools are you using to track the reach of your social media activities?  – Respondents answered: website, using outside agency, Buzzmetrics,  Vocus, Tweetdeck, Radian 6, Google alerts, bit.ly to track Twitter clicks,  Social Oomph, email responses, Facebook members and Twitter  followers, Diggs, YouTube video views and comments – 10 responded that they currently do not have any tools to track social  media activities
  • 9. The GMA CPG Social Media Forum How Do You Measure Success: The Right  Metrics • What types of metrics are you tracking in your social media campaigns? – Responses included:  • “interactions, coupon usage,  and online purchases as a result of social media  campaigns” • Number of Comments • “Pretty straight forward elements...number of participants, those registering,  bounce rates” • “Buzz and positive versus negative” • “Awareness/Viewership, Message Delivery, Favorability” • “fans, followers, comments, engagements” • Use of vanity URLs specific to social media – 11 responded that they do not have specific metrics at this point or do not  know the metrics
  • 10. The GMA CPG Social Media Forum What about Social Media Usage Internally? Do you have a social media policy in place that governs how employees participate in social networking? Yes No 76.2%
  • 11. The GMA CPG Social Media Forum Have you used social media for issues  management? Have you used social media for issues management? Yes 81.8% No
  • 12. The GMA CPG Social Media Forum The Challenges of Social Media “Engaging all generations and seeking buy‐in.” “ROI” “Developing a plan to use it; there are so many different options with so  many different tools. Our challenge is figuring out what is best for our  company.” “Figuring out the best way to  “The visibility and the quick numerous  get it done in a business to  engagements that need immediate  business environment” attention” “Reporting” “How to measure it!” “Having the resources to manage it properly.”
  • 13. The GMA CPG Social Media Forum The Challenges of Social Media “Leveraging this quickly‐changing channel both  “Negative exposure” appropriately and efficiently without polluting the  foundation on which it is built ‐ trust between friends.” “How do we keep it constantly fresh.” “How to monetize” “Managing issues in a public forum.  Broader risk of negative  exposure to brands.  Correcting miss‐information that's  circulating.” “tying all social media mentions/interactions to sales” “legal implications of what is  considered compensatory time”
  • 14. The GMA CPG Social Media Forum Social Media Opportunities for the CPG  Industry • the ability to connect personally with customers in real‐time,  consumer engagement with the product; consumer as a product  advocate • Increase reach beyond television ads • Building awareness among younger generation • Seeking new talent • Cost‐efficient marketing tool • Position the company as a resource and improving brand image • Internal company communication “The opportunities are endless. The sky is the limit when it comes to Social  Media in the workplace.”
  • 15. The GMA CPG Social Media Forum Conclusions • Respondent companies in general seem to still be grasping what,  how, and who to get involved in social media • Monitoring and Measuring social media is still a big question mark  among CPG companies • While the opportunity for ROI exists, most companies have yet to experience ROI • There is NO RIGHT WAY to effectively use social media • Social media opportunities our endless