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Arla's use of blogging and social media

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Presentation for the Nordic Sensory Workshop in Iceland, May 2010. Focus on how to use blogs and social media in relation to consumer communication and research illustrated through cases from Arla and ...

Presentation for the Nordic Sensory Workshop in Iceland, May 2010. Focus on how to use blogs and social media in relation to consumer communication and research illustrated through cases from Arla and other examples.

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Arla's use of blogging and social media Arla's use of blogging and social media Presentation Transcript

  • Arla’s use of blogging and social media in consumer relations and research
  •  
  • The social media have taken over the role of the old market place
    • We get insights for the company – makes it easier to take action
    • We get to know the consumers
    • We show transparency
    • We can involve the consumer
    • We get easy access to information, trends, preferences and attitudes
  • A million different definitions….
    • “ Social media is the use
    • of technology combined
    • with social interaction
    • to create or
    • co-create value.”
    Source: Duct Tape Marketing
  • Examples of social media
    • Blogs (Wordpress, Blogger, corporate blogs)
    • Micro-blogging (Twitter)
    • Crowdsourcing /Open innovation
    • Social networking (facebook, MySpace, LinkedIn)
    • Social bookmarking/tagging (Delicious)
    • Social media monitoring (Attensity, overskrift.dk, MeltwaterBuzz)
    • Corporate websites with the possibility to comment and share content (Arla.dk, newspapers like The Times)
    • Photo-, video- and slidesharing (flickr, YouTube, Slideshare)
    • Livecasting (Skype)
    • Social news (Digg)
    • Wikis (Wikipidia)
  • Are the social media here to stay?                                                                                                                      Source: overskrift.dk, Danish blogs More than 400 million active users People spend over 500 billion minutes per month on Facebook 12,2 billion videos are shown per month in the US Every minute 24 minutes of video are uploaded 27,3 million tweeds per day 126 million blogs in the world Source: Jess3/The state of the Internet, feb. 2010 and facebook.com
  • Making the dialogue transparent - start of Arla Forum & blogs
    • When writing to Arla Forum the consumer can checkmark a box to make the question public
    • Everybody can follow the questions and answers
    • 100.000 contact points the last five years
  • Making the dialogue transparent - start of Arla Forum & blogs
    • Part of a generel focus on openness and transparency
    • Part of improved focus on open and direct dialogue with the Danish consumer
    • Part of the process of letting the consumers get personal with ”the giant”
    • Prove Arla as a listening and learning organisation
    Improve image
  • … ..still the same focus, but also….
    • more focused on involvement
    • more focused on creating insights to action
    • more focused in sharing the process with the consumer
    • more focused in interaction on external sites and social medias
    ”Bring wine to the picnic”
  • http://www.arla.dk/opskrifter/ http://www.arla.dk/Arla-Forum/Spoergsmaal-svar/ Sharing and commenting on arla.dk
  • Arla Forum on facebook http://arla.dk/facebook-arlaforum All commercials on youtube.com Several twitter accounts Active on other blogs
    • Is anyone talking about you or other subjects of interest?
    • How much, when and where are they talking about you?
    • What are they saying?
    What are you going to do about it? Monetoring the social media
  • Involvement
  • Social media and return of involvement Being present in the social media is about making money – but what kind of money? Is it about dollars and cents or is it about more airy currencies like friendship, love and loyalty – which might lead to return on involvement/investment for the business…… Quote: Ida Borch, Orator
  • Case 1: Blog post about the need for lactofree products
  • Case 1: Blog post about the need for lactofree products Question on my blog: In which order would you prefer these lactofree products to be launched? 1. Whipping creme 2. Creme fraiche 3. Yoghurt naturel (with probiotics) 4. Yoghurt with fruit
  • Case 1: Blog post about the need for lactofree products - insights
    • Shopping habits
    • Cooking needs
    • Need for guidance
    • Opportunities for communication
    • Knowledgde about non-dairy alternatives and other lactofree dairy products
  • Case 1: Blog post about the need for lactofree products - insights
      • Earned trust in Arla
      • Link from existing facebook group
    Building consumer relations High involvement Establising a forum for the target group New communication channel
  • Case 2: An open innovation platform Fremtidens måltider (Future meals)
  • Case 2: Fremtidens måltider http://www.fremtidensmaaltider.dk / Website facilitating crowdsourcing
    • Workshop tool
    • open dash board of ideas
    • documenting the outcome of the workshop
    • Open access after the workshop
    • network of participants
    • sharing of ideas from the workshop and posting new ideas
    • Everybody’s property and right to use ideas
  • Using social media for sensory research? Is it possible?
  • Professional exchange or consumer interaction
    • Networking, e.g. LinkedIn
    • Sharing and searching for presentations – Slideshare
    • Co-creating - Innocentive
    • Considerations:
    • Common language – how is taste defined globally?
    • Own blog or interacting on other blogs and social media?
    • How detailed can you expect the consumer to be?
    • Purpose – involvement or reseach?
    • Liking
    • Preferences
    • Blind tasting
  • Examples of sensory science and food blogging
    • Sensory Science for the Masses – blog from a sensory scientist about how people interpret the complex stimulation from food and beverage.
    • Arla Køkkenbloggen (Kitchen Blog) – blog about food, recipes, cooking as part of a modern life style and experiences in the kitchen.
    • Brown bean – Coffee community including a blog, review forums, videos, how-to guides and articles.
    • Khymos – blog about the link between chemistry and food (molecular gastronomy)
    • The Science of Food – blog and forum for news, views and discussions about all things related to the science of food.
    *More details in the appendix. Go on – lot’s of possibilities to ”read between the lines”
  • My recommendations
    • Get active!
      • Create a LinkedIn profile and search for relevant groups
      • Create a profile on slideshare.net
      • Search for relevant blogs on the web
      • Start asking questions or take part in a dialogue
    • Focus on the professional exhange
    • You have to be ready to be open and share information and knowledge
    • It’s easier to get started on external sites than maintain your own blog
  • It has to make sense(ory)……..
  • Questions? Or contact me later Mail: taude@arlafoods.com LinkedIn: http://dk.linkedin.com/in/tanjaudengaard Blog: www.arla.dk/forumbloggen The presentation will be uploaded to slideshare.net: Tanja Udengaard                                                                                                                                                                
  • Appendix Pages linked to in the presentation
  • https://gw.innocentive.com/ar/challenge/9230808 Co-create via challenges
  • Sharing and searching for presentations http://www.slideshare.net/manojksamy/sensory-branding - Opening up the senses of all consumers
  • Appendix Cases on sensory science and food blogging
  • Brown Bean http ://blog.brownbean.com/
    • Coffee community including a blog, review forums, videos, how-to guides, recipes and articles.
    • The blog contains posts about Seattle Coffee Gear’s products, ‘latte art’, coffee brewing techniques, coffee flavors etc.
  • Sensory Science for the Masses http ://sensoryscience.blogspot.com/
    • A personal blog from a sensory scientist where she tries to start discussions and to introduce methods for understanding how people interpret the complex stimulation from food and beverages.
    • She posts fun sites on food, articles about how to decide between products and discuss products with her readers. (Activity has gone down recently)
  • Khymos http ://blog.khymos.org/
    • Blog written by PhD in organometallic chemistry, Martin Lersch from Oslo. He writes about the link between chemistry and food, molecular gastronomy and his blog seems very popular. Many people comment – and his post on coffee with salt received 45 comments.
  • The Science of Food http ://psufoodscience.typepad.com/ http://foodscience.psu.edu/ The Science Food blog is Penn State Collage of Agricultural Sciences’ forum for news, views and discussions about all things related to the science of food. The writers blog about new food trends, flavor, biotechnology, food technology etc.
  • Arla: Køkkenbloggen http://www.weblogs.arla.dk/køkkenbloggen Manager of Karolines Køkken, Tove Færch blogs about food, recipes, cooking as part of a modern life style and experiences in the kitchen on “Køkkenbloggen” (Kitchen Blog)
  • Videos for more figures…… State of the Internet http://www.youtube.com/watch?v=T6MfnuvH4Rs Social Media Revolution http://www.youtube.com/watch?v=sIFYPQjYhv8&feature=fvst